Experience Director (Experiential Tourism Manager)

Experiential Tourism Manager (Director of Experiences): Reference scheme

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Scheme C) Unregulated profession built without regulatory references.

The reference scheme is based on the 'modelSkills Cycle' and is in line with the 'Tourism, Arts, Heritage Competence Framework (TAH-CF)'. the TAH-CF is defined in accordance with the European Qualifications Framework (EQF), the Recommendation of the European Parliament and of the Council 2009/C 155/02 (ECVET) and the APNR (Non-Regulated Professional Activities) scheme adopted by UNI for the technical standardization of unregulated professions.”

Description

PTUMN3: Experiential Tourism Manager (Experience Director)

The Experiential Tourism Manager is a professional figure, with a high intellectual content, who possesses specific skills to carry out activities of: Conception, Planning, Communication, Implementation, Improvement and Innovation inherent in experiential offers.

The Experiential Tourism Manager can carry out the activities both on his own (self-employment) and for other interested parties as an Expert/Consultant

The Experiential Tourism Manager has a deep knowledge of Cultural Heritage (material and immaterial), of the very concept of experiential offer and of the knowledge necessary to conceive, design, implement and manage, even on their own, an experiential offer. He manages to reconcile the knowledge of Cultural Tourism and in particular of the Experiential one with specific paths of unique experiences, based on human relationships, which allow to deepen the knowledge of elements of local identity as well as to acquire multisensory experiences, also through direct participation in the activities which constitute the experiential offer itself.

In order to take into account the different specializations operating in the experiential sector, and the correct assignment of skills, knowledge and competence, four specialist profiles are taken into consideration for the purpose of exercising the profession of Experiential Operator:

Profile P1: Naturalistic Area
Profile P2: Food and Wine Area
Profile P3: Artistic Area (also including the Made in Italy sector linked to tourism - Artistic Craftsmanship)
Profile P4: Intangible and demo-ethno-anthropological area (including tourism related to the Intangible Cultural Heritage sector - which also includes demo-ethno-anthropological heritage - and all forms of cultural and emotional tourism not considered in profiles P1, P2, P3).

Note:

The professional who has the preparation to carry out the activities associated with at least one of the 4 profiles indicated is considered Manager of Experiential Tourism.
The four profiles are not to be considered distinct in an absolute sense or incompatible with each other, as they differ only in certain operational and sectoral aspects.
An Experiential Tourism Manager works in one or more of the areas indicated.
Professionals belonging to the P3 Profile are usually Artists and Craftsmen Artists who intend to enhance and promote their art through experiences. It is assumed that these figures already have the knowledge, skills and competences necessary to carry out the profession in the artistic and/or artistic craftsmanship sector.

Standards of Reference

European Qualification Framework (EQF)
Recommendation 2009 / C 155/02 (European Credit System for Vocational Education and Training - ECVET)
Law 4/2013 relating to unregulated professions (Italy)

Specific tasks and activities

When assigning tasks, the following distinction was made:

Fundamental tasks: essential tasks for all specialist profiles
Optional tasks: additional tasks to the fundamentals that are at the discretion of the individual Experiential Operator

Fundamental tasks and specific activities for all specialist profiles

T1: Assess tourism needs and expectations (tourism demand)
T2: Analyzing the Context of the tourism offer
- T2.1 Identify and Analyze sector legislation
- T2.2 Identify and Analyze the stakeholders (who are the interested parties: internal/external)
- T2.3 Locate and Analyze attractions (Tourism Heritage)
T3: Analyze costs and benefits and perform risk analysis (Risk Management)
T4: Designing the experiential tourist offer
T5: Communicate the experiential tourist offer
T6: Realize the experiential offer
- T6.1: Plan activities from a qualitative and operational point of view
- T6.2: Define internal procedures and regulations
- T6.3: Managing economic resources (budget)
- T6.4: Coordinate human resources (staff)
- T6.5: Ensure the correct execution of the experiential offer
- T6.6: Verify and check compliance with applicable current legislation
- T6.7: Monitor the quality of the tourist offer
T7: Improving the tourist offer (continuous improvement)
T8: Evaluate experiential offerings
T9: Innovate experiential offerings

Optional tasks for all specialist profiles

T10: Creating, Curating experiential exhibition events
T11: Conduct Training on Experiential Tourism
T12: Interfacing in a foreign language according to the territorial target of reference of its customers

Skills, Knowledge and Autonomy and Responsibility (Skills)

Note: The competences necessary for a profession, which include skills and knowledge, constitute a dynamic whole. These may vary depending on specific territorial contexts and are subject to changes over time due to factors such as technological evolution or other sectoral developments. Therefore, the examples of skills and knowledge presented here are to be considered purely indicative and not exhaustive, and will be subjected to constant revisions and updates.

