ENIT Pre-report of the research LRD Centenaries Matching Italic People

TTG RIMINI 2018
LRD Centenaries
Matching Italic People
PRE-REPORT OF THE RESEARCH, October 12, 2018

Editing
PRE-REPORT OF THE RESEARCH
Project Question Pag. 3
H2LM tourist model, marketing idea, potential value of business Pag. 4
“LRD Centenaries Matching Italic People” Project Pag. 5
Scenario Analysis «The potential of the tourist and cultural offer of “LRD Italy”» - Summary Pag. 6
Methodology of Scenario Analysis Pag. 7
Market Survey «The International demand for Italian cultural tourism prompted by the
Centenaries of Leonardo, Raffaello e Dante» - Pre-report
Pag. 14
Methodology of Market Survey Pag. 15
Prevailing work indications Pag. 24
Project Team Pag. 25
Project and Realisation by Studio Giaccardi & Associati – Management Consultants 2

Project Question
The 5th Centenary of Leonardo da Vinci (2019), the 5th Centenary of Raffaello
Sanzio (2020) and the 7th Centenary of Dante Alighieri (2021) can be new
motivations of travel for new qualified flows of international incoming,
How, to what extent and under what conditions?

H2LM tourist model*, marketing idea,
potential value of business
*Scientific publication of H2LM tourist model in the chapter «Using The Destination Heritage, Language, Lifestyle and Made In Italy as A Tourism Development
Model» by Kamel Ben Youssef, Université Paris Nanterre (France), Martha Friel, IULM University, Milano (Italy) and Giuseppe Giaccardi, Studio Giaccardi &
Associati, Ravenna (Italy) of the book «The Branding of Tourist Destinations: Theoretical and Empirical Insights” , author Mark Anthony Camilleri, Emerald
Publishing Limited 2018, cfr. https://books.emeraldinsight.com/page/detail/The-Branding-of-Tourist-Destinations/?K=9781787693746
H2LM©
4 travel motivations of cultural tourism for 250 million of
Italic People in the world
Marketing idea
To match the Centenaries of Leonardo Da Vinci (2019),
Raffaello Sanzio (2020) and Dante Alighieri (2021) with the
potential market of 250 million of Italic People in the world
in order to develop new qualified International incoming
Potential value of business
The match-making of these factors allows to estimate the
potential incoming in about 6.125.000 new arrivals/year,
21.518.000 new presences/year and 1.151.218.000 euro of
new tourism expenditure/year
[NB: estimates of arrivals, presences and tourism expenditure reduced by 50%,
according to the trends analysis of Istat and Bank of Italy 2018]

“LRD Centenaries Matching Italic People” Project
Actions Plan
1. Audit of the central structure of marketing of ENIT
2. Project and implementation of the scenario research about the potential of the LRD Italy offer
3. Project and implementation of the research about the International demand of cultural tourism
prompted by the three Centenaries
4. Design and structuring of the format for the orientation workshop of the LRD Italy offer for the
Italian Regions and other public institutions.
5. Design and structuring of the format for the orientation workshop of the LRD Italy offer for the
economic associations, the hotel groups, the tourist consortia, DMC, etc.
Technical Objectives
• To know and evaluate the typology and the potential of the LRD Italy offer
• To know and evaluate the needs and expectations of the International demand in relation to LRD offer
• To provide a contribution of analysis and innovation for the Three-Year Marketing Plan of ENIT
• To define a competitive format of the LRD Italy offer for the Regions and Italian private operators
Aim of the Project
To enhance the marketing idea by analyzing and measuring the offer of “LRD Italy” together with the expectations of
the International demand of cultural tourism prompted by the three Centenaries of Leonardo, Raffaello and Dante
Timing and main outputs
• Mid-July 2018 start of the project and of the scenario analysys
• Mid-September 2018 start of the International market survey
• Mid-October 2018 presentation of the pre-report of the research at TTG of Rimini
• End of November 2018 results and definition of the final report of the research
• December 2018 – January 2019 : development of the orientation format of the LRD Italy offer
Pre-report
12-10-18

Scenario Analysis
The potential of the tourist and
cultural offer of “LRD Italy”
Summary, October 12, 2018

Methodology of Scenario Analysis
Assumption of the research
We worked on the basis of eight main topics in order
to compose the framework of the huge heritage of
resources and contents about the three Italian
geniuses that can be found in the 20 Italian Regions
• Life stories
• Places where they lived
• Works
• Monuments
• Events
• Contemporary attractions and tourist activities
• Protagonists and experts
• LRD reference iconography in the world
Keywords of the research
• Definition and test of a group of
keywords (research keywords) on
the basis of the eight main topics
• Insertion and combination of the
keywords on Google search string
• Analysis of web surfing, selection
and classification of information
based on research objectives
• Creation of a synthesis framework
• Same operation for the
benchmarking of the comparable
European cases
RESEARCH REPORT
«The potential of the tourist and cultural offer of LRD Italy»
Scenario analysis on Italian Regions and protagonists
Benchmarking of some comparable European cases
PERIOD OF THE SURVEY: END OF JULY - MID SEPTEMBER
2018
Output
Aim of the research: to know, classify and evaluate the typology and the potential of the LRD Italy offer

