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Module 4
                              Business Plan


           Relaunching tourism in Lombardy:
A proposal for an Enogastronomic Product Club
                                     (Part II)


              AUTHORS                                                  TUTORS
  Andrea Scacchioli, Martina Placucci,                       Francesca d’Angella
     Mirko Chianesi, Sarah Chow,
   Sara Monfregola*, Stefania Sossi                                Andrea Rossi
*phase 1




                  Master in Tourism Management – VII edition – 2010-2011           1
SUMMARY


1) THE ASSIGNMENT                                          4) FINANCIAL STRUCTURE
2) INTRODUCTION                                            5) PERFORMANCE
3) THE PRODUCT CLUB                                             EVALUATION
   •   Product club definition                             6) THE OFFERING SYSTEM
   •   The features and the logo of the P.C.                     •    Itineraries, Workshops &
   •   Vision and Mission                                             Single Attractions
   •   Objectives and Advantages                           7) APPENDIX
   •   The offering system for the members
   •   Members involved
   •   Public & Private Partners
   •   Requirements
   •   Entry&Exit mechanisms
   •   Interorganizational structure
   •   Roles and Functions
                        Master in Tourism Management – VII edition – 2010-2011                   2
The Assignment


Lombardy Region (LR) is working on the development of a new tourism
positioning, a new marketing plan on the international market and thus a new
tourism portal.
Our job was to develop an innovative tourist pilot product: the cultural product
cluster.

Our goals were:

•   To build the organizational structure of the product club;
•   To choose the public and private bodies to involve;
•   To pinpoint the offering system of the product club;
•   To structure the proper financial model of the organization.


The idea of the product club that we created has to be seen as a pilot test for a
further development of this type of tourism organization. If this pilot test will be
successful, the LR could think about implementing other product clubs in the
future, focused on other tourism offer (e.g. cultural cities, Alps, etc.).
                     Master in Tourism Management – VII edition – 2010-2011            3
Introduction


  «Culture, or civilization,… is
    that complex whole which
 includes knowledge, belief, art,
  law, morals, custom, and any
   other capabilities and habits
acquired by man as a member of
      society» (Tylor, 1871)
                                                  ―Everything having to do
                                                   with food—its capture,
                                                 cultivation, preparation, and
                                                 consumption—represents a
                                                         cultural act‖.
                                                   (M. Montanari, Food is
                                                        Culture, 2006)

              Master in Tourism Management – VII edition – 2010-2011             4
Introduction


 As the academic definitions of E. B. Tylor and
   Montanari claim, culture can mean a lot of
  different things; if we consider the traditional
  meaning, it can include music, art, literature,
                  theatre, cinema...
   However we think that Culture is something
    more than this, especially in Italy, where a
simple habit of everyday life, such as eating, has
been transformed into something more… a way
       of life. That is why we think that the
 enogastronomic culture is a good starting point
to relaunch tourism in Lombardy. It is from here
     that the idea of our Product Club is born.
                 Master in Tourism Management – VII edition – 2010-2011   5
The product club



What is a product club?



    A tourism product club is a product development partnership
      established and led by the tourism industry stakeholders
    including small- and/or medium-sized companies. The group
   pools its resources to develop new market ready products or to
                increase the value of existing ones.




                Master in Tourism Management – VII edition – 2010-2011   6
The «Enogastronomic»
                                              Product Club

                                         Why a «Enogastronomic»
                                             product club?


          Ancient tradition
          of enogastronomic culture;

           Growth of enogastronomic tourism
           (+60% in 2010 with 5mln € of revenues*);


           Enogastronomic heritage of undisputed
           value;


*Source: http://www.turismoefinanza.it


                                   Master in Tourism Management – VII edition – 2010-2011   7
The «Enogastronomic»
                      Product Club
Presence of many high quality restaurants and culinary innovation;

It is strictly related with the theme of                 the 2015 Milan Expo
(Feeding the Planet, Energy for Life);

As the data coming from our D-WEB analysis of European Regions
show, the enogastronomic offer is an important part of Tourism also
in the other European Countries (see graph below).

                     Enogastronomic Offer



                              YES           NO
                              54%          46%




                                                                      * based on the 182
                                                                      regional websites of the
                                                                      D-WEB analysis.
             Master in Tourism Management – VII edition – 2010-2011                              8
VISION




 To make the flavours, the
 colours and the smells of
   the food and wines of
Lombardy region as an icon
  of the Enogastronomic
 Culture all over the world.



            Master in Tourism Management – VII edition – 2010-2011   9
MISSION


The «Enogastronomic» product club of
Lombardy region has to link together the
main actors of the enogastronomic
heritage of the region in order to create a
set of tourist activities that lead visitors
to discover the area through
culinary experiences.
                                   The product club will be able to create a
                                          network of industries, public and
                                    private actors that will join their efforts
                                            and their knowledge to offer an
                                       unforgettable experience for tourists
                                               interestes in the art of food.
                    Master in Tourism Management – VII edition – 2010-2011    10
THE                            1. WHAT’S OUR
                                     UNIQUE VALUE
ENOGASTRONOMIC
                                     PROPOSITION ?
  PRODUCT CLUB




                  2. ENOGASTRONOMY                     3. WHAT IS OUR
                      THROUGH THE
                                                        PHILOSOPHY ?
                        5 SENSES




                     THE RIGHT
 4. ”AN OVERALL   PHILOSOPHY FOR         5. FOOD:
  EXPERIENCE”      OUR CULTURAL        THE EATABLE
                       OFFER         PART OF CULTURE
The Logo of the
                                 Product Club



            THE LOGO
The creation of the Enogastromic
culture product club logo is based in
the willingness to enhance the
attractivness of the marketing
product club.                                               ENOGASTRONOMIC
                                                              PRODUCT CLUB
The logo represents the Lombardy
territory plunged in the
enogastronomic culture “color”.




                     Master in Tourism Management – VII edition – 2010-2011   12
Objectives of the
                           Product Club



The main goal of the Enogastronomic Culture Product Club is
to create a network among the main regional stakeholders in
order to maximise the benefits of promotional activities addressed
to the Enogastronomic Tourism Industry.
These activities need to be supported by infrastructures and
economic resources provided by the regional administrations.
The product club will also provide initiatives and resources in the
field of promotion and marketing.


                Master in Tourism Management – VII edition – 2010-2011   13
Objectives of the
                               Product Club


The Enogastronomic Culture Product Club aims also to:


  To boost the distinctive features of the territory in order to attract tourists and to
  increase the average overnight stays;
  To incentivate the tourism in the low season through an offer not subject to
  seasonality;
  To create sinergies among the different stakeholders of the Tourism Industry;
  To take specific and sinergic actions in collaboration with unions and tourism
  organizations, particularly related to enogastronomic niche markets;
  To extend the promotional campaign abroad with a specific action aimed to
  reach foreign international market.


                    Master in Tourism Management – VII edition – 2010-2011                 14
Advantages to be
                          part of the P.C.

To be present in the map guides, the catalogues and the webiste that will be
created. These will be the main promotion tools used by the Product Club;
The creation of a enogastronomic network that will allow to link more all
the production areas;
To get benefits from the market research and studies that will be held by
the Product Club;
The integration of the enogastronomic offer with other tourism products;
A core promotion of those rural areas that are not usually included in the
main tourism itineraries;
The opportunity to take part of events of a certain importance that will
have a great impact on tourism promotion;
To be assisted by tourism professionals in the development of tourism
packages and promotion;
              Master in Tourism Management – VII edition – 2010-2011           15
The offering system
                            for the members

                   The Enogastronomic Product Club of
                   Lombardy region offers products and
                    advantages both to its members and
                      to the tourists (the final clients):

      FOR THE MEMBERS:                                    FOR THE TOURISTS:

   Periodic reports: related to the                 Enogastronomic Itineraries
    members trend, the evaluation of                 Culinary Workshops
    the satisfaction of each product                 Single Attractions
    club components.
   General statistics: on a national
    and regional level.
   Marketing&Promotion support
   Professional assistance (training
    programmes & refresher courses)

                   Master in Tourism Management – VII edition – 2010-2011          16
Who is involved?

The Enogastronomic Culture Product Club
will be composed by:
  Local food and products producers
  Wineries
  Local adminstrations
  Events and Festivals organizers
  Biological Farmers'Associations
  Traditional accomodations and restaurants
  Service companies related to enogastronomic and cultural tourism
  Travel Agencies and Tour Operators specialized in enogastronomic
  tourism
  Consortia of local products' producers (e.g. Grana Padano, Bagòss, etc.)
                   Master in Tourism Management – VII edition – 2010-2011    17
Possible partners




PUBLIC PARTNERS:


 Lombardy Region
 Lombardy provinces
 Chambers of Commerce
 Tourism Offices like APT, IAT, EPT
 UNPLI Regional Committe for Lombardy




           Master in Tourism Management – VII edition – 2010-2011   18
Possible partners


PRIVATE PARTNERS:
 Events, Exhibitions and Local Festivals (i.e. Sagre) organizations
 Tourism Consortia for Lombardy
 Local and Traditional products and wine Producers Consortia
 Territorial associations and others tourism promotion organization of
 Lombardy
 Wines and flavours’ roads Federations of Lombardy
 Folk, cultural and traditional heritage associations of Lombardy




                Master in Tourism Management – VII edition – 2010-2011   19
Compulsory
                                      Requirements

          Compulsory requirements to become members of the P.C.:


GENERAL
  To be located in the Region Lombardy Territory;
  To be able to speak one or more foreign languages;
  To provide brochures, thematic maps and other communication facilities;
  To promote incoming flows of tourists;
  To organize or participate to exhibitions, festivals and events related to
  Regional Enogastronomic culture and traditions.

PRODUCERS
  To produce one or more traditional products – see Annexes/Table 1;
  To respect the seasonality of the products;
  To respect the consistency and the traditional method of production processes.




                         Master in Tourism Management – VII edition – 2010-2011    20
Compulsory
                                         Requirements
HO.RE.CA.
  Each dish must be prepared utilizing ingredients and local products with
  DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%;
  To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels;
  To be able to offer menus based on traditional recipes even if revised in a modern way;
  To change menus according to the seasonality of local products ;
  The 75% of the total wine offer must be covered by local wines;
  To offer alternative products, like vegetarian, biological and gluten-free food;
  For accomodation and lodging: to be able to provide also additional services as:
        Reservation System, Telephone, Internet, Fax/email, TV, Air conditioning, Heating, Parking, Credit Card
        Payment, Facilities for disabled people, WC, Pet friendly policies.


                 Compulsory requirements for new members of the P.C.*:
                                                                           * to be achieved in the first two months of the membership

   To give high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc);
   To expose in a key point of the structure the whole map of the itineraries and give
   general information about the P.C.;
   To provide brochures and other facilities in order to make visitors able to achieve the
   Vision and the Mission of the P.C.;
   To provide monthly report about their activities to the Analysis Department.
                            Master in Tourism Management – VII edition – 2010-2011                                                21
Organization of the
                              Product Club


Entry mechanisms:


  In order to become a member of the P.C., the applicants will have to fill up
  a written application form and fullfill all the compulsory requirements.
  The founding members will analyze the application form and then
  evaluate the admission of the candidate.
  In the future the founding members will merge with the associates of the
  P.C. and become part of an Assembly that will be the main decisional and
  executive organ.
  The Assembly will also elect the President of the P.C. by majority.




                  Master in Tourism Management – VII edition – 2010-2011         22
Organization of the
                            Product Club


Exit mechanisms:


  Each member has the right to exit the P.C. It has to present the
  resignations to the Assembly that will evaluate the motivations.
  Dissolution of the Assembly. In case of dissolution and liquidation of
  the organization, the Assembly will identify an association with similar
  objectives and will devolve the remaining net assets.
  If the member does not fulfill anymore the initial requirements, it will
  be excluded from the P.C.
  If the member does not pay anymore the membership fee, it will be
  excluded form the P.C.


                Master in Tourism Management – VII edition – 2010-2011       23
Interorganizational
                                           structure

                  As a premise, we believe that the Product Club should be
              integrated in a more broaden tourism organization and therefore
                Lombardy Region should think to build a DMO as a starting
                    point for a successful tourism offer in the long term.

              We think that the Product Club should have a democratic inter-
              organizational model;
              The decisions will be taken by majority during scheduled quarterly
              meetings* (or during the extraordinary Assembly meetings);
              All the members will have representatives during the club meetings;
              The club will have a general manager who will take care of the
              coordination of the organization.

*The period of meetings has been chosen according to the main statistics organizations.
                              Master in Tourism Management – VII edition – 2010-2011      24
Organization
                                 Organigram

        Assembly Members                                           Operative Functions

                                                                            Marketing &
 Public Sector
                                                                           Communication


                                         President
 HO.RE.CA.
                                                                           Analysis Dep.

