Heritage and new communication technologies: development perspectives on the basis of the Via Francigena experience

Tourism market trends are changing in relation to new communication technology dynamics, thus, web tourism 4.0 is providing new tools and new marketing approaches for Destination Management and Destination Marketing. In this scenario, slow tourism, with its multiple tourist offer, is oriented to a pro-sumer approach, based on strategic communication marketing. This paper wants to propose some marketing perspectives for walking itineraries, such as the Via Francigena, on the basis of video marketing tools and, in particular, by taking advantage the positive effects of cinetourism on the local tourism systems. The descriptive methodology of research analyse, firstly, the potential of new technologies for slow tourism; then, the Via Francigena, as a world-famous slow travel product, in terms of both a real and virtual experience. A recent pilgrimage experience on the Via Francigena is also described by emphasising its video marketing elements. Finally, some reflections on the role of communication strategies for tourism opens new hypothetical perspectives for cinetourism as a relevant Destination Management vision towards some slow tourism products

A new model for the 'Tourism Renaissance: the Case study of the Tuscan village of San Pellegrino in Alpe

In the contemporary age of big data and sharing intelligence, tourism market has constantly changing scenario thanks to the unceasing communication technologies’ revolution. According to this growth perspective, cultural heritage tourism is increasing his offer quality standards, by giving evidence of its social and territorial identity value. In light of this, the research is focused on the study of hospitality places located along the Vie ROMEE maiores (Via Francigena, Via Romea Strata and Via Romea Germanica), the most famous slow tourism product in Italy, that has recently been promoted in such original ways. In particular, the paper describes the touristic system of San Pellegrino in Alpe, a village located on the Tuscan and Emilian Via Francigena route, with the final aim to suggest a touristic renovation model in light of the current Covid-19 changing scenario. Therefore, the research study shows how local stakeholders are able to foster territorial promotion activities, both for residents and for tourists, in order to empower local tourism system and local community awareness. In this context, the new marketing tools for virtual tourism, videomaking and crowdfunding play a strategic role for local tourism development; especially when they are used by stakeholders, such as Film Commissions and small local museums to assure a better quality of life in sustainable tourism destinations

The Via Francigena as a tourist product for local development: the case of Lucca and its province

The European programmes and the local policies toward the valorization of Via Francigena have been always promoting a general diffusion of cultural heritage, both at scientific level (through numerous archeological, historical and geographic publications) and at tourist level (through specific tourist guides and the information technology communication). After a concise overview of the tourist’s features involved in this type of tourism, of this heritage usage methods and of the effort in collecting data concerning the tourists just as pilgrims, the present work has the aim to examine the level of popularity of the Via Francigena in the area of Lucca and find a possible more suitable way of promotion. This research study has been carried out through a survey involving both tourists and residents focusing on the religious or tourist relevance of the path, the advertisement efficacy and the degree of Internet use. The surrey has been carried out in different periods, between May and July 2014 in order to better understand the impact of an important event in Lucca concerning the official opening ceremony of the trail in the Province of Lucca. A particular interest has been given to the community involvement in the process of a more tourist development of the Francigena path, as a mean to highlight and capitalize also other resources and specificities of the area. The survey addressed to the residents in Lucca let us understand the perception level of Via Francigena as a resource and at what extent the community can be involved in boosting it as a tourist product for an image coming back and an economic upturn of Lucca and it’s Province

The Experience-Oriented Tourism in Tuscan Rural Areas

Despite the present scenario of general economic uncertainty, Tuscan rural spaces are still appealing to tourists from Italy and abroad. The changes which took place in the early 1990’s are still evolving in these rural places, where farmers are adapting their supply to the demand of this changing market. In fact, nowadays, there still is a tourist demand for an old-style holiday in rural spaces which is based on the attraction towards natural places and genuine food, while a demand for a more stunning lamorous-style holiday is increasing. The widespread presence of farms involved in tourism is sizable, with more than 4,000 farms (and about 52,000 beds) recorded in 2011, which were dispersed around places with valued cultural landscape and places with valued cultural landscape and linked to apreciated and certified products which in some areas are the pivotal resources. Rethinking rural tourism and agritourism through a wider range of integrated and customized services and looking at rural areas from a different perspective represent two important strategies in order to implement the experience-oriented tourism in the countryside too

