Almatourism - Journal of Tourism, Culture and Territorial Development
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Motivation-based Market Segmentation in Rural Tourism: the Case of Sámán, Iran
Full text linkMarket segmentation is a pivotal and under-investigated issue when evaluating decision-making processes and motivational factors shaping rural tourism. The present study has examined market segments of rural tourists in Iran based on their socio-demographic attributes, travel characteristics and preferred leisure activities, profiling rural tourists on the base of their motivational background. The survey results indicated that rural tourism in the study area is a heterogeneous market, whose development depends on general trends in Middle East tourism market. A comprehensive knowledge of rural tourism actors may help formulating appropriate marketing strategies for internal areas destined to tourism growth
Strategic Planning of Cultural Tourism Development in Historic City of Yazd (Case Study: Fahadan Neighbourhood)
Full text linkThis paper aims to propose a strategic plan for cultural tourism development in Fahadan neighbourhood, located in the historic city of Yazd. In this regard, the SWOT matrix was used to analyse the current situation. Based on the elicitation of 12 experts' opinions, the IFE and EFE matrices were calculated, and then initial strategies were presented. Analysis of the findings in the IE matrix revealed that the offensive strategies have priority for implementation. According to the results, establishing eco hotels, holding walking tours, extensive national and international advertising, strengthening social capital and supporting NGOs, setting up handicraft fairs, providing financial facilities and enacting tax laws, and preparing a comprehensive plan for rehabilitation and renovation, should be considered
Travelling with the UniOn App: Itineraries of Language and Culture Through the City of Bologna
Full text linkUniOn is an application for smartphone and tablets developed within ILOCALAPP (www.ilocalapp.eu), a European project coordinated by the University of Bologna. UniOn exists in four versions, one for each city involved in the project (Bologna, Coimbra, Poznań and Rovaniemi), and it is meant to foster the incidental learning of the language and the culture related to the city (respectively, Italian, Portuguese, Polish and Finnish). The fruition and the understanding of the contents (reading, listening, etc.) directly in the places let the users get in touch with aspects of language and culture in an implicit, non intentional way.UniOn has been created to cope with the specific needs of international students living a mobility experience, but it has become soon an interesting tool also for other typologies of travellers (high-school students, university students coming from other cities, tourists, migrants). In this article we will illustrate the main app features and its development based on a user-centred design approach. We will focus upon the Bologna version of the app to show how the app is being used, and how both the city and the users’ experience of the city play a crucial role
Tourism and Luxury Crafts: How a 19th Century Roman Family Business Charmed the Foreigners and Conquered the International Market Reinventing the Past. The Castellani Goldsmith 1814-1914
Full text linkFor historical, cultural and religious reasons, Rome has always been one of the most attractive cities for international tourism. During the 18th century, when Rome became one of the more popular city of the Grand Tour travelers, the rich foreign visitors began to discover the products of the Roman luxury handicrafts, including reproductions of paintings and sculptures, small objects and mosaic jewels, cameos and engraved stones. In the early decades of the 19th century, the increase in tourist demand for luxury handicrafts led some goldsmiths to abandon the production of foreign-style jewels (a characteristic of the Roman goldsmiths aimed at intercepting local demand) to produce objects which value added resided in the artistic and cultural content inspired by the Italian goldsmith tradition. The craftsmen who first innovated the Roman jewellery were the Castellani. They invented the so-called "Italian archaeological jewelry", attracting immediate success among the wealthy tourists, artists and intellectuals who visited Rome during the 19th century. The paper will outline the entrepreneurial strategies adopted by the Castellani to obtain a product able to attract the taste of foreign customers who over the years also played the role of "testimonials" for the conquest of the international market.Roma è stata nel corso dei secoli uno dei più importanti poli di attrazione del turismo internazionale, per motivi di ordine storico, culturale, religioso. Nel corso dell'età moderna, soprattutto dal Settecento quando la città divenne una delle tappe imprescindibili dei viaggiatori del Gran Tour, i ricchi visitatori stranieri iniziarono a scoprire anche i prodotti dell'artigianato artistico romano quali riproduzioni in copia di pitture e sculture, piccoli oggetti e monili in mosaico, cammei e pietre incise, ecc. Nei primi decenni dell'Ottocento, l'incremento della domanda turistica per l'artigianato di lusso spinse alcuni orafi ad abbandonare la produzione di gioielli di gusto esterofilo (che fino ad allora aveva caratterizzato l'oreficeria romana finalizzata ad intercettare la domanda locale) e a produrre oggetti il cui valore aggiunto risiedesse nel contenuto artistico e culturale ispirato alla tradizione orafa italiana. I primi orafi ad innovare l'oreficeria romana furono i Castellani che inventarono la cosiddetta “oreficeria archeologica”, riscuotendo un immediato successo tra i facoltosi turisti, artisti e intellettuali che nel corso dell’Ottocento visitarono la città di Roma. Il paper intende ricostruire la vicenda dei Castellani e le strategie imprenditoriali adottate per ottenere un prodotto orafo capace di sedurre il gusto dei consumatori stranieri che divennero anche un tramite per la conquista del mercato internazionale
