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

  • Marco Pellicano University of Salerno
  • Vittoria Marino University of Salerno
  • Raffaella Montera University of Salerno
  • Mario D'Arco University of Salerno
  • Raffaele Amoroso University of Salerno

Keywords:

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

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.

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References

Published
2018-06-30
How to Cite
Pellicano, M., Marino, V., Montera, R., D’Arco, M., & Amoroso, R. (2018). BUILDING TOURISM DESTINATION BRAND FROM THE RELATIONAL VIEW PERSPECTIVE: THE ITALIAN PROJECT “RETE DESTINAZIONE SUD”. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 8(1), 1-25. https://doi.org/10.33776/et.v8i1.3383
Section
RESEARCH PAPERS