Title: Brand and image: the strategic factors in destination marketing

Authors: Valentina Della Corte, Alessio Piras, Giuseppina Zamparelli

Addresses: Universita degli Studi di Napoli Federico II, Faculty of Economics, Via Cinthia – Monte Sant'Angelo, 26, 80126 – Napoli, Italy. ' Universita degli Studi di Napoli Federico II, Faculty of Economics, Via Cinthia – Monte Sant'Angelo, 26, 80126 – Napoli, Italy. ' Universita degli Studi di Napoli Federico II, Faculty of Economics, Via Cinthia – Monte Sant'Angelo, 26, 80126 – Napoli, Italy

Abstract: The field of analysis of the paper is the destination and its management and marketing. Particularly, the specific focus is on some strategic factors of destination marketing with reference to quality, identity, image and brand as a leverage for promotion and, above all, for destination development in stakeholders| collaboration perspective. Starting from the analysis of the main literature on the topic and with an overview of the theoretical framework, the empirical part investigates the practices of destination marketing, spotting some strategic leverages. The case of Amalfi Coast is analysed, in order to verify if the factors considered in the theoretical part can be real catalysts of destination promotion and development.

Keywords: destination management; brand; image; marketing strategies; Amalfi Coast; destination marketing; tourism marketing; quality; identity; Italy; collaboration; destination promotion.

DOI: 10.1504/IJLTM.2010.032064

International Journal of Leisure and Tourism Marketing, 2010 Vol.1 No.4, pp.358 - 377

Published online: 07 Mar 2010 *

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