The sustainability of cultural tourism and its effects on communities: the case of Orkney

This PhD thesis will examine Cultural Tourism from an economic, political and environmental perspective with an overall focus on the sustainability of the industry and its effects on the local community. The research will focus on Orkney, but will be placed in a wider, global, context and will therefore be transferrable to other geographical areas. The investigation will involve aspects such as the income generated by tourism, the level of investment, national and local tourism policies and local council development plans, and the preservation and management of archaeological sites.

The theoretical parts of this thesis will draw on the large body of existing global research into tourism and sustainability. Qualitative research will be carried out in order to collect material about Orkney. It is expected that the student will carry out in-depth interviews with select parties of the Orcadian tourism industry as well as members of the general public. In addition, archaeological sites and monuments in Orkney will be visited in order to examine how tourists use them and how their presence affects the sites. Particular attention will be paid to Viking Age and Late Norse sites, which are currently underutilised within the Orkney tourism industry.

This project is interlinked with the cultural tourism industry in Orkney and will provide guidance and research for the tourism businesses active in this area. Cultural tourism is a highly important feature of the Orkney tourism package, as clearly demonstrated by the policy and procedural documents from governing bodies and heritage organisations outlining the ideas for future tourism developments (see e.g. Orkney Islands Council’s A Vision for Orkney (2002)). This PhD is highly important for ‘sector sustainability. The need for detailed work on sustainability is highlighted in a recent report from the Orkney Islands Council, entitled ‘Strategy to further protect Orkney’s cultural heritage’ (http://www.orkney.gov.uk/Files/Committees-and-Agendas/Education/2016/16-11-2016/I12_App1_Draft_Strategy_to_Further_Protect_Orkneys_Cultural_heritage.pdf). Here, one of the agreed aims is to ‘reduce the negative impacts of volume tourism on our sites and infrastructure’, a theme which is fully integrated into this PhD proposal.

This doctoral thesis will also contribute to the tourism strategy in several ways. One important example is the inclusion of Viking and Norse sites, which currently do not form part of the regular tourist circuit. By designing detailed plans on how to make these, and other, lesser known heritage sites more easily available for tourists, additional wealth and jobs, e.g. involving site management, will be created. Moreover, highlighting new sites and areas suitable for expansion will take the strain off the most popular World Heritage sites, thus again contributing to sector sustainability. Finally, cost savings can be achieved by designing new and efficient strategies for the management of existing sites and creating viable solutions to current problems.

The thesis will also be significant for other geographical areas, as the method and theoretical approach used will be directly transferable. Some aspects will be particularly useful for other small islands and coastal communities, for which cruise ships form (or could form) an important part of the local economy. Any area with a potentially strong cultural heritage could, however, benefit in real terms by applying the strategies presented in this PhD thesis.

Applicants must possess a minimum of an Honours degree at 2:1 and/or a Master’s Degree (or International equivalent) in a relevant subject.

Supervisory Team
This project will be supervised by Dr Alexandra Sanmark, Centre for Nordic Studies in Orkney, University of the Highlands and Islands, Dr Colleen Batey, Department of Archaeology, University of Glasgow and Dr Piotr Niewiadomski, Department of Geography & Environment, University of Aberdeen.

Research Facilities and Environment
The student will be based in the Centre for Nordic Studies, University of the Highlands and Islands and will contribute to high-impact research. The Centre has expertise in a wide range of areas, including archaeology, history, languages, literature and tourism. In the last Research Excellent Framework (REF) the Centre was listed as first in Scotland for research impact and fifth in the UK for research environment within Area Studies. Full training will be provided and considerable support will be available from experienced academic staff. The student will be encouraged to attend seminars as well as presenting their own research at the Centre’s PhD seminar series. The student will also develop skills in manuscript writing and oral presentations through short courses delivered by the university. In addition there will be opportunities to attend relevant national and international conferences.

Informal project specific enquiries can be made to: [Email Address Removed]