Comprendere gli elementi intangibili dell’esperienza turistica heritage: una ricerca netnografica / Understanding the intangible elements of the heritage-based tourism experience: a netnographic study
Abstract
Lo scopo di questo articolo è di comprendere quali elementi intangibili del patrimonio culturale influenzino maggiormente la percezione di una destinazione turistica. La metodologia utilizzata è di natura qualitativa; in particolare sarà utilizzato il metodo netnografico per l’analisi dei racconti di viaggio concernenti quattro città italiane (Firenze, Napoli, Roma e Venezia) presenti in una comunità online di viaggiatori. I risultati mostrano una elevata quantità di citazioni riferite a prodotti enogastronomici tipici del luogo visitato, nonché a tradizioni legate al territorio, dimostrando la significatività che tali elementi intangibili rivestono nella esperienza turistica. Sotto il profilo delle implicazioni pratiche, emerge la possibilità di ampliare la consapevolezza afferente al ruolo degli elementi intangibili del patrimonio culturale nei responsabili di politiche di marketing turistico e territoriale.
The aim of the study is to investigate how intangible elements of cultural heritage influence visitors’ perception of a particular tourist destination. This study uses the qualitative research method of netnography, examining travel diaries from online communities in order to analyze the recorded perceptions of heterogeneous visitors of four different tourist destinations (Florence, Naples, Rome and Venice). Evidences show a high quantity of references related to local food and visited communities (everyday life, contact with locals, etc.) in the examined diary texts. Such a result indicates how these elements remain anchored in the mind of tourists and, therefore, may be interpreted as significant factors in the evaluation of holiday experiences. Regarding the practical implications, this study aims to improve the decision makers’ awareness about the importance of intangible heritage elements, specifically concerning heritage tourism.
Full Text
PDFRiferimenti bibliografici
Altheide D.L. (1987), Reflections: Ethnographic content analysis, «Qualitative Sociology», 10, n. 1, pp. 65-77.
Angrosino M. (2007), Doing ethnographic and observational research, Sage: London.
Arnould E.J., Thompson C.J. (2005), Consumer culture theory (CCT): Twenty years of research, «Journal of Consumer Research», 31, n. 4, pp. 868-882.
Ashworth G.J., Tunbridge J.E. (1999), Old cities, new pasts: heritage planning in selected cities of Central Europe, «GeoJournal», 49, n. 1, pp. 105-116.
Bagautdinova N., Gafurov I., Kalenskaya N., Novenkova A. (2012), The regional development strategy based on territorial marketing (the case of Russia), «World Applied Sciences Journal», n. 18, pp. 179-184.
Baloglu S., Uysal M. (1996), Market segments of push and pull motivations: A canonical correlation approach, «International Journal of Contemporary Hospitality Management», 8, n. 3, pp. 32-38.
Bansal H.S., Taylor S. (2015), Investigating the relationship between service quality, satisfaction and switching intentions, in Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference, Cham: Springer International Publishing, pp. 304-313.
Beerli A., Martin J.D. (2004), Factors influencing destination image, «Annals of Tourism Research», 31, n. 3, pp. 657-681.
Bennet M. (1997), Heritage marketing: the role of information technology, «Journal of Vacation Marketing», 3, n. 3, pp. 272-280.
Bird S.E. (2002), It Makes Sense to Us: Cultural Identity in Local Legends of Place, «Journal of Contemporary Ethnography», 31, n. 5, pp. 519-547.
Boss J.F. (1999), La contribution des élément du service à la satisfaction des clients, «Revue Française du Marketing», n. 171, pp. 115-128.
Bowes R.G. (1989), Tourism and heritage: a new approach to the product, «Recreation Research Review», 14, n. 4, pp. 35-40.
Brakus J.J., Schmitt B.H., Zarantonello L. (2009), Brand experience: what is it? How is it measured? Does it affect loyalty?, «Journal of Marketing», 73, n. 3, pp. 52-68.
Buhalis D. (2000), Marketing the competitive destination of the future, «Tourism Management», 21, n. 1, pp. 97-116.
Butler R.W., Boyd S.W. (2000), Tourism and parks – a long but uneasy relationship, in Tourism and National parks: Issues and Implications, edited by R.W. Butler, S.W. Boyd, Chichester: Wiley, pp. 4-11.
Butler R.W., Hinch T., a cura di (1996), Tourism and Indigenous Peoples, London: International Thompson Business Press.
Carù A., Cova B. (2007), Consuming Experience, Routledge: London.
