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 Journal of Heritage Tourism, 2015
Vol. 10, No. 2, 103–110, http://dx.doi.org/10.1080/1743873X.2015.1051211

EDITORIAL
Heritage hotels and historic lodging: perspectives on experiential
marketing and sustainable culture
Downloaded by [Arizona State University], [Professor Dallen J. Timothy] at 13:07 17 June 2015

Heritage is one of the most pervasive tourism resources in the world. Many destinations use
their unique heritage and cultural resources to increase their place-based competitive advan-
tage (Munar & Ooi, 2012; Timothy, 2011). Park (2010) claimed that tourists’ experience
with heritage is an important medium for enhancing a national image, which enables
people to conceive, imagine and confirm their belonging to the nation. However, scholars
and practitioners have noted a need to develop different management and marketing
approaches for heritage tourism (Bennett, 1997; Cheung, 1999). In particular, cultural heri-
tage can imply different significances to tourists, providing a mix of tangible and intangible
experiences that contribute to cultural values and new tourism resources (Gonzalez, 2008;
Timothy & Teye, 2009).
With heritage’s increasingly important role in post-Fordist economics, there is now a
recognized need “to capture the increasingly complex and diverse needs of [tourist]
demand” (Apostolakis, 2003, p. 296) by providing “unique experience[s] and variety,
adding high value to the tourism commodity chain” (Rogerson, 2010, p. 4). Based on
this paradigm, there have been profound changes in terms of the production and consump-
tion of heritage tourism. In particular, there has been much emphasis on the consumer-
driven need for unique experiences rather than simply product-driven perspectives. To
understand the uniqueness sought in heritage encounters, it is essential to understand
what types of heritage attractions and experiences can satisfy the needs of contemporary
cultural consumption (Apostolakis, 2003; Jolliffe & Smith, 2001).
One heritage resource that has not been well studied in the literature is heritage lodging,
historic hotels and other such tourist accommodations. These are unique because they
provide heritage experiences and accommodations simultaneously, and they involve a gen-
trification process that is an important part of heritage preservation and promotion in any
given destination. This special issue aims to highlight issues surrounding accommodations
as an important part of the heritage product for tourism, especially from a sustainable heri-
tage perspective.
Literature on heritage lodging establishments is still sparse, although such establish-
ments have become significant cultural, historical and ethnic markers of authentic environ-
ments in many tourism destinations (Chang, 1997; Henderson, 2001; Peleggi, 2005;
Timothy & Teye, 2009). According to Chang (1997, p. 47), heritage lodging holds tremen-
dous potential as a sustainable tourism commodity in its multiple uses as “a tool to promote
civic pride, local identity, and cultural capital” and because of its economic value (Dinçer &
Ertuğral, 2003). Timothy and Teye (2009, p. 247) point out that renovated or remodeled
historic buildings are one of the most demanded types of tourist accommodation and are
increasingly being placed on the heritage tourism map as part of the broader initiative

© 2015 Taylor & Francis

 104 Editorial

toward “preserving historical buildings and utilizing them for alternative purposes rather
than tearing them down to make way for new developments”. Heritage hotels are, in
fact, now part of the “International Hotels Environment Initiative”, which seeks to
examine sustainability issues associated with heritage such as “eco-efficiency, cultural man-
agement, ecolabels, and best practice guidelines” (Chhabra, 2010, p. 128). One of the
growing concerns in developing these traditional/historic properties as heritage accommo-
dation for tourists is the crucial need to conserve (preserve, renovate, restore and/or promote
urban regeneration) the built cultural environment (Henderson, 2001) and understand their
Downloaded by [Arizona State University], [Professor Dallen J. Timothy] at 13:07 17 June 2015

unique markets. Therefore, a sustainable cultural strategy is needed to capitalize on these

