Transcript Diapositiva 1

Address
by Pietro Leoni
Director of the Strategic
Planning Office of
Rimini Borough Council
Slide contents are partially taken from the paper:
Events, territorial marketing and images of cities
by Ferrari Sonia, Adamo Giuseppe Emanuele, Calabria University, Department
of Corporate Sciences
“On a street corner Karl saw a placard with the
words…..Everyone is welcome”, “A lot of
people were standing before the placard,…..
but for Karl there was something about it that
attracted him strongly: everyone is welcome,
that’s what it said. Everyone, so that meant
Karl as well….. He didn’t read the placard a
second time, but singled out the words,
everyone is welcome.” This is how Franz
Kafka, in his novel “America”, describes how
the main character, Karl Rossmann, first met
the Great Natural Theatre of Oklahoma.
Hospitality is the true essence
of social cohesion
8 paradigms for a hospitable city
1. Everyone is welcome
2. The doors of the city are always open
3. Interpersonal relations are friendly
4. Development models are sustainable in
environmental, cultural, social and
economic terms
5. Capable of being at the service of users
(permanent or temporary!)
6. Provides and enforces rules of living well
together
7. Is creative and welcomes artists,
respects and give value to art and culture
8. Seeks, gives value to, communicates and
is proud of its identity
Hospitality is the
certainty of being
welcomed, of being
“at home”, of sharing
a place
Hospitality is sharing, a
“crossroads of paths”
Edmond Jabès
The value of tourism
1. Places of production and use coincide in
time and space
2. Complex and intense interdependencies
between producers
3. Is exchange, sharing, buyer and supplier
are both active subjects
4. The supplier-customer relation goes
beyond aspects of conflict and is
distinguished by a strong orientation
towards collaboration and development
of a reciprocal commitment to mutual
success
5. For success of the transaction the
diffusion of a system of values common
to all parties is fundamental
Tourism is a dynamic system
of interpersonal relations
Persons are central!
Ways of using the city are changing
Resident citizens
are increasingly
tourists in
their own city
Tourists are
increasingly
citizens
(temporary)
New ways of
living the city,
different dimensions of time,
different use of spaces
Tourist demand is changing
All observers of tourist demand note a
growth of interest at international level for a
tourism of discovery of the territory and its
distinctive features. In particular, the new
tourists are stimulated by:
•different motivations that can be included in
the concept of living culture
•search for authentic experiences of the
locality
•rediscovery of local traditions and resources
•interest in new holiday models combining
normal recreational activities with new cultural
experiences
Tourist demand is changing
The profile of values that identifies the new tourist
demand can be summarized as follows [1] :
- independence
- experience
- capable of using new technologies
- attentive to value for their money and quality/price
ratio (value for money) (quality of tourism is perceived
as equilibrium between expectations and satisfaction)
- desire to pursue a number of activities and to learn
from other cultures
- shorter but more frequent holidays throughout the
year
- sensitive to broader values of sustainability
(environmental, socio-cultural, authenticity, local
identity)
[1] World Tourism Organization, 2005
Tourist demand is changing
In general, surveys show that attention
towards authentic experiences and
sustainable development by now
characterize a growing proportion of the
demand for holidays; the new tourists are
more mature and are abandoning traditional
destinations because they are looking for
more genuine emotions and experiences, in
closer contact with the nature, culture and
people of the places visited.
[1] World Tourism Organization, 2005
What were thousands of
people doing at 6 a.m. on an
August morning at the
Vaiolet Refuge, 2243 metres
above sea level?
There’s no subway line to
Vaiolet, you have to start in
the middle of the night to
catch the bus that leaves
Pera di Fassa at 3.30 a.m.,
and then from the Gardeccia
Refuge it’s a brisk uphill
climb to reach the Vaiolet
Refuge in time.
And why?
“High above the
seas, with mountains
and abysses and
clouds that the earth
holds not”.
To listen to Stefano
Benni and Paolo Fresu,
an event organized as
part of the Trentino’s
summer arts
programme.
