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May 2016
EUROPETOUR
Country Analysis and Training
Needs for Cultural Tourism
in Rural Areas
Insert pictures
EUROPETOUR fro...
2
Contents
EUROPETOUR
Partnership
Background of this survey
Methodology
The survey’s main outcomes
Next steps
Q1
Q2
Q3
Q4
...
3
Future for Religious Heritage (Europe-wide)
Austria
Bulgaria
Germany
Spain
Italy
Poland
Romania
Page 39
Page 41
Page 43
...
4
EUROPETOUR
Insert
EUROPETOU
R pictures
5
Cultural tourism is currently one of the mega trends in tourism world-
wide. It covers an area that reaches from spiritu...
6
Partnership
7
The EUROPETOUR partnership brings together representatives,
network co-ordinators, and tourism specialists from differen...
8
Background
of this analysis
9
In order to have a bottom-up approach, which in the view of
EUROPETOUR is more reliable than working top-down, to map re...
10
Methodology
11
EUROPETOUR implemented a survey, led by the project partner
Future for Religious Heritage (FRH). The survey was based o...
12
The survey’s
main outcomes
13
All partners rolled out the survey in their respective networks. This
included the cultural-tourism regions of KIRA net...
14
Based on the replies given by our stakeholders in rural cultural tourism,
the survey’s three main conclusions are:
Ther...
15
Next steps
16
Key outcomes
per question
17
Based on the outcome of the EUROPETOUR survey, these are the next
steps:
The survey provided much more relevant data th...
18
Overall, there is an awareness that strategic planning is important:
The mentioned fields are considered as being impor...
19
Key outcomes Q1:
As someone active in culture and/or tourism how important
is knowledge about the strategic planning of...
20
Most used communication channels by the respondents are:
websites, word of mouth and printed material;
Gadgets and news...
21
Key outcomes Q2:
Which communication channels... (do you use or would you
like to use)
22
Wish for additional knowledge is most wanted for cultural touristic
brands and the use of networks (both within a count...
23
Key outcomes Q3*:
In which of the below areas would you like to have
additional knowledge to sell and promote your cult...
24
Just over 30% are happy with the level of co-operation in their
region (respondents that are ‘satisfied’ or ‘very satis...
25
Key outcomes Q4:
How satisfied are you with the existing co-operation within
the field of cultural tourism in your regi...
26
Co-operation should especially be improved with the respondents’
stakeholders and with funding possibilities;
There is ...
27
Key outcomes Q5:
With whom would you like to intensify co-operation in your
region to strengthen cultural tourism?
28
Respondents indicate that the organisational sector they would like
to be in touch with most are Internationally active...
29
Key outcomes Q6:
To whom of these organisations are you in regular contact?
30
Replies given in question 7 support the replies given in the rest of
the survey. It moreover gives additional input;
So...
31
Skills most sought after are marketing skills, development of cultural
touristic offers and network building skills;
No...
32
Key outcomes Q8:
What kind of skills would you like to develop in order to
improve cultural tourism in your region?
33
Cross-border collaboration (FRH), new business models for cultural tourism (FRH), links
between heritage and tourism be...
34
Poor Broadband speed (FRH), how to counter a negative reputation (FRH), how to
overcome parallel or double work done by...
35
The respondents do not represent an entire country as such, but
rather represent a specific region in a country since t...
36
Key outcomes Q10*:
What/who do you represent? / European total
(*figures in percentage)
37
The survey’s
country
specific
outcomes
38
Number of replies per country + FRH
FRH = FRH members; EN = answers specifically in the English version
of the survey, ...
39
FRH spread the survey in its Europe-wide network that in turn consists of
networks of people and organisations. It can ...
40
FRH: Sectors represented
41
Austrian partners prioritise "PR / Marketing strategy" as well as
“Networking power" as the most important elements, be...
42
Austria: Sectors represented
43
The Bulgarian respondents prioritise "Marketing and PR Strategy" as well
as “Accessibility Strategy“ (in terms of trans...
44
Bulgaria: Sectors represented
45
For German respondents raising awareness of cultural tourism and
gaining visibility through PR and marketing are the mo...
46
Germany: Sectors represented
47
The main activities to make destination Liébana (Cantabria) a high quality
destination are a business strategy along wi...
