“…The tourism marketing plan of Liguria, implemented in 2012 and in force until the end of 2015, integrated traditional marketing within the wikibrand approach in order to reinforce the Ligurian tourist brand. In other words, the marketing plan is designed to promote the tourism destination of Liguria through direct investment and the collective intelligence of prosumers, word-of-mouth influence, C2C online marketing, viral marketing on social media with active involvement of tourists and citizens for developing the identity of the territory in which the points of view of those who live, visit and know the region are valued (Ben Youssef et al, 2015). Moffitt & Dover (2011) define wikibrands as a set of organisations, products, services, ideas and causes that tap into the powers of customer participation, social influence and collaboration in order to drive business value.…”