The increased diversity of demand for tourist services requires continuous rethinking of the trade-off between specialization and breadth of the offer for the management of the "long tail". This makes clear the need to (re)define the concept of competitiveness of tourist destinations and its drivers, including consideration of a demand characterized by an increasing variety and differentiation, whose satisfaction requires the aggregation of different components of offer, also multi-local. It is know that the competition in the tourism sector does not only occur between individual players/locations, but increasingly between multiterritorial systems quality and positioning of individual service components, but on the one the overall “multi-level ecological system". The article examines these issues, reassembling the main contributions of the literature in a integrated model for the analysis of competitiveness of Multilocal Touristic Eco Systems, introducing the concept of sustainability not as a limitation, but as an approach to strengthen its competitiveness. The empirical case presented is that of Garda’s Lake.

La competitività ecologica dei sistemi territoriali tra identità, immagine e vantaggi costruiti : quale marketing dei servizi turistici di fronte alla long tail? / L. Pilotti, A. Tedeschi Toschi, R. Apa - In: 10th international marketing trends conference / [a cura di] J.C. Andreani, U. Collesei. - Disco ottico. - Paris : Marketing Trends Association, 2011 Jan. - ISBN 9782953281125. (( Intervento presentato al 10. convegno International Marketing Trends Conference tenutosi a Paris nel 2011.

La competitività ecologica dei sistemi territoriali tra identità, immagine e vantaggi costruiti : quale marketing dei servizi turistici di fronte alla long tail?

L. Pilotti
Primo
;
R. Apa
Ultimo
2011

Abstract

The increased diversity of demand for tourist services requires continuous rethinking of the trade-off between specialization and breadth of the offer for the management of the "long tail". This makes clear the need to (re)define the concept of competitiveness of tourist destinations and its drivers, including consideration of a demand characterized by an increasing variety and differentiation, whose satisfaction requires the aggregation of different components of offer, also multi-local. It is know that the competition in the tourism sector does not only occur between individual players/locations, but increasingly between multiterritorial systems quality and positioning of individual service components, but on the one the overall “multi-level ecological system". The article examines these issues, reassembling the main contributions of the literature in a integrated model for the analysis of competitiveness of Multilocal Touristic Eco Systems, introducing the concept of sustainability not as a limitation, but as an approach to strengthen its competitiveness. The empirical case presented is that of Garda’s Lake.
competitività degli ecosistemi turistici ; long tail
Settore SECS-P/08 - Economia e Gestione delle Imprese
Università Ca' Foscari-Venezia
École supérieure de management ESCP-EAP Europe
Ecole supérieure de commerce de Paris (ESCP)
l'Ecole européenne des affaires de Paris (EAP)
http://www.marketing-trends-congress.com/2011_cp/Materiali/Paper/Strategy/Pilotti_TedeschiToschi_Apa.pdf
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/169800
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