Tra il dire e il fare (turismo smart), c'è di mezzo il tourer

Between saying and doing (smart tourism), there is the Tourer. – In these recent years smartness, has become a new key word to describe in a concise and immediately recognizable way the technological, social, ecological fields, and both economic and territorial development based on Big Data’s technologies, Open Data and new communications. Höjer e Wangel (2015) argue that the most important feature of smartness lies in a composite real / virtual exchange system that stands on interconnection, synchronization and use of new technologies. Often in Europe, initiatives attributable to the smart tourism are mainly characterized by the personalization of the individual experience. Contemporary consumer is no longer attracted to the consumer good in itself, rather, he takes the experiential perspective as fundamental. The central component of this type of consumption applied to tourism is the interaction between the consumer and the environment in which the consumption process takes place and with which the desire for reciprocity increases. Contemporary individuals are increasingly animated by the search for the authentic (Pine & Gilmore, 2000, Paradiso, 2018), even when what is offered is a hedonistic service aimed at entertainment, it must be perceived as real so that it is accepted and appreciated by consumer. In this paper we want to focus on how the phenomenon of smart tourism is treated in literature to provide a theoretical framework for the practical case presented in the second measure. The case that will be presented is that of the portal Tourer.it, an interactive map that enhances, in terms of slow tourist enjoyment, the widespread cultural heritage (more than 6500 sites) of Emilia-Romagna and the network of paths that allows to reach it. Designed and implemented by the Regional Secretariat of MiBAC, it is optimized for both desktop and mobile devices and is at the moment bilingual (Italian/English); the portal collects the fruits of multiple collaborations with the other Institutes of the Ministry, the digital Atlas of the Cammini d'Italia, the Emilia-Romagna Region, the Tourist Promotion Agency (APT), CAI, Wikipedia, the Italian Touring Club, the Census of the Churches promoted by the CEI as well as the Bologna and Parma hubs of the National Library Service. Therefore travellers and members of the local communities alike can have access to a wealth of knowledge so far disseminated in many databases, some of which mainly of technical use. The attention to the immediacy of the interface on the one hand and the accuracy of the data on the other aims to create a relationship of trust with the user of the site and involve him/her in discovering the richness of the territory he/she happen to cross or live in. Users are invited to contribute personally by sending photos and reports of sites that have not yet been mapped.