1,720,984 research outputs found
Potentialities of Web 2.0 and new challenges for destinations: insights from Italy
No full textWeb 2.0 influences the relationship between supply and demand even in the tourism sector, forcing those who manage destinations (destination management organizations,DMOs) to review the ways in which they enhance a territory’s assets. As an exploratory contribution, this paper aims to answer two research questions: are the daily activities
on social networks able to influence the marketing approach of DMOs, and in what ways and to what extent can the daily activities on social networks enhance the brand equity of destinations? This study aims to achieve this goal by analysing the digital marketing activities of one of the top Italian destinations (case study method). This paper shows that Web 2.0 offers many opportunities for value creation and promotion, but it also presents important challenges
Logiche di valorizzazione 2.0 dei luoghi e delle destinazioni turistiche: il caso Turismo Emilia Romagna
Full text linkIl web 2.0, basato su condivisione e conversazioni, ridefinisce i rapporti fra domanda e offerta. Nel settore turistico determina nuovi processi di cambiamento, spingendo gli organi di governo delle destinazioni turistiche a rivedere gli schemi di valorizzazione dei propri asset. Il presente contributo approfondisce questo tema assumendo la prospettiva delle regioni, prendendo in riferimento il caso di studio “Turismo Emilia Romagna” (TER), ritenuto di particolare interesse dal punto di vista interpretativ
Experience marketing: specific features and trends. The Wish Days case study
No full textExperience in marketing has been the recipient of a good deal of attention over the years. However, while most studies have focused on “experiential marketing”, the marketing of those who create the experience has remained relatively neglected.
This paper enquires into the particular aspects of experience offerings and the related marketing approach and focuses on the definition of a potential conceptual framework.
Evidence has been obtained from the “Wish Days” case study, an up-and-coming firm which in just a few years has made a name for itself as the leader in the Italian experiential “gift market”
The relationship between brand constructs and motivational patterns in crowdfunding decisions
Full text linkCrowdfunding (CF) platforms are emerging as new source of resources to support either business or not-for-profit entrepreneurial projects. This phenomenon has received increasing attention by academic scholars. One of the most important existing streams of literature is the one of backers’ motivations. To the best of our knowledge, no study has so far considered the possible role of brand constructs in backers’ funding decisions. This is due to the typical CF setting, where project proponents usually don’t have a strong brand to rely on and backers have no significant reason to feel emotionally connected to a given CF platform. However, the scenario is changing: companies and other organizations seem to be increasingly intrigued by the idea of using CF as a marketing tool. We aim to deepen our understanding of this very recent phenomenon by analyzing a special empirical setting, which is the one of CF platforms created by Universities to fund (above all) their scientific research projects. These projects have mostly to do with the progress and well-being of society, so we should expect more of other-oriented reasons for funding. Nevertheless, since all the stakeholders of a given University (starting from students) could have strong reasons to conceive themselves as “in-groups” we expect this can affect the CF intention (as a brand supportive behavior) as well as the reasons behind it
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Marketing territoriale e valorizzazione turistica dei luoghi
No full textIl capitolo vuole fornire un quadro sintetico, ma completo, del framework concettuale del marketing applicato al territorio, con particolare enfasi posta sul marketing territoriale a carattere turistico
User-generated content e analisi della domanda: le potenzialità del web 2.0. I giudizi su Ferrara e dintorni
No full textIl capitolo, dopo aver tratteggiato i principali effetti sul marketing territoriale turistico dello sviluppo del web (partecipativo) 2.0, presenta i risultati di un’indagine qualitativa della domanda turistica ferrarese, realizzata sfruttando i contenuti (sotto forma di recensioni e commenti) creati direttamente dagli utenti on-line (user generated content). Lo studio mette in evidenza aspettative e giudizi degli “ospiti del territorio”
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