Edutainment as a managerial tool for visitor management culture in a gift box

Instıtuto Polıtecnico da Guarda
Escola Superior Turismo e Hoteleria
January 2011
TOURISM MARKETING
Prof. Cristina Estevão
Nursen Baykal
Hotel Management
Culture in a gift box
Edutainment as a managerial tool for visitor management
“a good story can help decipher everything that puzzles us”

Escola Superior Turismo e Hoteleria____________________________________________
Edutainment as a Managerial Tool for Visitor Management - Culture in a Gift
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Table of Contents
Thank Page............................................................................................3
Abstract.................................................................................................4
Introduction..........................................................................................4
1.Characteristics of tourists………………………………………..........6
2.What is Visitor Management?......................................................6
2.1.How Can Visitor Management Use as a Marketing
Tool?.........................................................................................................8
2.1.a.Key word is : UNIQUE..............................................................8
2.1.a.1.Cappadocia,Turkey.................................................................9
2.1.a.2.Pamukkale, Turkey…………………………………………….....9
3.Educational Tourism……………………………………………………9
4.Edutainment………………………………………………………….…..11
4.1.Edutainment Tools for Tourism…………………………………...12
Adverstiment for Tourism Marketing………………….…….…..…...13
4.1.a.Salzburg , Germany………………………………………...…….14
4.2.b.Firenze , Italia………………………………………………….….14
4.2.Companies Used Edutainment in their Business and
Marketing……………………………………………………………...….….15
4.2.a.WhiteHutchinson…………………………………………...……..15
5.A Case Study About Using Envirenment Awareness about
Tourism Marketing……………………………………………………….17
5.1 Case Study of Purvitis House , Latvia , Valmiera…………...….17
5.2. How do They Tell Their Story ?...................................................18
5.3.Touristic Value of Purvitis House………………………………….18
6.Conclusion of the Work……………………………………………….19
Bibliography………………………………………………………..………20

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I would like to thank to Frederike van Ouwerkerk.
Senior lecturer culture and tourism,
NHTV International University Breda, Netherlands
She gave me the idea Edutainmetn for Tourism
Marketing about with her lectures while I was in BISS (
Baltic International Summer School ) by Vidzemes
University , Latvia.

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Abstract
In this work, I will mention about the effects of Edutainment and
Visitor Management to Tourism Marketing.
There are plenty of given examples about Edutainment, Visitor
Management and Tourism Manaagement. Additionally there is a given
case study connection to Tourism Marketing using the Eedutanement
wihich made in BISS ( Baltic International Summer School ) , Latvia, by
Vidzemes University.
I am giving this case study with no change, because I was in this
summer school and I am using this topic having some ideas from BISS
when I was in this summer school.
Introduction
In this world it is hard to come up with an original gift now that
prosperity has increasedto the extent that the population’s primary
needs are met. The only thing people generally lack is time.
Time is a scarce commodity, so it makes a great gift.
Instead of a book token, people give each other a voucher for a wellness
weekend, a high tea,a package holiday or for instance a balloon ride.
The voucher in the box gives the time and also theauthentic, unique,
social experience to slow down and get inspiration and fun, the
consumer is lookingfor. It is time you have to spend on yourself- because
after all, it’s a gift.
a nice present ?
the answer : absolutely YES..!! time to rest can be best present ever!

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From the point of tourism, this development appears interesting as a
method to manage and spreadvisitor flows. This idea can be a good idea
for tourist marketing also to make people having holiday,even in
winter time.
From the point of culture, it appears to be a change to generate more
and different visitors especially atthe smaller regional museums. It can
also be a way to expand the tourist season, attract visitors forinstance
in wintertime.
Last but not least it is also a change to stimulate cooperation between
tourism and culture, a way offilling the gap.

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1.Characteristics of tourists
By definition a tourist has to spend the night somewhere. He comes
voluntary in his free time, whichis a scarce item as is shown above.
Most of the time it is a social activity, people want to share
theirexperiences and memories.
Tourism is about attracting people and earning money. It’s an economy.
In the first place a tourist comes for the 7 Segmentations: sun, sea, sand,
snorkelling or snow, sex, sangria, slow.
In the second place a tourist comes for specific nature or culture.
Culture has always been an important motivation for tourists to go to a
special destination.
Culture can make the difference in a global village, it is unique,
authentic and aesthetic and distinct.
For the last 10 years or so cultural tourism is booming.
2.What is Visitor Management?
Visitor management is;
 To maintain and preserve authenticity ofcultural and natural
heritage for future generations, whilst appealing to thesuppliers,
the regulators and theconsumers.
 To create environmental awareness,communication and
interpretation.
 To manage and spread visitor flows.
 To attract more and new visitors.
 To spread them intime as well.
 To create mindful visitors.