48
Spain: Sectors represented
49
Respondents are from both the public and the private sector. They
provide a good picture of the perception of the needs...
50
Italy: Sectors represented
51
The survey targeted German and Polish members of the Klosterland e.V.
network as well as cultural and tourism instituti...
52
Poland: Sectors represented
53
The main activities should be focused on marketing and Social Media
strategy. It is considered as a top priority to mak...
54
Romania: Sectors represented
55
Picture Credits
EUROPETOUR partners would like to thank all institutions and persons who contributed with
pictures to t...
56
CONTACT Details
With regard to the survey and its results
Future for Religious Heritage, 67 rue de Trèves, B – 1040 Bru...
57
The European Commission support for the production of this publication does not constitute an
endorsement of the conten...
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EuropeTour Analysis Training Needs_Final Report 2016

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At the beginning of 2016, the EUROPETOUR team has successfully conducted the first-ever, international cultural tourism survey among its members and networking partners from Bulgaria, Belgium, Romania, Italy, Spain, Poland, Germany and Austria. The background of the analysis was to disclose the training needs of those people active in rural cultural tourism. The main conclusions are a better desire to network, skill improvement, and continuous business process learning.

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EuropeTour Analysis Training Needs_Final Report 2016

  1. 1. May 2016 EUROPETOUR Country Analysis and Training Needs for Cultural Tourism in Rural Areas Insert pictures EUROPETOUR from the different partners/countries
  2. 2. 2 Contents EUROPETOUR Partnership Background of this survey Methodology The survey’s main outcomes Next steps Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Page 04 Page 06 Page 08 Page 10 Page 12 Page 15 Page 18 Page 20 Page 22 Page 24 Page 26 Page 28 Page 30 Page 31 Page 33 Page 35 The survey Key outcomes per question
  3. 3. 3 Future for Religious Heritage (Europe-wide) Austria Bulgaria Germany Spain Italy Poland Romania Page 39 Page 41 Page 43 Page 45 Page 47 Page 49 Page 51 Page 53 Page 55 Page 56 The survey’s country specific outcomes Picture Credits Contact details
  4. 4. 4 EUROPETOUR Insert EUROPETOU R pictures
  5. 5. 5 Cultural tourism is currently one of the mega trends in tourism world- wide. It covers an area that reaches from spiritual tourism, heritage tourism to creative tourism; Up until now, cultural tourism has mainly been linked to urbanised areas, to big cities and metropolitan centres. However, rural areas can easily compete with their urban counterparts, as they offer unique cultural heritage sites and many traditions that have been kept alive. In fact, the richness of traditions and ancient customs constitute a very important part of the identity of rural areas. They are important reasons for international visitors to come to Europe; At the same time, there seems to be a skills gap for those people professionally active in cultural tourism in rural areas. That, in turn, holds their economic and social potential back; The EU ERASMUS+ funded project EUROPETOUR therefore aims at identifying these qualification needs in order to set up a training scheme directed towards rural cultural tourism markets in its broadest sense. EUROPETOUR
  6. 6. 6 Partnership
  7. 7. 7 The EUROPETOUR partnership brings together representatives, network co-ordinators, and tourism specialists from different rural areas in Europe and cultural tourism specialists, a training provider and the Europe-wide network of (rural) religious heritage. GERMANY: Kultur und Arbeit e.V. / KIRA-Netzwerk (coordinator) BELGIUM: Future for Religious Heritage ITALY: Regione Marche BULGARIA: INI-Novation ROMANIA: Bucovina Tourism AUSTRIA: E-C-C Verein für Interdisziplinäre Bildung und Beratung POLAND: Klosterland e.V / City of Myślibórz AUSTRIA: Kreativ Reisen Österreich SPAIN: SRECD – Region of Cantabria GERMANY: Touristikgemeinschaft HeilbronnerLand e.V. Partnership
  8. 8. 8 Background of this analysis
  9. 9. 9 In order to have a bottom-up approach, which in the view of EUROPETOUR is more reliable than working top-down, to map real and existing needs of the rural cultural tourism sector in Europe, the project has involved the complete partnership and its stakeholders; The background of the analysis was to disclose the training needs of those people active in rural cultural tourism; In addition, the analysed results offer a huge amount of additional and valuable information for those European regions interested in unlocking the economic and social value of cultural tourism. This makes the analysis a unique source of information to regions and professionals alike. The EUROPETOUR partners are happy to share the outcomes with interested parties; The here presented analysis is neither exhaustive nor scientific. It reflects the knowledge and experiences of practitioners in the field. It displays the most relevant issues of the collected data. It is as well the basis for EUROPETOUR’s next phase: the setting up of a European rural cultural tourism training scheme for stakeholders in the field. Training for Cultural Tourism
