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

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Pre-report of the project LRD Centenaries Matching Italic People presented at TTG in Rimini on the 12th October 2018

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

  1. 1. TTG RIMINI 2018 LRD Centenaries Matching Italic People PRE-REPORT OF THE RESEARCH, October 12, 2018
  2. 2. 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
  3. 3. 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? Project and Realisation by Studio Giaccardi & Associati – Management Consultants 3
  4. 4. 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] Project and Realisation by Studio Giaccardi & Associati – Management Consultants 4
  5. 5. “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 Project and Realisation by Studio Giaccardi & Associati – Management Consultants 5
  6. 6. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 6 Scenario Analysis The potential of the tourist and cultural offer of “LRD Italy” Summary, October 12, 2018
  7. 7. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 7 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
  8. 8. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 8 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
  9. 9. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 9 Georeferencing of the regional tourism resources for the LRD offer >Leonardo da Vinci Regions with resources 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 TOTAL TOURIST RESOURCES ABOUT LEONARDO 58 Excluding the International resources and those distributed throughout Italy
  10. 10. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 10 Estimate of the regional tourism resources for the LRD offer > Raffaello Sanzio Topic Resources n. Regions with resources 1 Life of Raffaello 5 Lazio 1 Marche 1 Tuscany 1 Umbria 2 2 Places where he lived 0 3 Works you can visit 11 Emilia-Romagna 1 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 TOTAL TOURIST RESOURCES ABOUT RAFFAELLO 36 ITALIAN REGIONS INVOLVED 7 out of 20 Online survey carried out from end of July to mid September 2018
  11. 11. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 11 Georeferencing of the regional tourism resources for the LRD offer >Raffaello Sanzio Regions with resources Campania 1 Emilia-Romagna 1 Lazio 12 Marche 9 Tuscany 7 Umbria 4 Veneto 1 TOTAL TOURIST RESOURCES ABOUT RAFFAELLO 35 Excluding the International resources and those distributed throughout Italy
  12. 12. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 12 Estimate of the regional tourism resources for the LRD offer > Dante Alighieri Topic Resources n. Regions with resources 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 3 Works you can visit 2 Emilia-Romagna 2 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 TOTAL TOURIST RESOURCES ABOUT DANTE 58 ITALIAN REGIONS INVOLVED 11 out of 20 Online survey carried out from end of July to mid September 2018
  13. 13. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 13 Georeferencing of the regional tourism resources for the LRD offer > Dante Alighieri Regions with resources Abruzzo 2 Campania 1 Emilia-Romagna 18 Lazio 3 Liguria 2 Lombardy 1 Piedmont 3 Sicily 1 Tuscany 17 Umbria 1 Veneto 7 TOTAL TOURIST RESOURCES ABOUT DANTE 56 Excluding the International resources and those distributed throughout Italy
  14. 14. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 14 Market Survey The International demand for Italian cultural tourism Prompted by the Centenaries of Leonardo, Raffaello e Dante Pre-report, October 12, 2018
  15. 15. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 15 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
  16. 16. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 16 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
  17. 17. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 17 Participants' profiles (First and second cluster from 17th September to 9th October 2018)
  18. 18. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 18 More interesting narration factors … Places where they lived + Life stories = 92,4 1 2 3
  19. 19. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 19 … together with which tourist products 1 2 3
  20. 20. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 20 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
  21. 21. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 21 Preferred travel periods How to organize your trip All Seasons Opportunities Independent traveller
  22. 22. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 22 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
  23. 23. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 23 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%
  24. 24. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 24 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»
  25. 25. Project and Realisation by Studio Giaccardi & Associati – Management Consultants 25 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 ENIT Authorised Reseacher BENEDETTA MARANGONI Analyst, marketing of culture and art, freelance professional ENIT Authorised Reseacher MARGHERITA VISSARIS Analyst, marketing of culture and events, freelance professional ENIT Authorised Reseacher

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