From cultural tourism to creative tourism. ATLAS (2008). Edited by Greg Richards and Julie Wilson. Part 1: The changing context of cultural tourism.
From cultural tourism to creative tourism ATLAS (2008) Edited by Greg Richards and Julie Wilson Part 1: The changing context of cultural tourism The changing context of cultural tourism - An introduction Greg Richards and Julie Wilson Cultural tourism - A new challenge in Central-Eastern Europe Marin Bachvarov and Robert Wilus Conventional and contemporary heritage - Cultural tourism in Turkmenistan Jonathan Edwards Evolution and benefits of the Argungu Fishing and Cultural Festival, Nigeria Abdulhamid Mohammed Sheriff Impacts of an arts festival on a regional community in Victoria, Australia Tristan Masters, Roslyn Russell and Robert Brooks
Part 2: Changing structures of collaboration Changing structures of collaboration in cultural tourism Greg Richards and Julie Wilson Tourism and innovation: An actor-network approach Rene van der Duim Linking policy and creativity: The case of the tourism region of Northern Jutland, Denmark, between 1985 and 2005 Peter Kvistgaard Tourism partnerships as a method for increasing destination creativity and competitiveness Ella Hastings Helping small businesses getting bigger: The role played by networks and partnerships in the internationalisation of small tourism enterprises Zélia Breda, Rui Costa and Carlos Costa Networks as generators of creativity of tourism SMEs? Tuovi Soisalon-Soininen and Kaija Lindroth Tourism development and creativity: A Norfolk case study Diane O'Sullivan
Part 3: Changing places, the spatial challenge of creativity Changing places - The spatial challenge of creativity Greg Richards and Julie Wilson Marketing a postmodern city: A shift from tangible to intangible advantages Ilaria Pappalepore Breathing new life into old places through culture: A case of bad breath? Christopher T. Boyko Gaming the realm of creativity in tourism: The position of responsible gambling as a tool for gaming tourism in KwaZulu-Natal Lindisizwe M. Magi Tourism and political boundaries: Border markets as tourist attractions Kong-Yew Wong and Ahmad Puad Mat Som Part 4: Changing experiences. The development of creative tourism Changing experiences - The development of creative tourism Greg Richards and Julie Wilson Experiential and multisensory holidays as a form of creative tourism Sonia Ferrari, G. Emanuele Adamo and Anna Rita Veltri Using culture to creatively differentiate tourism destinations through a sense of place: The case of Monmouthshire, Wales Claire Haven-Tang and Eleri Jones Creative development of cultural tourism through international voluntary camp Tamara Klicek Dynamic content generation for cultural tourism applications: The case of PRISMA Aurkene Alzua-Sorzabala and Maria Teresa Linazab Creative tourism as tool for local empowerment Satu Miettinen Revitalizing rural spaces through creativity: new ways of using traditional resources. The case of wine tourism in Italy Clara S. Petrillo, Antonio Minguzzi and Angelo Presenza
Chapter 1: The changing context of cultural tourism – an introduction Greg Richards and Julie Wilson Cultural tourism is often argued to be one of the most important and rapidly gorwing areas of global tourism. In the same way that beach tourism has spread to new destinations around the world, so an increasing number of countries and regions are trying to utilise their cultural reosurces to attract the relatively high spend cultural visitor. The popularity of cultural tourism as a development option is due to a wide range of factors, related to both the demand for, and supply of, cultural tourism (Richards, 2001). These include: Demand factors -
Increased interest in culture Rising levels of cultural capital Aging populations in the developed world Postmodern consumption styles (cultural omnivorousness, short breaks) Increased mobility
Supply factors -
Employment creation and income generation Cultural tourism is seen as a growth market and ‘good’ form of tourism An increasing supply of cultural attractions Growing problems of funding culture Increased role for intangible culture, image and atmosphere
