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Expansion of the Geographies of Tourism thanks to Web 2.0

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Presentation for the IV Scientific Conference at the International University College, Bulgaria, 2008

Presentation for the IV Scientific Conference at the International University College, Bulgaria, 2008

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  • 1. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Definitions: Cultural Tourism: Cultural tourism is defined as 'all movements of persons for essentially cultural motivations such as study tours, performing arts and cultural tours, travel to festivals and other cultural events, visits to sites and monuments, travel to study nature, folklore or art, and pilgrimages because they satisfy the human need for diversity, tending to raise the cultural level of the individual and giving rise to new knowledge, experience and encounters.' [WTORossitzaand Richards, Cultural Tourism in Europe, 2000: 23]. 2008 1985 Ohridska-Olson Rossitza Ohridska-Olson definition for cultural tourism: Cultural tourism is all movements of persons outside of their place of residence with the goal to learn, experience and contribute to the cultural and religious heritage and the heritage of ideas, as well as to learn, experience and creatively contribute to the live culture of the host destinations with the motivation to widen their cultural understanding, emotional pleasure, and creativity as a consequence of encounters with cultures, different or similar to theirs. © 2008 Rossitza Ohridska-Olson
  • 2. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Definitions (continued): Internet Social Networks: …a social network is a set of people (or organizations or other social entities) connected by a set of social relationships, such as friendship, co-working or information exchange. [Laura Garton, Caroline Haythornthwaite, Barry Wellman] Definition for Cultural Heritage: 2008 Rossitza Ohridska-Olson ''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] © 2008 Rossitza Ohridska-Olson
  • 3. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Study Goals: To observe the changes, if any, of the territorial expansion for the Bulgarian cultural tourism as a consequence of presence and interaction on Internet Social Networks To assess the possible economic impact for the Bulgarian cultural heritage as a direct consequence from the eventual increase of the geographical boundaries of the cultural tourism to Bulgaria 2008 Rossitza Ohridska-Olson To recommend further actions to the Bulgarian Agency for Tourism (BAT) in order to increase positive economic impact on the Bulgarian cultural heritage To create a framework for effective dialogue between all stakeholders in the creation of cultural tourism product to further develop Web 2.0 programs for marketing of the cultural heritage as main component of the product of the cultural tourism To serve as a departing point for further studies on cultural tourism 2.0 and its economic impact on the Bulgarian cultural heritage. © 2008 Rossitza Ohridska-Olson
  • 4. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Methodology: An online survey conducted between October 24 and November 24 (results to be updated in the final paper) Data collection from tripadvisor.com, flickr.com, and youtube.com Analysis of the statistics issued by OTTI for U.S. Residents traveling overseas Analysis of the findings of 2008 Country Brand Report, issued on November 6 by FuturreBrands.com Preliminary assumptions: 2008 Rossitza Ohridska-Olson Only focused and structured information leads to: Increase of the brand awareness of destination, Rise in the visits to this destination Sizable income increase from tourism Importance of Internet Social networking Increasing the wealth and scope of travel destinations information content Is the most accessible information sources for cultural destinations Increases the geographic reach of information and interactions between people. Becomes a platform to merge creative and cultural tourism, leading to income increase for remote and/or less popular destinations © 2008 Rossitza Ohridska-Olson
  • 5. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Part I Expanding the Geographies of the Cultural Tourism through Internet Social Networking General information about Bulgaria obtained through social networks Persons who didn’t visit Bulgaria: 2008 Rossitza Ohridska-Olson © 2008 Rossitza Ohridska-Olson
  • 6. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Part I Expanding the Geographies of the Cultural Tourism through Internet Social Networking Will visit Bulgaria because somebody from a Internet Social Network recommends it Persons who didn’t visit Bulgaria: 2008 Rossitza Ohridska-Olson © 2008 Rossitza Ohridska-Olson
  • 7. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Part I Expanding the Geographies of the Cultural Tourism through Internet Social Networking Cultural Tourism share in the event of visiting Bulgaria | Persons who didn’t visit Bulgaria: 2008 Rossitza Ohridska-Olson © 2008 Rossitza Ohridska-Olson
  • 8. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Part I Expanding the Geographies of the Cultural Tourism through Internet Social Networking Country of residence | Persons who didn’t visit Bulgaria: From survey answers: 2008 Rossitza Ohridska-Olson © 2008 Rossitza Ohridska-Olson
