Crafts as a marketing tool in the development of sentimental tourism in Opole Silesia

Rzemiosło jako narzędzie marketingowe w rozwoju turystyki sentymentalnej na Śląsku Opolskim

Sentimental tourism, which refers to journeys to one's birthplace or ancestral homeland, gained prominence in East- Central Europe after 1980 in the context of post-war geopolitical divisions. It focuses on emigrants and their descendants, with emotional ties to the homeland shaped by the circumstances and timing of their emigration. This article examines the role of craftsmanship as a marketing tool in promoting sentimental tourism in the Opole Silesia region, where interest in this type of tourism has been declining, especially among younger generations. The hypothesis suggests that craftsmanship, as a tangible representation of cultural heritage, can effectively support the development of sentimental tourism. Findings indicate that craftsmanship, by enhancing the authenticity of experiences and fostering connections with local culture, has the potential to revitalize sentimental tourism. Collaboration with local artisans, including the German minority, and organizations, can enable more effective promotion while engaging the local community and preserving the cultural heritage of the region.

Turystyka sentymentalna, odnosząca się do podróży do miejsca urodzenia lub ojczyzny przodków, zyskała na znaczeniu w Europie Środkowo-Wschodniej po 1980 r., w kontekście powojennych podziałów geopolitycznych. Koncentruje się na emigrantach i ich potomkach, a ich emocjonalne więzi z ojczyzną zależą od okoliczności i czasu emigracji. Artykuł analizuje rolę rzemiosła jako narzędzia marketingowego w promocji turystyki sentymentalnej na Opolszczyźnie, gdzie odnotowano spadek zainteresowania, szczególnie wśród młodszych pokoleń. Postawiono hipotezę, że rzemiosło, będące materialnym przejawem dziedzictwa kulturowego, może skutecznie wspierać rozwój tej formy turystyki. Wyniki badania wskazują, że rzemiosło, poprzez wzmacnianie autentyczności doświadczeń i więzi z lokalną kulturą, może ożywić turystykę sentymentalną. Współpraca z lokalnymi rzemieślnikami i organizacjami, w tym mniejszością niemiecką, umożliwi skuteczniejszą promocję, angażując społeczność lokalną i zachowując dziedzictwo kulturowe regionu.

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