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Extended-form Case Study

Communicating value and making plans at a UNESCO World Heritage site: Ephesus

Published on October 31, 2024   11 min

A selection of talks on Management, Leadership & Organisation

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0:00
Hi. My name is Bilgehan Bozkurt. I'm a social scientist in marketing from Türkiye. Today, we will talk about the cultural World Heritage Site by the name Ephesus, which is an ancient state in the western region of Türkiye. We will consider a case study about how the management team overcame challenges in managing and marketing this site. The presentation will focus on when and why to use outsourcing.
0:30
In 2007, the new manager of the Ephesus Museum discovered that the Ministry of Culture and Tourism had considered making Ephesus a World Heritage Site. However, the application was incomplete since 1990. Ephesus needed to show that it had a proper management plan, as well as demonstrating outstanding universal value and meet at least one of the ten criteria set out by UNESCO. The management team at Ephesus faced two major challenges. First, who should develop the management plan, and second, what should the plan communicate?
1:11
It would be reasonable to begin with the significance of UNESCO World Heritage Sites. UNESCO is the United Nation's educational, scientific, and cultural organisation, and the conception of world heritage is an extension of the initially United Nations' idea. In terms of World Heritage Sites, according to the UNESCO web page, UNESCO has declared over 1200 natural archaeological, and cultural properties to be world heritage sites since 1978. In our case, the management team knew that becoming a World Heritage Site would massively boost visitor numbers and would benefit tourism in Türkiye. Last but not least, they knew that the project of making Ephesus a world heritage site related to the main United Nations' idea. So, it was a prestigious project for them.

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Communicating value and making plans at a UNESCO World Heritage site: Ephesus

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