The sweetest grapes hang highest: Branding and tourism promotion of the Strada del Vino Prosecco in Conegliano Valdobbiadene, Italy
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2023-07-06
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en
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Wine is often produced in rural regions that benefit economically from tourist visits. To stimulate these visits, a wine region can promote itself to international tourists. For this aim, it must be established first what aspects will be advertised of the wine region and to whom specifically. These details are facilitated when a brand identity is composed of the region in question. The brand identity displays the offer of a tourist destination, but simultaneously, it demonstrates how the destination is perceived by the creators of the brand identity and what their intentions are by promoting it. Tourism promotion occurs in many forms, for example printed or digital tourism promotion. In this thesis, the focus lies on the wine region Conegliano Valdobbiadene and especially, the Strada del Vino Prosecco as the main tourist attraction of this destination. The elements of the brand identity of the Strada del Vino Prosecco will be composed by means of a brochure analysis and a discourse analysis of texts on websites and webpages concerning this Wine Route. These elements of the brand identity will then reveal possible intentions of its creators and its attracted audience.
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Faculteit der Letteren