2_COMPENDIUM_I°_CULTURALTOURISM

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Cultural Tourism

Cultural tourism is the current definition of existing forms of tourism and of course, it implies a

greater focus on cultural aspects of tourist activities.

Cultural tourism should be have an appropriated widespread and therefore it can be theopportunity for the development of less known locations that might actually have interesting

"assets". Several characteristics of "cultural tourism" can then contribute to "seasonally adjust" and

make on more accessible tourist locations not only on traditional period of holidays.

In recent years there are an increasing number of cultural events. We see the boom of exhibitions,

meetings, conferences, entertainment events, concerts, theater, etc.. in classical location and also in

most innovative and original ones. The success of these events is both of a economic point of view

and of good visibility.

Of particular relevance in this field are sponsorships and private funding for the work of Banks,

Associations and Foundations, who see great opportunity in the promotion of marketing and image

recovery.

How to make a cultural events

The most important phases:

construction of exhibition space, bookshop, catering and banqueting

research and selection of secretarial staff and hostess

supply of workers with specific skills, able to provide information services and guided tours

creation of brochures, posters and other advertising and educational products

provision of audiovisual and multimedia equipment, and technical translations

managing the press office

Innovative and Creative Aspects

But in order to fullfill its goals cultural initiatives must be able to:

introduce new elements in the relationship with tradition, and bring at the same time, new forms of

participation and development of young talent in the territory and deal with contemporary life and

promote the use of new technologies applied to various performing arts and new artistic trends

interdisciplinary.

Also Innovative Cultural Tourist projects must take into account other very specific characteristics

as:

the identity and local memory:

to strengthen and renew the history and cultural traditions in its various forms of artistic expressionthrough a deeper knowledge of the history, customs, languages and traditions;

intercultural:

Interventions to promote dissemination and utilization of new cultural elements identified by the

presence in the territory of foreign citizens from different cultural backgrounds;

Innovative tools for organizing an tourist and culture event

These themes can be developed through the following types of activities:

Cultural promotion - cultural meetings, exhibitions and similar activities that tend to broaden

proposals for seniors, students, for foreigners;

Shows - drama, music, dance, theater for adults and children; reviews that address the theater fromclassical forms of experimentation with new languages and more advanced forms of multimedia

innovation in interdisciplinary perspectives and intercultural spaces and exploiting places of the


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territory; activities with particular reference to amateur bands, choirs and theater.

Innovative tool for organize cultural events: The local Tourist System

A local tourist System is a innovative tool for manage cultural events, it is an instruments of

governance that sees local authorities, private operators, individual members and other public

entities active in tourism development of their territories.

Cooperation

Among the most innovative and distinctive aspects of this governance there are the introduction of a

new organizational model of tourism, based on the concept of systematic cooperation among the top

managers and beneficiaries of development such as local authorities, stakeholders and generally the

local community.

Other aspects

This organizational model is therefore characterized by two fundamental aspects:

lthe exaltation of the territorial dimension of tourism;lthe necessary integration between the different components of the system, and in particular

between the public and private actors, not just at management but also in the process of design.

An example of idea of a local Tourist system

A territory could be a local cultural tourist system with specifically objectives as for example:

sustainable tourism in respect of Nature. An idea could be a Tour of a territory by foot or by

bicycle, to show each Towns cultural event, in harmony with nature and its sustainability.


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Innovative methods to manage cultural events

By Bulgarian Development Agency

Innovative methods for managing cultural events: The culture as business or the art to sell art

This method is connected with the importance for creating cohesion between the business and theart. A lot of the problems faced by the managers of cultural events is that they are unable to

effectively reach their target audience and to promoted the organized by them event. These

problems can be solved by the advantages given by Internet as the most widely reaching media up

to that moment. It will help the managers to promote the organized by them event beyond their

regional or national borders on the most economic effective prize. The current technology can help

the managers to fragment the auditory and to target their proposal on the most appropriate and

effective manner.

The Internet can help the cultural events managers to popularize their event through:

Inclusion of information about the organization and the event in specialized internet portals;

Creation and maintaining own web site. It doesnt matter if the information about the

forthcoming event will be published on the organizational web site or on a special web site

developed to promote the event. The web site guarantees bigger durability of the

programmes (the information about the organized by you event is being indexed by the

searched engines and viewed to the consumers long after the event has finished), generates

confidence about the event and the promoting organizations among its consumers. Apart

from that the cultural events manager can offer the potential sponsor of the event to include

information about them in the organizational web site or on the web site of the event. This

increased publicity of the sponsor can help his decision to sponsor the event.

