Researching the creative potential of the itinerary
In order to test the creative potential of the Phoenicians’ Route, research has been conductedi to shed light on both its structural and functional aspects and above all to specify the contribution of creativity to the processes of production and development of the tourist-cultural offer.
The research has been focused on two specific areas: a pilot project of the itinerary, ‘Voyages of Interculturality’ and the local network of the partners of the itinerary operating in the area of northwestern Sicily.
The aim of the first part of the research was to detect forms of tourist creative consumption on the ‘Voyages of Interculturality’ and how they have been perceived by the participants.
This project in fact contained several activities related to cultural development, ranging from the most traditional ones to the most creative and experiential ones. The case study selected is represented by a group of about 50 French high school students who made the trip in the month of March 2010.
The second part of the survey on the route was directed to the local network of partners operating on the region of northwestern Sicily.
A representative group of stakeholders was interviewed to analyze the mechanisms that characterize the local network supporting the itinerary, and the creative dynamics and processes operating within it. In particular, this research aimed to evaluate: if participation in the network is perceived as a factor of potential growth and general improvement for individual participants and their activities; and what the contribution of creativity and of creative processes in achieving this aim is.
Direct observations of the activities that affected the itinerary were undertaken between March and July 2010, concentrating on the main enterprises which were involved in the route in Sicily.
This provided an understanding of the functional dynamics of the itinerary, especially regarding the relationship between local partners and national and international networks. These initial observations helped to orientate the following phases of the research.
A survey of tourist activities was undertaken in the pilot project ‘Voyages of Interculturality’ using a semi-structured questionnaire and a travel journal, containing comments and observations of the participants themselves.
For the survey of the local network of partners we selected 10 key informants drawn from organizations which play a major role in the local network of the itinerary.
The categories of informants were tour operators; tourism and ancillary services; museums, associations and public institutions
It was decided to select those partners that have already been actively involved in the itinerary, rather than to cover partners who still only have a formal role. In addition to the key informants selected for each category, the Director of the itinerary was also interviewed as the connecting element between all local partners.
In this exploratory study we analysed data collected from 29 questionnaires completed by participants and the comments contained in their travel journals.
The questionnaires were subject to a preliminary monovariate analysis, which was followed by the construction of a matrix of the data gathered from questionnaires.
A qualitative analysis was then carried out by means of an Aseb demi Grid Analysis. This follows the methodology adopted by Beeho and Prentice for their study of tourist experiences at New Lanark World Heritage Village (1997).
A separate analysis was made for each of the four dimensions contained in the questionnaire (activities, setting, experiences, and benefits).
The travel journals were analysed through a study of the contents of the text, to identify keywords and themes, particularly where these could support the themes emerging from the questionnaires.
The eleven interviews carried out with local partners were audio-recorded and transcribed, before being analysed through the following steps:
Analysis of the contents of each interview, noting the main themes and keywords, highlighting the most significant textual references of the respondents.
Grouping of interviews, and of the analysis gathered, by category of respondent, so as to detect the distinctive themes for each category.
Identification of macro categories and subcategories for grouping the main themes and attributes in order to provide an overall reading of the texts.
Overall response to the research questions.
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