Task T1: Assess tourism needs and expectations (tourism demand)

- Ability
  - SQ1: Analysis skills
  - SQ2: Ability to synthesize
  - SQ10: Analyzing the explicit, implicit and binding requirements of users
  - SP15: Analyze the tourist and experiential demand
- Additional required knowledge:
  - KQ2: Quality Management - Factors, indicators and standards of quality in services
  - KQ22: Quality Management - Factors (dimensions) and quality indicators
  - KS3: Experiential Tourism
  - KS29: Tourism Marketing
  - KQ33: Quality Management - Stakeholder Requirements Analysis
  - KS91: Theories and Models of Experiences
  - KS93: Characteristics of Experiences

Task T2: Analyze the Context of the tourism offer

Business: T2.1 Identify and Analyze sector legislation

- Ability
  - SQ1: Analysis skills
  - SP1: Identify and evaluate the applicability of the rules for the protection and use of the Cultural and Landscape Heritage
  - SP2: Identify and evaluate the applicability of the legislation on safety in the workplace with relevance to its reference sector
  - SP3: Evaluate the applicability of funding for the sector supply chain
  - SP4: Identify and evaluate the applicability of the Tourism Legislation
  - SP22: Identify and evaluate the applicability of Sector Policies
  - SP25: Evaluating the applicability of Programs, Conventions and Institutional Acknowledgments
  - SP44 (P2) Identify and evaluate the applicability of legislation on Food Safety and Hygiene
- Additional required knowledge:
  - KS39: The legislation for the protection and use of Cultural Heritage
  - KS40: The criteria for the protection of cultural heritage
  - KS41: The various levels of protection
  - KS43: Landscape assets
  - KS47: The legislation on privacy and the tourism sector
  - KS48: The European Regulation 2016/679
  - KS49: The legislation on safety in the workplace in the tourism sector
  - KS50: Funding for the Tourism and Cultural Sector
  - KS52: Consumer protection legislation
  - KS108: Food Safety and Hygiene legislation (P2)

Activity: T2.2 Identify and analyze the stakeholders (who are the interested parties: internal / external)

- Ability
  - SQ1: Analysis skills
  - SP24: Identify the Strategic Stakeholders
- Additional required knowledge:
  - KS27: Local tourism systems
  - KS28: Institutions and tourism promotion
  - KS24: Destination Management Organization (DMO)
  - KS92: Supervisory and protection bodies
  - KTN12: The environmental protection and supervision bodies (P1)

Activity: T2.3 Identify and Analyze Attractions (Tourist Heritage)

- Ability
  - SQ1: Analysis skills
  - SP30: Analyzing and Reporting the Natural Heritage (P1)
  - SP31: Analyze and report the Historical, Artistic and Archaeological Heritage (P4)
  - SP32: Analyzing and Reporting Intangible Heritage (P4)
  - SP33: Analyzing and Reporting Food and Wine Heritage (P2)
- Additional required knowledge:
  - KS3: Experiential Tourism
  - KS91: Theories and Models of Experiences
  - KS93: Characteristics of Experiences
  - KTN: Natural Heritage (P1)
  - KTE The Food and Wine Heritage (P2)
  - KS16: Made in Italy tourism (artistic craftsmanship) (P3)
  - KTU Unesco Heritage (P4)
  - KTI Intangible Heritage (P4)
  - KTS Historical, Artistic and Archaeological Heritage (P4)

Task T3: Analyze costs and benefits and carry out risk analysis

- Ability
  - SQ1: Analysis skills
  - SP13: Analyzing and evaluating the territorial context to identify strengths and weaknesses
  - SP16: Perform SWOT Analysis
- Additional required knowledge:
  - KS94: Evaluation of Experiences
  - KS95: Designing Experiences
  - KS96: Management costs
  - KS99 Risk Management

