TERRITORIO E SITI CULTURALI COMPLESSI: Dal marketing territoriale ai Piani di Gestione UNESCO, Strumenti, strategie e idee per promuovere il territorio

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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 Pavia Facoltà 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
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TOPICS

• Influence of territorial marketing on tourism
• Services marketing models
• Key players in Italian tourism industry
• The importance of cultural heritage and
  sustainability in tourism
• The Unesco and his territorial approach

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Some little definition

• Marketing is about anticipating and identifying
  the wants and needs of a target market of
  consumers, then satisfying those needs in order
  to make a profit
• BUT
• territorial marketing can not be seen as the
  mere transposition of marketing management
  principles to the local context

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Marketing Research

• Anticipating and identifying demands depends on
  effective marketing research
• Research into the existing and potential market
• Point out strategies to exploit the resources, so
  as to increase the territorial value

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Functions of territory-applied marketing
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TERRITORIAL OPERATIONAL MARKETING
Creation of conditions for an improved
exploitation of the territory
Communication of the territorys attractiveness
factors
Reinforcement and diffusion of the perception of
placement
Interventions on the territorys tangible and
intangible components
Provision of assistance to investors during and
after their settlement
Advertisement and promotion of territory
exploitation opportunities
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The importance of SYNERGY

• Territorial marketing
• Synergic action
• Tourist marketing

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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

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Elements of the Marketing Mix

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

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Elements of the Marketing Mix

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

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Elements of the Marketing Mix

• Promotion
• Advertising
• Endorsements
• Sponsorship
• Methods use of different media,
  brochures/leaflets, public relations, sales
  promotion, press releases
• To gain attention/interest/desire/action

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Elements of the Marketing Mix

• 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

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Elements of the Marketing Mix

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

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Elements of the Marketing Mix

• 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

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The italian LTS experience

• Whats 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
  of local development.

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The italian LTS experience

• A LTS policy has to
• co-ordinate the price policy of the different
  firms supplying "single components" of
  the tourist product
• 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.

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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).

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

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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.

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New ways of promotion and shared experiences the
sustainability
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.
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"QR-code and wine simple technologies for a
complicated 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 its a project created by a
local cooperative (Cooperativa Culturale Cervia Et
a 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.
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The UNESCO and the WorldHeritage 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.
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The Management Plan

• 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.

• 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.

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The 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.

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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.

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Alberobellotrying to plan a World Heritage Site

• The project is designed to focus on four main
  activities
• activities aimed to know the distinctive elements
  of the site
• 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)
• development plans and management projects.
• participation and communication on the territory

• The main actors involved in the process are
• SiTI-Istituto Superiore sui Sistemi Territoriali
  per lInnovazione 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

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Alberobellotrying to plan a World Heritage
Sitesome multimedial ideas
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Grazie per la Vostra attenzione