Il turismo in Trentino: destination marketing e destination management

Abstract

In recent years many researchers in the area of tourism management have addressed the question of destination management, and particularly destination marketing. This paper analyzes marketing strategies within community destinations, considers the evolutionary levels of destination marketing proposed in Martini (2010) and focuses on activities undertaken to promote the tourist offer. The object of our analysis is the Destination Management Organization (Dmo). We investigate whether or not, following the spread of the concepts of destination management and destination marketing, Dmos in community destinations are investing in the construction of a tourist product and whether their tourist marketing strategies are evolving. The research, based on three case studies from Trentino, analyzes the actors involved in the offer, the instruments they use to facilitate coordination and the activities of the Dmo. Although differences due to the specificities of particular territories are evident, our research indicates an evolution in destination marketing and a trend towards investment in marketing to promote the territories’ tourist offers.