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Tourist are looking for challenging, unique, authentic, distinctplace to
go.They want to have a unique experience.They want to have
pleasure.They want to have their dream becometrue.
They also want;
 Feeling of being welcome
 Good accessibility
 Parking facilities
 Functional public transport
 Attractive shops
 Appealing landscape
 Outstanding catering
 Excellent facilities
 Inviting interpretation
At this point visitor management is an important segment for
marketing. Because, Tourism is about selling dreams.
Visitor management focus on;
 Focus on authenticity and quality
 Preserve and protect resources
 Make sites come alive
 Find a fit between the community and tourism
 Collaborate
‘’A Visitor Attraction is a dream that consists of Myth, Magic and
Mystery.’’
(Frans Schouten, 1995)

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2.1.How Can Visitor Management Use as a Marketing Tool?
To take people attation to the place and not to damage from the
crises,these questions can help to companies for their marketing
strategy.
The questions are;
 What is the spirit of the place?
 Why is this place so unique?
 How do we get this across to our visitors?
 Who are our visitors?
 How can we challenge them to come?
 What experience we have to offer?…vs.
2.1.a.Key word is : UNIQUE
U=The visit should challenge the visitors to look at the world around
them from a new perspective, make them wonder about marvels of the
world around them
N=The visit should make the visitorscurious, the visit should stimulate
the visitor’s imagination
I=The visit should be inspiring; shouldstimulate and provoke visitors
Q=The visit should be a qualitativeexpereince, a strong emphasis on
service and customer care
U=The visit should lead to a betterunderstanding of the relevance of the
site,visitors should leave the site with newinsights and experiences.
E=The visit should touch the visitorsemotionally, it should touch their
hearts.

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Some examples:
2.1.a.1.Cappadocia,Turkey
This place has an old and interesting story which takes
people’s attantion to go there.
All houses in Cappadocia were built cowering the
stones.
It means that each of the houses are a cave,even the
hotels in Capadocia.
There are also balloon tours for tourist.And this is
really unique.
2.1.a.2.Pamukkale, Turkey
Pamukkale, which means ‘’cotton castle’’, is totaly
made by nature.No human affect.
Tourists also have chance to learn the culture.
3.Educational tourism
Nowadays also educational tourism has become a trend. People are
looking for experiences to move the spirit, to develop the mind and to
get inspiration and to have fun.
Within the cultural sector, people want to share and spread their
knowledge of that culture to generateunderstanding for its importance
and significance.
But be aware of the tourist gaze: “it’s so postcard!.
Educational tourism is a guided, social activity in quality time. This
voyage of discovery to anothertime must then, provide an experience.
This is what the visitor wants and will gladly pay for. Quality is very
important. The guest paysprimarily for memorable experiences.
A memorable experience is generally also a unique experience.

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Unique can be described as
Uncommon, it should be entertaining, keep in mind they visit the place
in their leisure.
Novelty, it should raise curiosity; provide a new experience, a new
insight.
Inspiring, it should be provocative and stimulating
Quality, it should be customer- and service oriented.
Understanding, it should lead to a profound understanding of the
collection.
Emotions, it should evoke emotions and be a moving experience.
In addition to a memorable experience, the visitor wants to learn
something about himself in relationto the destination. He wants a
personal development experience. In the experience economy this
iscalled transformation.
This is something the visitor is even more prepared to invest in than a
memorable experience. Fromthe perspective of culture, where by
definition there is a strong emphasis on education, and from
theperspective of visitor management this is an interesting fact. It gives
edutainment a very important role.
Louvre Museum, Paris
Louvre museum is one of most visited in the
world.This museum give the challange to learn when
they are looking at Mona Lisa or while getting
around in the museum.

