Description
This paper aims to determine the role of heritage tourism in Shetland Island destination
development and how this links to tourism public policy in island communities.
International Journal of Culture, Tourism and Hospitality Research
The role of heritage tourism in the Shetland Islands
Anna Leask Ivana Rihova
Article information:
To cite this document:
Anna Leask Ivana Rihova, (2010),"The role of heritage tourism in the Shetland Islands", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 4 Iss 2 pp. 118 - 129
Permanent link to this document:http://dx.doi.org/10.1108/17506181011045190
Downloaded on: 24 January 2016, At: 22:10 (PT)
References: this document contains references to 54 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1825 times since 2010*
Users who downloaded this article also downloaded:
Fredrick M. Collison, Daniel L. Spears, (2010),"Marketing cultural and heritage tourism: the Marshall Islands", International J ournal of
Culture, Tourism and Hospitality Research, Vol. 4 Iss 2 pp. 130-142http://dx.doi.org/10.1108/17506181011045208
Hiroko Yasuda, (2010),"World heritage and cultural tourism in J apan", International J ournal of Culture, Tourism and Hospitality Research,
Vol. 4 Iss 4 pp. 366-375http://dx.doi.org/10.1108/17506181011081532
Keith G. Brown, J enny Cave, (2010),"Island tourism: marketing culture and heritage – editorial introduction to the special issue",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 4 Iss 2 pp. 87-95http://dx.doi.org/10.1108/17506181011045163
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about
how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/
authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and
also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The role of heritage tourism in the
Shetland Islands
Anna Leask and Ivana Rihova
Abstract
Purpose – This paper aims to determine the role of heritage tourism in Shetland Island destination
development and how this links to tourism public policy in island communities.
Design/methodology/approach – The study is conducted in the Shetland Islands, located off the north
coast of Scotland, UK. Descriptive and inductive approaches are utilized to enable the researchers to
recognize multiple social structures and draw conclusions from observations and speci?c information.
Primary research focuses on semi-structured interviews with key informants. Data is analyzed via a mix
of content analysis and interpretation of the responses through a connected narrative approach.
Findings – Seasonality is a key feature of Shetland Island tourism, alongside other key limitations to
growth including transport links and climatic conditions. Potential con?icts exist between tourism
stakeholders and their perceptions of the effectiveness of the heritage tourismpublic policy in Shetland,
though overall stakeholder collaboration succeeds in enhancing heritage conservation and
development.
Practical implications – While the ?ndings relate speci?cally to the Shetland Islands, the general
conclusions offer an example of best practice concerning tourism public policy for heritage-focused
tourism in island communities, which could be used in comparable destinations.
Originality/value – The choice of the Shetland Islands as an example of a cold water island destination
offers the opportunity to extend existing research and examine how the community of Shetland
embraces the opportunities afforded by tourism as an alternative to traditional industries.
Keywords Heritage, Tourism, Public policy, Stakeholder analysis, United Kingdom
Paper type Research paper
Introduction
Shetland (or the Shetland Islands) is a group of over 100 islands, of which only 15 are
currently inhabited, located off the North East coast of Scotland. Despite their extreme
geographical position in between the Atlantic Ocean and the North Sea (the archipelago lies
between 608 and 628 north – same latitude as Anchorage in Alaska, Bergen in Norway or
Siberia) the warming effect of the Gulf Stream creates a remarkably mild climate and results
in a bountiful natural environment. These conditions have for centuries attracted various
cultural groups. Traces of Neolithic, Pictish, and Viking settlements are seen today in the
form of a unique cultural landscape, admired by visitors and valued by the local community,
who regard their Scandinavian heritage as a crucial part of their culture.
Shetland’s tourism industry re?ects the importance of the islands’ cultural and natural
heritage. Local research agencies estimate that 77 percent of Shetland’s visitors come to the
islands to experience natural and cultural heritage (AB Associates Ltd. and Macpherson
Research, 2006). Local administration and tourism organizations recognize heritage tourism
as an effective means for sustainable destination development, spending two decades
working on the proposition and effective implementation of strategic tourism development
plans. One of these initiatives is the newly adopted Heritage TourismInvestment Programme
PAGE 118
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010, pp. 118-129, Q Emerald Group Publishing Limited, ISSN 1750-6182 DOI 10.1108/17506181011045190
Anna Leask and
Ivana Rihova are both
based at Edinburgh Napier
University Business School,
Edinburgh, UK.
Received February 2009
Revised June 2009
Accepted July 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
(HTIP), in which the Shetland Community Development Trust, in cooperation with numerous
local organizations, aims to maximize the potential of Shetland’s heritage through direct
support and funding of various heritage projects (Shetland Island Council Economic
Development Unit (SIC EDU), 2007).
A review of academic literature reveals that only a few scholars discuss the development of
heritage tourism strategies in island destinations in recent years. Although Shetland is the
subject of a number of academic articles (Butler, 1996, 1997; Callahan, 1998; Fennel, 1996),
no study yet considers the complexity surrounding the role of heritage tourism in this
destination.
Although many authors claim that heritage tourism is one of the most suitable forms of
tourism for sustainable economic and social development in remote regions (Garrod and
Fyall, 2000; Hall and McArthur, 1996; Harrison, 2002), developing culture and heritage into a
successful tourism product can be challenging. Where many destinations still adopt the
traditionalist view of heritage in its conservational sense and with a focus on the supply side,
a number of con?icts can occur between the conservationists and the heritage tourism
marketers, whose main objectives tend to emphasize the economic bene?ts of development
(Aas et al., 2005; Garrod and Fyall, 2000).
This paper investigates the role of cultural and natural heritage tourism in Shetland Islands
destination development, with a focus on how tourism public policy can contribute to the
successful development and marketing of a sustainable heritage tourism product. The
paper sets the context for island tourism, public policy, stakeholder collaboration and the
role of heritage tourism within the tourism system. Then presents Shetland as a case study
community, one that welcomes tourism as an alternative to its traditional industries and
where heritage tourism public policy is being successfully implemented. The paper
concludes with views and recommendations on the role of heritage tourism in the future
marketing of heritage and cultural products in island destinations.
Literature review
Heritage and heritage tourism
A review of approaches to de?ning heritage tourism shows that this concept is extremely
complex. As is the case of the term tourism in general, the academic world has not as yet
found agreement over the issue of understanding the nature of heritage tourism in a uni?ed
and speci?c way.
Understanding of heritage can be all encompassing and features many viewpoints, such as
visitor experience (Poria et al., 2001, 2003); supply and demand (Apostolopoulos and
Gayle, 2002); and the perception of social, natural and cultural history (Christou, 2005).
Some authors emphasize the importance of motivations of heritage tourists, who act in
accordance with their perceptions of their own heritage (Poria et al., 2001). Heritage tourism
is also described in terms of tangible objects and resources (Garrod and Fyall, 2001) and
intangible experiences and elements of the culture of a social group or nation (Timothy and
Boyd, 2002).
Heritage tourismde?nitions are approached by some authors froma purely descriptive point
of view, in categorizing the components of what heritage tourism should include (Timothy
and Boyd, 2002). The Shetland Community Development Trust also use this route in clearly
establishing the meaning of the term heritage in their heritage strategy document, as being:
Manned and unmanned archaeological, historic and natural heritage sites, museums and
interpretive centers as a distinct tourism product (Shetland Islands Council, 2007, p. 1).
Tourism in island communities
Studies based on tourism development and its implications in island resorts are popular
among tourism researchers, including the work of Apostolopoulos and Gayle (2002); King
(1997); Hampton and Christensen (2007); Lockhart and Drakakis-Smith (1997); Farr and
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 119
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Rogers (1994); Harrison (2002) and Briguglio et al. (1996). However, most of these studies
focus on the islands of the Mediterranean, Paci?c or Caribbean regions. The notion of the
ideal romantic, carefree, and exotic destination traditionally associated with the three S’s of
tourism – sun, sea, and sand (King, 1997) can present limitations in terms of academic
research. Preconceptions and notions such as environmental degradation and
socio-cultural issues are often present in developing countries and might not necessarily
be relevant in the Shetland context.
Baldacchino (2006) is one of the few authors to acknowledge the differences between
islands situated in different geographical locations. The author notes that cold water island
destinations are not receiving enough attention from the academic society. He explores the
idea of developing island destinations, looking at those with a choice between following the
principles of management and marketing present in warmer climate destinations or
embarking on a more challenging path of diversi?cation and sustainable development. He
focuses on seven areas, including destination marketing and tourism product development;
the concept of remoteness/periphery; the tendency towards concentrated services and
economies in small island destinations; the notion of a cold tourist; con?icts of land use
versus tourism development; and ?nally, the issue of political peripheries and dependency.
Baldacchino (2006, p. 10) then goes on to highlight some of the most relevant features of
cold island destinations, that:
[. . .] tend to have harsh as well as pristine and fragile natural environments, characterized by
wide-open spaces. [. . .] They become context for exceptional and expensive form of vigorous,
outdoor, adventure or cultural tourism, and direct encounters with nature, history and local
culture. The locals [. . .] are not particularly enthusiastic about visitors; [. . .] usually in agreement
the visitor numbers must remain low.
Dann (2006) and Butler (1996) examine the attraction of remote cold water destinations; they
note that among the main motivations for travel to island destinations is the myth of paradise;
the concept of periphery; political independence; physical separateness and perceived
purity of island destinations; the spiritual context of the sacred; and, the lack of familiarity in a
place where time stops.
Butler (1996) contributes to the cold-water island tourism debate with his case study on
sustainable development in Shetland and Orkney. The author identi?es the issues involved in
sustainable tourism and argues the possibility of eliminating these to some extent – if local
control and appropriate policies are adopted. He also stresses the importance of the term
sustainable development, where tourism should be developed in the context of sustainable
development, as opposed to the popular notion of sustainable tourism that often ignores the
principles of social inclusion and environmental friendliness (Butler, 1996).
