The role of the public actor and the destination management organisation in the marketing of community-type destinations. An exploratory study

Author/s Lucia Maria Della, Federica Buffa
Publishing Year 2011 Issue 2011/4
Language Italian Pages 18 P. 63-80 File size 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, Il ruolo dell’attore pubblico e della <i>destination management organisation</i> nel marketing delle destinazioni <i>community-type</i>. Uno studio esplorativo in "MERCATI E COMPETITIVITÀ" 4/2011, pp 63-80, DOI: 10.3280/MC2011-004006