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Tra Vocazione Turistica Ed Esperienze Creative UPPLEMENTI

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Tra Vocazione Turistica Ed Esperienze Creative UPPLEMENTI La città di celluloide tra vocazione turistica ed esperienze creative UPPLEMENTI S 04 IL CAPITALE CULTURALE Studies on the Value of Cultural Heritage JOURNAL OF THE SECTION OF CULTURAL HERITAGE Department of Education, Cultural Heritage and Tourism University of Macerata Il Capitale culturale Marazzi, Fabio Mariano, Aldo M. Morace, Studies on the Value of Cultural Heritage Raffaella Morselli, Olena Motuzenko, Giuliano Supplementi 4, 2016 Pinto, Marco Pizzo, Edouard Pommier, Carlo Pongetti, Adriano Prosperi, Angelo R. Pupino, ISSN 2039-2362 (online) Bernardino Quattrociocchi, Mauro Renna, ISBN 978-88-6056-466-5 Orietta Rossi Pinelli, Roberto Sani, Girolamo Sciullo, Mislav Simunic, Simonetta Stopponi, © 2016 eum edizioni università di macerata Michele Tamma, Frank Vermeulen, Stefano Registrazione al Roc n. 735551 del 14/12/2010 Vitali Direttore Web Massimo Montella http://riviste.unimc.it/index.php/cap-cult e-mail Coordinatore editoriale [email protected] Francesca Coltrinari Editore Coordinatore tecnico eum edizioni università di macerata, Centro Pierluigi Feliciati direzionale, via Carducci 63/a – 62100 Macerata Comitato editoriale tel (39) 733 258 6081 Giuseppe Capriotti, Alessio Cavicchi, Mara fax (39) 733 258 6086 Cerquetti, Francesca Coltrinari, Patrizia http://eum.unimc.it Dragoni, Pierluigi Feliciati, Enrico Nicosia, [email protected] Francesco Pirani, Mauro Saracco, Emanuela Stortoni Layout editor Cinzia De Santis Comitato scientifi co - Sezione di beni culturali Giuseppe Capriotti, Mara Cerquetti, Francesca Progetto grafi co Coltrinari, Patrizia Dragoni, Pierluigi Feliciati, +crocevia / studio grafi co Maria Teresa Gigliozzi, Valeria Merola, Susanne Adina Meyer, Massimo Montella, Umberto Moscatelli, Sabina Pavone, Francesco Pirani, Mauro Saracco, Michela Scolaro, Emanuela Stortoni, Federico Valacchi, Carmen Vitale Comitato scientifi co Michela Addis, Tommy D. Andersson, Alberto Mario Banti, Carla Barbati, Sergio Barile, Rivista accreditata AIDEA Nadia Barrella, Marisa Borraccini, Rossella Rivista riconosciuta CUNSTA Caffo, Ileana Chirassi Colombo, Rosanna Cioffi , Caterina Cirelli, Alan Clarke, Claudine Rivista riconosciuta SISMED Cohen, Gian Luigi Corinto, Lucia Corrain, Rivista indicizzata WOS Giuseppe Cruciani, Girolamo Cusimano, Fiorella Dallari, Stefano Della Torre, Maria del Mar Gonzalez Chacon, Maurizio De Vita, Michela Di Macco, Fabio Donato, Rolando Dondarini, Andrea Emiliani, Gaetano Maria Golinelli, Xavier Greffe, Alberto Grohmann, Susan Hazan, Joel Heuillon, Emanuele Invernizzi, Lutz Klinkhammer, Federico Alla mia Maestra La città di celluloide tra vocazione turistica ed esperienze creative Atti della giornata di studio (Macerata, 26 marzo 2015)* a cura di Enrico Nicosia * Tutti i contributi di questo volume sono stati sottoposti ad una revisione tra pari (Peer Review) basata su una iniziale selezione da parte del Comitato Scientifi co della Giornata di studio e su una successiva valutazione da parte di due revisori anonimi. Contributi introduttivi «Il capitale culturale», Supplementi O4 (2016), pp. 29-65 ISSN 2039-2362 (online); ISBN 978-88-6056-466-5 DOI: http://dx.doi.org/10.13138/2039-2362/1410 © 2016 eum A Film Pr oduction Tourism ‘Club di Prodotto’ to enhance territory competitiveness and cultural identity. ‘I Sassi di Matera’, a strategic niche in a global market* Francesco Citarella**, Francesca Sorrentini*** Abstract The fi rst section of our study pivots on the theory that a Club di Prodotto (CdP), by promoting a unique tourist package in terms of territory specifi cs, constitutes an excellent opportunity for creating tout court, tourist destinations (as opposed to mere resorts). In * Sections 1-5 are the work of Francesco Citarella, while sections 6-10 are the work of Francesca Sorrentini. ** Francesco Citarella, Full Professor of Macroeconomics and the Global Tourism Market, Scientifi c Coordinator of OPSAT (Observatory for Sustainable Development and Territory Planning), University of Salerno, Faculty of Economics, Department of Information and Electrical Engineering and Applied Mathematics (DIEM), via Giovanni Paolo II, 132, 84084 Fisciano (Salerno), e-mail: [email protected]. *** Francesca Sorrentini, Researcher in Economic Geography and Tourism, University of Naples “Federico II”, Department of Economic Sciences and Statistics, via Cinthia, 26 (Monte Sant’Angelo), 80126 Napoli, e-mail: [email protected]. 