Iolanda Pensa, Lessons "Heritage Management", Università di Bergamo, 2017.

1. Concepts and As-is analysis
Critical analysis
Proposal
1.The Concept of Heritage
2. Stakeholders
3. Copyleft and Wikipedia
4. Interpretations and Services
5.Target Groups
6. Implications of Heritage
7.Authenticity
8. Structure of a Proposal
9. Strengths / Weaknesses
10.Threats / Opportunities
Map a territory
Identify Heritage/Stakeholders
Identify Licenses/Sources
Identify Services
Analyze Target groups involved
Analyse Message(s) promoted
Identify Existing Gaps
Show Concept/Message/Target
Produce a SWOT
Describe Services
Lessons Assignment Competence
Iolanda Pensa, Heritage Management, Università di Bergamo, 2017.
iolanda.pensa@supsi.ch - http://iopensa.it

2. Elements in the mission of heritage attractions
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 134 adapted from Garrod and Fall 2000, p. 691
Conservation
Accessibility
Education
Relevance
Recreation
Financial
Local community
Quality

3. Interpretation
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 197-217
Education
Entertainment
Conservation and sustainable development
Visitor management
Economic benefits
Environmental benefits
Community involvement
Attitudes and values
Cross-cultural and special needs issues
Bilingual and multilingual interpretation
Cultural differences
Interpretation and people with disabilities

4. Freeman Tilden’s Six Principles
Source: Freeman Tilden, Interpreting Our Heritage,The University of North Carolina Press, 1957.
1. Any interpretation that does not somehow relate what is being displayed or described to
something within the personality or experience of the visitor will be sterile.
2. Information, as such, is not Interpretation. Interpretation is revelation based upon
information. But they are entirely different things. However all interpretation includes
information.
3. Interpretation is an art, which combines many arts, whether the materials presented are
scientific, historical or architectural.Any art is in some degree teachable.
4. The chief aim of Interpretation is not instruction, but provocation.
5. Interpretation should aim to present a whole rather than a part, and must address itself
to the whole man rather than any phase.
6. Interpretation addressed to children (say up to the age of twelve) should not be a dilution of
the presentation to adults, but should follow a fundamentally different approach.To be
at its best it will require a separate program.

5. Source: Freeman Tilden, Interpreting Our Heritage,The University of North Carolina Press, 1957.
Visitors
Research
Heritage
Facts Authenticity
Interpretation
Interest in what touches his/her personality, experiences,
ideas.
Interest in the great human story.
People seek enjoyment, not instruction.
Provocation to search out meaning, not instruction.
Gaining an understanding of the greater truths that lie behind
any statement of fact.
Revealing meaning and relationships.
Relating the unfamiliar to the familiar.
Dealing with the whole.
Showing the truth that lie behind what you are showing.
Exposing the soul of things.
No sermons, no lectures, no instructions.
Telling a story rather than recite an inventory.
Stimulate to widen the horizon of interests and knowledge.
Talent, art of provoking.
Making appeal to the whole man that the visitor represents.
Do not disturb (cultivate humility)
No obscurer information and words.
The raw material of interpretation is information.
Historic preservation
Through interpretation, understanding; through understanding. appreciation; through appreciation, protection.

6. Support services for heritage tourism
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 19
Primary elements: attractions (the foundation of heritage tourism)
Secondary elements: accommodation, catering services, shopping, markets…
Tertiary elements: transportation, information, parking facilities…
(Catering services and other secondary elements are alternative source of
fundings for some attractions such as museums)

7. Common sources of revenue at heritage sites
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 144 adapted from Stevens 1995
Direct funding (i.e. fundings, grants, donations, legacies, memberships…)
Retail (i.e. merchandising, farm shop, franchise reproduction, off-site shop…)
Accommodation
Private hire (i.e. film sets, renting artifacts…)
Events
Interpretation (i.e. guidebooks, publications audiovisuals, guided tours…)
Catering
Admissions (with debate about it)
Leasing property (i.e. land cultivation, golf courses, caravan park…)

8. 2006 Harvard University
2012 George Washington
University
2009 Centro Cultural San
Martín, Buenos Aires
2015 Hilton,
Mexico City
2008 Bibliotheca
Alexandrina, Egypt
2011 Haifa Auditorium
Complex, Israel
2013 Hong Kong
Polytechnic University
2007Youth CenterTaipei
2016The entire village of Esino Lario,
Lake Como area, Italy
2014 Barbican Centre in
London
2010 Polish Baltic
Philharmonic, Gdańsk
2005Youth Hostel
Frankfurt, Germany
2017 Sheraton,
Montréal, Canada
Wikimania 2005-2017.

9. Wikimania
Esino Lario
Conferenza, un nuovo modo di fare Wikimania, impatto. Gli obiettivi di Wikimania Esino Lario. Italia e Svizzera.

10. Wikimania
Esino Lario
Conferenza, un nuovo modo di fare Wikimania, impatto. Gli obiettivi di Wikimania Esino Lario. Provincia di Lecco.