  10. 10. 10 Methodology
  11. 11. 11 EUROPETOUR implemented a survey, led by the project partner Future for Religious Heritage (FRH). The survey was based on the input of the partnership and was consequently filled out by their stakeholders; The survey was therefore meticulously devised during a common exercise and in agreement with the whole partnership, that way optimizing the survey questions to its specific stakeholders; The survey was translated and rolled out in seven different languages groups/countries (A, BG, DE, ES, IT, PL, RO). The partnership managed to reach at least 3.400 stakeholders and the survey had an average response rate of 12%; The results presented here consequently map the requirements for a flourishing cultural tourism in European rural areas. Based on this analysis, training modules will be set up (until the end of 2016) and afterwards will be offered to local practitioners in cultural tourism (or to those who want to become professionally active in that area). Methodology
  12. 12. 12 The survey’s main outcomes
  13. 13. 13 All partners rolled out the survey in their respective networks. This included the cultural-tourism regions of KIRA network of the German region Heilbronn-Franken, the German-Polish Klosterland e.V. network in Brandenburg and Zachodniopomorskie, the Austrian network Kreativ Reisen Österreich, and the network of Moldavian Churches in the Romanian Bucovina region; Additional stakeholders were reached through Marche Region in Italy, INI-Novation from Bulgaria, SRECD – Region of Cantabria in Spain, and through the Europe-wide network of FRH; The survey was based on an application-oriented approach of practitioners in tourism as well as representatives of the culture sector who wanted to identify the training needs in cultural tourism of their stakeholders. Therefore, the survey does not claim a scientific approach; Every partner was free to decide how to distribute the survey, so they could choose a way which suited their region/stakeholders the best: per mass mail, per formal invitation, individual contact (e.g. by face-to-face interviews) and follow-up reminders; EUROPETOUR reached out to more than 3.400 people and received 408 filled-out surveys, equalling a response rate of 12%. Total outreach
  14. 14. 14 Based on the replies given by our stakeholders in rural cultural tourism, the survey’s three main conclusions are: There is a clear need to improve skills in marketing and public relations (PR). The use of different instruments needs in-depth consideration and professional expertise. There is a clear need for co-operation which goes further than the local or regional level; Business skills are in general not rated as a specific skill in which to improve competence. Their links to marketing instruments are not clear. The survey’s three main outcomes
  15. 15. 15 Next steps
  16. 16. 16 Key outcomes per question
  17. 17. 17 Based on the outcome of the EUROPETOUR survey, these are the next steps: The survey provided much more relevant data than expected. The EUROPETOUR partners will use and share this data on a regional and European level and will communicate it to interested parties. Based on cross-references within the survey, replies by the stakeholders were not always consistent. Therefore, some of the partners decided to get in touch with their stakeholders and discuss the outcomes of the survey in more detail. A multi-lingual training module will be developed, which will address the identified main needs. Its target groups are staff of tourism agencies as well as cultural institutions. The training module will enable stakeholders in the field of tourism economy and culture to improve tourism market access and organise combined offers. Development of Training Scheme
  18. 18. 18 Overall, there is an awareness that strategic planning is important: The mentioned fields are considered as being important for on average 85,5% of the respondents; The two fields that are considered as most important for strategical planning are marketing and PR (94% and 92%); Business planning however is considered as least important. The survey does not provide a reason for this result. It could be that knowledge in this field is already sufficiently available or that respondents do not link their work with business skills. Key outcomes Q1: As someone active in culture and/or tourism how important is knowledge about the strategic planning of the following subjects for you?
  19. 19. 19 Key outcomes Q1: As someone active in culture and/or tourism how important is knowledge about the strategic planning of the following subjects for you?
