Chair: Marinella Rocca Longo, Roma Tre University
Co-chair: Lidia Marongiu, CEO G&M Network and Partner at Studio Giaccardi & Associati
IFITT President, Lorenzo Cantoni
Roma Tre University Dean, Mario Panizza
The Italian ministry of Cultural Heritage, Activities and Tourism has been invited to speak
MEP, Silvia Costa
Tourism Department Roma Capitale council member, Adriano Meloni
Italian Day presidents, Marinella Rocca Longo, Lidia Marongiu
Moderator: Marinella Rocca Longo (Roma Tre University)
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.
Moderator: Lidia Marongiu (G&M Network; 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.
Overview on studies, models and case histories of destinations which have modified perceptions and reputations, encouraging and enhancing the bottom-up content production (wikibrand theory).
Moderators: Maddalena Pennacchia (Roma Tre University)
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.
Moderator: Maria Francesca Renzi (Roma Tre University)
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.
17.30-18.00: Conclusions Lidia Marongiu Future Scenarios, by Emilio Casalini