For those destinations which do not have an existing reputation for cultural tourism or glocal cultural icons to attract cultural visitors, there is a need to develop new products and attractions which will catch the attention of the global ‘culture vultures’. The papers in this volume centre on the challenges facing some relatively new cultural tourism destinations in different parts of the world. The case studies presented here reflect some of the initial shifts taking place in the cultural tourism landscape as a result of growing global competition in the cultural tourism market and the desire for different localities to distinguish themselves (Richards and Wilson, 2006). In a range of different environments, tourism managers are also coming to terms with the need to develop new experiences for visitors in order to underpin the economic benefits of cultural tourism. In Chapter 2, Marin Bachvarov and Robert Wilus look at the rapidly developing cultural tourism landscape of Central and Eastern Europe. The problems of cultural tourism development in the region lie not in the supply of cultural attractions, of which there is a profusion, but in the articulation between cultural
attractions and the tourist market. The region is seen by tourists as having ‘authentic’ heritage which in theory should be in high demand, but the main weaknesses lie in promotion, packaging, management and human resources. This is a theme taken one step further by Jonathan Edwards in Chapter 3, where he examines the development of cultural tourism in the Central Asian republic of Turkmenistan. Not only does Turkmenistan possess a rich historic heritage, but it also has an interesting, if somewhat eccentric modern heritage of ‘Stalin’s Disneyland’ in the capital Ashgabat. The country has potential to develop a range of cultural tourism products, particularly linked to its location on the Silk Road, but again there is a lack of marketing expertise and human resources to develop the product. In Chapter 4, A.M. Sheriff examines the role of intangible heritage in the development of the Argungu Fishing and Cultural Festival in Nigeria. Surveying the opinions of both residents and visitors, he shows that there are a number of issues involved in the development of the festival as a tourist spectacle. These include a feeling that the local population has not been consulted about development options, and that the expected economic benefits had not materialised. This underlines the importance of community-based planning of such cultural tourism developments. In Chapter 5 Tristan Masters, Roslyn Russell and Robert Brooks provide a study of the SheppARTon festival in rural Victoria in Australia. Using visitor surveys, they demonstrate that even relatively small community-based festivals can generate significant economic impacts through cultural tourism. These papers were all presented at the ATLAS conference on Tourism, Creativity and Development held in Barcelona in November 2005. This conference was designed to explore the interfaces between tourism, development and creativity, particularly in the context of potential collaboration between the creative and tourism sectors. Some 116 delegates from 24 countries gathered at the University of Barcelona to listen to an interesting set of keynote presentations, over 60 workshop sessions and round-table debate. The many and varied workshop presentations provided a wide array of different approaches to tourism and creativity, ranging from the creative marketing of tourism, to the creative re-packaging of cultural tourism to the development of ‘creative tourism’. Acknowledgements Thanks are due to the many individuals and organisations who made the Barcelona conference possible. The conference received support from the Spanish Ministry of Industry, Tourism and Commerce and Turisme de Barcelona. Invited keynote speakers and panellists Gerda Priestley, Graeme Evans, Paolo Russo, Walter Santagata, Giovanna Segre, Paul Cloke, Francesc Muñoz, Lluís Bonet, Aurkene Alzua-Sorzabal, Alison Morrison, and Lars Nyberg helped to provide different perspectives on the relationship between tourism and creativity and stimulate much debate. Most importantly, the host team at
the Department of Cultural Management at the University of Barcelona – Lluís Bonet , Jordi Juan, Natalia Paricio, Aurora Tresserras and Conxita Camós did a great job of organising a major international conference at short notice. As usual, Leontine Onderwater and Jantien Veldman of ATLAS provided the administrative support which ensured the smooth running of the conference. References Richards, G. (2001) Cultural Attractions and European Tourism. Wallingford: CAB International. Richards, G. and Wilson, J. (2006) Developing Creativity in tourist Experiences: a solution to the serial reproduction of culture? Tourism Management, 27.
