Un Appennino tutto da vivere. Il turismo montano nell’Appennino centrale attraverso le campagne pubblicitarie (1861-1960)

Mountain tourism in the central range of the Apennines developed with large delay if compared with the other mountain areas of the peninsula: its growth is given to organizations such as the Italian Alpine Club (1863) and Italian Touring Club (1894). From the 1920s until the 1960s mountain tourism in the central Apennines achieved enormous advantages with marketing campaigns organized by National, Regional and Provincial authorities (Enit11919) with the use of numerous photographic illustrations and documents to promote this area as a mountain tourism resort. The objective of this work is to describe the effects of tourism in the central Apennines in reply to the investment policies carried out by the National and Local authorities and to indentify the result obtained by the use of the advertising campaigns. Furthermore, this research aims to analyse the impact of the advertising campaigns paying particular attention to the content and iconographic characteristics and evolution of such promotion and evaluating how tourism in the Central Apennine reacted to the investment policies exploiting the characteristics of the territory and helping overcome some critical elements compared with other Italian tourism resorts.