Self-semantisation of Local Identities on the Romagna Riviera and its Impact on Tourist Communication

Abstract

The paper provides a self reflective account on the problems encountered by the Authors during their research on destination rebranding on the Romagna Riviera. The methodologic approach combines methods typical of socio cultural marketing with sociosemioti cs. The local context comprises a number of small seaside destinations that appear to be quite homogeneous in terms of their built environment and the main products offered. And yet, local stakeholders seem to show a strong self asserted identity and they struggle in casting a more objective perspective on the semantic values they are supposed to convey to the outside world. This situation causes a number of problems that are presented and critically analysed. Possible solutions include a greater involvemen t of local stakeholders in the research design process and definition of the research goals, with a view to strengthen the cooperative relationship between the client and the academic consultant.