ENTER2017 Italian Day (eng)

Roma Tre University Symposia srl | LOC

 

January 27th, 2017

ITALIAN DAY

Developing Digital Strategies
for Cultural and Creative Tourism

 

PROVISIONAL PROGRAMME

 

Focus of the day

Italian Day │ENTER2017 eTourism Conference Rome

 

ITALIAN DAY CHAIRS:

Chair: Marinella Rocca Longo, Roma Tre University
Co-chair:
Lidia Marongiu, CEO G&M Network and Partner at Studio Giaccardi & Associati

 

Schedule of the day

 

Morning

 

8.00 am Registrations opening

8.45 am ITALIAN DAY begins

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

 

FIRST THEMATIC SESSION: CULTURE, MUSEUMS AND TECHNOLOGY

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.

  • Speaker introducing scenario
  • Speaker introducing case study
  • Poster session: poster presentation, 12 minutes each.
  • Interaction with the audience

First session Italian Day │ENTER2017 eTourism Conference Rome

SECOND THEMATIC SESSION: DESTINATION MANAGEMENT AND PLACE BRANDING

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).

  • Speaker introducing scenario
  • Speaker introducing case study
  • Poster session: poster presentation, 12 minutes each.
  • Interaction with the audience

Second session Italian Day │ENTER2017 eTourism Conference Rome

Afternoon

 

THIRD THEMATIC SESSION: STORYTELLING AND CROSSMEDIA

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.

  • Speaker introducing scenario
  • Speaker introducing case study
  • Poster session: poster presentation, 12 minutes each.
  • Interaction with the audience

Third session Italian Day │ENTER2017 eTourism Conference Rome

 

 

FOURTH THEMATIC SESSION: BIG DATA AND OPEN DATA MANAGEMENT

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.

 

  • Speaker introducing scenario
  • Speaker introducing case study
  • Poster session: poster presentation, 12 minutes each.
  • Interaction with the audience

Fourth session Italian Day │ENTER2017 eTourism Conference Rome

17.30-18.00: Conclusions Lidia Marongiu                                    Future Scenarios, by Emilio Casalini

 

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