PowerPoint-Pr

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Bringing tourism, cultural industry
professionals and regional authorities to one
table ...under which conditions are private
companies partners for cultural tourism?
Walther Czerny, ATC-Consultants
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Introduction -a few personal remarks...

• Culture
• Origin of the word culture
• Hochkultur vs. Alltagskultur
• Term Culture
• Meaning in Sociology
• What is culture?

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Introduction -a few personal remarks...

• Tourism
• International Tourism figures
• Worldwide tourist arrivals 2007 903 Million,
  Europe 484 Million or 54
• Worldwide income from tourism in 2007 625
  Billion
• A Mass phenomenon
• In the context of macroeconomic accounting

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Introduction - a few personal remarks...

• Cultural Tourism
• Components
• archaeological sites, cathedrals, food, fashion,
  etc
• Local pride and prestige
• European integration
• Union for economic integration, direct
• indirect econ. benefits
• Maintaining Cultural diversity

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How can private partners be motivated to
participate in projects of cultural tourism?

• Cultural activities - the Actors
• Often low paid or unpaid, but meaninful
• Many actors spend their leisure time
• Actors are eager to share experiences - and
  travel
• Income is welcome

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How can private partners be motivated to
participate in projects of cultural tourism?
(contd)

• Consensus among Three parties needed
• Public Legislation Administration
• Cultural Actors
• The General Public

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How can private partners be motivated to
participate in projects of cultural tourism?
(contd)

• Mutual RESPECT is essential
• Culture and arts - players of the market economy?
• Sense of ownership and financial motivation

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What needs to be considered when planning
cultural tourism projects?

• Freedom of expression for the arts important
• Mutual respect amon all players
• Holistic planing approach will bring best results

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A holistic planning approach for PPP Projects
Successful projects require an interrelated
co-operation of all elements
Vision Innovation

• Vision Innovation are the concepts behind each
  project
• Management Organisation keep the
• projects going
• Marketing Distribution are instrumental for a
  competitive product
• Hardware Production strategy puts
  projects on a solid ground
• Investment Financing ensure
• the economic viability

Marketing Distribution
Management Organisation
Hardware Production
Funding Investment
Basic principles of strategic planning
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A holistic planning approach for PPP Projects
Successful projects require an interrelated
co-operation of all elements
Vision Innovation
Marketing Distribution
Management Organisation
Hardware Production
Funding Investment
Basic principles of strategic planning
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Marketing an important tool for Cultural Tourism

• Market analysis
• SWOT-analysis
• Target groups
• Carrying capacity
• Product development
• Unique Selling Proposition
• Corporate Identity, Branding

Marketing
Strategic Partners
Market Analysis
Product Development
Pricing Policy
Commu- nication
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Marketing an important tool for Cultural
Tourism (contd)

• Strategic Partners
• Co-operation, Synergies
• Sponsoring)
• Pricing policy
• Revenue, Break even
• Pricing strategies
• Communication
• Advertising, Public Relations
• Distribution strategies

Marketing
Market Analysis
Strategic Partners
Product Development
Pricing Policy
Commu- nication
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From Attention to Action
Unique Selling Proposition and innovative
appearance
Attention
Tangible and intangible factors for a distinct
image
Interest
Focussing of potential market
Involvement of target groups
Desire
Attractive and competitive product added values
Tailor-made product for specific target groups
Action
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Defining the position within the market

• Stars
• High market share and high market
• potential - at the ceiling of the life cycle
• Question marks
• Poor market share and high market
• potential - at the beginning of the life cycle
• Cash cows
• High market share and poor market potential -
  declining phase of the life cycle
• Poor dogs
• Poor market share and poor market
• potential - should be removed from the portfolio

Stars
Question marks
Market growth
Cash cows
Poor dogs
Market share
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How can PPP models be made sustainable and
successful?

• Cultural Tourism PPP database
• Best practise examples and benchmark models
• Forum for exchange of ideas and experiences
• Internet - ideal tool for reaching niche markets
• Creating International networks of peers

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How can PPPartnership models be made sustainable
and successful? (contd)

• Examples
• Salzburg Festival
• Apple orchard in Goricko Nature Park Slov.
• WaterWonderWorld in Krimml Salzburg
• D) ...and a few more to discuss

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Conclusion

• Need integrated approach
• Clear European National and Regional policies and
  implementation structures
• Professional and resourceful approach to securing
  funds
• Public sources, intl funds and investments
• Private sector funding

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Conclusion

• Cultural tourism
• valuable tool for regional economic development
• Not restricted to elites must never be boring!
• Key to successful product development
  engagement of all players
• New type of Regional Devekopment Managers with
  emphasis on Cultural Tourism is emerging

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Thank you! Walther Czerny, ATC-Consultants
(Austria)