new horizons for cultural tourism in the experience economy … · 2019. 12. 8. · new horizons...
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![Page 1: New Horizons for Cultural Tourism in the Experience Economy … · 2019. 12. 8. · New Horizons for Cultural Tourism in the Experience Economy Remarkable Identity Gerard van Keken](https://reader036.vdocument.in/reader036/viewer/2022063019/5fdf9270646af320c7500939/html5/thumbnails/1.jpg)
New Horizons for Cultural Tourism
in the Experience Economy
Remarkable Identity
Gerard van Keken ph.D
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Content
Who is Gerard van Keken?
1. The world is a stage
2. Who wants to be a cultural tourist?
3. What’s happening in cultural tourism?
4. Globalization and its consequences
5. Challenges & possibilities for the cultural
tourism sector
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• Project-/eventmanager/researcher
place branding expert
Place branding, tourism (rural,
culinary), history
• Lecturer Netherlands/China
• Ph.d Erasmus University Rotterdam on identity, placebranding/placemaking
ReMarkable Identity/Gerard van Keken
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1. The world is a stage
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‘All the world’s a stage and all the men and
women merely players’ (1600, Shakespeare)
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1962, Marshall McLuhan: the Gutenberg Galaxy
term ‘Global village’ ‘Global theatre’
‘a theatre, with every human being more or
less aware of being on-stage and in role’• From consumer to producer
• From acquisition to involvement
• From job holding to role playing
1. The world is a stage
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Consumption turns into an experience,
every business is a stage, and work
becomes theatre
1. The world is a stage
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• Experiences should connect emotionally and
should be memorable
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2. Who wants to be a cultural tourist?
The rules
• Take a pen and the paper with 10 questions
• 15 seconds to think on every question
• Simple: Choose A, B or C ?
• After 10 questions, we will look at the
correct answers
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Question 1:Venice is one of the super destinations in Cultural
Tourism with enormous drawing power.
Which image is the real Venice?
A B C
C: both
A B
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Question 2: China is becoming more and more a superpower
which is also visible in other countries with ‘Chinatowns’
What image is the real China?
C : both
A B
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Question 3. McDonalds is one of the biggest fastfoodchains
In the world? How many restaurants are there worldwide?
A: app.33.000
B: app.58.000 C: app.72.000
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Question 4: How many inhabitants has the EU?
A: 250 Million
B: 500 Million
C: 750 Million
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Question 5: The voice has become in no time a global TV-
format/program. Originally it came from…?
A: The U.S. B: The U.K.
C: Holland
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Question 6: Languages are dying at a dramatic rate, from an estimated ...?
a few hunderd years ago to some … ? today ! How dramatic?
A. From 10.000 to 700
B. From 15.000 to 7000
C. From 3.500 to 700
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Question 7. Pizza has become a globalized product what
you can eat anywhere. The product isn’t any longer connected with
a particular place. Which pizza is italian?
A B C
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Question 8: Fashion is also culture. Or not?
One of the consequences of globalization is that shopping
malls, (brand)stores make a lot of cities looking like each
other.Paris used to be the city of fashion. Which photo are
people in Paris?
A
B
C
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Question 9. A lot of cities, regions and countries have the
‘me too’ disease. Museums with outstanding architecture
are a must. Which one is NOT a museum?
A: Lille C: Birmingham
B:Stuttgart
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Question 10: Disneyland is the often used example of
being a unique tourist experience, to be enjoyed worldwide.
Which Disneyland will open in a few years?
A: Shanghai
B: Tokyo
C: Hong Kong
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2. Who wants to be a cultural tourist?
The correct answers are….
p.s. if you trust yourself
correct them yourself
If not…ask your neighbour !
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* Real or fake, authenticy matters
* Also in experiences
* The relation between product and placeis under pressure
* Globalization leads to homogenization
Main conclusions:
2. Who wants to be a cultural tourist?
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3. What is happening in cultural tourism?
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passive active involvement
3. What’s happening in cultural tourism?
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3. What’s happening in cultural tourism?
high culture & mass/popular culture
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I C O N O G R A P H Y
Guggenheim effect
Design of museums
3. What’s happening in cultural tourism?
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• Museum
Vitra Museum Well am Rhein
Salvador dali Museum Figueres Stedelijk Museum Amsterdam
Museum of Liverpool
3. What’s happening in cultural tourism?
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F E S T I V A L I Z A T I O N
3. What’s happening in cultural tourism?
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S O C I E T Y of the S P E C T A C L ELightfestival ‘Glow’ Eindhoven
3. What’s happening in cultural tourism?
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C R E A T I V E T O U R I S M
A R T
FILM
FOOD
MUSIC
3. What’s happening in cultural tourism?
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every business a stage more commercialization and privatisation
3. What’s happening in cultural tourism?
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Uttermost important
development
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The (financial) crisis
3. What’s happening in cultural tourism?
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1. Financial system
2. Economy
3. Jobs
4. Banks
5. …
6. …
7. …
8. …
9. Culture
10.Cultural heritage
3. What’s happening in cultural tourism?
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• Culture/cultural heritage: degraded, decentralized cultural policies???
X
3. What’s happening in cultural tourism?
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Globalization = interconnectedness)
4. Globalization and its consequences
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4. Globalization and its consequences
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4. Globalization and its consequences
• Globalization of
nothing
• non-places
• non-persons
• non-things
• non-services
• (and non-events)
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• ‘Non-places’:
places without
identity, history
4. Globalization and its consequences
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4. Globalization and its consequences
• ‘Non-things’:
things that lack
distinctiveness,
identity;
interchangeable
stuff
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4. Globalization and its consequences
• ‘Non persons’:
- don’t interact
- act unlike persons
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4. Globalization and its consequences
• Non-services:
- offered by ‘non-persons’
- often about ‘non-things’
- in ‘non-places’
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4. Globalization and its consequences
• From the
‘non-world’/
non-places
versus
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4. Globalization and its consequences
a world with care, affection & relations
= social capital
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5. Challenges & possibilities for the
cultural tourism sector
A paradigm shift: from CULTURE for TOURIST CONSUMPTION towards a paradigm of
- ENGAGING visitors &
residents
- in the PRODUCTION
of culture as CO-EXPERIENCE
- To bring about TRUSTWORTHY RELATIONS
and build SOCIAL CAPITAL
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H O W ?
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Challenges & possibilities
Bridiging
divides
Cultural sectors
Enterprises Educational
institutes
in order to: - converge their resources
- creativity and innovation
FIRST
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Challenges & possibilities
• Develop a
community of
practice
with free agents
to dream, see,
think, plan and act
within group decision making
SECOND
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Challenges & possibilities
• Consider the cultural experience as
the cultural umbrella brand
where residents and visitors manage the
experience environment and interact
because people (hosts & guests) need
authentic experiences and spontaneous
social interaction
THIRD
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Thank you for inviting me, your attention
Any questions, suggestions, remarks, complaints
(except about the quiz)?