resources for heritage tourism.
This special issue presents a diverse set of papers that examine heritage lodging from a
variety of perspectives, many of which fall under the umbrella of cultural sustainability.
They argue that heritage hotels and resorts are important cultural and historical venues
for showcasing distinct ethnic heritage environments across the globe (Chang, 1997;
Timothy & Teye, 2009). Such initiatives hold potential to earn the support of local commu-
nities because they can reinforce core cultural values and serve as historical markers of
bygone eras (Chhabra, 2010), thereby enhancing the cultural attractiveness of destinations.
It is important to note that recent literature regards cultural sustainability as the fourth pillar
of sustainable development in heritage tourism (Soini & Birkeland, 2014). Cultural sustain-
ability, in the traditional “ecosystem” focuses on maintaining a robust state of heritage
buildings and sites, ascertaining their value in terms of the degree to which they are appreci-
ated, and ensuring compliance of the cultural code of hospitality passed down between gen-
erations (Grefe, 2004; Yameen, 2013). Soini and Birkeland (2014) identify multiple
connotations of cultural sustainability such as cultural heritage, cultural vitality, economic
viability, cultural diversity, locality, eco-cultural resilience and eco-cultural civilization.
Cultural heritage refers to cultural capital stock, both tangible and intangible, that is
inherited from previous generations (Throsby, 2008). This perspective of cultural sustain-
ability sees heritage as a source of identity and seeks to keep it intact for future generations
(Farsani, Coelho, & Costa, 2011). Cultural vitality focuses on the evolving nature of culture
and its adaptation to meet users’ needs in the form of events, cultural services and heritage.
Economic viability focuses on heritage as a tourism resource (Chhabra, 2010; Farsani et al.,
2011). It strives to build production-consumption connections on a localized scale (Soine &
Birkeland, 2014). Examples include historical sites, buildings, traditional food and gas-
tronomy for local and regional development. Cultural diversity strives to recognize
diverse cultural values, attitudes and perceptions and supports materialistic manifestations
of the same to promote them. It argues that decision makers need to take local values into
consideration to promote cultural identity (Stephenson, 2007). Locality supports the views
and cultural privileges of marginalized cultures. It favors territorial notions and is against
globalization (Jamal & Stronza 2008). Eco-cultural resilience strives to balance human
culture with natural landscapes and nature (Sumberg, 2002), whereas eco-cultural civiliza-
tion focuses on ecological values and behavior that supports such values. According to
Burton and Paragahawewa (2011), environment-related decisions are not always driven
by economic rationale; cultural values also play an important role.
In developing unique cultural tourism experiences, heritage hotels, some of which are
even UNESCO World Heritage Sites, can provide an opportunity for tourists who seek lux-
urious experiences and simultaneous exposure to history, art, culture, tastes, traditions and
sentiments of various chapters of a region’s history (Mendiratta, 2013; Timothy & Teye,
2009). By visiting and staying in heritage hotels, tourists may experience representations
of excellence in repurposed historic properties in the mix of fine details of décor, service
 Editorial 105

and traditional cuisine with the modern demands of high technology and business services
(Mendiratta, 2013). Heritage hotels have a history that provides opportunities to experience
the cultural past of the destination and lend a degree of intrigue. Demand for heritage-based
lodging not only encourages spending by those wishing to enjoy the historical environment
or staged history, but also provides a setting for entertainment, enjoyment and relaxation
(Waitt, 2000). Given these aspects, it is essential for heritage accommodation to incorporate
a sense of depth, originality and the historic past (Waitt, 2000). For instance, many heritage
hotels in India, Singapore and Vietnam arose from the colonial patrimony of old palatial
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residences such as forts, palaces and havelis into boutique or luxury hotels.
Built heritage can become a valuable and sustainable resource when it is converted for
tourism uses. Restoring and maintaining the original designs of historic structures provide
opportunities to create place distinctiveness and a promotional brand for the destination
(Henderson, 2011). It is essential to recognize that heritage buildings are not just tangible
assets that represent past artifacts and events; they are more valuable as conservers of local
culture and societal identity. In other words, the preservation and repurposing of historic
buildings should help maintain and restore their intrinsic heritage and cultural values for
the communities where they are located.
Research has emphasized the many benefits of repurposing historic buildings rather
than demolishing them and constructing new ones (Johnson, 1996; Langston, Wong,
Hui, & Shen, 2008; Timothy, 2011). First, economic benefits are noted in terms of time
and cost. Langston et al. (2008) claim that rehabilitating old buildings can take half to
three quarters of the time necessary to demolish the same floor area. As well, the cost of
transforming the building may be less expensive than new construction since some struc-
tural elements have already been established. Second are the environmental benefits.
Refurbishing buildings recycles many original materials and reuses structural elements,
resulting in reduced landfill waste and the need to use more natural resources. Moreover,
given that older buildings were typically constructed with high-quality materials, renovat-
ing over reconstructing can reduce energy consumption, thereby increasing the “environ-
mental value” (Langston et al., 2008).
Old structures may also help enhance social benefits such as intrinsic heritage values
and support a sense of place and local identity. Traditional buildings can help preserve
attractive streetscapes and local character by remaining authentic and using high-quality
materials (Murphy, Benckendorff, Moscardo, & Pearce, 2011), which can also contribute
to the social, educative and esthetic value of the built heritage (Timothy, 2011). Repurpos-
ing vacant or run-down edifices has a positive impact on a community’s vibrancy and well-
being by reducing crime and other antisocial behavior while enhancing living standards by
adding investment and revitalization opportunities (Langston et al., 2008).
In refurbishing heritage buildings, some accommodations are transformed from old
buildings, which are frequently called “boutique hotels” (Henderson, 2011). Previous
research on “boutique accommodations” revealed its potential to increase the experiential
nature of heritage since it can capitalize on the unique and original character of the property,
augment the homely feel and pattern its catering services after the nature and heritage cui-
sines of its physical location (Chang & Teo, 2008; McIntosh & Siggs, 2005; Rogerson,
2010; Yuan, 2009). Similarly, research on boutique hotels has suggested that the design
aspects of converted heritage hotels, such as gardens, great halls, iconic architecture, per-
sonalized decoration and sense of localism, could inspire the customers’ distinctive experi-
ence, and further positively affect their attitude toward the destination (Aggett, 2007;
Freund de Klumbis & Munsters, 2005; Kleinrichert, Ergul, Johnson, & Uydaci, 2012;
Lwin, Phau, Huang, & Lim, 2014; McIntosh & Siggs, 2005; Sklair, 2010). Furthermore,
 106 Editorial

