New Product Development in Alpine Destinations: The Case of Skipassfree
The traditional fragmented structure of the European market has spurred the development of meta-management firms defined as destination management organisations (DMOs). Today, DMOs are called on to play a critical role: to help local firms build a sustainable competitive advantage and to create a competitive advantage for the entire destination through positioning choices. The present paper explores some critical conditions that DMOs must manage in order to become a focal organisation for local firms. The analysis is based on a case study represented by an Alpine destination (Livigno, Italy). The local DM0 (APT Livigno) has created a performing new product able to significantly increase the number of clients for the lodging and skiing sector during the beginning and the end of the season. The article identifies some critical factors and above all shows some synthetic drivers which a DMO has to manage in order to stimulate the development of a tourism destination.
Ruggero Sainaghi
IULM University, Istituto di Economia e Marketing, Via Carlo B6, 1-20137 Milano (Italy)
国际会议
2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)
成都
英文
209-220
2011-09-24（万方平台首次上网日期，不代表论文的发表时间）