CHAPTER II

 

THE OFFER TOURISM AND ITS STRUCTURE IN SPACE

Portofino has an inspiration articulated very touristic of beauty, of elegance and exclusivity that may ~ be classified into four different categories of resources (environmental, cultural, sporting and accommodation).

The 2.1-environmental resources

As part already been noted, since the time of its discovery Portofino failed to provide attractive landscape of great fascination for the spectacular scenery offered by the mountain wall overlooking the sea and a hillside garden or olive groves. In particular, the promontory been transformed into Regional Park in 1977 on a surface which affects not only the municipal area under study, but also the territories of the municipalities of Santa Margherita Ligure and Camogli [17] . The Monte di Portofino crossed by a network of routes halfway up allowing tours of extraordinary natural beauty: the tourists inside the park guided by signs on the morphology of the route, and also facilitated by the presence of points, services hygiene and food. The vantage points are reachable and countless tourists are admired by its promontory where it opens to the sea, leaving the space to stretch navy in the Gulf of Tigullio and Gulf Paradiso (Fig.12). Besides providing a point of tourists for its beautiful environment, the paths of Mount Portofino lead to goals of artistic culture, amongst these is the Abbey of Doria [18] symbol of the small bay of San Fruttuoso Camogli [19] .

Besides being characterized by particular species of fauna and flora, the park of Portofino has a good relationship between natural environment and human intervention. Tourists, in fact, after having crossed paths full of heather, Pungitopo, ferns, euphorbia, rock plants and pines can be seen surrounded by croplands that seem not to have known here of the passing centuries, as the olive tree is still regularly cleaned and potato by pests, so "as the screw borda bands supported by stone walls, still incredibly maintained with due care and finally falling down into villas and gardens gradually replace the peasant homes and gardens, thus offering" a landscape that takes characters intermediate among the areas where remains of the link with the land and to use exclusively tourist [20] .

To further enhance the tourist offer by the environmental resources in February 2006 the municipalities of Portofino, Santa Margherita Ligure, Camogli, the Consortium for the Management of Protected Marine Portofino and the Regional Park of Portofino were the Tourist Area of Promontory of Portofino, a space that we decided to engage in the planning of events, shows and excursions natural joint, all activities will be coordinated to provide a highly diversified range of products [21] . It is no coincidence, since early 2006 have been set up posters to make both the summer exhibitions organized by the three municipalities, and thus enabling tourists to articulate his stay in all locations of Promontory, is the timing of trips that combine the richness of the sea with the beauty and biodiversity of Mount: on the one hand you can walk the trails in the park, arriving at San Fruttuoso Camogli then board and go to the bottom, although not divers, some of the other terrestrial and marine guides offer their services to provide information to tourists who love nature [22] .

The Marine Reserve is another resource for Portofino environmental major tourist: established on April 26 1999 with the Decree of the Ministry of Environment, includes the municipalities of Camogli, Portofino and Santa Margherita Ligure [23] in the sea area surrounding the Promontory, an area of great interest for the conservation of biodiversity in the Mediterranean. The management consortium formed by the province of Genoa, from the towns of Portofino and Santa Margherita Ligure and by the University of Genoa, as well as initiatives to promote environmental education for schools and scientific research for the University, is organizing visits to their nature seabed, addressed to all those who are not able to make diving excursions. This activity, known as seawatching, consists in observing nature through the use of a boat and a crew that includes a guide environmental able to explain the images and sounds from the depths offered [24] .

For lovers and experts for scuba diving there in the village center Capodoglio Diving, which provides equipment and guides for diving in marine protected area, while exploit the traditions tied to the world's fisheries have created the fishing activities that allows you to devote himself to play tourist and recreational activities organized by a naval unit responsible for the fishery. So this is a play in which the concept of responsible tourism is linked to the new requirements for the use and rediscovery of the social and environmental places more evocative of ancient traditions and culture of the village, is the ability to offer the visitor l 'blend in without altering the existing precious particularity, allowing addition to the uses and maritime traditions new possibilities for revival. The fishing would give many benefits including the maintenance of social and economic quell'integrità often damaged by the wish to promote activities that do not take into account the local context, a valid response to the problems related to fishing, with the possibility of income of the industry through a non-contrasting their historical and cultural identity; rationalization of the levy of resources, obtained through a shift towards a gradual diversification of productive activities [25] .

