Abstract
Cultural heritage interpretation requires mediation processes connecting tangibility with intangible meanings. As a performing narrative, storytelling is an effective communication strategy in cultural and heritage tourism. In particular, digital storytelling allows to segment information and adapt it to the different audience profiles in an interactive and immersive way. Tourists become participants in the mediation process by providing their stories, while local communities enrich the curatorial discourse with their knowledge and memories about the place, culture, and heritage. Tourists and residents' co-creation, contributing to strengthening perception of local authenticity and sense of belonging, enhances the experience and engagement with the place. The literature review aims to analyse the impact of storytelling and co-creation on cultural heritage mediation and the tourist experience and community engagement.
TopBackground
There is extensive research on heritage (Howard, 2003; Logan, Nic, & Kockel, 2015; Messenger, & Smith, 2014) and the different narratives about the past (Hanna et al., 2017). The promotion of cultural values inherent to heritage has transformed heritage sites into touristic attractions (Alvarez et al., 2016; Prentice, 1993). However, adapting heritage sites for international visitors provoked a progressive distancing of local communities (Court, & Gamini, 2015; Waterton, & Smith, 2010).
Following the growth of an industry focused on heritage, both UNESCO (1976) and the World Tourism Organization (UNWTO, 1995), as well as other specialist organisations (Wells, & Stiefel, 2019) highlighted the need of preserving and managing heritage sites, included in the broader frame of sustainable tourism (Robinson, & Picard, 2006) and community’s engagement (Court, & Gamini, 2015). Case studies have been published in recent years, demonstrating how residents’ engagement creates advantages to the preservation of heritage and the empowerment of communities (Chinyele, & Lwoga, 2018; Ferreira, 2018; Li et al., 2020; Stephens, & Tiwari, 2015).
Key Terms in this Chapter
Creative Tourism: Extension of cultural tourism that engages local communities to provide interactive and immersive experiences for tourists.
Co-Creation: Collaborative development of new values, contents, products, and services together with experts and outsiders (consumers).
Digital Storytelling: Digital media tools to tell stories combining text, sound and still and moving imagery with interactive features.
Placemaking: Collaborative and multi-faceted design and management process of public spaces, reflecting local community shared values and local place identity.
Cultural Heritage: The legacy of tangible and intangible assets of a cultural group, expressing their value systems, beliefs, traditions and lifestyles through times and spaces.
Heritage Tourism: Branch of tourism centred on the destination's cultural heritage and on the experience of historical sites, artefacts, and performances that represent its culture and past.
Cultural Mediation: The process of interpreting the meaning of cultural works and products.