Urban tourism, heritage and culture - Essay Example

? Urban Tourism, Heritage and Culture: The Case of Amiens Cathedral, France Presented Urban Tourism, Heritage and Culture Cultural and heritage centers are remarkable for contributing towards tourism industry, and generating income to towns and communities. In addition, cultures and heritages may be remarkable for construction of historical narratives regarding a culture, or concerning particular communities. In most cases, promotion of heritage centers and cultural heritages are not meant for tourism, but to preserve identity of communities for long periods. This heritage may be a form of symbolism, representing spectacular events, which may have shaped the lives and history of the people concerned. The main aspect in conservation of heritages is to maintain these symbols, and the unique characteristics of the preserved heritages are responsible for attracting both local and international tourists, as unique images of identity. Attraction of tourists to heritage sites leads to increased income generated through tourism activities in these regions, and urban tourism may result from this tourist activities. Many authorities have therefore reconditioned cities and towns near heritage centers to attract more tourists with an aim of not only preserving heritages, but to increase income in the tourism industry. In this report, the Amiens Cathedral of Notre- Dame in France will be considered as a precious heritage center that has been recognized and listed under UNESCO’s global heritage centers. Historical Background Amiens Cathedral, located in the heart of Picardy is among the largest Gothic churches constructed in the 13th century. The cathedral particularly stands unique in its construction, coherence of its plan, amazing fine displays of sculptures in the principle facade and the South transept, among other spectacular aspects (UNESCO, 2012). The cathedral was initiated in 1152 under the auspices of Bishop Evard, who made huge collections from clergy and people for this noble function (Brown 1846, 100). The cathedral was designed by Robert Lusarche as the architect, but the bishop and Lusdarche did not live to see the completion of the Cathedral that was completed in 1288 (Brown 1846, 100). However, the cathedral was first designed under the Romanesque architecture but was destroyed by fire in 1218, making reconstruction to be carried out in 1220 (UNESCO, 2012). Many of the statues and decorations in the cathedral were completed around 14th century; many years after the completion of the cathedral. The Amiens Cathedral is very different from other cathedrals and buildings in England, and other European locations in many aspects; including both style and design (Brown 1846, 101). This Cathedral is documented to be more advanced and perfect compared to other Gothic architectural works that were prominent during this period (Brown 1846, 101). The French cathedral is in many aspects different from many other cathedrals designed according to the Gothic architecture in this period, making it the most remarkable Gothic architectural work in history. The cathedral was recognized in 1972 by UNESCO under the World Heritage Site Agreement, but was to be officially listed as a world heritage in 1981 (Durand 2012, 9).This recognition changed the entire Amiens area, with the town being reconfigured as a tourist’s destination, leading to growth of more tourism infrastructure, consequently attracting thousands of tourists in this area, considering that France is one of the global leading tourist destinations today. Heritages leading to urban tourism Jenkins (1999) uses the word destination image a number of times and in different contexts. The image of any tourist destination is firstly designed in the cognitive opinion of the events, typical features, and character of the place. Increasing the information related to the image of such cities or places through organic means leads to enhanced clarity as Jenkins further elaborates, and this enhanced clarity leads to more tourists flocking these areas. This makes cities near heritage sites to develop to urban tourism cities. Reynolds (1965) argues that formation of an image about a place is equivalent to development of a mental construct based on a few impressions chosen from multiple information sources. The flood of information may be from many sources, but mostly from promotional media. Tourist’s imaginaries are created because; they turn people and places into easily consumable attractions, and provide simplified and historical fixed versions related to the local heritages (Noel 2007, 24). The cultural heritage of any destination is the fact that motivates many local and international tourists to experience such heritages. “Destinations worldwide are adapting themselves to the homogenizing corporate culture of tourism at the same time as trying to commodities their local distinctiveness” (Noel 2007, 24). The entire Amiens city, as a result of the heritage status of Amiens cathedral has been transformed into a distinct city; a tourism destination for both local and international tourists. The more tourists increase, the more the selective representation of these cities and towns. Life in these towns becomes the codified and authored version of local cultures, and the way tourists should interpret and experience such cultures. This forces the local and surrounding communities to accept and adapt to the ‘tourismified’ identities, and the cultural views created by these identities (Noel 2007, 25). The high numbers of tourists flocking to Amiens city to visit the cathedral has changed cultures within the localities, where all resources have been harnessed to market Amiens as a tourist attraction, leading the surrounding locals to forcibly accept the tourism culture and assimilate it in their lives. This leads to development of urban tourism, in revitalizing inner city areas, boosting the retailing , hospitality and tourism industry, attracting skills personnel, and inward investments, and other public subsidies. Development of Amiens city as a tourist destination after recognition of the Amiens Cathedral as a global heritage under UNESCO has therefore changed the lives of people in the cathedral locality (Noel 2007, 25). The Amiens city was socially and economically regenerated, and created into a vibrant city, with safer and accessible infrastructure