Inclusion in specialized forums, e-mails, newsgroups this will enhance the publicity

around the event and the promoting organization. Apart from that it can help the cultural

events managers to establish contacts with target group representatives and other

stakeholders considering the forthcoming event;

Online advertisement.

Not to be estimated is also the effectiveness of the e-mail and social networks campaigns. The

inclusion of information about the organized event in the social networks can be one of the most

cost effective methods for promotion of events. The social networks present to the advertisers a lot

of information about their users which can be effectively used when targeting the message to the

most appropriate audience. Facebook for example can give the advertising organizations aggregate

information about 100 million users segmented on different criteria like gender, geographic region,

family status etc. Apart from that using the advantages of the social networks the cultural events


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manager can easily reach the effect of the so called virus marketing where one message is

transmitted from one user to another. The virus marketing relays on the willingness of people to

share interesting information between each other. If the information about the cultural event is

considered as interesting and relevant by the addressed user he will transmit it to all other people he

thinks that it will be relevant to. In most cases that will be people with similar characteristics with

the user we have addressed, i.e. those users will also be our target group representatives.

Important and useful for the promotion of cultural events are also the e-mail campaigns. Apart from

the relevantly slow expenses for their realization the well designed and implemented e-mail

campaigns can also help the innovative cultural events managers to achieve the desired results.

Relevant and expected e-mail messages can achieve even bigger results than a traditional

advertising campaign especially in the terms of the current information glut. The cultural events

managers can gather the contacts from the people who have already attended previously organizedevents or to put on his web site a place where the users can subscribe for receiving a newsletter

about the forthcoming activities of the relevant organization. Using those methods for establishing

contacts the innovative cultural events manager will get the allowance to send the stakeholders the

required information. This will make the send by him messages relevant and expected and will

prevent them to be marked as spam by the users.

Another not so used by the organizations method for promotion of information through Internet is

Wikipedia. The cultural events managers can include information about the organized by them

event in this free and widely known encyclopedia and reach even more people than they can reach

with an e-mail campaign. Important for that point are the terms of use of the encyclopedia which

does not allow the publication of biased or advertising information.

Listed below are some other tools and applications which can be used by the innovative production

managers to promote the organized by them events:

Blogger;

For many, a blog is a sort of online diary, a place where others can go to find out what someone is

thinking about or doing. Youre probably less familiar with blogs as business tools. The fact is that

successful blogs are generating money for their owners. Many blogs have gained regular

followings, and the number of users means that they also function as lucrative advertising tools. But

money isnt the only business advantage to creating an online blog for your small- or medium-sized

business. You can use blogs to help build your business in several different ways:

Placing adsmany bloggers are out to attract as many visitors as they can. Once they get a

steady audience, they can use a service like Blogads (www.blogads.com) or Googles Ad

Sense (adsense.google.com) to generate advertising revenue.

Building communityall blog tools, including Blogger, give readers a way to comment on


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what the authors say. Other readers can comment on previous comments; the author can

comment on the comments in another blog post; and the resulting dialog bonds everyone

and creates a lively site of devoted followers.

Making announcementsa blog gives you a way to get the news out about new product

lines or promotions before ads hit the newspapers and long before the printed catalogue

arrives in a customers mailbox.

Placing affiliate adsyou sign up for well-known programs that steer potential buyers to

Amazon.com or eBay.

Building interest in your Web siteby talking about yourself, your knowledge, or your

services, you encourage customers to commit to them.

Asking for donationsif you need a few extra bucks, you make use of the Pay Pal Tip Jar,

a feature that gives visitors a way to donate to your cause.

Google Page Creator

Page Creator takes the hard steps out of creating a Web site and getting your words and images

online. And not only that, its free not only for Google Apps users but those who have only a Gmail

account. The only price you pay for Page Creator is the agreement that youll display small Ad

Sense advertisements on your pages that have been created by Google. In return, you get a user-

friendly interface that lets you assemble Web pages without having to know HTML or other code.You get up to 100MB of Web storage space for images and other files. Apart from that you dont

need to bother about hosting. The web site created through Google Page Creator is published

directly on Google servers.