  20. 20. 20 Most used communication channels by the respondents are: websites, word of mouth and printed material; Gadgets and newsletters are used the least; In terms of non-respondance (nothing was replied to a specific option), newsletters and press releases score highest, possibly indicating an ambivalence or unfamiliarity with these specific communication channels. Key outcomes Q2: Which communication channels... (do you use or would you like to use)
  21. 21. 21 Key outcomes Q2: Which communication channels... (do you use or would you like to use)
  22. 22. 22 Wish for additional knowledge is most wanted for cultural touristic brands and the use of networks (both within a country as well as outside of it, meaning at a European and international level); Networking and networking skills are seen as very important as means to promote cultural touristic products and services; Marketing comes fifth place (out of eight possibilities) which is a contradiction to Q1, in which marketing was rated the highest. Key outcomes Q3: In which of the below areas would you like to have additional knowledge to sell and promote your cultural touristic products and services?
  23. 23. 23 Key outcomes Q3*: In which of the below areas would you like to have additional knowledge to sell and promote your cultural touristic products and services? ( *figures in absolute numbers)
  24. 24. 24 Just over 30% are happy with the level of co-operation in their region (respondents that are ‘satisfied’ or ‘very satisfied’); However, a majority of respondents (just over 50%) are not happy with it (those that replied ‘somewhat satisfied’ or ‘not satisfied at all’); Adding to those 51% the 11% of respondents that do not have any existing co-operation structures at all, means that there is a need to improve successful and efficient co-operation. Key outcomes Q4: How satisfied are you with the existing co-operation within the field of cultural tourism in your region?
  25. 25. 25 Key outcomes Q4: How satisfied are you with the existing co-operation within the field of cultural tourism in your region?
  26. 26. 26 Co-operation should especially be improved with the respondents’ stakeholders and with funding possibilities; There is relatively little co-operation sought with political decision makers. This could be because it already exists or because respondents do not see it as useful; Co-operation with marketing and communication experts is also seen as important, which is in line with the outcomes of Q1. Key outcomes Q5: With whom would you like to intensify co-operation in your region to strengthen cultural tourism?
  27. 27. 27 Key outcomes Q5: With whom would you like to intensify co-operation in your region to strengthen cultural tourism?
  28. 28. 28 Respondents indicate that the organisational sector they would like to be in touch with most are Internationally active agencies (61%); Respondents are relatively close in touch with press, tour guides, other touristic sites, accommodation providers, local crafts- manship/artists and places for arts and crafts, which means that on a local level networks are quite expanded; The organisational sector which exists least on a regional level are local ambassadors. Key outcomes Q6: To whom of these organisations are you in regular contact?
  29. 29. 29 Key outcomes Q6: To whom of these organisations are you in regular contact?
  30. 30. 30 Replies given in question 7 support the replies given in the rest of the survey. It moreover gives additional input; Some of the factors that were indicated as bringing cultural tourism to the region: Mutual collaboration, combined communication, governmental support, combined touristic offers, specific events, participation of locals and NGO’s, combination of nature and culture, clear regional and political vision, development of cultural sites; The specific characteristics of a place/region are very important and contribute to the attractiveness of the region. Key outcomes Q7: What do you think brings cultural tourism to your region? [Open question]
  31. 31. 31 Skills most sought after are marketing skills, development of cultural touristic offers and network building skills; No need is felt to develop business skills; This is by and large in line with the replies given in previous questions; Key outcomes Q8: What kind of skills would you like to develop in order to improve cultural tourism in your region?
  32. 32. 32 Key outcomes Q8: What kind of skills would you like to develop in order to improve cultural tourism in your region?
