Cultural mapping for heritage tourism branding

Cultural mapping of intangible cultural heritage
and its usage in tourism branding models
Presentation at the INTERNATIONAL CONGRESS OF CULTURAL
MAPPING: LINKING HERITAGE (TANGIBLE AND INTANGIBLE)
AND CREATIVE TOURISM
University of Evora, November 29 and 30, 2018
1
Rossitza Ohridska-Olson

@ 2018 Vizantia International Ltd. 2
CONTENTS:
1. INTRODUCTION, RESEARCH GOALS AND LITERATURE OVERVIEW
2. THE ROLE OF THE ICH CULTURAL MAPPING IN THE BRANDING PROCESS
3. EXISTING MODELS OF BRANDING BASED ON ICH MAPPING
4. PROPOSED MODEL OF BRANDING BASED ON ICH MAPPING
5. CONCLUSION AND FUTURE RESEARCH AGENDA

1. INTRODUCTION, RESEARCH GOALS AND LITERATURE OVERVIEW

ICH mapping and its usage in tourism branding models
2010 – 2018 © Vizantia International Ltd. @ 2018 Rossitza Ohridska-Olson (author). All rights reserved. 4

Anholt, S. 2010 “Nation brand hexagone” Ohridska-Olson, R., 2016
following Anholt’s model
“Internal nation brand”
Tourism destination brand: an irrational feeling of place as result of past,
present and future travel experiences, communication and attitudes towards
its culture, heritage, people, nature and human interaction.

@ 2015 Vizantia International EOOD. @ Rossitza Ohridska-Olson (author). All rights reserved.
7
Росица Охридска-Олсон, Автореферат

Research Goals
• Trace the process ICH mapping as it relates to the creation of local, regional and
national brands in Southeastern Europe
• Analyzing the importance of cultural mapping using UNESCO and other labels,
registration lists and databases
• Outline the importance of ICH as cultural asset in the branding process for tourism
destinations
• Extract existing models
• Propose new model
• Outline research agenda for the future

Main aspects in scientific literature on ICH mapping and its
usage in tourism branding
• The core of cultural mapping and ICH –
• Duxbury, N., Garrett-Petts, W., & MacLennan, D. (2015). Cultural Mapping as Cultural Inquiry.Hoboken: Taylor and Francis.
• Foster, M. D., Seeger, A., Hafstein, V. T., & Noyes, D. (2015). UNESCO on the Ground: Local Perspectives on Global Policy for
Intangible Cultural Heritage [Special Issue]. Journal of Folklore Research, 52(2-3), 143-313. Onciul, B., Stefano, M. L, & Hawke, S.
(2017). Engaging Heritage, Engaging Communities. Rochester: Boydell & Brewer.
• ICH as identity –
• Adie, B. A., Hall, C. M., & Prayag, G. (2018). World Heritage as a placebo brand: a comparative analysis of three sites and marketing
implications. Journal of Sustainable Tourism, 26(3), 399-415
• Halbertsma, M., Stipriaan, A. van, & Ulzen, P. van. (2011). The heritage theatre : globalisation and cultural heritage. Newcastle upon
Tyne: Cambridge Scholars Pub.
• BALLACCHINO, Katia. Unity Makes… Intangible Heritage: Italy and Network Nomination In : Heritage Regimes and the State [en
ligne]. Göttingen : Göttingen University Press, 2013
• Vukov, N., Gergova, L. 2014. The Oil Wrestling Festival of Kirkpinar in Odrin (Edirne): Cultural Heritage Issues. Anthropology, 80-
113, South Western University “Neofit Rilski”, Blagoevgrad
• The multidimensional aspects of destination branding –
• Pike, S. (2009). Destination brand positions of a competitive set of near-home destinations. Tourism Management, 30(6), 857-866.
doi:https://doi.org/10.1016/j.tourman.2008.12.007
• Anholt, Simon. 2009. Handbook on Tourism Destination Branding. Madrid: World Tourism Organization (UNWTO), Brussels:
European Travel Commission (ETC).
• Aronczyk, Melissa. 2008. „Living the Brand': Nationality, Globality, and the Identity Strategies of Nation Branding Consultants“,
International Journal of Communication, vol. 2,.
• Ruzzier, M. K., Antoncic, B., & Ruzzier, M. (2014). Cross-Cultural Model of Customer-Based Brand Equity for a Tourism
Destination. IUP Journal of Brand Management, 11(1), 7–29.
• Zenker, S., Braun, E., & Petersen, S. (2017). Branding the destination versus the place: The effects of brand complexity and
identification for residents and visitors. Tourism Management.

