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