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4.Edutainment
Entertainment = entertaining, having fun
Education = ducere to lead someone from one point to the next.
Edutainment = to learn something in your free time in a funny leisure
way. Because
people want to learn, not because they areobliged to do it.
Educational Tourism is ;
 To move the spirit
 To develop the mind
 To get inspiration
 To have fun
Educational Tourism means;
 Social activity
 Quality time
 Guided: it doesn’tmatter in what way

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4.1.Edutainment Tools for Tourism;
.Water Ball
Step Aerobic
Dance courses for Custemers in holiday destinations.
Dart Game
Beach Volleyball….vs. and lots of others.
In tourism industry, the most important thing is marketing and of
course custemer satisfaction.
While using edutainment in tourism market, most used tools are;
 Destination
 Sea
 Sun
 Sand
 Entertainment

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Therefore, while touristic industries, hotels , marketing their products,
they use these tools to affect people.
Some example adversitements are given below;

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An other perspective of Edutainment of using well known people for
Tourism marketing.
While people are having their holidays, they can also leave the culture
and history.They can have a unique and unforgotable
experinence.More than ‘’Sea,Sun, and Sand ‘’ concept.
Also an other viewpoint for Tourism.
As example;
4.1.a.Salzburg , Germany
Mozart had lived in this city.It’s famous for Mozart and history.
Unfortunately this city isn’t known by most of people.Because tourist
marketing is not used fort his city.However the city has the potential
for tourism.Because there are thousands of people in the world who is
fan of Mozart.
4.2.b.Firenze , Italia
Firenze was the capital of rebirht in old days.This city was a good
example for the all others for the value of ART.Art and culture were
really important for people in Firenze.
The leaders of rebirth
 Leonardo da Vinci
 Micbelangelo
 Raphaello
Famous gothic masters
 Arnolfo di Cambio
 Giotto

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Famous sculptors
 Ghiberti
 Donatello
 Luca della Robbia
 Benvenuto Celini
 Giovanni da Bologna
 Dante Alighieri, had lived in Firenze.
A visit to Firenze is a good opportunity to have holiday and learn
history.
4.2.Companies Used Edutainment in their Business and Marketing
4.2.a.White Hutchinson
Kansas City, Missouri, USA / Doha, Qatar
Middle East Leisure Project Experience
Their company has been working in the Middle East and Arab world
since 1998 when their first conducted a feasibility study and prepared
preliminary designs for a children's edutainment center in Doha,
Qatar.
Since then, they designed and produced LouLou Al Dugong's, a
children's play & discovery center in Dubai, United Arab Emirates,
and have worked on the feasibility and design of other projects in the
Middle East in Al Ain and Abu Dhabi, U.A.E.; Sana'a, Yemen;
Manama, Bahrain; Kuwait City, Kuwait; Amman, Jordan; Kuwait,
and Riyadh and Jeddah, Saudi Arabia; as well as in the Islamic country
of Morocco in its capital city Rabat and in Beirut, Lebanon.

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Some of their projets about edutainment are;
 Jeddah, Dhahran & Riyadh, Saudi Arabia – Smart Kids
(Abcarino) children's edutainment and enrichment center.
 Manama, Bahrain – feasibility and preliminary design of a 3.700
square meter children's edutainment, entertainment and
enrichment (play & discovery) center that includes a discovery
play garden and rooftop zero-depth spray grounds (spraypads).
 Doha, Qatar – mixed-use mall type project with retail,
restaurants, cinemas, children's edutainment and enrichment,
family entertainment, amusement, bowling, ice skating, a party
and celebration center, hotel and indoor waterpark.
 Doha, Qatar – market and financial feasibility and concept plan
for a children's edutainment center.
According to the company,The Middle East, and especially the Gulf
Cooperation Council (GCC) countries of the United Arab Emirates, Saudi
Arabia, Kuwait, Bahrain, Qatar and Oman, is undergoing rapid
growth and expansion with many new entertainment and leisure
projects. Different than projects in Dubai that target the tourist
market, most of their projects are designed to target the local Arab
population.
Unlike many design and consulting firms who sell Middle Eastern
clients standard Western design solutions, they prided theirselves in
their practice of not literally exporting Western designs and concepts
for their Middle Eastern projects. Instead, they took pride in being
culturally sensitive and custom designing projects to meet the needs,
tastes, values and customs of the Locals.
For most of their projects, they undertook extensive ethnographic and
focus group research with mothers to understand the local area's
unique culture, including its traditions, customs, values, and traditions
of leisure, so we can design the projects to maximize their appeal to the
local residents. Our staff has worked with many ethnic groups and
Islamic cultures, and is culturally competent to recognize and respect
the unique attributes of Arab and Islamic cultures and design a project
that is appropriate and respectful to that culture.
A number of their projects are actually designed to help preserve local
culture and traditions.

