IULM

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GESTIONE DEGLI EVENTI PER LO SVILUPPO DEL TURISMO - II MODULO
Training objectives of the course
When we talk of events from a tourism point of view, we are talking of a great variety of potential instruments and “reference models” that range from trade shows to conventions, from art expositions to sport events, from feasts to festivals.
Despite such variety – or maybe because of it – the “events system” has only recently acquired a particular role and centrality in the context of the tourism industry and the development of local tourist systems.
If in fact, we exclude a series of well-defined “traditional events” with particular historical relevance ( the so-called hallmark events, generally fixed to a calendar) cultural and communication events until a few years ago were used by the tourist industry as a complementary instrument for their traditional offerings, or as forms of entertainment for people already sold on the destination.
During the last few years, however, some structural transformations in this particular field have radically modified this situation.
What is referred to as business tourism has now become an important element for many tourist destinations (traditional or otherwise), giving rise to the construction of important new infrastructures (in particular trade fairs and congress centres), constructed to host those particular kinds of events, and developing around them its own integrated tourist systems.
But it is above all the progressive consolidation of a tourism (or, better still, an undefined quantity of types of tourism) of “passions”- the kind of tourism based on “the consumption of experience” and on the exchange of identity between supply and demand - which has defined the current role of events.
It is in this new dimension, in fact, that an event can completely fulfil its role as a system of common belonging (by definition, experiential and identifying) and can extend its multiple functions: as a tool for incoming tourism, capable of attracting significant tourist flows; as an industrial product capable of generating financial and occupational flows, and new professional figures; as a means of communication capable of maximizing publicity regarding the qualities of a particular destination; as an instrument for branding and defining the tourist identity of a territory; finally, in the most striking cases, as a means for urban regeneration and social cohesion.
Within the environment of the tourist industry, an events industry has grown, with its own features, its own market rules, its own criteria for “measuring” and evaluating, its own professional figures, and its own references.

The course, therefore, proposes to analyse the characteristics and working methods of the “Events System”, in the context of toursim strategies for a territory, dedicating particular attention to the “events industry” and the emerging professional figures that represent it
Course programme
During the course, the following topics will be addressed:
- Analysis of the characteristics and the dynamics of new “vocational” forms of tourism (experiential, identifying)
- The definition of a tourist event; historical and typological analysis of the different “typologies” of events.
- The tourist experience (on a wider scale)
- The event as a tourist “attraction”
- The event as an instrument for communication and destination branding.
- The event as a “product”; the economical and organisational dynamics of tourist events
- The event as an instrument for “urban regeneration”
- The design of tourist events
- Evaluating the efficiency of the tourist event: instruments for tracking and measuring financial, communicational and environmental aspects.

In addition, through accounts and specific studies, the course will examine the current configuration of the “events industry” and the emerging professional figures surrounding it.
Didactic Methods
Lectures, alternated with meetings with experts for illustrating case studies and looking in greater depth at specific topics.
Learning assessment procedures
The final exam will consist in an interview during which students must demonstrate knowledge of topics covered during classes and in the set texts.
Reference Texts
Compulsory texts:
L.Argano et al., Gli eventi culturali, ed. Franco Angeli 2005
A.Pollarini, “Turismi vocazionali”, in Rivista di Scienze del Turismo, A.I,n.1 (2010)
C.Landry, City Making. L’arte di fare la città, ed. Codice 2009

Recommended texts
A list of any further reading will be provided during the course.