Lsa urban culture_experience_02_07_07def
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Lsa urban culture_experience_02_07_07def Lsa urban culture_experience_02_07_07def Presentation Transcript

  • Overview Towards new dimensions of staging cultural heritage as leisure and tourist attractions – reflecting the campaign "EnjoyingCulture in the Trier Area" Prof. Dr. Andreas Kagermeier and Dipl. Geogr. Jennifer Arleth 1) The origin of urban cultural tourism 2) Market trends in cultural urban tourism 3) Tendencies for innovative staging of cultural heritage 4) Staging the roman past in the Trier Area • interactive involvement as a key factor University of Trier Department of Leisure and Tourism Geography Leisure Studies Association Conference 2007 Brighton, 3rd July 2007 The origin of urban cultural tourism: The Grand Tour Enhanced notion of culture in the 1990´s • Young nobles • Part of their education • Accompanist popular culture • Targets: • Social contact • Preparation for their regnancy • Right to amuse themselves Source: Freyer 1998, S. 7 Source: Brilli 1997
  • Current trends (1990´s until today) consuming cultural urban spaces  Enhanced notion of culture Lifestyle Tradition Heritage  Boom of urban tourism and a flourishing demand for urban leisure activities Design Fashion Arts Arts  “Events” as a growth market  “Experience” as a general trend Quelle: eigene Darstellung in Anlehnung an DTV 2006, ETC/UNWTO 2005 consuming cultural urban spaces Shopping Culinary arts Lifestyle Tradition Design Fashion Heritage Arts Arts motives in urban tourism 43% friends and relatives visit of a town Change of scene Culture on offer shopping recreation musicals events sporting events leisure parks 31,9% 25,5% 16,8% 10,6% Quelle: eigene Darstellung in Anlehnung an DTV 2006, ETC/UNWTO 2005 continual variety 8,9% 7,9% 7,7% rise in expectations 5,1% 4,8% 0 10 complex bundle of activities and motives 20 30 40 50 Source: F.U.R. 2006
  • Main associations with Trier Trier: City of culture 77 80 70 Image: 63 60 50 42 40 36 32 30 Romans & Roman Empire! 47 45 21 24 27 26 17 20 30 26 19 25 20 21 8 8 10 12 0 Antikenfestspiele Source: City of Trier 2006; own photos 2006 EnjoyingCulture in the Trier Area Moselfestwochen Brot und Spiele Römer/ Römisches Reich Roman Empire/Romans Religion und Glauben/Kirche Religion Karl Marx Karl Marx Historische Baudenkmäler Historic sites Wein/ Weinproben Wine/Wine tastings Kulturelle Veranstaltungen (Theater, Kabarett, Kleinkunst) Cultural Events Wissenschaft/ Universitätsstandort Science/university Mind. > 20 % = heritage arts „I really think museums have the reputation like university professors, and you expect them to show things which have the backing of scientific methods“ a young australian (Black 2005) = solid, but boring
  • Actuel elements of staging in cultural urban tourism „Staging“ in tourism  ... Is the market-orientated realisation of themes relevant to tourism through divers institutions, organisers, partners and media based on a clear concept.“ STEINECKE 1997, S. 8 Established/Mainstream:  Historical sites as settings  High quality of the offer  Branding  „... (refers to) generative processes, which conceptualise and realise – to ideas that link the imaginary, the fictional, and the real (empirical) together in a specific way.“ SCHEURER 2003, S. 73  Staging as an instrument to profile the tourist supply Rules for the Stage Management Rules for the Stage Management Give the visitor an added value. Give him a non exchangeable adventure. Give him wow-effects as much as possible. Give the visitor an added value. Give him a non exchangeable adventure. Give him wow-effects as much as possible. Combine high tech with high touch. Use staff and people of your town as an attraction. Even if people cannot understand the historical background of your performances, they should enjoy the entertaining components. Combine high tech with high touch. Use staff and people of your town your town as an as an attraction. Use staff and people of Even if people cannot understand the historical background of your performances, they should enjoy the entertaining components. The visitor should fill a role. Effect should be transmitted to the visitor immediately. Combine smells, music, eating and drinking with information. The visitor should fill a The visitor should fill a role. role. Effect should be transmitted to the visitor immediately. Combine smells, music, Combine smells, music, eating eating and with information. drinking with and drinking information. Illustrate the rooms by functions not by explications. Integrate ceremonies, rites and folklore in the city. Invite people to a time travel at authentic places. Illustrate the rooms by functions not by explications. Integrate ceremonies, rites and folklore in the city. Invite people to travel at Invite people to a timea time authentic places. travel at authentic places. Integrate animals. Use unusual transport systems. Use information systems by iPod and Mobile. Integrate animals. Use unusual transport systems. Use information systems by iPod and Mobile. Give the buildings a chance to tell their stories themselves. Give visitors from other cultures the chance to understand the local history (of the past and the present). Give visitors a reason to stay overnight. Give the buildings a Give the buildings a chance to tell chance to tellthemselves. their stories their stories themselves. Give visitors from other cultures the chance to understand the local history (of the past and the present). Give visitors a reason to stay overnight. Source: HODES 2006, p. 89 attraction. Source: HODES 2006, p. 89
