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Nazmin Jafarova, Ph.D. of Art Study
Cultural Tourism as an Important Component of Economic Development of
the State
Abstract
Each city is famous for its tourist attractions. An important component of
there are museums that turn into quite a successful commercial enterprise, living
by the laws of the market economy and assesses the effectiveness of its activities
based on economic indicators. This, in turn, allows museums closely introduced
into everyday city life, to participate in the implementation of many important
projects for the city, to make the feasible contribution to the development of urban
infrastructure. At the same time, to carry out one of its main functions – function of
education: information public about the cultural heritage, achievements, literature,
art and science.
However, in Azerbaijan, this problem remains unsolved. With such a wide
range of museums of different profiles could be achieved more interest to them.
This – and the installation of billboards with addresses, with profiles of buildings,
photographs of some museum exhibits, distribution of guide books with addresses
and telephone numbers of museums and other cultural institutions, use of
museums' logos on various food stamps, household items, school supplies, etc.
In addition, of course, in the age of information and computer technologies
do not use the Internet would be unforgivable. Sites of the museums of republic is,
in our view, just at unacceptable levels.
Today, cultural tourism, integral part of which are museums – the second on
the yield and the first in terms of investment sector of the economy of the leading
countries of the world.
Museums are an important component of urban infrastructure, designed to
promote public awareness of tangible and intangible cultural heritage of the
country. Only competent implementation of the rules of museum management and
marketing will lead to the fact that the museum network will take its place in the
urban infrastructure.
Key words: cultural tourism, museum, museum management and
marketing.
One of the conditions for the implementation of socio-cultural potential of
the museum is the integration of social and cultural space of the museum in the
culture of the society, the positioning of the museum as a social institution, which
serves an indicator of socio-cultural changes, corresponding to the modern context
and meets the requirements of the time [2, p. 15].
Each city is famous for its tourist attractions. For the development of urban
infrastructure, public awareness, not only the city but the whole country, as well as
coming to this or those city tourists, business development through the promotion
of cultural and archaeological tourism requires the implementation of certain
projects. An important component of there are museums that turn into quite a
successful commercial enterprise, living by the laws of the market economy and
assesses the effectiveness of its activities based on economic indicators. This, in
turn, allows museums closely introduced into everyday city life, to participate in
the implementation of many important projects for the city, to make the feasible
contribution to the development of urban infrastructure. At the same time, to carry
out one of its main functions – function of education: information public about the
cultural heritage, achievements, literature, art and science.
Museums in the world today are multifunctional institutions performing
research, cultural, educational, recreational (leisure-time) and entertainment
functions. Since the second half of the twentieth century, the trend of development
of museums changing. Expanding the functions of museums. At present, the
museum gradually become institutions open to the outside world and actively
participating in society. Today, the main strategy of the museums aimed at specific
visitor. The globalization of modern life makes museums to review and update its
methods of work. Because of this, museums, starting from social demands,
gradually become social and cultural center [6, p. 25].
At the article “The making of memory: the politics of archives, libraries and
museums in the construction of national consciousness” R.Brown and B.Devis-
Brown noted several major macro-functions performed by museums, archives,
libraries. They cherish the collective national memory, create a national identity,
contributing to the formation of national consciousness; store shared past,
contributing to social stability and solidarity; create new knowledge, engaged in
educational activities [1, p. 18].
O.S.Sapanja in her article "Modern Art Museum: in the service of humanity
or a human?" wrote that there are several types of coordinates in which system
should be create a modern museum: "political, which related to the "discovery" for
a number of museums previously taboo topics; economic, which determine the
functioning of the museum in the new market economy; legal, which aimed at
design of legislative framework of museums, including the system of international
museum law; cultural, which associated with the formation of an independent
science, analyzing the museum as a cultural phenomenon" [5, p. 6].
In the museum field since the 80s. Twentieth century rooted concept of
"fundraising", denoting a set of works to raise funds for the implementation of
nonprofit projects [9, p. 502]. For example, there are the publishing house, a
tourism agency inside the museum, a hotel, catering facilities, production and sale
of souvenirs, kindergarten at the museum Yasnaya Polyana. Profits from
commercial projects spent on maintaining of kindergarten or publication of
scientific literature. The hotel at the museum is also very beneficial, as it allows
placing guests coming to conferences, symposia and other events.
Museum Yasnaya Polyana is a fine example for museums of the Republic of
Azerbaijan, especially regional ones. After the creation of adequate infrastructure
at museums would serve as a strong impetus for the development of tourism in
Azerbaijan. There is, for example, the experience of cooperation and exchange
between the three cultural centers of Europe "Stratford - Weimar - Yasnaya
Polyana" (Shakespeare - Goethe - Tolstoy). It planned to create a network of
European national museums geniuses’ further cover the whole world [7, p. 4].
Azerbaijan as a member of the Council of Europe could take part in this project,
given the huge number of museums throughout the country.
However, in Azerbaijan, this problem remains unsolved. With such a wide
range of museums of different profiles could be achieved more interest to them.
Museums should create projects to organize exhibitions, events for the public. This
is true for museums in Azerbaijan.
