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V. Klaric

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  • Svaka je destinavija prostor susreta s novim, sa starim, spoznatim, s nepoznatim, s inspirativnim Svaka je destinacija prostor heterotopije…(Heterotopiju Foucault definira kao “apsolutno drukčije i socijalno raznolike prostore”, kao suprotnost utopiji. Utopija je tu shvaćena kao idealizirana koncepcija društva koje je nemoguće locirati u stvarnosti, a heterotopija kao mogućnost, kao neočekivano i neplanirano – ad hoc, potpuno spontano reagiranje na određene nove okolnosti i stvaranje nove, smislene i umrežene cjeline ) Svaka destinacija mijenja svoj lik u susretu s novom osobom u preplitanju identiteta…
  • AQUAE IASAE - RIMSKA JAVNA ARHITEKTURA 1.- 4.ST. Na području današnjih Varaždinskih Toplica, uz termalni izvor ljekovite vode, nalazilo se od 1.- 4.st. značajno rimsko naselje Aquae Iasae. Javni dio rimskog naselja nalazio se na najgornjoj terasi topličkog brežuljka (današnji park), stambeni dio na terasama koje se spuštaju prema podnožju brijega, a u samom podnožju ustanovljeni su obrtničko-trgovački i sajamski objekti (adresa). Zahvaljujući arheološkim iskopavanjima i istraživanjima koje od 1953. godine provodi Antički odjel Arheološkog muzeja u Zagrebu, u današnjem parku otkriven je kompleks rimske javne arhitekture (1. - 4.st.). Sastoji se od kupališnog dijela koji čine zgrade kupališta s bazenima i bazilikom, foruma s trijemovima smještenog oko glavnog termalnog izvora, te kapitolija s hramovima Jupitera, Junone i Minerve. Kip božice Minerve s postamentom pronađen je 1967. godine na samom ulazu u hram. Tada je u kupališnom parku otkriven kompleks rimske javne arhitekture iz I. - IV.st., površine 6000 četvornih metara. Ovaj sklop sastojao se od; kupališnog dijela, koji čine zgrade kupališta s bazenima i bazilikom, foruma s trijemovima smještenog oko glavnog termalnog izvora, te kapitolija s hramovima Jupitera , Junone i Minerve . Za iskapanja na lokalitetu su pronađeni brojni ostatci, primjerice dijelovi mačeva, štitova, noževa, britvi, carskog novca (koji su bacani u bazen za sreću), puno kipova nimfi ( nymfus salutaris, božice ozdravljenja ) i odlično sačuvan pločnik (većina ploča od mramora) iz II. stoljeća. Najvredniji nalaz kip božice Minerve s postamentom, pronađen je tek 1967 . godine na samom ulazu u hram. Minerva na glavi ima legionarski šljem, bakreno koplje i štit, a umjesto kose ima zmije (znak ljekarništva). Ovaj kip je nastao je u 2. stoljeću u Ptuju , a dao ga je izraditi vijećnik kao zavjetni dar za ozdravljenje. Istraživanjima u novije vrijeme, na forumu je otkriven stari rimski bazen, koji se nekada nalazio, a i danas se nalazi na prirodnom izvoru termalne vode. Ovaj rimski bazen ima dimenzije 8x13.5 metara i dubine je 2.6 metara. Njime je bilo ograđeno prirodno izvorište termalne vode, građen je od velikih kamenih blokova, a voda se odvodila u kupalište sustavom kanala. Dosad je jedini sličan primjer takvog bazena poznat u Engleskoj - u rimskom naselju Aquae Sulis ( Bath , Engleska). Specifični uvjeti tla oko izvora termalne vode, odnosno sedrene naslage, uvjetovali su dobru sačuvanost rimske arhitekture, tako da je ovaj kompleks jedan od najbolje očuvanih lokaliteta u Hrvatskoj. Termalna sumporna voda koja izvire na prostoru današnjeg parka izuzetno je ljekovita, temperature 58 oC, a dosadašnja saznanja ukazuju na korištenje istog izvora više od 2000 godina, od pretpovijesti do danas kada se iz istog izvora snabdijeva i Specijalna bolnica za medicinsku rehabilitaciju. Istraženi dijelovi rimske arhitekture nalaze 
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V. Klaric V. Klaric Presentation Transcript

    • Thermal Croatia
    • Historic Inspiration for Innovation
    CCE TOURISM DEPARTMENT M.Sc. Vlasta Klarić Area 56,594 km 2 Population 4,5 mln
  • CROATIAN TOURISM
    • CROATIA
    • 20th by population
    • 13th by tourist arrivals
    CROATIAN TOURISM 2009 CROATIAN CHAMBER OF ECONOMY International Tourist Arrivals Source: UNWTO Highlights 2010
    • CROATIA
    • 16th by tourism receipts
    • 4th by growth in 2010.
