Silvia Dessì

Is intangible cultural heritage able to promote sustainability in tourism

Purpose – This paper aims to focus on evaluating the rich cultural intangible heritage of Sardinia Island, and how such a heritage can contribute to the implementation of tourism during the low season. The purpose is also to verify whether the enhancement of intangible heritage attractors, could be a driver for the sustainability of the islands tourism.Design/methodology/approach – A qualitative approach is used in order to explore a multiple case study: the multifaceted expressions of the Holy Week. This is a cultural event that constitutes a part of the Christian festivity of Easter, which is characterized by traditional processions and ancient rituals widespread in various towns and cities around the island.Findings – Intangible cultural heritage provides an additional opportunity to increase the level of tourism in Sardinia Island.Research limitations/implications – This study has its limitations: it focuses only on a specific typology of event. Further studies should be taken into consideration in o...

Exploring the Effectiveness of Web Ads Via Greenwald and Leavitt’s Involvement Model

Taking the continuous growth of online advertising into account, the necessity to adequately measure the effectiveness of web ads emerges, by having an approach broader than the Click Through Rate (CTR). As scholars underline web ads can be unconsciously processed even when not clicked on, and it is therefore necessary to consider the involvement level of the users and the elaboration level of the messages even though users do not interact with the advertisement by clicking on it. This paper presents a preliminary effort to verify the effectiveness of web advertisements using the involvement model elaborated by Greenwald and Leavitt, basing it on the analysis of how users interact with ads and the way in which they process the information contained in them. To pursue this goal we conducted a survey using an online questionnaire sent via e-mail to the Economics students at the University of Cagliari.