Estimate of the regional tourism resources
for the LRD offer > Leonardo da Vinci
Topic Resourc
es n.
Regions with resources
1 Life of Leonardo 4 Lombardy 1
Tuscany 3
2 Places where he lived 8 Emilia-Romagna 2
Lombardy 2
Marche 1
Tuscany 2
Umbria 1
3 Works you can visit 10 Emilia-Romagna 1
Friuli Venezia Giulia 1
Lazio 2
Lombardy 3
Piedmont 2
Veneto 1
4 Monument you can visit 12 Lombardy 3
Sicily 1
Tuscany 7
Veneto 1
5 Contemporary attractions and
current tourist activities
6 Emilia-Romagna 1
Lombardy 4
Tuscany 1
6 Events 4 Lombardy 2
Tuscany 1
Many cities 1
7 Protagonists
(people and organization, also
Internazional)
22 Basilicata 1
Emilia-Romagna 2
Italy 1
Lombardy 4
Marche 2
Piedmont 1
Tuscany 4
United Kingdom 3
USA 3
Veneto 1
TOTAL TOURIST RESOURCES
ABOUT LEONARDO
66 ITALIAN REGIONS
INVOLVED
11 out of 20
Online survey carried out from end of July to mid September 2018

Georeferencing of the regional tourism resources
for the LRD offer >Leonardo da Vinci
Basilicata 1
Emilia-Romagna 6
Friuli-Venezia Giulia 1
Lazio 2
Lombardy 19
Marche 3
Piedmont 3
Tuscany 18
Sicily 1
Umbria 1
Veneto 3
ABOUT LEONARDO
58
Excluding the International resources and those distributed
throughout Italy

for the LRD offer > Raffaello Sanzio
Topic Resources
n.
1 Life of Raffaello 5 Lazio 1
Marche 1
Tuscany 1
Umbria 2
2 Places where he lived 0
Marche 1
Lazio 7
Tuscany 2
4 Monument you can visit 11 Campania 1
Lazio 4
Marche 2
Tuscany 2
Umbria 2
5 Contemporary attractions
and current tourist activities
0
6 Events 0
7 Protagonists
(people and organization,
also Internazional)
9 Marche 5
Tuscany 2
Unitet Kingdom 1
Veneto 1
ABOUT RAFFAELLO
36 ITALIAN REGIONS
INVOLVED
7 out of 20

for the LRD offer >Raffaello Sanzio
Campania 1
Emilia-Romagna 1
Lazio 12
Marche 9
Tuscany 7
Umbria 4
Veneto 1
ABOUT RAFFAELLO
35
Excluding the International resources and those
distributed throughout Italy

for the LRD offer > Dante Alighieri
Topic Resources
n.
1 Life of Dante 6 Emilia-Romagna 1
Liguria 1
Tuscany 2
Veneto 2
2 Places where he lived 5 Liguria 1
Lombardy 1
Piedmont 1
Umbria 1
Veneto 1
4 Monuments you can visit 8 Emilia-Romagna 4
Tuscany 2
Veneto 2
5 Contemporary attractions
and current tourist activities
6 Emilia-Romagna 2
Tuscany 3
Veneto 1
6 Events 8 Emilia-Romagna 4
Italy 1
World 1
Sicily 1
Tuscany 1
7 Protagonists
(people and organization,
also Internazional)
23 Abruzzo 2
Campania 1
Emilia-Romagna 5
Lazio 3
Piedmont 2
Tuscany 9
Veneto 1
ABOUT DANTE
58 ITALIAN REGIONS
INVOLVED
11 out of 20

for the LRD offer > Dante Alighieri
Abruzzo 2
Campania 1
Emilia-Romagna 18
Lazio 3
Liguria 2
Lombardy 1
Piedmont 3
Sicily 1
Tuscany 17
Umbria 1
Veneto 7
ABOUT DANTE
56
Excluding the International resources and those
distributed throughout Italy

Market Survey
The International demand for
Italian cultural tourism
Prompted by the Centenaries of Leonardo,
Raffaello e Dante
Pre-report, October 12, 2018