The performance by the
two artists was an
intelligent excuse to
offer a memorable
experience: the sun
rising over the world’s
most beautiful
mountains.
An event like this highlights the
distinctive features of the new tourist,
increasingly motivated by the quest
for authenticity, meaning and sense:
tourism as experience, the result of a
strong and subjective emotional
impact with something true (meaning
something that does not exist just for
tourists).
Tourism is moving beyond the
confines of the service economy,
approaching the wide horizons of the
economy of experience.
The aim of this shift is to conquer a
new dimension of authenticity, based
on a number of key values:
centrality of the person
sustainability of impact on
the economy, society,
environment and culture of
places and the local
communities with which it
comes into contact
The new tourist demand
strongly and at times clamorously
expresses its distinguishing values, and
it is these that underlie the success of
rural and cultural tourism, and tourism for
meditation, wellness, etc. Sometimes the
offer, above all at mass tourist
destinations, has difficulty in satisfying
these innovative needs and lifestyles.
The growing attention to this way of experiencing holiday time is also
evident in Philip Gröning’s film “Into Great Silence”, a film on the force
of silence and voluntary detachment from the world, set in the
Carthusian Grande Chartreuse abbey in the French Alps.
.
Tourism is one of
the most complex
relational processes
[a huge factory of
relations…]
In the United States, the economy
of experience is structured
prevalently in the theme park
model, DisneyWorld & Co. This is a
partial approach, and from a certain
viewpoint, misses the essence of
the question.
The authenticity of experience and
emotional involvement are
achieved when the original
experience derives from the
identity of the territory, when it is
the expression of its genius loci.
“A place is a space with a distinctive character.
The spirit of a place is composed of at least
three interdependent factors: morphological,
social and cultural. The stratification of these
three elements determines a place’s vocation.”
[1]
[1] Satti Moreno Elio, “Il genius loci” in Interfaces culturelle, March 2002
In this sense, the Italian
way towards the economy
of experience has
tremendous potential,
based as it is on the value
of places and the persons
who live there (it is people
who make the difference
and determine the quality
and authenticity of the
place!), on local identities
and on the authenticity of
the offer.
Authentic is the opposite
of what is generic,
repeatable, banal. It is
what we can define as
real: real buildings, real
persons, etc.
An authentic place offers unique and
original experiences.
Uniqueness and authenticity are the
two poles of a single strategy that can
represent an antidote for the
sense of rootlessness and the loss of
identity/recognizability of the local
community.
For a tourist destination it could
therefore be necessary to possess not
so much a series of strong and
magnetic attractions, but more to
maintain spaces where real life is
possible, and to make them
accessible.
The combination of local identity,
authenticity and uniqueness is
the framework of values that
defines the image of the city and
of its marketing.
What happens or is represented
in a place is therefore an
important lever for marketing,
but at the same time is the
representation of the system of
values in which the community
recognizes itself.
An event can have a significant effect on the
image of the place hosting it, both for
residents and for temporary citizens,
determining for these latter a greater
propensity to return in future
The image of a place is the representation of that place
present in the consumer’s mind (Jaffe-Nebenzahl, 2001).
It can be defined as “a set of beliefs, ideas and
information acquired more or less directly that the public
has for a place” (Kotler-Haider-Rein, 1993).
The image is a product created by the mind, attempting to
elaborate and select essential information from a large
quantity of information about a place (Kotler-AsplundRein-Haider, 1999). It is in fact a mental construction, a
simplification of reality, that attempts to enclose an
enormous amount of information about a place and that is
a function of the subjective perception of this information
(Leisen, 2001).
The image is often based on visual symbols (monuments,
works of art, architecture, etc) or on famous flagship
projects (major events), and that for both residents and
the external public represent the territory and constitute
immediately recallable elements, nothing less than
trademarks (Ostillio, 2000; Caroli, 1999)
For the image to be effective, it must be coherent
with the area’s identity. The image in fact must first
and foremost propagate the spirit of the place,
namely the local vocation, understood as the result
of the territory’s history and the evolution over time
of the area’s tangible and intangible resources
(Caroli, 1999).
