Culture is a way of understanding our world - the way we live in and remember our world, be it through expressions of song, music, dance, art, poetry or stories. It is how we relate to the environment and use medicinal remedies. It includes methods of learning and the acquisition of scientific knowledge. It is religion and how we understand the spiritual world. It is the way we behave and how we organise our families, communities, and society through social rules, customs, lore and laws; it is also language. Culture is what makes one group of people different from another. Cultures change and evolve just as animals and plants do - culture is a living thing.(http://www.environment.nsw.gov.au/cultureandheritage.htm)
What is Heritage?
Heritage is the environment, objects and places - both tangible and intangible - that we inherit from the past and pass on to future generations to use, learn from and be inspired by. Heritage is strongly linked to culture. Culture frames our understanding of the past and influences the decisions we make about what is worth keeping as our heritage. Our concept of 'what is worth keeping' changes over time - so heritage too is a living thing.(http://www.environment.nsw.gov.au/cultureandheritage.htm)
Why is it important ?
It is the way we see ourselves through who we are as individuals and groups living in an environment and the stories we tell. It is possible that we can take this for granted, the every day things around us. What someone may see as everyday someone else may see as extraordinary. This is what we need to recognise
Experience Seekers ( from Tourism Australia)
WHO ARE THEY? These people:> are experienced international travellers.
> seek out and enjoy authentic personal experiences they can talk about.
> involve themselves in holiday activities, are sociable and enjoy engaging with the locals.
> are active in their pursuits and come away having learnt something.
> are somewhat adventurous and enjoy a variety of experiences on any single trip
> place high importance on value and hence critically balance benefits with costs.
> place high value on contrasting experiences (i.e. different from their day-to-day lives).
WHAT DO WE KNOW ABOUT THEM? These people typically:
WHAT DO WE KNOW ABOUT THEM? These people typically:
> come from households that have higher than average household income.
> are tertiary educated.
> are open-minded and have an interest in world affairs.
> are selective about their media consumption.
> are opinion leaders within their peer and social groups.
> are not characterised by nationality, preferred holiday style/mode or age.
HOW LARGE IS THE SEGMENT? This segment constitutes around 30 to 50 per cent of all potential long haul outbound travellers from key source markets.
HOW DO WE COMMUNICATE WITH THEM? These people are avid users of technology and in both private and business capacities. They are selective TV viewers, but are higher than average consumers of cable channels, and are predisposed to programmes that meet their lifestyle and motivation profiles. Intellectual programmes and those with knowledge content are preferred. The segment is well versed in global brand communication, and as such would expect brand communication and content to be available in many forms on a variety of channels including digital. This audience is also well-connected and likes to learn from and share information with their peers.
HOW LARGE IS THE SEGMENT? This segment constitutes around 30 to 50 per cent of all potential long haul outbound travellers from key source markets.
HOW DO WE COMMUNICATE WITH THEM? These people are avid users of technology and in both private and business capacities. They are selective TV viewers, but are higher than average consumers of cable channels, and are predisposed to programmes that meet their lifestyle and motivation profiles. Intellectual programmes and those with knowledge content are preferred. The segment is well versed in global brand communication, and as such would expect brand communication and content to be available in many forms on a variety of channels including digital. This audience is also well-connected and likes to learn from and share information with their peers.