  33. 33. 33 Cross-border collaboration (FRH), new business models for cultural tourism (FRH), links between heritage and tourism better understood and researched (FRH answers); Combine cultural events with landscape (AT), mix of many genres (AT); Joint presentation and promotion (BUL), creating public-private partnerships (BUL), improvement of the infrastructure and facilities for easy access (BUL); Joint package offerings of different providers (DE), transfer cultural offerings from cities to rural areas (DE); Long term planning and attached funding (EN)*, cooperation among actors (EN); More information panels (ES), more promotion of the region (ES), new business opportunities (ES); To build or expand a network of contacts regionally with support of the region (IT), to have an integrated landscape heritage (IT), interaction among the institutions and to share successful examples (IT); Social integration for the development of culture (PL), cultural institutions (PL); Conservation and keeping alive local traditions and crafts (RO), promotion of the region / tourism infrastructure / tourism promotion (RO); Key outcomes Q9: Name 3 opportunities you face in enhancing cultural tourism in your region [Open question / Selection] *EN = answers specifically in the English version of the survey, which cannot be allocated to countries or regions
  34. 34. 34 Poor Broadband speed (FRH), how to counter a negative reputation (FRH), how to overcome parallel or double work done by multiple partners (FRH), lack of awareness with stakeholders (FRH); Have common goals for the region (AT), involvement of young people (AT); Lack of qualified personnel (BG), bad maintenance / Destruction of cultural heritage (BG), problems of ownership of touristic sites (BG); Strategical orientation (DE), changing leisure time habits (DE), turn touristic offers into something that can be experienced (DE), increase offers during weekdays (DE); Legal constraints (EN); Being competitive with international tourism (ES), pollution of the area / touristic sites (ES); How to connect as many stakeholders as possible (IT); reluctance to change habits (IT), how to maintain affordable prices (IT), prevent depopulation of inward areas (IT); Limited knowledge about cultural tourism (PL); How to keep local traditions and crafts alive in the future (RO), HR adapted to the tourism sector (RO), how to keep arts and crafts authentic (RO); Key outcomes Q9: Name 3 challenges you face in enhancing cultural tourism in your region [Open question / Selection]
  35. 35. 35 The respondents do not represent an entire country as such, but rather represent a specific region in a country since the survey was rolled out by the EUROPETOUR partners amongst their direct stakeholders; The big variety in the population of respondents is regarded as a very important aspect of the EUROPETOUR survey as the collected data maps the opinion of many key stakeholders; All in all, local agencies, cultural routes, local transportation sector, place for arts and crafts and local craftsmanship were least represented amongst the total of stakeholders; All in all, public administration (which can include tourism offices at municipalities), cultural institutions and cultural heritage operators were the most represented amongst the total of stakeholders. Key outcomes Q10: What/who do you represent? / European total
  36. 36. 36 Key outcomes Q10*: What/who do you represent? / European total (*figures in percentage)
  37. 37. 37 The survey’s country specific outcomes
  38. 38. 38 Number of replies per country + FRH FRH = FRH members; EN = answers specifically in the English version of the survey, which cannot be allocated to countries or regions
  39. 39. 39 FRH spread the survey in its Europe-wide network that in turn consists of networks of people and organisations. It can therefore be assumed that the geographical reach was quite broad. Besides, the sectorial reach is not solely limited to the heritage sector, making up a bit more than ¼ of respondents. Another ¼ comes from cultural institutions. In terms of strategic planning it is most important for our respondents to reach out/keep in touch and to gain visibility through PR. Accessibility to the area is the one field for which a strategy is considered to be not important. Secondly, outreach beyond the own region is also perceived as less important. To the extent that additional knowledge is desired, the following fields score highest: use of networks for cultural tourism both in a country as well as on a European and international level, and creating a strong touristic brand. Which means respondents both seek a clearer image of what they are and have a need to be in touch with the right partners. Respondents are most in touch with cultural institutions/cultural heritage supporters (so their own sector) and with the press, pointing towards good communication skills. On the other hand, they wish to be in touch with agencies that are internationally active, which supports previous statements, as well as local tour operators and gastronomy, which could be two sectors that the respondents are not automatically in touch with. Not surprisingly, networking skills are badly wanted. Moreover, respon- dents are in need of improving their funding skills. That might be the most suitable and logical way to finance themselves instead of through more commercial undertakings. FRH: Specific outcomes
  40. 40. 40 FRH: Sectors represented