As the spirit of a place cannot be modified, it is
advisable for image-building policies to focus on the
elements that are most coherent with the needs and
preferences of the desired target segments,
attempting to enhance their value.
Events and territorial marketing
Territorial marketing or the marketing of an area can
be defined as “a set of collective actions applied to
attract new economic and productive activities into a
specific area or territory, to encourage the growth of
local businesses and to promote a positive image”
(Kotler-Haider-Rein, 1993).
This definition interprets an “area” as a territory with its
socio-economic and demographic characteristics, its
history, traditions and culture, and all the other elements
(presence of infrastructures, etc) that can have an effect
in determining its overall value in the eyes of present and
potential purchasers and users.
The various territorial marketing strategies can therefore
be based on the enhancement of the value of existing
elements and/or on innovative projects. These latter have
a strong impact on the area’s structural characteristics
and on its image, and also include the organization of
major events.
Events and territorial marketing
Uniqueness is a specific feature of major events that
unlike other types of innovative projects generally have
their origins in local cultural traditions and characteristics,
and therefore express continuity with the history and
vocation of the territory (Caroli, 1999).
One example is the “Palio di Siena” (from the Latin
Pallium, a banner of precious fabric awarded as a prize to
the winner, and known by the locals as the “cencio”),
which more than a tourist event capable of attracting
thousands of visitors from all over the world is in fact the
focal point of a tradition experienced and renewed year
by year for many centuries by the local community. The
saying “The Palio lasts all year” is not casual, and all the
most important moments in the lives of Siena’s citizens,
from baptism and marriage through to death, are
accompanied by the colours of the flags of the city’s
quarters, kept alive by the local “Società di contrada”
clubs, which are modern meeting places for leisure and
recreation, and the museum of each “contrada”, or ward,
where past trophies and mementoes are conserved. For
the citizens of Siena, the Palio is thus “the ritual
representation of a concept of the world” (Falassi, 1987).
Events and territorial marketing
The organization of an important event somewhere
can allow a positive image to be created, or can
improve the image of an area if this is negative, and
if possible the transformation of the area, for example
from a predominantly industrial city into a tourist
destination.
Events can have also an effect on territorial branding and image
on a permanent basis. Exhibitions, conferences, trade fairs,
concerts, sport meetings and other events can have significant
immediate effects on image, or can have a less direct but more
long-term influence on public opinion and an area’s positioning.
In addition to ensuring this informative function, they can
therefore constitute occasions to contact potential consumers.
Major events have an important communicational role, not only
with regard to an external public but also for local stakeholders,
increasing their level of interest in the territory and their selfesteem, and also their level of involvement in specific projects
(Valdani-Ancarani, 2000).
Another significant effect of important events, particularly if on a
very large scale, is that they promote the construction of
significant public works and infrastructures, with an overall
improvement on a place’s quality of life and image (Caroli, 1999;
Latusi, 2002).
Events and territorial marketing
Growing competition between cities at both national and
international levels and the urban crisis faced by cities in
western countries since the early 1970’s gave rise to a
series of marketing strategies for cities, aiming to attract
resources and visitors, as well as residents, to keep
business concerns and the persons living and working in
the the city, and to improve employment and investment
levels in urban areas (Van Den Berg-Van Der Borg-Van
De Meer, 1998), affected not only by the phenomenon of
movement away from city centres but also but other
problems, such as the increase in crime rates and
pollution levels. Another element that has encouraged the
development of urban marketing policies has been the
growth of financial independence of cities from central
governments, with the consequent need to attract
increasingly higher levels of investment flow (RobertsonGuerrier, 1999).
On the current panorama, few cities seem to have
managed to attract national and international attention as
a result of marketing actions different from those of
competitors, and indeed, the uniformity of images
transmitted and perceived appears quite evident, and
only rarely does a capacity to exploit specific aspects to
be emphasized or to appeal to a segment of the potential
market emerge, so as to better cater for the needs of the
single segments.
