While the notion of farm tourism is not new in tourism studies, it continues to evolve and take forms not previously examined. This article describes the development of this form of tourism on the outskirts of Hội An (a World Heritage Site in Vietnam) as a farming sector seeks to build on a demand being created by visitors to the United Nations Educational, Scientific and Cultural Organization gazette site. Based on 27 informants, the article examines the nature of the agritourism products and their move towards sustainable tourism in response to demand. The article highlights (a) the nature of the products, (b) the opportunity provided by proximity to a World Heritage Site and (c) the educational background of the farmers and suggests that levels of education possess importance by enabling entrepreneurs to acquire business skills not previously available to earlier generations. In identifying this, the article contributes to a literature on how tourism products evolve in developing countries, for not only does education create skill sets but also creates an awareness of the commercial and social values of traditions and the need to retain this as expressions of cultural patterns of life.
This paper analyses 'top of the mind' evaluations of respondents who had visited three cultural heritage sites in New Zealand. Unlike many studies, this paper reports data derived from answers written to open-ended questions. The research sought to assess to what extent respondents are purposeful seekers of knowledge, or alternatively are simply seeking experiences that contribute to an overall satisfying visit and to their holiday experiences. While it may be suggested that the needs for relaxation, social bonding and knowledge lead to an evaluation of sites via the importance tourists attributed to factors such as uniqueness, it is found that, for the majority of tourists, uniqueness is either given little importance or is engaged with in shallow ways. The visit to the site is hence evaluated by the contribution it makes to enjoyable holidaytaking, rather than holidaymaking.
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