Cultural Heritage as a Regionals Promotional Product

Ilona Biernacka-Ligza1 and Lesaw Kowin2 1 University of Opole, Poland 2 College of Management Education in Wrocaw, Poland
ilona-jbl@o2.pl leslaw.kocwin@gmail.com
Abstract: Promotion is becoming one of the most commonly and intentionally used by local governments element of marketing mix. It can be either internal (addressed to the inhabitants of the unit) or external (aimed at people who are not residents of the unit). The subject of the presented studies will be culture promotion of the region. One of the areas of promotion, little appreciated in Poland so far, is culture and culture heritage which are of greater and greater importance for the regional development. Culture heritage can be a resource that strengthens the region and improves the conditions for economic growth. Culture goods constitute an important factor in the development of socio - economic region. They increase tourist attractiveness contributing to the development of tourism and agrotourism in the area. The rich history, multi-layered and diverse culture heritage, both tangible and intangible, can be one of the main assets of raising the competitiveness of the given region in the country and the European Union. It should be assumed that in a market economy town or municipality operate in a manner similar to enterprise i.e. they produce products and services offered to the internal market (municipality) as well as to external one (surrounding of the municipality). Competitive conditions require the use of all tools to increase the effectiveness of the operation, including marketing tools. Being a marketing issue a product, which is offered by a city/town, can be considered in two aspects: first as a mega-product i.e. a city/town as a whole, second as a distribution of a mega-product for individual municipal sub-products. Presented concept of a product offered by a city in its two distinctions can be also applied to a municipality. Market-based approach in relation to territorial units is usually called "territorial marketing." Alternatively, they can be also called spatial marketing and area marketing. Depending on the type of territorial units and the scope of marketing activities various concepts are used e.g. urban marketing, municipal marketing. Currently in Poland these concepts are generally related to basic units of the administrative division of the country namely to urban and rural municipalities. Therefore, for this type of activities one can suggest the term municipal marketing. Keywords: culture, heritage, region, promotion, local authorities, local marketing

1. Introduction
The importance of culture and culture heritage for regional development is emphasized in the modern theory and practice of economic growth. It is beyond dispute that there is a feedback between culture as a development factor and the fact that the development is the essence of the culture. Culture relationship with so called new economy, with issues of rapid communication, creation, innovation and human capital does not rise doubts today. Culture heritage can be a resource that enhances the development of regions and improves the conditions of economic growth. The aim of this study is to indicate the possible use of culture heritage recourses in regional and local development, concerning particularly such issues as: The role of culture heritage in the integration of local community The use of culture heritage as a tourism product Promotional function of heritage The impact of heritage recourses on labour market. The hypothesis of presented study is the assumption that there is a necessity of fundamental revaluation of current attitude to culture heritage since: from one hand a crisis of historical culture is growing, and on the other hand, especially in the post-communist countries, a conflict between heritage and development is increasing. Frequently, it is the effect of traditional perception of historic monuments as a specific sacrum detached from the real life. Yet, heritage is also a resource which is a significant growth potential. In highly developed countries the protection of heritage, and its provision is often considered as an important instrument of regional development and an evolving labour market.

2. The concept of culture heritage

The concept of culture heritage, in the broad understanding, are financial and spiritual products as well as behaviour patterns. Such understood heritage relates to everything that is passed from

