Advertising value of the brown bear in the Italian Alps

摘要: Abstract In Italy, the reintroduction of brown bear (Ursus arctos) has created conflicts with people because bears may damage livestock, crops, or honey farms. These damages—and their financial costs—are sometimes used as an argument by those who oppose presence this carnivore. Despite such damages, can provide economic benefits, attracting eco-tourists for bear-watching. The Advertising Value Equivalent was to assess value bears’ appearances in newscasts and documentaries from 2011 2015. marketing a promoter largely exceeds amount reimbursements damages. This method be highlight benefit that produce destination contribute complex discussions managers stakeholders.