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ACME BORDEAUX dic 2009 - Tourism Creative Regions

25 novembre 2009
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Ludovico Solima

on 22 October 2015

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Transcript of ACME BORDEAUX dic 2009 - Tourism Creative Regions

Ludovico Solima - Seconda Universita' di Napoli
roles of creativity
the Italian "Report" on creativity
some evidence
developing territorial strategies
CULTURE strategic asset in post-modern society, quoted in Lisbon Strategies for economic development, as an input to knowledge society
culture, creativity and the 3rd factor
the analysis framework
a TDF case-history
1. roles of creativity
2. the Italian "Report" on Creativity
3. culture, creativity and the 3rd factor
4. the analysis framework

5. a TDF case-history
6. some evidence
7. territorial strategies
8. strategic goals

INDEX
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A Tourism-based Interpretation of Creative Regions:
the Territorial Diagnostic Framework (TDF) as a Tool for the Networking of Heritage,Tourism and Creation.

Report on creativity and cultural production in Italy
in 2007, Italian Ministry of Culture has established a Study Commission, in order to point out the characteristics of the Italian model, as compared with international experiences
The 3rd International ACME Workshop - Creative Regions 1: Heritage, Creation & Tourism - Bordeaux 17/12/2009
ludovico.solima@unina2.it
CULTURE & CREATIVITY RELATIONSHIP creation processes deeply influenced by cultural atmosphere
CULTURE & CREATIVITY COMBINATION different ways of combination, together with different national experiences (technological, economical, social and political aspects)
CULTURE & CREATIVITY: THE ITALIAN MODEL deep connection with historical background and territorial dimension
in 2009, a REPORT has been published, gathering the findings of the Study Commission
three economical processes in which CREATIVITY & CULTURE find their way to merge
cultural heritage
music and performing arts
architecture
contemporary arts
software
publishing
TV & radio
advertising
cinema

fashion
industrial design
crafts
food&wine industries
TOURISM
TOURISM
HERITAGE
CREATION
TERRITORY
as a driver for local development strategies
based on consumers’ experience
influenced by physical surroundings
driven towards authentic experience environment
involving consumers emotionally, physically, intellectually, spiritually
TOURISM SPECIFITY
MATERIAL CULTURE
cultural tourism
crafts & food-wine tourism
supporting tourism activities
HERITAGE
CONTENT PROD. & DISTR.
TOURISM
THE TRIPTYCH
THE TOURISM PERSPECTIVE
MATERIAL CULTURE
HERITAGE
CONTENT PROD. & DISTR.
CREATIVE AND CULTURAL INDUSTRIES
experience
culture
creativity
the Territorial Diagnostic Framework (TDF)
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social and economic background

heritage
environment & landscape
intangible heritage
material culture
tourism infrastructures (transports, hotels, …
+ contents production and distribution)
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constitutive
primary
support
define the WEIGHT of the three sectors
analyze the RELATIONSHIP among the three sectors: competitiveness or complementarities?
develop a territorial MARKETING approach
IN ORDER TO:
new strategic policies for local development
THE DATA COLLECTION
desk analysis
field analysis
social and economic aspects
territory
population
economics
tourism supply and demand
global trends
local trends
infrastructures
tourism demand
field survey through interviews
tourism supply
census of:
heritage & landscape
hotels, b&b, farm houses, …
restaurants, bars, cafes, …
traditional food (& its producers)
traditional crafts
wine (& its producers)
perf. arts, events, festivals
THE FINAL STEPS
ranking
geo-reference
QUANTITY
QUALITY
LOCATION
heritage & landscape --> guidebooks
hotels, b&b, farm houses, ... --> regional laws
traditional crafts --> enterprise dimension
perf. arts, events, festivals --> attendance, "age"
food & wine --> EU/national laws
...
the areas of Benevento and Avellino in Southern Italy
THE TWO AREAS AT A GLANCE
2.800 sq. km.
119 townships
437.000 inhabitants
mainly rural economy
THE AIM OF THE STUDY
traditional foods in the area of Avellino
traditional crafts in the area of Avellino
ranking of HOTELS, B&B, FARM-HOUSES in the area of Avellino
ranking of TRADITIONAL FOOD ENTERPRISES in the area of Avellino
ranking of TRADITIONAL CRAFT ENTERPRISES in the area of Avellino
ranking of WINE MAKING ENTERPRISES in the area of Avellino
ranking of ALL KINDS OF ENTERPRISES in the area of Avellino
HERITAGE
CONTENTS PRODUCTION AND DISTRIBUTION
MATERIAL CULTURE
AVELLINO
BENEVENTO
“people do not want to buy the products... but rather the stories and the experience behind the product”
JENSEN (1999)
authenticity
fashion
industrial design
crafts
food&wine industries
to define new local development strategies based on territorial resources, in order to enhance tourists ATTRACTION capacity
2.100 sq. km.
78 townships
290.000 inhabitants
mainly rural economy
to identify public and private players, in order to stimulate their INTEGRATION through the creation of territorial networks
THE STRATEGIC CHOICE
planning of “TASTE AND WINE ROADS" including ‘hotspots’ of cultural heritage, crafts, landscape, ...
THE STRATEGIC GOALS
“THEMATIZATION” as a successful way to give tourists a meaningful experience
"AUTHENTICITY" and "QUALITY STANDARDS" as drivers for the development of new services & products
"NETWORKING" of high-rank areas with low-rank ones, as a way to develop weakest territories
.......
developing strategic goals
QUALITY STANDARDS
quality accreditation systems through independent auditing
area quality label
area visual identity and integrated communication plan
local 'business angel' network
tutoring for new entrepreneurship
......
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