Iolanda Pensa, Heritage Management 2018, Università di Bergamo. Target groups.

1. Critical analysis
1.The Concept of Heritage
2. Structure of a Proposal
3. Implications of Heritage
4. Legislation and Copyright
5. Critical Analysis
6. Context Analysis
7. Services and Interpretations
8. Stakeholders
9.Target Groups
10.Authenticity
Map a territory (identify heritage)
Context analysis proposal budget
Analyse Message(s) promoted
Identify legislation and rights
SWOT
References and Wikipedia
Identify Services
Identify Stakeholders
Analyze Target groups involved
Identify Existing Gaps
Lessons Assignment Competence
As-is analysis
Critical analysis
As-is analysis
Critical analysis
Estimated time 20 hours
Concepts and proposal
Iolanda Pensa, Heritage Management, Università di Bergamo, 2018.
iolanda.pensa@supsi.ch - http://iopensa.it

2. Demand
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 63, 73-78
1. Current or use demand: number of people visiting heritage sites
2. Option demand: potential use, opportunity
3. Existence demand: intrinsic value
Latent or non use demand
1. people who have never visited and never think about visiting
2. people who used to visit but no longer do
3. people who infrequently visit
Important to figure out how to attract new visitors
Constraints
1. Structural barriers block intentions to become actions
2. Intrapersonal constraints: fail to develop leisure preferences
3. Interpersonal barriers results from social interactions with other people
Inaccessibility
1. Physical (weather, topographic barriers, lack of infrastructure and transportation, handicap access).
2. Market inaccessibility (lack of time and money, admission fees and transportation costs)
To some people the world represented by museums is not their world, conventional communication,
considered boring and incomprehensible, lack of interest or desire, taste, low-quality customer services, fatigue.
Disabilities (ref. national legislations)
1. Intrinsic barriers: personal limitations involving physical, psychological or cognitive disabilities
2. Environmental barriers: behaviors of other visitors, architectural structures, obstacles, transportation,
economic barriers
3. Communications barriers

3. Demand/Market - The tourists/visitors
Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 63-65
According to their engagement
1. Passive tourists and visitors
2. Serious heritage seekers (plus ecotourists)
According to the sites they visit
Demographic characteristics (level of education, gender, age, income level, employment types)
Geographic characteristics (where tourists live, from where tourists visit, travel pattern)
Psychographic characteristics (lifestyle, social class, personality): active outdoors-oriented
people, middle and upper classes, workaholics…
Mode of travel (coach, private car, train)
Behaviors (awareness, enthusiasm, loyalty, regularity of use…)
Visit composition (family groups, individual, couples)
Visit type (parties, educational)

4. Demand source
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 63
1. Realm of tourism: who promotes heritage attractions
2. Levels of government
3. Heritage guardians: i.e. national trust, civic groups, preservation societies
How many tourists/visitors?
If you could choose, who would you encourage to come?

5. Heritage visitor characteristics
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 67
High levels of education
More women than men for historic sites
More men than women for scientific sites
Younger than other tourism types
People who visited heritage when they where young they are more likely to continue
Demographic characteristics
Geographic origins related to the scale of the heritage attraction
1. Live in the immediate vicinity. Same-day visits
2. Domestic tourists who stay overnight in some form of accommodation (including friends and
relatives)
3. International tourists
Spend more time on holiday
Stay in hotels rather than other forms of accommodation
Propensity to shop (with preference for local artifacts and foos)
They travel more than average population (especially short holiday trips)
Less seasonal variation
Attend sites in groups
1. Families (with children or extended family members)
2. School groups
3. Other groups such as church youth, senior centre grouping
4. Special intersos groups
Geographic characteristics
Psychographic characteristics

6. Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 67-68
Two poles
Unusual and challenging experiences Well-established urban tourism places
Psychographic Spectrum
They can tour to visit them.

7. Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 67-68
Two poles
Unusual and challenging experiences Well-established urban tourism places
Psychographic Spectrum
They can tour to visit them.

