Carrus, Silvia (2018) Potenziamento del settore turistico sardo attraverso la valorizzazione delle risorse locali mediante sistemi di mobile marketing e codici QR. Doctoral Thesis.
The study focuses on the reciprocal relationship between spaces and the creation process of the territorial value, identifying the routes by which to increase the attractiveness of the places in order to augment their competitive profile. The esearch identifies the "authentic and high quality" tourism demanded by both national and international tourists and applies an analysis model which looks at the competitiveness of the destination based on the territories environmental and cultural resources. The elements enable the places to be defined and we can then consider the new ways of travelling and the corresponding segments of the market to which the Strategies of Tourism Destination Development should be directed.The research develops and applies an analysis model of the Customer Experience that examines tourists in the Internet age, through face-to-face interviews with 300 travellers, Content Analysis on almost 1,000 reviews and the popularity of search terms on Google Trends, providing a clear picture on the needs of tourists. The results of the survey allow us to define a tool for territorial development, called FoodExplorer, based on a digital information system to support the enhancement of the Sardinian tourism sector. The service is designed for the 2.0 tourist who appreciates the quality of the local products and, through a smartphone and a mobile marketing system mediated by QR code, is incentivized to discovery and learn about the territory.
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