  41. 41. 41 Austrian partners prioritise "PR / Marketing strategy" as well as “Networking power" as the most important elements, because that is what they work with on a day-to-day basis and hence see most need for further training in these areas. They do not regard a Social Media strategy as overly important: probably because for some, its potential is not yet fully understood and/ or because they are already using Social Media channels on a day-to- day basis and therefore consider it less important for immediate needs. Collaborative network efforts and beneficial outcomes are generally well understood. The three sectors, Austrian stakeholders are in touch with most, are "Local Agencies" as well as "Accommodation providers" and "National agencies". On the other hand, they still want to get more in touch with agencies that are internationally active. Most respondents are from cultural institutions. They usually network with local travel and information agencies, as well as accommodation providers in order to start building packages and marketable products for tourism. The two highest scores for Austria are "tourism marketing" and "know- how to innovate", the lowest is "business & management skills". They seem to be confident about the first two in terms of regional cultural tourism development, and would therefore like to improve their marketing and innovation skills in order to foster their business & management skills. Austria: Specific outcomes
  42. 42. 42 Austria: Sectors represented
  43. 43. 43 The Bulgarian respondents prioritise "Marketing and PR Strategy" as well as “Accessibility Strategy“ (in terms of transportation) as the most important strategical planning fields that need to be further developed in the rural tourism area. Respectively, оn a day-to-day basis, there is need for further training and more knowledge in three main areas: 1/ Creation of strong cultural touristic brand, 2/ Networking and 3/ Distribution of touristic products. It seems that in Bulgaria a large part of the respondents are already using online promotion (websites and Social Media platforms), as well as printed brochures and other advertising materials. The “word of mouth” is also considered to be an effective way of promotion. Recently, all disruptive technologies that apply tourism distribution are a challenge for the stakeholders in Bulgaria. They would like to use many more different gadgets and web applications. Bulgarian stakeholders are somewhat unsatisfied with the existing co- operation within the field of cultural tourism in their region. They want to get in touch more with agencies that are nationally and internationally active. The two highest scored skills to be developed in Bulgaria are: 1/ Tourism marketing and 2/ Development of cultural touristic offers. Bulgaria: Specific outcomes
  44. 44. 44 Bulgaria: Sectors represented
  45. 45. 45 For German respondents raising awareness of cultural tourism and gaining visibility through PR and marketing are the most important fields. Additional knowledge is requested in networking on national level, developing marketable touristic products as well as setting up communication plans for products and services. Business skills are rated at the bottom, since there might be no awareness of their needs as most respondents are from cultural institutions followed by public administration and tourist information points. The effectiveness of the respondents’ use of Social Media platforms needs better identification as a large number uses them but still asks for additional knowledge. The sectors German respondents are in touch with most, are press and local tourism boards. Depending on the stakeholders’ profession, there is a great variety with whom they want to cooperate more closely, but nationally and internationally active agencies are rated highest. There is a clear need to explain to stakeholders the measures each of them can take. Communication channels and tools are needed for effective collaboration. A growing number of tourists is regarded as an opportunity for rural areas, where nature is a key asset beside the cultural offers. For their promotion effective networks are regarded as a ‘must’ for sustainable cultural tourism. Germany: Specific outcomes
  46. 46. 46 Germany: Sectors represented
  47. 47. 47 The main activities to make destination Liébana (Cantabria) a high quality destination are a business strategy along with the creation of a strong cultural brand. The two highest scored skills to be developed in rural Spain are: 1/ Tourism marketing and 2/ Development of cultural touristic offers. It seems that a large part of the respondents are aware of the possibilities of their region, but the opportunities of this potential need further valorization. They are unsatisfied with the existing cooperation within the field of cultural tourism. This probably responds to their strong sense of identity, and the awareness of their historical background, which they seem to think is still to be exploited. In this context business strategy is regarded as a most important field (100% of agreement). Respondents clearly focus on the idea of creating a cultural brand of the region and promoting it at international level, through cultural touristic networks. Respondents are aware of the benefits of using Social Media channels for communication, but they are not aware of the relationship between Social Media and Marketing. They don’t seem to focus specifically in it because they already use these tools and they don’t evaluate the efficacy in the use they make of it. They seem to be aware of the importance of local and regional networks. They manifest to be in contact with tour guides and local agencies and apparently they would like to increase their network nationally and internationally, adding gastronomy sector in it as well as arts and crafts. Better skills in creating cultural offers seem to be a priority for Spanish respondents as well as marketing skills. This might underline the fact that they consider their use of Social Media Channels as proficient, due to their lack of knowledge about it. Spain: Specific outcomes