Carù A., Cova B. (2008), Small versus Big Stories in Framing Consumption Experiences, «Qualitative Market Research: An International Journal», 11 n. 2, pp. 166-176.
Casarin F. (2005), La soddisfazione del turista tra ricerche quantitative e qualitative, «Sinergie», n. 66, pp. 113-135.
Chandralal L., Rindfleish J., Valenzuela F. (2015), An application of travel blog narratives to explore memorable tourism experiences, «Asia Pacific Journal of Tourism Research», 54, n. 4, pp. 419-429.
Charmaz K., Mitchell R.G. (2001), Grounded theory in ethnography, Handbook of Ethnography, Sage: London.
Charmaz K. (2014), Constructing grounded theory, London: Sage.
Chi C.G.Q., Qu H. (2008), Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach, «Tourism Management», 29, n. 4, pp. 624-636.
Chung J.Y., Petrick J.F. (2013), Measuring attribute-specific and overall satisfaction with destination experience, «Asia Pacific Journal of Tourism Research», 18, n. 5, pp. 409-420.
Clements C., Josiam B. (1995), Role of Involvement in the Travel Decision, «Journal of Vacation Marketing», 1, pp. 337-348.
Cova B. (2003), Il Marketing Tribale, Milano: Il Sole 24 Ore.
Cova B. (2008), Marketing tribale e altre vie non convenzionali: quali ricadute per la ricerca di mercato?, «Micro & Macro Marketing», 17, n. 3, pp. 437-448.
Crompton J.L. (1979), Motivations for pleasure vacation, «Annals of Tourism Research», 6, n. 4, pp. 408-424.
Dann G.M. (1981), Tourist motivation an appraisal, «Annals of tourism research», 8, n. 2, pp. 187-219.
De Varine H. (2005), Le radici del futuro: il patrimonio culturale al servizio dello sviluppo locale, Clueb: Bologna.
Elo S., Kyngäs H. (2008), The qualitative content analysis process, «Journal of Advanced Nursing», 62, n. 1, pp. 107-115.
Faro Convention (2005), Council of Europe Framework Convention on the Value of Cultural Heritage for Society, http://conventions.coe.int/Treaty/EN/Treaties/Html/199.htm, 04.12.2015.
Fyall A. (2008), Managing visitor attractions, London: Routledge.
Garrod B., Fyall A. (2000), Managing heritage tourism, «Annuals of Tourism Research», 27, n. 3, pp. 682-702.
Gellner E. (1983), Nations and nationalism, Oxford: Basic Blackwell.
Georgakopolou A. (2006), Thinking big with small stories in narrative and identity analysis, «Narrative Inquiry», 1, n. 1, pp. 122-130.
Giese J.L., Cote J.A. (2000), Defining consumer satisfaction, «Academy of Marketing Science Review», 1, n. 4, pp. 1-22.
Gilli M. (2009), Autenticità e interpretazione nell’esperienza turistica, Milano: Franco Angeli.
Giraldi A., Cesareo L. (2014), Destination image differences between fi rst-time and return visitors: An exploratory study on the city of Rome, «Tourism and Hospitality Research», 14, n. 4, pp. 197-205.
Gobo G. (2001), Descrivere il mondo. Teoria pratica del metodo etnografi co in sociologia, Roma: Carrocci.
Golinelli C.M., Simoni M. (2011), La relazione tra le scelte di consumo del turista e la creazione di valore per il territorio, «Sinergie», n. 66, pp. 237-257.
Graham B. (2002), Heritage as Knowledge: Capital or Culture?, «Urban Studies», 39, n. 5-6, pp. 1003-1017.
Greene J.C., Caracelli V.J., Graham W.F. (1989), Toward a conceptual framework for mixed-method evaluation designs, «Educational Evaluation and Policy Analysis», 11, n. 3, pp. 255-274.
Greffe X. (2004), Is heritage an asset or a liability?, «Journal of Cultural Heritage», 5, n. 3, pp. 301-309.
Hall C.M., Zeppel H. (1990), Cultural and heritage tourism: the new grand tour?, «Historic Environment», 7, n. 4, pp. 86-98.
Harrison R. (2013), Heritage: critical approaches, London: Routledge.
Hosany S. (2012), Appraisal determinants of tourist emotional responses, «Journal of Travel Research», 51, n. 3, pp. 303-314.
Hosany S., Prayag G., Deesilatham S., Cauševic S., Odeh K. (2014), Measuring Tourists’ Emotional Experiences: Further Validation of the Destination Emotion Scale, «Journal of Travel Research», 54, n. 4, pp. 482-495.
