cultural tourism: a devon perspective
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Cultural Tourism: a Devon Perspective. Perfect Moment creative industries consultancy London & Cornwall. Our survey said. Cultural Tourism. ?. Encompasses cultural activities and experiences that attract visitors and enhance their visit. STUFF + PEOPLE. Cultural Tourism. Why?. - PowerPoint PPT PresentationTRANSCRIPT
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Cultural Tourism: a Devon Perspective
Perfect Moment
creative industries consultancyLondon & Cornwall
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Cultural Tourism
Encompasses cultural activities and experiences that attract
visitors and enhance their visitSTUFF + PEOPLESTUFF + PEOPLE
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Cultural Tourism
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Economic v Social
Growing marketIncreased spendWill provide competitive edgeRegeneration potentialSustainable tourism that brings extra
spend to local economy and contributes to upkeep of healthy local creative sector
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Who are cultural tourists?
They don’t know they are! “Certain Age” Professional (ABs) Highly Educated Married – kids left home Good Income Live in Midlands or the South Intellectual, technophile Likes travelling Books via internet Interested in arts & heritage Good food and
accommodation ALSO YOUNGER MARKET
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What do they do?
Mainly Cities e.g. New York, Barcelona
Trend towards smaller or rural destinations – “slow tourism”
Museums, art galleries, festivals, performances, courses
Stay in hotels Spend more money Look for authenticity –
experience the place and people
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There are observable types
PURPOSEFUL
INCIDENTAL
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What Devon doesn’t have
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Cities
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Heritage
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Performance
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Visual Arts and Crafts
CCANW
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Creative Organisations
Dartington CCEP Devon Artsculture Beaford Plough Arts Centre STRAW (9 days of
art) Spacex Theatre Alibi
DAISI Phoenix Arts Centre Plymouth Arts Centre Villages in Action The Wharf Flameworks Wren Plym Mus Co-op Arvon Foundation etc
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Accommodation
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Food
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Matching Stuff with People
Make a list of your stuff (or cultural assets audit)
Find out what the people wantMake them aware of your stuffThink of innovative ways to bring the two
together i.e. target the people and package the stuff interestingly
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Cultural Asset Audit
List everything you’ve got Better still, put it in some form of databaseBetter still, link it to GIS mappingThen, Be HonestRank it for interest, pulling power
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Market Research
Get knowledgeable to understand your market and visitors
Target your market (Devon residents, VFR, incidental tourists, young, over 50 etc)
But better to develop product and services than try to market poor quality
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Information, Information, Information
PERSONAL RECOMMENDATION
2/3 DECIDE BEFORE LEAVING HOME
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Use the technology
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Bringing it all together
Agree the definition/mission that best suits the task in hand
Add Value to current Devon tourism offer and experiences: e.g. Discover Devon Naturally, Secondary Selling, Animate Heritage
Look at how others have done it: e.g. more marketing, themes, packages
Innovate and develop products, services Culture as differential advantage
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The differential between the spider and the fly is…..
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Making it Happen
Will need working together Can’t have one without the other! Maintaining the balance – consumption v
production – hence importance of creative industries – host v visitor
Will need resourcing Will need some project championing Do nothing is not really an option It’s a long haul
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Cultural Tourism: a Devon Perspective
Perfect Moment
John Lancaster 020 7539 3733
Kevin Brownridge 01736 332094