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Architectural Tourism: A Case Study of Art Deco Destinations.

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 Architectural Tourism: A Case Study of Art Deco Destinations

CAUTHE 2012 Conference

The New Golden Age of Hospitality and Tourism

ARCHITECTURAL TOURISM: A CASE STUDY OF ART DECO DESTINATIONS

Dr Kim Marianne Williams
La Trobe Business School
La Trobe University
Victoria 3086
Australia

E-mail: k.williams@latrobe.edu.au
 Architectural Tourism: A Case Study of Art Deco Destinations

Abstract
This study will examine the extent of information provision for tourists who
wish to visit and engage in an architectural tourism experience. The aim of
the study is to scope the information provision and explore the linkage
between tourist activities and the preservation of historically important
architectural destinations. The project will explore a case study of Art Deco
architecture in a variety of regions globally.

Key Words: Art Deco; tourism; architecture.

This exploratory research project aims to investigate the scope and extent of interpretive
information for tourists visiting significant Art Deco destinations. The researcher will visit
and discuss relevant research projects with representatives of the Art Deco preservation
associations in four destinations (Miami Beach, New York, Hastings and Napier). These
discussions will focus on the link between tourist educational experiences and the
preservation of historically important architectural destinations. Considerable research has
been conducted into urban tourism and heritage tourism. However, few if any studies have
centred on architectural tourism with a specific focus on interpretive informal education at
Art Deco destinations globally.

Tourists have visited historical heritage sites for centuries. The ‘Grand Tour’ experience
dating back to the sixteenth century was a tour of certain cities and places in Western Europe
undertaken primarily, but not exclusively for education and pleasure (Towner, 1985) which
linked education, tourism and pleasure as a worthy and valuable pursuit. Interlinking tourism,
leisure and education has continued from this time and has become even more prevalent in
recent years (Martin and Mason 1993; Roggenbuck, Loomis and Dagostino, 1990; Urry
1990). This has produced an increase in interest in educational aspects on both the supply and
demand side of the historical heritage sites experience.

The development of interpretation services has assisted in the construction and reinforcement
of the tourist gaze (Urry, 2002). Interpretation as defined by Tilden (1977, p.8) is an
educational activity which aims to reveal ‘meaning and relationships through the use of
original objects, by firsthand experience, and by illustrative media, rather than simply to
 Architectural Tourism: A Case Study of Art Deco Destinations

communicate factual information’. Interpretation services provide the visitor with a better
understanding of the history of previous generations.

Tourists have a range of motivations to visit heritage sites, including an enjoyable day out,
something to do for the day, or wanting to understand the lives of those who have lived in the
past. Interpretation can be a form of informal education which usually takes place during
leisure time thus linking it to a tourism activity. Informal education as defined by Light
(1995, p.117) refers to ‘that self motivated voluntary exploratory, non-coercive learning and
understanding which can take place during a visit to a heritage site’. Heritage sites provide a
potential learning context for a tourist however this informal education is entirely a voluntary
activity. The teacher who usually present in a formal education environment is substituted by
a variety of interpretive services which can be consumed or ignored by the tourist. However,
the potential to learn at these sites had become increasingly important to individuals who
have a desire to undertake an entire tourism experience (Light and Prentice, 1994). Informal
education can provide the tourist with knowledge concerning how people lived in the past or
it could be connected to the preservation and conservation of heritage sites for future
generations.

Guided tours evolved to assist the tourist to understand the places and sites they visited. The
increase in demand for this type of informal educational experience assisted in the
development of heritage sites now providing interpretation services in the form of
information boards, audio guides, formal guided tours and self guided tours via the utilisation
of a guide book. In the 1980 the provision of interpretive service of the built nature became a
widespread activity.

New York is the home of a significant variety of industrial and commercial Art Deco
architecture with extraordinary skyscrapers, public buildings and entertainment centres. The
Art Deco Society of New York (ADSNY) founded in 1980 is dedicated to the celebration and
preservation of Art Deco design. The ADSNY provides interpretive programs to their
members and the interested general public, which include lectures, guided tours, bus trips,
author talks, museum and gallery events, and historic preservation advocacy.

The ADSNY is a member of the International Coalition of Art Deco Societies (ICADS). A
major activity of ICADS is to enlist support from other member societies in the conduct of
 Architectural Tourism: A Case Study of Art Deco Destinations

battles against demolition or inappropriate redevelopment. The ICADS conducts a bi-annual

Art Deco World Congress Conference which is hosted by member societies in significant Art
Deco destinations globally. New York was the host in 2005 and in 2013 the conference will
be in held in Havana, Cuba.

