AREA 5:
CULTURAL TOURISM AND SUSTAINABLE DEVELOPMENT OF CULTURE
Ing. Zdeněk UrbanovskýIng. Zdeněk Urbanovský
East Moravian Tourist AuthorityEast Moravian Tourist Authority, Zlin, CZ, Zlin, CZ
EEUROPEAN CULTURAL ROUTE OF UROPEAN CULTURAL ROUTE OF SAINTS CYRIL AND METHODIUSSAINTS CYRIL AND METHODIUS
EEUROPEAN CULTURAL ROUTE OF UROPEAN CULTURAL ROUTE OF SAINTS CYRIL AND METHODIUSSAINTS CYRIL AND METHODIUS
CONTENTS
1. Description of area and needs analysis
2. Specific aims of the area
3. Proposal of activities
4. Target groups
5. Area coordinator
6. Partners / stakeholders
7. Conclusion / summary
Description of area
• Marketing the entire project
• Creation and offer of tourism products (itineraries).
• Making historical and cultural heritage visible
• Sustainable development (preservation) of culture – condition of creating tourism products
• Identification of potential (routes, aims, events)
• Synergy of the area with other project areas
• Engaging the entrepreneurial sphere (mainly micro-enterprises)
Basic specific aims
1. Creating tourism offers of the European Cultural Route of Saints Cyril and Methodius
2. Marketing the cultural tourism project and products
3. Link of individual areas of the project to tourism products
Aim 1: Creation of a tourist offer of the European Cultural Route of Saints Cyril and Methodius
• Passport of existing situation• Proposal for creating routes, connecting
destinations• Proposal of tourism products with pilgrimage
elements• Proposal of tourist products – excursions /
exploring destinations• Networking the offer
Aim 1 – activity 1.1. Identification of tourist destinations and routes, restoration and implementation of routes /destinations• Passport (identification) of pilgrimage/tourism
routes and tourist destinations• Proposal for restoration/maintenance/change to
existing destinations/routes• Proposal for implementing new
pilgrimage/tourism routes (incl. building infrastructure)
• Monitoring tourist destinations, tourism routes in each fifth year of the project
Aim 1, activity 1.2 – Creation of a tourism product offer
• Pilgrimage products (on foot, bike, horseback)
• Products for “exploring destinations”
• Combined products
• B2B, B2C
Aim 2 Activity 2.1. Identifying the project, branding the project, its anchoring
2.1.1 graphic brand for designating printed materials, Web presentations, souvenirs, tourism routes, tourist destinations (points of interest) engaged in the project ECR CM
2.1.2. designation of pilgrimage (tourist) routes for hiking, horseback riding, cycle tourism and products derived thereof
2.1.3. designation of tourism products and marketing communication of these products.
2. 1. 4 process activities– elaborating a design for the brand manual, rules for its use– graphic creation of printed materials and Websites, presentations– translations– so-called compulsory publicity (if required).
Aim 2 - Activity 2.2. Creation of marketing materials
2.2.1. Printed guides, fliers, catalogues, brochures
2.2.2. Maps, navigation applications
2.2.3. Web presentations and applications
2.2.4. Mobile applications
2.2.5. Multimedia presentations
2.2.6. Trips and presentations, study tours
2.2.7. Information system of pilgrimage/hiking trails
2.2.8. Information system of tourist destinations
AIM 3 LINK TO TOURISM PRODUCTS
3.1. Technical conferences, symposia, seminars
3.2. Study and sightseeing trips within the project
3.3. Use of cultural, educational, research activities in the area of tourism
Target groups
• Tourists of all age groups with general interest in knowing history, culture, religion – 80%– The market for church and cultural tourism is represented by
all age categories with the greatest share in the age group of 40–60 years of age. The main motivation is seeking and finding tourist destinations affiliated with history, culture, religious stories, etc.
• Tourists of all age groups with defined interest in pilgrimage and religious tourism – 20%– Age structure with majority of practicing believers in the age
group of 40-65 years of age. Motivation comes from reasons of faith, interest in knowing history, culture, religion
Partners, stakeholders
• Entities from the area of tourism, or history, culture, church and education from locations involved in the project.
• Initial group of partners: CR, Slovakia, Slovenia, Italy, Greece, FYROM.
• Target status (based on interest of partners): also Hungary, Bulgaria, Turkey, the Ukraine, Poland.
Summary
• We propose implementation through partial steps.• In Moravia, we are linking to the already existing pilgrimage
route that joins Sv. Kopeček near Olomouc, Holy Hostýn, Štípa near Zlína, Velehrad and St. Antonínek.
• We are developing the topic “Great Moravia” in cooperation with partners in Moravia, Slovakia, Poland, Italy and Austria
• We expect from our partners a basic description of the status of the area in their respective countries, and expression of the degree of their agreement with the proposed aims
