Route development: Experience design on the move Final report of the project SilViAlp
Co-funded by the COSME programme of the European Union 3 Co-funded by the COSME programme of the European Union Marianna Elmi, Anita Arneitz, Antonio Zambon, Stefano Santi, Arneitz, Antonio Zambon, Stefano Marianna Elmi, Anita Eurac Research CIPRA International – International Secretariat of the Via Alpina, of the Via Secretariat CIPRA International – International Eurac Research (Italy), Lead Partner; helios.bz (Italy); Athesia Druck (Italy); helios.bz (Italy); Athesia Eurac Research (Italy), Lead Partner; Front and back cover, p.17, 38, 47, 57, 75, 113: Ovid Jacota; p. 10, 12, 15, 27, 29, 49, 51, p.17, 38, 47, 57, 75, and back cover, Front Avril Arthur – Goettig. helios.bz SilViAlp project SilViAlp Anna Scuttari (Eurac Research), Isidoro De Bortoli (Eurac Research), De Bortoli Research), Isidoro Anna Scuttari (Eurac www.eurac.edu, www.via-transalpina.eu www.via-transalpina.eu www.eurac.edu, Südtiroler Berg- und Höhlenrettung des C.N.S.A.S., und Höhlenrettung Berg- Südtiroler Dolomites UNESCO Foundation. November 2016 information/download: Order printed copies), [email protected], [email protected] (for Project Partners: Project (Austria); Hauser Exkursionen (Germany); of Belluno (Italy); Wanderhotels Province (Slovakia); Hiking & Biking Slovenia (Slovenia). Matej Bel University in Banská Bystrica With the support of: Landesverband, Südtirol im Alpenverein Alpine Convention, Bergrettungsdienst Layouting: Photo credits: Giraud; Hannes Riegler; p. 37, 56, 58, 71, 76, 79, 90: Jean-Louis 52, 54, 59, 80, 83, 99, 103, 107, 111: p. 31, 33: helios.bz Banská Bystrica), Lorena Viel (Province of Belluno), Eckart Mandler (Wanderhotels). of Belluno), Eckart (Province Viel Banská Bystrica), Lorena With contributions from: Morandini, Häupl, Marcella Manfred Marcello Duranti, Pierpaolo Suber, Philipp Corradini. Fernández, Mª Angeles Fernández Copy editing: Editorial responsibility: Editorial responsibility: Authors: Exkursionen), Research), Ovid Jacota (Hauser (Eurac Harald Pechlaner Angelini (helios.bz), (helios.bz), Marta Kofler Druck), Patrick Hannes Riegler (Athesia Maráková (Matej Bel University in in Banská Bystrica), Vanda (Matej Bel University Jana Kučerová Impressum Publisher:
2 Table of contents
8 Introduction 52 Section 3 – Designing the product. The Via Transalpina 11 The original Via Alpina Yellow TrailTM: A long history, a challenging future 53 A trail full of nature and human history 12 Understanding the route. The original Via Alpina Yellow TrailTM 60 The logo and the name of the updated trail: Via Transalpina 62 GPS mapping and digital topographic map: A first step towards the Via Transalpina 16 Indicators of the status quo 68 A classification of accommodation facilities: Basic, Classic, Deluxe 20 Experience-based impressions of the original Via Alpina Yellow TrailTM 70 Rediscovering youth’s passions in the mountains: Hiking on the Via Transalpina 22 A telephone survey for tourism boards and municipalities 72 The Via Transalpina: The different one-week sections 4 24 Strengths, weaknesses, opportunities and threats of the original 74 One route – many unique experiences 5 25 Via Alpina Yellow TrailTM: A SWOT analysis 84 Marketing and commercialization possibilities for the Via Transalpina 28 Sharing projects to find answers: Stakeholder involvement to foster regional development 86 App and website 30 Workshop experiences: Creating the network 36 A chance for development on the Via Alpina Yellow TrailTM 90 Section 4 – Designing the model. The future of the Via Transalpina
38 Section 2 – Understanding the target. The senior hikers 91 A business model for the Via Transalpina: The focus on digital products 102 Dolomites UNESCO World Heritage Site and the Via Transalpina: Mutual learning from good practices 39 Seniors and their travel behaviour 104 Hospitaleros voluntarios on the Camino de Santiago trail: 46 Smartphone instead of tv series The voluntary-based hospitality model 48 Hiking over 55: Ready to enjoy nature, culture and quality offers 106 Lessons learnt and project replicability 114 Further reading 7
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S Designing the Via Transalpina The future of the The future MODEL Lessons learnt and Lessons replicability project on digital products A business model for the model for A business focus The Via Transalpina: The Via Transalpina: The Via Transalpina: one-week sections The different
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A trail full of nature of nature A trail full and human history t Designing the c
and human history
e of nature A trail full The Via Transalpina: The Via Transalpina:
PRODUCT S GPS mapping and digital GPS mapping map topographic Workshop experiences: Workshop the network Creating
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S Smartphone instead of tv series to enjoy nature, culture culture nature, to enjoy offers and quality Hiking over 55: Ready over 55: Ready Hiking TARGET The senior hikers Understanding the Understanding SWOT analysis SWOT Seniors and their travel behaviour
TM
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i ROUTE
t the Understanding c
The original Via Alpina
e Indicators of the status quo S
6 9 – Head of the Institute Harald Pechlaner Harald Pechlaner Development and Location Regional for Management of Eurac Research, Italy at the Catholic of Tourism professor Full University of Eichstätt-Ingolstadt, Eichstätt, Germany It is all about creating a network of good a network of It is all about creating to design unique dots and good lines hikers. experiences with - - - - The aim of the project is to make this out The aim of the project to potential accessible standing value more digital hikers, with particular attention to a network technologies, as well as to create Small and Medium Enterpris of interested the for es (SMEs) that will work together development of the trail. future a tailor-made Via creates The project Alpina route. on an existing Via Transalpina of 18 months of is the result This report which pro Transalpina, work on the Via GPS information, duced updated and precise the a website and a mobile App to increase a new brand name of the trail, accessibility to set model and logotype and a business the the strategic objectives to ensure future. of the trail in the success The trail crosses several epochs of human The trail crosses the prehistorical in the Alps, from life and Mondeval, to the mummies of Ötzi in medieval monasteries recent more of or in the Province Senales Schnalstal/Val during the histories of soldiers Udine; from Dolomites, to the differ I in the War World Heritage Sites. ent UNESCO World - - - - , both along the TM aims exactly at TM Via Alpina Yellow Trail Alpina Yellow Via values: value these cross-related creating by crossed destinations that are tourism for unique the trail through the trail, value for in natu and richness destinations. Variety of strengths the ral and cultural beauty are Trail Alpina Yellow the Via and in the connected destinations. route attractive lines and how to benefit from how to benefit from attractive lines and to a is much more there good dots. Indeed, destinations that than the sum of the route experience of travel it transverses. The and time is what makes space ling across And the tourism in a route. the difference of the site is an additional attractiveness its value of travelling for value, next to the im management route Therefore, sake. own unique tourism plies the capacity to create a experiences on the move, while mediating can dialogue with local attractions. Routes are be windows along which destinations can be and destinations discovered, that enhance the value of routes. treasures project this framework, the SilViAlp Within enhance on the valorisation, which means and added value, of the ment, promotion - - - - transnational route and to foster its success. and to foster transnational route dots. are lines, destinations Routes are between manag huge difference is a There with the ing dots and lines. The challenge is how to develop management of routes international and national scale creates new international and national scale creates on the governance, opportunities to reflect of management and marketing possibilities the chance to under It offers long routes. behind a model stand the complex business competitiveness of SMEs. Even at a national of SMEs. competitiveness scale, the Italian Ministry Tourism for e delle attività culturali dei beni (Ministero the declared e del turismo) has officially of the Italian routes”. year 2016 as the “Year at the global, attention This increasing tance trails and the need for cross-sectoral cross-sectoral need for tance trails and the their protection to guarantee coordination development.and encourage their the At EU level, several initiatives stress the innovation and for importance of routes The importance of long routes has been long routes The importance of and at a global, European widely recognized Global Report on Cul national scale. The Itineraries by the UNWTO tural Routes and of long dis trend underlines the growing Introduction
8 10 this challenge bylinkingtheVia Alpina The project SilViAlp concretely addresses tourism product iseasiersaid thandone. several sub-itinerariesinto amarketable However, turninga year-longhikeandits on theinternationalmarkets. help remote regions promote themselves practical intentasatourisminstrumentto and diversityoftheAlps,butalsohasa awareness amonghikersabouttheextent ic pointofview, beingmeanttoraisethe The ideaisnotonlyrelevant from asymbol tation available:walking. by themostsustainablemeansoftranspor the culturalandnaturalbeautyofAlps ing theseprinciples,offering awaytoenjoy –hasalwaysaimedatpromot long history took shape17yearsagoandtherefore hasa Convention. TheVia Alpina–whoseidea of Alpinetourismlaiddowninthe are someoftheprinciples for thefuture different sectorsandstakeholders:these innovation aswelltheinvolvementof Alpine area, thesearchfor qualityand natural andculturalcharacteristicsofthe activities respecting andpromoting the The developmentofsustainabletourism A longhistory, achallengingfuture AlpinaYellowThe originalVia Trail - - - Convention of thePermanent Secretariat oftheAlpine Marianna Elmi kilometres further. in thelongrunandtogomany for theproject results tobesustainable approach; thiswillprovide theperfect basis tional partnershipandapractice-oriented Finally, SilviAlpcancountonatransna alsointhetourismsector.tackling, which policiesandplanningare already number ofactiveseniorcitizensisafact, lation ingeneral:here theincrease inthe of theproject, butalsotheAlpinepopu Not onlywilltheybenefitfrom the results will gainincreasing relevance inthefuture. age” visitors,atouristictarget group that spirit andapproach withtheneedsof“silver – Deputy Secretary General – DeputySecretary TM : - -
11 13 - : TM map (www.viaalpina.org). map (www.viaalpina.org). project the SilViAlp The status quo before with 40 stages started was an existing route Oberstdorf (south to north), to Trieste from and a length of about 720 km, correspond ing to a total hiking time of 260 hours. material was already Some promotional guide available to publicise the trail: a travel with descriptions of the stages developed and a during the Alpine Space project book (out of print), edited by Bruckmanns entitled “Via Alpina – Gelber Tourenführer, bis in die Allgäuer den Julischen Weg: Von map needed an The existing digital Alpen”. and update, both in terms of content GPS data. Since 2014 the Via Alpina Yellow Trail, Trail, Alpina Yellow Since 2014 the Via Alpina trails, other Via together with the by the International has been managed of the Alps, the Protection for Commission CIPRA, project which supported the SilViAlp is available its early stages. A website from of the trail and a digital with a description - - - -
TM - , together with TM the other four Via Alpina trails, was con Alpina trails, was Via the other four association ceived in 1999 by the French des Alpes, with the sup Grande Traversée the port of the Alpine Convention. Within In programme framework of the European Via Alpina trails Space, the five Alpine terreg marked and promoted. identified, were Alpina was officially In 2002 the Via by the Envi launched and recognised Ministries of the eight Alpine ronment Interreg countries, while in 2007 a second develop the trail to further helped project also including a first and its promotion, mapping tool. The Via Alpina Yellow Trail Alpina Yellow The Via The original Via Alpina Yellow Trail Viaoriginal The Yellow Alpina point starting Our to a net Alpina refers Via The brand name the eight trails across work of five walking covering Alpine region, countries of the into 342 than 5000 km and divided more Trail Yellow Alpina day stages. The Via three the crossing is one of these routes, and Italy. Austria countries of Germany, TM
Understanding the route the Understanding
The original Via Alpina Yellow Trail Viaoriginal The Yellow Alpina Section 1 1 Section
12 15 Source: www.viaalpina.org www.viaalpina.org Source: At this point the adventure of the SilViAlp Consortium started. It involved a team of eight It involved a team started. Consortium of the SilViAlp the adventure At this point the to improve working together on agreed skills, who very partners with project different target the senior tools suitable for to design digital and the digital information quality of were tool development in digital as well as the innovation activities, These updating group. a detailed analysis of the route. carried out after
14 17 Signposting of the hiker needed in Surefootedness Altitude meters to be covered (e.g.:Altitude meters to be covered less Degree of steepness of the ascents and steepness of Degree Availability of luggage transportation Accessibility of the starting point of of the starting Accessibility Length of daily hiking sequences/stages 1000 altitude meters per day) - descents - - - to cope with the trail conditions order - the hike - (e.g.:hours) 4-hour hike better than 8 - better than 800 – 1000 m up and down than than ascents and descents of more Level of comfort Level of the landscape and beauty Attractiveness Inspiring power of comfort Level Cultural value
• • • • divided criteria were the main Subsequently, trail the to assess into sub-criteria follows, as and refined in a more sections and stages comparable way: • - is not a new TM to the needs of TM was analysed according to was analysed according TM building on Project Partners’ experiences on experiences Partners’ building on Project Alpina and packages, the Via hiking routes Trail Yellow these main criteria: were chosen based on his eighteen years of chosen were experience as a developer of active relevant and trekkers. hikers holiday packages for and group Having in mind the senior target season 2015. adventure, of this hiking As a result Mr Jacota developed a panel of indicators and Trail Alpina Yellow to evaluate the Via evaluation its stages. The main criteria for Via Alpina Yellow Trail Alpina Yellow Via one project group, the senior target tour oper Ovid Jacota, CEO of the partner, to hike ator Hauser Exkursionen, decided during the summer route along the entire The Via Alpina Yellow Trail Alpina Yellow The Via group. the senior target trail designed for with 17 years of history, It is rather a trail popularity among although with scarce decide how to tailor the original hikers. To Indicators of the status quo the status of Indicators
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extremely challenging for the senior target challenging for extremely the senior target acceptable for fitting the needs of the senior target Source: Own elaboration based on the indicators of the status quo Legend
Expectations of unique experiences for experiences for Expectations of unique of personal challenges Perception self-reflection Capacity to evoke Perceived improvement in personal in personal improvement Perceived
Presence of elements that can inspire that can inspire of elements Presence health » the hiker » » » - the excursion: commencing hikers before Inspiring power Inspiring Each of the mentioned sub-criteriaEach of the mentioned was of each existing linked to an evaluation between -5 (extremely stage using a scale bad) and +5 (very score good). The total the potential value of the different reflects in It is reflected senior travellers. stages for the digital map displayed here. • - Local traditions encountered while traditions encountered Local Learning potential and effects/self- Harmony of the route with nature Harmony of the route view over big natural areas clear Free, themes and of predominant Presence ATM food with local Authentic food/locations Swimming pool/wellness Overall rating for the accommodation Overall rating for clothes to wash Possibility at the accommoda Internet accessibility Degree of necessity for not suffering suffering not for of necessity Degree Service along the way stations Nature of the ground (e.g.: ground of the flat,Nature solid their valorisation - hiking - hiker the experience for - - - tion locations - - - (e.g.: benches and tables, food availabilty, (e.g.: availabilty, tables, food benches and water sources, etc.) fresh - - - earth ground easier to walk on than big, to walk on than easier earth ground slippery rocks) - or vertigo giddiness from - - Attractiveness and landscape beauty Attractiveness Cultural value
• •
18 21 - – Professor of – Professor WIFI is not optional for LDWs. They need for WIFI is not optional For most of the above-mentioned con most of the above-mentioned For solution could be the straints, one feasible of an integrated network of trails creation rather than a single route. Marcello Duranti Biochemistry at the Università degli Studi di Milano. carry rucksack and may benefit a too heavy of the village. the shopping facilities from 6. weather communication, orientation, it for Some logistic arrangements, etc. forecasts, to the Internet to access hut keepers deny and downloading,avoid trivial browsing not apply to a LDW. but usually this does - - Some tracks lead through renowned renowned Some tracks lead through often unique experi Nights in a hut are More frequent and better signing of the and frequent More 4. Alpine locations. It and highly frequented have may often be the case that the LDWs and regions those hiked through already to see other places along the way, prefer as crowds, or simply wish to avoid extreme of the occurs in August within some areas Dolomites. 5. and LDWs strongly elderly ences. However, with room a shower, a warm appreciate good and nutritious food, some privacy, a dry clothes and wet and warm place for the shoes, quiet in the evening and during night. it may be possible, Thus, whenever a stop in a to provide convenient more than at an village on the valley floor rather the LDW cannot elevated height. Moreover, 3. maps off-line needed. Available paths are very but it is too risky to rely are helpful, state of the paths and solely on them. The opening times of the plac the location and be checked, and regularly es to stay should when necessary signs indicating deviations, be provided. or web alerts should -
