MEDINA PRESENTATION The MEDINA Project, MEDiterranean by INternet Access, is co-ordinated by IMED, The Mediterranean Institute, and co-financed by the European Commission within the Eumedis Programme Sector 3, Tourism and Cultural Heritage. Medina is a regional project and is innovative not only because it makes use of the latest Information and Communication Technologies, but also fundamentally because the project will develop a new approach to enhance culture oriented tourism in the Euro-Mediterranean Area at both a transnational and national level. The creation of the “MEDINA Portal”, will promote cultural tourism in various Mediterranean countries guiding the user in a “virtual tour” across different countries and providing related cultural and tourist information. EUMEDIS SECTOR 3 CO-OPERATION (Clustering Phase) The first year of activities, as requested by the European Commission, was dedicated to the clustering activities of the four Projects selected in the field of Tourism and Cultural Heritage. The four Eumedis Sector 3 Tourism and Cultural Heritage projects are: - DAEDALUS - MEDINA - NETWORKED JOURNEYS - STRABON The main objectives of the clustering phase, which lasted from March 2002 to March 2003, can be summed up as follows: - a stronger impact of the EUMEDIS initiative - more effective and visible projects results - avoidance of overlapping activities In order to identify possible synergies among projects and to verify how to achieve a positive clustering of activities during the “Clustering Steering Committee” meetings it was necessary to have a thorough understanding of the contents of each of the interested projects.
The main areas of co-operation that the clustering phase agreed upon were: - COMMON VISION - DATA CONTENT & INTEROPERABILITY - LOCAL ACTION, TRAINING & DISSEMINATION - SERVICES, BUSINESS ASPECTS FOLLOW UP - TECHNICAL INFRASTRUCTURE AND COMMON SPECIFICATION The clustering analysis did in some way affect the workplan and therefore a common agreement about activities to be clustered needed to be found. To this end the Technical Annexes of all four projects include a Common Work Plan of clustering activities for Eumedis Sector 3 projects. The document contains precise co-operation domains, together with Deliverables that preview clear responsibilities, timetable and procedures for the shared activities. The Common Work Plan will be the official document that details all co-operation activities and how they will be implemented. The Deliverables of the four projects to be produced will have the function of guidelines for the realisation and optimisation of the shared activities. The results will, as a consequence, fulfil the objectives that the four projects have set for what concerns the Eumedis Sector 3 cluster. For the duration of the Eumedis Sector 3 programme a shared web board will be active and all the documents and results of the Medina Project will be constantly put on line, in order to allow the partners to actively participate in the project activities. A new Work Package 0 “Co-ordination of clustering activities for Eumedis Sector 3 projects” was also created, in order to: - co-ordinate the clustering activities, during the whole duration of the four Eumedis Sector 3 projects - promote Mediterranean culture and tourism to a wider market - train target groups - exchange know how at a high level and implement tourism services in the Mediterranean countries involved A Common Vision Co-ordination Committee was set up, made up of the project managers and/or the project co-ordinators of the four projects. A Eumedis Sector 3 Clustering Memorandum of Understanding expressing the intent to collaborate together and in which manner was signed by all four projects.
