A model for destination strategy assessment: an analysis of Italian urban destinations

Abstract

Purpose

This study aims to develop and validate a scale for the assessment of the quality of the meta-management process that helps urban destinations to identify potential improvement in their strategy and possible paths to enhance destination competitiveness.

Design/methodology/approach

In particular, through an empirical analysis of all the Italian cities with tourism certification (138 urban destinations), a model is proposed, linking specific portal functions to the achievement of six meta-management processes (product development, segment selection, customer relation management, promotion, destination image and brand management and management of distribution channels). Through a comparison with a competitive set of excellent international destinations, the study identifies priorities for competitiveness enhancement.

Findings

The results of the study contribute to the ongoing debate on destination competitiveness and destination web site evaluation.

Originality/value

From the managerial point of view, the model helps destination managers to control destination strategy and create consensus among all the stakeholders on the actions to achieve them.

Citation

De Carlo, M. (2015), "A model for destination strategy assessment: an analysis of Italian urban destinations", International Journal of Tourism Cities, Vol. 1 No. 2, pp. 103-118. https://doi.org/10.1108/IJTC-08-2014-0005