Tourist destination (TD) is considered the most important unit of analysis in tourism industry and the amalgam of tourism products, which offers an integrated travel experience to the consumer. In this paper we analyze the role of Destination Marketing Organizations (DMOs), the key player in tourism stakeholders systems which manage collaborative marketing strategies. Particularly, we study the destination branding strategies defined by DMOs, one of the most important business solution to manage internal and external relationships in tourism stakeholders systems. The theoretical assumptions of the paper are supported by an empirical research which analyzes, comparatively, the Italian DMOs of eight regional contexts. We have set the following goals: a. to identify the main tourism players of regional stakeholders systems, deepening the nature and the intensity of marketing relationships in these networks; b. to define the main characteristics of the regional DMOs in Italy, in terms of business models and collective marketing strategies planned in the own networks; c. to categorize the destination branding strategies defined by DMOs in regional tourism stakeholders systems, valuating the main brand decisions assumed in these contexts.
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