“bringing tourism, cultural industry professionals and regional authorities to one table...under...
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“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
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