Balancing between the “World Heritage” brand and local recreation in Bagan
- Título(s)
- Título
- Balancing between the “World Heritage” brand and local recreation in Bagan
- CR. Conservación y restauración Num. 17 Año 6 (2019) enero-abril
- Resumen:
- The archaeological site of Bagan in Myanmar is one of Asia’s prominent Buddhist destinations. Its landscape with over three thousand monuments ranks it as one of Myanmar’s most visited sites. Nevertheless, its possible inclusion in the World Heritage List raises concerns around the conservation of its living heritage. Some scholars argue that the World Heritage title acts as a placebo brand attracting cultural tourism seeking authentic experiences (Adie et al., 2018). However, in settings such as Myanmar, with a recently isolated society and post-conflict situation, the prompt arrival of tourism could pose a threat to its socio-cultural dynamics. In this context, tensions arise while finding a balance between keeping alive heritage practices and adapting the site to tourism needs.
- Referencias:
- Adie, Bailey Ashton (2017) “Franchising our heritage: The UNESCO World Heritage brand”, Tourism Management Perspectives, 24:48-53, available in: [accessed on May 28, 2019]. Adie, Bailey Ashton, Michael, Hall C., and Praya, Girish (2018) “World Heritage as a placebo brand: a comparative analysis of three sites and marketing implications”, Journal of Sustainable Tourism, 26 (3): 399-415. Arizpe, Lourdes (2007) “The Cultural Politics of Intangible Cultural Heritage”, Art Antiquity and Law, XII (4): 361-388, available in: [accessed on May 28, 2019]. Barron, Laignee (2017) “‘Unesco-cide’: does World Heritage status do cities more harm than good?”, The Guardian [online] (August 30), available in: [accessed May 23, 2019]. Buentello García, María Eugenia Desirée et al. (2018) Studio Bagan. Building in Heritage Context, Myanmar, Brandenburgische Technische Universität Cottbus-Senftenberg [electronic document], available in: [accessed on May 23, 2019]. Cleere, Henry (2011) “The impact of World Heritage listing. heritage driver of development”, ICOMOS 17th General Assembly, 2011-11-27 / 2011-12-02, Paris, France, III (1): 519-525, available in: [accessed on May 23, 2019]. Crabolu, Gloria (2015) Visitor Management at the Bagan Heritage Site. An evaluation of the current status with related recommendations, master thesis in Tourism Destination Management, Breda University of Applied Science. Dove, Cavelle (2017) “Giving trends in Myanmar: More than merit making”, Austrian Journal of South-East Asian Studies, 10 (2): 205-222, available in: [accessed on May 23, 2019]. Edroma, Eric L. (2003) “Linking universal and local values for the sustainable management of World Heritage sites”, in Eléonor de Merod, Rieks Smeets and Carol Westrik (eds.), Linking universal and local values for the sustainable management of World Heritage sites, Paris, UNESCO (World Heritage Papers 13), pp. 36-42. Hudson, Bob (2008) “Restoration and reconstruction of monuments at Bagan (Pagan), Myanmar (Burma), 1995-2008”, World Archaeology, 40 (4): 553-571. King, Lisa M., and Halpenny, Elizabeth A. (2014) “Communicating the World Heritage brand: visitor awareness of UNESCO’s World Heritage symbol and the implications for sites, stakeholders and sustainable management”, Journal of Sustainable Tourism, 22 (5): 768-786. Kraak, Anne Laura (2017a) “Impediments to a human rights-based approach to heritage conservation: the case of Bagan, Myanmar”, International Journal of Cultural Policy, 23 (4), pp. 433-445. Kraak, Anne Laura (2017b) World Heritage and Human Rights in Bagan, Myanmar, doctoral thesis in Philosophy, Melbourne, Deakin University. Logan, William (2016) “Whose heritage? Conflicting narratives and top-down and bottom-up approcahes to heritage management in Yangon, Myanmar”, in William Logan and Sophia Labadi (eds.), Urban Heritage, Development and Sustainability. International frameworks, national and local governance, New York, Routledge, pp. 256-273. Mansfeld, Yoel (2018) “Tourism and Local Communities The Interplay between Tourism and the Community”, in Silvia de Ascaniis, Maria Gravari-Barbas and Lorenzo Cantoni (eds.), Tourism Management at UNESCO World Heritage Sites, Lugano, Università della Svizzera italiana/UNESCO, pp. 31-38. Ministry of Hotels and Tourism (2013) Nay Pyi Taw [online], available in: [accessed on May 23, 2019]. Olsen, Daniel. H. (2015) “Heritage, Tourism, and the Commodification of Religion”, Tourism Recreation Research, 28 (3): 99-104. Rich, Anna-Katharina, and Franck, Anja K. (2016) “Tourism development in Bagan, Myanmar: perceptions of its influences upon young peoples’ cultural identity”, Tourism Planning and Development, 13 (3): 333-350. UNESCO World Heritage Centre (2019a) Convention Concerning the Protection of the World Cultural and Natural Heritage [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019b) Heritage of Religious Interest UNESCO Initiative on Heritage of Religious Interest [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019c) Series [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019d), Socio-economic Impacts of World Heritage Listing [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019e) Tentative List, Myanmar [online], available in: [accessed on May 23, 2019].
