TERRITORIO E SITI CULTURALI COMPLESSI:

Dal marketing territoriale ai Piani di Gestione UNESCO,Strumenti, strategie e idee per promuovere il territorioUniversit degli Studi di PaviaFacolt di Giurisprudenza, Ingegneria, Lettere e Filosofia, Scienze politiche, Economia

Corso di Laurea Specialistica Interfacolt inEditoria e Comunicazione Multimediale

di Michela MastrogiacomoRelatore: Chiar.mo Prof. Giampaolo Azzoni

Correlatore: Chiar.mo Prof. Maurizio Ettore Maccarini

TOPICSInfluence of territorial marketing on tourismServices marketing modelsKey players in Italian tourism industryThe importance of cultural heritage and sustainability in tourismThe Unesco and his territorial approach

Some little definitionMarketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profitBUTterritorial marketing can not be seen as the mere transposition of marketing management principles to the local context

Marketing ResearchAnticipating and identifying demands depends on effective marketing researchResearch into the existing and potential marketPoint out strategies to exploit the resources, so as to increase the territorial value

Functions of territory-applied marketing

TERRITORIAL OPERATIONAL MARKETINGCreation of conditions for an improved exploitation of the territory Communication of the territorys attractiveness factorsProvision of assistance to investors during and after their settlementAdvertisement and promotion of territory exploitation opportunitiesInterventions on the territorys tangible and intangible componentsReinforcement and diffusion of the perception of placement

The importance of SYNERGYTerritorial marketing

Synergic action

Tourist marketing

The traditional Marketing Mix:The way in which current and potential customers demands are satisfied depends on the marketing mix of the organisations products and services.Traditionally in the 4P elements of the mix:

Elements of the Marketing MixProduct or serviceQualityValueLifecyclePerishabilityDifferentiationNiche

PriceSeasonalityStrategiesCompetitor analysisLoss leadershipSkimmingElements of the Marketing Mix

PromotionAdvertisingEndorsementsSponsorshipMethods use of different media, brochures/leaflets, public relations, sales promotion, press releasesTo gain attention/interest/desire/actionElements of the Marketing Mix

Elements of the Marketing MixPlaceChannels of distributionGetting tourism services to customersRetail services such as travel agentsDirect marketing through targeted mail outsElectronic methods, such as using the InternetThe growth of technology

PeopleEmployeesManagementCulture of organisationAttitude to customer serviceElements of the Marketing Mix

PlanningMission statementsDeciding on objectives What are we trying to achieve? profit, cut the competition, boost share of market, enter new markets and so onElements of the Marketing Mix

The italian LTS experienceWhats a Local Tourist System?

Law no. 135/01:

The LTS allows the identification of more effective policy tools for managing tourism:

First, through the concept of LTS, the policy maker can take into account the complexity of tourism, characterised by a strong heterogeneity of goods, services and subjects involved; second, LTS helps promote a stronger co-ordination between the public and the private sector, by identifying a homogeneous territory and recognising its importance in tourists' decisions; third, through the LTS the policy-maker can analyze the externalities and promotes the idea of collaborating networks in a context oflocaldevelopment.

The italian LTS experienceA LTS policy has to:

co-ordinate the price policy of the different firms supplying "single components" of thetouristproduct; ii) fix the price of the whole product; impute a price to each component. We demonstrate that, through price policy co-ordination and under general conditions, the LTS can increase the size of tourism and the firms' profits, thereby reaching a more effective and efficient target in tourism policy. The recent introduction of LTS in the Italian legislation can be seen as a positive attempt of improving co-ordination in a complex sector such as tourism.

The deep impact of ICT in tourism:Information Communication Technology relevant to tourism encompasses information search, purchase of services, post travel engagement and networking.

It includes information and reservation systems for airlines, hotels and attractions, timetables for transport systems, search engines (e.g. Google) online travel services (e.g. Expedia, Orbitz, Lastminute.com, Opodo, Travelocity and edreams), destination management systems (e.g. visitbritain.com), networking and web 2.0 portals (e.g. tripadvisor.com) and price comparison sites (e.g. travelsupermarket.com).

The deep impact of ICTs in tourism:ICT touches all aspects of Tourism:

I. Selecting & developing tourism siteGeospatial Information TechnologiesII. MarketingInbound (Market Research) Outbound (advertising, promotions, etc.)III. Customer Relationship ManagementHome Destination - Home

Turn prospects into customers

Book - travel, lodging, tours, more

Trip Management: pre, during, postIV. OperationsBuying, managing services and supplies

Managing value chainV. Managing & monitoring tourism siteGIS & GPS

ICT touches all aspects of Tourism:

New ways of promotion and shared experiences The Tourism 2.0

With the introduction and the diffusion of the interactive Web 2.0 features and applications, tourism markets have become real conversations on one of the most thrilling subject for a human being. This happens in particular with OSNs which seem to have rapidly attracted a considerable attention by Internet users of all ages. They are, almost unanimously, recognised as the busiest environments, and this is valid especially for Facebook which has become in few years by way the largest (in number of users) and the most widespread (in geographical terms) online social network in the World.

