TLH210: Analyzing Tourism Through Creativity in Biella, Italy

This essay explores the role of creativity in tourism, using Biella, Italy, as a case study. Biella, part of the UNESCO Creative Cities Network, leverages its rich cultural heritage and textile industry to attract tourists. The report discusses creative tourism strategies, including engaging local artists, offering creative workshops, and promoting cultural activities. It highlights Biella's transformation of former industrial spaces into creative hubs and its focus on sustainable tourism practices. The essay also covers Biella's natural attractions and cultural sites, such as the Sanctuary of Oropa, emphasizing the city's commitment to preserving its cultural and industrial heritage while fostering innovation in the tourism sector. This document is available on Desklib, a platform offering a wide array of study resources for students.

Tourism Fieldwork
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INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Tourism and Creativity....................................................................................................................4
The Selected City.............................................................................................................................7
Creative Tourist Trail.....................................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
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INTRODUCTION
Tourism includes activities in which individual travels and stay in places which is mainly
outside their usual environment. Main motive behind this is for the purpose of leisure, business
or other form of benefits. In simple word tourism is travel which is basically done for business or
pleasure (Cazzani and Boriani, 2021). Tourism industry is a leading industrial sector around the
world, in which business organisations engage in the services of attracting and retaining
accommodating and offer tourist with the number of business operations. There are critically
four forms of tourism which include international, domestic, short distance and long-distance
tourism. Tourism is becoming vital and important for the success of amount of economics
around the globe, as this includes number of benefits on destination that helps in boosting
revenue of a country economy. Along with this it has been identified that tourism also help in
creating number of jobs, developing infrastructure of a nation and also helps in the process of
cultural exchange among citizens and foreigners. Furthermore, it has been underlined that
tourism includes number of benefits like source of employment generation, improvement in
brand image of a country or a destination, infrastructure development, growth and boost in
economic activities, source of foreign exchange earnings and more. Thus, it is essential for a
country or a nation or business organisations engaged in this industrial sector to engage in the
process of promoting destination and attractive places of a country or a place, in order to gain
opportunity of increasing economy. This can be done with the help of engaging in the process of
tourism field work. With the help of this destination can engage in increasingly promoting
themselves by duly showcasing their creative as well as cultural resources.
Present report has been conducted on Biella (Italy) which is an attractive city and commune
in the Northern Italian region of Piedmont, the capital of the province of the same name. This
destination is known for its unspoiled land and have many faces of nature such as such as the
picturesque Biellese pre-Alpine mountains dotted with pretty valleys, and in the south, the
pleasant banks of Lake Viverone, a very popular spot with tourists. Along with this, the city is
the part of the UNESCO Creative Cities Network. This city is renowned for its crafts and folk
art. Present report has been conducted on secondary research on the selected destination in which
discussion has been conducted with affirmative structure that include introduction of the
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destination, tourism and creativity discussion on the selected city, creative tourist trail and
conclusion. Main aim behind this is to demonstrate attractiveness of this city.
MAIN BODY
Tourism and Creativity
The role and importance of creativity in tourism
According to the analysis of tourism and hospitality industrial sector it has been
identified that, creative tourism is emerging as a new form of tourism in which with the help of
number of skills tourism activities is conducted with an aim to make changes in the production of
tourism products (Ciacci, Ivaldi and González-Relaño, 2021). Tourism industry is often
considered as a one of the most creative industries, this led towards many destinations around the
globe to implement concept of creative tourism in their location in order to offer visitors a
significant opportunity to develop their creative potential via active participation in learning and
courses experience. It has been identified that creative tourism can be undertaken by destinations
in terms of involving creative person in creative activities, utilising creative process in the
procedure of providing tourist with creative activities, using creative tourism products as
attraction and taking use of creative environment for visiting creative clusters. Furthermore, it
has been identified that, creative tourism is significantly becoming an important tool for
developing specific environment experience by significantly developing innovative as well as
flexible tourism forms. It helps in repackaging tourist services in an attractive manner as to
significantly increase the attractiveness of creative occupation. In addition to this it had been
underlined that creative tourism implementation in a destination significantly help in taking
advantage of creative approaches that help particular destination or tourism industry to create
distinctive destination by making promotion of creative cities, creative industries and creative
class. Furthermore, it has been underlined that there is a significant importance of creativity in
tourism as creative tourism basically involves the creative interaction of producers,
policymakers, consumers and landscapes, with an aim to build creativity in tourism experience.
