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103082 Karmiri Aikaterini «Σχολή Κοινωνικών Επιστηµών» «∆ιοίκηση Πολιτισµικών Μονάδων» ∆ιπλωµατική Εργασία «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων» «Αικατερίνη Καρµίρη» Επιβλέπων καθηγητής: «Γεώργιος Τσουρβάκας» Βόλος, «Ιούλιος» «2020» Η παρούσα εργασία αποτελεί πνευµατική ιδιοκτησία του φοιτητή («συγγραφέας/δηµιουργός») που την εκπόνησε. Στο πλαίσιο της πολιτικής ανοικτής πρόσβασης ο συγγραφέας/δηµιουργός εκχωρεί στο ΕΑΠ, µη αποκλειστική άδεια χρήσης του δικαιώµατος αναπαραγωγής, προσαρµογής, δηµόσιου δανεισµού, παρουσίασης στο κοινό και ψηφιακής διάχυσής τους διεθνώς, σε ηλεκτρονική µορφή και σε οποιοδήποτε µέσο, για διδακτικούς και ερευνητικούς σκοπούς, άνευ ανταλλάγµατος και για όλο το χρόνο διάρκειας των δικαιωµάτων πνευµατικής ιδιοκτησίας. Η ανοικτή πρόσβαση στο πλήρες κείµενο για µελέτη και ανάγνωση δεν σηµαίνει καθ’ οιονδήποτε τρόπο παραχώρηση δικαιωµάτων διανοητικής ιδιοκτησίας του συγγραφέα/δηµιουργού ούτε επιτρέπει την αναπαραγωγή, αναδηµοσίευση, αντιγραφή, αποθήκευση, πώληση, εµπορική χρήση, µετάδοση, διανοµή, έκδοση, εκτέλεση, «µεταφόρτωση» (downloading), «ανάρτηση» (uploading), µετάφραση, τροποποίηση µε οποιονδήποτε τρόπο, τµηµατικά ή περιληπτικά της εργασίας, χωρίς τη ρητή προηγούµενη έγγραφη συναίνεση του συγγραφέα/δηµιουργού. Ο συγγραφέας/δηµιουργός διατηρεί το σύνολο των ηθικών και περιουσιακών του δικαιωµάτων. «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων» «Αικατερίνη Καρµίρη» Επιτροπή Επίβλεψης Πτυχιακής / ∆ιπλωµατικής Εργασίας Επιβλέπων Καθηγητής: Συν-Επιβλέπουσα Καθηγήτρια: «Γεώργιος Τσουρβάκας» «Παρασκευή ∆εκούλου» Καθηγητής Α.Π.Θ. - Σ.Ε.Π. Σ.Ε.Π. Βόλος, Ιούλιος 2020 «Αικατερίνη Καρµίρη», «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων » «Ευχαριστίες» Η παρούσα εργασία είναι αφιερωµένη στον πατέρα µου, που “έφυγε” χωρίς να προλάβει να δει την ολοκλήρωση των µεταπτυχιακών µου σπουδών. Γνωρίζω ότι πάντα πίστευε σ’ εµένα και θα µε καµαρώνει... Ευχαριστώ θερµά τον επιβλέποντα καθηγητή µου, κ. Γεώργιο Τσουρβάκα για την καθοδήγησή του και τις πολύτιµες συµβουλές του καθ΄ όλη τη διάρκεια εκπόνησης της διπλωµατικής µου εργασίας, καθώς επίσης και την συν-επιβλέπουσα καθηγήτρια µου, κ. Παρασκευή ∆εκούλου για την άµεση ανταπόκρισή και τις καίριες παρατηρήσεις της, που ήταν εξίσου σηµαντικές για την ολοκλήρωση του ανά χείρας πονήµατος. Ιδιαίτερα ευχαριστώ τον καθηγητή, κ. Γεώργιο Γκαντζιά για την κατανόηση στο πρόβληµα υγείας του πατέρα µου, εξαιτίας του οποίου δεν κατάφερα να παραδώσω πέρυσι την εργασία µου, και να µου ορίσει εκ νέου τους ίδιους επιβλέποντες καθηγητές. Πολλά ευχαριστώ όµως οφείλω στην µητέρα µου και στην αδελφή µου για την αµέριστη συµπαράσταση και την ηθική υποστήριξή τους όλα αυτά τα χρόνια των σπουδών µου, προκειµένου να µπορέσω να φέρω εις πέρας ένα ακόµη όνειρό µου. ∆ιπλωµατική Εργασία iv «Αικατερίνη Καρµίρη», «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων » Περίληψη Η παρούσα διπλωµατική εργασία αποτελεί µια προσπάθεια ανάλυσης του βασικού διπόλου: πολιτισµός - τουρισµός. Επιχειρεί να επισηµάνει πως οι πολιτιστικές διαδροµές, ως βασικό εργαλείο ανάδειξης του πολιτιστικού τουρισµού, συνεισφέρουν στην τοπική και περιφερειακή ανάπτυξη των περιοχών. Εστιάζει στην έννοια της επικοινωνιακής στρατηγικής και του πολιτιστικού µάρκετινγκ µέσω των οποίων επιτυγχάνεται µια ολοκληρωµένη διαχείριση και προβολή των πολιτιστικών διαδροµών, καθιερώνοντας έτσι destinations brands, που συντελούν στην οικονοµική ανάπτυξη και κοινωνικό – πολιτιστική αναζωογόνηση της Περιφέρειας. Τέλος εµβαθύνει στην πολιτική της έξυπνης εξειδίκευσης – ένα µοντέλο ενίσχυσης της παραγωγικότητας και ανταγωνιστικότητας – που µε σύµµαχό της τις σύγχρονες τεχνολογίες και τις καινοτόµες υπηρεσίες, συνδράµει στο πεδίο του πολιτιστικού τουρισµού. Ως περίπτωση µελέτης επιλέχθηκε η Περιφερειακή Ενότητα Μαγνησίας & Β. Σποράδων, µε κύρια προτεραιότητα την καταγραφή των σπουδαιότερων πολιτιστικών και φυσικών πόρων τους. Ακολούθως, µελετήθηκε η διαµόρφωση της στρατηγικής ευφυούς εξειδίκευσης µε τις επιµέρους προεκτάσεις που αυτή έχει για τον πολιτιστικό τουρισµό στις υπό εξέταση περιοχές. Ιδιαίτερη βαρύτητα δόθηκε στη συλλογή δεδοµένων µε την αρωγή της ποιοτικής και ποσοτικής έρευνας. Αποτυπώθηκαν οι απόψεις θεσµικών οργάνων της πολιτείας , αλλά και του κοινού, οι οποίες στάθηκαν πυξίδα µας για τον σχεδιασµό θεµατικών, πολιτιστικών διαδροµών στη Μαγνησία & τις Β. Σποράδες, αποδεικνύοντας εµπράκτως ότι αποτελούν ένα καινοτόµο προϊόν µε πολλαπλασιαστικά