As part of our study on the study the use of dance content in tourism, research and education, the CultureMoves project has recently published a rich resource of examples related to the reuse of (digital) content and the exploitation of dance (and the related reuse of dance content) in the territorial promotion, taking into account the Five Stages of Travel era. . The document starts from the sources provided by the analysis previously conducted in the White Paper produced by the project and aims to provide an inspirational source addressed to those stakeholders dealing with the promotion of (cultural) tourism destinations, as well as the management of events or the creation of cultural campaigns.
Specifically, the document is focused on the topic of content reutilisation in the field of tourism and cultural tourism promotion and pays special attention to the role of dance and the reuse of dance-related contents for the promotion of those territories, where the dance is an intrinsic part of their cultural heritage and history. The seven examples described have features in common and are also interconnected with one another. At the same time they highlight different key aspects all relevant for the tourism promotion and for tourism stakeholders that need guidelines and best practices to adopt in their daily activities.
The cases of Voglio Vivere Così and Voyages impressionnistes promotional campaigns show how the content (re)use can allow DMOs to spark interest about a destination, helping to create a distinguishable brand or reinforcing its reputation where it is necessary.
The example of Byblos 3D show depicts a case where the content reuse has the task to tell the history and the cultural heritage of a destination and how the exploitation of the digital technology has the power to amplify the enjoyment of a place, creating a unique experience.
The strategy adopted by the Rijksmuseum of Amsterdam demonstrates how the free reuse of cultural heritage content allows (un)expected forms of creativity able to positively affect the reputation of a cultural institution.
The cases of Spain with the Flamenco and of Puglia with the Taranta represent two tourism destinations in which the dance is, first of all, a traditional element, an integral part of their intangible cultural heritage and thus of the experience of those territories. The potential of the dance as a promotional element has been widely exploited by these two destinations. And in this promotional process, even the reuse of dance-related content has been equally strategic to amplify the experience of the destination and create an attractive image to be promoted all over the world.
A special case is represented by the activity of Virgilio Sieni Dance Academy where the central element is the dance and the promotion of a place represents a sort of accidental and indirect effect. This case equally demonstrates that the dance can be taken into consideration as a possible fellow in the promotion of a territory.
This document offers examples to be taken and used as inspiration and guidelines for stakeholders dealing with the tourism field. It also has offered important food for thought to the CultureMoves consortium that is currently dealing with the demonstrative phase of the project.
Image credit: Portrett - https://www.europeana.eu/portal/record/2022608/NF_NFB_21361.html. Borgen, Gustav. Norsk Folkemuseum - http://digitaltmuseum.no/011013558220. Public Domain Mark