New ways of promotion and shared experiences The Tourism 2.0

Three phases are influential in the travel experience formation process :

pre-experience, built on other peoples travel stories, before travelling;experience during travel or stay, today increasingly shared real-time through mobile applications;post-experience, which disseminates comments, evaluations, emotions.

Zoesis "the sustainable web area"whereyou can meet people and institutions reallyinterested in afairfuture. It isa new type of social networkto discussand develop aculture ofsustainabilityand the value of the relationsbetween people.

Zoesis a tool tofacilitate the diffusion ofsustainable lifestyles and to networkthe various waysto makeeconomy.New ways of promotion and shared experiences the sustainability

"QR-code andwine:simple technologiesfor a complicated use "QR-code is fromQuick-Response (rapid response): this codewasdeveloped to allow rapiddecodingof its content.QR-codescan containdifferent types ofinformation: Internet addresses, texts, phone numbers,or messages.TheQR-codes arereadable byany mobile smartphonewith a specialreading program(QR code reader,or QR-reader).QR-code andwine:simple technologiesfor a complicated use: its a project created by a local cooperative (CooperativaCulturaleCerviaEta Beta)to promotewine and typical foodin order to make themmore accessible for tourist.

From a simplelink,the QR-codeis transformedinto a powerfultool forgeo-location, identificationand collection of informations. So the tourist can live again his travel experiences and through his tag he can commentand share them withotherusersof the most popularsocial networks.

The UNESCO and the WorldHeritage ListThe World Heritage List includes 936 propertiesforming part of the cultural and natural heritage which theWorld Heritage Committeeconsiders as having outstanding universal value.The Global Strategy for a Representative, Balanced and Credible World Heritage List is designed to identify and fill the major gaps in the World Heritage List. It does this by encouraging more countries to become States Parties to the convention and to develop Tentative Lists and Nominations of properties for inscription on the World Heritage List.

States Parties are encouraged to prepare their Tentative Lists with the participation of a wide variety of stakeholders, including site managers, local and regional governments, local communities, NGOs and other interested parties and partners.The Management PlanMiBAC has pointed out some fundamental concepts, which are thecornerstonesof amanagement plan:

sustainable developmentof the area, sustainable useof the goodsnot only from aphysical point of viewbutalso in termsof culturaland socialvalues;

the localcultural system,understood asan integrated managementof theculturalsite;

the criteria of prioritiesandproject choices, in order to fill the needsof differenttypes ofsites, through a SWOT analysis;

the meaningof the Management Plan, whichshould not bea simpledocument submittedto UNESCO,but representsa real-timeprocess that involvesall the stakeholders.

The Management PlanCommunication isa very important step during thedesign and preparation of aManagement Plan: thanks to its tools all efforts can be directed towards the same goal:the protection andsafeguard of heritage.The communication of a management plan can be:

External: mainly directed to the local residents in order to fill the needsof this particulartarget-group and to involvethem into the development process.

Internal: relating to the strictrelationship betweenthe administrations and allthose subjects that providethe whole development process, aswell asallthe stakeholders.

Alberobello: the city of trulli!!Alberobello, the city of drystone dwellings known astrulli, is one of the best preserved and most homogeneous urban areas of this type in Europe. Its special features, and the fact that the buildings are still occupied, make it unique.

Justification for Inscription:The Committee decided to inscribe the nominated property on the basis of cultural criteria, and considering that the site is of outstanding universal value being an exceptional example of a form of building construction deriving from prehistoric construction techniques that have survived intact and functioning into the modern world.

Alberobello:trying to plan a World Heritage SiteTheproject is designed tofocus on fourmain activities:activitiesaimed to know thedistinctive elements ofthe site; a strategic planning method used to evaluate the Strenghts, Weaknesses/Limitations, opportunities and Threats involved in a project or in a business venutre(SWOTAnalysis);development plans andmanagement projects.participation and communicationon the territory;The mainactorsinvolvedin the process are:

SiTI-Istituto Superiore sui Sistemi Territoriali per lInnovazione which form aqualified group of work, operating in the local context,making interviews, focus.group, round table discussionsetc.

The township which collaborate to the management plan by providing local knoledge

Alberobello:trying to plan a World Heritage Sitesome multimedial ideas

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