The Enhancement of Mummies as a Pull Factor for the Audience: An Analysis between Brand Management and Territorial Tourism Promotion in Italy

Human mummies can often emotionally impact several people and affect the enhancement of territories. A new audience was born through the evolution of cultural tourism, as an example, in the case of the pop culture or fandom market, where tourism flows are aimed at the research of specific emotional experiences that are concentrated on literature or cinematic interests. Another revolution in the tourist industry is connected to the disputable case of dark tourism when the concept of travel meets the death topic. Human mummification catches both the abovementioned topics, and it may assign new forms and scopes in a typical schematic of geographic contests in territory enhancement.