Communities and stakeholder collaboration
The importance of heritage in tourism development is evident, whereby many destinations
bene?t fromthe growing interest in their cultural and natural resources. However, the positive
impacts of tourism on local communities can potentially be jeopardized by degradation of
the heritage resources (Aas et al., 2005). Where this is the case many contradictions
between the aims of the different stakeholders can occur. Aas et al. (2005) and other authors
claimthat a signi?cant difference exists in the approach of the heritage sphere, whose aimis
to protect and preserve, while the tourism industry has the primary goal of gaining pro?t.
Heritage conservation and tourism development through stakeholder collaboration is a way
of enhancing tourism development in culturally rich areas. Heritage could lose its meaning
and signi?cance, unless a wide range of stakeholders is involved in the decision-making
process (Garrod and Fyall, 2000; Gunn and Var, 2002; Hall and McArthur, 1996). Harrison
(2002) applies the concept of community collaboration on cultural tourism and stresses that
those organizations responsible for tourism planning need to become more heavily involved
in the process of community planning for culture and heritage. To identify all stakeholders to
determine any potential con?ict areas is also crucial, since resolution of these might have
long-term advantages. These might include the provision of cost effective solutions using
PAGE 120
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
local knowledge, in addition to enabling those stakeholders most affected by the decisions
to have the opportunity to voice their concerns (Aas et al., 2005; Garrod and Fyall, 2000).
On the other hand, disadvantages also exist to multiple stakeholder participation, including
dif?culties with stakeholder identi?cation, power imbalances and the suppression of
minorities within the community (Hall, 2000; Hall and Jenkins, 1995; Tosun, 2000) or
unrealistic expectations of some stakeholders (Aas et al., 2005).
Tourism public policy
Tourism policy is a complex process with a large number of actors and partners involved on
local, national and international scales (Church et al., 2000). Hall and Jenkins (1995) argue
that an increasing skepticism and criticism exist of the effectiveness of government policies
in tourism, while the public sector often has a central planning role. This central role of
government in the provision of funds to support the development of island tourism is
discussed in relation to several island communities such as Jersey and Bermuda
(Christensen and Hampton, 2005), the Seychelles (Gossling, 2003) and Montserrat (Weaver,
1995). These funds could take the form of policy instruments such as advocacy and
planning, ?nancial incentives, government infrastructure and legal support (Dredge and
Jenkins, 2007). As Gossling (2003, p. 21) states, tourism development is often initiated,
maintained and controlled by national governments . . . though several have acknowledged
the need to increase the participation of local actor groups. While the reliance on
government intervention (Kerr, 2003) may appear limiting at times, government input can
demonstrate commitment to environmental conservation, encourage participation from local
stakeholders (Gossling, 2003) or enable economic diversi?cation (Christensen and
Hampton, 2005).
When looking at other comparable UK destinations, such as the Isles of Skye, Isle of Man or
the Shannon region in Ireland, one sees that heritage and tourismcan be approached in very
innovative ways, which facilitate community pride in heritage (European Commission, 2002;
Harrison, 2002; Jolliffe and Smith, 2001). Sustainability and economical diversi?cation are
important issues supported by national and intra-regional policies, where local heritage
bodies often have a role of a facilitator for heritage education, partnerships and funding
assistance (Harrison, 2002).
Gunn and Var (2002) argue that in order to be effective, tourism planning should predict a
better future for everyone involved and should strive to achieve the following four goals:
1. Visitor satisfaction improvement.
2. Business volume increase (linked to highly competitive markets).
3. Sustainable use of resources.
4. Community and area integration.
A review of current strategies and tourism public policies for heritage tourism development
in Scotland and the UK reveals that national tourismpolicies have been through three stages
of development:
1. The promotion of existing assets to earn foreign exchange.
2. Enhancement of the well-being of residents and other stakeholders by managing
tourism’s positive and negative social, environmental and economic impacts.
3. Development of entrepreneurial policies to encourage quality and competitiveness within
the industry (Church et al., 2000; Fayos-Sola´ , 1996).
In Scotland, heritage tourism is marketed as an integral part of tourism development, rather
than as a separate tourism product, and is used to promote stakeholder collaboration (Kerr,
2003; Kerr et al., 2001) and sustainable growth within the changing global tourism
environment (Scottish Executive, 2006). Heritage, culture, history, traditions, myths and
symbols feature in the majority of promotional publications and strategies.
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 121
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Research methods
Research in tourism is traditionally based on quantitative evaluations relating to volume and
value, while public policies and tourism are often researched in a descriptive manner (Walle,
1997). In recent years tourism research methods have undergone some considerable
changes, generally moving towards a more critical and sophisticated qualitative approach
(Goodson and Phillimore, 2004).
Case studies have an interrelated nature, providing the researcher with vast amounts of
case-speci?c information and conceptual insights (Beeton, 2005). They also generally
explore issues, present and past, as they affect one or more units (Adams et al., 2007, p.
112). The structures studied in this paper could be political, cultural, social, economic, and,
environmental; with individual experiences dependent on the viewpoints of different
stakeholders. In tourism research the case study approach enables the examination of the
key questions on a more subtle level (Beeton, 2005). The general conclusions of the best
policy example relating to tourism public policy for heritage tourism in island communities
have the potential for use in comparable destinations.
The study includes both descriptive and inductive approaches to achieve the development
of the research project objectives, as these allow for the recognition of multiple social
structures and for general conclusions from observations and speci?c information (Adams
et al., 2007; Beeton, 2005; Hay, 2000).
Several methods of data collection include literature review, secondary data collection,
personal communication and in-depth semi-structured interviews. Using this interview
approach enables the researcher to expand on what appear to be signi?cant replies
(Bryman and Bell, 2007). For the purposes of this study the authors select an interviewee
sample consisting of a variety of Shetland’s heritage tourism stakeholders from those listed
in Table I. These represent a variety of organizations and individuals who can offer very
different vantage points on some of the issues identi?ed in the literature review. The
responses are anonymous to maintain con?dentiality.
Due to the complex nature of the data emerging from the stakeholder interviews, the study
applies several methods of data analysis. A mix of content analysis and interpretation of the
responses is used through what Adams et al. (2007) and Hay (2000) identify as a connected
narrative. The study identi?es categories of responses emerging from the interviews;
tentative categories are tested by classifying responses; and, these responses are coded
using ?nal categories. Finally, the coded responses are tallied to determine the varying
opinions on certain issues, culminating with a review of the data to identify possible relations
between themes. The authors test the validity of this research through analysis of the internal
and external relationships between the outcome and the program (Bryman and Bell, 2007),
Table I Shetland’s tourism stakeholders
Organizations/bodies involved in tourism
(generally)
Organizations/bodies with speci?c focus on
heritage/heritage tourism
VisitShetland
Shetland Islands Council-Economic
Development Unit (SIC-EDU)
Community Development Trust
SIC-Tourism and Culture Panel
Shetland Tourism Association
Hotels of Shetland Association
Shetland Enterprise
Shetland Development Trust
Shetland Charitable Trust
Shetland Recreational Trust
Highlands and Islands Enterprise
þ Shetland community (local
residents/businesses)
VisitShetland
Shetland Amenity Trust (SAT)
Shetland Heritage Association
RSPB
Scottish Natural Heritage
Historic Scotland
Shetland Family History Society
SIC-Shetland Community Development Trust
Community Learning and Development
Shetland Field Studies Group
þ local heritage/history groups, trusts, local
museums and heritage centers
PAGE 122
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
for example, the relationship between public policy and heritage tourism strategies in
Shetland.
Results and ?ndings
Tourism in Shetland
Shetland Islands boast many exceptional natural and archaeological wonders and a very
distinctive culture, which comes from its location at the crossroads between Scotland and
Norway. The extensive network of top quality visitor attractions is well distributed around the
islands and complemented by a variety of community halls, cafes, and craft shops.
Shetland’s heritage is a direct testament to the historical development of the islands.
In addition to existing resources and products, many potential attractions and projects are
currently underway, with seemingly no limit to heritage tourism development in terms of
visitor attraction supply. Accommodation provision on the islands has been expanding
steadily in the past fewyears, with the vast majority of accommodation providers being local,
allowing advantages in respect of ?nancial leakage from the islands.
A direct spend of over £16 million is generated by the 104,241 visitors which arrive in
Shetland in 2006 (AB Associates and Macpherson Research, 2006). A signi?cant number of
visitors arrive by cruise ship and, while the peak summer season rises to 46 percent for
holiday travel, this is well balanced by the relatively high number of business visitors
attracted to the islands.
The main form of tourism in Shetland focuses on both natural and cultural heritage (AB
Associates and Macpherson Research, 2006). The motivations of people visiting Shetland
are those typical of the cold tourists (Baldacchino, 2006) and also the idealists or new moral
tourists, as described by other authors (Poon, 1993; Butcher, 2005). This new generation of
tourists rejects the principles of post-Fordism and mass consumption and turns towards a
more meaningful, sustainable and culturally aware tourism experience, presenting an
opportunity for Shetland tourism product marketing.
The concept of periphery and extreme position in the North captures the imagination of
visitors and the concept can be argued that the weather conditions add to the appeal of the
islands. Indeed, the weather appears not to be an issue for the type of visitors who come to
the islands (Baldacchino, 2006; Butler, 1996; Dann, 2006). Stakeholders identify the target
market for Shetland as being that of a discerning nature; with marketing efforts aiming for
longer stay, repeat visitation, and a positive experience and understanding of local culture
and heritage.
Even though tourism is growing over the last two decades (AB Associates and Macpherson
Research, 2006) the extreme location of the islands does also present limitations to growth.
Seasonality seems to be one of the biggest issues, where the islands are only perceived as
appropriate for a visit during the summer months. The shortness of the season also means
the period during which ?nancial returns from tourism can be made is restricted; therefore
prices are often signi?cantly higher to compensate.
The relatively high cost and a high degree of planning requirements for travel to the islands
pose considerable disadvantages for the destination. Local transport providers have limited
capacity and, as sea and air travel are the primary means of transport for the locals/business
travelers, holidaymakers often have only limited access to spaces on the boats/airplanes.
Similarly, the local accommodation sector is often rented by contractors and therefore
unavailable for use by tourists.
