LIBRI DI MARIANGELA FRANCH

Il volume prefigura le amministrazioni family oriented che posizionano baricentricamente le politiche sul benessere familiare al centro delle proprie attività. In questo nuovo contesto culturale si delinea il modello di amministrazione del “New Public Family Management” che implementa nuovi strumenti di gestione delle politiche familiari quali le certificazioni familiari, i distretti famiglia, i marchi e gli standard famiglia, le premialità, la sussidiarietà orizzontale, ecc.

Strategies of brand management in Alpine community destinations - The aim of the research is to identify and compare some good practices in the field of brand management strategies for Alpine community destinations, so that they should be oriented not only at making the name of the tourist locality or area well-known but also to promote the offer of the territory in a systemic context, seeking integration with other actors of the local productive and economic activities. The paper compares the brand management strategies applied in some Alpine regions, examining a) the role of the brand name of the territory as a tool capable of intensifying the collaboration among private and public participation and b) the brand management strategies undertaken by the Regional Tourist Boards in order to define a distinctive tourist offer. Keywords: brand management, integrated promotion, destination marketing, Alpine community destinations, public-private collaboration.