jo mackellar - journeys of the cultural tourist in australia
TRANSCRIPT
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DR JO MACKELLARDESTINATION RESEARCH
Cultural Tourism
Margaret Olley Art Centre. TRGMOAC
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Overview
What is cultural tourism ?Key features of cultural
touristsSegments and stagesSpectrum of art interestsArt gallery tourists
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What is cultural tourism?
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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
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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
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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
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Cultural tourist segments
The road trip
Seeing that exhibition
Visiting Frank and Rose
Restoration/escape
ART
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Community segment
Communication portal
Return 4 times/ year
Embrace their interest
Local promotion extends to other regions.
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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
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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
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Economic evaluation process
1. •Visitors from over 50kms?
2. •Day visit or longer?
3. •Expenditure per day?
4. •Main purpose of visit?
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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
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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?
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Further information
Copies of cultural tourism reportsRecommended readingOn-site researchCoffee and a chat