to encourage more tourism activities. The local participation and engendering of their civic and local pride is encouraged through participation of the local communities in creating and increasing urban tourism to Amiens city, in addition to tourists flocking to the Amiens cathedral. The creation and advocacy of urban tourism, as enhanced by global heritages increases business opportunities linked to the tourism industry in such areas. As Noel (2007, 25) explains, small businesses are mostly affected in that the urban tourism development leads to many startups, especially within the local communities, who align to share the benefits accruing from the surge of tourists near the heritage sites. For example, in Amiens, hotel businesses, and the use of taxis increased as a result of more visitors seeking to access and tour the cathedral as a UNESCO heritage (Durand 2012, 23). The high number of tourist class hotels has changed the city’s landscape, and in addition to the many tourists visiting in the city to access the Cathedral, some tourists visit the city as a city break or for Holidays. Heritage as Cultural Event Other than heritages being used by communities to attract income from tourism activities, heritages may be used to preserve and demonstrate culture over extended periods of time. Identity and culture are mainly unfixed, in flux, and these cultures are used to reaffirm identities. Culture may be embedded in arts or as a way of life. Bruner (2005, 5) elaborates that tourism involves new cultures constructed specifically for tourists’ audience. Rosenfield (n.d, 2) argues that authenticity is an important aspect in cultural and heritage tourism. This enhances protection and preservation of built environment, which may be considered to be the most appropriate way to effectively reflect a period of culture (Rosenfield n.d, 2). This preservation may involve political decisions regarding the period being rebuilt, and reflection of values in the period covered and reflected. Heritage tourism has been more pronounced in efforts to conserve these traditional cultures, which have been preserved for many years. The Amiens Cathedral is one of these heritage tourism sites. Nurick (2000, 35) argues that Cultural heritage involves the built environment, and other cultural heritages including intangible heritages. Sustainability of the heritage sites requires regeneration, conservation, product renewal, and finally repeated visits by tourists (Nurick 2000, 37). The Amiens Cathedral is a heritage site that portrays and preserves the Gothic and Romanesque cultural heritage, for many years since its construction. Its unique features and decorations have been tourist attractions; they make thousands of tourists to flock the cathedral to learn about these unique cultural identities. For example, the cathedral houses two bronze tombs, which are very rare testimonies that portray the 13th century foundry techniques (UNESCO, 2012). The cathedral in addition portrays signs of mature Gothic designs, which include the tritorium of the choir having beautifully stained glass (UNESCO, 2012). The unique artistic style in the Romanesque and Gothic cultures is well portrayed in the cathedral, having been preserved for many years. This preservation makes it possible for tourists and related people to learn and appreciate the Gothic culture and its symbolism. Imagery and Symbolism in Tourist Attraction Imagery and symbolism are important aspects in heritage buildings such as the Amiens cathedral. Mohammed (2009, 37) argues that images have great influence in tourists’ decision making, in choosing a decision or a trip, related to tourism destinations. Perceived quality of any trip made by a tourist, and the satisfaction obtained are important variables considered in any decision making by tourists. Mohammed further argues that the mental image, promotion of tourists’ services, quality of tourism destination, and the quality of the trip are independent variables with direct causative effects on satisfaction in a tourist’s visit, the willingness to come back, and recommendation for others to visit. For example, Egypt has been a leading tourist’s destination, for people experiencing the magnificent nature of the Pyramids of Giza. These pyramids have a distinctive image in the mind of tourists in learning and appreciating mystery in construction of masterpieces that have been preserved for thousands of years. Similarly, the Cathedral of Amiens is a built masterpiece that has been conserved for hundreds of years. The exciting beautification of the statues and design of the cathedral having been preserved for hundreds of years presents an amazing image of the cultural artistic works of the ancient Romans, as well as the mastery of the architecture of the time. Generally, the cathedral is a masterpiece of architecture, which clearly gives a picture regarding the advancement of artistic works, architecture, and construction of buildings at this particular time. The building is a mirror through which the world can learn the cultural practices of the Romanesque art and architecture, relating this culture to people of the day. Walmsley & Jenkings (1992) elaborate that designative attributes in image creation relate to the perceptual and cognitive components of the image, while the evaluative attributes deal with the exact affective component of the specific image. The relationship between these image attributes is important in describing to access the relative position of such particular places. In addition, destination image is constructed and reconstructed through a process of physical transformation, preservation of works, programs of beautification, development of programs, as a form of globalization in tourism (Fox 2002, 7). The Amiens cathedral has under gone beautification, reconstruction and other process aimed at maintaining its unique status (UNESCO, 2012), though many critics have argued that these reconstruction processes have downgraded its originality. The Association of Heritage Interpretation interprets a heritage as anything that brings meaning to cultural or environmental resources, enhancing visitor appreciation, and promoting better understanding. Visitors as a result are likely to care for what they perceive as precious resource in tourism. Therefore, these heritages increase appreciation, and make visitors to spend more time in these