  • 9. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Part I Expanding the Geographies of the Cultural Tourism through Internet Social Networking Bulgarian Tourism Data - Percentage of tourists by country of residence Source: National Statistics Institute, Bulgaria, Bulgarian Agency for Tourism 2008 Rossitza Ohridska-Olson © 2008 Rossitza Ohridska-Olson
  • 10. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Part 2 Possible positive economic impact for the Bulgarian Cultural Heritage U.S. Residents Travel Percentage Total Number Characteristics - Travel to To all destinations Traveling to traveling to East Europe overseas Eastern Europe 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 U.S. Residents Traveling Overseas Characteristics Average Expenditure outside of the U.S.A Per Visitor $1,467 Average Annual Household Income Per household $114,400 Source: U.S. Department of Commerce International Trade Administration Manufacturing and Services Office of Travel and Tourism Industries © 2008 Rossitza Ohridska-Olson
  • 11. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Information about Bulgaria in tripadvisor.com Social Media Network characteristics: 32 million unique visitors per month, 9 million registered users, 20 million articles and opinions about hotels, destinations and attractions Tourist attractions by region and Bulgaria Europe Bulgaria USA Asia South America 2 506 17 5 868 691 209 Cultural tourism attractions by destinations(most popular cultural tourism destinations) Europe Bulgaria London - 458 Sofia - 23 Paris - 295 Plovdiv - 7 Rome - 306 Varna - 7 Source: tripadvisor.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book © 2008 Rossitza Ohridska-Olson
  • 12. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Information about Bulgaria in flickr.com Social Media Network characteristics: Focus: Photosharing, 28,5 million unique users per month, 3 billion photos and videos in the database, 60 million geotagged photos Geotagged Photos by regions Europe Bulgaria USA France Italy 8 847 942 70 210 21 964 527 2 375 530 2 302 457 Cultural tourism attractions - tags by country Tag Total Bulgaria Europe USA Italy France History + travel 60 865 473 15 675 3 214 5 178 2 723 Culture + travel 67 617 251 9 755 2 170 1 933 3 286 Cultural 3 286 25 248 129 101 89 heritage Art + travel 162 854 508 30 789 11 900 11 697 10 748 Source: flickr.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book © 2008 Rossitza Ohridska-Olson
  • 13. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Information about Bulgaria on youtube.com Social Media Network characteristics: Focus: Video sharing Country Videos Youtube.com Videos viewed per month USA 11 425 890 000 5 044 053 000 142 million total, 82 million youtube Germany 3 052 670 000 1 590 301 000 26 million total, 16.6 million youtube UK 3 229 476 000 1 592 477 000 27 million total, 19.4 million youtube France 2 334 344 000 650 251 000 25 million total, 12 million youtube Geotagged videos in combination with cultural tourism tags by region and country Етикет Europe Bulgaria Italy France Greece Travel + 10 500 957 6 950 5 100 3 010 Art 17 500 994 17 900 34 600 3 600 Ancient Roman 333 64 532 141 706 Ancient Greek 383 200 259 222 4 600 Byzantine 302 165 122 108 1 180 Source: comScore.com, youtube.com, Rossitza Ohridska-Olson online research October 2008 for Buditeli Conference presentation. Paper in press for II Buditeli Conference Proceedings Book © 2008 Rossitza Ohridska-Olson
  • 14. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Results: Higher demand in authentic experiences with focus on local live culture and heritage 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 Source: FutureBrands.com Report on Country Branding, 2008 © 2008 Rossitza Ohridska-Olson
  • 15. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Conclusions: • The potential for expanding the geographies of the cultural tourism of Bulgaria to the North American market is enormous. Further research is needed to see the possibility of extending the geographies towards Asia, Australia and Africa • The North American tourist traveling overseas demands authentic experiences in the sphere of the cultural tourism • The expansion to the North American market, being the number one spender in tourism, can lead to important economic impact for the Bulgarian cultural heritage Recommendations: • To create a strong brand for the Bulgarian cultural tourism, based on authentic cultural experiences • To promote this brand via digital initiatives among the English speaking Internet users of Social media networks • To integrate all components forming the cultural tourism product (heritage, live culture, crafts, arts, etc.) in the information about the cultural destination Bulgaria • To continue the research on the economic impact of Social networks with the goal to identify future markets for the Bulgarian brand of cultural tourism. © 2008 Rossitza Ohridska-Olson
  • 16. Expanding the Geographies of Cultural Tourism Through Internet Social Networking and the Possible Economic Impact for the Bulgarian Cultural Heritage Further information and contacts: Rossitza.com Culturalrealms.typepad.com E-mail: Rokambur@gmail.com Skype: rokambur © 2008 Rossitza Ohridska-Olson

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