Also with a view to safeguarding the environment, the Marina area is protected by prohibitions and restrictions vary from area to area because the area A, limited dall'insenatura called Cala dell'Oro, in full recognized reserve, the area B between Punta the Lighthouse of Portofino and Punta Chiappa instead characterized by submerged reefs of enormous natural value where you can admire various kinds of sea fans, red coral and numerous fish species such as grouper, finally, the two areas C, which extend to the sides the promontory of Posidonia meadows are rich in animal life. As a result of us ~, fisheries, for example, prohibited in Zone A and regulated in zones B and C, while diving are possible only in Zone B with guides, and in Area C to the private divers. Likewise also allowed to bathe only in zone B and C, while the yachting prohibited in Zone A and regulated in other areas (Fig. 13).

The 2.2-cultural resources

The historical and cultural structures of greater emphasis on Portofino is the Oratory of Our Lady Brotherhood dell'Assunta [26] (Fig. 14), the church of San Giorgio [27] (Figg. 15-16), the parish church of San Martino [28] (Fig. 17) and the Castello Brown (Figg. 18-19). In particular, the churches of San Giorgio and San Martino, in addition to decorations and works of great beauty and value, facing churchyard with ciotoli whites and blacks in a widespread use in Liguria and applicant to Portofino (Figg. 20-21). The Brown Palace is also the cultural most important, both for its ancient origin, both for the presence of important architectural and artistic elements.

The entrance to the castle characterized by lush flower gardens that lead to two terraces side, respectively located west and east, offering a complete view of the village and the Gulf of Tigullio (Figg. 22-23). Entering the building, however, through a staircase you come to a room called the Lower Gallery (Fig.24), devoid of furniture, through which we reach the main scenic terrace, and then on the same floor, the room of Soldiers and Castellano room, both decorated with the furniture belonging to the family and Brown often used to host exhibitions. The stairwell that leads to the Upper Gallery of the fortress, rich in artistic works because while the walls are richly decorated with marble medallions in high relief of the fifteenth, the other has a coverage ceiling wooden coffered with images of saints, martyrs and kings [29] . In turn, the gallery consists of Superior rooms feature floor and decorations Ligurian, often used to host cultural, artistic, and especially, receptions and private business [30] .

Among the events and traditions of Portofino is the patron feast of St. George, the patron of the village, which is celebrated on 23 April of each year, when the square in front is set up burning a large pile crowned by a trail of small lights in terms of palisade of houses in the on position to offer a wonderful glimpse of the whole village (Fig. 25): The celebrations continue the following Sunday with stalls of sweets and toys arranged in the square near the sea and organizes the procession with the transport of the relics of St. George in the streets of the old town and the fireworks in his honor. Another procession is celebrated on 23 January in honor of San Sebastian, revered nell'omonima chapel near the still inhabited and surrounded by greenery of Mount Portofino: the same day was also organized a festival characterized by the taste of herbs prepared tortelli the housewife and white wine bar del Monte.

 

2.3 - Sports Resources

In spring there are now twenty-five years of annual sailing trophies, but because the image of the Ligurian Riviera di Levante inextricably linked with sailing, tourism and sport practiced mainly in May, the month in which the particular climatic conditions make the Gulf of Tigullio a genuine water wrought by the wind, a system of breeze, variable and often capricious and then to put to the test crews involved in racing.

The most important trophy that spent by Ermenegildo Zegna, dating back to 1980, when Beppe Croce, president of the Italian Yacht Club [31] , And Aldo Zegna, decided to realize their shared love of Portofino and sailing by creating a prestigious event is intended to last for years, thanks to the patronage of the municipality of Portofino. The Zegna Trophy, awarded at the end of the spring races, was also still wanted to join race training and entertainment, sports, life style and culture in one of the most exclusive frames of the Mediterranean since 1982 the event has grown as prestige and the number of participants, becoming a landmark and tourist attractions for ship owners, sailors and enthusiasts from all over the world [32] .

If until 1999 all types of vessels could participate in this race, then with the gradual increase in the number of subscribers, management is made difficult by requiring organizers to give the trophy to craft bigger than 55 feet. The race is divided into three days, from Friday to Sunday during which competitions are held by ten o'clock in the morning until late afternoon, followed later by interviews with the crew and owners. During this event the village, adorned by Pavesi surrounding the harbor, became the scene of events sponsored by companies, including French company producing champagne, Veuve Cliquot Ponsardin and the firm Ermenegildo Zegna, textile company nautical clothing and sportswear, also present at Portofino since 2000 with a retail outlet.

