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Cultural and Heritage Tourism

Cultural and Heritage Tourism. Raymond A. Rosenfeld, Ph.D. Professor of Political Science Eastern Michigan University USA.

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Cultural and Heritage Tourism

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  1. Cultural and Heritage Tourism Raymond A. Rosenfeld, Ph.D. Professor of Political Science Eastern Michigan University USA

  2. Presented at the International Conference onMunicipal Economic Development ToolkitMarch 3-4, 2008Kyiv, UkrainePushcha OzernaSponsored by:USAID Local Economic Development ProjedtKyiv School of EconomicsKyiv Economics InstituteMichigan State University

  3. The Challenge • Attract new visitors • Encourage visitors to extend their stay • Add-on to professional and business meetings • Attract adult and family tourist visits

  4. What is Cultural and Heritage Tourism? • Focus on historical, artistic, scientific, and lifestyle/heritage • Experience cultural environments, visual and performing arts, lifestyle, values, traditions and events • Festivals, banquets, music, theater, village and rural life, gastronomy, visiting/tasting local products, village buildings and “atmosphere”, historic and religious monuments and ruins, famous people

  5. Benefits to the Community • Economic vitality (12% of European GDP and expected to double in 20 years) • Leverage human capital (20 million European jobs) • Restore, revitalize a geographical area • Expand business and tax revenue • Create an innovative habitat – to attract knowledge-based employees • Create a sense of pride and belonging by residents

  6. Who are these tourists? • Example of German tourists • Age 45-64, above average income, mostly couples, better educated, broadly traveled, quality conscious, holiday regularly and outside normal peak seasons • Travel independently and stay 7 days or less • Expect small accommodations (2 and 3 star), run by locals • Prefer local cuisine with local ingredients

  7. Challenges • Demand for high standards • Safeguard local identity while meeting tourist quality and standards expectations • Authenticity • Rebuild or protect? • Church or museum?

  8. Supporting Organizations • United Nations World Tourism Organization (UNWTO) • European Commission • European Regional Development Fund • United Nations Educational, Scientific and Cultural Organization (UNESCO) • World Travel and Tourism Council • Organization of World Heritage Cities

  9. Place Promotion • Focus on a historic town known for an historic event, common heritage, historic building and/or special event (Mazepa and the 1709 Battle of Poltava; Catherine the Great in Sevastopol; Crimea and Yalta) • Attract tourists from the common heritage and others (example: Gambia West Africa’s “Home Coming Festival”; Odessa and Jewish Life; Ukrainian Diaspora) • UNESCO World Heritage sites (Pechersk Lavra, Lviv’s Old Town, Saint Sophia, Struve Geodetic Arc in Staro Nekrasovka) • Hard Branding around a star building (example: Gehry’s Guggenheim in Balboa)

  10. Cultural Districts • Physical space with concentrated tourist sites(art markets, performing arts, museums, cultural heritage) • Small and medium sized firms(restaurants, gift/craft shops • Industrial Cultural District (arts and crafts) • Institutional Cultural District(exclusive naming rights such as Tuscany-Chianti) • Museum Cultural District – in a historic downtown with museums, hotels, shops, restaurants (zoning, new construction) • Metropolitan Cultural District – where artists live and work, along with supporting institutions

  11. Legacy Tourism • Connections to history, art, science, lifestyles, architecture and scenery • Genealogical interests, connections (Ukrainians in the West, Russians, Jews, Poles)

  12. Cultural and Heritage Routes • Council of Europe's Institute of Cultural Routes – themed routes (Viking Routes, European Jewish Heritage Routes) • Kyiv Rus

  13. Practical Guidelines • Strategic Planning – leadership, SWOT analysis • Cultural and Heritage Tourism Products • Support Services • Public Works • Education and Training • Marketing • Planning Management and Assessment • Public Policy Actions

  14. Product Enhancement • Determine distinctiveness • Emphasize quality • Physical clustering • Enhance and renovate • Special events and festivals • Develop small and medium sized hotels, lodges, restaurants, handicraft businesses • Accessibility • Multi-lingual signage and programs

  15. Support Services & Quality • Enhance mediating services (tourism offices, Internet) • Inter-city transportation (bus, rail, auto/roads, Greenways) • Intra-city transportation • Support restaurants, hotels, shops • Hours of operation

  16. Public Works • Airport, rail and bus service and facilities • Water and sewer • Public plazas and parks • Signage • Accessibility

  17. Education and Training • Education and training of local population in service quality and customer service • Education and training in cultural areas • Special training for owners of monuments, museums and businesses • Build community support and involvement • Special training for older people in delivery of services • Assist in grant applications for outside support

  18. Marketing • Brand, market and promote the city, its sites, events, tourism services • Package arrangements • Work with private tour companies • Profitable and competitive pricing policy • Electronic media • Print media (include commissioned books) • Elite and government official involvement • Video documentary • Support cultural programs abroad • Target professional associations and meetings • Market internationally • Multi-lingual information

  19. Planning, Management, Evaluation • Designate a lead individual and organization • Identify key individuals and organizations • Assess all resources • Market research • Tourism master plan • Create strategic partnerships • Negotiate a variety of packaging arrangements • Conduct impact assessments • Sister city relations • Advance plan all special events two years out

  20. Public Policy • Food and drink quality regulations • Investment policy • Fund public works • Financial instruments and tax policies • Laws to protect cultural heritage sites • Rules for sustainable development • Apply for grants and loans • Design rules for new construction to harmonize

  21. Ukraine has the location, historic sites, traditions, art, music, dance, churches, heritage and much more • Focus on high quality support services, access, authenticity and a variety of historical roots

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