CREATIVE CLUSTERS – NEW CITY SPACES
mr. sci Ivana Volić, cultural planning specialist
CRINSS ‐ Creative Industries Summer Sessions11.‐13. July 2012, Novi Sad, Serbia
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Cultural vs. Creative tourism
Cultural tourism '80 ‐ '90‘movements of persons for essentially cultural motivation
such as study tours, performing arts and cultural tours, travel tofestivals and other cultural events, visits to sites andmonuments, travel to study nature, folklore or art, andpilgrimages.’ (WTO, 1985)
‘The movement of personsto cultural attractions awayfrom their normal place ofresidence, with the intentionto gather new informationand experiences to satisfy theircultural needs.’ (Richards,1996)
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Shift from ‘seeing’ to ‘being’
‘creative turn’
built heritage
museums
monuments
beaches
mountains
image
identity
lifestyle
atmosphere
narratives
creativity
media
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‘Tourism which offers visitors the opportunity to developtheir creative potential through active participation in coursesand learning experiences which are characteristic of theholiday destination where they are undertaken.’ (Richards,Wilson, 2007)
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Advantages over ‘traditional’ cultural tourism:
1. Creativity can potentially add value more easily because of its scarcity2. Creativity allows destinations to innovate new products relatively rapidly3. Creative resources are generally more sustainable than tangible cultural
products
4. Creativity is generally more mobile than tangible cultural products
5. Creativity involves not just value creation but also the creation of values
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Primary time focus
Primary cultural focus
Primary consumption
focus
Primary learning focus
Cultural tourism
Past and present
High culture, popular culture
Product, process
Passive
Creative tourism
Past, present, future
Creative process
Experience, co‐creation
Active skill development
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Creative clusters
‘a new form of spatial networking of different sectors and activities’
Places of ‘prosumption’
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Designed:
‐ intentionally
‐ accidentally
‐ as a result of political and social ideology
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‐ places of vibrant city cultural life‐ aimed predominantly at members of the local community‐ help to create city identity
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Thank you!
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