۱٫ Literature Review. Planning and management of a Brand Image System for Tourist Destinations: a theoretical approach

۲٫ A framework analysis: the evolution of the tourist attraction methods – The new concepts

۳٫ Abruzzo among the pioneers of innovation: territory impact of the new proposals of Tourism 2.0

۴٫ Conclusions and perspectives: what measures to consolidate the segment?

References

According to the literature, one of the most obvious and immediately perceptible limitations in tourism concerns the intangibility of the product/service provided, defined as the inability to assess objectively the tangible and intangible aspects of a tourist destination if not having visited it before, making – actually – uncertain the selection process of the interest variables. This means that when we decide to visit a destination we have to rely on a set of images, descriptions, videos and information from which we extrapolate a mix of probably interesting elements able convince us and bring us towards the chosen place. For this purpose, is it possible to consider the search for a particular gastronomic product – presumably already experienced anywhere else – as a factor that could partially break down the intangibility of the destination? It is clear that the methods of territory tourist attraction don’t work exclusively through the traditional communication levers but, in recent years, there are many alternative forms that allow the development of destinations. Among the most diffused ones, we can certainly consider food and beverage events, which – more and more – are closely linked to other concepts today extremely popular, like the streetfood and craft beers. We are witnessing a rediscovery of traditional food values, together with the discovery of a new market segment dedicated to craft beer, which today is experiencing one of the maximum growth periods, reaching to touch quota 1000 in Italy, between microbreweries, brewpubs and beer firm. The matching with the streetfood is the piece that makes up the puzzle of this new model of tourism management. The objective of the study is to investigate about the economic value generated by these events, by measuring what are the material and immaterial benefits of which an area can benefit when it becomes the venue of these events.

Literature Review. Planning and management of a Brand Image System for Tourist Destinations: a theoretical approach

A tourist destination brand is defined as the sum of the elements that help to identify – in a systemic manner – the image of a destination and guide consumers towards a conscious decision, through various elements: brand value, favorable reputation, prestige, meaning warranty. According to Peroni (2008), the process of construction of the territorial brand requires the presence of “specialized actors” and the strict management of application techniques, in addition to the need to possess interpretation skills, high-level experience and creativity by professionals designated for work. For what concerns the economic budget necessary to develop an efficient destination system image, it must be considered various parameters, among which: the amplitude of the territory taken into consideration, the size of the target goal, the ability to influence the above-mentioned target chosen through the levers of communication mix, the gap between the current offer and the potential one to be achieved once implemented the project, the ambition level of the objectives to be achieved and the pressure of competition. It not infrequently happens that – in tourism – the confusion of roles and the wrong distribution of the areas of responsibility between the various actors nominated for the implementation of a Destination Branding lead to failure the strategies of territorial attraction. For these reasons, it is useful to identify four separate entities that should work together and share their expertise in order to build a project for the construction of a Tourist Destination. The first protagonist is the client – usually called OPT, but in most cases corresponding with a politician of the territorial area concerned – and it has the task of establishing the targets system, to provide the means, financial instruments and organizational measures for tourism planning, representing the political intentions and the strategic ambitions of territorial development of the represented area.