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Does a highly standardized international advertising campaign enhance destination image? Drawing evidence from Turkey's Home Global Image Campaign, the authors investigate this fundamental question. This would help the authors to understand whether there are significant differences in cognitive and affective image among tourist groups in Europe in a destination where there is a highly standardized international advertising campaign.

Data collected from British, German, French and Italian tourists through the official Twitter account of the Turkish Ministry of Culture and Tourism (TMCT) were used to carry out the quantitative analysis. Analysis of variance test was performed to assess the differences in nationalities. The Scheffe test was also applied as a post hoc comparison.

Cognitive image attributes such as “good value for money,” “good climate,” “interesting and friendly people,” “beautiful scenery and natural attractions,” “interesting cultural attractions,” “appealing local food (cuisine)” and “hygiene and cleanliness” are found to be less favorable in the perceptions of French tourists than those of British, German and Italian tourists. British, German and Italian tourists perceive Turkey as a more pleasant destination than French tourists. Overall, the findings suggest that a highly standardized international advertising campaign fails to boost the destination image for all nationalities.

The TMCT officials should use the adaptation strategy in international advertising campaigns since the findings denote that the “one-size-fits all” approach is problematic. The TMCT should support and promote environmental sustainability efforts and green hotel practices to attract more tourists and use them in different communication channels.

Assessment of affective and cognitive destination images (differences) is still an unresolved issue in the destination management and marketing literature. It seems that there is no empirical study investigating the cognitive and affective image attributes of a destination based on standardization versus adaptation approaches. This paper makes a contribution to the current literature by demonstrating that using the same image campaign in different markets is a practice that fails to achieve the intended goals.

Roots tourism is an important tourism segment both quantitatively and qualitatively. However, unlike other countries such as Ireland and Scotland, in Italy the interest for this segment on the part of the institutions and the research world has so far been rather limited. Even the offer of services is not adequate and is not targeted. The chapter illustrates the main characteristics of the demand generated by roots tourists, their reasons to travel, their expectations, their preferences in terms of purchase and consumption behaviour. The phenomenon is analyzed from various points of view, not only of tourists but also of other stakeholders, including local government to understand the current and potential policies to encourage this form of tourism. Roots tourism is linked to other interesting tourism segments: retirement migration, lifestyle migration, second home and residential tourism. A comprehensive overview of marketing provides useful information for planning and implementing strategies aimed at developing travels of emigrants and their descendants to their homeland.

Southern Italy (2) is a multiform and atypical system in the Italian tourist economy. According to a general image, one of its main features is the extensiveness and quality of the region's natural resources, especially the coastal areas, attractions which traditionally make the macroregion known essentially as a destination for “sun&sea” holidays. In recent years, moreover, due to growing and widespread awareness for environmental quality and for cultural factors, this image seems to have acquired new impulse and new occasions of interest. The wealth of particularly important historical, artistic and archaeological attractions (Magna Graecia, Roman and Arab‐Byzantine influences, the Baroque, etc); the diffusion and, often, the persistence of social‐cultural traditions that resist the influence of modernisation, are today—just as they were at the time of the Grand Tour—factors of strong appeal for the Southern regions. Today, the “capital cities” in Southern Italy are the main historical destinations of the early years of tourism, especially for foreign demand: besides Naples and Palermo, cities such as Taormina, Sorrento, Capri and Ischia, or destinations of cultural tourism such as Agrigento and Siracusa stand out.

Significant heritage buildings in Europe, and most especially cathedrals and churches in Western Europe, are sites of considerable international tourism appeal. A developing analytical approach termed the orchestra model of experience was used to structure the collection of empirical data about Chinese tourists’ reactions to major cathedral sites in Florence and Milan. These results are used to identify the challenges of meeting not just the needs of Asian tourists but also simultaneously deriving commercial benefits and maintaining the Christian values of the settings. Emphases are placed on the roles of interpretation and the management of protected spaces to meet these goals.

Based on a conceptual framework drawn from the original SERVQUAL model, the purpose of the paper is to explore the question of which service‐quality dimensions are deemed to be important by inbound tourists visiting a peripheral tourist location in Sweden.

Using questionnaires and interviews, Italian and British tourists visiting a peripheral tourist location in northern Sweden are studied in three phases: before the tourist experience, during the experience, and after return home.

Difference in the tourists' perceptions of the importance of various quality dimensions are identified before and after the tourism experience. Many similarities are identified between the needs and expectations of Italian and British tourists, although some differences also emerge.

Tourism managers should recognise that the needs of their customers can be influenced by: the time at which these needs are assessed; and cultural differences between nationalities.

Sociological researches about tourism of lesbian, gay, bisexual and transgender (LGBT) people are growing in number. These studies are carried out mainly in Anglo-Saxon countries, although nowadays tour operators, travel agencies, cruise and airline companies have started to reserve more and more services and promotions to this group of travellers all around the world. To fill this gap, the paper presents the results of a research that involved 650 Italian LGBT Millennial travellers.

