Fluency in English

The course deals with the tourism exploitation of cultural and creative assets. The main contents relate to the evolving relationship between tourism, culture and creativity by presenting and discussing the role of Cultural and Creative Industries (CCIs) as tourism attractions and the potential cross-sectoral business models that could be designed and developed to meet tourist demands.

The course aims to prepare students with an in-depth knowledge of the cultural and creative tourism sector, by focusing on the role of culture heritage and creativity as engines for tourism destination competitiveness and sustainable development. Students will gain knowledge on the multiple relationships between tourism and CCIs, and they will develop skills in planning cultural and creative tourism business models based on complex local systems.

Expected results according to Dublin descriptors:
Knowledge and understanding:

• To know cultural and crative tourism features.
• To learn about the different organizations working in the cultural and creative sectors.
• To understand the multiple relationships between tourism and the cultural and creative industries.
• To learn about typologies of cultural and creative tourism business models
• To understand the main managerial challenges to address in linking tourism and cultural policy and management

Aapplying knowledge and understanding

• To recognize and analyze the characteristics of the cultural and creative tourism sector
• To design cultural and creative tourism business models
• To identify, organize and manage work packages for the tourism exploitation of cultural and creative assets

Making judgements

• To be able to assess the feasibility of a cultural and creative tourism business model
• To be able to identify the managerial challenges of a cross-sectoral setting

Communication skills

• To be able to clearly present the results of the analysis carried out in group working

Learning skills

•  To be able to group working by understanding how to coordinate with others by integrating skills
•  To be able to develop ideas by planning and organizing their implementation

Conventional, lectures, case studies, group works

Oral test at the end of the cycle of lectures.

The oral test will last approximately 20 minutes and consists of 4 questions. It will verify the degree of knowledge gained by the student on both theoretical and practical aspects of the course. Parameters being used are clarity of presentation; logical ability; coherence with the theme and the ability to synthesize. The test is considered passed if the candidate can sufficiently answer at least 3 questions.

For attending students who have joined the group work, the oral test will consist of an oral presentation and discussion of the project work carried out.

The student disabled and/or with SDL (specific disorders of learning), who intends to take advantage of an individualized intervention for the conduct of the exam must contact the Disability Integration office of the University of Salento at the address:

paola.martino@unisalento.it

https://www.dse.unisalento.it/guida-alla-didattica/calendario-esami

For any support students can contact the lecturer by e-mail

The course is organized in three modules.

Module 1 – Tourism, culture and creativity

The module will introduce students with basic concepts useful to define the subject and the context of learning.  The main arguments are:

• The evolving relationship between culture, creativity and tourism
• Actors involved in cultural and creative tourism consumption and production
• Pros and cons of cultural and creative tourism to local development and sustainability

Module 2 - Cultural and Creative Industries (CCIs) as tourism attractions

The module will focus on cultural and creative production processes by presenting types and features of CCIs.  According to a business model approach the modulle will illustrate the potential linkages with the tourism industry, as well as the key elements to be addressed in designing and developing successful tourism products emerging from networking tourism services and cultural and creative assets. The main arguments are:

• Defining cultural and creative industries (CCIs), their potential and their main entrepreneurial features
• Linking CCIs and tourism industry:  main creative and cultural tourism business models
• Cross-sectoral collaboration: rationale, modes and main challenges to working in an inter-organizational setting

Module 3 – The case of tourism exploitation of heritage assets

The module aims to develop skills relating to the development of sustainable management systems of heritage assets for tourism purposes. The main arguments are:

• Heritage assets: legal and managerial frameworks
• Management forms and perspectives: integrated management, public-private collaboration, community engagement
• Methodological steps to plan and develop a cultural tourism product based on sustainable management systems

Students will be provided with a selection of readings and materials at the beginning of the course