ITALIAN DAY, 27 January 2017 Digital Strategies for ...ma News... · Digital Strategies for Cultural…

  • Published on
    15-Feb-2019

  • View
    212

  • Download
    0

Transcript

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)

Discussion (11.00-11.10)

9.30-9.50: The role of cultural heritage

tourism in national tourism Francesco Tapinassi, Progress, MiBACT 9.50-10.10: Impact and usage of cultural

resources for tourism in Italy and Europe Valentina Quattro, Trip Advisor

10.10-10.25: Strategies and tools used to

enhance the engagement of the MuSe audience

Michele Lanzinger, MuSe (Trento) 10.25-10.40: Title to be confirmed, Roberta Guglielmetti, Roma Tre University

10.40-10.50: Tourism accessible to the deaf and

mute through the usage of Apps Franco Milicchio, Roma Tre University 10.50-11.00: Tourism, games, and technology:

Safari of Art Application Andrea DInnocenzo, Safari dArte

Interactive discussion with the audience

11.10-11.30: Coffee break

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 destinations 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)

Case Study (11.50-12.20)

Ideas, Products, and Proposals for Tourism (12.20-13.00)

Discussion (12.50-13.00)

11.30-11.50: The challenges of digital

destination Luisa Mich, Trento University

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

12.20-12.30: Matera the culture capital of 2019: what are

the opportunities and threats of touristic development?

Paolo Verri

12.30-12.40: Neo-tourism: Caorles 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

Questions from the audience, and interactive discussions

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)

Case Study (14.30-15.00)

Interactive round Table (15.00-15.45)

14.00-14.30: Palazzo Valentinis roman houses Piero Angela

14.30-14.45: Rai history and storytelling Alessandra Conforti 14.45-15.00 Tourism in games: reaching out to

and engaging New Audiences through Gamification and videogames. Fabio Viola

Focus: In Italy, one speaks of Storytelling, but is it actually implemented? Facilitator: Emilio Casalini 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

15.45-16.00: Coffee break

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)

Case Study (16.30-17.05)

Ideas, Products, and Proposals for Tourism (17.00-17.20)

Discussion (17.20-17.30)

16.00-16.30: Big data and Open data of

today Rodolfo Baggio, Luca Corsato

16.30-16.45: The reputation of Italian museums on

the web Mirko Lalli, CEO Travel Appeal

16.45-17.00: Resources and skills for the digital future and big data

Giorgio Ventre

17.00-17.10: Sentiment Analysis Mara Frascarelli, Valentina Benigni, Roma Tre University 17.10-17.20: Use and reuse of data in PA Laura Moro, ICCD Directo

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