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LRD L'ecosistema Digitale dei Centenari

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Presentazione di Beppe Giaccardi del 21 marzo 2019 a Firenze con i risultati dell'analisi di scenario dell'ecosistema digitale riguarante i tre centenari di Leonrdo, Raffaello e Dante.

Ricerca LRD Centenaries per ENIT

Published in: Travel
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LRD L'ecosistema Digitale dei Centenari

  1. 1. Leonardo, Raffaello, Dante L’ecosistema digitale dei tre Centenari Sintesi di ricerca Giuseppe Giaccardi Consulente di strategia Responsabile del progetto ENIT «LRD Centenaries Matching Italic People» Firenze 21 marzo 2019
  2. 2. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 2 Il progetto ENIT > LRD Centenaries Matching Italic People© Piano delle azioni 1. Audit della struttura centrale di marketing ENIT 2. Progetto e realizzazione Ricerca di scenario sull’offerta LRD Italia 3. Progetto e realizzazione Ricerca sulla domanda internazionale di turismo culturale sollecitata dai tre centenari 4. Progetto e strutturazione del format per workshop di orientamento dell’offerta LRD Italia di Regioni italiane e altre Istituzioni pubbliche interessate 5. Progetto e strutturazione del format per workshop di orientamento dell’offerta LRD Italia di associazioni economiche, gruppi alberghieri, consorzi turistici, DMC, etc. Domanda di progetto Il V centenario di Leonardo da Vinci (2019), il V centenario di Raffaello Sanzio (2020) e il VII centenario di Dante Alighieri (2021) possono essere nuove motivazioni di viaggio per nuovi flussi qualificati di incoming internazionale? In che modo, in che misura e a quali condizioni? Modello scientifico* *Pubblicazione scientifica del modello turistico PLiSM – H2LM nel capitolo «Using The Destination Heritage, Language, Lifestyle and Made In Italy as A Tourism Development Model» di Kamel Ben Youssef, Université Paris Nanterre (France), Martha Friel, IULM University, Milano (Italy) e Giuseppe Giaccardi, Studio Giaccardi & Associati, Ravenna (Italy), nel volume «The Branding of Tourist Destinations: Theoretical and Empirical Insights”, di Mark Anthony Camilleri, Emerald Publishing Limited 2019, pagg. 97-111., cfr. https://www.amazon.com/Branding-Tourist-Destinations-Theoretical- Empirical/dp/1787693740 Ecosistema digitale dei tre Centenari
  3. 3. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 3 L’ecosistema digitale dei tre Centenari > MAPPA Unità web LRD totali N° 128 Unità web Leonardo N° 57 Unità web Raffaello N° 36 Unità web Dante N° 35 Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online CONTENUTI L. 1. Vita n° 4 2. Luoghi n° 8 3. Opere n° 9 4. Monumenti n° 15 5. Eventi n° 16 6. Az. Tour n° 5 CONTENUTI R. 1. Vita n° 6 2. Luoghi n° 0 3. Opere n° 12 4. Monumenti n° 17 5. Eventi n° 5 6. Az. Tour n° 0 CONTENUTI D. 1. Vita n° 6 2. Luoghi n° 5 3. Opere n° 3 4. Monumenti n° 11 5. Eventi n° 5 6. Az. Tour n° 5 CONTENUTI LRD 1. Vita n° 16 2. Luoghi n° 13 3. Opere n° 24 4. Monumenti n° 43 5. Eventi n° 26 6. Az. Tour n° 10
  4. 4. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 4 L’ecosistema digitale dei tre Centenari > GOVERNANCE Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online Comuni 30 52,6% MIBAC 24 42,1% Province 1 1,8% Regioni 1 1,8% Università 1 1,8% 57 TIPOLOGIE GOVERNANCE PUBBLICA Imprese private 32 56,1% Associazioni 15 26,3% Enti religiosi 7 12,3% Fondazioni 3 5,3% 57 TIPOLOGIE GOVERNANCE PRIVATA Fondazioni 8 57,1% Consorzi 2 14,3% Cooperative 1 7,1% Associazioni 3 21,4% 14 TIPOLOGIE GOVERNANCE PUBBLICO-PRIVATA Pubblica 57 44,5% Privata 57 44,5% Pubblico-privata 14 10,9% 128 GOVERNANCE Pubblica 23 63,9% Privata 11 30,6% Pubblico-privata 2 5,6% 36 GOVERNANCE RAFFAELLO Pubblica 22 38,6% Privata 27 47,4% Pubblico-privata 8 14,0% 57 GOVERNANCE LEONARDO Pubblica 12 34,3% Privata 19 54,3% Pubblico-privata 4 11,4% 35 GOVERNANCE DANTE