11. Wikimania Esino Lario 2016. Photo https://commons.wikimedia.org/wiki/Wikimania_overview_selection_of_photos.
Excursions and events
Transport
Programme
Electricity
Internet Communication
Documentation
Food
Accommodation
Video recordingEquipment
Registrations
Scholarships and visaParties
Safety and securityVolunteers

12. Esino
Perledo
Varenna
Lierna
Mandello
Lecco
Abbadia
Bellano
Valsassina
Bellagio
Menaggio
Wikimania Esino Lario 2016 Alloggio. Esino, Perledo eVarenna, con altri comuni limitrofi con alberghi e ristoranti. Foto Carlo Maria Pensa, cc by-sa.

13. Trasporti Wikimania Esino Lario: principali punti di arrivo. OpenStreetMap.
Aeroporto
Malpensa
Aeroporto
Orio al Serio
Aeroporto
Linate
Bergamo
Milano
Varenna
Perledo
Lake Como
Valsassina
Esino Lario
Lugano, CH

14. Gestione dei trasporti e Info Points per Wikimania Esino Lario. OpenStreetMap e icone Wikimedia Commons.
Aeroporto
Malpensa
Aeroporto
Orio al Serio
Aeroporto
Linate
Bergamo
Milano
Varenna
Perledo
Lake Como
Valsassina
Esino LarioLugano, CH
Diretto bus/auto: Orio-Esino 1 h 40 min
Diretto bus/auto: Malpensa-Esino 2 h
Diretto bus/auto: Linate-Esino 1 h 40 min
Potenziamento busVarenna-Perledo-Esino
Gestione parcheggi

15. 600300
100
100
50
100
38
100
200
38
100
100
150
Esino Lario, un comune montano delle Alpi in Provincia di Lecco, Regione Lombardia, Italia.
MeetupsPanels Support

16. 16
14
12
8
5
3
21
6
Photos https://commons.wikimedia.org/wiki/Category:Esino_Lario
9
4
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7
15
2
1
3 4 65 7
8
9
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11
1216
15
14
13
Villa Clotilde
Primary school
Multimedia room museum Bar restaurant 58 Theatre of the Kindergarten Former Hotel Italia
Bar restaurant Oasi
Bar restaurant Centrale
Meeting
Bar restaurant Montanina
Collaborative space
City hall
Montecodeno
Former cinema
Bar La sosta
Sport Hall
MeetupsPanels Support
Activating community, resources and knowledge of a territory.

