Social media are an important growth opportunity for firms, especially small-sized ones operating in peripheral and lagging regions. In this paper, we investigate not only whether firms are able to take this opportunity, but also if they are able to face the challenge of adopting social media at a professional level to obtain a significant economic impact, measured in terms of exporting activities. Exploring the Italian case, our empirical study indicates that smaller firms in lagging areas are more likely to adopt social media but at the same time less likely to use them at a professional level. This reflects poor strategic targets of social media adoption and lower probabilities of entering international markets.

The impact of the COVID‐19 crisis on tourism flows is without precedent in terms of speed and severity. In this paper, we try to infer a possible future scenario for the tourism sector, evaluating the medium‐term effects of past pandemics on tourist arrivals. We find that pandemics lead to a persistent decline in tourist arrivals, with the effects being larger in developing and emerging countries. Interestingly, the effects are heterogeneous across countries and episodes, and depend on several economic conditions such as the overall health system performance, the severity of the shock, and the uncertainty induced by the pandemic event.

The study explores the geographical pattern of the accommodation industry in the Italian insular region of Sicily, focusing on the determinants of the risk of market exit. We adopt a standard framework of business survival analysis where agglomeration economies play an important role. We then extend the analysis by considering the role of geography to explore whether the risk of market exit depends on nearness to desirable amenities. The geography is here measured by the distance from the coast and the altitude of the place where the firm is located. When we look at the entire population of accommodation firms that started between 2010 and 2014, we find evidence that the risk of failure increases for those which are over 2 km from the coast.

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Rural areas still suffer from a lack of sustainable development, and the diversification of farms may be a step in the right direction. The paper provides a detailed picture of the diversification of Sicilian farms into tourism services. Specifically, we propose a simple indicator of localization intensity of agritourism farms and explore their spatial distribution at municipality level. Our study highlights that Sicilian farms rarely diversify into tourism services, despite being situated in attractive areas. That said, some significant spatial clusters of municipalities where agritourism farms are highly concentrated do emerge from the study.