“L’ALBERGO DIFFUSO COME STRUMENTO DI VALORIZZAZIONE DELLE AREE RURALI: IL CASO DELLA VALLE DEL GIOVENZANO”
Below is a very interesting document, a dissertation that has dealt with the tourist accommodation in the Valley of Giovenzano prepared by Martina Pascucci and discussed in 2007 at the University of Tor Vergata. We hope it will be a source of inspiration for the industry.
The fundamental reflection on which this work is that which considers tourism as one of the most important for the world economy, but also one of the most complex and interesting phenomena is the heterogeneity with which manifest, for the sweeping changes that affect this sector. Among the most important and obvious change is undoubtedly the shift from mass tourism, both in uniform and standardized demand and offer, or to the tourism experience new and varied forms of tourism that have made even more complex and competitive scenario of the Italian tourist. In this context fits, in particular, a different view of tourism, no longer synthesized in the motto "sun-sea", but more often based on experience, knowledge, exploration, interaction and debate. The new generation of tourists sees the holiday as a means of cultural enrichment, as experience in grado di arricchire ed accrescere la propria identità, la propria cultura e la propria interiorità. Questa esigenza di arricchimento culturale trova sempre più riscontro nelle forme di turismo in grado di garantire un contatto diretto con la cultura, l’identità, gli stili di vita del luogo, un’interazione autentica con la realtà locale e il territorio in tutte le sue manifestazioni; in definitiva nel turismo rurale. Il turismo rurale può essere definito come l’insieme di attività turistiche, che si sviluppano a contatto con la natura, la vita e i ritmi del campo e dei piccoli villaggi rurali; questa si dimostra una forma di turismo sostenibile, soft, non aggressiva e dannosa bensì rispettosa delle culture e local peculiarities. It 's a form of tourism that occurs mainly in areas affected by crises of varying nature and intensity, where the share of agricultural population and economic weight of agriculture are most relevant and where the geomorphological conditions and economic activities related to their location and the accelerated development of surrounding areas will often affect the growth and integration. In the present work will be in detail and highlighted the significant role that tourism now plays as a promoter of the development of marginal areas and depressed areas, with particular reference to a new form of hospitality in the villages which is popular hotels. The hotel is widespread - as claimed by the prof. Giancarlo Dall'Ara - is undoubtedly a new model of original accommodation and lifestyle that meets the needs of the new generation of tourists, offering the best hospitality in the home (authenticity), and the best in hospitality ensuring that all hotel guests the usual hotel services, the core consisting of the night on all services (support, service areas, etc..), and which has roots in the culture of our hospitable country. The word spread denotes a horizontal proposal is based on a strong focus on the environment, and compatible and easily perceived as authentic, as is essentially based on the recovery of the housing stock is no longer used for a location that was renovated with the utmost respect of architectural styles and materials of the time, and turned into small hospitality quality accommodation and value. It therefore reveals an innovative environmentally sustainable but also because it involves no structural and infrastructural, therefore, does not alter in any way affect the tip of land but only on the recovery and reuse of existing assets and finds its proper application in marginal rural areas and bring a priceless asset in terms of culture, history, traditions and the environment. One of the major strengths of this new formula of accommodation is undoubtedly a strong link with the territory, the possibility of recovering and promoting the Italian villages often intended to be subject to abandonment and depopulation, to tell the memory, art, flavors with the authentic witness of the local community. The idea was born in meat in the early 80s, currently in Italy there are 52 hotels Disseminated true, most of which were built with funding from the Community in support of regional and rural areas as the Program Objective 2 and LEADER I -II +, while an equal number are defined as such without having the requirements. Among the prerequisites There are particular location in a small country, with a few hundred inhabitants, but alive, living, animated, with all the basic services running but especially with the presence of the host community with a sense of belonging and culture of acceptance, availability some non-residential buildings in the country suitable for a restructuring for tourism, the provision of hotel services for all guests staying in the various buildings that make it up, the presence of a single management that is a management which is headed by a single is subject to the provision of key services relating to housing, both of the additional services provided, the need for professional management non-standard, but flexible and dynamic that can customize services, possibility of locating central facilities for the reception in a central position, center of gravity compared to the rooms and still close and easily accessible, then the forecast of a maximum distance between the buildings that not prevent you from offering to all guests of the usual hotel services (the distance can vary between 200 and 500m), the need of a style recognizable to an identity readable in all parts of the accommodation, which should not be configured as a simple summation of restored houses and networking. The management model of the Hotel Spread is undoubtedly one of the most complex of this formula, because this thinking is widespread in running a hotel like any enterprise, regardless of the territory and all its manifestations in which it is rooted not produce satisfactory results in terms of development and competitiveness. The integration with the territory, with its culture and its economy inevitably leads to widespread conceive hotel and the surrounding area as a single product and as such to be managed in an integrated manner with actions, activities, and projects directed towards the exploitation and especially towards the protection of the territory. For this reason and to reveal a new formula of accommodation especially innovative alternative to traditional hotel proves popular più spesso un ottimo strumento di gestione strategica del territorio.
