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Il ruolo dell’attore pubblico e della destination management organisation nel marketing delle destinazioni community-type . Uno studio esplorativo


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  • Lucia Maria Della
  • Federica Buffa
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    Il marketing territoriale sostiene la forza competitiva delle destinazioni turistiche facendo leva sulla capacità dei territori di esprimere una strategia condivisa. Nelle destinazioni community-type, la frammentazione dell’offerta rischia di limitare le opportunità strategiche di tale strumento ed identifica nell’ ente pubblico e nella destination management organisation i soggetti capaci di conferire una dimensione sistemica al territorio in quanto presupposto per elaborare una strategia turistica condivisa. Il paper offre un contributo scientifico al tema indagando, da un lato, il ruolo di tali soggetti nel marketing territoriale della Valle di Fassa in quanto tipico esempio di destinazione community-type, dall’altro, le implicazioni del destination marketing sulla competitività delle imprese alberghiere della valle.

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    Bibliographic Info

    Article provided by FrancoAngeli Editore in its journal MERCATI E COMPETITIVITÀ.

    Volume (Year): 2011/4 (2011)
    Issue (Month): 4 ()
    Pages: 63-80

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    Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-004006

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    Keywords: Marketing territoriale; destinazioni community-type; attore pubblico; destination management organization (DMO); competitività; produttività/performance;


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