heritages; recognizing a pattern of precious events in it. For example, heritages communicate facts to visitors, they tell a story, they describe what shapes these narratives, who shapes these narratives, and constructing strategies for remembering. The cathedral of Amiens communicates precious information regarding early construction of Churches, the nature of worship as presented by the cathedral styles, and how the narratives concerning Catholicism has evolved overtime; from the construction of these cathedrals to the current Catholicism. Though there might not be any clear narrative on the same, visitors in this cathedral can use their experience and what they see, to construct and make their own interpretation regarding these cathedrals as compared to the current cathedrals and Catholicism. Cohen (2001, 99) argues that the manner in which the past is invoked is largely indicative of the circumstances that makes us ‘past reference’ salient. In most cases, this history may involve myths, or either a Meta history in the sense that its contemporary action’s legitimacy derives its association from the cultural past. Myths confer the rightness on a specific course of action by attaching to it the sanctity that enshrouds traditional lore (Cohen 2001, 99). The Amiens cathedral is linked to the current and past religious worship, in addition to culture, through these Meta history and myths, which helps tourists to interpret and construct their identities and images regarding the cathedral. This act of symbolizing the past is important in understanding and appreciating the cathedral as a religious symbol, preservation of culture, and masterpieces of both architecture and construction at a time that could be considered remote in the use of construction technologies. Crompton (1997, 20) explains these destination images as the sum of the emotional and aesthetic experiences, ideas, beliefs and recollections held by any person over a particular place. These destination images and organic information from the media have led to increased tourism in visiting the Cathedral to satisfy their curiosity, and form clearer pictures. This is after spirited campaigns concerning this heritage building as promoted by the Council of Amiens to attract more tourists to this region (Durand 2012, 23). In most cases, assessment of heritage attraction by visitors is usually not based on scientific correctness of the core product, but on the effectiveness of the site or exhibition in raising curiosity, providing a challenge, and appealing to fantasy among other reasons (Schouten 2000, 21). However, there are problems associated with these heritages and tourist attractions. For example, the Amiens cathedral has been refurbished and redecorated on several occasions, which has challenged its originality to preserve the identity of the cultures and artistic styles of the Romanesque period (Durand 2012, 17). In addition, the increased visits by tourists to Amiens city has resulted to increased pollution in the areas. Short flights planes and increased motor vehicle transportation in taking tourists to this heritage site has led to increased environmental degradation, through increased carbon load, which slowly degrades the once natural and beautiful sceneries of the area. For example, the Normandy authorities had once blocked the short range flights plane from England from the area, due to increased pollution and low environmental sustainability technologies in these planes and vehicles (Hart, 2008). These are the drawbacks that followed after recognition of the Cathedral by UNESCO. Heritage buildings and centers are important in concerning cultures for extended time periods, and as symbols to reflect and learn about, and preserve cultural practices, and other trend of lives of communities for extended periods. The Amiens Cathedral for example, clearly portrays the Romanesque artistic work and architecture; including some degree of the Gothic architecture as early as in the twelfth century. Curiosity about these precious heritages centers makes thousands of tourists to flock to the Amiens city, transforming the city to an urban tourism city. Listing of the heritage under UNESCO’s global heritage sites is indicative of the importance of such buildings, their symbolism, and imagery concerning these past cultures today. The creation of these images is responsible for attracting thousands of tourists to these heritages, developing the tourism industry in these areas further. Heritage buildings are therefore important aspects not only for tourism, but also to preserve cultures for extended periods of time. References List Brown., R., 1845. Sacred Architecture, its Rise, Progress and Present State. London: Fisher, Son & Co., Bruner, E., (2005). Culture on Tour: Ethnographies of Travel. Chicago: The University of Chicago Cohen, A. P.,2001. The Symbolic Construction of Community. London: Routledge Durand, A., 2012. ‘Amiens Cathedral,’ Creation Skertzo Pour Amiens Metropole. Viewed 13 March 2012, Fox, R., 2002. “Croatian Tourism: Consuming Culture, Affirming Identity,” In Jelincic, D.A., Culture: A driving force for urban Tourism- Application of Experiences to Countries in Transition. Zagreb: Institute for International Relations Hart, G.J., 2008. ‘France: Amiens is Getting Back to its Roots.’ The Telegraph. Viewed 13 March 2012, Jenkins, O.H. (1999) Understanding and Measuring Tourist Destination Images. International Journal of Tourism Research, 1, 1-15. Mohammed, G.A., 2008. Egypt’s Image as a Tourist Destination- A Perspective of Foreign Tourists. An International Multidisciplinary Journal of Tourism, 3(1), 36-65. Noel, S. B., 2007. Towards a global culture of heritage interpretation? Evidence from Indonesia and Tanzania. Tourism Recreation Research, 32(3), 23-30. Nurick, J., 2000. Heritage and Tourism. Locum Destination Review, 2. Reynolds, W.H.,1965. The Role of the Consumer in Image Building. California Management Review 69-76 . Rosnefield, R., A., n.d. ‘Cultural and Heritage Tourism,’ Eastern Michigan University. Viewed 13 March 2012 Schouten, F., 2002. “Effective Communication with Visitors at Heritage Sites,” In Jelincic, D.A Culture: A driving force for urban Tourism- Application of Experiences to Countries in Transition Zagreb: Institute for International Relations UNESCO 2012, ‘Amiens Cathedral,’ UNSCO World Heritage Convention. Viewed 13 March 2012, Read More