Comprendere gli elementi intangibili dell’esperienza turistica heritage: una ricerca netnografica / Understanding the intangible elements of the tourist heritage: a netnographic search

The aim of the study is to investigate how intangible elements of cultural heritage infl uence visitors’ perception of a particular tourist destination. This study uses the qualitative research method of netnography, examining travel diaries from online communities in order to analyze the recorded perceptions of heterogeneous visitors of four different tourist destinations (Florence, Naples, Rome and Venice). Evidences show a high quantity of references related to local food and to visited communities (everyday life, contact with locals, etc.) in the examined diary texts. Such a result indicates how these elements remain anchored in the mind of tourists and, therefore, may be interpreted as signifi cant factors in the evaluation of holiday experiences. Regarding the practical implications, this study aims to improve the decision makers’ awareness about the importance of intangible heritage elements, specifi cally concerning heritage tourism.

Lo scopo di questo articolo è di comprendere quali elementi intangibili del patrimonio culturale influenzino maggiormente la percezione di una destinazione turistica. La metodologia utilizzata è di natura qualitativa; in particolare è stato utilizzato il metodo netnografico per l’analisi dei racconti di viaggio concernenti quattro città italiane (Firenze, Napoli, Roma e Venezia) presenti in una comunità online di viaggiatori. I risultatimostrano una elevata quantità di citazioni riferite a prodotti enogastronomici tipici del luogo visitato, nonché a tradizioni legate al territorio, dimostrando la significatività che tali elementi intangibili rivestono nella esperienza turistica. Sotto il profilo delle implicazionipratiche, emerge la possibilità di ampliare la consapevolezza afferente al ruolo degli elementi intangibili del patrimonio culturale nei responsabili di politiche di marketing turistico e territoriale.The aim of the study is to investigate how intangible elements of cultural heritage influence visitors’ perception of a particular tourist destination. This study uses the qualitative research method of netnography, examining travel diaries from online communities in order to analyze the recorded perceptions of heterogeneous visitors of four different tourist destinations (Florence, Naples, Rome and Venice). Evidences show a high quantity of references related to local food and to visited communities (everyday life, contact with locals, etc.) in the examined diary texts. Such a result indicates how these elements remain anchored in the mind of tourists and, therefore, may be interpreted as signifi cant factors inthe evaluation of holiday experiences. Regarding the practical implications, this study aims to improve the decision makers’ awareness about the importance of intangible heritage elements, specifi cally concerning heritage tourism.