In addition to this it has been evaluated that, creativity and innovation significantly
becoming an important or integral part of modern tourism industry. Along with this, creativity is
becoming frequently analysed as a basic feature of action that has been performed on day-to-day
basis in terms of professional and personal life. It is an essential feature which is required in
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almost every industrial sector in order to significantly shape the system according to the
constantly changing environment. Creativity helps in undertaking rest and application of new
solution. In terms with the role of creativity in in tourism this help number of organisations in
this industrial sector to undertake use of new ideas, products, process effectively in order to
acquire attention of customers. Furthermore, it has been underlined that nowadays creative
tourist basically searches for more activities that include experience and significantly allow them
to achieve personal development and create their identity. In this country or destination that offer
visitors a significant opportunity to duly develop the creative potential with the help of active
participation in the course of learning experience can gain number of advantages in terms of
influencing tourist mind set. Number of destinations around the world undertake use of different
activities in the form of creative tourism that include painting, dance, cookery, craft,
photography and more (Cugini, 2021). This activity is not only helps in engaging tourist
attention but also helps destination to link these activities with the place. For instance, cooking
workshop in Biella is linked to the traditional Italian food and products. In this it is essential for
organisations engage in in the selected nation tourism sector to apply different type of creative
development strategy and offer number of creative courses and workshops. Along with this,
attractiveness of this destination can be enhanced with the help of taking advantage of creative
tourism strategies such as developing networking with small artist of the city and other locals in
order to make tourist aware to the creativity of the destination.
Biella (Italy) – creative resources, industries, areas and tourism
Biella is a city in the Northern Italian region which is rich in springs and lakes and is
filled by the glaciers. This country is having number of nearby natural as well as other form of
attractive tourism destinations. Furthermore, according to the analysis, it has been identified that,
the Sanctuary of Oropa is a site of religious pilgrimages, places which enhance attractiveness of
this place. This site in the year 2013 identified as UNESCO World Heritage site. Furthermore, it
has been evaluated that Biella is an important wool processing as well as textile centre. This city
is having number of creative resources and with having passion for the textile and weaving art
significantly lead towards number of creative industries that truly reflects the vocation and
history of the entire area (Ivanova, Buda and Burrai, 2021). In addition to this, XVIII and XIX in
centuries the significant transition from ancient processing techniques to model textile and then
industrial manufacturing duly turn this place into an industrial community. Furthermore, by
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evaluating this city it has been identified that this place is duly considered as the ambassador of
Made in Italy at international level. Along with this it has been underlined that intangible cultural
heritage made of rare yarns and prestigious brand duly enhances Italy brand image around the
world. Biella is the capital of the world for experts of the whole textile chain. From the sheep
farmers to the makers, occasions including the World Congress of Colored Sheep and the Camel
Hair Manufacturers Congregation and Cashmere provide for and support all pieces of the
business. On a worldwide stage, Biella has various compositions giving freedoms to worldwide
cooperative energies like Textile Innovation Days and ACTE (European Textile Collectivizes
Association). Furthermore, it has been evaluated that, qith its tradition of modern prehistoric
studies still reaming, the local governement have changed over a significant number of the ex-
wools plants, sewing factories and labourer lodging into creative hatcheries for experimentation
with new creative cross-pollinations. These assembles likewise give spaces to learning and
collaborating for innovation which significantly lead towards arise of new companies. Along
with this, it has been evaluated that, in the year 2013, the Sella Lab drive was made fully intent
on offering further help for creative industrial business people as well as other entrepreneurs
(Jeffrey, Ashraf and Paris, 2021). Around the world, Biella is inseparable from research,
prompting activities that emphasise on the social and natural impact of wool creation and
innovative fibres being supported. Along with this it has been identified that with enriched by
high technologies individual in this city is significantly aim towards promoting the entire
Biellese area. This city is having significant industrial tradition and its nature and art heritage
like cutting edge centres such as MACIST - Museo d'Arte Contemporanea Internazionale Senza
Tendenze and Cittadellarte Fondazione Pistoletto. Furthermore, it has been identified that this
city is significantly surrounded by natural reserves and influence attention of visitors from its
unusual beauty places. These places have tendency to attract individuals. With the help of
number of creative tourism strategies such as influencing young tourist by mountain bike
activities and more attractiveness of number of places of this city can be duly enhanced. Along
with this, it has been evaluated that there are number of cultural activities in Biella such as,
Ricetto di Candelo, Forte di Bard . Sacra di San Michele, Castel Savoia , and more that offers
tourists an attractive place to learn about the folk art and the ancient resources that has been well
preserved in these places in the city.
