engleski

Heritage and cultural tourism:case study – Orion project as a self-sustainable cultural product

HERITAGE AND CULTURAL TOURISM: CASE STUDY – "ORION" PROJECT AS A SELF-SUSTAINABLE CULTURAL PRODUCT This paper is a case study of the "Orion – promotion of the Vucedol culture" project as a self-sustainable cultural product. Primary goal of the project is the promotion of heritage through cultural tourism. The "Orion" project was launched in cooperation with 3rd year undergraduate students at the Department of Tourism of "Vern" University of Applied Arts from Zagreb, as part of the Event Management and Marketing course ( March to October 2014). The Vučedol culture is the most impressive European response to the greatest civilisational leap in history, starting with the appearance of first writing systems and the establishment of states around 3000 BC. Discovery of the first Indo- European calendar at the Vucedol site has enabled us to establish the evidence of advancement, stability and development of the Vucedol culture, and encouraged us to conceive the "Orion" project. The aim of the project is to present the Vucedol culture to the public in order to promote creativity and active participation in the local community. The project was developed in cooperation with several institutions including Museum of Vucedol Culture, Vinkovci Town Museum, Vukovar-Srijem County Tourist Board, Vukovar Tourist Board and Vinkovci Tourist Board) and creative industries (designers and local craftsmen). Inspired by the Vucedol archaeological site, historical data and lectures on the Vucedol culture and the oldest Indo-European calendar called "Orion", the students have developed a plan for a 2-day festival that would take place in Vinkovci and would include a scientific conference, cultural and artistic programme, presentation of local cuisine, creative workshops and promotion of local crafts. This self-sustainable festival would develop into a recognizable tourist destination. It would ensure promotion in the country and abroad and encourage cooperation with countries in the region. The branding of "Orion" emphasises its educational and cultural dimension, but also the potential it represents for tourism and promotion of cultural heritage (both tangible and intangible). By experiencing intangible cultural heritage, the tourist is immersed into environment and gives intangible culture a "new life" with new protagonists in a new time.

heritage, cultural tourism, self-sustainability, active participation, local community

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