17. Photo Niccolò Caranti,Wikimania Esino Lario, cc by-sa, 2016.

18. Photo Niccolò Caranti,Wikimania Esino Lario, cc by-sa, 2016.

19. Photo Niccolò Caranti,Wikimania Esino Lario, cc by-sa, 2016.

20. Photo Niccolò Caranti,Wikimania Esino Lario, cc by-sa, 2016.

21. Photo Martin Kraft,Wikimania Esino Lario, cc by-sa, 2016.

22. Photos Iolanda Pensa 2015 & Niccolò Caranti 2016, cc by-sa.

23. Primary School. Photos Catherine de Senarclens 2016 and Niccolò Caranti 2016, cc by-sa.

24. New Museum. Photos Catherine de Senarclens and Niccolò Caranti, cc by-sa, 2016.

25. Former Museum delle Grigne. Photos Catherine de Senarclens 2015 & Nicolò Caranti 2016, cc by-sa.

26. Former cinema. Photos Catherine de Senarclens 2015 & Niccolò Caranti 2016, cc by-sa.

27. StreetVarenna-Esino.Cortenova 2015-2016. Photo Catherine de Senarclens, cc by-sa 2015.

28. Photo Niccolò Caranti,Wikimania Esino Lario, cc by-sa, 2016.

29. Upgrade of the electricity. Photo Catherine de Senarclens, cc by-sa, 2016.

30. Distribution of the broadband. Photo Catherine de Senarclens, cc by-sa, 2016.

31. A
B
D
E
F
G
H
L
M
N
O
P
Q
MUSEO
MUNICIPIO
SCUOLE
VILLA
CLOTILDE
ASILO
EX CINEMA
C
R
PALESTRA
I
825.2
817.3 821.6812.9
821.3
822.6
813.0
828.8
831.0
833.0
826.5
852.4
850.6
840.6
850.1
844.9
837.1
825.5
831.9
836.2
847.1
856.7
854.5
861.2
866.5
859.1
877.5
872.0
851.0
846.2
842.8
855.1
860.9
883.0
893.0
882.6
848.7
847.8
843.0
840.9
836.4
840.7
832.7
816.6
817.0
824.9
824.9
816.0
821.2
830.0
835.8
859.2
848.6
855.8
865.4
884.2
878.9
848.0
857.9
872.5
865.2
866.7
873.9
862.3
844.6
846.8
850.1
844.3
814.3
825.1
850
840
880 VIA ORTANELLA
VIA
G.VERDI
VIA
DEI RO
NCHEI
VIA
CARD.FERRARI
VIASTOPPANI
VIA
S.CARLO
VIA
TRENTO
VIACARD.FERRARI
VIA
DANTE
VIA
ROM
A
VIA
GARIBALDI
VIA
PIAVE
VIA
M
AZZIN
I
VIACAVOUR
VIA
PERLIERNA
VIA
TRIESTE
P.ZZA
S. GIOVANNI
VIA CARD. FERRARI
VIA
G.VERDI
VIA
V. VENETO
P.ZZA P. PENSA
VIA
CAVOUR
VIALE
ADAM
ELLO
VIA DON G. B. ROCCA
VIA DON G. B. ROCCA
VIALE ADAMELLO
VIA
ALLE
SCUOLE
VIALE MONTEFIORI
VIAAGUEGLIO
VIA MONTE GRAPPA
VIA CAINALLO
VIA DIAZ
VIA
AG
UEG
LIO
VIALE
ADAM
ELLO
837.7
849.5
VIA T. GROSSI
VIALEMONTEFIORI
811.3
814.6
807.8
818.5
823.0
811.6
810
800
VIALE ADAMELLO
818.5
820
830
847.0
840
850
836.5
05.0
847.0
860
864.6
868.1
858.5
873.3
858.5
874.4
P.ZZA TEN. C. GULFI
ESINO LARIO
VIA
SO
RCA'
VIA L. DA VINCI
VIA
XXV
APRILE
riempimento con conglomerato cementizio compatto
cavidotto composto da almeno un minitubo ø10/14 mm
con all'interno cavo tipo AFUMEX outdoor 24 coppie ø8mm
30/35
10
riempimento con conglomerato cementizio compatto
letto di sabbia e cemento
pavimentazione in porfido
cavidotto composto da almeno un minitubo ø10/14 mm
con all'interno cavo tipo AFUMEX outdoor 24 coppie ø8m
30/35
10
A → B
B → C
C → D
E → F
B → E
G → H
tratto di asfalto lungh.≈ 110,00 m
tratto di asfalto lungh.≈ 30,00 m
tratto di mulattiera lungh.≈ 50,00 m
tratto di asfalto lungh.≈ 60,00 m
tratto di porfido lungh.≈ 30,00 m
tratto di canalina esterna lungh.≈ 30,00 m
I → L
L → M
M → N
O → P
P → Q
Q → R
tratto di prato lungh.≈ 30,00 m
tratto di porfido lungh.≈ 30,00 m
tratto di asfalto lungh.≈ 60,00 m
tratto di asfalto lungh.≈ 50,00 m
tratto di porfido lungh.≈ 120,00 m
tratto di asfalto lungh.≈ 85,00 m
tratto di canalina esterna lungh.≈ 30,00 mH → I
TIPOLOGIA TRATTI:
LEGENDA:
tubazione esistente illuminazione pubblica comunale
tubazione linea fibra ottica
pozzetti linea fibra ottica dim. minima 90x70 cm
palo illuminazione pubblica
tubazione in canalina esterna tratto interno vecchio museo

32. Iolanda Pensa, Planning Wikimania Esino Lario, cc by-sa, 2016.

33. Connectivity during Wikimania 2016. Internet speed upload and download. Screenshot Simone Sala and Eolo, 2016.

34. 600
300
38
100
100
38
i200
100
100
100
100
150
50
MeetupsPanels Support
Wikimania Esino Lario 2016 venue.

35. Photo Niccolò Caranti,Wikimania Esino Lario, cc by-sa, 2016.

36. What visitors remember most from heritage site visits
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 172 adapted from Masberg and Silverman 1996
Activities (i.e. picnics, trails, walking, riding…)
Companions (i.e. parents, colleagues, friends, spouses)
Information (facts learned)
Built environment
Site personnel (people they came in contact with)
Culture (ways of life)
Nature (features of the natural environment)

37. Specific management tools and techniques
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 166-185
Controlling traffic, visitor flows and congestion
Limiting contact between visitors and artefact
Fees and pricing
Providing a way for visitors to leave their mark
Providing high-quality experiences
Marketing/promotion
Hardening the resource (i.e. surfacing access routes and walkways and
increasing the number and range of facilities)
Interpretation
Creating mindful visitors
Sustainable heritage tourism
Managing local residents (participation in decision-making, participation in
the benefits of tourism, public awareness-building efforts)

38. Creating mindful visitors
Source:Timothy & Boyd, Heritage Tourism, 2003, p. 175-178
Help visitors find their way around
Make connections to visitors
Offer variety
Tell a good story
Know the visitors

39. Impacts of heritage tourism
Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 125-130
Physical impacts
Sociocultural impacts

40. Challenges to heritage conservation
Source:Timothy & Boyd, Heritage Tourism, 2003, pp. 119-124
Lack of funds
Modernisation
Environmental pressures
Public perceptions
Colonial legacy