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
TERRITORIO E SITI CULTURALI COMPLESSI:
Dal marketing territoriale ai Piani di Gestione UNESCO,
Strumenti, strategie e idee per promuovere il territorio
di Michela Mastrogiacomo
Relatore:
Chiar.mo Prof. Giampaolo Azzoni
Correlatore:
Chiar.mo Prof. Maurizio Ettore Maccarini
TOPICS
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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
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
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
Functions of territory-applied marketing
Marketing
for the development of
new entrepreneurship
initiatives
Marketing
for the reinforcement of
the existing economic
texture
FUNCTIONS OF
TERRITORIAL
MARKETING
Marketing
for the dissemination
of skills and
innovation
Marketing
for the attraction of
prospective users
TERRITORIAL OPERATIONAL
MARKETING
Creation of conditions
for an improved
exploitation of the
territory
Interventions on the
territory’s tangible
and intangible
components
Provision of
assistance to
investors during
and after their
settlement
Communication of
the territory’s
attractiveness
factors
Reinforcement and
diffusion of the
perception of
placement
Advertisement
and promotion of
territory
exploitation
opportunities
The importance of SYNERGY…
• Territorial 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 organisation’s
products and services.
• Traditionally in the 4P elements of the mix:
Elements of the Marketing Mix
Product or service
• Quality
• Value
• Lifecycle
• Perishability
• Differentiation
• Niche
Elements of the Marketing Mix
Price
• Seasonality
• Strategies
• Competitor analysis
• Loss leadership
• Skimming
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
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
Elements of the Marketing Mix
•
•
•
•
People
Employees
Management
Culture of organisation
Attitude to customer service
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
The 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.
The 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.
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 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:
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 :
1.
2.
3.
pre-experience, built on other people’s
travel stories, before travelling;
experience during travel or stay, today
increasingly shared real-time through
mobile applications;
post-experience, which disseminates
comments, evaluations, emotions.
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.
"QR-code and wine: simple
technologies for a complicated use "
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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 World
Heritage 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.
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.
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.
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:
trying to plan a World Heritage 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
Alberobello:
trying to plan a World Heritage Site…some multimedial ideas
Proposta di elaborazione multimediale
del Piano di Gestione
Architettura dell’informazione
HOME
Loghi degli enti ed
istituti interessati
Con link ai relativi
siti web.
Barra di navigazione
per accedere alle
diverse sezioni.
PIA NO DI GESTIONE
VALORI DELL’A REA
ANALISI T ERRITORIO
Documentazione del piano di
Gestione : metodologia di stesura
del piano, normativa di riferimento
ecc. (eventuale mappa delle
varie sezioni di riferimento).
Dichiarazione del valore
universale del Sito Unesco.
Documentazione inerente le
analisi svolte sul territorio
(domanda turistica, swot, etc.).
GALL ERY
CONTATTI
Archivio del materiale fotografico
ed audiovisivo.
Riferimenti, numeri di telefono
e mail.
Requisiti di candidatura.
Risorse del territorio.
Link alla versione
scaricabile del piano (. pdf)
Torino, 31/10/2006
Titolo contributo
redazione a cura di: Al berto Giacardi - e-mail: alberto.giacardi@polito.it
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