Cultural and Heritage Cultural and Heritage TourismTourism

Raymond A. Rosenfeld, Ph.D.Raymond A. Rosenfeld, Ph.D.Professor of Political ScienceProfessor of Political ScienceEastern Michigan UniversityEastern Michigan University

USAUSA

Presented at the Presented at the International Conference onInternational Conference on

Municipal Economic Municipal Economic Development ToolkitDevelopment Toolkit

March 3-4, 2008March 3-4, 2008Kyiv, UkraineKyiv, Ukraine

Pushcha OzernaPushcha Ozerna

Sponsored by:Sponsored by:USAID Local Economic Development ProjedtUSAID Local Economic Development Projedt

Kyiv School of EconomicsKyiv School of EconomicsKyiv Economics InstituteKyiv Economics InstituteMichigan State UniversityMichigan State University

The ChallengeThe Challenge

Attract new visitorsAttract new visitors Encourage visitors to extend their Encourage visitors to extend their

staystay Add-on to professional and business Add-on to professional and business

meetingsmeetings Attract adult and family tourist visitsAttract adult and family tourist visits

What is Cultural and What is Cultural and Heritage Tourism?Heritage Tourism?

Focus on historical, artistic, scientific, and Focus on historical, artistic, scientific, and lifestyle/heritagelifestyle/heritage

Experience cultural environments, visual and Experience cultural environments, visual and performing arts, lifestyle, values, traditions performing arts, lifestyle, values, traditions and eventsand events

Festivals, banquets, music, theater, village Festivals, banquets, music, theater, village and rural life, gastronomy, visiting/tasting and rural life, gastronomy, visiting/tasting local products, village buildings and local products, village buildings and “atmosphere”, historic and religious “atmosphere”, historic and religious monuments and ruins, famous peoplemonuments and ruins, famous people

Benefits to the Benefits to the CommunityCommunity

Economic vitality (12% of European GDP and Economic vitality (12% of European GDP and expected to double in 20 years)expected to double in 20 years)

Leverage human capital (20 million Leverage human capital (20 million European jobs)European jobs)

Restore, revitalize a geographical areaRestore, revitalize a geographical area Expand business and tax revenueExpand business and tax revenue Create an innovative habitat – to attract Create an innovative habitat – to attract

knowledge-based employeesknowledge-based employees Create a sense of pride and belonging by Create a sense of pride and belonging by

residentsresidents

Who are these tourists?Who are these tourists? Example of German touristsExample of German tourists Age 45-64, above average income, mostly Age 45-64, above average income, mostly

couples, better educated, broadly traveled, couples, better educated, broadly traveled, quality conscious, holiday regularly and quality conscious, holiday regularly and outside normal peak seasonsoutside normal peak seasons

Travel independently and stay 7 days or lessTravel independently and stay 7 days or less Expect small accommodations (2 and 3 star), Expect small accommodations (2 and 3 star),

run by localsrun by locals Prefer local cuisine with local ingredientsPrefer local cuisine with local ingredients

ChallengesChallenges

Demand for high standardsDemand for high standards Safeguard local identity while Safeguard local identity while

meeting tourist quality and meeting tourist quality and standards expectationsstandards expectations

AuthenticityAuthenticity Rebuild or protect?Rebuild or protect? Church or museum?Church or museum?

Supporting Supporting OrganizationsOrganizations

United Nations World Tourism United Nations World Tourism Organization (UNWTO)Organization (UNWTO)

European CommissionEuropean Commission European Regional Development FundEuropean Regional Development Fund United Nations Educational, Scientific United Nations Educational, Scientific

and Cultural Organization (UNESCO)and Cultural Organization (UNESCO) World Travel and Tourism CouncilWorld Travel and Tourism Council Organization of World Heritage CitiesOrganization of World Heritage Cities

Place PromotionPlace Promotion Focus on a historic town known for an historic event, Focus on a historic town known for an historic event,

common heritage, historic building and/or special common heritage, historic building and/or special event (Mazepa and the 1709 Battle of Poltava; event (Mazepa and the 1709 Battle of Poltava; Catherine the Great in Sevastopol; Crimea and Yalta)Catherine the Great in Sevastopol; Crimea and Yalta)

Attract tourists from the common heritage and Attract tourists from the common heritage and others (example: Gambia West Africa’s “Home others (example: Gambia West Africa’s “Home Coming Festival”; Odessa and Jewish Life; Ukrainian Coming Festival”; Odessa and Jewish Life; Ukrainian Diaspora)Diaspora)

UNESCO World Heritage sites (Pechersk Lavra, UNESCO World Heritage sites (Pechersk Lavra, Lviv’s Old Town, Saint Sophia, Struve Geodetic Arc Lviv’s Old Town, Saint Sophia, Struve Geodetic Arc in Staro Nekrasovka)in Staro Nekrasovka)

Hard Branding around a star building (example: Hard Branding around a star building (example: Gehry’s Guggenheim in Balboa)Gehry’s Guggenheim in Balboa)

Cultural DistrictsCultural Districts Physical space with concentrated tourist Physical space with concentrated tourist

sitessites(art markets, performing arts, museums, cultural (art markets, performing arts, museums, cultural heritage)heritage)