  5. 5. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 5 L’ecosistema digitale dei tre Centenari > CORRELAZIONI TURISTICHE Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online Sì 40 31,3% No 88 68,8% 128 CORRELAZIONI TURISTICHE Sì 19 33,3% No 38 66,7% 57 Itinerari 11 57,9% Partnership imprese 5 26,3% Organizzazione viaggio 2 10,5% Info tour 1 5,3% 19 TIPOLOGIE TURISTICHE LEONARDO CORRELAZIONI TURISTICHE LEONARDO Sì 9 25,0% No 27 75,0% 36 Itinerari 0 0,0 Partnership imprese 1 11,1 Organizzazione viaggio 4 44,4 Info tour 4 44,4 9 CORRELAZIONI TURISTICHE RAFFAELLO TIPOLOGIE TURISTICHE RAFFAELLO Sì 12 34,3% No 23 65,7% 35 Itinerari 8 66,7 Partnership imprese 1 8,3 Organizzazione viaggio 1 8,3 Info tour 2 16,7 12 TIPOLOGIE TURISTICHE DANTE CORRELAZIONI TURISTICHE DANTE Itinerari 19 47,5% Partnership imprese 7 17,5% Organizzazione viaggio 7 17,5% Info tour 7 17,5% 40 TIPOLOGIE CORRELAZIONI TURISTICHE
  6. 6. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 6 L’ecosistema digitale dei tre Centenari > VALORIZZAZIONE Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online Sì 29 22,7% No 99 77,3% 128 VALORIZZAZIONE CENTENARI LRD Leonardo V 2019 23 79,3% Raffaello V 2020 2 6,9% Dante VII 2021 4 13,8% 29 VALORIZZAZIONE PER CENTENARIO Eventi e mostre 21 72,4% Sito ad hoc 4 13,8% Evento centenario 3 10,3% Countdown 1 3,4% 29 TIPOLOGIA DI CELEBRAZIONI LRD Eventi e mostre 18 78,3% Sito ad hoc 3 13,0% Evento centenario 2 8,7% Countdown 0 0,0% 23 TIPOLOGIE LEONARDO Sì 23 40,4% No 34 59,6% 57 VALORIZZAZIONE LEONARDO Sì 2 5,6% No 34 94,4% 36 VALORIZZAZIONE RAFFAELLO Eventi e mostre 2 100,0 Sito ad hoc 0 0 Evento centenario 0 0 Countdown 0 0 2 TIPOLOGIE RAFFAELLO Sì 4 11,4% No 31 88,6% 35 VALORIZZAZIONE DANTE Eventi e mostre 1 25,0% Sito ad hoc 1 25,0% Evento centenario 1 25,0% Countdown 1 25,0% 4 TIPOLOGIE DANTE
  7. 7. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 7 L’ecosistema digitale dei tre Centenari > INTERNAZIONALIZZAZIONE Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online Sì 79 61,7% No 49 38,3% 128 LINGUE STRANIERE PER LRD Inglese 79 100,0% Francese 26 32,9% Tedesco 16 20,3% Spagnolo 12 15,2% Russo 8 10,1% Cinese 6 7,6% Portoghese 3 3,8% Arabo 1 1,3% Giapponese 1 1,3% Tot. unità web 79 DETTAGLIO LINGUE STRANIERE LRD Sì 40 70,2% No 17 29,8% 57 LINGUE STRANIERE LEONARDO Sì 26 72,2% No 10 27,8% 36 LINGUE STRANIERE RAFFAELLO Inglese 26 100,0% Francese 13 50,0% Spagnolo 6 23,1% Tedesco 9 34,6% Portoghese 1 3,8% Russo 4 15,4% Cinese 4 15,4% Arabo 1 3,8% Giapponese 1 3,8% Tot. unità web 26 DETTAGLIO RAFFAELLO Sì 13 37,1% No 22 62,9% 35 LINGUE STRANIERE DANTE Inglese 13 100,0% Francese 3 23,1% Tedesco 3 23,1% Russo 2 15,4% Tot. unità web 13 DETTAGLIO DANTE Inglese 40 100,0% Francese 10 25,0% Spagnolo 6 15,0% Tedesco 4 10,0% Portoghese 2 5,0% Russo 2 5,0% Cinese 2 5,0% Tot. unità web 40 DETTAGLIO LEONARDO
  8. 8. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 8 L’ecosistema digitale dei tre Centenari > AUDIENCE ONLINE (1) Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online
  9. 9. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 9 L’ecosistema digitale dei tre Centenari > AUDIENCE ONLINE (2) Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online
  10. 10. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 10 L’ecosistema digitale dei tre Centenari > AUDIENCE ONLINE (3) Nel mondo 250 milioni di appassionati di cultura italiana 170 milioni studiano la lingua italiana Brand Made in Italy tra i più ricercati online
  11. 11. Progetto e realizzazione Studio Giaccardi & Associati – Consulenti di Direzione 11 GIUSEPPE GIACCARDI CEO Studio Giaccardi & Associati libero professionista Responsabile progetto ENIT LRD Centenaries Matching Italic People© MARCO ANTONIOLI Sociologo, analista di ricerca economica e sociale e di mercato, libero professionista ENIT Authorised Reseacher DANIELE ESPOSITO Analista, marketing ed economia del turismo, libero professionista ENIT Authorised Reseacher BENEDETTA MARANGONI Analista, marketing della cultura e dell’arte, libera professionista ENIT Authorised Reseacher MARGHERITA VISSARIS Analista, marketing culturale ed eventi, libera professionista ENIT Authorised Reseacher MARIA ELENA ROSSI Direttore Marketing e Promozione ENIT Agenzia Nazionale del Turismo ELENA DI RACO Market Research and Statistics Manager ENIT Agenzia Nazionale del Turismo Team del progetto > LRD Centenaries Matching Italic People© Questo elaborato è un prodotto originale dello Studio Giaccardi & Associati – Consulenti di Direzione © All Rights Reserved per ENIT Ravenna 19 marzo 2019 www.giaccardiassociati.it Grazie dell’attenzione

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