Page 125 - World Heritage and Tourism Innovation

Urška Starc Peceny, Tomi Ilijaš Matevž Straus Digital Innovation of Cultural Heritage

stitutes and, upon completion, deliver all 3D digitised Therefore, digitally enhanced cultural heritage
units to the Ministry of Economic Development and experiences adhere to some underlying interdiscipli-
Technology, Ministry of Culture and Slovenia Tourist nary principles, covering four elements: preservation
Board. The Ministry aimed to support leading tour- of cultural heritage, storytelling and interpretation,
ism development organisations conducting complex technology, and sustainability.
development, documentation and interpretation pro- The project is based on scientific evidence and ver-
jects at the cultural heritage and tourism crossroads. ifiable historical facts, which are unequivocally stated
Such projects were envisioned to have direct results in when they draw inspiration from myths and legends
tourism development and indirectly support creative or contradict expert opinions. The project considers
and cultural industries, advance technology in cul- the chosen cultural heritage in the context of its his-
tural tourism and cultural heritage, and contribute to torical period — in addition to the assets themselves
3D digitisation goals and cross-sectorial cooperation and their traits, it presents the conditions in which
at local levels. To summarise, the goal was to develop they existed and draws attention to both the achieve-
new tourism products that take inspiration from the ments and injustices of the past and the deviations
cultural heritage, engage new audiences and stake- from commonly accepted values of today. Thus, the
holders through digital and hybrid interpretation, and project not only entertains but also raises awareness
thus contribute to the interpretation, awareness-rais- and educates users about cultural heritage — in each
ing, and documentation of (immovable) cultural her- case, adapted to a given desired audience. Moreover,
itage. the project adheres to the recommendations for safe-
guarding cultural heritage, and the project’s interven-
Defining Digitally Enhanced Experiences of Cultural tion may not negatively impact the asset in question
Heritage or its natural or cultural surroundings. In the digital
Digitally enhanced cultural heritage experiences world, the project follows directives for long-term
could be described as ‘engaging experiences, both storage of cultural heritage materials in a digital for-
digital and hybrid, that employ digital technologies to mat — regarding the quality, formats, and metadata.
interpret cultural heritage values to pre-defined target The project communicates a clear and memorable
(tourist) groups’. Like this, they: message about storytelling and interpretation, with
• Imply an engaging and user-friendly conveyance values relevant to the cultural heritage. The project
of the values connected to natural and cultural includes well-rounded content focused on the cul-
heritage. tural heritage in question. The cultural heritage assets
• Focus on what is truly unique, memorable, and are chosen prudently to avoid negative impact on the
engaging in the area. heritage, ensure safe visits, and disperse tourist flows
onto new locations. To achieve this, planning and
• Make use of advanced technologies for greater execution involve artists, creatives, and creative in-
interactivity, memorability, storytelling, and the dustries. It aims for a solution that derives from the
global recognition of tourist experiences. needs and wishes of the visitors, considering both the
• Develop new business models and demonstrate existing and desired audience (general/professional,
positive effects on the local economy. children/adults, shorter/longer visits.
• Develop hybrid competencies of heritage and busi- The project is particularly attentive to the user
ness approaches and skills (art & design thinking, experience in the technology field. It uses different
business models, user experiences, digital market- methodologies to anticipate, evaluate and improve
ing). the interaction between the user and the solution. At
• Local business offers (accommodation facilities, the same time, it avoids excessive generalisation, loose
food establishments…) should be meaningfully assessments, and misleading facts about the cultural
included and connected to other tourist products. heritage asset. The project relies on quality digital

Proceedings of the 7th UNESCO UNITWIN Conference | 121