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In addition to this, it has been evaluated that, the selected city is duly renowned as Italian
wool capital. This increases attractiveness of this destination as a culturally rich with resources.
Furthermore, it has been underlined that this city is having significant abundance of streams as
well as rivers that plays major role in the prospers growth of the wool manufacturing industry
since 1300s. As per the analysis of this city this has been determined that Biella is having
excellent textile manufacturing which is globally famous. This duly demonstrate and
communicate story of the entire community which is engaging in turning artisanal skills as well
as manufacturing creativity into a significant competitive advantage which is also playing major
role in generating economy of the area. In addition to this, it has been underlined that this city is
also renowned for its fashion and tailoring quality.
The Selected City
Biella (Italy) as chosen European city destination
Biella is a city and commune within the northern Italian region with having total area of
46.68 km2 (18.02 sq mi). This city is having some attractive tourist destinations which influences
attention of large number of individuals around the world. It has been identified that by with
more than 4,400,616 population lies in the foothills of Alps, this area is attractively rich with
lakes and springs and is having several forms of mountain streams with having number of nearby
natural attractions (Jeyacheya and Hampton, 2020). This country is an important wool processing
as well as textile centre. Along with it has been evaluated that Biella is duly belongs to UNESCO
Creative City Network under the category of crafts and folk arts (UNESCO designates 66 new
Creative Cities. 2019). Furthermore, it has been underlined that, the historic textile tradition
significantly of Biella owes its advancement to the qualities of the local area in the lower regions
of the Alps supported animals rearing instead of broad harvest development thus the utilization
of sheep wool to give yarns and textures became set up nearby. In addition to this, the plentiful
presence of streams and the resourcefulness of the nearby occupants permitted the advancement
over the long haul of a quality textile activity, which steadily developed and concentrated from
manual procedures until it accomplished full industrialisation. The main hints of material
creation are found in pre-Roman occasions, while the most punctual resolutions controlling the
material movement date back to the medieval times. Because of the ideal states of the local area,
creation of yarns and materials before long extended from inside the family circle to trade for
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other nearby merchandise, settling on the finish of business arrangements necessary. It has been
evaluated that this city is having passion for weaving as well as textile art that usually reflects
entire area history and location. This city is having intangible cultural heritage which is
significantly enhance the brand image of Italy around the globe. Furthermore, it has been
underlined that with having number of tourist destinations or attractions Biella is equipped with
cultural and art and have number of local attraction and several form of exhibition. In addition to
this attaching underline that Biella has mark itself as a spiritual and religious site and is having
one of the most important shrines in the Europe. In addition to this, it has been evaluated that, the
capital of wool duly made its entry in the network for creativity in the "Crafts and Folk Art" area
subsequent to captivating Paris lately with the magnificence of its skill that has its jewel point in
the textile industry and with an emphasis on maintainability. An astounding objective that
improves the extraordinary responsibility of the entire region that never as on this event has
cooperated for a shared objective and which has recorded the persuaded underwriting regarding
the legislative head of Piedmont Alberto Cirio who has firmly mentioned the passage of Biella as
the third Piedmontese city after Turin and Alba. The territories around Biella encompasses with
charming attractions which demonstrate its local culture such as high-quality wool and craft and
amazing form of culinary tradition as well as great wines (Li, Xin and Wang, 2020).
Furthermore, it has been underlined that this destination attracts large number of tourists around
the world, as this place is truly surrounded by breath-taking and beautiful mountains. This city is
also having local history and monument which enhance its attractiveness. Along with it has been
identified that the mountain area of Biella is enriched with number of producers such as cheese
and fresh processed cheese. Thus, according to the above-mentioned analysis it has been
identified that the selected European city destination is enriched with number of resources and
attractive places which is having significant capability to influence large number of tourists from
around the world.
