Music as a Tourist Product The Management and Marketing Model
Selective forms of tourism are gaining importance in the tourist market. Cultural tourism, as a selective form of tourism par excellence, records a significant growth. Today it appears on the tourist market either as a stand alone tourist product or as a integrated product of a tourist destination. During its development, cultural tourism has gained its numerous sub forms, among which music cultural tourism stands out. Music cultural tourism is a specific form of selective tourism, primarily because of its universal, evergreen character and 'language' of music; it takes on an additional meaning through a socio cultural aspect while observing music through its wide range, from traditional music, as a 'democratic' form of popular expression to the most sophisticated forms of classical music. The authors explain the occurrence and characteristics of these new forms of selective tourism music tourism and describe the control model of this system. The basic assumptions on which the model is based are as follows: a fully built management system of music tourism based on a partnership network of the tourist destination's stakeholders, systematic planning and effective promotion of the music cultural tourist product and, last but not least: raising awareness on the existence of and the need for further promotion of culture and cultural values, specifically music as a form of intangible cultural heritage through this form of tourism. During the construction and implementation of this model in a tourist destination, it is necessary to include all managerial functions: planning, organizing, leading and controlling (monitoring) for the system to function effectively. The same model is a subsystem for managing cultural tourism as a whole, which is also an integral subsystem for tourist destination management as a system that has the task to create and manage an integrated tourist product of a destination. The model is based on the primary research and practical experience of the author.