Il centro per il marketing turistico metropolitano e il progetto integrato ‘Slow Life’

This paper presents the promotion actions and the support made by the LaborEst on behalf of the Provincial Administration of Reggio Calabria, aimed at the establishment of a “Research Centre for the promotion and development of tourism marketing”. This study, through the Destination Branding, retraces the market trends and research breakthroughs, presenting marketing applied to cultural tourism and the assessment approach to culture heritage destinations, addressing the competitive challenges that have emerged in the tourism market over the last ten years. In particular, it discusses the Centre’s main goals, addressing the methodological process, the pilot project and, finally, the framework of the experimental operational program developed for the next phase.