Social Representations about Cultural Tourism in the Time of COVID-19: A Case Study of Langhe, Monferrato and Roero (Italy)

Cultural tourism is recognised as one of the broader sectors of the tourism industry, embracing an extensive range of tourist interests. Italy is a remarkable tourist destination due to its cultural appeal in tangible and intangible heritage as well as its cultural resources connected to food and gastronomy, and it is of special interest since the COVID-19 pandemic was declared in March 2020. This study sought to analyse the perceptions of diverse significant actors regarding culture and tourism during the COVID-19 pandemic in Langhe, Monferrato and Roero, an area of southern Piedmont in north-western Italy. As part of a larger collaborative international project addressing the coronavirus situation, the research examined residents, tourists and tourism-related professionals to investigate their perceptions of culture and tourism. Data were collected through a survey employing three distinct questionnaires for the three target groups of residents, tourists and entrepreneurs and cultural bodies. The data analysis reveals that residents embraced a static representation of the local cultural tourism's appeal and heritage, while tourists were motivated mainly by gastronomic and wine experiences. The perception of the coronavirus among the three groups of interviewees reflects a general reduction in almost all cultural activities and travel possibilities.