«Μελέτη για το Brand POLYPHΟNIA» Παραδοτέο Έργου 3.1.2 ΣΥΜΒΑΣΗ: «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic Music, Unique Element Of The Cross-Border Cultural Heritage”» ΠΑΚΕΤΟ ΕΡΓΑΣΙΑΣ: «Ανάλυση και Ανάπτυξη του Έργου POLYPHONIA (POLYPHONIA Analysis and Development)» ΠΑΡΑΔΟΤΕΟ «3.1.2 Πολιτιστικό Brand ΕΡΓΟΥ: POLYPHONIA (POLYPHONIA Cultural Brand)» ΠΑΡΑΔΟΤΕΟ «3.1.2.1 Μελέτη για το Brand POLYPHΟNIA» ΑΝΑΔΟΧΟΥ: ΥΠΟΠΑΡΑΔΟΤΕΟ «Μελέτη για το Brand POLYPHΟNIA» ΑΝΑΔΟΧΟΥ: ΗΜΕΡΟΜΗΝΙΑ: 18/01/2020 «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. 1 Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic Music, Unique Element Of The Cross-Border Cultural Heritage» «Μελέτη για το Brand POLYPHΟNIA» Παραδοτέο Έργου 3.1.2 Table of Contents 1. Introduction ....................................................................... 4 1.1 Aim & Purpose of the Study .................................................... 5 1.2 The Programme & The POLYPHONIA Project ............................. 6 1.3 The Partnership ..................................................................... 8 2. Theoretical Framework..................................................... 12 2.1 The Polyphonic Music Tradition .............................................. 12 2.1.1 Historical Elements ........................................................ 12 2.1.2 Geographical Elements ................................................... 13 2.1.3 Musical Elements ........................................................... 14 2.2 Polyphonic Music as Cultural Heritage .................................... 16 2.3 Cultural Heritage Tourism & Branding .................................... 21 2.3.1 Cultural Heritage Tourism ............................................... 21 2.3.2 Cultural Heritage Branding .............................................. 24 3. Research Methodology ..................................................... 27 3.1 Research Method ................................................................. 27 3.2 Sampling & Data Collection ................................................... 28 3.3 Research Design ................................................................. 31 4. Primary Research Findings ............................................... 34 5. Secondary Research Findings ........................................... 39 5.1 Cultural Tourism in the Intervention Areas ............................. 39 5.2 SWOT Analysis .................................................................... 41 6. POLYPHONIA Cultural Brand Communication toolbox ...... 48 6.1 Brand Awareness & Loyalty .................................................. 48 «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. 2 Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic Music, Unique Element Of The Cross-Border Cultural Heritage» «Μελέτη για το Brand POLYPHΟNIA» Παραδοτέο Έργου 3.1.2 6.2 Brand Communication .......................................................... 48 6.3 Branding Strategy ............................................................... 51 7. Final Conclusion ............................................................... 58 8. References ....................................................................... 59 9. Appendices ....................................................................... 64 «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. 3 Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic Music, Unique Element Of The Cross-Border Cultural Heritage» «Μελέτη για το Brand POLYPHΟNIA» Παραδοτέο Έργου 3.1.2 1. Introduction The contemporary tourism under the changing digital and globalized era, promotes the need for competitiveness and strategic marketing among the different countries and touristic destinations. At the same time, today’s traveler desires authentic experiences, and demands exceptional service, challenging cultural heritage tourism to evolve in sustainability, authenticity, quality, cultural sensitivity, and valued experiences that set one place apart from all others (Hargrove, 2017). Taking the above into consideration, cultural heritage tourism requires planning, investment, and responsible management in order to produce a positive economic impact, while preserving local traditions. This is why “cultural heritage branding”, the branding positioning and valuing proposition based on cultural heritage should be considered as an essential tool the strategic purpose of arouse a pattern of strong identity shared by a certain culture that is authentic, genuine, compelling and credible at the cultural level (Woodside, 2011). This study researches the concept of “cultural heritage branding” in relation