Place brand as an emergent property: The case of Vascitour and Naples

In this paper, by adopting a systemic framework, we argue that place's adap-tive connotation be considered as a mere result of endogenous processes butas a viable system that will remain viable if it can continue to answer theneeds of its numerous heterogeneous internal and external socio-economicagents. Place can be seen as a complex adaptive system characterized by amore or less planned evolution, driven by both top-down and bottom-upprocesses, and composed of various interconnecting parts that, at the sametime, can be seen as wholes at different levels as an holoarchy. The modelof the holoarchy allows to consider the place as the result of both plannedand spontaneous relationships between social and economic (sub)systemsand components, implemented in order to achieve a common goal. We thanapply this framework to the analysis of a case study in the tourism industryin Naples (Italy).