16 George Niculescu

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Analele Universit ii Constantin Brncui din Trgu Jiu, Seria Economie, Nr. 4/2010


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NOILE ABORDRI ALE ECONOMIEIATENIEI I ECONOMIEI

EXPERIENEI N MANAGEMENTULTURISMULUI CULTURAL

Profesor George Niculescu UniversitateaConstantin Brncui din Trgu Jiu

Economist Dnu Stegrescu - Trgu Jiu

Abstract: Aceast lucrare ofer o privirede ansamblu asupra tendinelor importaneiturismului, n special, asupra tendinelormotivaiilor i intereselor turitilor culturali.Turismul cultural este unul dintre cele mai

importante domenii de activitate, care seextinde cu rapiditate asupra fenomeneloreconomice i sociale ale lumii contemporane.Recent, OMT a identificat o schimbare ncomportamentul fa de cultur i turism,apariia unui turist mai sofisticat. Deasemenea, UNESCO recunoate legturilestrnse dintre turism, cultur i dezvoltare. Oexperien de turism cu adevarat autentic arenevoie de o atenie concentrat.

n acest context, articolul investigheazcazul n care noile concepte de "economiaateniei" i "economiei experienei" iabordrile lor sunt adecvate n regndireaturismul cultural. Keawords: Turismul cultural, experienturistic autentic, economia experienei,economia ateniei.

1. Caracteristicile turitilor culturalin primul rnd, vom rezuma unele

caracteristici ale turitilor culturali, care difern multe privine importante de un profil alturistului statistic mediu. Multe dintre acestecaracteristici fac din turitii cultural unsegment int foarte interesant n turism.Astzi, un accent puternic se pune pe"experiene" nu numai n turism i n alteactiviti de agrement, dar i referitoare latoate tipurile de bunuri i servicii.

Experiena a devenit o valoarefundamental a consumului, deoarece oamenii

vor s duc o via mai intens i mai

THE NEW APPROACHES OFATTENTION ECONOMY ANDEXPERIENCE ECONOMY IN

MANAGEMENT OF THE CULTURALTOURISM

Professor Ph.D. George NiculescuConstantin Brncui University of Trgu

JiuEconomist Dnu Stegrescu -Trgu Jiu

Anstract: This paper provides anoverview of important tourism trends, in

particular, trends in the motivations andinterests of cultural tourists.

Cultural Tourism is one of the mostimportant and rapidly expanding economic andsocial phenomena of the contemporary world.

Recently WTO identified a shift intourism behavior towards culture and a moresophisticated tourist. Also, UNESCOrecognizes the strong links between tourism,culture and development.

A truly authentic tourist experience issteeped in culture and history and it needs afocused attention.

In this context the paper investigates ifthe new attention economy and theexperience economy approaches are suitablein rethinking cultural tourism.

Keawords: Cultural Tourism, authentictourist experience, experience economy,attention economy.

1. Characteristics of cultural touristsThe first, we summarise some

characteristics of cultural tourists who differ inseveral important respects from a statistically

average tourist profile. Many of thesecharacteristics make cultural tourists a veryinteresting tourism target segment.

Experiences today, strong emphasis isput on experiences not only in tourism andother recreational activities, but related to allkinds of goods and services.

Experience has become a core value ofconsumption because people want to lead moreintensive and meaningful lives, they seek afteremotions and meanings, and want to

participate in activities in a more individual


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semnificativ, ei caut emoiile i sensurile lori doresc s participe la activiti ntr-un modmult mai peronal.

De exemplu, cu privire la evenimenteleculturale, cum ar fi festivalurile, oamenii seasteapt la ceva care s-i afecteze din punct de

vedere personal, care implic faptul c eidoresc s participe n mod direct, mai degrabdect de a face parte dintr-un public pasiv maimare.

Societatea modern a permis oamenilorun grad mai mare de control asupra propriuluidestin, libertatea de alegere, iresponsabilitatea pentru viaa proprie. Acestlucru a dus, de asemenea, la noiunea dehulfilment personal care este legitim pentru a fiexercitat de ctre persoane fizice. Hulfilment-ul personal influeneaz agrementul oamenilori activitile de cltorie.

Ttendina de "mbtrnire a societii",care se datoreaz creterii speranei de via a

persoanelor precum i a ratelor de natalitatesczute, influeneaz destinatiilor specificeturismului cultural.

