THE INTERNATIONAL STUDENT COMPETITION ON PLACE BRANDING AND MEDITERRANEAN DIET
Organizers: University of Macerata; Piceno Lab on Mediterranean Diet.
Collaboration: UNIVPM for ICT
What is it about: experiential-learning event (5 days) in which students from several European universities learned how to carry out a social media promotion aimed at supporting place branding by linking Mediterranean diet (gastronomy + lifestyle) to Fermo territory (Marche Region) with the support of ICT.
The activities included: seminars by academics; field trips to winery and farms; tasting sessions and show cooking; meetings and workshops with local public & private stakeholders; Mediterranean diet-based meals, visits to local cultural heritage.
STUDENTS CONTRIBUTION IN TERMS OF PLACE BRANDING
Students, considered as a panel of digital active tourists, divided into mixed teams, discovered Italian culture, lifestyle and gastronomy, contributing in promoting it through ICT-based real time advertising.
ICT application: through the geo-localisation, the information uploaded by students on the social networks (Twitter, Facebook, Instagram) during the week was tracked allowing the collection and analysis of data (digital footprints) that gave an idea about the most popular POIs visited, useful for place promotion and about how the participants evaluated the experience.
The hashtags #iscfermo; #mediterraneandiet used by students when uploading posts and pictures on the social media were tracked through Keyhole to understand their impact in terms of visibility of the destination.
AR was applied through Layar, an app able to give information about the POIs and collect UGDs.