Abstract
Slowness involves a redefinition of existing touristic operations which are increasingly influenced by the tourist’s heightened sense of responsibility towards the environment and the search for a quality experience (Dickinson JE, Les Lumsdon: Slow travel and tourism. Earthscan, London, 2010, Fullagar S, Markwell K, Wilson E: Slow tourism. Experience and mobilities. Channel View Publications, Bristol, 2012). The new cultural and behavioral model of slowness implies a fundamental change in the concept of the consumption of goods and services, with the concept of lifestyle being characterized by commitment, a strong sense of responsibility and the search for wellbeing in both life and work. The slow philosophy should not be interpreted as a temporary phenomenon, but rather as a life philosophy and a worldwide social movement that in recent years has characterized many socio-economic elements in local communities (Parkins W, Craig G: Slow living. Berg, Oxford, 2006). The characterizing theme of the paper is that QoL, collective well-being, cultural enrichment and slowness could become competitive factors in local development policies with particular reference to minor territories. The aim of the present work is to analyse how some minor areas, which some studies have defined as “slow territories,” (Lancerini E: Territorio 34:9–15, 2005; Lanzani A: Territorio 34:19–36, 2005; Calzati V: Territori lenti: nuove traiettorie di sviluppo. In: Nocifora, E, de Salvo P, Calzati (eds), Territori lenti e turismo di qualità, prospettive innovative per lo sviluppo di un turismo sostenibile. Franco Angeli, Milano, pp 62–72, 2011; Calzati V, de Salvo P: Slow tourism: a new concept of sustainability, consumption and quality of life. In M. Clancy (ed), Slow tourism, food and cities: pace and the search for the good life. Routledge, London, 2012), are identifiable as locations able to promote a tourism of diversified typologies which are difficult to standardise (Savoja L: Turismo lento e turisti responsabili. Verso una nuova concezione di consume. In: Nocifora P, de Salvo E, Calzati V (eds), Territori lenti e turismo di qualità. Prospettive innovative per lo sviluppo di un turismo sostenibile. Franco Angeli, Milano, pp 86–99, 2011) in line with the new tendencies of slow tourism. In fact, such territories are characterized by a high quality of life, an elevated attention to the environment and landscape, to art and quality local products as well as offering a hospitable local community. These qualities of such zones appear to indicate that they are more capable, than other areas, of instigating itineraries orientated to achieving touristic development of a high quality and a sustainable nature. The paper presents a project of local touristic development carried out in Italy, in the Umbrian-Marche Apennine territory, with particular reference to Value for Time certification as applied to various accommodation structures in the territory. Value for Time identifies an area and the structures present in it, distinguishing them from their competitors and is a synthesis of objective values, together with cognitive and emotional elements with reference to the territory. Value for Time certification considers four main areas: People, Administration, Sustainability and Territory and aims to establish a reputation, offering added value to all components of the area and enhancing its cultural, social and economic identity.
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Notes
- 1.
The association “proposes to valorize, promote and develop, at both national and international level, the Umbrian-Marche Apennine territory, with particular attention being given to culture, craft activities, the sport and nature sectors, and to touristic and territorial development in the Provinces of Ancona, Pesaro-Urbino and Perugia and in the mountainous border zone of the Provincia di Macerata. In particular, cultural activities, in all their various manifestations, are called upon to present the best skills of the District’s territory and to draw attention to the area’s predicament, in order to relaunch the economy of the Umbrian-Marche mountain zone, utilizing every type of initiative that brings innovation, creativity and renovation to both its material and immaterial heritage, which is particularly rich. In order to achieve this result, the Association proposes to incentivize those touristic activities orientated towards so-called “slow tourism” which marries the reception of its locations to the relationship between visitor and host”. (art. 2 Statute of the Association)
- 2.
TAI – Travel Appeal Index, of the Italian Company Travel Appeal (www.travelappeal.com), expresses in terms of a percentage, the on-line reputation of an accommodation structure or restaurant activity. The analysis carried out by Travel Appeal on an annual basis, to the ends of identifying the on-line reputation score has highlighted that, while the TAI over-all score of the thousands of structures analyzed in the Marche and Umbria Regions is 60.63%, the TAI score of the 23 accommodation structures (6 hotels and 16 other accommodation types) which requested slow tourism certification proved to be 50.85% (approximately 0.8% less than the regional average). It should be noted that the TAI score is expressed as a %. To make enable the calculation into the PAST methodology, the TAI scores for accommodation were transformed into decimal values, for the TAI for accommodation (TAI x 100, rounding to 0 decimal numbers), while for dining facilities the scores were converted to the 5 point scale. (TAI x 20, rounding to 0 decimal numbers)
- 3.
It should be observed that for the accommodation facilities the maximum number of points that may be assigned is 180, while for dining facilities it is 170. The minimum value was established by the Brand Management Committee based upon the pre-tests carried out on defining experimental facilities.
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de Salvo, P., Calzati, V., Soglia, S. (2019). Value for Time: Slowness, a Positive Way of Performing Tourism. In: Campón-Cerro, A.M., Hernández-Mogollón, J.M., Folgado-Fernández, J.A. (eds) Best Practices in Hospitality and Tourism Marketing and Management. Applying Quality of Life Research. Springer, Cham. https://doi.org/10.1007/978-3-319-91692-7_16
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