University of Leicester
Browse
Giovanardi 2011 Open Access.pdf (653.34 kB)

Producing and consuming the painter Raphael's birthplace

Download (653.34 kB)
journal contribution
posted on 2016-05-06, 15:33 authored by Massimo Giovanardi
Purpose – The purpose of this paper is to draw upon Johnson's “Circle of Culture” to develop a cultural approach for studying place marketing's internal audience. A research project on the small Italian Renaissance city of Urbino explores how a number of marketing events dedicated to the painter Raphael, who was born there, have been produced and then received among different urban “populations” (dwellers, commuters, students, etc.). The second part of the paper conceptualizes events as both “inward” and “outward” forces and compares the Raphaellian events with some of Urbino's traditional festivities. Design/methodology/approach – This is a qualitative study that applies discourse analysis to media texts, official documents and 42 in‐depth interviews held with both local officials and internal place consumers. Findings – The inquiry reveals a predominance of discourses in support of the events: civic pride, identification, and economic benefits. What is more striking is that some participants not only appreciated the marketing events but “went beyond” by producing discourses in support of a more intensive exploitation of Urbino's cultural and heritage resources. Research limitations/implications – Quantitative research is recommended to generalize evidence stemming from ethnographic inquiry and to measure “the magnitude” of the different discourses produced by the people. Originality/value – This paper contributes to overcoming the materialist perspective which underpins a consistent part of literature by showing a new (counter)example of the “non‐oppositional voices” of place marketing. Moreover, it sheds more light on how “tertiary communication” takes place and how it can be properly investigated.

History

Citation

Journal of Place Management and Development, 2011, 4 (1), pp. 53-66

Author affiliation

/Organisation/COLLEGE OF SOCIAL SCIENCES, ARTS AND HUMANITIES/School of Management

Version

  • AM (Accepted Manuscript)

Published in

Journal of Place Management and Development

Publisher

Emerald

issn

1753-8335

Acceptance date

2011-03-01

Copyright date

2014

Available date

2016-05-06

Publisher version

http://www.emeraldinsight.com/doi/full/10.1108/17538331111117160

Language

en

Usage metrics

    University of Leicester Publications

    Categories

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC