1,721,038 research outputs found
The importance of brand architecture in business networks: The case of tourist network contracts in Italy
Full text linkPurpose: This study aims to understand if network brand management is a key activity in tourism business networks and how the network brand relates to the place brand and the brands of individual network members. Design/methodology/approach: Preference has been given to a qualitative approach and to the use of case study methodology. Two qualitative techniques have been used: document analysis and in-depth semi-structured interviews. Findings: Results indicate that network brand identity is a prerequisite for all alliances, thus confirming the brand’s aggregating role in business networks. However, the network brand is not always exploited for commercial purposes, as signalled by the few efforts in communication activities. Results also indicate that there is a strong connection between the network brand and the place, confirming that tourism businesses are intertwined on a local context and cannot avoid citing the place where they operate. Research limitations/implications: Two main aspects limit the generalizability of this study. First, the empirical evidence is limited to four case studies and refers to only one country. Second, chairmen of the examined networks were interviewed without investigating the opinions of network members who may have contrasting views. Practical implications: Poor brand management within the examined networks suggests that network managers should have more decision-making power. To apply concepts of brand architecture, network managers should be able to influence brand strategies of individual network members. For example, structures and processes could be created to engage all members in brand management activities like for Destination Management Organizations (DMOs) searching to increase participation of all stakeholders. Originality/value: The novelty of this study is that it explores the role of brand management in networks created by partners with equal decision power. Moreover, it differs from previous research on inter-firm relations because it adopts the concept of brand consonance to evaluate if networks will succeed in the long term thanks to a proper management of the network brand
La comunicazione non convenzionale nel turismo
No full textObiettivi del capitolo; il protagonismo del consumatore post-moderno, il concetto di Web 2.0 e il marketing non convenzionale; Il web 2.0, gli User generated content e le forme di social computing; Le implicazioni manageriali dei social media e dei social network: il gonzo marketing e “The Long Tail”; Il marketing non convenzionale e le tecniche di comunicazione che sfruttano il web 2.0; Turismo 2.0. I cambiamenti in atto nella domanda, nel consumo e nella comunicazione turistica; Marketing o comunicazione non convenzionale? Riflessioni concettuali
e operative; Web 2.0 e la comunicazione non convenzionale, le opportunità per il destination marketin
"MARKETING E MANAGEMENT DELLE DESTINAZIONI TURISTICHE. L’ESPERIENZA DI ALCUNI S.T.L. ITALIANI”
No full textUsing the experiential approach in marketing and management: A systematic literature review
Full text linkThe experiential perspective has become the primary lens adopted in the current economic and managerial literature. In recent years, the marketing literature has recognized the importance of the contributions of consultancy work on the Experience Economy, Experiential Marketing, and Customer Experience Management.
This work defines the experiential approach as the managerial tool that puts the customer experience (CE) at the center of a company’s decision-making processes. It also recognizes that experiential management studies constitute a rich and important research field, but one that has not yet been clearly defined or characterized.Moreover, this paper describes the evolution of the state of the art of the experiential approach and outlines possible future developments.
To this end, a systematic review of the literature is offered in order to make the review process both transparent and reproducible. It is built on the articles published in the SciVerse Scopus database up until December 2018. To answer the research questions, a bibliometric analysis of the citations in the database itself is conducted and an inductive content analysis undertaken, by studying the database in the keywords sections through T-Lab software. Using keywords to identify the subject of published articles, a content analysis (co-word analysis) serves to determine the main experiential approach adopted as well as the principal sectors (e.g. food, tourism, events, etc.) in which the various experiential approaches have been applied.
This study is a first attempt at quantitative measurement of the diffusion of experiential marketing and management concepts in academic literature. While acknowledging the need for further qualitative studies, the analysis provides insight on the main experiential approaches adopted and points to the need for a theoretical framework able to coherently synthesize them
The effects of formal networks on territorial tourism offers. Current usage of network contracts in Italy
No full textThis study aims to understand the benefits contractual inter-firm networks offer to existing territorial tourism systems in Italy. Preference has been given to a qualitative approach. Data collection was based on document analysis (i.e. information reported in written contracts as well as text and images published on web sites) and in-depth semi-structured interviews. Results indicate that usage of a relatively new legal mechanism (the network contract) designed to form stable inter-organisational networks is increasing in the tourism sector. These networks help promote existing territorial tourism systems in different ways and to different extents. In some cases, alliances create and promote a tourism proposal that enhances the territorial offer, while in other situations alliances succeed in identifying and communicating a specific territorial area previously left unmanaged
Marketing of touristic districts - viable systems in the experience economy
No full textTaking advantage of the translation into English of the original 2002 contribution, the text was thoroughly revised and a sizeable portion of the notes were eliminated (making it lighter and more readable); at the same time, the current literature was reviewed in order to shed light on whether and how the experience economy concept (Pine and Gilmore, 1998) has affected managerial studies on tourism. The question we sought to answer was: How much and how has the experience economy model
that we adopted in 2002 as a conceptual approach to observing touristic phenomena become widespread in touristic management literature? In order to answer this research question we opted to conduct a literature analysis by means of a “systematic review” (Tranfield et al., 2003)
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