Marketing of rural tourism

  • Place branding and rural development Classe: LM-49
  • A.A. 2015/2016
  • CFU 6, 9(m)
  • Ore 36, 54(m)
  • Classe di laurea LM-49, LM-49(m)
Alessio Cavicchi / Professore di ruolo - II fascia / Economia ed estimo rurale (AGR/01)
Dipartimento di Scienze della Formazione, dei Beni Culturali e del Turismo


Obiettivi del corso

The aim of the course is to give students a deep knowledge of place branding in rural areas, answering to the following questions: which market segments have to be addressed by rural tourism initiatives? which typologies of tourism products can be more appealing? which changes have been observed in tourists preferences and needs? what is the positioning of tour operators and travel agencies in the market of rural tourism? how initiatives of rural branding are planned and implemented? Which is the role of different stakeholders and which strategies can be followed to effectively realised their engagement?

Programma del corso

Definition of Place Branding
Definition of Tourism and Rural Development
Place branding in rural areas: a European perspective
Case studies at international level
Case studies at national level
Networks of gastronomic and sustainable food cities
Seminars and field trips with key informants
Laboratories, study visits and case studies in Marche Region

Testi (A)dottati, (C)onsigliati
  • 1.  (C) Cavicchi Alessio, Santini Cristina Food and Wine Events in Europe: a Stakeholder Approach Routledge, New York, 2014
Altre informazioni / materiali aggiuntivi

Lecture notes, handouts, videos and ppt presentations will be uploaded on the course webpage.

Metodi didattici
  • During face-to-face lessons, theoretical issues and resuls of recent scientific research on rural and gastronomic tourism and place branding will be discussed.
    Moreover, some exercises related to europen project design and management in the field of sustainable tourism and place branding will be offered.
    Finally, through a "location based learning" approach, one or more study visits to hospitality facilities in rural areas will be performed.
Modalità di valutazione
  • The assessment will be done through a final multiple choice test to verify theoretical knowledge (25%), as well as 3 assignments (75%) during the whole course finalised at planning research projects and practical activities on place branding. These will be presented by students individually or in group.
Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica


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  Materiali didattici
  •  Homeworks for October 26th

    Students are invited to carefully read the "Fermo - Local Action Plan", developed in 2015 under the aegis of Gastronomic Cities Urbact-Project

  •  II Assignment - October 20th

    Students have to prepare in-class presentations about some case studies of place branding that have been assigned in-class. They will have 25 minutes to present their work according to this outline: - Introduction - Problems and Challenges - Solutions: a) Decision making process; b) Stakeholders engagement process - Results: a) in terms of communication and advertising, b) in terms of positioning For the latter task, please refer to:;;; Students have to send the final presentations by monday 19th at midnight!!! THIS ASSIGNMENT CONTRIBUTES TO THE 25% OF THE WHOLE COURSE ASSESSMENT

  •  12-13 October

    In-class presentations

  •  5-6 October