international marketing of the bulgarian cultural heritage: global perspectives of the new...
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International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Definitions:
Marketing:Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.
American Marketing Association
Определения:
Маркетинг:
Маргетингът е организационна функция и съвкупност от процеси за
създаване, комуникиране, предоставяне и обмяна на стоки и услиги, които
имат стойност за потребителите, клиентите и обществото като цяло.
(адаптирано определение от Уикипедия на български)
American Marketing Association
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Definitions:
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Пример | Example:
© 2009 Rossitza Ohridska-Olson
2008 Rossitza Ohridska-Olson
Definitions (continued):
Definition for Cultural Heritage:
''cultural heritage'' means movable or immovable objects of artistic, architectural, historical,
archaeological, ethnographic, palaeontological and geological importance and includes
information or data relative to cultural heritage… This include archaeological,
palaeontological or geological sites and deposits, landscapes,
groups of buildings, as well as scientific collections, collections of art objects, manuscripts,
books, published material, archives, audio-visual material and reproductions of any of the
preceding, or collections of historical value, as well as intangible cultural assets comprising
arts, traditions, customs and skills employed in the performing arts, in applied arts and in
crafts and other intangible assets which have a historical, artistic or ethnographic value.
[Cultural Heritage Act 2002]
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
2008 Rossitza Ohridska-Olson
Definitions (continued):
Дефиниция за Културно Наследство:
'’културно наследство'' означава движими или недвижими предмети с художествена
, архитектурна, историческа, архелогическа, етнографска, палеонтологическа и
геологическа стойност и значение и които включват информация или данни значими
за културното наследство. В това се включват археологически, палеонтоложки, или
геоложки места, залежи, пейзажи, групи от сгради, научни колекции, колекции от
художествени предмети, ръкописи, книги, публикувани материали, аудио-висуални
материали, и пресъздаването на всички гореизброени, или колекции с историческо
значение, както и нематериалните културни ценности, състоящи се от изкувсвто,
традиции, обичаи и таланти използувани в изпълнителските изскувстав, в
приложните изкувства и занаяти и други нематериални ценности, които имат
историческо, художествено и етнографско значение. [Cultural Heritage Act 2002]
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Higher demand in authentic experiences with focus on local live culture and heritage
Source: FutureBrands.com Report on Country Branding, 2008
Visitors are more focused on a county’s essence:
Attractions
authenticity
culture
Ethos
Tourists define as key importance
the country’s physical beauty,
uniqueness,
ability to provide relaxation,
Welcoming people
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Голямо търсене на автетнтични изживявания с фокус върху местнита живакултура и културно-историческото наследство
Source: FutureBrands.com Report on Country Branding, 2008
Желанията на посетителите са насочени към:
Атракции
Автентичност
Култура
Местен характер
Туристите определят като най-главно
Красотата на страната,
уникалността,
възможността за отдих,
Приветливи хора
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Demand for Cultural Heritage Tourism
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
U.S. Residents Travel
Characteristics - Travel to
East Europe
To all destinations
overseas
Percentage
Traveling to
Eastern Europe
Total Number
traveling to
Eastern Europe
All U.S. Residents traveling
overseas 31,228,000 4% 1,249,120
Leisure & VFR 25,888,000 4% 1,035,520
Business & Conv. 8,151,000 4% 326,040
Per Visitor $1,467
Average Expenditureoutside of the U.S.A
Average Annual Household Income
Per household $114,400
Source:U.S. Department of CommerceInternational Trade AdministrationManufacturing and ServicesOffice of Travel and Tourism Industries
© 2009 Rossitza Ohridska-Olson
Нужда от културен туризъм
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
U.S. Residents Travel
Characteristics - Travel to
East Europe
To all destinations
overseas
Percentage
Traveling to
Eastern Europe
Total Number
traveling to
Eastern Europe
All U.S. Residents traveling
overseas 31,228,000 4% 1,249,120
Leisure & VFR 25,888,000 4% 1,035,520
Business & Conv. 8,151,000 4% 326,040
На турист: $1,467
Средни разходи извън САЩ
Среден доход на домакинство
$114,400
Данни от:U.S. Department of CommerceInternational Trade AdministrationManufacturing and ServicesOffice of Travel and Tourism Industries
© 2009 Rossitza Ohridska-Olson
Cultural Tourism Demand (continued)
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
Source:
Survey on the attitudes of Europeans towards tourism
Analytical report Fieldwork: February 2009 Publication: March 2009
© 2009 Rossitza Ohridska-Olson
Cultural Tourism Demand (continued) - Possibilities for Bulgaria
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
Emerging destinations:
28% of the Europeans plan to travel to non-traditional destinations in 2009.
Emerging Destinations and cost:Travelers who plan to travel outside of the traditional destinations say that cost in itself isrelatively not the most important concern: it is important for only 12% of those who will travelto emerging destinations (versus 17% who will travel to traditional destinations).
More travelers to emerging destinations vs. to traditional destinations: only 19% whotraveled in 2008 will not travel 2009, compared with 27% of those who preferredconventional tourist destinations.
Longer travels to emerging destinations: people who will choose an emerging destinationare also planning more substantial holidays: the combined percentage of at least 13 nightsaway or a combination of shorter and longer trips amounted to 43% among those looking fornon-conventional destinations compared to 35% in the other group.
