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Destination Management e Pianificazione Turistica Territoriale. Casi e esperienze in Italia

Capertina fronte

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La competitività del sistema turistico italiano si basa − e sempre più si baserà in futuro − sulle competenze e sulle capacità della moltitudine di attori coinvolti nel turismo. È necessario lo sforzo congiunto di tutti: organi di governo territoriali, enti locali, operatori turistici, ricercatori e finanche cittadini. Non è più sufficiente avere a disposizione le risorse attrattive più importanti del pianeta. Occorre saper offrire esperienze memorabili, riconoscibili e di crescente valore economico. Occorre saper governare in modo strategico le destinazioni ed instillare la cultura della pianificazione turistica anche nei piccoli centri, al fine di avviare un percorso di rinnovamento degli approcci e degli strumenti di Destination Management. Il volume vuole rappresentare un contributo agile ma completo in tal senso, riportando la sintesi della letteratura più significativa sul tema e l’analisi di casi emblematici di pianificazione turistica in Italia.

Annunci

Online destination branding in a fragmented context. The case of Orvieto (Italy)

Fabio Forlani e Simone Splendiani

Paper presentato a: Third International Conference on Tourism & Leisure Studies, annual conference of the Tourism & Leisure Studies Research Nework, Lanzarote (Spagna), 17-18 May 2018

ABSTRACT

The importance of the destination brand management and of its positioning strategies has become even more relevant in relation to the growth of the experiential dimension of tourist consumption. However, it turns out to be very difficult to apply effective strategies of destination branding, especially in contexts where the tourist offer is characterized by fragmentation and lack of strategic co-operation.

The aim of this research is to analyse the case of Orvieto, an Umbrian city full of history and art: it is particularly significant as the local DMO is currently working to build a brand of destination able to integrate the city with its district. This means finding a correct place brand architecture strategy, able to relate brands of individual tourist companies and brands of tourist experiences as well as those of cities, districts and regions bordering on Orvieto.

The analysis focuses on web communication strategies of the municipality of Orvieto and those of tourist operators of the surrounding area, in order to examine the complex of brands and the relationships developed among them. The analysis of brand policies is developed through a desk investigation of web pages and social networks accounts. Web content analysis is significant for two reasons: – the brand reputation of a tourist destination is frequently built on-line; – the reflected image on the web and the links created in it are an off-line behaviour proxy.

The exploration-type analysis is intended to understand whether the brand architecture approach can be used, even in cases of fragmented tourist destinations.

Sustainable Management of Events in a Experiential Perspective

di Gian Luca Gregori, Tonino Pencarelli, Valerio Temperini, Simone Splendiani and Fabio Forlani

in The Experience Logic as a New Perspective for Marketing Management (Pencarelli T., Forlani F., Eds) Springer, 2018

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ABSTRACT

Events are complex value propositions that are realized by specialists to meet different leisure and entertainment needs. They are highly intangible and experiential-type products (Pencarelli and Forlani 2016) to which the application of logical experience is particularly suitable (Bartolazzi et al. 2008; Pegg and Patterson 2010; Manthiou et al. 2014; Getz and Page 2016). This chapter aims to describe the role played by events in the experience economy for territories involved in sustainable tourism strategies. The authors also propose a model for event impact analysis and evaluation. Starting from the idea that tourist destinations represent a stage on which tourism products can be displayed, so as to satisfy the demands of travelers seeking engaging experiences (Pencarelli and Forlani 2016), the importance of the role played by destination management in managing the events is further underlined. Tourists searching such experiences want to be in the spotlight and co-participate with territorial players in the creation of value. As such, event management requires the use of tools such as planning, organization, and control in order to design, plan, and put on a balanced program of events while monitoring the impact on value creation for both tourists and regional stakeholders within the perspective of sustainability. This chapter proposes to redefine the experiential perspective of a set of indicators that are useful in holistically evaluating the performance of events in a traditional tri-faceted dimension, i.e., economic, social, and environmental.

The experiential offering system of museums: evidence from Italy

di Tonino Pencarelli, Emanuela Conti, Simone Splendiani

in Journal of Cultural Heritage Management and Sustainable Development

ABSTRACT

The purpose of this paper is to propose a new management approach to analyse the processes of museums in the experience logic and, on the basis of such a model, to study the management processes of the National Gallery of the Marches in Urbino, one of the most important museums in Italy.

This study adopted a qualitative methodology and a descriptive-exploratory approach. The proposed model, which aimed to create and manage experiences and transformations in museums, was tested in the National Gallery of the Marches by adopting the case study method.

The empirical research underlined the partial application of the proposed model in the museum under examination and the potential for the museum to improve the offering value to its visitors.

