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Sustainability in Overtouristified Cities? A Social Media Insight into Italian Branding Responses to Covid-19 Crisis

Author

Listed:
  • Cecilia Pasquinelli

    (Department of Management and Quantitative Studies, University of Naples Parthenope, 80132 Naples, Italy)

  • Mariapina Trunfio

    (Department of Management and Quantitative Studies, University of Naples Parthenope, 80132 Naples, Italy)

  • Nicola Bellini

    (Institute of Management, Scuola Superiore Sant’Anna, 56127 Pisa, Italy)

  • Simona Rossi

    (Department of Management and Quantitative Studies, University of Naples Parthenope, 80132 Naples, Italy)

Abstract

The paper aims to reach insights into city branding in the Covid-19 context to discuss the projected brand propositions and their reliance oan sustainable brand attributes and values. This study explores the immediate response of overtouristified cities to the post-pandemic crisis by focusing on four iconic cultural cities in Italy, which are Florence, Milan, Rome, and Venice, and the related Facebook communication in summer 2020, right after the end of the lockdown following the first wave of contagion in the country. A content analysis of the official Facebook accounts of these cities provided an explorative insight into different destination brand approaches to dealing with the pandemic threat, revealed fading urban characters of the tourism experience and an expansion of the destinations from a spatial perspective, towards city-region destinations. The findings suggest potential configurations of the sustainable destination brand whose formation, in the case of the overtouristified cities, deserves further attention throughout the evolution of the Covid-19 crisis.

Suggested Citation

  • Cecilia Pasquinelli & Mariapina Trunfio & Nicola Bellini & Simona Rossi, 2021. "Sustainability in Overtouristified Cities? A Social Media Insight into Italian Branding Responses to Covid-19 Crisis," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1848-:d:495853
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    2. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    3. José Antonio Donaire & Núria Galí & Raquel Camprubi, 2021. "Empty Summer: International Tourist Behavior in Spain during COVID-19," Sustainability, MDPI, vol. 13(8), pages 1-14, April.
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    5. Joanna Kowalczyk-Anioł & Marek Grochowicz & Robert Pawlusiński, 2021. "How a Tourism City Responds to COVID-19: A CEE Perspective (Kraków Case Study)," Sustainability, MDPI, vol. 13(14), pages 1-22, July.
    6. Arlindo Madeira & Teresa Palrão & Alexandra Sofia Mendes & Ernesto López-Morales, 2021. "Perceptions about Tourism and Tourists in Historic Neighborhoods: The Case of Alfama," Sustainability, MDPI, vol. 13(15), pages 1-14, July.
    7. Umer Zaman & Syed Hassan Raza & Saba Abbasi & Murat Aktan & Pablo Farías, 2021. "Sustainable or a Butterfly Effect in Global Tourism? Nexus of Pandemic Fatigue, COVID-19-Branded Destination Safety, Travel Stimulus Incentives, and Post-Pandemic Revenge Travel," Sustainability, MDPI, vol. 13(22), pages 1-21, November.
    8. Hélder da Silva Lopes & Paula C. Remoaldo & Vitor Ribeiro & Javier Martín-Vide, 2021. "Effects of the COVID-19 Pandemic on Tourist Risk Perceptions—The Case Study of Porto," Sustainability, MDPI, vol. 13(11), pages 1-29, June.
    9. Giovanna Rech & Lorenzo Migliorati, 2021. "Social Representations about Cultural Tourism in the Time of COVID-19: A Case Study of Langhe, Monferrato and Roero (Italy)," Sustainability, MDPI, vol. 13(11), pages 1-17, June.
    10. Shuai Zhang & Kyungsik Kim & Brain H. Yim & Boram Hyun & Weiqi Chai, 2022. "Destination Personality and Behavioral Intention in Hainan’s Golf Tourism during COVID-19 Pandemic: Mediating Role of Destination Image and Self-Congruity," Sustainability, MDPI, vol. 14(11), pages 1-17, May.
    11. MacNiven, Sean & Lennon, J. John & Roberts, Julie & MacNiven, Maxime, 2023. "In other words: Glasgow (Perception through Word Associations)," OSF Preprints yfaw2, Center for Open Science.
    12. Francesc Fusté-Forné & Nela Filimon, 2021. "Using Social Media to Preserve Consumers’ Awareness on Food Identity in Times of Crisis: The Case of Bakeries," IJERPH, MDPI, vol. 18(12), pages 1-20, June.
    13. Umar Ali Bukar & Fatimah Sidi & Marzanah A. Jabar & Rozi Nor Haizan Nor & Salfarina Abdullah & Iskandar Ishak & Mustafa Alabadla & Ali Alkhalifah, 2022. "How Advanced Technological Approaches Are Reshaping Sustainable Social Media Crisis Management and Communication: A Systematic Review," Sustainability, MDPI, vol. 14(10), pages 1-26, May.
    14. Magdalena Roszczyńska-Kurasińska & Anna Domaradzka & Bartosz Ślosarski & Agata Żbikowska, 2021. "Facebook Data as Part of Cultural Heritage Investments Toolbox: Pilot Analysis of Users Interests and Preferences Concerning Adaptive Reuse," Sustainability, MDPI, vol. 13(4), pages 1-15, February.

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