The fragile balance on which the City of Venice stands on seems to be more and more put to the test. The development of processes like globalization and mass tourism represent a real threat for the Island, applying pressure on the city, shaping its structures, its offer, its culture. Whom who suffers the most from this mechanism are the residents who witness the transformation of the city from a proper place to live to a theme park. The method proposed in this dissertation is proper of the comunication for the territory, of city branding and of service design. This paper proposes an excursus on the tools made available from the different disciplines of design, which aims to measure and understand the problem in its different aspects and then tries to propose a feasible way to its resolution. The analisys on the Venetian area shows the unsuitableness of the present destination menagement system, which aims to attract as many tourists as possible. At this point becomes mandatory to come up with tools, available for visitors and locals, which could be suitable to invert the distructive trends. From this need, which I lived on my own skin, comes my necessity to create an answer which could actually be used, at least to reduce the negative effects of this mechanics. We:VE founds its streinght on an already existing network of people, motivated by their love for the city and the local culture. The project aims to unite this community, giving them the right tools to change their given situation. The app displayed is designed to be addressed to the target of Venetian residents but also to the tourists. It works as an umbrella brand for all those businesses, cultural associations and groups, helping the promotion and growth of the very same initiatives in a sustainable and ethical way. At the same time it aims to encourage local activism for the liveability of the city, creating connections and opening the network to new supporters who could eventually get into this project so much to become new inhabitants of the city, nourishment for the future Venice. The paper produces the project with a suitable economic evaluations for the creation, the launch and the managing of the app. Furthermore it proposes a communication campaign ad hoc.
I fragili equilibri sui quali si regge la Città Storica di Venezia sembrano essere messi sempre più a dura prova. L'avanzamento processi come la globalizzazione e il turismo di massa, rappresentano una minaccia reale ed attuale per l'Isola, esercitando pressione sulla città, modellando le sue strutture, la sua offerta, la sua cultura. Chi ne rimette sono soprattutto i residenti che la vedono trasformarsi ogni giorno in qualcosa di più vicino ad un parco a tema che ad una città. L'approccio proposto dall'elaborato si avvale dei modelli propri della comunicazione per il territorio, del city branding e del service design. La tesi propone un excursus sugli strumenti messi a disposizione dalle varie branche del design, atti a misurare, e comprendere il problema nelle sue sfaccettature e successivamente cerca di proporre una soluzione attuabile alla risoluzione dello stesso. Gli studi sul territorio di Venezia evincono l'inadeguatezza del sistema di destination menagement presente, atto ad attrarre il maggior numero possibile di turisti. Risulta necessario creare e mettere a disposizione di visitatori e residenti, strumenti utili ad invertire le tendenze distruttive del “turismo negativo”. Da queste necessità, vissute in prima persona, nasce la mia esigenza di cercare una risposta, che possa realmente essere attuata, quantomeno per lenire gli effetti negativi delle meccaniche descritte. We:VE basa la sua forza su una rete sociale già presente nel territorio, motivata dall'amore per la propria cultura. Il progetto mira ad unire questa comunità di persone, dotandola degli strumenti adatti a cambiare la situazione attuale. L'app qui presentata si propone sia al target dei turisti che a quello dei residenti fungendo da un lato da brand ombrello per tutte le attività commerciali, culturali originali e per la promozione delle stesse, aiutando lo sviluppo economico e culturale in maniera etica e sostenibile; e dall'altro vuole fungere da catalizzatore dell'attivismo Veneziano per la vivibilità della città, creando connessioni ed aprendo la rete a nuovi sostenitori che possano inserirsi nel sistema tanto da diventare nuovi abitanti, nuova linfa vitale per la città. L'elaborato presenta il progetto correlato di opportune valutazioni economiche per la creazione, il lancio e la gestione dell'app. Inoltre propone una campagna di comunicazione ad hoc.
We:Ve. Progetto per la promozione del turismo sostenibile a Venezia
GIORDAN, CARLO ALBERTO
2016/2017
Abstract
The fragile balance on which the City of Venice stands on seems to be more and more put to the test. The development of processes like globalization and mass tourism represent a real threat for the Island, applying pressure on the city, shaping its structures, its offer, its culture. Whom who suffers the most from this mechanism are the residents who witness the transformation of the city from a proper place to live to a theme park. The method proposed in this dissertation is proper of the comunication for the territory, of city branding and of service design. This paper proposes an excursus on the tools made available from the different disciplines of design, which aims to measure and understand the problem in its different aspects and then tries to propose a feasible way to its resolution. The analisys on the Venetian area shows the unsuitableness of the present destination menagement system, which aims to attract as many tourists as possible. At this point becomes mandatory to come up with tools, available for visitors and locals, which could be suitable to invert the distructive trends. From this need, which I lived on my own skin, comes my necessity to create an answer which could actually be used, at least to reduce the negative effects of this mechanics. We:VE founds its streinght on an already existing network of people, motivated by their love for the city and the local culture. The project aims to unite this community, giving them the right tools to change their given situation. The app displayed is designed to be addressed to the target of Venetian residents but also to the tourists. It works as an umbrella brand for all those businesses, cultural associations and groups, helping the promotion and growth of the very same initiatives in a sustainable and ethical way. At the same time it aims to encourage local activism for the liveability of the city, creating connections and opening the network to new supporters who could eventually get into this project so much to become new inhabitants of the city, nourishment for the future Venice. The paper produces the project with a suitable economic evaluations for the creation, the launch and the managing of the app. Furthermore it proposes a communication campaign ad hoc.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/140888