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Hello, everyone. My name is Rouran Zhang. 

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It is my honor to talk about two chapters to all of you and the course is culture tourism. 

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And I will talk about the heritage management and heritage tourism 

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and will be illustrated by several very interesting topic and case studies.

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Well, let me discuss. What is a culture tourism? 

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The culture has always been a major part of travel, 

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as the development of the Grand Tour from the 16th century onwards attests.  

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In the 20th century, some people have claimed, 

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culture creased to be the objective of tourism; tourism is now culture.

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Cultural attractions play an important role in tourism at all levels, 

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from the global highlights of world culture to attractions that underpin local identities. 

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According to Richards, culture, heritage and the arts 

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have long contributed to appeal of tourist destination.

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However, in recent years 'culture' has been rediscovered as an important marketing tool 

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to attract those travelers with special interests in heritage and arts. 

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So what is cultural tourism? 

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Cultural tourism defined by Robinson and Smith is explore the ways 

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in which culture(s) is/are mobilized for tourists 

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and read by tourists within particular settings.

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Cultural tourism is one of the oldest forms of travel 

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and still continues to be a mainstay of the tourism industry in most parts of the world. 

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According to the OECD (2009), cultural tourism accounted for 

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around 40% of all international tourism, 

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or 360 million arrivals in 2007. 

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Although it is often difficult to distinguish these ‘culturally motivated tourists’ from other travelers 

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because of the growing tendency towards mixed holiday motives, 

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they are particularly desirable for destinations seeking to attract

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‘high quality’ tourism and high value tourists.

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So well, what is the cultural heritage tourism? 

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Well, Cultural Heritage Tourism is a branch of cultural tourism 

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oriented towards the cultural heritage of the location where tourism is occurring. 

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The National Trust for Historic Preservation in the United States 

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defines heritage tourism as “travelling to experience the places 

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and activities that authentically represent the stories and people of the past,” 

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and cultural heritage tourism is defined as “travelling to experience the places 

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and activities that authentically represent the stories and people of the past and present.”

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So, Cultural heritage tourism is important for various reasons; 

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it has a positive economic and social impact, 

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it establishes and reinforces identity, it helps preserve the cultural heritage, 

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with culture as an instrument it facilitates harmony 

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and understanding among people, it supports culture and helps renew tourism.

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So, Cultural heritage tourism has a number of objectives 

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that must be met within the context of sustainable development 

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such as, the conservation of cultural resources, 

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accurate interpretation of resources, authentic visitors experience, 

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and the stimulation of the earned revenues of cultural resources. 

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We can see, therefore, 

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that cultural heritage tourism is not only concerned with identification, 

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management and protection of the heritage values 

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but it must also be involved in understanding the impact of tourism 

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on communities and regions, achieving economic and social benefits, 

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providing financial resources for protection, as well as marketing and promotion.

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So this is the main concept of culture tourism and also the cultural heritage tourism. 

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So I will talk about the structure of this course. 

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So, chapter one will be illustrated by myself. 

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Our first introduction the cultural tourism and the course outlines, 

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as I already did, and currently do now. 

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And second, I will introduce what is UNESCO World Heritage Program

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 and identify the meaning of culture heritage and natural heritage. 

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There are also several important issues.

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I will illustrated in chapter 2, which include the meaning of cultural landscape,

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cultural roots, industry heritage, intangible heritage, 

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the transported heritage, and serious heritage. 

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And also I will talk about UNESCO ongoing world heritage 

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and sustainable tourism program and need to other experts will talk about these issues. 

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The third chapters, many talks by Dr. Steve Brown 

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and he will mainly talk about Australians heritage system 

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and how to manage and safeguard world heritage sites.

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He will give some examples about Australian heritage sites 

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and by introduction of Australian heritage system about 

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the case study of the Sydney Opera house, 

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rural landscape and heritage, and also a case study in Mongolian Altai, 

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which linking to the ongoing project conducted by UNESCO ICOMOS 

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and IUCN, and the culture and nature journey. 

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The chapter 4 will be illustrated by Professor Ken Taylor, 

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from Australian National University, 

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and he will talk about the meaning of cultural landscape, 

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which he will introduction the meaning of landscape, 

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the landscape values, the reading, the landscape, identification and assessment. 

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So, the landscape analysis and evaluation and also will give a particularly case studies. 

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Well, chapter 5 will be illustrated by the Fergus. 

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Chapter 5 will nurtured by Fergus Maclaren 

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who is the president of ICOMOS ScientificCommittee on Cultural Tourism. 

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And he will first talk about introduction of Indigenous Tourism background 

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and then talk about the culture heritage and Indigenous people, 

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and then talk about the culture heritage and Indigenous people, 

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and then talk about tourism issues at Canadian Indigenous world heritage sites

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and provides several case studies and conclusions.

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So chapter 6 will be lectured by Professor Laurajane Smith. 

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She will talk about the affect and emotion in herited tourism 

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and Professor Laurajane Smith is a director in 

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Museum and Heritage Center in Australian National University. 

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And her major focus where we talk about two concepts. 

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First, it is about heritage visiting with case study in Australia, UK and US 

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and then she will talk about heritage is a performance 

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which linking to the critical heritage studies. 

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So these sixth chapters are the main content of this course. 

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Everyone enjoy.