Il governo delle destinazioni e dei prodotti turistici: analisi di alcune esperienze

by Tonino Pencarelli and Simone Splendiani

Mercati e Competitività, n.2/2008, pp. 91-121


The literature and managerial approaches to government tourism often tend to overlap concepts of tourism destination and tourism product, or to imagine that it is enough to outline the administrative boundaries of a system to activate tourism business processes to create value for tourism and for other stakeholders. The aim of the article is primarily conceptual point out the differences between destination and tourism product. Among these concepts there is a dialectical relationship closely, as the tourist product, the highly experiential which owns, is strongly influenced by the place where it is produced and delivered (destination). Another objective of the study is to illustrate how to create value for travellers and
how it can be derived from formulas government of destinations starting from the development of territorial resources (like the STL), or that are the result of strategic routes born under the unifying thrust of the tourism product aimed at specific target market (like the Club of product). An analysis of some experiences aggregations guided by organizational resources or towed from business opportunities developed in the Marche and Emilia Romagna reveals that there isn’t a “one best way” and that the solutions to improve the competitiveness of destinations and tourism products may provide the formula of coexistence among themselves entirely complementary and dialectics. The challenge for tourism policy is to identify the combination capable of enhancing the destination resource exploitation and to produce, promote and sell the economic supplies (products) in order to create value both for tourists and territorial stakeholders.


Strategic awareness and growth strategies in Small Sized enterprises (SEs)

by Tonino Pencarelli, Elisabetta Savelli, Simone Splendiani

International Journal of Business & Economics, Vol.8 n.1/2009

The paper is a new version of that presented at 8th Global Conference on Business & Economics, October 18-19th, 2008 – Florence, Italy


This paper is based on an empirical study, founded on the case-study method, carried out on 49 SEs localized in the Province of Pesaro-Urbino in the Marche Region of Italy. It seeks to analyze the entrepreneurs’ perception about their own competitive position.By taking into account both theoretical studies and empirical evidence, the paper focuses on two themes. First, it analyzes the degree of current (“where the company is”) and perspective (“where the company might go”) awareness of local entrepreneurs. Local small enterprises are often unable to identify the resources and capabilities on which their competitive advantage is based, and sometimes they understimate their strengths, being mainly aware of their weaknesses. They also lack the skills necessary to analyze and recognize the threats, opportunities and success factors of the competitive environment in which they work. Second, the paper examines the growth strategies developed by local entrepreneurs in order to defend or  strengthen their competitive position. In particular, it focuses on the main difficulties which hinder small enterprises in achieving theis strategic plans and discusses some implications for local Institutions that seek to assist the competitive groth of local firms and to increase their strategic awareness..