                                          General
Local Producers
                                          Manager
                                                                            Finance &
Tour Operators                                                             Administration
       &
Travel Agencies



                  Master in Tourism Management – VII edition – 2010-2011                    25
Assembly
                                Composition

Assembly Members

   Public Sector: it represents the institutional stakeholders in the
   Assembly. It is composed by 4 members:
           1 representative for Lombardy Region
           1 representative for the Provinces involved*
           1 representative for the Chambers of Commerce
           1 representative for Enti territoriali (Tourist Local Boards)

   HO.RE.CA.: it represents the needs and proposals of the hospitality
   part of the Product Club. It is formed by 2 representatives:
            1 representative for the Hotels and Restaurants
            1 representative for alternative accomodations (B&B,
            agriturism, albergo diffuso)



                                                                    *based on annual rotation

                 Master in Tourism Management – VII edition – 2010-2011                         26
Assembly
                                 Composition

Assembly Members


  Local producers: it represents the needs and proposals of the local
  producers in the Assembly. It is composed by 4 members:
         1 representative of wineries
         1 representative of cheese producers
         1 representative of salumi producers
         1 representative of fruit and vegatables producers

  T.O.&T.A. and Event Organizers: it represents the needs and
  proposals of the retail and event sectors. It is composed by 1 members:
         1 representative of T.O.&T.A. and Event Organizers




                  Master in Tourism Management – VII edition – 2010-2011    27
Roles and Functions


President:
       He is the representative figure of the Enogastronomic P.C. of Lombardy region;
       He represents the P.C. during public and official events;
       He chairs and moderates the Assembly meetings;
       He executes his tasks within the Assembly;
       He supervises all the activities of the P.C.;
       See also slide n°30.

General Manager:
      He plays the key role within the P.C.;
      Assistance and collaboration with the President during the Assembly’s meetings;
      Human resources functions;
      Coordination of the P.C. Operative team (he is the CEO of the team);
      He is the main responsible for all the activities and programmes of the P.C.;
      See also slide n°31.



                      Master in Tourism Management – VII edition – 2010-2011            28
Functions

Operative Functions

      Marketing & Communication:
            The department is composed by 1 employee;
            To develop, establish and maintain marketing and communication
            strategies in order to meet the organization’s objectives;
            Effetive management of the advertising campaigns, promotions;
            Public, press and B2B relations;
            To take care of the image of the P.C.

      Analysis Department:
             The department is composed by 1 employees;
             Data collection from all the members of the P.C.;
             Analysis of the data and production of the annual report in order to
             provide valuable, analytical and decision making tools for the
             organizations and for all the members.


                   Master in Tourism Management – VII edition – 2010-2011           29
Functions

Operative Functions


    Finance&Administration:
           The department is composed by 2 members;
           Collection of all the application forms and first evaluation of them;
           Accounting functions (financial reports, budgeting, etc.);
           Payrolls and administrative expenses;
           Administration of the financial resources;
           General administration (mail, transportation, logistics, etc.);
           They take care of the insurance coverages, the employees
           assistance programmes;
           Draft of the Assembly’s meeting reports.




                   Master in Tourism Management – VII edition – 2010-2011          30
Rules & Roles of the Assembly
                      and its members



The Product Club is characterized by a hierarchy structure in which every
   single member plays a different role. The Product Club is so structured:

   The Assembly
   The President
   The General Manager
   The Members




                  Master in Tourism Management – VII edition – 2010-2011      31
Rules & Roles of the Assembly
                    and its members


                              THE ASSEMBLY

1.   Can be ordinary or extraordinary; it is composed by the members of the
     Product Club (publics and privates). In the assembly each part is
     represented by a delegate. The assembly shall meet when convened by
     its President.

2.   The assembly is convened:
     • When the President considers it as necessary and
     • On reasoned request of, at least, one 10° of the members
     • To deliberate on the necessary modifications to bring to the statute
     • To deliberate on the dissolution of the Product Club and the
        devolution of the assets (of the product club)




                Master in Tourism Management – VII edition – 2010-2011        32
Rules & Roles of the Assembly
                     and its members


3. The ordinary assembly is held at least two times a year to deliberate on:
    • The appropriation account within five months the closing of the
       financial year
    • The public budget and the Product Club’s annual programme for
       marketing and the promotion.

4.   While the extraordinary assembly is held to deliberate:
     • on the amendments’ proposal of the current Statute;
     • on the Product Clubs’ dissolution.

All the deliberations are adopted if approved by the majority of its members.




                  Master in Tourism Management – VII edition – 2010-2011        33
r                   Rules & Roles of the Assembly
                            and its members


5. Assembly’s main tasks and activities:
    • To approve the final balance, the public budget and the Product Club’s annual
       programme for marketing and promotion;
    • To take into account the exit requests;
    • To engage, replace and dismiss the President and the General Manager;
    • To approve the Product Club’s rules of procedure;
    • To establish the associates annual fee and the tarif that every associate has to pay in
       order to achieve the Product Club’s annual programme for marketing and
       promotion. This has a different weight for each member;
    • To deliberate for the admission or exclusion of the members;
    • To deliberate on general issues which are not competence of the extraordinary
       assembly.




                         Master in Tourism Management – VII edition – 2010-2011            34
Rules & Roles of the Assembly
                          and its members
                                        The President
                                    (within the Assembly)

•   He is elected by all the members’representatives;
•   He is in office for three years;
•   He convenes the Assembly as well as being at the head of it;
•   He gives advice concerning the execution of the decisions adopted by the members;
•   He makes sure that the main operations are in compliance with the interests of the
    organizations;
•   He accomplishes the task assigned by the assembly;
•   He supervises and shows the final balance and the public budget to the Assembly;
•   He approves the inquiries regarding the admissions and the recessions of the members;
•   He supervises the rules of procedure to be submitted to the Assembly;
•   He proposes the possible changes for the Statute to be submitted to the extraordinary
    Assembly’s approval.


                       Master in Tourism Management – VII edition – 2010-2011         35
Rules & Roles of the Assembly
                           and its members
                                    The General Manager
                                    (within the Assembly)

•   He is hired by the Assembly according to his experience in the Tourism Industry;
•   He coordinates the relations among the members of the organizations. He is the bridge
    between the the internal structure of the P.C. and all the members;
•   He assists the President in all the association’s activities;
•   Together with the President, he supervises the annual marketing & promotion
    programme of the P.C.

                                          Votes
•   A representative expresses as many votes as the number of members he represents;
•   In the Assembly all members have the right to express a single different weighted vote;
    This is structured by show of hands and the decisons are made by majority of total
    members (51%);
•   The President and the General Manager have no right to vote in the Assembly.

                       Master in Tourism Management – VII edition – 2010-2011           36
Membership Composition*
   Public Sector                                                                          MEMBERSHIP COMPOSITION
                                                                     Public Sector                                     14
   Producers & Consortia                                             Producers & Consortia                             14
                                                                     Tour Operator/Travel Agencies/Event Organizers    12
   Tour Operator/Travel Agencies/Event Organizers
                                                                     HO.RE.CA. / Agritourism / Other Lodging Fac.      23
   HO.RE.CA. / Agritourism / Other Lodging Fac.



                                      22%
            37%


                                               22%
                       19%




* This is a membership composed by 63 members considering an average of 1-2 participants per province


                            Master in Tourism Management – VII edition – 2010-2011                                    37
Financial Structure
                                       - Expected Revenues -


                                                    Annual Fees                                         %
                                                       (in K of €)

1. Public members                                                    12,5k                     175k         24%


2. Private members (avg fee)*                                         0,6k                       30k        3%


3. Marketing activities contributions**
                                                                                               200k         26%



4. Region funds for annual programmes
                                                                                               350k         47%

Total                                                                                         755K      100%


     * Private members’fee is calculated on their volumes (# of rooms, # of seats, # of bottles, etc)
    ** From public/private co-participants not involved in the PC membership

                               Master in Tourism Management – VII edition – 2010-2011                        38
Financial Structure
                                          - Prospected Cost -


                                                                  Annual Costs                %
                                                                     (in K of €)
 1. Investment for the annual programme
                                                                                       300k       40%
       -   Enogastronomic&Culture: website,



 2. General costs for programme management                                              50k       7%


 3. Marketing&Promotion
                                                                                       200k       26%
      - brochures, campains, exhibitions, fairs etc


 4. Employees payroll (with VAT and taxes)                                             205k       27%
       -   President                                                                    25k
       -   General Manager                                                              50k
       -   3 Operative Team                                                            100k
       -   1 Administrative Responsible                                                 30k
 Total                                                                                 755K    100%
* The idea of this structure of the Revenues and Costs has been inspired by the one of UdP Appennino.
                              Master in Tourism Management – VII edition – 2010-2011                39
PERFORMANCE EVALUATION



      FOR PRODUCT CLUB                                               FOR MEMBERS


SEMESTRAL             ANALYSIS             OF            SURVEY                 FOR      TOURISTS’
STATISTICS: related to number of visitors                SATISFACTION:            on   our   members
of the Product Club website (e.g. Google                 performance, by the means of distributing
Analytics);                                              questionnaires in our different locations and

SATISFACTION QUESTIONNAIRE: to                           offices or online.

evaluate members’ satisfaction about the
performance of product club (annual based).              BLIND AND OFFICIAL INSPECTIONS:
INCREASE      OF    THE     NUMBER         OF            checking the quality of product: referring to
MEMBERS who want to join the P.C.                        food certifications, facilities provided, good

MEDIA COVERAGE of the Product Club.                      environmental quality.



                       Master in Tourism Management – VII edition – 2010-2011                       40
The offering system


                    The Enogastronomic Product Club of
                    Lombardy region offers products and
                     advantages both to its members and
                       to the tourists (the final clients):

      FOR THE MEMBERS:                                    FOR THE TOURISTS:

   Periodic reports: related to the                 Enogastronomic Itineraries
    members trend, the evaluation of                 Culinary Workshops
    the satisfaction of each product                 Single Attractions
    club components.
   General statistics: on a national
    and regional level.
   Marketing&Promotion support
   Professional assistance


                   Master in Tourism Management – VII edition – 2010-2011          41
5 SENSES
                                 EXPERIENCE

                                                     ARTISTIC
           SILVER                  IN A
   TO      MARKET                 HURRY
                                                      ESPRIT
                                                                                 TO
  SMELL                                                                        TOUCHGREEN
                                                                  FAMILY
LUXURY                                                                                    TRAVELE
LOVERS                YOUNG                                                                  R


                                                                             LEARN THE
                                                                              ITALIAN
                                                                             LIFE STYLE
   TO
ROMANTIC
                                                                                TO
   SEE
 ESCAPE
                                                                               TASTE



  “For an                             TO
  overhall                          LISTEN
experience”
                    Master in Tourism Management – VII edition – 2010-2011                          42
SEGMENTATION PROCESS




Master in Tourism Management – VII edition – 2010-2011
SEGMENTATION PROCESS




Master in Tourism Management – VII edition – 2010-2011
SEGMENTATIONS
• Nature ,           • Italian
                              CHARACTERISTICS
                                  • Business • Aged from                                       • Prefer to
 Sports lovers        lifestyle,               people,                  60 or above              shorter haul
                      language,                transistors            • Retired                  trip
• ECO                 history &                                         people
 travelling           culture                 • Short trip for        • Prefer to join         • family
 supporters                                    a few hours              guided tours             oriented
                     • Student                                                                   activities
                       summer course          • Price inelastic
Green                Learn
Traveler                                      In-A-                   Silver                   Family
                     Italian                  Hurry                   Market


           • Explore new,          • Relatively            • Young Couple           • Art Lovers
             exciting                affluent,
             things                  exploratory
                                     activities            • Honey moon             • Interested in
                                                             purpose                  the Art &
           • High energy                                                              Design of
             approach to           • View
                                                                                      Food
             travel                  vacation as
                                     opportunities
                                     of relaxation
                                   Luxury                  Romantic                 Artistic
             Young                                         Escape                   Esprit
                                   Lovers
                               Master in Tourism Management – VII edition – 2010-2011                           45
ITINERARY FOR
                    GREEN TRAVELLERS

                                          The Discovery of Cheese and Wine in Valtellina
                                             through a natural trek ( 1/2 days trip).


                                      •    Starting point: in the Stelvio National Park
                                           at 2160 m.a.s.l. at Forni refuge, close to S.
SONDRIO                                    Caterina Valfurva.
                                      •    Trek: it‟s a 7 hours trek in the Stelvio
                                           National Park going through Cedec valley till
                                           Zebrù valley. The highest pick is located at
                                           Zebrù pass (3010m).

