Online Place Branding for Natural Heritage: Institutional Strategies and Users’ Perceptions of Mount Etna (Italy)
| Autor: | Valentina Erminia Albanese, Teresa Graziano |
|---|---|
| Přispěvatelé: | Valentina Erminia Albanese, Teresa Graziano |
| Rok vydání: | 2020 |
| Předmět: |
Archeology
Knowledge management place branding smart tourism online content analysis software-based sentiment analysis Emerging technologies Materials Science (miscellaneous) media_common.quotation_subject 0211 other engineering and technologies Online content analysis 02 engineering and technology Conservation Place branding online content analysi 0502 economics and business Natural heritage lcsh:CC1-960 media_common Conceptualization business.industry 05 social sciences Sentiment analysis 021107 urban & regional planning lcsh:Archaeology Business 050212 sport leisure & tourism Tourism Reputation |
| Zdroj: | Heritage, Vol 3, Iss 85, Pp 1539-1559 (2020) Heritage Volume 3 Issue 4 Pages 85-1559 |
| ISSN: | 2571-9408 |
| DOI: | 10.3390/heritage3040085 |
| Popis: | In recent years, tourist destinations and strategies of place branding have been facing new challenges owing to the diffusion of Information and Communications technologies. Smart devices can give tourists/prosumers the possibility to co-create and share their travel experience to the point to influence the destination web reputation and, consequently, its digital place image and branding. Furthermore, new technologies can be also used as effective analytical tools to scrutinize the role of online co-created narratives in influencing the web reputation of a specific tourist site, natural heritage included. The study focuses on the online destination image of Mount Etna, an active volcano located in Southern Italy inserted in the UNESCO World Heritage List since 2017. The web reputation of this natural heritage site has been analyzed through a twofold methodology: a manual online content analysis and a software-based Sentiment Analysis methodology. The paper highlights the crucial role of new technologies both as tools of analysis in tourism and heritage studies and as &ldquo catalysts&rdquo of e-narratives able to influence place images. In so doing, the research aims at providing other researchers and policy-makers with new theoretical and methodological insights about the challenges and potentialities of smart technologies in exploring the online place image, thus contributing to a novel conceptualization of place branding through the theoretical/operational framework of Place Branding 3.0. In particular, the mixed-method approach represents an innovative framework insofar as it provides an in-depth evaluation of users&rsquo online perceptions both at the &ldquo micro&rdquo scale&mdash at the level of contents, through the manual content analysis&mdash as well as at the &ldquo macro&rdquo scale, thanks to the software-based Sentiment Analysis methodology. |
| Databáze: | OpenAIRE |
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