Napier, and to a lesser extent Hastings situated in Hawke’s Bay, New Zealand are considered
to be outstanding examples of Art Deco architecture globally. Napier was devastated by a
massive earthquake in February 1931 and rebuilt in the style of ‘Art Moderne’ which is now
called ‘Art Deco’. The majority of the buildings are preserved and protected by the New
Zealand Historic Places Trust and the Art Deco Trust. The aim of the Trust is to identify,
educate and raise awareness of the social, economic, cultural, historical and spiritual
importance of the heritage buildings in the region (Willson and McIntosh, 2010). The Art
Deco Trust manages the Desco Centre providing interpretative services to members and the
general public and is responsible for preservation of the regions Art Deco heritage. In
addition, the Art Deco Trust organises an annual Art Deco Weekend held in February .which
provides house tours, films, jazz and other related Art Deco entertainment and education.
Napier hosted the ICADS World congress in 1999.

Miami Beach, Florida, similar to Napier, has a large concentration of Art Deco architecture.
There are over 300 certified Art Deco buildings within the Miami Beach district with more
than 800 buildings in an area of approximately 125 blocks (Fleming, 1981). Examples of both
commercial and residential construction are evident (Curtis, 1982). The Art Deco
Preservation League in Miami is responsible for the preservation of the region also managing
the Art Deco Welcome Centre and gift shop which provide interpretation services. The
League organises an Art Deco Weekend each January to showcase the region, the event
includes a parade, tours, music and dance performances. Miami Beach hosted the first World
Congress in 1991.

This exploratory research project aims to investigate the scope and extent of interpretive
information for tourists visiting significant Art Deco destinations.
The aims of this project are to determine:
• the interpretive information available to tourists interested in historical architectural
locations;
• the educational aspects of the interpretive information provided to the tourist; and,
 Architectural Tourism: A Case Study of Art Deco Destinations

• if there is a link between tourist educational experiences and the preservation of

historically important architectural destinations.

A field work and observational site visist will take place at the four historical Art Deco
architectural locations across the globe in 2011 and 2012. In 2011 the researcher visited New
York and Miami Beach in the United States. In 2012 the researcher will visit Napier and
Hastings in New Zealand. This research project will employ field work activities critical in
tourism research to demonstrate comprehensive site knowledge.

The researcher will collect and consider the tourist information provision available. The
observational visit will involve visiting Art Deco Centres and shops and making contact with
a representative from the Art Deco preservation associations in each region. The researcher
will also participate in available guided tours to determine the extent of interpretive informal
education information provision for the architectural tourist.

Future research at the completion of this explorative project could provide data to
architectural preservation associations on what interpretive informal educational information
could assist in attracting potential funding and generate increased membership interest for the
future preservation of these destinations.

References
Curtis, J. R. (1982). Art Deco Architecture in Miami Beach. Journal of Cultural Geography.
3 (1), 51-63.

Fleming, J. Z. (1981) The Miami Beach Architectural “Art Deco” District: A Tale of Two
Cities. The Urban Lawyer. 13 (4), 854-863.

Light, D. (1995). Heritage as Informal Education. In D. T. Herbert (ed.). Heritage, Tourism

and Society. London: Mansell Publishing Limited.

Light, D., & Prentice, R.C. (1994). Who consumes the heritage product? Implications for
European heritage tourism. In G. J. Ashworth and P. Larkhame (eds.). Building a New
Heritage: Tourism, Culture and Identity in the New Europe. London: Routledge, pp.
90-116.
 Architectural Tourism: A Case Study of Art Deco Destinations

Mc Gregor, R. (1996). The Art Deco City. In C. M. Hall and S. McArthur (eds.). Heritage
management in New Zealand and Australia: the human dimension. Melbourne: Oxford
University Press Australia.
Martin, B. & Mason, S. (1993). The future of attractions: meeting the needs of the new
consumers. Tourism Management, 14, 37-40.

Mistilis, N., & D’Ambra, J. (2008). The Visitor Experience and Perception of Information
Quality at the Sydney Visitors Information Centre. Journal of Travel & Tourism
Marketing. 24 (1), 35-46.

Roggenbuck, J. W., Loomis, R.J., & Dagostino, J. (1990). The learning benefits of leisure.
Journal of Leisure Research. 22, 112-124.

Tilden, F. (1977). Interpreting our Heritage. (3rd edn.) Chapel Hill: University North
Carolina Press.

Towner, J. (1985). The Grand Tour: a key phase in the history of tourism. Annals of Tourism
Research, 12, 297-333.

Willson, G., & Mcintosh, A. (2010). Using Photo-based Interviews to Reveal the significance
of Heritage Buildings to Cultural Tourism Experiences. In G. Richards and W. Munster
(eds.). Cultural Tourism Research Methods. Oxfordshire UK: CABI.

Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London:
Sage.

Urry, J. (2002). The Tourist Gaze. (2nd edn.) London: Sage.

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