ART NOUVEAU HERITAGE AS A RESOURCE IN TOURISM – CHALLENGES AND SOLUTIONS

Absztrakt

This study was carried out in the framework of the ARTNOUVEAU2 international project, and
aims to analyse the role of Art Nouveau heritage in tourism. Although Art Nouveau has
significant tourist potential in many European cities, the difficulties of collaboration between
the cultural sector and the tourism industry create obstacles in its use as a resource in tourism
development. Since highlighting Art Nouveau as a major brand component in destination
marketing is a crucial step in this process, the paper first provides on overview of the Art
Nouveau theme’s appearance in selected European cities’ tourist websites, then discusses the
role of tour guides in Art Nouveau tourism and the collaboration possibilities between them and
the cultural institutions representing Art Nouveau heritage. Furthermore, the paper also
explores the possible contribution of Art Nouveau resources to transforming a destination into
a “best place”.