Cultural Identity vs. Globalization, Transmodern Cultural Tourism

Cultural Identity vs. Globalization,

Transmodern Cultural Tourism

Authors: Univ. Spec. Oec. Jesenka Ricl

President of Croatian Association of Cultural Tourism, Osijek

Prof.Dr.Sc. Mirna Leko – Simic Faculty of Economics, Osijek

INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE“CULTURE, SOCIETY, IDENTITY – THE EUROPEAN REALITIES”

OSIJEK, 20 – 21 MARCH 2013

INTERNATIONAL INTERDISCIPLINARY SCIENTIFIC CONFERENCE “CULTURE, SOCIETY, IDENTITY – EUROPEAN REALITIES”

OSIJEK, 20 – 21 MARCH 2013.

CULTURAL IDENTITY “the way a given community looks at itself and presents itself to outsiders”

CULTURAL DIVERSITY “common heritage of humanity” Universal Declaration on Cultural Diversity adopted by UNESCO in 2001.

Cultural Identity And Cultural Diversity Multiplied By Globalization Process?



Science Technology Economy

ModernityGlo

ba

liza

tio

n p

roce

ss



Coexisting of sometimes differentcontrary values and diversities



Traditional communities act

passive?

SubjectiveFreeCreativeConcernedConnected



Glo

bal u

nd

ers

tan

din

g o

f cu

ltu

ral id

en

tity

en

han

ces

sen

se o

f b

elo

ng

ing

, collecti

ven

ess a

nd

n

ati

on

ality



Culture Concerned Society

Who are we?

Where are we going?

What do we own?



Global Interactive Heritage

Economic role of heritage

How does it affect process of heritage controlling and safeguarding ?

Laws And Legislation Versus Needs Of Local Communities

Globalization Stimulates Needs And Trends Development



Impact of globalization:•Awareness•Appreciation•Affiliation•Data Analysis and Classification

Be aware of:•Loss of Mother Tongue•Extinction of Rituals

When Cultural Heritage is Involved…



I n s e p a r a b l e C u l t u r a l H e r i t a g e

Tangible and Intangible

Cultural Heritage



Intangible Cultural Heritage - Transmitted through generations and constantly recreated, It provides humanity with a sense of identity and continuity.



.

TR

AN

SM

OD

ER

N

TO

UR

ISM

Transmodernity – “a planetary vision in which humans are beginning to realize that we are all (including plants and animals) connected into one system, which makes us all interdependent, vulnerable and responsible for the Earth as an indivisible living community” Ghisi 2008.



.

.

Never Ending Economical Growth

Material Wealth ObsessionTran

sm

od

ern

ity

op

poses



.

.

Quality Life Concept As Criteria For Prosperity

Tourism Is A Key Factor Showing Global Change In Human Consciousness

Tran

sm

od

ern

Tou

rism



.

Travel Motivation

Global Traditions And

Customs



.

Transmodern Traveler Is Awake, Alert And Aware Of How He/She Affects Local Receptive Community



.

Croatia a Cultural Tourism Destination?

Transmodern? Sustainable?



8%

92%

Percentage of Cultural Tourism Visitors according

to Croatia Cultural Tourism Development

Strategy

cultural tourismothers



Cultural Tourism Development Strategy



The natural and cultural heritage, diversities and living cultures are major tourism attraction.



Cultural Tourism Benefits



Heritage Management In Croatia

Great Potential Cultural/Natural Heritage Safeguarding versus Tourism Growth Holistic Approach

The relationship between Heritage Places and Tourism is dynamic and may involve conflicting values. It should be managed in a sustainable way for present and future generations.



Understanding the links Defining tourism products Identifying stakeholders and establishing participation mechanismsMaintaining authenticity Creating partnerships Setting limits of acceptable change Balancing education and entertainment Seeking short-term rather than long-term gain Ensuring cultural dynamism Need for research and monitoring systems

Cultural Tourism ManagementDeveloping Strategy For Cultural Heritage Management Based On Marketing, Touristic And Scientific Utilization.

Cultural Tourism Development must take In consideration:



Worl

d W

ide W

eb

Social Media has become #1 activity

on the web

Massive Presentation Of

Cultural Diversity And Cultural

HeritageInformation Hiper – Segmentation

Offer Hiper – Diversification



Cultural identity and cultural diversity emphasis

Potential Customer Communication Development



Marketing

strategy

Promotion

Communication

Transm

odern

Age Communication Channel

Distribution Channel

Transaction Channel



A Dying Indian Art Form, Brought Back To Life

Source: Google Chrome Tanjore Commercial



Direct Marketing Approach

Cultural Heritage Management and Safeguarding

Unique Destination Image Creation

Satisfied Transmodern Tourist/Traveler

Promoter Of Tourism Product



AG

EN

DA

21

FO

R C

ULT

UR

E

SUSTAINABLE

DEVELOPMENT

ENVIRONMENT

SOCIAL INCLUSIO

N

ECONOMICS

CULTURE

“a tool to turn culture to fourth pillar of sustainable development”



Thank You For Your Attention

Questions? Feel free to contact us.

Univ.Spec.Oec. Jesenka Ricl Croatian Association of Cultural Tourism

Kralja P. Svacica 62, 31000 Osijek, CroatiaE-mail: [email protected]

Prof.Dr.Sc. Mirna Leko – Simic Faculty of Economics

Gajev trg 7, 31000 Osijek, CroatiaE-mail: [email protected]

Cultural Identity vs. Globalization, Transmodern Cultural Tourism

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