Persoanele de vrsta a treia sunt ncontinu cretere i au cea mai mare nclinaiespre a cheltui, fiind tot mai dispui s-i

petreac timpul, mai degrab dect s-ieconomiseasc banii lor.Prin urmare, destinaii de turism

cultural, cum ar fi oraele istorice, care dorescmai mult cltorii tineri, vor trebui s aib grijs promoveze o imagine de destinaie turistici un profil care s ncorporeze elementeatrgtoare pentru turismul cultural.Calitatea va predomina. Este de remarcat faptulc turitii tind s fie mai contieni n ceea ce

privete calitatea mediului natural i urban din

dstinaiile pe care le viziteaz, de calitateacazrii disponibile, a gastronomiei, etc. Unnivel mai ridicat de ngrijorare cu privire lamediul nconjurtor nseamn c muli turiticulturali ateapt ca operatorii furnizorii localide turism s contribuie sau, cel puin, srespecte dezvoltarea durabil a mediuluinatural i a comunitilor locale.

Turitii n cutare de destinaiiculturale nu au experiene care sunt legateneaprat de marile hoteluri de lux sau

standardizate. Acetia vor fi mai interesai de

way .For example, regarding cultural events

such as festivals people are expectingsomething that affects them in personal terms,which often implies that they will want to

participate more directly in the event rather

than as a member of a larger passive audience.The modern society has allowed people

a higher degree of control over their owndestiny, freedom of choice, and responsibilityfor ones own life. This has also led to thenotion of personal hulfilment which islegitimate for individuals to persue.Increasingly the quest for personal hulfilmentinforms peoples leisure and travel activities.

Hence, the trend towards the agingsociety, which is due to the increasing lifeexpectancy of people as well as low birth rates,works in favour of cultural tourismdestinations.

Older age groups not only are growingin proportion, on average they also have thehighest spending power and are ever morewilling to spend rather than to save theirmoney.

Cultural heritage tourism destinationssuch as historic towns that want to welcome

more young travellers will need to take carethat they develop a destination image andprofile that incorporates elements that areappealing to such cultural tourists.Quality focus It is worth noting that cultureorientated tourists tend to be more qualityconscious regarding the natural and urbanenvironment they visit, the availableaccommodation, gastronomy, etc. A higherlevel of concern about the environment meansthat many cultural tourists expect local tourism

providers to contribute to (or, at least, respect)the sustainability of the natural environmentand local communities.

Tourists in search of cultural (heritage)experiences are not necessarily attracted tolarge standardised or luxury hotels. They will

be more interested in smaller establishments ofgood quality that provide a personal serviceand a certain level of comfort.

A small but growing proportion oftourists is also looking for character, style or

charm in their accommodation (e.g. boutique


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uniti mai mici de bun calitate care ofer unserviciu personalizat i un anumit nivel deconfort.

Un procent mic, dar tot mai mare deturiti caut caracter, stil sau "farmec" ndomeniul cazrii (de exemplu, hotelurile

boutique). Hotelurile care sunt situate n cldiriistorice i care folosesc artizanatul local decalitate se ateapt s devin din ce n ce mai

populare.Experiena turistic, pentru o lung

perioad de timp a fostneleas fie caexperien de vrf, fie ca experien aconsumatorului. Pentru o mai bun nelegere aexperienei turistice, aceast articol ncearc sconstruiasc un model conceptual, n careambele dimensiuni ale experienei turisticesunt integrate ca un ntreg structurat iinterdependent. Poziia i rolul fiecreicomponente experimentale, precum servireamesei, dormitul, transport i aa mai departe nturism poate fi mai clar neleas n termeniiacestui model. Pentru o ilustrare a modelului,experiena alimentaiei n turism este examinatn detaliu. Este demonstrat c consumul de

produse alimentare n turism poate fi oexperien turistic de vrf sau o experiena de

sprijin a consumatorului, care depind decircumstanele specifice.n ultimii ani valoarea economic a

experienelor a ctigat mai mult interes, nspecial datorit lucrrii extrem de influente"Economia Experienei", scris de Joseph de

pin i James H. Gilmore. Ideea de baz dinspatele conceptului de "economie aexperienei" este c oamenii sunt tot maidispui s cheltuiasc banii lor nu pe bunuri deconsum, ci pe serviciile care le permit s le

mbogeascexperienele memorabileUna dintre cele mai mari generatoarede experiene este industria turismului. Totui,aceast industrie a avut tendina de a dezvolta

produse foarte standardizate i procese carepermit oferirea turitilor de "pacheteleturistice" (o combinaie tipic de transport,cazare etc.), care sunt accesibile pentru o ctmai larg palet de consumatori de serviciituristice.

