Via Pontika - a sustainable model of total tourism product based on common cultural heritage.

Ivanka Vasenska PhD candidate, Tourism department in Faculty of Economics, SWU Neophyte Rilski, Blagoevgrad, Bulgaria
Summary In recent years, preservation of cultural heritage linked increasingly with sustainable development objectives. Until 1990 prevailed the notion that the cultural heritage is spiritual resource that must be stored without a requirement of investment in return. Today, the government and nongovernment sector realized that heritage is also an economic resource that should use for development (with mandatory preservation of its authentic cultural values). Activates and public debate on the role of inheritance: improving the quality of life through the development of cultural tourism to increase employment, improve the business climate for mobility in the European Union and others. Thus, conservation policy is associated with the activities of regional planning and environmental protection and economic development and stability of regions in Europe. Heritage conservation is becoming one of the priority objectives of the development policy (particularly in terms of historic settlements and areas with prominent cultural resource) and linked to targets significant environmental protection, which often is a traditional area of cultural or itself has a cultural resource. It was drawn attention to new objects of protection, which are harmonious combinations between nature and human activity in it tangible and intangible cultural sites. Key words: cultural heritage; sustainable tourism; development; destination. Introduction 2011 is one of the most challenging years in the history of world tourism industry. However, recent studies of the World Tourism Council show that neither political upheaval or economic insecurity and natural disasters have affected the industry's direct contribution to global GDP, which grew by nearly 3% to $ 2 trillion and directly generate 1.2 million new jobs. This contribution matched and 3% increase in visitor exports to USA - $ 1.2 trillion, and with almost 3% growth in capital investment, which respectively increased by over $ 0.7 trillion.1 Moreover, while the macroeconomic environment remains challenging, the latest projections suggest the Council for continuous growth and tourism's contribution to global GDP and employment to increase household incomes in developing economies - not just the BRIC countries (Brazil, Russia , India and China) but the rest of Southeast Asia and
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World Travel & Tourism Council (WTTC, 2011); http://www.wttc.org/research/economic-impactresearch/country-reports/b/bulgaria/

Latin America-will increase demand in the sector. We should not overlook the growing international trade, especially in emerging markets, which undoubtedly will maintain and increase the demand for business travel. In developed economies, consumer travel services are likely to remain cautious, especially in European countries where the government implements the program and sectoral savings and reduce capital and investment costs. This means that maybe estimated direct contribution of tourism to GDP remained stable at 3% throughout 2012. Industry expects to generate over 2 million direct jobs, increase by 2% visitor exports and 3.5% growth in investments during the year.1 Cultural heritage, according to forecasts of the Council of Europe, will occupy a unique role in the information society of the 21st century. In an era of globalization and unprecedented mobility it is precisely on equal economic conditions will determine the choice of the human living environment. Cultural sites preserved their historical memory more forcefully to attract people, social and economic activities and investments.2 Cultural heritage - cultural tourism. Outlines several current trends in perceptions and approaches to perception of cultural heritage. Among them particularly important for its integration with tourism, links have the following three trends: 1. Cultural heritage expanding its content will also include cultural and other values of traditional agricultural practices, social events and traditions, local cuisine and crafts, and other intangibles. Forming a single cultural environment. 2. Cultural heritage has expanded its territorial range to include the values of wider areas - namely, historical cities, landscapes, cultural routes - with local, national, continental, even transcontinental range; 3. Cultural heritage is manifested not only as a spiritual value that should be protected, but also as a unique resource that should be included in the sustainable development of regions, supporting economic growth, reducing unemployment among working-age population, stabilising of interregional social and economic relations and last but not least - increase the mobility of goods, capital and people (fundamental European principle).3 Here a major role-played namely cultural tourism, driven by complex socio economic and cultural significance of the tourism industry. Tourism today is a science, using modern technical means and methods of management and marketing. However, it inherits many of the structural characteristics of adventures.

