J A V IE R J . H E R N Á N D E Z A C O S TA

J J H E R N A N D E Z@ S A G R A D O . E D U

H A ZE L C O LÓ N V Á ZQ U E Z

H A ZE L. C O L O N P R @ G M A I L . C O M

P R E S E N TE D A T S TP & A C O N F E R E N C E 2 0 15

A D E LA ID E , A U S TR A LIA

Cultural Tourism and Local Development: A Two-Way Model for the Community of Santurce

Background

Culture as a key factor for Development

The importance of cultural tourism strategies for cities

The development of key cultural infrastructure in

cities as part of the strategy

Creative cities discourse

Objectives

The main objective of this research consists on the analysis of the development of the community of

Santurce as a cultural district and understanding the role of the different agents involved in the process

(Academia, NGO, Government, cultural sector, entrepreneurs, private sector).

Literature Review

The impact of culture in tourism (OECD, 2009)

Tourism and sustainability (Korstanje, 2014, Giampicolli, 2015)

Policies for creative industries in cities (Tafel-Viia, et

al, 2014, Fleming, 2009)

Artists and Gentrification (Ley, 2003, Sheppard, 2012)

Methodology

Case study analysis of the local development process for the community of Santurce.

Legislation

Community development initiatives

Entrepreneurship

Infrastructure development (cultural, housing, economic, etc.)

Strategies

Identifying the main challenges of the cultural tourism efforts.

Santurce

The community of Santurce

Santurce is one of the most important and centric communities in San Juan, capital city of Puerto Rico.

It represents one of the most populated communities with a high level of cultural diversity.

Diverse socio-economic profile on the population

Host some of the most important cultural infrastructure in the country (Museums, Concert Halls, Conservatory, Theaters).

Has become a model for local development strategies

Santurce

Local development strategies

Past efforts to develop Santurce as an “arts district”.

Legislation to promote the development of the community of Santurce.

Bill 173 for a public policy for the Creative Industries.

Resolution 789 to develop a Law for Santurce.

Bill 20 and 22 to grant tax incentives

NEA – Our Town Proposal (Cultural mapping)

Housing development

Entrepreneurship (creative, technological, gastronomical, etc.)

Real Estate market development

Cultural tourism strategies (Airbnb, cultural routes, etc.)

Main Challenges

Local Dev elopment

Gentrification

Citizen Participation

Cultural Divesity

Sustainable Entrepreneurship

A Preliminary Model

1. Public Policies

2. Infraestructure

3. Coordination

1. Entrepreneurship

2. Cultural Engagement

3. Citizenship

Challenges and Actions

Gentrification

Cultural diversity

Participation

Sustainable Entrepreneurship

Public Policy

Infrastructure

Coordination

Entrepreneurship

Cultural Engagement

Citizenship

Actions and Agents

Government

Academia

NGO

Cultural Agents

Private Sector

Community Organizations

Public Policy

Infrastructure

Coordination

Entrepreneurship

Cultural Engagement

Citizenship

Agents’ Roles

Government – Should focus on public policy to promote sustainability in local development and provide cultural infrastructure.

Academia – Should focus on programs to support

entrepreneurs and collaboration between agents.

NGOs – To develop collaboration efforts and alliances with community organizations.

Agents’ Roles

Cultural agents – Should develop the cultural offering (routes, events, performances, educational, etc.) and promote participation.

Private Sector – Should contribute through

infrastructure and ventures related to the tourist experience.

Community Organizations – Should influence public policy and guarantee participation in all processes.

Conclusions

Top-down models does not understand the multiple implications of cultural tourism strategies.

Cultural tourism strategies need a balance between economic policy objectives and cultural policy objectives.

A two-way model could allow agents to understand their role in the ecosystem and facilitate the implementation process.

It is important to develop indicator for each of the main challenges.

J A V IE R J . H E R N Á N D E Z A C O S TA

U N IV E R S ID A D D E L S A G R A D O C O R A ZÓ N

J J H E R N A N D E Z@ S A G R A D O . E D U

H A ZE L C O LÓ N V Á ZQ U E Z

U N IV E R S ID A D D E P U E R TO R IC O

H A ZE L. C O L O N P R @ G M A I L . C O M

Questions?