    CROATIAN TOURISM 200 9 CROATIAN CHAMBER OF ECONOMY Inetnational Tourism Receipts Source: UNWTO Highlights 2010   Receipts in USS Receipts in Euro World 852 bln 611 bln Europe 413 bln 296 bln Per arrival World 970 690 Europe 900 640
  • CROATIAN TOURISM Recorded growth Arrivals Overnights Revenue in € GROWTH IN 2010.
  • CROATIAN TOURISM 20 1 0 50,9 mln foreign overnight stays CROATIAN CHAMBER OF ECONOMY Germany 22,5% Slovenia 11,5% Italy& Austria 9% Czech 8% Poland 6% Netherlands & Slovakia 4% France, Russia & Hungary 3% UK 2% Spain 1% TOP MARKETS CROATIAN CHAMBER OF ECONOMY
  • CROATIAN TOURISM 20 1 0 CROATIAN CHAMBER OF ECONOMY Emerging markets Traditional markets HIGHEST GROWTH – overnight stays
    • Turkey + 89 %
    • Greece + 66 %
    • China + 49 %
    • Brazil + 41 %
    • Ukraine + 40 %
    • Russia + 30 %
    • Norway + 26 %
    • Portugal + 20 %
    • Swiss + 11 %
    Spain +17%
  • C ROATIAN CHAMBER OF ECONOMY TOURISM DEPARTMENT Tourism issues within CCE are covered by Tourism Department Partnerships for visibility 5 centres 9 departments 29 affiliations. 50 associations. 250 groups
  • DESTINATION CROATIA Involving all stakeholders CROATIAN CHAMBER OF ECONOMY RESOURCES: NATURAL AND CULTURAL HERITAGE National: Ministries, Boards, CCE , Local gov, Ethnic groups, other… Tourism ind. touroperators,, DMC, PCO,… hospitality guides DMOs Heritage institutions: Museums, galleries Protected sites, conservation heritage associations, Other.. Private owners Institutes, Education, consultancies…
  • CCE TOURISM DEPARTMENT TOURISM BUSINESS COUNCIL
    • Hotels, Camping and Restaurants
    • Travel Agencies
    • Cultural Tourism
    • Charter Tourism
    • Sub-Aqua Tourism
    • Marinas
    • Adventure Tourism
    • Rural Tourism
    • Health Tourism
    • (18 spas+72 wellness c.)
    CROATIAN CHAMBER OF ECONOMY ASSOCIATIONS / AFFILIATIONS OF
  • Thermal and t h alassotherapy resorts 2010
    • 18 establishments in 5 seaside and 9 inland destinations
    • 4000 beds + 2000 beds exclusively in medical use
    • 27.788 arrivals
      • 47% foreign arrivals - 5% more than in 2009
    • 197,375 overnight stays
      • 40% foreign overnight stays – 5% more than in 2009
    • Average stay 7 ,4 days
    CCE TOURISM D EPARTMENT
  • CROATIAN CHAMBER OF ECONOMY PICTURESQUE, HISTORIC, LIVELY, THERMAL/THALASSO MICRO-DESTINATIONS RESOURCES 5% 95% C-climatherapy, T-thalasso, B-balneo,, S- sand, N-naftalan, P-peloid, TMW-thermomineralwater., TW thermalwater (Source: Andrea Car) Biograd CT Bizovac BTMW Crikvenica CT Daruvar BTW Ivanić Grad BTMWN Krapinske Toplice BTW Lipik BTMW Makarska CT Opatija CT Rovinj KTS Livade Sv.Stjepan BTMW stubičke Toplice BTW Topusko BTW Tuheljske Toplice BTW Varaždinske Toplice BTMW Vela Luka CTL Veli Lošinj CT
  • Origin: Ancient Roman Aquae Iasae – Varaždinske toplice 58 ° C Aquae Balisse - Daruvar 44-47 ° C Aquae Vivae – Krapinske toplice 40,8 ° C Lipik 60 ° C Stubičke toplice 43-69 ° C Topusko (3000 years known) 80 ° C
  • Origin: Romanticism Daruvar
  • Origin: Opatija – Congress on Thalassotherapie 1908
  • Origin: Enjoying new discoveries - 1911 Sv. Martin na Muri 33-34 ° C - 1970 Bizovac 87-90 ° C
  • Paradise Lost
  • CRO THERMAL TOURISM Development?
    • competitiveness
    • quality
    • vistors interests
    • distinctiveness
    CROATIAN CHAMBER OF ECONOMY
    • “ Do not go where the path may lead, go instead where there is no path and leave a trail .”