World Travel & Tourism Council (WTTC, 2011); http://www.wttc.org/research/economic-impactresearch/country-reports/b/bulgaria/ 2 rastev . (2009), Cultural Heritage: Education - Science - Conservation, integrated tourism (Heritage: ESPRIT), LiterNet, http://liternet.bg/publish25/t_krystev/istoricheski.htm 3 Ibid

For a long period of recent history, including the present stage, due to economic and financial crisis in tourism development, the following trends: increased demand for more frequent but shorter trips, such as time devoted to recreation and tourism is increasing; the optimal combination of quality services, upgrading of facilities at reasonable prices, to achieve greater competitiveness; generally faster growth of domestic tourism due to terrorist threats and attacks; better coordination between tourism and other businesses to optimize costs and maximize profits; emergence of new types of tourism (voluntary tourism), as a consequence of changes in the external environment - natural, social, economic upheaval; increased requirements for training and professional development of staff; over the last decade there are structural changes in the characteristics of tourism demand and supply - leading destination remains the European continent, but there is a continuous decrease of its share in the total number of visits, the same goes for the American continent - its relative share decreased by about twice. The most significant change recorded in the region of Asia and the Pacific, which ranks third after Europe and America in tourism demand and consumption at the end of the period1; continued demand for tourism practiced out of the urbanized regions living conditions. This determines the dominant demand of tourism in its purest form - i.e. species based on natural and recreational resources of the first marine recreation (about two thirds of participants in international tourism is directed to the coastline); tourist destinations, especially coastal resorts are experiencing unprecedented territorial expansion. Almost all the coastal zone, Mediterranean and tropical climates affected by tourism development; there is increased interest in alternative forms of tourism "as an alternative to mass tourism product presentations, conduct and committed human resources. These are: rural, green, mountain, adventure (biking, horseback, skis and snowshoes, downhill boats, diving, penetration in dark caves, alpine crossing paths with driver), theme - related to cultural heritage , tourism related to the esoteric, religion, wine, traditional cuisine, ethnography and traditional music and handicrafts ";2 visits and business meetings (business tourism, congress, fair, etc.) are not only a source of large income, but are very dynamic especially in big cities.
1

G. Georgiev and Madgerova R., (2010), "Introduction to tourism - part" Publishing House "Neophyte Rilski", Blagoevgrad 2 Definition of the Bulgarian Association for Alternative Tourism (BAAT) for alternative forms of tourism

From the foregoing and the following major trends in cultural tourism: 1. Integration is carried out and the close economic relationship between culture and tourism. Resolution of the IV Conference of the Council of Europe (Helsinki, 1996) states that "revenues from cultural tourism can contribute substantial funds for maintenance and preservation of cultural heritage", as referred to above logic: if cultural heritage is able to stimulate tourism industry, tourism, and it in turn must support the detection, protection and promotion of their own cultural and historical resources.1 2. Irreplaceable acquire full commercial value of cultural and historical packages including cultural, tourist, transport and information infrastructure, complemented by attractive by-products and activities (festival attractions, trade, food, hunting, fishing, etc..). Cultural values, combined with the natural resources are at the heart of this system, considered as a total tourist product. The renewed infrastructure around it makes it permanently attractive.2 3. The image of a village-region-country becomes a marketable commercial product launched worldwide with a comprehensive marketing and advertising because it creates a favorable climate for investment and tourism. Cultural heritage is a key element of the image.3 On this basis, the special role of integration links between cultural heritage and historical tourism acquire territory: the portion of Earth's surface regardless of its territorial scope or topographic homogeneity has a general cultural historical coherence and identity, including related traces of the past, a remarkable it is historical, archaeological, artistic, scientific, social or technical interest. It is this concentration of cultural values makes historic areas inclusive field of culture and tourism. The historic area is a complete culture medium, which includes individual and group cultural values, cultural landscapes, historic settlements, cultural routes and valuable natural environments typical landscapes (in terms of the European Landscape Convention). This culture medium cannot be territorially limited - its territorial scope depends on the logic of cultural and historical processes of the local, national, regional or continental level.4 As expected, the modern image of the cultural heritage focus on the road, as a symbolic element of the human environment, considered not only as a means of communication and transportation, but also as a kind of cultural value. World Cultural Roads developed by UNESCO and ICOMOS and based on the idea of intercultural exchange and movement within the Pathways program dialogue. World Cultural Roads considered a new concept in the identification and management of cultural heritage of humankind. They hold upon the dynamics of
1

