Creative Promotional Strategy For Touristic Territories. The Italian Case

Consumptions and lifestyles have been radically revolutionized by digital society advent. This process has also engulfed tourism industry, traditionally open to innovative topics and sensitive to unusual conditions. Internet and the relational dynamics that are actived, act as a multiplier of these ferments, offering unimaginable opportunities if referred to a relatively recent past and making obsolete traditional models. However, to fully reap the potential benefits of this new era, it is needed a strong innovation ability, and, above all, timely decisions. The aim of this paper is to investigate, in the light of the new awareness offered by the pervasive spread of social media, the dialectical relationship between producers and consumers of local products in an attempt to grasp trends and patterns within very recent dynamics.