                                      •    Why to choose this excursion: is a long way
                                           trip in a great natural environment, where
                                           the enogastronomic culture is deep and well
                                           widespread. Several are the cheese and
                                           wine label products of this territory that are
                                           possible to taste and experience directly in
                                           the alpine pastures and refuges along the
                                           way (Forni hotel- Pizzini refuge- Pastori hut).
                                           Here it‟s also easy to find an accomodation
                                           for the night.
                                      •    (see www.valtellinavini.com) + local products
                                           like CASERA & BITTO CHEESE
          Master in Tourism Management – VII edition – 2010-2011                             46
ITINERARY FOR
              LUXURY TRAVELLERS
                                                       Brescia & Milan (1 or 2 days Trip)
                                           •    Spumante tasting tour: Head to Brescia with a
                                                luxury private car and driver for the zone
                                                Franciacorta, Italy's most distinguished sparkling
                         Il                     wine made by the traditional method of second
                     Salumaio                   fermentation in bottle. D.O.C.G. since 1995, is a
                                                Franciacorta's guidelines, which are the strictest
                                                guidelines in the world for sparkling wine production.
                                           •    Lunch in Milano, luxury gourmet restaurant with
                                                elegant courtyard, il Salumaio, opened in 1957,
                       Wine cellar              located in the polished zone Montenapoleone, where
                                                they can try the local food. Milanese, and good variety
                                                of classical regional and Italian wines.
                                           •    Shopping at the Wine Celluar, Enoteca Ronchi,
                                                where provided different kinds of red wines from all
MILANO                                          Italian regions, apart from the great historical names
                                                such as Barolo, Barbaresco, Brunell and Amarone and
                                                the prestigious Supertuscans.
                                           •    Relaxing Spa at ―L’E’ Spa at Gianfranco Ferré ‖
                                                located in the fashion district, founded from the
                                                famous Italian designer Susan Harmsworth.
               Spa at
                                           •    Dinner at Boccondivino, which is famous of meats &
             Gianfranco                         cheese, with the professional wine advice from expert
                Ferré                           expert sommelier.
                                           •    Ending the day trip at the world class opera house La
                                                Scala to be inspired by the talent of musicians from
                                                the local philarmonica.
         Master in Tourism Management – VII edition – 2010-2011                                     47
CULINARY WORKSHOP
                          -LEARN ITALIAN LIFESTYLE-

           CULINARY WORKSHOP
      IN FRANCIACORTA AGRITOURISM

The workshop takes place in an agritourism in
Franciacorta where is possible to arrange several
cooking lessons lerning how to prepare a typical meal
(starting from appetizers, to the desserts) and
discovering the history, culture and traditions that link
typical products with its territory.

The course address everyone that would like learn the
italian lifestyle and discover lombardy culinary culture
though theoretical and practical experiences.

Duration: half a day.
Max. participants number for course: 10/12.
In the end of the course will be possible to taste the
dishes prepared during the lessons.



                          Master in Tourism Management – VII edition – 2010-2011   48
ATTRACTION FOR
          “In-A- Hurry” TRAVELLERS
                                                           Castle Winery Visit
                                      •    Bergamo is the perfect option for the business people
                                           to visit since there is an airport nearby, it is definitely
                                           a convenient wine tasting destination while they have
                                           a few hours gap during their business trip.

                                      •  A beautiful castle which is also a winery, The
                                         Tenuta Castello di Grumello is located in the
                                         Valcalepio hills between medieval Bergamo and
                                         the pretty Lake Iseo.
                                   •     The winery produces about 100,000 bottles of wines a
                                         year. All made with grapes from their own vineyards.
Bergamo                            •     Red Wine: Colle Calvario Moscato Passito, Valcelepio
                                         Rosso
                                   •     White Wine: Aurito
                                   •     A Wine tasting course is provided at Knights‟ Hall,
                                         explaining how the wine is made, and tasting of the
                                         various wines
                                   •     Private lunch / dinner in the castle / garden, typical
                                         Bergamo food are provided:
                                           – Casoncelli: It looks like ravioli, pasta filled with
                                               ground meats, and usually served in a butter
                                               sauce
                                           – Polenta alla Taragna: steaming, golden
                                               polenta with taleggio cheese inside
                                           – Polenta e Ösei: Bergamo‟s signature dessert.
                                               Cakes with hazelnut cream filling & covered with
                                               a polenta-looking layer
      Master in Tourism Management – VII edition – 2010-2011                                  49
TABLES




Master in Tourism Management – VII edition – 2010-2011   50
– TABLE 1 –

                                                      TRADITIONAL PRODUCTS
                MEATS AND COLD CUTS
                                                                                                                         caprino vaccino
agnello di razza brianzola                                       prosciutto mantovano
                                                                                                                         casatta di corteno golgi
bastardei                                                        quartini d'oca sotto grasso
                                                                                                                         casolet
borzat                                                           salam casalin (salam casalin dei contadini mantovani)
                                                                                                                         casoretta
bresaola affumicata                                              salame (cremonese, della bergamasca, di filzetta, di
                                                                 montisola, mantovano, milano)                           crescenza
bresaola di cavallo
                                                                 salame con lingua                                       fatuli'
cacciatori d'oca
                                                                 salame da cuocere                                       fiorone della valsassina
capretto da latte pesante
                                                                 salame di testa                                         fiurì o fiurit
carne secca
                                                                 salame pancettato                                       fontal
ciccioli
                                                                 salame sotto grasso                                     formaggella (della val brembana, della val di scalve, della
ciccioli d'oca
                                                                                                                         val sabbia, della val seriana, della val trompia, della val
ciccioli mantovani                                               salamelle di mantova
                                                                                                                         camonica, di menconico, tremosine)
cotechino (bianco, cremonese vaniglia, della                     salamina mista
                                                                                                                         formaggella del luinese
bergamasca, mantovano alla vaniglia, pavese)                     salamini di capra
                                                                                                                         formaggio d'alpe misto
cuz                                                              salamini di cavallo
                                                                                                                         formaggio d'alpe grasso
durelli d'oca                                                    salamini di cervo
                                                                                                                         formaggio d'alpe semigrasso
fegato d'oca grasso                                              salamini magri o maritati
                                                                                                                         formaggio val seriana
grasso d'oca                                                     salsiccia di castrato ovino
                                                                                                                         formai de livign
greppole                                                         sanguinaccio o marzapane
                                                                                                                         garda tremosine
luganega                                                         slinzega di bovino
                                                                                                                         granone lodigiano
luganega di cavallo                                              slinzega di cavallo
                                                                                                                         Italico
lughenia di passola                                              soppressata bresciana
                                                                                                                         latteria
mortadella di fegato                                             verzini
                                                                                                                         magnoca
mortadella di fegato al vin brulè                                violino
                                                                                                                         magro
pancetta (con filetto,con pisteum, della bergamasca,             violino di capra
                                                                                                                         magro di latteria
pavese)                                                                                   CHEESES
                                                                                                                         magro di piatta
patè di fegato d'oca                                             agrì di valtorta
                                                                                                                         matusc
petto d'oca stagionato                                           bagoss
                                                                                                                         motelì
pisto                                                            bernardo
                                                                                                                         nisso
prosciuttini (della valtellina, della valtellina al pepe)        branzi
                                                                                                                         nostrano grasso
prosciuttino d'oca stagionato                                    cadolet di capra
                                                                                                                         nostrano semigrasso
prosciutto cotto                                                 caprino a coagulazione lattica
                                                                                                                         pannerone
prosciutto crudo marco d'oggiono                                 caprino a coagulazione presamica




Source: Ministero delle Politiche Agricole, Alimentari e Forestali

                                                   Master in Tourism Management – VII edition – 2010-2011                                                                         51
– TABLE 1 –

                                                           TRADITIONAL PRODUCTS
                                                           carcent                                     ricciolino                             ricotta artigianale
robiola bresciana
                                                           casoncelli della bergamasca                 sbrisolona                                                   VEGETABLES
robiola della valsassina
                                                                                                       scarpinocc
salva                                                      castagnaccio, patuna                                                               amarene d'uschione
                                                                                                       schiacciatina
scimudin                                                   caviadini
                                                                                                       spongarda di crema                     asparago (di cilavegna, di mezzago)
semuda                                                     croccante
                                                                                                       tirot                                  castagne secche
silter                                                     cupeta
                                                                                                       torrone di cremona
sta'el                                                     focaccia di gordona, fugaschia di gordona                                          cipolla (di sermide, rossa)
                                                                                                       torta bertolina
stracchino (bronzone, della valsassina, orobico, tipico)   frittella                                                                          conserva senapata
                                                                                                       torta del donizetti
strachet                                                   gnocchi di zucca                            torta del paradiso                     cotognata
strachitund                                                graffioni                                   torta di fioretto
tombea                                                     grissini dolci                                                                     fagiolo borlotto di gambolò (faso)
                                                                                                       torta di grano saraceno
torta orobica                                              marubini                                                                           farina di grano saraceno
                                                                                                       torta di latte
zincarlin                                                  masigott                                    torta di mandorle                      farina per polenta della bergamasca
                         FATS                              meascia dolce o salata                      torta di s. biagio
               (Butter, Oils, Margarine)                                                                                                      marroni di santa croce
                                                           miccone                                     torta di tagliatelle
burro                                                                                                                                         mele di valtellina
                                                           nocciolini                                  torta mantovana
burro di montagna
                                                           pan da cool                                 tortelli cremaschi                     melone (di casteldidone, di viadana)
                  BAKERY PRODUCTS
                                                           pan di segale                               tortelli di zucca
          (Pasta, bread, pastries, cakes, etc)                                                                                                mostarda di cremona
                                                           pan méino                                   tortello amaro di castel goffredo
agnello del monaco                                                                                                                            mostarda di mantova
                                                           pane comune                                 tortionata
amaretti di gallarate
                                                           pane di pasta dura                          treccia d'oro “crema”                  patata di campodolcino
baci del signore
baci di cremona                                            pane di riso                                ufela                                  pesche allo sciroppo del lago di monate, i perzic de munà
bisciola                                                   pane di san siro                                              FISHES & SEAFOODS
                                                                                                                                              radici di soncino
biscotin de prost                                          pane giallo                                 alborelle essiccate in salamoia
                                                           pane mistura                                coregone                               riso
brasadella (dolce)
braschin                                                   panettone di milano                         missoltini                             sugolo
brutti e buoni                                             panun                                       pigo
                                                                                                                                              tartufo (nero)
bunbunenn                                                  pazientini                                                     HONEY, MILK & CO.
                                                                                                                                              zucca
buscel di fich                                             pesce d'aprile
                                                                                                       mascarpin de la calza
bussolano (di soresina)                                    pizzoccheri della valtellina
                                                                                                       mascarpone artigianale
capunsei (capunsel)                                        polenta e uccelli dolce
                                                                                                       miele
                                                           resta




    Source: Ministero delle Politiche Agricole, Alimentari e Forestali

                                                      Master in Tourism Management – VII edition – 2010-2011                                                                                   52
– TABLE 1 –

                                                                        DOP-DOC-DOCG-IGP-IGT
                                                                                LABELLED PRODUCTS
                                                       CHEESES                                                                                                      WINES
Bitto (DOP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96); Reg. CE n. 1138 del 25.11.09 (GUCE L. 311 del 26.11.09)            D.O.C.G.                    D.O.C.                      I.G.T.
Formai de Mut dell' Alta Valle Brembana (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                          Franciacorta             Bonarda dell'O.P.             Alto Mincio
Gorgonzola (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) e REG. CE n 104 del 3/2/2009 (GUCE L 34 del           Oltrepò Pavese           Botticino                     Benaco Bresciano
4/2/2009                                                                                                                       Scanzo                   Buttafuoco dell„O.P.          Bergamasca
Grana Padano (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                                                     Sforzato di Valtellina   Capriano del Colle            Collina del Milanese
Provolone Valpadana (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                                              Valtellina Superiore     Casteggio                     Montenetto di Brescia
                                                                                                                                                        Cellatica                     Provincia di Mantova
Quartirolo Lombardo (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                                                                       Curtefranca                   Provincia di Pavia
Taleggio (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                                                                                  Garda                         Quistello
Valtellina Casera (DOP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96)                                                                         Garda Colli Mantovani         Ronchi di Brescia
                                                   OLIVE OILS                                                                                           Lambrusco Mantovano           Ronchi Varesini
                                                                                                                                                        Lugana                        Sabbioneta
Garda (DOP) Reg. CE n. 2325 del 24.11.97 (GUCE L. 322 del 25.11.97)
                                                                                                                                                        Oltrepò Pavese                Sebino
Laghi Lombardi (DOP) Reg. CE n. 2325 del 24.11.97 (GUCE L. 322 del 25.11.97)                                                                            Pinot grigio dell‟O.P.        Terrazze Retiche di
                                   FRUITS, VEGETABLES & CEREALS                                                                                         Pinot nero dell„O.P.          Sondrio
Pera Mantovana (IGP) Reg. CE n. 134 del 20.01.98 (GUCE L. 15 del 21.01.98)                                                                              Riviera del Garda Bresciano   Terre Lariane
Mela di Valtellina (IGP) Reg. UE n. 171 del 01.03.10 (GUUE L. 51 del 02.03.10)                                                                          San Colombano al Lambro       Valcamonica
                                                                                                                                                        San Martino della Battaglia
                                                       MEATS
                                                                                                                                                        Sangue di Giuda dell'O.P.
Bresaola della Valtellina (IGP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96)                                                                 Terre del Colleoni
Salame Brianza (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                                                                            Valcalepio
Salame di Varzi (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96)                                                                           Valtellina rosso
Salamini italiani alla cacciatora (DOP) Reg. CE n. 1778 del 07.09.01 (GUCE L. 240 del 08.09.01)
Salame d'oca di Mortara (IGP) Reg. CE n. 1165 del 24.06.04 (GUCE L. 224 del 25.06.04)
Salame Cremona (IGP) Reg. CE n. 1362 del 23.11.07 (GUCE L. 305 del 23.11.07)




