catalan icons project a tool to spread culture in tourism
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CATALAN ICONS PROJECT A Tool to Spread Culture in Tourism. ECTN Conference Göteborg University 07/05/10. CATALAN ICONS PROJECT A Tool to Spread Culture in Tourism. About Catalonia Why Icons? Importance of identity in sustainable & competitive tourism Project Purposes Work Process. - PowerPoint PPT PresentationTRANSCRIPT
ECTN ConferenceGöteborg University 07/05/10
CATALAN ICONS PROJECT A Tool to Spread Culture in Tourism
About CataloniaWhy Icons?
Importance of identity in sustainable & competitive tourismProject PurposesWork Process
CATALAN ICONS PROJECT A Tool to Spread Culture in Tourism
About Catalonia
o 7,4 MInh. (16,5% Spain; 1,8% UE)o 32.107 km2 (6,3% Spain; 1,0% UE)o 212 Inh/km2 (BCN=15.156; Val d’Aran=14)
(Spain 84; UE 120)o GDP: 206.966 M€ (18,8% Spain; 1,5% UE)o Services=60%o Industry=22%
Data from IDESCAT & Observatori 2009
MEDITERRANEAN SEA
ATLANTIC OCEAN
MEDITERRANEAN SEA
ATLANTIC OCEAN
About Catalonia
Costa Daurada
Catalunya Central
Costa Brava
Costa de Barcelona-Maresme
Barcelona
Costa de Garraf
Pirineus
Terres de Lleida
Vall d'Aran
Terres de l'Ebre
Occupation 435.000 Total wieght GDP tourism % 12Beds: 270.832 Hot. 234.359 Camp 14958 Rural
About Catalonia
Why Icons?: Identity as a transversal key factor for the development of
the tourist activity
Pla Estratègic de Turisme a Catalunya 2005-2010:
Program 3: Identification and reinforcement of the differential features of the supply.
Axe 3.1. To Make an “Icons Catalogue” to identify Catalonia from a tourist point of view.
Why Icons?:
The creation of the new product policy of the DG Turisme and the promotion of the Catalan Tourism Agency must be enhanced with visual elements to contribute to identify and singularize Catalonia tourist destination
Why?Importance of identity in sustainable & competitive tourism
A triple significance of Social Responsibilities:
Economic Responsibilities
To promote Open touristic models who spread the benefits among the destination communityEnhancing the transversal nature of Tourism activity
(accommodation, restaurants, artisans, retail & trade, amenities, cultural activities, transport, travel agencies, …)
Widening the relations between demand/offer (geographical and seasonal concentration of tourism)
Quality of work
Social Responsibilities
The active promotion of suitable instruments to guarantee social dialogue and participative processes directly concerned with sustainable tourism development
Quality of life of residents and tourists
Social inclusion and accessibility (young, older, disabled) :
Social tourism is Tourism for all
Cultural Responsibilities
Active conservation of cultural heritage (Tangible and Intangible)Fourth conditions to be “real heritage elements-assets” able to be valorized by – or – able to enhance - tourism activity:- scientific – technical - symbolic for the community- legally recognition- visit-able and experienced
Active conservation of distinctive identities of destinationsCulture vs folklore
Project PurposesHow we can concrete the tourist attractiveness key
factors of a country in signs (images, sounds, ideas) ?
Project PurposesWhat is an Icon ?
“Relative or belonging at a representation system where the image is taken as a Sign”
Dicc.Llengua Cat.: (semiotic) A sign that have a similarity relationship with a specific reality
CATALAN ICON: Sign or expression of the visual identity of Catalonia
Project PurposesWhat has been defined ?
Concepts and elements of the tangible and intangible heritage that can be considered representative icons, in a scientific canon sense, and in a symbolic tourist perspective
Classification attending 2 criteria:
1.- Nature of the Icon2.- Thematic area of reference
Project PurposesClassification attending the Icons Nature:
Project PurposesClassification attending the thematic area of reference:
Project Purposes How Icons will be materialized?
The uses and the tangible expressions of Icons could be diverse.They could be adapted as a:
- Merchandising lines supporting tourist promotion - Souvenirs - Institutional Gifts - Craftwork (Empremtes de Catalunya – Artesania de Catalunya) - Inputs of publications, guides, webs, flyers,… - Any interesting product for consumers
Project Purposes Icons segmentation ?
To be representative of the country, Icons must be defined taking into account its link with the products and destinations that singularize Catalonia integral destination:
- Link with 10 territorial tourist brands
- Link with tourist products (familiar, sun & beach, rural tourism, ecotourism, gastronomy, wellness, cultural, etc.)
Project Purposes Targets ?
Icons, materialized as a merchandising lines, craftwork, institutional gifts, among others have several targets:
- Tourists and visitors, domestic and foreign (our markets)- Citizenship- Institutions and firms receiving institutional gifts
Project Purposes Associated Values ?
Icons have been associated to specific values that are to be transmitted to the targets of our markets.
Selected Values:
o Identitat / Origen o Qualitat o Autenticitat / Singularitat o Modernitat / Innovació o Cultura / Patrimoni o Contemporaneïtat o Tradició o Universalitat o Mediterraneïtat / cruïlla de cultures o Genialitat
Project Purposes Who and How ?
A Commission of Institutions and Experts has been defined the list and main items of the 116 most representative Catalan tourist icons :
- L’Institut d’Estudis Catalans - El Museu Nacional d’Art de Catalunya - El Foment de les Arts i del Disseny - La Direcció General de Turisme, Turisme de Catalunya i Artesania de Catalunya.
Work Process Who and How ?
A real work in progress transformed a simple list in a 116 icons-references, conceived as a constellation of meanings.
Each Icon-reference was divided into:
- Main Icon: considered as a part of the whole
- Icon Extensions: sub-icons belonging at the same semantic field
- Icon Associations: other issues directly related -as a time and space circumstances- other semantic field.
Work Process
28 Cultura Popular Correfoc
Diables i Colles de diables Cultura del Foc
Seguicis Populars Bestiari Gegants i Capgrossos Balls populars (gitanes, parlats, bastons,...) Esbarts dansaires i Balls Populard Colles geganteres Carnaval de Solsona Festes de Santa Tecla (Pilar Caminat i Balls Parlats)
Núm. Àmbit Temàtic Icona - Referent Extensions (sub-camps) de la Icona Associacions de la Icona
28 Aquitectura Sagrada Família La Pedrera o Casa Milà
Antoni Gaudí (1852-1926) La Casa Batlló Palau Güell Parc Güell Església de la Colònia Güell
Modernisme Mansana o Illa de la discòrdia
Work Process How and Who ?
During the validation process have been participated a diverse Working Group, composed by professionals, personalities in many specific areas of the culture, knowledge, arts and communication.
The role of this group was the validation of the consistency and iconic potential of the proposed selection
Project Aims For what ?
O Tool of promotion of Catalonia Brand
O Tool of creation, valorization and linking products and tourist attractive factors
Icons Catalogue will put at the service of the institutions, consortiums, and organizations involved in tourist promotion and the product creation all over the country.
Thanks for your attention!Francesc Iglesies i Riumalló[email protected] strategic plannerGovernment of Catalonia