    • - Ralph Waldo Emerson
    UNWTO / EU : Authenticty and Sustainability for:
  • Memorizing Destinations ?
  • Destination – space of encounters 21/03/11 FFKT2
  • Destinations/Tourism – area of interactions community Area of recognitions, overlapping, interfering, layering of identities Results in – HETEROTOPIA* *Michael Foucalt ideological real created visitors Cultural encounters Personal impact ..... social visual cultural historic contemporary Identitety geographic local regional national international
  • Tourism – Economy of identities
  • CONSUMERSPHERE 21/03/11 New healthy destinations Green consumerism Myth of the location - Cultural concentrations Symbolic spaces Authenticity
    • Have we got a myth strong enough?
  • By 2020 above 65 +17 mil Mobility interactivity emotions HUMANIZATION: For who’s eyes/soul only is it? SPA ORIENTED?
  • HUMAN MISSION
    • “ Emotainment”
    Personalized approach: experiences, emotions , values
  • New behavior models
    • Co ns umer & Producer
    • Co-pro ducer
    • Trend s :
    • New markets BRIC, Next 11
    • LOHAS
    • Maturism
    • Medicalization
    • Femigration
    • Greenovation
    • Ecolectualism
    • Philatruism
    • Nano -Tourism
    • Humanization
    Kožarić: INNER EYES “ Know thyself ” Source: ITB Travel Trends Report 2010/2011, Alvin Toffler 40 for 40
  • Holistic approach : Know thyself FFKT1 21/03/11 Spiritual Health Sports Art Events
  • “ Destination building ”
  • High investments? Istarske toplice Sveti Martin na Muri Lipik Terme Tuhelj
  • Challenges
    • Lesser developed and destroyed areas
    • Touristically virgin areas
    • Demography
    • BUT:
    • HUMAN
    • MEASURE
  • Creating attractions? Visibility? FFKT7
  • NON PLACES (auge - As an increasing proportion of our lives is spent in supermarkets, airports, hotels, on motor-ways, or in front of TV and computer screens, Auge investigates the profound alteration that has resulted from this invasion of non-places. ) Copy or Create? FFKT7
  • Artistic model? Attraction creation
  • HERITAGE DESTINATION CULTURAL LANDSCAPE COMPOSING A PICTURE INTEGRATED APPROACH NATURAL&CULTURAL
  • Product Development - Integrated approach SPA&Golf Resort Sv Martin HRVATSKA GOSPODARSKA KOMORA 2010 +99% in arrivals +89% in bednights Culture, art, history Structural content Museums galleries, events Sustainability GOLF playgrounds Picnic walkways Accessibility And Parking Travel agents Signalisation and information Acconmmodation Eno-gastronomy jlllllll
  • INVENTING NEW COMFORT ZONE: SPA LANDSCAPES AESTHETIZATION
  • SOFT LANDSCAPES Healing ambience
  • Curative properties of sea water treatments & innovative thalassoterapeutic healing Homo Medicus Immersed in culture Laconium,thalassarium, aromarium,…
  • Historic Distinctiveness Daruvarske toplice UN WTO: Quality in tourism – authenticity ETC: sustainability www.world-tourism.org/quality/standards.html PRODUCT DEVELOPMENT use of identity levels
  • Historic wellness? Aquae Iasae- 1.-4.AD PRODUCT DEVELOPMENT use of identity levels – VARAŽDINSKE TOPLICE SPA-ARCHAEOLOGY
  • ARCAHEO - THERMAE Inspiring ambience
  • PD: TERME TUHELJ : Homo Medicus on the Neanderthal Trail ARCHAEO Eno Gastro Business spa CULTURE EXPERIENCE Family Men Resources management Creativity hubs Femigration teambuilding conventions Cultural hubs
  • CHANGING CONTEXT OF SPA ENVIRONMENT CONSUMERS Demand Niche Activity Creativity OPAL (baby boomers/ Grey panthers Silver/golden generation Medical Health Contemplation … Rest & recreation, wellness … Art, Culture Walking, shopping,… Medical treatments Learning songs – singing… FAMILIES Edu/emo- tainment … History Creative… Balooning, bicycling… Painting, Photo safary.. BUSINESS Inspiration … Eno-gastronomy... Tasting Riding… Culinary workshops, olivepicking GEN X (often DINK) Challenge Energyzing... Eco-cultural & volontery.. cleaning swamps, rebuilding... Pottery workshops… GEN Y LOHAS Stimulation Wisdom …. Mindness … Participation express oneself Language learning….
  • PRODUCT DEVELOPMENT use of identity levels - CULTURAL ROUTES
    • CULTURE
    • Historic monuments
    • Heritage
    • Sites (archeological, historic,)
    • Cultural landscapes
    • Historic roads
    • Inatngible heritage
    • Traditional buildings
    • Spiritual sites
    • PILGRIMAGES . .
