Abstract
This study deals with Shakespeare's work in Italy and how it has been used today in the form of cultural entrepreneurship. The three famous works he inspired and wrote about the Veneto region, namely "The Merchant of Venice", "Romeo and Juliet", and "The Taming of the Shrews" have been a trigger for many travelers to visit Italy since ancient times even in the context of the "Big Tour". Today the cities mentioned in the works and especially Verona have developed cultural entrepreneurship in the footsteps of "Romeo and Juliet".
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