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Sanat – girişimcilik – pazarlama ekseninde kültürel değerin birlikte yaratımı: Baksı modeli

Yıl 2024, Cilt: 17 Sayı: 3, 691 - 709, 31.07.2024
https://doi.org/10.25287/ohuiibf.1498600

Öz

Bu çalışmada “birlikte değer yaratma” (value co-creation) konusunu kültürüler değer odağında ele almakta ve sanat, girişimcilik ve pazarlama ekseninde incelenmektedir. Türkiye’nin en az nüfuslu ve en çok göç vermiş illerinden Bayburt’un BAKSI (Bayraktar) Köyü’nde kurulan BAKSI Müzesi, girişimcisi sanatçı Hüsamettin Koçan’ın kişisel tarihinden yola çıkarak bireysel değerden evrensel değere uzanan bir değer yaratma süreci olarak ele alınmıştır. Çalışmada bir sanat yapıtı ve sanatçı girişimciliği örneği olarak değerlendirilen 2014 Avrupa Konseyi Müze Ödülü sahibi BAKSI Müzesi yarattığı toplumsal ve ekonomik değer bağlamında “birlikte değer yaratma” açısından farklı boyutlarıyla bütünsel olarak incelenmiştir. Karşıtlıkların birlikteliğine dayanan ve yeni değeri birlikte yaratan bütünsel modelin kavramsal bileşenleri detaylı olarak açıklanmış ve şu şekilde özetlenmiştir: özerk birey ile kültürel çevre, merkez ile periferi, geçmiş ile gelecek, doğa ile yapı(t), sanat ile zanaat, ekonomik değer ile kültürel değer, yerel ile evrensel. Sonuç olarak, kültürel değerin birlikte yaratımı, pek çok aktörü içine alan kapsayıcı yapısı ile sosyal, kültürel, ekonomik ve politik boyutlarıyla da uygulamada yer bulmuştur. Bu bağlamda BAKSI Müzesi farklı boyutlarıyla birlikte değer yaratma kavramı için bütünleşik bir model özelliği taşımakta ve bu çalışma ile sosyal ve ekonomik değerin birlikte yaratılması sürecinde sanat, kültür, turizm ekseninde birlikte değer yaratma literatürü genişletilmektedir.

Kaynakça

  • Adler, N. (2006), “The arts and leadership: now that we can do anything”, What Will we Do? Academy of Management Learning and Education, Vol. 5 No. 4, pp. 486--499.
  • Alexiou, M.V. 2019. “Experience Economy and Co-Creation in A Cultural Heritage Festival: Consumers’ Views.” Journal of Heritage Tourism 15 (2): 200‒216.
  • Ardley, B., Taylor, N., McLintock, E., Martin, F., & Leonard, G. (2012). Marketing a memory of the world: Magna Carta and the experiential servicescape. Marketing Intelligence & Planning, 30(6), 653-665.
  • Arnold, M. (1993). 'Culture and Anarchy' and Other Writings. Cambridge: Cambridge University Press.
  • Arnould, E. J. (2007). Service-dominant logic and consumer culture theory: Natural allies in an emerging paradigm. In Consumer culture theory (pp. 57-76). Emerald Group Publishing Limited.
  • Arnould, E.J. and Thompson, C.J. (2005), “Consumer culture theory (CCT): twenty years of research”, Journal of Consumer Research, Vol. 31 No. 4, pp. 868-882.
  • Banks, M. (2006), “Moral economy and cultural work”, Sociology, Vol. 40 No. 3, pp. 455-472.
  • Barile, S. and Saviano, M. (2014). “Resource Integration and Value Co-Creation in Cultural Heritage Management.” In Management of Cultural Products: E- Relationship Marketing and Accessibility Perspectives, ed. Aiello, Lucia, 58–82. IGI Global.
  • Baron, R.A. and Shane, S. (2007), “Entrepreneurship: a process perspective”, in The Psychology of Entrepreneurship edited by Robert Baum, J., Michael, F. and Robert, A. (Eds), Baron, Psychology Press Taylor and Francis, London, pp. 19-39.
  • Belk, R., Wallendorf, M. and Sherry, J.F. Jr (1989), “The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey”, Journal of Consumer Research, Vol. 16 No. 1, pp. 1-38.
  • Binkhorst, E. and Den Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of Hospitality Marketing & Management, 18(2–3), 311–27.
  • Botti, S. 2000, ‘What role for marketing in the arts? An analysis of arts consumption and artistic value’, International Journal of Arts Management, vol. 2, no. 3, pp. 14–27.
  • Bourdieu, P. (1977). Outline of a Theory of Practice. Cambridge: Cambridge University Press.
  • Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.) Handbook of Theory and Research for the Sociology of Education (New York, Greenwood), 241- 258.
  • Bourdieu, P. (1993). The Field of Cultural Production: Essays on Art and Literature. Polity Press.
  • Canals, J. (ed.) (2015), Shaping Entrepreneurial Mindsets: Innovation and Entrepreneurship in Leadership Development, Palgrave Macmillan, Basingstoke.
  • Carvalho, R., Ferreira, A.M., and Figueira, L.M. (2016). Cultural and creative tourism in Portugal. PASOS. Revista de Turismo y Patrimonio Cultural, 14(5), 1075–82.
  • Chen, Z. (2018). A pilot study of the co-creation experience in traditional Cantonese teahouses in Hong Kong. Journal of Heritage Tourism, 13(6), 506-527.
  • Chen, Z., King, B., & Suntikul, W. (2020). Co-Creation of Value for Cultural Festivals: Behind the Scenes in Macau. Tourism Recreation Research, 45(4), 430-444.
  • Chesbrough, H.W. (2003), Open Innovation: The New Imperative for Creating and Profiting from Technology, Harvard Business School Press, Boston, MA.
  • Chowdhury, I. N. (2014). The Value Co-creation Process in Service Networks: A Business-To-Business Professional Service Perspective. Doctor of Philosophy, Faculty of Humanities, Manchester Business School, Manchester.
  • Ciasullo, V.M, Troisi, O. and Cosimato, S. (2018). “How Digital Platforms Can Trigger Cultural Value Co- Creation?—A Proposed Model.” Journal of Service Science and Management 11 (2): 161‒181.
  • Crossick, G., & Kaszynska, P. (2014). Under construction: Towards a framework for cultural value. Cultural Trends, 23(2), 120–131.
  • Crowther, P., & Orefice, C. (2014). Co-creative events: Analysis and illustrations. In G. Richards, L. Marques, & K. Mein (Eds.), Event design: Social perspectives and practices (pp. 122-136). London: Routledge.
  • Desai, D. (2009). Role of relationship management and value co-creation in social marketing. Social Marketing Quarterly, 15(4), 112-125.
  • Domegan, C., Collins, K., Stead, M., McHugh, P., & Hughes, T. (2013). Value co-creation in social marketing: functional or fanciful?. Journal of Social Marketing, 3(3), 239-256.

