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Introduction
and Aims of the course
The communication of the heritage and the cultural tourism projects has
become in the last years one of the most relevant areas of work in the
territorial cultural development. The strategic definition of these projects
conveys a reflection on identity and its communication, a reflection on
the construction of the heritage and a reflection on the ways of valorising
and communicating these resources.
The aim of this course is to give the management tools and the strategies for communication in the area of heritage and cultural tourism. The contents are completed by a series of practical cases shown by their main managers. During the course the students will receive the applied education in carrying out the follow-up of the management process of a real or simulated project in cultural tourism or in dynamization of the heritage.
In the cultural policies the role of culture has been defined as an economic dynamisation device. The possibilities of tourism as a social and cultural dynamiser for the inhabitants of a specific area are still to define. How its communication has to take place is still to define too. The using up of the model “sun and beach tourism” suggests a new scene where culture and cultural heritage have a new main role.
The dynamization of heritage and active culture conveys a set of ideas that become essential in organising consensus and social cohesion. Past, identities, tradition or collective memory are key aspects in the preservation of the creative diversity in a development environment. Cultural tourism is mainly a proposal to attract visitors but it is also a local development strategy.
There is an increasing need of professionals with the following characteristics: professionals that master the tools in tourist project management; professionals who have a strategic vision of development at an economic, social and cultural level; professionals that have enough tools for communication in these specific areas.
Profile
Bachelors of journalism, audiovisual communication, advertising.
Bachelors of arts, anthropology, sociology or similar studies willing
to acquire knowledge about production, management and communication in
cultural tourism and heritage.
Tourism and culture management professionals willing to specialise in
the field of cultural tourism and dynamization of the heritage art history.
| Syllabus | Credits |
| General framework and terminological definition 1.- Theoretical background of interpretation
and cultural criticism 2.- Background and heritagization strategies 3.- Background and strategies of the
cultural policies in the area of the heritage 4.- Tourism, identity and public space 5.- Economic structure and dynamics of
the tourist market. 6.- Research techniques |
5 |
| Strategy and project definition 8.- Management of the cultural organisations 9.- Cultural and tourist marketing 10.- Strategies in the scope of the ethnological
heritage 11.- Tourism strategies in the culture
scope 12.- Strategic Planning in territorial
development 13.- Conclusions and tutorials of the second part |
5 |
Actions: Production and communication 14.- Design and montage of exhibitions
in the heritage scope 16.- Cultural project communication 17.- Conclusions and tutorials of the third part. Conclusions of the course |
3 |
| Practical cases and visits | 4 |
Practical cases and visits
During the course and inserted with the lessons we suggest a series of experiences or practical cases. The aim of these sessions is to illustrate the development of real cases from a practical approach. We will invite the person in charge in each of the cases.
Some of these presentations will take place during
the visit to the facility. The visits will take place during the teaching
hours if possible. For two of the visits outside Barcelona we will need
to increase exceptionally the amount of school hours.
All of the hours of the visits are considered school hours (that is to
say, credits of the course). They will take place on Saturday.
Practical paper
Each student will have to carry out the follow-up of a cultural tourism or heritage project. The project can be fake or a project that gas already been developed. This project will start by the second part of the course.
In each block the student will have to prepare one of the phases of production. We have planned spaces for the recapitulation and collective revision of the projects. The project will follow a pattern provided by the course coordinators all along the project. The students will have continuous contact with the teachers. The conclusions and the personalised tutorials of each block will be the tools for the follow-up of the project. A final presentation of the project will lead to the evaluation.
Professors
Lluís Calvo,
PhD in cultural anthropology, manager of the Revista d’Etnologia
de Catalunya , Vocal of the Consell Assessor del Patrimoni Cultural Català
(Culture Department of the Generalitat de Catalunya), in charge of the
Inventory of the Ethnologic Heritage of Catalonia (1993-1997) and collaborator
of the Facultat de Comunicació Blanquerna (Universitat Ramon Llull)
Lluis Anyó,
Bachelor in History and Geography, specialty in cultural anthropology,
Universitat de Barcelona. Teacher at the Facultat de Ciències de
la Comunicació Blanquerna (Universitat Ramon Llull). Specialist
in anthropology and communication. Coordinator of the Postgraduate Course
on Production and Communication at the Facultat de Ciències de
la Comunicació Blanquerna.
Marc Roig,
bachelor of geography and history, specialty in cultural anthropology,
Universitat de Barcelona. Complementary studies in cultural management
at Universitat Dauphine, Paris X. Postgraduate Course on Production and
Communication at the Facultat de Ciències de la Comunicació
Blanquerna. Producer and manager of many cultural events in Barcelona.
Jordi Marti,
bachelor of Education Science, gerent manager of the Institut de Cultura
of the Council of Barcelona.
Jordi Pardo,
manager of the Museum of Design of the Council of Barcelona. Former manager
of the heritage complex of the ruins of Empúries.
Manel Delgado,
PhD in Social Anthropology, teacher of Social Anthropology at Universitat
de Barcelona and member of the research team on public spaces Institut
Català d’Antropologia (Catalan Institute for Anthropology).
Joan Bestard,
PhD in Social Anthropology, professor of Social Anthropology at Universitat
de Barcelona.
Jordi Busquet,
PhD in Sociology and bachelor of Economic Science, specialty in culture
sociology. Professor at the Facultat de Ciències de la Comunicació
Blanquerna (Universitat Ramon Llull).
Carles Fargas,
gerent of Fargas-Garau Ass. Teacher of the master on museology and management
of the cultural heritage at the Universitat de Barcelona. Advisor of the
Inventory of the Ethnologic Heritage of Catalonia of the Generalitat de
Catalunya.
Carles Garcia,
anthropologist and master in museology and management of the heritage
at the Universitat de Barcelona. Advisor of the Inventory of the Ethnologic
Heritage of Catalonia of the Generalitat de Catalunya.
Marta Comas,
anthropologist and persona in charge of the immigration area of the Fundació
Jaume Bofill. Advisor of the Ipec and the CERC of the Diputació
de Barcelona.
Antoni Laporte,
bachelor of Economic Sciences, manager of Artimetria.
Octavi Bono,
Gerent of the Patronat de Turismo de la Costa Daurada, Diputació
de Tarragona.
Llorenç Prats,
PhD in cultural anthropology. Teacher at the Universitat de Lleida.
Mª Jesús Buxó,
PhD in cultural anthropology. Professor at the Universitat de Barcelona.
