EuropeTour Analysis Training Needs_Final Report 2016

May 2016

EUROPETOUR

Country Analysis and Training Needs for Cultural Tourism in Rural Areas

Insert pictures EUROPETOUR from the different partners/countries

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Contents

� EUROPETOUR � Partnership� Background of this survey � Methodology� The survey’s main outcomes� Next steps

� Q1� Q2� Q3� Q4� Q5� Q6� Q7� Q8 � Q9� Q10

Page 04Page 06Page 08Page 10Page 12Page 15

Page 18Page 20Page 22Page 24Page 26Page 28Page 30Page 31Page 33Page 35

The survey

Key outcomes per question

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� Future for Religious Heritage (Europe-wide)� Austria� Bulgaria� Germany� Spain� Italy� Poland� Romania

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The survey’s country specific outcomes

Picture Credits

Contact details

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�EUROPETOURInsert EUROPETOUR pictures

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� Cultural tourism is currently one of the mega trends in tourism world-wide. It covers an area that reaches from spiritual tourism, heritagetourism to creative tourism;

� Up until now, cultural tourism has mainly been linked to urbanisedareas, to big cities and metropolitan centres. However, rural areascan easily compete with their urban counterparts, as they offerunique cultural heritage sites and many traditions that have beenkept alive. In fact, the richness of traditions and ancient customsconstitute a very important part of the identity of rural areas. Theyare important reasons for international visitors to come to Europe;

� At the same time, there seems to be a skills gap for those peopleprofessionally active in cultural tourism in rural areas. That, in turn,holds their economic and social potential back;

� The EU ERASMUS+ funded project EUROPETOUR therefore aims atidentifying these qualification needs in order to set up a trainingscheme directed towards rural cultural tourism markets in itsbroadest sense.

EUROPETOUR

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�Partnership

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The EUROPETOUR partnership brings together representatives,network co-ordinators, and tourism specialists from different ruralareas in Europe and cultural tourism specialists, a training providerand the Europe-wide network of (rural) religious heritage.

� GERMANY: Kultur und Arbeit e.V. / KIRA-Netzwerk (coordinator)

� BELGIUM: Future for Religious Heritage

� ITALY: Regione Marche

� BULGARIA: INI-Novation

� ROMANIA: Bucovina Tourism

� AUSTRIA: E-C-C Verein für Interdisziplinäre Bildung und Beratung

� POLAND: Klosterland e.V / City of Myślibórz

� AUSTRIA: Kreativ Reisen Österreich

� SPAIN: SRECD – Region of Cantabria

� GERMANY: Touristikgemeinschaft HeilbronnerLand e.V.

Partnership

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�Background of this analysis

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� In order to have a bottom-up approach, which in the view ofEUROPETOUR is more reliable than working top-down, to map realand existing needs of the rural cultural tourism sector in Europe, theproject has involved the complete partnership and its stakeholders;

� The background of the analysis was to disclose the training needsof those people active in rural cultural tourism;

� In addition, the analysed results offer a huge amount of additionaland valuable information for those European regions interested inunlocking the economic and social value of cultural tourism. Thismakes the analysis a unique source of information to regions andprofessionals alike. The EUROPETOUR partners are happy to sharethe outcomes with interested parties;

� The here presented analysis is neither exhaustive nor scientific. Itreflects the knowledge and experiences of practitioners in the field.It displays the most relevant issues of the collected data. It is as wellthe basis for EUROPETOUR’s next phase: the setting up of aEuropean rural cultural tourism training scheme for stakeholders inthe field.

Training for Cultural Tourism

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�Methodology

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� EUROPETOUR implemented a survey, led by the project partnerFuture for Religious Heritage (FRH). The survey was based on theinput of the partnership and was consequently filled out by theirstakeholders;

� The survey was therefore meticulously devised during a commonexercise and in agreement with the whole partnership, that wayoptimizing the survey questions to its specific stakeholders;

� The survey was translated and rolled out in seven differentlanguages groups/countries (A, BG, DE, ES, IT, PL, RO). Thepartnership managed to reach at least 3.400 stakeholders and thesurvey had an average response rate of 12%;

� The results presented here consequently map the requirements fora flourishing cultural tourism in European rural areas. Based on thisanalysis, training modules will be set up (until the end of 2016) andafterwards will be offered to local practitioners in cultural tourism(or to those who want to become professionally active in thatarea).