Under the philosophy of life which interprets the sail as moment of encounter and reflection, the evenings are devoted to environmental issues, promotion of culture of the sea and the many aspects of the Marine through debates, led by national figures and international relief, aimed at raising awareness among the public. The last evening on a stage in the square held a dance performance accompanied by fireworks, while in parallel, at the summer home of the Yacht Club Portofino Italian takes the prize, the which follows a private dinner.

Still under the Zegna Trophy was established in 1987, the "Beppe Croce" for promoting the sport of sailing among young people [33] . Also at the end of May Portofino is the background to another trophy, the Golden SIAD tank dedicated to craft Dinghy It is in this case a demonstration organized by the Italian Yacht Club, popular session last ten years, this type of vessel

now boasts an almost secular tradition, so it was up to the Olympic class fifties [34] .

2.4 - Resources receptive

Considering the hotel accommodation must immediately stress that in the nineties some hotels have increased category while others have been downgraded (Table 2), in the same way the average size measured in terms of beds, if for some hotels have registered increases, others went decreasing, as in the case of San Giorgio (three stars), closed for operating costs too high and inadequacy of services required by an application consists of a clientele of very high class and very demanding, or if of the prestigious Hotel Splendido, downgraded from five to four stars for tax reasons but then restored with the extension of some rooms and recognized again as an exercise to 5-star luxury [35] .

In 1999 the Hotel Splendido has inaugurated its new structure, the Hotel Splendido Mare (four stars), equipped with 16 rooms, 40 beds, piano bar and restaurant. The new year, born from the prestigious hotel Splendido to have a location near the sea in the heart of the city center in order to offer customers the possibility to live more comfortably their vacation. In this way, visitors have the opportunity to choose the hotel Splendido, located on a hill a few kilometers from the town of Portofino, in the quiet of the mountain, between gardens and flowers and has a fantastic view over the Gulf of Tigullio, or Splendido Mare, placed his hand in the famous jet-set square of the village, a few steps from all the services that the old town can offer.

In 2003, after being completely refurbished in a style Ligurian simple but exclusive elegance, the Hotel San Giorgio was reopened as a structure to four stars. The location of this hotel at the foot of the mountain of Portofino, did not allow the past to have extensive services such as hotel Splendido, which, in contrast, has always enjoyed very broad space for tennis courts, swimming pools and spas , And a paradisiacal landscape view. After some recent speeches, however, the Hotel San Giorgio now able to offer sports, healthy, restaurant worthy of a four-star hotel with beach obtained by exploiting nearby bay Paraggi [36] .

The tourist offer consists not only receptive component, but also by its complementary services, ranging from coffee to restaurants and bars, for example restaurants from Splendido and Splendido-Mare are not reserved only for guests but to all those who are looking for a catering class. Although there ~ Italian customers and especially foreign tends to attend Some famous restaurants such as "puny" or "Taverna del Crew" or "The Dolphin" and "The Star".

With the closure of some exercises and the concomitant opening of others, between the nineties and today, the number of premises for a bar and restaurant in Portofino remained unchanged: there are indeed two decades in 28 years, of which thirteen restaurants, two pizzerias, the farm "† Pin", recently opened, located between sections of the mountain, twelve-bar ice cream parlors and hot plates, concentrated for the most part in the square and along the piers near the sea in any case it is of high quality restaurants, whose specialties reflect the traditional cuisine of coastal Liguria, therefore characterized by gently fresh fish served in both the first and in seconds flat, and pizza are less expensive and are mainly frequented by hikers (Table 3 and Fig.26).

The fund receptive extralberghiero, unlike the hotel does not exist: lack of housing is sold into private rental, Bed & Breakfast, etc.. and all of us ~ for reasons related to the preservation of a tourism Elite. Very different is instead the situation of tourism in the second case, since in the period 1981-2001 the number of non-occupied dwellings increased from 217 to 309 and the incidence rate than those used in past holiday dall'85, 3% to 92 2%. In 2001 the "second" homes were about three hundred, at most owned by people living in Milan, Rome and Turin, and used as temporary homes during much of the summer: this estimate is still overestimated by the fact that many owners of buildings in the village, have preferred to transfer their residence in towns and especially in Santa Margherita Ligure, declaring as "second home for vacation use" their actual residence located at Portofino (Table 4).

