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EN
Stereotypically, international society identifies the Republic of Macedonia as a former Yugoslavian area marked by the independence stigma during tragic events in the Balkans. Therefore, various scientific publications appear (particularly in the fields of international law, political science or international relations), concerning mainly the Greek‑Macedonian conflict over the official name of the country. However, it is rather rare to find in Polish literature texts on remarkable cultural and architectural richness of this small but extremely important – for the Slavic‑Orthodox culture – country. It is possible to observe, in Polish works, compilations on art history of South and West Slavs, but it does not extend its own scientific discipline, except the indication of necessary legal or political background. In the following discourse several considerations on culture and art objects on the territory of the modern Republic of Macedonia (FYROM official name) are presented. The text consists of three main parts with an emphasis that the last part possesses also an internal structure. Basic information concerning the main tasks and aims of UNESCO is presented in the first part of the work. The following part is concerned with the historical context of the city of Ohrid. Finally, the third part of the paper contains considerations on the architectonical objects of UNESCO located in the historical city of Ohrid. The analysis ends with final conclusions.
EN
Objectives: The purpose of this paper is to present the conditions and possibilities of market reorientation of cultural heritage objects with respect to all the features of such objects including, inter alia, the historical, artistic and emotional values, forms of ownership, functions and previous market position. The author presents the main determinants and forms of “opening” the historical objects (antique properties) for existing and new markets through developing and widening the offering of services. Research Design & Methods: This paper introduces a concept and a model that rely on the author’s original vision of diagnosing, shaping and implementing market restructuring for cultural heritage objects. From the methodological point of view the theoretical concepts of illustrating the gradual expansion of market relations between historical objects and their stakeholders rely on theoretical concepts of market, market economy, entrepreneurship and marketing management of NGO’s. Findings: In market economy all organizations are included, at least to some extent, in a network of relationships and dependencies specific for the market and for the processes of exchanging values between partners. This also applies to the cultural sector and, within it, to various cultural heritage objects. The gradual reduction of financing of these objects by the State or regional budgets force the management of cultural objects to accept and apply a new functional philosophy – a philosophy of gradual expansion of its own market and increasing of additional financial revenues generated on this market. Implications / Recommendations: The author does not question the supreme, social and civilizing role of many historic buildings, but he also claims that orientation for additional market resources should be treated and perceived as recommended and even necessary. Contribution / Value Added: In the paper the process of market reorientation of cultural heritage objects has been introduced as a continuum – as a cycle of systematic changes, starting initially from traditional orientation for preservation and conservation and ending on the appropriate and final orientation for the market.
XX
Nowadays, tourism is a crucial sector of national economy, and for many countries and regions it is one of the goals of economic activity, at the same time being a means of social and economic revival. Therefore, in order to professionally present the tourist potential and offer, and to attract tourists, tourist products should be organized, promoted and introduced in a relevant way. It is necessary to bear in mind that tourism is a service sector, a sector in which different kinds of innovations are adapted very quickly. The aim of this article is to present the innovation in the accommodation industry and to show that historical objects in Poland are more and more often adapted into accommodation facilities, which undoubtedly influences the development of tourism in the region where these objects are used. I will draw the reader’s attention to the beneficial conditions and positive effects of running hotels in historical buildings, as well as the negative aspects and threats that stem from converting historical objects into hotels. I will show the outcome of surveys conducted on a group of 150 respondents that were to determine how many persons made use of such object sand that allowed getting acquainted with the respondents’ opinion about the conversion of historical objects into accommodation facilities. Finally, I will suggest a growth strategy for hotels which function in historical buildings.
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