B4R Branding4Resilience. Tourist infrastructure as a tool to enhance small villages by drawing resilient communities and new open habitats Maddalena Ferretti Università Politecnica delle Marche, UnivPM - Associate Professor in Architectural and Urban Design DICEA - Department of Civil and Building Engineering, and Architecture Email: m.ferretti@univpm.it
Sara Favargiotti University of Trento, UniTrento - Associate Professor in Landscape Architecture DICAM - Department of Civil, Environmental and Mechanical Engineering Email: sara.favargiotti@unitn.it
Barbara Lino Università degli Studi di Palermo, Unipa - Researcher in Urbanism and Regional Planning DARCH, Department of Architecture Email: barbara.lino@unipa.it
Diana Rolando Politecnico di Torino, Polito - Researcher in Real Estate Appraisal; DAD - Department of Architecture and Design. Email: diana.rolando@polito.it
Abstract “Marginal” areas are a central issue that is being discussed all over Europe. Indeed, more than 60% of the European population live in peripheral contexts outside of main urban conurbations (Data “EUROSTAT regional yearbook 2013”. Data referred to the sum of the population in ‘intermediate regions’ and in ‘rural areas’ in the EU27). Yet, the contexts addressed by the Italian National Strategy on Inner Areas (covering approximately the 60 per cent of Italy and hosting nearly 13.540 million people) are often lacking successful regional policies and systemic territorial approaches to achieve effective transformations. In order to tackle with such fragile areas, a new development path has to be defined. This paper aims to present and discuss the first results of a PRIN project, “B4R Branding4Resilience”, that investigates fragile territories around the Italian peninsula. Exploring and comparing the areas through an interdisciplinary perspective, the project aims to operatively intervene on selected contexts in Marche Region, Trento Province, Piedmont, and Sicily. A new role of these peripheral contexts in relation to growing metropolitan areas is a possibility that B4R Branding4Resilience aims to investigate. Keywords: branding, resilience, inner areas
1 | Framework “B4R Branding4Resilience. Tourist infrastructure as a tool to enhance small villages by drawing resilient communities and new open habitats” is a research project of national interest (PRIN 2017 - Young Line) funded by the Ministry of Education, University and Research (MIUR) with a three years duration (2020-2023). The project is coordinated by the Università Politecnica delle Marche (national coordinator Maddalena Ferretti) and it involves as partners the Università degli Studi di Palermo (local coordinator Barbara Lino), the University of Trento (local coordinator Sara Favargiotti) and the Politecnico di Torino (local coordinator Diana Rolando). B4R investigates the potential of branding in Italian small villages and inner areas. It proposes the transformation of minimal tourist infrastructures as an engine for the development of more structural territorial development, more resilient communities and new open habitats. Branding, thus, is intended to start processes of re-appropriation and re-settling in marginal areas.
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Le politiche regionali, la coesione, le aree interne e marginali. A cura di Corrado F., Marchigiani E., Marson A., Servillo L. Planum Publisher e Società Italiana degli Urbanisti, Roma-Milano 2021 | ISBN: 978-88-99237-30-1 | DOI: 10.53143/PLM.C.321