Tourism statistics: It has been evaluated that irrespective of the fact that Biella is having
culturally enriched resources and attractions and dramatic castles, medieval villages, picturesque
mountains and even UNESCO World Heritage Site this city attracts fewer tourists.
presence of creative industries
Creative areas: As per the analysis of this, destination it has been evaluated that this city is
having number of creative areas such as the Sacred Mountain of Oropa, the heart of the Biellese
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Alps, Zegna Viewpoint, Burcina Natural Reserve, wool processing and textile centre, Sacra di
San Michele , Forte di Bard, Eremo di S. Caterina del Sasso, Lake Viverone, the Presepe Gigante
and many more.
Reason for choosing this city
Thus, by conducting in-depth analysis of Biella it has been identified that, this city is an
important wool processing and textile centre with number of other attractive destinations and
beautiful places which is having significant capability to surprise tourist in an effective manner.
Furthermore, it has been identified that there are a number of other places and hidden
destinations in this city along with the number of other cultural and art attractions. Being the
capital of the world for professional of the entire textile chain this city has number of historical
tradition and amusing attractions. Along with this it has been identified that this place is having
presence of water courses as well as resource fullness which demonstrate cultural traits in an
effective manner. According to the analysis of this place it has been evaluated that, this city
belongs to UNESCO Creative City network under the crafts and folk arts category. With having
attractive cultural heritage, the city is having industrial tradition and nature heritage and art and
being surrounded by natural reserves of unusual beauties and ancient ways of spirituality this city
is having number of destinations to offer to tourist. Thus, the main reason for choosing this city
(Biella), is its natural reserves, cultural heritage, passion for textile and weaving, ancient
processing techniques that has been significantly developed into modern textile by individuals
living in this place, intangible cultural heritage and number of industrial archaeology and more.
All these attractions made to select this city to conduct present project.
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Creative Tourist Trail
Creative tourist trail duly provides a way for cultural connection for travellers. It mainly acts
as a local expert guide that help in connecting travellers with the attraction of a place. With the
help of creative tourism trail significant adequacy to attract new travellers towards the
destination in order to provide them unique experience can be assured (Maffi and Fagnani,
2021). In terms with present report tourist trail has been duly developed for the city's DMO’s.
This creative tourist trail duly includes creative areas and places of interest of Biella that have
significant tendency to attract attention of tourist around the globe. Mentioned below some
certain creative areas or the places of interest of the city is being demonstrated with photos and
brief explanation for each:
Lake Viverone
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Figure 1:Lake Viverone
Source: https://enjoypiedmont.com/en/why-lake-viverone-because-it-has-everything/
This place has fascinating spectacular landscape and a amplifying view. This place provides
travellers to explore the lake as this place is duly ideal for water sports. Along with this it has
been identify that Lake Viverone is having historical as well as archaeological interest, as this
place is having ceramics finding that lead to the dating of these lakes settlements in the Bronze
Age ( about 2200 BC-about 10000 BC). This place is significantly emerged as a distinctive
ability of manufacturing and decorative capability. Furthermore, it has been stated that this place
is UNESCO World Heritage Site in which tourist will be greeted by the sounds of pleasant local
music and will be offered with a hot coffee or tea and a chair from where they can admire the
unique attractiveness of this place and can gain significant experience. This is a place from
where tourist can get opportunity to listen to the sounds of birds as well as animals those who are
in- habitat of this place (Mansfield, 2020). This beautiful lake offers an ideal place for holidays
from where tourists can connect with nature and can also take experience of many possibilities
for sports as well as outdoor activities. For example, water skiing, sail boating, swimming in the
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lake and wake boarding. Along with this the local food production of this place and the
magnificent aquatic activities and outdoor sports provide tourist to make themselves relax.
Marian Sanctuary of Oropa
Figure 2:Marian Sanctuary of Oropa
Source: https://www.santuariodioropa.it/en/the-sanctuary/
This place offers a cultural enrichment and is the most important as a as largest sanctuary
which is dedicated to the virgin Mary. This place is specifically located in an actual unique and
unspoilt setting and three monumental complex which is basically made of three courtyards. In
this destination tourist can have experience of local restaurants and shop. Furthermore, visitors
can also have the experience of the adventure parks, interesting Botanical Garden and the cable
cars. This place also offers tourist events and educational workshops.
Rosazza
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Figure 3:Rosazza
Source: https://www.e-borghi.com/en/village/Biella/370/rosazza
This place is having its own history and is known as the most mysterious village in Italy.
It has been identified that Rosazza is a narrow strip of land between the Lys Valley and Valsesia.