Source: Ministero delle Politiche Agricole, Alimentari e Forestali
http://www.spaghettitaliani.com/ViniRegione.php?Reg=Lom
                                                                   Master in Tourism Management – VII edition – 2010-2011                                                                                     53
- TABLE 2 -
                                              - Potential Members’ list*-
                                                                                                      *according with the main enogastronomic websites
                                                  Associazione Italiana di Zootecnia Biologica e
Consorzi Tutela Vini                                                                               Sito del MIPAF sulle produzioni agroalim di qualità
                                                  Biodinamica (ZOOBIODI)
                                                  Assocciazione Lombarda degli Agricoltori         Consorzio per la tutela e la promozione dei prodotti
Cons. per la tutela del Franciacorta
                                                  Biologici (ALABIO) "La Buona Terra"              agroalimentari mantovani
Consorzio Tutela Lugana                           Consortium                                       Prodotti di agricoltura storica della Lomellina (PV)
Consorzio Tutela Vini Valtellina                  Strade dei vini e dei sapori                     Associazione Italiana Agricoltura Biologica
Consorzio Volontario Vino DOC San Colombano       Strada del Vino e dei Sapori della Valtellina    Associazioni Produttori Biologici
                                                                                                   Associazione Lombarda della Zootecnia Biologica
Consorzio Tutela Vini Oltrepò Pavese              Strada del Vino e dei Sapori della Valcalepio
                                                                                                   (A.L.Zoo.Bio.)
Consorzio Tutela Valcalepio                       Strada del Vino Franciacorta                     Associazione per l'Agricoltura Biodinamica
                                                                                                   Associazione Italiana Agricoltura Biologica Lombardia
Consorzio Tutela Moscato di Scanzo                Strada del Vino Colli dei Longobardi
                                                                                                   (A.I.A.B.)
Ente Vini Bresciani                               Strada dei Vini e dei Sapori del Garda           Events & Exhibitions organizers
Consorzi Tutela Formaggi                          Strada Vini e Sapori Mantovani                   Ente Fiera Promoberg (BG)
Consorzio per la tutela dei Formaggi Valtellina   Strada del Vino San Colombano e dei Sapori
                                                                                                   Brixia Expo (BS)
Casera e Bitto                                    Lodigiani
"Consorzio dei produttori per la tutela e la
                                                  Strada del Vino e dei Sapori dell'Oltrepò Pavese Lariofiere (CO)
Valorizzazione
                                                  Strada del Gusto Cremonese nella terra di
del Formai de Mut dell'Alta Valle Brembana"                                                        Spazio Villa Erba (CO)
                                                  Stradivari
Consorzio per la Tutela del Formaggio Grana
                                                  Siti di promozione dei prodotti Agroalimentari   Cremonafiere (CR)
Padano
Consorzio Formaggio Parmigiano Reggiano           Movimento Turismo del Vino Lombardo              Fiera Milano (MI)
Consorzio per la Tutela del Formaggio
                                                  Organizzazione Nazionale Assaggiatori Vino       Fiera Millenaria (MN)
Gorgonzola
                                                  Organizzazione Nazionale Assaggiatori
Consorzio Tutela Provolone Valpadana                                                               Mantova Expo (MN)
                                                  Formaggi
Consorzio per la Tutela del Quartirolo Lombardo   Organizzazione Nazionale Assaggiatori Salumi     Paviamostre (PV)
Consorzio per la Tutela del Formaggio Taleggio    Associazione Italiana Sommeliers                 Eventi Valtellinesi (SO)
                                                  Associazione Italiana Sommeliers della
Consorzi Tutela Salumi                                                                             Malpensafiere (VA)
                                                  Lombardia
Consorzio per la Tutela del nome Bresaola della   Agrofood (sito promozione aziende
                                                                                                   Ente mostre di Monza e Brianza (MI)
Valtellina                                        agroalimentari)
Consorzio Tutela Salame Cremona                   Istituo servizi per agroalimentari               Castello di Belgioioso (PV)
Consorzi Tutela Frutta, Oli e Ortaggi             Travagliatocavalli (BS)                          Ente Fiera del Barco (MI)
Consorzio Pera Tipica Mantovana                   Museo Agricolo del vino (BS)                     Centro fiera del Garda Montichiari (BS)
                                                                                                   Polo Fieristico Sud Malpensa (MI)
Comunità Montane della Lombardia                  Osteria Girodivite (VA)                          CORTE VIRGILIANA (MN)

                                        Master in Tourism Management – VII edition – 2010-2011                                                           54
- TABLE 2 -
                                                    - Potential Members’ list-

Comuni tà Montana Ol trepò Pavese                   Hotel Ri storante Impero (VA)                 CORTE SAN GIROLAMO (MN)
Comuni tà Montana Parco Al to Garda Bresci ano      Hotel Ri storante Hel Si t (VA)               LA ROVERE (MN)
Val l e Sabbi a                                     Il Porti cci ol o (VA)                       AL FUGULER (MN)
Val l e Trompi a                                    Ri storante del Ponte (VA)                    BEATILLA (MN)
Val l e Camoni ca                                   Lo Zenzero Ri storante-Pi zzeri a (VA)       VOLIVIA RELAIS (MN)
Sebi no Bresci ano                                  Trattori a Ci bo Sano (CO)                    CORTE SCHIARINO LENA (MN)
Monte Bronzone e Basso Sebi no                      Ri storante Croce di Mal ta (CO)             FENILNOVO (MN)
Al to Sebi no                                       Ri storante Col l i na (BG)                  OLYMPUSAQUAE (MN)
Val l e Caval l i na                                Ri torante ol Gi opi e l a Margi (BG)        CASCINA MEZZULLO (CR)
Al ta val Seri ana                                  Ri storante Bonanza (BG)                      CASCINA CANTONE (CR)
Di Scal ve                                          Anti ca Trattori a Sant'Anna (BG)            SANTA MARIA BRESSANORO (CR)
Val l e Seri ana                                    Trattori a Anti chi Sapori (BG)              BREDA DEI BUGNI (CR)
Val l e Brembana                                    Acqua e Fari na (MO)                         COLOMBAROTTO (CR)
Val l e Imagna                                      La Dama di Bacco (MO)                        CASCINA LOGHETTO (CR)
Val l e San Marti no                                Ri storante Romagnol o da Otel l o (MO)      L'AIRONE (CR)
Lari o Ori ental e                                  Mati née Restaurant & Cocktai l s (MI)       CASCINA VALENTINO (CR)
Val sassi na Val varrone Val D’Esi no e Ri vi era   i storante Coci nari um (MI)                 LA CAPANNINA (CR)
Tri angol o l ari ano                               Ri storante da Gi ul i a (MI)                LO STAGNO (CR)
Lari o Intel vese                                   Ri storante Re Sal omone (MI)                CASCINA SANTA MARIA (CR)
Al to Lari o Occi dental e                          Ri storante al Cri vel l i (MI)              CANTONAZZO (CR)
Al ta Val tel l i na                                Ri storante l 'Angol o (MI)                  LA STALLA DEL CORIGGIO (PV)
Val tel l i na di Ti rano                           La Stel l a del Fi ume (MI)                  PICCOLO BACCO DEI QUARONI (PV)
Val tel l i na di Sondri o                          Osteri a Perbacco (LO)                       CASTELLO DI LUZZANO (PV)
Val tel l i na di Morbegno                          Isol a Caprera (LO)                          TENUTA DEL BOSCONE (LO)
Val chi avenna                                      Ri storante Del i zi a d'Ol trepo (PV)       BOSCHI (BS)
Val ceresi o                                        Trattori a al Santuari o di Sant'Anna (PV)   LA TESA (BS)
Val cuvi a                                          Ostaja (PV)                                  ARRIGA ALTA (BS)
Val ganna e Val marchi rol o                        Breda de' Bugni (CR)                         VILLA GRADONI (BS)
Val l i del Lui nese                                Ri storante La Locanda degl i El fi (CR)     IL BROLO (BS)
Rete degl i Orti Botani ci del l a Lombardi a       Ri storante l 'Anti co Sapore (CR)           IL GRANO (BS)
HO.RE.CA.                                           Ri storante Bosco Laghetto (CR)              AL ROCOL (BS)
La Lepre (BS)                                       Ri storante Pancapanna (CR)                  QUELLI CHE IL VINO (BS)
Ri storante Sostaga (BS)                            Ri storante Al Pesce d'Oro (MN)              CASCINA LE CASELLE (BS)
Ri storante da Genny (BS)                           Corte Sgarzari (MN)                          CA'NOVA (BS)
Sfi zi da Gourmet (BS)                              Agritourisms                                 CONTI TERZI (BS)
Borgo Scacci aventi (LC)                            CA' DEL VENTO (MN)                           CA'LOJERA (BS)
Ri storante Tetto Bri anzol o (LC)                  FAMIGLIA CASARI (MN)                         IL GHETTO (BS)
Al Terrazzo Vi l l a Gi ul i a Hotel (LC)           CORTE BASAGLIE (MN)                          SCUDERIA CASTELLO (BS)




                                           Master in Tourism Management – VII edition – 2010-2011                                 55
- TABLE 2 -
                                                  - Potential Members’ list-

LE FRISE (BS)                                     cta - creative travel & more                      mappezmondo
ANTICA CORTE AI RONCHI (BS)                       dieffe s.r.l.                                     mbros
MACESINA (BS)                                     dream&charme - consulnet travel srl               meridiana srl
RICCI CURBASTRO (BS)                              dreamcatcher travel                               mete sul pianeta snc
CASCINA SANTA BRERA (MI)                          elleworld-piazza san marco                        michelini s.r.l.
LA CAMILLA (MB)                                   eridio holiday                                    my special guest
CASCINA BUONA SPERANZA (BG)                       flight over travel shop                           naide tour
IL FAGGIO (BG)                                    fourthtour italia                                 ocean system s.r.l.
MONTE CURA (BG)                                   francoviaggi srl                                  ocean viaggi
AL MASO (BG)                                      frigero viaggi s.r.l.                             okeg viaggi - cremeno
BRUDER (BG)                                       g.t.s. Viaggi s.r.l.                              oltre i miraggi
SAN ROCCO (BG)                                    giorni tour di rossi andrea                       opportunity viaggi sas
CIROCCHI (BG)                                     girobus viaggi srl                                paema viaggi snc
CA'DI RACC (BG)                                   gmt viaggi srl                                    progetur srl
                                                  gocce di rugiada viaggi e turismo di colmegna
I MARRONI (VA)                                                                                      pv agency - italy dmc
                                                  nadia
LA CONCA D'ORO (CO)                               guindani viaggi                                   rampinini viaggi
BORGO FRANCONE (CO)                               i viaggi della torre antica                       red sun tour
VALCURONE (LC)                                    i viaggi di tels                                  saltours sea air land tours
CASTELLO DI VEZIO (LC)                            il museo dei viaggi di federico prandelli & co.   sandy bay srl
Tour Operators & Travel Agencies (Incoming)       il sipario musicale                               sherpa viaggi di a tutto tondo srl
Agenzia viaggi "primo miglio"                     in & out tour operator srl                        so long travel sas
agenzia viaggi limontours di limtours snc         incentive power & events srl                      t.c.j. S.r.l.
agenzia viaggi molinari srl                       incoming partners srl                             terramica srl
agenzia viaggi nobile di nobile g.&c. Snc         jastour viaggi d'autore                           thi srl
albatravel group                                  lambertravel & c. Sas                             tonidiblu s.r.l.
alpitour world welcome travel - filiale di iseo   lardi grandi viaggi                               travel sia srl
amico tour                                        legnone tours                                     usanza viaggi
                                                  liberatore viaggi "mondi nuovi per un turismo
andes navi s.r.l.                                                                                   ventiatravel - elle & elle srl
                                                  sostenibile"
ara tours incoming sas                            limetour srl                                      verso srl - tour operator e business events
atlapa travel office snc                          loft studio viaggi snc                            wellness international network
attimi di viaggio - www.lagocomo.com              lord bry viaggi                                   youth point - i viaggi dei giovani
azalea viaggi srl
buonarroti viaggi                                                                    IDEAL MEMBERSHIP COMPOSITION
clio viaggi                                                                         Public Sector                                    14
cobianchi viaggi                                                          Producers & Consortia                                      56
comoincoming.com                                             Tour Op./Travel Ag./Event Organizers                                    81
                                                                             HORECA/Agritourism                                      93
                                           Master in Tourism Management – VII edition – 2010-2011                                                 56
- TABLE 3 -
                                                         Phase 1

Best practices
Since the survey shows a low number of websites focused on the enogastronomic segment, it is not possible and even not useful calculate
      a percentage of the websites committed in building this segment.
It seems to be worthwhile, though, highlighting some estimable websites which provide detailed information about gastronomy, wine-
      based itinerary and wine shopping tours.