MAIN OBJECTIVES OF THE MEDINA PROJECT The Project’s main objectives are the following: - Creation of a MEDINA Portal promoting culture-oriented tourism across the Mediterranean area - Development of “ federation" of integrated National Websites promoting cultural tourism within each country - Creation of a new methodological approach for designing multichannel application dedicated to culture oriented tourism sector, using partly methodologies originated from previously funded European projects - Design a new matrix of cultural pathways within the Mediterranean area oriented towards cultural tourism - Intensive training of the involved operators for the design, implementation and sustainability of the system created - Planning of a sustainable maintenance and development of the National Websites and Portal after the end of the project
EXPECTED RESULTS OF THE MEDINA PROJECT The expected results of the Project are the following: - A Euro-Mediterranean portal oriented towards both end-users, directly organising their tourism, and professional operators looking for specific information - A "federation" of integrated National Websites concerning culture-oriented tourism in the MPCs - Comprehensive guidelines for the development of culture-oriented tourism, supported by ICT - A state-of-the-art technical and methodological infrastructure - Overall increase of the operators’ knowledge for the management and use of the Portal, the National Websites, and their related tools - Stable interaction between private and public actors for the activities related to the culture-oriented tourism - A better programming and organisation, new opportunities for tourists, tourist operators, public administrations and ICT operators - Long-term co-operation and maintenance of the Portal by the different Partners involved - Sustainability of the National Websites in the MPCs
THE CULTURAL TOURISM APPROACH The Project’s technical and cultural infrastructure has been conceived within a general framework so that in the future it will be possible to deal with any tourism or cultural theme. In order to create a solid basis for the Project, the cultural and tourism themes will be structured according to two main axes: - Cultural axes: Five main aspects that express the different civilisations of the Mediterranean region: material heritage, performing arts, popular traditions, food and gastronomic culture, craft; - Tourism axes: Basic tourism information, including useful addresses, accessibility, etc. These axes will be studied in detail to provide also specific information for tourists with special needs (the disabled, children, etc.). For these axes, the MEDINA Portal will focus on the following: Material heritage Chronology Localisation Typology
Performing Arts - Performing Arts and Local Culture - Performing Arts and innovation/contamination in the Mediterranean pathways. Both axis will consider the three main performing arts: Music, Dance, and Theatre. Folk traditions The Festival The Market Religiousness and Spirituality Health Care
Food and gastronomic culture - Products - Gastronomy - The role played by women - Contexts and social specific organisations Handicraft - Types, techniques, forms, decorations of the Mediterranean handicraft - settlements of productions (both ancient and contemporary)
- areas of circulation and routes - museums where masterpieces and/or collections are exposed - organisations attending research, restoration and promotion of ancient and modern handicraft - contemporary artisan workshops where artistic handicraft production can be observed and bought Tourism Axes Basic Information (useful addresses, etc…) Detailed Information (disabled, children, …) Links with the Web-sites and tour operators
Example of possible axes/pathways matrix Axes/Pathways Agropastoral Rupestrian Myth culture civilisation pathways Trade paths Ceramics and courses, paths and including ports cycles and maritime culture
Material heritage Performing arts Folk traditions Food and Gastronomic culture Handicraft
THE TECHNOLOGICAL AND METHODOLOGICAL APPROACH The design strategy will be based upon the methodology W2000, which has been defined within the project UWA (partially funded by the European Commission within the IST program), in which the Politecnico di Milano (the Technical partner of the Medina Project) was scientific co-ordinator. The design will therefore emphasise the requirements of the users (i.e. those that will actually use the different portals) and of the stakeholders (i.e. the developing organisations, and, more in general, all those who may have a stake or an interest in the development of the portals).
From the requirements the conceptual design will be derived: it will describe the application, as perceived by the different users, according to different features. The main issues addressed by the design will be the following: information structure: how information objects are structured and organised navigation/interaction: how users can browse across the different pieces of information, or search for them publishing: how pages are physically organised. The content will be organised in several Data Bases, according to optimised archival criteria. The logical organisation of the data, within each Data Base, will be completely independent from the way data is used in the pages. This approach will optimise a number of different features: insertion of new content update of content modification of page layout modification of the structure of the portal reuse of the same content for several purposes
NATIONAL WEBSITES Each national web site will be organised according to national “pathways”, emphasising the specific nature of the national culture. These national pathways will be a specialisation of the Medina general pathways. The specialisation may include one or more of the following elements: Different refinements of the pathways (e.g. within the general pathway “the myth”, there can be specific options, different from the general options) Different content for each specific pathway (e.g. while within the pathway “Eros” belonging to “the myth”, at a general level there can be 2 interesting spots for a specific country, at national level, the same country could have 10 interesting spots) Different content for each specific item (i.e. the description for the interesting spot at national level could be different, probably larger, than the description at general level). Therefore, the national web sites will use the same overall cultural approach (i.e. the same pathways and same axes), but with different possible interpretations for them. Part of the content of the national data bases will be copied in the global data base for the global portal. Since adaptation of content is envisioned, data will not be automatically transferred. A well defined workflow, however, will be used in order to keep consistency between the national data bases and the global data bases.