- Idioma
- Inglés
- Temática
- Tópico
- Patrimonio
- Geográfica
- Bagan
- Origen
- Lugar
- Ciudad de México, México
- Fecha de publicación
- 2019-04-30
- Editor
- Instituto Nacional de Antropología e Historia
- Emisión
- Monográfico único
- Tipo de recurso
- Texto
- Artículo de revista
- Identificadores
- ISSN
- 2395-9754
- Condiciones de uso
- D.R. Instituto Nacional de Antropología e Historia, México
- Identificadores
- MID
- 54_20190430-000000:30_2078_20199
- Catalogación
- Fuente
- Instituto Nacional de Antropología e Historia
- Idioma
- Español
- Digitalización
- Origen del recurso digital
- Digitalización de análogo
- Formato del recurso digital
- Application/pdf
- Calidad del recurso digital
- Acceso
- Revista CR. Conservación y restauración
- Número de revista CR. Conservación y restauración Num. 17 (2019)
-
Vista Impresión
- Título(s)
- Título
- Balancing between the “World Heritage” brand and local recreation in Bagan
- CR. Conservación y restauración Num. 17 Año 6 (2019) enero-abril
- Resumen:
- The archaeological site of Bagan in Myanmar is one of Asia’s prominent Buddhist destinations. Its landscape with over three thousand monuments ranks it as one of Myanmar’s most visited sites. Nevertheless, its possible inclusion in the World Heritage List raises concerns around the conservation of its living heritage. Some scholars argue that the World Heritage title acts as a placebo brand attracting cultural tourism seeking authentic experiences (Adie et al., 2018). However, in settings such as Myanmar, with a recently isolated society and post-conflict situation, the prompt arrival of tourism could pose a threat to its socio-cultural dynamics. In this context, tensions arise while finding a balance between keeping alive heritage practices and adapting the site to tourism needs.