Although a single case was investigated, the present work offers a preliminary theoretical contribution, which is useful for perfecting the conceptual framework and applying it to a wider number of cases.

The management of the National Gallery of the Marches should first plan a greater number of more detailed experiences and transformations around the theme of the Renaissance, and promote the active role of visitors. Second, it should improve the communication of the offer, especially through social networks. Third, personnel (especially front office) should be motivated and trained to create value for visitors.

The paper aims at developing a new management approach for the museums to create value for the visitors and museums by bringing the insight of the experience logic into the field of cultural heritage management.

The importance of brand architecture for the place brand management: the case of Orvieto (Italy)

di Fabio Forlani e Simone Splendiani

Paper presentato a: Inaugural Annual Conference of the International Place Branding Association (IPBA). London (Middlesex University), 7-9 December 2016

ABSTRACT

The place brand is a key asset for the competition among tourist destinations (Ritchie and Ritchie, 1998; Buhalis, 2000; Gnoth, 2002; Morgan et al., 2002; Kerr, 2006; Hankinson, 2007; Baker and Cameron, 2008; Kavaratzis, 2004, 2012; Hanna and Rowley, 2011, 2015). This is proper especially nowadays, due to recent changes in demand, characterized by the research of symbolic and experiential content (Andersson, 2007; Morgan et al., 2009; Rageh et al., 2013; Neuhofer et al., 2012, 2014). However, it turns out to be very difficult to apply effective strategies of destination branding, especially in contexts where the tourism offer is characterized by fragmentation and lack of strategic co-operation (Bonetti et al., 2006; Sciarelli, 2007; Pencarelli and Gregori, 2009; Aureli and Forlani, 2015). The aim of the research is to analyse the case of Orvieto, a city of great historical, artistic and cultural importance, located in the Umbria region. Orvieto is a prime example of a place with a remarkable tourist potentiality which is not sufficiently overworked and with inferior results (arrivals, presences and international visibility) than destinations of the same level (e.g. other cities of Tuscany). The goal of this work is to understand whether the problem is to be traced in the excessive fragmentation of the communication of the offer, and, in particular, in an inappropriate management of the architecture of the place brand (Aureli and Forlani, 2016). Moreover, through the work on the data of the Orvieto case, we will try to identify the possible option of the modalities of integration of the brand of the city, of the area, of the attractions, of the events and of the operators (single or/and associated).

The analysis focuses on the public entity (the municipality of Orvieto) and other 8-10 interesting subjects from the point of view of brand policies. The case study (Eisenhardt, 1989; Yin, 2003) of Orvieto has been chosen because of some characteristics as the quality of the attractions (Cathedral, St. Patrick’s Well and wine and food) and particular features of the local system (several small operators). These features make it an ideal case to study the policies related to the brand architecture (Aaker, 2004; Dooley and Bowie, 2005; Uggla, 2006; Moilanen, 2008; Chailan, 2008, 2013).

The analysis of brand policies is carried out observing the actions undertaken by the local actors. It is developed through desk analysis, using in-depth interviews and focus group to the persons responsible for communication policies. The performance achieved in terms of brand image (Aaker, 1991; Keller, 1998) is measured through: the online visibility (assessed through an index); tourists’ perceptions evaluated by the analysis of on-line reviews and consumer satisfaction survey.

SMEs and Marketing: A Systematic Literature Review

di Roberta Bocconcelli, Marco Cioppi, Fulvio Fortezza, Barbara Francioni, Alessandro Pagano, Elisabetta Savelli, Simone Splendiani

in International Journal of Management Reviews

ABSTRACT

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

Enhancing the Tourism Image of Italian Regions Through Urban Events: The Case of Steve McCurry’s Sensational Umbria Exhibition

by Luca Ferrucci, Silvia Sarti, Simone Splendiani and Maria Cordente Rodriguez

in Tourism in the City. Towards an Integrative Agenda on Urban Tourism, Nicola Bellini, Cecilia Pasquinelli (Eds) Springer International Publishing, 2017

ABSTRACT

The study analyses the case of the Sensational Umbria photography exhibition by Steve McCurry, held in Perugia in 2014. The event proved to be of particular interest, not only for its success in terms of visitors number and impact on the media, but in particular for the innovative use of a photo exhibition for the purpose of promoting tourism in the region. The paper, after a theoretical introduction on the relationship between tourism events and destination image, offers an analysis of the event from different perspectives: economic impact, visitor satisfaction, and effect on the media. The methodology has been twofold, involving both desk analysis and a survey conducted by administering a questionnaire to 455 visitors. The results that emerge illustrate a situation that, while generally positive, leaves margins for improvement, especially in terms of greater involvement by local stakeholders.