“CREAZIONE E CONDIVISIONE DI CONOSCENZA DI MARKETING SONO TRA I VALORI DI FONDO CHE ORIENTANO L’IMPEGNO DELLA FACULTY MUMM NELLE ATTIVITA’ DI RICERCA E DIDATTICA”
Luca Dezi, Francesco Schiavone
Tourism Co-marketing: how Tour Operators give an added value to your holidays
presentato all’Undicesima Conferenza annuale ATLAS “Networking and partnerships in destination and development management”,
Università degli Studi di Napoli “Parthenope”, Napoli
11 aprile 2004
The main purpose of the paper is to analyse the value creation process arising out of the adoption of a co-marketing strategy in the touristy industry; the background premises are that, on the one hand, the touristy co-marketing generates a notable corporate competitive advantage for those enterprises involved in the relationship and for their costumers (the tourists) which benefit of products or services gained with an added value while, on the other hand, it increases the added value of the touristy destinations and areas too, since it is essentially a territorial marketing strategy finalised also to achieve general (and not just corporate) results. Following a value-based perspective, the first part of the work introduces the co-marketing concept for the touristy industry while the second one exposes a co-marketing classification hypothesis (a matrix) for this economic activity based upon the analysis of various empirical cases performed by some Italian tour operators.