  48. 48. 48 Spain: Sectors represented
  49. 49. 49 Respondents are from both the public and the private sector. They provide a good picture of the perception of the needs of rural cultural tourism at local (i.e. sub-regional) level, complementary to the regional perspective. There is widespread awareness among operators that Regione Marche can play a positive role in rural cultural tourism building on regional strengths like landscape, cultural heritage (“spread” throughout the region and not concentrated in few centres), food and wine, arts and crafts. All in all, cultural tourism lets tourists experience everyday life of a local community in Marche. Local subjects have already good capacity to cooperate and to create local networks. Indeed, trusting in local social capital is a good starting point to create a cultural tourism product. The needs of rural cultural tourism at local level are mainly linked with the will to gain more international visibility and to enhance the cultural tourism product. Indeed, additional knowledge is required in areas like International networks, creating of cultural tourism products, communi- cation, and creating a strong cultural touristic brand. Consistently, skills are required for the development of cultural touristic offers and for tourism marketing (in a broad sense that may include also linguistic skills). Websites and Social Media are used also at local level and this is an opportunity to develop local strategies consistent with Regione Marche promotion strategy largely relying on Social Media. Italy: Specific outcomes
  50. 50. 50 Italy: Sectors represented
  51. 51. 51 The survey targeted German and Polish members of the Klosterland e.V. network as well as cultural and tourism institutions of the city of Myślibórz. Knowledge about Social Media and PR strategy are regarded as most important in order to develop a location as a quality destination. Less important for them is a business strategy. For all participants in both countries word of mouth is the most used communication channel. On nearly the same level ranks the online- communication with websites. Great chances the Polish respondents see in using press releases, and the Germans see opportunities in Social Media platforms, which Polish partners already use. All would like to have additional knowledge about creating a strong cultural touristic brand. Formulation and distribution of cultural touristic products are more relevant for the Polish stakeholders than the use of networks for cultural tourism in Europe and on a national and international level. They do not seem to believe in networks (probably due to lack of experience). Obviously, strong differences were identified in satisfaction with existing cooperation within the field of cultural tourism: While the German respondents are satisfied to 75 %, in Poland 60% of the respondents were not satisfied with cooperation or did not cooperate at all. German respondents wish to improve contacts to local tour operators and internationally active agencies. Polish stakeholders would like to develop funding skills and gain knowledge about the development of cultural touristic offers. Poland: Specific outcomes
  52. 52. 52 Poland: Sectors represented
  53. 53. 53 The main activities should be focused on marketing and Social Media strategy. It is considered as a top priority to make Bucovina a high quality and a more visible destination among the well-known tourism destinations in Romania and abroad. It seems a large part of the respondents are already using online promotion (websites and Social Media platforms). In Romania, the “word of mouth” is considered to be the most effective way of promotion. They would like to use more promotional instruments, like gadgets, press, radio, TV, but it is well known these are quite expensive, and most probably are not affordable for respondents. Respondents underline the idea of creating a cultural brand of the region and promoting it on international level, through cultural networks. Respondents are aware of the benefits of using Social Media channels for communication. They are expressing their needs to improve their abilities to use Social Media in a more efficient way. Increase the trust of the locals and to raise their awareness of the importance of local and regional cooperation in the field of cultural tourism. The accessibility of the region and public transportation within must be improved, in order to attract more visitors. A better cooperation with local authorities is regarded as a success factor for tourism development. Romania: Specific outcomes
  54. 54. 54 Romania: Sectors represented
  55. 55. 55 Picture Credits EUROPETOUR partners would like to thank all institutions and persons who contributed with pictures to this report beside the partners themselves: Bayerische Staatsbibliothek / Bokowsky + Layman Burg Gamburg goodluz / Fotolia.com Hohenloher Kultursommer Doris Köhler, Öhringen Stadt Bad Wimpfen Schlossverwaltung Weikersheim
  56. 56. 56 CONTACT Details With regard to the survey and its results Future for Religious Heritage, 67 rue de Trèves, B – 1040 Bruxelles (Belgium) Sarah Coumans / Lilian Grootwagers Phone +32 24 00 77 03, info@frh-europe.org With regard to the EUROPETOUR project and the training module as a result of this survey Kultur und Arbeit e.V. (coordinator), Goethestr. 10, D-97980 Bad Mergentheim (Germany) Karin Drda-Kühn Phone +49 7931 56 36 374, info@europetour.tips The EUROPETOUR blog: www.europetour.tips ; Stay tuned on Facebook: https://www.facebook.com/EuropeTourTips/ Follow us on Twitter: https://twitter.com/europetourtips
  57. 57. 57 The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

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