This year, the Master of Tourism Management had its area of \u200b\u200bexpression within the busy schedule of events Trento Mountain Film Festival. The President of the Chamber of Commerce of Trento Dalpez Adriano, the Director of the Master Umberto Martini and students MTM6 presented to the public "Alt (r) to the Mountain": a reflection on what has happened in the Alps since the days when scientists and the nobility of Europe have "discovered" and made the Playground of Europe to experience the adventure of mountaineering in its first phase, the advent of a viable industry, but also counterproductive to mass tourism, to the question we ask today : that the future will have the Alps and what role will the tourism for their development and especially for their protection? E 'can be another mountain?
To understand how the Alpine tourism is likely to evolve tomorrow, we wanted to try to monitor the current situation by drawing on a valuable source that we have today: the Internet, particularly Web 2.0. We explored forums, blogs, and community sites devoted to the subject to understand what people like the mountain, the reasons which have led to frequent, alternative activities that take place there, in short, the new "market trends". We have assembled a short video from other video clips of mountain sports found on YouTube and created a Facebook group related to the initiative, inviting members to comment on the issue. All this because we know that in today's society, a key role in determining the trend holds the network, where prosumers, new consumer-producers of content and feedback on the web, can be virtually met, listened to, consulted with a view strategic development of the customized product. E 'showed a profile of a potentially interesting target to which many alpine destinations are not yet addressed with particular attention: more than a tourist is a lover, does not go to the mountains to spend their holidays but only for activities and sports (often low environmental impact and high-adrenaline!) or immergersi nella natura, attento alla sostenibilità e consapevole dei necessari limiti allo sviluppo, sensibile al rispetto degli aspetti identitari, storici, relazionali dei luoghi. Forse l’ospite perfetto per un territorio piuttosto critico, che ormai senza turismo può a stento sopravvivere, ma che oggi più che mai ha bisogno di tutelarsi dal punto di vista sociale, economico ed ambientale.
Forse il web 2.0 potrà in futuro sempre più rappresentare il punto di incontro tra destinazione e turista, tra offerta e domanda, tra valligiano e appassionato. Un luogo dove le destinazioni possano capire cosa i loro ospiti desiderano e comunicare con loro in modo più diretto e free.
Insomma, la nuova domanda turistica per l’alt(r)a mountain there, means well ... but the Alps are ready for this change?
Laura Baggio
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