Marketing strategies adopted in many territories do not take into consideration the\nintangible dimension related to local communities, their history, culture and values. By\nignoring a driving force of regional identity, such strategies do not value a major source of\ndifferentiation. In fact, in a time where the immaterial and relational capital assumes a key\nrole, locals are not only one of the most essential elements for the attractiveness of touristic\ndestinations but also a key for their differentiation when compared to other alternatives.\nThis article puts in evidence the importance of the locals in place branding. It develops a\nconceptual model where locals emerge as the key element since they are a major source of\nco-production, co-communication and co-consumption of the regional offer. The model\nproves to be particularly useful for practitioners, offering relevant insights for managers\nand policy makers
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