Cultural Tourism Greg Richards - cias/Atividades... · PDF fileRichards and Raymond...
Transcript of Cultural Tourism Greg Richards - cias/Atividades... · PDF fileRichards and Raymond...
Structure
• Cultural tourism characteristics
• Changes in supply and demand
• The rise of creativity
• Implications for cultural routes
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Cultural tourism: a major growth industry?
International cultural tourists 1995 – 2007 (OECD)
•Cultural Tourism Benefits
• Creating jobs and businesses.• Increasing tax revenues.• Diversifying the local economy.• Creating opportunities for partnerships.• Attracting visitors interested in history and preservation.• Increasing historic attraction revenues.• Preserving local traditions and culture.• Generating local investment in historic resources.• Building community pride in heritage.• Increasing awareness of the site or area's significance.
Challenges: Fragmentation into niche markets
Heritage
Music
Creativity
Gastronomy
Arts
Cultural tourism
The trajectory of tourism – from mass tourism to cultural tourism to creative tourism?
Places increasingly seek distinction
Distinction is increasingly linked to intangible factors
The need to develop new types of cultural tourism coincides with the consumer need for self-realisation
From serial reproduction to co-creation
Shift from tangible to intangible tourism resources
Built heritageMuseums
MonumentsBeaches
Mountains
ImageIdentity
LifestylesAtmosphereNarrativesCreativity
Media
Production
Consumption
High culture
Popular culture
Everyday culture
Passive Active
Heritage tourism
Cultural tourism Creative tourism
Arts tourism
Crafts tourism
Extract commodities
Make goods
Deliver services
Stage experiences
Create transformations
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Market PremiumPricing
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The trajectory of production - from goods to experiences
Richards and Raymond (2000) Definition of Creative Tourism:
“tourism which offers visitors the opportunity to developtheir creative potential through active participationin learning experiences which are characteristicof the holiday destination where they are undertaken”.
Arts and craftsDesignCookery, gastronomy and wine-makingHealth and healingLanguageSpiritualityNature and landscapeSports and pastimes
Models of creative tourism
Increasing involvement
Creativity as background
Creativity as activity
BuyingShop window
LearningWorkshops, courses
TastingExperiencesOpen ateliers
SeeingItineraries
experiences and products
NetworksCreative
entrepreneursPartnerships
Forms of delivery
Events
A professional will teach you how to make your knife.
La Coutellerie de Laguiole proposes cutlery sessions. They allow each individual to make his own knife from beginning to end with the help of a professional cutler who will help one along the whole session. You will get yourself involved in the making of a mythical product. You will know an outstanding experience and feel everyday the pleasure to use the knife you have made.
Jean-Michel CAYRON, laureate of the Prix Artisans et Métiers d'Art de l'an 2000, will be the cutler-teacher during the session.
Price of the session : 540,75€ including all taxes for an 8 hours sessionThis price corresponds to the session and you can up to 4 persons
Rural tourism and creative enterprises
Catalan cuisine...is in a category of its own within the realms of other Mediterranean foods. Dishes such as escalivada, esqueixada, or Bacalla a la llauna, simple things such as pa amb tomaquet, and famous desserts like crema catalana...
Apart from its fabulous Priorat wines, this area also produces a delicious olive oil made from arbequina olives. This oil is produced right here in El Masroig, and its acidity is no more than 0.3 degrees, a true sign of quality.
Several times a year we offer a longer stay during which you are able to join in picking grapes, or picking olives, and participate in the production of wine or olive oil.
Developing creativity in cultural routes
The route itself needs to be creative
Think about how these features can be linked into local, national and global networks
Develop co-creation systems
Develop links between tourism, culture and creativity
Use creative tourism as a tool for re-thinking places
Creativespace
Links
Clusters
New forms of cultural tourism should allow the cultural routes to
articulate more strongly with COE themes, such as
Human rights
Democracy
Social cohesion
Intercultural dialogue
In order to achieve this, however, cultural routes need to make more
active use of the cultural resources at their disposal in order to
develop narratives relevant to target users and the mission of the
COE
Narrative provides the essential link between people, places and
creativity, and in many contexts is just as important as the tangible
heritage conserved by the routes.
This is illustrated by the narrative of the city of Den Bosch
The city without pictures
Den Bosch in the Netherlands is the birthplace of Hieronymus Bosch, but it
has none of his paintings.
The city has created a narrative linking it to Bosch, and laying claim to the
intellectual heritage of his works and the creative spirit behind them
The network of ‘Bosch Cities’ which house his artworks have now embarked
on a major restoration project which will lead to the paintings being reunited in
Den Bosch in 2016, the 500th anniversary of his death.
The interweaving of tangible and intangible heritage and narrative has enable
the city to turn a lack of paintings into a global network and a major forum for
cultural exchange