CO-CREATION OF CULTURAL VALUE ON THE AXIS OF ART – ENTREPRENEURSHIP - MARKETING: BAKSI MODEL

Yıl 2024, Cilt: 17 Sayı: 3, 691 - 709, 31.07.2024
https://doi.org/10.25287/ohuiibf.1498600

Öz

In this study, the issue of "value co-creation" is discussed with a cultural value focus and examined on the axis of art, entrepreneurship and marketing. BAKSI Museum, established in BAKSI (Bayraktar) Village of Bayburt, one of the least populated and most emigrated provinces of Turkey, has been approached as a value creation process extending from individual value to universal value, based on the personal history of its entrepreneur artist Hüsamettin Koçan. In the study, BAKSI Museum, winner of the 2014 European Council Museum Award, which is considered as an art work and an example of artist entrepreneurship, was examined holistically in its different dimensions in terms of "co-creation of value" in the context of the social and economic value it creates. The conceptual components of the holistic model, which is based on the unity of opposites and co-creates new value, are explained in detail and summarized as follows: autonomous individual and cultural environment, center and periphery, past and future, nature and structure/artwork, art and craft, economic value and cultural value, local and universal. As a result, the co-creation of cultural value has found its place in practice with its inclusive structure involving various actors and its social, cultural, economic, and political dimensions. In this context, BAKSI Museum is an integrated model for the concept of value creation with its different dimensions, and with this study, the literature on co-creation of value on the axis of art, culture and tourism is expanded in the process of co-creation of social and economic value.

