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La competitività ecologica dei sistemi territoriali tra identità, immagine e vantaggi “costruiti”. Quale marketing dei servizi turistici di fronte alla “long tail”?

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  • Luiciano PILOTTI

    ()

  • Alessandra TEDESCHI-TOSCHI

    ()

  • Roberta APA

    ()

Abstract

The increased diversity of demand for tourist services requires continuous rethinking of the trade-off between specialization and breadth of the offer for the management of the "long tail". This makes clear the need to (re)define the concept of competitiveness of tourist destinations and its drivers, including consideration of a demand characterized by an increasing variety and differentiation, whose satisfaction requires the aggregation of differentcomponents of offer, also multi-local. It is know that the competition in the tourism sector does not only occur between individual players/locations, but increasingly between multiterritorial systems quality and positioning of individual service components, but on the one the overall “multi-level ecological system". The article examines these issues, reassembling the main contributions of the literature in a integrated model for the analysis of competitiveness of Multilocal Touristic Eco Systems, introducing the concept of sustainability not as a limitation, but as an approach to strengthen its competitiveness. The empirical case presented is that of Garda’s Lake.

Suggested Citation

  • Luiciano PILOTTI & Alessandra TEDESCHI-TOSCHI & Roberta APA, 2011. "La competitività ecologica dei sistemi territoriali tra identità, immagine e vantaggi “costruiti”. Quale marketing dei servizi turistici di fronte alla “long tail”?," Departmental Working Papers 2011-06, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
  • Handle: RePEc:mil:wpdepa:2011-06
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    File URL: http://wp.demm.unimi.it/files/wp/2011/DEMM-2011_006wp.pdf
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    References listed on IDEAS

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    1. Lanfranco Senn, 2002. "New economy, territorio e fiscalità," SCIENZE REGIONALI, FrancoAngeli Editore, vol. 2002(1).
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    3. Leo van den Berg & Erik Braun, 1999. "Urban Competitiveness, Marketing and the Need for Organising Capacity," Urban Studies, Urban Studies Journal Limited, vol. 36(5-6), pages 987-999, May.
    4. John De La Mothe & Geoff Mallory, 2006. "Constructing Advantage: Distributed Innovation and the Management of Local Economic Growth," Prometheus, Taylor & Francis Journals, vol. 24(1), pages 23-36.
    5. Ronan Paddison, 1993. "City Marketing, Image Reconstruction and Urban Regeneration," Urban Studies, Urban Studies Journal Limited, vol. 30(2), pages 339-349, March.
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    1. repec:fan:mcmcmc:v:html10.3280/mc2018-003008 is not listed on IDEAS

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