The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni’s activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and “local food & wine”. Specifically, it measured the contribution of local food used as an evocative factor in the appreciation of a tourist destination and its power in different contexts. Hundreds of posts on the influencer’s IG profile were observed using the netnographic analysis. Subsequently, the AGIL model (Adaption, Goal Attainment, Integration, and Latent pattern maintenance) was applied to measure the main dimensions of this communication campaign and its effectiveness to relaunch touristic catering sectors. The study offers a new model of open innovation for advertising and promoting food and catering businesses.

This paper aims to achieve an economic feasibility and life cycle assessment of three different olive cultivation systems in the Mediterranean area through the joint use of economic and environmental indicators, in order to identify the key elements to optimize their economic performance and a lower environmental impact. Three different management systems of olive cultivation were analysed by distinguishing Treatment 1—Fully Irrigated, Treatment 2—Partially Irrigated, and Treatment 3—Non-Irrigated, which were conducted through different levels of irrigation strategies. The three scenarios were examined using a Life Cycle Assessment methodology to assess the environmental impacts, and the impact in terms of water footprint was investigated using the Water Scarcity Index approach. The economic sustainability evaluation of olive cultivation was carried out through economic indicators, taking into account all of the cost and revenue factors of the olive cultivation in each management system. The results showed, overall, a suitable level of profitability of different scenarios, except for the Partially Irrigated treatment, as the investment costs of the irrigation system are not economically sustainable with regard to the revenue obtained. Furthermore, the findings highlighted the importance of irrigation management strategies to decrease agricultural practice costs and the negative environmental impact of olive production.

In light of increasing attention on biofortified products from the institutional, scientific and industrial worlds, we investigate consumer knowledge, consumer choice, the relationship between consumer choice and lifestyles, willingness to pay, and factors influencing consumer groups regarding biofortified foods. Complicating the matter is the lack of a clear definition of biofortified foods in the last proposal of the Codex Alimentarius Commission dated 26 November 2018. Research has shown the importance of market information and variables related to lifestyle, socio-demographic characteristics, knowledge of nutritional principles, and diet, to understanding consumers’ purchase and consumption choices regarding biofortified products. Our research shows that at present the potential consumer of biofortified food products is generally confused and uninformed, conditions that, even when there is a high willingness to pay, limit purchases of biofortified products. Even in the absence of a concise definition and clear labelling at a globally recognized level, in Italy biofortified products are increasingly widespread (products biofortified with selenium, iodine, etc.), confirming consumer demand for this category of product.

Street food (SF) consists of ready-to-eat food prepared and sold on the street. This food constitutes the food traditions of local populations in many countries of the world. SF characterizes a large number of cities around the world, from New York to Paris, from Palermo to cities of North Africa, China, India and Japan. SF is inexpensive and prepared following traditional methods that meet local consumer preferences, culinary culture and lifestyles. Moreover, SF allows a unique experience for tourists who also want to experience a destination through traditional food consumed on the street together with the locals. Nevertheless, SF is linked to several health hazards. Hence, several studies discussed on the compliance with hygiene and food quality requirements that SF vendors should guarantee, to ensure human health. So far, there is no bibliometric review attempting to provide an objective and comprehensive analysis of the existing scientific documents that simultaneously study the scientific topic of SF linked to that of Food Safety (FS). Therefore, the objective of this paper is to provide a theoretical framework of the interactions between studies on SF and FS topics, in order to discover if the combined topic of “Street Food Safety” (SFS) was investigated as a topic in its own right. A bibliometric analysis was carried out analyzing 276 scientific contributions from the last 21 years, indexed in the Elsevier Scopus database and in the Clarivate Web of Science database. The results showed a very strong interaction between the two topics and many others in several scientific sectors; In particular, the topic of SFS involves many disciplines of social sciences. The results highlight that the scientific topic of SFS exists but not consciously, and it is believed that the research interest in this topic can grow considerably in the coming years, also because of the current COVID-19 pandemic situation that we are experiencing.

Wine Routes develop inside the larger context of wine tourism (WT), which is increasingly important for rural communities. Italy is one of the most important countries in the world for wine production and tourism. Sicily is one of the leading regions in Italy for wine production and wine tourists. This study focuses on the Sicilian wine routes (SWRs) and gives an excursus of their development during the last ten years, highlighting strengths and weaknesses. Moreover, the study wants to make an attempt to bridge the existing gap in the literature and highlight the nature and extent of the contribution of the SWR to the development of the WT ‘product’ from the perspective of the increasingly booming sustainable–rural tourism. Face-to-face interviews were conducted along the SWRs with 283 wine tourists, 65 wine enterprises, and eight expert stakeholders. The motivations for tourists to visit the first time and their intention to return were investigated by the explorative factor analysis. Moreover, the wine tourist profile was highlighted. Findings outline some specific features of the general experience economy model where visitors’ emotional involvement and local cooperation appear crucial for the integrated territorial development of the backward rural areas of wine regions in different parts of the world. Managerial implications of findings are discussed.

The Francigena Way (Via Francigena) is a long international itinerary that was awarded recognition as a Culture Route of the Council of Europe. It starts in Canterbury (UK), touches 13 European regions and ends in Rome. An ancient track of this route is in Sicily (Southern Italy), and its name is Magna Via Francigena (Great Francigena Way). This track is a pilgrimage route that connects two ancient port cities, Palermo and Agrigento, passing through internal rural territories that now deal with the exodus of population from rural to urban areas. The route passes through the Sicilian territory named “Upper-Belìce corleonese”, a rural area around the city of Corleone (a little village known worldwide for the sad Mafia events) that includes a number of municipalities. In the past, this religious pilgrimage was a fundamental part of the expression of faith for Christians and now still represents for Sicilians a strong symbol of Christian identity. In recent decades, pilgrimage tourism around the world has grown significantly each year. The aim of the study is to know the pilgrims’ motivations for choosing the Magna Via Francigena pilgrimage as a vacation and any possible similarities between pilgrimage tourism and food and wine tourism, in the wider context of sustainable and slow tourism. The Policy Delphi method was applied to collect the opinions of the stakeholders involved. The study highlighted the strong link between religious motivations and local enogastronomy, culture, art and nature. Results will support policy-making in the development of integrated territorial tourist marketing strategies.