RSA Rimini Workshop - Book of Abstracts

Transcription

BEYOND
THE GREAT
BEAUTY
RESCALING HERITAGE AND TOURISM
10/12 FEBRUARY 2016 | RIMINI
BOOK OF
ABSTRACTS
www. turismo.unibo.it
Summary
Plenary sessions
p.3
Special sessions
p.4
Parallel session 1: Regional Development
p.5
Parallel session 2: Tourism policies and heritage
p.12
Parallel session 3: Host-Guest Relations and Conflicting interests
p.15
Parallel session 4: Responsible and Sustainable Tourism
p.18
Parallel session 5: Culture and Heritage 1
p. 21
Parallel session 6: Place Branding
p. 24
Parallel session 7: Events and Festivals
p.27
Parallel session 8: Culture and Heritage 2
p.30
Parallel session 14: Culture and Heritage Off-the-Beaten-Track
p.33
Parallel session 9: Urban Heritage
p.35
Parallel session 10: Food as Heritage 1
p.38
Parallel session 11: Marketing and tourists' experiences
p.40
1
Parallel session 12: Food as heritage 2
p.43
Parallel session 13: Culture and heritage 3
p.45
2
Plenary sessions
Aula Magna, ground floor, Via Angherà 22, Rimini
Wed. 10 February 2016, 2.30 pm - 3.30 pm
Heritage and Tourism. Rethoric and Real Evidence from
Economic Analyses
Roberto Cellini
University of Catania, Department of Economics and Business
Thurs. 11 February 2016, 12.00 am - 1.00 pm
Inclusive Destination Branding
Mihalis Kavaratzis
University of Leicester, School of Management
Fri. 12 February 2016, 12.30 am - 1.30 pm
Off the Beaten Track: French Experiences of a Different
Tourism
Maria Gravari-Barbas
University of Paris I Panthéon Sorbonne, Institute for Research and High Studies on
Tourism (IREST)
3
Special sessions
Food-in session
One Village And One Hundred Stories, 2005-2015
Wed. 10 February 2016, 3.30 pm - 4 pm
Aula Fellini
Cristina Ortolani
Since 2005 families from several Marche towns open their homes up to new friends for dinner, to
exchange words and stories. Through the years, the family dinners have become the heart of a
new travel experience, woven through a network of public administrations, businesses,
accomodations, associations and citizens coordinated by tourism and culture professionals.
Listen to one of the hundred stories and taste (during coffee break) the many different favours of
Italy’s heart.
https://unpaesecentostorie.wordpress.com/english/
Walking session
Hunting the romans in Rimini. Promoting cultural heritage in a mass
tourism sea side resort
Fri. 12 February 2016, 4.30 pm - 7 pm
Rimini
Enzo Finocchiaro
Everybody knows the most famous seaside vacation destination in Europe. But Rimini, or better
ancient Ariminum, is also a city of art with over 22 centuries of history. The former responsible for
European Projects of the Rimini Province, Enzo Finocchiaro, will guide you through the city’s
historical centre hunting the Romans and ending in the brand new Innovation square, where
history, tourism and innovation meet together.
http://www.emiliaromagnaturismo.com/[…]/roman-rimini.html
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Stream
Regional Development
Parallel session 1
Aula 2
The Role of Heritage and Tourism in Regional Development of Tehran Metropolis
Toktam Ashnaee*, Mostafazadeh Mostafa°
*Iran University of Science and Technology, °Tarbiat Modares University
*[email protected], °[email protected]
Majority of heritage and tourism destinations in Tehran Metropolitan Region are the rural-urban
areas which have faced rapid population growth and extensive socio-economic evolutions in a
process of peri-urbanisation. Tourism destinations in periphery of Tehran attract high-income
urban population of Tehran metropolis hence spatial mobility of core to periphery takes place with
reasons such as enjoying weekend tourism, taking advantage of pleasant weather and moving
away from urban congestion. Low prices of land in periphery compared to the core in addition to
lack of effective local management regarding growth control has paved the way for citizens of
Tehran to choose rural areas as second-homes.
Hence, conflicts between economic interest and benefit of stakeholders and public interests and
also ecological benefits have increased in the region. All of which can be linked to the sporadic
concentration of population and activities in tourism destination without planned and legal
monitoring. The influx of economic capital has resulted in the change of agricultural lands to
tourism and urban developments, spread of luxury villas amongst the traditional rural houses and
lastly the beginning of the domination of urban lifestyle on rural lifestyle.
As a result, the rural-urban transition of tourism in periphery of Tehran has dualistic trends of both
integrated and disintegrated development in terms of socio-economic opportunities for cooperation in tourism development between the core and periphery. These challenges call for a
rescaling understanding of tourism which is delineated in this research. Rescaling tourism has an
important role in redirecting capital, social and economic flows, regional development of Tehran
and achieving rural-urban sustainable tourism. This research suggest that a multi-layered localregional governance, adherence to inclusive collaboration and subsidiarity while following the
guiding principles of sustainability, are necessary courses of action for rescaling Tehran
metropolitan region’s planning system.
An invisible line on the map of Hungary. The role of the Roman Limes in regional tourism
development
Tamara Rátz*, Gábor Michalkó°, Mátyás Hinekw, Árpád Karsai©
*Kodolányi János University of Applied Sciences, °Corvinus University of Budapest, wKodolányi János
University of Applied Sciences, ©Karsai Consulting
*[email protected], °gabor.michalko@uni- corvinus.hu, [email protected],
©[email protected]
The Limes represents the border line of the Roman Empire at its greatest extent in the 2nd century
AD. The Ripa Pannonica, the outer frontier of the Roman Pannonia province lies in the Carpathian
Basin along the Danube. This heritage, as Frontiers of the Roman Empire – Ripa Pannonica in
Hungary, was submitted in 2009 on the Hungarian World Heritage tentative list by the Secretariat
of the Hungarian World Heritage Commission and the National Office of Cultural Heritage, as an
extension to the Frontiers of the Roman Empire World Heritage Site. Due to the physical obstacle
of the Danube, hardly any man-made obstacles like earthworks, walls or forts needed to be built:
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consequently, the site mainly takes shape on regional planners’ and educated potential visitors’
mental maps, a virtual product of their collective historic awareness, i.e. a mainly invisible line with
a certain number of tangible heritage sites.
In recent years, although major efforts have been made to develop the heritage of the Limes as a
cultural route, and to create the network of stakeholders necessary to create and maintain a visible
and feasible tourist product, progress has been relatively slow and difficult. Since the area along
the Limes has been redeveloped countless times during the last 2000 years, it is an additional
challenge to visualise the Roman theme as the core of the planned cultural route, as opposed to
developing a non-thematic linear tourist product along the river Danube.
Based on expert interviews, site visits, and content analysis of planning documents and
promotional materials, the proposed paper aims to assess the role of the Limes heritage in the
regeneration strategies of the affected settlements, analyse the existing stakeholder networks and
identify the problem issues in their operation, in order to gain a clearer picture of the tourism
potential of this project.
Analyzing Italian destinations’ competitive scenario and strategic groups
Andrea Guizzardi*, Annalisa Stacchini°
*University of Bologna, °University of Bologna
The international tourism market represents a great source of opportunities, but also a tough
competitive arena, where an appropriate strategic management is crucial for success. In order to
conceive effective tourism development strategies, especially in a composite and multifarious
country like Italy, it is necessary to analyze the configuration of the destinations’ competition at the
national, regional and local level. In this sense the present paper aims at providing an informative
contribution useful to Italian policy makers and destinations managers. First, through an
investigation of the national dynamics of core tourism assets’ performances. Then, detailing the
individual positioning of Italian provinces, empirically detecting strategic groups of directly
competing destinations, and providing a competition-based prioritization of destinations’
attributes.
To accomplish these tasks, we apply a Multivariate Competition-based IPA (MCIPA) to more than a
million tourist satisfaction statements, retrieved from the survey on international tourism, by the
Central Bank of Italy. MCIPA constitutes a systematic method to consider a high number of
destinations simultaneously, while identifying challenges and opportunities for each, providing
the informative foundations of a well-informed integration of local tourism supplies into regional
and national development strategies. We examine tourism diversity from the perspective of
regional development, identifying current challenges and opportunities in a systematic fashion.
This way, this work provides a relevant contribution for national marketing planning and brand
managing, and for a better informed integration of varied territories into regional tourism
development strategies.
Tourism and heritage regeneration as development tools: the case of the ‘National Strategy
for Inner Areas’ in Italy
Maria Giulia Pezzi
Gran Sasso Science Institute
[email protected]
Much of the Italian territory is organised around “minor centres”, often small hubs that guarantee
their residents only limited accessibility to essential services. The specific features of this territories
6
(defined under the expression “Inner Areas”) represented in 2012 the starting point for a wider
reflection on rural/mountain areas development and the consequent policy making process. As a
consequence of that, the Italian Minister for Economic Development has recently launched the
“National Strategy for Inner Areas”, aimed a finding an integrated approach that could help
providing the inhabitants of such territories with basic services (i.e. transport, health and
education) currently perceived to be insufficient. The final goal of this strategy is to generate an
inversion of the negative demographic trend, which has been affecting the “Inner Areas” at least
since the end of the 1950s. As of today 20 of the 65 selected areas are already drawing up their
preliminary strategy, which shall be the result of an in depth analysis of the available human,
cultural and natural capital, to find those elements that could foster a sustainable, durable and
localised development model. What emerges from the drafts is that the great majority of these
areas considers the creation (or the implementation) of a tourism market, through a
”tourismification” and “heritagisation” of the already existing material and immaterial capital, as
the trigger for local development processes, aimed at satisfying the interests of prospect tourists
while meeting the needs of the local community, entrepreneurs and stakeholders. This
contribution will investigate, from an anthropological perspective, the on going process through
the analysis of the preliminary strategy drafts available to date.
7
Stream
Tourism Policies and Heritage
Parallel session 2
Aula 3
The importance of being clever: lessons from Bulgaria. Key problems and gaps in the Eu
Funds absorption for cultural tourism attractions development
Elka Dogramadjieva*, Vasil Marinov°, Mariana Assenovaw
*Sofia University St. Kliment Ohridski, °Sofia University St. Kliment Ohridski, wSofia University St. Kliment
Ohridski
*[email protected], °[email protected], [email protected]
In Bulgaria cultural tourism has always been considered an important part of the tourism product
and a significant regional development driver. It is officially set as a priority in a number of strategic
documents at national, regional and local level. Substantial financial resources for socializing
cultural heritage have been allocated after the accession of the country to the EU in 2007. A
special scheme in support to tourism attractions was implemented within the Regional
Development Operational Program (RDOP) 2007-2013, with approved funding of totally 120
cultural sites throughout the country. Yet, the EU funded projects have raised a fierce public
debate regarding the delicate balance between cultural heritage commodification and
conservation as well as the disputable costs and benefits in terms of heritage protection, cultural
tourism development and its regional impacts.