TM Daily walks should not last 10-12 hours Daily walks should entail should not necessarily Tracks even paved roads should not be demonized should even paved roads and avoided at any cost. Sometimes, divert shorter path to an easier, a hard ing from by the be appreciated can and faster road the muscles and to relax in order LDW, the brain. 1. certainly not and long distances or more, concerned more are be consecutive. LDWs condition, reasonable about their physical of the paths, weather walk duration, state facilities, etc., of stage conditions, frequency long stages, Very than occasional trekkers. valley floors, should be especially along the alternative options divided. Furthermore, including public transport, bike availability or similar should be suggested. 2. the best and/ detours aimed at reaching a or panoramic locations while requiring of clouds, longer walk duration. In the case fog, to it is useless rain, thunderstorms, and see top of a mountain or crest the reach nothing. of dirt tracks or Likewise, stretches - - - As a professor at the Università degli Studi As a professor di Milano and not an alpinist or professional reflect simply my remarks mountain hiker, Dis of any elderly Long the impressions (LDW). tance Walker However, during my hiking experience, However, to once I noticed this aim, I was glad to contribute my experiences and feedback of the project. the success to valorising, i.e. enhancing, promoting mountain and adding value to the Alps and (www.valmont.unimi.it). is located areas, of aware When I started my hike, I was not dedicated to valorising SilViAlp, the project Trail. Alpina Yellow the Via and culture in enhancing and promoting in enhancing and promoting and culture envisages two The project Alpine regions. Camon at Edolo, Val solo hikes both ending a branch of the Univer where ica (Brescia), devoted sità degli Studi di Milano, entirely I walked the Yellow Trail from Trieste to Val to Val Trieste from Trail I walked the Yellow My mid-June to July 2016. Senales from to by my commitment hike was inspired (www.progettoalvina. ALVINA the Project of science the role it), aimed at emphasising Experience-based impressions of impressions Experience-based Trail Viaoriginal the Yellow Alpina
20 23 NO NO 81% 40% 4% know I don’t 6% know I don’t YES! 56% YES! 13% N=82 use board Does your municipality/tourism the Via and Alpina brand in communication activities? promotional N=82 Did you know that the Via Alpina Yellow the ViaDid you know that Alpina Yellow municipality/tourist your crosses Trail board? -
TM vocation and the poor promotion as a brand vocation and the poor promotion and the both the weakness represents potential of the trail. A second potential is the of the route developments future for confirmed by 41% of the inter presence, viewees, of luggage transport services, even to hiking tour offers. connected if rarely collected during Additional information such as the name and the questionnaire, of natural and cultural sites helped address map, to built the content of the interactive received. which was enriched by the inputs worked as questionnaires the Moreover, persons in instruments to identify reference whose municipalities and tourism boards, afterwards used to involve contacts were local communities during the on-site workshops and final conference. Despite the presence of hiking tourists and of hiking tourists Despite the presence dedicated to hikers, the existing activities said they respondents only 13% of the Trail Yellow Alpina the Via promote In all other cases actively. (as a brand name) or even unknown the trail is not promoted, (40%). or tourism boards to municipalities between the hiking This incongruence - - quite widespread and, except in the case of and, quite widespread moti cities, it is the most important travel was also vation. The importance of hiking whether confirmed when it was verified available are some specific tourism offers which was the case in 60% of hikers, for responses. administrative and organizational changes, changes, organizational administrative and in contacting as well as some difficulties persons, the sample of question reference to 82. collected amounted naires the municipalities and 52% of these were Tourism 48% tourism boards. remaining in the to address difficult were boards the trail, due to a recent southern part of of the tourism system and reorganization and a consequent change in management territorial responsibilities. concerned, the are As far as the results that hiking tourists revealed questionnaires segment, an important accounting on are 67% of all tourists in the about average for by the crossed municipalities or regions trail. Generally speaking, hiking activity is - - - . TM boards directors or product managers were managers were or product directors boards interviewed. In total, 125 institutions (70 municipalities addressed were and 55 tourism boards) a telephone call. Due to some through A list of institutions (municipalities or tour A list of institutions (municipalities was drawn up and the surveyist boards) the case of was carried out by telephone. In for municipalities, majors or local ministries in the case of tourist selected, tourism were some general information on tourism flows some general information tourist motivation; the main in the area; the available tourist services, with specific to those applying to hikers, and reference existing knowledge about, and marketing of Trail Alpina Yellow the original Via was created by adapting a scheme previ by adapting a scheme was created the municipalities screen ously adopted to including the Trail, along the Alpe Adria necessary adjustments. several topics: addressed The questionnaire To understand the characteristics of the understand the characteristics To activity of hiking actively trail, besides the to it was decided route, along the whole local stakeholders using a question address of the questionnaire The structure naire. A telephone survey for tourism boards and surveyA telephone boards tourism for municipalities
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(at project start) (at project Höhenweg,(E5, Meraner Alpe Adria Trail) knowledge) (lack of rescue trail development
• Low reliability/coherence of existing information of existing information reliability/coherence • Low with alternative affiliations routes • Overlapping perception of safety • Low level of accommodation comfort • Low • Infrastructural weaknesses • Integrated luggage services transportation signposting • Poor paved roads • Partly state of the trail in some parts • Poor start) (at project GPS information • Poor
s Thematic weaknesses weaknesses Target-related weaknesses: Governance-related SMEs in the • Little involvement of
(couch surfing, airbnb, ...) (crowdfunding) fundraising younger inhabitants) villages (for
Thematic opportunities topic • Define sustainability as a cross-cutting • Develop cultural storytellng opportunities: Target-related • Respond to long distance trail trend • Respond to health trend 55+ • Respond to trend opportunities Environment-related • Climate change: adjust to a longer season accommodation • Alternatives for infrastructure-related • Alternatives for in Alpine opportunities business • Increase • Digitalization e
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a TM e W Via Alpina The original Yellow Trail Yellow
s s
subject to erosion of abandoned villages
(weak willingness to to develop further) (weak willingness t h
Environment-related threaths Environment-related • Climate change: some trail parts can be in attractiveness • Depopulation: decrease marketing for • Lack of funding the route influence on • Political t
h a g vs. history(wilderness in the mountains) Cividale) (Dolomites, (CIPRA International) e
Thematic strengths: Thematic strengths: pilgrimage) inspiration (non-religious • Source of and languages cultures of landscapes, • Variety Sites Heritage • World experiences & food • Wine existing information • Already strengths Target-related • Health benefits (wilderness) • Encounter with nature Infrastructural strengths by train all along the route • Accessibility • Modularity of the route strengths Governance-related institution • Existing management r
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t S - - Strengths and Weaknesses represent the in represent and Weaknesses Strengths within the – the situation ternal environment exam for or product: company/organization pricing, to products, costs, ple, factors relating skills, people, quality, performance, profitability, brands, services, reputation, adaptability, etc. These factors tend infrastructure, processes, situation. to describe the present the represent Opportunities and Threats – the situation outside the external environment example, for or product: company/organization markets, sectors, audience, to factors relating competition, trends, fashion, seasonality, technology, culture, economics, politics, society, etc. These factors media, law, environmental, developments. future possible tend to foresee ------: A SWOT analysis : A SWOT TM ing is normally structured in a 2x2 matrix in ing is normally structured two pairs of dimensions: grid, representing Opportuni vs. and Weaknesses Strengths ties and Threats. petitors, therefore offering opportunities to offering petitors, therefore and make or offer the product differentiate it unique. and market in business analysis SWOT ed. At the same time, by understanding ed. At the same time, by understanding can threats of a business, the weaknesses they cause the entire be eliminated before using the to fail. Finally, business/product also helps one to compare framework SWOT with those of its com a business/product tifying open to it both the Opportunities SWOT it faces. What makes and any Threats is that, in a compact particularly powerful matrix, it can help uncover opportunities to be exploit placed and ready well that are SWOT analysis is a useful technique for un technique for analysis is a useful SWOT and Weaknesses Strengths derstanding the iden and for or product of an organisation Strengths, weaknesses, opportunities and opportunities weaknesses, Strengths, Via the original of Yellow Alpina threats Trail
24 27 - - - - that emerge from the project, we are aware aware we are the project, from that emerge could endan of the fact that some threats of the trail and its success. ger the future the political intention to These mainly refer in to continue working on, and investing valorisa the trail, its maintenance and its to promote tion, as well as the willingness by tourism stakeholders. the route commitment to maintenance and A strong factor, could be a key success promotion prevent and above all, could mitigate and and any damages caused by climate change events on the trail. sudden precipitation route, bearing in mind good examples of good examples in mind bearing route, such as the other routes, with crowdfunding € 12,000 than more where Francigena, Via adequate collected to ensure have been develop we see good signposting. Finally, thanks to cooperation ment opportunities Alpina International Via with the existing the Via of valorising in charge Secretariat, the last 17 years. for Alpina Trails and knowl of results A cross-fertilization a significant helping edge could provide and its touristic future. hand to the trail opportunities the great Notwithstanding - - - - “silver agers”). We are also convinced that are agers”). We “silver new develop addressing local SMEs are ment opportunities, particularly concerning climate change and the longer summer season. Their involvement will encourage economies, discouraging de regional foster also see innovative oppor population. We to maintain the funds recruiting tunities for a network of actors along the trail, who of actors along a network These a new product. willing to create are exchange between from actors will benefit and partners, SilViAlp’s each other and with cooperation to further they will have access fact,opportunities. In digital tool (map the of during the project and App) developed promotion digital of free the possibility fers as the local destinations of the trail as well the Therefore, specific channels. through knowledge a crucial tool to screen is project this among about the trail and to spread in order local stakeholders and consumers, tourism product. to develop a successful and Concerning the external opportunities see digital communication as a we threats, marketing and planning the key player for 55+ target the of travel activities, also for the next generation of young for (and group authorities is needed. In order to avoid to In order needed. is authorities based offer by a scattered being blocked we practice municipalities, only on best it is necessary convinced that to create are - - - - - is a rich trail that offers a variety a variety trail that offers is a rich TM tourism product for senior travellers, which for tourism product capable is suitable to meet their needs and and de-seasonalising tourism, of promoting and public the support of local stakeholders finding new partners (e.g. transport provid luggageers) willing to bridge (mainly) the transport gap. face these challenges and to develop a To age and make these appealing as all-in-one age and make these appealing as to go packages. This implies the necessity ex beyond traditional track routing, for among ample selecting suitable trail parts to their capacity according regions different to senior tourists’ needs, and to respond an overarching topic that would help to an overarching topic – variety of the route bridge the immense – the ability which might be sustainability they are where routes to define alternative finally the capacity to pack and necessary, experiences can suite the needs of senior experiences can discon tends to be route tourists, and the and unknown within the tinuous in parts the main Therefore, group. hiking target to define on the capacity opportunity relies ject discovered that the Via Alpina Yellow Alpina Yellow that the Via ject discovered Trail languages and cultures, of landscapes, many different and therefore traditions, not all Nevertheless, hiking experiences. Upon analysing the matrix grid, the pro grid, the matrix analysing Upon
26 29 -
– Director of Prealpi Giulie of Prealpi – Director the highlands. Stefano Santi Italy Regional Park, However, success can only be guaranteed success However, long term by sharing the over the short and This includes purposes and results. project to the territo adequate answers providing well as to the hikers who are as ries crossed, in experiences and emotions searching for - - - - - , which, if appropriately , which, if appropriately TM tained, enhanced and valorized, can become tained, enhanced and valorized, can on focuses that the backbone of a project territo the sustainable development of the can connect accommoda Such a project ry. tion, territorial management, tourism pro servicesmotion and the generation of new the primary through involvement of local stakeholders. promoted and managed, is able to generate and managed, is promoted the area. for territorial impacts concrete the happening today in This is already part of the trail. However, central-western the concept within the eastern alpine area, in establishing has met some difficulties even though this part includes nature itself, no way inferior in and landscapes, which are actual to the better-known territories, and in impression an even greater ly often offer and tranquility. terms of wilderness as was underlined This is why the itinerary, held in during the workshops of SilViAlp if adequately main Friuli-Venezia-Giulia, For example, this is the case for the Via the Via this is the case for example, For Trail Alpina Yellow - - - - - sometimes generate a multitude of fac sometimes generate a multitude solely connected to the not tors; these are experience, but also to personal or group socio-economic factors. themselves within natural environments of themselves within natural environments beauty. great cross and organized are When these routes they also repre mountain areas, different with, and concerned sent elements that are which also include “senior hikers”. which also include “senior especially including this segment Obviously, additional for the necessity but not solely, services has been growing. This is linked those the demand from in to the increase on to focus who hike long distances and like nected with them have often changed. nected with them years, the con over the last few However, of a numerical dimension cept has assumed num involving a growing importance, great groups, ber of the population and new age The charm of long peregrinations and hikes peregrinations The charm of long although the ages, has persisted throughout and styles con over time the motivations Sharing projects to find answers: to find projects Sharing to foster involvement Stakeholder development regional
28 31 - - - - . EU TM holders from different economic sectors, different holders from institutions, and touris alpine backgrounds, helped to define goals and tic organizations and diversifycommon actions to revitalize Trail Alpina Yellow the original Via allow this approach, potentially projects projects which should also be used to make and verify concrete the relevance more circumstances. real-life of the findings in partner During the workshops, the project several interviews with helios.bz recorded their impression participants, to register gen more and about the trail, the project erally about developing hiking tourism. is a video of these recordings The result challenges in hiking the current addressing to tourism, and investigating new potentials arts and lifestyles. culture, promote Therefore, every workshop was introduced Therefore, project of the completed by a presentation about a discussion activities, and included and mor features the unique thematic of each region phological characteristics involved. As a complementary for approach theorytransforming into and experiences with local stake process practice, a dialogue ------and to improve the content of the the and to improve TM at a small scale enables the involvement at a small scale enables the involvement stakeholders and and integration of relevant sectors. different decision makers from the achieved disseminating Apart from workshops had the objective to the results, design – together with the local stakehold ers – the USP (Unique Selling Proposition) of the updated route. SilViAlp project by collecting experts’ feed by collecting project SilViAlp back. allowed the theory The workshops to practice, since working into be transformed A “special” discussion for a “special” trail a “special” for discussion A “special” several institu than 100 people, from More the workshops, contrib tions, took part in SWOT and enriching the uting to improving stakeholders, such as tourism analysis. Local Development Agencies), actors (DMO, Local tourists, institutions, national and regional and alpine guide associ transport providers ations participated in five meetings. was The variety of stakeholders involved overwhelming. an ex The workshops were the acquired cellent opportunity to spread Alpina Yellow knowledge about the Via Trail - - - (San Vito di Cadore, Moggio Udinese, Cadore, di (San Vito TM reputation of the hiking trail and enable the reputation product. of the tourism lasting success adapting stakeholder involvement methods, adapting stakeholder involvement the perceived value of aimed at increasing tangible results participation and offering val in the short term. Only tangible and local levels at different results ue-creating the overall increase can of the long route was how to encourage interested stake interested was how to encourage participate in the imple holders to actively to achieve of the project, mentation process higher local engagement and harmonised by question was addressed This results. SilViAlp partners organized five different five different partners organized SilViAlp Alpina Yellow the Via workshops along Trail the present and Karthaus) to Bovec, Trieste key question analysis of the trail. One SWOT Workshop experiences: experiences: Workshop the network Creating