Fashion and Tourism in Campania in the Middle of the Twentieth Century: a Story with Many Protagonists
Full text linkIn the last decades a large number of Italian tourist destinations have become increasingly popular thanks to the growth of purchase as a consolidated habit of collective tourism, and to the identification of many sites as upscale shopping centers. For such resorts, this trend has turned into a tool for promotion comparable to art, landscape and food. This phenomenon developed in particular in Capri, Ischia and Positano, where between the Fifties and Sixties, thanks to the initiative of local artisans or shrewd foreigner visitors, tailor’s shops, boutiques and workshops were created in response to the customers’ requests for clothes and accessories tuned to the native ‘style’. The authenticity of this process was originally guaranteed by the strong consolidated artisan tradition of the sites and found a favorable conjuncture in the fact that in the middle of the century fashion was combined with tourism and cinema to help Italy out of the post-war crisis. Thanks to its folklore and natural landscape heritage connected to the beauty of its coast, Naples acted as a main trigger for this project: it boasted suitable productive, cultural and economic conditions to aspire to become the "capital of fashion in southern Italy" and Capri, Ischia and Positano were the ideal stages through which the new facet of Italian creativity could be conveyed.L’introduzione del tema dell’acquisto nella prassi ordinaria del turismo collettivo e l’identificazione di molti luoghi come centri dello shopping d’autore ha favorito negli ultimi decenni diverse mete italiane per le quali tale aspetto si è configurato come un veicolo di promozione analogo all’arte, al paesaggio e al cibo. Questo fenomeno si è sviluppato in particolare a Capri, Ischia, Positano, dove tra gli anni Cinquanta e Sessanta, grazie all’intraprendenza di artigiani autoctoni o di astuti frequentatori stranieri, sono nate sartorie, boutique e botteghe in risposta alle richieste di capi e accessori intonati allo ‘stile’ dei luoghi da parte degli avventori. L’autenticità di questo processo è stata garantita all’origine dal suo radicamento nella consolidata matrice artigiana dei siti ed ha trovato una congiuntura risolutiva nel fatto che alla metà del secolo la moda si è unita al turismo e al cinema per portare l’Italia fuori dalla crisi postbellica. Napoli, grazie al folclore e al ricco patrimonio paesaggistico dei suoi litorali, è stata uno dei principali motori di questo progetto: vantava condizioni produttive, culturali ed economiche per ambire a diventare la “capitale della moda dell’Italia meridionale” e aveva a Capri, Ischia e Positano i palcoscenici ideali in cui veicolare il nuovo volto della creatività italiana
Creating New Touristic Fashion Routes with Caravanserais on the Ancient Silk Road in Turkey
Full text linkAnalysis Dimensions of City Destination Character and Image Positioning
Full text linkCity tourism, with its unique character and image, has increased considerably over the last decades. At the same time, the complexity of destination development and image marketing has increased, and there is a lack of analysis tools for image positioning. The purpose is to investigate city destination image and character as prerequisites for destination marketing and development and how the image and character position can be analysed. City destination character, visitor destination image and visitor segments are used as the main theoretical framework. An exploratory qualitative study approach has been chosen with an image case study of destination Stockholm. Qualitative interviews were conducted with the visitor segment international students and destination specialists. The study shows that destination specialists have assessed a combination of city destination characteristic areas, which can be developed. Furthermore, visitors have a mindset of several image aspects and holistic expressions for city destinations that can be used in destination marketing to change the current image position into the desired one. In order to determine a desired position, six analysis dimensions have been found useful: Desired positioning, Demand and supply, Visitor segmentation, Destination generalisation, Visit process and Expression type. The analysis dimensions are based on relevant dichotomous aspects. The effects of the used dimensions are called “positioning leverage effects”, and their main aim is to obtain a competitive advantage and to differentiate to other destinations
