Kerameikos Heritage shop: The beginning of a new era? The concept of heritage shops in Greece with a case study of Kerameikos archaeological site Elizabeth Laura Jean Kearsey Evangelia Koureta Glenn Maxwell Martin Anastasia Pouliou HM899: Dissertation Field Study Project Heritage Management MA 2015 0 Kerameikos Heritage Shop: The Beginning of a new era? Elizabeth Laura Jean Kearsey, Evangelia Koureta, Glenn Maxwell Martin, Anastasia Pouliou HM899- Dissertation/Field Study Project 2015 University of Kent/Athens University of Business and Economics Word count: 15,967 1 Table of Contents Acknowledgements.......................................................................................................... 7 Chapter one- Introduction ................................................................................................ 8 Chapter two- Literature Review ...................................................................................... 10 Introduction ................................................................................................................................. 10 The History and Development of Museum Shops ....................................................................... 10 Heritage Shop Definition ............................................................................................................. 12 Distinguishing Features of a Heritage Shop ................................................................................. 13 The Heritage Shop Environment .................................................................................................. 13 Benefits of a Heritage Shop ............................................................................................ 14 Extending Experience and Enhancing Value ................................................................................ 15 Marketing the Museum Shop ...................................................................................................... 16 Fears and Criticisms Regarding the Commercialisation of Heritage ............................................ 17 Chapter three- Current Analysis...................................................................................... 18 Chapter Four- Greek Legal Framework ............................................................................ 22 Legislative framework of the Archaeological Receipts Fund ............................................. 22 Chapter Five - Heritage shops in Greece Questionnaire summary .................................... 31 Chapter six- S.W.O.T analysis ............................................................................................. 36 Chapter Seven- Methodology ......................................................................................... 39 Step by step guide.......................................................................................................... 41 Kerameikos Case Study .................................................................................................. 43 Chapter eight - Vision and Mission ................................................................................. 43 Vision .................................................................................................................................. 43 Time Plan (One year) .......................................................................................................... 44 Mission- Explore, Educate and Engage ........................................................................................ 45 Chapter nine- Benchmarking .......................................................................................... 46 Analysis ........................................................................................................................................ 50 Chapter ten - Data and Statistics..................................................................................... 51 Projections ................................................................................................................................... 55 Chapter eleven - Stakeholders ........................................................................................ 56 Chapter twelve- PESTLE Analysis .................................................................................... 60 Chapter thirteen- Interview Summaries .......................................................................... 62 Managers of European village- European Village, Kerameikos .................................................... 62 2 Nicholas Kontoprias, Director of Herakleidon Museum, Thissio .................................................. 62 Aspasia Louvi – Head of TAP - TAP central office, Panepistimou. ................................................ 62 Konstantinos – Shop staff and jeweller at the Folk Art Museum Shop- Monastiraki. .................. 63 Acropolis Museum ....................................................................................................................... 63 Summary of Ethnographic Analysis of tourists ............................................................................ 64 Summary of Greek questionnaires .............................................................................................. 64 Chapter Fourteen- Kerameikos Heritage shop questionnaire summary ............................ 66 Chapter fifteen - Porters Five Forces ............................................................................... 69 Chapter sixteen- Kerameikos SWOT Analysis .................................................................. 71 Chapter seventeen -Marketing Mix ................................................................................ 73 Chapter eighteen- Concluding Recommendations ........................................................... 78 Bibliography .................................................................................................................. 80 Appendix ....................................................................................................................... 91 Appendix 1- Laws................................................................................................................ 91 Appendix 2 Law 3028/2002, Chapter 6, Article 46, paragraph 4 ........................................ 94 Appendix 3 Human Resources Proposal ............................................................................. 94 Appendix 4 - The statues of establishments of associations............................................... 95 Appendix 5 Brief History of Kerameikos ............................................................................. 96 Appendix 6 -Kerameikos SOUV Statement of Outstanding Universal Value ....................... 99 Appendix 7 - Interview Transcripts ................................................................................... 102 Interview with Nicholas Kontoprias, Director of Herakleidon Museum .................................... 102 Interview with Konstantinos – Shop staff and jewellery maker................................................. 104 Interview with Aspasia Louvi – Head of TAP .............................................................................. 105 Interview with the managers of European village ..................................................................... 112 Interview with Acropolis Museum ............................................................................................. 115 Appendix 8 -Ethnographic analysis ................................................................................... 118 Tourists ...................................................................................................................................... 118 Greek Interviews ....................................................................................................................... 125 14 filled Greek questionnaires ................................................................................................... 131 Appendix 9 Evaluation museum store performance ........................................................ 136 Appendix 10 Shop Location Proposals........................................................................... 137 Values relating to the heritage shop.......................................................................................... 138 Visibility of a museum shop ....................................................................................................... 138 Shop size .................................................................................................................................... 138 Relationship between shop and site .......................................................................................... 139 3 Separating shop and site ........................................................................................................... 139 Location involving the community ............................................................................................ 140 Location one: ............................................................................................................................. 142 Location two: ............................................................................................................................. 145 Location three: .......................................................................................................................... 147 Location four: ...........................................................................................................................