30 33 - - - - to increase bed capacity without creating without creating bed capacity to increase At the same time, they new infrastructure. tourism stake not always accepted by are in competition they are holders, because facilities, with traditional accommodation homogeneous quality without ensuring standards. than 100 the involvement of more Finally, wide-ranging data stakeholders allowed attractions along the collection on potential well as overnight possibilities, as route, local transport services and other facilities question with the Together tourists. for data source has been of great this naire, map with value to fill the digital interactive high-value content. based on the sharing economy (“Albergo dif (“Albergo economy sharing on the based accom innovative Airbnb, etc.). These fuso”, challenge a new are possibilities modation a chance they represent since the future, for - - - - - ? TM is special when compared to when compared is special TM has persuaded the Consortium that there is there has persuaded the Consortium that accommoda to improve necessity a strong tion facilities and booking systems. is ex Nowadays, the hospitality system panding quickly due to innovative services in a land of beauty might be a good compro in a land of beauty might be a good Via update of the for the mise to find a soul Alpina product. on the USP of the discussions Apart from workshops the trail, the experience from a general consensus on the necessity to a general consensus on the necessity route the concept to address find a broad the two in general, since the Dolomites and all located in Heritage Sites are other World the southern part of the trail. pilgrimage” The concept of “non-religious UNESCO WHS along the route (“Cividale (“Cividale the route UNESCO WHS along to the instance) contribute Del Friuli” for natural excellence of unique cultural and Notwithstanding the uniqueness the route. was of individual tourist attractions, there be identified in order to achieve successful successful to achieve order be identified in marketing.and effective Cultural expres distinctive beauty are sions and natural The Dolomites UNES of the route. features other Heritage Site, together with CO World Alpina Yellow Trail Alpina Yellow idea that the with the agreed Participants Trail Yellow and its own USP should other hiking trails What did we learn about the original Via original the learn about did we What
32 35 - - - The successful integration of participatory of integration successful The process into the decision-making principles to trust and the opportunity es necessitates contributions. use of stakeholder make real and has this principle from started SilViAlp of inclu a good degree achieved not only public during the sion of the specialized 18 months of work, but also a high level of commitment during the participation and contrib the workshops workshops. Finally, the inputs for precious uted to providing model development.business ------ment opportunities concerning the route at route ment opportunities concerning the but also national and transnational levels, and to develop transnational cooperation together. processes business it will be cru along the route, Particularly cooperation to strengthen cial in the future levels and with key sectors such at different events and tour cultural as agriculture, needed. ism. New types of cooperation are well de Regional cooperation is sometimes level are veloped, but links to the strategic often missing. same time, bottom-up At the than top-down effective seem to be more although a time-consuming,approaches, stakeholder process multi-level broad combin seems to be inescapable. However, would be an extremely ing both processes to be pragmatic strategy and has proven and effective. feasible seen as a process of continuous exchange exchange continuous of as a process seen the policy levels and different between asked to undertake that are communities plans development Local certain activities. priorities, and community reflect need to the back up to be fed these priorities need poli and national ladder to the regional to make the project’s cy level. Therefore, collaboration among all outputs durable, touristic organizations, the institutions, and cultural organiza private stakeholders important.tions is and will be creation The opportunities for provide of a network will develop not only to share all stakeholders, - efficiency and inclusiveness. Local commu and inclusiveness. efficiency nities need be involved in the development long distance improving for of a process their own hiking trails and need express views of economic, social and cultural coincide values, even if these views do not development Route with the experts’ view. be and management should therefore Nevertheless, hikers are probably busier probably hikers are Nevertheless, in as many and want to squeeze than ever, as they can without amazing memories by these boundaries. being constrained and about EU projects What did we learn participatory planning? As a complementary outcome, SilViAlp the dialogue process demonstrated that from with populations and stakeholders to define economic sectors helps different field of goals and common actions in the potentially management. EU projects route allow participatory as planning approaches and to concrete more tools to make projects approaches verify of research the relevance circumstances. in real-life many Participatory planning presents between challenges and involves a trade-off not bound to regular holidays since they are are since they holidays regular to not bound planned trips are many Today, pensioners. or a tour, help of a pre-packaged with the country. on a particular focusing guidebook ------and what were were and what TM seasons. Seasons are changing and even the changing seasons. Seasons are along walking window of opportunity for in late spring or early autumn is the route Hikers will go beyond tra becoming larger. ditional time-frames, especially if they are ning is becoming digital-dependent, due to international booking platforms. planning and the short-term Apart from another transition in distance, higher access contemporary to the Alpine tourism relates Some adventurous travellers can even Some adventurous the last choose a destination and hotel at minute using apps. Not everyone is to be and the positioned within this extreme, home, the higher the distant from the more plan even to plan. However, propensity even from overseas. They expect and are are overseas. They expect and even from they de long distances and able to walk for serve services. high-quality Notwithstand tend ing the high expectations, the tourists in advance. time planning to spend less last decades. During the past 10–20 years, last decades. During mainly bound to were tourism destinations Nowa regions. countries and surrounding and of abroad mostly from days, hikers are distant countries, more ten they arrive from Workshops have helped us to better un helped us to have Workshops on hiker/tourist who is the real derstand Trail Yellow Alpina the Via over the in Alpine tourism the main trends What did we learn about Alpine tourism? Alpine learn about did we What
34 37 will TM – Functionary at the Pierpaolo Suber Giulia, Italy Region Friuli-Venezia towards a dimension that is more inquiring that is more a dimension towards in the unique characteristics and interested and the people the route of the locations on Trail met, Alpina Yellow the Via then as it is certainly worthy be able to become, to be, an exemplary of evolved and model our – even a place for sustainable tourism souls. - , - - TM within the Tri TM TM model of peaceful coexistence. This aspect model of peaceful within the original highlighted was already under but unfortunately Alpina project, Via estimated both under the historical/cultural and economic point of view. If its original character as a long distance too hiking trail, which is perhaps currently can develop of its surroundings, unaware the usual dependency on the segments of the usual dependency and winter sports. summer trekking Trail Alpina Yellow the Via Unfortunately, hikers, by European somehow frequented by or even forgotten has been neglected, who played an impor the Italian partners, of the during the implementation tant role than ten years ago. more original project the use increasing and recovering Today, gain connected to economic and possible Trail Alpina Yellow the Via part, could foster dentine-Venetian-Friulian to with reference also its attractiveness, the EUSALP initiative, or even considering borders its symbolic value concerning the places between Italy and Central Europe, transition and territories that have seen the battlefields to an exemplary bloody from - - - - , as well as the TM in order to enhance to enhance in order TM and a deep awareness of the locations. and a deep awareness generates The combination of these factors sustainable a high potential to increase tourism flows and to extend traditional the Alpine territories from seasons, freeing The Via Alpina Yellow Trail Alpina Yellow The Via is that is a project Alpina Trails, Via entire truly sustain able to support and promote with slow mobility able tourism correlated handmade products, such as wine and food. such as wine and food. handmade products, by involving should proceed This promotion touristic, local communities in the design of differ for cultural and naturalistic offers for ent visitor and guest types, particularly tourists. non-standard perspective. For this reason, the project the project this reason, perspective. For the and promoting suggests reconsidering Trail Alpina Yellow Via and of its locations the local uniqueness the local, inhabitants and the excellence of The project SilViAlp aims to foster sustain aims to foster SilViAlp The project by ensuring they areas able use of Alpine and pure perceived as an authentic are a natural/environ from destination, both a historical/cultural from mental as well as A chance for development on the on the development for A chance Trail Via Yellow Alpina
36 39 ------it is a misunderstanding to think of senior it is a misunderstanding to think citizens 55 years or older as weak, depend or physically or mentally limit ent, lonely, predict ed, who only want consistency and ability when they travel” (Chen, Shoemaker, they like adven 2014, p. 60). Moreover, new challenges and usually think and tures than of themselves as 15 years younger A generation gap does exist are. they really seniors and those between the most recent of the older generation. travel The main aim of older adults when objec ling is usually connected to health or edu medically tives. They mostly prefer they learn cationally oriented trips where something new and embark on different while historical and cultural experiences, is guaranteed. their personal safety studying older people have included a range studying older people 50/55 to 60/65 years from ages, of different on the specific study”and older depending related 2006, p. 13). Tourism (Patterson, usually literature age categoryimplements the 55+. senior that “today’s Some authors state the stereotypical from greatly market differs of the past,mode of senior tourists and that - - - only 10% in 2000 – and these demographic only 10% in 2000 – and these demographic all continents changes will be seen across 2006, p.2). (Patterson, in 2010, 17% of the population In Europe and this figure was 65 years old or older, the year is expected to be close to 30% by 2012, p.7). Financially 2060 (Demunter, time and with plenty of spare comfortable, travel much better health, older people to these findings According ever. than more seniors will it is likely that in the future of holi have a notable impact on the type and the destina undertaken days that are chosen. tions that are always been a lack of consistency has There seniors, in using age categories to define research. particularly in tourism and leisure “The when specifically targeted age groups Seniors and their travel behaviour their travel and Seniors dramatically in expectancy increased Life the 20th century developed in most to medical advances, countries thanks nutrition and care, better hygiene, health It is estimat awareness. safety increased on our than 2 billion people ed that more 60 and older by 2050. planet will be aged 22% (or one out of five) This will represent with population – compared of the world’s
Understanding the target the Understanding
The senior hikers The Section 2 2 Section
38 41 - - - - - compris defines a baby boomers silent generation generation silent rates increased dramatically, making them dramatically, rates increased of any age category group in the largest world. the Western countries throughout Baby boomers do not consider themselves as seniors in the usual context. They feel younger than their actual chronological age, and do not want to identify or mix with other elderly people. ination and basically just “silent”. Many of Many “silent”. basically just ination and of historical women and because them are humanitarians, were circumstances, they move or feminist pioneers in civil rights the behaviour, their travel ments. Regarding travel much at all. majority did not dominate this generation, Since females cleanliness, were their highest preferences of air and quality and environmental safety, the next most impor Education was water. suggesting of that the possibility tant factor, learning while travelling was an important component of their travel activities. Weiermair, (2006), Moller, Patterson and Hudson (2010) (2007), Wintersberger state that the term Sec generation of people born after the the years 1946 to 1961, in War, ond World growth during a time of higher economic In this period, fertility and prosperity. For example, the the example, For 1925 and born between who were es people described in fairly they have been 1943, and imag adventure, terms as lacking negative ------baby bust genera , and the silent generation, retiring baby silent generation, retiring . haviour. They recognize various categories, They recognize haviour. such as the seniors, boomers, young seniors/new-age empty nesters tion Peterson (2006), and Blackburn and Hunt (2006), and Peterson terms er-Jones (2007) state that different adults to describe the seniors or the older be market exist in terms of their travel consider their age, physical condition, dif consider their age, physical condition, marital status, travel group, income ferent interests experience gained so far and travel in general. Seniors’ categories health, increasing prosperity, and more ac and more prosperity, health, increasing a high diversity of Moreover, tive lifestyles. and healthy and ill, educated rich and poor, split generate a further well educated less of older adults that groups into different emphasized since that time. Several demo emphasized since factors seem to graphic and socio-economic of change, such as this trend have favoured higher life number of seniors, the growing improved retirement, expectancies, early are more experienced, act rationally and are rationally and are experienced, act more are verydemanding, choosy. even market has no 1990s the senior Since the homogenous, perceived as longer been and complexity have been and its diversity Older adults, especially due to their age, their age, due to especially adults, Older
40 43 - - - - - are those are . empty nesters themselves as younger in age, disrespect skilful age, and are ing their chronological and knowledgeable consumers generally Young seniors are satisfied with their lives. willing to self-confident and more more in their accept change, which is reflected and products to accept new willingness services. to cope They use their past savings and if they have no expenses with current they like travelling serious health problems, In terms of their quality. on and spend more young seniors seek new travel behaviour, challenges and experi personal creative ences that enhance their self-actualization, rather than price packages. and Wintersberger Weiermair Moller, term in one more (2007) also recognize of older adults, describing one group called Nevertheless, for both groups, travel re travel groups, both for Nevertheless, in their lives. significant component mains a demanding, more trav enjoying They are other countries, about learn more elling to special interest looking for and continually innovative experi travel as well as new require in all cases, they ences. However, money and good value for courteousness, quality services. seniors or new-age elderly Young 65/79 years, age group who belong to the time- the and have thus entered retired are similar elderly, Unlike traditional rich group. new-age elderly perceive to baby boomers, - - Lead were born between born were were born between 1946 born were probably accumulated enormous consumer probably they have curtailed their debt. Therefore, to leading-edge travel habits compared boomers. in the frequency of travel does not occur of in the frequency late 70s and 80s. their until they reach boomers Trailing-edge offered 1956 and 1961, and they have been all their lives and cards a plethora of credit ers into two segments: leading-edge and ers into two segments: leading-edge trailing-edge, each carrying a different of attitudes and interests. portfolio ing-edge boomers them, travel takes a central and 1955. For and a decline reality in post-retirement role generation is generally financially better generation is generally and a with incomes above the average off income available higher level of disposable travelling. leisure for Hudson (2010) divides boom However, restaurants. Baby boomers have also been Baby boomers restaurants. well educated. described as generally high graduated from Nearly 90% of them them than a quarter of school and more This degree. have at least a bachelor’s greying, they are increasingly enjoying increasingly greying, are they in leisure participating active lifestyles, such as swimming,activities walking, going the and following and theatres, to concerts often in eating out more towards trend Moreover, although this generation is this generation although Moreover,