luxurious heritage hotels, especially those converted from old palaces, may retain some
superior material objects such as custom-made chandeliers, rare antique furniture, grand
marble staircases, priceless statues, stained-glass windows and objects d’art, which have
potential to amplify the tourist experience (Mendiratta, 2013). Thus, heritage hotels rep-
resent post-Fordist tourism, emphasizing individuality and uniqueness to enhance tourists’
experiences. Moreover, in some popular destinations where lodging is in high demand,
newly developed boutique heritage hotels can be attractive accommodations options for
leisure and business travelers and yield significant revenue for the local economy.
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Certain hotels that were converted originally from private residences or religious pre-
mises (e.g. monasteries) gained recognition because of their long histories or unique
designs, depending on the degree of refurbishment, ranging from simple redecoration to
major reconstruction (Henderson, 2011; Langston et al., 2008). On the other hand, with
regard to the preserving unique and original structural characters, it should be noted that
there are challenges facility managers frequently deal with, such as what sorts of alterations
are needed, how to maintain cultural heritage values and whether a building needs to be
refurbished or reconstructed (Langston et al., 2008). Converting local tangible and intangi-
ble cultures, including buildings, into consumable commodities has been criticized,
especially when it diminishes authenticity or is commoditized for mass tourists (Chang,
1997). However, restoring heritage buildings has potential to reinforce heritage values
when it encourages resident empowerment and participatory development – all important
principles of sustainable heritage use (Timothy, 2011).
There is no doubt that heritage tourism products are very diverse. However, scholars
have noted that there is a marketing and management deficit in the distribution of heritage
and cultural tourism products (Middleton, 1997; Pearce & Tan, 2004). Like other tourism
products, heritage is difficult to evaluate prior to being consumed since its consumption is
more intangible and experiential rather than tangible and physical. Therefore, multimedia
modes and information technology provide significant opportunities for heritage tourism
marketers to stimulate people’s pre-visit experience given that heritage tourism resources
are unique, by nature requiring more pictorial and audio information for demonstration pur-
poses (Bennett, 1997; Hartmann, 2012). Furthermore, multimedia technology enables heri-
tage sites to reach a far greater audience and thereby encouraging latent visitors’ interaction
and interpretation off site (Bennett, 1997; Go, Lee, & Russo, 2003; Hartmann, 2012; Pearce
& Tan, 2004).
Recently, travelers have created “volunteered geographic information” by posting,
reading, reviewing, responding to and discussing a variety of topics through social media
(Wunsch-Vincent & Vickery, 2007). This is so widespread that it can now be seen as a
new pathway for the heritage tourist to evaluate and express their experiences at heritage
sites (Munar 2010; Munar & Ooi, 2012). As regards the role of social media marketing,
it should be noted that typical media content that provides information through text,
photos, videos and slides are distinctively different from social media that enable users
to interact, communicate and share ideas, contents, thoughts, experiences, perspectives,
information and relationships (Briscoe, 2009; Chan & Guillet, 2011; Kaplan & Haenlein,
2010; Xiang & Gretzel, 2010). Social media sites encourage interaction among people
who have similar interests. This facilitates posting links and contents from many different
sources, resulting in a synergistic effect for new innovative services and products
(O’Connor, 2011). It is essential for hotel managers and destination decision makers to
know how travelers and potential travelers use social media, including tracking, since
this reveals what services are more attractive and what variables influence their purchasing
decision-making (Parra-López, Bulchand-Gidumal, Gutiérrez-Taño, & Díaz-Armas, 2011).
 Editorial 107

