Immersed in Green? Reconfiguring the Italian Countryside Through Rural Tourism Promotional Materials

Rural tourism agents and operators occupy a central role in the use and diffusion of certain social representations of rurality through the mobilization and utilization of specific (yet increasingly global) signs and symbols that, in the urban imaginary, characterize typical and traditional rural settings. Rural tourism promotional materials may contribute to the reconfiguration of the countryside more in accordance with an idealized rural than with the reality of local features. This chapter examines how rural areas and rurality are presented and commodified, using an exploratory content analysis of online and offline materials combined with a survey directed at rural tourism entrepreneurs in five municipalities of two different Italian regions – Campania and Tuscany. Evidence strongly suggests a discrepancy between the real and the portrayed rurality, pointing at the emergence or reinforcement of rural reconfiguration processes, shaped by external and often global images and imaginaries.