Astzi aceast ofert se multiplic i

exist o contientizare mai mare n industria

hotels). Hotels that are located in historicbuildings and use local quality crafts areexpected to become increasingly popular.

The tourist experience has for a longtime been one-sidedly understood as either the

peak experience, or the consumer experience.

For a better understanding of the touristexperience, this paper tries to build aconceptual model, in which both dimension ofthe tourist experience are integrated as astructured and interrelated whole. The positionand role of each experiential component, suchas eating, sleeping, transportation and so on intourism can be more clearly understood interms of this model. For an illustration of themodel, food experience in tourism is examinedin detail. It is demonstrated that foodconsumption in tourism can be either the peaktouristic experience or the supportingconsumer experience, dependent upon specificcircumstances.

In the last ten years, particularly sincethe highly influential publiccation TheExperience Economy (1999) by Joseph Pineand James H. Gilmore, the economic value ofexperiences has gained much interest. The

basic idea behind the concept of an

experience economy is that people areincreasingly willing to spend their money noton consumer goods but on services that allowthem to have personally enriching andmemorable experiences.

One of the biggest generators ofexperiences is the tourism industry. Yet, thisindustry has tended to develop highlystandardised products and processes that allowfor offering tourists travel packages (thetypical combination of transport,

accommodation and some extras) that areaffordable for an as broad as possible customerbase.

Today this offer is felt to loose istappeal and there is a growing awareness in thetourism industry that ever more tourists areseeking for other experiences than mosttourism providers are able to offer.Consequently, tourism professionals havediscovered experiential value as a new, magicformula and there is a competition on in the

industry to develop enhanced travel products


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turismului pentru turitii care sunt n cutareade noi experiene cu mult fa de cele oferiten prezent. n consecin, profesioniti dindomeniul turismului au descoperit valoareaexperienial ca o nou formuli o adevratmagie i exist deja o concuren n industria

turismului pentru a dezvolta produse i serviciimbuntite cu experienele din cltorii.

Vom prezenta conceptul de "economiea experienei", relevana sa pentru turism iexemple interesante de cltorie experieniali oferte de agrement. Scopul este de a facecontiente autoritile din oraele istorice de

proliferarea unor astfel de oferte (de exemplu,modul de experien de cltorie, parcuritematice, noi tipuri de mall-uri, centre dedivertisment de familie, etc) i de a faceamenajri specifice pentru a spori valoareaexperienial de aceste oferte. Oaelor istoricevor trebui s reacioneze n mod strategic

pentru aceast dezvoltare, pentru a creaexperiene unice pentru turismul cultural.

2 De la servicii standardizate laexperiene unice

Succesul economic al societilor "post-industriale" se bazeaz pe valoarea generat

prin servicii, mai degrab dect de produse. n

plus, produsele au n cea mai mare parte, deasemenea, o component de servicii care poatefi chiar mai mare valoric dect cea a

produselor propriu-zise.Cu toate acestea, din cauza serviciilor

de standardizare i utilizarea TIC n multesectoare (e-commerce, e-banking, etc),serviciile arat ca produsele de baz, adic uorde nlocuit i alegerea n funcie de preuri (deexemplu, n momentul achiziionrii unui

pachet de vacan tipizat "soare i plaj").

O strategie pentru a preveni acest tip demarf a fost propus de ctre consultani deafaceri Iosif Pine i James H. Gilmore ncartea lor "Economia Experience" (1999). Eisusin c experienele sunt un efort economicdistinct, spre deosebire de serviciile care suntcomponente ale bunurilor.

