Discovering Naples: experiential marketing tools for the tourist 2.0

The purpose of this paper is to study the tourist experience through the web and online travel reviews, which are strategic tools to understand the features of tourists and their interaction with the destination. The focus is Naples, in Italy. The results of research give an identikit of Naples' tourist 2.0 and his/her experience lived during the visit to the city. The research aims to set an overview among tourist supply and demand which will be useful to enhance tourism potential competitive position of Naples played on its ability to innovate.