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Ilona Biernacka-Ligza and Lesaw Kowin generation to generation and includes a very broad range of social phenomena and products from material objects by the institutions of society, to the belief in the principle of the whole cultural heritage of past generations. Culture heritage by the UNESCO definition includes: monuments, buildings and objects with historical, aesthetic, archaeological, scientific, ethnological or anthropological value. It provides material and spiritual achievements of previous generations, as well as the achievements of our time. Most often identified with architecture and art. However, the form of management (e.g. tillage methods), and many other manifestations of life and community development are also the elements of culture. Culture (art, science and philosophy) of the various nations of Europe has always gone beyond geographical and political divisions, affecting one another, enriched to form the European cultural heritage, which European Union countries refer to. European culture policy is an important element of the integration process. Under Article 128 of the Maastricht Treaty, it must execute three main objectives: Contribute to the flourishing of the cultures of the Member States and at the same time respecting their national and regional diversity, while promoting the common cultural heritage; To promote contemporary artistic creation and cultural exchanges; Strengthen the cultural cooperation between EU Member States and third countries and relevant international organizations. UE activities in the field of culture are focused on stimulating cooperation between member countries and supporting and consolidating their activities in this particular field. In accordance with the EU principle of subsidiarity (solving problems as the lowest administrative level) only the activities of general European character, which exceeds the capacities and competences of the Member States are supported. Again, culture is regarded as a determinant of social development which includes not only material achievements passed from generation to generation, but also spiritual output. It is defined as the sum of social output, that is, the culture of the given nation, being one of the elements of national consciousness including knowledge, norms and principles, which are regarded as valid members in the given national community.

3. Culture heritage as a product

Culture heritage is the market product, in the creation of which are used owned culture resources. In a market economy culture resources converted into the heritage products, have their economic dimension. Therefore, like the other recourses they must come be subject not only to administration but above all to management. Heritage is not only the sum of perceived historical monuments on the given area. It is, on the one hand, symbolic layer, but on the other hand, it is also a market product a fact still shocking for many. In this sense, the effective management of heritage resources means an accurate answer for questions about its availability and its consumers. The multiplicity of culture resources creates certain conditions, thus the possibility of creating products and new markets is unlimited (namely innovation in the field of heritage). Cultural Heritage regarded as a product of dynamism processes of regional and local development may be the subject to direct market offer targeted at different segments of the tourism market. It is literally a merchandise that is sold in different ways, bringing income and indirectly contributing to the development of industries associated with the process of its offering on the market. Its attractiveness depends on how the offer is prepared, i.e., displaying the selected elements of resources, their availability and how their interpretation occurs. Then we are dealing with transformation of historical culture resources in the contemporary market product. The use of heritage impact on development is direct.

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Ilona Biernacka-Ligza and Lesaw Kowin Culture heritage (treated as a product) being a factor for the integration of local community and strengthening its identity has a positive influence on process dynamism of socio-economical development. A sense of autonomy and articulation of their own interests give the local community a feeling of self-esteem and is conductive to mobilization of community which is frequently expressed in numerous initiatives. Human factor (local community and its characteristics) is particularly important element in development of civilization. At the bottom of the use of the heritage in the development of the territory is so called heritage awareness among community, local authorities and culture resources hosts. The high level of this awareness allows for optimal valorisation of economic resources. Then, it enables such management, which does not protect it from changes but controls changes in the right direction. Culture heritage act a highly important promotional role, is a good substrate for creating the image of the locality, which attracts financial and human capital. Skilfully incorporated in the economic cycle culture heritage enables directly or indirectly the creation of new jobs. For there is a positive feedback between the development and heritage, which generates multiplier effects on both sides of the relationship, where the function of heritage is development and development is the function of heritage. In todays tourism industry increasingly connected with the local and regional development (in the sphere of planning and implementation) we are dealing with a large number of components forming the final tourism product. In other words we are dealing with huge diversity of producers of tourism services, who differ in the type of service, size, the degree of capital investment, distribution system, quality, legal form of ownership, etc. Moreover, tourism industry covers a very large complex technical infrastructure and service capacity, meeting the needs of tourists (Kowin 2004). Considering this diversity, tourism industry must respond in a current way to new needs of demand, which undoubtedly are connected with preparation of new tourism products for the regional education and reinforce the new paradigm of tourism.

