Il coinvolgimento dei residenti nelle attività di promozione di un sito UNESCO (WHS). Un caso esplorativo sulla Costiera Amalfitana.

The involvement of residents is one of the key elements to promote the development of destinations, especially in Unesco sites. In this context, the study aims at examining the factors that can infl uence the propensity of residents to participate in place promotion. Based on an approach of collaborative destination management, an exploratory survey has been conducted on a sample of 248 residents of Amalfi Coast in order to examine their intentions to engage directly in place communication initiatives. Community values and environmental attitudes seem to positively affect the willingness of residents to engage in place marketing communications. If linked to positive effects, the Unesco recognition may be a further stimulus to the engagement of citizens. Moreover, the perception of ineffectiveness of actions implemented by local actors encourages residents to contribute directly to place promotion.