British Art And Cultural Organizations And Cultural Tourism

This study aims to identify the situation for British art and cultural organizations in cultural tourism and investigate the strategies that art and cultural organizations need to adopt in response to the situation to develop cultural tourism by using case study.Literature about characteristics of cultural tourism development, policies and views on cultural tourism, culture and tourism conflicts, authenticity and cultural tourism, and cultural tourism and art and cultural organizations has been reviewed in this study.Based on the factors mentioned above, the author proposed strategies for art and cultural organizations in cultural tourism development. Art and cultural organizations need to base their professional development on sustainable programming and co-operate with other stakeholders of cultural tourism such as local community, tour operators, tourists, local authority, local business and so on.The case study involves two British art and cultural organizations in Shakespeare's birthplace. It is to identify the opportunities and challenges for the two art and cultural organizations and examine the two organizations' strategies in relation to different stakeholders in developing Stratford-upon-Avon's cultural tourism.The study finds that the two art and cultural organizations developed mass marketing and niche marketing, and are establishing a collaborative partnership with all stakeholders of tourism industry to meet the challenges. They are working closely with tour operators, and having inter-organizational collaboration to realize more potentialities of educational functions of cultural tourism. Although they do not work with the local authority and community actively, they are developing a closer relationship with the Stratford District Council and take local people's opinions seriously.The study concludes that art and cultural organizations need to co-operate with other stakeholders and base their professional development on sustainable programming in the development of cultural tourism.