rastev . (2009), Cultural Heritage: Education - Science - Conservation, integrated tourism (Heritage: ESPRIT), LiterNet, http://liternet.bg/publish25/t_krystev/istoricheski.htm 2 Ibid 3 Ibid 4 Ibid

movement and the idea of exchange and mutual understanding of culture in its tangible and intangible terms, as well as continuity in space and time. Roads such as the Silk Road of the Inca Road and other flavors present transnational and intercontinental exchange spaces, dynamics and intercultural dialogue between contemporary multicultural societies. The essence of cultural routes refers to a security system, whose integrity is more important than the sum of the elements. System through which flow reaches its cultural importance. Cultural exchanges and roads emphasize dialogue held, regions, continents. World Cultural roads crisscross the globe from east to west, from north to south, they pass through Asia, Africa, Europe and America - and so require a new broader understanding of the cultural heritage of humankind.1 On this common basis in terms of a permanent international debate, the concept of evolution paths of dialogue reveals two key concepts: Cultural routes and cultural corridor. Prof. d.a.n. arch. T. Krastev made the following comparison between the two concepts, as a direct participant in this debate: 1. According to ICOMOS and its International Committee on Cultural Routes, invested remarkable effort for the definition of a series of meetings and adopted in 2008 in Quebec, "International Charter on Cultural Routes." The last of these documents (June 2005) highlights the following key features of the concept: cultural route is a traditional determinate historical track material; cultural route matches a historical purpose and function; cultural itinerary includes tangible and intangible cultural phenomena. UNESCO, in turn, includes the latest version of Orientation devant guider la mis en oeuvre de la Convention du Patrimoine mondial, with specific value - Roads heritage. In their definition introduced, here is one new aspect: cultural road regarded as a specific and dynamic type of cultural landscape. Council of Europe in recent years actively working on its program Cultural routes, with the European Institute of Cultural Routes (Institut Europen des Itinraires culturels), with the support of the Grand Duchy of Luxembourg and with the participation of several European countries and local communities strengthen network of European cultural routes. This activity regulated by Resolution (98) 4 of the Council of Europe, which states: "The Cultural Routes are organized around a theme" and meet a series of criteria. Embedded idea here about the role of integrating historical themes is also a new aspect that arises from the symbolic values of cultural route. 2. Cultural Corridor concept first launched in 1974 by the Romanian Razvan Teodorescu professor to characterize a specific phenomenon in Southeast Europe:
1

UNESCO website, Intercultural Dialogue, http://www.unesco.org/en/dialogue/intercultural-dialogue/

