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 tourism offer, in order to achieve the destination’s competitiveness. However, very few works examine the tourism destination from a network perspective. Relationship and structural are two main different perspectives for analyzing network. The present paper aims at adopting both the aforementioned perspectives to deeper assess the different relationships that exist between tourism stakeholders (both private and public) within a specific Italian 3S tourism destination, i.e Costa Smeralda-Gallura in the North-East of Sardinia island. Data was gathered from Destination Management Organisation (DMO) internal documents, local press and through a questionnaire completed by a number of tourism organisations chosen from a list provided by the DMO, which at the time was the public body instructed to keep the official register. Findings describe the Gallura destination as a network characterized by a quite low level of density, collaboration and integration in the relationships between local stakeholders. The study suggests that destination marketers and policy makers should run internal marketing and branding operations in order to enhance the collaboration thus reaching a strategic consensus among stakeholders.
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|Titolo:||Assessing relationships among stakeholders within a tourism destination. An Empirical investigation on Costa Smeralda-Gallura (Italy)|
|Autori interni:||DEL CHIAPPA, Giacomo|
|Data di pubblicazione:||2013|
|Appare nelle tipologie:||1.1 Articolo in rivista|