Using the exploratory technique of multiple correspondence analysis, the research focussed on the study of decision-making processes, finding out the factors that drive young LGBT people to prefer one destination over the others, distinguishing motivations between pull and push factors.

For Italian LGBT Millennials, tourism means more than just recreation. Tourism could also represent a strategy that gives them temporary escape from social prejudice and inequality, since tourist experiences provide an opportunity to re-build LGBT people' sexual identity and enjoy social freedom that LGBT people are deprived of whilst being at home.

The analysis allowed to underline some differences. Even if LGBT people share the burden of being as a member of a sexual and gender minority, LGBT people attribute a slightly different meaning to tourism, considering distinct push and pull factors.

This paper aims to examine the role of tourist-generated and other network relationships in small Italian wineries’ internationalization.

It is based on 14 cases of which four are discussed in detail. All 14 cases are summarized in two tables and analyzed in the Discussion section.

Most firms did not pre-plan their foreign activities. International wine tourism was a major source for creating the contacts necessary for their internationalization: they created relationships/networks in tourists’ home markets and, as a result, expanded there either through selling directly to tourists or to the importers they recommended. In addition, they relied on contacts created at trade fairs or by friends/relatives. Some internationalization attempts failed, as the firms were passive and lacked long-term strategic plans. Thus, these producers have not fully realized the potential of wine tourists’ contacts and other network relationships in their internationalization.

It shows how wineries benefited from tourists’ networks and other co-operative relationships and how, as a result, they started exporting, but also which problems they faced. These topics have not received considerable research attention yet.

This paper aims to analyse online reviews to explore the experiences of tourists related to cultural attractions. Furthermore, the study identifies similarities and differences between cultural attractions and identifies tourists’ preferences.

Content analysis and principal component analysis are applied to 12.592 online reviews, in Italian, posted on TripAdvisor by tourists who visited 58 cultural attractions of Naples (Italy) between 2011 and 2014.

Findings reveal five critical components of tourists’ experience related to cultural attractions: wonder, authenticity, relaxation, discovery and knowledge. Findings show that tourists can interpret cultural attractions in different ways.

This study makes advancements on the relationships between tourists’ experience and cultural attractions. Research limitations are related to the geographical context and to the database, which presents a strong standardisation of evaluations, almost never negative. Furthermore, the analysis is limited to online reviews written in Italian language. Future studies will be dedicated to explore reviews in other languages and on other cultural destinations.

The study draws managerial implications at local and general level. Locally, findings provide suggestions and practical implications to support the tourism policies and marketing of Naples. At general level, the paper provides implications for destination manager organisations and policy makers to strengthen the attractiveness of cultural attractions, develop destination marketing strategies and offer more satisfying cultural experiences.

This is one of the first studies that uses online reviews to explore the experiences of tourists who visit cultural attractions.

Developing sustainable mobility can add value to the travel and tourism experience in alpine areas and can become a challenge for destinations in terms of interests, goals, skills and values involving both public and private subjects. Mobility as a Service (MaaS) is a new model for delivering sustainable transport services that in recent experiences seem to be an alternative to the use of owned cars by allowing the personalized use of a bundle of public and private transport means. This paper aims to identify the positive aspects in the two main Alpine regions affected by tourism demand coming mainly from Lombardy by implementing a mobility model inspired by Maas in the Lombardy capital.

The tourism demand of the Autonomous Province of Trento and the Aosta Valley Region is thus analyzed using descriptive statistics on tourist flows and mobility characteristics.

Technology and propensity to change are the determining factors to move from traditional to innovative mobility systems.

This work, by considering the recent studies on MaaS models, limited to sustainable urban mobility models, extends the MaaS approach to the key concepts of “sustainable mobility” and “sustainable tourism” by analyzing the tourist flow, which from Lombardy invest the main alpine regions.

To create a competitive edge in today's tourism marketplace, cities seek to differentiate themselves and create a positive image. Yet, there is little consensus about city branding processes and few case studies. This paper aims to explore Milan's brand image and personality, focusing on the extent to which its image is dominated by business and fashion or culture and heritage and the implications of this positioning for Milan's re‐branding in preparation for Expo 2015.

The paper combines quantitative and qualitative primary research. It reports the findings of a questionnaire survey, a web survey, desk research and focus group research. It analyses actual and potential tourists' perceptions, Milan's heritage product, current brand personality and the brand fingerprint.

Business tourism is central to Milan's prosperity; in contrast, its significant cultural attractions remain marginal to its tourism offer. This results in a narrow range of tourist perceptions of the destination and highly seasonal tourist activity.

This paper represents the discovery phase research for a new city brand and further longitudinal and qualitative work is required.

The paper includes implications for the development of a consistent destination branding strategy analyzing the first steps of the definition of the Milan's brand.

The paper makes practical recommendations to tourism and place marketing practitioners for broadening Milan's brand to build on the city's strong architectural and cultural heritage. It also has value for tourism academics since it makes a methodological contribution to the place branding literature through its use of projective techniques.