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The purpose of this paper is to analyse the potential benefits of identifying homogeneous territorial units of the urban-tourism space at a local scale.

The territory is an essential variable for designing tourist activities adapted to the characteristics of each urban-tourism space. However, your consideration presents a series of problems, including the lack of alphanumeric, microscale, georeferenced statistical information. The territorial segmentation of the tourist accommodations supply is approached as a methodology, a technique and an instrument that can be used to apply marketing strategies in coastal tourism areas.

One of the most important results is that territorial segmentation is a methodology and technique that can mitigate this issue because it is well-suited to defining spatial patterns of tourist behaviour through the delimitation of territorial units that have a certain degree of homogeneity.

The idea of territorial segmentation is the ideal technique for understanding tourists and their behaviour in the territory by integrating all the variables that intervene in a trip, the different aspects of the destination and data regarding tourist behaviour, allowing them to be understood at the greatest level of territorial disaggregation and making it a good tool for public and private actors, capable of facilitating intelligent decisions in strategic territorial planning and in defining the marketing approach of tourism companies.

The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance.

A qualitative method was adopted with a case study on Monza and Brianza province (northern Italy) which is strongly involved in EXPO2015 initiatives. The triangulation among multiple sources such as documents, interviews and observation, allow for deeper data collection.

A mega event can enhance development and repositioning also of minor territories. There are, however, two main conditions for benefiting from such an opportunity: to plan the marketing mix, taking into account people and partnerships, and to ensure a vision on territory through coordination with a legacy perspective.

This study is not representative or generalizable. However, it gives insights into the mechanism of coordination and collaboration between different stakeholders and on how to plan the Monza and Brianza marketing mixes.

The research has implications for governance mechanisms and for marketing politics both for public and private decision-makers, especially in the pre-mega event phase, but also with some inputs into legacy phase.

The research is original for three reasons: the context concerns Monza and Brianza province, and so can help understand how mega events can help a minor territory reposition itself; the research looks at the managerial implications of place marketing in this pre-event phase; and in Italy, provinces are being reorganized or abolished: this case study looks at a province and its future.

This paper aims to contribute to the literature on place marketing by focusing on the concept of strategic needs, i.e. the set of strategic priorities that a place could achieve in a medium- to long-term horizon to improve its development.

The research examines the strategic needs of four local territorial systems (LTSs), i.e. clusters of municipalities that share social, economic and spatial similarities, located in a southern Italian province, through an analysis of their competitive positioning over three temporal instants.

For each LTS, the analysis identified a number of development goals that local policymakers could pursue and the strategies most suitable to achieve the said goals.

This paper proposes a new methodological approach to set the development goals of local areas based on the simultaneous assessment of their attractiveness and competitive capacity.

The purpose of this paper is to study consumers' perception regarding Calabrian local products and the role of Magna Græcia culture in their buying behaviour, in order to identify a new model which can deliver concrete results for the area as regards marketing strategies and territorial communication, thereby influencing in a positive way the regional development. In fact, many products and artefacts reflect the finds in the region from the ancient Greek era which ran from the eighth century BC to the first century AD (called “Magna Græcia”). Despite this considerable patrimony, Calabria has still not fully exploited its potential.

The research conducted has been developed by using two different approaches: the first qualitative, the second quantitative. In particular, the qualitative method (in depth interviews with marketing experts) has been used initially to find important considerations which constituted the base for the subsequent quantitative research (focused on the questionnaires with consumers) can then build upon.

This research carried out a new consumers' perception model of local products coming from Magna Græcia. In particular, the model shows the most important factors influencing the perception, which are related to cultural value of the products.

Calabrian marketers could improve their strategies by focusing on the cultural value of their products, as well as on the link products/territory and on the role of Magna Græcia culture on the creation of the products.

An important aspect which has emerged is the key role of culture‐related factors (regional image and authenticity) on consumers' perception, which affect consumers' buying behaviour and the total expenditure on local products. Furthermore, the research undertaken is of an inter‐disciplinary nature being comprised of elements linked to both marketing and psychology, which combine to produce revealing insights.

The purpose of this study is to validate an explanatory structural equation model for the evaluation of territorial branding tourism policies for local development and its application in cities in Mexico and Colombia.

A sample was calculated for finite populations of residents in the municipalities of Girón Santander, Colombia and El Fuerte, Sinaloa, Mexico, of 125 individuals for each locality, in total, 250 individuals. The study includes three latent variables, which in turn constitute three models (Model 1: State and Public Policies; Model 2: Territorial Brand for Development; Model 3: Local Development) to explain the multiple relationships with the observable variables. The results were analyzed by using IBM AMOS software (SPSSS Extension), using the maximum likelihood method.

Multiple relationships between the variables were evident, with excellent to acceptable indices. Model 1 (CMIN/DF = 1.742; CFI = 0.948; RMSEA = 0.057; PClose = 0.059) Model 2 (CMIN/DF = 1.528; CFI = 0.921; RMSEA = 0.073; PClose = 0.044). Model 3 (CMIN/DF = 3.210; CFI = 0.951); RMSEA = 0.057; PClose = 0.049), obtaining an adequate fit. The correlations between the variables reveal that the tourism policy is weak in both contexts, in its implementation in terms of the participation of residents in decision-making with respect to the management of the policy and in the lack of education and training of collaborators/workers to provide a better tourism service.

It was possible to establish that the measurement model is applicable in the municipalities of the two countries by considering the similarities in tourism policies, as well as the differences (social, cultural, political and economic), but with a need for explicit articulation between the pillars of the territorial brand with the legitimized public policy.

This study contributes to the generation of new knowledge in relation to territorial branding from residents, within the framework of a tourism policy, allowing to establish its limitations in terms of implementation.