Nel presente lavoro si è tentato di applicare l’idea progettuale di albergo diffuso ad un particolare contesto territoriale della Regione Lazio: la Valle del Giovenzano. La Valle del Giovenzano è un territorio anch’esso “marginale” situato alle porte di Roma, da cui dista 50 Km, la cui vicinanza alla capitale non sempre giova al suo sviluppo ma più spesso lo penalizza, frequente e diffuso è ad esempio il fenomeno del pendolarismo verso la capitale. Le realtà comunali appartenenti al territorio sono sette (Cerreto Laziale, Ciciliano, Gerano, Pisoniano, Rocca Canterano, Sambuci, Saracinesco), si tratta reality very small ranging from a minimum of 160 inhabitants to a maximum of 1123. All have the same territorial structure, these villages who take on the issue in the current period of battlements (XI-XIV sec.), Located on top of hills overlooking the entire valley, with defensive walls and castles. The municipalities involved belong to the Union of Municipalities of Valle del Giovenzano, an institution founded in 2001 that unifies, through the management of associated services, this geographically and culturally homogeneous. The main purpose of the Union is the development of tourism and economic development of participating municipalities, through in-depth and targeted marketing decisions area in which the project fits well studied. The Union of Municipalities of Valle del Giovenzano has in fact recently thought to Diffuse Hotel Project for the development of the municipalities that are part of it, to try to recover the historical and archaeological heritage and culture of particular merit of their city centers but also to enhance the development of these areas and encourage the arrival and stay of tourists in the area. Diffuse Hotel Project, in fact, not only to recover ancient uninhabited buildings to be used as the campground but is part of a larger project of enhancing the local and regional marketing strategies and actions aimed at improving the competitiveness territorial communities. For the development and implementation of this work were carried out several studies and researches in the field, while the material and data were provided to me directly by those involved in the design of the Hotel Project is widespread and institutions responsible for implementation (Province of Rome, Lazio, Gal-Aniene Tiburtino, IX mountain community of Lazio, Municipality of Pisoniano). In support of the information collected have been several discussions with the Mayor of Piso, and Chairman of the Union of Municipalities of Valle del Giovenzano, and the entire municipal administration with which I have had a significant and interesting mutual exchanges of information and expertise.
The first phase of this work involves above all a framework for the entire area intended to have a comprehensive understanding of the context in which to act. Once the area project would be desirable to establish the profile by assessing its "territorial capital" and make a diagnosis by doing so you can then determine an appropriate development strategy based on local resources, which represents an opportunity to analyze the project Spread of the Hotel as an integrated system of supply. The approach "territorial" allows local players to establish a development policy based on reality, the benefits (strengths), the limits (weaknesses), needs and opportunities in a specific area and this implies the need to consider the reality of the territory and its various components environmental, economic, social, cultural and so on. This first global analysis of the area in question shows a situation of general backwardness and delay: it is a region characterized by a common and unified mainly hilly landscape, where the economy is still the prevailing agro-forestry, a disadvantaged area in terms of topography and infrastructure, characterized by the presence of a large number of small towns and very small size, depopulation and aging della popolazione. A ciò si aggiunge una forte penalizzazione per gran parte dell’apparato produttivo ed un mancato sfruttamento delle potenzialità insite nel comparto turistico che riveste un ruolo ancora marginale nella struttura produttiva dell’area pur potendo contare su una serie di elementi che se adeguatamente sfruttati costituirebbero delle leve di indubbio sviluppo. Vi è infine una scarsa presenza di strutture di servizio e turistiche; il sistema ricettivo si connota per dimensioni insufficienti e con caratteristiche ancora tradizionali inadeguate per la domanda turistica odierna. La Valle del Giovenzano, è in definitiva dotata di un vantaggio competitivo naturale in termini di dotazione di risorse valorizzabili in chiave turistica; ha caratteristiche e vocazioni legate alla presenza di aree ad alto valore paesaggistico-ambientale, alla ricchezza dei beni culturali (basti pensare alla ricchezza di reperti archeologici di epoca romana, alle architetture monastiche come il Santuario della Mentorella ritenuto il più antico d’Europa, alla numerosità dei sentieri naturalistici ecc) che è in grado di attrarre diverse tipologie di turismo e target di domanda (turismo rurale, all’aria aperta, enogastronomico, sportivo, religioso, culturale, turismo escursionistico). Nonostante questa ricca dotazione di risorse però, i flussi turistici nell’area non sono sufficientemente adeguati e consistenti e non c’è dunque, da parte delle istituzioni, la capacità di tradurre i fattori di attrazione presenti nell’area in flussi turistici consistenti. Questo stato di “crisi” in cui versano i Comuni della Valle del Giovenzano è stato l’elemento trainate di una nuova cultura d’intervento promossa dall’Amministrazione locale ed ha fatto emergere la necessità di affrontare tali problematiche con un approccio più prettamente manageriale facendo leva in particolare sui principi del marketing territoriale, inteso come una componente della politica di sviluppo locale, in grado di favorire l’attivazione delle migliori condizioni di gestione sistemica e di fruizione del territorio. All’interno di questa politica di valorizzazione si colloca il progetto Albergo Diffuso nella Valle Giovenzano of a project proposed by the Union itself, then by all participating municipalities, which was created with the intent to curb the continuous degradation and depopulation of Commons, due to the lack of adequate services, and to retain and make the population participates in projects promote the area.