Experienele au fost ntotdeauna legatede consumatori, ntreprinderi, iar economitiile concentreaz n sectorul de servicii,mpreun cu activiti cum ar fi cele lipsite de

evenimente: curtorie, reparaii auto, de

and services.In the following sections we will

present the concept of an experienceeconomy, its relevance for tourism, andinteresting examples of experiencerich traveland leisure offerings. The purpose is to make

historic towns aware of the proliferation ofsuch offerings (e.g., travel experience modules,theme parks, new types of shopping malls,family entertainment centres, etc.), and thattheir providers are working hard to enhance theexperiential value of this offer. Historic townswill need to strategically react to thisdevelopment, position themselves and developunique cultural tourism experiences.

2 From standardised services tounique experiences

The economic success of post-industrial societies to an increasing degree is

based on the value generated through servicesrather than products. In addition, products alsomostly have a service component to them thevalue of which may even be higher than that ofthe products.

However, due to the standardisation ofservices and the use of ICT in many sectors (e-commerce, e-banking, etc.) services are

starting to look like commodities, i.e. easilyreplaceable, with selection primarily based onprize (e.g. when purchasing a typical sun 3beach holiday package).

A strategy to prevent thiscommodification has been proposed by the

business consultants Joseph Pine and James H.Gilmore in their book The ExperienceEconomy (1999). They argue that experiencesare a distinct economic offering, as distinctfrom services as services are from goods.

Experiences have always been around,but consumers, businesses, and economistslumped them into the service sector along withsuch uneventful activities as dry cleaning, autorepair, wholesale distribution, and telephoneaccess. When a person buys a service, he

purchases a set of intangible activities carriedout on his behalf. But when he buys anexperience, he pays to spend time enjoying aseries of memorable events that a companystages as in a theatrical play to engage him

in a personal way.


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distribuie angro, acces la telefon, etc. Atuncicnd o persoan cumpr un serviciu, elcumpr un set de activiti necorporaleefectuate n numele su. Dar atunci cnd icumpr o experien, el pltete pentru a

petrece timpul su, pentru a se bucura de o

serie de evenimente memorabile, ca ntr-opies de teatru - s-l angajeze ntr-un modpersonal.

n scrierile lor mai recente sugereaz unpas mai departe, dincolo de experienememorabile: de transformare a clientului. Aiciclienii nii devin produsul, n cazul n careexperiena poate transforma vieile lor,sntatea, oportunitile de carier, etc., iarclienii vor fi apreciai pentru valoarea detransformare adus experienei."Economia experienei" este un serviciuavansat de economie. Petrecerea s-a mutat laservicii, cum ar fi cele de cltorie i alteactiviti de agrement, de comunicaii (deexemplu, pe telefonul mobil), restaurante, etc.,tendina este de a plti pentru a avea noi tririexperieniale.

Mai degrab dect modernizareamainii noastre sau a televiziunii, vom accepta

participarea efectiv n activiti de shoping, n

hoteluri, restaurante, cluburi sportive i parcuritematice.Consumatorii de astzi accept o

anumit calitate a serviciilor, adic nu suntdeosebit de impresionai de o servire bun.Ceea ce ei caut sunt unicatele, semnificaiilei experiene memorabile. Clienii nu sunt doarfactori de decizie raionali, care decide numai

pe baza avantajului funcional i a celui maibun raport beneficiu /pre.

Companiile care doresc s nfloreasc

n economia de astzi trebuie s ofereexperiene care provin din, sau sunt legate deprodusele sau serviciile pe care le oferconsumatorilor. O companie de succes nu vaoferi bunuri sau servicii, ci experiene bogate isenzaii create clientului. James H. Gilmorescrie: "Astzi, consumatorii doresc din ce n cemai puine bunuri i servicii, ci experienesenzaii- mplinite, care i angajeaz ntr-unmod personal i memorabil." (Gilmore 2003)

Dar, cum poate societile i alte

organizaii s creasc valoarea experienial a

In their more recent writings theysuggest a further step beyond memorableexperiences: transformation of the customer.Here the customers themselves become the

product, if the experience can transform theirlives, health, career opportunities, etc. The

customers will be charged for the value of thetransformation the experience brings about.The experience economy is an advancedservice economy. Spending has shifted toservices such as travel and other leisureactivities, communications (e.g. mobile phonecalls), restaurants, etc. The trend is to pay to doand experience something rather than havemore or permanently upgrade things. Ratherthan upgrading our car or television, wellspend the cash in coffee shops, hotels,restaurants, sports clubs and theme parks.

