BUILDING TOURISM DESTINATION BRAND FROM THE RELATIONAL VIEW PERSPECTIVE: THE ITALIAN PROJECT “RETE DESTINAZIONE SUD”

Marco Pellicano, Vittoria Marino, Raffaella Montera, Mario D'Arco, Raffaele Amoroso

Abstract


The paper deals with a case study regarding an Italian tourism project analyzed through the lens of a multiple perspectives framework based on Relational View (RV), Stakeholder Engagement (SE), and Value Co-creation (VCc). The proposed theoretical framework helps to interpret a true phenomenon regarding the development of a tourism destination brand in Southern Italy. The qualitative approach adopted is suitable for the confirmatory nature of this paper. The project named “Rete Destinazione Sud” is a building experience of tourism destination brand using the relational view as cultural way capable of maximizing the value co-creation though the stakeholder engagement. Results that emerged from the case study are discussed with both referring to relational view, stakeholder engagement, and value co-creation. The work concludes with the implications and further research related to the proposed framework.


Keywords


Tourism Destination Brand; Relational View; Stakeholder Engagement; Value Co-creation; Single Case Study.

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DOI: http://dx.doi.org/10.33776/et.v8i1.3383





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Entidad editoraUniversidad de Huelva. Servicio de Publicaciones.

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