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Aspetti e problemi delle interazioni tra soggetti non equifinalizzati nel marketing turistico-territoriale

Author

Listed:
  • Gianni Cozzi
  • Cinzia Panero

Abstract

Nei processi di progettazione e di attivazione di specifiche azioni di marketing, finalizzate a conservare ed accrescere l?attrattivit? di una destinazione dotata di una pluralit? di prodotti e di filiere turistiche, possono insorgere problemi riconducibili ad una insufficiente e poco efficace interazione tra rilevanti soggetti di offerta. In questo contributo, anche sulla base di una ricerca da noi condotta nell?area di Sanremo, nella quale tali problemi sono risultati non marginali, si considerano, in modo particolare, le relazioni tra i policy-makers ed i principali stakeholders . Il loro esame ? inquadrato in uno schema di riferimento teorico, in cui, evidenziando le specificit? del marketing turistico-territoriale, si individuano le possibili cause di tali problemi.

Suggested Citation

  • Gianni Cozzi & Cinzia Panero, 2011. "Aspetti e problemi delle interazioni tra soggetti non equifinalizzati nel marketing turistico-territoriale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(3), pages 17-37.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-003003
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