{"id":2149,"date":"2020-09-15T11:33:24","date_gmt":"2020-09-15T09:33:24","guid":{"rendered":"http:\/\/www.gecoexpo.com\/2021\/il-ruolo-della-musica-come-strumento-di-promozione-e-marketing-territoriale\/"},"modified":"2020-10-19T13:30:08","modified_gmt":"2020-10-19T11:30:08","slug":"the-role-of-music-as-an-instrument-of-territorial-promotion","status":"publish","type":"post","link":"https:\/\/www.gecoexpo.com\/2021\/en\/the-role-of-music-as-an-instrument-of-territorial-promotion\/","title":{"rendered":"The role of music in territorial marketing"},"content":{"rendered":"

What are we looking for when we visit a tourist destination? The answers change, of course, from person to person, but there\u2019s more to it. On a large scale, in recent years, the possible answers to this question have moved towards what is commonly known as responsible tourism. In other words, we feel less and less like tourists and more and more like travellers. This is why, alongside the desire to have fun, relax, unplug, and forget our daily routine, we tend to look for richer and more meaningful cultural experiences. Travellers want to immerse themselves in the spirit of the territories they visit, to encounter local traditions, to return home having learned something, having directly experienced another culture. Within this new framework of the tourist industry, music has proved a key tool for promoting regions, countries, or municipalities.<\/p>\n

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Why have tourists become travellers?<\/strong><\/h3>\n

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This is one of the most interesting phenomena that have occurred in the tourism industry in recent years<\/strong><\/a> because it involves a wide-ranging cultural change<\/strong>. Many factors have contributed to this transformation. First of all, globalisation has “brought the planet closer together”<\/strong>, making information directly available and allowing anyone, anywhere in the world, to see faraway places, learn about their stories, even buy products and try the cuisine of any country, not to mention the infinite possibilities for learning languages and consuming media. So how can any travel experience still be unique? It is precisely this search for uniqueness<\/strong> that has pushed more and more travellers to seek a deeper connection with the places they visit<\/strong>, to find something special take with them, upon returning home, something that \u201clocal\u201d rather than \u201cglobal\u201d, something that cannot be replicated or purchased on Amazon. And the conclusion that many have come to is that uniqueness is to be sought precisely in the experience of other cultures<\/strong>, in having learned something new. It is precisely in this context that the use of music as an instrument of territorial promotion is becoming increasingly widespread.<\/strong><\/p>\n\n\t\t