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DR JO MACKELLARDESTINATION RESEARCH
Cultural Tourism
Margaret Olley Art Centre. TRGMOAC
Overview
What is cultural tourism ?Key features of cultural
touristsSegments and stagesSpectrum of art interestsArt gallery tourists
What is cultural tourism?
International and domestic visitors who participate in at least one of the following activities during their trip:• attend theatre or performing arts
• visit museums or galleries
• visit art, craft workshops/studios
• attend festivals or cultural events
• experience Aboriginal art , craft or displays
• visit historical/heritage buildings. (TRA: 2009)
Cultural Tourism
Edinburgh
Cultural tourists to NSW (2014)
Source: DNSW (2014) Cultural and Heritage Tourism# to NSW
Visit historic buildings, sites
Visit galleries/museums
Attend festivals, or cultural events
Attend theatre, concerts or performing arts
Experience Aboriginal site/community
Attend Aboriginal performance
Visit art/craft workshops or studios
0 500 1000 1500 2000 2500 3000
International Domestic
Cultural tourism
The SEARCH for • new knowledge • new experiences• self-development• cultural capital
Newcastle Regional Art Gallery Swell Sculpture Festival
Elvis Festival, Parkes. Cooly Rocks On
Cultural tourist segments
The road trip
Seeing that exhibition
Visiting Frank and Rose
Restoration/escape
ART
Community segment
Communication portal
Return 4 times/ year
Embrace their interest
Local promotion extends to other regions.
Spectrum of art interests
socialiser
Seeking:• Social place• Atmosphere• Escape• Awe• Interaction
dabbler
Seeking:•New interest•Variety of art•Guides •Workshops•New places
enthusiast
Seeking:•High knowledge •Special exhibit• Authenticity•Collections•New places•Merchandise
fanatic
Seeking:•Social context•Obsessive • Expert•Rare items•Elite high quality experiences•Web forums
Expenditure of cultural tourists
Exhibition name Attendance Million $
National Gallery of Australia - Masterpieces from Paris 470,000 $95.0
QAGOMA* - Andy Warhol 232,389 $14.2
QAGOMA - Valentino 202,849 $18.4
AGNSW - Pop to Popism 123,695 ^
AGNSW - Picasso 366,000 ^
Townsville Regional Gallery - Brick by Brick 102,320 ^
Bendigo Regional Gallery - Grace Kelly 152,500 $16.3
Source: Various State & local government reports
Economic evaluation process
1. •Visitors from over 50kms?
2. •Day visit or longer?
3. •Expenditure per day?
4. •Main purpose of visit?
Types of economic impact
1. Ticketed exhibitions = direct revenue to venues
2. Cultural tourist visitation = revenue to whole destination
3. Donations and bequests of art and cultural material
4. Sponsorship and funding from partners outside the region
5. Volunteer hours donated to cultural venues
Regional art galleries
What we know Competitive cultural tourism environment Galleries high on the list for cultural tourists Segments and stages of gallery visitors Social experience & VFR Galleries generate economic activity
What we’d like to know Tourist decisions? Social media impacts?
Further information
Copies of cultural tourism reportsRecommended readingOn-site researchCoffee and a chat
