Optimizing Local Attractiveness Through Territorial Digital Communication

Abstract

This study investigates the influence of digital communication strategies on place branding and local attractiveness in an increasingly interconnected world. We hypothesize that effective territorial digital communication positively affects stakeholders' perceptions of a place's livability, economic viability, and cultural richness. Using a quantitative approach with an online questionnaire, we measure perceived local attractiveness through a multi-dimensional scale. Factor analysis identifies three key components of territorial digital communication effectiveness: content relevance, platform accessibility, and engagement rate. Multiple regression analysis reveals that these components significantly predict perceived local attractiveness, with content relevance emerging as the strongest predictor.