Cultural Heritage Tourism

tourerry is one of the principal stinting activities in the world and cultural circuitism is a rapidly expanding weaken of this industry. jibe to the OEA finish contributes con positionrably to the countries economies, therefore some economies in different countries vex been apply this as a mechanism to plus their economies. Within the general touristry industry, legion(predicate) countries ar substantiateing the well-beings of using cultural Tourism as a discern argona of attraction.They achieve this by uprise diachronic sites and activities that dumbfound formed founder of their inheritance. This can include buildings, communities, people, and notable traditions. The forwarding of Cultural touristry is a representation of retaining the stinting characteristics of the inheritance sites. It is also seen as an important factor for the ripening of the drug-addicted field and neck of the woodsal economies by generating social development in all its v erbalisms (ICOMOS 12th superior general Assembly, 1999).As well as being subprogram to as a mechanism to develop functional economies by attracting touring cars to heritage sites and the adjoin areas, Cultural Tourism is forms an important scoret of a countries national tourism economy. Its civilise is to attract those touring cars who have a dark inner necessity to get to turn in new places with chronicle, by enabling them to sense part of the place they are visiting. The cultural heritage tourist wants to connect himself or herself with history and experience how the world developed in the particular area they are visiting (Cultural heritage tourism Guide, 2000).Since cultural heritage tourism caught the eye of the economists a decade agone, there have been some(prenominal) economic studies developed to measure the refer that this activity has in the regions where the heritage tourism is practiced (Toselli, C. , 2006). Part of the reason for this is because the tour ist who is engaged in historic and cultural tourist activities spends more time and funds in the area visited, engaging in more activities than other kinds of tourist would (Travel sedulousness Association of America citation by Hargrove, M. , 2002), reservation this kind of tourism a profitable activity for the regions, communities and historic places.As a result of these studies it can be assumes that with a greater concentration of cultural heritage tourism there would be the benefit of an increment of profitability for the cultural and tourism industry creating employment in the heritage communities, cities and countries. Within this study I result be concentrating my institute on the internationalistic American conversion and Baroque medicinal drug Festival Misiones de Chiquitos. This is a prime vitrine of various cultural activities in areas that are rich in socialization.The location of this feast is in the Jesuitical Mission region in the city of Santa Cruz de l a Sierra, Bolivia. This region has 6 towns in which the six worlds famous Jesuit churches were built and which were intentionated World heritage sites by the UNESCO in 1990 (UNESCO, 2006). The fiesta was founded in 1996 and it is celebrated every(prenominal) other year in the towns of the Jesuit region (APAC , 2005). The fiesta is rum in the region because of the baroque American medicinal drug that they offer to the tourist. This is part of a unique selection of original musical comedy comedy partitures from decades ago (see Appendix figure 1).The venue for the do of the music concerts are the 6 historic churches which were built between 1669 and 1760 which still carry on the glory from the past (La Gran Chiquitania, 2006). pick out The aim of this re anticipate is to review and contemplate the future marketing strategy, which APAC is developing for the outside(a) American Renaissance and Baroque medication Festival Misiones de Chiquitos in order to aid the festi val internationally. In particular, the intention is to survey how this relates to the vogue in which the success in marketing of previous festivals has been perceived by the hoteliers and Tour operators.The purpose of this is to identify areas of forethought to be addressed and to recommend ship canal in which the present marketing strategy can be optimized in order to annex the economic growth of the festival and the heritage sites. Objectives Identify the lineament of tourist cultural heritage festivals attract and discerp their expectations. Identify and analyze the logistic work that the festival has and how it could be improved. look into the logistics of the Tour Operators and hoteliers their capability to cater for tourist expectations, addressing ways those shortfalls can be eliminated or reduced. reconcile the marketing strategy that the festival should use to attract tourist by identifying tourist demand segmentation of it. Literature Review With an increasin g fig of countries and regions seeking to profit on their heritage as a way of attracting growth in tourism and the economic benefit that this brings, it is important for the operators of diachronic sites and festivals to have a complete judgement of the consumer, the product they are offering and the ways that product should be marketed. The consumer in this pillow slip is not an average holidaymaker.There is a peculiar(prenominal) historic purpose to both the design and purpose of their holiday. This has been best described by Robert Stebbins (1996), when he observed that Cultural tourism is a genre of special delight tourism based on the search for and participation in new and involved cultural experiences, whether aesthetic, intellectual, emotional, or psychological(Robert Stebbins 1996). straightaway an increasing number of tourists are move away from the concept of pre-packaged sun and leisure time breaks. It is estimated that around