Gastronomy: Regiòn de Bruxelles-Bruxelles Capital (BE10)               www.visitbrussels.be

The gastronomy has been sub-segmented in: Trendy and History & gastronomy.
Trendy: The contemporary and minimalist setting of L‟Annexe offers to the visitors an opportunity to discover trendy and innovative
     gastronomic cooking via one of its themed cookery classes, accompanied by a tasting of wines carefully-selected to complement the
     food. It is also provided the work-top and the recipe book.

Walking and wine: Prov. Vlaams Brabant (BE24)               www.toerismevlaamsbrabant.be

Within the more general framework designed for Netherlands as a wine country, this regional website proposes walks across the Vineyard
     Hill Walk. The tours let the visitor discover the countryside, the ancient artistic buildings and end in the Hageland Wine Regional
     Visitors‟ Centre, which is located in a neo-gothic building. Here the guests can taste the local wine and watch multimedia
     presentations about the local wine making tradition.




                                     Master in Tourism Management – VII edition – 2010-2011                                          57
- TABLE 3 -
                                                          Phase 1


Wine shopping: Hannover (DE92)                     www.hannover.de/de/tourismus.index




Wine tours: La Rioja (ES23)                        www.lariojaturismo.com

The region is one of the major wine producers in Europe and there are many activities linked to it. The homepage provides a huge
       section totally dedicated to the wine tourism with 14 sub-sections.
Apart from the typical wine-tours, it is possible join some local Wine festivals Battle of Clarete in San Asensio on the 25th July and Wine
       battle in Haro on the 29th June. It is also possible get on the Winebus to visit the local bodegas and cultural sites with spectacular
       landscapes.
It is even possible to sleep in a real winery, among barrels and bottles.




                                      Master in Tourism Management – VII edition – 2010-2011                                             58
References


•   F.J.Del Campo, Wine tourism product clubs as a way to increase wine added value: the case of
    Spain, International Journal of Wine Research, Department of Agri-environmental Economics,
    Universidad Miguel Hernández, Orihuela (Alicante), Spain.
•   Emilia Romagna Tourism. (n.d.). Retrieved from www.emiliaromagnaturismo.it.
     Ministero delle Politiche Agricole, Alimentari e Forestali . (n.d.). Retrieved from
     www.spaghettitaliani.com/ViniRegione.php?Reg=Lom:
     http://www.spaghettitaliani.com/ViniRegione.php?Reg=Lom
•   Agriturist. (n.d.). Retrieved from www.agriturist.it: http://www.agriturist.it
•   Spaghettitaliani. (n.d.). Retrieved from www.spaghettitaliani.it: http://www.spaghettitaliani.it
•   Buonalombardia. (n.d.). Retrieved from www.buonalombardia.it: http://www.buonalombardia.it
•   Expo2015. (n.d.). Retrieved from www.expo2015.org: http://www.expo2015.org
•   Apt Basilicata. (n.d.). Retrieved from www.aptbasilicata.it: http://www.aptbasilicata.it
•   LombardyIncomingPool.             (n.d.).    Tratto          da       www.lomardyincomingpool.com:
    http://www.lomardyincomingpool.com




                           Master in Tourism Management – VII edition – 2010-2011                  59

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Relaunching Tourism in Lombardy: A proposal for an Enogastronomic Product Club

