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Strategie di sviluppo delle destinazioni turistiche e ruolo della marca territoriale

Author

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  • Pierpaolo Testa
  • Luigi Cantone
  • Marcello Risitano

Abstract

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.

Suggested Citation

  • Pierpaolo Testa & Luigi Cantone & Marcello Risitano, 2007. "Strategie di sviluppo delle destinazioni turistiche e ruolo della marca territoriale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2007(1), pages 21-47.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2007-001003
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    Citations

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    Cited by:

    1. Marco Valeri, 2015. "La sostenibilit? turistica: dai modelli di analisi alla responsabilit? delle istituzioni," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2015(2), pages 111-126.
    2. Nicolaia Iaffaldano, 2013. "Il "museo diffuso" e le risorse immateriali quali determinanti della competitivit? di una destinazione turistica culturale," ESPERIENZE D'IMPRESA, FrancoAngeli Editore, vol. 2013(2), pages 43-67.
    3. Elena Gori & Silvia Fissi, 2014. "Lo sviluppo competitivo e sostenibile del turismo. Toscana e Catalunya: strategie a confronto," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2014(1), pages 55-80.
    4. Patrizia Gazzola & Enrica Pavione & Daniele Grechi & Paola Ossola, 2018. "Cycle Tourism as a Driver for the Sustainable Development of Little-Known or Remote Territories: The Experience of the Apennine Regions of Northern Italy," Sustainability, MDPI, vol. 10(6), pages 1-19, June.

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