Value for the money and lower prices are less important for travelers who will choose anemerging destination in 2009: 28% of travelers say that those two factors are most importantversus 41% who will travel to traditional destinations.
© 2009 Rossitza Ohridska-Olson
Cultural Tourism Demand (continued) - Possibilities for Bulgaria
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
International Impact: Cultural heritage was also the most important for travelers who plannedto spend their main holiday in 2009 outside of their country: 28% for travelers planning to goto EU countries and 29% non-EU countries, versus 21% for those who will stay in their homecountry.
Travelers to emerging destinations are more interested in local culture, lifestyles andtraditions (33%). When compared with all people who plan to travel in 2009, those who willchoose their own country will pay less attention to local culture, lifestyle and tradition (28),then those who will travel to emerging destinations: 48%.
More international travel for people who value culture: local culture could attract more ofthose who plan international holidays: 41% who plan to travel elsewhere in the EU and 39%who will travel outside the Union indicated that their expectations would primarily be relatedto local traditions, culture and lifestyle, while only 30% of those planning a holiday in theirhome country had give importance to those factors.
Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expectto learn about local cultures/lifestyles from emerging destinations (36% vs. 32% for the 15-24 year-olds).
Educated travelers: From those with higher level of education, 35% prefer emergingdestination for their 2009 travels, versus 20% for the lowest levels of education.
© 2009 Rossitza Ohridska-Olson
Information about Bulgaria in tripadvisor.com
Tourist attractions by region and Bulgaria
209
South America
691
Asia
5 868
USA
172 506
BulgariaEurope
Social Media Network characteristics: 32 million unique visitors per month, 9 millionregistered users, 20 million articles and opinions about hotels, destinations and attractions
Cultural tourism attractions by destinations(most popular cultural tourism destinations)
Varna - 7Rome - 306
Plovdiv - 7Paris - 295
Sofia - 23London - 458
BulgariaEurope
Source: tripadvisor.com, Rossitza Ohridska-Olson online research October 2008 for BuditeliConference presentation. Paper in press for II Buditeli Conference Proceedings Book
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
Присъствие в tripadvisor.com
Дестинации с туристически атракции
209
Южна Америка
691
Азия
5 868
САЩ
172 506
БългарияЕвропа
Варна - 7Рим - 306
Пловдив - 7Париж - 295
София - 23Лондон - 458
БългарияЕвропа
Най-популярните градове с туристически атракции в областта на културата и историята
Характеристики на портала: 32 милиона посетители на месец, 9 милионарегистрирани членове, 20 милиона статии и мнения за хотели и дестинации
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
© 2009 Rossitza Ohridska-Olson
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
© 2009 Rossitza Ohridska-Olson
Information about Bulgaria in flickr.com
Social Media Network characteristics: Focus: Photosharing, 28,5 million unique usersper month, 3 billion photos and videos in the database, 60 million geotaggedphotos
Cultural tourism attractions - tags by country
Source: flickr.com, Rossitza Ohridska-Olson online research October 2008 for BuditeliConference presentation. Paper in press for II Buditeli Conference Proceedings Book
Geotagged Photos by regions
2 302 457
Italy
2 375 530
France
21 964 527
USA
70 2108 847 942
BulgariaEurope
10 74811 69711 90030 789508162 854Art + travel
89101129248253 286Culturalheritage
3 2861 9332 1709 75525167 617Culture + travel
2 723
France
5 178
Italy
3 214
USA
15 675
Europe
47360 865History + travel
BulgariaTotalTag
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
© 2009 Rossitza Ohridska-Olson
Bulgarian Cultural Heritage Group on Flickr.com
1,441 Geotagged Photos by 190 members since August 2008
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
© 2009 Rossitza Ohridska-Olson
Information about Bulgaria on youtube.com
Social Media Network characteristics: Focus: Video sharing
Geotagged videos in combination with cultural tourism tags by region and country
Source: comScore.com, youtube.com, Rossitza Ohridska-Olson online research October 2008 forBuditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book
France
UK
Germany
USA
Country
25 million total, 12 million youtube
27 million total, 19.4 million youtube
26 million total, 16.6 million youtube
142 million total, 82 million youtube
Videos viewed per month
1 592 477 0003 229 476 000
650 251 0002 334 344 000
1 590 301 0003 052 670 000
5 044 053 00011 425 890 000
Youtube.comVideos
1 180108122165302 Byzantine
4 600
706
3 600
3 010
Greece
222
141
34 600
5 100
France
259
532
17 900
6 950
Italy
Ancient Greek
Ancient Roman
Art
Travel +
Етикет
64333
200383
99417 500
95710 500
BulgariaEurope
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies
Marketing for the Cultural Tourism - Advertising of Bulgaria in the new media channels
© 2009 Rossitza Ohridska-Olson
Further information and contacts:
http://rossitza.com
http://www.culturalrealms.com or http://culturalrealms.typepad.copm
http://slideshare.com/rokambur
E-mail:
Skype: rokambur
International Marketing of the Bulgarian Cultural Heritage through Tourism:Global Perspectives of the New Technologies