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09. Iolanda Pensa, Heritage Management 2018, Università di Bergamo. Target groups

Iolanda Pensa
Iolanda Pensa
Iolanda PensaResearcher and art critic at SUPSI University of Applied Sciences and Arts of Southern Switzerland

Iolanda Pensa, Heritage Management 2018, Università di Bergamo. Target groups.

09. Iolanda Pensa, Heritage Management 2018, Università di Bergamo. Target groups

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Critical analysis
1.The Concept of Heritage
2. Structure of a Proposal
3. Implications of Heritage
4. Legislation and Copyright
5. Critical Analysis
6. Context Analysis
7. Services and Interpretations
8. Stakeholders
9.Target Groups
10.Authenticity
Map a territory (identify heritage)
Context analysis proposal budget
Analyse Message(s) promoted
Identify legislation and rights
SWOT
References and Wikipedia
Identify Services
Identify Stakeholders
Analyze Target groups involved
Identify Existing Gaps
Lessons Assignment Competence
As-is analysis
Critical analysis
As-is analysis
Critical analysis
Estimated time 20 hours
Concepts and proposal
Iolanda Pensa, Heritage Management, Università di Bergamo, 2018.
iolanda.pensa@supsi.ch - http://iopensa.it
Demand
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 63, 73-78
1. Current or use demand: number of people visiting heritage sites
2. Option demand: potential use, opportunity
3. Existence demand: intrinsic value
Latent or non use demand
1. people who have never visited and never think about visiting
2. people who used to visit but no longer do
3. people who infrequently visit
Important to figure out how to attract new visitors
Constraints
1. Structural barriers block intentions to become actions
2. Intrapersonal constraints: fail to develop leisure preferences
3. Interpersonal barriers results from social interactions with other people
Inaccessibility
1. Physical (weather, topographic barriers, lack of infrastructure and transportation, handicap access).
2. Market inaccessibility (lack of time and money, admission fees and transportation costs)
To some people the world represented by museums is not their world, conventional communication,
considered boring and incomprehensible, lack of interest or desire, taste, low-quality customer services, fatigue.
Disabilities (ref. national legislations)
1. Intrinsic barriers: personal limitations involving physical, psychological or cognitive disabilities
2. Environmental barriers: behaviors of other visitors, architectural structures, obstacles, transportation,
economic barriers
3. Communications barriers
Demand/Market - The tourists/visitors
Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 63-65
According to their engagement
1. Passive tourists and visitors
2. Serious heritage seekers (plus ecotourists)
According to the sites they visit
Demographic characteristics (level of education, gender, age, income level, employment types)
Geographic characteristics (where tourists live, from where tourists visit, travel pattern)
Psychographic characteristics (lifestyle, social class, personality): active outdoors-oriented
people, middle and upper classes, workaholics…
Mode of travel (coach, private car, train)
Behaviors (awareness, enthusiasm, loyalty, regularity of use…)
Visit composition (family groups, individual, couples)
Visit type (parties, educational)
Demand source
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 63
1. Realm of tourism: who promotes heritage attractions
2. Levels of government
3. Heritage guardians: i.e. national trust, civic groups, preservation societies
How many tourists/visitors?
If you could choose, who would you encourage to come?
Heritage visitor characteristics
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 67
High levels of education
More women than men for historic sites
More men than women for scientific sites
Younger than other tourism types
People who visited heritage when they where young they are more likely to continue
Demographic characteristics
Geographic origins related to the scale of the heritage attraction
1. Live in the immediate vicinity. Same-day visits
2. Domestic tourists who stay overnight in some form of accommodation (including friends and
relatives)
3. International tourists
Spend more time on holiday
Stay in hotels rather than other forms of accommodation
Propensity to shop (with preference for local artifacts and foos)
They travel more than average population (especially short holiday trips)
Less seasonal variation
Attend sites in groups
1. Families (with children or extended family members)
2. School groups
3. Other groups such as church youth, senior centre grouping
4. Special intersos groups
Geographic characteristics
Psychographic characteristics
Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 67-68
Two poles
Unusual and challenging experiences Well-established urban tourism places
Psychographic Spectrum
They can tour to visit them.
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09. Iolanda Pensa, Heritage Management 2018, Università di Bergamo. Target groups

