Culture marketing People or People marketing Culture


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Giannopoulos- Kladou
IEMA Tourism Summer School 2012
Olympia Greece
Culture marketing People or People marketing Culture

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Culture marketing People or People marketing Culture

  1. 1. Summer Schools   ‐ Olympia, 2012 Culture marketing People  Culture marketing People or People marketing Culture An acquaintance with the Chariots of Fire Antonios Giannopoulos Athens University of Economics & Business Stella Kladou Stella KladouHellenic Open University, Istanbul Bilgi University, University of Rome “La Sapienza” 28th July 2012
  2. 2. Culture: What do we mean? Culture: Culture: What do we mean? : What do we mean?The word "culture" is most commonly used in three basic senses:  high culture, which refers to the excellence of taste in the fine arts and humanities, an integrated pattern of human knowledge, belief, and behavior that depends upon the  capacity for symbolic thought and social learning and, the set of shared attitudes, values, goals, and the set of shared attitudes, values, goals, and practices that characterises an institution, an institution,  organization or group Source: Kroeber &Kluckhohn, 1952Chariots of Fire Olympic Games‐> cultural event (sports, spirit etc.) Notions of Olympic Ideals, culture, place image to be discerned#S Scene: Eric’s speech (faith and running, values and sports) Ei ’ h (f ith d i l d t) Summer Schools ‐ 2012
  3. 3. From Culture & Heritage To Destination Branding Academic works focus on one or more aspects of culture, such as music & cuisine  ( (i.e. Slater, 2004)  ) Flagship cultural projects, such as museums and arts centers, intended to enhance  the city image (Grodach, 2008) Cultural festivals conducted in a city ‐> lead to improved awareness and assist in  l lf l d d l d d d updating their role as a sustainable tourism product (McKercher et al., 2006) The missing link… (focus on product only?) Paradox to be considered: “the more unique the urban attraction, the less likely is  the visit to be repeated” (Ashworth & Page, 2011, p. 8) the visit to be repeated (Ashworth & Page 2011 p 8) e.g. Luxor and Pisa will tend to be a once‐in‐a‐life‐time experience while more  generalized place products selling an ambiance or way of life (Paris, Vienna, New  York) rather than a specific attraction are more likely to generate repeat visits Y k) th th ifi tt ti lik l t t t i it# Scene: Paris “cavalier” image vs. US – media coverage Summer Schools ‐ 2012
  4. 4. The Place Brand perspective Destination branding (tourism field): “the set of marketing activities that (1) support the creation of a name, symbol, logo, word  mark or other graphic that readily identifies and differentiates a destination; that (2)  consistently convey the expectation of a memorable travel experience that is uniquely  associated with the destination; that (3) serve to consolidate and reinforce the emotional  connection between the visitor and the destination; and that (4) reduce consumer search between the visitor and the destination; and that (4) reduce consumer search  costs and perceived risk” Source: Blain et al. (2005, p. 337)e.g. “I ♥ NY”, “Iamsterdam” In general: Place branding hexagon (Anholt, 2003) Tourism Culture, heritage & sport, give places richness,  Export  dignity, trust and respect abroad & quality of life dignity, trust and respect abroad & quality of life  People brands at home ‐> distinct dimension Place Cultural element inherent in all other dimensions  e.g.  Made in Switzerland watch (precision e g “Made in Switzerland” watch (precision,  Culture and  Brand Foreign and  Domestic  Domestic reliability etc.) Heritage Policy Investment  and  Immigration # Scene: Country‐of‐origin effect – Jewish (place  brand‐> dimensions and vice versa) Summer Schools ‐ 2012
  5. 5. The Relationship PerspectiveBased on the human‐intensive character, tourism services may actually go beyond the simple dyadic exchange of traditional marketing Need to create long‐term, trusting, “win–win” relationships that have a particular effect on customer satisfaction and retention as well as a considerable impact on effect on customer satisfaction and retention as well as a considerable impact onloyalty (Huang & Chiu, 2006) i.e. repeatersRelationship marketing introduced and applied to establish, develop and maintain successful relational exchange between tourists, the service‐providers and the local people“Relationship marketing is to identify and establish maintain and enhance Relationship marketing is to identify and establish, maintain and enhance relationships with customers and other partners, at a profit so that the objectives of the parties involved are met. This is achieved by mutual exchange and fulfillment of promises (Grönroos, 1994, p.9)fulfillment of promises” (Grönroos, 1994, p.9)# Scene: Abraham’s dispute with Dean, Cambridge image, relationships built within, coach‐athlete relationship, in search of “win‐win” Summer Schools ‐ 2012
  6. 6. Culture, Destination Branding & Relationship Marketing Source: Kladou, Giannopoulos, Mavragani and Chytiri, 2012 Kladou Giannopoulos Mavragani and Chytiri 2012Culture as a driving force for a sustainable competitive advantage: e.g. a well‐branded cultural event has the advantage of co‐branding itself and the destination, and may finally help in building and maintaining a strong destination brand over timehelp in building and maintaining a strong destination brand over timeAdvantage: a framework of D.B. & R.M. E.g. museum referred as “one of the most transformative symbols of city place‐making  of the last decade” (Evans, 2003, p. 432) Culture, Marketing and People element: highly intermixed in the “Olympic” setting  (p (place, event, services etc.) , , ) Culture Marketing People AND People Marketing Culture  Summer Schools ‐ 2012
  7. 7. From Olympia to … the world! Olympic Games mainly considered as a single Cultural and Sport Event i l C l l dS EPossible reconsider?A special marketing tool for place branding and destination marketingand destination marketing(& the case of Olympia) Summer Schools ‐ 2012
  8. 8. Let the Game(s) begin! rack  an Olympic ‐related noun/ adjective of at least 6 characters  y p / j f that will be the name of your team and use it to create an acrostic* ach word of the acrostic should characterize your team (skills,  ac o d of t e ac ost c s ou d c a acte e you tea (s s, members etc.) f p g ll members of the team should take part during a 5‐minute  presentation describing at least one characteristic ake sure that you all participate and have fun!! sure that you all participate and have fun!!* Verse in which certain letters such as the first in each line form a word or message Summer Schools ‐ 2012
  9. 9. Antonios A. GiannopoulosPh.D. Researcher in Services/Tourism Marketing & CommunicationPh D Researcher in Services/Tourism Marketing & CommunicationDepartment of Marketing & Communication, Athens University of Economic and Businesse‐mail: http://gr linkedin com/in/antoniosgiannopoulos(Fr): ID: antonneve St ll Kl d Stella Kladou Ph.D. Researcher in Place Branding School of Social Sciences, Hellenic Open University M.A. in Cultural Management, Istanbul Bilgi University University of Rome “La Sapienza” e‐mail: (Eng): Summer Schools ‐ 2012
  10. 10. will run on the of  …Feel the       of the Summer School   relay! Summer Schools ‐ 2012