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The UNWTO Western Silk Road brand
study and its tourism potential
Nikolaos Gkolfinopoulos
UNWTO Silk Road Programme
Alexandroupoli
26 April 2017
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Exploratory Study
Partnership between UNWTO and European Commission DG GROWTH
Geographical remit is wider than European Union
Aims to utilise the Silk Road to strengthen and diversify tourism offer in relevant countries
Creating new innovative transnational links
What is it?
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18 months project
Phase 1:
Western Silk Road Brand Study
and Handbook (ongoing)
Phase 2:
Organization of two Capacity
Building Workshops
(April/June 2017)
Establishment of the
Western Silk Road Work
Group
Project
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Western Silk Road Exploratory
Research
WHY?
Existing Perceptions
Untold stories and destinations
Key Trends
Collaboration with Members of Silk Road Task Force,
UNWTO Affiliate members, Private Sector, and Academic
partners
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Western Silk Road Exploratory
Research
HOW?
Secondary sources
Semi-structured Interviews
Questionnaire
National SWOT Analyses
Focus Groups
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Greece Aristotle University of Thessaloniki Armenia Russian-Armenian University Armenian Institute of Tourism
Italy Universitá di Bologna
Russia People´s Friendship University of Russia
National SWOT Analyses
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National SWOT Analyses
National Silk
Road Tourism
Intelligence
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Types
Interregional
National
Regional
Organizational
Focus Groups
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Questionnaire Results
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Silk Road culture (museums,music, artefacts, dances,
festivals, etc)
Silk Road monuments
Natural Environment andScenery
Gastronomy of Silk Roaddestinations
Interaction with localcommunities along the Silk
Road
Voluntourism (Visiting adestination while engaging in
volunteering activities)
Increase self status andprestige
Extreme sports in Silk Roaddestinations
Visiting friends and relatives
4.38
4.14
4.08
4
3.96 3.04
3.01
2.93
2.4
Silk Road culture (museums,music, artefacts, dances,
festivals, etc)
Silk Road monuments
Natural Environment andScenery
Gastronomy of Silk Roaddestinations
Interaction with localcommunities along the Silk
Road
Voluntourism (Visiting adestination while engaging in
volunteering activities)
Increase self status andprestige
Extreme sports in Silk Roaddestinations
Visiting friends and relatives
Silk Road Traveller Motivations
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Differences Between Western Silk Road and
Classic Silk Road
Type ofattractions
Tourisminfrustructu
re
TargetMarkets
IntangibleHeritage(Music,FolkloreDances,
Festivals,Events)
Gastronomical
Experience
HistoricalHeritage
Arts andCrafts
NaturalEnvironme
nt andScenery
Mean Values 3.75 4.06 3.5 3.79 3.9 3.69 3.77 3.77
3.75
4.06
3.5
3.79
3.9
3.69 3.77 3.77
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
4
4.1
4.2
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Has the Silk Road brought any marketing benefits?
YES NO
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Tangible benefits
2.76
3.21
3.47
3.39
3.44
3.84
3.63
1.00 2.00 3.00 4.00 5.00
1. Increase of earnings
2. Increase of your organisation's visibility
3. Strengthening your brand
4. Reaching new markets
5. Expanding your tourism product variety
6. Expanding your partners network
7. Improving the quality of your tourismproducts
Significance
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The creation of a Western Silk Road
Handbook
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Yes No
97.20%
2.80%
Per
cent
age
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Inclusion in Future Western Silk Road
Initiative Related Activities
90.10%
9.90%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
Percentage
No
Yes
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Untold Stories – Case Studies
Armenia
Bulgaria
Greece
Italy
Russia
Spain
Vikings
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The 4 Attributes
AUTHENTIC UNTAPPED
CONNECTING SHARED
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In the ♥ of Western Silk Road
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Study–soon to be available at http://silkroad.unwto.org
Western Silk Road Brand Handbook
Establishment of the Western Silk Road Work Group
Next Steps
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Participate in the 2nd Western Silk Road workshop (June, Bulgaria)
Become a part of the Western Silk Road Working Group
Get acquainted with the study and handbook
Send us your feedback and news
Get Involved !
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Thank you!
Nikolaos Gkolfinopoulos
UNWTO Silk Road Programme
http://silkroad.unwto.org
Join Us!