THE MEDINA PARTNERS MEDINA is a Euro-Mediterranean Project that involves a vast and well organised partnership, composed of 14 countries: 5 Member States (Austria, Belgium, France, Greece and Italy) and 9 Mediterranean Partner Countries (Algeria, Cyprus, Jordan, Lebanon, Malta, Morocco, the Palestinian Authority, Syria and Tunisia). The Partners are mainly Ministries of Tourism and Culture in their respective countries. KEY ACTIVITIES - Co-ordination of clustering activities for Eumedis Sector 3 projects - Definition of specifications and requirements for the development of cultureoriented tourism - Definition of the methodological approach, design and implementation of the technical infrastructure - Definition and adaptation within the MEDINA environment of the aspects of cultural interest, of a common language, and of the specific technical aspects of the information available - Implementation of the National Websites in the MPCs - Establishment of the MEDINA Portal - Experimentation and validation of the results - Training of MPCs’ co-ordinators and administrators of the activities within the Portal and the National Websites - Dissemination of contents and results of the project - Identification and planning of follow-up activities - Management organisation and monitoring of the activities
ACTIVITIES IN DETAIL New WP0: Co-ordination of Clustering Activities for Eumedis Sector 3 projects Leader: IMED – The Mediterranean Institute, Italy Tasks - Revision of Technical Annex - Signature of MoU concerning shared activities, together with Annex 1 – Common Work Plan - Activation of the Common Vision Co-ordination Committee - Data content implementation - Local Infrastructure - Assessment and Evaluation - Training - Dissemination, Communication and marketing - Services, Business Aspects and Follow up
- Technical Infrastructure and Common Specification - Clustering Monitoring agreement
WP1: SP1 Requirements and Specifications Leader: Ministero delle Attività Produttive, Italy Co-leader: Office National du Tourisme Tunisien, Tunisia Objectives To establish structured, well defined and viable guidelines to develop substantially culture-oriented tourism in the Mediterranean Basin, within each MPCs and, above all, across Mediterranean Countries (MPCs and European Mediterranean Countries). Tasks - Ad hoc Scientific and Technical Committees - Definition of the strategy for the development of culture-oriented tourism supported by TIC across MEDINA countries - Definition of guidelines for the development of the MEDINA Portal and the National web-Sites
WP2: SP2 Technical Infrastructure Task Leader: Politecnico di Milano, Italy Objectives - Design of the conceptual/logical schema of each national Website, namely, in the scope of finding out of solutions for the achievement of interoperability and feasible enhancement of existing websites. - Design of the conceptual/logical schema for the MEDINA Portal. - Building the editorial infrastructure, allowing an efficient data entry, for the national web sites. - Building the editorial infrastructure, allowing an efficient data entry, for the MEDINA Portal.
