international marketing of the bulgarian cultural heritage: global perspectives of the new...

International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies

© 2009 Rossitza Ohridska-Olson

Definitions:

Marketing:Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for

customers, clients, partners, and society at large.

American Marketing Association

Определения:

Маркетинг:

Маргетингът е организационна функция и съвкупност от процеси за

създаване, комуникиране, предоставяне и обмяна на стоки и услиги, които

имат стойност за потребителите, клиентите и обществото като цяло.

(адаптирано определение от Уикипедия на български)

American Marketing Association



Definitions:



Пример | Example:


2008 Rossitza Ohridska-Olson

Definitions (continued):

Definition for Cultural Heritage:

''cultural heritage'' means movable or immovable objects of artistic, architectural, historical,

archaeological, ethnographic, palaeontological and geological importance and includes

information or data relative to cultural heritage… This include archaeological,

palaeontological or geological sites and deposits, landscapes,

groups of buildings, as well as scientific collections, collections of art objects, manuscripts,

books, published material, archives, audio-visual material and reproductions of any of the

preceding, or collections of historical value, as well as intangible cultural assets comprising

arts, traditions, customs and skills employed in the performing arts, in applied arts and in

crafts and other intangible assets which have a historical, artistic or ethnographic value.

[Cultural Heritage Act 2002]



2008 Rossitza Ohridska-Olson

Definitions (continued):

Дефиниция за Културно Наследство:

'’културно наследство'' означава движими или недвижими предмети с художествена

, архитектурна, историческа, архелогическа, етнографска, палеонтологическа и

геологическа стойност и значение и които включват информация или данни значими

за културното наследство. В това се включват археологически, палеонтоложки, или

геоложки места, залежи, пейзажи, групи от сгради, научни колекции, колекции от

художествени предмети, ръкописи, книги, публикувани материали, аудио-висуални

материали, и пресъздаването на всички гореизброени, или колекции с историческо

значение, както и нематериалните културни ценности, състоящи се от изкувсвто,

традиции, обичаи и таланти използувани в изпълнителските изскувстав, в

приложните изкувства и занаяти и други нематериални ценности, които имат

историческо, художествено и етнографско значение. [Cultural Heritage Act 2002]



Higher demand in authentic experiences with focus on local live culture and heritage

Source: FutureBrands.com Report on Country Branding, 2008

Visitors are more focused on a county’s essence:

Attractions

authenticity

culture

Ethos

Tourists define as key importance

the country’s physical beauty,

uniqueness,

ability to provide relaxation,

Welcoming people



Голямо търсене на автетнтични изживявания с фокус върху местнита живакултура и културно-историческото наследство

Source: FutureBrands.com Report on Country Branding, 2008

Желанията на посетителите са насочени към:

Атракции

Автентичност

Култура

Местен характер

Туристите определят като най-главно

Красотата на страната,

уникалността,

възможността за отдих,

Приветливи хора



Demand for Cultural Heritage Tourism


U.S. Residents Travel

Characteristics - Travel to

East Europe

To all destinations

overseas

Percentage

Traveling to

Eastern Europe

Total Number

traveling to

Eastern Europe

All U.S. Residents traveling

overseas 31,228,000 4% 1,249,120

Leisure & VFR 25,888,000 4% 1,035,520

Business & Conv. 8,151,000 4% 326,040

Per Visitor $1,467

Average Expenditureoutside of the U.S.A

Average Annual Household Income

Per household $114,400

Source:U.S. Department of CommerceInternational Trade AdministrationManufacturing and ServicesOffice of Travel and Tourism Industries


Нужда от културен туризъм


U.S. Residents Travel

Characteristics - Travel to

East Europe

To all destinations

overseas

Percentage

Traveling to

Eastern Europe

Total Number

traveling to

Eastern Europe

All U.S. Residents traveling

overseas 31,228,000 4% 1,249,120

Leisure & VFR 25,888,000 4% 1,035,520

Business & Conv. 8,151,000 4% 326,040

На турист: $1,467

Средни разходи извън САЩ

Среден доход на домакинство

$114,400

Данни от:U.S. Department of CommerceInternational Trade AdministrationManufacturing and ServicesOffice of Travel and Tourism Industries


Cultural Tourism Demand (continued)


Source:

Survey on the attitudes of Europeans towards tourism

Analytical report Fieldwork: February 2009 Publication: March 2009


Cultural Tourism Demand (continued) - Possibilities for Bulgaria


Emerging destinations:

28% of the Europeans plan to travel to non-traditional destinations in 2009.

Emerging Destinations and cost:Travelers who plan to travel outside of the traditional destinations say that cost in itself isrelatively not the most important concern: it is important for only 12% of those who will travelto emerging destinations (versus 17% who will travel to traditional destinations).

More travelers to emerging destinations vs. to traditional destinations: only 19% whotraveled in 2008 will not travel 2009, compared with 27% of those who preferredconventional tourist destinations.