Task T4: Design the experiential tourist offer

- Ability
  - SQ11 Design processes and services
  - SQ12: Implement, document and classify core processes
  - SQ14: Propose process changes to facilitate and rationalize improvements
  - SQ18: Identify, understand and evaluate quality factors, indicators and standards
  - SP17: Contribute to the development of the experiential offer
- Additional required knowledge:
  - KQ1: Quality Management - The UNI EN ISO 9001 standard
  - KQ22: Quality Management - Factors (dimensions) and quality indicators
  - KQ11: Quality Management - Design and development;
  - KS95: Designing Experiences

Task T5: Communicate the experiential tourist offer

- Ability
  - SP8: Develop a Communication Plan for the reference sector
  - SP11: Identify the web technologies to be used for tourism marketing
  - ST1: Ability to communicate
  - ST6: Identify and apply IT tools for communication
- Additional required knowledge:
  - KQ34: Quality Management - Internal and external communication
  - KS30: Tourism and Communication
  - KS31: The Communication Plan
  - KS32: Online Marketing and Promotion
  - KS33: Web Marketing Techniques
  - KS34: Social Marketing
  - KS35: Online Travel Agencies (OTAs)
  - KS100: Information technology for communication

Task T6: Realize the experiential offer

Activities: T6.1: Plan activities from a qualitative and operational point of view

- Ability
  - SQ5: Planning skills
  - SQ7: Ability to produce improvement plans
  - SP40: Knowing how to organize the spaces where the services and their offers are made
  - SP41: Knowing how to organize the location and the "staging" of one's experiential offer
- Additional required knowledge:
  - KQ7: Quality Management - Planning and monitoring of the service
  - KQ8: Quality Management - The procurement system
  - KS102: Theater as a model for staging experiential offerings

Activity: T6.2: Define internal procedures and regulations

- Ability
  - SQ3: Organizational skills
  - SQ13: Implementing Procedures and Operating Instructions for Quality
- Additional required knowledge:
  - KQ4: Quality Management - System Documentation; the Manual; Procedures and Operating Instructions;
  - KS101: Basic IT and Telematics

Activity: T6.3: Manage economic resources (budget)

- Ability
  - ST9: Use corporate accounting and administration tools
- Additional required knowledge:
  - KQ8: Quality Management - The procurement system
  - KS103: Business Administration

Activity: T6.4: Coordinate human resources (staff)

- Ability
  - SQ9: Identify skills gaps for quality
  - SP18: Identify skills and competences gaps for the reference sector
  - ST2: Group management skills
  - ST3: Conflict management skills
- Additional required knowledge:
  - KQ5: Quality Management - The management of human resources
  - KS104: Communication and Conflict Management
- KS105: Communication styles and effective communication

Activity: T6.5: Ensure the correct execution of the experiential offer

- Ability
  - SQ4: Ability to control
  - SP37: Knowing how to plan and coordinate the maintenance of infrastructures and equipment pertaining to them
  - SP40: Knowing how to organize the spaces where the services and their offers are made
  - SP41: Knowing how to organize the location and staging of one's own experiential offer
- Additional required knowledge:
  - KQ6: Quality Management - Logistic resources: equipment, infrastructure and work environment
  - KQ9: Quality Management - Production and provision of the service;
  - KQ10: Quality Management - Identification and traceability;
  - KS1: Logistics

Activity: T6.6: Verify and control compliance with applicable current legislation

- Ability
  - SQ4: Ability to control
  - SP2: Check the correct application of the safety regulations in the workplace
  - SP4: Verify the correct application of the Tourism Legislation
  - SP42: Verify the correct application of the legislation on privacy
- Additional required knowledge:
  - KS47: The legislation on privacy and the tourism sector
  - KS49: The legislation on safety in the workplace
  - KS52: Consumer protection legislation
  - KS106: Tourism Legislation

Activity: T6.7: Monitoring the quality of the tourism offer

- Ability
  - SQ19: Apply auditing tools
  - SQ20: Apply monitoring methodologies and techniques
  - SQ21: Apply Customer Satisfaction methodologies and techniques
  - SQ22: Monitor and Evaluate the provision of services
- Additional required knowledge:
  - KQ13: Quality Management - Monitoring and measurement of processes and services
  - KQ14: Quality Management - The Management of Non-Conformities and Corrective Actions
  - KQ15: Quality Management - Evaluation of the quality of services
  - KQ16: Quality Management - Internal inspections (Audit)
  - KQ17: Quality Management - The ISO19011 standard
  - KQ19: Quality Management - Conducting audits
  - KQ31: Quality Management - Monitoring and audit
  - KQ32: Quality Management - Monitoring and evaluation of quality in the structures of the tourism supply chain

