“Tell me please in what direction I should go now?” asked Alice in her wonderland test in tourism development.
“It depends a lot on where you want to go” replied the Cheshire Cat
This fragment, extracted from the beautiful book of Lewis Carrol, “Alice in Wonderland”, suggests the point of departure to achieve each of our objectives: if we do not know where we want or desire to go we cannot know how to find the road to arrive there.
And, before that, it forces us to think who we are, to define it, because if we have no perception of ourselves, of our needs and desires, most probably we will not even have that driving force that puts us in motion to satisfy them.
Needs and desires, the first we can say comes from scarcity and the second from abundance, the first is filling a lack, the second is the addition of something that already exists. But together they are the petrol of our motivation. If we did not have a need or a desire we never would head on the way to a goal, that very often is suggested by the satisfaction of those needs and desires.
Their careful evaluation is therefore the first step that allows us to define a frame of meaning to our actions.
This consideration applies both to the single individual, as well as for a community of people or even a specific territory, aiming to promote and raise awareness of environmental, cultural and anthropological richness to the level of acceptance by new people that we must try to attract. In summary we want to create the difficult art of territorial magnetism.
Who we are, what our needs and desires are, which are the strengths and which instead are areas for improvement, which is the objective that we intend to centre on with precision and which way to go, who or what can sabotage us more or less, are just some of the questions that should be posed by a team of professional experts in ‘tourism development coaching’ who accompany the community, through their representatives, in this tricky process of territorial seduction – making people want to want you.
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