- Referencias:
- Adie, Bailey Ashton (2017) “Franchising our heritage: The UNESCO World Heritage brand”, Tourism Management Perspectives, 24:48-53, available in: [accessed on May 28, 2019]. Adie, Bailey Ashton, Michael, Hall C., and Praya, Girish (2018) “World Heritage as a placebo brand: a comparative analysis of three sites and marketing implications”, Journal of Sustainable Tourism, 26 (3): 399-415. Arizpe, Lourdes (2007) “The Cultural Politics of Intangible Cultural Heritage”, Art Antiquity and Law, XII (4): 361-388, available in: [accessed on May 28, 2019]. Barron, Laignee (2017) “‘Unesco-cide’: does World Heritage status do cities more harm than good?”, The Guardian [online] (August 30), available in: [accessed May 23, 2019]. Buentello García, María Eugenia Desirée et al. (2018) Studio Bagan. Building in Heritage Context, Myanmar, Brandenburgische Technische Universität Cottbus-Senftenberg [electronic document], available in: [accessed on May 23, 2019]. Cleere, Henry (2011) “The impact of World Heritage listing. heritage driver of development”, ICOMOS 17th General Assembly, 2011-11-27 / 2011-12-02, Paris, France, III (1): 519-525, available in: [accessed on May 23, 2019]. Crabolu, Gloria (2015) Visitor Management at the Bagan Heritage Site. An evaluation of the current status with related recommendations, master thesis in Tourism Destination Management, Breda University of Applied Science. Dove, Cavelle (2017) “Giving trends in Myanmar: More than merit making”, Austrian Journal of South-East Asian Studies, 10 (2): 205-222, available in: [accessed on May 23, 2019]. Edroma, Eric L. (2003) “Linking universal and local values for the sustainable management of World Heritage sites”, in Eléonor de Merod, Rieks Smeets and Carol Westrik (eds.), Linking universal and local values for the sustainable management of World Heritage sites, Paris, UNESCO (World Heritage Papers 13), pp. 36-42. Hudson, Bob (2008) “Restoration and reconstruction of monuments at Bagan (Pagan), Myanmar (Burma), 1995-2008”, World Archaeology, 40 (4): 553-571. King, Lisa M., and Halpenny, Elizabeth A. (2014) “Communicating the World Heritage brand: visitor awareness of UNESCO’s World Heritage symbol and the implications for sites, stakeholders and sustainable management”, Journal of Sustainable Tourism, 22 (5): 768-786. Kraak, Anne Laura (2017a) “Impediments to a human rights-based approach to heritage conservation: the case of Bagan, Myanmar”, International Journal of Cultural Policy, 23 (4), pp. 433-445. Kraak, Anne Laura (2017b) World Heritage and Human Rights in Bagan, Myanmar, doctoral thesis in Philosophy, Melbourne, Deakin University. Logan, William (2016) “Whose heritage? Conflicting narratives and top-down and bottom-up approcahes to heritage management in Yangon, Myanmar”, in William Logan and Sophia Labadi (eds.), Urban Heritage, Development and Sustainability. International frameworks, national and local governance, New York, Routledge, pp. 256-273. Mansfeld, Yoel (2018) “Tourism and Local Communities The Interplay between Tourism and the Community”, in Silvia de Ascaniis, Maria Gravari-Barbas and Lorenzo Cantoni (eds.), Tourism Management at UNESCO World Heritage Sites, Lugano, Università della Svizzera italiana/UNESCO, pp. 31-38. Ministry of Hotels and Tourism (2013) Nay Pyi Taw [online], available in: [accessed on May 23, 2019]. Olsen, Daniel. H. (2015) “Heritage, Tourism, and the Commodification of Religion”, Tourism Recreation Research, 28 (3): 99-104. Rich, Anna-Katharina, and Franck, Anja K. (2016) “Tourism development in Bagan, Myanmar: perceptions of its influences upon young peoples’ cultural identity”, Tourism Planning and Development, 13 (3): 333-350. UNESCO World Heritage Centre (2019a) Convention Concerning the Protection of the World Cultural and Natural Heritage [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019b) Heritage of Religious Interest UNESCO Initiative on Heritage of Religious Interest [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019c) Series [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019d), Socio-economic Impacts of World Heritage Listing [online], available in: [accessed on May 23, 2019]. UNESCO World Heritage Centre (2019e) Tentative List, Myanmar [online], available in: [accessed on May 23, 2019].
- Idioma
- Inglés
- Temática
- Tópico
- Patrimonio
- Geográfica
- Bagan
- Origen
- Lugar
- Ciudad de México, México
- Fecha de publicación
- 2019-04-30
- Editor
- Instituto Nacional de Antropología e Historia
- Emisión
- Monográfico único
- Tipo de recurso
- Texto
- Artículo de revista
- Identificadores
- ISSN
- 2395-9754
- Condiciones de uso
- D.R. Instituto Nacional de Antropología e Historia, México
- Identificadores
- MID
- 54_20190430-000000:30_2078_20199
- Catalogación
- Fuente
- Instituto Nacional de Antropología e Historia
- Idioma
- Español
- Digitalización
- Origen del recurso digital
- Digitalización de análogo
- Formato del recurso digital
- Application/pdf
- Calidad del recurso digital
- Acceso
- Revista CR. Conservación y restauración
- Número de revista CR. Conservación y restauración Num. 17 (2019)
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