ABSTRACT
The previous ten chapters discuss tourism and cultural heritage management issues affecting cultural tourism. They illustrate that both sectors largely function independently and in parallel, sharing assets but little else. The great challenge for cultural tourism is how to integrate cultural heritage and tourism management needs in a process that will result in a product that is appealing to visitors, while at the same time conserving cultural and heritage values. The buzzword is sustainable cultural tourism. But sustainability is such an abused and misunderstood concept that the word must be used with caution, for it has been used by different groups to promote completely opposing agendas (see McKercher 1993). To some, sustainability means economic sustainability, where heavy use of an asset can be justified as long as wealth is generated. Some adverse impacts are both expected and tolerated as sites are managed primarily for their use values. To others, sustainability has been used to promote an agenda opposing most uses, arguing that any use will invariably lead to its destruction. Management actions are imposed to discourage use, even if it is to the overall detriment of the viability of the asset.
