Innovation for Territorial Marketing and Experiential Cultural Tourism

In the last decade, tourism has become a strategic economic resource for the development and growth of cities because of the increase of economic models centered on creativity, culture and cultural heritage. Tourism has been modified deeply by quantitative-qualitative processes and has become more experiential: the tourist travels not searching physical objects to admire, but to live experiences and emotions that places, contexts, monuments, events can offer. Different digital assets have been applied to experiential tourism enhancement. Among these, the Augmented Reality (AR) has been underway for some years. This presentation outlines some of these educational experiences, based on the new living lab methodology The Art of Crowddreaming. The Department of Humanities DISUM of the University of Bari Aldo Moro has tested this methodology in educational projects together with 300 high-schools students of Bari and of its territory. The experimentation has been based on the Digital Cultural Monument (DCM) paradigm, an innovative creative process in which talent allows to co-design innovative digital artifacts closely related to culture and cultural heritage.