development in rural territory 12/11/2019

Sustainable cultural ecosystems in rural areas: practices for culture-led development in rural territory

Elena BorinBurgundy School of Business, DIJON (France)

Lesson 3 – 12/11/2019

IN THE PREVIOUS LESSON

Cultural ecosystem in rural areas

• Values/identity (intrinsic or induced) is a key factor for successfuldevelopment

• Tailor-made approach

• Importance of governance

• Importance of working on the relational capital/engagement of the different stakeholders

• Aspects of social, environmental, financial and cultural sustainability

Rural areas and cultural ecosystems

ENDOGENOUS CULTURAL/CREATIVE

ELEMENTS

EXOGENOUS CULTURAL/CREATIVE

ELEMENTS

CULTURAL ECOSYSTEMS


ELEMENTS


ELEMENTS

RURAL CULTURAL ECOSYSTEMS

Rural areas and cultural ecosystems: Mixed models

Rural/Urban areas and cultural ecosystems: Mixed models


ELEMENTS


ELEMENTS

URBAN/RURAL CULTURAL ECOSYSTEMS

CULTURAL ECOSYSTEMS and TOURISM in RURAL AREAS

Ecosystem approaches in tourism: implicit references

Destinationmanagement

Destination governance

DMOs, focus on day-to-day managementof

a destination

Focus on the relations and stakeholders

engagement

In both approaches, ecosystem approach is implicit….but currently the use of the word « ecosystem »

applied to tourism has become explicit

« The new tourist » (Saayman, 2018)

The main features of

the new tourist

Independent

Responsibleand ethical

Seekexperience

Co-producerand co-creator

Technologically advanced

Empoweredand

competent

Care for destination project

Project and platform: it enables every traveler to share and rate their positive or negative experiences about the destinations they’ve visited.

“a bottom-up movement that allows travellers to have a positive impact on the ever-changing tourism industry”

https://www.brand-it-forward.com/new-index

Emerging models of tourism ecosystems

Figure 2 Smart Tourism Ecosystem

Note: TC=touristic consumer; RC=resident consumer;

TS=tourism supplier; OS=other industry supplier;

DMO=Destination Marketing Organization

(Source: Gretzel et al., 2016)

Towards a destination leadership approach

Destination management

Destination governance

Destination leadership: the objective is to change the rules and steer new objectives

Destination leadership in times of change (« sustainability transition »)

Cultural ecosystem approach to tourism meansthinking of a culture-led tourism development

CULTURAL ACTORS, VALUES AND IDENTITIES AS TRIGGERS FOR THE TOURISM

DEVELOPMENTS

RURAL TOURISM AND ECOSYSTEMS?

Some considerations on the alignment of the cultural ecosystem approach with rural tourism

• Rural tourism is not a mass tourism!

• « Tourism of great nesults not of great numbers » (Vigano 2018)

• Rural tourism is a more challenging type of tourism: needto respect the value and cultural/environmental

• Example for revitalizing small towns in rural areas

• TURISMO DI COMUNITA’ – « tourism promotion by local communities »

SWOT ANALYSIS of RURAL TOURISM

STRENGHTS

SUPPLY SIDE, Concerning the destination: landscape, quietness, relaxed atmosphere, food and artesanalproducts, cultural heritage

DEMAND SIDE, concerning the tourists: interestinauthentic experiences, links with local communities(experiential tourism, COMMUNITY TOURISM)

WEAKNESSES

Lack of knowledge

Territorial dispersion (resources and spread on the territory) – problems of accessibility, public transportation, lack of information

OPPORTUNITIES

Tourism trends: tourists want to betemporary locals, authentic experiences

Focus in the relational dimension -relational tourism

THREATS

• Loss of local identity, standardization of tourism offers

• Banalization of the territory (just for displayinglocal products)

RURAL TOURISM

Rural tourism isa complex formof tourism

RURALTOURISM

Nature/wildlife tourism

Cultural tourism

Heritage tourism

Some considerations for rural areas …..

• Different logic and mind-set in developming a tourismstrategy

• Tourism in rural areas is usually driven by core values of the territory

• Sustainable approach to rural tourism => this is basedon the value of the territory on its three aspects (nature – culture –heritage)

Some examples

Cultural routes and itineraries in Europe

Currently 38 Cultural Routes of the Council of Europe, with very different themes that illustrate European memory, history and heritage and contribute to an interpretation of the diversity of present-day Europe

Focus on culture not just as cultural heritage but also as process of creation of values and identities in the communities

Some examples

Valle dei Cavalieri (Italy)

Cooperativa di comunità

Culture-led cultural ecosystem in Valle dei Cavalieri

Cooperativa di comunità created in 1991

Links with food projects

Links with nature and landscape

Links with heritage: Culture as traditions

Focus on sustainabilityof initiatives

Group works

• Work in small groups (4 – 5 people, maximum 4 groups)

• Develop the assignment (1h 30minutes approximately)

• Present the results of your reflection with a short presentation (10 minutes + 5 minutes discussion)

Group works

OBJECTIVES:

• Applying the cultural ecosystem approach to a real-life example

• Learn how to design a cultural ecosystem in rural areas (either for local development or for more specific objective –e.g. sustainable tourism development)

• Reflect on the challenges of implementing this approach in practice

Group works

Guidelines:

You can choose a territory/case or you can focus on one of the following cases:

• Bavarian rural areas (Germany)

• Val de Loire (France)

• Ferrara and the Po Delta (Italy)

• Marche region and its rural areas (Italy)

Mature cultural ecosystems

Val de Loire (France)

https://www.valdeloire-france.com/

Mature cultural ecosystems

Bavarian rural areas (Germany)

71 rural district

7 administrative districts

Emerging and potential cultural ecosystems

Ferrara and its Po’ Delta (Italy)

Rural areas in the Marche territory(Italy)

Guidelines for a cultural ecosystems’ design in rural areas

Please consider the following points:

➢ OBJECTIVES of the ECOSYSTEM • What are the challenges that the territory is facing?

• How can they be achieved through the implementation of a cultural ecosystem perspective?

➢ ENDOGENOUS/EXOGENOUS CULTURAL ASSETS• What are the key endogenous cultural assets (tangible+intangible) of the

area?

• Are they enough to implement a cultural ecosystem or do we need to insert exogenous assets?

• Should we mix endogenous+exogenous elements?


➢ STAKEHOLDERS

• What are the main stakeholders of the area (both public, private, civic)? To which sector do they belong?

• How do they relate to the cultural values of the territory?

➢ GOVERNANCE AND MANAGEMENT

• Do we need a governance body for the area? If so, who are the members?

• What form should it take?

• How would we manage the ecosystem implementation?


➢ LEADERSHIP

• Who are the « leader » or how should be the leadership managed in the ecosystem, to steer its development and its focus?

➢ SUSTAINABILITY ASPECTS

• How are the dimensions of sustainability ensured?

• How can we balance the different dimensions (cultural, social, environmental, financial)?

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development in rural territory 12/11/2019

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