ABSTRACT
This chapter discusses gastronomy brands and city brands, with particular attention to their mutual relationship and exchange. Specifically, this study focuses on the relationship between the city of Florence (a reputable cultural tourism destination in Italy) and Eataly (an international food chain) in the attempt to identify the value creation mechanisms in the urban brandscape. The hypothesis we consider in this chapter is the facilitation of the self-production of value by customers and urban travellers. The findings emphasise that the Florence-Eataly connection on the one hand determines forms of value creation, and on the other risks value destruction on the urban experiential platform.