However, most stakeholders agree that tourism development in Shetland should not exceed
the current rate, which is currently considered to be reasonable and sustainable. They
recognize that the intimate nature of the experience that makes the visit enjoyable, and that
this is only possible when visitors engage with the locals directly in relatively small numbers.
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 123
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Heritage tourism stakeholders in Shetland
Table I provides an indication of the large number of interested parties. Potential con?icts
exist between the stakeholders and they are therefore necessary for local tourism public
policy makers to identify the support and consider the interests of each of the groups
involved. With regards to heritage tourism speci?cally, a slight imbalance is apparent
between the roles of the Shetland Amenity Trust (SAT) and other stakeholders. The SAT is
Shetland’s leading heritage agency responsible for the conservation, preservation and
management of Shetland’s built heritage. The SAT acts as a facilitator of a number of quite
ambitious projects, including the Shetland Museum and Archives, Old Scatness Broch and
Iron Age Village project, or the Sumburgh Head Visitor Centre. Through its Hub concept the
Trust promotes Shetland’s heritage assets with the help of a carefully designed culture and
heritage brand identity.
The amount of ?nancial and political support the SAT receives from the public domain
somewhat disillusion some of the research participants. Under such circumstances, other
organizations and bodies ?nd the dif?cult to compete with any new ventures and projects.
Tourism public policy in Shetland
Tourism recently is a greater part of Shetland’s public policy network, due to the sharp
decline in accommodation occupancy as a result of oil industry developments. Marketing
focuses on the natural and cultural heritage of the islands, resulting in the combined efforts
of private tour operators to promote a consistent image of Shetland (Butler, 1996).
Although tourists do not represent a new feature in the islands, heritage tourism in Shetland
is only recently recognized as being a main point of focus by the local policy makers (Butler,
1996). The Shetland Islands Council (SIC) makes decisions on the social and economic
development of the islands, as well as managing the large oil reserve funds through
Shetland Charitable Trust.
The ?rst tourism strategies emerge in 1999 as a result of a joint effort of several local tourism
stakeholders. The basic principles for these documents are taken from the national and
regional policies and integrate Shetland’s tourism policy with the wider strategy of wise
growth. The rhetoric of Shetland’s tourism policy makers in the more recent strategies
focuses on the underlying principles of sustainability, balanced economic development and
increase of visitor numbers. However, more emphasis is recently on the importance of the
Islands’ natural and built heritage, their understanding and interpretation (Shetland Islands
Council, 2000). The SICrecognizes the principles and practices of sustainable development
following a review of international, national and regional policies.
The newly formed Shetland Tourism Partnership, and their current strategy for tourism, the
Shetland Tourism Plan 2006-2009, is the result of industry-wide consultation. The plan looks
at current trends and prospects for both the global and Scottish tourism industries and
identi?es the main strengths and opportunities for Shetland. The resulting strategy aims to
guide Shetland’s tourism industry to increase visitation, increase product quality and reduce
seasonality on the islands, with a focus on four key areas: access, product, people and
promotion. Similar remits and responsibilities are present in the most successful tourism
strategies, with one or more parts of the regional policy focusing on frameworks for
consultation and partnerships with local stakeholder groups.
The views and recommendations of the Shetland Tourism Plan are a baseline in research
undertaken by Westbrook and Anderson (2006), for the SIC to draft a plan for the
development of heritage tourism in Shetland. In 2006, the draft plan is approved, with the
more speci?c action plan within the Heritage Tourism Investment Program (HTIP) for
2007-2012 following in 2007. This proposes a very speci?c action plan relating to heritage
tourism-based activity in Shetland, de?ning the basic principles and priorities for developing
heritage sites and products in the islands. The primary purpose of the HTIP is to identify
heritage projects or initiatives that are likely to require local funding within the next 12
months, or are eligible for inclusion in the plan within the next two to ?ve years.
PAGE 124
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The HTIP makes an important assumption – that in addition to producing economic bene?ts,
the heritage tourism portfolio development will also result in social bene?ts such as
increased con?dence and educational opportunities for local residents. As Gunn and Var
(2002) describe, striving to guarantee a better future for the community is one of the
conditions of successful heritage tourism development. Inspired by recent national and
international guidelines, the concepts of wise growth, social and environmental
sustainability, and economic viability are also ?rmly embedded in the policy.
Gunn and Var’s (2002) framework of four goals for tourism policy (Table II) explores the
perceptions of Shetland’s tourism stakeholders in regard to the work of the SIC’s Economic
Development Unit (SIC-EDU) and the key principles of the HTIP.
Research participants agree that the SIC-EDU is relatively successful in achieving most
goals. Only community integration is considered as a challenge, though a recognition that
the SIC-EDU are trying to integrate the whole community is apparent. A limitation as a result
by the remoteness of some of Shetland’s communities, where effective communication is
harder, is seen as a contributing factor. Although a slight skepticism exists towards tourism
public policy in Shetland but not heavily criticized. Some parts of the private sector do
appear wary of the extent of public involvement and a fear exist on that Shetland might
become an economy based solely on the local authority, with few opportunities for private
enterprise.
The comparison demonstrates the similarity of the ambitions for tourism policy in Shetland
with those widely accepted as good practice. Examples from other similar destinations
(Harrison, 2002; Jolliffe and Smith, 2001) show that these objectives are indeed valid and
can be interpreted as a good example of sustainable destination development (Butler,
1997). The SIC’s tourism policies take into consideration the changeable nature of the
tourism industry as Gunn and Var (2002) indicate. The high standard of the policy, together
with its precise timescale and guidelines for implementation, regular monitoring and
consultation with the heritage sector, represent further evidence of the SIC’s responsible and
positive approach towards Shetland’s tourism development.
Conclusions and recommendations
One needs to understand the context of national and international public policy within the
destination while investigating Shetland’s heritage tourism policy. Heritage tourism appears
to play an important role in Scottish tourism policy, demonstrating a commitment to
internationally accepted principles of sustainability, conservation and visitor satisfaction. On
the other hand, ?nancial strains and the changeable nature of tourism are likely to present
continuous challenges to the heritage industry.
The role of heritage tourism in Shetland is crucial to its tourism development, where natural
and built heritage are the main assets of the islands as a tourist destination. This case study
of heritage tourism development reveals the scope of the role of tourism public policy within
an island’s tourism industry. In identifying the nature and limitations of Shetland’s tourism,
heritage and culture are fundamental not only for Shetland’s economic development but also
Table II Four goals for tourism policy against HTIP key principles
HTIP key principles Four goals (Gunn and Var, 2002)
1. Value for money
2. Long term viability
1. Business increase
3. Minimum environmental impact
4. Best practice in conservation and heritage
management
2. Sustainable resource use
5. High quality and good service
3. Visitor satisfaction
6. Community support
7. Links to wider strategic objectives
4. Community integration
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 125
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
with respect to the identity and culture of the islanders. This is identi?ed as a factor that
needs to be recognized in wider public policy and strategic development of island
destinations. Shetland’s tourism policy makers appear to have taken advantage of the
guidelines provided by national strategies, especially where partnerships, collaboration and
the involvement of the destination’s stakeholders are concerned. Although some con?icts
and issues present among the numerous heritage tourism stakeholders in Shetland, the SIC
seem to be well aware of these. They also seem committed to resolving any problems
through a positive approach with constant communication, partnership facilitation, effective
feedback mechanisms and relatively fast implementation processes. Furthermore, the focus
on heritage tourism and subsequent development of the HTIP appears to have improved
community opportunities to engage and participate in the development of heritage tourism
product development.
Broad ambitious plans for the growth of tourism are not universally applicable in island
destinations such as Shetland. Uniform national policy needs to be customized in order to
deal with the individual issues present in the often unique environment of remote
communities.
Several geographical, political, economic and socio-cultural factors appear to limit the
grown of the heritage tourism sector in Shetland. However, little desire for large growth rates
and that tourism needs to remain quite low-scale to ensure sustainability of the environment
and authenticity of visitor experiences.
Shetland is quite unique in the degree of autonomy the island has over its economic
development, however lessons can be drawn fromthe SIC’s planning efforts. The case study
demonstrates that, for communities to bene?t from sustainable and economically viable
tourism growth, tourism development needs to be based on coherent and comprehensive
strategies. These strategies should establish inclusive partnerships and work to balance
community focus, conservation and economic development. In common with other island
destinations, a need to balance sustainable tourism exists within an overall balanced growth
framework on Shetland. While Shetland is an example of a relatively wealthy cold-water
island, the ?ndings of this research demonstrate the opportunities offered by stakeholder
participation, heritage tourism and government support.
The following recommendations are made with a view to encourage appropriate heritage
tourism development for the development of island destinations:
B To develop strategies that support tourism based on sustainable growth and effective
diversi?cation of an island’s economy.
B To develop heritage tourism policies and products that identify and meet changing
community, policy-maker and tourist needs.
B To encourage initiatives to improve stakeholder communication and participation in the
development of authentic and individual heritage tourism visitor experiences.
B To effectively communicate the pursuit of sustainable tourism development that links the
conservation of heritage resources, community integration and stakeholders.
This research demonstrates the role that heritage tourism can play in developing the
potential of an island destination. Once effective public policy is in place, stakeholders need
to take responsibility for realizing the potential offered by heritage tourism development. The
challenge lies in ensuring that growth in an island’s tourism product also maintains the
principles of what makes the destination special – the support and participation of its island
community.
References
Aas, Ch., Ladkin, A. and Fletcher, J. (2005), ‘‘Stakeholder collaboration and heritage management’’,
Annals of Tourism Research, Vol. 32 No. 1, pp. 28-48.
PAGE 126
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
AB Associates and Macpherson Research (2006), ‘‘Shetland visitor survey 2005/2006: ?nal draft’’,
available at: www.shetland.gov.uk/council/documents/ShetlandVisitorSurvey2006_?nal_draft_11_
01_07.pdf (accessed 15 July 2008).
Adams, J., Khan, H.T.A., Raeside, R. and White, D.I. (2007), Research Methods for Graduate Business
and Social Science Students, Sage, London.
Apostolopoulos, Y. and Gayle, D. (Eds) (2002), Island Tourism and Sustainable Development:
Caribbean, Paci?c, and Mediterranean Experiences, Praeger, Westport, CT.