Based on the understanding that attractions are the core element of competitive tourism product,
the paper presents a brief review of the RDOP 2007-2013 supported projects and analyses the
experience gained in the process of projects selection and implementation. The need for preselection and post-implementation evaluation of project results and their wider impact is justified,
especially for the purpose of better performance in the next programming period.
Keywords: cultural tourism, attractions, public projects, evaluation
The international, regional and local interaction in the promotion of cultural tourism in
Mozambique
Elisa Magnani
University of Bologna
[email protected]
The protection of the cultural and natural heritage of the African counties has been recognised as
an important feature of tourist and human development by several international subjects, among
which Unesco, the UNWTO, the Organization of the Africa Unity, the Southern African
Development Community, that play a significant role in directing the national policies of the
continent’s nations.
The paper discusses the tourist promotion of the cultural and natural heritage in one of the
poorest African countries, Mozambique, that rates 178th in the Human Development list of the
Unite Nations. In its strategy for the reduction of poverty, the country has highlighted the role of
tourism in promoting territorial development and the implementation of the Millennium
Development Goals on its territory, mainly through the participation of local communities and the
sustainable exploitation of their natural and cultural resources. Moreover, the country has
produced a national Strategy for the development of tourism that identifies the main areas of
interventions and connects tourism to poverty reduction.
8
The tourist development of Mozambique is based on the integration at the national level of
international and regional policies implemented through the territorial action of several subjects
that work at the local level, mainly regional and international Ngos that play an important role in
promoting actions aimed at capacity-building, advocacy, empowerment.
This strategy makes of Mozambique a very interesting example of the rescaling process in tourism
development that guides the political agenda of both the international tourist organizations and
the national governments.
Centralized vs Decentralized Tourism Policies: A spatial interaction model framework
Guido Candela*, Maurizio Mussoni°, Roberto Patuelliw
*University of Bologna, °University of Bologna, wUniversity of Bologna
The choice of centralizing tourism policies at the national level or, on the contrary, of
decentralizing them at the local level is widely discussed in the literature, which highlights the
related pros and cons. In fact, the simultaneous role of originator and attractor of tourism of each
spatial unit may imply a range of complex and competing interests at various geographical scales.
In particular, in a framework of regional competition, a central (national) policy may be necessary
to offset or coordinate the clashing regional interests. We stress that more profound insights into
the problems and challenges of (de)centralized tourism policies can be gained by examining the
national-regional choice, and in particular by using as a modelling framework, the ‘normative’
spatial interaction model.
Y21: Heritage and Tourism-based Regeneration in Twenty First Century Yorkshire City
Region
Katy Shaw*, Daniel Kilvington°, Simon Woodwardw
*Leeds Beckett University, °Leeds Beckett University, wLeeds Beckett University
*[email protected], °[email protected],[email protected]
This paper offers a case study of a partnership between a team of academics at a UK university and
a host of heritage organisations aimed at examining potential of socio-cultural regeneration
through twenty-first century tourism. Working with esteemed heritage bodies including the
National Coal Mining Museum and The Tourism Society, the academics aimed to explore the
extent to which City Regions of Yorkshire offer theoretical as well as spatial, economic and cultural
frameworks within which new methodologies and multi-faceted theoretical paradigms can
explore the relationship between culture and regeneration.
Culture has the potential to change not only the fortunes of a society, but also to fundamentally to
effect the lives of the individuals living in a City Region. Against that background, our research
methodology is underpinned by the ethos of uniting individuals to engender positive change
within communities.
Methodologically, the project aimed to critically examine top-down approaches to policy
formation and implementation, instead foregrounding community-led regeneration based on the
recovery and valorisation of local culture, with local people recast not only as the deserving
targets of intervention but also as the embodiment of latent assets and as the mechanisms by
which to valorise and embed locally-calibrated beneficial impacts in the territory. Testing this
methodological concept of socio-cultural regenerational hybridity, the cluster focussed on
enabling interventions to follow a more progressive, yet still locally embedded, trajectory, enabling
marginalised groups a contribution of cultural activity to their regeneration programmes and
exploring culture as a mechanism of social development.
9
The paper will consider the work of the project to date, and its findings regarding the potential of
heritage and culture to foster socio-cultural regeneration of city regions and will ask what lessons
can be learnt, and what best practice drawn, from this regional exemplar of impact initiatives
between heritages bodies, universities and community groups.
10
Stream
Host-Guest Relations and Conflicting Interests
Parallel session 3
Aula Magna
Conflicting interests and perspectives in the heritagization of a Pilgrim route in Norway
Hogne Øian
Norwegian institute for nature research Lillehammer
[email protected]
Various actors, with different values and goals, increasingly take an interest in cultural heritage.
Partly as a response to this change, management of cultural heritage is now marked by a shift from
top-down management policies to more collaborative approaches. By outlining some preliminary
results from an ongoing research project, this presentation will shed light on some dilemmas and
contradictions that arise as the recently reinvented pilgrim route between Oslo and the Nidaros
Cathedral in Trondheim increasingly is drawn toward intersections between the local and the
global. Joint together by a number of ancient churches and different profane heritage sites, the
564 km long route was initiated mainly by central ecclesial and governmental bodies in the
nineties. The subsequent responses of a diverse set of actors represent additional bottom-up
heritage-making within local communities and regions along the route. Whereas the latter
initiatives often originate in the particular interest of individuals and groups in local history, they
are to varying degrees supported by actors such as municipalities and tourism businesses, hoping
the renewed focus upon local heritage will attract more visitors and even strengthen local
inhabitants’ place identities. As this presentation will elaborate on, co-construction is not always
smooth. Firstly, ecclesial and profane approaches to the heritagization of the route are not always
easy to reconcile. Secondly, both local inhabitant and international travelers alike make use of the
heritage routes in a variety of ways, of which some differ rather sharply from what is held to be the
very core of pilgrimage. Co-creation is hence to a degree hampered as divergent perspectives,
interests and practices make it difficult to agree upon what a pilgrim is, and on whom the pilgrim
route should be for.
Rethinking the Host-Guest relationships: from an impervious categories approach to a
gradient logic taking into account a multiciplicity of ‘inhabitants’. A focus on Sarlat, a small
touristified French city
Annie Ouellet
Université d’Angers
[email protected]
The host-guest relationships have been, for a long time, a central question for the academic
research about tourism and the transformation of places by tourism development. Nevertheless,
this binary relationship approach seem less and less able to take into account the complexity of
the space sharing and cohabitation taking place in touristic cities.
By studying the relations to space and the co-presence of all individuals living (in a permanent or
temporary way) in the historic center of small french cities, we want to demonstrate that the
habitability of these cities can’t be considered through two impervious categories. We consider
that relations to space and co-presence of these individuals fits more in a gradient logic than a
categorial one. Particularly, the dual-process of heritage making and tourism development causes
a repositioning of the actors. Power relationships then implement. Also, the study of these cities
11
obliges us to integrate others “types” of inhabitants, as the secondary residents, the storekeepers
or the seasonal workers, by considering a poly-topical living (Stock, 2001).
Our communication will lean on a work led within the framework of a doctoral research begun in
2013. The thesis leans on a fieldwork led in two cities where tourism development and heritage
making took a central place (Sarlat (Dordogne) and Dinan (Côtes d’Armor)). The focus will be put
particularly on the case of Sarlat where the presence of many secondary residents, seasonal
workers and street artist makes a richer and more complex situation. A methodological approach
crossing in situ observation, volunteer-employed photography technique and semi-directive
interview led with hundred inhabitants will provide a basis for our purposes.
Residents perception of social and cultural impacts of a public music festival in Catalonia or
how public institutions became world makers through the organisation of events
Soledad Morales Pérez*, Carmen Pacheco Bernal°
*Universitat Oberta de Catalunya, °Universitat Oberta de Catalunya
This study starts from the premise that events are unique and unrepeatable products that have the
ability to create a space and a living time for the meeting and the human relationship (Getz 1997).
They have therefore a symbolic, unique, experiential, even authentic component, which makes
them social spaces and platforms capable of influencing the development and the social and
cultural communication of people, communities and organizations. Many authors (Daniels et al
2004; Deere & Jago 2010; Faulkner et al. 2000; Fredline, Jago & Deery) recognize that events
besides generate economic impacts also contribute to social and cultural development, as for
example, by creating and communicating social values and promoting social sharing,
strengthening local identity and culture and/or promoting a sense of pride and belonging to a
community (Moscardo 2007; Quinn, 2006; Small 2008). In this sense events organized from public
institutions and public resources must be considered as public goods (Gonzalez & Morales, 2008;
Morales et al. 2012) and be analyzed and evaluated as a worldmakers (Hollinshead, 2009).
This study focuses on the analysis of the perception that residents from Vic city (a medium-sized
city in the interior of the region of Catalonia -Spain-) have developed over the Mercat de Música
Viva de Vic, an international music festival organized annually and continuously by public
institutions from 27 years ago. From the results of a factor analysis it demonstrates how this event
is valued by the positive economic impacts generated but also, and especially, by other impacts
that have favored the social and cultural development of the region, while negative impacts are
recognized. In this way and through this case we see not only the value of events for social and
cultural regional development but also assess how public institutions became worldmakers
through the organization of events.
The Sant’Agata Religious Festival in Catania. An explorative stakeholders network analysis
Salvatore Cannizzaro*, Gian Luigi Corinto°, Enrico Nicosiaw
*University of Catania, °University of Macerata, wUniversity of Macerata
The purpose of this paper is to develop an explorative stakeholder analysis on the actors involved
in the organization and implementation of the Sant’Agata Religious Festival, that attracts nearly 1
million people during the first week of February, to the city of Catania. The research is based on
the survey of several sources of information, such as literature, news, media, deep interviews to
key informants pertaining to civil and religious institutions. The survey is designed to profile the
Festival in terms of its history, the character of stakeholders, size, origin of assets, venues used,
12
decision-making structure, and programs. The Festival’s use of volunteers and sponsors are
specifically addressed. Dependence on types of stakeholders and strategic management issues
are explored. The empirical research sketches the network of stakeholders, the relationship
among organizations, importance of local social actors, and the entire society, and strategies in
enhancing local culture studies to be valorized in sustainable tourism development, regarding
economic aspects, and particularly stressing the socio-cultural impacts of religious tourism. The
local society has historical peculiarities which impose prudential considerations about
generalization of findings, and a comparative study with other Sicilian and/or Italian Religious
Festivals could be important, mainly in order to delineate the actual sustainability of Festivals. The
framework developed in this study can be useful for the application of local social policies and
also help comparative festival studies.