Google AdWards

AdWords takes advantage of Googles search technology for delivering context sensitive ads: ads

that match the item that someone is searching for. AdWords enables Google to convert its search

service to a revenue-generating system, while at the same time giving anyone the opportunity to set

their own fee for displaying the ads. The cost-per-click payment system used by Google has largely

supplanted the old-fashioned banner advertising system in which Web publishers displayed fixed

ads on their pages and were paid based on the number of times those ads are viewed.

Evaluation

Important part of the innovative management of cultural events is the evaluation. Its a good

practice strict evaluation to be done at the end of each cultural event, no matter it was successful or

not. On that way the cultural events managers will have the chance to analyse both successful and


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unsuccessful factors and would be able to amend their future strategies and plans in accordance

with the received results.


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List of best examples individuated by Italian Partner organisation: Fondazione

Abruzzo Europa A. Spinelli

Num. Title Organisations Presented by Summary

1La Sagra Enogastronomica di Torano

Nuovo

Pro-loco di ToranoNuovo (IT)

Daniela De Amicis

Presentation and

description of theFood Festival of

Torano Nuovo

2 Il Palio del Barone

Associazione Due

TorriLancianese Stefano e

Guercioni EnnioHistorical revocation

3 "Tortoreto Summer Events 2010"

Comune di

Tortoreto-Vito Tartarelli

A Presentation of

Tortoreto Summer

Calendar 2010


Nuovo" 2nd version

Comune di Torano

Luca Mauloni

Presentation anddescription of the

Food Festival ofTorano Nuovo


Nuovo" last version

Pro-loco di ToranoNuovo (IT)

Daniela De Amicis

Presentation and

description of the

Food Festival ofTorano Nuovo

6"A Business Idea: discover Abruzzo

trouhg the responsable travel tourism"Private Learner

Barbara Di PietroA Business Idea

7 "Youth in movement"

Comune diTortoreto Stefano Lancianese

A Realised project

by Tortoreto Tonw

8 "A Project Idea"Private Learner

Francesco FratoniA Project Idea for aComenius

9 "Treasure Hunt"

Comune di AlbaAdriatica Marano -Francesca

A Project Idea

10

"Innovative Methods"

Private learner Vannitelli Andrea A project research


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Torano Nuovo Wine Festival

The Town of Torano Nuovo is an agricultural centre of Abruzzi Subappenine. It is a little town of

about 1600 habitants and it is located on a hill placed at 240 metres of altitude that stands on the

left bank of the river Vibrata at north-east of Teramo from which it is 30 kilometres.

It is stand out halfway between the Adriatic sea and Gran Sasso Mountain

Torano Nuovo is surrounded by thousands vineyard, so it is very famous for the viticulture and the

atmosphere of its ancient country traditions. In fact it is distant from the noise of industrial

civilization and unaware of stressful and nervous modern lifestyle

The Origin of Torano Nuovos name is Etruscan origin and derives from the ancient name of the

goddess of fertility called TURAN.

This name reflects in full the laborious life and the dynamism of the territory all the time dedicated

to the agriculture. The most important productions here are:

-- Cereals, olives, fruits and wine grapes

-- The cattle-breathing

-- The industry of transformation of agricultural and zoo-technical products.

But the most important is wine, there are a lot of wineries and the most important ones are: the

reorganized Cantine Torri, F.lli Galiffa, Sortino di Francescos Hairs, Villa Bizzarri, Guido

Strappelli Company and so on.

Each year all these wineries display to the festival their most important wines together with other

famous wineries of Vibratas Valley such us:

- Dino Illuminati

- Giuseppe Marcocelli,

- Bioagricola Fiore, Cantina Massimi- Tenuta Torretta

- Spanish winery called Vinos Del Bierso, coming from Cacabelos municipality with whom


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Torano has twinned since 2007.

The most famous wines produced in Torano Nuovo are:

- MONTEPULCIANO RED WINE

- TREBBIANO WHITE WINE

- CERASUOLO ROSE WINE

- DRY SPARKLING WINES

Toranos festival has started since 1969. In origin it was born as a kind of village festival joined to a

religious feast where they tried cooking and selling for the first time sausages in Largo San

Flavianos square thanks to the initiative of the local festival board ( composed by important figure

of the Toranos history: Anilo Nepa. Alberto Di Feliciantonio ect.).

Since 1971 the festival was entirely managed by Pro Loco and a team of volunteers.

