ITALIAN DAY, 27 January 2017 Digital Strategies for Cultural and

ITALIAN DAY, 27 January 2017
Digital Strategies for Cultural and Creative Tourism
PROVISIONAL PROGRAMME
8.00: Registrations opening
08.45: 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
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?
Scenary
(9.30-10.10)
Case Study
(10.10-10.40)
Ideas, Products, and Proposals for Tourism
(10.40-11.00)
9.30-9.50: The role of cultural heritage
tourism in national tourism
Francesco Tapinassi, Progress,
MiBACT
10.10-10.25: Strategies and tools used to
enhance the engagement of
the MuSe audience
Michele Lanzinger,
MuSe (Trento)
10.40-10.50: Tourism accessible to the deaf and
mute through the usage of Apps
Franco Milicchio,
Roma Tre University
9.50-10.10: Impact and usage of cultural
resources for tourism in Italy
and Europe
Valentina Quattro,
Trip Advisor
11.10-11.30: Coffee break
10.25-10.40: Title to be confirmed,
Roberta Guglielmetti,
Roma Tre University
10.50-11.00: Tourism, games, and technology:
Safari of Art Application
Andrea D’Innocenzo, Safari
d’Arte
Discussion
(11.00-11.10)
Interactive discussion
with the audience
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.
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).
Scenary
(11.30-11.50)
11.30-11.50: The challenges of digital
destination
Luisa Mich,
Trento University
Case Study
(11.50-12.20)
11.50-12.05: Italic People: a new market
for Italian cultural tourism
Giuseppe Giaccardi,
Studio Giaccardi &co
12.05-12.20: The Convention Bureau
experience
Carlotta Ferrari,
CBI
Ideas, Products, and Proposals for Tourism
(12.20-13.00)
Discussion
(12.50-13.00)
12.20-12.30: Matera the culture capital of 2019: what are
the opportunities and threats of touristic
development?
Paolo Verri
Questions from the audience,
and interactive discussions
12.30-12.40: Neo-tourism: Caorle’s experience
Alex Kornfeind
12.40-12.50: Festivals and shows: what role do they have
in the Place Branding of a destination?
Alessandro Bollo,
Fitzcarraldo Foundation
13.00-14.00: Lunch Break with a cooking show hosted by Chef Giorgione
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.
Scenary
(14.00-14.30)
14.00-14.30: Palazzo Valentini’s roman
houses
Piero Angela
15.45-16.00: Coffee break
Case Study
(14.30-15.00)
Interactive round Table
(15.00-15.45)
14.30-14.45: Rai history and storytelling
Alessandra Conforti
Focus: In Italy, one speaks of Storytelling, but is it actually implemented?
Facilitator: Emilio Casalini
14.45-15.00 Tourism in games: reaching out to
and engaging New Audiences
through Gamification and
videogames.
Fabio Viola
Will also intervene: Simone Trecca, Roma Tre University
Barbara Antonucci, Roma Tre University
Roberta Milano, Lazio Stories
Lombardia in 365 giorni
Silvia Salmieri, Destinazione Umana
Maddalena Pennacchi, Roma Tre University
Enrico Nicosia, Macerata University
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.
Scenary
(16.00-16.30)
16.00-16.30: Big data and Open data of
today
Rodolfo Baggio, Luca
Corsato
Case Study
(16.30-17.05)
Ideas, Products, and Proposals for Tourism
(17.00-17.20)
16.30-16.45: The reputation of Italian museums on
the web
Mirko Lalli, CEO Travel Appeal
17.00-17.10: Sentiment Analysis
Mara Frascarelli, Valentina Benigni,
Roma Tre University
16.45-17.00: Resources and skills for the digital
future and big data
Giorgio Ventre
17.10-17.20: Use and reuse of data in PA
Laura Moro,
ICCD Directo
Discussion
(17.20-17.30)
Questions from the audience
and interactive discussion
FIFTH THEMATIC SESSION: TOPIC TO BE DEFINED AFTER ENTER 2016 E-TOURISM CONFERENCE
17.30-18.00: Conclusions Lidia Marongiu
Future Scenaries, by Emilio Casalini