A New Model for the ‘Tourism Renaissance’: the Case Study of the Tuscan Village of San Pellegrino in Alpe

In the contemporary age of big data and sharing intelligence, tourism market has constantly changing scenario thanks to the unceasing communication technologies’ revolution. According to this growth perspective, cultural heritage tourism is increasing his offer quality standards, by giving evidence of its social and territorial identity value. In light of this, the research is focused on the study of hospitality places located along the Vie ROMEE maiores (Via Francigena, Via Romea Strata and Via Romea Germanica), the most famous slow tourism product in Italy, that has recently been promoted in such original ways. In particular, the paper describes the touristic system of San Pellegrino in Alpe, a village located on the Tuscan and Emilian Via Francigena route, with the final aim to suggest a touristic renovation model in light of the current Covid-19 changing scenario. Therefore, the research study shows how local stakeholders are able to foster territorial promotion activities, both for residents and for tourists, in order to empower local tourism system and local community awareness. In this context, the new marketing tools for virtual tourism, videomaking and crowdfunding play a strategic role for local tourism development; especially when they are used by stakeholders, such as Film Commissions and small local museums to assure a better quality of life in sustainable tourism destinations

The Importance of Place Names in the Sustainable Tourist Development of the Inland Areas of Tuscany : Toponyms along the Via Francigena

The study of place names, through appropriate both linguistic and geographical tools (topographic I.G.M. maps; Environmental Information System of Regione Toscana, etc.) makes come up hidden identities in geographical areas that can be exploited because of their cultural heritage or their landscape. Sometimes the discovery of old linguistic remains is essential to understand the meaning and the role of places and of buildings linked to a past living of some ethnic groups who unconsciously let somewhere their marks. The Italian Peninsula is rich in particular place names, due to the passage of people both from the North and from the Mediterranean Sea in different periods and for different purposes. In Tuscany, too, some areas do exist which have a cultural heritage depending on ancestral presences that can be still revealed: the study of toponyms, in fact, is an effective way to understand the origins and the role of places, the interaction between man and the territories where he lived, the historical and geographical changes. Toponyms are able to let us understand the identity and the uniqueness of a place, reveal us the sense of place and build a cultural base in order to make local institutions awere of it, bringing them to apply for a valorization of economically weak regions. In particular we will deal with the path of Via Francigena in Tuscany, between Lunigiana and Val d’Orcia, where we find some economic important areas since their origins, rich in resources and cultural quality; some other ones considered “minor” but vital enough thanks to the new rural policy; and, at last, some other marginal areas

Crowdfunding in the accommodation realm and pandemic times: The resilient case of CleanBnB

Crowdfunding campaigns have recently promoted a range of new business models in different contexts. This study investigates crowdfunding in the accommodation realm from a socio-cultural perspective and across its international dynamics. Drawing on complexity theory, the study explores the successful case of CleanBnb, the leading crowdfunded company in the Italian short-term rental market, and informs hospitality actors on the coping strategies implemented to challenge the Covid-19 pandemic. The study adopts a case study approach, combining primary data collected through an in-depth interview of the CEO and the analysis of secondary data from different company reports. The results highlight the importance of (1) business diversification, (2) grouping opportunities and (3) widening of service range as key factors in pandemic business survival for start-ups operating in the accommodation realm. The study finally discusses post-pandemic scenarios for both the traditional hotel industry and sharing economy operators by offering managerial insight

Nuovi modelli di destination governance tra intelligenza creativa e dialogo territoriale: la piattaforma digitale HERIBITS