The second phase of this work focuses primarily on a particular common member of the Valley Giovenzano, Pisoni, and on the project proposal by the municipal administration of the Hotel is widespread. The choice lies with the City of Pisoniano especially because it is the municipality that has shown a more active participation in the project under way and that is in a position advantage over other municipalities. In this phase will be identified and in particular the region's potential and possible development options of the calling area, analyzing the different structures present, identifying the unused buildings, renovation and discharged from the accommodation to be used or distributed to other functions of the hotel (reception , space, information points etc.).
Pisoniano is something very small town, currently has 780 inhabitants, situated on a hilltop (532 m asl) in turn dominated by the Sanctuary of Mentorella (1,218 above sea level) the destination of pilgrimages intense since ancient times. The municipality located within the mountain community IX Lazio, comes with its small towns as a place where you can find a living dimension to the measure as' man. There are many exploitable resources in the tourism, just think of the route as the Path Carol Wojtyla that connects the country to the shrine, the path I go to the Selva, the Path of Peace, which links the valley with the Shrine of the Holy Trinity of Vallepietra The botanical garden fountain house with many species of native animals, the Museum of Hemp, a single issue of the very few museums of civilization. The project spread to Pisoniano Hotel, proposed at the initiative of the City Administration is currently still in an embryonic state, and yet to be planned e sviluppare, ma la determinazione e la partecipazione attiva da parte dei soggetti coinvolti in tale progetto lasciano delle concrete speranze per il futuro. L’iniziativa sta infatti suscitando un forte interesse da parte degli organi e delle istituzioni coinvolte, in particolare nel GAL Aniene-Tiburtino che, grazie ai fondi comunitari del programma Leader +, ha gia in parte finanziato alcune azioni di recupero di immobili di particolare pregio. Lo stesso vale per la IX Comunità Montana del Lazio, per la Regione Lazio e la Provincia di Roma che rivestono un ruolo chiave nel favorire lo sviluppo di quelle condizioni che consentono al territorio di valorizzare le proprie caratteristiche e che stanno dimostrando un interesse e una partecipazione attiva al progetto. Turning to the joint project, this involves the construction of about 50 beds derived from the restoration and conversion of a plug of old barns on a plain sites, where the ground floor of these barns is expected the reopening of shops of local arts and crafts while the upper floor rooms will be obtained. The reception will be derived from the restoration of a former slaughterhouse owned by the city, while the lounge will be obtained from the recovery of an old container building by way of the towers, near the town library. The project also has agreements with local restaurants and farms, yet many in the valley, and various initiatives, from courses cooking and crafts, guided tours, participation in cultural events and activities. In conclusion of this work can be said that a project of this size and value can be a growth factor specific for these areas with a strong tourist vocation. These areas may in fact focus on tourism as a tool for revitalization and regeneration that allows especially to local residents to have an additional source of income, create new job opportunities more attractive to the younger population and to open new markets for products offered by agricultural land. Tourism and the formula of the hotel can bring widespread benefits also regarding environmental and social, pushing towards the restoration and enhancement of landscape and natural resources, architectural, historical and cultural community residing in creating greater awareness of the resource in the area. Ultimately, a product of such entity, whether organized, managed and implemented properly, through integrated planning and planned, can be a real source of competitive advantage for the locality by encouraging economic growth in a sustainable environment by improving the physical, economic and local social and community.
thank the author Martina Pascucci, who can be contacted wing address: Martina.pascucci@hotmail.it