The revitalisation of thermal areas in the bagnoli district (Naples) as a chance for tourism development in the campania region in the context of selected European experiences

Abstract

The article presents the project of revitalisation of the former industrial zone of the district of Bagnoli in the context of possibilities of development of the thermal tourism in the Italian region of Campania. The authors refer primarily to the thermal facilities which were in use in the period from the second half of the 18th century to the 1970s, and which border directly the area of revitalisation, but weren’t included in the plan. The aims of the article are: (1) the reconstruction and the recommendation of the locations of the forgotten thermal sites formerly in use in the area of the Bagnoli district, (2) the presentation of the current state and development of such buildings, (3) the estimation of the tourism development potential in the region with reference to similar experiences of Poland and Austria, where the thermal infrastructures became the driving force of socio-economic development.

A theoretical reflection on thermalism and communication: future perspectives in times of crisis

“…If on the one hand, it is necessary to understand the territorial development to identify the endogenous attributes and resources of a thermal destination, on the other hand, through relationship management, central and local government as well as local private investors need to co-operate and gather synergies through organisational communication (Duman and Kozak, 2010; Heung and Kucukusta, 2013; Huijbens, 2011; Lee et al , 2009; Liberato et al , 2020; Lindner et al , 2021; Noviello and Smętkiewicz, 2019; Pillmayer et al , 2020; Ponte et al , 2020; Smith, 2015).…”

“…Territorial Development – Noviello and Smętkiewicz (2019) share the opinion and reinforce the high social awareness regarding exploitation of the geothermal potential, a vision based on the implementation of sustainable development. Local principles and policies, innovations, actions with local and regional communities, improving entrepreneurship, attracting investors, exploiting destination attributes and external resources are key initiatives for thermal destinations (Duman and Kozak, 2010; Heung and Kucukusta, 2013; Huijbens, 2011; Lee et al , 2009; Liberato et al , 2020; Pillmayer et al , 2020; Ponte et al , 2020; Smith, 2015).…”

(Re)thinking Thermalism in Europe From the Strategic Communication Perspective: A Theoretical Reflection

“…Cluster 3 -Business and Tourism Development Models, Sustainability and Promotion Strategies (Alen et al, 2014;Alina-Cerasela, 2015;Beriatos and Papageorgiou, 2009;Chrobak et al, 2020;Noviello and Smetkiewicz, 2019;Szromek, 2020;Szromek and Naramski, 2019;Szromek and Wybranczyk, 2019;Walton, 2014;Zunic et al, 2019) While Szromek and Naramski (2019) examine business management models for tourism treatment activities carried out in spas, emphasizing its uniqueness, for example, in terms of the raw materials available to the establishment (thermal waters). Alen et al (2014) propose an efficient business model with differentiated services as a strategy for survival.…”

“…On the other hand, the design and deployment of sustainable business models focused on tourist/therapist perspectives gain support from a set of characteristics able to become the basis for building a thermal business model capable of adapting customer value suggestions to the needs demonstrated by their eventual tourists. Noviello and Smetkiewicz (2019) propose potential utilisation of geothermal resources for boosting the socio-economic development of the district of Bagnoli following the example of thermal complexes in Poland and Austria. Bagnoli is an area with currently unexploited natural potential that could boost the sustainable development of cities and regions leading to positive socio-economic changes of localities and regions as well as to environmental improvements.…”

“…This requires ascertaining the best means of communicating the uniqueness of natural mineral water and the beauty of the surrounding nature, the location of each territory, including the respective culture, traditions and gastronomy, and the benefits for physical, mental and spiritual health (Clark-Kennedy and Cohen, 2017;Heung and Kucukusta, 2013;Huijbens, 2011;Smith, 2015;Stevens et al, 2018). Through economic, environmental and social sustainability, thermal territories should be promoted through focusing on geotourism and geothermal tourism, valuing and protecting water as the main endogenous resource of thermalism (Chrobak et al, 2020;Noviello and Smetkiewicz, 2019;Szromek, 2020;Szromek and Nanaramski, 2019;Szromek and Wybranczyk, 2019). According to Anaya-Aguilar et al ( 2021), Joukes and Gerry (2010), technologies integrated into the strategy of promoting health and wellness tourism represent the most efficient means of communication.…”