“Bringing tourism, cultural industry professionals and regional authorities to one table...under...
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Transcript of “Bringing tourism, cultural industry professionals and regional authorities to one table...under...
“Bringing tourism, cultural industry professionals and regional authorities
to one table...under which conditions are
private companies partners for cultural tourism?”
Walther Czerny, ATC-Consultants
10. September 2008
Introduction -a few personal remarks...
• Culture– Origin of the word „culture“– Hochkultur vs. Alltagskultur– Term „Culture“
• Meaning in Sociology
• „What is culture“?
10. September 2008
Introduction -a few personal remarks...
• Tourism– International Tourism figures
• Worldwide tourist arrivals 2007: 903 Million, Europe: 484 Million or 54%
• Worldwide income from tourism in 2007: €625 Billion
– A „Mass phenomenon“– In the context of macroeconomic accounting
10. September 2008
Introduction - a few personal remarks...
• Cultural Tourism– Components
• archaeological sites, cathedrals, food, fashion, etc
• Local pride and prestige
– European integration• Union for economic integration, direct
• indirect econ. benefits
• Maintaining Cultural diversity
10. September 2008
How can private partners be motivated to participate in projects of cultural tourism?
• Cultural activities - the Actors– Often low paid or unpaid, but meaninful – Many actors spend their leisure time– Actors are eager to share experiences - and travel– Income is welcome
10. September 2008
How can private partners be motivated to participate in projects of cultural tourism? (cont‘d)
• Consensus among Three parties needed:– Public Legislation & Administration– Cultural Actors– The General Public
10. September 2008
How can private partners be motivated to participate in projects of cultural tourism? (cont‘d)
• Mutual RESPECT is essential
• Culture and arts - players of the market economy?
• Sense of ownership and financial motivation
10. September 2008
What needs to be considered when planning cultural tourism projects?
• Freedom of expression for the arts important
• Mutual respect amon all players
• Holistic planing approach will bring best results
10. September 2008
Hardware&
Production
Marketing
&
Distribution
Vision&
Innovation
Management&Organisation
Funding&
Investment
A holistic planning approach for PPP Projects
•Vision & Innovation are the concepts behind each project
•Management & Organisation keep the projects going
•Marketing & Distribution are instrumental for a competitive product
•Hardware & Production strategy puts projects on a solid ground
• Investment & Financing ensure the economic viability
Successful projects require an interrelated co-operation of all elements
Basic principles of strategic planning
10. September 2008
Hardware&
Production
Marketing
&
Distribution
Vision&
Innovation
Management&Organisation
Funding&
Investment
A holistic planning approach for PPP ProjectsSuccessful projects require an interrelated co-operation of all elements
Basic principles of strategic planning
10. September 2008
ProductDevelopment
MarketAnalysis
StrategicPartners
PricingPolicy
Commu-nication
Marketing: an important tool for Cultural Tourism
Market analysis•SWOT-analysis•Target groups•Carrying capacity
Product development•Unique Selling Proposition•Corporate Identity, Branding
Marketing
10. September 2008
Marketing: an important tool for Cultural Tourism (cont‘d)
Strategic Partners•Co-operation, Synergies•Sponsoring)
Pricing policy•Revenue, Break even•Pricing strategies
Communication•Advertising, Public Relations•Distribution strategies
ProductDevelopment
MarketAnalysis
StrategicPartners
PricingPolicy
Commu-nication
Marketing
10. September 2008
From Attention to Action
Attention
Interest
Desire
Action
Invo
lvem
ent
of
targ
et g
rou
ps
Fo
cussin
g o
f po
tential m
arket
Unique Selling Proposition and innovative appearance
Tangible and intangible factors for a distinct image
Attractive and competitive product; added values
Tailor-made product for specific target groups
10. September 2008
Defining the position within the market
Market share
Mar
ket
gro
wth
Stars Question marks
Cash cows Poor dogs
Stars: •High market share and high market potential - at the ceiling of the life cycle Question marks:•Poor market share and high market potential - at the beginning of the life cycleCash cows:•High market share and poor market potential - declining phase of the life cyclePoor dogs:•Poor market share and poor market potential - should be removed from the portfolio
10. September 2008
How can PPP models be made sustainable and successful?
• Cultural Tourism PPP database:– Best practise examples and benchmark models– Forum for exchange of ideas and experiences
• Internet - ideal tool for reaching niche markets
• Creating International networks of peers
10. September 2008
How can PPPartnership models be made sustainable and successful? (cont‘d)
• Examples:A) Salzburg Festival
B) Apple orchard in „Goricko Nature Park“ Slov.
C) WaterWonderWorld in Krimml Salzburg
D) ...and a few more to discuss
10. September 2008
Conclusion
• Need integrated approach
• Clear European National and Regional policies and implementation structures
• Professional and resourceful approach to securing funds
– Public sources, int‘l funds and investments– Private sector funding
10. September 2008
Conclusion
• Cultural tourism– valuable tool for regional economic development– Not restricted to elites; must never be boring!– Key to successful „product development“:
engagement of all players– New type of Regional Devekopment Managers
with emphasis on Cultural Tourism is emerging