Turismo passione di rivalsa: fare turismo nel post covid19

This paper, moving from a semiotic and philosophical approach, suggests that post-Covid-19 tourism is the site of an intense value investment at a passional level; indeed, it considers this as a consequence of the lockdown period, which in turn originated a revenge effect we are trying to approach with a theoretically consistent methodology. The semiotic analysis of tourism sketched in the paper – with heuristic devices such as the semiotic square – aims at highlighting meaning relations related to “tourism making” in a specific period and culture (contemporary, post Covid-19 Western culture, and more specifically Italy). The case studies discussed, therefore, are recent Italian regional tourist commercials, as part of promotional audiovisual campaigns (in particular, of Tuscany and Trentino).