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How territories may approach tourism changes?
Venezia, April, 19th 2016Paolo Grigolli - Scuola di Management del Turismotsm – Trentino School of Management
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Entrare nell’operaGiovanni Anselmo, 1971
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Entrare nell’operaGiovanni Anselmo, 1971
Sightfeeling not only sightseeing
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The Artist is PresentMarina Abramovic, Moma-New York, 2010
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Entrare nell’operaGiovanni Anselmo, 1971
Experience as status symbol
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Self PortraitMichelangelo Pistoletto, 1962-1963
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Following the traces…
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I flussi di visitatori di una destinazione
Family
Active holidays
Art and Culture
From cluster to tourist flows
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Strategic Visitor Flows are:
• localizable• repetitive and relatively foreseeable• significant in numbers
• have their own demand-supply mechanism• have their own dynamics and lifecycles• create business opportunities• can be influenced by the supply• can be analyzed and – if necessary – managed/commercialized
Strategic Visitor Flows (SVFs) are currently the most useful approach to effectively manage and market a destination.
SVFs:
SVF is the basic unit of management in a tourist destinationThe more numerous, multifaceted, and diversely founded SVFs are, the healthier the tourism systems in a place.
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Tourist destinations are nothing less and nothing more than the (repeated) activation of demand and supply networks
Supply networks Demand networks
Portals
Market mavens
System heads
influence/ drive/reinforce the flows. They are
the ants with the strong pheromone, the majors.
It is due to system heads thatflows arise. They are the tasty pieces of food that
attract the ants
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We are dealing with a new perspective on tourism SIMPLIFICATION FACT
Tourism = hotels Visitors don’t just come to a destination for sleeping and day tourism plays an
important role, too
Tourism = attract foreign visitors Yes, but value creation in tourism must consider locals and people from the region, too
"We have so many unique things to offer (landscape, culture…). We just need to become more popular/increase notoriety.”
Destinations that have nothing particular (to visit) will hardly identify any existing visitor flows
We have to work on the structures/ organizations (e.g., DMOs). We need central coordination and leadership.
Brands, brands. We need strong destination brands
We cannot «lead» tourism, just as we cannot change society. At best, we provide better stages for experiences. In reality, leadership is often distributed (not shared) and decentralized.
The experience is the real «product». Hence, based on the manifold experiences (cf. SVFs), the brand content is always different. In consequence, there are many different experiential brands in the same place/region/country.
Cooperation strengthens tourism Cooperation and solidarity among the suppliers is important only if it makes sense from a business perspective
The more offers we develop, the more likely we will attract visitors
Visitors «co-produce» their experiences. At best, suppliers can set the «stage» for these experiences
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TOURISTsustainability
management
scenario
markets
policies
enterprises
mobility
territory
Key word
strategy
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