Understanding the role of heritage tourist experience: A netnographic research in Italy

Purpose: The aim of the study is to investigate how intangible elements of cultural heritage influence visitors’ perception of a particular tourist destination. Design/methodology/approach: Using the qualitative approach of netnography performed on travel diaries from online communities, this study analyses the recorded perceptions of heterogeneous visitors of four different tourist destinations. Findings: Evidences show a high quantity of references related to local context of the travel experience, specifically in relation to typical local wine and food products, typical local economic realities, and typical local events. Such a result indicates how these elements remain anchored in the mind of tourists and, therefore, may be interpreted as significant factors in the evaluation of holiday experiences. Originality/value: This study aims to improve entrepreneurs’ awareness about the importance of intangible heritage elements for businesses and for the local economic system.