13
Stream
Responsible and Sustainable Tourism
Parallel session 4
Thurs. 11 February 2016, 8.30 am - 10.00 am
Aula 2
Accounting, creativity and charity in hospitality enterprises
Maria Gabriella Baldarelli
[email protected]
This paper has the objective to analyse the research case (Naumes and Naumes, 2006) of “Lentil
as anything”, that is a very interesting combination of creativity and charity in the field of
hospitality enterprises. The reseach case is interesting , because represent the implementation of a
new tipology of restoration in which people can eat and then will pay as they want using an offer
of money. The case is a charity but is developing its activity not only in the town of Melbourne. The
first restaurant had been established in Melbourne 13 years ago and at present It has plants in
different cities of Australia, such as: Melbourne and Sidney and in Italy-Turin.
As the foundor tell: “Our philosophy has been working successfully for over 13 years now, with
three long-standing restaurants in Abbotsford Convent, St Kilda and Footscray, and now also in
Preston and Sydney, with a growing involvement in education and ongoing community projects”.
We think that It is a good example of Civil Economy (Bruni and Zamagni, 2004, Baldarelli, 2005) ,
responsible enterprise (Baldarelli, Del Baldo, 2015), accounting and Charity (Servalli, 2013). The
implications about creativity , heritage and tourism will be analysed starting from accounting
perspective (Hopwood, 2004) in which there is a circular connection between enterprise culture,
accounting culture and anthropological culture (Catturi, 2004).
‘Virtual’ volunteering and museum enhancement in the Italian alpine destinations
Andrea Pozzi
University of Bergamo
[email protected]
Italian Alps are characterized by a large diffusion of small- and medium-sized museums (ecomuseum, museum of local culture, …) collecting a rich tangible and intangible cultural heritage
that inccludes artefacts, communities’ tradictions, values, beliefs, … The fragmentation of the
cultural ofer protects the plurality and permits the survival of all the culturaal options, but does not
stimulate the development of organizational structures and management models aiming at
cultural heritage enhancement. This situation often leads to a lack of atttactiveness, underutilisation by local visitors and tourists, and economic inefficiency; in addition, the economic crisis
of recent years has significantly accentuated the difficulties of cultural institutions because of cuts
in public funding (national, regional and local) (Beretta and Migliardi 2014; Garibaldi 2012;
Borgognone and Camaleonte 2009).
In a context characterized by economic difficulties and lack of funds crowdfunding and
crowdsourcing initiatives – a means of involving public in core museums’ tasks such as collecting,
describing, categorizing and/or curating heritage collection using Web 2.0 (Noordegraaf et
al.2014)-, here named “virtual” volunteering for simplicity, could represent important resources for
different purposes, such as: improving economic sustainability of cultural institutions; adding
knowledge and developing new ideas for a more effective enhancement and promotion;
integrating cultural heritage into tourism offer in order to build unique experiences (Carletti er al.
2013).
14
Starting with a thorough analysis of recent literature this paper aims at:
- Describing trends and problems of small- and medium-sized museums in the Italian Alps
especially regarding management of promotional activities;
- Analysing the use and impacts of crowdfunding and crowdsourcing initiatives in the cultural
heritage with the aim of identifying real and potential uses, benefits and costs related to museums’
tasks.
The final paragraph tries to formulate possible recommendations about the applicability of these
initiatives to the museoms of the Italia Alps.
Exploring Responsible Tourism
Mirella Loda*, Ester Macrì°
*University of Florence, °University of Florence
The concept "responsible tourism" has been rapidly spreading in the last years. It evokes
conscious behaviors aimed at minimizing negative impacts on the tourist destinations, from an
environmental, economic and cultural point of view.
While intuitively comprehensible, the concept is actually very complex and not easy to be used in
empirical studies. Facing this difficulty, our contribution illustrates an attempt to operatively define
the concept "responsible tourism" within the framework of an empirical research.
The paper describes the methodological procedure we followed to develop an index able to
measure the bent of visitors to responsible tourism, starting from quantitative data collected by a
questionnaire.
The paper leads to conclusions about the effectiveness of the index, basing on the results of a
tourist survey in the Ancient Cities of Upper Myanmar.
The shareable countryside: rescaling host-guest relationships in the collaborative economy
Jane Widtfeldt Meged*, Szilvia Gyimothy°
*Roskilde University, °Aalborg University
This paper aims at substantiating and problematizing the promises of the sharing (collaborative)
economy in a rural tourism context. Collaborative phenomena point at new, communitarian
business models that are hypothesized to reallocate wealth across the value chain, and carry the
seeds of a more fair, just and equal society. It is claimed that the collaborative economy yields
resilient communities, revitalizes neighbourhoods and reconfigurates the beaten track
(addressing the new tourist preferences for authentic local experiences and being citizenconsumers) (Stokes et al. 2014). However, there is a certain romanticisation about ‘villagebuilding’ and unmediated encounters between locals and tourists, and the dispersion of sharing
economy businesses is spatially uneven. The density of shared accommodation offerings is
concentrated in major metropolitan areas or popular resorts, suggesting a potential consequence
of aggravating rather than levelling out demographic, societal and economic inequalities (Dredge
& Gyimóthy 2015). Policy makers and business protagonists discuss Shareable Cities (Rinne,
2013), exemplified through global concepts like AirBnB, Dinnersharing and Vayable, but there is
not one single mention of the Shareable Countryside. In order to understand the mechanisms
behind the spreading and uptake of the collaborative economy, this paper will map its driving and
deterring forces in a Danish rural context. As such, we address the question: What are the
preconditions, network effects and scaleability potential of global, market mediated collaborative
business models for Danish rural communities? We also ask how does the collaborative business
15
model contribute, supplement or conflict with the professional tourism industry, and which kind of
community practices and economic rationales does it promote? (Meged & Christensen,
forthcoming). The empirical data collection will be based on a qualitative, explorative case study
of a Danish island destination. Local collaboration dynamics (preferences and practices) will be
assessed through relational/evolutionary geography tools and social network analysis.
16
Stream
Culture and Heritage 1
Parallel session 5
Thurs. 11 February 2016, 8.30 am - 10.00 am
Aula 3
Earthly heritage: Landmarks and more than human entanglements in the Anthropocene
Edward H. Huijbens
University of Akureyri
[email protected]
The paper focuses on quarried material used for constructing heritage sites. Through funding
from the Nordic Network of Expertise for a sustainable mining and mineral industry, the paper is
contextualised in the entanglements of mining and society in the Arctic. Large parts of the Arctic
have no mining operations, but rocky outcrops, exposed lava, ash and secondary minerals are
used for making souvenirs sold to visitors and promoting destinations. Similarly, larger surface
material can be used to promote destinations through being landmarks, be they from quarried
material or in their original natural state. Undoubtedly the most famous of man-made landmarks
from quarried material is Stonehenge, but in N. Iceland the “Arctic Henge” uses locally quarried
lava to put the village of Raufarhöfn on the tourist’s map. This paper will use the construction and
rational of the Arctic Henge to exemplify the role of quarried material as heritage sites in tourism
development and promotion.
Solli (2011: 45) states that “Stonehenge’s essence is its durable ‘stoniness’”. Its heritage value is a
commonly shared affiliation with the Earth, found and felt by all those who visit the place.
Consequently a heritage site is not merely constructed and promoted, but gains its value through
allowing for a presence of the past, present, future and moreover the Earth itself. Coming to terms
with the Arctic Henge through its stoniness brings about a shift of perception from the individual’s
biological life course to that of geologic time (Yusoff, 2013). These perceptions are affectual
openings through which tourism and heritage can be rescaled to make sense of tourism’s earthly
entanglements beyond Nature-Society. Attuning to and developing responsibilities the Earth is
thus afforded to those visiting a landmark heritage site. These affordances and encounters inform
the narratives which allows for responsible heritage site development in the Anthropocene.
Decision making processes in utilising cultural heritage as part of a cluster driven
rejuvenation strategy in the municipality of Skive, Denmark
Bodil Blichfeldt*, Peter Kvistgaard°, John Hirdw
*Aalborg University, °Aalborg University, wAalborg University
Local tourism cluster development has been the main tourism policy instrument of the Skive
Minicipality’s rejuvenation process since 2010 with the introduction of the first ever tourism policy
in which a new cluster development strategy was the main driver.
In 2014 the strategy was evaluated and a new tourism policu was approved in which the cluster
development strategy was developed further because of good results. The policy focused on
place bound tourism clusters.
As part of the cluster strategy Skive Municipality launched another project in 2015. The
municipality wants to develop a cultural heritage theme-based cluster taking its departure in the
home of the well-known Danish writer and poet Jeppe Aakjær and his home Jenle. Aakjær and
Jenle is to be the epicentre of the new cultural heritage cluster.
17
Approximately 30,000 people today visit Jeppe Aakjær’s home Jenle each year. Only 7-8,000
people, however, pay entrance fee to visit the Aakjær home and to get the guided tours. Skive
Municipality wants more peole to visit and pay entrance fee in the future.
The aim of this paperi s to shed light on and discuss the decision making processes around the
decision to use the national sultural heritage site of Aakjær’s home as epicentre in the tourism
rejuvenation strategy. Aakjær’s home Jenleis owned by national authorities. Other national
authorities own the property around Aakjær’s home Jenle. A private organization, the Aakjær
Society, does not own anything, but runs the guided tours and certainly feels ownership of the site.
The municipality itself has for many years not been specifically interested in using the heritage site
for tourism purposes, but has a newfound interest in the site.
Interviews and document analysis from 2010 to 2015 together with workshop results, survey
results and results from an app-based survey from 2015 form the basis of looking into the decision
making processes behind the policy decision to invest in this particular cultural heritage site.
General and tourism specific policy literature togethr with cultural heritage literature are used to
analysed the data.
The objective is to present and discuss policy decision making processes in a complicated multiactor set-up where no-one has complete control.
