Abstract
Today, defining the choice trends of tourism consumption requires an in-depth analysis approach towards many features of a territory. These include its attractiveness, accommodation models, commercial network, restaurant catering system and quality of urban areas. Likewise, a modern and effective marketing strategy must take into account all these factors and enable the relevant players to give coordinated responses so that they can optimise resources and achieve common objectives.
Highlights
Today, giving a correct description of the consumer/tourist requires resorting to a series of complex and often contrasting definitions
Over the past ten years a sort of progressive transformation has occurred of the consumer, with the ‘Web’ and the economic crisis serving as catalysts, freeing people's instincts and feelings so much so that a radical change in approach by service providers and a major overhaul of the strategic management marketing models for firms in the tourism and trade sectors are required (Buhalis, 2000)
The small restaurant that offers truly Italian dishes, the charming hotel with only a few rooms, the boutique with unique pieces from emerging designers; these are just some of the ingredients of a successful recipe for an attractive proposal, a modern presence in the territory and for a new territorial marketing and communication model which is able to enhance the suburbs of Italian cities, smaller towns and more generally, small firms of the tourism and trade sectors
Summary
Today, giving a correct description of the consumer/tourist requires resorting to a series of complex and often contrasting definitions. Over the past ten years a sort of progressive transformation has occurred of the consumer, with the ‘Web’ and the economic crisis serving as catalysts, freeing people's instincts and feelings so much so that a radical change in approach by service providers and a major overhaul of the strategic management marketing models for firms in the tourism and trade sectors are required (Buhalis, 2000).
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