Il coinvolgimento dei residenti nelle attività di promozione di un sito UNESCO (WHS). Un caso esplorativo sulla Costiera Amalfitana / The involvement of residents in the promotion of an UNESCO site (WHS). An exploratory case focusing on the Amalfi Coast

Agostino Vollero, Alfonso Siano, Claudia Maria Golinelli, Francesca Conte

Abstract


Il coinvolgimento dei residenti, in particolare nei siti Unesco, costituisce uno degli elementi chiave per favorire lo sviluppo dei territori. In questa direzione, il lavoro intende esaminare quali fattori influenzino la propensione dei residenti a partecipare alle attività di promozione territoriale.

Sulla base di un approccio di destination management di tipo collaborativo, è stata realizzata un’indagine esplorativa su un campione di 248 residenti della Costiera Amalfitana per analizzare la loro intenzione ad impegnarsi nella promozione del territorio.

I valori della comunità e l’atteggiamento proattivo nei confronti dell’ambiente sembrano influenzare positivamente la volontà dei residenti a supportare le attività di comunicazione di marketing territoriale. Il riconoscimento Unesco, se associato ad aspetti positivi, può costituire un ulteriore stimolo alla partecipazione dei cittadini. Inoltre, la percezione di inefficacia delle attività implementate dagli attori locali sprona i residenti ad attivarsi nella promozione territoriale.

 

The involvement of residents is one of the key elements to promote the development of destinations, especially in Unesco sites. In this context, the study aims at examining the factors that can influence the propensity of residents to participate in place promotion.

Based on an approach of collaborative destination management, an exploratory survey has been conducted on a sample of 248 residents of Amalfi Coast in order to examine their intentions to engage directly in place communication initiatives.

Community values and environmental attitudes seem to positively affect the willingness of residents to engage in place marketing communications. If linked to positive effects, the Unesco recognition may be a further stimulus to the engagement of citizens. Moreover, the perception of ineffectiveness of actions implemented by local actors encourages residents to contribute directly to place promotion.


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DOI: http://dx.doi.org/10.13138/2039-2362/1355

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