Cultural Tourism Goes Virtual: Audience Development in Southeast European Countries
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CULTURAL TOURISM GOES VIRTUAL: AUDIENCE DEVELOPMENT IN SOUTHEAST EUROPEAN COUNTRIES 1 ddioio FFOREWORD.inddOREWORD.indd 1 44/7/09/7/09 11:32:47:32:47 PPMM This book has been published with the fi nancial support of the UNESCO Offi ce in Venice – UNESCO Regional Bureau for Science and Culture in Europe, City of Zagreb – City Offi ce for Education, Culture and Sports and Ministry of Science, Education and Sports The designations employed and the presentation of the material throughout this publication do not imply the expressing of any opinion whatsoever on the part of the UNESCO Secretariat concerning the legal status of any country or territory, city or area or of its authorities, the delimitations of its frontiers or boundaries. The authors are responsible for the choice and the presentation of the facts contained in this book and for the opinions expressed therein, which are not necessarily those of UNESCO and do not commit the organization. This book is a result of the research which has fi nancially been supported by the UNESCO Offi ce in Venice – UNESCO Regional Bureau for Science and Culture in Europe and Ministry of Culture of the Republic of Croatia 1 ddioio FFOREWORD.inddOREWORD.indd 2 44/7/09/7/09 11:32:50:32:50 PPMM Cultural Tourism Goes Virtual: Audience Development in Southeast European Countries Edited by Daniela Angelina Jelinčić Institute for International Relations Zagreb, 2009 1 ddioio FFOREWORD.inddOREWORD.indd 3 44/7/09/7/09 11:32:51:32:51 PPMM Culturelink Joint Publication Series No 13 Series editor Biserka Cvjetičanin Reviewers Nada Zgrabljić Rotar Nikša Alfi rević Language editing Charlotte Huntly Cover design Dragana Markanović Layout MEANDARMEDIA/Marina Belčić Printed and bound by KIKA GRAF, Zagreb Publisher Institute for International Relations Lj. F. Vukotinovića 2 10000 Zagreb, Croatia © Institute for International Relations A catalogue record for this book is available from the National and University Library, Zagreb, ref. ISBN 978-953-6096-49-7 1 ddioio FFOREWORD.inddOREWORD.indd 4 44/7/09/7/09 11:32:51:32:51 PPMM C o n t e n t s FOREWORD • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 9 Virtual Space for Cultural Tourists: Setting the Stage for Audience Participation • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 13 Albania • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 25 Bosnia and Herzegovina • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 37 Bulgaria • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 55 Croatia • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 69 Macedonia • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 93 Montenegro • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 121 Romania • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 133 Serbia • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 149 Slovenia • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 167 Missing the Opportunity or Sowing the Seeds for the Future? Virtual Culture and Cultural Tourism in Southeast European Countries • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 187 1 ddioio FFOREWORD.inddOREWORD.indd 5 44/7/09/7/09 11:32:51:32:51 PPMM 1 ddioio FFOREWORD.inddOREWORD.indd 6 44/7/09/7/09 11:32:51:32:51 PPMM FOREWORD 1 ddioio FFOREWORD.inddOREWORD.indd 7 44/7/09/7/09 11:32:51:32:51 PPMM 1 ddioio FFOREWORD.inddOREWORD.indd 8 44/7/09/7/09 11:32:51:32:51 PPMM Foreword Globalization has brought a number of changes in people’s everyday lives which al- so affect people’s holiday activities and habits. Ever growing industrialization and, eventually, greater earnings have resulted in more free time, which is often used for travel. When focusing on the characteristics of the new tourist, except her/his higher education and greater earnings, studies1 show that the post-modern traveller is keen on individual programmes (“do-it-yourself”) and Internet bookings. The changes mentioned are also evident in the cultural tourism sector, where three types of vir- tual activities are offered: pre-holiday, during-holiday and post-holiday virtual ac- tivities. Pre-holiday activities are refl ected in bookings or pre-holiday on-line sales which are offered through the Internet, but also an initial information search is done through various existing on-line resources. Many new information and communica- tion technology systems have emerged recently to complement or to directly affect tourists’ during-holiday activities, while the Internet is also an opportunity to extend the holiday experience even after the holiday itself, marketing the destination