42 45 - Eurail Group GIE (Luxemburg) Eurail Group Organisation International Social Tourism ISTO/eCalypso Coordinating organisation Coordinating of Commerce & IndustryCyprus Chamber (Cyprus) Lauku Celotajs (Latvia) - European Senior Rail Travel Project Project Senior Rail Travel European Exchanges Season Tourism Low Facilitating Encouraging Senior Citizens to in Europe CONNECT SENTOUR Travel: Based on the data available at http://ec.europa.euSource: all stakeholders involved in aims to encourage the cooperation of Commission The European to make the most of potential opportunities to extend the senior and youth travel markets peak periods. tourism seasons beyond traditional for some is suitable that SilViAlp confirm studies or projects previous and The literature baby boomers and young seniors/new- i.e. retiring in the senior age group: targets emerging and innovation and at the same time in technology interested are age seniors. These targets haul trail. physical conditions to cope with a long they tend to have the required tourism could help to overcome the challenge of seasonality and contribute to the to contribute and of seasonality the challenge overcome help to could tourism of the industry. competitiveness Initiative”. a “Senior Tourism a pilot phase of launched the Commission In May 2012, trav to enhance transnational conditions the framework phase aims to define This pilot of the to the competitiveness contributing in Europe, seniors times for off-peak el during including sector, between the public and private partnerships strong In particular, industry. packages. competitive be set up to offer enterprises (SMEs) could small and medium-sized Project Senior Citizens’ Actions to Pro European – ESCAPE Tourism mote Exchange in – SenGoR Seniors Go Rural - - projects focused on senior tourism on focused projects tourism during the low season Promoting and jobs can stimulate economic growth has Commission The European in Europe. as identified seniors and young people can travel easily during the low that groups their contribution to season. Reinforcing choosing their destinations. The majority of The majority their destinations. choosing to have holidays in the prefer respondents percentage like to but a consistent summer, during the spring.take breaks The airplane way to travel, followed is the number one Concerning special tourist by the car. favoured of replies themes, the majority by health and followed and culture, nature wellbeing.the importance of Asked to rate holi activities while on sports and leisure opted for the majority of respondents day, hiking and swimming. seniors European clean and security, and require appreciate and services, sites reliable and better value they also like to be Moreover, money. for that toilets, pharmacies and super assured in their tourist available markets are destinations. EU actions and commission European dle length (4 – 7 days) for their holidays. holidays. their for – 7 days) (4 dle length Internet seem friends and the Relatives, information sources of reliable to be the when over prefer aged 55 and that tourists - -
- - - -
America (especially Brazil), African countries countries Brazil), African (especially America to the average daily regard With and Italy. went budget, the majority of respondents limited to up to 100 EUR/per a budget for a low to mid day (56%) and they prefer followed by the company of relatives and by the company of relatives followed with people they as well as in groups family, to travel Most of the seniors prefer know. and as their favourite desti (51%) abroad Latin nations they consider Spain, Greece, needs and expectations of tourists aged 55 needs and expectations of tourists matter the and over (Gheno, 2015, p. 8). No country or their edu of origin or residence, cation, when choosing their “company” for respond trips and holidays, the majority of with a partner, travelling ents opted for Seniors’ travel behaviour to the travel behaviour of Euro In relation on the has focused pean seniors, research have only a few financial debts and suffi financial debts have only a few needs due to to finance their cient funds incomes. They can high and stable relatively luxury and although they take goods afford frequently. travel more shorter trips, they group between 55/64 years, who are still are years, who between 55/64 group working,have left home children but their on their longer dependent no and are in who are without children People parents. They should also be included. this age group They are defined as older people in an age in an people as older defined are They
44 47 - - - - - – Independent Journalist Anita Arneitz „Magazin 55plus“ the magazine for Coach and Writing respectively. In Germany, where over 25% over where In Germany, respectively. the first the Internet,of all over 60s use for “Silver Sur more were time in 2007 there 14 to 19-year-olds (5.1 million) than fers” the Internet.(4.9 million) surfing Meanwhi users 12% of Facebook le in Austria already 50 or older (socialmediaradar.at/face are 55+ the Internet has beco the book). For me part of their everyday attach live. They information importance to authentic great in an easily under and contents presented quality. standable way and of the highest to They have time, but they don’t want waste it. Rich on experiences, they choose and come back when they like mindfully something. Online and offline. Ten years earlier it was 20% and 4.3%, was 20% and 4.3%, years earlier it Ten ------Smartphone instead of tv series instead Smartphone arly one million users (Wenzel, Rauch, and arly one million users (Wenzel, Scarimbolo, 2008). Numbers prove it: In Austria 66% of 55 to Numbers prove 64-year-olds and 35% of 65 to 75-year-olds up to ne used the Internet in 2013, adding books of their adventures. Using the new Using books of their adventures. to date and stay in touch up media, they are are. they with friends and family – wherever tination; on the way they take photographs tination; on the way they take photographs online photo with their tablets and create part of the everyday life for most active for part of the everyday life over senior citizens. They seek information their next travel des the Internet regarding their smartphones and sending selfies to their smartphones and sending selfies Using new media is their grandchildren. trivial slogans, or too complex information, trivial slogans, or too complex information, will experience a rude awakening. Instead grabbing of watching tv series they prefer as to printed media. Those who want to lure Those who want to lure as to printed media. them with old clichés, boring advertising, Communication has to be at eye level, res Communication easy and uncomplica high quality, pectful, as well to online products ted. This applies they don’t want. Experiences, healthy treats they don’t want. healthy treats Experiences, and top-class service at the top of their are travel. priority list, regarding especially thinking. they midst of life, Standing in the they want – and what know exactly what Seniors are becoming younger and youn becoming younger Seniors are and in terms of behaviour especially ger,
46 49 - - - - whom relaxation and cuisine are very and cuisine are im whom relaxation portant, indeed an integral part of his/her that include offers experience. Therefore, such as a sauna, pool elements relaxing very are popular among older or massage to easy access hikers. Due to the age group, as well desired, is medical facilities and care and competent touring counsel as reliable The different moral values and lifestyles of and lifestyles moral values The different the “elderly” also translate into additional group. the senior target characteristics of a senior hiker concentrates example, For on on experiencing nature, his/her activities and on the environ fascinating landscapes in demanding ment, but tends to be more They place higher terms of accommodation. comfort. importance on quiet settings and is one of the Sleeping well and peacefully They do not group. this basic needs for exclude a tourism-intensive setting, but and familiar accommodati natural prefer a very important on facilities. Moreover, hiker is the proximity the older attribute for of the accommodation to the long-distance trail. hiking trail, or its location along the for The 55+ hiking tourist is a vacationer - - - - - elderly people use hiking most of all to elderly people use hiking most of fit. The motive to experience beau remain a priority, remains landscapes by foot tiful important more but health motives are groups. other target seniors than for for hotel chain in the Alps, and Hauser Exkursi hotel chain in the Alps, and Hauser opera onen, one of the most popular tour tors specializing in hiking in Europe. “The says: An old proverb one who travels In fact, can look back far”. distance, a great on during hiking. descriptions of the typical The following the day-to- 55+ hiking tourist derive from partners with of two project day business decades of experience in Alpine hiking: the main hiking-specific Wanderhotels, years old (approx. 46%) and almost one 46%) and almost years old (approx. older than 60. hikers are quarter of active aged 55+, has is therefore The typical hiker is predo an above-average education, and and relaxati nature minantly searching for It is true that hiking can be enjoyed within It is true that hiking looking However, age group. each target within hiking figures at the demographic that the highest percentage studies reveal 40 to 60 within the age group of hikers are Hiking over 55: Ready to enjoy nature, nature, to enjoy 55: Ready over Hiking offers and quality culture
48 51 ------. TM developing the tourism product on the developing the tourism product Alpina Via long-distance hiking route Trail Yellow hiking shuttles, as well as organized, attrac hiking shuttles, as well as organized, long distance hiking tive and comfortable target packages, could motivate the 55+ start a long distance hike. to group crucial for All these characteristics are (daily distances) with lower height differen (daily distances) with lower height visible markings, up- and ces, appropriate and to-date orientation guides (analogue servicesfor luggagedigital), efficient trans port and connection between entry and exit points, with public transport or organized nature”. Also within the hiking experience Also within nature”. on quality, emphasis must be placed great the necessity increases which subsequently and redevelo infrastructures renovating for ping services Shorter stages and programs. them as a target group. them as a target expectancy and the life Due to increasing older people, time for availability of free by being replaced are sporting motives and “enjoying themes such as “experience” during one day is anticipated. Senior hikers Senior hikers day is anticipated. during one diffe in interested are curious and they are cultural be of natural and expressions rent This makes storytelling an important auty. act on when addressing leverage aspect to ling, distance a longer if covering especially
50 52 The Via TransalpinaThe Via Section 3 Designing theproduct Transalpina, giventhescarce effectiveness • information aboutthehikingexperiences; the potential55+hikerto obtaincoherent tion ofthedifferent attractionstoenable • product for seniorhikers: and prioritiestocreate asuccessful tourism SilViAlp consortiumdefinedonsomeneeds ve discussions with localstakeholders,the on theexistingmaterialandinteracti of thetrailfrom northtosouth,andbased Sea. Onceagreed onthetrans-alpinenature and leadingfrom theAlpstoAdriatic meters inaltitude(ascentsanddescents) Trieste, Italy, coveringapproximately 50,000 Austria, andafterabout750km,finishingin Oberstdorf, Germany, thenleadingthrough startingfromnorth-south alpinecrossing, was theperceptionofroute asaclassic step towards creating theVia Transalpina Thefirst logies andinbranding/marketing. Trail upgrade oftheoriginalVia AlpinaYellow The Via Transalpina canbeseenasan A trailfull ofnature andhumanhistory Development ofanewbrandtheVia Thematizationoftheroute andorganisa TM , bothintermsofGPS/digitaltechno - - - Transalpina wascompiled. of attractionswithinthe newly bornVia following thematizationofthemultitude of geo-referenced pointsofinterest, the ly interesting attractionsanddatabases workshops, andshared listsofpotential actors whoparticipatedintheproject With theconstructivehelpofdifferent for thepoorsignpostingalongroute. riosity ofseniorhikersandtocompensate based guidesinorder torespond to thecu • those travellingless thanonemonth; theneedsof packages orslots,tosatisfy • existing GPSdata; secure hikes,giventhepoor qualityofthe • trade mark. the useofVia AlpinaYellow Trail of theexistingbrandandlegallimitsin DevelopmentofportableGPSandApp- Organisation oftheroute intoweekly UpdateoftheGPSinformation toenable TM
- -
53 55 - - erosion. Natural Sites Natural areas remaining one of the last are The Alps pristine nature with truly Europe in central globe often the all around from and hikers the distances to experience travel great throughout can be found idyllic places that along the Via On their hike the region. will find a multitu the visitors Transalpina such as lakes, natural sites de of different reserves, peaks, nature mountain gorges, alpine dense forests, waterfalls, ridges, and the fascina mountain massifs pastures, alpine originating from formations ting rock - when the Alps were still an untapped, when the Alps were times, the During those area. unforgiving the only people who could attempt crossing travellers experienced mountain range were and locals. will also have the possibility to meet other possibility will also have the hikers. fellow the past and the The trail also connects old sometimes leading the hiker on present, even in ancient times, used paths that were gettable alpine crossing, the during which within themselves 55+ hiker will immerge the marvellous landscape characterized by flora and fauna. Amidst the unique alpine they along the route, the peace and serenity Leading from 3,000 m altitude to the sea 3,000 m altitude from Leading forests, picturesque scenic valleys, through the ridges, Alps and breathtaking beautiful the elements of an unfor trail includes all Alpine Crossing Alpine
54 57 - - significant symbol of Lombard power in power Lombard significant symbol of The Lombard Temple. the Lombard Italy, built during which was probably Temple, is one of the 2nd half of the VIII century, buildings loca of important seven groups and includes ted over the Italian Peninsula art and Longobard elements of Classicism, art. Carolingian UNESCO World Heritage Sites Heritage World UNESCO Heritage World of the UNESCO The first im the are Transalpina the Via Sites along been listed which have Dolomites, pressive Heritage Site since as an UNESCO World the Dolomites (or “Pale 2009. Aesthetically immediately recognizable Mountains”) are often colours and are due to their unusual in mountains most beautiful defined as the the world. site along the trail was In 2011 another within the UNESCO World a listing awarded city of Cividale, with its Heritage Sites: the - - the present situation in Tyrol as a cultural situation in Tyrol the present and political entity. kind’s cultural evolution in the Alps. cultural evolution in the Alps. kind’s Castle Biedenegg, examples are Prominent its museum Castle Wiesberg, Tirol, Schloss enable and its homonymous town, which the 55+ hiker to experience the history and to Vent. Furthermore, found within diffe found Furthermore, to Vent. and buildings from relics stages are rent the Middle Ages, such ancient times and temples and cloisters, as castles, churches, insights into man precious which confer The cultural sites along the Via Transalpina Transalpina Via sites along the The cultural back include sites dating and numerous are as archaeological of years, such thousands Age close the Palaeolithic excavations from Cultural Sites Cultural
56 58 posterity toneverforget thehorrors ofwar. portray theatrocities ofthiseraandexhort and monuments,whichwere erected to will findmanymemorialsites,museums plains oftheCarso.Furthermore, thevisitor to thecityofGoriziaandwithinhigh ally withinthearea oftheDolomites,close the remains oftheFirst World War, especi the uniqueopportunitytoexplore manyof Along theVia Transalpina the55+hikerhas rocks. the earth,snowandiceorblastedthrough old fortifications, andtrenches were dugin up tothenewlybuiltorhastilyrenovated material hadtobetransportedandheaved tain pathshadtobequicklyadapted,war to occupythehigherpositions.Oldmoun aracewasfiercelyof theconflict, fought ment ofthemountains.Ininitialstages ning theconfrontation: therough environ ding athird, mosttreacherous joi adversary Here, thewarwaslikenowhere else,inclu respective borders, whichincludedtheAlps. andItalystretchedtro-Hungary alongtheir Starting in1915,thewarbetweenAus First World War ------and the“Osmizza” ineasternItaly. schanke” inSouth Tyrol, the Italian“Osteria” in GermanyandAustria, to the“Buschen traditions, from thetraditional “Gasthaus” countries withtheirrespective culinary the Via AlpinaYellow Trail pes andinnovativecreations. The area of local specialtiesbasedontraditionalreci have theopportunitytotastehomemade Moreover, alongthetrailhikerwillalso parades, concertsandfolklore festivals. during religious processions, traditional wing theirvisitorswithculturalimpressions traditions are oftenlivedeventoday, besto ted alongtheVia Transalpina, where local be found inthemultitude ofvillagesloca Glimpses ofserenity andwellbeingcanalso the monksinMedievaltimes. atmosphere ofthelivingenvironment of cated tours,andexperiencethemeditative through dedi spirituality ofitsmonastery ge ofKarthaus,thehikerwilldiscover Monachorum”andvisitingthevilla “Via For example,byfollowing thethemetrail can befully experiencedbythe 55+hiker. arts, particular customsandtheculinary comprising thecaptivatingtraditions, pean countries,where thealpinelifestyle, ted region stretching throughout sixEuro Today theAlpsare ahabitableandpopula Alpine Lifestyle TM includesthree ------
59 61 - idea of a route with stages, and secondly with idea of a route of profile it draws the natural and cultural bell tower, the trail showing mountains, the of these three and the path. Even the order the true elements is not random: it shows the Alps, all the starting from path profile, the sea. At the typographical way towards been slightly changed by has level, the font letters. to some adding “dots” the logotype has been developed to Finally, but not only suite the needs of the website, App for of the also the particular features portable devices. The last selected colour is dark grey (70% colour is dark grey The last selected was chosen to avoid the black). This colour use of 100% black, which did not work ad other colours and within equately with the balance. the general graphic the started from The logo composition and dots connection”. concept of “Line communicates the The yellow line firstly - - - -
