ITALIAN DAY, 27 January 2017 Digital Strategies for Cultural and Creative Tourism PROVISIONAL PROGRAMME

Transcription

1 ITALIAN DAY, 27 January 2017 Digital Strategies for Cultural and Creative Tourism PROVISIONAL PROGRAMME 8.00: Registrations open 08.45: Italian Day begins IFITT President, Lorenzo Cantoni Rettore Università Roma Tre, Mario Panizza The Italian ministry of Cultural Heritage, Activities and Tourism has been invited to speak MEP, Silvia Costa Italian Day presidents, Marinella Rocca Longo, Lidia Marongiu

2 FIRST THEMATIC SESSION: CULTURE, MUSEUMS AND TECHNOLOGY Moderator: Marinella Rocca Longo (Università Roma Tre) How has the way we visit museums changed? What should cultural institutions do in order to attract the Generation Z visitors? On one hand new technologies have generated new ways of interaction and communication with social networks and applications for mobiles, while on the other hand proven technologies have found new uses like Radio Frequency Identification (RFID) which allows for smart ticketing systems, as well as control of entry points and of artifacts within the museum. Technology brings culture closer to people, reaching also those who suffer from hearing and visual impairments and completes the visit with a learning experience in the form of edutainment. Can Italy and its immense cultural heritage be enhanced from the point of view of tourism by a massive infusion of new technology? How can we rethink museum experience in Italy and find the right balance between museum attendance and conservation? Overview with case studies, technologies, startups and research.

3 Scenario ( ) Studio Case ( ) Ideas, Products, and Proposals for Tourism ( ) Discussion ( ) : The role of cultural heritage tourism in national tourism Francesco Tapinassi, Progress, MiBACT : Impact and usage of cultural resources for tourism in Italy and Europe Valentina Quattro, Trip Advisor : Strategies and tools used to enhance the engagement of the MuSe audience Michele Lanzinger, MuSe di Trento : Title to be confirmed, Roberta Guglielmetti, Università Roma Tre : Tourism accessible to the deaf and mute through the usage of Apps Franco Milicchio; Università Roma Tre : Tourism, games, and technology: Safari of Art Application Andrea D Innocenzo, Safari d Arte Interactive discussion with the audience : Coffee break SECOND THEMATIC SESSION: DESTINATION MANAGEMENT AND PLACE BRANDING Moderator: Lidia Marongiu (Studio Giaccardi & Associati) Over the last few years territorial marketing has been developing, taking into account all the factors which contribute to the creation of the destination s reputation. Thanks to web technology and the widespread use of social media, there is a strong consensus that the brand of a territory is the result of the sum of what people perceive, say and comment on rather than a top down communication process.

4 Overview on studies, models and case histories of destinations which have modified perceptions and reputations, encouraging and enhancing the bottomup content production (wikibrand theory). Scenario ( ) Studio Case ( ) Ideas, Products, and Proposals for Tourism ( ) Discussion ( ) : The challenges of digital destination Luisa Mich, Università di Trento, : Italic People: a new market for Italian cultural tourism Giuseppe Giaccardi, Studio Giaccardi &co : Matera the culture capital of 2019: what are the opportunities and threats of touristic development? Paolo Verri Questions from the audience, and interactive discussions : The Convention Bureau experience Carlotta Ferrari, CBI : Neo-tourism: Caorle s experience Alex Kornfeind : Festivals and shows: what role do they have in the Place Branding of a destination? Alessandro Bollo, Fondazione Fitzcarraldo

5 : Lunch Break with a cooking show hosted by Chef Giorgione THIRD THEMATIC SESSION: STORYTELLING AND CROSSMEDIA Moderators: Maddalena Pennacchia (Università Roma Tre) In the past few years, storytelling has become a strong promotional strategy both for tourist destinations and accommodation facilities. Several studies have shown how narration (spread out, top down or bottom-up) can contribute in creating a competitive advantage and specific placement. As research and best practices have confirmed, it is important to understand how storytelling influences reputation, image and placement of a destination. It is also important to underline that storytelling is also carried out through diverse technological media such as cinema, internet and smartphones.

6 Scenario ( ) : Palazzo Valentini s roman houses Piero Angela Studio case ( ) : Rai history and storytelling Alessandra Conforti Tourism in games: reaching out to and engaging New Audiences through Gamification and videogames. Fabio Viola Interactive round Table ( ) Focus: In Italy, one speaks of Storytelling, but is it actually implemented? Facilitator: Emilio Casalini Will also intervene: Simone Trecca, Università Roma Tre Barbara Antonucci, Università Roma Tre Roberta Milano, Lazio Stories Lombardia in 365 giorni Silvia Salmieri, Destinazione Umana Maddalena Pennacchia, Università Roma Tre : Coffee break FOURTH THEMATIC SESSION: BIG DATA AND OPEN DATA MANAGEMENT Moderator: Maria Francesca Renzi (Università Roma Tre) New data sources generated by the interaction with technology represent a revolution which may generate important effects on intelligent information systems for decisions on promotion, development and organization of tourist destinations. Tourist observatories based on the elaboration of historical data, are obsolete and unable to manage the change. Starting from research and best practices, it is important to understand how to manage, use, and make big data and open data accessible for tourism decision-making.

7 Scenario ( ) Studio case ( ) Ideas, Products, and Proposals for Tourism ( ) Discussion ( ) : Big data and Open data of today Rodolfo Baggio, Luca Corsato : The reputation of Italian museums on the web Mirko Lalli, CEO Travel Appeal : Resources and skills for the digital future and big data Giorgio Ventre : Sentiment Analysis Mara Frascarelli, Valentina Benigni, Università Roma Tre : Use and reuse of data in PA Laura Moro, ICCD Director Questions from the audience and interactive discussion FIFTH THEMATIC SESSION: TOPIC TO BE DEFINED AFTER ENTER 2016 ETOURISM CONFERENCE : Conclusions Lidia Marongiu Future Scenarios, by Emilio Casalini