  • 1. Critical analysis 1.The Concept of Heritage 2. Structure of a Proposal 3. Implications of Heritage 4. Legislation and Copyright 5. Critical Analysis 6. Context Analysis 7. Services and Interpretations 8. Stakeholders 9.Target Groups 10.Authenticity Map a territory (identify heritage) Context analysis proposal budget Analyse Message(s) promoted Identify legislation and rights SWOT References and Wikipedia Identify Services Identify Stakeholders Analyze Target groups involved Identify Existing Gaps Lessons Assignment Competence As-is analysis Critical analysis As-is analysis Critical analysis Estimated time 20 hours Concepts and proposal Iolanda Pensa, Heritage Management, Università di Bergamo, 2018. iolanda.pensa@supsi.ch - http://iopensa.it
  • 2. Demand Source:Timothy & Boyd, Heritage Tourism, 2003, p. 63, 73-78 1. Current or use demand: number of people visiting heritage sites 2. Option demand: potential use, opportunity 3. Existence demand: intrinsic value Latent or non use demand 1. people who have never visited and never think about visiting 2. people who used to visit but no longer do 3. people who infrequently visit Important to figure out how to attract new visitors Constraints 1. Structural barriers block intentions to become actions 2. Intrapersonal constraints: fail to develop leisure preferences 3. Interpersonal barriers results from social interactions with other people Inaccessibility 1. Physical (weather, topographic barriers, lack of infrastructure and transportation, handicap access). 2. Market inaccessibility (lack of time and money, admission fees and transportation costs) To some people the world represented by museums is not their world, conventional communication, considered boring and incomprehensible, lack of interest or desire, taste, low-quality customer services, fatigue. Disabilities (ref. national legislations) 1. Intrinsic barriers: personal limitations involving physical, psychological or cognitive disabilities 2. Environmental barriers: behaviors of other visitors, architectural structures, obstacles, transportation, economic barriers 3. Communications barriers
  • 3. Demand/Market - The tourists/visitors Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 63-65 According to their engagement 1. Passive tourists and visitors 2. Serious heritage seekers (plus ecotourists) According to the sites they visit Demographic characteristics (level of education, gender, age, income level, employment types) Geographic characteristics (where tourists live, from where tourists visit, travel pattern) Psychographic characteristics (lifestyle, social class, personality): active outdoors-oriented people, middle and upper classes, workaholics… Mode of travel (coach, private car, train) Behaviors (awareness, enthusiasm, loyalty, regularity of use…) Visit composition (family groups, individual, couples) Visit type (parties, educational)
  • 4. Demand source Source:Timothy & Boyd, Heritage Tourism, 2003, p. 63 1. Realm of tourism: who promotes heritage attractions 2. Levels of government 3. Heritage guardians: i.e. national trust, civic groups, preservation societies How many tourists/visitors? If you could choose, who would you encourage to come?
  • 5. Heritage visitor characteristics Source:Timothy & Boyd, Heritage Tourism, 2003, p. 67 High levels of education More women than men for historic sites More men than women for scientific sites Younger than other tourism types People who visited heritage when they where young they are more likely to continue Demographic characteristics Geographic origins related to the scale of the heritage attraction 1. Live in the immediate vicinity. Same-day visits 2. Domestic tourists who stay overnight in some form of accommodation (including friends and relatives) 3. International tourists Spend more time on holiday Stay in hotels rather than other forms of accommodation Propensity to shop (with preference for local artifacts and foos) They travel more than average population (especially short holiday trips) Less seasonal variation Attend sites in groups 1. Families (with children or extended family members) 2. School groups 3. Other groups such as church youth, senior centre grouping 4. Special intersos groups Geographic characteristics Psychographic characteristics
