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 - A Tapestry of Cultures” Arts and Crafts are the visible part of cultural diversity UNESCO 2
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 of different faiths, ethnic quarters, the many languages, worship and religious festivals, dances, costumes, art and music, food, and daily life. 3
The Key Question In what specific ways can tourism activity enhance the viability of Georgetown’s local artisans and their cultural heritage merchandise? 4
Tourism provides new or expanded markets for local products 5
Tourism also provides opportunities for local produce, artisans and traditional 6 performers to achieve enhanced economic viability
Visitors who buy good quality local merchandise contribute directly to the local economy and help sustain local craft enterprises 7
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 8
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Traditional crafts and meeting of cultures extend visitor awareness 11
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High quality souvenirs and museum reproductions enable tourists to take home memories and experiences 13
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 14
The Jim Thompson Organisation, Bangkok 15
“Georgetown – 2000 years of Exchange - A Tapestry of Cultures” 16
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 of traditional markets Could have export potential 17
Cultural Heritage Merchandise Categories Everyday functional wares Traditional arts Designer Goods Traditional Cuisine Performing arts and music Literature and oral traditions 18
Everyday functional wares 19
Traditional silk spinning, Vientiane, Lao PDR 20
21 Traditional Malaysian crafts
22 Traditional Malaysian metal craft items
Key requirements for Cultural Heritage Merchandise in a Tourism context Originality Good design Authenticity Distinctive identity Evoke traditions of the place Market relevance for economic viability 23
Fabindia Mission Statement 24
Artisans at Work, Quebec, Canada 25
Peruvian artisan wood carvers create high quality souvenir merchandise using traditional 26 techniques and design motifs
Moroccan ceramics and terracotta miniatures 27
Traditional French hand-made wooden toys 28
Traditional Malaysian handicrafts 29
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Local products are important expressions of local cultures 31
The key to long term sustainability is commercial viability 32
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 33
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 34
No product diversity Every vendor is selling the same product 35 Street market, Luang Prabang, Lao PDR
A diversified, coordinated range of products gives greater potential 36 to maximise sales
Contemporary design expressions transform traditional 37 artisan crafts
Traditional arts and crafts used as locally distinctive interior décor, 38 Dharmawangsa Hotel, Jakarta
Traditional Indian hand block fabric printing technique has been rejuvenated by Anokhi into contemporary fashion and lifestyle products 39
Anokhi of India is an excellent example of design innovation and adaptation of traditional skills and techniques 40
Known since ancient times, Greek Mastic is transformed into modern health and beauty products 41
French artisan gourmet chocolate maker 42
Inspired by Hanoi’s old world charm, and the trend towards simplicity in modern aesthetics La Casa Interior Design store 43 Hanoi, Vietnam
Traditional Indian silk weaving transformed into contemporary home décor, 44 Interior Design Boutique, Paris
Design innovation of traditional crafts for contemporary lifestyles Artisans d’Angkor shop, Angkor Wat World Heritage Site, Cambodia 45
French Provencal traditional design motifs developed into a coordinated 46 range of ceramics, textiles and home décor items
Creative presentation and packaging of traditional herbs and spices, 47 Olivier & Co., France
Good marketing and packaging can transform low-value products, such flour, into distinctive merchandise that can be sold at a premium price 48
Traditional food products and reproductions of ancient 49 jewellery both benefit from contemporary re-packaging and interpretation
Design and marketing training 50
51 Work with skilled local and expatriate designers
Develop supply chain support skills, such as marketing and distribution 52 elsewhere in the local community
Verification of quality and cultural authenticity in the tourism marketplace 53
Diversity of Cultural Heritage Merchandise 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 54
Gourmet cooking classes teaching local cuisine to visitors 55
Traditional cooking classes are highly popular with visitors 56 Luang Prabang, Lao PDR
Guided visits to local produce markets enhance the visitor experience 57
Traditional floral arts and woodworking classes provide 58 opportunities for deeper involvement in local traditions
Walking tours of historic towns provide visitors with a unique, local perspective 59
Conclusions Constant innovation is essential to survival Artisans do not need to be saved, so much as empowered 60
Key Task for the field trip Based on your observations of current retailing in the Georgetown World Heritage Site: Think up a new Cultural Heritage product that captures Georgetown’s “Tapestry of Cultures”, and can be marketed to tourists and visitors 61
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