Advances in Tourism Destination Marketing by Kozak Metin;Gnoth Juergen;Andreu Luisa L.A;

Author:Kozak, Metin;Gnoth, Juergen;Andreu, Luisa L.A;
Language: eng
Format: epub
Tags: Economics, Finance, Business & Industry
Publisher: Taylor & Francis Group
Published: 2009-07-31T00:00:00+00:00

Conclusion and implications

The analysis of the two Italian parks seems to be totally in line with a similar and recent work (Cottrell & Cutumisu, 2006) that has sought out traces of sustainable tourism development strategy within two Protected Area Network park locations, one in Sweden and one in Romania. The conceptual model we propose, however, suggests a decision-making (network governance) approach characterised by alternating stages of openness and closure between the net centre and nodes, regulated by the net centre itself (see Figure 9.1). Such an approach would help promote both communication channels and decision-making processes (Pellicano, 2004).

In the first stage (openness – ideation), the network centre must hear demands in a democratic way (bottom-up communication requirements, needs, expectations) in order fully to understand the context. In the second stage (closure – assumption), the network centre has to choose the most appropriate net policy and strategies along with defining the network’s evolutionary path on its own (to avoid the risk of not delivering a decision). In the third stage (openness – action) the network centre must involve every territorial entity in the operative dynamic in order to valorise available resources in a synergic action towards the defined goal. In the fourth stage (closure – surveillance) the net centre has to check the operative results and stimulate system dynamics towards its goals and purposes with a virtuous aligning process.

The model, therefore, is based on alternating stages of openness and closure in order to produce systemic decisions consistent with territorial expectations. The defining features of networks seem to facilitate sustainable tourism action, promoting the aggregation of territorial entities and stimulating the synergic use of common resources, thus creating the premises for producing and supplying a global tourism product. Tourism

Figure 9.1 Network strategic dynamic.

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