The Path of Peace in Trentino, Italy. A war heritage route to enhance cultural tourism
Anna Irimias*, Mariangela Franch°
*University of Trento and Kodolányi University of Applied Sciences, °University of Trento
The Path of Peace, established in 1986, is a war heritage route that over 520kms connects the
Great War heritage sites in Trentino, northern Italy. The route is based on the former frontline
between the Austro-Hungarian Monarchy and the Kingdom of Italy. The territory of Trentino
played an important role in the Alpine warfare and had seen the construction of fortifications,
military routes, trenches at high altitudes. The importance of war heritage has been recognised by
regional and local policy makers and several projects have been implemented to conserve,
renovate and valorise war heritage sites. In 2009 a broad institutional network has been
established to safeguard the war heritage sites. The aim was to offer local communities and
tourists places to remember and to enhance knowledge on war events and their consequences.
The Path of Peace and the related institutions such as museums, fortifications, former military
routes are managed by associations, social cooperatives and volunteers facing different
challenges in governance and local impact. The aim of this paper is to highlight the role of these
networks in regional development focusing on social responsibility of the different actors involved
in the project “From war to peace.”
The research is based on field research between 2014 and 2015, document analysis, and in-depth
interviews with key informants, policy makers and DMOs.
Multiple histories and heritage commemorations: emerging contemporary meanings and
relationships with tourism on small islands
Donald Macleod
Glasglow University
[email protected]
This paper discusses various types of tangible cultural heritage on the Canary Island of La
Gomera. The heritage varies in scale and type, from colonial buildings to statues and fishing boats.
It is argued that there are different levels of heritage which relate to the groups which have
18
constructed them and also to those who promote them. There are cultural and political
motivations behind their contemporary use and recognition. The interaction between these
heritage items and the tourism industry and individual tourists themselves adds an additional
important dimension to our understanding of these items. Moreover this entire phenomenon tells
us something more universal about the uses of heritage.
The heritage discussed is formed primarily by the following: 1. The port town of San Sebastian,
which has strong associations with Christopher Columbus and retains historic buildings
associated with his stay before he crossed the Atlantic ocean, as well as the Spanish colonisers of
the island. 2. The plaque and boat, sited in the fishing port of Vueltas, which commemorates the
large yacht ‘Telemaco’ which took migrants from Gomera over to Venezuela during the
impoverished years of the early 1950s. 3. The statue of Hautacuperche, which commemorates the
Guanche leader of the indigenous people, who was involved in a violent revolution against the
Spanish colonisers. These are radically different forms of tangible heritage, each with a strong
historic link to certain groups in the wider community. However, the tourism industry is able to
utilise these heritage assets as attractions and promotional aspects of the destination; and their
various meanings for different people (locals and visitors) presents an intriguing aspect of their
changing relevance. Ethnographic field research has informed the findings.
19
Stream
Place Branding
Parallel session 6
Thurs. 11 February 2016, 8.30 - 10.00 am
Aula 2
World heritage sites through the eyes of new tourists – Who cares about world heritage
brand in Budapest?
Lia Bassa*, Sziva Ivett°
*Budapest Metropolitan College, °Budapest Metropolitan College
Budapest is one the most emerging tourism destinations in Central-Eastern Europe, and among
the popularity of the regenerated ‘multicultural and design’ district, its cultural heritage,
particularly those on the list of the UNESCO World Heritage assure its growing attractiveness.
However the cultural sites are the most visited sightseeing attractions, our proposition was that the
tourists are not aware of the fact, that they are visiting UNESCO World Heritage Site (WHS). The
main aim of the paper is to highlight the importance of the WHS in cultural tourism, and to
introduce the significance of place branding in it. A structured content-analysis were taken out to
analyse the reviews of the Tripadvisor considering the attractions of Budapest, with the objective
of crystallizing the main motivation and awareness of the tourists visiting the world heritage site of
Budapest, and to analyse their satisfaction with interpretation, attraction- and visitor management
issues, as well as their overall experiences and to introduce development needs and ideas for the
world heritage sites attracting cultural tourism. As the WHS of Budapest is very many folded (Royal
Palace, Danube Bank, Andrassy Street, churches, universities, museums, buildings to see etc.) it
can be a good example for examining the different types of heritage experience of the visitors
based on their comments. Our presupposition was that the tools provided by the new
technologies and a more aware presentation of characteristics features i.e. brand can improve a
site’s popularity by pulling the attention on its real values that can be experienced by the visitors
within the short time they spend here. All this is for the benefit of both the sites and the visitors and
in conclusion, it contributes to the increase of the quality in tourism and income generated by the
content visitors.
Rescaling destination branding
Massimo Giovanardi
University of Leicester
[email protected]
Scale and scaling constitute a crucial dimension of tourism places that is surprisingly overlooked
in the literature on destination marketing and management. Scale is a core concept of geography
(e.g. Jonas, 2006) together with ‘network’, ‘territory’ and ‘place’. Marston et al. (2005, p. 420) offer
a useful definition of scale as “the result of marking territories [ . . . ] through boundaries and
enclosures, documents and rules, enforcing agents and their authoritative resources”. While
marketing and tourism studies scholars tend to either focus on only one specific spatial level (e.g.
“the city”, “the region”, “the nation” etc.), or to render a simplistic hierarchy of scalar boundaries as
predetermined and fixed, several sociologists and human geographers believe that scale
constitutes rather a socially constructed dimension that implies interaction among various levels
of regulations (Paasi, 2004).
20
The present study contributes to the understanding of the complexity of destination marketing
and by extending seminal studies emphasizing the multi-scalar nature of place branding
processes (see Giovanardi, 2015). The study takes as an appropriate empirical three Italian tourist
areas that have been engaged in multi-level destination branding efforts: Turin and the Piedmont
Region, Rimini and the historical region of Romagna; Urbino and the historical region of
Montefeltro. Findings illustrate unexpected scaling arrangements that exceed the structuralistic
and normative perspective dominating the extant literature.
Is there nothing under the sun? Tracing branding and regional trajectory in the Stockholm
Greater Area
Andrea Lucarelli
University of Stockholm
[email protected]
Traditional brand management literature largely implies that the brand regeneration process is
linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual
parts that can be managed rationally and logically in sequence. Similarly, much of the literature on
regional development holds an historic- institutionalist approach assuming the centrality of
different institutions, political decisions and public policies in creating regions and other
administrative entities as for example city areas, functional areas, greater and metropolitan area,
ect. In addition those two different streams of literature rarely relate with each other, with the
exception of the field of research related to place branding. Despite, even when this is the case
regions and branding is treated as two different elements. In the present paper, by adopting an
ecological approach, an analysis of the trajectories of branding and of regional development in the
case of Stockholm Greater Area is presented. This is done by employing a archeo-geneological
methodology which help to reconstruct both the branding and regional development as a process
where different trajectories (i.e. regional branding and regional development) merge and emerge
as two faces of the same coin. Finally the present paper link the present research to the notion of
‘regeneration’ commonly used in regional development on one hand and ‘rebranding’ commonly
used in brand management, by presenting the notion of agencement; such a notion it is here
argued helps to describe the truly processual, multiple and political entangled nature of regional
branding and region development, being the two both constituent and constitutive elements of
contemporary neoliberalism affecting regions.
Rescaling without sub-optimising: cultural heritage in a place brand portfolio
Stephen Little
Asia Pacific Technology Network, UK
[email protected]
Both the contrasting rates of urban growth in Asia and relative decline of older industrial regions in
Europe require mechanisms to achieve the development of an integrated place brand portfolio
necessary to avoid fruitless competition between locations. This implies the development of
complementary and synergistic offers to potential investors and a shared sense of identity and
purpose for local inhabitants and other stakeholders.
The largest 600 global cities already contain 1.5 billion people, and are projected to accommodate
25% of the global population by 2025. Asian megacities have populations larger than many
smaller nation states and their reputational resources are equivalent to those of many nations. In
Europe, core conurbations are becoming more integrated into the global economy while older
industrial regions are facing relative decline. As a result second and third tier cities and peripheral
regions are joining the competition to attract domestic and global inward investment.
21
The danger is that lack of differentiation between offers from different locations, coupled with
intensifying internal competition, could lead to sub optimal outcomes. In order to avoid this
possibility, individual locations need to sustain their unique characteristics while fitting their offer
within a coherently structured national brand portfolio which acknowledges each level of
governance and identity. Heritage and cultural tourism become key resources on this process.
However, as national regional and local governments engage in debates and negotiations over
governance and resource allocation mechanisms, discourses based on difference have led to
challenges to the legitimacy of the national state and, in the case of Scotland and Catalunya,
demands for secession.
This paper examines evidence from the EU and Asia of how the emerging field of place leadership
can provide a framework for place branding policies relevant to locations aspiring to greater
prominence in their regional and national context.
22
Stream
Events and Festivals
Parallel session 7
Thurs. 11 February 2016, 10.30 am - 12 am
Aula 2
Sport mega events as development drivers?
Marek Kozak
Uniwersytet Warszawski
[email protected]
This paper is to assess the chances of the sport mega-events to contribute to
local/regional/national development. Mega event is considered as an event which attracts visitors
from around the world and has a potential to attract high profile international media (Philips 2012:
7). Sport mega events are being organized by private organizations that recently maximized their
profits (see financial reports of UEFA). Assessment can be done by comparison to world
exhibitions, organized by international expositions (intergovernmental) bureau in Paris. Results of
mega event organization impact on development depend on: a/the organizer and its aims; and
b/the approach (how the event infrastructure shall be used after for benefits of the locality?). Most
general hypothesis is that only strategic approach and organization by intergovernmental
organization (bureau) leads to less costly short- and long-term development. The more detailed
hypotheses are following: 1: unlike intergovernmental bureau organizing EXPO which tend to
bring relatively small costs, sport mega events organizers do not care about the costs as they are
to be covered by the public administration. 2: Sport mega-events are by the rule short-term
oriented. 3: as the costs of infrastructure are left for the public administration, sport mega events
organizers do not care for the strategic approach which may positively influence local and
regional development. The paper will try to falsify these hypotheses using mostly examples of the
following events: Lisbon(19998) and Sewilla (1992) EXPOs; Barcelona Olympics (1992) and
Portugal (2004) and Poland (2012) UEFA football games (and data from other events).
New Contributions of Cultural Events to the Generation of Destination’s Image through
Diverse Social Media Platforms: an Analysis of User Generated Content
Lluís Garay*, Soledad Morales°
*Universitat Oberta de Catalunya, °Universitat Oberta de Catalunya
The process of creation of destination’s image is experiencing an important revolution based in
the emergency and consolidation of virtual spaces in Internet and with a special leadership of the
User Generated Content (UGC) created in Social Media around diverse aspects and events. In this
sense, Garay and Cànoves (2015), showed in a recent study the prevalence of UGC created by the
demand and the residents in Tripadvisor, corroborating the thesis of Ghazali and Cai (2013) on the
presence of cognitive, affective and conative element as well as the one of Llodrà et al. (2015)
related with the predominance of organic images.
