Post on 14-Jan-2015
description
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Along the
European Route of Brick GothicEntlang der Europäischen Route der Backsteingotik
Successful Marketing of a cultural route on the Baltic Sea shores and in its hinterland
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Preface
Brick Gothic - ?Cultural Routes and Networks Critical Mass of Potential Visitors Organisation, CooperationHeritage MarketingResources
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Brick Gothic heritageKulturerbe Backsteingotik
- medieval (c.13-16)- Hanseatic-inspired-concentrated around and South of Baltic Sea (its USP)-many 100s of brick Gothic monuments
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Cultural Network Kulturerbe Backsteingotik
- no drive-by or -through- roads: not important -optional combination of sites and cities -no need to „travel the route“ but be inspired by more sites
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Critical Mass of VisitorsAttraktion für Besucher?
- not (only) for „Gothic Freaks“ -target group: tourists interested in music & culture, nature, activities, history, religion etc. -well-educated, affluent, often retired, often and outside season travellers
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Organisation&cooperation
- from project to reg. Association- Members: mainly cities -Committees: Marketing/Heritage supply content -Regular meetings, 3-level-activities (city – management – common projects)
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Heritage Marketing
- trilingual website, regular update-PR based on: Management+35 member cities and institutions-limitation to print media: travel guide, local EuRoB flyers, posters and roll-ups, add. local info
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Heritage Marketing
complementing themes: Culture and Cities (Study tours etc.), Hiking, Cycling, water tourism, nature, sea, old architecture, historic tours, experience outside tourism season, history, Hansa, Middle Ages-
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Resources
- from 1.6 Mio. to 80 TEUR -absolute condition: most incentives given by management, the network cooperates, local networks are set up and improved-external/project funding to some extent
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Foto: André Hamann
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Potential
- careful tourism development: language skills, openness of people and institutions, quality of service provision, exciting offers, sensible use of heritage, common products
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
Christoph PienkossEuropean Route of Brick Gothic, Berlin
CrossCulTour – European Cultural Tourism, Heritage Management,Culture Tourism Management, 07 September 2011
European Route of Brick Gothic[Europäische Route der Backsteingotik e.V.]
Christoph Pienkoß (General Management)
Europäische Route der Backsteingotik e.V.(Route Management)Littenstrasse 10D-10179 BerlinT +49 (0)30 2061325-59, F +49 (0)30 2061325-1E c.pienkoss@eurob.org, www.eurob.org