Longer travels to emerging destinations: people who will choose an emerging destinationare also planning more substantial holidays: the combined percentage of at least 13 nightsaway or a combination of shorter and longer trips amounted to 43% among those looking fornon-conventional destinations compared to 35% in the other group.

Value for the money and lower prices are less important for travelers who will choose anemerging destination in 2009: 28% of travelers say that those two factors are most importantversus 41% who will travel to traditional destinations.


Cultural Tourism Demand (continued) - Possibilities for Bulgaria


International Impact: Cultural heritage was also the most important for travelers who plannedto spend their main holiday in 2009 outside of their country: 28% for travelers planning to goto EU countries and 29% non-EU countries, versus 21% for those who will stay in their homecountry.

Travelers to emerging destinations are more interested in local culture, lifestyles andtraditions (33%). When compared with all people who plan to travel in 2009, those who willchoose their own country will pay less attention to local culture, lifestyle and tradition (28),then those who will travel to emerging destinations: 48%.

More international travel for people who value culture: local culture could attract more ofthose who plan international holidays: 41% who plan to travel elsewhere in the EU and 39%who will travel outside the Union indicated that their expectations would primarily be relatedto local traditions, culture and lifestyle, while only 30% of those planning a holiday in theirhome country had give importance to those factors.

Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expectto learn about local cultures/lifestyles from emerging destinations (36% vs. 32% for the 15-24 year-olds).

Educated travelers: From those with higher level of education, 35% prefer emergingdestination for their 2009 travels, versus 20% for the lowest levels of education.


Information about Bulgaria in tripadvisor.com

Tourist attractions by region and Bulgaria

209

South America

691

Asia

5 868

USA

172 506

BulgariaEurope

Social Media Network characteristics: 32 million unique visitors per month, 9 millionregistered users, 20 million articles and opinions about hotels, destinations and attractions

Cultural tourism attractions by destinations(most popular cultural tourism destinations)

Varna - 7Rome - 306

Plovdiv - 7Paris - 295

Sofia - 23London - 458

BulgariaEurope

Source: tripadvisor.com, Rossitza Ohridska-Olson online research October 2008 for BuditeliConference presentation. Paper in press for II Buditeli Conference Proceedings Book


Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels

Присъствие в tripadvisor.com

Дестинации с туристически атракции

209

Южна Америка

691

Азия

5 868

САЩ

172 506

БългарияЕвропа

Варна - 7Рим - 306

Пловдив - 7Париж - 295

София - 23Лондон - 458

БългарияЕвропа

Най-популярните градове с туристически атракции в областта на културата и историята

Характеристики на портала: 32 милиона посетители на месец, 9 милионарегистрирани членове, 20 милиона статии и мнения за хотели и дестинации





Information about Bulgaria in flickr.com

Social Media Network characteristics: Focus: Photosharing, 28,5 million unique usersper month, 3 billion photos and videos in the database, 60 million geotaggedphotos

Cultural tourism attractions - tags by country

Source: flickr.com, Rossitza Ohridska-Olson online research October 2008 for BuditeliConference presentation. Paper in press for II Buditeli Conference Proceedings Book

Geotagged Photos by regions

2 302 457

Italy

2 375 530

France

21 964 527

USA

70 2108 847 942

BulgariaEurope

10 74811 69711 90030 789508162 854Art + travel

89101129248253 286Culturalheritage

3 2861 9332 1709 75525167 617Culture + travel

2 723

France

5 178

Italy

3 214

USA

15 675

Europe

47360 865History + travel

BulgariaTotalTag




Bulgarian Cultural Heritage Group on Flickr.com

1,441 Geotagged Photos by 190 members since August 2008




Information about Bulgaria on youtube.com

Social Media Network characteristics: Focus: Video sharing

Geotagged videos in combination with cultural tourism tags by region and country

Source: comScore.com, youtube.com, Rossitza Ohridska-Olson online research October 2008 forBuditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book

France

UK

Germany

USA

Country

25 million total, 12 million youtube

27 million total, 19.4 million youtube

26 million total, 16.6 million youtube

142 million total, 82 million youtube

Videos viewed per month

1 592 477 0003 229 476 000

650 251 0002 334 344 000

1 590 301 0003 052 670 000

5 044 053 00011 425 890 000

Youtube.comVideos

1 180108122165302 Byzantine

4 600

706

3 600

3 010

Greece

222

141

34 600

5 100

France

259

532

17 900

6 950

Italy

Ancient Greek

Ancient Roman

Art

Travel +

Етикет

64333

200383

99417 500

95710 500

BulgariaEurope




Further information and contacts:

http://rossitza.com

http://www.culturalrealms.com or http://culturalrealms.typepad.copm

http://slideshare.com/rokambur

E-mail:

[email protected]

Skype: rokambur


international marketing of the bulgarian cultural heritage: global perspectives of the new...

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