Strategic Rebranding of Secondary Cities in Tuscany: Leveraging Cultural Heritage and Digital Soft Power in the Smart Tourism Era

In the wake of persistent over-tourism in primary Italian destinations such as Florence and Venice, the strategic management of secondary cities has emerged as a crucial area of inquiry within destination marketing and public administration. This paper investigates how secondary cities in Tuscany—specifically Arezzo, Pistoia, and Lucca—can leverage their cultural heritage as a "soft power" asset to execute effective rebranding strategies in the smart tourism era. Utilizing an explanatory sequential mixed-methods approach, the study integrates quantitative data from international tourists (N=450) with qualitative insights from semi-structured interviews (N=15) conducted with regional Destination Management Organization (DMO) executives and cultural heritage curators. The quantitative findings indicate that digital storytelling and perceived cultural authenticity significantly enhance a secondary city's soft power, positively correlating with extended visitor stays and elevated destination loyalty. Qualitative thematic analysis reveals that while cultural heritage forms the foundational identity of these cities, the lack of integrated digital infrastructure and cohesive brand narratives currently hinders their competitive positioning. Consequently, this paper proposes the Cultural Soft Power Model for Secondary Cities (CSPM-SC), which provides a strategic framework for DMOs to synergize historical assets with modern digital marketing ecosystems. The research contributes to the literature on city branding and cultural economics, offering actionable strategies to redistribute tourist flows, stimulate local economies, and foster sustainable tourism in regional ecosystems.