It has been evaluated that this village attract visitors from its eccentric structure and spectacular
images with enchanting crafts and custodian of tradition. This place offers historical knowledge.
Furthermore, it has been underlined that this place is an attractive site that duly maintains
balance with the natural environment and attract individuals for its whimsical structure. This
destination is having great treasure and some certain form of buildings and habitat that has been
restored by the municipality that attract individual towards this place. Furthermore, it has been
identified that this village is significantly rich in culture history and art and have legendary past.
Biella's Alpine Secrets
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Figure 4:The Alpine Mountains of Biella
Source: https://www.italymagazine.com/featured-story/biellas-alpine-secrets
Within a very short distance visitors can find this attractive place from where they can
have experience of the charm of the Alpine in which they can enjoy number of activities such as
afternoon skiing, paragliding, snowboarding, bracing walk through superb unspoilt mountain
scenery. This place is mainly an underrated discovered area that offer excellent destination for
those tourists who want to experience little different. Furthermore, individuals can have the
experience of sport in the open area from where they can enjoy the beauty of the landscape.
CONCLUSION
According to the above-mentioned report it has been concluded that tourism plays important
rules for any nation, country or geographical location, that not only helps in enhancing the
attractiveness of the place but also helps in generating income by offering job opportunities and
life to the local resources. From the above report it has been identified that Biella is an attractive
city in the Northern Italian region which is having number of attractive destinations. This city is
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identified as UNESCO Creative City network under craft and art. Furthermore, from this report it
has been evaluated that this city is efficiently equipped with number of cultural heritage and have
destinations which is having capability to attract attention of tourist in an effective manner. This
place is having enchanting historical cultural industrial resources and stories from where tourist
can have a significant tour experience. In addition to this it has been underlined that the main
reason for selecting this city is due to its unusual beauties as well as ancient resources and
passion for textile and waving that enhance the brand image of Italy around the world. There are
number of places identified under creative tourist trail such as Biella's Alpine Secrets and more
that offers tourists a remarkable place to enjoy their vacation and have greater to experience.
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REFERENCES
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Cham.
Ciacci, A., Ivaldi, E. and González-Relaño, R., 2021. A Partially Non-Compensatory Method to
Measure the Smart and Sustainable Level of Italian
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Cugini, A., 2021. Religious tourism and Sustainability: From Devotion to Spiritual Experience.
In Tourism in the Mediterranean Sea. Emerald Publishing Limited.
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studies.
Jeffrey, H.L., Ashraf, H. and Paris, C.M., 2021. Hanging out on Snapchat: disrupting passive
covert netnography in tourism research. Tourism Geographies, 23(1-2), pp.144-161.
Jeyacheya, J. and Hampton, M.P., 2020. Wishful thinking or wise policy? Theorising tourism-led
inclusive growth: Supply chains and host communities. World Development, 131,
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Li, Z., Zhao, Z., Xin, S. and Wang, Y., 2020. The barriers in organizing fieldwork-based learning
trips in China: The tourism academics’ perspective. Journal of Hospitality, Leisure,
Sport & Tourism Education, 26, p.100240.
Maffi, L. and Fagnani, M.L., 2021. Disability and Tourism in Nineteenth-and Twentieth-Century
Italy. Routledge.
Mansfield, C., 2020. Tourism Knowledge and Fieldwork: 2020. Travel Writers Online.
Piva, E. and Prats, L., 2021. Regional Destination and Brand Identity: The Case of Piedmont,
Italy. Scienze Regionali, 20(1), pp.83-105.
Ramírez-Moreno, C. and Leorke, D., 2021. Promoting Yokosuka through videogame tourism:
The Shenmue Sacred Spot Guide Map. In Games and Play in the Creative, Smart and
Ecological City. Taylor & Francis.
Repetto, D. and Aimar, F., 2021. The Fifth Landscape: Art in the Contemporary Landscape.
In Digital Draw Connections (pp. 683-706). Springer, Cham.
Ricart Casadevall, S. and Amelung, B., 2021. Teaching tourism in the Anthropocene: New
technologies, fieldwork, and student involvement.
Sacco, P., 2021. Veneto: A manufacturing region with a cultural and creative edge.
Online
UNESCO designates 66 new Creative Cities. 2019. [Online]. Available
throughhttps://en.unesco.org/creative-cities/events/unesco-designates-66-new-creative-
cities
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