Autori
Cantone, Luigi
Risitano, Marcello
Testa, Pierpaolo

Titolo
Strategie di sviluppo delle destinazioni turistiche e ruolo della marca territoriale
Periodico
Mercati e competitività
Anno: 2007 - Fascicolo: 1 - Pagina iniziale: 21 - Pagina finale: 47

Strategies for growth of destinations and place brand management (by Luigi Cantone, Marcello Risitano, Pierpaolo Testa) - ABSTRACT: The strategies of tourist destination growth allow to increase the value of resources embedded in the geographical context. Coherently, the main aim of the paper is: 1. analyzing the role of place-specific resources (cultural, historical, landscape and environment resources) as a fundamental base to differentiate a tourist destination; 2. proposing the cluster-based perspective as a hypothesis to integrate single offering systems of a tourist destination; 3. defining a conceptual destination branding model to identify the brand identity and the value brand drivers of the tourist destination. The theoretical assumption are verified trough an empirical research on Campi Flegrei area, a tourist destination located in the west of the city of Naples and its province. Keywords: Place marketing, destination management, resource-based view, cluster-based perspective, destination branding.



SICI: 1826-7386(2007)1<21:SDSDDT>2.0.ZU;2-R
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30199&Tipo=Articolo PDF

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