COOPERATION AND COORDINATION BETWEEN TOURISM AND CULTURE: THE RE-CREATION OF THE CULTURAL OFFER OF THE "EMERGING CULTURAL DESTINATIONS"

Abstract

The "Emerging Cultural Destinations", and without cultural tradition, have to create or recreate their cultural offerings to attract the interest of consumers (cultural tourists). The re-creation of a coordinated supply would lead to the sale of a "consistent product." But, for this to work, there should be interest on the actors in cooperate. This article presents the results of a study conducted in the city of Malaga, which presents a discussion about the difficulties of working together between Tourism and Culture. Structured interviews have been conducted to stakeholders in both sectors. In the Mature Cultural Destinations, the actors perceive the importance of cooperation to the extent that investments in Cultural Tourism it benefits them, however, in the Emerging Cultural Destinations, the cooperation between Tourism and Culture is not yet a fact. The weakness of the Emerging Cultural Destination relates to the marketing of cultural product created by the logic of Tourism, which aims to re-create culture with recognition for the sale of the city, but when logic of Tourism overcomes to Culture, sell "Culture" may not be easy.