Localization of social media contents. The case of Brescia Tourism

The internet is widely recognised as the first source of information while planning leisure and business travels; along with the development of social media over time, destinations are increasing the use of virtual places to promote their heterogeneous heritage globally. In order to reach different online audiences and foster readability of shared messages, DMO should equip themselves with a content localization strategy to develop sustainably an effective global online presence. Such a strategy should go beyond the simple translation of content into different languages and the cultural adaptation, while also trying to solicite the readers’ interest about the destination: the willingness to travel should rise, as should the level of services in use, thus generating a noticeable positive impact on the local tourism industry and clearly confirming the relevance of ICTs in tourism.