to the polyphonic music tradition of the Areas of Epirus and South Albania under the POLYPHONIA Project, included in the Interreg IPA II Cross-border Cooperation Programme “Greece–Albania 2014–2020”. To be more specific, the development of POLYPHONIA Cultural Brand constitutes a strategic tool in the international antagonistic environment which guarantees the uniqueness of the cultural identity built upon the intangible heritage of Polyphonic music, through a specific tourist product. The definition and promotion of what the polyphonic culture and the related tourist products represent, will constitute a strategic tourist advantage, which will be antagonistic and will offer specific facilities, services and «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. 4 Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic Music, Unique Element Of The Cross-Border Cultural Heritage» «Μελέτη για το Brand POLYPHΟNIA» Παραδοτέο Έργου 3.1.2 experiences to the tourists. Thus, the development of the specific identified cultural brand will provide a strong, common and distinctive identity to the intervention area, will respect and promote the culture of the cross-border area and will last after the end of the Project. 1.1 Aim & Purpose of the Study The purpose of this study is to research and develop the POLYPHONIA Cultural Brand which will concern the areas of Epirus and South Albania, and will encompass a set of marketing and communication methods that will help to distinguish the POLYPHONIA touristic product (destinations, routes, activities, etc.) and create a lasting impression in the minds of tourists. The Cultural Brand will also be related to a recommended set of services in the areas (e.g. accessibility to disabled, internet connection, correspondence with mass transport means, etc.). The key components that will shape the POLYPHONIA Brand’s communication toolbox include its identity, brand communication (e.g. logos and trademarks), brand awareness, brand loyalty (defined as positive feelings towards POLYPHONIA brand and dedication to its products or services repeatedly with profound benefits), and various branding (brand management) strategies. In order to achieve the above, the study used both research and theoretical data, that aim to result in a successful POLYPHONIA Cultural Brand. The methodology was primarily focused on: The designing of a unique image for the Intervention Areas, strongly connected to the polyphonic music, in the context of which the logo, slogan, strategic promotional and managerial tools will be designed. The systematic and targeted promotion of that unique image. «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. 5 Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic Music, Unique Element Of The Cross-Border Cultural Heritage» «Μελέτη για το Brand POLYPHΟNIA» Παραδοτέο Έργου 3.1.2 The continuous market and audience growth. The meaningful participation of local residents, institutions and business in the creation and promotion of the POLYPHONIA Brand. The connection of the promotion plan to the main goals of the Development Plan of the cultural music tourism that will be created for the Intervention Area. The best possible management of human resources in the context of touristic development through educational and training programs for residents, as well as visitors of the area. The systematic research of employment characteristics of the touristic sector as it will be created. For this reason, the research was implemented both on a primary and a secondary level, in order to achieve optimal results that manage to define the POLYPHONIA Cultural Brand and provide the main strategic tools for its promotion, under the context of the cross-border cooperation and the overall effort to preserve and promote the polyphonic heritage. 1.2 The Programme & The POLYPHONIA Project The Interreg IPA II Cross-border Cooperation Programme “Greece–Albania 2014–2020” supports the cooperation between the two countries of Greece and Albania. Under a common fund, the two countries join forces and capitalize on the advantages of the cross-border region to achieve common benefits. Cultural Heritage is the basis for this cross-border (CB) cooperation. The preservation of the common cultural heritage is not only important to foster the common cultural identity, but can also contribute to the increase of economic growth. Taking into consideration, that a key common cultural feature of Greece and Albania is the polyphonic music, the POLYPHONIA seeks to preserve «Παροχή Υπηρεσιών Τεχνικής Υποστήριξης της Π.Ε.Δ. 6 Ηπείρου για το έργο “Thematic Tourism Development Through The Preservation Of Polyphonic