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A territorial approach: experiences of L’Altra Romagna in planning of Leader+

A territorial approach: experiences of L’Altra Romagna in planning of Leader+. Gian Luca Bagnara L’Altra Romagna sc.rl (Italy) www.altraromagna.net. The territory. The territory. The company: “L’Altra Romagna Ltd ”.

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A territorial approach: experiences of L’Altra Romagna in planning of Leader+

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  1. A territorial approach: experiences of L’Altra Romagna in planning of Leader+ Gian Luca Bagnara L’Altra Romagna sc.rl (Italy) www.altraromagna.net

  2. The territory G.L.Bagnara - L'Altra Romagna

  3. The territory G.L.Bagnara - L'Altra Romagna

  4. The company: “L’Altra Romagna Ltd” • set up in 1992 (Regional Regulation 5-09-1988) to carried on Int.Mediterranean Plans • Since 1994, the company carries out the Leader II program • now the Leader+ and local agency of development • Ownership: • private organizations: 60% • Local Public Administrations: 40% • Lean company: • director + resp. of administration + 3 project managers G.L.Bagnara - L'Altra Romagna

  5. Program Leader+: objectives • value of local products • Value of natural and cultural resources Our Mission: growth from a culture of sharing out resources to a culture of investments to produce services on the territory G.L.Bagnara - L'Altra Romagna

  6. Program Leader+:actions • Development of heritage, natural and rural areas • Promotion; environmental tutelage; sustainable use of local resources; qualification of heritage; local cooperation; communication. • Innovation and enhancement of local production systems: • Integration of local actions; trading of local products; enhancement of local supply; local cooperation; communication. • Enhancement of the local organization capabilities: • Territorial marketing; social services; communication • Cooperation: inter-regional; trans national G.L.Bagnara - L'Altra Romagna

  7. Theoretical framework…… Efficiency: competitiveness of cost (vocation of land) Rural activity not competitive or specialized Services: competitiveness of economic district Environment & culture: competitiveness of diversification G.L.Bagnara - L'Altra Romagna

  8. Theoretical framework…… • COMM(2002)262- The Key to Competitiveness of European Economies and Enterprises: “The objective of making the EU a globally competitive knowledge–based economy implies that measures to support economic growth should not lead to centralization, increased concentration or increasing state aids. Productivity growth is determined by improvements in the quality of inter–firm interaction, by the accumulation of knowledge and by market–based choice of best solutions. Competitive firms are the carriers of change, providing the link between abstract ideas and innovation–driven, growth–generating market evolution. Within this process, technical progress and organizational change are inseparably entwined.” G.L.Bagnara - L'Altra Romagna

  9. .….Theoretical framework….. • local growth models are identified by their production and transaction costs • The growth of a region depends on spatial planning which supports the connection between rural and urban space. Local production is established thanks to ability which is acquired over the years to build up specific resources (human, technological, etc.) and to manage production processes, rather than to geographic advantages. • The value of a location is due to the value of its exchanges linked to its environmental characteristics, namely to its not transferable properties. G.L.Bagnara - L'Altra Romagna

  10. The strategy of rural tourism • From a tourism of destination to a tourism of motivation • Why a tourist should come here? • Territory: not just goods! • Territory = goods + peoples • Tourism as experience of life • Value = relationships => communication • Tour operator: • Entrepreneur = management of marketing • Local Public administration = management and guarantee of information • Value of local typical products: • Not just sell product but culture that generated it G.L.Bagnara - L'Altra Romagna

  11. The strategy of rural tourism • From values of product to value of a territory: • From quality of product to quality of life • First wellness of local people to offer quality of life • Each resident is a tour operator: co-responsibility • Need of a governance of the system G.L.Bagnara - L'Altra Romagna

  12. Steps to plan a local system • Identity • Heritage, traditions, innovation,imitation and competition, entrepreneurial resources • Connections • Networks, marketing services • Competencies • Human resources, skills, enterprise leaders, diffuse competencies • Barriers to growth • Infrastructures, finance, connections to markets, capabilities G.L.Bagnara - L'Altra Romagna

  13. Procedure of project management G.L.Bagnara - L'Altra Romagna

  14. Projects: • Quaity of territory • Traceability of territory • Ethic certification of territory • Marketing and trade promotion • Taste Romagna (national award SFIDE 2004) • Sounds of wine (national award SFIDE 2004) • Marketing information system: www.altraromagna.it • Routes of olive oil • Routes of romagnola meat • Accessible tourism • Entrepreneurial culture • International Workshops and expositions to support trade of local products (Paris + Moscow + Singapore + ……) • Out: our producer abroad • In: foreign buyers and journalists to Romagna Territory G.L.Bagnara - L'Altra Romagna

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