  • Adresses to all spheres of experience Reception „Erdachtes mag zu denken geben, doch nur Erlebtes wird beleben.“ Paul von Heyse Entertainment Education Passive Participation Active Participation Aesthetics To think may evoke further thought, but to experience something brings it alive. Flow Involvement / Immersion Source: Pine/Gilmore 1999, p. 32 Actuel elements of staging in cultural urban tourism Adresses to all spheres of experience Reception Established/Mainstream:  Historical sites a setting Entertainment  High quality of the offer Education Passive Participation  Branding Active Participation Esthetics New:  e.g. Event & Adventure performances, Events Escapist Performances in urban historic sites Involvement / Immersion Source: Pine/Gilmore 1999, p. 32 as new forms of cultural experience
  • High & Everyday Culture EnjoyingCulture New/future ways of staging  popular culture Established/mainstream elements of staging Antikenfestspiele Moselfestwochen Adventure and Event performances Brot & Spiele; Burgenfest Manderscheid Event performance: Betrayal in the Imperial Baths The story ...  It is AD 367 ... Uncertain times! The borders of the Roman Empire are constantly being threatened. The inner workings of the Empire are also in turmoil. Uprisings and attempts to overthrow the Emperor occur frequently - intrigues are the order of the day.  Emperor Valentinian delegates his veteran tribune Mallobaudes to a secret mission to Trier. For he knows that only a Frankish nobleman like Mallobaudes has the influence to divert the conspirators from their plan. A suicide mission! When the secret mission is leaked, Mallobaudes is branded as a traitor by his enemies at court. And that can be dangerous for the Emperor as well.Experience a fascinating epoch live with the Tribune Mallobaudes during the tour through the Imperial Baths in which Trier moves into the center of Roman global politics. It is a time of radical change and insecurity foreboding the approaching end of Roman power. Mallobaudes will take us along on the thrilling journey into the past ... „Brot & Spiele“ own photos 2006
  • Roman Everyday life Fact sheet „Brot & Spiele“  1x / year; in August; since 2002  in historic sites of Trier: Amphi theatre, Imperial baths (Kaiserthermen)  Roman Craftsmen market, Legionary encampment, Gladiator show Soziodemographic characteristics:  18.000 guests (2006)  On average 40 years,  Middle to high income groups and educational level, Esp. families  67 % day trips, 33 % overnight stays Visitor involvement in urban cultural spaces Visitor involvement in urban cultural spaces absorption absorption entertainment educational entertainment active participation passive participation educational active participation passive participation Invite people to a time travel at authentic places. escapist esthetics immersion The visitor should fill a role. escapist esthetics Give the buildings a chance to tell their stories themselves. Combine smells, music, eating and drinking with information. immersion FLOW ? Use staff and people of your town as an attraction.
  • experiencing cultural urban spaces consuming cultural urban spaces Shopping Kulinarik (Genuss) Lifestyle Tradition Design Fashion Heritage Thanks for your Arts attention … Arts … we´re looking forward to an active debate. The progression of Economic Value Tell me, and I will forget Show me, and I will remember Involve me, and I will understand Lao Tse Source: PINE/GILMORE 1999
  • Kultur(tourismus)raum Stadt Shopping Kulinarik (Genuss) Lifestyle Tradition Burgenfest Manderscheid Design Fashion Heritage Relevance of cultural offer in Trier area Arts Brot und Spiele Moselfestwochen Arts Antikenfestspiele 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Significantly enriches my Region the region bereichert meinen Aufenthalt in derstay indeutlich Important reason to visit the region ist ein wichtiger Grund für meinen Besuch in der Region hat keinen Einfluss auf meine Urlaubsplanung Doens´t influence my travel plans ist mir egal Doensn´t Traditional definition of cultural tourism  … journeys primarily motivated by the need/desire to inform and/or experience material or non materiel elements of a destination´s High and Everyday Culture. matter Study trips of the bourgeoisie • Century of enlightenment • Fall of the feudal system (1789) • Culture as central aim Steinecke 2002 • Coming-of-age novels • Journeys as a mean of education Source: Prahl/Steinecke 1989
  • Growing importance of secondary urban tourism Urban tourism with other motives Cultural urban tourism (“primary“ urban tourism) (“secondary” urban tourism) • Size of the town • Multi-optionality • Main motives - urban experience - sightseeing - artistic presentations - cultural facilities • Main motives p. e. - Conventions - Shopping - Visiting friends and relatives - Eating & drinking - Events • Sightseeing is only a secondary motive Source: Own design according to dtv 2006 Leisure spaces … or leisure and tourism spaces? Burgenfest Manderscheid Day trips Overnight stays Brot und Spiele Moselfestwochen Antikenfestspiele 0% 20% 40% Tagesausflug von zu Hause 60% Kurzurlaub 80% Urlaub 100% central tendencies of tourists behavior flexible and spontaenous/ last-minute rise in expectations complex bundle of activities and motives importance of quality-price relation Continual variety competition of leisure parks