by way of post-holiday virtual activities. Virtual space plays a great role in modern tourist activities and tourists’ tendency to use the Internet in the organization of their own individual trips drives us to refl ect on traditional as well as contemporary marketing methods. It is thought that a qual- ity website is a must, although practically no research has been done which would confi rm its real impact on cultural tourism. How can we measure the infl uence of a website on the cultural tourism market? Do we know that it directed a certain tourist to a marketed destination? The answer lies in e-business. In line with the new indi- vidualized cultural tourist profi le, some cultural institutions and organizations have realized the importance of quality Internet presentations of their activities, not only for enhancing the domestic sales of their programmes but also aiming at the foreign tourist market. Thus, they not only worry about the presentation of their institution but also offer various multimedia possibilities, virtual tours and opportunities for on- line booking/sales. In June 2007, Culturelink/Institute for International Relations were the hosts of the International Symposium on Virtual Culture and Its Impact on Cultural Tourism: Ex- periences from Southeast Europe, which was held in Zagreb in the Vatroslav Lisinski 1 Tourism Highlights Edition 2003 (2003), World Tourism Organization, p.1. 9 1 ddioio FFOREWORD.inddOREWORD.indd 9 44/7/09/7/09 11:32:51:32:51 PPMM Cultural Tourism Goes Virtual: Audience Development in Southeast European Countries Concert Hall. Thematically, it focused on how to measure the impact of cultural insti- tutions’/organizations’ virtual presence on the development of cultural tourism. The aim was to offer precise data on usage of these websites by tourists, using the on-line technology relating, for example, to the sale of tickets, souvenirs, venue rentals and downloads. Best practice examples from Albania, Bosnia and Herzegovina, Bulgar- ia, Croatia, Macedonia, Montenegro, Romania, Serbia and Slovenia were presented in order to map the situation in Southeastern Europe (SEE) which would serve as a basis for future comparative research in the countries involved. After the Symposium, it was agreed with the UNESCO Regional Bureau for Science and Culture in Europe (BRESCE – UNESCO Offi ce in Venice) and the Croatian Min- istry of Culture to deepen the subject by conducting a comparative research study in the countries of Southeastern Europe. This book represents a joint effort by research- ers from Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Macedonia, Montene- gro, Romania, Serbia and Slovenia who worked hard on the reports presenting the current situation in their respective countries, as well as providing possible recom- mendations for inclusion of virtual culture in cultural and tourism policies. The introductory part gives information about the goal and objectives of the research, as well as the research methodologies. It explains the exceptions that were made due to the impossibility of applying a totally similar methodology to all the countries in- volved. It also gives some general data on European Union e-business and explains basic terminology that was used in the research. The core of the research is presented by country in alphabetical order. The length of the contributions is not always the same, due to the various situations in these coun- tries. However, the structure of the research has been kept as similar as possible. Each contribution ends with recommendations or guidelines for digital cultural policy in the country concerned. A comparative analysis of the research is presented in the last text in this book. It highlights similarities and differences in virtual culture in the SEE countries and presents general digital cultural policy guidelines as well as recommendations which could be applied to enhance the development of audience and cultural tourism by way of virtual space. This research is the fi rst of its kind in the fi eld of cultural tourism and it is hoped that it will stimulate cultural/heritage organizations to enhance their business practices. Thus, cultural tourism profi ts might be increased and it could lead to greater visibil- ity of virtual culture for decision makers. Ultimately, this topic could become a con- stituent part of cultural/tourism policy documents. We are aware that there is a great possibility to expand and deepen further research in this fi eld and will be happy if this study serves as a starting point. Therefore, we deeply thank the UNESCO Offi ce in Venice and the Croatian Ministry of Culture for recognizing the value and importance of this subject,