Enhancement of Geoheritage and Development of Geotourism: Comparison and Inferences from Different Experiences of Communication through Art

Geoheritage is a geotourism resource that could lead to the sustainable development of society, and could contribute to information on geological and geomorphological characteristics, education, public awareness on geoconservation, and landscape protection. Understanding this cultural wealth is still limited, since the information available is often specialized. Communication addressed to the emotional sphere can profoundly engage people, and technical information can be transmitted more effectively. For several years, our research group dealt with geoheritage and geotourism in central Italy. This work aimed to investigate different communication methods, such as publications, announcements through social media, conferences, live performances, and field excursions aimed at the emotional involvement of the public. Furthermore, the emotional response of the public was explored through a digital survey. These communication methodologies enabled a broad public reach, without any distinction based on social origin, cultural background, or age. Narrating the landscape through different forms of art creates a personal relationship with the audience. The emotional participation of the people demonstrates the effectiveness of the method in transmitting scientific and cultural themes, such as the origin of the geological landforms, the culture and the traditions that the site generated, and the problems pertaining to its protection and conservation.