The Economics of Nostalgia: How Vintage Fiat 500s Drive Florence’s Premium Tourism Market
Experiencing first-hand how nostalgia transforms a utilitarian ‘people’s car’ into a premium tourism product in Florence’s competitive market. Last November, while exploring Florence, my husband and I decided to venture beyond the usual tourist trail of museums and churches. We opted for a self-drive vintage Fiat 500 tour through the Tuscan countryside. As we navigated…