The Increasing Importance of Cultural Tourism. Presented to the Greater Western Chapter of TTRA By Denise Miller President of TTRA International

Transcription

1 The Increasing Importance of Cultural Tourism Presented to the Greater Western Chapter of TTRA By Denise Miller President of TTRA International

2 What is Cultural Tourism? Shopping Outdoor Tourism Culinary Tourism Gambling Cultural Tourism Eco Tourism Family Tourism Beach & Sun

3 What is Cultural Tourism? Cultural heritage tourism is traveling to experience the places and activities that authentically represent the stories and people of the past and present When did it start? Why is it important? What does it mean to destinations and marketers?

4 Key to Cultural Tourism There are different types of cultural tourists Many don t fit accepted stereotypes Destinations/marketers need to understand what they have to offer and how to attract specific types of cultural tourists

5 Who Are Cultural Tourists? Estimates regarding size of this audience vary depending on how you define it Our research showed that about half the people (46%) chose activities/attractions that could be counted as cultural tourism

6 What Do They Want? Importanc Descriptor e Enjoyable 100 Fun 98 A good value for the money 96 Good for adults 92 Good for families 90 Relaxing 90 Authentic 88 Unique 87 Enriching 87 Educational 85 Thought provoking 82 Interactive 82

7 Understanding Cultural Tourists Entertainment Connections Family Relaxing Fun Interactive Food Shopping Connect with something larger than self History Authentic Thoughtprovoking Familiar Comfortable Convenient Value

8 Understanding Cultural Tourists learn history be enriched enjoy let go have fun Intellectually Emotionally thought-provoking other cultures interact be moved What it makes you think What it makes you feel

9 Cultural Tourists Segments Cultural Enthusiasts Natural Connections Cultural Entertainment Fun Times Family Enrichment Family Entertainment 7% connections & intellectual 8% connections & emotional 8% entertainment & intellectual 9% entertainment & emotional 4% family & intellectual 10% family & emotional

10 Cultural Enthusiasts 7% Connections Intellectual Stereotypical cultural tourist Requirements: Authentic, connect with something larger, thought-provoking Attractions: Museums, historic sites, living history museums Profile: Older, more educated, higher income

11 Natural Connections 8% Connections Emotional Want connection on an emotional basis & more natural options fills this need Requirements: Thought-provoking, authentic, educational Attractions: Parks, gardens, living history sites historic & art festivals Profile: Average in education and income, slightly older

12 Cultural Entertainment 8% Entertainment Like culture & history, but have to have the whole experience Requirements: cultural, entertaining, has shopping & dining Attractions: Museums, theater performances & concerts, art fairs and festivals Intellectual Profile: Average in age and education, but higher income

13 Fun Times 9% Entertainment Emotional Want to relax and have a good time Requirements: Relaxing, entertaining, unique, has shopping & dining Attractions: Live music & theater performances, parks, music festivals Profile: Younger, below average income and education

14 Family Enrichment 4% Family Intellectual Like to expose their children to a wide range of cultures, experiences Requirements: Good for families, good value, fun, educational Attractions: Science/technology or children s museums, historic sites, ethnic festivals Profile: Have children, high levels of education, but average income

15 Family Entertainment 10% Family Emotional Enjoy time together as a family Requirements: Convenient, appeals to whole family, value Attractions: Parks, children s museums, festivals Profile: Have children, younger, below average income and education

16 Attracting Cultural Tourists Determine the fit and know whom you are going after Look at options to expand the audience Don t try to cater to all the groups design your experience based on your audience

17 The Experience General Don ts: Too much interaction Forced interaction Too personal Competition General Do s + Bite-sized experiences + Opt-in: can watch or participate + Context

18 The Experience Orientation Traditional: Exhibits to read Film Extensive Expanded + People in costumes + Pictures + Short

19 The Experience Interpretation Traditional: First person- in character Educational/historical Read & look Expanded + Provide info & context + Stories of the time, people, place + Try it out

20 The Experience Activities Traditional: Watch Hear explanation Authentic Expanded + Do + Ask questions + Semi-authentic

21 The Experience Amenities Traditional: Experience & Amenities separate Authentic or not at all Focused on the site Expanded + Experience & amenities integrated + Provide convenience that keeps visitors on-site + Focused on the visitors

22 Cultural Tourism Increasingly important and meaningful Broad definition of experience & audience Focused on visitors not on the site, building

23 Presented by TTRA International President Denise Miller Strategic Marketing & Research, Inc.