Methodology

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�The survey’s main outcomes

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� All partners rolled out the survey in their respective networks. Thisincluded the cultural-tourism regions of KIRA network of theGerman region Heilbronn-Franken, the German-Polish Klosterlande.V. network in Brandenburg and Zachodniopomorskie, theAustrian network Kreativ Reisen Österreich, and the network ofMoldavian Churches in the Romanian Bucovina region;

� Additional stakeholders were reached through Marche Region inItaly, INI-Novation from Bulgaria, SRECD – Region of Cantabria inSpain, and through the Europe-wide network of FRH;

� The survey was based on an application-oriented approach ofpractitioners in tourism as well as representatives of the culturesector who wanted to identify the training needs in cultural tourismof their stakeholders. Therefore, the survey does not claim ascientific approach;

� Every partner was free to decide how to distribute the survey, sothey could choose a way which suited their region/stakeholdersthe best: per mass mail, per formal invitation, individual contact(e.g. by face-to-face interviews) and follow-up reminders;

� EUROPETOUR reached out to more than 3.400 people andreceived 408 filled-out surveys, equalling a response rate of 12%.

Total outreach

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Based on the replies given by our stakeholders in rural cultural tourism,the survey’s three main conclusions are:

� There is a clear need to improve skills in marketing and publicrelations (PR). The use of different instruments needs in-depthconsideration and professional expertise.

� There is a clear need for co-operation which goes further than thelocal or regional level;

� Business skills are in general not rated as a specific skill in which toimprove competence. Their links to marketing instruments are notclear.

The survey’s three main outcomes

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�Next steps

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�Key outcomes per question

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Based on the outcome of the EUROPETOUR survey, these are the nextsteps:

� The survey provided much more relevant data than expected. TheEUROPETOUR partners will use and share this data on a regionaland European level and will communicate it to interested parties.

� Based on cross-references within the survey, replies by thestakeholders were not always consistent. Therefore, some of thepartners decided to get in touch with their stakeholders and discussthe outcomes of the survey in more detail.

� A multi-lingual training module will be developed, which willaddress the identified main needs. Its target groups are staff oftourism agencies as well as cultural institutions. The training modulewill enable stakeholders in the field of tourism economy and cultureto improve tourism market access and organise combined offers.

Development of Training Scheme

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� Overall, there is an awareness that strategic planning is important:The mentioned fields are considered as being important for onaverage 85,5% of the respondents;

� The two fields that are considered as most important for strategicalplanning are marketing and PR (94% and 92%);

� Business planning however is considered as least important. Thesurvey does not provide a reason for this result. It could be thatknowledge in this field is already sufficiently available or thatrespondents do not link their work with business skills.

Key outcomes Q1: As someone active in culture and/or tourism how important is knowledge about the strategic planning of the following subjects for you?

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Key outcomes Q1: As someone active in culture and/or tourism how important is knowledge about the strategic planning of the following subjects for you?

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� Most used communication channels by the respondents are:websites, word of mouth and printed material;

� Gadgets and newsletters are used the least;

� In terms of non-respondance (nothing was replied to a specificoption), newsletters and press releases score highest, possiblyindicating an ambivalence or unfamiliarity with these specificcommunication channels.

Key outcomes Q2: Which communication channels... (do you use or would you like to use)

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Key outcomes Q2: Which communication channels... (do you use or would you like to use)

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� Wish for additional knowledge is most wanted for cultural touristicbrands and the use of networks (both within a country as well asoutside of it, meaning at a European and international level);

� Networking and networking skills are seen as very important asmeans to promote cultural touristic products and services;

� Marketing comes fifth place (out of eight possibilities) which is acontradiction to Q1, in which marketing was rated the highest.

Key outcomes Q3: In which of the below areas would you like to have additional knowledge to sell and promote your cultural touristic products and services?

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Key outcomes Q3*: In which of the below areas would you like to have additional knowledge to sell and promote your cultural touristic products and services?

