Working Paper Cnr-Ceris, N° 08/2012

L’identità del territorio e la comunicazione dei prodotti enogastronomici come leva per il marketing territoriale

 (Local identity and food and wine communication as a lever for place marketing)

Enria Paolo
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Abstract: Having defined place marketing and taken into consideration the public and private actors who contribute to the design of a strategic plan for the promotion of a local area, food and wine products are analyzed as an example of assets that can be emphasized in order to add value to the identity of a specific place and on which to build communication activities.

The use of the concepts of “identity” and “spirit of a place” combined with the use of food and wine products as an example of typical local production can be a useful departure point around which to organize local development projects, especially if they are included in a coordinated promotion programme for the whole country.

In fact, even while keeping the salient characteristics of each area distinct, it is necessary to plan combined promotion and communication policies, so as to promote local products as well as the historical, cultural and natural contexts in which they are produced, making the entire qualitative potential of our country more perceptible to the eyes of possible domestic and foreign investors and users.

Keywords: place marketing, area marketing, local marketing, territorial marketing, food and wine products, communication, tourism, sustainable development, local promotion, local development plans, identity and place, typical products.

JEL Codes: M31, M39, O18, O20.

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