1. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE Pro-active management of the Impact of Cultural Tourism upon Urban Resources and Economies Task 3.4: Cultural Offer Quality Monitoring tool Mikel ASENSIO BROUARD Manuel MORTARI FERNANDEZ UAM – Universidad Autónoma de Madrid A general model to evaluate visitors in Cultural Tourism Final CONFERENCE Luxembourg, 2006

2. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid The UAM’s team Activities of the interdisciplinar team: Development of Museum & Heritage Projects Audience Management Assessment Public programs & Education Evaluation & Consulting PICTURE Final CONFERENCE Luxembourg, 2006

3. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid The role of Evaluation tools and Visitor Studies in Audiences Management Modern management of cultural offer: Heritage, Culture, both tangible & intangible, ARE A RESOURCE PICTURE Final CONFERENCE Luxembourg, 2006

4. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Heritage Sustainability Audiences Sustainability Economic Sustainability Sustainable management is based on three interrelated fields The role of Evaluation tools and Visitor Studies in Audiences Management PICTURE Final CONFERENCE Luxembourg, 2006

5. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Who’s the audience? Visitor Profile What is the offer? Public & educational programs By what means do we promote the offer? Communication planning Fidelization of real audience Attract potential visitors Audiences sustainability means: The role of Evaluation tools and Visitor Studies in Audiences Management PICTURE Final CONFERENCE Luxembourg, 2006

6. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Evaluation tools Evaluation tools help the manager to monitor the quality of the offer in the three domains: Visitor profile Public & educational programs Communication planning Am I getting the audience I want? Is my offer adequate to my audience? Am I reaching the potential audience? The role of Evaluation tools and Visitor Studies in Audiences Management PICTURE Final CONFERENCE Luxembourg, 2006

7. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid The Cultural Offer Quality Monitoring tool Flexible Economic Non-disturbing Our tool combines visitor studies and evaluation tools, as an integrated component of Management strategies Advantages of our tool: The Techniques: Self-distributed surveys: Questionnaires, Multi-answer tests Personal contact tools: Direct interviews,Focus group PICTURE Final CONFERENCE Luxembourg, 2006 Quantitative & Qualitative Methodology

8. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid The Sample Reasonable Sample size: 650 subjects (per city ) Composite sample: Potential visitors Tourists Local audience Objectives and key indicators More than 30 different key indicators: Cultural and tourism practices Planning issues Expectations Preferences Ten main objectives: Real & potential visitor profile Previous knowledge of city and of its cultural attractors Satisfaction after visit Tourism management & impacts … Surveys 7 surveys, adaptable to different kinds of cultural venues and cities PICTURE Final CONFERENCE Luxembourg, 2006 The Cultural Offer Quality Monitoring tool

9. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Testing the tool Tool fully tested in four case- study cities, at different tourism development stages Other case-studies involved in partial tests of the tool Avila Cáceres Badajoz Ciudad Real Guadalupe Amiens Liège Mons Total: 2782 surveys Kinds of Cultural Venues monitored: Museums, city walls, Gardens, visitor centres, convents. And also: fairs, theatres and other dinamization activites, public spaces… PICTURE Final CONFERENCE Luxembourg, 2006

10. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Results Problems due to the lack of evaluation tools at any stage of planning and management (both specific and large scale) Critical mass, when to launch a cultural offer? Planning: how to reach the “cultural tourist” Cognitive value of Heritage: Heritage is what the audience knows about it (readability vs. encryptment) The test of the tool has proved its effectiveness and its utility in suggesting the improvement of the management of the cultural offer Some examples of the diagnostics provided: Specific museographic problems Information content (texts, panels) Non-diversified audience in cultural venues Unsuitable communication strategies Detection of Potential Visitors & Non-visitors PICTURE Final CONFERENCE Luxembourg, 2006

11. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid The test of the tool has proved its effectiveness and its utility in suggesting the improvement of the management of the cultural offer Some examples of the diagnostics provided: Lack of specific tourism programmes (i.e. the education sector) Inadequate models for the tourism development, issued from marketing and economic domains Need for a holistic approach Problems due to the lack of evaluation tools at any stage of planning and management (both specific and large scale) Lack of correspondance between expectations and satisfaction, before the visit and after PICTURE Final CONFERENCE Luxembourg, 2006 Results

12. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Single, strong brand image, or plural brand image? Double cultural identity (Residents vs. Visitors) The test of the tool has proved its effectiveness and its utility in suggesting the improvement of the management of the cultural offer Some examples of the diagnostics provided: Problems due to the lack of evaluation tools at any stage of planning and management (both specific and large scale) Non-coincidence between the image of the city in the mind of potential and/or real visitors, and the cultural identity of the residents Comparative weight of built Heritage and Intangible Heritage Offer in travel planning PICTURE Final CONFERENCE Luxembourg, 2006 Results

13. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Conclusions  Visitor studies and evaluation tools, INTEGRATED in the planning and management of cultural venues & tourism sector  Holistic approach to the tourism sector: the city is a system, all the components are interelated and interdependent  Specificities of cultural tourism, continue the research to adapt the offer (content, programs & communication) to the specific needs, expectations and characteristics of the audiences PICTURE Final CONFERENCE Luxembourg, 2006

14. PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid PICTURE ¬ Focus Group – Avila 11 de octubre 2005 ASENSIO - MORTARI – UAM – Universidad Autónoma de Madrid Contacts Prof. Mikel Asensio Brouard m.asensio@uam.es Mr. Manuel Mortari Fernández m.mortari@uam.es Universidad Autónoma de Madrid PICTURE Final CONFERENCE Luxembourg, 2006