Citta come grandi attrattori di turismo culturale Accoglienza e gestione dei visitatori nel Centro Storico di Firenze

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Denis Little
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1 Citta come grandi attrattori di turismo culturale Accoglienza e gestione dei visitatori nel Centro Storico di Firenze Sara Levi Sacerdotti Andrea Bruno Marco Cavallero Massimiliano Coda Zabetta Emanuela Gasca SiTI (Istituto Superiore sui Sistemi Territoriali per l Innovazione) Politecnico di Torino

Bruno Marco Cavallero Massimiliano Coda Zabetta Emanuela Gasca SiTI

2 Contractor Comune di Firenze - Ufficio UNESCO Within the Framework Law 77/2006 of the Ministry of Heritage and Cultural Activities Misure speciali di tutela e fruizione dei siti italiani di interesse culturale, paesaggistico e ambientale, inseriti nella lista del patrimonio mondiale, posti sotto la tutela dell UNESCO Project duration July 2012 December 2013 Objective Output Design new itineraries not exploited in order to have less crowded zone in the historical centre of the town. Guidelines This contribution will present the methodological approach and some results oriented to the final output: an operative report that could be used as a support by the Municipality of Florence to define tourism guidelines for the Management Plan of the UNESCO site.

Design new itineraries not exploited in order to have less crowded zone in the historical centre of the town.

Analisi dei luoghi sotto fruiti (zone fredde) nelle guide turistiche 6.

3 Analysis Key Actions Guidelines 1. Analisi della domanda turistica 2. Analisi pilota sulla Firenze Card 3. Mistery Client 4. Analisi di posizionamento di Firenze nel panorama culturale internazionale e locale 5. Analisi dei luoghi sotto fruiti (zone fredde) nelle guide turistiche 6. Stakeholder e partecipazione: i focus group della Destinazione Firenze 7. Analisi percettiva 8. Dati culturali, museali e turistici: progetto di omogeneizzazione dei dati cartografici

4 1. Tourism Demand Analysis Objectives The main objectives of the survey are: i. understand the socio - economic profile of the tourists in the Historical Centre of Florence; ii. analyze from a qualitative point of view their characteristics about the aspects of the holiday (duration, attractors visited, expenditure, location and accommodation); iii. analyze their attitude towards museums. Description The survey was conducted with a standardized questionnaire of 26 questions at museums (entrances and ticket offices). The survey was conducted in 7 museums and a centre of the Tourism Agency. The final number of questionnaires is 1570.

analyze from a qualitative point of view their characteristics about the aspects of the holiday (duration, attractors visited, expenditure, location and

5 2. Firenze Card pilot analysis Objective Satisfaction survey test with qualitative analysis on the new tool used by the city administration for managing tourist flows: Firenze Card. Description Period: April 29 May 5, visitors interviewed at three civic museums of the historic center of Florence. The research explores and analyzes the motivations that drive visitors to use or not to use the Card (additional services, satisfaction, main advantages).

Description Period: April 29 May 5, 2013 115 visitors interviewed at three civic museums of the historic center of

6 3. Mystery Client of Florence Hospitality Objective Assessment methodologies that are based on the "mystery client" have the purpose of measuring the quality of the service, through the observation of malfunctions and problems. Description The assessment of the culture of hospitality by applying the mystery client method for the historical centre of Florence was carried out using s, simulating real cases of tourists having an interest in the area. The profiles used were: National tourism: mature couple especially interested in cultural events / weekend European tourism: French family interested on gastronomic events / 5 days International tourism: American friends interested in art and culture / one week

Description The assessment of the culture of hospitality by applying the mystery client method for the historical centre of Florence was carried out using emails, simulating real

7 4. Benchmarking analysis of Florence in the international and local cultural context Objective The study aims at analyzing the positioning of Florence in the international, national and local contest. The goal was to understand the attractiveness of museums to purpose cultural suggestion in Guidelines. Description i. Understand the positioning of museums and exhibitions in Florence in the international, national and local level; ii. Identify the different systems of museums management; iii. Analyzing the number and typology of museums entrance tickets; iv. Compare the number of museums visitors with others important cultural cities.

Understand the positioning of museums and exhibitions in Florence in the international, national and local level; ii.

8 5. Benchmarking of touristic guidebooks in the historical Centre of Florence Objective Following a methodological approach consolidated in the scientific literature, we intend to analyze how less visited areas are presented in international touristic guidebooks. Description Development of a reading grid created specifically with the aim to analyze qualitative data in touristic guidebooks. Eight different guides have been chosen in relation with the visitors characteristics.

9 6. Focus Group development on culture, mobility and hospitality Objective Share with local stakeholders ideas and suggestions about Culture, Hospitality and Mobility. Description Three focus groups designed by SiTI with the City of Florence have had a significant participation both in terms of presences and active involvement: stakeholders who took part were 35. This participation process had a strong operational nature. Every meeting has indeed begun with the presentation of some preliminary data emerged from the analysis carried out by SiTI. After that, all local stakeholder took part in a brainstorming session. 6th May th May 2013 BRAINSTORMING SESSION FIRST PART SECOND PART 7th May Culture 2. Hospitality THIRD PART 3. Mobility DATA PROCESSING 7th May 2013 BRAINSTORMING SESSION

This participation process had a strong operational nature. Every meeting has indeed begun with the presentation of some preliminary data emerged from the analysis carried out by SiTI.

10 7. Tourists perception virtual analysis

11 7. Tourists perception virtual analysis

12 7. Tourists perception virtual analysis

13 8. Cultural and tourism data: project of homogenization of cartographic data Objective The study aims to analyze the territorial positioning of the eighty museum in the Historical Centre of Florence. We identify 5 management systems that we represented in cartographies: 1. Civic Museums 2. Polo Museale Fiorentino and Ville Medicee 3. Churces 4. Others Museums 5. Scientific Museums The most important thing is the homogenization of all the data we used to built these cartographies: OpenData information, data of the Municipality, data of Civic Museums and Polo Museale Fiorentino and information developed ad hoc by SiTI. Description 80 museum identified in the territorial area of Florence 4 groups of tables 12 cartographies

14 9 Key Actions > KEY ACTION towards GUIDESLINES Structure Activity title Activity description Key words Related analysis Descriprion Actors to involve Funding opportunities

15 Guidelines key words Vocational Education Communication Heritage Enhancing

16 Work group Project coordination Giulio Mondini (SiTI), Sara Levi Sacerdotti (SiTI), Carlo Francini (Florence UNESCO Centre) Researchers SiTI Andrea Bruno, Francesco Carota, Marco Cavallero, Massimiliano Coda Zabetta, Emanuela Gasca Florence UNESCO Centre Antonella Chiti, Giulia Cotta, Valentina Ippolito, Manuela Marin

Francesco Carota, Marco Cavallero, Massimiliano Coda Zabetta, Emanuela Gasca

Extramet project in Piemonte The pilot project in the Chierese Best Practices

Interreg III B MEDOCC Extramet Project Hérault - 6th, 7th July 2006 Extramet project in Piemonte The pilot project in the Chierese Best Practices Arch. Mariella Olivier Extramet partnership Piemonte The