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5.A Case Study About Using Envirenment Awareness about
Tourism Marketing
5.1.Case Study of Purvitis House , Latvia , Valmiera
For Tourism marketing in Purvitis House, Envirenment Awareness
used as a marketing tool.Also edutainment is used as a tool in Purvitis
House.
Purvitis House is a house of a painter.His name is Vilhemls Purvitis.
Vilhelms Purvitis was born in 1872 on the farm Jauzi inZaube. He is the
most famous and well-respected landscape painter, creating aschool of
nature painting. His vision and his ideas about environment awareness
arestill alive.
His interpretation of environment awareness is translated into his
paintings.The beautiful nature inspired him to be the foundation of the
Latvian landscape art. In this way he has created or can create
environment awareness to the people of Latvia, so that they realize how
beautiful their nature is and to create the willingness of the people to
preserve the environment they live in.
5.2. How do They Tell Their Story ?
„ From the life of W. Purvitis you can learn how to work, but from his
work you can learn how to live!” (Kurt Fridrikhson)
Purvitis is one of the founders of Latvian National ArtGallery, while
his ownrecognition was gained abroad in such art-oriented cities
as:Paris, Lion, Munich, Stockholm, Vienna, Copenhagen, London and
many other famous cities.
One of the biggest recent achievements of work of W. Purvitis is that his
work „Ziema” („Winter” ) three years agoo (2007) represented Latvia
between all other European Union countries in the celebration of 50 the
anniversary of signing Roman contract which took place in Italy, and
oficially was opened by the prezident himself
The story of Wilhelm Purvitis is being told by many people nowadays –
art curators, artists who have gained inspiration and technical skills by
studying his work and technique and cultural history experts, but one
particular way how the story of this amazing and inspiring artist is
being told is through his house. the walls literally talk in this situation!

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Vilhelms Purvitis House is located in a place called “Vecjauzi”, in Zaube
and is opened to everyone interested. The first floor is mainly left as it
has been originally, but a little bit renewed, because of a leakin roof and
some other sanitary problems.
The house is old (more than 150 years old),so it is quite normal that it
need repairing.
The vision of the house is, the house is “for everyone by everyone” –
everyone who visits can make their own opinion about it, make closer
or more distance relationship with this unusual place and also leave
something behind – a painting, a message, a craftwork of some kind or
simply plant the new potatoes and help the owner maintain the original
atmosphere of the place.
5.3.Touristic Value of Purvitis House
The Purvitis Hlouse absolutely fits the concept that mention in the
above subject „It is so postcard!”
The area where Purvitis House is in a good area for Camp Tourism and
Summer school for children.Also the area can be really adorable for
nature lovers.
Edutainment used by the owner for adversiment.When people came for
a visit to house, they can learn something while they are enjoying the
nature.The house is also used as a hotel.There are 10 – 15 beds to sleep at
house.
Marketing tools used in house is;
 Nature
 History of the House
 Art
 Edutainment
 Visitor Management , to make people come to house.

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6.Conclusion of The Work
As I mentioned in my work, Edutainment can be a useful tool for
Tourism Markeing.
Especially, for the rural tourism for develop tourism activities.
Edutainment is also good for the growth of children.Because, if a place
use for education, like teaching the history of the places , it will not be
as boring as school.
Because, people are generally get bored, if the things turned into a
lecture.So using edutainment in tourism is a good opportunity to teach
cultures.
Culture tours can be a example for using edutainment in Tourism
industry.
The summer camps are also an example.
As a reason, using of Edutainment , Visitor Management and
Environment Awareness are good opportunities for adversitement.
Especially, when the awareness is gettin and getting more important in
these days.

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BIBLIOGRAPHY
http://en.wikipedia.org/wiki/Edutainment
http://www.whitehutchinson.com/leisure/articles/edutainment.shtml
http://www.whitehutchinson.com/leisure/middle_east_experience.shtml
www.google.com , for the pictures
BISS ( Baltic International Summer School, August 2010) Lectures about
Edutainment by FREDERIKE VAN OUWERKERK
Senior lecturer culture and tourism,
NHTV International University Breda, Netherlands
Case Studies of BISS, August 2010, Vidzemes University College, Latvia
CASE STUDY ABOUT PURVITIS HOUSE BY:
Stephanie Aipassa , Hollad
Ieva Balode , Latvia
Cemal Emre Yaman , Turkey
Riikka Savolainen , Finland
Kristine Vasaraudze , Latvia

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