European Cultural Routes:Sustainable Network

Management and Socio-Economic

Impact Evaluation

Dr. Kseniya Khovanova-Rubicondo Network Governance & EvaluationCoE - EICRSigulda, Latvia, June 10-11, 2013

…a Council of Europe’s Cultural Route? Cultural Route is a cultural project aimed at the development and promotion of an

itinerary or network based on a historic route, a cultural concept, figure or phenomenon of a transnational importance that manifests common European v

K.Khovanova-Rubicondo et al. 2011

Follow this link for more details http://conventions.coe.int/Treaty/EN/PartialAgr/Html/CulturalRoutesStatute.htm

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What do we mean under…What do we mean under…

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Mapping Cultural RoutesMapping Cultural Routes

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Locating Cultural Routes NetworksLocating Cultural Routes Networks

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Sustainable Network ManagementSustainable Network Management

Sustainable management of cultural heritage is a process that ensures to meet the needs of the present without compromising the ability of future generations to meet their own needs*

The CoE Cultural Routes work along 4 main dimensions of sustainability

environmental socio-cultural economic (financial and economic efficiency) institutional

* Brundtland, 1993 “Our Common Future”

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Sustainable Management ModelSustainable Management Model• 60% of the CoE-certified work along 2+ sust dimensions

• environmental & socio-cultural are the most popular

• economic is always a goal but not always easily achievable

• institutional is work in progress

Sustainability

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What is EvaluationWhat is Evaluationand Why is it Important?and Why is it Important?

Evaluation is the process of systematic appraisal used to determine the value of something

Generally, evaluation of a network helps to:

• demonstrate its social and economic impact• ensure that its resources were allocated and used

efficiently• justify network activity financing• generate evidence for future planning

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Main Principles of EvaluationMain Principles of Evaluation

To develop appropriate objectives To assure the availability of data To assure the availability of necessary independent

expertise To guarantee consistency and transparency in reporting

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Cultural Routes' potential for SME creation, collaboration, innovation and networking…

Cultural Routes networks benefit SMEs by providing markets for their products

A number of innovative practices recorded within the SME collaborating Cultural Routes (organizational, product/service)

EC-CoE Joint “Study on the Impact of the European Cultural Routes on SMEs innovation, competitiveness, and clustering” 2011

How do we do this ? How do we do this ?

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Areas of SMEs CollaborationAreas of SMEs Collaboration Examples of CoE CRs collaboration with SMEs:

development of interactive guides (Transromanica) new celebrations (Chocolate Ways, Hansa International Festival, “Holy

Years” of Santiago de Compostela) new heritage merchandise, joint marketing with hotels and

restaurants (majority) joint promotion with transport providers (Santiago de Compostela, Via

Francigena, Hansa) gastronomic tourism or agrotourism (Olive Tree, Via Francigena, El

Legado Andalusi) ecotourism, ‘0’km (Santiago de Compostela, St. Martin, Phoenicians) links to new audiences via social media (Transromanica, Hansa Youth) supporting SMEs: bookings, reservations, arrangements (majority)

The pilgrimage in the ‘holy years’ is planned well in advance in order to manage the increased tourist flow. Efforts across all the regions involved are made to accommodate the flow of tourists while controlling its impacts. Examples : the establishment of a network of free hostels for the pilgrims, assuring assistance along the way

The pilgrimage in the ‘holy years’ is planned well in advance in order to manage the increased tourist flow. Efforts across all the regions involved are made to accommodate the flow of tourists while controlling its impacts. Examples : the establishment of a network of free hostels for the pilgrims, assuring assistance along the way

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Use of Modern TechnologiesUse of Modern Technologies Interactive uploadable maps have been designed by a number

of Cultural Routes to guide their visitors along the proposed itineraries

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A number of the Cultural Routes have already integrated ICT tools in their network management, marketing, and communication strategies

Multiple channels have being used in cultural tourism content distribution: social media, mobile, GIS system, blogs, etc.

