Tourism in the Austrian Alps and the Rebranding of a Cultural Landscape

Transcription

1 Tourism in the Austrian Alps and the Rebranding of a Cultural Landscape 3rd Global Geotourism Conference Martin Reeves BSc (Durham), PGCE, MBA (Keele), FRGS 1

2 Geo-regions as Brands Aims of the paper: 1 To take you on a Personal Journey 2 How to Deconstruct a cultural landscape 3 The Promotion of a cultural landscape brand the Salzkammergut My back garden 2

3 Butler s Tourism Life Cycle Model 3

4 Salzkammergut as a Product 4

5 Components of a Cultural Landscape Geo Physical Lithosphere Biosphere Hydrosphere Atmosphere Geo Human Population and cultural geography Built environments Rural environments Manufacturing industrial systems 5

6 Lithosphere The magnificent limestone mountains created in the Alpine orogeny, e.g. the Gosaukamm; Together with the glaciated and post glacial landscapes, e.g. the Dachstein glaciers, which dominate the region. Geotrails, e.g. the Dachstein ice caves 6

7 Biosphere The forests, a traditional source of food made famous by the Emperor Franz Josef as the choice for his summer hunting parties; and now largely commercially managed for timber. The extended biodiversity 7

8 Hydrosphere The majestic lakes, frozen each winter yet abundant with water sports in summer; Freshwater raised bogs; Bedrock and alluvial bedded rivers. 8

9 Atmosphere With warm summers and cold winters, the region is famous for its string rain which keeps the valleys so green in summer. Additionally, the trend towards warmer winter temperatures is affecting the skiing and winter sports industries. 9

10 Population and Culture Over the years Austria s tourist marketing has integrated appropriate sights, souvenirs and cultural specialities into its usable collection: alpine hats, coffee-houses, cakes, traditional regional clothing, folk music and dancing from waltzes to schuhplattln. Archaeological sites. 10

11 Built Environments Ranging from the cultural city of Salzburg, to the Emperor s resort of Bad Ischl; To the unique style of farmhouses found throughout the region. 11

12 Rural Environments From traditional transhumance farming, recreated as a tourist event in the 21 st century, to landscape gardening preserving the rural ideal. Rural activities have adapted and diversified, including family farm holidays, camp sites and even the production of Schnaps. 12

13 Industrial Systems Varying from those linked to the primary industries of fishing, timber and mineral extraction to newer quaternary sector jobs, linked to research and development. Examples include the local manufacturing of salt products and gypsum plasterboard. 13

14 Phase 1 Early Visitors Salt still relevant today 14

15 Phase 2 - Mountains, Lakes and Forests 15

16 Phase 3 The Germanic Ideal 16

17 Phase 4 Mass-tourism 17

18 National Tourist Campaigns Lie in the meadow and let your soul dangle Austria a wander and wonderland Austria country of festivals 1987 Servus in Oesterreich ( Hello again in Austria ), included special packages such as The Summer- Experience, The Winter-Experience, Sun-Skiing, Cycling-Spring and Hello again in Autumn Austria Imperialis on the trail of the Habsburgs 1997 The Mountains of Austria 18

19 Phase 5 Multiple Niche Tourism New emerging markets in E. Europe, the Middle East and China Cultural Tour and Event Extensions Spas and Health Tourism Super-sized Ski Areas Adventure Tourism Geo-tourism geo-trails, geo-tour companies Senior Citizen Tourism Farm Tourism Extension Wider Cultural Tourism New Seasonal Initiates 19

20 Five Phases of (Re)Branding Seeing Destinations Differently One Salt and Iron Two Mountains, Lakes and Forests Three The Germanic Ideal and seasonality Four National Campaigns and films Five Simultaneous Multiple Rebranding 20

21 Rebranding Cultural Landscapes Extended marketing mix many new initiatives Single brand replaced by multiple branding Segmented market, expanding globally Co-existing multiple narratives Multi-media promotion localised Diversification for rejuvenation New pressures on the cultural landscape = Post-modern tourism promotion 21

22 Thank You 22