Case Studies

TOURiBOOST REORIENTING TOURISM EDUCATION WITH DIGITAL, SOCIAL AND INTERCULTURAL COMPETENCES TO SUPPORT LOCAL STAKEHOLDERS TACKLE STRATEGIC INNOVATION IN HERITAGE TOURISM KA2 - COOPERATION FOR INNOVATION AND THE EXCHANGE OF GOOD PRACTICES KA203 - STRATEGIC PARTNERSHIPS FOR HIGHER EDUCATION M01: HERITAGE TOURISM INDUSTRY PART 03:CASE STUDIES TOURiBOOST Reorienting tourism education with digital, social and intercultural competences to support local stakeholders tackle strategic innovation in heritage tourism 2018-1-TR01-KA203-058344 https://touriboostproject.org CONTENTS CONTENTS ................................................ 2 1. TOURISM INDUSTRY.......................... 4 2. CASE STUDIES ................................... 8 2.1. Natural Cultural Heritage ...... 9 2.1.1. Comana Natural Park .... 9 2.1.2. Plitvice Lakes National Park 10 2.2. Historic Heritage ................... 11 2.2.1. Medieval Town of Rhodes 2.2.2. Colosseum .................... 12 2.2.3. Scala di Milano ............ 13 2.2.4. Venice ........................... 14 2.3. Emerging Destinations .......... 16 2.3.1. Race Castle .................. 16 2.3.2. Eastern Black Sea ........ 17 2.3.3. Varna Historic Center .. 18 2.4. Digital Cultural Heritage ...... 19 2.4.1. Lagopesole Castle ...... 20 2.4.2. House Museum Joe Petrosino 21 TOURiBOOST Reorienting tourism education with digital, social and intercultural competences to support local stakeholders tackle strategic innovation in heritage tourism 2018-1-TR01-KA203-058344 https://touriboostproject.org 1. TOURISM INDUSTRY Tourism is one of the world’s largest and importance of its ecosystems, bio- and fastest-growing industries. This Module geo-diversity, while cultural heritage argues that, tourism could guarantee values indicate that a place has even to small communities economic important aesthetic, social and historic growth and employment features. Local authorities and action diversification, improve the residents’ groups at community level may be not income, enabling young people to stay familiar with the types, needs and in their local communities. Especially in significance of the local wealth. A rural areas tourism can strengthen local methodology able to classify heritage economies, should a substantial assets according to their distinctive percentage of the tourist revenue be features and special needs is a crucial spent on local products and services. step in this procedure. Communities Tourism stimulates improved local and should be able to provide themselves regional transport services, which with a tool for turning their heritage benefit local residents and tourists, classes into a locally distinctive heritage expanded educational opportunities typology, in order to develop a and interaction with other people and sustainable tourism plan upon it. cultures, bringing in new ideas, broadening the community’s social Heritage tourism may be defined as outlook. And last but not least tourism social phenomenon interacting with can become an active factor for supply and demand, where visitation preserving environment, culture and incentives are based on the place’s heritage. distinctive cultural features as well as the visitor’s perception and evaluation Tourism planning should guarantee the of them. There is a difference however preservation and conservation of local between heritage tourists and tourists assets; it should consider tourism at heritage places mainly because carrying and service capacity limits, heritage places are at the same time deliver quality visitor experiences and multiple attractions poles for cultural satisfaction in a manner that respects and non-cultural activities. What may the interests of the community; should render heritage resources to successful combine authenticity and sustainability tourism products are factors as the with economic and social viability. visitors’ perception of a place, personal Communities are often not aware of interests and beliefs, a well marketed their unique heritage. It is often due to image, market trends and appropriate series of reasons such as lack of heritage management. Perceptions educational resources, lack of sufficient regulate behaviour and the more funding or / and willingness, or/and linked these are to the contents of a capacity of experts to carry out proper place the higher is the possibility for community consultation, to non- travelling. persuasive communication within local councils, to insufficient understanding Cultural economists point out that merit of the study process by the community, goods such as natural and cultural council staff or elected representatives, resources, which build the main to lack of clarity as to why items have visitation motive, are offered below been selected or chosen. The natural cost or for free to the tourism market. heritage values of a place reflect the ‘Price-less’ assets burden though TOURiBOOST Reorienting tourism education with digital, social and intercultural competences to support local stakeholders tackle strategic innovation in heritage tourism 2018-1-TR01-KA203-058344 https://tourisboostproject.org/ significantly the national and local tax- intense job diversification: 2.4% of the payer, which pays the bill in order to active population in France works in the sustain significant monuments, heritage sector. Heritage in good protected areas, the historic shape elicits visitor flows, whose environment. A methodological expenditure enables further investment approach to the heritage capital in the resource. This is a seri based on economic e.g. existence and argument for communities to activate use values and cultural values of an public, private funding and donators to asset, would help communities invest in local heritage with public recognize that resources cannot be information campaigns, training considered per se as components of programs for permanent and seasonal the tourism product, but have to be staff, interpretive products and services. made into tourism attractors, integrated into a holistic tourism Local heritage projects should select product, following specific procedures heritage resources that constitute that guarantee their long-term tangible reference points to the community and -intangible protection, as well as their restore them to social players by economic contribution to the local identifying their valorization potential. society. Local tourism businesses insist on using heritage assets in proximity to their The primary goal must always be location causing this way externalities retention for the heritage values of the and political pressures on local place since well-conserved and governments, dividing the destination presented sites have the potential to into area of benefits and area of costs, stimulate local economies. Smaller evoking the creation of monopolies heritage sites may not attract large accompanied by a drastic quality numbers of visitors but are capable of downgrading. Benefits produced by providing socio-economic advantages heritage assets are calculated on fixed for local communities and transferring prices at a given time and seldom knowledge of the past to future include the conservation and generations. The value placed on management cost, speculation on conservation and management of land uses, social displacement and the heritage resources in an area should be fall of the purchase power of residents. at least equal to the cost of preserving Cultural heritage resources and the it. In other instances the total cost to the resulted services should be valorized community can largely be measured within a multi-dimensional, multi- by the cost of opportunities forgone attribute and multi-value environment because the assets cannot be as joint merit-mixed goods on the basis developed or redeveloped. of choice modeling analysis (Bennett, 1999), as it is the most consistent with In order to accurately valorize heritage cultural goods, should we define them items it is necessary to consider the as multi-dimensional, multi-attributes interdependence between the quality and multi-values economic resources. of a monument’s physical entity Choice modelling achieves evaluation including the services offered and the by presenting users with a series of relationship between cultural operators alternative “scenarios” asking them to (supply side) and the visitors (demand choose the most preferred option, side). The service sector builds the whereas the baseline is usually the overall satisfaction visitors obtain from status quo. A series of choice create seeing a collection, attending a the map of preferences and values traditional festival. Heritage satisfies a attached to alternatives and relevant variety of needs (artistic, aesthetic, properties. cognitive, recreational) resulting in TOURiBOOST Reorienting tourism education with digital, social and intercultural competences to support local stakeholders tackle strategic innovation in heritage tourism 2018-1-TR01-KA203-058344 https://tourisboostproject.org/ Successful heritage attractions are overnight stay in each destination. inexpensive, visitor friendly, physically Experiencing the “authentic” is the and intellectually accessible, meet travel incentive. Cultural experiences visitors’ needs and market transform this way into benefit products requirements, create the tourist build the determinant for repeat experience, recoup value for money, visitations. In Europe in the deca while at the same time maintain 1970-1991 cultural tourism increased authenticity and integrity of the site. 100%, mainly

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