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Matera - From Abandonment to Rebirth: Impacts and Opportunities of the 2019 European Capital of Culture
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Author(s): Alberto Genovese (Università Degli Studi di Milano-Bicocca, Italy), Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (IPCA), Portugal & Applied Management Research Unit (UNIAG), Portugal & CITUR – Centre for Tourism Research, Development and Innovation, Portugal), Vijaya Kittu Manda (PBMEIT, India)and Theodore Tarnanidis (International Hellenic University, Greece)
Copyright: 2026
Pages: 22
Source title:
Marketing Strategies for the Internationalization of Businesses and Brands
Source Author(s)/Editor(s): Sandrina Francisca Teixeira (Polytechnic Institute of Porto, Portugal), Jorge Remondes (Polytechnic Institute of Porto, Portugal)and Sandra Zelaya (Pontifical University of Salamanca, Spain)
DOI: 10.4018/979-8-3373-1787-8.ch009
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Abstract
Matera, a city in the Basilicata region, represents one of the most emblematic cases of cultural and tourism-driven revitalization in Italy. The primary objective of this chapter is to identify and analyze the tourism marketing strategies that enabled Matera to transform from a forgotten city into a premier tourist destination. Specifically, this study aims: o examine the role of UNESCO recognition in the enhancement process; to analyze destination branding campaigns and tourism promotion initiatives; to assess the impact of the European Capital of Culture 2019 title; to reflect on future challenges and opportunities for sustainable development. Furthermore, this chapter aims to provide insights and replicable models for other Italian tourist destinations seeking to enhance their cultural and natural heritage. The examination of Matera's revival holds both academic and practical significance.
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