The four eras of tourism 1980: the multicultural model

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The four eras of tourism1980-???? the
multi-cultural model

• The end of the Fordist model and the birth of
  Vocational Tourism

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The criterion for segmenting vocational tourism
the reference value
the intensity of the vocation
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Vocational Tourism
Rimini, 22nd October 2005
Scuola Superiore del Loisir e degli Eventi di
Comunicazione
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Breakdown of the tourist consumption models
GENERAL TOURISM (TRADITIONAL)
LATE-MODERN INDIVIDUALITY
POST-MODERN COMMUNITIES
A HOLIDAY SEEN AS RECREATION AND A SUSPENDED
DIMENSION OF ONES EXISTENCE
A HOLIDAY SEEN AS AN OPPORTUNITY TO DEVELOP A
VALUES IDENTITY
A HOLIDAY SEEN AS AN (ESSENTIAL) OPPORTUNITY TO
MEET UP WITH THOSE WHO ARE SIMILAR TO US
SOCIAL FUNCTION OF THE HOILIDAY
TOURISM SEEN AS AN INDICATOR OF STATUS
TOURISM AS AN EXPERIENCE AND AN INDICATOR OF
CULTURAL BELONGING
TOURISM AS AN INSTRUMENT FOR SHARING EMOTIONS
TOURIST BEHAVIOUR
SOCIO-DEMOGRAPHIC SEGMENTATION
SEGMENTATION BY LIFESTYLE
INTERPRETATIVE RESEARCH (FOCUSED ON THE
EXPERIENCES OF THE CONSUMER)
STUDY MODELS
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Use of the territory in relation to the various
tourist consumption models
GENERAL TOURISM (TRADITIONAL)
LATE-MODERN INDIVIDUALITY
POST-MODERN COMMUNITIES
GENERATION OF HYPER-SPACES
NETWORK-LIKE TERRITORIAL INTEGRATION
MODULAR TERRITORIAL INTEGRATION
USE OF THE TERRITORY
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The morphological characteristics of vocational
tourism

• Consists of values communities
• Glo-cal (global local) segments
• Relationships determined - primarily - by
  consumer acts
• Emotional communities (relationships that are
  ephimeral but not weak because of this)
• Concentric viral diffusion model

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The key factors in the marketing of vocational
tourism

• 1. The central position of the content of the
  tourist offer
• 2. The offer becomes an archetypal value
  capable of creating a cultural system on a
  territorial level

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• 3. The elevated characterisation of the offer
• 4. Advance marketing
• 5. Trasforming the territory-product into a
  story of the territory
• 6. The density of the offer (value for time)

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• 7. The ability to use the skills of the centre
  of the tribe and, at the same time, to transfer
  the product towards the peripheral areas of the
  segment

mediasphere
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• 8. The ability to connect with other links in the
  chain

DESTINATION
Experience sub-system
Experience sub-system
Experience sub-system
New community spaces
New community spaces
New community spaces
New community spaces
New community spaces
New community spaces
New community spaces (places, events)
Specific communication contexts
Specialist media
Narration and mythology
Products and services
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• 9. The ability to manage the range and - based
  on this - to steer the relationship between the
  territorial umbrella brand and the vocational
  specification brands

TERRITORIAL UMBRELLA BRAND
Marca di specificazione 2
Marca di specificazione 1
Marca di specificazione 3
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The marketing of memoryMemory hunters
An area of the memory in which tourists become
travellers into the past (time travellers),
rivals of Indiana Jones, untiring seekers of lost
cities and treasures but also enthusiastic
discoverers of ancient customs, ceremonial
rites and ways of life.
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Memory hunters

• Archaeology
• Traditional archaeology
• Experimental archaeology
• Nautical and underwater archeaology
• Environmental archaeology (zooarchaeology,
  paleoarchaeology)
• Ethnology and folklore
• Language and literature
• Mythology and beliefs
• Rites and popular traditions
• Medicine and magic
• Ethnic art
• Music, theatre and dance
• Visual anthropology