Baldacchino, G. (Ed.) (2006), Extreme Tourism: Lessons from the World’s Cold Water Islands, Elsevier,
Oxford.
Beeton, S. (2005), ‘‘The case study in tourism research: a multi-method case study approach’’,
in Ritchie, B.W., Burns, P. and Palmer, C. (Eds), Tourism Research Methods: Integrating Theory with
Practice, CABI Publishing, Wallingford, pp. 37-48.
Briguglio, L., Butler, R., Harrison, D. and Leal Filho, W. (Eds) (1996), Sustainable Tourism in Islands and
Small States: Case Studies, Pinter, London.
Bryman, A. and Bell, E. (2007), Business Research Methods, 2nd ed., Oxford University Press, London.
Butcher, J. (2005), ‘‘Sun, sea and saving the world: travel snobs have turned holidaymaking into a moral
dilemma’’, available at: www.spiked-online.com/Articles/0000000CACF2.htm (accessed 22 August
2008).
Butler, R.W. (1996), ‘‘Problems and possibilities of sustainable tourism: the case of the Shetland
Islands’’, in Briguglio, L., Butler, R.W., Harrison, D. and Leal Filho, W. (Eds), Sustainable Tourism in
Islands and Small States: Case Studies, Pinter, London, pp. 11-31.
Butler, R.W. (1997), ‘‘Tourism in the Northern Isles: Orkney and Shetland’’, in Lockhart, D.G. and
Drakakis-Smith, D. (Eds), Island Tourism: Trends and Prospects, Pinter, London, pp. 59-80.
Callahan, R. (1998), ‘‘Ethnic politics and tourism: a British case study’’, Annals of Tourism Research,
Vol. 25 No. 4, pp. 818-36.
Christensen, J. and Hampton, M.P. (2005), ‘‘Exploring the relationship between tourism and offshore
?nance in small island economies: lessons from Jersey’’, working paper, Kent Business School Working
Paper Series – Paper No. 75.
Christou, E. (2005), ‘‘Heritage and cultural tourism: a marketing-focused approach’’, in Sigala, M. and
Leslie, D. (Eds), International Cultural Tourism: Management, Implications and Cases,
Butterworth-Heinemann, Oxford, pp. 4-15.
Church, A., Ball, R., Bull, Ch. and Tyler, D. (2000), ‘‘Public policy engagement with British tourism:
the national, local and the European Union’’, Tourism Geographies, Vol. 2 No. 3, pp. 312-36.
Dann, G.M.S. (2006), ‘‘Promotional issues’’, in Baldacchino, G. (Ed.), Extreme Tourism: Lessons fromthe
World’s Cold Water Islands, Elsevier, Oxford, pp. 15-29.
Dredge, D. and Jenkins, J. (2007), Tourism Planning and Policy, Wiley, Milton.
European Commission – Enterprise and Industry (2002), ‘‘Using natural and cultural heritage for the
development of sustainable tourism in non-traditional tourism destinations’’, available at:http://ec.
europa.eu/enterprise/services/tourism/studies_heritage.htm (accessed 25 August 2008).
Farr, R. and Rogers, A. (1994), ‘‘Tourism and the environment on the Isles of Scilly: con?ict and
complimentarity’’, Landscape and Urban Planning, Vol. 29, pp. 1-17.
Fayos-Sola´ , E. (1996), ‘‘Tourism policy: a midsummer night’s dream?’’, Tourism Management, Vol. 17
No. 6, pp. 405-12.
Fennel, D.A. (1996), ‘‘A tourist space-time budget in the Shetland Islands’’, Annals of TourismResearch,
Vol. 23 No. 4, pp. 811-29.
Garrod, B. and Fyall, A. (2000), ‘‘Managing heritage tourism’’, Annals of TourismResearch, Vol. 27 No. 3,
pp. 682-708.
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 127
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Garrod, B. and Fyall, A. (2001), ‘‘Heritage tourism: a question of de?nition’’, Annals of TourismResearch,
Vol. 28 No. 4, pp. 1049-52.
Goodson, L. and Phillimore, J. (2004), ‘‘The enquiry paradigm in qualitative tourism research’’,
in Phillimore, J. and Goodson, L. (Eds), Qualitative Research in Tourism, Routledge, London, pp. 30-45.
Gossling, S. (Ed.) (2003), Tourism and Development in Tropical Islands Political Ecological
Perspectives, Edward Elgar Publishing, Cheltenham.
Gunn, C.A. and Var, T. (2002), Tourism Planning: Basics, Concepts, Cases, 4th ed., Routledge, London.
Hall, C.M. (2000), Tourism Planning: Policies, Processes and Relationships, Pearson Education Limited,
Harlow.
Hall, C.M. and Jenkins, J.M. (1995), Tourism and Public Policy, Routledge, London.
Hall, C.M. and McArthur, S. (1996), Heritage Management in Australia and New Zealand: The Human
Dimension, 2nd ed., Oxford Press Australia, South Melbourne.
Hampton, M.P. and Christensen, J. (2007), ‘‘Competing industries in islands: a new tourism approach’’,
Annals of Tourism Research, Vol. 34 No. 4, pp. 998-1020.
Harrison, S. (2002), ‘‘Culture, tourism and local community: the heritage identity of the Isle of Man’’,
Journal of Brand Management, Vol. 9 Nos 4/5, pp. 355-71.
Hay, I. (Ed.) (2000), Qualitative Research Methods in Human Geography, Oxford University Press,
Melbourne.
Kerr, W.R. (2003), Tourism Public Policy, and the Strategic Management of Failure, Elsevier, Oxford.
Kerr, B., Barron, G. and Wood, R.C. (2001), ‘‘Politics, policy and regional tourism administration: a case
examination of Scottish area tourist board funding’’, Tourism Management, Vol. 22 No. 6, pp. 649-57.
King, B.E.M. (1997), Creating Island Resorts, Routledge, London.
Lockhart, D.G. and Drakakis-Smith, D. (Eds) (1997), Island Tourism: Trends and Prospects, Pinter,
London.
Poon, A. (1993), Tourism, Technology and Competitive Strategies, CAB Int., Wallingford.
Poria, Y., Butler, R. and Airey, D. (2001), ‘‘Clarifying heritage tourism’’, Annals of Tourism Research,
Vol. 28 No. 4, pp. 1047-9.
Poria, Y., Butler, R. and Airey, D. (2003), ‘‘The core of heritage tourism’’, Annals of Tourism Research,
Vol. 30 No. 1, pp. 238-54.
Scottish Executive (2006), ‘‘Scottish tourism: the next decade: a tourism framework for change’’,
available at: www.scotland.gov.uk/Publications/2006/03/03145848/0 (accessed 13 August 2008).
Shetland Islands Council (2000), The Shetland Structure Plan 2001-2016, Shetland Islands Council
Infrastructure Services, Lerwick.
Shetland Islands Council (2007), Shetland in Statistics, 34th ed., SIC-EDU, Lerwick.
Smith, V.L. (2001), ‘‘Tourismchanges and impacts’’, in Smith, V.L. and Brent, M. (Eds), Hosts and Guests
Revisited: Tourism Issues of the 21st Century, Cognizant Communication Corporation, New York, NY,
pp. 107-21.
Timothy, D.J. and Boyd, S.W. (2002), Heritage Tourism, Prentice Hall, Harlow.
Tosun, C. (2000), ‘‘Limits to community participation in the tourism development process in developing
countries’’, Tourism Management, Vol. 21 No. 6, pp. 613-33.
Walle, A.H. (1997), ‘‘Quantitative versus qualitative tourism research’’, Annals of Tourism Research,
Vol. 24 No. 3, pp. 524-36.
Weaver, D. (1995), ‘‘Alternative tourismin Montserrat’’, TourismManagement, Vol. 16 No. 8, pp. 593-604.
Westbrook, S. and Anderson, S. (2006), ‘‘Heritage plan for Shetland’’, a study for Shetland Islands
Council (draft).
PAGE 128
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Further reading
European Commission – Enterprise and Industry (2008), ‘‘Agenda for a sustainable and competitive
European tourism’’, available at:http://ec.europa.eu/enterprise/services/tourism/communications_
2007.htm (accessed 14 March 2008).
Jolliffee, L. and Smith, R. (2001), ‘‘Heritage, tourismand museums: the case of the North Atlantic islands
of Skye, Scotland and Prince Edward Island, Canada’’, International Journal of Heritage Studies, Vol. 7
No. 2, pp. 149-72.
Kerr, S. (2005), ‘‘What is small island sustainable development all about?’’, Ocean and Coastal
Management, Vol. 48 Nos 7/8, pp. 503-24.
Shetland Islands Council (2008a), ‘‘Forums and industry panels – remits and membership’’, Report No.
LA-37-F, available at: www.shetland.gov.uk/coins/ViewSelectedDocument.asp?DocumentID ¼ 13144
(accessed 27 August 2008).
Shetland Islands Council (2008b), Shetland Economic Development Policy Statement 2007-2011,
SIC Economic Development Unit, Lerwick.
World Tourism Organisation (UNWTO) (1994), National and Regional Tourism Planning: Methodologies
and Case Studies, Routledge, London.
Corresponding author
Anna Leask can be contacted at: [email protected]
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 129
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
This article has been cited by:
1. Manuel Calvo Trias, David Javaloyas Molina, Daniel Albero Santacreu, Jaume García Rosselló. 2014. Enhancing “Places”
Through Archaeological Heritage in Sun, Sand, and Sea Touristic Coastal Areas: A Case Study From Mallorca (Spain). The
Journal of Island and Coastal Archaeology 9, 341-363. [CrossRef]
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
doc_756689569.pdf
This paper aims to determine the role of heritage tourism in Shetland Island destination
development and how this links to tourism public policy in island communities.
International Journal of Culture, Tourism and Hospitality Research
The role of heritage tourism in the Shetland Islands
Anna Leask Ivana Rihova
Article information:
To cite this document:
Anna Leask Ivana Rihova, (2010),"The role of heritage tourism in the Shetland Islands", International J ournal of Culture, Tourism and
Hospitality Research, Vol. 4 Iss 2 pp. 118 - 129
Permanent link to this document:http://dx.doi.org/10.1108/17506181011045190
Downloaded on: 24 January 2016, At: 22:10 (PT)
References: this document contains references to 54 other documents.
