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Economia e diritto del terziario - Open Access - Dal 2018 non è più pubblicata da FrancoAngeli

Parte II - Attualità e discussioni

N. 2 (2017): Economia e diritto del terziario

Il ruolo della competenza culturale nell’event marketing del turismo

Inviata
novembre 15, 2017
Pubblicato
2017-12-04

Abstract

Gli eventi costituiscono segmento importante sia del turismo business sia del turismo leisure e rappresentano una voce di entrata crescente per le imprese dell’Hospitality, con un contributo crescente del settore al prodotto interno lordo dei paesi a maggiore vocazione turistica.  Gli eventi sono prodotti progettati ed organizzati per favorire l’interazione sociale tra gli individui diversi, provenienti, in misura crescente, da culture differenti. È un business nel quale in maniera diretta, e più evidente rispetto ad altri, la qualità dell’interazione personale e l’efficacia dei processi di comunicazione incidono sull’experience degli utenti e, conseguentemente, sulla profittabilità degli operatori coinvolti. La cultural competence, intesa come la capacità dei manager di usare in maniera efficace il sapere culturale, ossia come la capacità di riconoscere e acquisire e combinare nella maniera più profittevole possibile la cultural knowledge, è un elemento chiave per il successo delle relazioni internazionali (Calvelli, Cannavale, 2013) e diventa una fonte rilevante della competitivtà, e, quindi, della profittabilità delle imprese di un settore in cui l’interazione tra culture diverse e l’efficacia della comunicazione interculturale rappresentano elementi sostanziali del core business (Minnaert, 2007; Minneart et al., 2009).

Nonostante la letteratura di marketing sia ricca di contributi che evidenziano l’impatto della cultura sulle decisioni di acquisto dei consumatori e sull’efficacia dei processi di comunicazione e promozione, meno esplorato è il ruolo della competenza culturale nell’event marketing e, soprattutto in Italia, ancora decisamente limitato è l’investimento delle imprese del settore nell’analisi culturale dei mercati target e nella formazione culturale dei dipendenti. Questo articola intende contribuire alla letteratura sul tema esplorando il ruolo che la competenza culturale può avere per il successo delle politiche di marketing degli eventi e per il successo degli stessi.

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