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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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


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.

Sustainable tourism and value creation for the territory: towards a holistic model of event impact measurement

by Gian Luca Gregori, Tonino Pencarelli, Simone Splendiani and Valerio Temperini

QUALITY-Access to Success, Vol. 14, n.135/August 2013.


This work aims to establish a conceptual framework for the role played by events in processes for sustainable tourism development of tourist areas, with a view to also proposing a model for event impact analysis and evaluation. Starting from the idea that tourist destinations represent the stage where tourism products can be displayed so as to satisfy the demands of travelers seeking engaging experiences, where people can be in the spotlight and co-participate with the territorial players in the creation of value, the importance of the role played by Destination Management in managing the events is underlined. 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, whilst monitoring their impact on value creation for both tourists and regional stakeholders within the perspective of sustainability. This paper proposes a set of indicators useful for a holistic evaluation of the performance of events in a tri-faceted dimension, that is, economic, social and

Turismo sostenibile e creazione di valore per il territorio: verso un modello olistico di misurazione dell’impatto degli eventi

by Gian Luca Gregori, Tonino Pencarelli, Simone Splendiani and Valerio Temperini

in Management per la sostenibilità dello sviluppo turistico, Mariangela Franch, Umberto Martini, (Eds), Il Mulino, 2013.


Il contributo ha l’obiettivo di inquadrare concettualmente il ruolo degli eventi nei processi di sviluppo turistico sostenibile dei territori a vocazione turistica, anche al fine di proporre un modello di analisi e di valutazione del loro impatto. Partendo dall’idea che le destinazioni rappresentano palcoscenici ove allestire prodotti turistici per soddisfare la domanda di viaggiatori alla ricerca di esperienze  coinvolgenti, ove essere protagonisti e partecipare con gli attori territoriali alla co-creazione del valore, si sottolinea l’importanza della gestione manageriale degli eventi da parte del Destination Management. Gestione manageriale che ricorre agli strumenti della pianificazione, dell’organizzazione e del controllo per progettare,  programmare ed attuare un equilibrato portafoglio di eventi, monitorandone l’impatto sulla creazione di valore per i turisti e per gli stakeholder territoriali nella prospettiva della sostenibilità. Il lavoro propone un set di indicatori utili per la valutazione olistica delle performance degli eventi nell’ambito della triplice dimensione economica, sociale ed ambientale.

Creativity and Innovation in Tourism: the Role of Events

by Tonino Pencarelli, Mirella Migliaccio, Simone Splendiani and Francesca Rivetti

presented at 4th Advantages in Tourism Marketing Conference (ATMC), Maribor, Slovenia, September 6-8, 2011.

published in Tourism Marketing: On Both Sides of the Counter, Metin Kozak, Luisa Andreu, Juergen Gnoth, Sonja Sibila Lebe and Alan Fyall, (Eds), Cambridge Scholars Publishing, 2013.


For local tourist systems, the ability to innovate its offering becomes a crucial strategic factor for global competition with other Destinations. Innovations can be encouraged by both businesses and enterprise networks. It is one of the most important ways to meet the needs of tourists, especially those looking for authentic and engaging experiences (Pine and Gilmore, 2000).
The aim of this paper is to grasp the role of cultural events in this context, considered as creative and innovative output of processes of knowledge accumulation and sharing. Specifically, the focus is on the team as a social context where creativity may happen. In terms of events, the main research questions are:
– Which characteristics do project teams need to have in order to stimulate creativity and innovation? What is the role of the team-leader?
– Which approach to regional governance is more effective in stimulating creativity and innovation at Destination level?
To this end, this paper on one hand presents first a theoretical analysis aimed at clarifying the relationships between creativity, innovation and knowledge in tourism, carried out through a critical analysis of literature on creativity and innovation, on the other hand it highlights the relationship between creativity, innovation and knowledge within the conceptual framework of Destination Management studies.
On the empirical level, the aim is to analyze cases of Italian events, highlighting underlying creative and innovative processes.
Despite research limitations related to the small number of cases analyzed, the study reveals the importance of innovation processes in local tourism offering. These are reflected in the organization of events by leveraging creativity inside and outside the destinations open cognitive systems.