2. THE ROLE OF THE ICH CULTURAL MAPPING IN THE BRANDING PROCESS

Main aspects in the process ICH mapping and destination
branding
• Identification and place identity
Chiprotvtzi carpets (left and center, Chiprovtzi coat of arms. Source –
kilims – Chiprovtzi museum of history. Chiprovtzi municipality. The
“kanatitza” motif – “emblem of the city” (Santova, M. 2015m
“Chiprovtzi Carpets: History and Contemporary Aspects”, Folklor TV.
1043 photos of Chiprovtzi Karpets in Facebook

branding
• Uniqueness? Authenticity?
Navajo Rug. Sourse: Wikipedia
Kazakhstan Rug. Source: Oriental
Rugopedia

branding
• Internal and external branding
Edirne, Selimiye Mosque and its Social
Complex. Photo: the author
Edirne, statues of
Oil wrestlers in front of the
Venue for the Kirkpinar
Festival. Source: the author

branding
Albanian folk iso-polyphony. Source: Database of the Albanian Iso-Poliphony

branding
Interactive map of ICH lists from the system “Living Human Treasures”, Bulgaria. Sourse: Institute of Ethnology and Folklore studies
With Ethnographic Museum, Bulgarian Academy of Sciences, Bulgaria.

branding
Santa Fe Creative City for Crafts and Folk Arts (Creative Cities Network, UNESCO)

branding
PROs:
• It identifies cultural resources, that might become asset for local, national and
regional branding
• It serves as base for creating competitive tourism product based on ICH,
which might enforce external branding
• It involves communities, groups, individuals and governing bodies in the
process of understanding local cultural heritage
• It creates sense of pride and convert the local citizens in brand ambassadors
• It raises awareness of the ICH elements and their safeguarding
• It fosters cooperation and creativity for local citizens and tourists (creative
tourism)

branding
Contra-s:
• If ICH ethic principles are not respected, mapping and brand usage can
become dangerous for the bearers
• Lack of consensus among stakeholders about the relevance and importance
of the ICH element as branding asset
• Overusage for local political or ideological agendas
• Overcommercialization of products using the high awareness of an ICH
element thus endangering the bearers
• Overusage of places of practice of the ICH element and thus not permitting
the proper usage of the place for ICH practice only

3. EXISTING BRANDING MODELS BASED ON ICH MAPPING

Existing destination branding models based on ICH mapping

4. PROPOSED BRANDING MODEL BASED ON ICH MAPPING

5. CONCLUSION AND RESEARCH AGENDA

Conclusions and Research Agenda
• There is a need of involvement of all stakeholders in the ICH mapping process
before it begins
• Branding models based on ICH Mapping exist, but they are not followed in a
organized manner
• Many of the stakeholders in the destination branding process do not understand
or respect the needs of safeguarding the ICH elements
• There is a need of more detailed analysis of the labels used as branding assets
• There is a need of prior consent of the ICH bearers in order to use the ICH
element as brand asset for tourism destination branding
• There is a need of further research and detailing the existing models and
following the good practices
• There is a need of more precision on the proposed model

Cultural mapping for heritage tourism branding

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Cultural mapping for heritage tourism branding

Ähnlich wie Cultural mapping for heritage tourism branding (20)

Mehr von Rossitza Ohridska-Olson

Mehr von Rossitza Ohridska-Olson (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Cultural mapping for heritage tourism branding