Managing and marketing regional tourist destinations: the case of the Marche region (Italy)

by Simone Splendiani

Journal of Hospitality and Tourism, Vol. 12, No. 2/2014.


After an introduction to the basic theoretical concepts of destination management, the study focuses on the organizational model developed in Italy to manage regional destinations. In particular, the paper analyzes the strategic and organizational approach adopted by the Marche region through a longitudinal study over a congruous time period of three years, from 2012 to 2014, in order to assess the critical issues related to marketing management and their evolution. The study reveals that for regional tourism managers the challenge is to identify the best mix of organizational solutions and strategic paths aimed at exploiting both resources and attractions through market-driven policies. Moreover, the study aims to offer some insight on the Italian tourism context, opening up further research paths for scholars and helping policy makers to adopt effective tools and strategies in order to contribute to increasing the competitiveness of regional destinations.


Stakeholder e-involvment and participatory tourism planning: analysis of an Italian case-study

by Angelo Presenza, Roberto Micera, Simone Splendiani, Giacomo Del Chiappa

Journal of Knowledge-Based Development (IJKBD), 2014.


The purpose of this paper is to explore the potential and challenges
of knowledge management, in particular the use of information and
communication technologies, in supporting stakeholders’ collaboration
processes in the tourism destination by focusing on e-democracy. The term e-democracy was coined to define the electronic representation of a democratic process which aims at obtaining stakeholders active participation in the decision-making process about territorial policies and tourism planning. Despite the growing interest that this concept is gaining both in the academia and in the tourism sector, the related research is still at its early stage. This study was carried out to contribute to fill this gap analysing the case study of an Italian region where an e-democracy project on destination governance is currently going on. The main contribution to the body of knowledge, managerial implications and limitations of the study are discussed and future avenues of research are suggested.

Regional Tourism Planning: the case of the Marche region (Italy)

Simone Splendiani

2nd International Conference on Contemporary ICCM, Atene (Greece), June 18-20, 2014.


This paper analyzes the tourism planning of the Marche Region in the period 2012-2014, through the methodology of the case study analysis. The originality of the paper lies in the longitudinal observation of a regional tourism planning process over a congruous period of time – three years – in order to assess the critical issues and their evolution. The case examined is of considerable interest because  the Marche regional tourism planning has undergone significant changes in both organizational and strategic aspects. This has occurred within a very uncertain national regulatory system and  the need to cope with growing competitive pressure in the global tourism market. Despite the limitations of the study, it offers some interesting insight on the Italian tourism planning process, characterized by a multitude of actors involved and the difficulties of coordinating the public and private sectors.