The field of analysis of the paper is the destination and its management and marketing. Particularly, the specific focus is on some strategic factors of destination marketing with reference to quality, identity, image and brand as a leverage for promotion and, above all, for destination development in stakeholders’ collaboration perspective. Starting from the analysis of the main literature on the topic and with an overview of the theoretical framework, the empirical part investigates the practices of destination marketing, spotting some strategic leverages. The case of Amalfi Coast is analysed, in order to verify if the factors considered in the theoretical part can be real catalysts of destination promotion and development.

Brand and Image: the strategic factors in Destination Marketing

DELLA CORTE, VALENTINA;PIRAS, ALESSIO;ZAMPARELLI, GIUSEPPINA
2010

Abstract

The field of analysis of the paper is the destination and its management and marketing. Particularly, the specific focus is on some strategic factors of destination marketing with reference to quality, identity, image and brand as a leverage for promotion and, above all, for destination development in stakeholders’ collaboration perspective. Starting from the analysis of the main literature on the topic and with an overview of the theoretical framework, the empirical part investigates the practices of destination marketing, spotting some strategic leverages. The case of Amalfi Coast is analysed, in order to verify if the factors considered in the theoretical part can be real catalysts of destination promotion and development.
File in questo prodotto:
File Dimensione Formato  
IJLTM010404 DELLA CORTE.pdf

non disponibili

Tipologia: Documento in Post-print
Licenza: Accesso privato/ristretto
Dimensione 256.45 kB
Formato Adobe PDF
256.45 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/367017
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact