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Arts and Crafts are the visible part
- f cultural diversity
Cultural Heritage Merchandise in the tourism context Cheryl Brooks - - PowerPoint PPT Presentation
Cultural Heritage Merchandise in the tourism context Cheryl Brooks - - PowerPoint PPT Presentation
Developing and Marketing of Cultural Heritage Merchandise in the tourism context Cheryl Brooks AusHeritage Georgetown World Heritage Site Sustainable Tourism Workshop April 2011 1 Georgetown World Heritage Site 2000 years of exchange -
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Melaka and Georgetown WHS Outstanding Universal Value Criterion (iii)
Melaka and Georgetown are living testimony to the multi-cultural heritage and tradition of Asia, and European colonial influences. This multi-cultural tangible and intangible heritage is expressed in the great variety of religious buildings
- f different faiths, ethnic quarters, the many languages,
worship and religious festivals, dances, costumes, art and music, food, and daily life.
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The Key Question
In what specific ways can tourism activity enhance the viability of Georgetown’s local artisans and their cultural heritage merchandise?
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Tourism provides new or expanded markets for local products
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Tourism also provides opportunities for local produce, artisans and traditional performers to achieve enhanced economic viability
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Visitors who buy good quality local merchandise contribute directly to the local economy and help sustain local craft enterprises
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What do Tourists seek from their visit?
Enhanced experiences by interacting with the local cultures and communities Authenticity that speaks of the cultural traditions Emotional connections not simply commercial transactions Cultural merchandise that communicates a sense of place
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Traditional crafts and meeting of cultures extend visitor awareness
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High quality souvenirs and museum reproductions enable tourists to take home memories and experiences
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Successful Cultural Heritage Merchandise
Local products are important expressions of local cultures Local products provide an important source of local income The key to long term sustainability is commercial viability Design innovation and adaptation of traditional products
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The Jim Thompson Organisation, Bangkok
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“Georgetown – 2000 years
- f Exchange -
A Tapestry of Cultures”
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Cultural Heritage Merchandise Characteristics
Have their roots in the “Tapestry of Cultures” Nurture creativity Maintain cultural diversity Are often labour intensive May be languishing due to a decline
- f traditional markets
Could have export potential
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Cultural Heritage Merchandise Categories
Everyday functional wares Traditional arts Designer Goods Traditional Cuisine Performing arts and music Literature and oral traditions
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Everyday functional wares
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Traditional silk spinning, Vientiane, Lao PDR
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Traditional Malaysian crafts
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Traditional Malaysian metal craft items
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Originality Good design Authenticity Distinctive identity Evoke traditions of the place Market relevance for economic viability
Key requirements for Cultural Heritage Merchandise in a Tourism context
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Fabindia Mission Statement
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Artisans at Work, Quebec, Canada
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Peruvian artisan wood carvers create high quality souvenir merchandise using traditional techniques and design motifs
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Moroccan ceramics and terracotta miniatures
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Traditional French hand-made wooden toys
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Traditional Malaysian handicrafts
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Local products are important expressions of local cultures
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The key to long term sustainability is commercial viability
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Artisan traditions can still be maintained as they evolve in response to the needs of modern society Constant innovation and adaptation to human need ensures that craft skills will not only survive but thrive, and does not diminish heritage values
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Opportunities for Cultural Heritage Merchandise
Develop a diverse, coordinated range of products Develop contemporary design expressions Undertake design and marketing training Work with skilled local and expatriate designers Supply chain, Seasonality and Quality Control
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No product diversity Every vendor is selling the same product Street market, Luang Prabang, Lao PDR
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A diversified, coordinated range of products gives greater potential to maximise sales
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Contemporary design expressions transform traditional artisan crafts
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Traditional arts and crafts used as locally distinctive interior décor, Dharmawangsa Hotel, Jakarta
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Traditional Indian hand block fabric printing technique has been rejuvenated by Anokhi into contemporary fashion and lifestyle products
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Anokhi of India is an excellent example of design innovation and adaptation of traditional skills and techniques
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Known since ancient times, Greek Mastic is transformed into modern health and beauty products
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French artisan gourmet chocolate maker
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Inspired by Hanoi’s old world charm, and the trend towards simplicity in modern aesthetics La Casa Interior Design store Hanoi, Vietnam
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Traditional Indian silk weaving transformed into contemporary home décor, Interior Design Boutique, Paris
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Design innovation of traditional crafts for contemporary lifestyles Artisans d’Angkor shop, Angkor Wat World Heritage Site, Cambodia
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French Provencal traditional design motifs developed into a coordinated range of ceramics, textiles and home décor items
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Creative presentation and packaging of traditional herbs and spices, Olivier & Co., France
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Good marketing and packaging can transform low-value products, such flour, into distinctive merchandise that can be sold at a premium price
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Traditional food products and reproductions of ancient jewellery both benefit from contemporary re-packaging and interpretation
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Design and marketing training
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Work with skilled local and expatriate designers
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Develop supply chain support skills, such as marketing and distribution elsewhere in the local community
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Verification of quality and cultural authenticity in the tourism marketplace
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Gourmet cooking classes, including visits to local produce markets Language classes Traditional painting or drawing classes Crafts such as weaving and embroidery techniques; pottery, ceramics or woodcarving workshops Jewellery-making Traditional botanical and floral arts Traditional music, dance and drama classes Natural therapies such as traditional herbal remedies and beauty treatments Special health and exercise techniques such a yoga, Tai Chi or martial arts Animal or bird-watching walks or excursions. Walking tours in historic areas
Diversity of Cultural Heritage Merchandise
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Gourmet cooking classes teaching local cuisine to visitors
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Traditional cooking classes are highly popular with visitors Luang Prabang, Lao PDR
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Guided visits to local produce markets enhance the visitor experience
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Traditional floral arts and woodworking classes provide
- pportunities for deeper involvement in local traditions
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Walking tours of historic towns provide visitors with a unique, local perspective
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Constant innovation is essential to survival Artisans do not need to be saved, so much as empowered
Conclusions
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