Abstract
Nowadays the relationship between people, culture and territories is changing. On the one hand, great emphasis is placed on the value of cultural heritage and local identity as means for social cohesion and economic growth. On the other hand, experience-based tourism is growing and, consequently, it increases the need of an experience-based communication strategy. This paper explores the contribution of communication design to tourism promotion and the enhancement of cultural identity. It will deal with the topic of communicative access, which is meant as the result of a visual translation of several tourist information. Therefore, it focuses on the design process of digital communication formats aimed at providing “experiential” representations of the territory and its identity. To explain the process, a research project carried out by the authors will be presented as a case study. Keywords: communication design, local identity, cultural landscape, experience-based tourism.
Highlights
Nowadays, the relationship between people, culture and territory is changing
This is a crucial issue in our society, especially because cultural heritage and identity can contribute to social cohesion and economic growth
The introduction to the Work Programme 2014 – 2015 Europe in a changing world – inclusive, innovative and reflective Societies claims: In challenging times for its internal coherence, Europe should improve the understanding of its cultural heritage and of its identities in order to strengthen cohesion and solidarity and to encourage modern visions and uses of its past. [...] In these efforts, new technologies and digital cultural heritage should play an important innovative role as they enable new and richer interpretations of our common European culture while contributing to sustainable economic growth (European Commission, 2013, p. 5)
Summary
The relationship between people, culture and territory is changing. On the one hand, several public and private institutions are fostering the establishment and implementation of policies aimed at the safeguarding and the enhancement of cultural heritage and local identity. This is a challenge that affects especially those who deal with communication, since their task consists in shaping the first contact with the tourist destination From this context, the paper deals with the contribution of communication design to tourism promotion industry, suggesting possible directions for developing new models of interpretation of cultural heritage and local identity. Communicating a territory means to satisfy simultaneously three main functions: (a) predicting, that consists in anticipating the on-site experience (Giannitrapani, 2010) and is strictly related to the notion of destination image – the sum of beliefs, ideas, impressions, and expectations about a tourist destination area (Crompton, 1979) It provides a projective experience aimed at suggesting a first impression (Griffero, 2009) of the cultural landscape; (b) informing consists in managing different kinds of content (documents, pictures, oral memories, etc.) in order to provide all the information and knowledge needed for the understanding of a cultural landscape; (c) orienting has mainly an instrumental aim. We will present the project, focusing on methodology and design process
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