The concept of travel has evolved over the centuries, accompanying the different socio-cultural conceptions in different cultures. Today the journey is conceived as a continuous living of emotions and sensations or as Paulo Coelho defines it "the journey is mainly a profound life experience, even a state of mind". This work starts from this concept to describe the structure of the tourism sector and how travel is conceived by public and private operators. In the first chapter the reader is led into the theoretical analysis of the competitive environment, then in the first instance the concept of economic sector is introduced, then the company is defined and how it interacts with the surrounding environment. The company-environment interaction is carried out through specific analysis tools or methodologies that are illustrated starting from a macro perspective (PEST analysis), then passing through a perspective of spatial/competitive proximity, up to an introspective analysis of resources and skills within the company; Butler's TALC model (1980) is then examined, useful for the theoretical reading of the topic of this work, namely the DMO. In the following chapters the reader is transported into the theoretical paradigms of the DMO, then first this specific and innovative way of managing the destination is defined, then the strategic and managerial aspects that insist on this paradigm are introduced, also from the point of view of digitization, finally, the complexities and implications of DMO from a social and environmental point of view are illustrated with a reference to the economic and ethical opportunity of the accessible tourism that acts as a support for the pragmatic reading of the next chapter on the policy of DMO Marche tourism with respect to the enhancement of villages and inland areas. The last chapter analyzes the case of the Marche region from the point of view of tourism management in this destination, first providing a statistical imprinting and incoming tourist movement and then proceeding to the analysis of the aspects of vision and mission that the DMO Marche tourism has set itself, as well as the objectives and theoretical tools of the regional tourism system. Pragmatically, finally, we observe the approach that the governance of the DMO Marche tourism has made for the planning still in progress, or the Destination Management of the Sibillini district, through this example, in fact, it was possible to make a comparison between the theoretical archetypes and the measures adopted. This method of comparison was also chosen for the exposition of the last paragraph of the fourth chapter, in which, through the critical comparison between the setting of the DMO Marche tourism and the models proposed in the literature and subsequently with personal criticism with respect to the steps to be taken hopefully for a useful qualitative development of the destination of the Marche we tried to provide an overall exhaustive point of view.
il concetto di viaggio è andato evolvendosi nel corso dei secoli, accompagnando le differenti concezioni socioculturali nelle diverse culture. Oggi il viaggio è concepito come un continuo vivere d’emozioni e sensazioni o come lo definisce Paulo Coelho “il viaggio è principalmente una profonda esperienza di vita, persino uno stato mentale”. Questo lavoro parte proprio da questa concezione per descrivere la struttura del settore turistico e come il viaggio viene concepito dagli operatori pubblici e privati. Nel primo capitolo il lettore viene condotto nell’analisi teorica dell’ambiente competitivo, quindi in prima istanza viene introdotto il concetto di settore economico, successivamente viene definita l’azienda e come essa interagisce con l’ambiente circostante. L’interazione azienda-ambiente è svolta mediante strumenti o metodologie d’analisi specifici che sono illustrati partendo da un’ottica macro (PEST analysis), passando poi per una prospettiva di prossimità spaziale/competitiva, fino a raggiungere un’analisi introspettiva delle risorse e delle competenze interne all’azienda; viene poi esaminato il modello TALC di Butler (1980) utile alla lettura teorica del topic di questo lavoro, ovvero la DMO. Nei successivi capitoli il lettore viene trasportato nei paradigmi teorici della DMO, quindi dapprima si definisce questa specifica e innovativa modalità di gestione della destinazione, in seguito si introducono gli aspetti strategici e manageriali che insistono in questo paradigma, anche dal punto di vista della digitalizzazione, infine, vengono illustrate le complessità e le implicazioni della DMO dal punto di vista sociale e ambientale con un accenno all’opportunità economica ed etica del turismo accessibile che funge di supporto per la lettura pragmatica del successivo capitolo in merito alla politica della DMO Marche tourism rispetto alla valorizzazione dei borghi e delle aree interne. Nell’ultimo capitolo si analizza il caso della regione marche dal punto di vista della gestione del turismo in questa destinazione, fornendo un dapprima imprinting statistico e di movimento turistico incoming e procedendo poi all’analisi degli aspetti di vision e di mission che la DMO Marche tourism si è posta, nonché degli obbiettivi e degli strumenti teorici del sistema turistico regionale. Pragmaticamente, infine, si osserva l’impostazione che la governance della DMO Marche tourism ha reso per la progettualità tutt’ora in corso, ovvero il Destination Management Del comprensorio dei Sibillini, mediante questo esempio, infatti, è stato possibile effettuare un confronto tra gli archetipi teorici e le misure adottate. Questa metodologia di confronto è stata scelta anche per l’esposizione dell’ultimo paragrafo del quarto capitolo, nel quale, , attraverso il confronto critico tra l'impostazione della DMO Marche tourism e i modelli proposti in letteratura e successivamente con la critica personale rispetto ai passi da intraprendere auspicabilmente per un utile sviluppo qualitativo della destinazione delle Marche si è cercato di fornire un punto di vista complessivamente esaustivo.
Destination management Organization, tra aspetti formali ed empirici in ottica di inclusione sociale: il caso della Regione Marche
PELLEGRINO, MICHAEL
2021/2022
Abstract
The concept of travel has evolved over the centuries, accompanying the different socio-cultural conceptions in different cultures. Today the journey is conceived as a continuous living of emotions and sensations or as Paulo Coelho defines it "the journey is mainly a profound life experience, even a state of mind". This work starts from this concept to describe the structure of the tourism sector and how travel is conceived by public and private operators. In the first chapter the reader is led into the theoretical analysis of the competitive environment, then in the first instance the concept of economic sector is introduced, then the company is defined and how it interacts with the surrounding environment. The company-environment interaction is carried out through specific analysis tools or methodologies that are illustrated starting from a macro perspective (PEST analysis), then passing through a perspective of spatial/competitive proximity, up to an introspective analysis of resources and skills within the company; Butler's TALC model (1980) is then examined, useful for the theoretical reading of the topic of this work, namely the DMO. In the following chapters the reader is transported into the theoretical paradigms of the DMO, then first this specific and innovative way of managing the destination is defined, then the strategic and managerial aspects that insist on this paradigm are introduced, also from the point of view of digitization, finally, the complexities and implications of DMO from a social and environmental point of view are illustrated with a reference to the economic and ethical opportunity of the accessible tourism that acts as a support for the pragmatic reading of the next chapter on the policy of DMO Marche tourism with respect to the enhancement of villages and inland areas. The last chapter analyzes the case of the Marche region from the point of view of tourism management in this destination, first providing a statistical imprinting and incoming tourist movement and then proceeding to the analysis of the aspects of vision and mission that the DMO Marche tourism has set itself, as well as the objectives and theoretical tools of the regional tourism system. Pragmatically, finally, we observe the approach that the governance of the DMO Marche tourism has made for the planning still in progress, or the Destination Management of the Sibillini district, through this example, in fact, it was possible to make a comparison between the theoretical archetypes and the measures adopted. This method of comparison was also chosen for the exposition of the last paragraph of the fourth chapter, in which, through the critical comparison between the setting of the DMO Marche tourism and the models proposed in the literature and subsequently with personal criticism with respect to the steps to be taken hopefully for a useful qualitative development of the destination of the Marche we tried to provide an overall exhaustive point of view.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12075/13134