Small and medium sized firmsSmall and medium sized firms(restaurants, gift/craft shops(restaurants, gift/craft shops

Industrial Cultural DistrictIndustrial Cultural District (arts and crafts) (arts and crafts) Institutional Cultural DistrictInstitutional Cultural District

(exclusive naming rights such as Tuscany-Chianti)(exclusive naming rights such as Tuscany-Chianti) Museum Cultural DistrictMuseum Cultural District – in a historic – in a historic

downtown with museums, hotels, shops, restaurants downtown with museums, hotels, shops, restaurants (zoning, new construction)(zoning, new construction)

Metropolitan Cultural DistrictMetropolitan Cultural District – where artists – where artists live and work, along with supporting institutionslive and work, along with supporting institutions

Legacy TourismLegacy Tourism Connections to history, art, science, Connections to history, art, science,

lifestyles, architecture and scenerylifestyles, architecture and scenery Genealogical interests, connections Genealogical interests, connections

(Ukrainians in the West, Russians, (Ukrainians in the West, Russians, Jews, Poles)Jews, Poles)

Cultural and Heritage Cultural and Heritage RoutesRoutes

Council of Europe's Institute of Council of Europe's Institute of Cultural Routes – themed routes Cultural Routes – themed routes (Viking Routes, European Jewish (Viking Routes, European Jewish Heritage Routes)Heritage Routes)

Kyiv RusKyiv Rus

Practical GuidelinesPractical Guidelines Strategic Planning – leadership, SWOT Strategic Planning – leadership, SWOT

analysisanalysis Cultural and Heritage Tourism ProductsCultural and Heritage Tourism Products Support ServicesSupport Services Public WorksPublic Works Education and TrainingEducation and Training MarketingMarketing Planning Management and AssessmentPlanning Management and Assessment Public Policy ActionsPublic Policy Actions

Product EnhancementProduct Enhancement Determine distinctivenessDetermine distinctiveness Emphasize qualityEmphasize quality Physical clusteringPhysical clustering Enhance and renovateEnhance and renovate Special events and festivalsSpecial events and festivals Develop small and medium sized hotels, Develop small and medium sized hotels,

lodges, restaurants, handicraft businesseslodges, restaurants, handicraft businesses AccessibilityAccessibility Multi-lingual signage and programsMulti-lingual signage and programs

Support Services & Support Services & QualityQuality

Enhance mediating services (tourism Enhance mediating services (tourism offices, Internet)offices, Internet)

Inter-city transportation (bus, rail, Inter-city transportation (bus, rail, auto/roads, Greenways)auto/roads, Greenways)

Intra-city transportationIntra-city transportation Support restaurants, hotels, shopsSupport restaurants, hotels, shops Hours of operationHours of operation

Public WorksPublic Works Airport, rail and bus service and Airport, rail and bus service and

facilitiesfacilities Water and sewerWater and sewer Public plazas and parksPublic plazas and parks SignageSignage AccessibilityAccessibility

Education and TrainingEducation and Training Education and training of local population in Education and training of local population in

service quality and customer serviceservice quality and customer service Education and training in cultural areasEducation and training in cultural areas Special training for owners of monuments, Special training for owners of monuments,

museums and businessesmuseums and businesses Build community support and involvementBuild community support and involvement Special training for older people in delivery Special training for older people in delivery

of servicesof services Assist in grant applications for outside Assist in grant applications for outside

supportsupport

MarketingMarketing Brand, market and promote the city, its sites, Brand, market and promote the city, its sites,

events, tourism servicesevents, tourism services Package arrangementsPackage arrangements Work with private tour companiesWork with private tour companies Profitable and competitive pricing policyProfitable and competitive pricing policy Electronic mediaElectronic media Print media (include commissioned books)Print media (include commissioned books) Elite and government official involvementElite and government official involvement Video documentaryVideo documentary Support cultural programs abroadSupport cultural programs abroad Target professional associations and meetingsTarget professional associations and meetings Market internationallyMarket internationally Multi-lingual informationMulti-lingual information

Planning, Management, Planning, Management, EvaluationEvaluation

Designate a lead individual and organizationDesignate a lead individual and organization Identify key individuals and organizationsIdentify key individuals and organizations Assess all resourcesAssess all resources Market researchMarket research Tourism master planTourism master plan Create strategic partnershipsCreate strategic partnerships Negotiate a variety of packaging Negotiate a variety of packaging

arrangementsarrangements Conduct impact assessmentsConduct impact assessments Sister city relationsSister city relations Advance plan all special events two years outAdvance plan all special events two years out

Public PolicyPublic Policy Food and drink quality regulationsFood and drink quality regulations Investment policyInvestment policy Fund public worksFund public works Financial instruments and tax policiesFinancial instruments and tax policies Laws to protect cultural heritage sitesLaws to protect cultural heritage sites Rules for sustainable developmentRules for sustainable development Apply for grants and loansApply for grants and loans Design rules for new construction to Design rules for new construction to

harmonizeharmonize

Ukraine has the Ukraine has the location, historic sites, location, historic sites, traditions, art, music, traditions, art, music, dance, churches, dance, churches, heritage and much moreheritage and much more

Focus on high quality Focus on high quality support services, access, support services, access, authenticity and a authenticity and a variety of historical variety of historical rootsroots