a very interesting viral campaign addressed to local people to promote a change in attitudes and behaviours toward tourists.
How to evaluate it? (here a very negative evaluation)
Marta Pucciarelli & Lorenzo Cantoni, Mobile Access To Knowledge, in Enrique Canessa & Marco Zennaro (Eds.), Mobile Science & Learning, ICTP—The Abdus Salam International Centre for Theoretical Physics, Trieste (Italy) 2012, pp. 71-77.