Previous destination marketing and management literature has focused on the importance of establishing effective relationships between the various tourism organisations (both private and public) involved in the tourist offer, in order to achieve the destination’s success and competitiveness. However, very few works examine the tourism destination from a network perspective. The main aim of our research is to draw together the most advanced applied network analysis (NA) technologies and use these techniques to study the links between tourism destination stakeholders, distinguishing between private and public sectors. In particular, this paper wishes to assess the different relationships that exist between tourism stakeholders and the way that these inter-organisational linkages, each with its own specific characteristics, contribute in increasing the effectiveness and efficacy of the stakeholders’ management and marketing activities. To achieve this, the research adopted a case study methodology. Data from a single tourism destination, Gallura in north-east Sardinia (Italy), was gathered from Destination Management Organisation (DMO) internal documents, local press and through a questionnaire completed by a number of tourist organisations chosen from a list provided by the DMO, which at the time was the public body instructed to keep the official register. The overall findings of the research suggest that internal marketing and branding are an important basis for the destination brand and its positioning. As a consequence, they make the destination manager aware of the necessity to carry out both internal and external marketing and branding operations. This is because only under these conditions is it possible to develop a holistic and effective destination image and therefore achieve a unique destination brand positioning. The overall findings of the research indicate that destination managers may improve their competitive advantage by using network analysis, or NA. Presenting the relationships between stakeholders in a visual form is especially useful because the structures can be easily interpreted by managers. They are therefore able to understand how to run effective internal marketing and branding activities, which result in an effective coordination, collaboration and systemic awareness between stakeholders. Indeed, as prior research has underlined, a high degree of coordination, collaboration, involvement and commitment is a major factor for effectiveness and efficacy in destination governance, as well as in branding strategy and positioning.
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|Titolo:||The network analysis approach in analysing a tourist destination an Empirical Study on Costa Smeralda-Gallura|
|Data di pubblicazione:||2011|
|Appare nelle tipologie:||4.1 Contributo in Atti di convegno|