Macerata

Digital and educational pathways to discover Italy

Created by Rainbow

A priceless historical heritage and a widespread cultural activity are attractive factors related to touristic demand in Italy. However, the historical, cultural and natural heritage is still not exploited compared to its potential. One of the factors that contributes to this phenomenon is the low attractive power of the forms with which the heritage is promoted and made available to Italians and foreigners. Considering this, digital culture can update the vocabulary of Italian places of art, history, culture and nature. In this sector the use of technologies such as smartphones, green screen, video mapping and augmented reality is strategic, innovative and creative. In order to "show off" and commercialize the artistic, historical, cultural and natural heritage more effectively. The new technologies could be applied to develop digital recreational - educational paths for the youngest and their families, thus producing a positive impact also in touristic sector.

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Description

Culture and tourism represent a strategic link for the country's economy. The presence of a historical, artistic and natural heritage of priceless importance and a lively cultural activity are an attractive factor for the internal and external demand for travel and holidays. The ability is quantified by Fondazione Symbola by the estimation of touristic value expense activated by the Cultural and Creative Production System (SPCC). In 2016, was recorded a value of € 30.4 billion, which is equivalent to 37.9% of total touristic expenses. The value is increasing compared to the 37.5% in 2015. If on the one hand the data show a positive trend, on the other hand the historical and cultural heritage is still not exploited compared to its actual potential. One of the factors that contributes to this phenomenon is the low attractive power of the forms with which the heritage is promoted and made available to Italians and foreigners. Despite the Italian sensibility for taste and beauty is recognized and appreciated at an international level, there is a lack of initiatives, products and services based on new technologies that are able to "sensationalize" the cultural heritage in an effective and creative way, thus promoting marketing on a larger scale.

Target

The Italian Cultural and Creative Production System (SPPC) according to the "Io sono cultura - 2018" report of Fondazione Symbola, boasts a multiplier of 1.80, while in 2017 it was 1.78. This means that for one euro of added value (nominal) produced by one of the activities of this segment, 1,80 more are activating. In monetary terms, 92 billion euros produced in 2017 by the entire cultural productive system (including non-profit, public administration and creative driven activities), are activating 163 billion euros, to create a cultural chain, of 255 billion euros. According to data from the Ministry of Cultural Heritage and Activities and Tourism (MiBACT), it should be noted that 2016 is the third consecutive year of growth, for number of visitors in state museum, with 44.5 million (+15% compared to 2013). The progressive expansion of the presence on the web of national sites of historical interest and technologies proposing to capture digital educational paths for the youngest and their families also contributed to the success of public participation and satisfaction, and moreover the growing familiarity that the youngest have with the latest technologies.

Innovation

The digital culture updates the vocabulary of Italian places of art, history and culture, through the digitalization of heritage, the improvement of management, the development of innovative audience development tools, personalized communication and user profiling through analysis of big data. The innovative and creative application of technologies such as smartphones, green screens, video mapping and augmented reality are strategic. In order to "show off" and commercialize the artistic, historical, cultural and natural heritage more effectively. The new technologies should be widespread throughout the territory to stimulate digital playful and educational paths for young people and their families, thus producing a positive impact on the tourism sector. The innovative applications of these technologies could concern immersive visit systems based on augmented reality, multimedia stories and interactive mechanisms for users and managers of sites of interest, photographic recognition systems of the most attractive places in the city and solutions for use. of cultural heritage for people with disabilities.

The Challenge Owner

Rainbow

Le attività del Gruppo Rainbow si suddividono in 3 Business Unit (Licensing, Prodotti e Service) e 7 Linee di Business (Content Distribution, Merchandising, Toys, Prodotti editoriali, Animation Service, Talent Agency, Scuola)

Description

Target

Innovation

The Challenge Owner

Rainbow

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