8. Heritage visitor motivations
Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 69-73
1. Pursuit of knowledge. Learning dimension, interest in culture, heritage and ethnicity..
2. Personal benefits. Health benefits, relaxation, some kind of spiritual reward, recreation
activities, enjoying sightseeing, accompany friends and relatives, business.
Different types of people demand different heritage experiences.
Population age: increased interest in understanding one’s roots
Religious people: sacred sites as a way of affirming tier faith
Outdoor enthusiasts interested in national parks
Education-oriented tourists might appreciate ancient ruins
Nostalgia
Bittersweet longing associated with a memory or image of the past.
A combination of happiness, excitement and sadness.
Yearning to return home.
Strong personal connection. Search for roots and historical identity.
People think people were happier in the past, because life was simpler and less complex.

9. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.

10. L’opera studiata nell’ambito della ricerca Culture and Safety in Africa. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.

11. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.

12. L’opera studiata nell’ambito della ricerca Culture and Safety in Africa. Lucas Grandin, Le jardin sonore de Bonamouti, Douala, 2010, cc by-sa.

13. Images on Wikimedia Commons
SUD 2007 https://commons.wikimedia.org/wiki/Category:SUD_Salon_Urbain_de_Douala_2007
SUD 2010 https://commons.wikimedia.org/wiki/SUD_Salon_Urbain_de_Douala_2010
SUD 2013 https://commons.wikimedia.org/wiki/SUD_Salon_Urbain_de_Douala_2013
doual’art https://commons.wikimedia.org/wiki/Doual%27art
doual’art http://www.doualart.org
mobile A2K Culture and Safety in Africa http://www.mobilea2k.org
Il progetto di ricerca del caso di studio “Le jardin sonore” (2011-2014).

14. Il caso di studio.

15. Il caso di studio“Le Jardin Sonore “, strutturato in una serie di documenti (autentici e rielaborati) basati sui risultati della ricerca Culture and Safety in Africa.
Corso: Semiotica del testo visivo - Nicla Borioli. Pilota: 2016; Uso: 2017.

16. Lucas Grandin, Douala, 2010, cc by-sa.
Artist
Location
City
Country
Africa
Subject
Nationality of the artist
Typology of artwork
Impact
Beautification
Ownership of the land
Neighborhood
Technique
Content License
Reproducibility
Frame (event)
Safety
Process
Involvement of young people
Infrastructure
Network of the artist
Public

17. Joseph-Francis Sumégné, La Nouvelle Liberté, Douala, 1996. Photo Tatoute, CC BY-SA,
Materials
Site
Lights
Looks like...
Access
Rumors
Details Maintenance

18. Joseph-Francis Sumégné, La Nouvelle Liberté, Douala, 1996. Photo Roberto Paci Dalò, 2010, CC BY-SA,
Neighborhood
People
Community
Visitors
Streets
CrowdHow people use the place
How people see the object
Perception

19. Artist
Process
Institutions involved
Joseph-Francis Sumégné and Catherine de Senarclens with a sculpture and the model of La Nouvelle Liberté, Douala. Photo Roberto Paci Dalò, doual’art, Douala, 2010, CC BY-SA,
Feedback
Biography
Works
Documentation through time

20. Cultural Institutions and Public Art in Douala. Iolanda Pensa and Stefano Baseggio, 2006, CC BY-SA.
Context
City
Administration
Country
Money
Partners
Success
International Recognition
Continent
Similarities
Differences
Other works in the same area
Bibliography

21. HervéYamguen, Douala, 2010, cc by-sa.
Artist
Location
City
Country
Africa
Subject
Nationality of the artist
Typology of artwork
Impact
Safety
Beautification
Ownership of the land
Neighborhood
Technique
Content License
Reproducibility
Frame (event)
Network of the artist
Public

22. Alioum Moussa, Douala, 2005, cc by-sa.
Artist
Location
City
Country
Africa
Subject
Nationality of the artist
Typology of artwork
Impact
Safety
Beautification
Ownership of the land
Neighborhood
Technique
Content License
Reproducibility
Process
Infrastructure
Frame (event)