Immagini turistiche e immagini identitarie in conflitto

The conflict between the German speaking community and the Italian speaking community in South Tyrol has recently returned as a topic of a debate. In this historical and geographical context, tourist marketing choices appear to be conditioned by pressures of a different kind which sometimes enter into conflict with each other. This paper aims to highlight how “identification images” influence on the process of ‘signification’ of the data of reality, trapping the communication into a “dead end street”, which does not allow any dialectical dynamism.