The purpose of this study is to analyze the link between innovation technology (IT), relationships which affect the relational capital (RC), and intangible value for the environment, focusing on small and medium enterprises (SMEs) of agro-food sector (AFS) in which these topics are prominent.

This paper adopts a qualitative research methodology, based on a multiple case study. The empirical data were obtained from interviews designed to reveal the determinants of the Paoloni's CAOS model (characteristics, ambience, organization, start-up) useful to analyze the relational capital from the firm's perspective. The content analysis shows the most important factors influence the relationships of the companies analyzed.

The empirical analysis highlights the strong link between tradition and innovation in the AFS and its positive effects on corporate sustainability and company relationships as well as in enhancing knowledge. The introduction of ITs and the positive effects it produces in terms of efficiency, product quality, environmental sustainability and new communication channels is an important factor that influences business's relationships.

This paper contributes to the RC literature by stressing how ITs improve not only the executive process and performance of SMEs, but also the intangible resources of the territory. Accordingly, it provides both triggers for future research in the AFS, as well as suggestions to SMEs decision-makers to enhance their competitiveness. Furthermore, the paper offers insights to push policy makers in adopting policies that favor ITs investments in the AFS.

This paper delves into evaluating the effectiveness of warning messages as a deterrent against excessive fat consumption. It examines how consumers perceive the fat content of food products when presented with two distinct label types: (1) a textual warning, providing succinct information about the fat content, and (2) a pictorial warning, offering a visual representation that immediately signifies the fat content.

Two quantitative studies were carried out. Study 1 employed a questionnaire to evaluate the efficacy of textual and pictorial warning messages on high- and low-fat food products. Similarly, Study 2 replicated this comparison while incorporating a neuromarketing instrument to gauge participants’ cerebral reactions.

Results indicate that pictorial warnings on high-fat foods significantly deter consumers’ purchasing intentions. Notably, these pictorial warnings stimulate the left prefrontal area of the cerebral cortex, inducing negative emotions in consumers and driving them away from high-fat food items.

While the influence of images over text in shaping consumer decisions is well understood in marketing, this study accentuates the underlying mechanism of such an impact through the elicitation of negative emotions. By understanding this emotional pathway, the paper presents fresh academic and managerial perspectives, underscoring the potency of pictorial warnings in guiding consumers towards healthier food choices.

1. Textual warnings do not seem to discourage high-fat product consumption.

2. A pictorial warning represents the fat content of an equivalent product.

3. Pictorial warnings decrease the intention to purchase a high-fat product.

4. Pictorial warnings determine an increase in negative emotions.

Textual warnings do not seem to discourage high-fat product consumption.

A pictorial warning represents the fat content of an equivalent product.

Pictorial warnings decrease the intention to purchase a high-fat product.

Pictorial warnings determine an increase in negative emotions.

The purpose of this paper is to understand how Open Innovation Digital Platforms (OIDPs) can facilitate and support knowledge co-creation in Open Innovation (OI) processes. Specifically, it intends to investigate the contribution of OIDPs-oriented to successfully implement all the phases of interactive coupled OI processes.

The paper carries out an exploratory qualitative analysis, adopting the single case study method. The case here investigated is Open Innovation Platform Regione Lombardia (OIPRL).

The case study sheds light on how OIPRL supports knowledge co-creation through its processes, tools and services as a co-creator intermediary. In its launch stage, the platform simply aimed at giving firms a tool to “find partners” and financial resources to achieve innovative projects. Now, however, the platform has developed into an engagement platform for knowledge co-creation.

One limitation lies in the particular perspective used to perform the case study: the perspective of the digital platform itself. Future research should focus on the individuals engaged in the platform to better investigate the processes, tools and services used to implement the OI approach.

The paper suggests ways in which OIDPs could be used by firms for effective exploration, acquisition, integration and development of valuable knowledge.

The study conceptualizes the role of OIDPs in shaping knowledge co-creation, assuming that the platforms act as Open Innovation Intermediaries (OIIs). Specifically, OIDPs can be observed to function as “co-creator intermediaries” that define, develop and implement dedicated processes, specific tools and appropriate services for supporting knowledge co-creation activities.

This paper aims to draw up the state of scientific knowledge in the field of Formula 1 with relation to tourism and urban studies.

This study is based on a systematic review of the scientific literature regarding this issue. Using targeted keywords and the analysis of various documentary databases, 8,075 references were identified and 40 documents were analyzed in an exhaustive manner.

This study presents a very nuanced portrait of the urban and tourism impacts of Formula 1 on the host territories. In many of the studies analyzed, a gap may be noted, sometimes flagrant, between the development goals of the promoters of these mega-events and local realities. This study also highlights the fact that Formula 1 has established itself as a sports events industry that can renew and enhance the brand image of certain cities.

Very few recent studies have exhaustively reviewed the scientific literature published in English and French with regard to the field of Formula 1 from a tourism and urban perspective. This study makes it possible to identify the main analytical findings and research perspectives resulting from this scientific work while discussing them using a theoretical framework related to the hypermodern character of different societies.

The study of how organizations segment their markets has traditionally taken a prescriptive and analytical approach. More recently, a number of academics and practitioners have voiced concerns over the evident gap between how such concepts are viewed in theory and how they are applied in practice. These issues have already been raised in academic papers, but almost entirely at an abstract level. Introduces a more concrete aspect to the debate by proposing a series of organizational archetypes which illustrate how organizations may segment their markets in practice. These archetypes are developed from a series of mini‐case studies which provide a basis for understanding how organizations may interface with the market at both an explicit and implicit level. Discusses the implications for both academic research and organizational practice.