traditional territorial areas in the region along which circulate cultural values, ideas and innovation in an ongoing continuity of relationships influences and interactions. The term does not occur randomly in the context of Southeast Europe - a real crossroads of civilizations and religions throughout the ages, a mediator between East and West, North and South; territory, penetrating and internal interactions associated with common historical roots. As a result, the region formed in the time axis of the old territorial relations - a living memory of Civilizations and the strong connection between the peoples who inhabit it - cultural corridors. Southeast Europe has a bright cultural identity and unique diversity, the result of centuries of cultural exchange in a true cultural crossroads. Here the objects from different historical layers with a remarkable range in time: prehistoric, ancient, medieval, New Age, 20th century - a real cultural source. Common historical roots have formed common themes of cultural phenomena - for example, Ancient Culture, Vernacular Architecture, Christian monasteries, Muslim heritage, intangible values and more. With unique local variations. This is a treasure trove of objects of different type, time and theme, among which 57 are World Cultural Heritage sites and 5 are Intangible Cultural Heritage.1 In 2000 a group of experts from all countries of Southeast Europe, initiated by ICOMOS - Bulgaria, networking, identifies the cultural corridors in the region and draws their maps2. Via Pontika is one of those cultural corridors that extend along the west and south coasts of the Black Sea. It winds along the sea crossing Turkey, Bulgaria and Romania in the picturesque Danube Delta down to the foot of the Caucasus. Via Pontica tells of meetings between maritime cultures - Greeks, Vikings, Venetians, Genoese - land with crops of Scythians, Thracians, Dacians, Goths, Bulgarians, Slavs, Romans. These stories of past periods that have reached us through the ancient artifacts and myths retold today our cultural heritage on these shores. Straits of Bosphorus and Dardanelles and played its role as a bridge between the Aegean and Black Seas. This confirmed by another prehistoric rock sanctuary - dolmens scattered everywhere in Strandja Mountain (Bulgaria), as an expression of their relationship with the Mediterranean megalithic cultures (megalith - a large stone in Greek). In the water, bridge their way north marine plants in the southern Mediterranean. While the ways of the Vikings from the north follow the major European rivers - Vista, Dnieper and Don, to conquer the Black Sea and thence to continue as far south as the Mediterranean and the east - to the Caspian. Ongoing cultural influences from Constantinople during the period of Late Antiquity and Middle Ages, observed in the building of Christian churches in the Black Sea. The presence of so many and diverse objects of a common cultural heritage, could increase the economic and social development of regions along the cultural corridor Via Pontica, with precisely

1 2

Cultural Corridors of South East Europe, http://www.seecorridors.eu Krastev T.& associates, (2009), "Association for Cultural Tourism" developed in the Multimedia Laboratory, University of Architecture

appropriate for that purpose instruments of the sustainable development of the areas of auditing through common cultural tourist destination based on the total historical past.1 Do not forget that Via Pontika is also the second largest European migration route of birds that nest in northeastern Europe and fly south in winter. Every spring and autumn invisible ancient heavenly highway - Via Pontica filled with thousands of cruise travelers. Arranged in chains, shifting smoothly into the air, numerous birds fly past over the Danube Delta, Silver Reserve, the unique dense (floodplain) forests around river mouths and Kamchia Ropotamo the Straits Bosphorus and Dardanelles to send us to Africa this allows to conclude that an attractive destination for tourists, proponents of Alternative forms of tourism.2 The unique combination of authentic material and intangible cultural heritage, climate and location are the bases upon which a successful sustainable tourist destination can establish - attractive to many market segments all through the year. Thus an united governmental and regional policy and strategy must be applied (for example: cultural tourism although in the priorities of the Cultural ministry shouldnt be promoted and implemented outside of the Strategy of Sustainable Tourism Development 2007 - 2013, which in can not afford to disagree with the existing and the newly developing infrastructure and superstructure) - its one destination and needs synergy for the development, promotion and preservation - in respect of: the production of the desired image corresponding to the overall marketing strategy product "Via Pontica" - here Instead you should clarify where the destination is now the market wants and where is to be a distinct market segments that will attract and etc.; the development strategy of the destination must be developed by specialists of national and regional administrative level, experts and scholars not only of heritage, cultural and tourism, but also lawyers, architects, engineers, ecologists, archaeologists and representatives of NGOs. the image that the destination owns must be projects into the minds of target segments through all the modern tools of advertising; the product ("Cultural Corridor Via Pontica") should be presented and promoted to the target audience at the right time and place - a major part of the strategy, which implies that we will now offer a new product on new markets; cultural segment must become the leading in order to avoid pronounced seasonality - the fact is that the destination so far attracted mainly tourists who visit it for recreation during the summer season - from May up to end of September, latest first half of October. Futhermore, even commoners ask themselves how much these tourist were the suitable target segments;