  • 6. Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 67-68 Two poles Unusual and challenging experiences Well-established urban tourism places Psychographic Spectrum They can tour to visit them.
  • 7. Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 67-68 Two poles Unusual and challenging experiences Well-established urban tourism places Psychographic Spectrum They can tour to visit them.
  • 8. Heritage visitor motivations Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 69-73 1. Pursuit of knowledge. Learning dimension, interest in culture, heritage and ethnicity.. 2. Personal benefits. Health benefits, relaxation, some kind of spiritual reward, recreation activities, enjoying sightseeing, accompany friends and relatives, business. Different types of people demand different heritage experiences. Population age: increased interest in understanding one’s roots Religious people: sacred sites as a way of affirming tier faith Outdoor enthusiasts interested in national parks Education-oriented tourists might appreciate ancient ruins Nostalgia Bittersweet longing associated with a memory or image of the past. A combination of happiness, excitement and sadness. Yearning to return home. Strong personal connection. Search for roots and historical identity. People think people were happier in the past, because life was simpler and less complex.
  • 9. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.
  • 10. L’opera studiata nell’ambito della ricerca Culture and Safety in Africa. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.
  • 11. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.
  • 12. L’opera studiata nell’ambito della ricerca Culture and Safety in Africa. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.
  • 13. Images on Wikimedia Commons SUD 2007 https://commons.wikimedia.org/wiki/Category:SUD_Salon_Urbain_de_Douala_2007 SUD 2010 https://commons.wikimedia.org/wiki/SUD_Salon_Urbain_de_Douala_2010 SUD 2013 https://commons.wikimedia.org/wiki/SUD_Salon_Urbain_de_Douala_2013 doual’art https://commons.wikimedia.org/wiki/Doual%27art doual’art http://www.doualart.org mobile A2K Culture and Safety in Africa http://www.mobilea2k.org Il progetto di ricerca del caso di studio “Le jardin sonore” (2011-2014).
  • 14. Il caso di studio.
  • 15. Il caso di studio“Le Jardin Sonore “, strutturato in una serie di documenti (autentici e rielaborati) basati sui risultati della ricerca Culture and Safety in Africa. Corso: Semiotica del testo visivo - Nicla Borioli. Pilota: 2016; Uso: 2017.
  • 16. Lucas Grandin, Douala, 2010, cc by-sa. Artist Location City Country Africa Subject Nationality of the artist Typology of artwork Impact Beautification Ownership of the land Neighborhood Technique Content License Reproducibility Frame (event) Safety Process Involvement of young people Infrastructure Network of the artist Public
  • 17. Joseph-Francis Sumégné, La Nouvelle Liberté, Douala, 1996. Photo Tatoute, CC BY-SA, Materials Site Lights Looks like... Access Rumors Details Maintenance
  • 18. Joseph-Francis Sumégné, La Nouvelle Liberté, Douala, 1996. Photo Roberto Paci Dalò, 2010, CC BY-SA, Neighborhood People Community Visitors Streets CrowdHow people use the place How people see the object Perception
  • 19. Artist Process Institutions involved Joseph-Francis Sumégné and Catherine de Senarclens with a sculpture and the model of La Nouvelle Liberté, Douala. Photo Roberto Paci Dalò, doual’art, Douala, 2010, CC BY-SA, Feedback Biography Works Documentation through time
  • 20. Cultural Institutions and Public Art in Douala. Iolanda Pensa and Stefano Baseggio, 2006, CC BY-SA. Context City Administration Country Money Partners Success International Recognition Continent Similarities Differences Other works in the same area Bibliography
  • 21. HervéYamguen, Douala, 2010, cc by-sa. Artist Location City Country Africa Subject Nationality of the artist Typology of artwork Impact Safety Beautification Ownership of the land Neighborhood Technique Content License Reproducibility Frame (event) Network of the artist Public
  • 22. Alioum Moussa, Douala, 2005, cc by-sa. Artist Location City Country Africa Subject Nationality of the artist Typology of artwork Impact Safety Beautification Ownership of the land Neighborhood Technique Content License Reproducibility Process Infrastructure Frame (event)