Search results for "territorial marketing"
showing 7 items of 7 documents
The Brand-Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study
2022
This is the first study on the brand–land link for quality wines with a strong identity produced in extreme territories using the Policy Delphi methodology. The objective of this study is to assess the existence of a relationship between the wine brand and the territory of origin for wines produced in the Etna valley in Sicily (southern Italy). Awareness among producers and stakeholders of the recognizability of local wines by the market was investigated. Moreover, the forecasts/reliability, issues/importance, options/feasibility, and goals/desirability of development factors for wines with a brand–land link in the Etna valley were analyzed. The results were used to design a mod…
Les stratégies de développement touristique des territoires de l’espace Rhin-Rhône : une nouvelle cohérence impulsée par le TGV
2012
International audience; The eastern branch of the Rhine-Rhône highspeed line was opened on 11th December 2011. It offers new connections in France and in Europe. Relationships between transport and economic development has often been studied in the literature. This article is an analysis of the relationship between transport, tourism and territory based on the promotion campaigns and the tourism development strategies in the territories newly connected by the high-speed line. Local projects have been catalogued and regional players have been interviewed in order to show how this new infrastructure can be appropriated to enhance the territorial reputation. An analysis of the current cooperat…
Food and religion in sicily—a new green tourist destination by an ancient route from the past
2021
The Francigena Way (Via Francigena) is a long international itinerary that was awarded recognition as a Culture Route of the Council of Europe. It starts in Canterbury (UK), touches 13 European regions and ends in Rome. An ancient track of this route is in Sicily (Southern Italy), and its name is Magna Via Francigena (Great Francigena Way). This track is a pilgrimage route that connects two ancient port cities, Palermo and Agrigento, passing through internal rural territories that now deal with the exodus of population from rural to urban areas. The route passes through the Sicilian territory named “Upper-Belìce corleonese”, a rural area around the city of Corleone (a little village known w…
Visitor’s Motivational Framework and Wine Routes’ Contribution to Sustainable Agriculture and Tourism
2022
Wine Routes develop inside the larger context of wine tourism (WT), which is increasingly important for rural communities. Italy is one of the most important countries in the world for wine production and tourism. Sicily is one of the leading regions in Italy for wine production and wine tourists. This study focuses on the Sicilian wine routes (SWRs) and gives an excursus of their development during the last ten years, highlighting strengths and weaknesses. Moreover, the study wants to make an attempt to bridge the existing gap in the literature and highlight the nature and extent of the contribution of the SWR to the development of the WT ‘product’ from the perspective of the increasingly …
Promoting Research and Landscape Experience in the Management of the Archaeological Networks. A Project-Valuation Experiment in Italy
2020
Archaeological sites are part of the history and identity of a community playing a strategic role on the different scales of the cultural and economic common life. Whereas on the one end the most famous archaeological sites attract huge flows of tourists and investment, on the other hand, many minor archaeological sites remain almost ignored and neglected. This study proposes a project-evaluation approach devoted to the &ldquo
The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine
2018
Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-…
Study of Wine Producers’ Marketing Communication in Extreme Territories–Application of the AGIL Scheme to Wineries’ Website Features
2020
This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e., adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Additionally, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories, helping e…