Kaynakça

  • Adler, N. (2006), “The arts and leadership: now that we can do anything”, What Will we Do? Academy of Management Learning and Education, Vol. 5 No. 4, pp. 486--499.
  • Alexiou, M.V. 2019. “Experience Economy and Co-Creation in A Cultural Heritage Festival: Consumers’ Views.” Journal of Heritage Tourism 15 (2): 200‒216.
  • Ardley, B., Taylor, N., McLintock, E., Martin, F., & Leonard, G. (2012). Marketing a memory of the world: Magna Carta and the experiential servicescape. Marketing Intelligence & Planning, 30(6), 653-665.
  • Arnold, M. (1993). 'Culture and Anarchy' and Other Writings. Cambridge: Cambridge University Press.
  • Arnould, E. J. (2007). Service-dominant logic and consumer culture theory: Natural allies in an emerging paradigm. In Consumer culture theory (pp. 57-76). Emerald Group Publishing Limited.
  • Arnould, E.J. and Thompson, C.J. (2005), “Consumer culture theory (CCT): twenty years of research”, Journal of Consumer Research, Vol. 31 No. 4, pp. 868-882.
  • Banks, M. (2006), “Moral economy and cultural work”, Sociology, Vol. 40 No. 3, pp. 455-472.
  • Barile, S. and Saviano, M. (2014). “Resource Integration and Value Co-Creation in Cultural Heritage Management.” In Management of Cultural Products: E- Relationship Marketing and Accessibility Perspectives, ed. Aiello, Lucia, 58–82. IGI Global.
  • Baron, R.A. and Shane, S. (2007), “Entrepreneurship: a process perspective”, in The Psychology of Entrepreneurship edited by Robert Baum, J., Michael, F. and Robert, A. (Eds), Baron, Psychology Press Taylor and Francis, London, pp. 19-39.
  • Belk, R., Wallendorf, M. and Sherry, J.F. Jr (1989), “The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey”, Journal of Consumer Research, Vol. 16 No. 1, pp. 1-38.
  • Binkhorst, E. and Den Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of Hospitality Marketing & Management, 18(2–3), 311–27.
  • Botti, S. 2000, ‘What role for marketing in the arts? An analysis of arts consumption and artistic value’, International Journal of Arts Management, vol. 2, no. 3, pp. 14–27.
  • Bourdieu, P. (1977). Outline of a Theory of Practice. Cambridge: Cambridge University Press.
  • Bourdieu, P. (1986). The forms of capital. In J. Richardson (Ed.) Handbook of Theory and Research for the Sociology of Education (New York, Greenwood), 241- 258.
  • Bourdieu, P. (1993). The Field of Cultural Production: Essays on Art and Literature. Polity Press.
  • Canals, J. (ed.) (2015), Shaping Entrepreneurial Mindsets: Innovation and Entrepreneurship in Leadership Development, Palgrave Macmillan, Basingstoke.
  • Carvalho, R., Ferreira, A.M., and Figueira, L.M. (2016). Cultural and creative tourism in Portugal. PASOS. Revista de Turismo y Patrimonio Cultural, 14(5), 1075–82.
  • Chen, Z. (2018). A pilot study of the co-creation experience in traditional Cantonese teahouses in Hong Kong. Journal of Heritage Tourism, 13(6), 506-527.
  • Chen, Z., King, B., & Suntikul, W. (2020). Co-Creation of Value for Cultural Festivals: Behind the Scenes in Macau. Tourism Recreation Research, 45(4), 430-444.
  • Chesbrough, H.W. (2003), Open Innovation: The New Imperative for Creating and Profiting from Technology, Harvard Business School Press, Boston, MA.
  • Chowdhury, I. N. (2014). The Value Co-creation Process in Service Networks: A Business-To-Business Professional Service Perspective. Doctor of Philosophy, Faculty of Humanities, Manchester Business School, Manchester.
  • Ciasullo, V.M, Troisi, O. and Cosimato, S. (2018). “How Digital Platforms Can Trigger Cultural Value Co- Creation?—A Proposed Model.” Journal of Service Science and Management 11 (2): 161‒181.
  • Crossick, G., & Kaszynska, P. (2014). Under construction: Towards a framework for cultural value. Cultural Trends, 23(2), 120–131.
  • Crowther, P., & Orefice, C. (2014). Co-creative events: Analysis and illustrations. In G. Richards, L. Marques, & K. Mein (Eds.), Event design: Social perspectives and practices (pp. 122-136). London: Routledge.
  • Desai, D. (2009). Role of relationship management and value co-creation in social marketing. Social Marketing Quarterly, 15(4), 112-125.
  • Domegan, C., Collins, K., Stead, M., McHugh, P., & Hughes, T. (2013). Value co-creation in social marketing: functional or fanciful?. Journal of Social Marketing, 3(3), 239-256.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Makaleler
Yazarlar

Özge Gökbulut Özdemir 0000-0001-8590-0080

Yayımlanma Tarihi 31 Temmuz 2024
Gönderilme Tarihi 10 Haziran 2024
Kabul Tarihi 22 Temmuz 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 17 Sayı: 3

Kaynak Göster

APA Gökbulut Özdemir, Ö. (2024). Sanat – girişimcilik – pazarlama ekseninde kültürel değerin birlikte yaratımı: Baksı modeli. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 17(3), 691-709. https://doi.org/10.25287/ohuiibf.1498600
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