( *figures in absolute numbers)

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� Just over 30% are happy with the level of co-operation in theirregion (respondents that are ‘satisfied’ or ‘very satisfied’);

� However, a majority of respondents (just over 50%) are not happywith it (those that replied ‘somewhat satisfied’ or ‘not satisfied atall’);

� Adding to those 51% the 11% of respondents that do not have anyexisting co-operation structures at all, means that there is a need toimprove successful and efficient co-operation.

Key outcomes Q4: How satisfied are you with the existing co-operation within the field of cultural tourism in your region?

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Key outcomes Q4: How satisfied are you with the existing co-operation within the field of cultural tourism in your region?

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� Co-operation should especially be improved with the respondents’stakeholders and with funding possibilities;

� There is relatively little co-operation sought with political decisionmakers. This could be because it already exists or becauserespondents do not see it as useful;

� Co-operation with marketing and communication experts is alsoseen as important, which is in line with the outcomes of Q1.

Key outcomes Q5: With whom would you like to intensify co-operation in your region to strengthen cultural tourism?

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Key outcomes Q5: With whom would you like to intensify co-operation in your region to strengthen cultural tourism?

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� Respondents indicate that the organisational sector they would liketo be in touch with most are Internationally active agencies (61%);

� Respondents are relatively close in touch with press, tour guides,other touristic sites, accommodation providers, local crafts-manship/artists and places for arts and crafts, which means that ona local level networks are quite expanded;

� The organisational sector which exists least on a regional level arelocal ambassadors.

Key outcomes Q6:To whom of these organisations are you in regular contact?

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Key outcomes Q6: To whom of these organisations are you in regular contact?

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� Replies given in question 7 support the replies given in the rest ofthe survey. It moreover gives additional input;

� Some of the factors that were indicated as bringing cultural tourismto the region: Mutual collaboration, combined communication,governmental support, combined touristic offers, specific events,participation of locals and NGO’s, combination of nature andculture, clear regional and political vision, development of culturalsites;

� The specific characteristics of a place/region are very importantand contribute to the attractiveness of the region.

Key outcomes Q7: What do you think brings cultural tourism to your region? [Open question]

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� Skills most sought after are marketing skills, development of culturaltouristic offers and network building skills;

� No need is felt to develop business skills;

� This is by and large in line with the replies given in previousquestions;

Key outcomes Q8: What kind of skills would you like to develop in order to improve cultural tourism in your region?

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Key outcomes Q8: What kind of skills would you like to develop in order to improve cultural tourism in your region?

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� Cross-border collaboration (FRH), new business models for cultural tourism (FRH), linksbetween heritage and tourism better understood and researched (FRH answers);

� Combine cultural events with landscape (AT), mix of many genres (AT);

� Joint presentation and promotion (BUL), creating public-private partnerships (BUL),improvement of the infrastructure and facilities for easy access (BUL);

� Joint package offerings of different providers (DE), transfer cultural offerings from cities torural areas (DE);

� Long term planning and attached funding (EN)*, cooperation among actors (EN);

� More information panels (ES), more promotion of the region (ES), new businessopportunities (ES);

� To build or expand a network of contacts regionally with support of the region (IT), to havean integrated landscape heritage (IT), interaction among the institutions and to sharesuccessful examples (IT);

� Social integration for the development of culture (PL), cultural institutions (PL);

� Conservation and keeping alive local traditions and crafts (RO), promotion of the region /tourism infrastructure / tourism promotion (RO);

Key outcomes Q9:Name 3 opportunities you face in enhancing cultural tourism in your region [Open question / Selection]

*EN = answers specifically in the English version of the survey, which cannot be allocated to countries or regions

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� Poor Broadband speed (FRH), how to counter a negative reputation (FRH), how toovercome parallel or double work done by multiple partners (FRH), lack of awareness withstakeholders (FRH);

� Have common goals for the region (AT), involvement of young people (AT);

� Lack of qualified personnel (BG), bad maintenance / Destruction of cultural heritage (BG),problems of ownership of touristic sites (BG);

� Strategical orientation (DE), changing leisure time habits (DE), turn touristic offers intosomething that can be experienced (DE), increase offers during weekdays (DE);

