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Parchi e turismo in Campania: le sfide della comunicazione digitale
Parks and tourism in Campania: the challenges of digital communication
Cuomo, Federico
Mariotti, Gavino
2024
Abstract
The tourism system of Campania is characterized by spatial and seasonal concentration, with intense flows di¬rected towards iconic destinations such as Naples, Capri, Ischia, Positano, Sorrento, and others, particularly during the summer months and holiday periods. This polariza¬tion generates dynamics of overtourism, with negative consequences for the environment, the quality of the tour¬ist experience, and the livability of local communities. At the same time, the region boasts a diverse natu¬ral heritage, structured around three national parks as well as eight regional parks. These areas could serve as alternative attractions for different types of tourism and throughout much of the year, contributing to a better dis¬tribution of flows, the deseasonalization of tourist pres¬ence, and a more balanced territorial valorization. Following a review of the literature on national and regional parks, this paper focuses on an analysis of the official websites of Campania’s parks and the main digi¬tal sources used for travel planning. The investigation revealed adequate visibility for the national parks but an insufficient presence of the regional parks in terms of value communication, storytelling, and strategic po¬sitioning within the digital experiential tourism market, which today largely determines the success or failure of a destination. In light of these findings, the paper suggests a reflec¬tion on the digital strategies of Campania’s parks, high¬lighting the need for an integrated approach that, in addition to closer coordination among managing bodies, tourism operators, and local communities, recognizes the enhancement of digital communication as indispensa¬ble. Within a context of increasing attention to alterna¬tive forms of tourism, the promotion of Campania’s parks could represent a strategic lever to partially rebalance the regional tourism System, reduce pressure on high-density destinations, and promote a differentiated and sustain¬able model of enjoyment, with positive effects on the val¬orization of Campania’s marginal geographies.
Il sistema turistico della Campania presenta fenomeni di concentrazione spaziale e stagionale, con flussi intensi diretti verso mete iconiche quali Napoli, Capri, Ischia, Positano, Sorrento, ecc. particolarmente nei mesi estivi e durante le festività: una polarizzazione che genera dinamiche di overtourism, con conseguenze negative sull’ambiente, sulla qualità dell’esperienza turistica e sulla vivibilità delle comunità locali. Nel contempo, la regione vanta un composito patrimonio naturalistico, incentrato su tre parchi nazionali e otto parchi regionali, che potrebbero fungere da attrattori alternativi per tipologie di turismi differenti e per molti mesi all’anno, contribuendo ad una migliore distribuzione dei flussi, alla destagionalizzazione delle presenze e a una più equilibrata valorizzazione territoriale. Il presente contributo, dopo una ricognizione della letteratura relativa ai parchi nazionali e regionali, si è focalizzato su un’analisi dei siti istituzionali online dei parchi campani e delle principali fonti digitali adoperate per la pianificazione dei viaggi. Tale indagine ha rivelato un’adeguata visibilità dei parchi nazionali ma un’insufficiente presenza dei parchi regionali campani in termini di comunicazione del valore, storytelling e posizionamento nel mercato del turismo esperienziale digitale, che è quello che oggi determina il successo o l’insuccesso di una meta. Alla luce di tali evidenze, si suggerisce una riflessione sulle strategie digitali dei parchi campani, evidenziando la necessità di un approccio integrato che, oltre a un più stretto coordinamento tra enti gestori, operatori turistici e comunità locali, riconosca come ineludibile il potenziamento della comunicazione digitale. In un contesto di crescente attenzione verso forme di turismo alternative, la promozione dei parchi campani potrebbe rappresentare una leva strategica per riequilibrare, almeno parzialmente, il sistema turistico regionale, riducendo la pressione sulle destinazioni ad alta densità e promuovendo un modello di fruizione differenziato e sostenibile, con effetti positivi sulla valorizzazione delle geografie marginali della Campania.
The tourism system of Campania is characterized by spatial and seasonal concentration, with intense flows di¬rected towards iconic destinations such as Naples, Capri, Ischia, Positano, Sorrento, and others, particularly during the summer months and holiday periods. This polariza¬tion generates dynamics of overtourism, with negative consequences for the environment, the quality of the tour¬ist experience, and the livability of local communities. At the same time, the region boasts a diverse natu¬ral heritage, structured around three national parks as well as eight regional parks. These areas could serve as alternative attractions for different types of tourism and throughout much of the year, contributing to a better dis¬tribution of flows, the deseasonalization of tourist pres¬ence, and a more balanced territorial valorization. Following a review of the literature on national and regional parks, this paper focuses on an analysis of the official websites of Campania’s parks and the main digi¬tal sources used for travel planning. The investigation revealed adequate visibility for the national parks but an insufficient presence of the regional parks in terms of value communication, storytelling, and strategic po¬sitioning within the digital experiential tourism market, which today largely determines the success or failure of a destination. In light of these findings, the paper suggests a reflec¬tion on the digital strategies of Campania’s parks, high¬lighting the need for an integrated approach that, in addition to closer coordination among managing bodies, tourism operators, and local communities, recognizes the enhancement of digital communication as indispensa¬ble. Within a context of increasing attention to alterna¬tive forms of tourism, the promotion of Campania’s parks could represent a strategic lever to partially rebalance the regional tourism System, reduce pressure on high-density destinations, and promote a differentiated and sustain¬able model of enjoyment, with positive effects on the val¬orization of Campania’s marginal geographies.
Publisher
EUT Edizioni Università di Trieste
Source
Federico Cuomo, Gavino Mariotti, "Parchi e turismo in Campania: le sfide della comunicazione digitale" in: "Bollettino dell'Associazione Italiana di Cartografia 180 (2024)", EUT Edizioni Università di Trieste, Trieste, 2024, pp. 38-50
Languages
it
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
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