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The Co-creation Process of the Online Image of an Italian World Heritage Site: The Sassi of Matera

  • Elena MarchioriEmail author
  • Canio Di Nardo
  • Marcello M. Mariani
  • Lorenzo Cantoni
Conference paper

Abstract

This paper investigates the co-creation process of the online image of the Italian World Heritage Site “Sassi of Matera”, which has been inscribed among UNESCO World Heritage Sites in 1993. Despite the recent increasing success of the destination, Matera still lacks a strong online communication. To date, the Sassi of Matera have not a dedicated website for the promotion of the UNESCO heritage itself, while other online stakeholders are co-creating its online communication. The case study has been examined to provide an example of how the main stakeholders of a destination can contribute to the co-creation of its online image: hospitality industry, destination players, and user generated content (UGC) through the online word-of-mouth. Content analysis has been performed, revealing the main arguments expressed about the site, and the coverage of the UNESCO label among the concerned online publishers. The theoretical and managerial implications are discussed in the study.

Keywords

Italian UNESCO World Heritage Sites Online communication Sassi of Matera Co-creation Online reputation User generated content 

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Elena Marchiori
    • 1
    Email author
  • Canio Di Nardo
    • 2
  • Marcello M. Mariani
    • 2
  • Lorenzo Cantoni
    • 1
  1. 1.Faculty of Communication SciencesUSI – Università della Svizzera italianaLuganoSwitzerland
  2. 2.Dipartimento di Scienze AziendaliUniversity of BolognaBolognaItaly

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