1. Agenda
1) The origin of cultural tourism
Prospects and options for developing
cultural tourism in Sigulda
Prof. Dr. A. Kagermeier (University of Trier)
2) Growing demand for (urban) cultural tourism
3) General market trends
4) New markets for an innovative staging of cultural heritage
• sensual orientation
• symbolic destinations
• interactive involvement as a key factor
Conference
«Visions of tourism development in Sigulda»
5. April 2007 , Riga
The origin of cultural tourism:
Study trips of the bourgeoisie
The Grand Tour
• Century of enlightenment
• Young Nobles
• Fall of the feudal system (1789)
• Part of their formation
• Culture as central aim
• Accompanist
• Coming-of-age novels
• Targets:
• Journeys as a mean of education
• Social contact
• Preparation for their
regnancy
• Right for amusement
Source: Freyer 1998, S. 7
Source: Prahl/Steinecke 1989
Source: Brilli 1997
Enlargement of the notion of culture in the 90ies
development of urban tourism
arrivals in german cities
40
Mio. arrivals
30
popular culture
20
10
0
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
Source: Destatis 1994-2004
1

2. Top-Ten of urban tourism in Germany
(in 1.000 nights)
2003
Berlin
München
Hamburg
Frankfurt a.M
Köln
Dresden
Düsseldorf
Stuttgart
Nürnberg
Leipzig
2004
growth rate
11.329
7.057
5.407
3.935
3.427
2.349
2.340
2.146
1.824
1.612
11.669
7.199
5.650
3.978
3.530
2.502
2.480
2.189
1.879
1.692
+ 3,0
+ 2,0
+ 4,5
+ 1,1
+ 3,0
+ 6,5
+ 6,0
+ 2,0
+ 3,0
+ 5,0
Demand of different forms of cultural tourism
conducted
1999-2001
Interest
(general)
2002-2004
Interest
(concrete)
2002-2004
10 %
22 %
14 %
Cultural tourism
3%
12 %
9%
Study trips
4%
10 %
6%
Urban tourism
(sensu strictu)
Souce: F.U.R. 2002, p. 10
Growing importance of secondary urban tourism
Cultural urban tourism
(„primary“ urban tourism)
• Size of the town
• Multi-optionality
• Main motives
- urban experience
- sightseeing
- artistic presentations
- cultural facilities
Urban tourism
with other motives
(„secondary” urban tourism)
• Main motives p. e.
- Conventions
- Shopping
- Visit of friends and relatives
- Eating & drinking
- Events
• Sightseeing
is only a secondary motive
motives in urban tourism
43%
friends and relatives
visit of a town
distraction
cultural offer
shopping
recreation
musicals
events
sporting events
leisure parcs
31,9%
25,5%
16,8%
10,6%
8,9%
7,9%
7,7%
5,1%
4,8%
0
10
20
30
40
50
Source F.U.R.
Own design according to dwif 2005
expectations when going on holiday
point of departure for strategic marketing
relaxation
leaving everyday life
be free
get new strenght
identification
of needs
sun, warmth
time together
CLIENT
recognition
of potentials
health
amusement
potential for success
nature
relaxation
enjoyment
destination
new impressions
competitors
health
be together
experience
0%
10% 20% 30% 40% 50% 60%
seek
competitive
advantage
2

3. SWOT-Analysis of Sigulda
Strengths
W
T
Strengths
Accessibility
from key
markets
especially by
LCC
Weaknesses
Opportunities
S
O
Threats
Source: www.riga-airport.com
LCC from: Berlin, Dublin; Frankfurt; Glasgow; Liverpool; London; Stockholm
S
Weaknesses
W
O
T
S
W
O
T
Opportunities
• no obvious USP
• in the shadow of Riga
High potential of visitors in the GaujaNational Parc
• small size of the town
tap the full potential of this basis
Photos: www.virtualtourist.com
S
W
O
T
strategic elements for a competitive
positioning of Sigulda
Threats
USP => based on nature & culture
innovative
and
Economic development
well known
Climate change
competitors in the
market
« branding »
Baltic Switzerland ??
marketing, cooperation
diversification of the product
identification of target groups
presentation & staging of the potentials
3

4. change of values an consumption structures
Two main future tendencies
survival-society: end-40ies until mid-50ies
1) Tendency for spiritual life & “Destination Me”
economic miracle-society: mid-50ies until end-60ies
2) Search for unique experiences in symbolic destinations
post-material-society: end-60ies until early-80ies
experience-society: since mid-80ies
Challenge: work out an offer which fits to this tendencies :
Staging of the potentials (cultural & natural)
• maximal authenticity
Maslow´s pyramid of needs
Source: Quack 2001
sensual-society ?
Tendency „Sensual Age“
selfrealization
needs
sensual holidays
recognition
needs
“experience”
holidays
social needs
visit of friends and
relatives
psychological needs
recovery of the
identity
physical needs
recreation
cure
Dominance of mental values: spirituality
Tendency for "Dropouts" and "Downshifting"
Search for raison d'être
Return of nostalgia
Search of a feeling of security
Search for tranquility (Lessness)
Dream Markets with "High-Touch-Service-Quality"
Own design according to: Maslow 1943 & Weiermair 200
Almdorf "Seinerzeit"
(Mountain pasture "Yesterday")
Trends
Work-Life-Balance
Slowing down
to recreate you
don´t have to go far
away but you´ve got
to gain distance
Soul-Wellness
The world is a village – an alpine village
LUXURY IS: CONSCIOUS AWARENESS
• Reanimation of senses
• Reduction to the essentials:
Smell the hay,
hear see and feel the fire
feel the air and find the tranquility,
which gets lost in everydays life
Best-Ager
Esthetification
Destination „Me“
• Simply feel yourself as human
www.almdorf.com
Bilder: www.fleesensee.de
4

5. example for the creation of
symbolic places
Combination of oriental flair with
a cosmopolitan life style
The World
example for the creation of
symbolic places
Burj Dubai
Superlatives
Imagination of symbolic places
Eights wonder of the world
Hydropolis
The Palm
Burj-alArab
Dubailand
reinvention of tourism as a dream factory
High level of service quality to create a perfect
imagination
Let them live unique experiences
To answer this demand it is necessary:
• Rediscover and reinvent the existing tourist attractions
• Repositioning as "icons" in the market
The destination has to be presented as an unique
experience
traditional presentation of the product
Photos: www.virtualtourist.com
reinvention of tourism as a dream factory
Challenge for the tourism industry to offer products
which respond to this new tendencies based on
genuine experiences
Modern potential management has to reinterpret the
cultural monuments and the events
Give a new value to traditional touristic ressources
Stereotypes and images as a starting point
Usage of theatric techniques
open-air museums:
yesterdays formulas
NAD 10
5

6. personalizing of the cultural heritage
« interactive » experience
« interactive » experience
« interactive » experience
« traditional » staging as popular culture
Cultural heritage as a stage
• Brot & Spiele
(Panem et Circenses)
• Medieval castle festival
at Manderscheid
www.trier.de/brot-spiele.de et www.burgenfest.info
www.trier.de
6

7. Tourism as a dream factory: spectacle guidance
Adress all experimental spheres
Reception
Entertainment
Education
Active
Participation
Passive
Participation
Esthetics
www.trier.de
Potential: Medieval Past
Enjoying culture &nature
in the baltic switzerland
Flow
Involvement / Immersion
KulturGenussRegion Trier
Thank you for your
attention …
Refine the
crude
potential
… and I am looking
forward to a lively
discussion
7