Objectives. The goal of this work is to demonstrate that the enhancement of the artistic, cultural and religious heritage of a territory also passes through its increased accessibility represented, in the case study, by the construction of a major new infrastructure project (highway Bre.Be.MI.). Methodology. Starting from the literature review, the paper, through a qualitative survey, considers the offer of a given geographical area and potential market segments interested in cultural tourism proposals in order to identify the Marketing and communication strategy to support the development of the territory. Findings. The work provides useful information, both theoretical and practical, for the construction of a synergy between the increase of users of the new highway artery and the increase of tourism in the area. In particular, we identify three segments that become the attractive pin of a marketing strategy supported by specific initiatives. Research limits. The main limitation is the inability to verify that the increased accessibility is a competitive advantage for the enhancement of the artistic and cultural heritage of an area due to lack of performance data translatable in comparative metrics. Practical implications. Thanks to the results of the analysis, the stakeholders have available an updated picture of the offer of the territory, may know the target audience to turn to and the strategy of marketing to contact them effectively. Originality of the study. The work in question is an evolution of the studies dedicated to highlight the opportunities for enhancement of an area. Inspired by the systemic thinking that enterprise and cultural heritage exchange value (Golinelli, 2008) and guided by the consideration that the preservation of cultural heritage multiplies resources (Vecca, 2007), the paper involves both the organizational dimension of the development of the area such as networking (Gummesson, 2002) both the dimension of doing business (Hankinsson, 2007). The examination of a case study allows to adapt the techniques of Marketing management (Kotler, 2002) in a city - region that is itself more autonomous (Caroli, 2006) and does not link two nations (Rainisto, 2003).
Obiettivi. L’obiettivo del lavoro è di dimostrare che la valorizzazione del patrimonio artistico, culturale e religioso di un territorio passa anche attraverso la sua maggiore accessibilità rappresentata, nel caso di studio, dalla realizzazione di una nuova importante opera infrastrutturale (l’autostrada Bre.Be.Mi.). Metodologia. Partendo dalla revisione della letteratura, il paper, attraverso un¹indagine qualitativa, considera l’offerta di una determinata area geografica e i potenziali segmenti di mercato interessati a proposte turistico-culturali al fine di individuare le leve di marketing a supporto dello sviluppo del territorio. Risultati. Il lavoro fornisce utili indicazioni, teoriche e pratiche, per la costruzione di una sinergia tra l’aumento degli utenti della nuova arteria autostradale e l’incremento dei flussi turistici sul territorio. In particolare, si individuano tre segmenti attrattivi che diventano il perno di una strategia di marketing sostenuta da opportune azioni sul territorio. Limiti della ricerca. Il principale limite è l’impossibilità di verificare che la maggiore accessibilità sia un vantaggio competitivo per la valorizzazione del patrimonio artistico-culturale di un territorio a causa della mancanza di dati di performance traducibili in metriche comparative. Implicazioni pratiche. Grazie ai risultati dell’analisi condotta, gli stakeholders interessati hanno a disposizione un’aggiornata fotografia dell’offerta del territorio, conoscono i target di riferimento a cui rivolgersi così come dispongono degli elementi per formulare una efficace strategia di marketing. Originalità del lavoro. Il lavoro in oggetto rappresenta un’evoluzione degli studi dedicati a evidenziare le opportunità di valorizzazione di un territorio. Traendo spunto dal pensiero sistemico secondo cui impresa e cultural heritage si scambiano valore (Golinelli, 2008) e dalla considerazione che la conservazione del patrimonio culturale moltiplica le risorse attrattive (Vecca, 2007), il paper coinvolge sia la dimensione organizzativa della valorizzazione del territorio come il networking (Gummesson, 2002) sia il fare impresa (Hankinsson, 2007). L’esame di un caso pratico permette di adattare le tecniche di marketing management (Kotler, 2002) a una città-regione che è di per sé più autonoma (Caroli, 2006) e che non collega due nazioni (Rainisto, 2003).
(2015). La valorizzazione del patrimonio turistico-culturale: l’analisi delle opportunità offerte dalla Bre.Be.Mi. al territorio [conference presentation - intervento a convegno]. Retrieved from http://hdl.handle.net/10446/55333
La valorizzazione del patrimonio turistico-culturale: l’analisi delle opportunità offerte dalla Bre.Be.Mi. al territorio
CAVALLONE, Mauro;
2015-01-01
Abstract
Objectives. The goal of this work is to demonstrate that the enhancement of the artistic, cultural and religious heritage of a territory also passes through its increased accessibility represented, in the case study, by the construction of a major new infrastructure project (highway Bre.Be.MI.). Methodology. Starting from the literature review, the paper, through a qualitative survey, considers the offer of a given geographical area and potential market segments interested in cultural tourism proposals in order to identify the Marketing and communication strategy to support the development of the territory. Findings. The work provides useful information, both theoretical and practical, for the construction of a synergy between the increase of users of the new highway artery and the increase of tourism in the area. In particular, we identify three segments that become the attractive pin of a marketing strategy supported by specific initiatives. Research limits. The main limitation is the inability to verify that the increased accessibility is a competitive advantage for the enhancement of the artistic and cultural heritage of an area due to lack of performance data translatable in comparative metrics. Practical implications. Thanks to the results of the analysis, the stakeholders have available an updated picture of the offer of the territory, may know the target audience to turn to and the strategy of marketing to contact them effectively. Originality of the study. The work in question is an evolution of the studies dedicated to highlight the opportunities for enhancement of an area. Inspired by the systemic thinking that enterprise and cultural heritage exchange value (Golinelli, 2008) and guided by the consideration that the preservation of cultural heritage multiplies resources (Vecca, 2007), the paper involves both the organizational dimension of the development of the area such as networking (Gummesson, 2002) both the dimension of doing business (Hankinsson, 2007). The examination of a case study allows to adapt the techniques of Marketing management (Kotler, 2002) in a city - region that is itself more autonomous (Caroli, 2006) and does not link two nations (Rainisto, 2003).File | Dimensione del file | Formato | |
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