To copy this document: [email protected]
The fulltext of this document has been downloaded 1825 times since 2010*
Users who downloaded this article also downloaded:
Fredrick M. Collison, Daniel L. Spears, (2010),"Marketing cultural and heritage tourism: the Marshall Islands", International J ournal of
Culture, Tourism and Hospitality Research, Vol. 4 Iss 2 pp. 130-142http://dx.doi.org/10.1108/17506181011045208
Hiroko Yasuda, (2010),"World heritage and cultural tourism in J apan", International J ournal of Culture, Tourism and Hospitality Research,
Vol. 4 Iss 4 pp. 366-375http://dx.doi.org/10.1108/17506181011081532
Keith G. Brown, J enny Cave, (2010),"Island tourism: marketing culture and heritage – editorial introduction to the special issue",
International J ournal of Culture, Tourism and Hospitality Research, Vol. 4 Iss 2 pp. 87-95http://dx.doi.org/10.1108/17506181011045163
Access to this document was granted through an Emerald subscription provided by emerald-srm:115632 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about
how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/
authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than
290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional
customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and
also works with Portico and the LOCKSS initiative for digital archive preservation.
*Related content and download information correct at time of download.
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The role of heritage tourism in the
Shetland Islands
Anna Leask and Ivana Rihova
Abstract
Purpose – This paper aims to determine the role of heritage tourism in Shetland Island destination
development and how this links to tourism public policy in island communities.
Design/methodology/approach – The study is conducted in the Shetland Islands, located off the north
coast of Scotland, UK. Descriptive and inductive approaches are utilized to enable the researchers to
recognize multiple social structures and draw conclusions from observations and speci?c information.
Primary research focuses on semi-structured interviews with key informants. Data is analyzed via a mix
of content analysis and interpretation of the responses through a connected narrative approach.
Findings – Seasonality is a key feature of Shetland Island tourism, alongside other key limitations to
growth including transport links and climatic conditions. Potential con?icts exist between tourism
stakeholders and their perceptions of the effectiveness of the heritage tourismpublic policy in Shetland,
though overall stakeholder collaboration succeeds in enhancing heritage conservation and
development.
Practical implications – While the ?ndings relate speci?cally to the Shetland Islands, the general
conclusions offer an example of best practice concerning tourism public policy for heritage-focused
tourism in island communities, which could be used in comparable destinations.
Originality/value – The choice of the Shetland Islands as an example of a cold water island destination
offers the opportunity to extend existing research and examine how the community of Shetland
embraces the opportunities afforded by tourism as an alternative to traditional industries.
Keywords Heritage, Tourism, Public policy, Stakeholder analysis, United Kingdom
Paper type Research paper
Introduction
Shetland (or the Shetland Islands) is a group of over 100 islands, of which only 15 are
currently inhabited, located off the North East coast of Scotland. Despite their extreme
geographical position in between the Atlantic Ocean and the North Sea (the archipelago lies
between 608 and 628 north – same latitude as Anchorage in Alaska, Bergen in Norway or
Siberia) the warming effect of the Gulf Stream creates a remarkably mild climate and results
in a bountiful natural environment. These conditions have for centuries attracted various
cultural groups. Traces of Neolithic, Pictish, and Viking settlements are seen today in the
form of a unique cultural landscape, admired by visitors and valued by the local community,
who regard their Scandinavian heritage as a crucial part of their culture.
Shetland’s tourism industry re?ects the importance of the islands’ cultural and natural
heritage. Local research agencies estimate that 77 percent of Shetland’s visitors come to the
islands to experience natural and cultural heritage (AB Associates Ltd. and Macpherson
Research, 2006). Local administration and tourism organizations recognize heritage tourism
as an effective means for sustainable destination development, spending two decades
working on the proposition and effective implementation of strategic tourism development
plans. One of these initiatives is the newly adopted Heritage TourismInvestment Programme
PAGE 118
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010, pp. 118-129, Q Emerald Group Publishing Limited, ISSN 1750-6182 DOI 10.1108/17506181011045190
Anna Leask and
Ivana Rihova are both
based at Edinburgh Napier
University Business School,
Edinburgh, UK.
Received February 2009
Revised June 2009
Accepted July 2009
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
(HTIP), in which the Shetland Community Development Trust, in cooperation with numerous
local organizations, aims to maximize the potential of Shetland’s heritage through direct
support and funding of various heritage projects (Shetland Island Council Economic
Development Unit (SIC EDU), 2007).
A review of academic literature reveals that only a few scholars discuss the development of
heritage tourism strategies in island destinations in recent years. Although Shetland is the
subject of a number of academic articles (Butler, 1996, 1997; Callahan, 1998; Fennel, 1996),
no study yet considers the complexity surrounding the role of heritage tourism in this
destination.
Although many authors claim that heritage tourism is one of the most suitable forms of
tourism for sustainable economic and social development in remote regions (Garrod and
Fyall, 2000; Hall and McArthur, 1996; Harrison, 2002), developing culture and heritage into a
successful tourism product can be challenging. Where many destinations still adopt the
traditionalist view of heritage in its conservational sense and with a focus on the supply side,
a number of con?icts can occur between the conservationists and the heritage tourism
marketers, whose main objectives tend to emphasize the economic bene?ts of development
(Aas et al., 2005; Garrod and Fyall, 2000).
This paper investigates the role of cultural and natural heritage tourism in Shetland Islands
destination development, with a focus on how tourism public policy can contribute to the
successful development and marketing of a sustainable heritage tourism product. The
paper sets the context for island tourism, public policy, stakeholder collaboration and the
role of heritage tourism within the tourism system. Then presents Shetland as a case study
community, one that welcomes tourism as an alternative to its traditional industries and
where heritage tourism public policy is being successfully implemented. The paper
concludes with views and recommendations on the role of heritage tourism in the future
marketing of heritage and cultural products in island destinations.
Literature review
Heritage and heritage tourism
A review of approaches to de?ning heritage tourism shows that this concept is extremely
complex. As is the case of the term tourism in general, the academic world has not as yet
found agreement over the issue of understanding the nature of heritage tourism in a uni?ed
and speci?c way.
Understanding of heritage can be all encompassing and features many viewpoints, such as
visitor experience (Poria et al., 2001, 2003); supply and demand (Apostolopoulos and
Gayle, 2002); and the perception of social, natural and cultural history (Christou, 2005).
Some authors emphasize the importance of motivations of heritage tourists, who act in
accordance with their perceptions of their own heritage (Poria et al., 2001). Heritage tourism
is also described in terms of tangible objects and resources (Garrod and Fyall, 2001) and
intangible experiences and elements of the culture of a social group or nation (Timothy and
Boyd, 2002).
Heritage tourismde?nitions are approached by some authors froma purely descriptive point
of view, in categorizing the components of what heritage tourism should include (Timothy
and Boyd, 2002). The Shetland Community Development Trust also use this route in clearly
establishing the meaning of the term heritage in their heritage strategy document, as being:
Manned and unmanned archaeological, historic and natural heritage sites, museums and
interpretive centers as a distinct tourism product (Shetland Islands Council, 2007, p. 1).
Tourism in island communities
Studies based on tourism development and its implications in island resorts are popular
among tourism researchers, including the work of Apostolopoulos and Gayle (2002); King
(1997); Hampton and Christensen (2007); Lockhart and Drakakis-Smith (1997); Farr and
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 119
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Rogers (1994); Harrison (2002) and Briguglio et al. (1996). However, most of these studies
focus on the islands of the Mediterranean, Paci?c or Caribbean regions. The notion of the
ideal romantic, carefree, and exotic destination traditionally associated with the three S’s of
tourism – sun, sea, and sand (King, 1997) can present limitations in terms of academic
research. Preconceptions and notions such as environmental degradation and
socio-cultural issues are often present in developing countries and might not necessarily
be relevant in the Shetland context.
Baldacchino (2006) is one of the few authors to acknowledge the differences between
islands situated in different geographical locations. The author notes that cold water island
destinations are not receiving enough attention from the academic society. He explores the
idea of developing island destinations, looking at those with a choice between following the
principles of management and marketing present in warmer climate destinations or
embarking on a more challenging path of diversi?cation and sustainable development. He
focuses on seven areas, including destination marketing and tourism product development;
the concept of remoteness/periphery; the tendency towards concentrated services and
economies in small island destinations; the notion of a cold tourist; con?icts of land use
versus tourism development; and ?nally, the issue of political peripheries and dependency.
Baldacchino (2006, p. 10) then goes on to highlight some of the most relevant features of
cold island destinations, that:
[. . .] tend to have harsh as well as pristine and fragile natural environments, characterized by
wide-open spaces. [. . .] They become context for exceptional and expensive form of vigorous,
outdoor, adventure or cultural tourism, and direct encounters with nature, history and local
culture. The locals [. . .] are not particularly enthusiastic about visitors; [. . .] usually in agreement
the visitor numbers must remain low.
Dann (2006) and Butler (1996) examine the attraction of remote cold water destinations; they
note that among the main motivations for travel to island destinations is the myth of paradise;
the concept of periphery; political independence; physical separateness and perceived
purity of island destinations; the spiritual context of the sacred; and, the lack of familiarity in a
place where time stops.
Butler (1996) contributes to the cold-water island tourism debate with his case study on
sustainable development in Shetland and Orkney. The author identi?es the issues involved in
sustainable tourism and argues the possibility of eliminating these to some extent – if local
control and appropriate policies are adopted. He also stresses the importance of the term
sustainable development, where tourism should be developed in the context of sustainable
development, as opposed to the popular notion of sustainable tourism that often ignores the
principles of social inclusion and environmental friendliness (Butler, 1996).
Communities and stakeholder collaboration
The importance of heritage in tourism development is evident, whereby many destinations
bene?t fromthe growing interest in their cultural and natural resources. However, the positive
impacts of tourism on local communities can potentially be jeopardized by degradation of
the heritage resources (Aas et al., 2005). Where this is the case many contradictions
between the aims of the different stakeholders can occur. Aas et al. (2005) and other authors
claimthat a signi?cant difference exists in the approach of the heritage sphere, whose aimis
to protect and preserve, while the tourism industry has the primary goal of gaining pro?t.
