Dark Tourism Project Escape from USSR. Tuuli, Elis, Ragne, Kerli, Sandris Memoryscapes Summerschool 2013

Transcription

1 Dark Tourism Project Escape from USSR Tuuli, Elis, Ragne, Kerli, Sandris Memoryscapes Summerschool 2013

2 Table of Contents Project Product description Escape from USSR Pricing strategy Accommodation Justification for product Motivation Target group Sponsors and partners Promotion Future perspectives

3 Project Planning team: Consultation team for the local municipality Goal: Promoting domestic tourism Promoting local companies Enhancing domestic tourism Concept: Dark tourism and sports-related weekend in Saaremaa

4 Product description Escape from USSR 3 stages by the level of difficulty: Sport (more suitable for professional athletes, but at the same time a great challenge to a less experienced participants), Popular (includes lighter discipline and will suit those who are doing or not doing daily sports), Mini (for all who want to "taste" adventure as well as for families) Activities: sea kayaking, orientation, military games, photo hunting Time on the track, depending on the class, is from 1.5 to 8 hours Team consists of 3 members (mini class can be 2-4 members). Equipment: provided by organizers: wrist for SI card 3pcs., participant number 3pcs., maps and roadmap 3pcs., sea kayaks and paddles (on sea kayak stage) 1 set., life jackets (only for sea kayak stage) 2pcs., inventory for special tasks

5 Escape from USSR 2 day event with evening attractions Place The Sõrve peninsula Goal participants are able to get to know the dark tourism sites in Sõrve peninsula and explore all of them from 3 different angles: Sea; Land; Air.

6 1st day Sea kayaks Escape from USSR Orientation (around the peninsula Sõrve lighthouse, the Stebel fortification, Lōpe- Kaimri anti-tank line, The cannons, the 315th Coast Guard Battery, etc.) Military games near museum beat the russians in strength; 6 disciplines (pushing 40 kg x10; tire rolling x5 m; jumping over 2 huge tires; monkey bar climbing; parallel bar crossing; tower conquest)

7 Escape from USSR Night activities (optional) Singing & dancing revolution Demonstrations of trainings (professional street gymnasts) Sauna 2nd day Photo hunting Publication of results

8 Pricing strategy Escape from USSR Team entry fee (EUR) EARLY (< 21 D.) EARLY (< 13 D.) REGULAR (< 6 D.) LATE (< 0 D.) Mini class Popular class Sport class Business class (Popular) Business class (Sport) Statistics for xrace in Latvia (2013): Sport class 102 teams Popular class 230 teams Forecast 100 teams alltogether

9 Mändjala Kämping Accommodation

10 Justification for product (I) Escape from USSR is opportunity: for sports and military enthusiasts to test their skills through new challenges; to measure strength, speed, agility, quickness and endurance during race; compete with others and evaluate your own abilities. For friends, families: opportunity to spend weekend in positive note as well as to get an adrenaline charge; improve physical fitness and reduce daily stress. Companies, organizations: Team-building; find your competitors, business partners and challenge them in a race.

11 Justification for product (II) Management: Local Municipality, consultant team, project manager, museum staff, moderator(s), recreation and tourism students, volunteers (local guides) Sustainability factors Environmental (awarness of military objects) Economical (accommodation, brand promotion, temporary jobs) Social cultural (volunteers, education about military heritage) Budget: Expense: Income: Sponsor aspect

12 Motivation (GfK Roper Consumer Styles Structure of value orientations and lifestyles)

13 Target group Sport Popular Mini Military Associations Military and history enthusiasts Schools Pro athletes Corporations/Sororities Scouts/ kodutütred Women s home protection Companies Estonian survey about dark tourism

14 Sponsors & Partners Emphasize on local Estonian companies Equipment: Eesti Orienteerumisliit, Puhka Aktiivselt OÜ (aktiivnepuhkus.ee), Sportland Telecom: Tele2, EMT, Elisa, Elion Drinks: Saaremaa Vesi, Saaremaa Vodka, Saku, A Le Coq Food: Saaremaa Lihatööstus Location & accommodation: Sõrve Militaarmuuseum, OÜ Saaremaa Camp (Mändjala Kämping) Logistics: Statoil, Lukoil, Neste, Alexela, OÜ Väinamere Liinid Promotional: Radio: Uuno, Sky+, Raadio 2, Star FM, Vikerraadio, Elmar Newspapers: Meie Maa, Saarte Hääl, Postimees

15 Promotion Own website Facebook page Facebook.com/EscapeUSSR Local radio Via local tourism agencies Direct marketing Online media Online newspapers Speciality websites e.g. Kajak.ee, militaar.net etc Press release

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17 The A-criteria experience model (Andersson, 2012) Criterias Sandris Kerli Tuuli Elis Ragne Attraction object related criteria Experience quality related criteria Visit purpose related criteria 1) Activities Did you yourself participate when visiting the attraction? ) Authentic - Did the artefacts and events feel real? +/ ) Accessible Is the attraction s experience easy to reach from a logistical point of view? +/- +/ ) Affection Did the attraction move you emotionally? ) Aha-experience Did you get a strong experience from the visit? 6) Absorption Did you escape from your normal life into the experience? 7) Adaption Is the attraction info/message easy to understand? /- +/- +/- +/- +/- 8) Adventure Was the experience exciting? ) Aesthetics Was the experience pleasing to the senses concerning the nature of beauty, art and taste? 10) Academic Was the experience related to higher learning? /- +/- +/- - +

18 Future perspectives More activities, e.g. car orientation using Saaremaa rally trucks; the Challenge Freedom from USSR: Sea kayaks Sōrve- Kolka More events in one year e.g. seasonal events International participants

19 Coming soon