Section 7.2: Benefits and Potential of a Cultural Tourism Event
Rural recreation complex “Rakši” (the title is originating from
the geographical name of the place which doesn’t have a literal meaning) is
located in Latvia, in the area of Amata, in rural municipality of Drabeši,
not far from Cēsis. The complex is located on the banks of river Gauja, in the territory
of Gauja National Park and includes 3 separate guest houses, a well planned territory
with green surroundings and ponds. Popular skiing tracks - Žagarkalns and Ozolkalns
are located not far from the complex “Rakši”, there are many
geographical places of interest around: The Red Cliffs, Castle Mound of Kvēpene,
the Rock of Zvārta, Nature Trail of Cīrulīši and Park of Active Recreation
"Ozolkalns".
The company running the complex is called “PHAT Limited”, founded in
2005, owned by 3 members of the Blaus family - all working there. The company is
managed by Kristaps Blaus. The family is living in the territory of the complex.
Overall 6 people are working in the company. In 2006, the company was credited by
the bank in order to ensure development of the complex. Currently the complex provides
84 accommodation spaces in 3 separate guest houses, each with sauna and kitchen.
An original Zoo is situated in the territoty of the complex - with camels, llamas,
guanacos and alpacas for visitors to enjoy. The company has purchased equipment
for different kinds of attractions and entertainment – boats, floats, quadricycles,
and paintball gear. The complex doesn’t have a cafeteria or bar – caterers
are outsourced when big events take place. Normally visitors of the guest houses
prepare food in provided special places. In 2009 the turnover of the company was
100,000 Lats.
What are the benefits, companies are getting when providing cultural tourism events?
- The most important benefit is image enhancement of company identity
that can be obtained by association of the company’s name with a certain event
in the marketing process. In case of Rakši the owners pointed out this as
the main benefit – a possibility to remind the community of the existence
of ” Rakši” and its service offers. Many of guests, who arrived
only for the participation in the event of Līgo, got acquainted with other offers
of the complex, that may encourage them to return in the future.
Those who noticed the advertisements of the event in the media, but chose not
to attend, are potential visitors, as they have been informed about the location
of the complex and its offers. Increase of popularity is observed not only for the
company itself, but also for the whole local municipality and the region.
- Increase the range of products. After a successful event of Līgo
owners of “Rakši” have decided to organize this event every year,
establishing a tradition, therefore obtaining a possibility to promote the event
earlier and to reach new clients. It means that an event of regular nature
has been created.
- Increase the number of visitors. The manager of “ Rakši”
pointed out, that in spite of many regular opportunities to relax in “ Rakši”
, the largest number of visitors are attracted during cultural events, still organized
irregularly. 2200 people attended Celebration of Līgo
in Rakši – for the place it is a great number.
- Formation of regular visitors list. Organizing Līgo event regularly
in June, company has an opportunity to create a list of regular visitors, who potentially
may be encouraged to arrive earlier or stay longer after the event, thus
prolonging their visit.
- When organising a cultural event, co-operation may be developed between
the company and other parties - suppliers of culture, supporters, sponsors
and channels of information, creating further developement
in the future. Any business-like contact can increase the possibility to gain visitors
from the suppliers and partners side.
- Extra income – an event provides additional income. If the
event is organized once a year, then extra revenue may be considered once, but
if an event is organized on a regular basis, constant extra revenue is provided.
“Rakši” could organize Singing evenings with Latvian folk songs
weekly during summer time, thus attracting foreign tourists through advertising.
In programme – national music, dancing, fireplace, national food and drinks.
Extra income can be created not only for tourism companies, but also for suppliers
of cultural and other products.
- Additional work places are created when organizing a cultural event
– during the time of Līgo event in “Rakši” 50 people
were employed in different jobs, providing different services.
- Employees of the company get experience of working during events
- the quality of everyday services ir rising.
- Promotion of destination and its national culture and traditions –
very important benefit, both on local and international level. Wide range of
traditions are promoted - during “ Rakši” event these are
traditions of Latvian Midsummer Night ,during Pottery Days
in Latgale region - pottery traditions, during Sea festivals
in seaside villages of the Baltic Sea shore - fishermen lifestyle,
songs and traditions.
Development of the surrounding infrastructure - municipality being
in charge of the territories where important cultural events are taking place invests
in infrastructure – placement of road signs, fixing roads, building toilets,
etc. In our case - the local municipality financed
the cover of the gravelroad heading to “Rakši” with asphalt,
also EU finance was involved in this project.
