{"id":2677,"date":"2025-06-09T12:03:55","date_gmt":"2025-06-09T05:03:55","guid":{"rendered":"https:\/\/riat.vn\/three-decades-of-cultural-tourism-rethinking-challenges-and-new-directions\/"},"modified":"2025-07-24T22:04:51","modified_gmt":"2025-07-24T15:04:51","slug":"three-decades-of-cultural-tourism-rethinking-challenges-and-new-directions","status":"publish","type":"post","link":"https:\/\/riat.vn\/en\/three-decades-of-cultural-tourism-rethinking-challenges-and-new-directions\/","title":{"rendered":"Three Decades of Cultural Tourism: Rethinking, Challenges, and New Directions"},"content":{"rendered":"<p data-start=\"320\" data-end=\"385\"><em><strong>Rethinking Cultural Tourism after 30 Years of Development: from \u201cHigh Culture\u201d to Co-Creative Experience, from Physical Space to Extended Reality.<br \/>\nThis article provides an in-depth analysis of academic transitions and proposes new approaches for a sustainable future. <\/strong><\/em><\/p>\n<h2 data-start=\"320\" data-end=\"385\"><strong data-start=\"323\" data-end=\"385\">From a Book to an Open Academic Discourse<\/strong><\/h2>\n<p data-start=\"387\" data-end=\"1064\">In the context of global cultural and tourism orders being challenged by the pandemic, geopolitics, and technological transitions, the book <em data-start=\"520\" data-end=\"549\">Rethinking Cultural Tourism<\/em> emerges as a necessary academic response to re-evaluate three decades of development in cultural tourism. Rather than merely an academic publication, the book is a profound synthesis of the ATLAS Cultural Tourism project, which began in 1991, and the Smart Culture initiative funded by the European Union. The book launch \u2013 a global-scale online symposium \u2013 is not only a venue for presenting the content, but also a convergence point for ideas, debates, and new trajectories for the future of cultural tourism.<\/p>\n<p><iframe title=\"ATLAS Webinar Book Launch - Rethinking Cultural Tourism\" width=\"1020\" height=\"574\" src=\"https:\/\/www.youtube.com\/embed\/Fqg13g1H-hM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2 data-start=\"1066\" data-end=\"1153\"><strong data-start=\"1069\" data-end=\"1153\">The Evolution of <a href=\"http:\/\/riat.vn\">Cultural Tourism<\/a> in Hybridized Spaces<\/strong><\/h2>\n<p data-start=\"1155\" data-end=\"1598\">The historical development of cultural tourism is closely tied to changes in the understanding of \u201cculture.\u201d Culture 1.0 represents the traditional view, considering culture as a tool for education and standardization of behavior through the appreciation of high art. However, from the late 20th century, under the influence of globalization and economic development, Culture 2.0 began to dominate \u2013 where culture became a tool for development and a driver of local economies.<\/p>\n<p data-start=\"1600\" data-end=\"2134\">The emergence of Culture 3.0 marks a shift toward co-creative thinking, where tourists are no longer passive recipients but active agents in creating cultural experiences. Here, the intersection of art, technology, and daily life extends cultural tourism into non-traditional spaces. Culture 4.0 \u2013 characterized by the integration of physical and digital spaces, virtual reality, and augmented reality \u2013 ushers in an era of \u201cuncertainty yet full of potential\u201d in digitalized and fragmented cultural tourism.<\/p>\n<p data-start=\"1600\" data-end=\"2134\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-1899\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-1-min.jpg\" alt=\"du-lich-van-hoa\" width=\"841\" height=\"560\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-1-min.jpg 841w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-1-min-300x200.jpg 300w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-1-min-768x511.jpg 768w\" sizes=\"(max-width: 841px) 100vw, 841px\" \/><\/p>\n<h2 data-start=\"2136\" data-end=\"2197\"><strong data-start=\"2139\" data-end=\"2197\">From Culture to Emotion<\/strong><\/h2>\n<p data-start=\"2199\" data-end=\"2696\">Alongside the historical progression of the industry, academic thought has also undergone significant \u201cturns.\u201d From the cultural turn in the 1980s, emphasizing the central role of culture in all aspects of society, to the mobility turn, reflecting the globalization of movement and the transformation of the tourist\u2019s role. Following this is the performative turn, which reveals tourism as a performative process \u2013 not merely the consumption of space but also the enactment of personal roles within that environment.<\/p>\n<p data-start=\"2698\" data-end=\"3071\">The creative and managerial turn opens new avenues: tourism is no longer just exploration but also creation; the role of \u201ccurators\u201d is no longer confined to museums but extends to the entire urban space. Finally, the emotional turn has emerged as a new wave, affirming the importance of personalization, emotional attachment, and sensibility in cultural experiences.<\/p>\n<h2 data-start=\"3073\" data-end=\"3135\"><strong data-start=\"3076\" data-end=\"3135\">A Third-Generation Approach<\/strong><\/h2>\n<p data-start=\"3137\" data-end=\"3618\">Amid increasing complexity, practice theory is applied as a tool to deconstruct rigid definitions and explore diverse practices in cultural tourism. No longer centered on tourist profiles or destinations, this approach emphasizes social interactions, ritual sequences, and the contextuality of behavior. The concept of collective effervescence is considered a key factor in stimulating the repetition of cultural experiences, shaping contemporary tourism behavior.