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FABIO VIOLA | PLAYABLE TOURISM | BTO11 Right here, right now

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Fabio Viola, TuoMuseo
PLAYABLE TOURISM
come creare nuovi immaginari turistici

BTO11 | Right here, right now
Firenze, Stazione Leopolda
MAIN Hall
Day TWO giovedì 21 marzo 2019
15.10 : 16.00
Smart Museum: come le tecnologie possono rendere intelligente la fruizione culturale
https://www.buytourismonline.com

Veröffentlicht in: Marketing
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FABIO VIOLA | PLAYABLE TOURISM | BTO11 Right here, right now

  1. 1. PLAYABLE TOURISMPLAYABLE TOURISM COME CREARE NUOVI IMMAGINARI TURISTICI
  2. 2. Come è possibile che l’industria dei videogiochi raggiunga 20 milioni di italiani e quasi 2 miliardi nel mondo a soli 40 anni dalla sua nascita generando esperienze che spingono addirittura le persone a investire tempo, capacità e soldi reali per esperienze ed oggetti virtuali…
  3. 3. …mentre i territori dotati di “assets” estremamente tangibili, storie incredibili da raccontare, brand riconoscibili e bacini già consolidati Spesso non riescono a raggiungere nuovi pubblici offrendo loro esperienze coinvolgenti e sostenibili, magari in partnership con le industrie creative?
  4. 4. 4 Il comparto culturale e turistico non dovrebbe più essere auto-referenziale, ma iniziare a guardare a Facebook, Fortnite e Netflix come modelli, e rivali, in termini di capacità di raggiungere e coinvolgere pubblici, creare nuovi immaginari, fidelizzarli e metterli a valore anche economicamente.
  5. 5. Le ultime generazioni durante durante la rivoluzione post industriale di internet (Y) e dopo (Z) Presentano necessità, desideri e comportamenti profondamente diversi dalle generazioni precedenti.
  6. 6. E’ fondamentale ricominciare a creare nuovi immaginari turisticiIl nostro potente hardware ci ha lungamente ancorato al passato o, più di recente al presente impedendo di progettare il futuro. Les Carrieres de Lumieres in Provenza dimostrano come una partnership pubblico privato abbia trasformato una cava in un luogo turistico e culturale da oltre 600.000 persone.
  7. 7. MOST INSTAGRAMMED LOCATIONS 2017 1. Disneyland (Anaheim, US)Disneyland (Anaheim, US) 2. Times Square (New York, US)2. Times Square (New York, US) 3. Central Park (New York, US)3. Central Park (New York, US) 4. Eiffel Tower (Paris, France)4. Eiffel Tower (Paris, France) 5. Tokyo Disney Resort (Tokyo, Japan)5. Tokyo Disney Resort (Tokyo, Japan) 6. Disney's Magic Kingdom (Orlando, US)6. Disney's Magic Kingdom (Orlando, US) 7. Musée du Louvre (Paris, France)7. Musée du Louvre (Paris, France) 8. Brooklyn Bridge (New York, US)8. Brooklyn Bridge (New York, US) 9. Disney California Adventure Park9. Disney California Adventure Park (Anaheim, US)(Anaheim, US) 10. Las Vegas Strip (Las Vegas, US)10. Las Vegas Strip (Las Vegas, US)
  8. 8. Ogni anno vengono scattate più foto che nell' intero 1900 ed ogni 2 minuti più foto che nel 1800 e queste circolano ovunque ad una velocità pressoché istantanea creando continuamente nuovi immaginari culturali e turistici. I mutamenti in corso rappresentano sicuramente una sfida enorme per il modo in cui tradizionalmente abbiamo conservato, esposto, valorizzato e raccontato i nostri luoghi ma è al contempo una grandissima opportunità.
  9. 9. INSTAGRAMMABILITY © Ciro Santopietro Il 40.1% dei millennials seleziona una località turistica in base alla sua «instagrammability» Lo studio citato è di Schofields Insurance
  10. 10. 10 Una evoluzione dalla parola (libri) all’immagine statica (quadri, litografie..), alle immagini in movimento (film, documentaristica) all’immagine interattiva (videogiochi). Mi interessa sottolineare lo straordinario potere che i media hanno nella costruzione di stratigrafie turistiche. Ogni periodo storico ha i suoi media di riferimento ed è difficile contrastare l’idea che i libri abbiano ceduto il passo nel secolo scorso alla televisione e cinema nella costruzione di immaginari. Ed ora la storia potrebbe ripetersi con i videogiochi che diventano il media di riferimento di intere generazioni e si allineano meglio ai desiderata. CREARE (NUOVI) IMMAGINARI TURISTIC 1600-1800 1950-1990 XXI SECOLO
  11. 11. Quando I nostri luoghi inizieranno a strutturarsi come centri di produzione culturale e non solo di “consumo” alcune delle criticità rilevate saranno da considerarsi ormai superate.
  12. 12. Father and Son 22 mesi dopo:  The game crossed the 4 million downloads milestone.  In the same time the museum has been visited by 1.000.000.  The average age of gamers is 33 y.o. with 35% of gamers are female.  Only 8% of gamers come from Italy. We have a large user base in countries like Russia, China, India, US-  ~1000 years have been spent collectively in to the game. Consider the value in terms of education and marketing.  The game received over 40.000 reviews with an average rating of 4.7 out of 5. x8 the number of the museum feedback on Tripadvisor.
  13. 13.   PAST FOR FUTURE - TARANTO
  14. 14. Il primo progetto al mondo di un videogioco, prodotto da Toscana Promozione, per connettere un ampio territorio con le nuove generazioni e creare al contempo nuovi immaginari turistici.
  15. 15. Il primo progetto al mondo di un videogioco, prodotto da Toscana Promozione, per connettere un ampio territorio con le nuove generazioni e creare al contempo nuovi immaginari turistici.
  16. 16. “In our projects we are constantly exploring new revenue streams models.” Technology should not be a cost

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