Agora 2.0 Attraction Analysis Case analyses, product development and recommendations including the VIPER study Lise Lyck eu.baltic.net AGORA 2.0 Attraction Analysis - Case analyses, product development and recommendations including the VIPER study Lise Lyck 2 Preface This publication presents the analysed attractions from the EU-project AGORA 2.0 based on partner information, theory and accessible secondary data. The attractions involved in the AGORA 2.0 project are divided into the five different categories of attractions. The categories are Castles, Red Brick Gothic, Sand Dunes, Forests and Stones. The following culture and nature attractions are included in this project: Castle: Skokloster Castle, Sweden Castle: Häme Castle, Finland Castle: Narva Castle, Estonia Castle: Olavinlinna Castle, Finland Castle: Bistrampolio Manor, Lithuania Castle: Šešuolėliai Manor, Lithuania Castle: Kronborg Castle, Denmark Red Brick Gothic: Saint Bendt's Church, Denmark Red Brick Gothic: Sorø Abbey Church, Denmark Red Brick Gothic: Saint Nicolai’s Church, Greifswald, Germany Red Brick Gothic: Cultural Centre Saint Spiritus, Greifswald, Germany Red Brick Gothic: Saint Nicolas Church, Lüneburg, Germany Red Brick Gothic: Lüneburg Town Hall, Germany Red Brick Gothic: Saint John’s Church, Tartu, Estonia Sand Dunes: Råbjerg Mile, Denmark Sand Dunes: County of Lębork and Słowiński National Park, Poland Sand Dunes: The Curonian Spit - Neringa Municipality Sand Dunes: The Curonian Spit – Immanuel Kant State University, Kaliningrad Forests: Lïgatne Nature Trail, Latvia Forests: Rossony District, Belarus Forests: Slïtere National Park, Latvia Stones: Stones and archaeological monuments from pre-historic period, Estonia The categories chosen in the AGORA 2.0 project are characterized by being in different stages of development. For the Castles and Red Brick Gothic associations have been established implying a mid-level of tourism attraction development, while the attractions in the other groups, Sand Dunes, Forests and Stones, are in the very first stage of development. Attractions not being a part of an association have severe problems in creating transnational products. The publication is one of three publications in the AGORA 2.0 project produced by TCM/CBS. The first publication is a toolset to use for creating attractions. The present is the second. The third publication analyses strategy, organization and frame for development of nature and culture tourism 3 attractions as tourism product in the Baltic Sea Region. The publication stresses the problematic between national and transnational tourism attraction development. The purpose of the project and the transnational products is to develop a learning platform for tourism development by having the partners engaged and participating in the process. From this they learn theory and practice as well as knowledge creation and an experience sharing. This publication has been written with the assistance of a number of employees at the Centre for Tourism and Culture Management at the Copenhagen Business School. Especially Scientific Assistant Mads Willemoes Hjardemaal and Research Assistant Thomas Fogde-Schmidt are to be thanked for contributing with productive and qualified research as well as analysis to this book. Furthermore, Søren Toftelund Clausen, Anders Munkesø Kjærbøll, Katarzyna Petersen and Rasmus Lund shall be thanked for their help with contributions, editing and proofreading. Thank you all very much for your commitment. Furthermore, thanks to the partners who have intensively engaged in the cases and in the learning and cooperation process and thanks thank to the lead partner Wilhelm Steingrube and Betina Meliss. Read the cases and get inspired. Lise Lyck 4 AGORA 2.0 Attraction Analysis - Case analyses, product development and recommendations including the VIPER study © Copenhagen Business School and Lise Lyck 2012 Published: Copenhagen Business School, printed in Denmark by Rosendahls – Schultz Grafisk A/S ISBN 978-87-92019-20-2 5 6 List of Content Preface .................................................................................................................................................. 3 List of Content ..................................................................................................................................... 7 1. Introduction ...................................................................................................................................... 9 2. Castles ............................................................................................................................................ 11 2.1 Skokloster Castle.......................................................................................................................... 13 2.2 Häme Castle ................................................................................................................................. 21 2.3 Narva Castle ................................................................................................................................. 33 2.4 Olavinlinna Castle ........................................................................................................................ 41 2.5 Bistrampolio Manor, Lithuania .................................................................................................... 47 2.6 Šešuolėliai Manor, Lithuania ....................................................................................................... 51 2.7 Kronborg Castle ........................................................................................................................... 55 The Association of Castles and Museums around the Baltic Sea ...................................................... 63 3. Red Brick Gothic ........................................................................................................................... 67 3.1 Saint Nikolai’s Church, Greifswald ............................................................................................. 69 3.2 Cultural Centre Saint Spiritus, Greifswald .................................................................................. 77 3.3 Saint Nicolas’ Church, Lüneburg................................................................................................. 81 3.4 Lüneburg Town Hall .................................................................................................................... 87 3.5 Saint John’s Church, Tartu........................................................................................................... 91 3.6 Saint Bendt’s Church ................................................................................................................... 97 3.7 Sorø Abbey Church .................................................................................................................... 103 The Brick Gothic Association – The European Route ..................................................................... 111 4. Sand Dunes .................................................................................................................................. 115 4.1 County of Lębork and Słowiński National Park, Poland ........................................................... 117 4.2 The Curonian Spit – Lithuania and Kaliningrad ........................................................................ 125 4.3 The Curonian Spit – Lithuania ................................................................................................... 126 4.3 The Curonian Spit – Kaliningrad ............................................................................................... 131 4.4 Råbjerg Mile .............................................................................................................................. 137 5. Forests .......................................................................................................................................... 143 5.1 Lïgatne Nature Trail, Latvia ....................................................................................................... 145 5.2 Rossony District, Belarus ........................................................................................................... 149 5.3 Slïtere National Park, Latvia ...................................................................................................... 155 7 6. Stones ........................................................................................................................................... 161 6.1 Stones and archaeological monuments from pre-historic period in Estonia .............................. 163 6.2 Madsebakke ............................................................................................................................... 169 7.Transnational tourism products developed or in the pipeline ....................................................... 173 8. Conclusion ................................................................................................................................... 177 9. VIPER study ................................................................................................................................ 179 9.1 Introduction ................................................................................................................................ 179 9.2 The validity of using questionnaires .......................................................................................... 179 9.2.1