000002527 001__ 2527
000002527 005__ 20141118153429.0
000002527 04107 $$acze
000002527 046__ $$k2014-07-22
000002527 100__ $$aMaior-Barron, D.
000002527 24500 $$aWas this really Marie Antoinette’s house? Who was she anyway?

000002527 24630 $$n4.$$pProceedings of the 4th International Conference on Heritage and Sustainable Development
000002527 260__ $$bGreen Lines Institute for Sustainable Development, Barcelos, Portugal
000002527 506__ $$arestricted
000002527 520__ $$2eng$$aThe proposed paper analyses several issues surrounding the process of heritage commodification, in the case of Petit Trianon - part of the Versailles Palace UNESCO heritage site. Petit Trianon has recently been subjected to a restoration and re-denomination as the Estate of Marie Antoinette, which was designed to strengthen its identity as home of the last Queen of France. A series of events and managerial decisions related to the restoration, has led to increased commodification of the heritage of Petit Trianon and of Marie Antoinette’s highly controversial historical character. Despite the heritage authenticity values embodied in Petit Trianon’s restoration narrative from the curatorial perspective, the managerial goal of attracting increased visitor numbers actually perpetuates, albeit unintentionally, a film-generated image, which emerged from Sofia Coppola’s Marie-Antoinette. Released in 2006 at Cannes Festival, Coppola's film benefited from an extremely intense promotional campaign in France, the US and Japan, due to the American film director’s notoriety and the fascination for Marie Antoinette felt by these countries’ nationals. Versailles Palace’s management officials seized the opportunity created by the film’s highly anticipated release, to orchestrate the extensive restoration of Petit Trianon. This was completed in 2008. The proposed paper focusses on the effects of the managerial strategies on the perception of the site and its once owner, by the majority of French, American and Japanese visitors, without ignoring however the cultural conditioning of each of the aforementioned nationals. The analysis uses as methodological background its author’s fieldwork research and evidence gathered during a total period of 15 months at Versailles, whilst drawing on the theoretical approaches from the work of John L. Caughey (1984). The study’s relevance to the investigation of the relationship between heritage and cultural tourism, within the context of heritage governance for sustainability in particular, lies in the actuality of postmodern commodification of heritage seen as a result of economic pressures. Without suggesting viable alternatives to this situation, the paper aims nevertheless to contribute in raising awareness of the dangers posed by commodification to authenticity, where authenticity is seen as adding value and hence is an element crucial to management for sustainability in cultural tourism.

000002527 540__ $$aText je chráněný podle autorského zákona č. 121/2000 Sb.
000002527 653__ $$a

000002527 7112_ $$a4th International Conference on Heritage and Sustainable Development$$cGuimarães (Pt)$$d2014-07-22 / 2014-07-25$$gHERITAGE 2014
000002527 720__ $$aMaior-Barron, D.
000002527 8560_ $$ffischerc@itam.cas.cz
000002527 8564_ $$s444106$$uhttp://invenio.itam.cas.cz/record/2527/files/v2page1399.pdf$$y
             Original version of the author's contribution as presented on CD, , page 1399.
            
000002527 962__ $$r2390
000002527 980__ $$aPAPER