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New Cultural Tourists in a SEE City The Case of
Split
Inga
Tomic-Koludrovic
Mirko Petric
Department of
Sociology
University of Zadar
Cultural Transitions in
SEE The
Creative City Crossing Visions
New Realities in the Region
Interuniversity Centre
(IUC)
Dubrovnik, 10. 5. 2006
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topicsgeneral-----------------------------------
---- Creative Cities Tourism South
Eastern Europe
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topicsspecific----------------------------------
----- new type of tourists an example
/empirical research/policy aspects
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tourism / SEE---------------------------tourism
fragmentedseries of nichesgrowth as fast
as niches are growing(e.g. gastronomical,
religious, architectural)Greg Richards, 2003
Intl. Seminar on Cultural Tourism in the Balkan
Countries Corfu, Greece, 19-20 September 2003
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tourism / SEE---------------------------cultura
l tourism ? fastest growthin recent
yearstotal experience(not only physical
products anymore, ? now includes experience,
intangible qualities,atmosphere)Greg
Richards, 2003
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tourism /SEE---------------------------the
Balkans crossroads East / WestChristianity /
Islam54 UNESCO-protected World heritage
siteshigh culture atmosphere popular
culture, nature, landscapes Elka
BakalovaIntl. Seminar on Cultural Tourism in
the Balkan Countries Corfu, Greece, 19-20
September 2003
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tourism / cities---------------------------the
increasing importance of culture cultural
attractions in contemporary societies cities,
regions and cultures ? aware of themselves as
attractions development of tourism
decisivein this process MacCannell, 1976
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tourism / culture ---------------------------
? the process of creation, exchange and
promotion of attractions MacCannell, 1976
but today culture ? no longer the goal of
tourism,tourism itself culture Urry, 1990
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cultural tourism --------------------------- ?
movement of people in search of cultural
attractions, with the intention of gathering
new information and experiences to satisfy
their own needsRichards 1999
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cultural attractions ---------------------------
complement to mass tourism 1960s / 1970s
? primary motivation 1990s onwards but
secondary motivation also cultural tourism
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cultural touristscharacteristics----------------
----------- - active search for diversity-
authenticity of cultural experience- concern
for existential authenticity
self-betterment- sincere interaction with the
destination local population
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cultural touristscharacteristics----------------
----------- - possibly idealized expectations
of a place and people living there- interested
in true" experiences- rejection of simulacra
and representations Smith 2003
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post-tourists----------------------------
enjoy simulated experiences - no difference
between tourism, entertainment lifestyle-
no truly authentic experienceSmith 2003
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post-tourists----------------------------
playful attitude the commodification of
tourist experience - ironic distance
experiences and situations- no difference
between reality and phantasySmith 2003
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cultural tourists ?------------------------------
--- interested in and experencing
culture(a different kind)- but what SEE
region has to offer / bestsuited to such
interests however, the elements of post-tourist
attitude present /even if tourists do not fit
the descriptionin its entirety/
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cultural tourists ? -----------------------------
---------- SEE a place for a new kind of
cultural tourists ? neither cultural
tourists in the traditional senseof the word
? nor post tourists
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new tourism -------------------------------------
- new cultural tourists can be viewed as a
subspecies of the new tourists - or referred
to perhaps even without the adjective
cultural- culture taken for granted as part
oftheir interest, but not necessarilyprimary
motivation/could be e.g. to visit a friend
who is on scholarship somewhere /
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definition of culture -------------------------
-------------- different from traditional
cultural tourists - interested in culture,
in a wider sense of the word/beyond cultural
monuments and art festivals/culture of
everyday lifeculture as lived
experienceWilliams 1961
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definitions of culture a move in the field of
cultural tourism ---------------------------
----------- - from ideal documentarydefin
itions of culture/high art and
science//culture as monuments, crafts, i.e. as
documented in artefacts/ ? towards its social
definition /social behavior, the community/
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definitions of tourists ambivalences
-------------------------------------- - not
only the cultural partof the definition
problematic- but also the tourist part ?
the new cultural tourists/in the cultural
aspect of their activities/do not perceive
themselvesas tourists
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the new cultural tourists-----------------------
--------------- - feel more like participants
in the everyday life of a place / city not
destination/ - view what is on offer in
cultural termslike locals do/ if interesting,
lets visit/
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the new cultural tourists ---------------------
----------------- - frequently dont even know
what theyre interested in/before they find
something compatible with their interests/
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the new cultural tourists ---------------------
----------------- - life lived as
experiences episodes /terms re image
formation in branding theory/ ? in the place
where you live elsewhere /no fundamental
difference in terms of the structure of
experiencing/ /but in terms of the place you
find yourself at/
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the new cultural tourists ---------------------
----------------- -interested in public
spaces(where everyday life takes place)-
experience outside the enclaves of usual tourist
comfort luxury- want to walk into an
interesting unpredictable space(physically
and intellectually)
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the new cultural tourists ---------------------
----------------- - want to be absorbed into
the urban structure- consume what is on offer
and interesting to the local population- want
to be a part of the authentic sceneof a city
(no folklore)
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mass tourism /hard/ ---------------------------
----------- - planned in advance- high
season once a year- environmentally
damaging- superiority in relation to the
locals
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soft tourism ---------------------------------
----- - individual- driven by personal
interest- spontaneuos - environmentally
conscious- friendly relation to the locals
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soft tourism ---------------------------------
----- - gaining in importance because of(a)
change of work habitsno separation between work
and free timemore numerous but shorter
vacations(b) growth of individualism and
activism driven by rising educational
levels(c) ozone holes dangerless sunbathing,
more city tourism
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the new cultural tourists? -------------------
------------------------------ cultural? post?