� Legal constraints (EN);

� Being competitive with international tourism (ES), pollution of the area / touristic sites (ES);

� How to connect as many stakeholders as possible (IT); reluctance to change habits (IT),how to maintain affordable prices (IT), prevent depopulation of inward areas (IT);

� Limited knowledge about cultural tourism (PL);

� How to keep local traditions and crafts alive in the future (RO), HR adapted to the tourismsector (RO), how to keep arts and crafts authentic (RO);

Key outcomes Q9:Name 3 challenges you face in enhancing cultural tourism in your region [Open question / Selection]

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� The respondents do not represent an entire country as such, butrather represent a specific region in a country since the survey wasrolled out by the EUROPETOUR partners amongst their directstakeholders;

� The big variety in the population of respondents is regarded as a very important aspect of the EUROPETOUR survey as the collected data maps the opinion of many key stakeholders;

� All in all, local agencies, cultural routes, local transportation sector,place for arts and crafts and local craftsmanship were leastrepresented amongst the total of stakeholders;

� All in all, public administration (which can include tourism offices atmunicipalities), cultural institutions and cultural heritage operatorswere the most represented amongst the total of stakeholders.

Key outcomes Q10:What/who do you represent? / European total

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Key outcomes Q10*: What/who do you represent? / European total

(*figures in percentage)

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�The survey’s country specific outcomes

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Number of replies per country + FRH

FRH = FRH members; EN = answers specifically in the English versionof the survey, which cannot be allocated to countries or regions

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� FRH spread the survey in its Europe-wide network that in turn consists ofnetworks of people and organisations. It can therefore be assumed thatthe geographical reach was quite broad. Besides, the sectorial reach isnot solely limited to the heritage sector, making up a bit more than ¼ ofrespondents. Another ¼ comes from cultural institutions.

� In terms of strategic planning it is most important for our respondents toreach out/keep in touch and to gain visibility through PR. Accessibility tothe area is the one field for which a strategy is considered to be notimportant. Secondly, outreach beyond the own region is also perceivedas less important.

� To the extent that additional knowledge is desired, the following fieldsscore highest: use of networks for cultural tourism both in a country aswell as on a European and international level, and creating a strongtouristic brand. Which means respondents both seek a clearer image ofwhat they are and have a need to be in touch with the right partners.

� Respondents are most in touch with cultural institutions/cultural heritagesupporters (so their own sector) and with the press, pointing towardsgood communication skills. On the other hand, they wish to be in touchwith agencies that are internationally active, which supports previousstatements, as well as local tour operators and gastronomy, which couldbe two sectors that the respondents are not automatically in touch with.

� Not surprisingly, networking skills are badly wanted. Moreover, respon-dents are in need of improving their funding skills. That might be themost suitable and logical way to finance themselves instead of throughmore commercial undertakings.

FRH: Specific outcomes

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FRH: Sectors represented

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� Austrian partners prioritise "PR / Marketing strategy" as well as“Networking power" as the most important elements, because that iswhat they work with on a day-to-day basis and hence see most needfor further training in these areas.

� They do not regard a Social Media strategy as overly important:probably because for some, its potential is not yet fully understood and/or because they are already using Social Media channels on a day-to-day basis and therefore consider it less important for immediate needs.

� Collaborative network efforts and beneficial outcomes are generallywell understood.

� The three sectors, Austrian stakeholders are in touch with most, are"Local Agencies" as well as "Accommodation providers" and "Nationalagencies". On the other hand, they still want to get more in touch withagencies that are internationally active.

� Most respondents are from cultural institutions. They usually network withlocal travel and information agencies, as well as accommodationproviders in order to start building packages and marketable productsfor tourism.

� The two highest scores for Austria are "tourism marketing" and "know-how to innovate", the lowest is "business & management skills". Theyseem to be confident about the first two in terms of regional culturaltourism development, and would therefore like to improve theirmarketing and innovation skills in order to foster their business &management skills.

Austria: Specific outcomes

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Austria: Sectors represented

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� The Bulgarian respondents prioritise "Marketing and PR Strategy" as wellas “Accessibility Strategy“ (in terms of transportation) as the mostimportant strategical planning fields that need to be further developedin the rural tourism area.