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The marketing of memoryMemory as an anchor
Memory as an expression of our need for roots
(individual and collective), as a guarantee of
fixed reference points and, at the same time,
of being sure to leave behind evidence of our
existence.
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Memory as an anchor

• Places of collective memory
• Experience banks
• Archives
• Places of meditation and devotion
• Spiritual worship
• Memorials and places of civil worship
• Worship of film and pop stars
• Museums
• Show museums
• Art museums
• Diffused museums
• Living museums
• Historical sites turned into museums
• Individual archaeology
• Genealogical research
• Diaries and blogs
• Eternal residences
• Time capsules and other ways of leaving a trace

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The marketing of memoryMemory as a Garden of
Eden
The past represents an ideal world and a
wonderful period in the past, the guardian of a
way of life that was more natural, unspoilt and
more people-friendly and one that we have to
protect, rediscover and, if necessary, recreate
based on ancient parameters.
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Memory as a Garden of Eden

• Agricultural civilisations
• Seed savers and arboreal archaeology
• Rediscovery of farming traditions
• Rural parks, educational farms,
• living history farms
• Food and wine
• Food and wine confraternities
• Saving forgotten flavours
• Inns, street food and other places that represent
  food and wine traditions
• Memory and nature
• Natural oases and parks, arboretum and botanical
  gardens
• Eco-resorts
• Eco-museums
• Green excursions
• Naturism
• Survivalism and wild life

• Living the past
• The most beautiful hamlets
• Diffused hotels
• Historical hotels and residences
• Historical cafés
• Old fashioned inns, hotels and towns
• Old mills and other places restored for
  accommodation purposes
• Romantic gardens
• Local identities
• Hazelnut City
• Saltwater Fish City
• Honey City
• Truffle City
• Chestnut City
• Bread City
• Olive oil City
• Wine City
• Cherry City

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The marketing of memoryMemory as a game and a
ritual
Memory is a pretext for expressing our desire to
play and perpetuate our refusal to grow up once
and for all. A physical-mental space populated
by epic and legendary places and figures, sites
and arenas, contexts and situations to be relived
as though.
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Memory as a game and a ritual

• Living history re-enactments
• Historical groups (arms and theatre companies,
  etc.)
• Ancient crafts and hobbies
• Archeo-chefs and banquets
• Re-enactment of events and battles
• Ancient fairs, jousts, etc.
• Creative anachronism
• Virtual reality
• Historial sports
• Ancient and medieval sports
• Period sports (following period rules and using
  period materials)
• Folk sports and forgotten games

• Imaginary sites
• Castles ghost tours
• Historical theme parks
• Bizarre and glorified museums
• Imaginary mazes, buildings and gardens
• Fairytales and magic
• Medieval sagas and fantasy
• festivals
• Model-making and roleplay
• Period toys

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The marketing of memoryTime travellers
Memory as an itinerary, an imaginary map
capable of guiding us along the roads of a real
past or a past that never existed and, at the
same time, provide us with the ideal vehicles and
means of transport to evoke the pace and
atmosphere of yesteryear.
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Time travellers

• Historical-existential itineraries
• Sites of historical interest
• Ancient routes of communication and pilgrimage
• Cultural routes
• Historical tours
• Celebrations and heritage days
• Literary parks

• Ancient means of transport
• Sailboats
• Ferries, houseboats and peniche hotels
• Carts and carriages
• Tramways and trains
• Bicycles
• Cars and motorbikes
• Airplanes and airships

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The marketing of memoryMemory as inspiration
Memory as a storage space for signs, images,
shapes and meanings that can be used in the
present but that also represent nostalgia and a
perpetual return to the days of our youth.
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Memory as inspiration

• Encyclopedia of the present
• Vintage
• Revivalism
• Retro (classic-modern)
• Evergreen (products and places that are
  timeless)

• Search for times gone by
• Collectionism
• Objects, images and sounds of our youth
• Retro-future