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This commentary critically examines the integration of smart tourism technologies within the tourism and hospitality sectors, focusing on their role in enhancing tourist experiences and operational efficiencies. Through a multidisciplinary approach encompassing a literature review, case studies, and empirical data analysis, the analysis adopts a constructivist perspective to explore tourists’ subjective experiences with technology. It highlights significant personalization, efficiency, and sustainability advancements while acknowledging challenges related to digital infrastructure and privacy concerns. Advocating for a balanced and sustainable approach that respects environmental integrity and cultural heritage, the commentary concludes with recommendations for future research on the socio-economic impacts of smart tourism, ethical data usage, and the adaptation of technologies to diverse contexts. It calls for increased investment in digital infrastructure and stakeholder collaborative efforts to promote sustainable and inclusive tourism development.

The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural differences, both generically and specifically for gender and age. We are mainly guided by the theories of Life Cycle Theory and Generational Theory to analyze age differences. At the same time, gender differences are approached from the Gender Role Theory. The sample comprises one hundred individuals with apparent cultural differences, one sample of German origin and residence and the other of Spanish origin and residence, 50/50. We approached the study from the point of view of the emotion felt by the receiver of the message based on ten neuromarketing techniques (EGG) and ten images used by a famous tourist destination known in both countries. The results suggest that not only are there differences in the emotion felt after viewing images of a tourist destination, but that these differences are also explained by cultural background, gender, and age.
Farnese palace in Caprarola, Italy: Towards a people-centred brand image in a cultural tourism market
Article ID: 3145
Vol 6, Issue 1, 2025
DOI: https://doi.org/10.54517/st3145
Vol 6, Issue 1, 2025
Received: 9 December 2024; Accepted: 8 January 2025; Available online: 20 January 2025; Issue release: 30 June 2025
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Abstract
The valorization of cultural identity-centered brand icons has become a requested action nowadays, promoting the marketing statement of local heritage sites that aren’t designated as UNESCO World Heritage. Thus, these sites might compete to enhance and safeguard cultural heritage and authentic cultural knowledge. Moreover, lessening the high negative impact of the customization approach on the conservation statement of the cultural asset, the research adopts a people-centered approach developing the interlinkages between cultural tourism marketing and conservative management to enhance the rapport between the community and the palace in a community-based cultural tourism manner. Therefore, this empirical study reviews the cultural significance of the Farnese Palace in Caprarola and its reflection on its marketing statement, developing its brand image. It applies an integrated method that combines quantitative and qualitative analysis. It mainly assesses 165 online questionnaires with the public audience. The findings of this study draw a proposal for generating a people-centered heritage branding image (logo and slogan) of the Farnese Palace in Caprarola that seeks to generate a lifelong learning memory for the community and a long-term brand image for the visitors’ mentality.
Keywords
heritage branding; historic palaces; people-centred approach; cultural value perception
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