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Culture: a Driving Force in Urban Tourism Culture: A Driving Force for Urban Tourism - Application of Experiences to Countries in Transition Acknowledgement CULTURELINK gratefully acknowledges the financial support for the seminar of the Open Society Institute,Croatia, the Ministry of Science and Technology, Croatia as well as the Institute for the Restoration of Dubrovnik. Thanks for the seminar support also go to the Ministry of Culture, Croatia, Ministry of Tourism, Croatia and Croatia Airlines. Our special thanks for enabling the publication of these Proceedings go to Croatian National Tourist Board and Ministry of Culture, Croatia. CIP/Katalogizacija u publikaciji Nacionalna i sveučilišna knjižnica, Zagreb UDK 061.22 (100) (058) CULTURE: A Driving Force for Urban Tourism / edited by Daniela Angelina Jelinčić. – Zagreb: Institute for International Relations, 2002. – (Culturelink Joint Publications Series No 5) ISBN 953-6096-24 2 1. Jelinčić, Daniela Angelina 420111064 Culture: A Driving Force for Urban Tourism - Application of Experiences to Countries in Transition Proceedings of the 1st international seminar on Culture: A Driving Force for Urban Tourism - Application of Experiences to Countries in Transition Dubrovnik, 18-19 May 2001 Edited by Daniela Angelina Jelinčić Institute for International Relations Zagreb, 2002 Culturelink Joint Publications Series No 5 Series Editor Biserka Cvjetičanin Language editing Charlotte Huntley Graphic design Igor Kuduz, Pinhead_ured Printed and bound by Kratis, Zagreb Publisher Institute for International Relations Lj. F. Vukotinovića 2 10000 Zagreb, Croatia With the support of Croatian National Tourist Board Ministry of Culture, Croatia © 2002. Copyright by the Institute for International Relations. All rights reserved. Culture: A Driving Force for Urban Tourism Contents Foreword ................................................................................................................ 1 Croatian Cultural Tourism Development Strategy .................................................. 3 Daniela Angelina Jelinčić Croatian Tourism: Consuming Culture, Affirming Identity .................................... 7 Renata Fox Effective Communication with Visitors at Heritage Sites ..................................... 21 Frans Schouten Cultural Clusters and Tourism Development: the Challenge of Venice......................................................................................... 27 Antonio Paolo Russo Cultural Tourism in the Transitional City.............................................................. 43 Priscilla Boniface The Role of Theatre and Music in Urban Tourism................................................ 51 Howard L. Hughes The Place of Textile in Cultural Tourism .............................................................. 57 Roland Delbaere Cultural Tourism and Culinary Heritage ............................................................... 63 Christina Quijano-Caballero Some Questions on the Restoration and Revitalization of Historical Sites Using Dubrovnik as a Case Study.................................................................................... 69 Vjekoslav Vierda Tourism Niche Markets in the Welsh Urban Context: Swansea, a Case Study..... 79 Ian Jenkins and Andrew Jones The Role of Cultural Heritage in Tourism........................................................... 107 Vesna Borković-Vrtiprah and Ivo Ban Culture: A Driving Force for Urban Tourism Secrets of Holland.................................................................................................119 Fien Meiresonne Cultural Tourism in Destination: Example of Istria County, Croatia ...................125 Lorena Boljunčić Cultural Tourism in the Region of Istria: Interregional and International Cooperation.........................................................131 Doris Cerin Otočan Sun, Surf, Sand and Culture – Compatible? Cultural Tourism at Mass Tourism Destinations ..........................................................................................................135 Renata Tomljenović Summary Report...................................................................................................145 Annex 1 ............................................................................................................151 Seminar Programme Annex 2 ............................................................................................................155 Contributors Annex 3 ............................................................................................................159 Participants Culture: A Driving Force for Urban Tourism Foreword This collection of papers represents the main issues discussed at the seminar Culture: A Driving Force for Urban Tourism – Application of Experiences to the Countries in Transition. The seminar was held at the Grand Hotel Park in Dubrovnik, Croatia, from 18 to 19 May 2001 through the organization of the Culturelink Network/IMO and the Institute for the Restoration of Dubrovnik. The seminar brought together some sixty-five participants from Austria, Belgium, Croatia, Italy, the Netherlands, Slovenia, the United Kingdom and the United States. Its main aim was to present research papers together with best practice examples in order to enable local tourism and culture practitioners to learn from it how to manage their cities culturally for tourists and, at the same time, to improve the quality of life of the citizens themselves. The first day of the seminar discussed two main topics: ‘Cultural Tourism as a Niche Market’ and ‘The City as a Resource in Tourism’ while the second day presented the round table on the topic of ‘Croatian challenges and prospects for cultural tourism development in Croatia’. The first session concentrated on cultural tourism as a great potential market: visitors who look for cultural experiences stay longer, spend more money, have higher education levels and have higher household incomes than the visitors who belong to the mass tourism market. The following issues were presented: Opportunities for a local community/city/region/country in developing cultural tourism as a priority market; Cultural supply and cultural demand in tourism; Benefits/threats for a cultural tourism market; Importance of cultural tourism for the whole cultural/tourist sector as well as for the economic sector; Examples of good practice. In order to manage quality tourism in cities, it is necessary to start with the statement that ‘in cities, the marriage of culture and tourism guarantees success’. The papers of the second session were based on this statement. Accordingly, the following themes were to be discussed: Culture as a basic resource for urban tourism; Tangible and intangible heritage as equal attractions; Urban tourism as a factor of decentralization of cultural/tourist activities; Diversity as a key element in urban tourism supply, should cities be partners or rivals?; Examples of good practice. The round table offered the opportunity for all participants to present their views and suggest solutions for the development of sustainable cultural tourism in Croatia. The discussion comprised issues related to the private and public sector, legal support, education, enhancement of the tourist offer, extension of the tourist season and geographical base, etc. but was mostly concentrated on the burning issues of funding problems as well as the lack of coordination between cultural and tourist sectors in Croatia. The session examined the ways in which the development of cultural tourism in Croatia can contribute to the overall cultural/tourist sector as well as to the economic sector. The proceedings comprise fifteen papers and present richness in ideas and thought from top European researchers in this field. How theatre, music, textile or culinary heritage can contribute to the development of urban tourism; how to effectively communicate with museum 1 Culture: A Driving Force for Urban Tourism visitors; what is the strategy of Croatian cultural tourism development and what are its strengths and obstacles; how to develop cultural tourism at mass tourism destinations - all this was discussed and is represented by these proceedings. It is hoped that the issues discussed, the results provided, the connections and friendships gained at the seminar will contribute to the aims of the seminar as well as to the development of science in this field. On behalf of all the participants, the project coordinator/the editor of this volume would like to thank the Open Society Institute, Croatia, which gave the greatest support to the project. Also, our thanks go to the Croatian Ministry of Science and Technology, Croatian Ministry of Tourism and Croatian Ministry of Culture, which provided their support to the seminar. The Croatian National Tourist Board and Croatia Airlines deserve to be mentioned for their great support either in services’ subsidies or in material goods. The partner institution, the Institute for the Restoration of Dubrovnik is thanked for their logistic and financial support. Its director, Mr. Vjekoslav Vierda is especially thanked for his engagement during the city tour when he practically showed how to transfer research results into practice in an innovative way. Our special thanks go to the Friedrich Ebert Stiftung and once again to the Croatian Ministry of Culture as well as to the Croatian National Tourist Board, which made possible the publication of the proceedings. 2 Croatian Cultural Tourism Development Strategy Croatian Cultural Tourism Development Strategy
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