Consumers today take a certain servicequality for granted, i.e. they are not particularlyimpressed of being serviced well. What theyare increasingly seeking for are unique,meaningful and memorable experiences.Customers are not just rational decision-makers who only decide on the basis offunctional benefit and the best benefit/prizeratio. Companies that want to flourish in

todays economy must offer experiences thatstem from, or are related to, the products orservices they offer to consumers. A successfulcompany will not offer goods or services alone

but the resulting experience, rich withsensations, created within the customer. AsJames H. Gilmore writes: Today, consumersincreasingly desire neither goods nor services

but sensation-filled experiences that engagethem in a personal and memorable way.(Gilmore 2003)

But, how can companies and otherorganisations increase the experiential value oftheir services, how to turn the mundane into asensation for which customers will be willingto pay a premium?

The business as stage In order toillustrate their concept, Pine and Gilmore use atheatrical metaphor: Companies are offeringexperiences if they intentionally use services asthe stage and goods as props to engage acustomer. Businesses thereby become

experience stagers who connect emotionally


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serviciile lor, cum s transforme lumea ntr-osenzaie pentru care clietii vor fi dispui s

plteasc n plus?n scopul de a ilustra conceptul lor,

Pine i Gilmore folosesc o metafor din teatru:Afacerile ca scena. Companiile ofer

experiene n cazul n care folosesc n modintenionat servicii ca "scena" i bunuri ca"recuzit" pentru a atrage clienii.ntreprinderile astfel devin "scene pentruexperiene" care conecteaz emoional clieniilor (sau "vizitatorii") i le ofer experiene deneuitat, care vor rmne n memoria turitilor

pentru o lung perioad de timp.Orice afacere, inclusiv ntreprinderile

bazate pe web, trebuie s trateze funcionareaca pe o etap necesar implicrii clienilor iorchestrarea de evenimente memorabile pentruclienii lor. Dar, pentru a iei n eviden i

pentru a rmne competitivi pe pia vor aveanevoie, de asemenea, de a restructura i de aspori n mod permanent oferta lor, construireaunui set de experiene diversificat i n

permanent schimbare, astfel nct clienii sdoreasc s se ntoarc. n plus, clienii artrebui s devin avocai entuziati pentru aceleexperiene, care s-i doreasc s se ntoarc

mpreun cu prietenii lor.3 O mare provocare pentru oraeleistorice i alte site-uri de patrimoniucultural

Conceptul de "ateptare" de experieneare o afinitate mare cu ceea ce ofer clienilorlor industria de divertisment si petrecere atimpului liber. De fapt, Walt Disney este unexemplu preferat de Pine i Gilmore. n

parcurile tematice, lucrtorii sunt numii"actori", vizitatorii sunt "oaspei", iar parcul

este "scena" pentru experienele vizitatorilor.Ar trebui s se concentreze puternic pembuntirea experienelor vizitatorilor i adifuzrii de cunotine culturale n noi moduri,care s implice vizitatorii. Acesta nu este unargument pentru transformarea site-urile

patrimoniului cultural n locuri dedivertisment, ci un avertisment c ofertele carenu invit, inspir sau angajeaz nu vor aveasucces n viitor.

De asemenea, valoarea experienial a

aplicaiilor informatice la locaiile de

with their customers (or guests) and providethem with a memorable experience that willremain with the individual for a long time.

Pine and Gilmore posit that everybusiness, including purely Web-basedbusinesses, must treat their operation as a stage

for engaging customers and orchestratememorable events for their customers. But, tostand out and remain competitive in themarketplace they will also need to regularlyredesign and enhance their stage, building adiverse and changing set of experiences,

promotions and attractions so that customerswill want to return. In addition, the customersshould become enthusiastic advocates for thoseexperiences which they will want to repeatagain and to recount to their friends and invitethem into the community that forms around theexperience-rich services.

3 A great challenge for historic townsand other cultural heritage sites

The concept of staging experienceshas a high affinity with what entertainment andleisure industries are offering their customers.In fact, Walt Disney is a favourite example ofPine and Gilmore. In their theme parks theworkers are called actors, the visitors are the

guests and the theme park is the stage forthe visitors experiences.The development agenda for historic

towns and other heritage sites will need tostrongly concentrate on enhancing theexperiences of visitors and imparting culturalknowledge in novel ways that involve thevisitors. This is not an argument for turningcultural heritage sites into entertainmentvenues but a warning that offerings that do notinvite, inspire, engage or immerse will not find

a wider appeal.Among cultural heritage and culturaltourism researchers we observe an increasinginterest in the concept of the experienceeconomy and the question of how to enhancethe experiential value of cultural tourismofferings.

