Building a tourist destination brand from the relational perspective: the Italian project “South Destination Network”

• Marco Pellicano ^[1] ; Vittoria Marino ^[1] ; Raffaella Montera ^[1] ; Mario D'Arco ^[1] ; Raffaele Amoroso ^[1]
  1. [1] University of Salerno

     University of Salerno

     Fisciano, Italia

     
• Localización: Enlightening Tourism: a pathmaking journal, ISSN-e 2174-548X, n. 1, 2018, págs. 1-25
• Idioma: inglés
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• Resumen

  • The paper deals with a case study regarding an Italian tourism project analysed through the lens of a multiple perspectives framework based on the Relational View (RV), Stakeholder Engagement (SE), and Value Cocreation (VCc). The proposed theoretical framework contributes to interpreting issues regarding the development of a tourist destination brand in Southern Italy. The qualitative approach adopted reflects the confirmatory nature of this paper. Meanwhile, the project denominated “South Destination Network” is an experimental building of a tourism destination brand from the relational view of maximizing value co-creation in a cultural perspective though stakeholder engagement. Findings from the case study are discussed with reference to the relational view, stakeholder engagement, and value co-creation. The study concludes with the limitations and implications for further research related to the proposed framework.