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CONVERTING COASTAL DEFENCE HERITAGE INTO VALUABLE
TOURIST EXPERIENCES
Telle TuominenTurku University of Applied Sciences, Finland
• The biggest archipelago in the world
• Challanges: accessibility problems, limited co-operation, low invocation of modern technology, short season, part-time entrepreneurship, lack of service development knowhow, huge number of islands
• Synergies with EU initiatives, e.g. • Europe, the world's No 1 tourist destination, 2010 highlights cooperation between member states,
exchange of good practices, diversification of the supply with thematic tourism products, development of sustainable high-quality tourism, use of new information technologies, promoting travel of low-income families, youth and disabled groups.
• European Strategy for more Growth and Jobs in Coastal and Maritime Tourism 2014 , e.g. co-operating among a research institute and stakeholders in heritage protection and tourism, promoting electronic marketing tools, maritime heritage and cultural routes as well as thematic transnational itineraries.
BACKGROUND
DEFENCE ARCH PROJECT
Funding: Central Baltic Programme and national co-financing
Total budget € 1.534.661,
Programme priority: Sustainable use of common resources
Specific objective: Natural and cultural resources developed into
sustainable tourist attractions
Output indicator: Increase in expected number of visits to
supported sites of cultural and natural heritage and attractions
1.9.2016 – 28.2.2019
PILOT DESTINATIONS AND PARTNERS
Gålö sealstation/ Stockholm ArchipelagoFoundation
Bomarsundfortressruins/Visit Åland
Southern Capeof ÖröIsland/ Park & Wildlife Finland
KorpoströmArchipelagoCentre/ÅbolandArchipelagoFoundation
Lead partner: Turku University of Applied Sciences
WHAT KINDOF HERITAGE?
WHAT KIND OF HERITAGE?
• The overall objective is to develop existing yet almost untapped defence historical resources into appealing and sustainable destinations by increasing the awareness of the chosen pilot destinations as well as their experience value.
OBJECTIVE OF DefenceArch
1. Improved customer experience by creating story-rich content: videos, mobile app, marketing content, exhibitions
2. Resolving shortages in infrastructure, supply chain and overall attraction management: renovated and new touristic constructions, improved visitor experience, more accessible service chains
3. Embedding sustainability aspects in project actions and outputs; environmentally, economically and culturally more sustainable destinations
4. Improved diversity of offerings; a new defence historical touristattraction with tour suggestions
5. Increased number of visits, length of stay and tourism expenditure
RESULTS
• the travellers carry mobile devices and many are already familiar with using apps
• can be used pre-visit, on spot and post-visit• enables a multisensory experience • cost-effective way of highlighting “culture in nature”• an alternative for traditional guided tours • sustainable, easy to update for the service
provider in the long run • can prolong the length of stay as well as expenditure• customer profiling• interaction between users• gamification
CASE: WHY A MULTIMEDIA OUTDOOR APP?
WE WANTED A MOBILE TOURIST GUIDE WITH
GOOD STORIES
WELL-FUNCTIONING CONTENT MANAGEMENTSYSTEM
DEVELOPING AN OUTDOOR APP
Informationsearch
• Writing the application• Drafting the tender documents, choosing the supplier
(CMS, content)
Multiactor, collaborative
design process
• Content creation: manuscripts, videos, pictures, maps, language choice, “how to use information”
• Content management system with positioning
Refinement
• Implementation• Iterative testing, improvements• Promotion
• HUMANIZATION – the story happens to a CHARACTER and the character reacts to the factsof the story
• CONTINUATION – chain of cause and effect
• DRAMATIZATION – elements of DANGER
• ORDER of the facts – conflict, complications, resolution (one feature story or an episodicstructure)
TURNING FACTS INTO STORY (Halonen, P. 2017)
- keys to success:
LITERATURE REVIEW – USABILITY OF AN APP ISO 9241-11, Nielsen, J. 1994, Harrison, R. et al. 2013)
USER
TASK CONTEXT
MOBILE TOURIST GUIDE USABILITYEFFECTIVENESS
EFFICIENCYSATISFACTIONLEARNABILITY(MEMORABILITY)
ERRORSCOGNITIVE LOAD
INTERACTION DESIGNaim: an easy to learn, easy to use product(cognition, perception, ergonomics)
USER EXPERIENCEaim: above mentioned + pleasurable experience (emotions)
LITERATURE REVIEW (Ismail & al. 2016)
SUSTAINABILITY, VISITOR’S POINT OF VIEWCultural sustainability: Joint mobile guide Videos, podcasts, electronic brochure Exhibitions
Social sustainability: Improved accessibility
Language versions Sensory impairments taken into account Improved safety
Environmental sustainabilty: New sustainable energy forms at the sites Sustainable construction methods and materials Marked trails to diminish the impact of visitors
SUSTAINABILITY, OTHER STAKEHOLDERS’ POINT OF VIEW
Multidisciplinary development approach
Exchange of best practices between the partners during planning and implementation activities
Involvement of local heritage associations, local museums, tourism marketing organisations and SMEs in development workshops and in sustaining the project outputs in the future
Sustainability included as tendering criterion in procurements
Effective communication of the results in order to guarantee the transferability of the best practices in sustainable development; final publication
THANK YOU!
More information:
Telle Tuominen: [email protected] Tuominen: [email protected]
Homepage: https://visitdefencearch.turkuamk.fi
Facebook: DefenceArch - stories of the coastal past