4. Promotion of culture heritage in Poland

The rich history, multi-layered and diverse culture heritage, both tangible and intangible, can be one of the main assets of raising the competitiveness of the given region in the country and the European Union. In Poland there are many culture regions where tradition is constantly cultivated. Frequently, they are called small homelands, which show the unification of the community in the area. The culture of the region is therefore a common ownership of small homelands separating itself from other regions. Regionalism, i.e. active attitude towards regional culture, is born out of conscious belonging to this culture, the desire to get to know it and transform it. The processes of transformation In Poland, creating a system of parliamentary democracy and market economy, and its membership in the EU hale created favourable conditions for the emergence of a New model of development governance for regional and local scale. In the place of the centrally controlled by local organs of state administration, during the process of transition, created structures of local government that have become independent entities were shaped. Decentralization of state and departure from the socialist doctrine of industrialization, which the basis was the growth of the sector first producing means of production, extorted the search for new, modern factors of socio-economical development at the local and regional level. Culture heritage was recognized as one of the significant potential and also a chance for local growth. Culture heritage is now in Poland, on the one hand, the object of protection, on the other hand, a potential that should be used for development. Indeed, skilful and harmonious incorporation of heritage to civilization change, is the guarantee of its effective protection. We should pay attention to width, complexity and interdisciplinarity of monuments protection issues in a market economy. This new situation forces us to change the current philosophy of passive protection. In preserving the values of widely implied culture environment it is essential to shape appropriate social consciousness. The most important role of this activity falls to local government units. Act of 23 July 2003 on protection of historic monuments and care (Journal of Laws No 162 pos. 1568) extended

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Ilona Biernacka-Ligza and Lesaw Kowin the possibility of realization of culture heritage protection by local authorities. It has entrusted to the province authorities to exercise tutelage on this heritage by initiating and coordinating the actions for the conservation and utilization of this potential. The experience of EU countries and already implemented in Poland regional pilot programs and projects allow to change the traditional approach to culture and culture heritage protection as a nonprofit sectors. A new look consist in treating them as a long-term investments that generate income and new workplaces. This opportunity should be perceived as a cooperation of various entities with local communities, employment in preservation and revitalization of historic buildings. There will be possibility not only to create new workplaces but also to reactivate and hand down the competence of realizing old crafts and preserving tradition. Culture goods are a major factor influencing the socio-economical development of the region. They increase the attractiveness of tourism contributing to the growth of tourism and farm tourism at this area. The rich history, multi-layered and diverse cultural heritage, both tangible and intangible, can be one of the main advantages of raising the competitiveness of the region in the European Union, which represents one of the main objectives of the Lisbon Strategy. EU regional policy offers opportunities to raise funds from the Structural Funds and other European funds in the sphere of culture and protection of culture heritage, including historic restoration and modernization. There were also provided funding from the state budget (with funds from the surcharge rates in games being the monopoly of State). Promotion is becoming one of the most commonly and intentionally used by local governments element of marketing mix. It can be either internal (addressed to the inhabitants of the unit) or external (aimed at people who are not residents of the unit). Due to the promotion subject we can distinguish three types of promotion: economic, social and culture (Marks 2002). The latter one is the subject of the presented studies. All development programs of city/town or municipality should be accompanied by promotion which consists of an attractive presentation of municipality outside. These municipalities which use various methods of self-promotion are distinguished from other municipalities by greater growth of working places and higher number of newly registered private companies (Zagrska 2002). It should be assumed that in a market economy town or municipality operate in a manner similar to enterprise i.e. they produce products and services offered to the internal market (municipality) as well as to external one (surrounding of the municipality). Promoting the sale of its goods and services the municipality operates under competitive conditions of the other centres (Frankowski 1996). Competitive conditions require the use of all tools to increase the effectiveness of the operation, including marketing tools. Being a marketing issue a product, which is offered by a city/town, can be considered in two aspects: first as a mega-product i.e. a city/town as a whole, second as a distribution of a mega-product for individual municipal sub-products (Markowski 1999). Presented concept of a product offered by a city in its two distinctions can be also applied to a municipality (Marks 2002).

5. UE experience and regions promotion

Taking into account the experience of Western Europe ("old fifteen of EU) it can be concluded that the culture has long been treated as a factor of economic development. There is a feedback between culture and development, and these values are mutually stimulated. The experience of UE countries and also already implemented in Poland regional pilot programs and projects allow to change the traditional approach to culture and protection of culture heritage as a non-profit sectors. A new look is to treat them as a long-term investments that generate income and jobs. This opportunity should be seen as different entities in partnership with local communities, employment preservation and revitalization of historic buildings. There will be the opportunity not only to create jobs but also the reactivate and pass next generations competence in carrying out old crafts and preserve the tradition.