Heritage conservation and tourism development through stakeholder collaboration is a way
of enhancing tourism development in culturally rich areas. Heritage could lose its meaning
and signi?cance, unless a wide range of stakeholders is involved in the decision-making
process (Garrod and Fyall, 2000; Gunn and Var, 2002; Hall and McArthur, 1996). Harrison
(2002) applies the concept of community collaboration on cultural tourism and stresses that
those organizations responsible for tourism planning need to become more heavily involved
in the process of community planning for culture and heritage. To identify all stakeholders to
determine any potential con?ict areas is also crucial, since resolution of these might have
long-term advantages. These might include the provision of cost effective solutions using
PAGE 120
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
local knowledge, in addition to enabling those stakeholders most affected by the decisions
to have the opportunity to voice their concerns (Aas et al., 2005; Garrod and Fyall, 2000).
On the other hand, disadvantages also exist to multiple stakeholder participation, including
dif?culties with stakeholder identi?cation, power imbalances and the suppression of
minorities within the community (Hall, 2000; Hall and Jenkins, 1995; Tosun, 2000) or
unrealistic expectations of some stakeholders (Aas et al., 2005).
Tourism public policy
Tourism policy is a complex process with a large number of actors and partners involved on
local, national and international scales (Church et al., 2000). Hall and Jenkins (1995) argue
that an increasing skepticism and criticism exist of the effectiveness of government policies
in tourism, while the public sector often has a central planning role. This central role of
government in the provision of funds to support the development of island tourism is
discussed in relation to several island communities such as Jersey and Bermuda
(Christensen and Hampton, 2005), the Seychelles (Gossling, 2003) and Montserrat (Weaver,
1995). These funds could take the form of policy instruments such as advocacy and
planning, ?nancial incentives, government infrastructure and legal support (Dredge and
Jenkins, 2007). As Gossling (2003, p. 21) states, tourism development is often initiated,
maintained and controlled by national governments . . . though several have acknowledged
the need to increase the participation of local actor groups. While the reliance on
government intervention (Kerr, 2003) may appear limiting at times, government input can
demonstrate commitment to environmental conservation, encourage participation from local
stakeholders (Gossling, 2003) or enable economic diversi?cation (Christensen and
Hampton, 2005).
When looking at other comparable UK destinations, such as the Isles of Skye, Isle of Man or
the Shannon region in Ireland, one sees that heritage and tourismcan be approached in very
innovative ways, which facilitate community pride in heritage (European Commission, 2002;
Harrison, 2002; Jolliffe and Smith, 2001). Sustainability and economical diversi?cation are
important issues supported by national and intra-regional policies, where local heritage
bodies often have a role of a facilitator for heritage education, partnerships and funding
assistance (Harrison, 2002).
Gunn and Var (2002) argue that in order to be effective, tourism planning should predict a
better future for everyone involved and should strive to achieve the following four goals:
1. Visitor satisfaction improvement.
2. Business volume increase (linked to highly competitive markets).
3. Sustainable use of resources.
4. Community and area integration.
A review of current strategies and tourism public policies for heritage tourism development
in Scotland and the UK reveals that national tourismpolicies have been through three stages
of development:
1. The promotion of existing assets to earn foreign exchange.
2. Enhancement of the well-being of residents and other stakeholders by managing
tourism’s positive and negative social, environmental and economic impacts.
3. Development of entrepreneurial policies to encourage quality and competitiveness within
the industry (Church et al., 2000; Fayos-Sola´ , 1996).
In Scotland, heritage tourism is marketed as an integral part of tourism development, rather
than as a separate tourism product, and is used to promote stakeholder collaboration (Kerr,
2003; Kerr et al., 2001) and sustainable growth within the changing global tourism
environment (Scottish Executive, 2006). Heritage, culture, history, traditions, myths and
symbols feature in the majority of promotional publications and strategies.
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 121
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Research methods
Research in tourism is traditionally based on quantitative evaluations relating to volume and
value, while public policies and tourism are often researched in a descriptive manner (Walle,
1997). In recent years tourism research methods have undergone some considerable
changes, generally moving towards a more critical and sophisticated qualitative approach
(Goodson and Phillimore, 2004).
Case studies have an interrelated nature, providing the researcher with vast amounts of
case-speci?c information and conceptual insights (Beeton, 2005). They also generally
explore issues, present and past, as they affect one or more units (Adams et al., 2007, p.
112). The structures studied in this paper could be political, cultural, social, economic, and,
environmental; with individual experiences dependent on the viewpoints of different
stakeholders. In tourism research the case study approach enables the examination of the
key questions on a more subtle level (Beeton, 2005). The general conclusions of the best
policy example relating to tourism public policy for heritage tourism in island communities
have the potential for use in comparable destinations.
The study includes both descriptive and inductive approaches to achieve the development
of the research project objectives, as these allow for the recognition of multiple social
structures and for general conclusions from observations and speci?c information (Adams
et al., 2007; Beeton, 2005; Hay, 2000).
Several methods of data collection include literature review, secondary data collection,
personal communication and in-depth semi-structured interviews. Using this interview
approach enables the researcher to expand on what appear to be signi?cant replies
(Bryman and Bell, 2007). For the purposes of this study the authors select an interviewee
sample consisting of a variety of Shetland’s heritage tourism stakeholders from those listed
in Table I. These represent a variety of organizations and individuals who can offer very
different vantage points on some of the issues identi?ed in the literature review. The
responses are anonymous to maintain con?dentiality.
Due to the complex nature of the data emerging from the stakeholder interviews, the study
applies several methods of data analysis. A mix of content analysis and interpretation of the
responses is used through what Adams et al. (2007) and Hay (2000) identify as a connected
narrative. The study identi?es categories of responses emerging from the interviews;
tentative categories are tested by classifying responses; and, these responses are coded
using ?nal categories. Finally, the coded responses are tallied to determine the varying
opinions on certain issues, culminating with a review of the data to identify possible relations
between themes. The authors test the validity of this research through analysis of the internal
and external relationships between the outcome and the program (Bryman and Bell, 2007),
Table I Shetland’s tourism stakeholders
Organizations/bodies involved in tourism
(generally)
Organizations/bodies with speci?c focus on
heritage/heritage tourism
VisitShetland
Shetland Islands Council-Economic
Development Unit (SIC-EDU)
Community Development Trust
SIC-Tourism and Culture Panel
Shetland Tourism Association
Hotels of Shetland Association
Shetland Enterprise
Shetland Development Trust
Shetland Charitable Trust
Shetland Recreational Trust
Highlands and Islands Enterprise
þ Shetland community (local
residents/businesses)
VisitShetland
Shetland Amenity Trust (SAT)
Shetland Heritage Association
RSPB
Scottish Natural Heritage
Historic Scotland
Shetland Family History Society
SIC-Shetland Community Development Trust
Community Learning and Development
Shetland Field Studies Group
þ local heritage/history groups, trusts, local
museums and heritage centers
PAGE 122
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
for example, the relationship between public policy and heritage tourism strategies in
Shetland.
Results and ?ndings
Tourism in Shetland
Shetland Islands boast many exceptional natural and archaeological wonders and a very
distinctive culture, which comes from its location at the crossroads between Scotland and
Norway. The extensive network of top quality visitor attractions is well distributed around the
islands and complemented by a variety of community halls, cafes, and craft shops.
Shetland’s heritage is a direct testament to the historical development of the islands.
In addition to existing resources and products, many potential attractions and projects are
currently underway, with seemingly no limit to heritage tourism development in terms of
visitor attraction supply. Accommodation provision on the islands has been expanding
steadily in the past fewyears, with the vast majority of accommodation providers being local,
allowing advantages in respect of ?nancial leakage from the islands.
A direct spend of over £16 million is generated by the 104,241 visitors which arrive in
Shetland in 2006 (AB Associates and Macpherson Research, 2006). A signi?cant number of
visitors arrive by cruise ship and, while the peak summer season rises to 46 percent for
holiday travel, this is well balanced by the relatively high number of business visitors
attracted to the islands.
The main form of tourism in Shetland focuses on both natural and cultural heritage (AB
Associates and Macpherson Research, 2006). The motivations of people visiting Shetland
are those typical of the cold tourists (Baldacchino, 2006) and also the idealists or new moral
tourists, as described by other authors (Poon, 1993; Butcher, 2005). This new generation of
tourists rejects the principles of post-Fordism and mass consumption and turns towards a
more meaningful, sustainable and culturally aware tourism experience, presenting an
opportunity for Shetland tourism product marketing.
The concept of periphery and extreme position in the North captures the imagination of
visitors and the concept can be argued that the weather conditions add to the appeal of the
islands. Indeed, the weather appears not to be an issue for the type of visitors who come to
the islands (Baldacchino, 2006; Butler, 1996; Dann, 2006). Stakeholders identify the target
market for Shetland as being that of a discerning nature; with marketing efforts aiming for
longer stay, repeat visitation, and a positive experience and understanding of local culture
and heritage.
Even though tourism is growing over the last two decades (AB Associates and Macpherson
Research, 2006) the extreme location of the islands does also present limitations to growth.
Seasonality seems to be one of the biggest issues, where the islands are only perceived as
appropriate for a visit during the summer months. The shortness of the season also means
the period during which ?nancial returns from tourism can be made is restricted; therefore
prices are often signi?cantly higher to compensate.
The relatively high cost and a high degree of planning requirements for travel to the islands
pose considerable disadvantages for the destination. Local transport providers have limited
capacity and, as sea and air travel are the primary means of transport for the locals/business
travelers, holidaymakers often have only limited access to spaces on the boats/airplanes.
Similarly, the local accommodation sector is often rented by contractors and therefore
unavailable for use by tourists.
However, most stakeholders agree that tourism development in Shetland should not exceed
the current rate, which is currently considered to be reasonable and sustainable. They
recognize that the intimate nature of the experience that makes the visit enjoyable, and that
this is only possible when visitors engage with the locals directly in relatively small numbers.
