The project was born after research and analysis of the tourism sector, compared to national and European research. The High Schools involved in the project come from the provinces of Lucca, Pisa, Massa-Carrara and La Spezia, in the North of Italy. In those areas tourism has remarkable potentiality of development thanks to the artistic and cultural treasure and the great beauty of the landscapes.
For modern tourists, is not enough to receive just information about the area anymore. Tourists want to be part of the territory and learn from it. They want to be protagonist of the story that the territory tells: they post photos, leave feedbacks, they share
their experience and compare it with other’s people experiences.
The evolution of the society and new communication systems changed the way to give information to the tourists. The new way to “tell them a story” about the territory is using Emotional marketing. In a modern society Emotional marketing can be conveyed by using social media, photos etc.
The core of narration is the amazing Italian heritage. For this reason, it is interesting, to analyse how other countries with a minor heritage, have a massive flow of tourism too. Communication is the key to boost tourism, in this case, a successful communication is given by Emotional Marketing.
The project had as a target, a mobility experience for 90 students coming from Italian High Schools of marketing and tourism, at the last year of studying (5th year) or just graduated. The goal is the improvement of their personal and professional skills through a working experience in companies working in marketing of different fields. The countries involved in this project are England, Spain, Malta and Ireland.
The students had to do 51 hours of Emotional Marketing by:
- Planning, explanation and promotion of a plan of tourism development;
- Using marketing procedures to promote the territory.
At the end of the project the results achieved will be shared with other students of the Vocational Institutes.
As English partner we have provided for them, work placements in different subjects: tourism, retail, I.T., graphic design and administration in companies located in Plymouth. We have also involved the students in social events (visit to the National Marine Aquarium and the Smeaton’s Tower, bowling nights and cream tea) and cultural trips to Saint Michael Mount, Tintagel, Eden Project and Torquay.
The project has just ended and we would like to take this opportunity to say thank you to all students we hosted. It has been a great pleasure having you here and we wish you all the best for the future.