  • 1. Module 4 Business Plan Relaunching tourism in Lombardy: A proposal for an Enogastronomic Product Club (Part II) AUTHORS TUTORS Andrea Scacchioli, Martina Placucci, Francesca d’Angella Mirko Chianesi, Sarah Chow, Sara Monfregola*, Stefania Sossi Andrea Rossi *phase 1 Master in Tourism Management – VII edition – 2010-2011 1
  • 2. SUMMARY 1) THE ASSIGNMENT 4) FINANCIAL STRUCTURE 2) INTRODUCTION 5) PERFORMANCE 3) THE PRODUCT CLUB EVALUATION • Product club definition 6) THE OFFERING SYSTEM • The features and the logo of the P.C. • Itineraries, Workshops & • Vision and Mission Single Attractions • Objectives and Advantages 7) APPENDIX • The offering system for the members • Members involved • Public & Private Partners • Requirements • Entry&Exit mechanisms • Interorganizational structure • Roles and Functions Master in Tourism Management – VII edition – 2010-2011 2
  • 3. The Assignment Lombardy Region (LR) is working on the development of a new tourism positioning, a new marketing plan on the international market and thus a new tourism portal. Our job was to develop an innovative tourist pilot product: the cultural product cluster. Our goals were: • To build the organizational structure of the product club; • To choose the public and private bodies to involve; • To pinpoint the offering system of the product club; • To structure the proper financial model of the organization. The idea of the product club that we created has to be seen as a pilot test for a further development of this type of tourism organization. If this pilot test will be successful, the LR could think about implementing other product clubs in the future, focused on other tourism offer (e.g. cultural cities, Alps, etc.). Master in Tourism Management – VII edition – 2010-2011 3
  • 4. Introduction «Culture, or civilization,… is that complex whole which includes knowledge, belief, art, law, morals, custom, and any other capabilities and habits acquired by man as a member of society» (Tylor, 1871) ―Everything having to do with food—its capture, cultivation, preparation, and consumption—represents a cultural act‖. (M. Montanari, Food is Culture, 2006) Master in Tourism Management – VII edition – 2010-2011 4
  • 5. Introduction As the academic definitions of E. B. Tylor and Montanari claim, culture can mean a lot of different things; if we consider the traditional meaning, it can include music, art, literature, theatre, cinema... However we think that Culture is something more than this, especially in Italy, where a simple habit of everyday life, such as eating, has been transformed into something more… a way of life. That is why we think that the enogastronomic culture is a good starting point to relaunch tourism in Lombardy. It is from here that the idea of our Product Club is born. Master in Tourism Management – VII edition – 2010-2011 5
  • 6. The product club What is a product club? A tourism product club is a product development partnership established and led by the tourism industry stakeholders including small- and/or medium-sized companies. The group pools its resources to develop new market ready products or to increase the value of existing ones. Master in Tourism Management – VII edition – 2010-2011 6
  • 7. The «Enogastronomic» Product Club Why a «Enogastronomic» product club? Ancient tradition of enogastronomic culture; Growth of enogastronomic tourism (+60% in 2010 with 5mln € of revenues*); Enogastronomic heritage of undisputed value; *Source: http://www.turismoefinanza.it Master in Tourism Management – VII edition – 2010-2011 7
  • 8. The «Enogastronomic» Product Club Presence of many high quality restaurants and culinary innovation; It is strictly related with the theme of the 2015 Milan Expo (Feeding the Planet, Energy for Life); As the data coming from our D-WEB analysis of European Regions show, the enogastronomic offer is an important part of Tourism also in the other European Countries (see graph below). Enogastronomic Offer YES NO 54% 46% * based on the 182 regional websites of the D-WEB analysis. Master in Tourism Management – VII edition – 2010-2011 8
  • 9. VISION To make the flavours, the colours and the smells of the food and wines of Lombardy region as an icon of the Enogastronomic Culture all over the world. Master in Tourism Management – VII edition – 2010-2011 9
  • 10. MISSION The «Enogastronomic» product club of Lombardy region has to link together the main actors of the enogastronomic heritage of the region in order to create a set of tourist activities that lead visitors to discover the area through culinary experiences. The product club will be able to create a network of industries, public and private actors that will join their efforts and their knowledge to offer an unforgettable experience for tourists interestes in the art of food. Master in Tourism Management – VII edition – 2010-2011 10
  • 11. THE 1. WHAT’S OUR UNIQUE VALUE ENOGASTRONOMIC PROPOSITION ? PRODUCT CLUB 2. ENOGASTRONOMY 3. WHAT IS OUR THROUGH THE PHILOSOPHY ? 5 SENSES THE RIGHT 4. ”AN OVERALL PHILOSOPHY FOR 5. FOOD: EXPERIENCE” OUR CULTURAL THE EATABLE OFFER PART OF CULTURE
  • 12. The Logo of the Product Club THE LOGO The creation of the Enogastromic culture product club logo is based in the willingness to enhance the attractivness of the marketing product club. ENOGASTRONOMIC PRODUCT CLUB The logo represents the Lombardy territory plunged in the enogastronomic culture “color”. Master in Tourism Management – VII edition – 2010-2011 12
  • 13. Objectives of the Product Club The main goal of the Enogastronomic Culture Product Club is to create a network among the main regional stakeholders in order to maximise the benefits of promotional activities addressed to the Enogastronomic Tourism Industry. These activities need to be supported by infrastructures and economic resources provided by the regional administrations. The product club will also provide initiatives and resources in the field of promotion and marketing. Master in Tourism Management – VII edition – 2010-2011 13
  • 14. Objectives of the Product Club The Enogastronomic Culture Product Club aims also to: To boost the distinctive features of the territory in order to attract tourists and to increase the average overnight stays; To incentivate the tourism in the low season through an offer not subject to seasonality; To create sinergies among the different stakeholders of the Tourism Industry; To take specific and sinergic actions in collaboration with unions and tourism organizations, particularly related to enogastronomic niche markets; To extend the promotional campaign abroad with a specific action aimed to reach foreign international market. Master in Tourism Management – VII edition – 2010-2011 14
  • 15. Advantages to be part of the P.C. To be present in the map guides, the catalogues and the webiste that will be created. These will be the main promotion tools used by the Product Club; The creation of a enogastronomic network that will allow to link more all the production areas; To get benefits from the market research and studies that will be held by the Product Club; The integration of the enogastronomic offer with other tourism products; A core promotion of those rural areas that are not usually included in the main tourism itineraries; The opportunity to take part of events of a certain importance that will have a great impact on tourism promotion; To be assisted by tourism professionals in the development of tourism packages and promotion; Master in Tourism Management – VII edition – 2010-2011 15
  • 16. The offering system for the members The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients): FOR THE MEMBERS: FOR THE TOURISTS:  Periodic reports: related to the  Enogastronomic Itineraries members trend, the evaluation of  Culinary Workshops the satisfaction of each product  Single Attractions club components.  General statistics: on a national and regional level.  Marketing&Promotion support  Professional assistance (training programmes & refresher courses) Master in Tourism Management – VII edition – 2010-2011 16
  • 17. Who is involved? The Enogastronomic Culture Product Club will be composed by: Local food and products producers Wineries Local adminstrations Events and Festivals organizers Biological Farmers'Associations Traditional accomodations and restaurants Service companies related to enogastronomic and cultural tourism Travel Agencies and Tour Operators specialized in enogastronomic tourism Consortia of local products' producers (e.g. Grana Padano, Bagòss, etc.) Master in Tourism Management – VII edition – 2010-2011 17
  • 18. Possible partners PUBLIC PARTNERS: Lombardy Region Lombardy provinces Chambers of Commerce Tourism Offices like APT, IAT, EPT UNPLI Regional Committe for Lombardy Master in Tourism Management – VII edition – 2010-2011 18
  • 19. Possible partners PRIVATE PARTNERS: Events, Exhibitions and Local Festivals (i.e. Sagre) organizations Tourism Consortia for Lombardy Local and Traditional products and wine Producers Consortia Territorial associations and others tourism promotion organization of Lombardy Wines and flavours’ roads Federations of Lombardy Folk, cultural and traditional heritage associations of Lombardy Master in Tourism Management – VII edition – 2010-2011 19
  • 20. Compulsory Requirements Compulsory requirements to become members of the P.C.: GENERAL To be located in the Region Lombardy Territory; To be able to speak one or more foreign languages; To provide brochures, thematic maps and other communication facilities; To promote incoming flows of tourists; To organize or participate to exhibitions, festivals and events related to Regional Enogastronomic culture and traditions. PRODUCERS To produce one or more traditional products – see Annexes/Table 1; To respect the seasonality of the products; To respect the consistency and the traditional method of production processes. Master in Tourism Management – VII edition – 2010-2011 20
  • 21. Compulsory Requirements HO.RE.CA. Each dish must be prepared utilizing ingredients and local products with DOC/DOCG/STG/IGT/DOP /IGP labels in a percentage of 75%; To sell local products with DOC/DOCG/STG/IGT/DOP /IGP labels; To be able to offer menus based on traditional recipes even if revised in a modern way; To change menus according to the seasonality of local products ; The 75% of the total wine offer must be covered by local wines; To offer alternative products, like vegetarian, biological and gluten-free food; For accomodation and lodging: to be able to provide also additional services as: Reservation System, Telephone, Internet, Fax/email, TV, Air conditioning, Heating, Parking, Credit Card Payment, Facilities for disabled people, WC, Pet friendly policies. Compulsory requirements for new members of the P.C.*: * to be achieved in the first two months of the membership To give high visibility of the Product Club Logo (pubblished on the menus, brochures, own website, etc); To expose in a key point of the structure the whole map of the itineraries and give general information about the P.C.; To provide brochures and other facilities in order to make visitors able to achieve the Vision and the Mission of the P.C.; To provide monthly report about their activities to the Analysis Department. Master in Tourism Management – VII edition – 2010-2011 21
  • 22. Organization of the Product Club Entry mechanisms: In order to become a member of the P.C., the applicants will have to fill up a written application form and fullfill all the compulsory requirements. The founding members will analyze the application form and then evaluate the admission of the candidate. In the future the founding members will merge with the associates of the P.C. and become part of an Assembly that will be the main decisional and executive organ. The Assembly will also elect the President of the P.C. by majority. Master in Tourism Management – VII edition – 2010-2011 22
  • 23. Organization of the Product Club Exit mechanisms: Each member has the right to exit the P.C. It has to present the resignations to the Assembly that will evaluate the motivations. Dissolution of the Assembly. In case of dissolution and liquidation of the organization, the Assembly will identify an association with similar objectives and will devolve the remaining net assets. If the member does not fulfill anymore the initial requirements, it will be excluded from the P.C. If the member does not pay anymore the membership fee, it will be excluded form the P.C. Master in Tourism Management – VII edition – 2010-2011 23
  • 24. Interorganizational structure As a premise, we believe that the Product Club should be integrated in a more broaden tourism organization and therefore Lombardy Region should think to build a DMO as a starting point for a successful tourism offer in the long term. We think that the Product Club should have a democratic inter- organizational model; The decisions will be taken by majority during scheduled quarterly meetings* (or during the extraordinary Assembly meetings); All the members will have representatives during the club meetings; The club will have a general manager who will take care of the coordination of the organization. *The period of meetings has been chosen according to the main statistics organizations. Master in Tourism Management – VII edition – 2010-2011 24
  • 25. Organization Organigram Assembly Members Operative Functions Marketing & Public Sector Communication President HO.RE.CA. Analysis Dep. General Local Producers Manager Finance & Tour Operators Administration & Travel Agencies Master in Tourism Management – VII edition – 2010-2011 25
  • 26. Assembly Composition Assembly Members Public Sector: it represents the institutional stakeholders in the Assembly. It is composed by 4 members: 1 representative for Lombardy Region 1 representative for the Provinces involved* 1 representative for the Chambers of Commerce 1 representative for Enti territoriali (Tourist Local Boards) HO.RE.CA.: it represents the needs and proposals of the hospitality part of the Product Club. It is formed by 2 representatives: 1 representative for the Hotels and Restaurants 1 representative for alternative accomodations (B&B, agriturism, albergo diffuso) *based on annual rotation Master in Tourism Management – VII edition – 2010-2011 26
  • 27. Assembly Composition Assembly Members Local producers: it represents the needs and proposals of the local producers in the Assembly. It is composed by 4 members: 1 representative of wineries 1 representative of cheese producers 1 representative of salumi producers 1 representative of fruit and vegatables producers T.O.&T.A. and Event Organizers: it represents the needs and proposals of the retail and event sectors. It is composed by 1 members: 1 representative of T.O.&T.A. and Event Organizers Master in Tourism Management – VII edition – 2010-2011 27
  • 28. Roles and Functions President: He is the representative figure of the Enogastronomic P.C. of Lombardy region; He represents the P.C. during public and official events; He chairs and moderates the Assembly meetings; He executes his tasks within the Assembly; He supervises all the activities of the P.C.; See also slide n°30. General Manager: He plays the key role within the P.C.; Assistance and collaboration with the President during the Assembly’s meetings; Human resources functions; Coordination of the P.C. Operative team (he is the CEO of the team); He is the main responsible for all the activities and programmes of the P.C.; See also slide n°31. Master in Tourism Management – VII edition – 2010-2011 28