Toranos festival was inspired by other two festivals already existant:

Festival of roast sucking pig in Campli Sagra della Porchetta Italica

Festival of ham in Bascianos Municipality Sagra del Prosciutto di Basciano

THE BEGINNING

The first festival arranged by Pro Loco in 1971 took place in two nights, on Saturday and Sunday, in

September and were cooked and sold then about 450 kg of sausages, a very hith figures for those

days.

Only some years later, when festival was already famous and popular at regional level, they were

able to move it in a better period that it is that one sit astride on 15th of August.

At the end of seventieths, a real festival did not exist.

There only was a picturesque preparation of sausages roasted on the little home grill, in some places

of the small village, but anyway it already attracted a lot of connoisseurs of those specific and

natural products

Anyway among circle of members of Pro Loco Association it was born the idea to give a new

direction at local festival, opening like that a new scenery that would have given not only fame to

the festival but also an economical increase to it and to its operators

THE PRINCIPAL GOALS OF THE FESTIVAL

The principal goals of festival are increase the value of principal typical product of Torano: wine,

promote a large attendance of visitors and stimulate their interest towards the small village.

In the following years, Torano Nuovo Pro Loco worked very hard taking into consideration thesame goals adding on their wines and food table other typical products like sausages and later,

thanks to the initiative of the local doctor Vincenzo De Amicis, who had then a sheep-farming, it

was inserted in festival the milks sheep cheese which was also used to prepare a particular starter:

spaghetti alla pecorara.

THE NEGATIVE ASPECTS OF THE FESTIVAL

Need and research of a lot of money

Scepticism of someone

Defeatism of some others

Because of them all members of Pro Loco Association and any other volunteers worked very hard


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every night doing every kind of activities joined to the festival.

THE POSITIVE ASPECTS OF THE FESTIVAL

Economic point of view:

It involves and employees about 500 workers in and out Torano in different activities:

- Food preparation

- Distribution of typical products

- Side services (cleaning, control traffic, parking service, marketing and advertisement service andothers

It is a very important display window to promote their typical products as Torano Nuovo does not

have neither big industries nor shopping centre.

Touristic Point of view:

80.000 visitors each years

60% of visitors come from outside region

Social point of view

It is one of the 7 festivals more ancient in Abruzzi Region;

All operators work very hard to respect the environment and urban public health respecting thecurrent regulation in force of the particular atmosphera of celebration that, we can breath here, has

the power to create the right feelings in visitors

Here people meets with their friends or new ones for singing, playing music, dancing, toasting and

of coursedrinking: a very natural, carefree and full of good humor and good food place

TORANO NUOVO FESTIVAL AT WORK

The most of Toranos farms work in the agricultural and alimentary sector. Among typical products

we can find on over 20 stands, they are:

- sausages

- spaghetti alla Pecorara,

- maccheroni alla toranese

- noodles at truffle

- tagliatelle of gourmand

- la polenta di farro

- kebabs of mutton

- hams, the fried cheese

- the salty fritters

- pancakes and other typical cake of Teramos gastronomy.

At the festival Torano Nuovo producers arrange an own stand where they cook sometimes in front

of the audience their special products or typical dishes or/and display them to the visitors in order topromote and increase their marketing and commercialisation.

CONCLUSION

The Toranos festival, which takes place in the full of charming and picturesque historical centre

from 12 to 17 August, has just arrived at 41 edition this year.

It is a very famous event which allows to the several tourists and visitors, coming here from

different places of Italy, to taste the excellent wines of Vibrata s hills thanks to the 8 wineries

present in the territory and to taste all typical food table in Torano , so...............

.. WE WAIT FOR YOU TO THE NEXT EDITION!


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Problems

As envisaged by presentation the principal problem of Torano Nuovo Wine Festival is: how to

obtain new subsidies from the public authorities and the lack of volunteers due to the extension of

this event and also is seasonally character.

Suggestions:

- to widen the event to other moment of the year, e.g. a winter Torano Festival (with winterfood and wine), a spring ones and so on.

- to establish more Twinning with other Countries in order to spread abroad the event.

- to use professionals not any more or only volunteers.

- to insert the event in European Circuit

- to partecipate to Eu Program

- to recur to sponsorship by private or banking Foundations and Enteprises (eg. Producer of

industrial furniture for restaurants and so on)

Documents

2_COMPENDIUM_I°_CULTURALTOURISM