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Tourism marketing and territorial marketing: proposals on the image of
the city of Florence. -The article focuses on the growing importance of territorial images
in tourism marketing and in the processes of attracting investment to a specific area.
After reviewing the key concepts related to the imagery of tourism and to the creation
and circulation of territorial images in contemporary society, the author illustrates the
case study of Florence by proposing general strategies and specific tactics to revitalize
and renew, the city's image.
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