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Wine experience: social mapping wine tourism: final report provided to the great wine capitals network: international research grants

Chiara Certomà (UGent)
(2013)
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Organization
Abstract
The report investigates the transforming identity of traditional wine-producing areas in the age of globalisation in order to suggest an innovative web-based approach based on crowdsourcing philosophy for exploring post-rural place identity, and for improving territorial marketing strategies in the broader context of regional planning. It focuses on the Chianti area, Tuscany, which exemplary represents a worldwide famous wine-producing area rapidly turning, under the pressure of global fluxes, from a rural to a post-rural area. By moving from the interpretation of post-modern place identity, the theory of post-rurality and the experiential marketing approach, the research suggests crowdsourcing can address the current weaknesses in researching and marketing Chianti identity. First, crowdsourcing makes it possible to investigate the material and semiotic constitution of place identity, understood as the encounter of heterogeneous actors, narratives, imaginaries, technicalities, etc. that create peculiar ‘wine experiences’. Second, it provides useful interpretative models and tools for upgrading the current experiential marketing, by turning wine-tourism areas into listening territories, able to provide adequate consideration for both transient and stable actors’ experiences. An illustrative implementation of crowdsourcing approach on the Chianti identity issue includes the design, realisation and experimenting of a dedicated multi-users geo-blog (including a social mapping tool); and some basic web-content analysis processes (namely IssueCrawler, Google Trend web sites and blogs content analysis). The result and the future possibilities are discussed on the base of the scientific literature on the post-rural transformation of Chianti and the experiential marketing strategies currently endorsed by local wine Consortia and Regional Administration. The report describes, thus, the opportunity of adopting crowdsourcing processes for better exploring the dynamic place identity of rural areas and for framing territorial marketing in the territorial planning strategy.
Keywords
crowdsourcing, wine-producing areas, multi-user geo-blog, social mapping, experiential marketing, tourism, Chianti, post-rurality

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Citation

Please use this url to cite or link to this publication:

Chicago
Certomà, Chiara. 2013. “Wine Experience: Social Mapping Wine Tourism: Final Report Provided to the Great Wine Capitals Network: International Research Grants.”
APA
Certomà, C. (2013). Wine experience: social mapping wine tourism: final report provided to the great wine capitals network: international research grants.
Vancouver
1.
Certomà C. Wine experience: social mapping wine tourism: final report provided to the great wine capitals network: international research grants. 2013.
MLA
Certomà, Chiara. “Wine Experience: Social Mapping Wine Tourism: Final Report Provided to the Great Wine Capitals Network: International Research Grants.” 2013 : n. pag. Print.
@misc{4183912,
  abstract     = {The report investigates the transforming identity of traditional wine-producing areas in the age of globalisation in order to suggest an innovative web-based approach based on crowdsourcing philosophy for exploring post-rural place identity, and for improving territorial marketing strategies in the broader context of regional planning. It focuses on the Chianti area, Tuscany, which exemplary represents a worldwide famous wine-producing area rapidly turning, under the pressure of global fluxes, from a rural to a post-rural area. By moving from the interpretation of post-modern place identity, the theory of post-rurality and the experiential marketing approach, the research suggests crowdsourcing can address the current weaknesses in researching and marketing Chianti identity. First, crowdsourcing makes it possible to investigate the material and semiotic constitution of place identity, understood as the encounter of heterogeneous actors, narratives, imaginaries, technicalities, etc. that create peculiar {\textquoteleft}wine experiences{\textquoteright}. Second, it provides useful interpretative models and tools for upgrading the current experiential marketing, by turning wine-tourism areas into listening territories, able to provide adequate consideration for both transient and stable actors{\textquoteright} experiences. An illustrative implementation of crowdsourcing approach on the Chianti identity issue includes the design, realisation and experimenting of a dedicated multi-users geo-blog (including a social mapping tool); and some basic web-content analysis processes (namely IssueCrawler, Google Trend web sites and blogs content analysis). The result and the future possibilities are discussed on the base of the scientific literature on the post-rural transformation of Chianti and the experiential marketing strategies currently endorsed by local wine Consortia and Regional Administration. The report describes, thus, the opportunity of adopting crowdsourcing processes for better exploring the dynamic place identity of rural areas and for framing territorial marketing in the territorial planning strategy.},
  author       = {Certom{\`a}, Chiara},
  language     = {eng},
  title        = {Wine experience: social mapping wine tourism: final report provided to the great wine capitals network: international research grants},
  year         = {2013},
}