TERRITORIO E SITI CULTURALI COMPLESSI:

Dal marketing territoriale ai Piani di Gestione UNESCO,

Strumenti, strategie e idee per promuovere il territorio

Università degli Studi di PaviaFacoltà di Giurisprudenza, Ingegneria, Lettere e Filosofia, Scienze politiche,

Economia

Corso di Laurea Specialistica Interfacoltà in

Editoria e Comunicazione Multimediale

di Michela Mastrogiacomo

Relatore: Chiar.mo Prof. Giampaolo Azzoni

Correlatore: Chiar.mo Prof. Maurizio Ettore Maccarini

TOPICSTOPICS

• Influence of territorial marketing on tourismInfluence of territorial marketing on tourism• Services marketing modelsServices marketing models• Key players in Italian tourism industryKey players in Italian tourism industry• The importance of cultural heritage and The importance of cultural heritage and

sustainability in tourismsustainability in tourism• The Unesco and his territorial approachThe Unesco and his territorial approach

Some little definition…Some little definition…

• Marketing is about anticipating and identifying Marketing is about anticipating and identifying the wants and needs of a target market of the wants and needs of a target market of consumers, then satisfying those needs in consumers, then satisfying those needs in order to make a profitorder to make a profit

BUT…BUT…• territorial marketing can not be seen as the territorial marketing can not be seen as the

mere transposition of marketing management mere transposition of marketing management principles to the local contextprinciples to the local context

Marketing Research

• Anticipating and identifying demands Anticipating and identifying demands depends on effective marketing depends on effective marketing researchresearch

• Research into the existing and Research into the existing and potential marketpotential market

• Point out strategies to exploit the Point out strategies to exploit the resources, so as to increase the resources, so as to increase the territorial valueterritorial value

Functions of territory-applied Functions of territory-applied marketingmarketing

Marketing for the reinforcement of the existing economic

texture

Marketing for the attraction of prospective users

Marketingfor the dissemination

of skills and innovation

Marketing for the development of new entrepreneurship

initiatives

FUNCTIONS OF TERRITORIAL MARKETING

TERRITORIAL OPERATIONAL MARKETING

Creation of conditions for an improved

exploitation of the territory

Communication of the territory’s attractiveness

factors

Provision of assistance to investors during and after their settlement

Advertisement and promotion of territory exploitation opportunities

Interventions on the territory’s tangible and intangible components

Reinforcement and diffusion of the perception of placement

The importance of The importance of SYNERGY…SYNERGY…

• Territorial marketing

• Synergic action

• Tourist marketing

The traditional Marketing The traditional Marketing Mix:Mix:

• The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services.

• Traditionally in the 4P elements of the mix:

Elements of the Marketing Elements of the Marketing MixMix

Product or service• Quality• Value• Lifecycle• Perishability• Differentiation• Niche

Price• Seasonality• Strategies• Competitor analysis• Loss leadership• Skimming

Elements of the Marketing Elements of the Marketing MixMix

Promotion• Advertising• Endorsements• Sponsorship• Methods – use of different media,

brochures/leaflets, public relations, sales promotion, press releases

• To gain attention/interest/desire/action

Elements of the Marketing Elements of the Marketing MixMix

Elements of the Marketing Elements of the Marketing MixMix

Place• Channels of distribution• Getting tourism services to

customers• Retail services such as travel agents• Direct marketing through targeted

mail outs• Electronic methods, such as using

the Internet• The growth of technology

People• Employees• Management• Culture of organisation• Attitude to customer service

Elements of the Marketing Elements of the Marketing MixMix

Planning• Mission statements• Deciding on objectives • ‘What are we trying to achieve?’ – profit,

cut the competition, boost share of market, enter new markets and so on

Elements of the Marketing Elements of the Marketing MixMix

TheThe italian “LTS” experience…italian “LTS” experience…• What’s a Local Tourist System?

Law no. 135/01:

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

1. 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;

2. 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;

3. third, through the LTS the policy-maker can analyze the externalities and promotes the idea of collaborating networks in a context of local development.

TheThe italian “LTS” experience…italian “LTS” experience…A LTS policy has to:

i) co-ordinate the price policy of the different firms supplying "single components" of the tourist product;

ii) fix the price of the whole product; iii) 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.

TheThe deep impact of ICT in deep impact of ICT in tourism: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).

