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FESTIVAL TOURISM IN THE REPOSITIONING OF CROATIAN
TOURISM DESTINATIONS CHRISTIAN STIPANOVIC, PhD, Full Professor
ELENA RUDAN, PhD, Assistant ProfessorPETRA PERŠIN, Student
University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Research aim & questionAims:* Defining theoretical determiners of festival tourism
* Defining new trends of festival tourism
* Analysis of current state of two historical festivals in Croatia: THE KNIGHTLY DAYS OF VRANA and THE RENAISSANCE FESTIVAL IN KOPRIVNICA
* Defining aims and innovationg operational strategies of festival tourism in destinations Koprivnica and Vrana
* Defining promotional activities in branding festival tourism in destination
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Research methods
* Author’s attitudes - current situation two chivalric festivals in the tourist destinations Koprivnica and Vrana
* Survey based of the local population and visitors
* Interviewing destination management
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Hypothesis:- Historical based festivals - a strong connection between the present and the past of a particular region - opportunity for repositioning and branding of tourist destinations
- Qualitative transformation of existing festivals give a new value in the destinations – innovation
- Creating the historic festival is the most important thing to the local population
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Festival tourism – theoretical principles - form of event tourism
- motivated primarily by different festivals
- historical festivals: the tourists are looking for an experience and cohesion of the local residents
- festivals are an important element of destination branding and promoting
- Špancirfest Varaždin, Rab Fair, Krk Fair, the Sinjska Alka
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Analysis of the current situation
* the current state of two thematically similar festivals - the Renaissance Festival in Koprivnica and the Knightly Days of Vrana
* the core of the Koprivnica Renaissance Festival is the valorisation of medieval history with stress on chivalric tournaments , old crafts and gastronomy based on nettle (28 -31 August 2015)
* The Knightly Days of Vrana shows the scenes from ancient times, (three battles with the Turks) which include camps, tournaments, shows, old crafts, old plays, folk costumes, uniforms and other (20 -23 August 2015)
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
FestivalMark
The Renaissance Festival in Koprivnica
The Knightly Days of Vrana
Residents Management Residents
Management
Festival contents 4.22 5 4.52 4.3Contents for the young 4.10 4 4.14 4.3
The influence of the Festival in presenting the local culture, tradition and history
4.28 5 4.86 5
Festival as a brand 4.42 5 4.71 5Involvement of the local population in the festival
4.04 4 3.29 3
Survey results – local residents and destination management, december 2014.
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Strengths WeaknessesAuthentic representation of historic eventsGood organisation An unforgettable experience for visitorsHigh quality staff AssociationsGood locationGreat interest of performers and visitorsMedia interestGastronomy
Too few entertainment events Non-inclusion of catering and accommodation facilities Insufficient involvement of local residents and tourists Insufficient financial resourcesInsufficient marketing and branding Lack of integral tourism product
Opportunities ThreatsRecognizing the needs of touristsDevelopment of tourist preferences towards historic festivalsCooperation with knight groupsInterest of sponsors EU funds
RivalsThe risk of bad weather conditions CrisisLack of interest for the creation of an integral tourism product
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Aims and strategies of festivals
• Quantitative and qualitative aims
• Operational strategies:
• 1) R & D• 2) Offer strategy• 3) Marketing strategies – segmentation, positioning, marketing
mix• 4)Human resource strategy• 5) Financial strategy
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Possible programme solutions:
Renaissance Festival - diversification of content and on attracting foreign participants, the involvement of visitors, especially children.
Knightly Days of Vrana - theme park, improving the presentation of traditional crafts, opening craft workshops, organizing scientific meetings.
The festivals need to become synergetically connected to the rest of the tourism offer into an integral destination product.
The continuous development of operational strategies must involve the local population and tourists as active co-creators of the festival.
ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
the tourist board must be the key stakeholder in the event organization, but also point to the necessity of a stronger synergy with other stakeholders.
it is necessary to involve domestic entrepreneurs, since the festival provides an opportunity to promote local production and agriculture
in motivating the local population and young people to join the knights’ associations and to become actively involved in knighthood training
Causal loop diagram of festival branding
reconception of competitive event
competitive event
brand
competitive event quality
development of tourist preferences
tourist event competitiveness
research –
new resources -
crisis
goals and strategic innovation
event
inovation
profit
visitor
satisfaction
functional value of the event
research –
new resources -
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brand
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emotional value of the event
level of satisfaction with the
destination
motive for revisitng destination
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ToSEE - Tourism in South East Europe 3rd International Scientific Conference Sustainable Tourism, Economic Development and Quality of LifeUniversity of Rijeka, Faculty of Tourism and Hospitality Management Opatija
Conclusion
- qualitative transformation of existing festivals give a new value in the destinations
- festivals can become a brand and an element of respositioning of other Croatian destinations
- the festival program should be innovated in order to increase its attractiveness and the protection of traditional heritage and to improve the promotion
- it is necessary to create a network of historic festivals that would perform together on the tourism market
- knights festivals – brand of destination - the synonym for a unique tourist experience in the tourist heritage offer
Thank you for your attention!Christian Stipanović, Ph. D., Full Professor, E-mail: [email protected] of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
Elena Rudan, Ph. D., Assistant Professor, E-mail: [email protected] of Rijeka, Faculty of Tourism and Hospitality Management, Opatija
Petra Peršin, Student, E-mail: [email protected] of Rijeka, Faculty of Tourism and Hospitality Management, Opatija