Film-Induced Tourism, City-Branding and Place-Based Image: the Cityscape of Naples between Authenticity and Conflicts

The paper aims at analysing the connections between film-induced tourism, city-branding and place-based image through the case-study of Naples, particularly deepening the role played by urban policies not only in promoting or sustaining but also in refusing some specific city’s representations. In the first part we explore this relationship focusing the attention on the changing representations of the city in films and on the changes produced by the urban policies carried out in the phase of so-called Neapolitan Renaissance. The second part is dedicated to deepen the link between the images of the city conveyed by the media and the touristic sector, emphasizing the role of the official representations and of the Campania Region Film Commission. The third part of the paper focus on the conflicts involving the urban actors about the existence of a potential link between some negative representations of the periodical crisis of the city (for garbage, organized crime and difficulties in the administrative management) and tourist flows. We argue that the duplicity of representations proposes in a new way the traditional dual image of the Neapolitan cityscape, inspiring by a different notion of “authenticity”.