Understanding the role of heritage tourist experience: A netnographic research in Italy

The aim of the study is to investigate how intangible elements of cultural heritage influence visitors’ perceptions of a particular tourist destination. Using the qualitative approach of netnography performed on travel diaries from online communities, this study analyses the recorded perceptions of heterogeneous visitors of four different tourist destinations. Evidence shows a high quantity of references of the travel experience related to local context, specifically in relation to typical local wine and food products, typical local economic realities and typical local events. Such a result indicates how these elements remain anchored in the minds of tourists and, therefore, may be interpreted as significant factors in the evaluation of holiday experiences. This study aims to improve entrepreneurs’ awareness about the importance of intangible heritage elements for businesses and for the local economic system.