Cultural Tourism and Innovation

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Randell Lawrence
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1 Crossroads of Europe Pavia, 8th June 2012 Cultural Tourism and Innovation CULTWAyS CULtural Tourism WAys through mobile Applications and Services

2 Addressing tourism challenges Tourism demand is expected to further shift from mass tourism to more tailor-made customised tourism, which is a market segment particularly relevant for the EU SMEs. Service innovation is also a driver of the Europe 2020 Strategy DG Enterprise and Industry is thus launching initiatives supporting tourism enterprises to respond better and quicker to the evolving market needs towards more tailor-made, personalized tourism.

Service innovation is also a driver of the Europe 2020 Strategy DG Enterprise and Industry is thus launching

3 CULTWAyS CULtural Tourism WAys through mobile Applications and Services is a project funded by DG Enterprise and Industry within the EMMIA platform having a twofold aim: _to enlarge the market for both tourist and ICT industries and _to show the potentialities of mobile technologies for the development of innovative services Indicators: Development of new business ideas/ new companies Support in the creation of ICT-tourism clusters Support innovation in cultural tourism services Support local economies through an enhanced visibility

mobile technologies for the development of innovative services Indicators: Development of new business ideas/ new companies Support in

4 Mobile Application Market Study A Trip Advisor survey has found more than 60% of mobile phone users have now downloaded and used a travel-related smartphone application. Platform Owner Apps Downloaded Number of Apps Available Android Google 6 billion 300,000 ios Apple 18 billion 500,000 Total Android & ios 24 billion 800,000 Total all platforms 25 billion + 933,000 +

Platform Owner Apps Downloaded Number of Apps Available Android Google 6 billion 300,000 ios

5 In tourism terms a Cultural Route can be seen as a defined path of historical significance or a themed route that has a cultural value or an element of cultural heritage as its focus and that assigns a key role to cultural attractions (Puczo and Ratz, 2007)

value or an element of cultural heritage as its focus and that

6 Crucial to raise awareness, visibility and recognisability of such routes New technologies and innovative services based on them can be precious allies for cultural tourism especially in rural and remote areas: they simplify access attracting new tourists thus supporting the entire local economy value chain.

cultural tourism especially in rural and remote areas: they simplify access

7 CULTWAyS will build up a large-scale demonstrator offering tourists advanced services to benefit from the cultural and natural peculiarities of rural areas by means of TAILORED INFORMATION related to tourists' LOCATION and PREFERENCES The large-scale demonstrator will be tested on two cultural routes: Via Claudia Augusta and Way of St. James

TAILORED INFORMATION related to tourists' LOCATION and PREFERENCES The large-scale

8 Cultways steps After a market analysis of current mobile applications and a study on innovative mobile and location enhanced services, the consortium has determined the mobile application requirements is now working on data gathering to build the database definition of the interface between the server and the mobile application/device and will undertake interoperability testing with ETSI supervision (European Telecommunication Standard Institute)

data gathering to build the database definition of the interface between the server and the mobile

9 1. Cultways demonstrator will provide three kinds of services that will enable tourists to better enjoy their trip and to travel safely. 2. The application will enable tourists to download in advance information so that they will be available also off-line CULTURAL TOURISM DEMONSTRATOR SERVICES Cultural Tourism Cultural Heritage Services Safety Services Environmental Services Digital Passport and certification of completed routes Location monitoring via the central demonstration facility Eco Accommodation booking information Location specific cultural information and advice Points of awareness, travel advice and weather updates Links to local green initiatives, e.g. cycle and electric car hire

Cultural Heritage Services Safety Services Environmental Services Digital Passport and certification of completed routes Location monitoring via the central demonstration

10 Peculiarity of the project : o Provide specific information to travel along a cultural route, not generic tourist information o Provide tailored information related to tourists location and preferences (filtering process) o Provide an common application for European Cultural Routes to promote their initiatives

information related to tourists location and preferences (filtering process)

11 Characteristics of the demonstrator o Available for both Google (Android) and iphone (ios) mobile operating systems. Monitoring Html5 developments. o Replicable and Scalable o Supported by a central database that will enable an easy access and updating o Development of an open data standard in order to enable ICT companies to access a European market and make tourist data homogeneous throughout Europe

o Replicable and Scalable o Supported by a central database that will enable an easy access and

12 The Impact of European Cultural Routes on SMEs innovation and competitiveness Study (CIP 2010) points out some problems and key needs of branding and marketing: Criticalities: Significant lack of marketing capacity Blurred meaning of the Council of Europe Label Needs: Orchestrated effort Umbrella portal Cross-marketing initiatives Promote transnational networking Develop a dialogue between Cultural routes Increase the visibility of the cultural routes brand Need of expertise to create cross-marketing opportunities Re-branding the Cultural Routes Program Foster the development of cross-over audiences Cultways can be a valuable tool to fill these gaps and promote Cultural Routes

13 What about apps?

14 Cultways can meet the need to provide a homogeneous message and a recognizable logo for all Cultural routes while also using the new mobile technologies: Via Regia Camino de Santiago Transromanica Via Claudia Augusta? Via Francigena Hansa Cultural Route New Cultural Routes The Route of the olive tree

technologies: Via Regia Camino de Santiago Transromanica Via Claudia

15 Cultural tourism and mobile/mobility industries: possible synergies Our attempt is to involve stakeholders from both mobile sector and tourist/cultural routes in a cross-fertilization effort. Particularly: to participate/organize events concerning cultural tourism and ICT in order to gather insights form other initiatives and exchange good practices and innovative ideas (like this seminar) to foster a dialogue between EICR and Cultways to promote the use of Cultways as an enabling technology for all cultural routes aiming at developing an application for smartphones and tablets in order to reach a wider audience with a multiplier effect to suggest cross-reference between cultural tourism initiatives and Cultways

Particularly: to participate/organize events concerning cultural tourism and ICT in order to gather insights form other initiatives and exchange good practices and innovative ideas

16 The Consortium Project leader European Network of Clusters for Satellite Applications Development. Main activities: satellite communication, satellite navigation and earth observation market segments. Cluster in Space, Aerospace and Satellite Navigation, mandated by the Bavarian Ministry of Economic Affairs, Infrastructure, Transport and Technology INNOVA is a private company specialised in Technology Transfer services and R&D project financing. FTS is a non-profit organisation aiming at bridging technology with social challenges

Cluster in Space, Aerospace and Satellite Navigation, mandated by the Bavarian Ministry of Economic Affairs, Infrastructure,

17 For further information and possible cooperation please contact Giovanna Sonda Enterprise and Innovation Dept. Trentino Sviluppo S.p.A. Via Fortunato Zeni, Rovereto (TN) Italy Tel

it Enterprise and Innovation Dept. Trentino Sviluppo S.p.A. www.

Cultural and creative industries: policy and COSME Programme

Cultural and creative industries: policy and COSME Programme Carlo Corazza Head of Unit Tourism, Emerging and Creative Industries DG Internal Market, Industry, Entrepreneurship and SMEs Cultural and creative