Civic activation for enhancing urban regeneration processes: heritage preservation and tourism development

Intelligence in tourism is one of the main themes of competitiveness in contemporary cities. It could be supported by the activation of proper synergies among environmental and cultural heritage, civic activation, place branding and purposely selected ICT tools. Attractiveness in tourism destination - a multiscale and multifaceted phenomenon - can be considered the result of both successful experiences of urban regeneration and tourist facilities and tourism management, and integrated approaches to cultural heritage valorisation. The purpose of this investigation is to analyze to what extent the needs of protection and valorisation of the cultural heritage may be regarded as a potential driver for urban tourism. In order to discuss partnership models and action protocols to be implemented for enhancing the relationship tourism-cultural heritage-urban regeneration, a case study approach has been chosen. According to this, the paper focuses on a purposely selected experience in Naples (Italy): the Marine Protected Area of La Gaiola. In this distinguished example of waterfront area in which archaeological sites coexist with attractive landscape sites, sandy beaches and a valuable biological diversity, a group of activists is developing an integrated system of initiatives for protecting cultural and environmental resources by promoting compatible uses for education and tourism purposes. The case-study has been developed by interacting with the local stakeholders on social, environmental and economics side in order to address the topic of developing effective partnerships for sustaining successful regeneration processes according to the needs of promoting cultural tourism and intelligence in tourism.