{"id":139095,"date":"2025-07-04T15:52:14","date_gmt":"2025-07-04T13:52:14","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/?p=139095"},"modified":"2025-08-04T11:17:29","modified_gmt":"2025-08-04T09:17:29","slug":"two-paths-one-vision-tourism-and-digital-communication-meet-urban-innovation","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/two-paths-one-vision-tourism-and-digital-communication-meet-urban-innovation\/","title":{"rendered":"Two paths, one vision: tourism and digital communication meet urban innovation"},"content":{"rendered":"

Participants of the<\/span> Master in Business Management \u2013 Tourism, Heritage and Events<\/b><\/a> and the <\/span>Master in Digital Marketing and Communication<\/b><\/a> took part in a joint field experience to observe new approaches to hospitality, community engagement, and urban transformation. Two stops, two complementary perspectives, one shared opportunity to learn directly from key players in change.<\/span><\/p>\n

<\/p>\n

The Social Hub: where hospitality, coworking and networking converge<\/b><\/p>\n

The first stop brought participants to <\/span>The Social Hub<\/b>, in the heart of Bologna. Guided by <\/span>Martina Nesti<\/b>, Regional Marketing and Community Management Italy, the groups explored a place where hotel hospitality, shared workspaces, student services, and youth entrepreneurship coexist within a dynamic ecosystem.<\/span><\/p>\n

During the visit, they were introduced to the <\/span>brand\u2019s history and values<\/b>, its <\/span>locations across Europe<\/b>, and its <\/span>hybrid model<\/b>, which combines rooms, a cinema, a swimming pool, a bar, communal areas, and a coworking space animated by innovative startups. A true immersion into a contemporary vision of hospitality, where welcoming, experience design, and social innovation come together.<\/span><\/p>\n

As <\/span>Evgenia Monogiou<\/b>, participant in the <\/span>Master in Business Management \u2013 Tourism, Heritage and Events<\/b>, shared: \u201cWhat stood out to me was the passion of the team and their strong focus on building a<\/span> connected community<\/b>. I was impressed by how they integrate hospitality with coworking spaces, networking events, and amenities that attract both travelers, locals, workers, and students. Seeing companies operating fully within the building gave me a real sense of how vibrant and functional the community is. It felt like a real living ecosystem!\u201d<\/span><\/p>\n

 <\/p>\n

Palazzo Pepoli and Bologna Welcome: designing the future of tourism<\/b><\/p>\n

The second stop involved <\/span>participants of the Master in Business Management \u2013 Tourism, Heritage and Events<\/b> in presenting their <\/span>project work developed in collaboration with Bologna Welcome<\/b>, as part of the \u201c<\/span>Bologna Tomorrow<\/b>\u201d program. The groups focused on two of the six strategic labs proposed by the organization: the <\/span>DMOcracy Lab<\/b>, dedicated to regenerative tourism, and <\/span>Museums in Transition<\/b>, centered on the evolution of the museum experience.<\/span><\/p>\n

Reflecting on the challenge, Evgenia remarked: \u201cWhat struck me the most was <\/span>the complexity of the challenge<\/b>. We had to deeply research the area \u2013 its history, community, and dynamics \u2013 to create something meaningful. It wasn\u2019t just about proposing an event, but about<\/span> designing an experience<\/b> that could engage locals, respect the neighborhood, support tourism, and contribute to the area\u2019s long-term development.\u201d<\/span><\/p>\n

Following the presentations, the projects were discussed in an open debrief with <\/span>Patrick Romano<\/b>, General Director of Bologna Welcome, and <\/span>Dr. Teolato<\/b>, who offered valuable and constructive feedback. The day concluded with the opportunity to visit <\/span>Palazzo Pepoli<\/b>, a landmark of Bologna\u2019s cultural heritage.<\/span><\/p>\n

 <\/p>\n

Training changemakers for an evolving industry<\/b><\/p>\n

Experiences like these reflect the core of the <\/span>Bologna Business School<\/b> approach: transforming knowledge into opportunity, integrating theory and practice, and creating learning experiences that help interpret the present to shape the future. \u201cThese experiences showed me that tourism today goes far beyond sightseeing or learning about history and culture,\u201d concluded Evgenia. \u201cThe innovation of The Social Hub and its community-driven model made me realize that <\/span>meaningful interaction with locals <\/b>is now a key part of tourism. The Bologna Welcome project also helped me understand how events and festivals are powerful tools to connect people, enhance emotions, and create unforgettable experiences. Today, I believe people are really searching for this kind of human connection \u2013 and travel is one of the most impactful ways to make that happen.\u201d\u00a0\u00a0<\/span><\/p>\n

She also highlighted the academic preparation that supported her approach to the fieldwork: \u201cTourism classes were especially important because they showed me how<\/span> everything is connected to real-life contexts<\/b>. Working closely with professors helped me sharpen the practical side of <\/span>event planning<\/b> \u2013 transforming ideas into structured projects, planning timelines, analyzing budgets, and proposing sponsorships. This process reinforced the kind of strategic thinking I had seen in real-world projects and prepared me to approach them with creativity and professionalism.\u201d<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Participants of the Master in Business Management \u2013 Tourism, Heritage and Events and the Master in Digital Marketing and Communication took part in a joint field experience to observe new approaches to hospitality, community engagement, and urban transformation. Two stops, two complementary perspectives, one shared opportunity to learn directly from key players in change.<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[207,92],"tags":[],"rubrica":[],"class_list":["post-139095","post","type-post","status-publish","format-standard","hentry","category-news-en-2","category-news-en"],"acf":[],"yoast_head":"\nTwo paths, one vision: tourism and digital communication meet urban innovation | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/two-paths-one-vision-tourism-and-digital-communication-meet-urban-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Two paths, one vision: tourism and digital communication meet urban innovation | BBS\" \/>\n<meta property=\"og:description\" content=\"Participants of the Master in Business Management \u2013 Tourism, Heritage and Events and the Master in Digital Marketing and Communication took part in a joint field experience to observe new approaches to hospitality, community engagement, and urban transformation. 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