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Ilona Biernacka-Ligza and Lesaw Kowin Market-based approach in relation to territorial units is usually called "territorial marketing." Alternatively, they can be also called spatial marketing and area marketing. Depending on the type of territorial units and the scope of marketing activities various concepts are used e.g. urban marketing, municipal marketing. Currently in Poland these concepts are generally related to basic units of the administrative division of the country namely to urban and rural municipalities. Therefore, for this type of activities one can suggest the term municipal marketing. Membership of Poland in the European Union has created in Poland new, systemic conditions for modern approach in this area supported additionally with European funds. It forces us to take effective management of this development potential. Indeed, only the skilful and harmonious integration of heritage to the great changes of civilization which we are witnessing is a guarantee of its effective protection. Alongside, it should be noted the breadth, complexity and interdisciplinary of monuments protection issues in a market economy. This new situation forces us to change the current philosophy of passive protection. In the years 2007-2013 Poland profits from financial assistance of European Funds inter alia under the Regional Operational Programmes, which constitute one of the tools for implementing the National Cohesion Strategy. Regional Operational Programmes (ROP) were developed separately by the individual provinces which, in the 6 ROP Priority financed by the European Regional Development Fund have 16 billon Euros to use. These measures are intended to finance many types of investments in tourism, education, health, road infrastructure and environment, information society, culture, sport, and increase the competitiveness of enterprises. The main beneficiaries of Priority 6 ROP in the field of protection and preservation of culture heritage of supra-regional significance are in the national scale: cultural institutions (state, local and coconducted with the minister responsible for culture and national heritage), art schools, for which the lead authority is the minister responsible for culture and protection of heritage or local government units, artistic schools supervised by the minister responsible for culture and national heritage, local government units, churches and religious associations, NGOs from the sphere of culture in the public interest, state archives, as well as in addition to projects in the area of digitization of historical collections, conservation of movable monuments and their protection against theft and destruction the public schools.

6. Market tools of national heritage promotion

Promotion of a product which is the cultural heritage requires a custom action to prepare a tourism product for a specific group of recipients. Since on the market there is no average consumer, who could be a point of reference for the formulation of policies and programs of a tourist enterprise. Consumer reaction, even for the same product and the same market incentives may be and usually is different. For this reason, particular importance is the identification and examination of differences between consumers and grouping consumers in such a way to facilitate the understanding and recognition of existing and potential buyers. The need for segmentation is a natural consequence of the increasing number of consumers, increase of their incomes, the development of individual preferences and the possibility of choice. Segmentation shows how many groups are forming various sub-markets and purchasing power that has any of them. Grouping of consumers, that is, market segmentation is essential for this group of tourists, because in terms of its perception there is still too little information about monuments of national culture and heritage, about natural sites prepared from the perspective of this social group. Internal promotion should also be strengthened through development of technical infrastructure, improve service levels in this group of tourists by the owners of tourism facilities and residents visited the village, as well as better use of the natural qualities of the natural environment, combining them with the cultural heritage of local communities associated with particular regions. The rich natural and cultural resources, after their appropriate promotion, are believed to enhance the attractiveness and discriminate characteristics of each region.