Tasks - The identification of the detailed mandate for the Ad hoc Technical Committee - The definition of the methodological approach for the development of the ICT application needed in the project - A detailed definition of the HW, communication and system software components - A definition of the SW architecture - The design and implementation of the tools, specifically tailored for MEDINA, to support the application - The preparation of instructions for developers and users
WP3: SP3 Content Adaptation Leader: Foundation of the Hellenic World, Greece Co-leader: Ministry of Tourism – Lebanon Objectives - to generate the content, needed by MEDINA, and adapting the already existing one, based upon a cultural approach, a logic organisation and, probably a language, corresponding to local needs. Tasks - Identification of set of data for each country - Cultural adaptation - Language adaptation - Technical adaptation
WP4: SP4 National Websites Leader: Ministère de l’Economie, des Finances, de la Privatisation et du Tourisme Département du Tourisme, Morocco Co-leader: Ministero delle Attività Produttive, Italy Objectives - To develop a national web in each country, starting from existing web facilities and accurately considering local partners’ needs - To present original cultural tourism contents with a new approach oriented to underline logical and culturally justified pathways (virtual pathways, not defining tourism itineraries), based on existing and readapted information. - The National Websites will be linked to the Portal, assuring interoperability, and will host already existing information, together with new contents of local interest,
based on existing adapted information and coherent with the MEDINA Portal contents presentation scheme. Tasks - National Web-sites design - National Web-sites implementation
WP5: SP5 MEDINA Portal Leader: IMED, The Mediterranean Institute, Italy Co-leader: Ministère de la Communication et de la Culture, Algeria Objectives - To design and the implementation of the MEDINA Portal, tailored to the needs of Mediterranean Partner Countries. - To organise the MEDINA Portal as a sophisticated hypermedia application over the WWW, according to state-of-the-art notions and methods of hypermedia design.The main type of information made available through the portal will be “point of cultural interest”. For each point of interest the portal will provide an accurate description, based upon an “adapted content” borrowed from the National Websites. Tasks - Portal design - Portal implementation
WP6: IA1 Experimentation and Validation Leader: Ministry of Tourism, Syria Co-leader: Politecnico di Milano, Italy Objectives - To assess the quality and the validity of the National Websites and Portal - To evaluate the National Websites and Portal, combining two methods: inspection and empirical testing Tasks - Inspection planning - Inspection execution - Empirical testing planning - Empirical testing execution
WP7: IA2 Training Leader: Institute of Applied Computer Science - Dept. Information Systems – Linz, Austria Co-leader: Ministry of Culture, Jordan Objectives To give the trainees knowledge and competencies in order to let them manage – under a technological, methodological, and a socio-cultural point of view – the design, implementation, and sustainability of the system created. To improve competencies and capabilities of local actors in the technical managing of existing ICT systems and tools and in the development of economic cultural oriented tourism activities supported by those tools. Tasks - Detailing the training programme and contents - Individuation of participants - Organisation and implementation of on-site front training - Organisation and implementation of distance training
WP8: IA3 Dissemination Leader: Cyprus Tourism Organisation, Cypus Co-leader: Arteca – Centre de Ressources de la Culture en Lorraine, France Objectives - To disseminate the results of the project within the involved countries, in Europe and world-wide. Electronic and traditional publications, mailing, forums, workshops, etc. will be the deliverables coming from this activity. - To develop targeted activities and products for: professional operators; end users and large public. Tasks - Preparation of the Project Presentation - Definition of the detailed Dissemination and Visibility Plan - Implementation of the Dissemination and Visibility Actions - Preparation of Guides for tourists and accompanying multimedia products - Preparation of the Results Implementation Plan
WP9: IA4 Follow-up and planning Leader: Ministry of Tourism, Malta Co-leader: Intrasoft, Belgium
Objectives - To analyse in detail if, how and under which conditions the MEDINA results will continue to exists and to be effective after the life of the financed projects. - To produce a detailed and circumstantiated plan about how to continue the MEDINA effort Tasks - An analysis of feasible and successful follow-up of the Portal - The exploration of possible agreements - The preparation of a plan for MEDINA Portal continuation
WP10: IA5 Management and monitoring Leader: IMED, The Mediterranean Institute, Italy Co-leader: Ministry of Culture- Directorate of Cultural Heritage, the Palestinian Authority Tasks - An accurate and effective general and technical management - An accurate and effective monitoring and internal evaluation - An accurate and effective financial control and audit