Il turismo esperienziale e le nuove strategie di marketing territoriale

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 quantitativequalitative 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. Among the different methodologies and technologies applied for enhancing experiential tourism, the use of digital storytelling has been privileged for fostering an interest in cultural heritage. This innovative communication allows expanding access to knowledge of cultural heritage (CH) to multiple user targets and, above all, to young people, who are less interested in tourism based on interaction with cultural heritage. Different digital assets have been applied to experiential tourism enhancement. Among these, the Augmented Reality (AR) has been underway for some years. AR used for creating and enjoying digital interactive experiences showed particularly suitable for promoting cultural tourism. The well-studied communication through digital storytelling integrated into AR apps allows expanding the access and rapprochement of youngs to the knowledge of cultural heritage and identities, even fostering their active participation in creation processes. Some recent educational experiments confirm that the involvement of young both in the creation and into the fruition of AR experiences is the added value to cultural tourism.