The topic of this contribution is the relationship between tourism and the territory where it finds its own development; in other words, I want to investigate how territorial aspects can have influence to generate the birth of different tourist models, even in two parts of the same region. So, my purpose is to read the evolution of a tourist model according to a territorialist approach. In the first part of my paper, I make some reflections about the recent trends of international tourism. I focus on the importance the so-called “globalization”: its influence about transport, about tourist’s orientation and about tourist offer. Moreover, I stress the importance of globalization on territory. Nowadays territory can orientate the destiny of tourism much more than in the past; several factors make some destinations attractive, and the importance of territory in coordinating and organizing them is very relevant. I will concentrate my attention on two cases. Both of them are in Emilia-Romagna, the first ones are the localities on the northern coast, and the second ones are the localities of the southern coast. With regard to the first case, I will focus on Ferrara and its province. In this context, tourism is a relatively recent discovery, and it is very different from that one of southern coast. On this part of Emilia-Romagna, we can find a second house-based model, with scarcity of hotels and abundance of campings. However, this context changed over the last years. Firstly, the role of Ferrara city emerged. Thanks to its big cultural heritage, and to a strong marketing campaign, this city was able to become the centre of the tourist offer in the region. Secondly, the region itself found the opportunity to valorise other types of resources: in particular way, its natural and gastronomic heritage. These products can attract many alternative tourists, not only from Italy but also from abroad; in other words, this area have found an opportunity of development in the most recent tendencies of tourist demand. With regard to the second case, I will concentrate on Romagna coast, and in particular way on Rimini and surroundings. In this context, we can find a more established tourist traditions, with a bigger diffusion of hotels and tourist enterprises. In this area mass tourism was a reality for many years, from the beginnings of 60’s to the end of 80’s; after this period, there was a sort of crisis, with a constant decrease of foreign presence and with the decadence of 4S model (sun, sea, sand and sex). Rimini and its district had to find something to react to the crisis, and to deal with the new challenges imposed by globalization. Mass tourism was not enough, something more articulated was required. Then, Rimini tried to acquire a new qualification, as the “a hundred tourism-city”: the development of the fair and the thematic parks, the image of Rimini of capital of night fun, the relationship with the hinterland, etc. Moreover, in this part of the region there was a big diffusion of “Club di Prodotto”: through this form of cooperation between public and private actors, it was possible to organize a coordinate offer and to create a deeper relationships in a very fragmented context. In the empirical part, I will present a series of interviews with owners and managers of several tourist enterprises, both in the north and in the south of Emilia-Romagna. I will underline the different models which have developed, and the different relationship between the enterprise itself and the territory. In particular way, I stress the different tendency to aggregation within enterprises, and the different intervention of public actor, intended both as local authorities and the APT (the regional Agency for Tourist Promotion). As I said before, in southern coast there is a more diffused cooperation, and a bigger presence of public actors. In the northern context, this trend is absent or only at his first steps, due to its different evol...
Tourism and territory in Emilia-Romagna: the northern and the southern coast
MANELLA, GABRIELE
2008
Abstract
The topic of this contribution is the relationship between tourism and the territory where it finds its own development; in other words, I want to investigate how territorial aspects can have influence to generate the birth of different tourist models, even in two parts of the same region. So, my purpose is to read the evolution of a tourist model according to a territorialist approach. In the first part of my paper, I make some reflections about the recent trends of international tourism. I focus on the importance the so-called “globalization”: its influence about transport, about tourist’s orientation and about tourist offer. Moreover, I stress the importance of globalization on territory. Nowadays territory can orientate the destiny of tourism much more than in the past; several factors make some destinations attractive, and the importance of territory in coordinating and organizing them is very relevant. I will concentrate my attention on two cases. Both of them are in Emilia-Romagna, the first ones are the localities on the northern coast, and the second ones are the localities of the southern coast. With regard to the first case, I will focus on Ferrara and its province. In this context, tourism is a relatively recent discovery, and it is very different from that one of southern coast. On this part of Emilia-Romagna, we can find a second house-based model, with scarcity of hotels and abundance of campings. However, this context changed over the last years. Firstly, the role of Ferrara city emerged. Thanks to its big cultural heritage, and to a strong marketing campaign, this city was able to become the centre of the tourist offer in the region. Secondly, the region itself found the opportunity to valorise other types of resources: in particular way, its natural and gastronomic heritage. These products can attract many alternative tourists, not only from Italy but also from abroad; in other words, this area have found an opportunity of development in the most recent tendencies of tourist demand. With regard to the second case, I will concentrate on Romagna coast, and in particular way on Rimini and surroundings. In this context, we can find a more established tourist traditions, with a bigger diffusion of hotels and tourist enterprises. In this area mass tourism was a reality for many years, from the beginnings of 60’s to the end of 80’s; after this period, there was a sort of crisis, with a constant decrease of foreign presence and with the decadence of 4S model (sun, sea, sand and sex). Rimini and its district had to find something to react to the crisis, and to deal with the new challenges imposed by globalization. Mass tourism was not enough, something more articulated was required. Then, Rimini tried to acquire a new qualification, as the “a hundred tourism-city”: the development of the fair and the thematic parks, the image of Rimini of capital of night fun, the relationship with the hinterland, etc. Moreover, in this part of the region there was a big diffusion of “Club di Prodotto”: through this form of cooperation between public and private actors, it was possible to organize a coordinate offer and to create a deeper relationships in a very fragmented context. In the empirical part, I will present a series of interviews with owners and managers of several tourist enterprises, both in the north and in the south of Emilia-Romagna. I will underline the different models which have developed, and the different relationship between the enterprise itself and the territory. In particular way, I stress the different tendency to aggregation within enterprises, and the different intervention of public actor, intended both as local authorities and the APT (the regional Agency for Tourist Promotion). As I said before, in southern coast there is a more diffused cooperation, and a bigger presence of public actors. In the northern context, this trend is absent or only at his first steps, due to its different evol...I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
