Strumenti per convertire l’esperienza del consumo in valore territoriale. STC Model - Customer Experience Assessment

The study focuses on the reciprocal relationship between space and the processes that create regional value and it identifies the means with which to increase the attractiveness of the sites in order to increase their competitive profile. The research introduces a reflection on the role played by individual factors that contribute to the realization of an aggregated tourist product and the advantage achieved by the interaction of these elements within the context of comprehensive tourism planning; it examines the structural capability and strength (political, social, economic) in both time place and the connection with the genius loci, giving rise to a multiple interpretation of the concept of “territorial capital". The evolutionary paths of tourist destinations are guided by the paradigms of local growth; which include the territories ambition and chosen direction which in turn locate a competitive offer. The perspective of the consumer becomes the capital element of the study. In this place a expressly designed calculation scheme explores the customer experience: using the feedback provided by the visitors it is possible to process data acquired through traditional methods of investigation (Survey) and innovative (Content Analysis and Google Trends) and make a cross-analysis of the results using a special algorithm (STC Model). The results allow new thinking for reshaping the metrics of the local tourism governance, ensuring a more efficient use of resources and consistent with the newly expressed trends in demand.