Stories Visitors Tell about Italian Cities as Destination Icons
Using brand netnography (analyzing first-person on-line stories consumers tell that include discussions of their product and brand use), this article probes how visitors report specific Italian cities as unique brand icons. Visitor stories interpreting Bologna and Florence support Robert McKee'...
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| Format: | Journal Article |
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Pergamon
2007
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| Online Access: | http://hdl.handle.net/20.500.11937/25486 |