Related with cultural events, literature has also emphasized the fact that one of its main values is
that they (re)create the image and knowledge of destinations (Hede and Jago, 2005), projecting it
to the outside (Boo and Busser, 2006) and contributing to the creation of territorial brands
(Jiménez and de San Eugenio, 2009) and identity (placemaking). Nevertheless, what lacks is an
analysis about the potential contribution of events in generating this image through Social Media,
more when nowadays these are one of the main communication tools in Internet.
23
From these elements, we’ll study the case of Vic, an medium-size city situated in the interior of the
region of Catalonia (Spain), analysing the destination image projected by different users
(administration, private sector, particular users, residents) in Facebook and Twitter around an
international musical festival organised from 27 years ago: the Mercat de la Música Viva (Living
Music Market). The first aim is to observe the weight of each typology of actor, if there are
important differences between their discourses and the prevalence of cognitive, affective or
conative elements and organic or induced categories. Secondly, we’ll analyse the similarities and
discrepancies between the two platforms in relation to these elements.
Events as an engine development for the promotion of the world heritage and touristic
attraction: case of Constantine Capital of Arab culture 2015
Amira Soulah*, Mouatez Billeh Boussouf°
*University Constantine, °University Constantine
Constantine, the city of suspended bridges or the millennium city. Its location on a hill surrounded
by deep gorges gave it a strategic position. She was the resort of many civilizations: Cirta the
capital for 154 years led by Syphax, Massinissa, and Micipsa and also Jugurtha in the Punic
period, also a very important city for the Romans, Byzantines, and Arabs during the conquests. it
was also the Capital of Beylik during the Turkish presence, not to mention the period of French
colonization, where it has experienced changes to the urban plan marked by the simple charm of
colonial architecture. All specifications gave the city the rank of a heritage city , a very rich city in
terms of relics.
Despite its potential and its cultural values, Constantine welcomed only 1600 tourists during the
first 3 months of 2013. This is insignificant compared to other North African cities of its importance,
"like Fez Morocco with over 250 000 visitors during the same period". Indeed, the city lags actual
deficit in various sectors. Much of the old city is at risk, conservation projects and enhancement of
this heritage are stopped for a financial and technical reasons. Its tourism carrying capacity
including beds is very limited. We also note the lack of classified restaurants, and the lack of
modern transportation to serve the city to other nearby towns.
In 2015 Constantine is elected capital of the Arab cultural. This choice seems a great opportunity
for the city and its inhabitants to catch up the delay of this city. a large program was projected for
upgrading of a large part of his legacy, and for the promotion of the tourism sector through the
implementation of new projects. At the beginning of the preparation of the event we had observed
a random choice for new project sites: historic sites, areas at risk (dishes available), but also on
rehabilitation techniques and formulas. So are we witnessing the development of heritage for
tourism purposes while neglecting the importance of its preservation and conservation? Where is
the aspect of sustainability, as all these projects are planned just to host the event? Our
contribution aims to answer these questions.
Desperately seeking for a film festival. The ‘Festival del Cinema Ritrovato‘ as an intersection
of arts, cultural heritage, and creative tourism
Francesco Barbini*, Cristina Boari°, Manuela Presuttiw
*University of Bologna, °University of Bologna, wUniversity of Bologna
This paper aims to explore the entrepreneurial actions and the policy choices behind the success
of a cultural event - a film festival - with unintended tourist consequences.
We know that festivals are characterised by a complex set of relationships between national and
international, private or public institutions following different strategic logics. In particular film
24
festivals manage multiple relations with different stakeholders including filmmakers, producers,
festival managers, tourism and ancillary industries. Film festival play an important role as
gatekeepers and entry points for new and peripheral actors by activating signalling and building
reputation. Finally, it is recognized that film festivals are a worldwide tourism phenomenon where
the cultural exploration can be considered as the most important visiting motivation. Despite the
richness of this literature, there is still a lack of knowledge about the process that might enable the
emergence and growth of a film festival to become a cultural event with tourism implications. In
particular we investigate the process through which entrepreneurial actions and public policy
choices interact to enable tourism development.
To address this research question we take a longitudinal perspective and focus on the emergence
and growth of the “Festival del Cinema Ritrovato”. The festival is promoted by Cineteca, the
Bologna film archive organization. It was officially created in 1986 in Bologna and since then it
invites film lovers to enjoy the wonders of the Seventh Art: rarities from film archives, newly
restored classics, silent firm with life musical accompaniment, 35mm prints and new digital
restorations. To build the case study we went back to 1960 when another film festival was created,
from which the “Festival del Cinema Ritrovato” originated.
25
Stream
Parallel session 8
Thursd. 11 February 2016, 10.30 am - 12 am
Aula Magna
Modern aspects of cultural and historical heritage involvement in tourism activities in Russia
Ekaterina Aigina*, Anna Aleksandrova°,
*Lomonosov Moscow State University, °Lomonosov Moscow State University
The study focuses on problems and prospects of cultural tourism development in Russia. The
results of research at national, regional and local level by means of interviews with experts, field
trips, scientific literature and directive documents analysis are presented.
Russia has huge cultural and historical heritage, which is still inefficiently used in tourism. Starting
from 2014 geographical structure of tourist market in Russia is changing. But the demand for
cultural tours, though growing, remains largely pending, mainly due to lack of modern tourist
products and their poor promotion.
Cultural and historical heritage involvement in tourism activities is largely initiated by Russian
Ministry of Culture and Federal Agency for Tourism. Particular attention is paid to events based on
cultural and historical sites. But the extensive process of event organization is characterized with
high uniformity. In 2013 National Calendar of Events was formed in order to reorganize these
activities in time and to promote the most original and authentic events. In 2015, national award in
event tourism “Russian Event Award” was established to encourage event tourism growth.
Moscow experience in running event tourism products based on World Cultural Heritage sites
(Kolomenskoye, Red Square) worth mentioning. By means of miscellaneous events Moscow tries
to diversify its tourist supply, to move away from existing business tourism specialization and to
combine it with other types of tourism.
Cooperation between museums and tourist companies is also very important. History preservation
in state museums is often opposed to other functions, including tourist activities. In contrast,
private museums are aimed at tourists mainly. However, they are not ready to receive tourist
groups and therefore of little interest to tourist companies. A case-study on interaction between M.
Bulgakov public and private museums located in one building, based on one and the same
subject and aimed at similar audience is presented.
Training as strategic axis for tourism valorization of cultural heritage
Fabio Pollice*, Federica Epifani°, Luca De Sienaw
*University of Salento, °University of Salento, wUniversity of Salento
The growing awareness toward cultural heritage enriched traditional requests of preservation with
a systemic and dynamic approach to valorization. Cultural heritage is now seen as a resource, able
to contribute to territorial sustainable development through the reinforcement of local actors’
emotional and asset investment and the improvement of economic and labor opportunities,
deriving also from the increasing attractiveness on external resources and skills.
However, the influence of permanent criticalities especially regarding management processes and
the assets’ full fruition, has favored the emergence of new and well-defined requests of renewal
which need the involvement of specific professionals able to handle both historic, artistic and
cultural knowledge – which is necessary in order to elaborate adequate contents - and specific
management skills to better run the wide network that involves cultural resources, making them
26
become a strengthening factor of territorial attractiveness and, consequently, territorial
development.
Thus, it is important to reflect about training needs expressed by those who are currently, in one
way or another, in charge of running cultural assets, often without handling the necessary skills;
this discrepancy is partially filled with learning-by-doing or self-training processes, however they
are not always sufficient to face properly some endemic problems which could seriously
compromise the launch of virtuous processes of cultural heritage promotion.
This paper aims to underline the importance of human capital within sustainable promotion of
cultural heritage, and to suggest new modalities in order to foster adequate professional training
in the field of cultural management.
The new screens, new trends and new types of heritage of the 21stcentury tourist
Candida Cadavez
Escola Superior de Hotelaria e Turismo do Estoril
[email protected]
We are now living in an era in which routines, attitudes and trends can be metaphorically
explained by the liquid modernity conceptualized by Zygmunt Bauman (2000), and also in which
vanguardist representations hardly surprise and have become something common (vd.
Lipovetsky, 1983).
As a result of this, tourism trends have changed along with other social practices and tourists are
now open to pay attention and to acknowledge as valid heritage representations that would have
been completely neglected a few years ago. New screens, new players and new (infra)structures
are attracting not only more and more visitors, but they are also impacting on the local
communities that are now being involved in tourism activities a lot more than they were ever
before.
This research focuses on three different case studies located in the area of Lisbon, Portugal, and
they all show non-canonical and rescaled types of representations that 21st century tourists seek
and value when they are on the move. On the other hand these case studies also illustrate how
host destinations are playing an important role in the process of validating and rescaling heritage.
The co-construction and rejuvenation of the ‘historic urban landscape’: Bergamo and the
international network of Venetian works of defence in the UNESCO WHS List
Elena Viani*, Margherita Cisani°
*University of Bergamo, °University of Padua
*[email protected], [email protected]
The recognition of the complexity of the urban environment, seen as a dynamic system of cultural
and natural elements, is at the basis of the concept of “historic urban landscape”, which is guiding
the conservation and promotion of numerous heritage sites across the world. This paper aims at
presenting a process of rescaling and reinterpreting the meaning of a historic artifact in the city of
Bergamo. The Venetian works of defence, built between 15th and 17th centuries, are currently
shaping a transcalar network of local and international actors joined by the common goal of
enhance and preserve their local heritage through a UNESCO World Heritage Site nomination
(involving Italy, Croatia and Montenegro). One of the initiatives carried out in Bergamo involved
about a hundred of primary school’s children in a series of multidisciplinary laboratories aimed at
reconstructing the meanings and the values embodied by the Venetian walls that surrounds the
medieval city, which still constitute an impressive and iconic landmark nowadays.
27
This project is contributing both to the downscaling and upscaling of the process of regeneration
of this urban historic infrastructure, but also to create and share new meanings of this
transnational heritage site. A local network of cultural, environmental and social institutions and
groups of citizens is joining the municipality’s effort of enhancing the value and the importance of
this site. On the other way this process is also rejuvenating the meanings of places, from a military
feature, symbolizing war, defence, closure, fear and conflict to a bio-cultural ecosystem, where
different species coexist together and the wall’s gates are open to an increasing number of
international tourists.