οφέλη. Λέξεις – Κλειδιά Πολιτιστικός τουρισµός, πολιτιστικές διαδροµές, πολιτιστικό µάρκετινγκ, branding προορισµού, επικοινωνιακή στρατηγική, έξυπνη εξειδίκευση, περιφερειακή ανάπτυξη, καινοτόµες υπηρεσίες, Μαγνησία & Β. Σποράδες. ∆ιπλωµατική Εργασία v «Αικατερίνη Καρµίρη», «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων » «Communication Strategy and Cultural Tourism: Cultural Routes as a Mainspring of Sustainable Development & Smart Specialization for the Region of Magnisia and Northern Sporades» «aikaterini Karmiri» Abstract This present dissertation constitutes an effort to analyse the basic dipolar: culture – tourism. It makes an effort attempt to point out that cultural routes as a basic tool of the promotion of the cultural tourism, contribute to the local and the regional development of the area. It focuses on the sense of communicative strategy and the cultural marketing through which a complete management and projection of cultural routes, is achieved establishing destination brands, this way that contribute to the financial development and sociocultural revitalization of the Region. In the end, goes thoroughly into the policy of smart specialization – a model of reinforcement of productivity and competitiveness – which contributes to the field of cultural tourism with the help of modern technologies and innovative services. The regional unity of Magnisia & North Sporades was chosen to be studied and the first priority is to record the main cultural and natural resources. Subsequently, what was studied was the formation of the strategy of intelligent specialization with the individual extensions which has for the cultural tourism in the areas, which are under examination. Special importance was given to the selection of data with the assistance of qualitative and quantitative research. The views of the institutions of the society and the public were our compass for the planning of thematic cultural routes in the area of Magnisia & N. Sporades, proving pactually that they constitute a satisfactory product with multiplier benefits. ∆ιπλωµατική Εργασία vi «Αικατερίνη Καρµίρη», «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων » Keywords Cultural tourism, cultural routes, cultural marketing, destination branding, communicative strategy, smart specialization, regional development, innovative services, Magnisia, N. Sporades. ∆ιπλωµατική Εργασία vii «Αικατερίνη Καρµίρη», «Επικοινωνιακή Στρατηγική & Πολιτιστικός Τουρισµός: Οι Πολιτιστικές ∆ιαδροµές ως Μοχλός Αειφόρου Ανάπτυξης & Έξυπνης Εξειδίκευσης για την Περιφέρεια Μαγνησίας & Β. Σποράδων » Περιεχόµενα Περίληψη....................................................................................................................................v Abstract......................................................................................................................................vi Περιεχόμενα............................................................................................................................viii Κατάλογος Εικόνων / Γραφημάτων...........................................................................................xi Κατάλογος Πινάκων.................................................................................................................xiii Συντομογραφίες & Ακρωνύμια................................................................................................xv Εισαγωγή....................................................................................................................................1 Μέρος Α΄ Θεωρητική Προσέγγιση.............................................................................................4 Κεφάλαιο 1ο Πολιτισμός & Τουρισμός: Δύο Βασικά Εργαλεία Ανάπτυξης & Ανταγωνιστικότητας...................................................................................................................4 1.1 Εννοιολογικές Αποσαφηνίσεις των όρων Πολιτισμός & Τουρισμός...............................4 1.2 Πολιτισμός & Τουρισμός: Βίοι Αντίθετοι ή Παράλληλοι;................................................7 1.3 Η Εναλλακτική Διάσταση του Τουρισμού........................................................................8 1.4 Έννοιες & Προσεγγίσεις του Πολιτιστικού Τουρισμού..................................................10 1.4.1 Επιπτώσεις του Πολιτιστικού Τουρισμού...............................................................13 Κεφάλαιο 2ο Οι Πολιτιστικές Διαδρομές
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