İn the National Strategy of the Republic of Azerbaijan for 2009-2015 noted
that the priority research areas adopted studies aimed at an objective and thorough
study of national and moral values, national history, culture and language [8, p.
15]. This mainly concerns and museological research, which, unfortunately, is still
clearly insufficient.
In Baku, there is a huge number of museums in various fields. This three
national museums (history, literature and art), reserve museums, a number of
museums of outstanding representatives of culture, literature, science and art, as
well as museums of various universities, ministries and other institutions. We
cannot say that museums do not develop with the times. In recent years, the
museums' buildings are being restored, their material and technical bases
improving. However, as in all areas, there are some problems to be resolved.
We note that the propaganda of the museum work in Azerbaijan is at a very
low level, not to mention the promotion of development of tourism. Many people
have no idea not only about the whereabouts of most museums, but sometimes do
not even know about the existence of most museums. Naturally, if there is such a
wide range of museums of different profiles could be achieved more interest to
them. For example, in a prominent place in schools and universities of the country
put the guides with addresses and telephone numbers of museums and other
cultural institutions. We believe it necessarily would attract the attention of pupils
and students. Alternatively, for example, in crowded areas of major cities and
regional centers - squares, parks, etc. - install billboards again with museums'
addresses, buildings, and photographs of some exhibits of museums. This would
also facilitate attendance of museums.
Throughout the world, there is the practice of using logos museums in
various food stamps, household items, etc. For example, in one series of bottles
with «CocaCola» was depicted Hermitage, "El Prado" produces a collection of
posters, which enjoys great popularity in the bars of Spain, the Louvre produces t-
shirts, and a German museum produce entire sets depicting paintings from the
museum's collections. This has led not only to an increase in interest to these
museums. Money from the sale of these products go to fund numerous projects
undertaken by museums [3].
Museum of Azerbaijan could follow suit, the benefit of domestic
manufacturers of various products in abundance. We must select popular product
among the population, especially among children and youth. Logos museums and
vivid eyecatching exhibits can be portrayed on school supplies (notebooks, albums,
even portfolios). This contributed to the popularization of museums among young
people.
A special responsibility in promoting cultural recreation among pupils and
students lies on the teachers. If history teacher will lead students in museums of
historical profile, a teacher of literature - in literary museums, music teacher - in
museums of musical profile, etc., the problem will be solved. In the curriculum of
schools and universities need to enter visiting of museums, theaters, exhibitions at
least a few times a year.
In addition, of course, in the age of information and computer technologies
do not use the Internet would be unforgivable. Sites of the museums of republic is,
in our view, just at unacceptable levels. They are not updated, and some just are
not active. We emphasize that the computerization of museum activities,
connecting all the museums without exception, to the World Wide Web - a
prerequisite for the successful development of museums in Azerbaijan, for the
country's public awareness and calling in our country tourists who interested in
getting acquainted with the culture of the region.
Today, cultural tourism, integral part of which are museums – the second on
the yield and the first in terms of investment sector of the economy of the leading
countries of the world. Wide popularity in the world acquired museum
management, which should take up the museum and Azerbaijan. It is also
necessary to build a museum display, choose topics and staging of exhibits that
they were interesting people. It is necessary that museums of Azerbaijan, and the
former Soviet Union abandoned the concept of "museum for museum workers"
and became available to the public in the broadest sense of the word. This
information space with the use of computer technology, the construction of
exposure so that you can not only see but also touch some of the exhibits (this is
very important today); advertising (posters, banners, billboards in public places),
exhibitions and shows for children and adults and sparing economic policy.
Museums are an important component of urban infrastructure, designed to
promote public awareness of tangible and intangible cultural heritage of the
country. Only competent implementation of the rules of museum management and
marketing will lead to the fact that the museum network will take its place in the
urban infrastructure.
Bibliograthy:
1. Brown R., Davis-Brown В. The Making of Memory: the Politics of
Archives, Libraries and Museums in the Construction of National Consciousness //
History of the Human Sciences, 1998, No 4, p. 17-32.
2. Imennova L.S. Museum in the socio-cultural system of society:
mission, trends, prospects: dis. for…. doc. of culturology. M., 2011.
3. Museum in the twentieth century. Summary // [electronic resource].
Access: http://bestreferat.com.ua/referat/detail-9580.html
4. Ragimova R. Director of the Museum of the carpet: "Museums have
become centers of living life" // [electronic resource]. Access:
http://www.1news.az/bomond/cult/20080611063631760.html
5. 5. Sapanja O.S. Modern Art Museum: in the service of humanity or
human? / Proceedings of the conference "In Search of the museum's image". SPb.,
2007, p. 6- 17.
6. 6. The Museum as an Instrument of Cultural Innovation. Strasborq,
1978, 38 p.
7. 7. Timofeeva I. Vladimir Tolstoy: "Yasnaya Polyana will be a disco."
The newspaper "Novaya qazeta", 2006, 4 September, № 67.
8. 8. Velikhanli N. Guardian historical memory, cultural heritage: the
National Museum of History of Azerbaijan – 90 // National Museum of History of
Azerbaijan – 2010. Baku: Elm, 2010, p. 9-18.
9. Yureneva T.Y. Museology: A textbook for high school. M.: Academic
Project, 2003, 560 p.