Hughes G. (1992), Tourism and the Geographical Imagination, «Leisure Studies», 11, n. 1, pp. 31-42.
Jedlowski P. (2000), Storie comuni: la narrazione nella vita quotidiana, Milano: Pearson.
Josiam B.M., Smeaton G., Clements C.J. (1999), Involvement: Travel motivation and destination selection, «Journal of Vacation Marketing», 5, n. 2, pp. 167-175.
Kelly C. (2009), Heritage, in International Encyclopedia of Human Geography, edited by R. Kitchin, N. Thrift, Oxford: Elsevier, pp. 91-97.
Kozinets R.V. (1998), On netnography: Initial reflections on consumer research investigations of cyberculture, «Advances in Consumer Research», 25, n. 1, pp. 366-371.
Kozinets R.V. (2002), The field behind the screen: Using netnography for marketing research in online communities, «Journal of Marketing Research», 39, n. 1, pp. 61-72.
Kozinets R.V. (2006), Click to connect netnography and tribal advertising, «Journal of Advertising Research», 46, n. 3, pp. 279-288.
Kozinets R.V. (2015), Netnography: Redefined, London: SAGE.
Laws E. (1998), Conceptualizing visitor satisfaction management in heritage settings: an exploratory blueprinting analysis of Leeds Castle, Kent, «Tourism Management», 19, n. 6, pp. 545-554.
Lennon J.J., Foley M. (1999), Interpretation of the unimaginable: The U.S. Holocaust Memorial Museum, Washington, D.C., and dark tourism, «Journal of Travel Research», 38, n. 1, pp. 46-50.
Longo M. (2006), Sul racconto in sociologia. Letteratura, senso comune, narrazione sociologica, «Nómadas. Revista Crítica de Ciencias Sociales y Jurídicas», 14, n. 2, pp. 210-223.
Maffesoli M. (2004), Il tempo delle tribù: il declino dell’individualismo nelle società postmoderne, Milano: Guerini e Associati.
McCabe S., Foster C. (2006), The Role and Function of Narrative in Tourist Interaction, «Annals of Tourism and Cultural Change», 4, n. 3, pp. 194-215.
McCabe S., Stokoe E.H. (2004), Place Identity in Tourist’ Accounts, «Annals of Tourism Research», 31, n. 3, pp. 601-622.
Merchant A., Rose G.M. (2013), Effects of advertising-evoked vicarious nostalgia on brand heritage, «Journal of Business Research», 66, n. 12, pp. 2619-2625.
Neuendorf K.A. (2002), The content analysis guidebook, London: SAGE.
Nuryanti W. (1996), Heritage and postmodern tourism, «Annals of Tourism Research», 23, n. 2, pp. 249-260.
Park H.Y. (2013), Heritage tourism, London: Routledge.
Pike S. (2004), Destination Marketing Organisation: Bridging Theory and Practice, Oxford: Elsevier.
Poggi B. (2004), Mi racconti una storia? Il metodo narrativo nelle scienze sociali, Roma: Carrocci.
Poria Y., Butler R., Airey D. (2003), The core of heritage tourism, «Annals of Tourism Research», 30, n. 1, pp. 238-254.
Poria Y., Butler R., Airey D. (2004), Links between tourists, heritage, and reasons for visiting heritage sites, «Journal of Travel Research», 43, n. 1, pp. 19-28.
Poria Y., Reichel A., Biran A. (2006), Heritage site management: Motivations and expectations, «Annals of Tourism Research», 33, n. 1, pp. 162-178.
Prayag G., Ryan C. (2011), The relationship between the ‘push’ and ‘pull’ factors of a tourist destination: The role of nationality – an analytical qualitative research approach, «Current Issues in Tourism», 14, n. 2, pp. 121-143.
Prentice R.C. (1993), Tourism and Heritage Attractions, London: Routledge.
Qu H., Kim L.H., & Im H.H. (2011), A model of destination branding: Integrating the concepts of the branding and destination image, «Tourism Management», 32, n. 3, pp. 465-476.
Ranfagni S., Guercini S., Crawford Camiciottoli B. (2014), An interdisciplinary method for brand association research, «Management Decision», 52, n. 4, pp. 724-736.
Richards G. (1996), Production and consumption of European cultural tourism, «Annals of Tourism Research», 23, n. 2, pp. 261-283.
Rispoli M. (2001), Prodotti turistici evoluti: casi ed esperienze in Italia, Torino: Giappichelli.