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 123
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Heritage tourism stakeholders in Shetland
Table I provides an indication of the large number of interested parties. Potential con?icts
exist between the stakeholders and they are therefore necessary for local tourism public
policy makers to identify the support and consider the interests of each of the groups
involved. With regards to heritage tourism speci?cally, a slight imbalance is apparent
between the roles of the Shetland Amenity Trust (SAT) and other stakeholders. The SAT is
Shetland’s leading heritage agency responsible for the conservation, preservation and
management of Shetland’s built heritage. The SAT acts as a facilitator of a number of quite
ambitious projects, including the Shetland Museum and Archives, Old Scatness Broch and
Iron Age Village project, or the Sumburgh Head Visitor Centre. Through its Hub concept the
Trust promotes Shetland’s heritage assets with the help of a carefully designed culture and
heritage brand identity.
The amount of ?nancial and political support the SAT receives from the public domain
somewhat disillusion some of the research participants. Under such circumstances, other
organizations and bodies ?nd the dif?cult to compete with any new ventures and projects.
Tourism public policy in Shetland
Tourism recently is a greater part of Shetland’s public policy network, due to the sharp
decline in accommodation occupancy as a result of oil industry developments. Marketing
focuses on the natural and cultural heritage of the islands, resulting in the combined efforts
of private tour operators to promote a consistent image of Shetland (Butler, 1996).
Although tourists do not represent a new feature in the islands, heritage tourism in Shetland
is only recently recognized as being a main point of focus by the local policy makers (Butler,
1996). The Shetland Islands Council (SIC) makes decisions on the social and economic
development of the islands, as well as managing the large oil reserve funds through
Shetland Charitable Trust.
The ?rst tourism strategies emerge in 1999 as a result of a joint effort of several local tourism
stakeholders. The basic principles for these documents are taken from the national and
regional policies and integrate Shetland’s tourism policy with the wider strategy of wise
growth. The rhetoric of Shetland’s tourism policy makers in the more recent strategies
focuses on the underlying principles of sustainability, balanced economic development and
increase of visitor numbers. However, more emphasis is recently on the importance of the
Islands’ natural and built heritage, their understanding and interpretation (Shetland Islands
Council, 2000). The SICrecognizes the principles and practices of sustainable development
following a review of international, national and regional policies.
The newly formed Shetland Tourism Partnership, and their current strategy for tourism, the
Shetland Tourism Plan 2006-2009, is the result of industry-wide consultation. The plan looks
at current trends and prospects for both the global and Scottish tourism industries and
identi?es the main strengths and opportunities for Shetland. The resulting strategy aims to
guide Shetland’s tourism industry to increase visitation, increase product quality and reduce
seasonality on the islands, with a focus on four key areas: access, product, people and
promotion. Similar remits and responsibilities are present in the most successful tourism
strategies, with one or more parts of the regional policy focusing on frameworks for
consultation and partnerships with local stakeholder groups.
The views and recommendations of the Shetland Tourism Plan are a baseline in research
undertaken by Westbrook and Anderson (2006), for the SIC to draft a plan for the
development of heritage tourism in Shetland. In 2006, the draft plan is approved, with the
more speci?c action plan within the Heritage Tourism Investment Program (HTIP) for
2007-2012 following in 2007. This proposes a very speci?c action plan relating to heritage
tourism-based activity in Shetland, de?ning the basic principles and priorities for developing
heritage sites and products in the islands. The primary purpose of the HTIP is to identify
heritage projects or initiatives that are likely to require local funding within the next 12
months, or are eligible for inclusion in the plan within the next two to ?ve years.
PAGE 124
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
The HTIP makes an important assumption – that in addition to producing economic bene?ts,
the heritage tourism portfolio development will also result in social bene?ts such as
increased con?dence and educational opportunities for local residents. As Gunn and Var
(2002) describe, striving to guarantee a better future for the community is one of the
conditions of successful heritage tourism development. Inspired by recent national and
international guidelines, the concepts of wise growth, social and environmental
sustainability, and economic viability are also ?rmly embedded in the policy.
Gunn and Var’s (2002) framework of four goals for tourism policy (Table II) explores the
perceptions of Shetland’s tourism stakeholders in regard to the work of the SIC’s Economic
Development Unit (SIC-EDU) and the key principles of the HTIP.
Research participants agree that the SIC-EDU is relatively successful in achieving most
goals. Only community integration is considered as a challenge, though a recognition that
the SIC-EDU are trying to integrate the whole community is apparent. A limitation as a result
by the remoteness of some of Shetland’s communities, where effective communication is
harder, is seen as a contributing factor. Although a slight skepticism exists towards tourism
public policy in Shetland but not heavily criticized. Some parts of the private sector do
appear wary of the extent of public involvement and a fear exist on that Shetland might
become an economy based solely on the local authority, with few opportunities for private
enterprise.
The comparison demonstrates the similarity of the ambitions for tourism policy in Shetland
with those widely accepted as good practice. Examples from other similar destinations
(Harrison, 2002; Jolliffe and Smith, 2001) show that these objectives are indeed valid and
can be interpreted as a good example of sustainable destination development (Butler,
1997). The SIC’s tourism policies take into consideration the changeable nature of the
tourism industry as Gunn and Var (2002) indicate. The high standard of the policy, together
with its precise timescale and guidelines for implementation, regular monitoring and
consultation with the heritage sector, represent further evidence of the SIC’s responsible and
positive approach towards Shetland’s tourism development.
Conclusions and recommendations
One needs to understand the context of national and international public policy within the
destination while investigating Shetland’s heritage tourism policy. Heritage tourism appears
to play an important role in Scottish tourism policy, demonstrating a commitment to
internationally accepted principles of sustainability, conservation and visitor satisfaction. On
the other hand, ?nancial strains and the changeable nature of tourism are likely to present
continuous challenges to the heritage industry.
The role of heritage tourism in Shetland is crucial to its tourism development, where natural
and built heritage are the main assets of the islands as a tourist destination. This case study
of heritage tourism development reveals the scope of the role of tourism public policy within
an island’s tourism industry. In identifying the nature and limitations of Shetland’s tourism,
heritage and culture are fundamental not only for Shetland’s economic development but also
Table II Four goals for tourism policy against HTIP key principles
HTIP key principles Four goals (Gunn and Var, 2002)
1. Value for money
2. Long term viability
1. Business increase
3. Minimum environmental impact
4. Best practice in conservation and heritage
management
2. Sustainable resource use
5. High quality and good service
3. Visitor satisfaction
6. Community support
7. Links to wider strategic objectives
4. Community integration
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 125
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
with respect to the identity and culture of the islanders. This is identi?ed as a factor that
needs to be recognized in wider public policy and strategic development of island
destinations. Shetland’s tourism policy makers appear to have taken advantage of the
guidelines provided by national strategies, especially where partnerships, collaboration and
the involvement of the destination’s stakeholders are concerned. Although some con?icts
and issues present among the numerous heritage tourism stakeholders in Shetland, the SIC
seem to be well aware of these. They also seem committed to resolving any problems
through a positive approach with constant communication, partnership facilitation, effective
feedback mechanisms and relatively fast implementation processes. Furthermore, the focus
on heritage tourism and subsequent development of the HTIP appears to have improved
community opportunities to engage and participate in the development of heritage tourism
product development.
Broad ambitious plans for the growth of tourism are not universally applicable in island
destinations such as Shetland. Uniform national policy needs to be customized in order to
deal with the individual issues present in the often unique environment of remote
communities.
Several geographical, political, economic and socio-cultural factors appear to limit the
grown of the heritage tourism sector in Shetland. However, little desire for large growth rates
and that tourism needs to remain quite low-scale to ensure sustainability of the environment
and authenticity of visitor experiences.
Shetland is quite unique in the degree of autonomy the island has over its economic
development, however lessons can be drawn fromthe SIC’s planning efforts. The case study
demonstrates that, for communities to bene?t from sustainable and economically viable
tourism growth, tourism development needs to be based on coherent and comprehensive
strategies. These strategies should establish inclusive partnerships and work to balance
community focus, conservation and economic development. In common with other island
destinations, a need to balance sustainable tourism exists within an overall balanced growth
framework on Shetland. While Shetland is an example of a relatively wealthy cold-water
island, the ?ndings of this research demonstrate the opportunities offered by stakeholder
participation, heritage tourism and government support.
The following recommendations are made with a view to encourage appropriate heritage
tourism development for the development of island destinations:
B To develop strategies that support tourism based on sustainable growth and effective
diversi?cation of an island’s economy.
B To develop heritage tourism policies and products that identify and meet changing
community, policy-maker and tourist needs.
B To encourage initiatives to improve stakeholder communication and participation in the
development of authentic and individual heritage tourism visitor experiences.
B To effectively communicate the pursuit of sustainable tourism development that links the
conservation of heritage resources, community integration and stakeholders.
This research demonstrates the role that heritage tourism can play in developing the
potential of an island destination. Once effective public policy is in place, stakeholders need
to take responsibility for realizing the potential offered by heritage tourism development. The
challenge lies in ensuring that growth in an island’s tourism product also maintains the
principles of what makes the destination special – the support and participation of its island
community.
References
Aas, Ch., Ladkin, A. and Fletcher, J. (2005), ‘‘Stakeholder collaboration and heritage management’’,
Annals of Tourism Research, Vol. 32 No. 1, pp. 28-48.
PAGE 126
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
AB Associates and Macpherson Research (2006), ‘‘Shetland visitor survey 2005/2006: ?nal draft’’,
available at: www.shetland.gov.uk/council/documents/ShetlandVisitorSurvey2006_?nal_draft_11_
01_07.pdf (accessed 15 July 2008).
Adams, J., Khan, H.T.A., Raeside, R. and White, D.I. (2007), Research Methods for Graduate Business
and Social Science Students, Sage, London.
Apostolopoulos, Y. and Gayle, D. (Eds) (2002), Island Tourism and Sustainable Development:
Caribbean, Paci?c, and Mediterranean Experiences, Praeger, Westport, CT.