� Respectively, оn a day-to-day basis, there is need for further trainingand more knowledge in three main areas: 1/ Creation of strong culturaltouristic brand, 2/ Networking and 3/ Distribution of touristic products.

� It seems that in Bulgaria a large part of the respondents are alreadyusing online promotion (websites and Social Media platforms), as well asprinted brochures and other advertising materials. The “word of mouth”is also considered to be an effective way of promotion.

� Recently, all disruptive technologies that apply tourism distribution are achallenge for the stakeholders in Bulgaria. They would like to use manymore different gadgets and web applications.

� Bulgarian stakeholders are somewhat unsatisfied with the existing co-operation within the field of cultural tourism in their region. They want toget in touch more with agencies that are nationally and internationallyactive.

� The two highest scored skills to be developed in Bulgaria are: 1/ Tourismmarketing and 2/ Development of cultural touristic offers.

Bulgaria: Specific outcomes

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Bulgaria: Sectors represented

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� For German respondents raising awareness of cultural tourism andgaining visibility through PR and marketing are the most important fields.Additional knowledge is requested in networking on national level,developing marketable touristic products as well as setting upcommunication plans for products and services.

� Business skills are rated at the bottom, since there might be noawareness of their needs as most respondents are from culturalinstitutions followed by public administration and tourist informationpoints.

� The effectiveness of the respondents’ use of Social Media platformsneeds better identification as a large number uses them but still asks foradditional knowledge.

� The sectors German respondents are in touch with most, are press andlocal tourism boards. Depending on the stakeholders’ profession, there isa great variety with whom they want to cooperate more closely, butnationally and internationally active agencies are rated highest.

� There is a clear need to explain to stakeholders the measures each ofthem can take. Communication channels and tools are needed foreffective collaboration.

� A growing number of tourists is regarded as an opportunity for ruralareas, where nature is a key asset beside the cultural offers. For theirpromotion effective networks are regarded as a ‘must’ for sustainablecultural tourism.

Germany: Specific outcomes

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Germany: Sectors represented

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� The main activities to make destination Liébana (Cantabria) a high qualitydestination are a business strategy along with the creation of a strong culturalbrand. The two highest scored skills to be developed in rural Spain are:1/ Tourism marketing and 2/ Development of cultural touristic offers.

� It seems that a large part of the respondents are aware of the possibilities oftheir region, but the opportunities of this potential need further valorization. Theyare unsatisfied with the existing cooperation within the field of cultural tourism.

� This probably responds to their strong sense of identity, and the awareness oftheir historical background, which they seem to think is still to be exploited. Inthis context business strategy is regarded as a most important field (100% ofagreement).

� Respondents clearly focus on the idea of creating a cultural brand of the regionand promoting it at international level, through cultural touristic networks.Respondents are aware of the benefits of using Social Media channels forcommunication, but they are not aware of the relationship between SocialMedia and Marketing. They don’t seem to focus specifically in it because theyalready use these tools and they don’t evaluate the efficacy in the use theymake of it.

� They seem to be aware of the importance of local and regional networks. Theymanifest to be in contact with tour guides and local agencies and apparentlythey would like to increase their network nationally and internationally, addinggastronomy sector in it as well as arts and crafts.

� Better skills in creating cultural offers seem to be a priority for Spanishrespondents as well as marketing skills. This might underline the fact that theyconsider their use of Social Media Channels as proficient, due to their lack ofknowledge about it.

Spain: Specific outcomes

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Spain: Sectors represented

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� Respondents are from both the public and the private sector. Theyprovide a good picture of the perception of the needs of rural culturaltourism at local (i.e. sub-regional) level, complementary to the regionalperspective.

� There is widespread awareness among operators that Regione Marchecan play a positive role in rural cultural tourism building on regionalstrengths like landscape, cultural heritage (“spread” throughout theregion and not concentrated in few centres), food and wine, arts andcrafts. All in all, cultural tourism lets tourists experience everyday life of alocal community in Marche.

� Local subjects have already good capacity to cooperate and tocreate local networks. Indeed, trusting in local social capital is a goodstarting point to create a cultural tourism product.