Also the experiential value of computerapplications at heritage sites will need to bedesigned and communicated much better thanis often the case at present.

4. Experience-rich leisure and


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patrimoniu va trebui s fie proiectat idiseminat mult mai bine dect se ntmpladesea n prezent.

4. Experiena - petrecere a timpuluiliber i experien bogat a ofertei deturism: cateva exemple

Exist un boom n ofertele de agrementi turism care au ca scop s ofere o valoareexperienial sporit. n cele ce urmeaza vomoferi cteva exemple interesante ale acesteidezvoltri. Oraelor istorice trebuie s fiecontiente de boom-ul n astfel de oferte, i dea dezvolta o ofert competitiv unic.

Parcurile atrag tot mai muli oameni,care vin sa petreac pentru o scurt perioadsau o excursie de o zi. Astfel de parcuri iatracii similare indic o cretere evident anumrului de vizitatori i venituri. Seestimeaz c ntre 2000 i 2010 numrulvizitatorilor la nivel mondial de astfel de locurivor crete cu 80%, cifra de afaceri se va dubla,iar venitul per vizitator va crete cuaproximativ 8,5%.

n SUA, aproximativ 600 de parcuritematice i atracii similare n anul 2009 auavut 350 milioane vizite i venituri de 11,2miliarde dolari, fa de 280 de milioane de

vizite i venituri de 7.4 miliarde dolari n anul2000. Experii n agrement cred c n viitoroamenii vor sta n vacane mult mai mult nastfel de parcuri, deoarece aceste mediiartificiale au un design consistent i in cont detoate nevoile i dorinele vizitatorilor.

Sectorul de turism i agrement este oparte important a "economiei experienei".Oricare ar fi motivaia pentru o vacan sau ozi cu familia, toat lumea este n cutarea uneiexperiene bune, de neuitat. La urma urmei,

singurul lucru valabil, dup o vacan sau o zide excursie este amintirea, n cazul n carecltoria de vacan a fost satisfctoare.

Prin urmare, ntreprinderile de turism iagrement trebuie s ofere clienilor experieneunice, ceva extraordinar, ceva care se afl nafara vieii de zi cu zi.

Dezideratul: micsorarea produselorstandardizate i a ofertelor turismulului demas.

Valoarea experienial este un criteriu

de succes pentru serviciile de turism

tourism offerings: some examplesThere is a boom in leisure and tourism

offerings that aim to provide an enhancedexperiential value. In the following we providesome interesting examples of thisdevelopment. Historic towns need to be aware

of the boom in such offerings, positionthemselves and develop a unique competitiveoffer.

Theme parks attract ever more peoplewho use such parks for a short break or a daytrip while on a longer holiday. Such parks andsimilar acttractions show a clear growth invisitor numbers and revenues. It is estimatedthat between 2000 and 2010 worldwide visitornumbers of such venues have grown by 80%,the turnover has doubled and the revenue pervisitor increased by about 8,5%.

In the USA the approximately 600theme parks and similar attractions in 2009 had350 million visits and revenues of $11.2

billion, compared to 280 million visits andrevenues of $7.4 billion in 2000. Leisureexperts think that in the future many more

people will stay for their whole holiday in suchparks, because these artificial environmentshave a consistent design and take into account

all the visitors needs and wants.The tourism and leisure sector is amajor part of the experience economy.Whatever the motivation for a holiday or a dayout with the family, everybody is looking for agood, memorable experience. After all, theonly thing left after a holiday or day-trip is amemory; if the holiday or trip was notsatisfactory it is not possible to take it back andget it replaced.

Hence, tourism and leisure businesses

must aim to provide customers with uniqueexperiences, something extraordinary,something which stands aut from everyday lifeand from all the competition for peoples sparetime and disposable income.

Experiential value is success criteria fortourism services

References1. Greg Richrad / Raymond, Crispin (2000):Creative tourism. In: ATLAS news (23),.

2. Greg Richrad / Wilson, Julie (2006):


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