After a brief literature review, the contribution presents the process, the concepts and values
underpinning this experience, as well as some considerations about its social and geographical
implications.
28
Stream
Culture and Heritage Off-the-Beaten-Track
Parallel session 14
Thurs. 11 February 2016, 10.30 am - 12 am
Aula 3
Implications of changing landscapes in North-East Italy: for an enhanced or reduced
opportunity for valorisation of minor religious heritage?
Luca Simone Rizzo*, Raffaela Gabriella Rizzo°, Filippo Smerghettow
*University of Padua, °Università Cattolica del Sacro Cuore, wCentro de Compensación Automatizado S.A.
(Santiago, Chile)
Minor religious heritage (sanctuaries, churches, oratories, also annexed to aristocratic houses and
manors) are an important part of the Venetian heritage (diverse and heterogeneous for historical
age, architectural style and quality). Such monuments often of singular beauty are to be found all
over the regional territory. Their role in forging identities and landscapes is unquestioned.
Especially if located in rural-urban interface settings with valuable tourism potential (somewhat
untapped until now), they could become extraordinary and unique tourist assets; basis on which
to develop sustainable and territorially rooted local development strategies. However, it is known
that in the Veneto land use patterns have become unsustainable. Land take-up and sprawl
continue to accelerate, causing diseconomies and landscape transformation [as well as the loss of
environmental and cultural resources, and of ecosystem functions (Rizzo et al., 2012, 2014, 2015)].
More efforts are required to study the exploitation of minor religious heritage as tourist resources
according to an integrated perspective, territorial and landscape-related.
In 2015 – the International Year of the Soil – our team focused on such (built) heritage (real
“jewels” that have already been the subject of our study). They are located in territories of varying
degrees of rurality (RDP, areas B1 and B2), congested and in which developments are becoming
more disharmonious than ever. Even when restored, one finds difficult to enjoy such heritage.
Adopting a mixed research approach (qualitative, quantitative and GIS-based – carrying out
distance/proximity analysis, and calculating landscape metrics), the paper provides a dynamic
analysis of spatial and temporal patterns of rural-urban land-use change (often involutive) around
selected sites. Results highlight the past’s incapacity to design integrated policies – tourismrelated as well as of territorial and landscape planning. A solution to this must be found, as
envisaged by the Law on Regional Tourism of 2013, if the desire is to promote models of
development that rest on the scenic quality of areas rich in heritage, to be leveraged as a
distinguishing factor of attractiveness.
Between the cliffs and the sea: St. Kilda and remote heritage
George Jaramillo
Glasgow School of Art
[email protected]
The island of St. Kilda in the north Atlantic is not only a story of the disastrous nature of human
evacuation and environmental entanglements, but is also global story of how heritage and tourism
can be creatively approached. Dually inscribe on the UNESCO World Heritage List, St. Kilda is a
unique example of a remote site whose significance has grown ever since it has been devoid of
human habitation. Today, the same remoteness is what attracts thousands of visitors to the Outer
Hebrides, Scotland; however, the sensitive nature of the site proves difficult for physical visitation.
29
This project explores the remote storytelling possibilities that can come about the idea of
‘preservation from afar’, posing the question of how can a relationship can develop between the
‘authentic The author and champion of the Everglades, Marjory Stoneman Douglas (1993) wrote,
‘to be a friend of the Everglades is not necessarily to spend time wandering around there…I know
it’s out there and I know its importance’. In this sense, it is not necessary to physically visit a place
to understand the significance of a place. This project thus focuses on how ‘remote-access’
preservation can be a driver in the development of Ionad Hiort or St. Kilda Centre on the Isle of
Lewis in the Outer Hebrides. It uses the current development between the community of Uig,
Lewis, the Glasgow School of Art and other institutions in developing the remote capabilities of
the island’s heritage, identity, and natural history. The project brings together remote sensing
technologies, photogrammetry, augmented and virtual reality technologies to not only tell the
story of St. Kilda but to provide a new and immersive space for cultural heritage. It also questions
ideas of authenticity, narrative tracking, and the material and immaterial cultures in a digital age.
The Abruzzo cultural Heritage: a strategic lever for the rejuvenation of the regional tourism
offer
Fuschi Marina*, Evangelista Valentina°
*G. d’Annunzio University of Pescara, °G. d’Annunzio University of Pescara
Although the number of initiative of territorial promotion fostered in recent years - promotion
which substantially reshaped the collective imagination of the region as “the green region of
Europe” and as “the region of parks” - the Abruzzo tourism offer remains essentially polarized
around two basic segments (the seaside – summer segment and the mountain – winter one) and
strongly depends on the proximate tourist demand.
Actually the Abruzzo region holds a wider and varied heritage, composed of cultural attractions,
historical and architectural resources, wine and food potential and, more generally speaking, of a
lot heterogeneous environments and landscapes. This potential could better face and respond to
the new philosophy of tourism demand, characterized by the experiential motivations of tranquility
and soul regeneration in a very close contact with nature.
The goal of this study is evaluate the potential tourism usability of the Abruzzo cultural Heritage
assessing the levels of their accessibility and, broadly, the presence of infrastructural facilities in
order to develop an united regional model of tourism. The integration of the tourism offer may
produce complementarities both at product and territory levels and may also absorb some critical
issues of the regional tourism industry such as the under-sized facilities, the lack of specialized
management skills of the tourism operators, the poor competences of public and private actors
unable to realize a regional tourism network. Only this integrated model can offer a ‘complete’
competitive tourism offer, supportable in terms of costs and based on the exploitation of the
regional territorial identity.
30
Stream
Urban heritage
Parallel session 9
Fri. 12 February 2016, 9.00 am - 10.30 am
Aula Magna
Recovery in Christchurch comes with a high price! The loss of built heritage for the sake of
economic redevelopment
Alberto Amore*, C. Michael Hall°
*University of Canterbury NZ, °University of Canterbury NZ
Evidence from the literature and the practices of urban regeneration worldwide suggest that the
historic built environments of cities have been successful as a driver for economic revival via the
attraction of domestic and international visitors and local city users. More recently, however, urban
renewal policies are shifting towards narrow strategies and plans that conceive the historic built
environment as a constraint to economic development and rejuvenation, and the attraction of
domestic resources and international capital. Such an approach is strikingly evident in urban areas
affected by human-induced or natural disasters.
Our paper compares international practices for the retention of heritage in urban environments
with the findings of research recently undertaken in Christchurch, New Zealand. In Christchurch,
much of the built and cultural historic fabric has been demolished in the aftermath of the 2010 and
2011 earthquakes. Our research, based on review of extensive secondary sources and personal
interviews with key stakeholders, explains how the systematic demolition of historic buildings in
Christchurch underpins the national neoliberal agenda. We argue that the strong and decisive
input of the national government and the short-sighted vision of several landowners and resource
managers were decisive in the demolition of more than 50% of key heritage buildings in the
Central Business District (CBD) of Christchurch, and of more than 800 sites of historical relevance
in the wider urban region.
The findings also highlight an emerging approach with respect to heritage in post-disaster
rebuilding. Following the crisis-driven urbanization model, we suggest the roots of the systematic
demolition of heritage buildings in the CBD of Christchurch can be found in flaws in urban
governance which existed before the earthquakes and in the disregard of heritage as an important
tool for economic redevelopment in local plans. This approach did eventually changed with the
release of the heritage buildings and places recovery programme in November 2014. With regards
to tourism, prior to the earthquakes, the city of Christchurch had established a strong image based
on its unique historic landscape and urban scenery. The significance of the earthquake damage
itself notwithstanding, the systematic demolition of built heritage has further affected tourism
negatively.
Souvenir and Commodification in Tourism: the Case Study of Prague
Veronika Dumbrovská*, Dana Fialová°
*Charles University in Prague, °Charles University in Prague
Souvenirs, its production, distribution and sale inherently belong to the tourism industry. It refers
to the certain way of commodification of the local culture, which is transformed to the small,
easily reachable article. The question is how these articles actually reflect local culture? Prague as
the most visited destination in Czechia is a significant place for the souvenir industry. Souvenirs
31
however represent not only the identity of Prague, but also the entire nation. The aim of the
contribution is to introduce the issue of souvenir industry in the historic center of Prague and its
relation to the local and national identity through the survey of retails and its products offered at
the “Royal Way”. The analysis was supplemented by the structured interview with sellers in
selected establishments and questionnaire survey with tourists in this area. The research result
point out to the fact, that a substantial amount of souvenirs has only a weak connection to the
local traditions and culture.
Between urban wasteland and post-industrial ruinscape: the case of shrinking city Detroit as
acceptable tourist destination
Lina Tegtmeyer
Freie Universität Berlin
[email protected]
In analyzing visual importance for tourism as successful service industry and cultural practice, it
becomes clear that both the image of the built city as well as its visual representation in pictures is
of high relevance. In the case of Detroit, the city is most famous for its negative image: Jerry Herron
stated in 2003 that negative branding in all different kind of media have made the city infamous
beyond national fame. The built environment has been decaying or demolished since decades.
Only recently have suggestions been accepted by broader public discourse and city officials to
consider this shrinking city as a heritage site that in its potential not- beauty can be a successful
and promising tourism destination of elevated cultural and historical significance. As everyday
urban environment filled with derelicts of a long-gone “American” industrialization that brought
democracy and prosperity to many, the city’s remaining architecture of apartment and office
buildings, theatres, hotels but also (toxic) abandoned factories of car production sites are now
reconsidered as architectural treasures of elevated cultural value that document the city’s and part
of the nation’s past that can be remembered through visiting Detroit.
I would like to take this conference as opportunity to present and debate the potential but also the
pitfalls of embracing the destination Detroit case as model for other similarly undesired places
throughout the world. Can it make sense to re- evaluate and re-define (urban) tourism in the
moment of financial crises of the decaying capitalist system on a global scale? What potential can
tourism offer to a city and vice versa? But also more urgently: what needs to be re-conceptualized
for the future of urban tourism and cities in order not to murder a city (and ultimately tourism) by
making it a destination?
Research in progress. Walking as a means of mobility - walkability-related constraints that
urban tourists face inside the city
Kaisa Paananen
University of Helsinki
[email protected]
The study examines the walkability-related constraints that urban tourist face. The study
participates in the discussion on tourism mobility inside the destination and develops new
techniques to study this. Tourism inside cities is almost always a form of cultural tourism and the
movements of tourists have effect on cultural environment. For example urban tourists occupy the
historical areas of the cities that are often very crowded. Walking is an environmentally friendly
way to move and tourists should be encouraged to move this way.
Data is mostly collected with a mobile application that consists of a tracker, surveys and the
possibility to take photos. Application is designed for this purpose and it is based on open code.