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Ilona Biernacka-Ligza and Lesaw Kowin Also, the level, methods and techniques of providing information on the offered tourism product are of grate importance. Thanks to it, potential tourist may obtain knowledge of the region of the country he/she is going to visit. In the selection of priority products there should be included tendencies found in national tourism and the state of commercialization of tourism product and its potential sale. Moreover, shaping the image of the region on tourist markets as an area with a rich heritage and interesting culture, with many attractions and cultural events, where we can spend time in an active way, do various sports in an attractive natural environment. It is crucial to increase efforts in creating an attractive tourism products, which should become the main goal of local and regional tourist organizations, municipalities, and various entrepreneurs interested in servicing tourists. In order to improve efficiency of promotion it is necessary to concentrate both in terms of tourism products and markets. This implies the choice of shaped products, which have the greatest chance of commercialization. The best form of product promotion that is cultural heritage can be so called tourist trial connecting tourism development with widely understood process of overcoming tourist space for recreational and educational purposes. For example, Styperek defines tourist trial as a: spatial tourist sequence serving as a linear recreation penetration initiating interactive relations between a tourist and a geographical environment, occurring in the area of perception of multi-sensory landscape (Styperek 2002:25). Generally it can be concluded that "the trail is called the planned route in the area of tourism for the visitors, leading to the most attractive places with a number of provisions, including safety and security advantages (Kruczek 2007:277). It plays an important role in the penetration of this space due to the stance in the route, known as routes. They are defined according to the research approach and present different approaches to the concept of the tourist trail. Demarcated hiking trails play a dynamism role in the process of tourist activation, as well as a factor in the development of regions, cities and rural areas (Styperek 2001). Tourist product which is the route because of its specificity consists of a series of "places" or "objects" associated with a superior idea of cognition (landscape, architecture, history, folklore), interconnected by a predetermined route, and various tourist facilities located on the route of the trail. The tourist trail due to the chosen theme "sites and facilities", a way of hiking and cognition, i.e., the destination can be an important component: The tourist product of tour operator (event / travel package, as thematic tours, pilgrimages, tourism, active); Tourist product of reception area such as: regional thematic trails, urban trails and scenic routes. The dominant feature of the trail is its tertiary character. Although it is usually a composition of services and material goods, they play a complementary role as well. Functions of trial can be considered in two aspects: first relates to social, cultural and economical aspects of tourism, second examines tourism from the perspective of science and politics. In the first case, tourism is seen as a factor of the use of natural and cultural resources along with the associated infrastructure in the dynamization of economic and social development. In the second, development policy of tourism has become an important tool for shaping economic and social development affecting internal and external relations of the concerned country. Promotion assigned to a specific recipient is more effective than a campaign aimed at mass audiences, since it is designed in view of its needs and requirements that make up the qualitative segment of the market. Subordinate to him/her are the instruments and means of promotion, the type of products, competitive conditions and product knowledge among the buyers (niadek & Styperek 2007). Treating trail as part of a regional education and the specific tourist product attention should be paid to the necessity of synchronizing the two functions.

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Ilona Biernacka-Ligza and Lesaw Kowin On the one hand, it must have a specific cognitive themes articulated in terms of the stated objectives of teaching to justify hiking and visitation various facilities / attractions that are within the concept of the trail. It is not enough to choose the right trail, you have to know how to move there. Only a skilful use of methods and rules of conduct ensures an efficient educational operation during tourist work. Pedagogical and educational features of trail in fact have a close relationship with the pedagogy of free time, teaching, education theory and methodology of teaching. On the other hand, it must protect the goods and services which hikers, wanderers will benefit from on the path, these are: Services - hotels, catering and guiding, tourist information; Stuff - guides, tourist maps, souvenirs; Objects - monuments of architecture and technology museums, natural monuments, etc.; Events - information about cultural events, sports, recreation; Area - region, village, city landscape parks, national parks. At this stage, a targeted circle should also be considered - the circle of potential recipients of the route, not only in terms of substance, but also economically, that is, their financial wealth. The introduction of a new market product, which is the trail of the status of the full route namely, developed product, i.e., having, on the one hand, interesting topic and including valuable objects, on the other hand, corresponding to the mentioned needs allows to reach a larger number of stakeholders. Competition in this field can be continued in terms of the range and quality of services offered by the coordinators of the routes within the organization of the route, and in communication with consumers. The importance of this argument results from the economic perspective on hiking trails: after all, they should be treated as a tourist products, and these must have both its profile and its quality. Otherwise their offer will not sell well and will not be able to compete with the less valuable offers of leisure. Promotion Policy, is a tool with an impact on the market, coordination of demand and competitive rivalry. The essence of all promotional activities is to achieve a positive reading of the information encoded in the transmission by the addressees. Through the promotion a business and a product are launched. Moreover, promotion encourages to purchase certain goods and services. In pursuing these objectives the promotion serves as an information and stimulates to produce a set of attitudes. The strategy of the promotion is a set of key objectives, targets and tasks, and accordingly resulting plans and ways of their achievement under the given market conditions. Due to the fact that the trail is a specific product and its promotion should be in certain areas individually adapted to the specificity, which results from the general definition and stages of promotion strategies, which assume, as a matter of promotion, material goods or services produced by a specific company . Development of strategies for the promotion must be preceded by an analysis of factors: Related to the market environment; Characterizing the customer as a result of market segmentation; Characterizing the competitors; Characterizing the company. Promotional activities must result from the adopted action strategy followed in order. Therefore we distinguish five stages of promotion strategy: Study of the market environment of the company; Defining objectives of promotional activities and their recipients; Defining the promotional budget; Identifying tools of promotion and the choice of media;

