Developing insights into the link between art and tourism through the value co-creation lens
Date
2020Source Title
Arts and the Market
Print ISSN
2056-4945
Publisher
Emerald
Volume
10
Issue
3
Pages
145 - 163
Language
English
Type
ArticleItem Usage Stats
148
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views
237
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downloads
Abstract
Purpose – The aim of the study is to gain insight into the link between art and tourism from a value co-creation
perspective. This link is discussed with the help of the arts marketing, art tourism and value co-creation
literature. The role of art in tourism and the role of cultural places in arts marketing are also evaluated.
Design/methodology/approach – Focussing on two cultural heritage sites in Turkey, Zeugma and
Göbeklitepe, a qualitative study was undertaken in order to determine the value creation and co-creation
processes occurring from the art–tourism contexts based on comparative case study analysis. In-depth semistructured
interviews were conducted with three groups of actors. Motivation, expectation and stakeholder
experiences were the main themes explored.
Findings – The findings of the study relate to the role of the co-creation process. Marketing art in alternative
places creates value in closing the gap between art and society through the use of related fields such as culture
and heritage. In terms of cultural value, the paper identifies the reconnection with cultural heritage through
contemporary art. This is a way of looking at culture and its concepts in different time and place dimensions
which make visitors more engaged with culture and its contemporary reflection through art.
Research limitations/implications – Although the research focusses on two Turkish art and tourism
cases, future research can be extended to other countries, including the assessment of the longer-term role of
similar activities.
Practical implications – As art is a subset of culture, the people who are interested in culture and history
also have the potential to be interested in art. While art impacts on cultural tourism, cultural heritage and
tourism work as arts marketing tools in a co-supporting way. The coming together of art and culture has
societal benefits. There are lessons for practice such as the opening of a space for contemporary art in cultural
heritage museums in order to promote art to society. The museum audience is an important potential for the
future of art from a market generation perspective.
Originality/value – The study contribute to arts tourism, arts marketing and value co-creation in theory and
practice.