30 FRANCESCO CITARELLA, FRANCESCA SORRENTINI particular, the Film Production Tourism CdP represents a common denominator in the process of expanding tourist initiatives and local development given that tourism and accessory activities concur in creating socio-economic growth and enhanced quality of life. In short, the close relation between the private nature of the CdP association and the public sphere guarantees an innovative offer based on systemic and synergic scale intervention. The second section of our research analyzes the links between the Lucan region territory, fi lm production tourism and initiatives required for local development. In this context, the area of ‘I Sassi di Matera’ for example, by virtue of its natural and cultural resources, is privileged by many fi lm producers as a setting for their fi lms. Our analysis has highlighted that planning and coordinated initiatives are essential for creating destinations that derive long term benefi ts from such policies. Moreover, by virtue of its relevant methodology, the advantages stemming from the creation of a Film Production Tourism CdP i.e. a distinct, integrated offer with a focus on potential strong points and uniqueness, would undoubtedly promote the image of Basilicata Region and its geographical specifi cs in order to respond to growing demand. L’intento della prima parte dello studio di ricerca è sostenere la tesi che il Club di Prodotto (CdP), promuovendo un pacchetto d'offerta unico nel suo genere e coerente con le peculiarità territoriali, costituisce un'opportunità che le realtà a vocazione turistica dovrebbero cogliere per differenziarsi e proporsi quale destinazione piuttosto che località. In particolare, il CdP Cineturismo rappresenta il comune denominatore tra gli obiettivi di espansione delle iniziative turistiche e quelli di sviluppo locale, poiché l'offerta del comparto e le attività indotte concorrono alla crescita socio-economica e al miglioramento della qualità del vivere ricercata. In sintesi, emerge la stretta relazione tra il carattere privatistico del raggruppamento e la sfera pubblica per implementare un'offerta innovativa, strutturata sul set di azioni, dal carattere sistemico e sinergico. La seconda parte dello studio di ricerca valuta i legami tra le caratteristiche del territorio lucano e il Cineturismo e le azioni per contribuire alla diffusione dello sviluppo locale, in particolare dei Sassi di Matera per le sue risorse naturali e culturali, che sono alla base delle scelte dei produttori cinematografi ci. L’analisi ha evidenziato la necessità di attuare interventi coordinati e pianifi cati, al fi ne di creare una destinazione che possa benefi ciare a lungo degli effetti positivi generati dalla divulgazione dei fi lmati. Sulla base della metodologia esposta, notevoli sono i vantaggi derivanti dall’istituzione del CdP Cineturismo per promuovere l’immagine della Basilicata e delle sue specifi cità geografi che e per rispondere alle accresciute e diversifi cate esigenze della domanda, predisponendo un’offerta distintiva integrata, focalizzata sui punti di forza e di unicità. 1. Introduction Tourism, complex, crosscutting and with a sharp impact on economic, social and leisure time issues is a decisive opportunity for growth in Italy notwithstanding the effects of the global crisis. The many facets of tourism including the satisfying of tourist demand and the wide array of economic A FILM PRODUCTION TOURISM ‘CLUB DI PRODOTTO’ TO ENHANCE TERRITORY COMPETITIVENESS AND CULTURAL IDENTITY 31 variables, renders this segment of goods, services and personal experiences1 an extremely structured sector. Consequently if territorial vocation is a tool by means of which stakeholders can plan and devise optimal models of enhancement, analyses of the geographical specifi cs of an area are useful to identify the potential of the destinations and to defi ne policies of development and growth, given that competitiveness is determined by material (infrastructure) and immaterial resources (synergies between networks of tourism enterprise, local culture and the growth of collateral industries). The paradigm of contemporary tourism maps areas seemingly lacking in clear identity, a global village i.e. destinations bereft of any complicity between traveller and place, in other words, the stereotype of mass fl ows. This results in uniformity as concerns relations, emotions and experiences with the global village tending to distance itself from the opportunities of self awareness or self discovery. At the same time, a holiday is the opportunity for acquiring knowledge about new cultures, creating relations and encountering other lifestyles and environments, e.g. visiting destinations after seeing them in television fi ction programmes or fi lms. In particular, relations created as a result of the mix of fi lms, tourism and territory enable the conveying of a place’s historical memory and cultural identity from generation in generation, promote the beauty of its landscapes and scenery and enhance and communicate the historico- architectural characteristics of its buildings and prestigious monuments. Consequently, growth processes are triggered and
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