Leveraging Cultural Heritage and Creative Industries for Destination Management and Marketing: Trends, Issues and Cases Marcello M. Mariani University of Bologna Invited Speech for AdCamp 2013 4th Annual International Conference on Heritage Tourism April 17-18, 2013 Zlin Congress Center, Czech Republic Copyrighted by CLUEB Objective Illustrate the relationship between Cultural Heritage, Creative Industries and tourism, with a focus on cultural destination management in context through a number of cases (e.g., World Heritage Sites) 1
Contents Int l tourism flows: the big pic Cultural Heritage (CH) and Creative Industries (CIs): trends and issues Is there a relationship between CH & CIs and tourism flows? How can CH and CIs be leveraged to improve tourism destination management? International tourist arrivals to reach 1.8 billion by 2030!! 2
Emerging economy destinations to surpass advanced destinations in 2015 Asia and the Pacific, the Middle East and Africa to increase their shares 3
WORLD PROTECTED HERITAGE And Creative Industries? Think about it: The world s biggest companies in 1950: Ford, Standard Oil, General Electric, Philips, General Motors. Now among top companies: Time Warner, Disney, Bertelsmann, News Corporation Disney and many conglomerate companies in the entertainment industry are drivers of cultural tourism (multi or monoproduct destination) 4
The relationship between CH and tourism flows Mixed empirical findings: Yang, Lin and Han (2010) found a positive impact of the relative income, population in the original country, cost of travel, and tourism infrastructure as well as World Heritage Sites Cellini (2011) criticizes the interpretation provided by Yan et al. (2010) of their findings: the UNESCO recognition appears to be ineffective in fostering int l tourist arrivals Cultural Destination Management Positive correlation between the number of Historical WP sites of a country and its TOURISM figures: CULTURE by itself might make a difference for tourist arrivals and tourism receipts?!? 5
Italy home to the greatest number of WHSs to date with 47 sites inscribed on the list. Among them, many historical centers: 1. Historic centre of Rome, the Properties of the Holy See (1980) 2. Historic centre of Florence (1982) 3. Venice and its Lagoon (1987) 4. Historic centre of San Gimignano (1990) 5. City of Vicenza and the Palladian Villas of the Veneto (1994) 6. Historic centre of Naples (1995) 7. Ferrara, City of the Renaissance, and its Po Delta (1995) 8. Historic centre of Siena (1995) 9. Historic centre of Pienza (1996) 10.Historic centre of Urbino (1998) 11.City of Verona (2000) San Marino Historic Centre and Mount Titano (2008) Trend for Italy International arrivals: first ten destination worldwide 1950 Share 1970 Share 1990 Share 2004 Share 1 United States Italy France France 2 Canada Canada United States Spain 3 Italy 71% France 43% Spain 38% United States 33% 4 France Spain Italy China 5 Switzerland United States Ungheria Italy 6 Ireland Austria Austria United Kingdom 7 Austria Germany United Kingdom Hong Kong 8 Spain 17% Switzerland 22% Mexico 19% Mexico 14% 9 Germany Jugoslavia Germany Germany 10 United Kingdom United Kingdom Canada Austria Others 12% 35% 43% 53% Source: The European House Degree of competition among destinations increases: Less concentrated sector How could we slow down the decline of our MS? 6
We have had serious people leading the country over the last 2 decades 7
The relationship between CIs and tourism Opened in London (6/4/1999) Moved to NYC (18/10/2001) Recreational and cultural activities can be drivers for tourism! Visit to città d arte (urban tourism) Visit to theme parks (Disney) Attendance of concerts/festivals (classic/pop music, etc.) Etc. But CH and CIs can diversify the destination and generate tourism receipts! Why is VERONA visited by so many int l tourists?? BUT ALSO because of the Arena di Verona!!! (70% of visitors in Verona; 500.000 attendees every season, estimated revenues of 500 mln + Euros) 8
Cultural Destination Marketing Multiproduct destinations (match one ore more cultural products with other non cultural product/s) are more successful as the cost of segmentation is diversified: Nyc visitors not only interested in the Empire State Building but also in The MOMA, The Met Opera House, The Brooklyn Bridge, Carnegie Hall, The Met Museum, The Liberty Statue, Central Park, etc. etc. Creative Industries can help in branding a destination! ROLE of film-making where the destination becomes the set of a movie!!! 9
Key concepts The tourism sector grows Hyper-competition among tourism destinations Destinations need to incorporate cultural assets and creative industries into their offer in order to diversify the destination and to acquire a sustainable competitive advantage Conclusions A country with rare, unique and not replicable cultural (and natural) assets has ONLY a comparative, NOT a competitive advantage. To own Cultural Heritage assets is not a sufficient condition to gain a sustainable competitive advantage in a turbulent environment such as the tourist one. Managing those assets and to build up a brand image according to those assets can make a difference! 10
THANK YOU FOR YOUR ATTENTION! Email: Marcello.Mariani@unibo.it 11