� The needs of rural cultural tourism at local level are mainly linked withthe will to gain more international visibility and to enhance the culturaltourism product. Indeed, additional knowledge is required in areas likeInternational networks, creating of cultural tourism products, communi-cation, and creating a strong cultural touristic brand.

� Consistently, skills are required for the development of cultural touristicoffers and for tourism marketing (in a broad sense that may include alsolinguistic skills). Websites and Social Media are used also at local leveland this is an opportunity to develop local strategies consistent withRegione Marche promotion strategy largely relying on Social Media.

Italy: Specific outcomes

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Italy: Sectors represented

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� The survey targeted German and Polish members of the Klosterland e.V.network as well as cultural and tourism institutions of the city of Myślibórz.Knowledge about Social Media and PR strategy are regarded as mostimportant in order to develop a location as a quality destination. Lessimportant for them is a business strategy.

� For all participants in both countries word of mouth is the most usedcommunication channel. On nearly the same level ranks the online-communication with websites. Great chances the Polish respondentssee in using press releases, and the Germans see opportunities in SocialMedia platforms, which Polish partners already use.

� All would like to have additional knowledge about creating a strongcultural touristic brand. Formulation and distribution of cultural touristicproducts are more relevant for the Polish stakeholders than the use ofnetworks for cultural tourism in Europe and on a national andinternational level. They do not seem to believe in networks (probablydue to lack of experience).

� Obviously, strong differences were identified in satisfaction with existingcooperation within the field of cultural tourism: While the Germanrespondents are satisfied to 75 %, in Poland 60% of the respondents werenot satisfied with cooperation or did not cooperate at all.

� German respondents wish to improve contacts to local tour operatorsand internationally active agencies. Polish stakeholders would like todevelop funding skills and gain knowledge about the development ofcultural touristic offers.

Poland: Specific outcomes

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Poland: Sectors represented

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� The main activities should be focused on marketing and Social Mediastrategy. It is considered as a top priority to make Bucovina a highquality and a more visible destination among the well-known tourismdestinations in Romania and abroad.

� It seems a large part of the respondents are already using onlinepromotion (websites and Social Media platforms). In Romania, the“word of mouth” is considered to be the most effective way ofpromotion.

� They would like to use more promotional instruments, like gadgets, press,radio, TV, but it is well known these are quite expensive, and mostprobably are not affordable for respondents.

� Respondents underline the idea of creating a cultural brand of theregion and promoting it on international level, through cultural networks.Respondents are aware of the benefits of using Social Media channelsfor communication. They are expressing their needs to improve theirabilities to use Social Media in a more efficient way.

� Increase the trust of the locals and to raise their awareness of theimportance of local and regional cooperation in the field of culturaltourism.

� The accessibility of the region and public transportation within must beimproved, in order to attract more visitors. A better cooperation withlocal authorities is regarded as a success factor for tourismdevelopment.

Romania: Specific outcomes

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Romania: Sectors represented

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Picture Credits

EUROPETOUR partners would like to thank all institutions and persons who contributed with pictures to this report beside the partners themselves:

Bayerische Staatsbibliothek / Bokowsky + LaymanBurg Gamburggoodluz / Fotolia.comHohenloher Kultursommer Doris Köhler, ÖhringenStadt Bad WimpfenSchlossverwaltung Weikersheim

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CONTACT Details

With regard to the survey and its results

Future for Religious Heritage, 67 rue de Trèves, B – 1040 Bruxelles (Belgium)Sarah Coumans / Lilian GrootwagersPhone +32 24 00 77 03, [email protected]

With regard to the EUROPETOUR project and the training module as a result of this survey

Kultur und Arbeit e.V. (coordinator), Goethestr. 10, D-97980 Bad Mergentheim (Germany)Karin Drda-KühnPhone +49 7931 56 36 374, [email protected]

The EUROPETOUR blog: www.europetour.tips ; Stay tuned on Facebook: https://www.facebook.com/EuropeTourTips/Follow us on Twitter: https://twitter.com/europetourtips

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The European Commission support for the production of this publication does not constitute an

endorsement of the contents which reflects the views only of the authors, and the Commission

cannot be held responsible for any use which may be made of the information contained therein.