The National Association for Inbound and Domestic Tourism – as a representative partner of the cultural heritage of Moldova, invites you to the course organized in the context of the cross-border project HERIPRENEURSHIP.
Establishing Long-Lasting Partnership To Upgrade Heritage-Based Offers And Create New Investment Opportunities In Tourism And The Cultural And Creative Industries At UNESCO Designated Areas In The Black Sea Basin.
The programme is designed for actors in the tourism sector, Audiovisual and Multimedia professionals, heritage managers, Cultural and Creative Industries or to any person who is interested in a hybrid learning methodology. Students will become fully capable to provide opportunities for structural changes in the tourism sector and improve the way assets, infrastructure and people connect to a better, higher skills in the culturaltourism.
The 6-Module – Curriculum aims to provide with an understanding of the experience economy in interrelation with tourism, heritage management and the Cultural & Creative Industries. 6 Modules create new skills for new jobs and enhance of business performance leading to the collaborative final tourismproduct, the UNESCO Corridor (GA5/Act.5.1):
MODULE 1 shall deals with sustainable tourism, introducing participant to the genius loci, a place’s identity and spirit. It places heritage into its broad cultural context, and emphasizes the importance of interpretation in the understanding and valuation of heritage. MODULE 1 shall demonstrate that heritage tourism may offer even small communities’ economic growth and employment diversification, improve the residents’ income, enabling young people to stay in their local communities. Learners shall acquire knowledge about how to plan and manage tourism attractions and how to develop experience-based tourism products and services, whereas the understanding of tourism accessibility is of crucial importance for the overall success.
MODULE 2 shall exploit the different ways of communicating as a means to bridge the spatiotemporal distance between visitors and resources. It includes Heritage Management (Protection, Conservation, Management, and Interpretation) and introduces learners to Heritage Economics. Learners are offered a methodology to classify a place’s assets to heritage classes in order to further select distinctive and visit-worthy features and to produce a place’s identity. Learners familiarize with the Significance Assessment Process, a methodological approach based on criteria for the assessment of cultural heritage resources from natural and man-made environment, accompanied by tourism modifiers, which guarantee the appropriateness of the resources to enter the tourism market.
MODULE 3 delivers higher interpretive skills for planning holistic interpretive products and services with specific market value. It exploits consumer and visitor experience opportunities provided by given resources in given cultural consumption contexts, and caters for experience diversity. Learners acquire that visitor come to attractions for very different and sometimes conflicting reasons and learn how to provide opportunities for a range of visitor experiences as an important part of sustaining the attraction’s quality. By providing a diversity of settings, learners accomplish a double task: firstly, the offer visitors to select products and services close to their visitation motives and secondly a diversity of experiences helps to avoid the conflicts that often occur among visitors who expect various outcomes from their visits.
MODULE 4 aims to undertake a review of the typical marketing communication practices employed in the Project Area to understand the pre-visit decision-making of prospective visitors; to evaluate the perceived effectiveness of these communication practices in meeting desired communication and behavioral objectives; to examine the current visitor data (market research) being collected and employed by protected area managers and associated agencies in the development of pre-visit marketing communication strategies; to develop a market segmentation table or matrix for use in pre-visit marketing communication strategy; to provide for practical guidance on how to monitor the effectiveness of specific protected area marketing practices.
MODULE 5 teaches cultural communication, that delivers higher interpretive skills for planning holistic experience-based products and services with specific market value. It exploits consumer and visitor experience opportunities provided by given resources in given cultural consumption contexts, and caters for experience diversity. Visitors come to attractions for very different and sometimes conflicting reasons and learn how to provide opportunities for a range of visitor experiences as an important part of sustaining the attraction’s quality. By providing a diversity of settings, learners accomplish a double task: they offer visitors to select products and services close to their visitation motives and secondly a diversity of experiences helps to avoid the conflicts that often occur among visitors who expect various outcomes from their visits.
MODULE 6 shall explains the concept of digital cultural heritage and the 4th Industrial Revolution. The latter is a concept explicitly explained by Klaus Schwab in the homonymous book, has altered the production of various industrial sectors, mostly due to the fusion of technologies blurring the line between digital and physical, – the cultural market included. The tutors need to explain that new communication patterns define new markets and preferences, while the constant use of e-devices in daily life impacts the common sense through the interpretation of visual codes. ICT allows manipulating and animating the images repurposing the context in a composite process unthinkable just a few years ago. Digital Publishing 2.0 is marked by the conversion technologies that promise an unprecedented level of consumer interaction with content through smartphones, e– readers, and tablets, as well as an equally engaging experience through computers. Learners need to realize the question, what kind of impact can this opportunity have on the ability to produce meaning beyond the technical aspect.
At the end of the course, participants will receive a certificate + Micro-credentials (which certifies the results of the program’s learning experience; facilitating flexible learning and career paths.)
PROJECT: BSB831 HERIPRENEURSHIP – Establishing Long-Lasting Partnerships to Upgrade Heritage-Based Offers and Create New Investment Opportunities in Tourism and the Cultural and Creative Industries at UNESCO Designated Areas in the Black Sea Basin.