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International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies
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International Marketing of the Bulgarian Cultural Heritage: Global Perspectives of the New Technologies

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  • 1. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies 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 © 2009 Rossitza Ohridska-Olson
  • 2. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Definitions: © 2009 Rossitza Ohridska-Olson
  • 3. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Пример | Example: © 2009 Rossitza Ohridska-Olson
  • 4. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies 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 2008 Rossitza Ohridska-Olson 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] © 2009 Rossitza Ohridska-Olson
  • 5. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies 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 2008 Rossitza Ohridska-Olson 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] © 2009 Rossitza Ohridska-Olson
  • 6. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies 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 © 2009 Rossitza Ohridska-Olson
  • 7. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Голямо търсене на автетнтични изживявания с фокус върху местнита жива култура и културно-историческото наследство 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 Source: FutureBrands.com Report on Country Branding, 2008 © 2009 Rossitza Ohridska-Olson
  • 8. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Demand for Cultural Heritage Tourism 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 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 © 2009 Rossitza Ohridska-Olson
  • 9. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Нужда от културен туризъм 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 Средни разходи извън САЩ На турист: $1,467 Среден доход на домакинство $114,400 Данни от: U.S. Department of Commerce International Trade Administration Manufacturing and Services Office of Travel and Tourism Industries © 2009 Rossitza Ohridska-Olson
  • 10. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Cultural Tourism Demand (continued) Source: Survey on the attitudes of Europeans towards tourism Analytical report Fieldwork: February 2009 Publication: March 2009 © 2009 Rossitza Ohridska-Olson
  • 11. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Cultural Tourism Demand (continued) - Possibilities for Bulgaria 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 is relatively not the most important concern: it is important for only 12% of those who will travel to emerging destinations (versus 17% who will travel to traditional destinations). More travelers to emerging destinations vs. to traditional destinations: only 19% who traveled in 2008 will not travel 2009, compared with 27% of those who preferred conventional tourist destinations. Longer travels to emerging destinations: people who will choose an emerging destination are also planning more substantial holidays: the combined percentage of at least 13 nights away or a combination of shorter and longer trips amounted to 43% among those looking for non-conventional destinations compared to 35% in the other group. Value for the money and lower prices are less important for travelers who will choose an emerging destination in 2009: 28% of travelers say that those two factors are most important versus 41% who will travel to traditional destinations. © 2009 Rossitza Ohridska-Olson
  • 12. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Cultural Tourism Demand (continued) - Possibilities for Bulgaria International Impact: Cultural heritage was also the most important for travelers who planned to spend their main holiday in 2009 outside of their country: 28% for travelers planning to go to EU countries and 29% non-EU countries, versus 21% for those who will stay in their home country. Travelers to emerging destinations are more interested in local culture, lifestyles and traditions (33%). When compared with all people who plan to travel in 2009, those who will choose 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 of those 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 related to local traditions, culture and lifestyle, while only 30% of those planning a holiday in their home country had give importance to those factors. Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expect to 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 emerging destination for their 2009 travels, versus 20% for the lowest levels of education. © 2009 Rossitza Ohridska-Olson
  • 13. 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 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 © 2009 Rossitza Ohridska-Olson
  • 14. 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 Характеристики на портала: 32 милиона посетители на месец, 9 милиона регистрирани членове, 20 милиона статии и мнения за хотели и дестинации Дестинации с туристически атракции Европа България САЩ Азия Южна Америка 2 506 17 5 868 691 209 Най-популярните градове с туристически атракции в областта на културата и историята Европа България Лондон - 458 София - 23 Париж - 295 Пловдив - 7 Рим - 306 Варна - 7 © 2009 Rossitza Ohridska-Olson
  • 15. 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 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 © 2009 Rossitza Ohridska-Olson
  • 16. 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 Bulgarian Cultural Heritage Group on Flickr.com 1,441 Geotagged Photos by 190 members since August 2008 © 2009 Rossitza Ohridska-Olson
  • 17. 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 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 © 2009 Rossitza Ohridska-Olson
  • 18. International Marketing of the Bulgarian Cultural Heritage through Tourism: Global Perspectives of the New Technologies Further information and contacts: http://rossitza.com http://www.culturalrealms.com or http://culturalrealms.typepad.copm http://slideshare.com/rokambur E-mail: rokambur@gmail.com Skype: rokambur © 2009 Rossitza Ohridska-Olson

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