Heritage and new communication technologies: development perspectives on the basis of the Via Francigena experience

Tourism market trends are changing in relation to new communication technology dynamics, thus, web tourism 4.0 is providing new tools and new marketing approaches for Destination Management and Destination Marketing. In this scenario, slow tourism, with its multiple tourist offer, is oriented to a pro-sumer approach, based on strategic communication marketing. This paper wants to propose some marketing perspectives for walking itineraries, such as the Via Francigena, on the basis of video marketing tools and, in particular, by taking advantage the positive effects of cinetourism on the local tourism systems. The descriptive methodology of research analyse, firstly, the potential of new technologies for slow tourism; then, the Via Francigena, as a world-famous slow travel product, in terms of both a real and virtual experience. A recent pilgrimage experience on the Via Francigena is also described by emphasising its video marketing elements. Finally, some reflections on the role of communication strategies for tourism opens new hypothetical perspectives for cinetourism as a relevant Destination Management vision towards some slow tourism products.