Methodology of Market Survey
1. B2C Cluster
Survey of the online reputation of the Italy LRD offer
2. B2C Cluster
Online survey with snowball sampling on Social Network
1.
B2B
Cluster
People in
charge of the
foreign
offices of the
National
Society Dante
Alighieri
2.
B2B
Cluster
People in
charge of
International
Tour
Operators
promoting
Italy
3.
B2B
Cluster
People in
charge of the
foreign sale
offices of the
Airlines
developing
incoming to
Italy
4.
B2B
Cluster
People in
charge of the
International
academic
research
Centres about
Italian culture
abroad
6.
B2B
Cluster
People in
charge of the
Italian
Institutes of
Culture
abroad
5.
B2B
Cluster
International
Influencers in
tourism, in the
media and in
the Centres of
foreign culture
in Italy
7.
B2B
Cluster
People in
charge of
foreign
offices of
ENIT
Target countries: North America, Europe, Russia, Asia, Africa, Australia
Aim of the research: to analyse, know and evaluate the interest, motivations and travel
conditions of the International demand for the Italian cultural tourism prompted by the three
Centenaries of Leonardo, Raffaello and Dante
Use of a questionnaire
structured in CAWI and
CATI mode
PERIOD OF THE SURVEY
MID SEPTEMBER
MID NOVEMBER 2018

Survey participation
(First and second cluster from 17th September to 9th October 2018)
SURVEY PARTICIPATION
from 17 September to 9 October 2018
Foreign offices La Dante in the target
countries 73 48,3%
Tour operators in the target countries 78 51,7%
Total interviews 151

Participants' profiles
(First and second cluster from 17th September to 9th October 2018)

More interesting narration factors …
Places where they lived + Life stories = 92,4
1
2 3

… together with which tourist products
1
2
3

SERVICES
RANKING
(quite important + very important)
Offer of accomodation typologies 89,7%
Offert of cultural and entertainment activities 88,3%
Offert of foodservices 79,3%
Specialised “LRD Italy” tour guide 77,9%
LRD Italy site 75,9%
“LRD Italy” App for an insight on cultural contents 75,2%
“LRD Italy” packages 66,2%
Online reservations affiliated to LRD Italy 63,4%
“LRD Italy” App of accompaniment 57,2%
“LRD Italy” online Concierge 55,9%
“LRD Italy” welcoming on arrival 51,7%
Group assistance 51,0%
“LRD Italy” assistance on departure 37,2%
Dedicated Health service 35,2%
Assistance incentive 29,0%
Travel and hospitality services
1
2
3

Preferred travel periods
How to organize your trip
All Seasons Opportunities Independent traveller

Duration of the travel and travel expenses
Average spending availability*
For 3 nights € 895,00
For 5 nights € 1.253,00
For 10 nights € 2.473,00
*) Includes round trip + accomodations + tickets
for attractions, excluding F&B

Travel motivations, LRD notoriety
and interest in LRD communications
MODELLO TURISTICO PLiSM
(fattori)
RANKING
(abbastanza importante + molto importante)
Heritage (historical and artistic heritage) 96,6%
Life style 85,5%
Integrated H2LM Factors 80,7%
Made in Italy 64,1%
Language (italian language) 60,6%

Prevailing work indications
LRD Italy offer
• Distribution of resources in 10 out of 20 Regions, mainly in the North Centre
• More than 160 accessible resources that can be promoted, Leonardo 66, Dante 58, Raffaello 36
• Combination of 179 search keywords in order to make them emerged, Leonardo 59, Dante 62,
Raffaello 58
• A digital eco-system consisting of 117 web units, Leonardo 46, Dante 36, Raffaello 35
LRD Italy demand
• Rank of most appreciated offer combinations
• Narrations of 1) Places where they lived, 2) Works, 3) Life stories LRD
• With the products 1) Art cities, 2) Food & wine, 3) Festivals and big events
• Rank of services that most orient the choice of travel
• Types of accomodation
• Cultural and entertainment activities
• Types of foodservices
• Specialised Guide
• Web channels and App LRD
• Type of traveller
• All seasons (spring and autumn)
• Autonomous in planning the trip
• Good capacity of average spending € 250,00/5 days (average 47% from Europe)
• Good interest (74,5%) in receiving LRD communications
• Rank notoriety
• «Leonardo sells like Nike» (cit.) , Dante must be promoted, Raffaello seems unknown
• «Integrated H2LM» factors is a high motivation of 80%, over 15 more points than individual factors
«Made in Italy» and «Italian language»

Project Team
Thanks for coooperation to the Società Nazionale Dante Alighieri www.ladante.it
This report is an original product of the
Studio Giaccardi & Associati – Management Consultant
© All Rights Reserved, Ravenna, October 10, 2018.
www.giaccardiassociati.it
GIUSEPPE GIACCARDI
Management consultant, founder and owner of
Studio Giaccardi & Associati, freelance professional
Project leader of LRD Centenaries Matching Italic
People for ENIT
MARCO ANTONIOLI
Sociologist, analyst of economic and social
research and of market, freelance
professional
ENIT Authorised Reseacher
DANIELE ESPOSITO
Analyst, marketing and tourism economy,
freelance professional
BENEDETTA MARANGONI
Analyst, marketing of culture and art,
MARGHERITA VISSARIS
Analyst, marketing of culture and events,

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