32
The data is analyzed by combining GIS and content analysis and it is supplemented with
interviews. The data gathered with the application will give information on for example practical,
structural and authority-related constraints. The data gained from interviews will make the
information on personal factors deeper, so also for example personal constraints can be studied.
The data will show where, when and what kind of constraints happen and how these constraints
affect the way when and where tourists move by foot. The constraints found are classified based
on theories on walkability and constraints. This will create a new theoretical classification for
tourists’ walkability-related constraints. It also includes time- and space-related elements, and 3Dmaps are made. Surveys are used as a mean of triangulation.There will be preliminary results in
February.
33
Stream
Food as Heritage 1
Parallel session 10
Aula 2
The ‘milky way’ of alpine heritage of malga
Chiara Massacesi
University of Otago NZ
[email protected]
My presentation aims to contribute to the debate on rescaling processes affecting heritage and
tourism destinations, where rescaling process is considered part of a broader phenomenon of
multilevel governance and the local and the global have become crucial scales of economic and
political actions (Erkuş-Őztűrk & Terhorst, 2012).
I will present one case study from the northeastern part of Italy, within the boundaries of the
Paneveggio National Park, which focuses on malga and its transformation from an agricultural to a
touristic landscape.
Literally malga is a typical building belonging to the traditional agro-pastoral system of summer
pastures practiced in the Alps. In this context, it is understood as a critical part of the natural and
cultural heritage of the Alps as it represents the tangible and intangible expression of an alpine
community and its way of life (Verona, 2006; Corti, 2012, 2011).
Malga provides an interesting starting point from which to reflect on rescaling processes because
a complex array of stakeholders, from local associations to cross-national institutions are involved
in the co-construction of the cultural heritage and the social sense making of malga, its products
and its producers.
In my presentation, based on participant observations and informal conversations, I will focus on
the Botìro di Primiero (malga butter) produced in malga Fossernica di Fuori in the Vanoi Valley. A
thick network of actors is engaged in the co-creation of meanings related to this heritage and a
new “territoriality” of the malga occurs: it becomes a place of traditional knowledge and practice,
“experiential tourism” and quality of food.
I will discuss the evolution of this place, the networks of actors involved and the contradictions
generated by new marks of identity of malga in order to reflect on the challenges and
opportunities arising from the integration of tourism into regional development strategies.
Performative place branding, local food shops, and heritage-making. A case study from
Verucchio, Italy
Chiara Rabbiosi
[email protected]
Tourism in peripheral areas has become a major topic in theoretical and applied studies of tourism,
since it is supposed to be a driver for local development (Blichfeldt, Halkier 2013). With this regard,
the role of culture and shopping in developing tourism off the beaten track has been stressed
(Maitland, Newman 2009: 19). Despite this relation having been discussed mainly with reference
to world tourist cities, the quality of commodity exchange on site is becoming of greater
importance for tourism dynamics also in more ordinary urban centres. Local food products, and
the venues where they can be tasted and bought, are emerging elements through which tourism
meets cultural heritage outside institutionalised spaces (such as e.g. museums, cultural heritage
34
sites, etc.). Shopkeepers, sometimes being also manufacturers, are actively involved in
communicating place and products to an emerging audience of visitors through a variety of
techniques, ranging from visual merchandising to storytelling. For these reasons local food shops
and their shopkeepers can be considered as key elements for place-branding.
Approaching the topic through a performative perspective (Bærenholdt et al. 2003; Ren and
Blichfeldt 2011), in this paper it is asked: what is shown in shops windows? How retailers,
commodities and other elements (e.g.: architecture) mediate between tourists and place? How
tangible and intangible heritage is integrated in the process? Through the assemblage of signs,
narratives, and practices emphasising the ‘place in product’ (Molotch 2002), human and non
human actors all contribute to place branding, while immaterial heritage making from below is
performed. In the conclusions, the innovative potential of ‘performative place-branding is
discussed.
Developing Food Tourism in the East of England: resources, strategies and challenges
Laura James
Aalborg University
[email protected]
While regional food and drink products and culinary heritage are an important part of the tourist
experience in many destinations, food tourism is defined as travel informed by "the desire to
experience a particular type of food or the produce of a specific region" (Hall & Sharples, 2003: 10).
In some localities - e.g. Tuscany - food tourism is well-established, but in most northern European
regions cross-sectoral relations are either limited or not systematically exploited. However,
developing the links between tourism and food and drink is appealing to regional policy-makers,
especially in rural destinations. Regional products and culinary traditions offer new image and
branding opportunities for destinations, while at the same time creating additional economic
activity in and around the local area.In order to create synergies between local food and tourism
development in rural destinations, specific products or culinary practices must be produced in
order to be packaged for tourist consumption, provision must be organised so that experiences
are accessible to visitors to the destination, and their attraction must be communicated to existing
and potential visitors. This paper explores the opportunities and challenges associated with
developing food tourism in East of England, focussing on the use of culinary and agricultural
landscape to brand the region, the development of food festivals, and efforts to support small
scale producers of local food and drink.
35
Stream
Marketing and Tourists’ Experiences
Parallel session 11
Aula 3
Marketing in the overlap – on the interplay between destinations and exports
Mikael Andéhn
Aalto University
[email protected]
There seems to be a recent tendency in the academic literature on international marketing of
exports and that of tourism, in which the fissure separating the two shows signs of closing. While
the observation that the relationship between the marketing of exports and tourism is a symbiotic
one is not a complete novelty (Lee and Lockshin, 2012; Nadaeu et al., 2008), there has been a
recent surge in interest in this idea and its implications in marketing literature (Elliot and
Papadopoulos, 2015; Zeugner-Roth and Žabkar, 2015; Ryu et al., 2016).
These recent contributions are moving towards a unified account of the commercial relevance of
place in which key marketing activities related to place image are understood as contingent on
their interplay. In a highly prevalent example of this practice this interplay comes to fruition
through the export of various agricultural products and tourism activities drawing upon the
production, consumption and mythology surrounding these products. The quintessential
example being wine-region tourism, in which the consumption of the product is provided
implacement (Casey, 1993) by way of the destination-making of the production facilities, and
rendering the exports artifacts of marketing the destination, providing a mutual and synergetic
commercial benefit for both export and destination.
Here a central problem emerges. The means of establishing a place as inextricably linked to a
product category, or vice versa, in the minds of the relevant audiences, an association must not
only be extant but salient enough vis-à-vis its potential competitors for the overlapping semantic
space. Thus, we see an emergent product-geography, subject to competition for commercially
gainful linkage to categories – subject to complex economic, cultural and legal frameworks. To
come to term with this complexity a new, more encompassing, approach to the commercial
relevance of place, as it pertains to regional strategy, is needed; providing opportunities and
challenges to marketing and tourism scholarship.
Residents’ Attitudes Towards Place Marketing: Tourism Marketing Focus
Irina Shafranskaya*, Aleksandra Sazhina°
*National Research University Higher School of Economics, °National Research University Higher School of
Economics
The ongoing process of place marketing theory development has at least one point of mutual
agreement – it generally considers residents as one of the most influential place marketing target
groups (Medway et. al., 2010, Zenker et. al., 2010). According to Kwon and Vogt (2009) place
marketing can create a strong identity for a city, improve city image, and make residents proud of a
city, yielding a higher outcome, which is the essential foundation for place marketing
coproduction. Residents are irreplaceable agents of coproduction as there is no doubt that
residents play crucial role in maintenance of places as the main labor force, tax payers and
mediators of city values – the ambassadors of culture, traditions, knowledge and history).
36
However, in reality, there are plenty of examples when “non-appreciated” place marketing
activities lead to the conflicts between various groups of place “consumers”, for instance between
residents and tourists. We argue that in order to engage residents in tourism marketing
coproduction activities properly and therefore develop efficient destination strategies, it is
important to understand residents’ attitudes, intentions and factors, which determine their
readiness to co-produce.
Research on people’s involvement behavior such as coproduction and co-creation activities has
recently been one of the top research priorities in marketing and tourism research (Grissemann &
Stokburger-Sauer, 2012; Shaw, et. al., 2011; Verhoef, et. al., 2010). The aim of this study is to
examine the relationship between residents’ personal beliefs, benefits and attitudes toward place
marketing activities aimed to attract tourists. We contribute to the odel prposed by Kwon and Vogt
(2009) by describing the role of social capital in residents’ willingness to support destination
marketing activities. The results of this study could be both of practical and theoretical importance
as the understanding of residents’ preferences regarding place marketing activities can be
foundation for the development of efficient place marketing strategies.
Project: Visitors: Emotions at Dark Heritage Sites
Konstantin Gridnevskiy
[email protected]
It is often believed that visitors who experienced positive emotions at a leisure tourist site are more
likely to revisit it in the future, recommend it to others and even go to a similar site themselves.
However, what happens if the experienced emotions are negative? Would that mean that the
whole experience is negative? The previous research has shown that in case of visiting sites
associated with the death and human suffering (part of so-called dark tourism), the answer is not
that simple. For example, a potential Dutch visitor to a Holocaust site in the Netherlands is
expected to feel both types of emotions, with the negative ones even possibly serving as a motive
to visit the site in the first place.
However, as the dark heritage sites themselves are not homogenous and can be darker or lighter
“with respect to the intensity of interest in or meaning of the death associations” (Sharpley, 2009),
would it be reasonable to suggest that the consequences of experiencing various emotions could
possibly vary depending on the ‘darkness’ of the site (according to A Dark Tourism Spectrum
model by Stone, 2006)? And could the ‘object’ towards which the emotion is felt also influence the
consequences of feeling this emotion? These are exactly two questions that our research tried to
answer.
The research is based on the analysis of Trip Advisor reviews for two non-hedonistic sites from
opposite sides of the Dark Heritage Spectrum (i.e., the concentration camp Auschwitz-Birkenau in
Poland and Dutch Resistance Museum in Amsterdam). The outcome of it shows that there is a
relationship between the type of the site, antecedents of emotions and the overall satisfaction
from the visit to the site (as expressed in the ranking on Trip Advisor).
Authenticity and Experience Co-creation in Tourism
Maria Lichrou*, Lisa O’Malley°, Maurice Pattersonw
*University of Limerick, °University of Limerick, wUniversity of Limerick
Serial reproduction of staged tourist experiences is a common problem for destination marketing.
This has led to an interest in participatory, engaging experiences that distinguish destinations at
the experiential level. In addressing this, we integrate two distinct streams of literature, ‘existential
37
authenticity’ (tourism theory) and ‘value co-creation’ (marketing management) to generate critical
and creative insights for tourism destination marketing.