  • 29. Functions Operative Functions Marketing & Communication: The department is composed by 1 employee; To develop, establish and maintain marketing and communication strategies in order to meet the organization’s objectives; Effetive management of the advertising campaigns, promotions; Public, press and B2B relations; To take care of the image of the P.C. Analysis Department: The department is composed by 1 employees; Data collection from all the members of the P.C.; Analysis of the data and production of the annual report in order to provide valuable, analytical and decision making tools for the organizations and for all the members. Master in Tourism Management – VII edition – 2010-2011 29
  • 30. Functions Operative Functions Finance&Administration: The department is composed by 2 members; Collection of all the application forms and first evaluation of them; Accounting functions (financial reports, budgeting, etc.); Payrolls and administrative expenses; Administration of the financial resources; General administration (mail, transportation, logistics, etc.); They take care of the insurance coverages, the employees assistance programmes; Draft of the Assembly’s meeting reports. Master in Tourism Management – VII edition – 2010-2011 30
  • 31. Rules & Roles of the Assembly and its members The Product Club is characterized by a hierarchy structure in which every single member plays a different role. The Product Club is so structured: The Assembly The President The General Manager The Members Master in Tourism Management – VII edition – 2010-2011 31
  • 32. Rules & Roles of the Assembly and its members THE ASSEMBLY 1. Can be ordinary or extraordinary; it is composed by the members of the Product Club (publics and privates). In the assembly each part is represented by a delegate. The assembly shall meet when convened by its President. 2. The assembly is convened: • When the President considers it as necessary and • On reasoned request of, at least, one 10° of the members • To deliberate on the necessary modifications to bring to the statute • To deliberate on the dissolution of the Product Club and the devolution of the assets (of the product club) Master in Tourism Management – VII edition – 2010-2011 32
  • 33. Rules & Roles of the Assembly and its members 3. The ordinary assembly is held at least two times a year to deliberate on: • The appropriation account within five months the closing of the financial year • The public budget and the Product Club’s annual programme for marketing and the promotion. 4. While the extraordinary assembly is held to deliberate: • on the amendments’ proposal of the current Statute; • on the Product Clubs’ dissolution. All the deliberations are adopted if approved by the majority of its members. Master in Tourism Management – VII edition – 2010-2011 33
  • 34. r Rules & Roles of the Assembly and its members 5. Assembly’s main tasks and activities: • To approve the final balance, the public budget and the Product Club’s annual programme for marketing and promotion; • To take into account the exit requests; • To engage, replace and dismiss the President and the General Manager; • To approve the Product Club’s rules of procedure; • To establish the associates annual fee and the tarif that every associate has to pay in order to achieve the Product Club’s annual programme for marketing and promotion. This has a different weight for each member; • To deliberate for the admission or exclusion of the members; • To deliberate on general issues which are not competence of the extraordinary assembly. Master in Tourism Management – VII edition – 2010-2011 34
  • 35. Rules & Roles of the Assembly and its members The President (within the Assembly) • He is elected by all the members’representatives; • He is in office for three years; • He convenes the Assembly as well as being at the head of it; • He gives advice concerning the execution of the decisions adopted by the members; • He makes sure that the main operations are in compliance with the interests of the organizations; • He accomplishes the task assigned by the assembly; • He supervises and shows the final balance and the public budget to the Assembly; • He approves the inquiries regarding the admissions and the recessions of the members; • He supervises the rules of procedure to be submitted to the Assembly; • He proposes the possible changes for the Statute to be submitted to the extraordinary Assembly’s approval. Master in Tourism Management – VII edition – 2010-2011 35
  • 36. Rules & Roles of the Assembly and its members The General Manager (within the Assembly) • He is hired by the Assembly according to his experience in the Tourism Industry; • He coordinates the relations among the members of the organizations. He is the bridge between the the internal structure of the P.C. and all the members; • He assists the President in all the association’s activities; • Together with the President, he supervises the annual marketing & promotion programme of the P.C. Votes • A representative expresses as many votes as the number of members he represents; • In the Assembly all members have the right to express a single different weighted vote; This is structured by show of hands and the decisons are made by majority of total members (51%); • The President and the General Manager have no right to vote in the Assembly. Master in Tourism Management – VII edition – 2010-2011 36
  • 37. Membership Composition* Public Sector MEMBERSHIP COMPOSITION Public Sector 14 Producers & Consortia Producers & Consortia 14 Tour Operator/Travel Agencies/Event Organizers 12 Tour Operator/Travel Agencies/Event Organizers HO.RE.CA. / Agritourism / Other Lodging Fac. 23 HO.RE.CA. / Agritourism / Other Lodging Fac. 22% 37% 22% 19% * This is a membership composed by 63 members considering an average of 1-2 participants per province Master in Tourism Management – VII edition – 2010-2011 37
  • 38. Financial Structure - Expected Revenues - Annual Fees % (in K of €) 1. Public members 12,5k 175k 24% 2. Private members (avg fee)* 0,6k 30k 3% 3. Marketing activities contributions** 200k 26% 4. Region funds for annual programmes 350k 47% Total 755K 100% * Private members’fee is calculated on their volumes (# of rooms, # of seats, # of bottles, etc) ** From public/private co-participants not involved in the PC membership Master in Tourism Management – VII edition – 2010-2011 38
  • 39. Financial Structure - Prospected Cost - Annual Costs % (in K of €) 1. Investment for the annual programme 300k 40% - Enogastronomic&Culture: website, 2. General costs for programme management 50k 7% 3. Marketing&Promotion 200k 26% - brochures, campains, exhibitions, fairs etc 4. Employees payroll (with VAT and taxes) 205k 27% - President 25k - General Manager 50k - 3 Operative Team 100k - 1 Administrative Responsible 30k Total 755K 100% * The idea of this structure of the Revenues and Costs has been inspired by the one of UdP Appennino. Master in Tourism Management – VII edition – 2010-2011 39
  • 40. PERFORMANCE EVALUATION FOR PRODUCT CLUB FOR MEMBERS SEMESTRAL ANALYSIS OF SURVEY FOR TOURISTS’ STATISTICS: related to number of visitors SATISFACTION: on our members of the Product Club website (e.g. Google performance, by the means of distributing Analytics); questionnaires in our different locations and SATISFACTION QUESTIONNAIRE: to offices or online. evaluate members’ satisfaction about the performance of product club (annual based). BLIND AND OFFICIAL INSPECTIONS: INCREASE OF THE NUMBER OF checking the quality of product: referring to MEMBERS who want to join the P.C. food certifications, facilities provided, good MEDIA COVERAGE of the Product Club. environmental quality. Master in Tourism Management – VII edition – 2010-2011 40
  • 41. The offering system The Enogastronomic Product Club of Lombardy region offers products and advantages both to its members and to the tourists (the final clients): FOR THE MEMBERS: FOR THE TOURISTS:  Periodic reports: related to the  Enogastronomic Itineraries members trend, the evaluation of  Culinary Workshops the satisfaction of each product  Single Attractions club components.  General statistics: on a national and regional level.  Marketing&Promotion support  Professional assistance Master in Tourism Management – VII edition – 2010-2011 41
  • 42. 5 SENSES EXPERIENCE ARTISTIC SILVER IN A TO MARKET HURRY ESPRIT TO SMELL TOUCHGREEN FAMILY LUXURY TRAVELE LOVERS YOUNG R LEARN THE ITALIAN LIFE STYLE TO ROMANTIC TO SEE ESCAPE TASTE “For an TO overhall LISTEN experience” Master in Tourism Management – VII edition – 2010-2011 42
  • 43. SEGMENTATION PROCESS Master in Tourism Management – VII edition – 2010-2011
  • 44. SEGMENTATION PROCESS Master in Tourism Management – VII edition – 2010-2011
  • 45. SEGMENTATIONS • Nature , • Italian CHARACTERISTICS • Business • Aged from • Prefer to Sports lovers lifestyle, people, 60 or above shorter haul language, transistors • Retired trip • ECO history & people travelling culture • Short trip for • Prefer to join • family supporters a few hours guided tours oriented • Student activities summer course • Price inelastic Green Learn Traveler In-A- Silver Family Italian Hurry Market • Explore new, • Relatively • Young Couple • Art Lovers exciting affluent, things exploratory activities • Honey moon • Interested in purpose the Art & • High energy Design of approach to • View Food travel vacation as opportunities of relaxation Luxury Romantic Artistic Young Escape Esprit Lovers Master in Tourism Management – VII edition – 2010-2011 45
  • 46. ITINERARY FOR GREEN TRAVELLERS The Discovery of Cheese and Wine in Valtellina through a natural trek ( 1/2 days trip). • Starting point: in the Stelvio National Park at 2160 m.a.s.l. at Forni refuge, close to S. SONDRIO Caterina Valfurva. • Trek: it‟s a 7 hours trek in the Stelvio National Park going through Cedec valley till Zebrù valley. The highest pick is located at Zebrù pass (3010m). • Why to choose this excursion: is a long way trip in a great natural environment, where the enogastronomic culture is deep and well widespread. Several are the cheese and wine label products of this territory that are possible to taste and experience directly in the alpine pastures and refuges along the way (Forni hotel- Pizzini refuge- Pastori hut). Here it‟s also easy to find an accomodation for the night. • (see www.valtellinavini.com) + local products like CASERA & BITTO CHEESE Master in Tourism Management – VII edition – 2010-2011 46
  • 47. ITINERARY FOR LUXURY TRAVELLERS Brescia & Milan (1 or 2 days Trip) • Spumante tasting tour: Head to Brescia with a luxury private car and driver for the zone Franciacorta, Italy's most distinguished sparkling Il wine made by the traditional method of second Salumaio fermentation in bottle. D.O.C.G. since 1995, is a Franciacorta's guidelines, which are the strictest guidelines in the world for sparkling wine production. • Lunch in Milano, luxury gourmet restaurant with elegant courtyard, il Salumaio, opened in 1957, Wine cellar located in the polished zone Montenapoleone, where they can try the local food. Milanese, and good variety of classical regional and Italian wines. • Shopping at the Wine Celluar, Enoteca Ronchi, where provided different kinds of red wines from all MILANO Italian regions, apart from the great historical names such as Barolo, Barbaresco, Brunell and Amarone and the prestigious Supertuscans. • Relaxing Spa at ―L’E’ Spa at Gianfranco Ferré ‖ located in the fashion district, founded from the famous Italian designer Susan Harmsworth. Spa at • Dinner at Boccondivino, which is famous of meats & Gianfranco cheese, with the professional wine advice from expert Ferré expert sommelier. • Ending the day trip at the world class opera house La Scala to be inspired by the talent of musicians from the local philarmonica. Master in Tourism Management – VII edition – 2010-2011 47
  • 48. CULINARY WORKSHOP -LEARN ITALIAN LIFESTYLE- CULINARY WORKSHOP IN FRANCIACORTA AGRITOURISM The workshop takes place in an agritourism in Franciacorta where is possible to arrange several cooking lessons lerning how to prepare a typical meal (starting from appetizers, to the desserts) and discovering the history, culture and traditions that link typical products with its territory. The course address everyone that would like learn the italian lifestyle and discover lombardy culinary culture though theoretical and practical experiences. Duration: half a day. Max. participants number for course: 10/12. In the end of the course will be possible to taste the dishes prepared during the lessons. Master in Tourism Management – VII edition – 2010-2011 48
  • 49. ATTRACTION FOR “In-A- Hurry” TRAVELLERS Castle Winery Visit • Bergamo is the perfect option for the business people to visit since there is an airport nearby, it is definitely a convenient wine tasting destination while they have a few hours gap during their business trip. • A beautiful castle which is also a winery, The Tenuta Castello di Grumello is located in the Valcalepio hills between medieval Bergamo and the pretty Lake Iseo. • The winery produces about 100,000 bottles of wines a year. All made with grapes from their own vineyards. Bergamo • Red Wine: Colle Calvario Moscato Passito, Valcelepio Rosso • White Wine: Aurito • A Wine tasting course is provided at Knights‟ Hall, explaining how the wine is made, and tasting of the various wines • Private lunch / dinner in the castle / garden, typical Bergamo food are provided: – Casoncelli: It looks like ravioli, pasta filled with ground meats, and usually served in a butter sauce – Polenta alla Taragna: steaming, golden polenta with taleggio cheese inside – Polenta e Ösei: Bergamo‟s signature dessert. Cakes with hazelnut cream filling & covered with a polenta-looking layer Master in Tourism Management – VII edition – 2010-2011 49
  • 50. TABLES Master in Tourism Management – VII edition – 2010-2011 50
  • 51. – TABLE 1 – TRADITIONAL PRODUCTS MEATS AND COLD CUTS caprino vaccino agnello di razza brianzola prosciutto mantovano casatta di corteno golgi bastardei quartini d'oca sotto grasso casolet borzat salam casalin (salam casalin dei contadini mantovani) casoretta bresaola affumicata salame (cremonese, della bergamasca, di filzetta, di montisola, mantovano, milano) crescenza bresaola di cavallo salame con lingua fatuli' cacciatori d'oca salame da cuocere fiorone della valsassina capretto da latte pesante salame di testa fiurì o fiurit carne secca salame pancettato fontal ciccioli salame sotto grasso formaggella (della val brembana, della val di scalve, della ciccioli d'oca val sabbia, della val seriana, della val trompia, della val ciccioli mantovani salamelle di mantova camonica, di menconico, tremosine) cotechino (bianco, cremonese vaniglia, della salamina mista formaggella del luinese bergamasca, mantovano alla vaniglia, pavese) salamini di capra formaggio d'alpe misto cuz salamini di cavallo formaggio d'alpe grasso durelli d'oca salamini di cervo formaggio d'alpe semigrasso fegato d'oca grasso salamini magri o maritati formaggio val seriana grasso d'oca salsiccia di castrato ovino formai de livign greppole sanguinaccio o marzapane garda tremosine luganega slinzega di bovino granone lodigiano luganega di cavallo slinzega di cavallo Italico lughenia di passola soppressata bresciana latteria mortadella di fegato verzini magnoca mortadella di fegato al vin brulè violino magro pancetta (con filetto,con pisteum, della bergamasca, violino di capra magro di latteria pavese) CHEESES magro di piatta patè di fegato d'oca agrì di valtorta matusc petto d'oca stagionato bagoss motelì pisto bernardo nisso prosciuttini (della valtellina, della valtellina al pepe) branzi nostrano grasso prosciuttino d'oca stagionato cadolet di capra nostrano semigrasso prosciutto cotto caprino a coagulazione lattica pannerone prosciutto crudo marco d'oggiono caprino a coagulazione presamica Source: Ministero delle Politiche Agricole, Alimentari e Forestali Master in Tourism Management – VII edition – 2010-2011 51