Baldacchino, G. (Ed.) (2006), Extreme Tourism: Lessons from the World’s Cold Water Islands, Elsevier,
Oxford.
Beeton, S. (2005), ‘‘The case study in tourism research: a multi-method case study approach’’,
in Ritchie, B.W., Burns, P. and Palmer, C. (Eds), Tourism Research Methods: Integrating Theory with
Practice, CABI Publishing, Wallingford, pp. 37-48.
Briguglio, L., Butler, R., Harrison, D. and Leal Filho, W. (Eds) (1996), Sustainable Tourism in Islands and
Small States: Case Studies, Pinter, London.
Bryman, A. and Bell, E. (2007), Business Research Methods, 2nd ed., Oxford University Press, London.
Butcher, J. (2005), ‘‘Sun, sea and saving the world: travel snobs have turned holidaymaking into a moral
dilemma’’, available at: www.spiked-online.com/Articles/0000000CACF2.htm (accessed 22 August
2008).
Butler, R.W. (1996), ‘‘Problems and possibilities of sustainable tourism: the case of the Shetland
Islands’’, in Briguglio, L., Butler, R.W., Harrison, D. and Leal Filho, W. (Eds), Sustainable Tourism in
Islands and Small States: Case Studies, Pinter, London, pp. 11-31.
Butler, R.W. (1997), ‘‘Tourism in the Northern Isles: Orkney and Shetland’’, in Lockhart, D.G. and
Drakakis-Smith, D. (Eds), Island Tourism: Trends and Prospects, Pinter, London, pp. 59-80.
Callahan, R. (1998), ‘‘Ethnic politics and tourism: a British case study’’, Annals of Tourism Research,
Vol. 25 No. 4, pp. 818-36.
Christensen, J. and Hampton, M.P. (2005), ‘‘Exploring the relationship between tourism and offshore
?nance in small island economies: lessons from Jersey’’, working paper, Kent Business School Working
Paper Series – Paper No. 75.
Christou, E. (2005), ‘‘Heritage and cultural tourism: a marketing-focused approach’’, in Sigala, M. and
Leslie, D. (Eds), International Cultural Tourism: Management, Implications and Cases,
Butterworth-Heinemann, Oxford, pp. 4-15.
Church, A., Ball, R., Bull, Ch. and Tyler, D. (2000), ‘‘Public policy engagement with British tourism:
the national, local and the European Union’’, Tourism Geographies, Vol. 2 No. 3, pp. 312-36.
Dann, G.M.S. (2006), ‘‘Promotional issues’’, in Baldacchino, G. (Ed.), Extreme Tourism: Lessons fromthe
World’s Cold Water Islands, Elsevier, Oxford, pp. 15-29.
Dredge, D. and Jenkins, J. (2007), Tourism Planning and Policy, Wiley, Milton.
European Commission – Enterprise and Industry (2002), ‘‘Using natural and cultural heritage for the
development of sustainable tourism in non-traditional tourism destinations’’, available at:http://ec.
europa.eu/enterprise/services/tourism/studies_heritage.htm (accessed 25 August 2008).
Farr, R. and Rogers, A. (1994), ‘‘Tourism and the environment on the Isles of Scilly: con?ict and
complimentarity’’, Landscape and Urban Planning, Vol. 29, pp. 1-17.
Fayos-Sola´ , E. (1996), ‘‘Tourism policy: a midsummer night’s dream?’’, Tourism Management, Vol. 17
No. 6, pp. 405-12.
Fennel, D.A. (1996), ‘‘A tourist space-time budget in the Shetland Islands’’, Annals of TourismResearch,
Vol. 23 No. 4, pp. 811-29.
Garrod, B. and Fyall, A. (2000), ‘‘Managing heritage tourism’’, Annals of TourismResearch, Vol. 27 No. 3,
pp. 682-708.
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 127
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Garrod, B. and Fyall, A. (2001), ‘‘Heritage tourism: a question of de?nition’’, Annals of TourismResearch,
Vol. 28 No. 4, pp. 1049-52.
Goodson, L. and Phillimore, J. (2004), ‘‘The enquiry paradigm in qualitative tourism research’’,
in Phillimore, J. and Goodson, L. (Eds), Qualitative Research in Tourism, Routledge, London, pp. 30-45.
Gossling, S. (Ed.) (2003), Tourism and Development in Tropical Islands Political Ecological
Perspectives, Edward Elgar Publishing, Cheltenham.
Gunn, C.A. and Var, T. (2002), Tourism Planning: Basics, Concepts, Cases, 4th ed., Routledge, London.
Hall, C.M. (2000), Tourism Planning: Policies, Processes and Relationships, Pearson Education Limited,
Harlow.
Hall, C.M. and Jenkins, J.M. (1995), Tourism and Public Policy, Routledge, London.
Hall, C.M. and McArthur, S. (1996), Heritage Management in Australia and New Zealand: The Human
Dimension, 2nd ed., Oxford Press Australia, South Melbourne.
Hampton, M.P. and Christensen, J. (2007), ‘‘Competing industries in islands: a new tourism approach’’,
Annals of Tourism Research, Vol. 34 No. 4, pp. 998-1020.
Harrison, S. (2002), ‘‘Culture, tourism and local community: the heritage identity of the Isle of Man’’,
Journal of Brand Management, Vol. 9 Nos 4/5, pp. 355-71.
Hay, I. (Ed.) (2000), Qualitative Research Methods in Human Geography, Oxford University Press,
Melbourne.
Kerr, W.R. (2003), Tourism Public Policy, and the Strategic Management of Failure, Elsevier, Oxford.
Kerr, B., Barron, G. and Wood, R.C. (2001), ‘‘Politics, policy and regional tourism administration: a case
examination of Scottish area tourist board funding’’, Tourism Management, Vol. 22 No. 6, pp. 649-57.
King, B.E.M. (1997), Creating Island Resorts, Routledge, London.
Lockhart, D.G. and Drakakis-Smith, D. (Eds) (1997), Island Tourism: Trends and Prospects, Pinter,
London.
Poon, A. (1993), Tourism, Technology and Competitive Strategies, CAB Int., Wallingford.
Poria, Y., Butler, R. and Airey, D. (2001), ‘‘Clarifying heritage tourism’’, Annals of Tourism Research,
Vol. 28 No. 4, pp. 1047-9.
Poria, Y., Butler, R. and Airey, D. (2003), ‘‘The core of heritage tourism’’, Annals of Tourism Research,
Vol. 30 No. 1, pp. 238-54.
Scottish Executive (2006), ‘‘Scottish tourism: the next decade: a tourism framework for change’’,
available at: www.scotland.gov.uk/Publications/2006/03/03145848/0 (accessed 13 August 2008).
Shetland Islands Council (2000), The Shetland Structure Plan 2001-2016, Shetland Islands Council
Infrastructure Services, Lerwick.
Shetland Islands Council (2007), Shetland in Statistics, 34th ed., SIC-EDU, Lerwick.
Smith, V.L. (2001), ‘‘Tourismchanges and impacts’’, in Smith, V.L. and Brent, M. (Eds), Hosts and Guests
Revisited: Tourism Issues of the 21st Century, Cognizant Communication Corporation, New York, NY,
pp. 107-21.
Timothy, D.J. and Boyd, S.W. (2002), Heritage Tourism, Prentice Hall, Harlow.
Tosun, C. (2000), ‘‘Limits to community participation in the tourism development process in developing
countries’’, Tourism Management, Vol. 21 No. 6, pp. 613-33.
Walle, A.H. (1997), ‘‘Quantitative versus qualitative tourism research’’, Annals of Tourism Research,
Vol. 24 No. 3, pp. 524-36.
Weaver, D. (1995), ‘‘Alternative tourismin Montserrat’’, TourismManagement, Vol. 16 No. 8, pp. 593-604.
Westbrook, S. and Anderson, S. (2006), ‘‘Heritage plan for Shetland’’, a study for Shetland Islands
Council (draft).
PAGE 128
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
VOL. 4 NO. 2 2010
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
Further reading
European Commission – Enterprise and Industry (2008), ‘‘Agenda for a sustainable and competitive
European tourism’’, available at:http://ec.europa.eu/enterprise/services/tourism/communications_
2007.htm (accessed 14 March 2008).
Jolliffee, L. and Smith, R. (2001), ‘‘Heritage, tourismand museums: the case of the North Atlantic islands
of Skye, Scotland and Prince Edward Island, Canada’’, International Journal of Heritage Studies, Vol. 7
No. 2, pp. 149-72.
Kerr, S. (2005), ‘‘What is small island sustainable development all about?’’, Ocean and Coastal
Management, Vol. 48 Nos 7/8, pp. 503-24.
Shetland Islands Council (2008a), ‘‘Forums and industry panels – remits and membership’’, Report No.
LA-37-F, available at: www.shetland.gov.uk/coins/ViewSelectedDocument.asp?DocumentID ¼ 13144
(accessed 27 August 2008).
Shetland Islands Council (2008b), Shetland Economic Development Policy Statement 2007-2011,
SIC Economic Development Unit, Lerwick.
World Tourism Organisation (UNWTO) (1994), National and Regional Tourism Planning: Methodologies
and Case Studies, Routledge, London.
Corresponding author
Anna Leask can be contacted at: [email protected]
VOL. 4 NO. 2 2010
j
INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
j
PAGE 129
To purchase reprints of this article please e-mail: [email protected]
Or visit our web site for further details: www.emeraldinsight.com/reprints
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
This article has been cited by:
1. Manuel Calvo Trias, David Javaloyas Molina, Daniel Albero Santacreu, Jaume García Rosselló. 2014. Enhancing “Places”
Through Archaeological Heritage in Sun, Sand, and Sea Touristic Coastal Areas: A Case Study From Mallorca (Spain). The
Journal of Island and Coastal Archaeology 9, 341-363. [CrossRef]
D
o
w
n
l
o
a
d
e
d
b
y
P
O
N
D
I
C
H
E
R
R
Y
U
N
I
V
E
R
S
I
T
Y
A
t
2
2
:
1
0
2
4
J
a
n
u
a
r
y
2
0
1
6
(
P
T
)
doc_756689569.pdf