used on white backgrounds. For this rea For used on white backgrounds. son, helios.bz experts selected a particular stand shade of yellow that would suitably Another problems. out to avoid readability colour in the corporate design predominant im to positive is cyan. This colour refers nature, aginary like the colour of the sky, weather and wellbeing. Starting from the importance of the Alpine the importance of the Starting from the best name thematic feature, crossing was Trail Alpina Yellow the updated Via for This name to be “Via Transalpina”. agreed but uses the Alpina, the original Via recalls the cross-re “trans-“ to underline prefix which is peculiar to gional perspective, this route. The logo was designed by the project of features the partner helios.bz to reflect in all its original Trail Alpina Yellow the Via and updated features. Since the beginning, that the it was agreed logo should comprise the Transalpina Via use of this colour is gen The colour yellow. and not easy erally somewhat problematic when to use, due to the lack of contrast - - - , as well as adoption of TM project’s end. project’s a new logo were a new name and Therefore, of the support and approval with created, Alpina International Secretariat. the Via consortium of SilViAlp is a separate organ consortium of SilViAlp Secretariat the International isation from the Via Alpina trail. Moreover, of the Via uses, commercial Alpina is not suitable for which might develop after the SilViAlp communication which could transmit this communication which could transmit at a glance, mix of natural and cultural value experience. as well as the alpine crossing Via An update of the existing trade mark Trail Alpina Yellow since the the brand name was not possible, Via Transalpina is the possibility to cross the to cross is the possibility Transalpina Via the sea, north to south and reach Alps from mix of landscape and immersed in a unique con SilViAlp the Therefore, cultural beauty. external sortium developed a logotype for The Via Transalpina enables the hiker to Transalpina The Via and cultural Alpine experience natural and histori environmental crossing beauty, particular prestige. cal landmarks of of the important features One of the most The logo and the name of the updated trail: trail: updated of the the name logo and The Via Transalpina
60 63
- TM
TM (Original GPS data) GPS data) (Improved Via ALpina Via Yellow Trail Yellow Via Transalpina Via Source: own elaboration Source: Trail Alpina Yellow of GPS data of the original 40 stages of the Via The technical production the updated aerial images. For material and was originally based on existing cartography the Google, OSM, Sentres, we used cartography available from Transalpina, trail, the Via of Bolzano/Bozen and Bing Aerial Images. Autonomous Province tion facility that better suites their needs in terms of comfort, room availability, etc. Based etc. Based availability, room of comfort, in terms their needs suites better facility that tion route entire points, the of access the presence stages, as well as of shorter on the creation follow to the which correspond longer sections, into five been aggregated has subsequently Oberstdorf–Landeck, Bozen–Calalzo, Calalzo–Gorizia Landeck–Bozen, thematic offers: ing five Gorizia–Trieste. and finally
TM - - - - existing 40 stages into 100 shorter units. existing 40 stages into 100 shorter on the dis based These shorter units are facil tance between two accommodation approach This ities along the main route. daily allows 55+ hikers to choose their sections at will, by combining stages freely Moreover, level. based on their own fitness it allows them to choose the accommoda In addition to the low quality of the existing In addition to the we also considered GPS data, in the project stages the physical the fact that on many or did heavily weathered signposting was techni suitable not exist at all. Therefore, the needed to be sure cal equipment was was very information accurate, also in order the infrastructure for to partly compensate Trail Yellow deficit. Via Alpina The original adequately marked. A being was far from with handheld GPS device or a Smartphone had to be used to find software appropriate the way. Updating and adapting the trail these technical and The solution to address was to split the problems organizational - - - certainly not feasible for a “normal” hiker. for certainly not feasible technical difficulty) of some of the original technical difficulty) within the physical well daily stages were some pro capabilities of an average hiker, the posed daily stages would have required were and endurance of a fast trail runner, Another obstacle for hikers, especially less hikers, especially less Another obstacle for the divi experienced ones, was the fact that trail did sion into daily stages of the original fitness not take into account the average While the length (and group. of the target enough to guarantee safe navigation during enough to guarantee safe calculations of the the hikes. Furthermore, based on distance and altitude difference verythis data were often quite different reality. from problem referred to the data quality: only a to the referred problem stag single points for geo-referenced few the GPS track, available to create es were lines the connection of the and therefore precise between the existing dots was not Initial situation with the several problems were There available on the official existing GPS data, main The Trails. Alpina the Via website for GPS mapping and digital topographic map: topographic and digital mapping GPS Transalpina the Via towards step A first
62 65 - - - - the project, the map will be a good toolkit the map will be a good toolkit the project, planning to allow maximum flexibility while Transalpina. the Via along a personal route during the SilVi was presented This result to obtain feedback Alp workshops, in order quality about the methodology and data tourism stakeholders. local from The updated digital map The updated technologies and soft Using up-to-date the entire accurate GPS data for ware, was generated. Transalpina length of the Via GPS data was suitable for The quality of the the trail, using handheld navigation along The accu GPS devices or Smartphones. tested of the data was concretely rateness experiences of Mr Jacota, during the hiking explained in section 1 of this report. As explained above, the newly organized 55+ GPS data with smaller stages allows needs and to be real their hikers to follow process. highly flexible during the planning of stages the organization with Moreover, of all into shorter units and the addition about accommoda necessary information during arose that tion and points of interest are being continuously updated, based on based updated, continuously being are stakeholders with local tourism interactions and hikers. - - - - - stages, pictures of the trail, etc.), but also a of stages, pictures data (exact series of accommodation facility location, contact details, descriptions, data and POI data (geo-referenced pictures) sightseeing venues). These contents for integrate OSM maps and content via simple integrate OSM maps and content Javascript into websites. it was possible to these features, According GPS to collect and visualize not only the of the data of the trail, (with descriptions that allows one to easily integrate data and that allows one to easily integrate to maps into any website or export them handheld devices (GPS device, Smartphone by using a XML interface, to – Apps) or, the raw data in the origi access directly use is to nal database. The most common scriptions and pictures were entered into into entered were scriptions and pictures AlpineMap System the database of the System The AlpineMap (www.alpinemap.it). geo-ref database for online is an accessible Of Interest) (tours, Points data erenced es: Google Maps, Google Earth, Bing Aerial es: Google Maps, by the Autonomous Images, Aerial Images of Bolzano/Bozen. Province de data, including GPS data, All acquired technically producing the updated cartog the updated producing technically toolkit,raphy: Map Base Camp, Garmin Gis. and Quantum South Tyrol, Touring GPS tracks all quality, enhance the data To aerial imag checked using available were We used the following software tools for for tools software following used the We
64 66 Legend status quoappliedtoVia Transalpina stages Own elaborationbasedontheindicatorsof Source: fitting theneedsofseniortarget acceptable for theseniortarget extremely challengingfor theseniortarget
version ofthemap. restrictions donotapplyfor theonline extensive roaming costs.Obviously map in areas notcovered byGSMand avoids This provides access tothehikingmapeven only theneededsectionsofmap. thus offering thepossibility todownload fined, thatcanbedownloadedseparately, Transalpina, mapsectionshavebeende Based ontheGPSdataofentire Via phones haveonlyalimitedstoragespace. was developed.Theproblem isthat Smart In addition,anofflinemap for Smartphones services. bus stationsandadditionaltouristic as naturalandculturalattractions,train al touristicdataare addedtothemap,such Thanks totheAlpineMapSystem,addition peaks, mountainpasses, ropeways, etc.). geographic denominations(mountain includes hikingtrailsandhiking-relevant viasatellite.Moreover,survey themap cartography layerbasedonanelevation The rendering includes“shading”, abasic rendering ofOSMdatawas used. map). For theSilViAlp project, aspecific Transalpina isbasedonOSM(openstreet The digitaltopographicmapfor theVia - - - memory spaceonaSmartphone. memory Via Alpina(seeabove).Thiscansave loaded for suchspecificsectionsofthe the digitalofflinemapcanbedown Bozen/Bolzano toCortinad’Ampezzo), Meran/Merano ortheDolomitesfrom the northernpartfrom Oberstdorfto stages indifferent regions (for example Via Transalpina, butratherwalksome travel alongtheentire lengthofthe Since mosthikerswilllikelynot -
67 CLASSIC/MEDIUM DELUXE/PREMIUM A classification of accommodation facilities: Basic, Classic, Deluxe BASIC/STANDARD An appropriate accommodation is the linchpin of every travel. There is a high va- riety of accommodation facilities for hikers along the Via Transalpina, in which they can relax and regain strength to prepare for the Accommodation: Accommodation: next day of hiking adventures. They can be Good, clean inns, small hotels Qualified/certified hiking hotels mountain huts, regular three-star hotels, (from 2 to 3 stars) (from 3 to 4 S Stars) but even luxury and hiking-friendly hotels Facilities: Facilities: with wellness facilities. Clean room with private Spacious, nice room 68 Knowing the type of accommodation they shower/WC with private shower/WC will be overnighting in is a critical issue Accommodation: 69 Simple, clean inns, guesthouses, lodges, Board type: Board type: for hikers: they must be sure whether to farms or mountain huts Sumptuous breakfast with regional Sumptuous breakfast with regional approach a simple but fascinating mountain Capacity: min. 8 beds products products All the meals will be served in the All the meals will be served in the hut or a luxury five star hotel with wellness Facilities: accommodation facility accommodation facility; delicious, facilities. Clean room with private regional cuisine For this reason, thanks to the expertise shower/WC or within mountain huts Extras: at least 1 WC + 1 shower for 4 beds • Dogs allowed Extras: of the project partner Wanderhotels, and • Map of the trail • Dogs allowed based on its experience as a specialized Board type: • Transport service • Map of the trail Sumptuous breakfast with regional • Luggage transport (optional) • Transport service hiking hotel chain and as a co-developer of products • Dry room for shoes and clothing • Luggage transport (optional) the Alpe Adria Trail, the SilViAlp consortium Dinner at nearby inns or restaurants • Single rooms or separate beds • Dry room for shoes and clothing has developed three categories to classify • Dog blankets • Single rooms or separate beds Extras: • Medicine chest • Dog blankets accommodation facilities on the Via Transal- • Dogs allowed • Medicine chest pina. Details on their quality standards are • Map of the trail • Dog baskets • Relaxation facilities (wellness, given in the table. • Transport service • Luggage transport (optional) sauna, massages) 71 – President of the Italian – President Antonio Zambon Giulia) Alpine Club FVG (Friuli Venezia that is accessible to all, where the hikers where to all, that is accessible can collect a multitude of different, impressions. unforgettable become places of stories, memories and become places of in the mountains. lived experiences the mind that keeps A salubrious lifestyle and allows one to stay curious fresh, and live to see more generates the desire a healthy life. the reaching the Alps and finally Crossing a path represents Transalpina sea, the Via - - - groups that organize trips, meetings and organize that groups conferences. opportu The mountains and the paths are passions. similar nities to meet and share other The mountain huts, bivouacs and participating in the different structures origi countries have evolved beyond their shelters, and have nal concept of mere Within the Italian Alpine Club, the phe the Italian Alpine Club, the Within nomenon is booming: wanderlust, pursuing of youth that have been set the passions obligations of everydayaside due to the and the with old friends reconnecting life, with nature, to live in contact with desire spending pleasant and the overall goal of just some these are healthy moments; of examples of the multitude of motivations group. this target senior citizens The motivations that inspire to to hike in the mountains ideally coincide people. some extent with those of young of seniors towards the approach However, because of greater the mountains differs and experience, wider social connections within the capacity to involve enthusiasts several are and outside of the CAI. There - - also provoke spiritual inspiration and also provoke emotions. powerful customer One of the most interesting segments today is seniors. but also to promote tourism. but also to promote these principles of cultural By retracing represents Transalpina knowledge, the Via which interest, of great hiking in areas that allows people to visit places and sites The Italian Alpine Club (CAI), as well as The Italian Alpine Club (CAI), as well of in the rest and Alpine Clubs in Europe to valorize, associations the first world, were enhance the status and val in other words the purpose ue of these paths, not only for of discovery and to study the mountains, an infrastructure for mobility, have now mobility, for an infrastructure elements of essential become one of the hikers they reassure Alpine tourism since the right path to following that they are their goal. Walking to feel good, for the sake of discov the good, for to feel Walking world around by the beautiful gratified ery, landscapes, mountain us: mountains, lakes, along the paths. and villages – all pastures simply in the past were Alpine trails, which Rediscovering youth’s passions in the in passions youth’s Rediscovering Via on the Hiking mountains: Transalpina
70 73 - - Each individual stage within a section allows coherent visualization of the concept of a dy allows coherent Each individual stage within a section unique impressions the hikers have the opportunity to gather where namic and alive route, the different Furthermore, itself. the activity of hiking about a specific theme, while enjoying and pulsat tangible evidence of the viability landmarks provide themes and corresponding periods of history. and their evolution during different within the mountain regions ing life Dolomites UNESCO World Heritage Site Dolomites UNESCO World Alpine Wilderness Alpine Enogastronomy Themes Hiking Passion of Ötzi the Iceman On the Tracks 4. Calalzo – Gorizia 5. Gorizia – Trieste 2. Landeck – Bozen 3. Bozen – Calalzo Sections 1. Oberstdorf – Landeck longer hiking experience based on thematic categories. based on thematic categories. longer hiking experience following into the the 103 updated stages route group of the The five main sections one-week segments: Oberstdorf–Landeck, Landeck–Bozen, Calalzo–Gorizia Bozen–Calalzo, as defined in the table below. Each section has its own uniqueness, and Gorizia–Trieste. The study of the technical characteristics of the trail, the accessibility and the thematic and the accessibility the technical characteristics of the trail, The study of the reflect sections. These sections the trail into five main to organizing was fundamental offers to group transport, by means of public accessibility the geographical desire as well as the into the whole route At the same time, the idea to split on site. thematic offers interesting a hikes or to organize plan shorter to about one week) allows hikers sections (each lasting The Via Transalpina: ViaThe Transalpina: sections one-week different The
72 75 - - - - good public transportation between the good public transportation between high number of entry and exit points. Coinciding with the popular Alp cross Coinciding with the overlapping with the ing E5, and partly long haul trail Adlerweg, this section to meet possibility gives its hikers the the way and ex other hikers along impres change valuable information, to sions and experiences, often leading same lasting friendships united by the hiking. for passion Furthermore, of the concen a positive side effect tration of long haul trails along the is the high quality of the same route as well-maintained such infrastructure, trails, clear signposting, a variety of as well as accommodation possibilities, - - - multitude of villages and museums, as well multitude of villages and museums, natural attractions, such as at the numerous lakes and mountain peaks. as gorges, and fauna, it is the ideal area for the hiker for and fauna, it is the ideal area Following about everyday stress. to forget the 55+ hiker the theme Hiking Passion, and can easily find glimpses of the serenity the wellbeing of the rural idyll within highlights are Knappenwelt Gurgltal, Castle Gurgltal, Knappenwelt highlights are Biedenegg Wiesberg. and Castle of All the High Alps This section, passing natural reserves in gäu, is one of the largest Immersed in Tyrol. Germany and Western with its marvellousuntouched nature flora as the land of castles and palaces. It surpris as the land of castles well-preservedes its hikers with medieval a jour visitors embark on buildings where ney into the past, discovering the glorious of the history Just a few of the region. Oberstdorf – Landeck; km 8 stages – 57 to Germany, Oberstdorf, The section from is known Tyrol Landeck, in Western located One route – many unique experiences unique – many route One Passion Section 1: Hiking
74 76 Landeck –Bozen;31stages162km Landeck Section 2:OnthetracksofÖtziIceman di Tisa intheSchalstalVal/Senalesdi Tisa ofÖtzineartheTisenjoch/Giogo discovery section the55+hikerswill pass theplaceof chance in1991:Ötzi,theIceman.Alongthis mummywasdiscoveredrally preserved by is thesitewhere theworld-famousnatu and shepherds. Alsolocatedwithinthisarea ancient timesusedtobecrossed byhunters natural borders oftheAlpinearea, whichin two ofthemostsignificantwatershedsand oftheÖtztalandSchnalstal Alps, territory range. TheNature Park alsocomprisesthe nating landscapesofthealpinemountain and wildlife, andtoexperiencethefasci large varietyofdifferent typesofvegetation its visitorstheopportunitytodiscover the Texelgruppe Nature Park byfoot gives wide area anddiversealtitudes,crossing toBolzano,Italy.Landeck Thanks toits tle Schrofenstein, thissectionleadsfrom Tyrol isdisplayed,andtheruinsofCas whereLandeck, theimpressive of history Castle Starting withavisittothemarvellous Valley, - - - of theEtschValley. over thevineyards andapplegrowing area view where onecanalsoenjoyamarvellous section, inthearea ofMeranoandBolzano, countered, especiallyonthe lastpartofthis trail, daytouristsandfamiliesare oftenen its easyaccessibility andtheflatness ofthe and overlappingwithothertrails.Dueto high,duetocrossinging otherhikersisvery Within thissectiontheprobability ofmeet Archaeological Museum. meet ÖtzihimselfinBolzano,atthe about theageofIceman,andfinally the archeoParc, whichcontainsamuseum - -