Rust R.T., Zahorik A.J. (1993), Customer satisfaction, customer retention, and market share, «Journal of Retailing», 69, n. 2, pp. 193-215.
Saldaña J. (2012), The coding manual for qualitative researchers, London: Sage.
Solomon M., Bamossy G., Askegaard S. (1999), Consumer Behaviour: A European Perspective, Hemel Hempstead: Prentice Hall Europe.
Li S., Scott N., Walters G. (2015), Current and potential methods for measuring emotion in tourism experiences: a review, «Current Issues in Tourism», 18, n. 9, pp. 806-827.
Sherry J.F. (1995), Contemporary Marketing and Consumer Behavior, Thousand Oaks: Sage.
Sims R. (2009), Food, place and authenticity: local food and the sustainable tourism experience, «Journal of Sustainable Tourism», 17, n. 3, pp. 321-336.
Smith L. (2006), The uses of heritage, London: Routledge.
Swarbrooke J. (1994), The future of the past: heritage into the 21th century, in Tourism: the state of art, edited by A.V. Seaton, Chichester: Wiley, pp. 222-229.
Swarbrooke J. (1996), Understanding the Tourist: Some Thoughts on Consumer Behaviour Research in Tourism, «Insights», November, pp. 67-76.
Szymanski D.M., Henard D.H. (2001), Customer satisfaction: A meta-analysis of the empirical evidence, «Journal of the Academy of Marketing Science», 2, n. 1, pp. 16-35.
Tahana N., Oppermann M. (1998), Maori cultural performances and tourism, «Tourism Recreation Research», 23, n. 1, pp. 23-30.
Tilden T. (1977), Interpreting our heritage, Chapel Hill: University of North Carolina Press.
Timmermans S., Tavory I. (2007), Advancing ethnographic research through grounded theory practice, Handbook of grounded theory, London: Sage.
Tunnbridge J.E., Ashworth G.J. (1996), Dissonant heritage: The management of the past as a resource in conflict, Hoboken: John Wiley & Sons.
Tussyadiah I.P., Fesenmaier D.R. (2007), Interpreting Tourist Experiences from First Person Stories: A Foundation for Mobile Guides, in The 15th European Conference on Information System (ECIS) Proceedings, St. Gallen: University of St. Gallen, pp. 2259-2270.
Ulusoy E. (2015), Revisiting the Netnography: Implications for Social Marketing Research Concerning Controversial and/or Sensitive Issues, in Marketing Dynamism & Sustainability: Things Change, Things Stay the Same, edited by L. Robinson Jr., London: Springer International Publishing, pp. 422-425.
UNESCO (1972), Convention Concerning the Protection of World Cultural and Natural Heritage, Paris: UNESCO.
Urry J. (1995), Lo sguardo del turista, Roma: Edizioni SEAM.
Vecco M. (2010), A definition of cultural heritage: From the tangible to the intangible, «Journal of Cultural Heritage», 11, n. 3, pp. 321-324.
Wang N. (1999), Rethinking authenticity in tourism experience, «Annals of Tourism Research», 26, n. 2, pp. 349-370.
Warde A., Martens L. (2000), Eating out: Social differentiation, consumption and pleasure, Cambridge: Cambridge University Press.
Wong I.A., Dioko L.D.A. (2013), Understanding the mediated moderating role of customer expectations in the customer satisfaction model: The case of casinos, «Tourism Management», 36, pp. 188-199.
Worthington R.L., Whittaker T.A. (2006), Scale development research a content analysis and recommendations for best practices, «The Counseling Psychologist», 34, n. 6, pp. 806-838.
Yang J., Gu Y., Cen J. (2011), Festival tourists’ emotion, perceived value, and behavioral intentions: A test of the moderating effect of festivalscape, «Journal of Convention & Event Tourism», 12, n. 1, pp. 25-44.
Yoon Y., Uysal M. (2005), An examination of the effects of motivation and satisfaction on destination loyalty: a structural model, «Tourism management», 26, n. 1, pp. 45-56.
Young M. (1999), The Social Construction of Tourist Place, «Australian Geographer», 30, n. 3, pp. 373-389.
DOI: http://dx.doi.org/10.13138/2039-2362/1322
Copyright (c) 2016 IL CAPITALE CULTURALE. Studies on the Value of Cultural Heritage
edita dall'eum e gestita dall'Università di Macerata, Dipartimento di Scienze della formazione, dei beni culturali e del turismo, Sezione di Beni Culturali, piazzale Bertelli 1, 62100 Macerata, Italia.
Adotta specifiche politiche per la gestione e protezione dei dati.