T7: Improving the tourist offer (continuous improvement)

- Ability
  - SQ14: Propose process changes to facilitate and rationalize improvements
  - SQ16: Evaluate and analyze individual processes to identify corrective and improvement actions
- Additional required knowledge:
  - KQ35: Quality Management - Continuous Improvement

T8: Evaluate experiential offerings

- Ability
  - SP9: Apply tools for measuring and evaluating tourism competitiveness
  - SP10: Apply tools for measuring and evaluating experiential offerings
- Additional required knowledge:
  - KS25: Models of tourism competitiveness
  - KS26: Innovative models for measuring tourism competitiveness
  - KS94: Evaluation of Experiences
  - KS107: Tourist territorial models

T9: Innovate experiential offerings

- Ability
  - SQ8: Manage the change request process
  - SP20: Understanding the impacts of new technologies in the processes of your sector
  - SP21: Identify and provide support for the choice and application of innovative technologies for the reference sector
  - SP35: Analyzing and interpreting market trends
- Additional required knowledge:
  - KS22: Culture, tourism and economic development
  - KS38: The new emerging technologies
  - KS85: Sector policies
Optional tasks

Task T10: Realize, Curate experiential exhibition events

- Ability
  - SP12: Identify web technologies to be used for event marketing
  - SP38: Apply set-up techniques for relevant exhibition events
  - SP39: Apply multimedia presentation techniques
- Additional required knowledge:
  - KQ26: Quality Management – Event quality standards
  - KS37: Planning and realization of Experiential Events
  - KS109: Events: Classification and basic concepts
  - KS110: Events: The Location

Task T11: Carry out Training on Experiential Tourism

- Ability
  - SP36: To carry out training and information with reference to the subjects related to one's profession
  - SP45: Develop training / information projects in the reference sector
  - SP46: Curate and manage training / information events in the reference sector
- Additional required knowledge:
  - KS112: Teaching techniques and methodologies
  - KS127: Methodologies and techniques for the evaluation of training events

Task T12: Interfacing in a foreign language according to the territorial target of reference of its customers

- Ability
  - ST8 Use foreign languages in the workplace according to the territorial target of reference of its customers
- Additional required knowledge:
  - KS113: At least one foreign language in relation to the territorial target of reference of its customers

Autonomy and Responsibility: Seventh EQF level

Profile Evaluation Criteria

To certify the possession of skills, it is proposed to take into consideration methodologies that take into account the following aspects in a non-mutually exclusive manner, i.e. possibly in combination with each other:

Qualifications awarded in the academic field (Formal Learning)
Specific Training (Non-Formal Learning)
Work or Professional Experience (Informal Learning)

Work or professional experience can be demonstrated through various tools including:

Curriculum Vitae
Professional portfolio
Objective placement on the market (awards, regional, national or international recognition)
Publications (scientific or editorial)

Requirements for access to the professional figure

Since the professional figure is not organized in an order or college, the requirements may vary based on the relevant Professional Association or other criteria established by the individual interested parties. Below are the requirements adopted by AIPTOC - Italian Association of Tourism Professionals and Cultural Operators.

Reference diagram: SP/TAH-CF/PTUMN3

Having attended specific training courses for the professional figure in question organized / recognized by Universities, Regions or Associations of professionals established pursuant to law 4/2013 and recognized by the MISE and at least six months, even non-continuous, of proven work or professional experience in the reference sector

Master's degree and at least one year, even if not continuous, with proven work or professional experience in the reference sector

Three-year degree and at least two years, even if not continuous, of proven work or professional experience in the reference sector

Second grade secondary school diploma and at least five years, even if not continuous, with proven work or professional experience in the relevant sector

At least 10 years of proven work or professional experience in the reference sector

Be included in the Registers of Professional Associations established pursuant to Law 4/2013 and recognized by the MISE as long as they refer to the competence in question

Related searches on the “ACTAS” Skills Archive Databases (UNDER IMPLEMENTATION)

Training courses that release the professional competence in question: PTUMN3 courses

Professionals in possession of the professional competence in question: PTUMN3 Professionals