The document discusses development challenges facing the village of Laviano in Italy and proposes strategies to address them. It finds that emigration of young people is a major issue, but that focusing on cultural heritage, tourism, and cooperation could help revitalize the local economy and stop the flow of emigration. A SWOT analysis identifies strengths like cultural traditions and opportunities like underutilized historical sites, as well as weaknesses and threats, to guide strategic planning around art, culture, marketing, and residences.

1. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 The Cultural Heritage and Development: The Case of Laviano Area Emiliana Mangone University of Salerno

2. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Preliminary Remark The development of a territorial system can manifest itself in various forms, because of the different ways of production, the many relationships between enterprises, the subjective inclinations of local actors, and the economic and social environment. We can argue that an univocal model of analysis for development is not given. The instruments needed for a reliable survey must allow the exploration and the understanding of the links between all the actors involved.

3. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Preliminary Remark Each local area is characterized by its endogenous functioning scheme, that depends on the historical development, on the cultural and social phenomena, on the geomorphology, and on the mix between objective and subjective factors. Thus, a model of analysis that takes into account the multidimensional character of a region, must be able to measure either the economic, social and cultural dimensions. It must then be able to point out the territorial and structural differences.

4. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Preliminary Remark The work here presented just originates from some reflection based on the above mentioned assumption. In particular, the work focuses on a social phenomenon that during the last decade manifested itself in uncontrollable ways: the emigration of new generations from a region where the prevalent population is made by old people

5. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Objectives of research The research we present refers to the village of Laviano. The study holds that it is still possible to stop the migration flow. At the same time, the study aims to verify if it is still possible to use the local resources for the development. Such development, keeping the local vocation, could effectively be inserted in the market, in order to relaunch the local economy. The study is supported by the work of some young researchers and students coming from the area where Laviano is situated. This area, called the “crater”, is situated near the epicentre of a dreadful earthquake, that in 1980 destroyed more than thirty villages. Laviano was razed to the ground and three hundred killed. We investigated the historical memory of that occurrence, but also the remaining signs of a culture and a place, of the far-off roots, and of a community that kept its firm balance and its identity over centuries.

6. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Hypothesis The main hypothesis of the research is that a right territorial development plan could stop the emigration flow, even better it could encourage new settlements of people. Thus, we have focused on the youngest part of the population (between 16 and 34) and on the emigrants returned to Laviano on holyday from foreign countries (especially from: America and Australia).

7. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 The representations of emigrants The answers to the question “What idea/image did you have of Laviano before your arrive there?”, have given a further acquisition of information about representational frame of emigrants. The idea/images that emerges is that of a village rebuild after the earthquake, so a new and modern village, even if the territory remains a little mountain area where the deep relation network permits everybody to knows all people who live there. The emigrants who were born in Italy and did not return to Laviano for many years or before the earthquake, imagine a territory completely different from the one that they remember in their childhood. The answers are the following: «A village changed because of the earthquake, but with a fun of rebuilt village and with his same geographic position described by emigrants during the nights of great nostalgia» [women, 30-40 years-old, Argentina] «An imagine of a little village by emigrants during the second half of the last century, destroyed by earthquake and its people desire to go on» [men, 40-50 years-old, Argentina]

8. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Images and future prospective of Laviano’s young Once acquired the perception of available resources for the territory of Laviano in regard to strategy of development, we wanted to analyze the opinion of young people about the difficulty for the development and the actions to do to reduce o eliminate them. 12 (7m-5w) 8 (3m-5w) 2 (1m-1w) 5 (2m-3w) 9 (5m-4w) Absence of sense of embedded to territory 6 (3m-3w) 11 (8m-3w) 3 (1m-2w) 6 (1m-5w) 10 (5m-5w) Entrepreneurial incapacity 22 (11m-11w) 10 (6m-4w) 2 (1m-1w) 1 (1w) 1 (1w) Absence of cooperation between citizens 10 (5m-5w) 10 (4m-6w) 5 (2m-3w) 7 (5m-2w) 4 (2m-2w) Less information about opportunities 11 (5m-6w) 12 (5m-7w) 4 (4m) 5 (3m-2w) 4 (1m-3w) Absence of integration between institutions 11 (4m-7w) 8 (4m-4w) 4 (2m-2w) 7 (5m-2w) 6 (3m-3w) Procedures more long for starting activities 4 (4w) 5 (2m-3w) 3 (3m) 13 (7m-6w) 11 (6m-5w) Absence of financing 7 (4m-3w) 11 (4m-7w) 9 (5m-4w) 5 (2m-3w) 4 (3m-1w) Absence of a life project 5 Completely agreed 4 Partial agreed 3 Not agreed Not disagreement 2 Partial disagreement 1 Completely disagreement Item

10. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 The strategic areas for Laviano’s development More important to programming of development plan for the territory is SWOT analysis on the strategic areas. SWOT defines the terms: Strengths, Weaknesses, Opportunities and Threats. The strengths identify positive and negative aspects inside of territory. The opportunities identify positive and negative elements external of territory.

11. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 The definition of strategic areas: the cultural heritage The strategy of development plan is constituted by whole of choices to make; the strategy must be explicated, assuming in this way the forms of a “declaration of intent” on these choices. To Laviano have been explicated strategic areas traceable to different sectors for which we have show n the global objectives that, at same time, are articulated in more specific objectives that would be chosen bycompetent authority.

12. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 The definition of strategic areas: the cultural heritage Strategic area – Artistic and cultural resources SWOT Analysis Absence of innovative policies to integrated manage in the sector of cultural goods Positive trend of cultural and artistic, naturalistic and wine-gastronomy local tourism More disponssable of financing resource to invest in the sector THREATS OPPORTUNITIES Absence of workers in the sector Later in the rebuilt of cultural and artistic places Absence of services to user of cultural goods and artistic places Absence of promoting system with unused of ICT Disposable of two artistic places still to valorize (Longobard castle and chapel) Presence of cultural traditions link to local identity Geographical closeness to archaeological places of international relevance WEAKNESSES STRENGHTS

13. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 Specific Objective – Residence structures It is well known both to the administrators and citizens that Laviano does not have problems about residence structures: Silence Hotel and Distressing Village are two forms of different residence that can be direct a differential public. Specific Objective – Enhancement of sites and events The cultural and artistic enhancement defines new opportunities in the sector of tourism. The specific objective that here we must highlight is the necessity to reinforce, extend and qualify the actions to safeguard the cultural and artistic heritage also favouring actions with private capital, in order to enhance sites. Specific Objective – Territorial marketing For the improvement of attractive condition of territory the marketing is more relevant. It is like a whole of techniques, procedures and tools that permit to realize own market aims. Strategic area – Artistic and cultural resources

14. International Conference of Territorial Intelligence Fisciano (SA) - (Italy) November, 5th – 6th 2009 The policies of local development cannot live apart interaction between the different actors involved in the development process. This axiom implies the necessity to cooperate at local level, operation that often implies a cultural “jump” and a modification of collective behaviours: increasing of capacity to dialogue between the actors of same context and a limitation of micro-conflict. Conclusions