... cultural and heritage resources. Research limitations/implications Quantitative research is recommended to generalize evidence stemming from ethnographic inquiry and to measure “the magnitude” of the different discourses produced by the people. Originality/value This paper contributes to overcoming...

... is used. Findings Music‐based tourism is emotion driven with ideas of pilgrimage, nostalgia and heritage centring on sites of production of music; birth and death of individual artists; and places which shaped their early history. The demographic base of this market segment is widening to include both...

... aims to explore Milan's brand image and personality, focusing on the extent to which its image is dominated by business and fashion or culture and heritage and the implications of this positioning for Milan's re‐branding in preparation for Expo 2015. Design/methodology/approach The paper combines...