ABSTRACT In late April 1989, Naples played Hellas Verona for the mid-Italian Football Championship. In response to racist insults from the opposing team, Neapolitan supporters silently unfurled a huge banner stating that one of William Shakespeare’s famous characters, Juliet, a figure closely associated with Verona, was a woman of easy virtue. Word of the banner quickly spread worldwide. People from across the world of soccer declared it to be one of the most brilliant and exhilarant banners in the history of football, highlighting the central role of the heroine in shaping Verona’s international image. Despite this, prior to the 1990s the romantic myth was not exploited as a tourist attraction since it diverged from Verona’s self-representation. Using documents from local archives, extensive interviews with key actors from the local tourism board and a variety of secondary literature, this article traces how the evolution of local socio-economic processes encouraged Veronese authorities to adopt a brand hitherto neglected: the ‘City of Love’. The shift redefined Verona’s identity while promoting its economy worldwide. Local authorities made the city a destination for ‘romantic pilgrimage’, raising this product from little more than a niche market to big business.

中文翻译：

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维罗纳和罗密欧与朱丽叶的神话：爱情还是仅仅是外遇？

摘要 1989 年 4 月下旬，那不勒斯对阵希腊维罗纳参加了中意足球锦标赛。为了回应对方球队的种族主义侮辱，那不勒斯的支持者默默地展开了一面巨大的横幅，说威廉·莎士比亚的著名人物之一朱丽叶与维罗纳关系密切，是一个品德高尚的女人。横幅的消息很快传遍了全世界。来自世界各地的足球界人士称这是足球史上最辉煌、最令人振奋的旗帜之一，突出了女主角在塑造维罗纳国际形象方面的核心作用。尽管如此，在 1990 年代之前，浪漫神话并未被用作旅游景点，因为它与维罗纳的自我表现背道而驰。使用本地档案中的文件，通过与当地旅游局的主要参与者和各种二手文献的广泛访谈，本文追溯了当地社会经济进程的演变如何鼓励委罗内塞当局采用一个迄今为止被忽视的品牌：“爱之城”。这一转变重新定义了维罗纳的身份，同时促进了其全球经济。地方当局使这座城市成为“浪漫朝圣”的目的地，将这种产品从一个小众市场提升为大企业。