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1 Introduction
The main aim of this research is to study the perception of consumers regarding Calabrian local products and the role of Magna Græcia culture in their buying behaviour.
The basic assumption underlying this research is that such process is characterised by certain variables inextricably linked to the territory. The goal, therefore, is to construct a model useful to identify the main relevant factors. In particular, a model which describes this process could be used to define marketing strategies geared to enhancing the image of Calabria, by promoting its local resources. In fact, many authors ([50] Tellstrom et al. , 2005; [25] Lee et al. , 2009; [4] Bowitz and Ibenholt, 2009; [44] Sims, 2010) suggest that the use of traditional culture, as well as an efficient promotion of the local products with a high cultural value can create a bond between consumers and a particular area and, as a consequence, provide a competitive advantage for the territory in a touristic perspective.
The research focuses on the analysis of Calabria, due to its enormous inheritance from the point of view of art, culture, nature, history and archaeology, which is often not fully exploited or fully known. In particular, the resources of major interest and importance are those dating from the period of Greek colonisation, which has come to be known as Magna Græcia ([33], [34] Pantano, 2008a, b). In fact, many products and artefacts recall ancient Greek traditions and often reflect the finds in the region from the ancient Greek colonisation period which ran from the eighth century BC to the first century AD. In particular, it is possible to easily find close links between archaeology and numerous Calabrian local products (i.e. food and drink).
Nevertheless, Calabria has a very strong arts and crafts tradition involved in the production of local food specialties, as well as gold jewelry and musical instruments, while there is a strong growth in the production of cultural goods and services led by local museums and the universities.
Despite this considerable patrimony, Calabria has still not fully exploited its potential as a tourist destination on account of the low profile outside the region of what the region has to offer - in terms of products and culture - and...