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"Destinazione Marche": politiche turistiche e viaggi per le famiglie (prima dell?epidemia da Covid-19)

Author

Listed:
  • Benedetta Polini
  • Federico Sofritti

Abstract

Negli ultimi 15 anni, la Regione Marche ha implementato politiche turistiche finalizzate a rafforzare l?immagine del territorio a livello nazionale ed internazionale, adottando un modello di governance mirato e perfezionato gradualmente. Negli anni questa modalit? di governance ? stata supportata da un crescente potenziamento del marketing regionale, che ha strutturato l?offerta turistica intorno al brand "Destinazione Marche". Tale brand consta di sei cluster, che identificano differenti prodotti turistici; tra questi, il cluster "Mare. Le Marche in blu" ? espressamente rivolto alle vacanze famigliari. Nella prima parte, l?articolo affronta il tema dei consumi turistici, concentrandosi in particolare sulle vacanze famigliari. La seconda parte ha l?obiettivo di inquadrare l?offerta turistica regionale entro lo scenario delle politiche turistiche italiane. Tra i risultati ottenuti, la Regione Marche ? stata introdotta dalla Lonely Planet al secondo posto della prestigiosa classifica "Best in Planet 2020". Tuttavia, l?epidemia da Covid-19 rischia di vanificare gli sforzi ed i traguardi raggiunti: questa situazione enfatizza ulteriormente l?importanza di politiche turistiche mirate e la necessit? di riprogrammazione ed adattamento degli strumenti fin qui utilizzati.

Suggested Citation

  • Benedetta Polini & Federico Sofritti, 2020. ""Destinazione Marche": politiche turistiche e viaggi per le famiglie (prima dell?epidemia da Covid-19)," PRISMA Economia - Societ? - Lavoro, FrancoAngeli Editore, vol. 2020(2), pages 33-51.
    • Handle: RePEc:fan:pripri:v:html10.3280/pri2020-002003
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    References listed on IDEAS

    as
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    2. Raisi, Hossein & Baggio, Rodolfo & Barratt-Pugh, Llandis & Willson, Gregory, 2020. "A network perspective of knowledge transfer in tourism," Annals of Tourism Research, Elsevier, vol. 80(C).
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