1,721,202 research outputs found
Ad ogni navigante il suo porto: la segmentazione nei marina
No full textIl paper presenta un'applicazione della segmentazione per benefici alla clientela dei marina, la forma più evoluta di porti turistici. Vengono riportati i risultati di un'analisi empirica realizzata attraverso la somministrazione di un questionario online a quasi 4.000 contatti di un primario marina italiano
Ad ogni navigante il suo porto. Una benefit-segmentation della clientela dei marina.
No full textTourist ports are the key structures for boating activities and, in particular, for nautical tourism. They are a large and fast-growing industry, especially as regards the so-called marinas, which are port infrastructures expressly built for nautical tourism.
Despite the increasing relevance of marinas, literature has only verypartially explored their management and marketing. In particular, little attention has been paid to the segmentation of marinas customers, leaving marinas managers without academic guidelines in this activity.
To fill this gap, we approach marinas as tourism service firms – that offer an integrated system of services to boaters – and propose a benefit segmentation technique where the perceived importance of a wide set of services and features of the marina is used as a segmentation variable.
The methodology is then applied in a pilot empirical study performed on a vast sample of marinas customers with an online survey.
The 345 collected responses – analyzed with a principal component analysis and a clustering exercise – identify five segments of customers, well-distinguished in terms of benefits sought and, consequently, of importance paid to the various components of the marinas offer.
The study shows relevant implications for both researchers and practitioners. Scholars are provided with a reflection on the role and features of marinas, especially in terms of the structure of their customer base; an innovative tool for benefit segmentation is also proposed, which may open the way to further studies in the field. Marina managers could be instead interested in the analysis of the value-creating elements of the offer of a marina; the mapping of the customer segments
may also support them in the development of the marinas marketing strategies
The quality of web communication by Italian tourist ports
No full textNautical tourism is a growing form of tourism, and the Mediterranean Sea is a major destination. Italy has a long tradition in nautical tourism, as its large number of tourism ports refl ects. Ports are core actors in nautical tourism systems, devoted to meeting increasing and complex demand by nautical tourists; marketing communication is consequently a critical activity, for tourist ports, where websites play a crucial role. However, despite its importance, the evaluation of tourist ports websites is an almost unexplored research fi eld, where a large research gap exists. Our paper evaluates the quality of 51 Italian tourist ports websites using the 2QCV3Q model, a multi-purpose qualitative evaluation tool. Th e overall quality of Italian tourist ports websites was assessed on the basis of comparison to a group of benchmark ports in the Mediterranean Sea and worldwide. Results suggest that Italian tourist ports websites require improvement, especially of their content and the services provided. In this respect, our methodology provides an exhaustive assessment of the quality of a port's website and its determinants, helping to support managers in identifying the strengths and weaknesses of their
website and prioritizing related actions
"Il processo di rigenerazione ossea dopo allungamento epifisiolisi ditrazionale visto alla T.C."
No full textLa benefit segmentation nei mercati turistici. Per una gestione market-driven dei porti turistici
No full textSettore in rapida crescita e fondamentale per l’economia mediterranea, il turismo nautico resta sorprendentemente poco studiato sotto il profilo strategico, gestionale e di marketing. Nel sistema turistico nautico, i porti turistici costituiscono i soggetti centrali dell’offerta, contribuendo in modo determinante alla competitività e all’attrattività delle destinazioni nautiche.
Il volume affronta una delle principali carenze della letteratura e della pratica manageriale: la mancanza di strumenti efficaci per comprendere e segmentare la domanda nei porti turistici. Gli Autori propongono un approccio innovativo basato sulla benefit segmentation che consente di identificare i diversi profili di clientela a partire dai benefici ricercati nell’esperienza portuale. Il modello, supportato da una solida base teorica, è applicato a un campione di oltre mille utenti di porti del Mediterraneo.
Destinato a studiosi, manager, gestori di porti turistici e policy maker, il libro offre un solido contributo alla comprensione del mercato e dei trend emergenti e fornisce indicazioni operative per adottare una segmentazione e un posizionamento efficaci, sviluppare un’offerta orientata a una domanda sofisticata e in cambiamento e migliorare l’esperienza del cliente.
In un settore chiamato a conciliare competitività e sostenibilità, questo lavoro offre una chiave di lettura aggiornata e strumenti operativi per affrontare con consapevolezza le sfide del turismo nautico
When doing the right thing goes wrong! Causes, effects, and dimensions of corporate social responsibility scepticism
No full textStakeholder scepticism is becoming more prevalent surrounding organisations’ corporate social responsibility (CSR) implementation and communication processes. This study provides a systematic literature review of 73 studies, published from 2007 to 2024, to determine the status quo of the CSR scepticism scholarship by specifically exploring the underlying causes, effects, and salient dimensions of CSR scepticism. The findings illustrate that the process nature of CSR scepticism is multi-dimensional. There are both CSR-related and non-CSR-related causal factors that determine and induce negativities in stakeholders’ evaluations and perceptions towards certain CSR actions and communications. Additionally, the content analysis of the literature dataset also depicts the adverse impacts of CSR scepticism and emphasises various implications and measures of CSR scepticism mitigation. This study contributes a conceptual insight into the pervasive issue of scepticism in the CSR context, whilst also informing management, marketing, communication, and public relations professionals about the complexity of CSR scepticism as a barrier to effective CSR implementation and communication processes
Il ruolo della finanza aziendale nella formazione di international business & management
No full textUsare le nuove tecnologie e... saperle nascondere. Riccardo Spinelli intervista Giorgio Genta
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