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The role of the public actor and the destination management organisation in the marketing of community-type destinations. An exploratory study
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Lucia Maria Della, Federica Buffa 
Year:  2011 Issue: Language: Italian 
Pages:  18 Pg. 63-80 FullText PDF:  949 KB
DOI:  10.3280/MC2011-004006
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Destination marketing improves the competitiveness of tourist destinations by taking advantage of their ability to share a tourist strategy. The fragmentation of the offer of community-type destinations limits the strategic chances of this tool. It recognizes the public actor and the destination management organisation as the subjects able to give the territory a systemic dimension, which is an essential requirement in order to develop a common tourist strategy. The paper provides a theoretical contribution to the topic, in that it analyses the role of these subjects in the destination marketing of Val di Fassa - as a typical example of a community-type destination - along with the effects of destination marketing activities upon the competitiveness of hotel accommodation in the valley.
Keywords: Destination marketing, community-type destination, public actor, destination management organization (DMO), competitiveness, performance/productiveness

Lucia Maria Della, Federica Buffa, The role of the public actor and the destination management organisation in the marketing of community-type destinations. An exploratory study in "MERCATI E COMPETITIVITÀ" 4/2011, pp. 63-80, DOI:10.3280/MC2011-004006

   

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