Assessing the Tourism Potential of Smaller Cultural and Heritage Attractions

Robert Douglas McKercher, Pamela S.Y. Ho

Research output: Journal article publicationJournal articleAcademic researchpeer-review

74 Citations (Scopus)


This paper reports on the development and application of a mechanism to assess the tourism potential of cultural and heritage assets. The assessment tool considers cultural, physical, product and experiential values. It was tested on a sample of 16 secondary museums, historic sites and temples in Hong Kong that are currently being promoted by the local destination management organisation. While their cultural and physical values were rated strongly, their tourism and experiential values were low. Indeed, a number of fatal flaws were identified that effectively precluded most of them from ever functioning as viable attractions. Remoteness, isolation from other attractions, small scale, a lack of uniqueness and poor setting exacerbated their weaknesses.
Original languageEnglish
Pages (from-to)473-488
Number of pages16
JournalJournal of Sustainable Tourism
Issue number5
Publication statusPublished - 10 Oct 2006


  • Assessment
  • Attractions
  • Cultural tourism
  • Product

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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