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Ilona Biernacka-Ligza and Lesaw Kowin Implementation of the program and control the effects of promotional activities. In conclusion Prerequisite to study the issues of presented research has become a need to develop a model to promote and protect the individual characteristics of the regional culture while using it as a product of regional development. To take such analyses obliges under section 87 subsection on 23 July 2003 of The Ancient Monuments Protection Act and monuments care as well as the possibilities of obtaining structural funds and other European funds in the sphere of culture and the culture heritage including the restoration and modernization of monuments. Activities in this area may be co-financed, inter alia, under the SOP "Restructuring and modernization of food sector and rural development", ZPORR, Community Initiative INTERREG. New sources of funding are introduced. They come from state budget (with funds from the surcharge rates in games being the monopoly of State). Gaining these measures is possible after meting the required procedures, including development of programs and procedures. Source of information for such activities can be fund in the presented paper that can be made public, including local government units.

7. Conclusions
Taking into consideration objectives of culture heritage promotion as a dynamism factor of regional and local development, which one of the methods of implemention is trial, we should work out new model of cooperation and interaction of five groups in the process of creating tourist product, i.e.: animators; educational institutions; local authorities; tour operators and tour industry; the financial beneficiaries recipients. As in the functioning of tourist trials act, from one hand, its creators and from the other, final beneficiaries, who receives the product from tourism administrators, a key link in the commercialization of the product should be good communication between these groups in sharing information and experiences. It should proceed on the basis of feedback, which is extremely important. Determining by the local government the objects of the economic development and the ways of achieving them is one of the its hardest tasks as opposed to tasks related to social issues, safety improvement, or development of education and culture, which direct obligation of implementation has statutory norms (Local Government Law, 8th of March 1990, Journal of Laws No 142 pos. 1591). Implementation of tasks of cultural heritage promotion as a factor for local development should provide insight into the region and its culture, introduce into the cultural life of local communities, shape the national identity in terms of regional identity, which requires a focus on content, such as cognition: Closest environment around the family house, neighbourhood and schools; Region's history and its relationship to history and tradition of their own family; Local and regional traditions, holidays, customs and rituals; Local legends and stories, proverbs and folk music; Language and dialect of the region; Geographical and cultural values, major symbols of the region and their basic names; Architecture, traditional crafts, folk art and folklore typical of the region; Profiles of artists (writers, painters, artists, scientists and teachers) and prominent people of merit for the local community, region and country. Efforts in this area making by the government should focus on the following organizational projects: Concentration of people who want to save the most precious historical value, cultural and intellectual resources of the area; Undertake and promote research and publishing activities on its history; Collection of photographs, publications and other materials from the past; Initiating and supporting activities for the protection of monuments;

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Ilona Biernacka-Ligza and Lesaw Kowin Reconstructing the image of culture of everyday life of previous generations, techniques and tools used by them, quality and style of their everyday lives. It is very important to define powers and the way of implementation of assumed forms of culture and heritage promotion. It should be added, that they must have security for their implementation in the relevant institutions, such as the press, publishing houses and local mass media, companies, foundations and organizations, with the status objects to conduct this type of educational activity, as well as security of financial resources, which should come from the budget allocation of local and regional governments as well as from European funds.

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