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La formula dell’albergo diffuso come modello di turismo sostenibile. Un progetto promozionale per il mercato tedesco

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Presentazione personale della tesi di laurea magistrale sul tema dell'Albergo Diffuso e della sostenibilità turistica, con un focus sul mercato tedesco per valutarne l'appetibilità della formula.

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La formula dell’albergo diffuso come modello di turismo sostenibile. Un progetto promozionale per il mercato tedesco

  1. 1. La formula dell’AlbergoDiffuso come modello di turismosostenibile. Un progettopromozionale per il mercato tedesco Relatore Prof.ssa Federica Letizia Cavallo Laureando Chiara Ruggeri Matricola 843145 Università Ca’ Foscari Venezia Anno Accademico 2013 / 2014 Corso di Laurea magistrale in Sviluppo interculturaledei sistemi turistici
  2. 2. Obiettivi Indagare l’apporto dell’Albergo Diffuso alla realizzazione di un turismo sostenibile Studiare un metodo per promuovere l’AD sul mercato di lingua tedesca Valutare l’appeal della formula per il turista tedesco
  3. 3. TURISMO TURISTA Prototurismo Turismo moderno Turismo di massa Turismo contemporaneo Prima generazione Seconda generazione Terza generazione Quarta generazione Nuovi turismi e nuovi turisti Turismo sostenibile Ricettività
  4. 4.  Nasce in Carnia alla fine degli anni ’70 con uno scopo diverso da quello attuale  La prima normativa ufficiale è sarda (L.R. 27/1998)  Tutte le Regioni italiane ad oggi hanno normato l’AD  Negli anni 2000 l’AD è diventato un modello grazie al “caso Kihlgren”  Oggi gli AD in Italia sono più di 80 e sono tutelati dall’Associazione Nazionale Alberghi Diffusi (ADI)  Nel 2012 nasce il primo AD all’estero, in Spagna L’Albergo Diffuso
  5. 5. gestione imprenditoriale ed unitaria gestione professionale ma relazionale 7 o più unità abitative due hall servizi e spazicomuni distanza ragionevole centrostorico animato comunità locale viva, ospitante stile riconoscibile L‘Albergo Diffuso
  6. 6. L’Albergo Diffuso: analisi SWOT alti costi difficilecoordinamento e conciliazione di interessi divergenti diverse normative Punti di debolezza originalità, sostenibilità, autenticità valorizzazione del patrimoniolocale rivitalizzazione del borgo servizi per tutti come in una casa e come in un hotel destagionalizzazione Punti di forza Opportunità differenziazione crescita e sviluppo del borgo occupazionediretta ed indiretta aumentodi valore crescita inlinea con i trend turistici Minacce “disneyficazione” del borgo difficilegestione del turismo abusodella formula dell’AD  rischio: forma anonima e stereotipata
  7. 7.  AD come protagonista del territorio, soggetto pivot  Crea sia valore sia valori nella destinazione  Ospitalità Diffusa:Paese Albergo, Borgo Albergo, Villaggio Albergo, Residence Diffuso, Case Albergo formule che rispettano il territorio e accolgono il turista come residente temporaneo  Diversa prospettiva: turista come abitante temporaneo gestore quale narratore di luoghi  Valore dell’esperienza AD facilitatore di relazioni L’Albergo Diffuso
  8. 8. Club di Prodotto Alberghi Diffusi Proposta: un AD in contesti microinsulari AD di campagna Sextantio: l’AD di lusso AD tematici Friuli Venezia Giulia Isola d’Elba Santu Lussurgiu Ponza Santo Stefano di Sessanio Colle d’Anchise Matera Castelfranco di Sopra Una formula adatta a diverse realtà, variegata, diversificabile L’Albergo Diffusoin Italia
  9. 9. 2013: turisti da Svizzera, Germania, Austria Germania primo Paese per incoming patrimonio culturale ed ambientale + “italianità” 40% sceglie ricettività extralberghiera 76%spende per servizi sostenibili soggiorno combinatocon enogastronomia e cultura 74%usa internet per informarsi prima della vacanza Ricerca pacchetti all inclusive Il turismo tedesco e l’Italia
  10. 10. Proposta innovativa e sostenibile Prodotto “completo” Proposta alternativa nell’Italia autentica Adattoa interessi, motivazioni, target di turisti diversi Personalizzazione Vacanza “Made in Italy” Ruolo attivo del turista I punti di forza dell’Albergo Diffuso per il turista tedesco
  11. 11. ENIT (www.enit.de) carenza di informazioni in lingua tedesca importanza del mercato tedescoper l’Italia NUOVA PAGINA WEB per far conoscere al mercato di lingua tedesca “ALBERGO DIFFUSO” vacanza e ricettività “Made in Italy” “Diffondiamol’Albergo Diffuso!”
  12. 12. “Diffondiamol’Albergo Diffuso!”
  13. 13.  Importante ruolo delle strutture ricettive nella realizzazione di un turismo sostenibile  AD  valorizza i borghi e risponde ai nuovi bisogni e desideri dei turisti  Grande potenziale di accentramento e coinvolgimento di tutti gli attori locali  Formula versatile, adattabile in contesti di rivalorizzazione territoriale  Problematiche per l’espansione legate a diversi fattori  Progetto contributo alla diffusione dell’AD sul mercato turistico tedesco, con primi risultati positivi Conclusioni

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