Navarrete dig tourist
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Digital heritage tourism involves individuals who explicitly and voluntarily engage with a museum's collection and services online, without necessarily visiting the physical museum. This document proposes defining the "digital heritage tourist" as someone who remotely visits a museum through online activities like viewing collections on a website, watching videos, or sharing images on social media. The definition includes limitations that a digital tourist has no intent to visit the physical museum within a year, only interacts with collection-related online services, and visits independently of location. The growth of digital tourism presents opportunities and challenges for museums to account for online visitors and develop alternative financing models to involve virtual consumers.
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Navarrete dig tourist
- 1. Digital heritage tourism: innovations in museums Trilce Navarrete – Erasmus University Rotterdam Hokkaido University – 10 September 2019
- 2. Tourism 2018 (UNWTO) • 1.4 billion individuals travelled internationally (tourists arrivals) • International tourists receipts + passenger transport = 1.7 trillion USD • 4 out of 5 tourists travel within their region
- 4. Tourism 2017 (Netherlands) • Tourism continues to grow (modestly) in the Netherlands • There is no coordination to isolate tourists that visit museums • National tourists cannot be matched to national museum visits
- 5. Tourism 2020+ … the digital tourist • 51% of individuals (3.9 billion people) used the internet in 2018. • Less data is available on the digital services provided and on the number of visitors – much less on their profile and motivations….
- 14. Museums online • In the past 50+ years, museums have adopted the Internet beyond the remote catalogue. • The most ‘successful’ projects appear to be independent from the physical museum. • Service innovation has lead to a distinct consumer: the Digital Heritage Tourist – so far not accounted for in the literature.
- 15. But … • How to account for the virtual / digital / online visitor? • Value to institution? To society? • Free riding? • Definitions of visitor / space / activity? • Online collections are conceptualised beyond the physical museum. • Visits are an online journey navigating through hyperlinks.
- 16. And … • Authenticity is relative to time and place, more dependent on the cultural capital of the viewer than on the object or site (Timothy and Boyd, 2006). • Leisure activities (and tourism) are expanding in response to changes in social practices, use of time, and conceptualisation of place (Henderson, 2008). • Literature so far discusses digital technology in tourism (1) to enhance physical visit and (2) as marketing and part of business models (e.g. online ticket sales, online shop).
- 17. Definitions The current definitions: • Tourist (or overnight visitor) = “A visitor (domestic, inbound or outbound) is classified as a tourist, if his/her trip includes an overnight stay, or as a same-day visitor (or excursionist) otherwise (IRTS 2008, 2.13). • Tourism = “a trip to a main destination outside of [a traveller’s] usual environment, for less than a year, for any main purpose (business, leisure or other personal purpose) […] Tourism is a subset of travel and visitors are a subset of travels.” (UNWTO). • Heritage tourist = “the explicit and voluntary contact that tourists have, away from their normal place of residence, with cultural heritage through the visit or consumption of heritage goods and services” (Bonet, 2013) http://statistics.unwto.org/sites/all/files/docpdf/glossaryterms.pdf
- 18. Proposal: Digital Heritage Tourism Digital Heritage Tourist = exists independently of the physical location to explicit and voluntary come in contact with the museum’s goods and services online, not necessarily involving direct payment. The tourist visits the museum remotely to enjoy the vast information services related to the collection, which can include viewing an online catalogue on the museum’s website, watching videos on the museum’s YouTube channel, or sharing images from the museum’s Instagram profile. For some, access to specialised content may involve payment as would the purchase through the online shop.
- 19. Proposal: Digital Heritage Tourism Limitations of time, place and activity: Time = A digital tourist will not intent to visit or actually visit the actual physical museum within the year of visiting the museum online. Space = The digital visit will only apply to those products and services originating from the museum, which may involve collaborative ventures but not all services that make use of the museum content. Activity = Only interaction with the actual collection related services of the museum, excluding information online on parking facilities or opening hours since these are associated to the physical museum visit.
- 20. Further thoughts • Museums remain an authority with (mostly) monopolistic management of their collections. A strong digital brand may prevent unwanted copying. • The tourism industry is interesting because of its economic impact to the region (though negative externalities to locals). Online, museums hardly ever charge for access. Alternative financing models can be considered (e.g. Wikipedia) further involving the consumer in the digital production cycle.