Social media e turismo, dinamiche transcalari

The contribution aims to describe what dynamics social media activate in promoting a tourist destination. We analyzed the insights of the Menfi Facebook fan page, an emerging tourist destination located south of the so-called Valle del Belice, in Sicily. The analysis of the interactions shows how conversations are activated on the same platform, depending on the content under discussion, involving different communities that embrace the local to the international dimension. The promotion of the territory through social media then truly represents a manifestation of the prospects of glocalization and an important competitive tool,especially for marginal or emerging destinations.