 

[17] The Body "Park" was born with the aim to protect and conserve the natural environment and landscape of the area protected, protect and enhance the biological diversity of flora and fauna and their habitats, preserving the historical and archaeological heritage of the area, promote scientific research and environmental education, ensuring access to educational, cultural, scientific, recreation and tourism, promote the development of agriculture, forestry and traditional handicrafts and improve the economic and social conditions of the resident population by encouraging economic activities sustainable, even in the implementation of plans and projects, national and regional sustainable development (www.parcoportofino.it).

[18] The abbey was founded in 711 AD by the Bishop of Tarragona and was rebuilt in the tenth century by the Doria family, which has to develop with the building of a family burial ground and a tower to defend the village of San Fruttuoso from Camogli 'pirate attack Turks. (M. Scuderi, The Tigullio coast and Hinterland, Busalla 2005, pp. 2-7).

[19] The historic San Fruttuoso nature of art, nature and environment. The wild beauty of the slopes dell'insenatura inseparable from the preciousness of the tiny town that has managed wisely keep the original medieval features. ~ Here you can perform the underwater particularly interesting for the ecological values of the seabed and simultaneously refine their artistic or natural, merging sports and culture. The primitive work activities, such as fishing, deprived of their economic interest, have given way to tourism initiatives, sources of wealth for the inhabitants. (A. Giran - S. Olivari, Help the Mount of Portofino, Sagep Editrice, Genoa 1991, p. 55)

[20] Ibid, pp. 112-113.

[21] The project has already produced a guide entitled Natural Water as written in Italian and English distributed in the IAT and local information points, which contains information, phone numbers and description of the park and tourist areas concerned (www.parcoportofino.it) .

[22] www.parcoportofino.it.

[23] The establishment of marine protected areas provided by two laws: provisions for protection of the sea (n ¡979, 31 December 1982) and the Framework Law on Protected Areas (n ¡394, 06 December 1991). The purpose of marine protected areas are either for protecting the environment and resources of the sea, and promotion and enhancement of local economic activities such as deciding that the importance of nature and landscape. (Consortium of Protected Marine Management, Santa Margherita Ligure).

[25] The activity of fishing currently regulated by the Ministerial Decree n ¡293, April 13, 1999, which includes activities in the dissemination of culture of the sea and fishery, such as short excursions along the coast, observation activities fishing professional catering on board or ashore, sport fishing and all those activities to create awareness and enhancement of the coastal environment that can serve to bring the general public to the world of professional fishing. The fishing is an innovative proposal to respond to the need to diversify from fishing activities especially within the Protected Marine, a share of retraining tourism market in the existing and creating an additional particularly interesting. (C. GIANI - S. Cavallaro, Cf. Cit., Pp. 46-47).

[26] Founded in XIV century by the Confraternity of the disciplinary oratory oriented with the choir to the east as it was customary for old churches and decorations in slate has the pavement in irregular octagons with marble inserts. Today the church is used for the celebration of funeral rites. (D. BELLINI - E. RIZZI, Portofino Tourist Card, Lavagna, Zone Publishing, 1997, p. 21).

[27] Romanesque-style sanctuary built in 1154 in honor of St. George of Cappadocia and rebuilt in 1950 after it was bombed during the Second World War, preserves the relics of the martyr brought to Portofino from the Holy Land. (Ibid., p. 22).

[28] The church was built in the tenth century Lombard style and was renovated in Gothic style. Together with other goods had been donated AT San Fruttuoso from Adelaide, widow of the Emperor Otto I. In 1548 the church was consecrated after the fortuitous discovery of relics preserved in the cafeteria of the high holy martyrs belonging to Dorothea, Vincenzo and Cassiano. The sacred building was dedicated to San Martino bishop of Tours in

As in Liguria there was a widespread devotion for this saint. (See MOUTH PICO, The Church of Portofino through the centuries, Genoa, Sagep Publishing, 1971, pp. 19-22).

[29] J. BABER - JH. BABER, Castello di Portofino, London, Batsford Publishing, 1965, pp. 8-12.