Th e complexity of territorial tourism systems is refl ected today in the dynamism of the so-called “digital ecosystems”, such as hyper-connected territorial systems that require integrated government actions oriented to marketing and destination governance strategies. Th ese planning scenarios involve a participatory vision, able to activate virtuous formulas of integrated design of spaces for tourist use, as well as some action of social dialogue and territorial animation. In order to highlight the narrative elements and the related aspects of governance of the destination, understood as a geographical area and, also, as a tourist product with high emotional content. Th is study investigates the fi eld of study of spatial planning according to a cross-cutting and multi- level government vision in favour of a more eff ective planning in a tourism point of view. In this fi eld of investigation, the traditional elements of the destination are integrated with the most innovative elements to support the territorial organizational management, such as, strategies for the digitalisation of material and intangible assets with high attractive value for territorial use. In light of scientifi c literature review, the paper also illustrates the results of a research project called HERIBITS (Heritage Best Practice Models and Crowdfunding Intelligence to enable the Culture Economy) conducted by the University of Pisa in order to create a techno-social web platform for joint use, of the local community and of the public decision-makers of the tourist system, on different territorial scale

The Lucca Comics and Games Festival as a platform for transformational cultural tourism: Evidence from the perceptions of residents

There is ample literature on residents' perceptions of the costs and benefits of tourism activities. Much less attention has been provided to residents' perceptions of transformational cultural events redefining local identity and tourism demand. We examine one such case study, the Lucca Comics and Games (LCAG), whose interest also derives from the fact that Lucca is an established Italian heritage city, with relevant attraction capacity for traditional heritage tourism. We have administered a questionnaire to a sample of the local population (411 interviews), with high educational and cultural access levels. We find that LCAG-related tourism is perceived to have differential impact with respect to tourism in general on several dimensions of interest, both in terms of perceived costs and benefits, also as an effect of cognitive biases. Our results provide interesting implications in terms of the role of transformational cultural events such as LCAG in driving change in heritage cities

Development of a new technology for 3-D nanostructured scaffolds with potential cardiovascular applications

Aims The in situ release and maintaining of cells to promote revascularization is a new goal of cardiovascular therapy. Endothelial progenitor cells (EPC) may contribute to the process of vascular repair. Medical devices realized according to tissue engineering are composed by a cellular component and by an artificial component, usually made of a biocompatible polymer. Scaffolds may be coated with bio-polymers like fibrin to enhance cell adhesion and growth. Aim of this study was to realize nanocomposite 3D scaffolds composed by a synthetic polymer coated with fibrin to support EPC growth and to promote in vivo angiogenesis. Methods 3D PEtU-PDMS scaffolds were studied in vitro for their biocompatibility (viability and proliferation tests; citokine release). In vivo biocompatibility was studied by intramuscular implant in a rabbit model. The scaffolds were fabricated by spray-phase inversion technique. 25U/mL thrombin was sprayed during the fabrication process. The composite scaffold was then incubated o.n. at 37?C with 18mg/mL fibrinogen. The scaffold morphology was analysed by stereo-microscopy and by scanning electron microscopy (SEM). EPC obtained from peripheral blood were cultured for 1 week on the scaffolds at the concentration of 1x106 cell/ml. Fibronectin coating was used as a control. Cell viability was assessed by confocal laser (Calcein-AM incorporation). To test in vivo angiogenesis, EPC-seeded scaffolds were subcutaneously implanted into the back of rats for 14 days. After harvesting, the scaffolds were examined histologically and immunohistochemically to evaluate inflammatory response and neovascularization. Results In vitro and in vivo biocompatibility data demonstrated absence of any citotoxic effect, immunocompatibility and a slight inflammatory reaction without any sign of encapsulation and implant rejection. Morphological analyses showed an homogeneus fibrin coating of the scaffolds, tightly bound and interconnected to the PEtU-PDMS surface. SEM showed the presence of a well organized layer of fibres in a nm scale (mean diameter ~140nm). Cell viability and phenotype were not affected when EPC were seeded on PEtU-PDMS/fibrin scaffolds. The histological observation of explanted scaffolds revealed a slightly inflammatory response and a significant increased numbers of neovessels in tissues surrounding the EPC-seeded scaffold as compared to the scaffold without cells. Conclusions Our data suggest that PEtU-PDMS/fibrin scaffold obtained with a new spray manufacturing technology can support in vitro EPC growth and promote in vivo neovascularisation. Further studies are currently under way in an ischemic hindlimb rat model