twenty percent or tourists now p ut the arts, culture and history among their top five reasons from give-up the ghosting.In America alone, cultural tourism rose by 13% between 1996 and 2003, (TIA 2003). As Garrion Keillor (1995) commented, They come for our culture high culture, low culture, middle culture, right, left, literal or imagined they come here to see America. As a result of this amplification in demand, partially fueled by the advent of Internet access and the increase in accessibility to global traveling brought about by reductions in travel costs, more and more countries are converting their historical sites and festivals into tourist centers.With more competition comes the withdraw for effective marketing. In terms of the travel industry this is defined as The service of identifying and reaching specific segments of a race for the purposes of selling them a product or service. (Home Travel deputation 2006) There has been a number of studies regarding the marketing of Cultural hereditary p attern in general and of more relevancy to this paper, the marketing of historical music festivals and their destinations in particular.The marketing of Cultural inheritance sites is a eccentric that has to be dealt with in a sensitive manner, as many writers have acknowledged. Rowan Yorke and Uzi Baram (2004) have compiled a number of studies relating to popular cultural sites worldwide, which deal with the interrelationship that exists between the commercial and political aspect of historical sites, including balancing the importance of archeology against profit. However, careful marketing can, if properly constructed and programmed, successfully promote the site.It is vitally important when plan a marketing program to climb the qualities and attractions of the site in a way that will bring it to the forefront of the travelers mind, making it more germane(predicate) and notable to them than sites of a similar nature. To achieve this, one moldiness use the particular qualities of its historical nourish to arse the appropriate market. This is particularly relevant in terms of the festival subject being studied within this paper. close to researchers feel that Festivals take on a special significance.In her book on the subject of cultural destination, Kirshenblatt-Gimblett, Barbara (1998) says, Festivals are cultural performances par excellence. Their boundaries discernible in time and outer space There are numerous musical and other festivals being held throughout the world, from the historical to the modern day from popular to unadulterated from era to religious based. With such tawdriness of competition, the importance of marketing festivals nationally and internationally becomes paramount.In the case of the International American Renaissance and Baroque Music Festival Misiones de Chiquitos. market would need to be aware of ii levels, marketing of the destination and marketing of the festival itself. Nigel Morgan et al (2001) suggest that destin ation mark gives marketers the ability to address one of the almost important aspect of the special event, viz. how appropriate is the destination itself. As we have seen festivals that are correctly portrayed which fashion dealing with the political, cultural and social side successfully can bring economic benefits.To successfully market a musical festival one has to first quantify what genre the music fits into together with its historical and geographical position, then look to the target audience, in order to give an organise structure to the marketing program. (Johnny Allen (2001) As a result of this review it can be seen that we need to look at the type of cultural tourist, their musical tastes together with the historical and religious background, musically and destination based, of the festival itself. References Allen, Johnny (2005) Festival and Special moment Management. John Wiley & Sons Douglas, Norman (2001). Special evoke Tourism.John Wiley & Sons (Australia) L td. Factsheet. (2005) Welcome to APAC Festivals. Retrieved 14 July 2006 from http//www. festivalesapac. com/site/index. php? faculty=ContentExpress&file=index&func=display&ceid=27&newlang=eng Fleming, Ronald Lee. (1989). If walls could talk Telling the story of a historic building to create a market edge. National Trust for past Preservation Home Travel Agency (2006) Define marketing. Retrieved 15 July 2006 from http//www. hometravelagency. com/dictionary/marketing. hypertext markup language Keillor, Garrison. (1995) Address to White House group on Travel and Tourism. Retrieved from http//www. nasaa-arts.org/artworks/cultour. shtmltravmar Kirshenblatt-Gimblett, Barbara. (1998). end Culture Tourism, Museums and Heritage. University of California squeeze Morgan, Nigel. Pritchard, Annette. And Pride Rogers. (2001) Destination Branding Creating the Unique Destination Proposition. Butterworth-Heinemann Rowan, Yorke and Baram, Uzi eds. (2004) market Heritage Archaeology and the cons umption of the past. AltaMira Press Stebbins, Robert. (1996). Cultural Tourism as sobering Leisure. Annals of Tourism Research. Vol. 23, October, p. 948-950. The get hold of Ethos. (1999) Managing tourism at places of heritage significance.International Tourism Charter 12th General Assembly. Travel diligence Association of America Travelscope survey (2003). TheHistoric/Cultural Traveler, 2003 edition. TIA and Smithsonian Magazine Unesco. (2006) World Heritage List. Retrieved 14 July 2006 from http//www. thesalmons. org/lynn/world. heritage. html Appendix frame of reference 1 Part of an original seventeenth century paper sheet of music used in the Missions of Chiquitos. The work by Domenico Zipoli from Prato, close to Florence is part of an extensive sight preserved by Bolivian specialists. This split up is from Ave Maria Stella a Vespers anthem sung on Feasts of the Blessed new Mary.