Naturns/Naturno

Abstract

The extant literature distinguishes sharply between corporate and community models of destination governance. In contrast, the case of Naturns/Naturno illustrates how a specific mixture of corporate and community approaches in governance can yield positive results. In particular, it shows how the existence of a network core characterized by integrative entrepreneurial leadership, an element that would in the first instance be associated with a corporate-driven destination, turns out to be a potential driver of a successful community-oriented destination development. In Naturns/Naturno, through its integrative entrepreneurial behavior, a hotel consortium has been influential in leading the transformation of the whole destination toward increased quality, strategic coherence, and innovativeness, while maintaining its community orientation.

Citation

(2015), "Naturns/Naturno", Contemporary Destination Governance: A Case Study Approach (Bridging Tourism Theory and Practice, Vol. 6), Emerald Group Publishing Limited, Leeds, pp. 135-147. https://doi.org/10.1108/S2042-144320140000006029