    21/03/11 CROATIAN CHAMBER OF ECONOMY Integrated approach to heritage destinations management Stubičke toplice ACTIVITIES Cycling routes Walking routes Riding Trekking Climbing … Ballooning Hiking Driving
  • SPA CUISINE Challenge -Polisensual thermal destinations SPA ARCHAEOLOGY SPA TREKKING SPA ADVENTURE SPA RIDING SPA CREATIVE SPA ART SPA PARKS SPA FASHION SPA MUSIC Need for Cohesion Partnership Enterpreneurship Creativity SPA DANCING SPA SINGING SPA PAINTING SPA ELEOLOGY SPA ASTRONOMY SPA BYKING SPA CONTEMPLATION
  • REST & WELLNESS
    • PD: Route of historic thermal cities ?
    • Managing experiences
    FUN AND EDUCATION CREATIVITY (CULINARY) INSPIRATION. PROVOKING REACTION PARTICIPATION CONTEMPLATION Combining Experience levels
  • PRODUCT DEVELOPMENT CREATING Theme Oriented Niche Support Rural tourism Event tourism Culinary tourism Eco tourism Religious tourism Contemplative tourism Micro urban tourism Creative tourism Geo tourism
  • SUSTAINABILITY ECONOMIC SOCIAL CULTURAL Future? : Historic thermal towns in Croatia COMPATIBLE APPROACH - micro-destinations evaluating HISTORIC IDENTITIES - policentric INNOVATIVE APPROACH CONSUMERS APPROACH- CONSUMERSPHERE - experience management - holistic recovery NEW PRODUCTS DEVELOP. CREATIVE THERMAL DESTINATIONS THEMATIC APPROACH development of TERITORIAL NETWORKING RAISING AWARENESS OF COMMON VALUES AND GOALS Thermae –microcosmos – symbolic destinations
  • Destination design accommodation events heritage gastronomy infrastructure SPA HR + community
  • HARMONY Destination as an organism
  • Responsibility 21/03/11 Destination Tourism Visitor
  • Communicating values
    • Strengthening idnetities and communities
    • New products – new visitors
    • Season extension
    • Sustainability of resources
    • Visibility
    - ISTARSKE TOPLICE
  • mood management Wellness selfness mindness ultra experience Source: Matthias Horx, ITB 2005
  • 21/03/11 Structuring experience: POLISENSOR DESTINATION sound, taste, scent, colour, spirit, rythm, .
  • Tourism – A Quest for HAPINESS???
    • 1. Paradise
    2. Hedonists garden HAPINESS? 3. “Garden of knowledge” PARADISE LOST
  • PARADISE REGAINED Marcus Aurelius “O world I am in tune with every note of thy great harmony”
  • CCE Tourism Department tel : + 385 1 456 1 605 fax: + 385 1 4828 290 Roosevelt ov trg 2, 10000 Zagreb www.hgk.hr Vlasta Klarić, MSc. [email_address] Ljerka Milas , MSc [email_address] GRACIAS
  • SPA CUISINE Polisensual thermal destinations SPA ARCHAEOLOGY SPA TREKKING SPA ADVENTURE SPA RIDING SPA CREATIVE SPA ART SPA PARKS SPA FASHION SPA MUSIC Need for Cohesion Partnership Enterpreneurship Creativity SPA DANCING SPA SINGING SPA PAINTING SPA ELEOLOGY SPA ASTRONOMY SPA BYKING SPA CONTEMPLATION C-climatherapy, T-thalasso, B-balneo,, S- sand, N-naftalanP-peloid, TMW-thermomineralwater., TW thermalwater Biograd CT Bizovac BTMW Crikvenica CT Daruvar BTW Ivanić Grad BTMWN Krapinske Toplice BTW Lipik BTMW Makarska CT Opatija CT Rovinj KTS Livade Sv.Stjepan BTMW stubičke Toplice BTW Topusko BTW Tuheljske Toplice BTW Varaždinske Toplice BTMW Vela Luka CTL Veli Lošinj CT
  • PRODUCT DEVELOPMENT CULTURAL ROUTES- use of identity levels
    • Content: HERITAGE
    • Historic monuments
    • Heritage
    • Sites
    • Cultural landscapes
    • Historic roads
    • Inatngible heritage
    • Traditional buildings
    21/03/11 CROATIAN CHAMBER OF ECONOMY Integrated approach to heritage destinations managrment Stubičke toplice Activities PILGRIMAGES . . Cycling routes Walking routes Riding Trekking Climbing … Ballooning Hiking Driving