CULTURAL TOURISM AND EUROPEAN CITIES

JAMES KENNELLPRINCIPAL LECTURER IN TOURISM, EVENTS AND HOSPITALITY

DIRECTOR, ECONOMIC DEVELOPMENT RESOURCE CENTREUNIVERSITY OF GREENWICH, LONDON, UK

TRADITIONAL CULTURE IN EUROPEAN CITIES• KENNELL (2013) – NOT JUST

ESTABLISHED DESTINATIONS, BUT NEW DESTINATIONS CREATED USING TRADITIONAL CULTURE – THE ARTS, MUSEUMS, HERITAGE

CULTURAL EXPERIENCES• TOURISTS CONSUME EXPERIENCES (ANDERSSON 2007)

• EXPERIENCES ARE ‘HOLISTIC’ – WE DON’T BREAK THEM DOWN INTO LITTLE PIECES

• EVERY DESTINATION GIVES TOURISTS CULTURAL EXPERIENCES

CULTURAL EXPERIENCES• TOURISTS ARE SEEKING AUTHENTIC

EXPERIENCES OF THE CULTURE LIVED BY LOCAL PEOPLE (MCKERCHER & DUCROS (2002)

• “NOT JUST THE CONSUMPTION OF THE CULTURAL PRODUCTS OF THE PAST, BUT ALSO OF CONTEMPORARY CULTURE OR THE ‘WAY OF LIFE’ OF A PEOPLE OR REGION” (RICHARDS 2001: 7)

SKOPJE AS A CULTURAL TOURISM EXPERIENCE

PRACTICAL STEPS…• USE CULTURE TO CREATE EXPERIENCES

FOR TOURISTS

• DON’T SEE CULTURE AS A SEPARATE PRODUCT – TOURISTS DON’T THINK OF THEMSELVES AS ‘CULTURAL TOURISTS’• OFFER ‘CULTURAL’ TOURISTS SOMETHING

NON-CULTURAL• SHOW YOUR CULTURE TO ALL OF YOUR

TOURISTS!

Cultural experiences

Memories

Destination Image

ТИ БЛАГОДАРАМ!

@jameskennell