The power of words in tourism

Researcher Piera Buonincontri (CNR-ISMed)
host of the “Brainess” podcast on tourism

June 5, 2025

Piera Buonincontri, first researcher at CNR-ISMed and coordinator of the ‘Economics and Management of Tourism’ research line, was the guest of the first episode of the podcast “Brainess” on “The power of words in tourism”, as part of the TEDx Piazza Mario Pagano event.

Conducted by Luca Arlotto – organiser of TEDx Piazza Mario Pagano and expert in communication and Marketing – and Giandomenico Santamaria – marketing consultant and AI expert – the podcast offers a wide-ranging and transversal reflection on contemporary tourism understood not only as an economic and social phenomenon, but as a narrative, cultural and relational space that, following the evolution of society, is undergoing profound transformation.

Together with Piera Buonincontri, an expert in territorial marketing and cultural enhancement, the podcast delves into the strategic role of words in the construction of tourism identity, in the narration of territories and in the processes of co-creation of the experience by tourists, local communities and operators.

The talk closes with a prospective vision of the tourism of the future, hoping for regenerative, shared and dynamic models, and stressing the value of the connection between territories, visitors and communities as the foundation of an ethical and sustainable tourism development.

INFO AND CONTACTS
Piera Buonincontri (CNR-ISMed)
piera.buonincontri@ismed.cnr.it