La Comunicazione dell’identità turistica nelle aree montane: il caso Valle D’Aosta

[Machine translation] This paper contributes to the literature on place identity and territorial brands, aim-, ing to the identification of the main dynamics and issues related to the communication of place identity in mountain areas. In particular, this study examines the role of the hotel industry operators in the promotion and communication of the Aosta Val-, ley’s identity, since they represent a key player in this territorial context. To this end, a mixed method analysis is conducted through the combined use of semi-structured interviews, secondary data and direct observation. Results revealed that, among the main factors that influence the communication of identity in mountain areas, there are aspects linked to the subjects to whom it is entrusted — mainly families and local communities — and to the seasonality of these geographical contexts.