Strategie di brand management nelle destinazioni alpine community
Journal title MERCATI E COMPETITIVITÀ
Author/s Mariangela Franch, Umberto Martini, Federica Buffa
Publishing Year 2008 Issue 2008/4 Language Italian
Pages 20 P. 151-170 File size 234 KB
DOI
DOI is like a bar code for intellectual property: to have more infomation
click here
Below, you can see the article first page
If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits
FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.
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.
Mariangela Franch, Umberto Martini, Federica Buffa, Strategie di brand management nelle destinazioni alpine community in "MERCATI E COMPETITIVITÀ" 4/2008, pp 151-170, DOI: