Alle origini della promozione turistica. L’esperienza ligure

During the second half of the 19th century Liguria, the well-known Italian Riviera, emerged as a leading tourist region in Europe. Although its initial success depended on natural resources (a mild winter climate and a beautiful landscape), the progressive growth of international competition forced Liguria’s leading resorts to improve tourist facilities and to invest in advertising and communication. This paper will analyses the strategies adopted and the role played by the different actors involved (hoteliers, nonprofit associations, municipalities, etc.) in building and disseminating a fascinating image in order to succeed in the international tourist market.