Examples of new technology application in a variety of Cultural Route activities include:

Collaboration with SMEs in ICTCollaboration with SMEs in ICT

Cultural Route Activity ICT Application

Site developmentMarketingOperationsCustomer servicesMonitoring

- GIS used for identification of Tourist site and destinations- Advertisement, promotion- Buying and management of supplies and services- Management of customer relationships through booking travel, lodging- GIS and GPS is also used for managing and monitoring tourist sites

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Collaboration with Local SMEsCollaboration with Local SMEs

The Transromanica Route works to establish specific clusters at key locations along cultural routes focusing on SMEs, entrepreneurship & tourism

It offers a selection of tourist packages and trips along the Route in collaboration with local transport companies, hotels, restaurants, wine producers, and tourism offices

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SMEs Innovation within the RoutesSMEs Innovation within the Routes CoE cultural routes provide unique opportunities for SMEs to develop

innovative products and services Two main innovation types include:

Innovation adoption - SMEs create products and services with a cultural route label, contributing by this to the promotion of a route

Innovative product creation - SMEs develop their original products and services based on the unique values and heritage of the cultural route they are collaborating with

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4 main areas for future CRs-SMEs collaboration:

Heritage restoration and sustainable management: preservation/restoration activities environmental sustainability initiatives, green tourism

Raising awareness of cultural heritage: education activities cultural youth exchanges, town twinning festivals, conferences, exhibitions, development of activities such as guided tours, city trails, etc.

SMEs Collaboration PotentialSMEs Collaboration Potential

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4 main areas for future CoE CRs collaboration with SMEs:

CRs development and marketing (largest potential) social media, guidebooks, cultural and tourism fairs communication strategies development

Commercialisation of cultural attractions and products: festivals, conferences, exhibitions tours, walking routes, guided site visits tourism products development/sales

SMEs Collaboration PotentialSMEs Collaboration Potential

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Things to ConsiderThings to Consider When establishing collaboration with SMEs think of:

1. Your CR & its characteristics theme, main objectives, human & financial resources…

2. SME & its characteristics field, objectives, resources

Each potential partner must look within itself, identify its own goals and understand what it can contribute to and gain from a collaboration with SMEs

Together: develop agreed processes /systems for collaboration

3. Environment legislature, economy, demography, culture, technology development

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EnvironmentEnvironment

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4 Main Steps to Follow4 Main Steps to FollowIdentify Carry out analysis of potential collaborating SME Estimate the risks, costs and benefits

Form Agree and formulate the working arrangements for the collaboration Agree on the roles, responsibilities and accountabilities of each partner

Implement Carry out the agreed tasks and activities

Evaluate As collaboration progresses, periodically undertake an evaluation of its performance to

determine its overall effectiveness

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Cultural Routes hold a huge potential for SMEs collaboration. in a variety of activity areas

Uniqueness of Cultural Routes’ destinations is a source for entrepreneurship and innovative practices, hence, for SMEs development and collaboration

SMEs are best positioned to assist Cultural Routes in their progress and their contribution to economic advancement of local communities along CRs destinations, thus

Cultural Routes and SMEs are a good fit and can benefit each other through effective collaboration

ConclusionsConclusions

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The Study on the Impact of the CoE Cultural Routes on SMEs Innovation, Competitiveness and Clustering is available at http://www.coe.int/t/dg4/cultureheritage/culture/routes/StudyCR_en.pdf

Chapter 5 of the Study is dedicated to the analysis of CoE Cultural Routes involved SMEs, the ways in which the Cultural Routes could stimulate SMEs’ innovative behavior within their networks

Particular attention is devoted to the CRs and SMEs' performance evaluation as a condition for future successful development and sustainable network management

If you’d like to know more…If you’d like to know more…

Thank you!Thank you!

More questions ?Dr. Kseniya Khovanova-Rubicondo at kseniya.Khovanova@culture-routes.lu orKseniya.khovanova@gmail.com