Discourse on authenticity in tourism has moved from ‘objective authenticity’ (Cohen, 1988),
involving authenticating or verifying the historical truth of an object or place towards the notion of
‘existential authenticity’, which occurs as the realisation of the self through tourist experiences
(Wang 1999; Steiner and Reisinger, 2006). This involves both ‘intrapersonal’ and ‘interpersonal’
authenticity (Wang 1999; Kim and Jamal, 2007).
Recent understandings of value creation within marketing management put emphasis on cocreation (Lusch and Vargo, 2006, Vargo and Lusch 2008). This shifts the focus away from
‘marketing to’ to ‘marketing with’; collaborating and co-creating value with customers and other
value network partners. Hence, consumers become co-producers and co-creators of value and, in
enacting this role, deploy a range of operant resources (Arnould, Price and Malshe 2006).
Authentic experience co-creation should be seen as something that tourists co-create with
marketers and other value-creating partners, including tourism intermediaries and local
communities. This requires a shift in mindset away from traditional value chains towards links
between agents, social networks, and market-based enterprises, organisations and coordinating
institutions (Richards, 2011).
The facilitation of authentic experiences can be transformative not only for tourists, but for
business practices and society in general (Cova et al., 2007). By informing managerial
understandings of co-creation with critical modern theoretical understandings of authenticity, we
contribute to bottom up approaches in tourism destination marketing, which can be used as an
antidote to the serial reproduction of commoditised tourist attractions and staged tourist
experiences.
38
Stream
Food as Heritage 2
Parallel session 12
Aula 2
Effects of cultural and tourism policies on local development: the case of food trails in
Medellín (Colombia)
María del Pilar Leal Londoño*, Xavier Medina°
*Ostelea School of Tourism & Hospitality, °Universitat Oberta de Catalunya
The emergence of Food Tourism worldwide, has pushed the rise of numerous food tourism
strategies and initiatives also in Colombia. Those are flourishing thanks to the tourism and culture
policies that recognize Colombian food processes and practice as intangible cultural heritage.
One of the most representative strategy nowadays is the case of Medellín sí sabe (Medellin has a
taste). The programme has been led by the local authorities and has had the support of different
organizations at the local level.
The paper outlines an exploratory approach based on literature review, public documents,
policies and the information obtained through four semi-structured interviews applied to key
stakeholders responsible for the implementation of this initiative in Medellin. The information
provides some insights on how this strategy has had relevant effects on the local economic
revitalization by linking small and medium size food enterprises which based their activity mainly
on traditional dishes and products of the region. It analyses first of all, the strategy structure and its
link to the national tourism and cultural policies based on the main concepts of territorial
development: knowledge, learning and innovation. Taking as main case study Medellin
(Colombia), this approach allows to understand not only, the role play by local authorities in the
promotion of food tourism strategies, but also how this local strategies might has an impact at the
local and regional development in big urban cities.
North Jutland tourism food cultures: Towards new synergies?
Henrik Halkier
Aalborg University
[email protected]
In many tourist destination food is primarily sourced through international supply chains while
local suppliers and culinary traditions play a limited role. In contrast to this, some tourist regions
local food cultures are a well-established part of the visitor experience. Although in most European
regions cross-sectoral relations are either limited or not systematically exploited, connecting
tourism and food has developed a powerful appeal to public policy-makers in rural destinations
(James & Halkier, 2014). Offering regional products and local culinary traditions to visitors has the
dual value of adding a new component to the image of the tourist destination while at the same
time creating additional economic activity in and around the destination (e.g. Presenza and Del
Chiappa, 2013; Everett and Slocum, 2013; Telfer and Hashimoto, 2013).
As in other areas of public policy, translating ideas into successful action on the ground is, a
challenging endeavour (James and Halkier, 2014). In order to create synergies between local food
and tourism development in rural destinations, specific products or culinary practices must be
produced in order to be packaged for tourist consumption, provision must be organised so that
experiences are accessible to visitors to the destination, their attraction must be communicated to
39
existing and potential visitors – apart from, of course, being in demand by tourists in order to be
economically viable from a long-term perspective.
In order to realize food/tourism synergies, governance institutions and their strategies need to be
aligned between the two sectors, and this paper probes the extent to which this has happened by
comparing the governance set-ups and the strategies adopted by policymakers, DMOs and
sectoral organisations in four coastal/rural tourist destinations in North Jutland Denmark. All four
destinations have to a greater or lesser extent been promoting themselves as 'foody places', and
the paper is based on in-depth interviews with an extensive series of policy-makers and key private
actors in the food and tourism sectors in the case-study destinations as well as analysis of existing
policy documents. The paper identifies key differences and similarities in the approaches adopted
to create additional value through food tourism, and discuss the origins of differences in the
meeting between uniform national regulations and regional/local strategies for economic
development.
Gastronomy, wellness and rural branding: food as immaterial cultural heritage to foster
sustainable development
Chiara Rinaldi*, Alessio Cavicchi°
*University of Macerata, °University of Macerata
With the inscription of food-related tradition and cultures (such as Mediterranean Diet,
Gingerbread craft from Northern Croatia, Traditional Mexican cuisine and Gastronomic meal of the
French) in the UNESCO Intangible Cultural Heritage List, food has finally received status as a true
part of our common heritage. Food and gastronomy build on locally available resources and
traditional knowhow, reinforcing local identity and differentiating a place from those of
competitors. This aspect is particularly relevant in rural areas that generally struggle to gain a
recognizable identity in the place competition. Rural regions are less place-specific than urban
environments: they encompass diverse landscapes and raise varying perceptions, making rural
place branding activities more difficult to manage than urban ones (Boyne and Hall 2004). In this
sense, food and gastronomy could contribute to make rural places more recognizable. Food, in
fact, is gradually replacing geographical location as brand destination (Williams et al, 2014) and it
is becoming an essential component in destination choice motivation (Hall et al, 2003).
This paper investigates food and gastronomy as determinants of rural cultural heritage, able to
contribute to the branding of rural areas and to foster sustainable development of rural
destinations.
40
Stream
Parallel session 13
Aula 3
Necropolis in the Metropolis
Andrea Hübner
Budapest University
[email protected]
A city is not and has not only been the place of the living but also that of the dead. Cemeteries
originally were located outside the cities but with the expansion of urban territories burial places
became integrated into the urban space.
The grave or the tomb is a place of piety and a par excellence memory place but it can gain
various readings in terms of tourism for example if the burial place is a spectacle and touristic
destination. Tombs and graves in this sense may be interpreted as pilgrim goals in the
psychological sense of religious behaviour. The role of the tomb of a famous person (filmstar,
celebrity, rockstar, etc) can definitely be compared to that of the saints in Catholic tradition.
What happens to a memory place if it looses its intimacy and becomes a touristic spectacle often
against the wish of the family or the community?
Western traditions like Halloween have become more and more integrated into habits of Central
and Eastern Europe partly artificially partly as natural processes but always with business
overtones raising questions of national traditions, of globalization, of westernisation , of identity
and identification respectively.
The study of changing functions of cemeteries as post-modern memory places in relation to their
traditional contents is a part of my wider research concerning pilgrimages in quasi-religious
context. My interdisciplinary study wishes to place the focus on touristic behaviour and cognition
in terms of social-psychology and cultural studies analysing interviews within the theoretical
approaches of cultural memory, social representation and narrative contents analysis respectively
Questions of value and fame will be raised against voyeurism and catastrophe tourism.
On the writers trail: a tale of participatory research in literary place building
Pierre-Mathieu Le Bel*, Mauricette Fournier°
*Université Blaise Pascal, °Université Blaise Pascal
Literature not only takes part in the construction of its own geography in the text, or causes a
modification of the urban or rural development, but its geography takes an active part in the
construction of a social and political space. Literary tourism is a subfield of cultural tourism which
concerns places or routes associated to an authors’ life or artistic production and is a good
illustration of literature capacity to build place. In a postmodern context of increasing touristic offer
and demand, literary tourism is often seen as a niche, an originality factor and a guaranty of
authenticity by local development actors and by visitors. The present communication,
consequently, is interested in this dialectic between places and literary works.
Our paper approaches literary heritage through a participatory action research which focuses on
citizen associations that promote literary heritage of Allier department, France. It also bases itself
on the principals of social innovation where all participating actors recognize a necessity to act in
this field of local development. Using focus groups and individual interview the research finds an
41
operational goal in producing a web site designed by the associations and with the objective of
giving more visibility and accessibility to literary heritage in Allier. By uniting the territorial actors
that share literary heritage transmission as their mission, the hope is to give extra value to an
otherwise underexploited resource. Finally, the central operational objective is the creation of a
Writers trail of Allier that would connect literary places and create a long lasting dynamic in local
literary tourism.
Through this cooperation process of participatory research, our communication will thus explore
the construction process of literary tourism in Allier. It will particularly look at how local association
build on literary heritage to produce places and place representations aimed at touristic
consumption.
World Heritage sites as an arena for interpretation and experience production
Daniel Brandt*, Albina Pashkevich°
*Dalarna University, °Dalarna University
World Heritage sites (WHS) are often regarded as preservation projects aimed at preserving
valuable natural and cultural heritage. Lately these sites have been re-evaluated as being
important arenas for experience based production. This development raises important questions
regarding the commodification process of heritage. Planners need to decide what artefacts,
milieus and stories to include and decide how they should be related to each other in a
meaningful way. These processes are complex and involve stakeholders from different planning
organizations. This study uses comparative qualitative analysis of two WHSs in Mid-Sweden to
analyze how experience based tourism perspectives is included in destination development
planning. The WHS in Falun was established 2001 and comprise of three parts: a mining
landscape and miners mansions and the old town of Falun. These three separate parts are
extended over a vast area. The second WHS is the Decorated Farmhouses of Hälsingland which is
the most recent WHS in Sweden from 2012. It consists of seven timber houses scattered over the
province of Hälsingland.
Preliminary results show that initial focus in the establishing phase of the WHS has been driven by
preservation goals. This focus has often leads to the hampering of commercial initiatives.
Experience based products are always dependent on strong interpretation. The interpretation has
to be done in a way to connect the visitor in sensuous and imaginative ways to the heritage. This
has not been in the focus of these two projects. One of the reasons for this lies in the criteria set up
by UNESCO, which focuses on preservation and education. In a situation where preservation
prevail there is often no space left to incorporate tourism industry’s concerns.
Keywords: World Heritage sites, preservation, destination development, tourism planning,
interpretation, experience production.
42

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