COMPONENT 3 “Methodology bulding”

1. COMPONENT 3 “Methodology bulding” Kick off meeting

2. Identity Card - Component 3 Title: “Methodology building Responsible: Province of Rimini Timing: july 2005 – june 2006 Budget: €. 158.000,00 Kick off meeting

3. Component 3: objectives The aim is to renew traditional tourist destinations by planning and devising sustainable tourism products capable of matching the demand of new vocational tourism To elaborate and realise a model of sustainable, vocational tourism in the territories involved Kick off meeting

4. Component 3: main actions to analyse new consumption patterns based on the vocations (desk research) to analyse the vocations and environmental features of the areas involved (desk research) to create two methodological models for classifying tourists into vocational communities and for classifying the vocations of the territories to draft a document containing guidelines for achieving a sustainable vocational tourism model on a local level to test the methodological models in the areas involved Kick off meeting

5. Component 3: expected results 1 analysis model for classifying tourists into vocational communities 1 analysis model for classifying the vocations of the territories 1 document containing recommendations and guidelines to support public and private decision-makers in defining strategies for achieving sustainable and vocational tourism models Kick off meeting

6. Component 3: timing Aug - Sep 05: analysis of the new vocational consumption patterns; analysis of the environmental features and vocations of the territories Oct - Nov 05: definition of the two models for classifying tourists into vocational communities and for classifying the vocations of the territories Dec 05 - Jun 06: drawing up of a document with guidelines for tourism development policies Jan - Dec 2006: testing of the models Kick off meeting

7. The origins of vocational tourism This is only in part a recent phenomenon These “strange” tourists were different from other tourists (“traditional” ones) They had a very different way of “consuming” the tourist territory (not consumed in an intensive and localized way but in broader way, with routes more transversal), they had different motivations Kick off meeting

8. Different motivations Traditional tourist: the holiday represents a essential opportunity to rest and unwind, to “free their mind”,, to “suspend” their social identity for a period of time Vocational tourist: the holiday represents the chance to live their passions and interests, to give life (through their passions) to a different need to belong, to satisfy the desire for an identity different from that given by the society Kick off meeting

9. Who’s the vocational tourist? The vocational tourists don’t consume tourism destinations as such, they consume “experiences” They consume the “cultural systems” that a territory is capable of offering in an integrated way (example: “wine route”) The passion and interests that motivate and guide vocational tourists are the consequence of the values universe that they appropriate when he consume and satisfy that experience Kick off meeting

10. How analysing the vocational tourists? Vocational tourist = consumer of “values universes” They are consumers that we cannot analyse using the usual geographic, economic and socio-demographic parameters (sex, age, income, occupation, country) We need new interpretation tools and parameters: to identify the reference values universes of the various vocations to analyse the level of intensity with which they live their passions. Kick off meeting

11. Component 3: the work we have to carry out How analysing and understanding these new vocational tourisms? What should territories and local tourist operators do to adapt to these sweeping changes in consumption patterns? These are the questions that we have to give solution through the work of this part of the project. Kick off meeting

12. The experience of the Province of Rimini In 2002, the Prov. of Rimini began a project analysing vocational consumption, carried out in collaboration with the “Scuola Superiore del Loisir” in Riccione The reasons are those mentioned before: the growth of vocational tourism the presence of tourist consumption linked to the need to experience individual or collective passions, to the need to consume experiences the unusual, new characteristics of these forms of tourism Kick off meeting

13. The aims of our research project To monitor and inventory the new segments of vocational consumption To obtain general information and guidelines on their behaviour patterns, their dynamics and how they interact with tourist destinations To build interpretative models to orientate our tourism policies Kick off meeting

14. The vocational consumption areas analysed “Memory tourism” (2002): this is an area that includes all tourist consumption linked to the themes of history, memory, past, connected to the discover of historical and artistic heritage, to the rediscovery of popular traditions, typical products Kick off meeting

15. The vocational consumption areas analysed “Body tourism” (2003): health beauty fitness wellnes Kick off meeting

16. The vocational consumption areas analysed “Dance tourism” (2004): popular dances sports and competitive dances ballet and artistic dances dance therapy Kick off meeting

17. The vocational consumption areas analysed “Sports tourisms” (2004): nature and adventure sports team sports historical and traditional sports Kick off meeting

18. The methodological approach used For each area, our research began by creating large databases and carefully examining examples that could help us to determine the growth of new vocational tourism demand or a new way of organising offer Then we analyse the predominant motivations, values systems and purchase behaviour At the end we provide analytical information regarding each single reference group/association for that particular type of vocational consumption Kick off meeting

19. Component 3: our aims to complete research on demand, analysing other areas of vocational consumption: “nature”, “creativity”, “games” to analyse the environmental characteristics and vocations of the territory of Rimini to define the methodological models and guidelines document to consolidate the research work through the creation of an “Observatory on consumption and vocational tourism” to translate the research carried out into a useful work tool for the territory and local tourism operators realise new sustainable tourist concepts capable of matching these new kinds of vocational tourism Kick off meeting