<\/p>\n<p data-start=\"3620\" data-end=\"4066\">This theoretical model not only helps to understand \u201cnew\u201d practices such as exploring street art, participating in local workshops, or becoming a tourist in one\u2019s own city, but also raises the question: what makes an experience \u201ccultural tourism\u201d? Debates surrounding the legitimacy of practices such as culinary tourism, religious travel, or contemporary art tourism underscore the need for a more flexible and inclusive classificatory framework.<\/p>\n<p data-start=\"3620\" data-end=\"4066\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-1898\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-10-min.jpg\" alt=\"du-lich-van-hoa-1-min\" width=\"640\" height=\"419\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-10-min.jpg 640w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/du-lich-van-hoa-10-min-300x196.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h2 data-start=\"4068\" data-end=\"4136\"><strong data-start=\"4071\" data-end=\"4136\">Definition, Data, and Co-Creation<\/strong><\/h2>\n<p data-start=\"4138\" data-end=\"4546\">Despite numerous achievements, the field of cultural tourism still faces significant challenges. The absence of a widely accepted definition renders academic discussions ambiguous, while practitioners lack clear measurement tools. Existing statistics often fail to reflect reality, as in the case of Venice \u2013 where 80% of visitors do not engage in cultural activities in the traditional sense.<\/p>\n<p data-start=\"4548\" data-end=\"4894\">Co-creation \u2013 though a prominent trend \u2013 is still used loosely and lacks empirical verification. The level of tourist engagement in creating cultural value is not always high, especially in the context of digital consumption. An interesting paradox is that older tourists tend to participate in co-creation more than the millennial generation.<\/p>\n<p data-start=\"4896\" data-end=\"5277\">Furthermore, elements such as \u201catmosphere\u201d and \u201cbuzz\u201d \u2013 despite their evident influence on experience \u2013 remain elusive concepts and are insufficiently studied. Meanwhile, cultural institutions must adapt to digital forms, seeking ways to exist in a hybrid space where visitors can \u201caccess museums\u201d from their living rooms.<\/p>\n<h2 data-start=\"5279\" data-end=\"5343\"><strong data-start=\"5282\" data-end=\"5343\">Breaking Barriers, Expanding Boundaries<\/strong><\/h2>\n<p data-start=\"5345\" data-end=\"5789\">The book emphasizes the urgent need for a \u201cthird-generation practice approach\u201d \u2013 where boundaries between agency and structure, producers and consumers, physical and digital spaces are increasingly blurred. This approach helps to broaden the concept of cultural tourism, encompassing previously marginalized practices such as creative shopping, social interaction in art spaces, or even creating cultural memes on social media.<\/p>\n<p data-start=\"5791\" data-end=\"6169\">One of the book\u2019s most important contributions is its connective capacity \u2013 serving as a \u201cbridge\u201d between the cultural and tourism sectors, two fields that operate under different logics. If effectively implemented, this approach can help unlock synergistic potential, enhancing the effectiveness and sustainability of both policy and practice in these sectors.<\/p>\n<h2 data-start=\"6171\" data-end=\"6222\"><strong data-start=\"6174\" data-end=\"6222\">A Field in Transformation<\/strong><\/h2>\n<p data-start=\"6224\" data-end=\"6693\"><em data-start=\"6224\" data-end=\"6253\">Rethinking Cultural Tourism<\/em> is not merely a book; it is an open academic manifesto. In a context where traditional definitions are no longer sufficient to encompass the diversity and complexity of new practices, the book paves a path for rethinking. From three decades of history to theoretical implications, it provides not only analytical tools but also intellectual inspiration for the next generation of scholars, policymakers, and practitioners.<\/p>\n<p data-start=\"6695\" data-end=\"6936\">Cultural tourism \u2013 if correctly understood and applied \u2013 is not an outdated concept, but an open thinking space where people, technology, and culture converge to reshape experiences, values, and perceptions in the 21st century.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rethinking Cultural Tourism after 30 Years of Development: from \u201cHigh Culture\u201d to Co-Creative Experience, from Physical Space to Extended Reality. This article provides an in-depth analysis of academic transitions and proposes new approaches for a sustainable future. From a Book to an Open Academic Discourse In the context of global cultural and tourism orders being&#8230;<\/p>\n","protected":false},"author":1,"featured_media":2501,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[344,402,401],"tags":[362],"class_list":["post-2677","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cultural-and-natural-heritage-tourism-en","category-tourism-news","category-webinar-en","tag-du-lich-van-hoa-en"],"_links":{"self":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/2677","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/comments?post=2677"}],"version-history":[{"count":0,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/2677\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media\/2501"}],"wp:attachment":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media?parent=2677"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/categories?post=2677"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/tags?post=2677"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}