The ADRION area has high potential for further development of sustainable tourism; however tourism suffers from several weaknesses. The common territorial challenge to be addressed by ADRION 5 SENSES is the lack of a sustainable tourism model based on innovative, high-quality tourism products and services.
The project suggests a holistic approach to sight, hearing, smell, taste and touch to develop effective branding strategies and boost the performance of ADRION destination by creating conditions to enhance tourist experiences. This integrated approach (sensory marketing) is new and innovative for the ADRION area.
The overall objective is to build and promote the ADRION brand name in tourism by indulging all five senses of tourists.
The specific objective is to direct efforts of ADRION stakeholders to the sustainable planning of physical/virtual settings and valorisation and preservation of natural/cultural heritage, in which positive and memorable experiences are more likely to emerge, leading to positive outcomes, such as tourist loyalty.
The project aims to use technology for the co-creation of enhanced destination experiences. The ADRION destination has the opportunity to better address the multi-sensory nature of the tourist experience in order to design experiences by exploring the potential of ICT.
The main outputs of the project include a Joint Strategy & Action Plan for the ADRION destination management, the ADRION 5 SENSES Transnational Cooperation Network and demonstration actions (Map of Sensations, Multilingual Web Platform and Exhibition Centres) that will benefit local/regional/national authorities, SMEs, business support organisations, academia etc.
ADRION 5 SENSES aims to build the ADRION brand in the whole Programme area and thus transnationality is inherent to its logic.
Expected Results (EN):
Level of capacity for the stakeholders in the fields of natural and cultural heritage protection and tourism to sustainably valorise natural and cultural heritage as a growth asset
Expected Outputs (EN):
The ADRION 5 SENSES project has the vision to build the ADRION brand name in tourism by indulging all five senses of tourists. To this respect, the project introduces an innovative approach, sensory marketing, that will be followed in all activities foreseen: strategy, branding (including capacity building) and demonstration actions. The result of these activities and especially capacity building to be offered in several different platforms (study visits, seminars, webinars) will have a direct positive impact in the level of capacity of local, regional and national stakeholders related to tourism in the participating areas in terms of valorising sustainably and promoting effectively the natural and cultural heritage of their territories and ADRION area as a whole.