Chan and Guillet (2011) also suggest that hotel managers should consider the amount of
resources available for the company in order to retain customer engagement with social
media while responding and interacting with them.
According to Munar (2010), social media in heritage tourism has significant potential
for developing marketing strategies, as a growing number of travelers rely on the contents
generated by other travelers for their heritage travel information search and for quality
ratings through sites such as Tripadvisor. In the context of this special issue, this issue is
particularly important for historic hotels and other heritage lodging facilities. Considering
Downloaded by [Arizona State University], [Professor Dallen J. Timothy] at 13:07 17 June 2015

that heritage tourists want to experience authenticity based on their own preconceived
images of what is authentic about a particular destination (Prentice & Anderson, 2007),
it is valuable to develop the social media to market the heritage tourism products including
the destination and its hotels.
Most papers in this issue relate to one or more of the aforementioned notions of cultural
sustainability and experiential marketing. For instance, Timothy and Gelbman focus on
hotels and restaurants in border locations and present a spatial typology of border-
located lodging establishments that lie directly on or very near borderlines, especially on
international boundaries whose heritage appeal is influenced by their bisected or otherwise
border-located heritagescapes. This article supports cultural diversity and economic viabi-
lity dimensions. Cheer and Reeves discuss political and semiotic implications of renewing
colonial-era constructions for heritage tourism. The authors point out that the repercussions
of restoring colonial heritage in former colonies can aggravate tensions within already
fragile ethnic environments. Such places are witnessing socio-political and economic
changes and legacies, and meanings bestowed to such restorations can fuel socio-political
tensions and disturb sensitive landscapes on the mend. A deep manifestation of vitality,
economic viability and vitality is noted in their paper. Similar sentiments are expressed
in the work of Aslam and Jolliffe, who examine the repurposing of colonial-era tea planta-
tion infrastructure into contemporary lodging for tourists and report some of the most
salient challenges facing the managers of properties that were once colonial lodging or
recreation facilities but today operate as high-end accommodations in a post-colonial
society.
The paper by Ong, Minca and Felder teases out elements of darkness and painful heri-
tage and how these can be moderated by the re-use of sites of incarceration to develop a
utopian, liberated space of lodging and heritage consumption. Their paper examines
these issues in the context of the Lloyd Hotel in Amsterdam. Wu, Liu, Shao and Morrison
focus on Hutongtels, a unique form of specialist and vernacular accommodations, which
have become popular as city tourism products. They trace the history of hutongtel develop-
ment using four life cycle stages and note that the

Hutongtels have become a practical way to preserve the hutongscape and siheyuan architec-
tures as well as offering authentic old Beijing experiences for tourists. No destination manage-
ment organizations have conducted comprehensive surveys of hutongtels so that there is no
guidance for their development.

The authors call for a hutongtel association in Beijing to guide and supervise hutongtels
and help facilitate collaborative marketing initiatives between these unique lodging facili-
ties to increase their awareness and appeal for tourists. In this context, the authors aim to
support the cultural heritage, economic viability, locality and cultural viability perspectives
of cultural sustainability. Chhabra’s paper on cultural sustainability examines palace resorts
in India. She suggests a sustainable cultural hospitality paradigm to gauge the degree to
 108 Editorial

which heritage accommodations adhere to a cultural code. Her framework resonates with
the notions of cultural heritage, locality, economic viability, eco-cultural resilience and
eco-cultural civilization.
Yoo and Lee’s paper on the use of social media, highlights how Facebook and other
online information sources are utilized by heritage lodging properties to capture their audi-
ences and promote their heritage offerings. They provide a detailed account of the use of
Facebook to contact hotel fans and other users for message delivery rather than engaging
them in back-and-forth conversation.
Downloaded by [Arizona State University], [Professor Dallen J. Timothy] at 13:07 17 June 2015

As evidenced from the article themes in this special issue, cultural sustainability and
experiential marketing can be examined from a variety of contexts using both multidisci-
plinary and transdisciplinary perspectives. All papers in this theme issue collectively
present dynamic and reconstructive approaches to the use of heritage accommodations in
a sustainable manner. The overall aim of sustainable heritage tourism is to offer viable econ-
omic benefits to host communities while striving to support social and cultural inclusion
and community well-being. Heritage hotels and accommodations have become an over-
arching, albeit understudied, field of inquiry, and the unfolding discourse on their complex-
ity has just begun. It is our hope this special issue of the Journal of Heritage Tourism will be
used as a stepping platform and that the enriching content of its diverse articles will pave the
way for further deliberations.

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Woojin Lee
Deepak Chhabra
Arizona State University

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