ROLE OF EXPECTED AND LIVED EXPERIENCES IN SHAPING PLACE IMAGE

The increase in recognisability and distinctiveness is the ambition of many cities, aiming to provide visitors with memorable experiences. This study aims to assess the most important components in characterising the perceived image of a city by current (Experienced) and potential (Inexperienced) visitors and explore differences in lived and expected experiences. The city of Verona (Italy) is the case study. A survey by questionnaire was undertaken involving 1,005 respondents from Germany, the most important country for Verona's tourist incoming. The questionnaire was designed to collect judgments about city's characteristics through direct and indirect importance measures. The study identifies the most relevant city image components using a Discrete Choice Experiment. German visitors show high price sensitiveness. Favourite lived and expected experiences arise from the most attractive tourist sites of the city and its supply in terms of typical food and wine. However, they received different importance weights and willingness to pay among Experienced and Inexperienced visitors. Interest in events and shows has been highlighted as an important driver of visitor's loyalty. Concrete elements of the visit are preferred to intangible ones. Historicity and entertainment emerge as underlying factors of interest.