  • 52. – TABLE 1 – TRADITIONAL PRODUCTS carcent ricciolino ricotta artigianale robiola bresciana casoncelli della bergamasca sbrisolona VEGETABLES robiola della valsassina scarpinocc salva castagnaccio, patuna amarene d'uschione schiacciatina scimudin caviadini spongarda di crema asparago (di cilavegna, di mezzago) semuda croccante tirot castagne secche silter cupeta torrone di cremona sta'el focaccia di gordona, fugaschia di gordona cipolla (di sermide, rossa) torta bertolina stracchino (bronzone, della valsassina, orobico, tipico) frittella conserva senapata torta del donizetti strachet gnocchi di zucca torta del paradiso cotognata strachitund graffioni torta di fioretto tombea grissini dolci fagiolo borlotto di gambolò (faso) torta di grano saraceno torta orobica marubini farina di grano saraceno torta di latte zincarlin masigott torta di mandorle farina per polenta della bergamasca FATS meascia dolce o salata torta di s. biagio (Butter, Oils, Margarine) marroni di santa croce miccone torta di tagliatelle burro mele di valtellina nocciolini torta mantovana burro di montagna pan da cool tortelli cremaschi melone (di casteldidone, di viadana) BAKERY PRODUCTS pan di segale tortelli di zucca (Pasta, bread, pastries, cakes, etc) mostarda di cremona pan méino tortello amaro di castel goffredo agnello del monaco mostarda di mantova pane comune tortionata amaretti di gallarate pane di pasta dura treccia d'oro “crema” patata di campodolcino baci del signore baci di cremona pane di riso ufela pesche allo sciroppo del lago di monate, i perzic de munà bisciola pane di san siro FISHES & SEAFOODS radici di soncino biscotin de prost pane giallo alborelle essiccate in salamoia pane mistura coregone riso brasadella (dolce) braschin panettone di milano missoltini sugolo brutti e buoni panun pigo tartufo (nero) bunbunenn pazientini HONEY, MILK & CO. zucca buscel di fich pesce d'aprile mascarpin de la calza bussolano (di soresina) pizzoccheri della valtellina mascarpone artigianale capunsei (capunsel) polenta e uccelli dolce miele resta Source: Ministero delle Politiche Agricole, Alimentari e Forestali Master in Tourism Management – VII edition – 2010-2011 52
  • 53. – TABLE 1 – DOP-DOC-DOCG-IGP-IGT LABELLED PRODUCTS CHEESES WINES Bitto (DOP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96); Reg. CE n. 1138 del 25.11.09 (GUCE L. 311 del 26.11.09) D.O.C.G. D.O.C. I.G.T. Formai de Mut dell' Alta Valle Brembana (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Franciacorta Bonarda dell'O.P. Alto Mincio Gorgonzola (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) e REG. CE n 104 del 3/2/2009 (GUCE L 34 del Oltrepò Pavese Botticino Benaco Bresciano 4/2/2009 Scanzo Buttafuoco dell„O.P. Bergamasca Grana Padano (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Sforzato di Valtellina Capriano del Colle Collina del Milanese Provolone Valpadana (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Valtellina Superiore Casteggio Montenetto di Brescia Cellatica Provincia di Mantova Quartirolo Lombardo (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Curtefranca Provincia di Pavia Taleggio (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Garda Quistello Valtellina Casera (DOP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96) Garda Colli Mantovani Ronchi di Brescia OLIVE OILS Lambrusco Mantovano Ronchi Varesini Lugana Sabbioneta Garda (DOP) Reg. CE n. 2325 del 24.11.97 (GUCE L. 322 del 25.11.97) Oltrepò Pavese Sebino Laghi Lombardi (DOP) Reg. CE n. 2325 del 24.11.97 (GUCE L. 322 del 25.11.97) Pinot grigio dell‟O.P. Terrazze Retiche di FRUITS, VEGETABLES & CEREALS Pinot nero dell„O.P. Sondrio Pera Mantovana (IGP) Reg. CE n. 134 del 20.01.98 (GUCE L. 15 del 21.01.98) Riviera del Garda Bresciano Terre Lariane Mela di Valtellina (IGP) Reg. UE n. 171 del 01.03.10 (GUUE L. 51 del 02.03.10) San Colombano al Lambro Valcamonica San Martino della Battaglia MEATS Sangue di Giuda dell'O.P. Bresaola della Valtellina (IGP) Reg. CE n. 1263 del 01.07.96 (GUCE L. 163 del 02.07.96) Terre del Colleoni Salame Brianza (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Valcalepio Salame di Varzi (DOP) Reg. CE n. 1107 del 12.06.96 (GUCE L. 148 del 21.06.96) Valtellina rosso Salamini italiani alla cacciatora (DOP) Reg. CE n. 1778 del 07.09.01 (GUCE L. 240 del 08.09.01) Salame d'oca di Mortara (IGP) Reg. CE n. 1165 del 24.06.04 (GUCE L. 224 del 25.06.04) Salame Cremona (IGP) Reg. CE n. 1362 del 23.11.07 (GUCE L. 305 del 23.11.07) Source: Ministero delle Politiche Agricole, Alimentari e Forestali http://www.spaghettitaliani.com/ViniRegione.php?Reg=Lom Master in Tourism Management – VII edition – 2010-2011 53
  • 54. - TABLE 2 - - Potential Members’ list*- *according with the main enogastronomic websites Associazione Italiana di Zootecnia Biologica e Consorzi Tutela Vini Sito del MIPAF sulle produzioni agroalim di qualità Biodinamica (ZOOBIODI) Assocciazione Lombarda degli Agricoltori Consorzio per la tutela e la promozione dei prodotti Cons. per la tutela del Franciacorta Biologici (ALABIO) "La Buona Terra" agroalimentari mantovani Consorzio Tutela Lugana Consortium Prodotti di agricoltura storica della Lomellina (PV) Consorzio Tutela Vini Valtellina Strade dei vini e dei sapori Associazione Italiana Agricoltura Biologica Consorzio Volontario Vino DOC San Colombano Strada del Vino e dei Sapori della Valtellina Associazioni Produttori Biologici Associazione Lombarda della Zootecnia Biologica Consorzio Tutela Vini Oltrepò Pavese Strada del Vino e dei Sapori della Valcalepio (A.L.Zoo.Bio.) Consorzio Tutela Valcalepio Strada del Vino Franciacorta Associazione per l'Agricoltura Biodinamica Associazione Italiana Agricoltura Biologica Lombardia Consorzio Tutela Moscato di Scanzo Strada del Vino Colli dei Longobardi (A.I.A.B.) Ente Vini Bresciani Strada dei Vini e dei Sapori del Garda Events & Exhibitions organizers Consorzi Tutela Formaggi Strada Vini e Sapori Mantovani Ente Fiera Promoberg (BG) Consorzio per la tutela dei Formaggi Valtellina Strada del Vino San Colombano e dei Sapori Brixia Expo (BS) Casera e Bitto Lodigiani "Consorzio dei produttori per la tutela e la Strada del Vino e dei Sapori dell'Oltrepò Pavese Lariofiere (CO) Valorizzazione Strada del Gusto Cremonese nella terra di del Formai de Mut dell'Alta Valle Brembana" Spazio Villa Erba (CO) Stradivari Consorzio per la Tutela del Formaggio Grana Siti di promozione dei prodotti Agroalimentari Cremonafiere (CR) Padano Consorzio Formaggio Parmigiano Reggiano Movimento Turismo del Vino Lombardo Fiera Milano (MI) Consorzio per la Tutela del Formaggio Organizzazione Nazionale Assaggiatori Vino Fiera Millenaria (MN) Gorgonzola Organizzazione Nazionale Assaggiatori Consorzio Tutela Provolone Valpadana Mantova Expo (MN) Formaggi Consorzio per la Tutela del Quartirolo Lombardo Organizzazione Nazionale Assaggiatori Salumi Paviamostre (PV) Consorzio per la Tutela del Formaggio Taleggio Associazione Italiana Sommeliers Eventi Valtellinesi (SO) Associazione Italiana Sommeliers della Consorzi Tutela Salumi Malpensafiere (VA) Lombardia Consorzio per la Tutela del nome Bresaola della Agrofood (sito promozione aziende Ente mostre di Monza e Brianza (MI) Valtellina agroalimentari) Consorzio Tutela Salame Cremona Istituo servizi per agroalimentari Castello di Belgioioso (PV) Consorzi Tutela Frutta, Oli e Ortaggi Travagliatocavalli (BS) Ente Fiera del Barco (MI) Consorzio Pera Tipica Mantovana Museo Agricolo del vino (BS) Centro fiera del Garda Montichiari (BS) Polo Fieristico Sud Malpensa (MI) Comunità Montane della Lombardia Osteria Girodivite (VA) CORTE VIRGILIANA (MN) Master in Tourism Management – VII edition – 2010-2011 54
  • 55. - TABLE 2 - - Potential Members’ list- Comuni tà Montana Ol trepò Pavese Hotel Ri storante Impero (VA) CORTE SAN GIROLAMO (MN) Comuni tà Montana Parco Al to Garda Bresci ano Hotel Ri storante Hel Si t (VA) LA ROVERE (MN) Val l e Sabbi a Il Porti cci ol o (VA) AL FUGULER (MN) Val l e Trompi a Ri storante del Ponte (VA) BEATILLA (MN) Val l e Camoni ca Lo Zenzero Ri storante-Pi zzeri a (VA) VOLIVIA RELAIS (MN) Sebi no Bresci ano Trattori a Ci bo Sano (CO) CORTE SCHIARINO LENA (MN) Monte Bronzone e Basso Sebi no Ri storante Croce di Mal ta (CO) FENILNOVO (MN) Al to Sebi no Ri storante Col l i na (BG) OLYMPUSAQUAE (MN) Val l e Caval l i na Ri torante ol Gi opi e l a Margi (BG) CASCINA MEZZULLO (CR) Al ta val Seri ana Ri storante Bonanza (BG) CASCINA CANTONE (CR) Di Scal ve Anti ca Trattori a Sant'Anna (BG) SANTA MARIA BRESSANORO (CR) Val l e Seri ana Trattori a Anti chi Sapori (BG) BREDA DEI BUGNI (CR) Val l e Brembana Acqua e Fari na (MO) COLOMBAROTTO (CR) Val l e Imagna La Dama di Bacco (MO) CASCINA LOGHETTO (CR) Val l e San Marti no Ri storante Romagnol o da Otel l o (MO) L'AIRONE (CR) Lari o Ori ental e Mati née Restaurant & Cocktai l s (MI) CASCINA VALENTINO (CR) Val sassi na Val varrone Val D’Esi no e Ri vi era i storante Coci nari um (MI) LA CAPANNINA (CR) Tri angol o l ari ano Ri storante da Gi ul i a (MI) LO STAGNO (CR) Lari o Intel vese Ri storante Re Sal omone (MI) CASCINA SANTA MARIA (CR) Al to Lari o Occi dental e Ri storante al Cri vel l i (MI) CANTONAZZO (CR) Al ta Val tel l i na Ri storante l 'Angol o (MI) LA STALLA DEL CORIGGIO (PV) Val tel l i na di Ti rano La Stel l a del Fi ume (MI) PICCOLO BACCO DEI QUARONI (PV) Val tel l i na di Sondri o Osteri a Perbacco (LO) CASTELLO DI LUZZANO (PV) Val tel l i na di Morbegno Isol a Caprera (LO) TENUTA DEL BOSCONE (LO) Val chi avenna Ri storante Del i zi a d'Ol trepo (PV) BOSCHI (BS) Val ceresi o Trattori a al Santuari o di Sant'Anna (PV) LA TESA (BS) Val cuvi a Ostaja (PV) ARRIGA ALTA (BS) Val ganna e Val marchi rol o Breda de' Bugni (CR) VILLA GRADONI (BS) Val l i del Lui nese Ri storante La Locanda degl i El fi (CR) IL BROLO (BS) Rete degl i Orti Botani ci del l a Lombardi a Ri storante l 'Anti co Sapore (CR) IL GRANO (BS) HO.RE.CA. Ri storante Bosco Laghetto (CR) AL ROCOL (BS) La Lepre (BS) Ri storante Pancapanna (CR) QUELLI CHE IL VINO (BS) Ri storante Sostaga (BS) Ri storante Al Pesce d'Oro (MN) CASCINA LE CASELLE (BS) Ri storante da Genny (BS) Corte Sgarzari (MN) CA'NOVA (BS) Sfi zi da Gourmet (BS) Agritourisms CONTI TERZI (BS) Borgo Scacci aventi (LC) CA' DEL VENTO (MN) CA'LOJERA (BS) Ri storante Tetto Bri anzol o (LC) FAMIGLIA CASARI (MN) IL GHETTO (BS) Al Terrazzo Vi l l a Gi ul i a Hotel (LC) CORTE BASAGLIE (MN) SCUDERIA CASTELLO (BS) Master in Tourism Management – VII edition – 2010-2011 55
  • 56. - TABLE 2 - - Potential Members’ list- LE FRISE (BS) cta - creative travel & more mappezmondo ANTICA CORTE AI RONCHI (BS) dieffe s.r.l. mbros MACESINA (BS) dream&charme - consulnet travel srl meridiana srl RICCI CURBASTRO (BS) dreamcatcher travel mete sul pianeta snc CASCINA SANTA BRERA (MI) elleworld-piazza san marco michelini s.r.l. LA CAMILLA (MB) eridio holiday my special guest CASCINA BUONA SPERANZA (BG) flight over travel shop naide tour IL FAGGIO (BG) fourthtour italia ocean system s.r.l. MONTE CURA (BG) francoviaggi srl ocean viaggi AL MASO (BG) frigero viaggi s.r.l. okeg viaggi - cremeno BRUDER (BG) g.t.s. Viaggi s.r.l. oltre i miraggi SAN ROCCO (BG) giorni tour di rossi andrea opportunity viaggi sas CIROCCHI (BG) girobus viaggi srl paema viaggi snc CA'DI RACC (BG) gmt viaggi srl progetur srl gocce di rugiada viaggi e turismo di colmegna I MARRONI (VA) pv agency - italy dmc nadia LA CONCA D'ORO (CO) guindani viaggi rampinini viaggi BORGO FRANCONE (CO) i viaggi della torre antica red sun tour VALCURONE (LC) i viaggi di tels saltours sea air land tours CASTELLO DI VEZIO (LC) il museo dei viaggi di federico prandelli & co. sandy bay srl Tour Operators & Travel Agencies (Incoming) il sipario musicale sherpa viaggi di a tutto tondo srl Agenzia viaggi "primo miglio" in & out tour operator srl so long travel sas agenzia viaggi limontours di limtours snc incentive power & events srl t.c.j. S.r.l. agenzia viaggi molinari srl incoming partners srl terramica srl agenzia viaggi nobile di nobile g.&c. Snc jastour viaggi d'autore thi srl albatravel group lambertravel & c. Sas tonidiblu s.r.l. alpitour world welcome travel - filiale di iseo lardi grandi viaggi travel sia srl amico tour legnone tours usanza viaggi liberatore viaggi "mondi nuovi per un turismo andes navi s.r.l. ventiatravel - elle & elle srl sostenibile" ara tours incoming sas limetour srl verso srl - tour operator e business events atlapa travel office snc loft studio viaggi snc wellness international network attimi di viaggio - www.lagocomo.com lord bry viaggi youth point - i viaggi dei giovani azalea viaggi srl buonarroti viaggi IDEAL MEMBERSHIP COMPOSITION clio viaggi Public Sector 14 cobianchi viaggi Producers & Consortia 56 comoincoming.com Tour Op./Travel Ag./Event Organizers 81 HORECA/Agritourism 93 Master in Tourism Management – VII edition – 2010-2011 56
  • 57. - TABLE 3 - Phase 1 Best practices Since the survey shows a low number of websites focused on the enogastronomic segment, it is not possible and even not useful calculate a percentage of the websites committed in building this segment. It seems to be worthwhile, though, highlighting some estimable websites which provide detailed information about gastronomy, wine- based itinerary and wine shopping tours. Gastronomy: Regiòn de Bruxelles-Bruxelles Capital (BE10) www.visitbrussels.be The gastronomy has been sub-segmented in: Trendy and History & gastronomy. Trendy: The contemporary and minimalist setting of L‟Annexe offers to the visitors an opportunity to discover trendy and innovative gastronomic cooking via one of its themed cookery classes, accompanied by a tasting of wines carefully-selected to complement the food. It is also provided the work-top and the recipe book. Walking and wine: Prov. Vlaams Brabant (BE24) www.toerismevlaamsbrabant.be Within the more general framework designed for Netherlands as a wine country, this regional website proposes walks across the Vineyard Hill Walk. The tours let the visitor discover the countryside, the ancient artistic buildings and end in the Hageland Wine Regional Visitors‟ Centre, which is located in a neo-gothic building. Here the guests can taste the local wine and watch multimedia presentations about the local wine making tradition. Master in Tourism Management – VII edition – 2010-2011 57
  • 58. - TABLE 3 - Phase 1 Wine shopping: Hannover (DE92) www.hannover.de/de/tourismus.index Wine tours: La Rioja (ES23) www.lariojaturismo.com The region is one of the major wine producers in Europe and there are many activities linked to it. The homepage provides a huge section totally dedicated to the wine tourism with 14 sub-sections. Apart from the typical wine-tours, it is possible join some local Wine festivals Battle of Clarete in San Asensio on the 25th July and Wine battle in Haro on the 29th June. It is also possible get on the Winebus to visit the local bodegas and cultural sites with spectacular landscapes. It is even possible to sleep in a real winery, among barrels and bottles. Master in Tourism Management – VII edition – 2010-2011 58
  • 59. References • F.J.Del Campo, Wine tourism product clubs as a way to increase wine added value: the case of Spain, International Journal of Wine Research, Department of Agri-environmental Economics, Universidad Miguel Hernández, Orihuela (Alicante), Spain. • Emilia Romagna Tourism. (n.d.). Retrieved from www.emiliaromagnaturismo.it. Ministero delle Politiche Agricole, Alimentari e Forestali . (n.d.). Retrieved from www.spaghettitaliani.com/ViniRegione.php?Reg=Lom: http://www.spaghettitaliani.com/ViniRegione.php?Reg=Lom • Agriturist. (n.d.). Retrieved from www.agriturist.it: http://www.agriturist.it • Spaghettitaliani. (n.d.). Retrieved from www.spaghettitaliani.it: http://www.spaghettitaliani.it • Buonalombardia. (n.d.). Retrieved from www.buonalombardia.it: http://www.buonalombardia.it • Expo2015. (n.d.). Retrieved from www.expo2015.org: http://www.expo2015.org • Apt Basilicata. (n.d.). Retrieved from www.aptbasilicata.it: http://www.aptbasilicata.it • LombardyIncomingPool. (n.d.). Tratto da www.lomardyincomingpool.com: http://www.lomardyincomingpool.com Master in Tourism Management – VII edition – 2010-2011 59

Notes de l'éditeur

  1. ADJUST TEAM > FUNCTIONS