soft? - all of this, but also more than
this,and not exactly this - all the elements
are there, but inan impure mixAMBIVALENCE
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the postmodern cultural tourists ?
-------------------------------------------------
--------- ambivalence fundamental trait of
postmodernity Bauman- hence the best
descriptionwould probably bethe postmodern
cultural tourists /but the problem the
connotations of the word postmodernism/
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Peristyle,
Diocletians Palace, Split
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street survey -----------------------------------
----------------July, August, September
(2005)historic core of the city of Split an
average visitor to Split younger, better
educated, professionals, managers, students,
without children an average visitor to Croatia
older, less educated, on holiday with
children(TOMAS 2004)
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age    
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age   
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profession    
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level of education    
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learned about Split through
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reasons for coming(1-5 scale)recreation, fun,
recharging batteries, Diocletians Palace
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but once in Split(regardless of primary
motivation) they have seen or want to see
Diocletians Palace
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interes for culture and age
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interes for Diocletians Palace and age
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interes for Diocletians Palace and income
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Interest in theater (elite culture) and age
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interes in theater (elite culture) and
income
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expectations historical monuments met, fun
and culture / met
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most important attractions (1) Diocletians
Palace, cultural monuments (2) restaurants with
authentic localcuisine and everyday life of the
city---------------------------------------------
----------- less important attractionsbeaches
the islands--------------------------------------
------------------least important attractions
museums and summer festivals
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cluster analysis types of tourists
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3 tourist types --------------------------------
-------------------------(1) Culture /
contemplationmotivation culture and wish to
find out about themselves(2) Experiential /
authenticity-driven motivation cultural
monuments in an authentic location (Diocletians
Palace), the way people live(3) Fun /
recreationmotivation enjoying nature, having
fun, recharging batteries
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Creative Cities---------------------------Why
cities? ? important in a globalized world or
rather glocalized R. Robertson Globalization
discourse in Europe cities meeting places
global local
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Creative Cities---------------------------Why
cities? ? important in a globalized world or
rather glocalized R. Robertson Globalization
discourse in Europe cities meeting places
global local
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Cities--------------------------- ? more
efficient planning, swifter reactions to trends
unobstructed by national-level intermediaries
? easier prey to corporate interests a
sceptical view SEEdouble neo-colonizationtrans
national capital (national) metropolitan
dominationresistance mechanisms weak
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Cities--------------------------- places
where interests identity of the local
communityfind expression local community
the only salvation potential in the
globalized worldUlrich BeckDie Kinder der
Freiheit, 1997
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Beck--------------------------- neoliberalism,
communitarianism /appropriate responses to
the challenge ofglobalizationBUTcivic
republicanism of global proportions
withcomplementary local urban and political
community structures
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Beck--------------------------- cities
becoming ever-more important (in relation to
national centers of power)much of what was
taken for granted about cities has become
unclear (redefined functions, new arrangements)
what makes a city a cityshould be rethought
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Beck--------------------------- the words city
civic ( related, for a reason)strong civil
society strengthens local identity politics
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Beck--------------------------- local
politicians should strive to reaffirm the
identity of their cities in competition with
other citiesa new dramaturgy in the making
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policy concerns---------------------------
central issuehow to preserve authenticity,
local specificities, urban scene?/which are
also spaces interesting to tourists/
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policy concerns---------------------------
urban culture concern for the quality of
lifespaces for the locals and tourists should
not be separatedVan Berg (2002)a harmonious
city development is in order not segregation of
city spaces (creationof tourist enclaves)
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policy concerns---------------------------
tourist want to be absorbed by the culture of a
city / its urban structureBoston a positive
example/tourists share the same spacewith the
locals/ Baltimore a negative example tourist
enclaves
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policy concerns---------------------------
tourists want space as practised placethey
have themselves become part of a destinations
atmospherethe city made together by the
tourists and the local population
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policy concerns---------------------------
especially given the interest of the turists in
the city and engagement for the cityits
specificity, preservation, and developmentof its
resources more important to react to this
inputeven than to use the tourists as a channel
for placement of creative industries
products/economic aspects, development ofa
scene in the more restricted sense of the word/
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policy concerns---------------------------
opportunity for urban policy and cultural
policy/related/ for mobilization of
resources- in this case positive connection
ofglobal localalready at work - need for
both policy-makers and citizens to become aware
of it