This paper investigates the co-creation process of the online image of the Italian World Heritage Site “Sassi of Matera”, which has been inscribed among UNESCO World Heritage Sites in 1993. Despite the recent increasing success of the destination, Matera still lacks a strong online communication. To date, the Sassi of Matera have not a dedicated website for the promotion of the UNESCO heritage itself, while other online stakeholders are co-creating its online communication. The case study has been examined to provide an example of how the main stakeholders of a destination can contribute to the co-creation of its online image: hospitality industry, destination players, and user generated content (UGC) through the online word-of-mouth. Content analysis has been performed, revealing the main arguments expressed about the site, and the coverage of the UNESCO label among the concerned online publishers. The theoretical and managerial implications are discussed in the study.
The Co-creation Process of the Online Image of an Italian World Heritage Site: The Sassi of Matera
MARIANI, MARCELLO MARIA;
2016
Abstract
This paper investigates the co-creation process of the online image of the Italian World Heritage Site “Sassi of Matera”, which has been inscribed among UNESCO World Heritage Sites in 1993. Despite the recent increasing success of the destination, Matera still lacks a strong online communication. To date, the Sassi of Matera have not a dedicated website for the promotion of the UNESCO heritage itself, while other online stakeholders are co-creating its online communication. The case study has been examined to provide an example of how the main stakeholders of a destination can contribute to the co-creation of its online image: hospitality industry, destination players, and user generated content (UGC) through the online word-of-mouth. Content analysis has been performed, revealing the main arguments expressed about the site, and the coverage of the UNESCO label among the concerned online publishers. The theoretical and managerial implications are discussed in the study.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
