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L’impatto dei mega eventi nella gestione strategica dei territori. Il caso America’s Cup World Series di Napoli
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Marcello Risitano, Annarita Sorrentino, Michele Quintano 
Anno di pubblicazione:  2014 Fascicolo: 3 Lingua: Italiano 
Numero pagine:  28 P. 113-140 Dimensione file:  195 KB
DOI:  10.3280/MC2014-003007
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Il paper analizza le principali tipologie d’impatto che un mega evento genera sugli stakeholder di un contesto territoriale, sviluppando un focus con riferimento al valore creato per i cosiddetti "impacted end user". Nella competizione tra le aree geografiche, infatti, i mega eventi si presentano come uno strumento idoneo sia a creare valore all’interno del contesto che a valorizzare l’immagine del territorio nella percezione dei soggetti esterni. Le considerazioni teoriche riportate nel lavoro sono supportate dallo studio di un caso empirico: l’America’s Cup World Series di Napoli. In particolare, gli obiettivi del paper possono essere illustrati come segue: a. identificare quali sono i fattori che stimano l’impatto economico, sociale ed ambientale che un mega evento genera sui key stakeholder di un’area; b. valutare quali sono le principali determinanti della creazione di valore per gli "impacted end user" presenti all’evento; c. verificare se esistono relazioni statisticamente significative tra le suddette determinanti del valore creato dall’evento ed i comportamenti intenzionali futuri dei soggetti intervistati.


Keywords: Mega evento, creazione di valore, immagine della destinazione, soddisfazione percepita, comportamenti intenzionali, America’s Cup.

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Marcello Risitano, Annarita Sorrentino, Michele Quintano, in "MERCATI E COMPETITIVITÀ" 3/2014, pp. 113-140, DOI:10.3280/MC2014-003007

   

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