Ideazione e sperimentazione di nuove ipotesi per la valorizzazione delle zone interne della Sardegna. Il marketing territoriale come elemento di promozione delle tipicità: l'esempio della Marmilla

The cohesion policies of the European Union, together with those on rural development, are adopting since several years a type of approach called place-based to address the issues of territorial development.The territory – seen as the result of the relationships established between humans and geographical space – is itself a resource that needs to be exploited through the systemization of its many resources, tangible and intangible.In a context constantly dominated by an intense competition between geographical areas, the rural zones are pushed to adopt more innovative tools that can improve the image and attractiveness to new investment, capital and people, also because they are more affected by the problems of economic and social exclusion.For this reason the rural contexts are increasingly using the techniques offers by the territorial marketing because in this way they can increase the competitiveness. With this purpose it was decided to examine a case study about a rural area in the south-central of Sardinia, Marmilla, which adopted territorial marketing strategies for the exploitation of its resources.