77 79 - - - and outdoor museums. drastically, with temperature differences differences with temperature drastically, Celsius between than 20 degrees of more noon, even during morning hours and get can sometimes can Hiking here summer. trekking stable mountain rugged; therefore highly advised. This section is also shoes are hikers. by short-distance frequented Aus between Italy and On the frontline War, World tro-Hungary during the First bat the Dolomites have also been a fierce wartime where warfare, of trench tleground can be experienced even today. atrocities the Passo Especially along the trail towards such a multitude of ruins remain, Pordoi which were tunnels and forts, as trenches, the survivalinstalled to increase odds of the cruelty of the war is the soldiers. Moreover, the Ger depicted at various sites, such as man Military and indoor Cemetery Pordoi - - - of the Dolomites. As well as being one of of the Dolomites. As well as being to hike, this section the most exciting areas of the is also characterized by the roughness Dolomites: the climate can change through different facilities, such as the different through the Geoparc Bletterbach, the Geo Museum, Educa Mineralogy Museum Monzoni, the of Arabba, the Museum Ladino tional Trail Museum of Livinalongo and the Geological year, enabling them to gaze at the most enabling them to gaze at the most year, spectacular mountain scenery along the The unique geologi Transalpina. Via entire the subject are of the Dolomites cal features studies, whose of a multitude of different to the hikers accessible made insights are fossilized coral riffs and marine sediments, and marine sediments, coral riffs fossilized unique flora and fauna, and due to their unique one of the most the Dolomites are world. Not surpris of the mountain massifs of hikers every they attract thousands ingly, the shade of the impressive Dolomites, impressive the shade of the Heritage Site since 2009, a UNESCO World South the north of Italy, which extend from and Belluno to the Marmolada Trento Tyrol, sea level. Composed of at 3,343 m above Bolzano – Calalzo; 26 stages – 131 km – Calalzo; 26 stages Bolzano the visitors hike in During this section Section 3: Dolomites UNESCO World Heritage Site Site Heritage World UNESCO 3: Dolomites Section
78 80 it isalsopossible toexplore amultitude of from theVia Transalpina. Alongthissection versity ofthisarea andcaneasilybereached museums offer their insightsintothebiodi A varietyofnature parkcentres and nature dation facilitiesandrelatively long routes. resulting inalownumberofaccommo ing, theinfrastructurepart, isnotoverwhelm heavily frequented, especiallywithinitsfirst ants thantourists.Sincethissectionisnot is more likelytoencounterlocalinhabit section are notoverrunbyotherhikers;one by thefactthatdifferent stagesofthis and naturalpurity, whichisalsoenhanced in nature andtheperceptionoftranquillity attributes results inacompleteimmersion alpine erosion. Thecombinationofthese different rock formations originatingfrom Moreover, theroute ischaracterizedby gorges, rivers,lakesandmountainpeaks. through whichthestages lead include nature oftheeasternAlps. Thevalleys of thealpinewilderness andthepristine the hikerwilldiscoveruniquefeatures Along thesectionfrom CalalzotoGorizia Calalzo –Gorizia;30stages325km Section 4:AlpineWilderness - - - - World HeritageSitein2011. city tobeofficially acceptedasanUNESCO of Lombard powerinItaly, endorsedthe Temple, oneofthemostsignificantsymbols cultural siteswithinthecity, theLombard first Lombard duchyinItaly. Amongmany the uniqueopportunitytoexperience Entering thecityofCividale,itsvisitorshave um inGoriziaandthememorialofOslavia. morials, suchastheFirst World War Muse seen inthenumerous museumsandatme being atrench town.Proof ofthiscanbe between thetwosideswere intense, Gorizia in thecityofGoriziaconfrontations and Austro-Hungarian army. Especially cation offiercebattlesbetweentheItalian During theFirst World War, itwasthelo imagine thatthearea alsohasadarkpast. destination, hikerswillfinditdifficult to Enjoying thetranquillityandpurityof and spiritualitytotheirvisitors. whichconferTimau, adeepfeeling ofpeace diGortoandthechurchof the churchPieve churches, templesandmonasteries,suchas - - -
81 Section 5: Alpine Enogastronomy Gorizia – Trieste; 8 stages – 73 km
The fifth and final section invites hikers to enced over the wide and easy to walk paths enjoy alpine wine and food within the mul- through foothills and forests. The well- titude of local establishments and vineries known Bohemian-Austrian poet and novel- along the stages, while admiring the drastic ist Rainer Maria Rilke already discovered the changes in landscape from an alpine scen- uniqueness and serenity of this area during ery to the vastness of the Adriatic Sea. his stay at Duino, where he started to write The section from Gorizia to Trieste also leads his famous “Duino Elegies”. through the high plains of the Carso, letting Additional highlights, which can be found its adventurers experience the rare beauty at a reasonable distance from the trail, are of the Trieste wine region. Its wine, which the Skocjan Caves, a UNESCO World Herit- was already savoured in ancient times, has age Site. As the largest known underground nowadays gained an even higher reputation canyon in the world, they offer visitors a Foto frico 82 through the development of different vari- marvellous impression of this unique eco- eties such as Vitovska and Glera. In the im- system, where Mediterranean, sub-Med- 83 mediate surroundings of the wine-produc- iterranean, Central European, Illyrian and ing area of Collio some of the most distinct Alpine bio-geographical elements co-exist wines of Italy are produced to this date. in harmony. The landscape is characterized by a multi- tude of vineyards and farms, whose ancient The province of Friuli Venezia Giulia was methods of wine production can be experi- also not spared the horrors of the First enced through organized tours. World War, being the battleground of confrontations between the Italian and Most of the section overlaps with the Alpe Austro-Hungarian army. Not to forget one Adria Trail, allowing interesting encoun- of the great tragedies of mankind, and to ters with other hikers. Moreover, more remind the contemporary witnesses, traces accommodation possibilities are available of the First World War are displayed on the along the way than on the previous section. high plains of the Carso at outdoor muse- Although this area is popular among hikers, ums, memorials, monuments and other spirituality and tranquillity can be experi- exhibitions. 85 - – Hauser Exkursionen, for an alternative to the ordinary. to the ordinary. an alternative for Häupl Manfred Germany The marketing concept should be accurate The marketing concept the tourist offices, ly calibrated between other sponsors. The Via tour operators and specific and a coherent, requires Transalpina the final to reach in order desirable image, specifically searching are customers, who - - - - and dairying. Moreover, local inhabitants local and dairying. Moreover, of their should be seen as ambassadors the history by representing area regional of their families and the unique lifestyle the in the mountains, the local cuisine, sustainable development within mountain the modern era, shift towards the regions, of mankind the cultural and historical traces within the Alps and much more. on the con based By designing a product be that can cepts of “human” and “nature” it interactively experienced by the hiker, a valuable alternative to create is possible to the often overrun trails. This concept marketing of the should also be the focus should be primar programs A few approach. of the marketing the core within ily centred campaign. specific importance for the local popula specific importance role people play an essential tion. Local servicesby providing and such as guides and by shaping and com accommodation, municating the history state and present farming through of the cultural landscape - can be seen as its greatest can be seen as its greatest TM routes that characterize and communicate that routes the peculiar soul of the hiking experience. on all the paths that overlap with The focus High other trails, such as the E5 or the to a Route of Merano, should be pursued extent,lesser meaning development should concentrate on stages with a particular or on those of character or atmosphere, able to further adapt the Via Transalpina to Transalpina the Via adapt able to further the 55+ segment. above, I anticipate Based on the information commercializing the Via that marketing and a number of chal will present Transalpina during which the main lenging processes, should be “focus”. approach Via Alpina of the Above all, the low profile Trail Yellow of the Especially the roots opportunity. alpine history and its cultural landscape to prospective should be made accessible visitors so that they can be re-experienced Transalpina. by the hikers on the Via focusing especially recommend I therefore Transalpina, the Via on specific parts of the - - hiker, at least in the northern part of the at least in the northern part of the hiker, trail. The quality of the trail, the different lengths of the stages and the heterogeneity also chal of accommodation facilities are to be lenges that have to be tackled in order Transalpina could prove challenging. could prove Transalpina other The fact that the trail overlaps with the High long haul trails, such as the E5 and the per Route of Merano, could decrease the for of the route ception of uniqueness In addition, other popular long haul trails In addition, other popular long haul in Spain and de Santiago” the “Camino are “Rennsteig” in Germany. the Notwithstanding the popularity of phenomenon of long haul hiking, the of the Via marketing and commercialization The increased interest of the hiker often interest The increased such as the E5, on particular trails, focuses well-known long haul trails one of the most High in the Alps, as well as the Dolomites du Mont Blanc. Route and the Tour Long haul trails in the Alps and within other haul trails in the Alps and within Long a current are natural regions European and gaining high popularity. trend, Marketing and commercialization and commercialization Marketing the Via Transalpina for possibilities
84 87 - - ) www.via-transalpina.eu Anyway, in case the hiker wants to rely on wants to rely in case the hiker Anyway, the can access packages, he/she pre-planned “Suggestions” which the five section, in in this brochure proposed weekly packages presented. are with the one App is shared The content of the ( on the web page and communica dedicated to the promotion which also Transalpina, tion of the Via of includes downloadable digital maps the trail. updated via a DB connec The app is regularly 3 years at least tion and will be maintained for project. after the end of SilViAlp - This means that every hiker can plan his/her of based on the degree Transalpina own Via of hours he/she wants the amount fitness, the geographical to spend hiking per day, in. he/she is interested area Finally,but more importantly, the App importantly, more Finally,but route allows personalized planning of the to behavioral intentions of hikers according or geographical and technical requirements. geo-referentiated and up-to date. geo-referentiated and guaran planning facilitate route To on the trails, the App includes tee safety for and information a weather forecast countries calls in the different emergency crossed. The Via Transalpina App is available for App is available for Transalpina The Via descriptions, and iOs and includes Androd maps based on OSM. GPS data and offline The app shows accommodation facilities of them and attractions along the trail, each A mobile App for iOS and Android was iOS and Android A mobile App for to the route access developed to facilitate hikers along their hiking and to guide the experience. App and website App
86 89
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- - - - TM - a mobile App (for iOS and Android), with all and Android), iOS a mobile App (for to complete the booking booking references it can be on external websites. Moreover, in each detail by the end user, configured in the geograph to their interest according or based on their offer thematic ical area, The high personalization fitness. of degree to allows one to adapt the existing route and fit individual needs, both in a technical thematic sense. derives from on personalization This focus the knowledge about the senior target based on during the project, collected group experts’ opinions, tour research, literature hikers’ ism stakeholders’ workshops and the fact that and particularly from feedback, to age (55+) a segmentation only according contemporary for is no longer meaningful The product resulting from the SilViAlp pro SilViAlp the from resulting The product Trail Alpina Yellow Via ject on the original an all-in-one product Transalpina: is the Via special atten individual travellers, with for hikers in terms of the needs of 55+ tion for and learning oppor safety comfort, effort, is not sold product tunities. The all-in-one or on a website is offered as a package, but ------of the Via Transalpina is the Transalpina of the Via
final result of a long series of analyses of the result final the characteris group, the target product, vision tics of local tourism supply and the and its mission Transalpina, the Via for strategic objectives. instance to a conceptual, rather than a instance to a conceptual, rather than makes It financial, model of a business. customers, the about implicit assumptions and costs, the chang behaviour of revenues needs, and likely compet of user ing nature logic It outlines the business itor responses. (if one is available to earn a profit required defines to be earned) and, once adopted, to market”. the way the enterprise “goes But it is not quite the same as a strategy. the project, In the case of the SilViAlp model business A business model for the Via Transalpina: Via the Transalpina: for model A business products on digital focus The model embodies nothing less A business “ar financial and than the organizational It is not a spread of a business. chitecture” model, although a busi sheet or computer embedded model might well become ness plan and in income statements in a business and cash flow projections. in the first the notion refers Nevertheless,
Designing the model the Designing
The future of the Via of Transalpina future The Section 4 4 Section
90 93 , - - - - - TM The Via Transalpina is a well-known, custom Transalpina The Via which connects trail, izable, designed-for-all and a Alpine countries, many cultures four variety of Alpine lifestyles and landscapes. with the original in This vision is coherent Trail Alpina Yellow of the Via terpretation The business model is based on the mission based on the mission model is The business The vision Transalpina. and vision of the Via project that local stakeholders, as well as is the partners and experts have shared following: Alpina International by the Via provided report will focus mainly on the digital tools digital tools on the mainly will focus report designed project within the SilViAlp offered Transal the Via experience to help visitors website), and only on the App and pina (i.e. necessarywhen strictly refer does it make strategic objectives of the ence to potential it should be as a whole. Nevertheless, route objectives and the clear that the strategic below are model presented derived business aims of sustaina with the overall coherent by the Via the trail shared ble valorisation of Steering Committee. Alpina International of the Via and vision Transalpina Mission ------of the model, and eventually the evolution of the model, and eventually the depend on the plan, will into a business or external recruitment internal provision consorti SilViAlp the of grants. Moreover, of managing in charge um is not officially Alpina brand, this being the mission the Via all strate of CIPRA International. Therefore, the purposes beyond gic objectives that are (e.g. mainte project of the SilViAlp route nance, signposting, not directly etc.) are by the consortium. The support controllable SilViAlp of CIPRA International during the been continuous and highly sig has project Yet this constant support does not nificant. in implementing concrete continuity ensure of actions, which depend on the decisions There members of the Secretariat. regional in this plan presented the business fore, A business model for what? model for A business when present aspect to consider A delicate model is the organisational ing the business of in charge that is and will be structure strategic plan as well as implementing the In project. the SilViAlp the time frame of is work fact, of the project the consortium of November 2016 and ing until the end part of implementing will also be in charge in the 3 years after of the strategic actions to reference ends, mainly with the project marketing and digital tool optimization, updating. the effectiveness After this date, ------depending on their own cultur depending on their
specific stages might be formed by group formed specific stages might be on room ing several units, depending also availability on site. according to the consumer’s own needs. own needs. to the consumer’s according This idea, as a secondary maximises result, min the occupancy of bed spaces, since to the distance imum units correspond and between two overnight possibilities one overnight opportunity to the next one overnight opportunity to the closest one), classifying each unit according objective based on of difficulty to its degree highlights parameters, evaluating thematic enables and developing a digital tool that Transalpina Via customization of their “own” al or natural interests are therefore a very therefore are al or natural interests the accessibility tool to increase powerful The high route. of the and affordability the personalization is achieved by splitting units (from trail into minimum geographical ization to make the two match together. two match together. ization to make the route according of the The configurability as well as of fitness, degree to the target’s their own Via to personalize the possibility Transalpina the degree of fitness and age is low in the age is low in the and of fitness the degree and young sen of baby boomers generation the route the fact that given iors. Therefore, is highly differentiat the target exists and higher personal was a need for ed, there seniors. Nowadays, correlation between between correlation Nowadays, seniors.