[30] In 2002 the castle was granted to the Company Events Management Srl, commonly known as Portofino Events and constituted with the objective of the study, promotion and organization of events of any kind. Inside the castle you can set photographic services, painting exhibitions, fashion shows and shooting television in 1991 interior and exterior of the film "An enchanting April" were shot entirely in the halls and gardens of the castle, so "as the Italian production the famous soap-opera "Beautiful" was used in 2002, the location of the castle as a set for some episodes set in Portofino and the surrounding area. In addition to meetings, workshops and conventions, the Portofino Events offers its rooms with beautiful view that you can enjoy the castle, for organizing weddings, birthdays, aperitifs and gala celebrations. To organize all these events, the Company uses partners, working the stands and various forms of entertainment.

[31] This association has ancient origins, back in the late Vittorio Augusto Vecchi and a group of sailing enthusiasts, with the accession of King Umberto I, founded the Royal Yacht Club Italian. Since the inaugural race der April 1880 that "the first season of sports club with 177 boats racing in the Gulf of La Spezia, the YCI has always had as objective the dissemination of yachting, the organization of racing and cruising national and international and education of young people in sport sailing. Over the years, the connotation of the International Yacht Club Italian is always more consolidated, since 1902, with the victory of the Cup of France, that the segn ~ entrance of the club in the world competitive internationally. In Postwar, with the combination of other clubs to YCI, founded the Federazione Italiana Vela Subsequently, the impetus to the process of Yachting as the training of young people, led to the realization of several projects as the foundation of STAI in 1996 in collaboration with the Italian Navy, an association affiliated to ISTA (International Sail Training Association) to enable young people to embark on training as crew on civilian and military vessels. A long history of major events and major milestones that continued until today, with the great champions of today and sailing races organized by the club, among which in addition to the Trofeo Pirelli Zegna, Carlo Negri Cup, the Giraglia Rolex Cup in the Mediterranean and many others (www.yachtclubitaliano.it).

[32] C. GIANI - S. Cavallaro, Lights & Colors, Busto Arsizio, Publisystem Group Srl, 2005, p. 44.

[33] To assign the jury consisting Galbisso by Sergio president of the Federazione Italiana Vela, president of Charles Cross Yacht Club, Italian Paolo Zegna and CEO of Zegna Group. This prize is awarded every two years together premium "A life for sailing," dutiful homage to those who sail has its own reason for life (www.yachtclubitaliano.it).

[34] The Dinghy a small boat for individual much appreciated in Riviera del Levante, which exploits the power of the wind on the great sailing Aurica prepared to bow of the craft. Each year participating in the tender is the Dinghy historians, made of wood, large sailors as Pelaschier Mauro, both modern plastic and composite materials. Although this is not a race majestic as the Trofeo Zegna, the "Tank SIAD d'Oro" organizes the award ceremony after a private dinner followed by fireworks, but to underline that this is a challenging race, which requires preparation and technical skills. The substance of the Trophy, created in 1996 by Roberto Sestini, head of SIAD, a company that manufactures and sells industrial gases and specialty mechanical engineering, pharmaceutical, chemical and food industries. Cf. C. GIANI - S. Cavallaro, Lights & Colors, Busto Arsizio, Publisystem Group Srl, 2005, p.46.

35 In 1994 the hotels Piccolo Hotel and National hitherto characterized by three stars have joined the upper class. Indeed, the small hotel has improved and increased its services by acquiring private beach, solarium, laundry, air conditioning and access for the disabled, etc. .. well as an increase in berths in 1998 by 29%. Even the National always hotel in 1998 has registered an increase of beds equal to 32% this year while not offering the same services of the Small, has recognized the advantage of being located in the heart of Portofino and have extensive rooms with windows that overlook the square and the port detail that should not be underestimated given that one of the primary reasons that leads tourists to choose Portofino as their holiday destination of its natural-type landscape. The only hotel which has kept stable over time and class berths eden hotel, which is a category with three stars and with 15 berths. Cf. TIGULLIO APT, Tourist Accommodation 1994-1999.

[36] Another facility that would seem obvious but which appears to be of prime importance for a country as small Portofino parking: all hotels except the National and Eden have a park or garage available to customers.

[37] G. ROCCA, Space Tourism and Sustainable Development, Genoa, ECIG 2000, p. 211

[38] L. PECCERILLO - F. ORIO - P. THE STRONG, Portofino Coast Gazette monthly newsletter for members, Rapallo 2004, pp. 3-4.

[39] The remaining countries are registered under the name "Rest of the World".

[40] Portofino World Site, the Luxury Web Site of Portofino.