I think heritage tourism is mainly about traveling to a place and being willing to fully embrace yourself in the culture and heritage of the place. Discovering the "spirit" of the place or what truly makes a site unique in its own way is the key to real heritage tourism in my eyes. Experiencing the everyday life is just as equally important as visiting every major tourist attraction in each city, just so that the full identity is explored without resorting to seeking out consumer services to allow us to retreat back to what is "comfortable" in our own lifestyles. If anyone is interested in this kind of perspective, check out this link:
http://www.lifebeyondtourism.com/en that has similar blogs and a photoblog on traveling and tourism based on values, culture, and heritage.