1 2

Cultural Corridors of South-east Europe, http://www.seecorridors.eu Ibid

 increase the value of the " annual average occupancy" - for this purpose is essential all enterprises of the tourism industry in the region to be combined around a clear and accurate strategy for sustainable destination management as the opinion of scholars, researchers on the topic and the non government sector should not be overlooked; involvement of law enforcement in order to ensure the health and safety of tourists through they stay; climate change is a fact - according to experts in this area floods, drought and natural disasters will become routine, and not isolated to protect the lives of local people, tourists and heritage sites and facilities necessary preparation and enactment of an adequate plan for the eventual emergence of a crisis situation; the reality we live in since 2008. - economic, financial, and even social instability suggests anticipation of such shocks from business units in tourism - predicting, measuring and predicting ways of financing risk. Conclusion In the axis of Via Pontica, one also finds traces of prehistoric settlements - Yailata dolmens and rock sanctuaries of Strandja Asagi Pirnar Kirklareli, ancient towns - Histria, medieval castles - Kaliakra, Pliska, Preslav. Meetings between different civilizations, and determine the occurrence of distinctive historic towns scattered along the cultural corridor Odessos (Varna), Messembria (Nessebar) Pontica Apollonia (Sozopol) - Byzantium (Istanbul), Safranbolu, Trapezunt (Trabzon). They can follow the logic of cultural continuity in their centuries.1 Historical fact is that the sacred relics and artifacts used by mercantile purposes since the years of early Christianity. We must not allow this to become a policy in the 21st century in Bulgaria. People visit places like the church in Sozopol, which holds the only scientifically proven, associated with Jesus, relics of John the Baptist to encounter God. Material artifact allows them to connect physically with the biblical story and become part of it, but when it comes to John the Baptist, the profit foreseen Jesus Christ, the opportunity to experience it is essential that for each Christian. This is perhaps our most precious artifact and we are witnessing a significant discovery - here in Bulgaria are stored the only in holy relics of St. John, subjected to DNA testing, which has proved its authenticity - they are of a person originating from ancient Palestine, lived at the same time with Jesus Christ and John the Baptist. World famous scientists cannot prove 100% that are relics of St. John, but said it was "possible". This scientificaly proven discovery has the power to transform Bulgaria, and in particular cultural corridor Via Pontica, in to a leading cultural and historical destinations of the world. "The concept of the Road" sheds light on many different identities under "Roads" as a kind of integrating them, figuratively speaking, in a common heritage that connects roads
1

Cultural Corridors of South-east Europe, http://www.seecorridors.eu

and peoples in modern international cultural and economic cooperation, while reflecting role of culture in exchange for regional unity and understanding between communities and their sustainability. On the other hand, that their specificity is associated with those features of modern tourism, based on increasing mobility, but which does not harm the environment, resources and cultural heritage, and to keep them back and save them for posterity. References 1. World Travel & Tourism Council (WTTC, 2011), http://www.wttc.org/research/economic-impact-research/countryreports/b/bulgaria/ 2. rastev . (2009), Cultural Heritage: Education - Science - Conservation, integrated tourism (Heritage: ESPRIT), LiterNet, http://liternet.bg/publish25/t_krystev/istoricheski.htm 3. G. Georgiev and Madgerova R., (2010), "Introduction to tourism - part" Publishing House "Neophit Rilski", Blagoevgrad, 2010. 4. Definition of the Bulgarian Association for Alternative Tourism (BAAT) for alternative forms of tourism. 5. Krastev, T. & associates, (2009) "Association for Cultural Tourism" developed Multumeda Laboratory, University of Architecture. 6. UNESCO website, Intercultural Dialogue, http://www.unesco.org/en/dialogue/intercultural-dialogue/ 7. Cultural Corridors of South East Europe, http://www.seecorridors.eu