Museum as cluster engine and [its] role in tourism destination marketing | Muzejs kā klāstera iedarbinātājs un tā loma tūrisma galamērķa mārketingā
2009
Klepers, A., Vidzeme Univ. of Applied Sciences, Valmiera (Latvia). Faculty of Tourism and Hospitality Management;University of Latvia, Riga (Latvia). Faculty of Geography and Earth Sciences
The goal of this research is to argument the importance of the museum as an element in the destinations tourism system from the marketing aspects. Turaida Museum Reserve (TMR) was chosen as a research object in the Sigulda destination. Tourism traditions are here date back to the second half of 19th century. However the tourism industry based on the free market principles has developed only in last two decades after the renewal of Latvia's state independence. That gives an opportunity to observe tourism development process of the destination from the very beginning. Cluster concept was used in the research to look on the tourism system from the social networking perspective as an important tool for destination marketing. Regional Tourist Card was implemented as a collaborative chain product to activate the tourism cluster network. The Museum has taken a very important role in that system.
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