92 95 - -
- - - - - is a hiker aged 55+, with a good or medium is a hiker aged 55+, with a good or level of training. Using the traditional seg this group, mentation of the senior target who hiker is a baby boomer or young senior, familiar tends to be active in their lifestyle, in with digital technologies and interested hiking. He/she is used to planning hiking a Smart holidays autonomously and uses communica for phone in his/her daily life information. tion and searching for cultural values (Cividale UNESCO WHS) cultural values (Cividale UNESCO with - Connects the highest Alpine peaks of the Adri the Mediterranean atmosphere atic Sea. the Via of Transalpina The target Transalpina customer of the Via The target hikers can organise at their will; will; at their can organise hikers long distance experienced as a - Can be a understood as but can also be hiking trail, of hiking experi of shorter stages collection in as weekly breaks be undertaken ences, to thanks to the updated timeframes, different of stages; classification a variety of landscapes, cultures - Crosses the Alpine de share and languages, which in their veryare nomination, but different expressions; Herit two outstanding World - Accesses on natural values (the age Sites, one based WHS), one based on Dolomites UNESCO - - - - na, derived from vision and mission, can be and mission, vision na, derived from as follows: expressed Experience the variety of Alpine environ the Alps on your personalized ments. Cross Transalpina Via allows a unique hiking Transalpina The Via a detailed experience on the trail, based on a database of digital and GPS information, of personalization and a relia high degree distance ble App-based system to cover the between Oberstdorf and Triest. the Via to other long routes, Compared Transalpina: which individual - Is a tailor-made route, trail. Strategic objectives are expressed in a expressed are objectives Strategic trail. one to which enables Scorecard, Balanced and between macro-objectives distinguish with detailed indications micro-objectives, of monitor the achievement on how to indicators. key performance goals through a back represents The Balanced Scorecard but for plan, the business study for ground in this is not presented the sake of brevity, report. of the Via Transalpina A value proposition Transalpi of the Via The value proposition - - - knowledge and . Knowledge barriers . Knowledge barriers The mission is transformed into some main is transformed The mission accessibility, strategic objectives regarding raising about the awareness and comfort awareness of the Via Transalpina, as well as Transalpina, of the Via awareness Transal inspiring potential hikers to do the the Alps and their pina Experience, crossing beauties. and cultural natural According to these two main types of bar According partners is SilViAlp of the riers, the mission the following: and the comfort the accessibility, Increasing supply quality refers to signposting, and supply quality refers of and comfort capacity also the quality, hospitality services of the presence and additional services, such as luggage trans portation. supply quality barriers local for to the notoriety of the trail refer tourists, as well as precise stakeholders and and on other about the route information and tourist attractions; available facilities the trademark. Here, the yellow route is yellow route the the trademark. Here, “the history as the one containing described the Alps”. of men and to in order barriers to overcome The main are real make this vision Secretariat in the guidelines for the use of the use of for the guidelines in Secretariat
94 97 - - - levels of stakeholders is fundamental to levels of stakeholders is fundamental the knowledge and tools developed transfer and give them a longer within the project perspective. the personalization of the product itself. A itself. product of the the personalization of the dig the success for last key resource descriptive and is high-quality ital product which enables digitally illustrative material, is on site. in reality visualizing what the outcome to transform The key partners into a successful project of the SilViAlp not only locally based stake are product tourism private sector, holders (public and SMEs, transport operators, inhabitants, etc.) involved in the product associations, trail, development and marketing of the such as but also international stakeholders, of the the exiting International Secretariat Alpina managed by CIPRA International. Via and The technology partner that develops also cru maintains the website and App is cial. Close contact between the technology partner and both local and international ture are at the heart of the interests of the of the the interests heart of at the are ture digital technologies Moreover, group. target for resources as key be considered need to since they allow the project, of the success -
- segment, both because the Alpine environ a with ment is a populated mountain area dialects, language, long tradition in culture, and because traditions, etc., manufacture, and manufac of local culture expressions Heritage Sites) enhances the significance of Heritage Sites) enhances the significance Human the customer. for the key resources in terms of inhabitants of the resources, by the trail, represent territories crossed customer this the highest potential for The key resources for the Via Transalpina the Via for The key resources (natural, cultural, human) all assets are and deliver the value to offer required to the customer segments. proposition with of natural environments The presence World areas, a particular status (protected buys books or travel guides. buys books or travel and partners of the Via resources The key Transalpina her hiking holiday. He/she normally hikes He/she her hiking holiday. as of friends, sometimes in a small group considers taking a a couple. When he/she relevant he/she collects all the hiking tour, on the Internet,only rarely and information by rural culture and this is the reason why the reason and this is culture by rural multiple hiking undertaking he/she likes travels He/she often the year. tours during environment since a quiet peak season, off an added value to his/ are and wild nature He/she is fascinated by natural beauty and beauty by natural is fascinated He/she
96 99 ------Customer relation product mainly through digital through mainly product
The value proposition is delivered is delivered The value proposition App. Consumers (hikers) create the Via the Via App. Consumers (hikers) create
points of interest, and new functionalities and new functionalities points of interest, and the of the App. The website, the App all instruments page are dedicated Facebook hikers, a community of interested to create rela which allows not only bidirectional but provider, tionships with the information of also consumer to consumer exchanges inputs and suggestions. feedback, Channels: digital communica to customers through Transal tion and the distribution of the Via pina Transalpina the through particularly media platforms, involve App and the website. The direct com through ment of users is possible to the principles ments, which, according digital technologies, since these are highly highly are since these technologies, digital physical they need but sometimes relevant, support, high-quality tour to guarantee a ism experience. and communication Customer relationships the Via Transalpina channels for Customer relationships: technol established between the ships are and hikers, with the ogy partner of SilViAlp their travel experiences, aim of collecting on the main feedback as well as obtaining additional possible tenance of the route, ------. This area goes . This area where ancient local houses, often furnished local houses, often furnished ancient where to guests offered are in a traditional way, of a central recep under the coordination tion service. sign An updated system for posting should be pursued in accordance to ensure with local Alpine Clubs, in order hiking along the trail. Both infrastruc safe crucial to support are tural improvements beyond the strict needs of the digital prod beyond the strict uct; to improve it is crucial nevertheless the quality of the overall hiking experi development does not ence. Infrastructure hotel buildings, but rather to to new refer they are bed capacities where increasing smart and scarce, as well as to developing a and homogeneous system of maintaining capacity bed signposting the trail. More innovative for might be achieved through model. diffuso” mulas such as the “Albergo system This is a particular accommodation platforms, such as Facebook or Instagram, or Instagram, Facebook such as platforms, knowledge about with the aim of increasing the tool to personalize it.the trail, and also beau together with Alpine Personalization, on in aspects to focus the two main are ty, marketing. to of intervention area refers A further development infrastructure Ideally, the brand of the project App and App of the project brand the Ideally, the with should be coordinated website communication Marketing and one. official support of digital place with the should take ------, both identity awareness raising awareness management of the management of the in its original branding and (website and App), TM . The popularity of the trail among . The popularity of identity management. There should be identity management. There Alpina between the original Via coherence Trail Yellow within the pro developed the new product ject, Transalpina. the Via ital map on the official Via Alpina website, ital map on the official to avoid double (and not precise in order sources. enough) information Alpina Interna Cooperation with the Via also pursued in the is tional Secretariat willing to promote the trail by embedding a willing to promote will personalized map in their own website be crucial. The same strategic importance such applies to international key partners, Alpina International Secretariat, as the Via the dig which should be involved in sharing local tourism operators and Destination local tourism operators is quite low. Management Organizations the digital transform to in order Therefore, the map and the mobile App into a success, who are involvement of local stakeholders in hikers’ communities and in local stake in hikers’ communities holders, as well as digital tools management, and communi marketing cation The key activities that should be undertak activities that should The key Transalpina of the Via the success en for development and its sustainable product, marketing include The key activities for the ViaTransalpina for activities key The
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t trained, familiar e Baby boomer/young senior, medium/well senior, g r Ta ------The creation, testing and launch testing and The creation, mittee will continue working on a voluntarymittee will continue working on a basis. trail. Once the project is finished, it is im is finished, the project trail. Once for continu a framework portant to define results work and integrating ing the project network. Secretariat into the International economic sustaina on the issues Financial bility of the Via Transalpina Finance: map and Transalpina Via ing phase of the grants, by the project financed App were amounting in total to about € 250,000. maintaining the digital closure, After project and updating tools as well as promoting cost of to a staff the App (corresponding € 5,000 per year) will partly approximately by the internal funding through be covered and partly technology partner of SilViAlp of advertising the introduction through com banners into the website. The Steering Via Alpina International Secretariat, bridg Secretariat, International Alpina Via institu between international ing the gap and local tourism stakeholders tions and the along opportunities business enhancing ------Research) will continue to coordinate the Research) will continue to coordinate three for Steering Committee of the project years, with the voluntary participation of partners. This pool of project the remaining a team to support the experts should form project activities are concerned, the tech are activities project managing nology partner has committed to (App, website) for the digital platforms years after project the three during free (Eurac the Lead Partner Moreover, closure. Governance system behind the Via Transalpina and partners The governance of project the local/international stakeholders of is quite complex. As far as Transalpina Via ers. Therefore, the use of amazing pictures the use of amazing pictures ers. Therefore, existing topics of discus and the sharing of work as an additional sion along the route inspirational source. the product is widespread among different among different is widespread the product page The Facebook highly visited websites. digital source to pro works as additional and the App, and should mote the website potential hik inspiration for be a source for and updates of the information as well as as well of the information and updates hikers. More building among community to be map is expected the digital over, and ac into tourism boards’ embedded so that websites, commodation providers’ of web 2.0, allow continuous development development continuous 2.0, allow of web
100 103 - - - - – Director of the – Director The Via Transalpina therefore permits peo therefore Transalpina The Via ple to walk in the heart of the Dolomites in a sustainable manner; the Dolomites of UNESCO WHS embodies a good example sustainable strategy development for tourism along the trail. Marcella Morandini Dolomites UNESCO World Foundation Heritage Site in competition to a model of cooperation cooperation of to a model in competition the common network,within a where to social and is central natural environment a golden op WHS listing is issues. economic to try the area out innovative for portunity the that foster conscious growth policies for heritage as a living envi concept of natural The OMS is a voluntaryronment. collective a mandatory rather than agreement, of set of strategies and objec rules and it is a set to the different tailored tives that can be over time, based on a places and verified that embraces mediation and process those involved. compensation between - - - - nies, mountain huts’ owners and managers, nies, mountain huts’ owners and and cultural farmers and animal breeders, and tourist industryorganizations operators in designing their vision all involved were area. of the Dolomites the future for based on stakeholder The OMS is therefore from participation and signals a transition a model of conflict among stakeholders These issues are addressed within the addressed are These issues Strategy (OMS of the Overall Management which includes UNES Dolomites UNESCO), indicated by the topics, subjects CO-related of Heritage Committee and matters World that came to light during local importance (#Dolomites2040). a participatory process touched During 11 meetings in the valleys Heritage Site, a series by the UNESCO World of workshops similar to those of SilViAlp to involve the heterogeneous held were stakeholders of the various component admin sites in strategic decisions. Public moun istration bodies, municipalities and tain communities, collective ownership mountain sports clubs and organisations, ski lift management compa associations, - - - - management. the Dolomites area. the Dolomites area. important to the de The Dolomites are not only Transalpina velopment of the Via the but also for beauty, the landscape for and network unique governance structure The Dolomites UNESCO WHS is crossed by The Dolomites UNESCO WHS is crossed and enhances its value Transalpina the Via amazing views during the hiking through the Dolomites, hikers experience. Crossing peaks of can experience the best mountain UNESCO WHS form a kind of archipelago UNESCO WHS form and falling a vast Alpine area, over spread prov within the boundaries of five Italian inces (Belluno, Bolzano/Bozen, Pordenone, comprise considerable and Udine) Trento institutional and administrative diversity. UNESCO listed the Dolomites as a World Dolomites as a World UNESCO listed the value the aesthetic Heritage Site (WHS) for the scientific impor of its landscape and tance of its geology and geomorphology. that make up the The 142,000 hectares The Dolomites are one of the most densely one of the most The Dolomites are in the Alps, regions populated mountainous leading tourist desti and also one of the On 26 June 2009 the nations in the world. Dolomites UNESCO World Heritage Site Site Heritage World UNESCO Dolomites the Viaand Transalpina: practices good learning from Mutual
102 105
