Le certificazioni ambientali e di qualità delle destinazioni turistiche: il panorama italiano

di Simone Splendiani

in Comunicare le destinazioni balneari: il ruolo della Bandiera Blu in Italia, Tonino Pencarelli (a cura di), Franco Angeli, 2015.

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Il capitolo offre una rassegna dei principali marchi ambientali e di qualità, secondo un’accezione ampia che comprende tutte le forme di certificazione destinate agli enti locali, anche di diversa natura, ma unite dalla valenza comunicativa e dai valori ambientali e di sostenibilità che mirano a rappresentare:

  • la certificazione ISO 14001 (§ 2.2);
  • il regolamento EMAS (§ 2.3):
  • la Bandiera Blu (2.4);
  • la Bandiera Arancione del Touring Club Italia (§ 2.5);
  • I Borghi più Belli d’Italia (§ 2.6);
  • i siti Patrimonio Mondiale dell’Umanità (§ 2.7);
  • i Borghi Autentici d’Italia (§ 2.8);
  • le Vele di Legambiente (§ 2.9);
  • le Città Slow di Slow Food (§ 2.10);
  • la Bandiera Verde Agricoltura (§ 2.11);
  • il premio Città per il Verde (§ 2.12).

L’intento del capitolo è quello di offrire un quadro generale ed orientativo utile a studiosi e policy maker, senza tuttavia la pretesa di esaustività. Inoltre, il capitolo intende collocare il ruolo di Bandiera Blu nell’ampio contesto delle certificazioni ambientali al fine di metterne in luce l’abbondanza. Ciò se da un lato offre alle destinazioni un ampio spettro di strumenti per migliorare la sostenibilità dell’offerta, dall’altro rischia di disorientare turisti, policy maker e operatori nella comprensione del valore sotteso a ciascuna certificazione.

Annunci

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.

ABSTRACT

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
environmental.

The Role of Blue Flag in the Destination Communication: Empirical Evidence on Italian Awarded Beaches

by Tonino Pencarelli, Simone Splendiani and Claudia Fraboni

Marketing Places and Spaces. Shifting Tourist Flows, 5th Advances in Tourism Marketing Conference, Vilamoura (Portugal), October 2-4, 2013.

ABSTRACT

Sustainable tourism development is, today, a central issue for both academics and policy makers. The first ones are committed to verify the validity of models and approaches according to the recent cross-cutting issues of sustainability (Franch, 2010) as developed by the local destination managers; the others are asked to apply those models and to take political action to adequately meet the sustainability needs of both demand and destination sides. In other words, sustainable tourism is not just a new market segment directed to green (or reasonable) tourism consumption but is a real cross-sensitivity which involves multiple market segments and is more and more influencing the tourists’ choice of a destination (Pencarelli & Splendiani, 2010).

Many Italian destinations, especially the classic ones, seem to feel the need to become more sustainable (managing their territories according to sustainable development principles) and/or to help consumers identify their area as a sound sustainable tourism destination (meeting or maintaining long-term environmental and social sustainability standards) (Presenza, 2008). Environmental certification programs can play a useful role in this context (Pencarelli & Gregori, 2009). If managed in conjunction with the spontaneous approaches taken by the local authorities in the field of environmental protection, certification schemes may serve to encourage managers to constantly enhance the environmental quality of their destination, to promote it as a brand and to enhance its competitiveness (Morgan & Pritchard, 2004; Cantone et. al, 2006; Hankinson, 2007). In fact, certification systems can bring two main benefits to both governments and tourism operators: on one hand they enhance the effects of the external communication policies, so destinations are enabled to market their offer more effectively and to improve their public image both among tourists and host communities; on the other hand, certification programs help generating increased environmental awareness and should result in more caring attitudes with respect to the natural and built environments (Blichefeldt, 2003). The main purpose of this work is to illustrate the role and potential of environmental certification programs in the communication policies of tourist-oriented territories (Cf. Iannario, 2008). After a first theoretical part, the study focuses on the analysis of one of the most known and widespread tourism-related environmental awards, the Blue Flag, with regard to Italy (Cf. Creo & Fraboni, 2011). The Blue Flag Programme is a voluntary certification scheme owned and run by the independent, non-profit organisation Foundation for Environmental Education (FEE). The programme works towards sustainable development at beaches/marinas through strict criteria dealing with water quality, environmental education and information, environmental management, and safety and other services. The main objectives of the Blue Flag scheme are to improve understanding of the coastal environment and to promote the incorporation of environmental issues in the decision-making processes of local authorities and their partners through awareness and education. The Award is given for only one season at a time and during the season the site is monitored to assure it is in compliance with the strict Blue Flag criteria.