Before web-marketing: digital tour landscapes from relational users

Online visibility of a cultural site can be considered astrong indicator of the institutional ability to activate thecultural heritage. With the spread of the Internet intosocial practices of millions of people, the search forcontents relating to a travel destination or a specificmonument, has gradually shifted in terms of strategicinfluence from traditional channels to online informationresources. The public opinion on the quality of culturalheritages or events depends less and less from theassessment of traditional agencies and it is insteadincreasingly dependent on user reviews and rankingsbased on social network sharing activities.