The Mission Tourism and Culture in the PNRR: Unrepeatable Opportunity for the Sustainability of Italian Tourist Development. – The pandemic Covid19 has brought down tourism and the Italian Government, thanks to the funds made available by the European Union through the NextGenerationEU programme, has given to this sector a strong boost in the National Recovery and Resilience Plan (PNRR), granting a series of investments and financing useful for a new restarting, included in the culture and tourism mission. The article, therefore, will analyze the main guidelines on which this mission is based, trying to outline the future scenarios, highlighting the costs and benefits for Italy as a whole and for inland areas and old towns, which are currently very compromised due to the sharp demographic decrease and the ageing of the population. The funds available in the PNRR could be used to launch a different phase in Italy’s tourism development, completely overturning the geography of flows that until now have been concentrated on two main routes, namely cities of art and seaside tourism, with consequent environmental and social impacts. In conclusion, the PNRR may constitute a major turning point in this sector, allowing for a spread of tourist flows, easing the impact on the now traditional destinations, but also giving development opportunities to the marginal areas of our country, expanding tourist products vertically and innovating the entire system in a sustainable manner.

The tourist attractivity of Italy in post covid-19 scenario. – The current world scenario, with the declared pandemic by Covid-19, is characterized by unprecedented crisis in all economic activities and in particular in tour-ism. After the pandemic, when the science finds a medicine with which the contagion will not be so widespread – vaccine or other “medicine” that cures it –, travel will resume inevitably but slowly in different ways from those we all know. Imagining new scenarios of international tour-ism and redesigning the geography of tourist flows will not be easy, es-pecially in Italy where the reasons of beauty probably will not be the only ones to attract millions of tourists. Therefore, tourism activities must be reconsidered with respect to the “new normality” and the limitations to tourism by health authorities and the results of the economic crisis in-duced by social distancing measures. The paper, therefore, after a careful assessment of the forecasts already made by international organizations at different levels of scale post Covid-19, will verify how the Covid-19 phenomenon will affect per-ceived geographies, in relation to markets. To this end, the results of a survey will be used both to monitor the travel “sentiment” of Italians, in relation to the forecasts for the summer of 2020 and in the coming years, and to outline the future behavior of all travelers – Italian and foreign –. It is assumed, in fact, that the reputation of the Italian territory, due to the need to have new models related to health security in the different Italian locations, will change, requiring a very complex time.

The Segmentation of Tourist Demand in Museum: The Case Study of the Museum of San Gennaro’s Treasure – This Article, in its first part, analyzes the tourist demand of the cultural heritage, preparing an overview of the most visited museums than less by tourism.

From this initial confrontation, the article runs through the elaboration of the reasons for which the most visited museums are always among the best known in the world, while lesser known ones have difficulties in attracting visitors. For this purpose, it describes the case study of the Museum of the San Gennaro’s Treasure, which although it has still a small number of visitors compared to major international museums, has had a significant growth in visitors in recent years. It shows, therefore, that only when the differentiated preferences of tourists encounter a tourist offer that meets their needs, cultural heritage can be fully tapped thanks largely to the role of the local population, which is the strategic instrument for sustainable exploitation of cultural heritage. In the last part, the article outlines the new possibilities for management of cultural heritage in order to the needs of both tourists and local community, thanks to an unconventional interpretation of the relationship between cultural heritage and types of tourists, referring to some influential variables on consumer buying behavior.

Carmen Bizzarri Dinamiche spaziali e cambiamenti socio-economici del turismo urbano in Italia   Abstract Nel turismo una delle innovazioni, che in questi ultimi decenni ha assunto grande rilievo,  è la pratica del “turismo urbano”. Questo contributo intende individuare le caratteristiche e gli effetti di questa innovazione, che ha avviato profonde trasformazioni nelle città. Il nuovo“turismo urbano è quella forma di turismo che cerca di dare al turista quella good experience derivante,  oltre che dalla visita dei monumenti, di musei o dei beni culturali, anche dal godimento della città nella sua interezza, dalle attività ludiche e di intrattenimento a quelle più strettamente legate alla identità culturale di quel tessuto urbano. L'innovazione è data dalla presenza di una serie di attività e di servizi, che sono sempre più diversificate e livellate a seconda delle peculiarità e delle esigenze del turista. Queste nuove attrazioni mettono in gioco, peraltro, nuove realtà localizzative  in quanto si insediano nelle periferie delle città, diffondendo il turismo anche tra i cittadini ivi residenti. Il centro delle città diventa così più vivibile: tuttavia nelle periferie le attività turistiche possono comportare anche svantaggi notevoli, soprattutto ai residenti. L'analisi geografica ed economica, che qui viene adottata, vuole evidenziare come questa nuova pratica di turismo urbano può comportare notevoli mutamenti  territoriali spesso inosservati ai responsabili dell'assetto del territorio.