Events and territorial marketing
In this context, the cities that have benefited most have
been those who have successfully highlighted elements
that differentiate their image from those of competitors
(Golfetto, 2000)
Communication based on components of a city’s offer like
artistic, cultural, sport, religious or other events at an
international level represent in particular a form of
communication of facts that in many cases is far more
valid than the explicit communication policies proposed
by urban marketing experts (Golfetto, 2000).
events should be firmly linked to the image of the city
hosting them, and if possible over the years should
become a clear symbol and an essential component of
the image and offer of that city
The image of an event
The image of an event is a very important variable, as it
can influence the image of the place that hosts it, the
organizer, the participants and the companies that help to
present the event as sponsors, as well as determining the
level of attention attracted from the public and mass
media.
The image of an event, according to the
model developed by Gwinner (1997), is
determined by three variables:
1. Type of event
2. Characteristics of the event
3. Factors
regarding
the
subjective
characteristics of the spectators who are
the desired target
The image of an event
The image of an event
The image and positioning of a location can result in
the establishment of an effective territorial brand, an
important element in terms of territorial marketing
and the differentiation of the local offer (MorganPritchard, 1999).
The great number of information sources, the
complexity of the concept of a location’s image
and the amplitude and depth of the attributes of
a territorial brand determine numerous problems
in terms of communication policies and
cooperation between the various parties involved
and interested at different levels, meaning
stakeholders like commercial operators, public
authorities, basic resources (including the local
population) and other subjects such as the
media, event organizers and potential
consumers.
The process of branding a location is relatively
recent, combining marketing policies for products
and services and the “commercialization” of local
culture and environment.
The image of an event
The organization of events that attract the attention of a
very high number of potential consumers to a location is
extremely beneficial in terms of destination marketing
policies aiming to launch a territorial brand, and above all
to enhance its fame. This is particularly important,
because awareness of the brand (or brand knowledge),
which has two components, brand awareness and the
image of this, has a positive effect on the decision to
purchase.
The great number of information sources, the
complexity of the concept of a location’s image
and the amplitude and depth of the attributes of
a territorial brand determine numerous problems
in terms of communication policies and
cooperation between the various parties involved
and interested at different levels, meaning
stakeholders like commercial operators, public
authorities, basic resources (including the local
population) and other subjects such as the
media, event organizers and potential
consumers.
The image of an event
The decision of the persons responsible for territorial
marketing policies to organize, host and/or sustain and
event in various ways (with sponsoring, patronage, etc)
also affects another element that influences the
purchasing process, namely the brand image, which can
be defined as the set of mental associations of the
consumer relative to a brand.
These associations represent the significance of the
brand for the consumer. The more these associations are
favourable, strong and unique, the more effective the
brand image will be.
The aspect of uniqueness is particularly interesting, as it
can be achieved by combining the location with a
particular type of event or a specific event that competing
territories have never proposed, thus creating the
premises for the formation of unique mental associations
that differentiate the area brand from competitors.
From the event image to the image of the city
Rimini,
city of international relations and
exchanges.
A creative city and meeting
place for the young people of
the new Europe.
Pink Night
Paganello Frisbee Tournament
The Wellness Beach
Europe Festival
Event impacts
•Territorial marketing
•Brand
•Image
•Competitive capacity
•Differentiation from competitors
•Visitor faithfulness
•Location status
•Force of attraction
•On infrastructures
• ………………..
We will attempt to assess the dimensions of an event as
a factor of social cohesion.
Various matrices have been developed to measure the
different impacts of events.
We do not know of the development of a matrix that
measure event impact in terms of social cohesion.
Initial elements for the definition of a matrix for
measuring event impact in terms of social
cohesion
Number and characteristics of
local subjects involved
Level of involvement and
participative processes
activated
Quantity/quality of relational
network
Direct participation in event
management and assessment
of results
Changes produced in system of
relations between local subjects
Follow-up
Networks generated and
qualitative/quantitative intensity
of exchanges
Persistence of changes with
time
Level of involvement of local
community and sharing of
strategies and objectives
Awareness of identity and
system created