TheThe deep impact of ICTs in deep impact of ICTs in tourism:tourism:

I. Selecting & developing tourism site Geospatial Information Technologies

II. Marketing Inbound (Market Research) Outbound (advertising, promotions, etc.)

III. Customer Relationship Management Home – Destination - Home

Turn prospects into customers

Book - travel, lodging, tours, more

Trip Management: pre, during, post

IV. Operations Buying, managing services and supplies

Managing value chain

V. Managing & monitoring tourism site GIS & GPS

ICT touches all aspects of Tourism:ICT touches all aspects of Tourism:

ICT touches all aspects of Tourism:ICT touches all aspects of Tourism:

New ways of promotion and shared New ways of promotion and shared experiencesexperiences……

• 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 New ways of promotion and shared experiencesexperiences……

• The Tourism 2.0 …

Three phases are influential in the travel experience formation process :

1. pre-experience, built on other people’s travel stories, before travelling;

2. experience during travel or stay, today increasingly shared real-time through mobile applications;

3. post-experience, which disseminates comments, evaluations, emotions.

Zoes is "the sustainable web area" where you can meet people and institutions really interested in a fair future.

It is a new type of social network to discuss and develop a culture of sustainability and the value of the relations between people.

Zoes is a tool to facilitate the diffusion of sustainable lifestyles and to network the various ways to make economy.

New ways of promotion and shared New ways of promotion and shared experiencesexperiences… the sustainabilitythe sustainability

"QR-code and wine: simple "QR-code and wine: simple technologies for a complicated technologies for a complicated

use "use "

• QR-code is from Quick - Response (rapid response): this code was developed to allow rapid decoding of its content. 

• QR-codes can contain different types of information: Internet addresses, texts, phone numbers, or messages.

•  The QR-codes are readable by any mobile smartphone with a special reading program (QR code reader, or QR-reader).

“QR-code and wine: simple technologies for a complicated use“: it’s a project created by a local cooperative (Cooperativa Culturale Cervia Eta Beta) to promote wine and typical food in order to make them more accessible for tourist.

From a simple link, the QR-code is transformed into a powerful tool for geo-location, identification and collection of informations.

So the tourist can live again his travel experiences and through his “tag” he can comment and share them with other users of the most popular social networks.

The UNESCO and the WorldThe UNESCO and the WorldHeritage ListHeritage List

The World Heritage List includes 936 properties forming part of the cultural and natural

heritage which the World Heritage Committee considers 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 PlanThe Management Plan

MiBAC has pointed out some fundamental concepts, which are the cornerstones of a management plan:

• sustainable development of the area, sustainable use of the goods not only from a physical point of view but also in terms of cultural and social values ;

• the local cultural system, understood as an integrated management of the cultural site;

• the criteria of priorities and project choices,  in order to fill the needs of different types of sites, through a SWOT analysis;

• the meaning of the Management Plan, which should not be a simple document submitted to UNESCO, but represents a real-time process that involves all the stakeholders.

The Management PlanThe Management Plan

• Communication is a very important step during the design and preparation of a Management Plan: thanks to its tools all efforts can be directed towards the same goal: the protection and safeguard of heritage.

The communication of a management plan can be:

•External: mainly directed to the local residents in order to fill the needs of this particular target-group and to involve them into the development process.

•Internal: relating to the strict relationship between the administrations and all those subjects that provide the whole development process, as well as all the stakeholders.

Alberobello: the city of “trulli”!!Alberobello: the city of “trulli”!!• Alberobello, the city of drystone dwellings

known as trulli , 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:Alberobello:trying to plan a World Heritage trying to plan a World Heritage

Site…Site…The project is designed to focus on four main activities:1. activities aimed to know the distinctive elements of the site;2. a strategic planning method used to evaluate the Strenghts,

Weaknesses/Limitations, opportunities and Threats involved in a project or in a business venutre (SWOT Analysis);

3. development plans and management projects.4. participation and communication on the territory;

The main actors involved in the process are:

•SiTI-Istituto Superiore sui Sistemi Territoriali per l’Innovazione which form a qualified group of work, operating in the local context, making  interviews,  focus.group, round –table discussions etc.

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

Diapositiva6 di …Torino, 31/10/2006 Titolo contributo

redazione a cura di: Alberto Giacardi - e-mail: alberto.giacardi@polito.it

Proposta di elaborazione multimediale del Piano di Gestione

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PIANO DI GESTIONE

Documentazione del piano di Gestione : metodologia di stesuradel piano, normativa di riferimento

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VALORI DELL’AREA

Dichiarazione del valoreuniversale del Sito Unesco.

Requisiti di candidatura.

Risorse del territorio.

ANALISI TERRITORIO

Documentazione inerente le analisi svolte sul territorio

(domanda turistica, swot, etc.).

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