- - – Maria Angeles Fernandez Fernandez Maria Angeles Fernandez (2010-2016) of the President Former on of the associations Spanish federation Spain de Santiago”, the “Camino With the increase in flows that may occur in the increase With Transalpina of the Via after the introduction model could be consid map and App, this the initi implementation, based on for ered organizations. ative of local or transnational - principles of closeness and empathy with and empathy principles of closeness or creed of religious the pilgrims, regardless having travel modes. The FEAACS, without of shelter planned a clear idea of what kind and ignoring com pilgrims, it wanted for of the Hospitaleros pletely the lucky success innovative voluntarios, launched a model of and spontaneous hosting which received international valence. increasing of voluntaryThe success along the hosting practice Camino de Santiago might be a best where Transalpina, Via the to consider for have limited some parts of the route accommodation capacity. Hospitality by hospitaleros of FEAACS is Hospitality by hospitaleros free work for by volunteers, who provided a shelter several nights and manage for These in return. anything without receiving to the only according services provided are - regain strength and heal their wounds in strength regain the hike the next day. to resume order it was deemed necessary to Accordingly, not have a hostel at the end of each stage, individual than 30 km (except for after more carried cases). This limit was due to the load of the terrain by the pilgrim, the difficulty sense. security in a broader and the need for (municipalities and parishes), in order to parishes), in order (municipalities and some minimally to offer encourage them beds and toilets to equipped space with pilgrims. that nowadays Some of the associations of Friends comprise the Spanish Federation – col of the Camino de Santiago – FEAACS beginning: the laborated from signalling (some built shelters pathways, searching for in spaces by themselves), hosting pilgrims parish. belonging to the city council or the of shelters along the Camino The presence de Santiago was deemed as indispensable, to since it allowed the pilgrim (or traveller) - - - - by creating shelters, since it was clear that by creating no pilgrims“ are is no path if there „there the night at and pilgrims need shelter for It the end of each stage along the route. was necessary to sensitize local authorities cia) by Elijah Valiña, a priest of O Cebreiro a priest of O Cebreiro cia) by Elijah Valiña, (Lugo). beginning it was perceived as the From necessary the transit of pilgrims to facilitate ed especially for the occasion, gathered to occasion, gathered the ed especially for celebrate this achievement. At that time, by the Pyrenees – which crossed the route (Navar Somport (Aragon) and Roncesvalles marked with yellow been ra) – had already Santiago de Compostela (Gali to arrows years have passed since the First Interna since the First years have passed of the Camino de Santiago, tional Congress took place. During held in Jaca (Huesca) of the Church this occasion representatives of them found most and civil associations, The Camino de Santiago was declared the was declared The Camino de Santiago Cultural Itineraryfirst European by the thirty in 1987. Almost Council of Europe Hospitaleros voluntarios on the Camino the Camino on voluntarios Hospitaleros voluntary-based trail: The de Santiago model hospitality
104 107 - - - - - . Nowadays, hikers are . Nowadays, hikers are TM . Workshops during the SilViAlp project project during the SilViAlp . Workshops planning. plan, Even in the case of a rough on mobile Apps rely hikers will increasingly the decisions. Nevertheless, last minute for that some workshops also revealed SilViAlp with digital technol not familiar seniors are to use them. A next not willing ogies or are is there step after the end of the project printed material planning to update fore have also helped us to better understand have also helped us to better understand hiker along the Via average who is the real Trail Alpina Yellow on and they rely of a route experts the real challeng digital technologies to face daily es while hiking. Digital technologies allow (e.g.continuous planning of the journey check, availability weather forecast, room of advanced necessity the etc.) and reduce 2. There is no route without hikers. without hikers. is no route 2. There and to achieve success On the one hand, a a good maintenance status, to ensure the other hand, needs to be hiked. On route technical devices and adequate information hikers to start a long basic elements for are has clearly made SilViAlp hike. In this sense, the acces to increasing a huge contribution Trail Alpina Yellow Via sibility of the original TM The most powerful analytical The most powerful hiking experience and the evaluation of the hiking experience and the evaluation adequate indicators, there trail through the possible for would have been no feeling management and technical organizational, challenges that may need to be faced. technical challenges of the trail, but also technical challenges of the trail, but the most attractive landscapes and revealed attraction points, the the most interesting and most suitable accommodation places the Without the variety of culinary offers. lessons learned during the project. during the project. learned lessons can only be studied after 1. A hiking route hiking on it. was hiking SilViAlp tool during the project This helped with understanding the itself. acquired on route management and the on route acquired can SilViAlp adopted for working schemes in new scenarios be adapted and replicated and in other Alpina Trails along the Via the main listed hiking trails. Below are extrapolated from multiple sources, during multiple sources, extrapolated from hiking, the participatory processes, for on existing initiatives the research finally the preparation senior tourism, and model. The knowledge of the business Lessons learnt and project replicability project and learnt Lessons principles are high quality lessons SilViAlp’s
106 108 elling tolearn more aboutothercountries, They are enjoyingtrav more demanding, a significantcomponent oftheirlives. enjoying activelifestyles, andtravelremains theyaregeneration isgreying, increasingly other olderpeople.Moreover, althoughthis ormixwith and donotwanttoidentify younger thantheirreal chronological age, selves asseniorsinthetruesense.Theyfeel deed, babyboomersdonotconsiderthem ditions tohikealongalonghikingtrail.In time theymayhavetherightphysicalcon technology andinnovationatthesame seniors. Thesetargets maybeinterested in boomers, youngseniorsandnew-age within thesenioragegroup: retiring baby project for someoftheemerging targets confirm thatSilViAlp mightbetheright Literature andprevious studiesorprojects 3. Seniorhikers are notall thesame. most remote areas. even inshoulderseasons,especiallythe terms ofguaranteeingminimumservices An increasing effort needstobemade in becoming bigger. along theroute duringshoulderseasonsis and thewindowofopportunitytowalk seniors haveahighlyflexibletimebudget, to off-season offers. Seasonsare changing, last aspectconcerninghikers’needsrelates to promote theroute for thissub-target. A - - - - In thecaseof theVia Transalpina, the trail amongthe hikers’community. route, toachievebetterpositioningofthe osition (USP)needstobe identified for the basic infrastructure. AUniqueSellingProp which gofarbeyondthe simple existenceof which trailtohikebasedonseveralfactors, E5, AlteVie, etc.,andhikerswill choose There are plentyof“musthike”routes, e.g. structure isnotenoughtoachievesuccess. routes isincreasing andagood basicinfra Nevertheless, the competitionamong difficult toattract thetarget. it isvery especially for seniorhikers.Without them, routes) are basicrequirements for hikers, fortable accommodation,well-maintained not enough. 4. Tourism are facilities necessary, but be crucialissues. personalisation andexperiencedesignwill in seniortourismontheVia Transalpina, consumers. Inorder toachieve anincrease “done for them”thanothergroups ofolder less receptive is totripswhere everything are more independentandtheywouldbe bargain pricepackages.Thenew-ageelderly enhance theirself-actualization, ratherthan personal challengesandexperiencesthat riences. Young seniorsseeknewcreative est travelaswellnewinnovativeexpe and continuouslylookingfor specialinter Good tourismfacilities(com - - - - -
109 111 ------The main challenge, after creating a after creating The main challenge, Alpina Yellow Trail, is the ability to attract Trail, Alpina Yellow to the new hikers. A marketing plan tailored cru is therefore group needs of the target information and spread cial to raise interest and the newly Transalpina about the Via of the available digital tools. If the launch not accompa mobile App and website are the risk nied by a good marketing strategy, Transal of ending up with an unknown Via avoid months is very high. To pina in a few be this outcome, a series of articles should to specialized magazines and a provided in order digital marketing budget invested user groups. tailored to address networking stakeholders, and monitoring monitoring and stakeholders, networking Com needs. The Steering group’s the target on a to work committed SilViAlp, mittee of voluntary of after the end 3 years for basis connec a strive to create will the project, instances (and particu tion between local the needs of tourism SMEs) larly addressing institutions (with specific and transnational to the International Secretariat). reference suc is crucial to achieve 7. Marketing cess. on the Via tourism product well-structured - - - - , as well as the updated Via , as well as the updated Via TM Collaboration among all the insti Collaboration among , which goes far beyond the sum of its , which goes far beyond TM tional perspectives. Integrating the route route tional perspectives. Integrating the and persuading into the local tourism offer map as tourism operators to use the digital is a crucial a tool to enhance hiking tourism of the trail. Therefore, the success aspect for the Consorti after the end of the project, practices, um intends to keep sharing good studying the tourism demand and supply, marvellous attractions and creates the Via marvellous the Via and creates attractions Transalpina. local require networks 6. Transnational work. private tutions, touristic organizations, crucial to stakeholders and public bodies is Only if a good territo alive. keep the route a transnational can rial network is ensured, The workshops grow. cooperation process excellent provided during the project and opportunities to stimulate the needs Alpina of all sides. The original Via interests Trail Yellow transna and need local roots Transalpina, with a SWOT analysis of the whole trail and analysis of the with a SWOT local stakeholders sharing it with different to achieve a to be a good method proved Alpina Yellow the original Via new vision for Trail macro-identity, which somehow comprises comprises somehow which macro-identity, but nevertheless micro-identities, the local per se. The task value has an outstanding Starting but not impossible. is complex, - - - - Routes are Routes are understanding its USP not as the arithme understanding its USP not as the as tic sum of local attractions, but rather describe a general, all-embracing topic to the the experience of hiking. Therefore, a new, lies in the ability to create creativity willing to integrate its hotspots into the willing to integrate its hotspots into the attraction. Nevertheless, main trail’s route idea to squeeze each hotspot on the would not into the final tourism product implies a route Analysing lead to success. make a difference, especially for non-pack especially for make a difference, age travellers. not patchworks. 5. Routes are numbers of micro-des made up of large tinations, each of which is potentially and comprehensive information is crucial information and comprehensive along of safety the perception to increase surprises to minimise unpleasant the route, while hiking. Storytelling and integrated can therefore on the route information by public means of transport,by public means accommo is helping to shape the dation facilities) interactions with local but the product, value add additional farmers or shepherds reliable Moreover, to the hikers’ experience. of natural and cultural beauties. In relation In relation and cultural beauties. of natural tourism Via the proposition, to the USP aggregating by created is Transalpina convenience. stages at one’s different access (trail difficulty, Basic infrastructure uniqueness relies on the rich combination combination the rich on relies uniqueness
110 113 - - - -
- TM - is a model for other is a model for
The analytical and product develop product The analytical and longer sections, produced a business model, a business longer sections, produced a value which defines a vision, a mission, and some strategic objectives proposition as a whole. Having a clear the route for the starting point and the point of picture of arrival is definitely the most important development. in route issue ties after the former Alpine Space projects Space projects Alpine the former ties after after the end of the ended. Indeed, also continuity in financial and project, SilViAlp to en will be required operational activities and an the digital products of success sure visits, especially in the number of increase areas. in the most remote 10. The Via Transalpina trails. are in SilViAlp ment methods encountered trails. both worth implementing in other The analytical part, based on hiking, assess indicators standard ing the trail through and stakeholder involvement, and ending provid of the route, analysis with the SWOT opportu ed a first draft of the development and the challenges to be the route nities for development part, based faced. The product and on smaller trail units, thematic offers after its creation was a lack of continuity was a lack creation after its activi maintenance and in promotional project that one of the main critical issues issues main critical of the that one project Trail Alpina Yellow Via orginal facing the - - - Route management is a complex A route that crosses different EU different that crosses A route also because the challenge of keeping these also because the challenge of keeping collec complex networks alive is based on governance systems, tive will, on effective capacity. and on transnational funding It became clear at the start of the SilViAlp 9. Success in route management requires management requires in route 9. Success continuity. cover a task. long routes Not only because cultures, variety of territories with different settings, but languages and organizational ation between tourism stakeholders and ation between tourism stakeholders senior tourists. Both levels for visits abroad dynamics interesting of interchange create territorial cohesion at the to increase EU level. The screening of the infrastructural stock, of the infrastructural The screening and of high-quality as well as the offer servicestailor-made digital the whole along barriers trail may help to overcome these cooper and encourage both transnational tion, enhances the creation of a network creation tion, enhances the including SMEs. Senior of stakeholders, that still needs a target tourism addresses and organisational to overcome linguistic ease. at Europe across barriers to travel EU level. EU level. and bridges a chance to create nations is among different opportunities cooperation activity, development Product cultures. of coopera than on other levels more 8. Routes are cooperation chances at the at chances cooperation are 8. Routes
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Via the Alps Alpina – Discover Low season tourism season Low • Moller, C., Weiermair, K., Wintersberger, E. 2007. K., Wintersberger, C., Weiermair, • Moller, population and its impact on tourism ageing The changing travel behaviour of Austria’s 62 (3/4): 15–20. review Tourism I. 2006. • Patterson, Behaviour of Older Adults Leisure and Older: Tourism Growing CABI publishing, Nosworthy. • 2016. Available online: www.via-alpina.org E. 2009. • Wecker, den Julischen bis in die Allgäuer Alpen Von Via Weg: Alpina – Gelber Bruckmann, Munich. Rauch, C., E., Scarimbolo, C.• Wenzel, 2008. des ihr Unternehmen. Schriftreihe für und Handlungsempfehlungen Best Ager – der silberne Markt: Trends 336 Wirtschaftsförderungsinstitutes Vienna. Österreich, der Wirtschaftskammer Edited by Wirtschaftsförderungsinstitut • Hunter-Jones, P., Blackburn, A. 2007. • Hunter-Jones, P., Health: An Exploratory Study of and Self-Assessed between Holiday-Taking Understanding the Relationship Senior Tourism of Consumer Studies 31 (5): 509–516. International Journal • enterprise/sectors/tourism www.ec.europa.eu/ 2015. Available online: A., L.Schiffman, Sherman, E., • Mathur, 1998. services travel marketing to new – age elderly Opportunities for Journal of Services 265-277. Marketing 12 (4):
European Senior Tourism European Dolomites UNESCO World Heritage Site Dolomites UNESCO World 2015. European Senior Citizens - Actions to Promote Exchange in tourism. Exchange in Senior Citizens - Actions to Promote 2015. European Available online: www.afeinnovnet.eu./sites • Hudson, 2010. traveller to the mature zoomers: marketing Wooing Marketing Intelligence and Planning, 28 (4): 444–461 2016. Available online: www.dolomitiunesco.info • 2015. Available online: www.europeseniortourism.eu. • Gheno, L. encouraging Senior Citizens to travel in Europe transnational low season tourism exchanges Facilitating Eurostat. Available online: www.ontit.it. Available online: Eurostat. GmbH. 2016. • Digital Affairs Social Media Radar Austria Available online: www.socialmediaradar.at/facebook • • Ciclovia Francigena. 2016. • Ciclovia Francigena. Signposting the CicloVia Francigena www.eppela.com/en/projects/6781-ciclovia-francigena C. 2012. • Demunter, with 2006 compared on tourism in 2011 more aged 65+ spent a third European Understanding the relationship between holiday taking and self-assessed health: between holiday taking and self-assessed Understanding the relationship an exploratory of senior tourism study of Consumer Studies 31 (5): 509–516. International Journal 2014. S. • Chen, S., Shoemaker, senior tourism market The American Age and cohort effects: Research 48: 58–75. Annals of Tourism Further reading Further 2007. • Blackburn, A., P. Hunter-Jones,
114 This report is part of the project SIlViAlp which has received funding from the European Union’s COSME Programme (2014-2020). The content of this publication represents the views of the authors only and is his/her sole responsibility; it cannot be considered to reflect the views of the Executive Agency for Small and Medium-sized Enterprises or any other body of the European Union. The European Commission and the Agency do not accept any responsibility for use that may be made of the information it contains.