Building a tourist destination brand from the relational perspective: The Italian project “South destination network”

Abstract

The paper deals with a case study regarding an Italian tourism project analysed through the lens of a multiple perspectives framework based on the Relational View (RV), Stakeholder Engagement (SE), and Value Co-creation (VCc). The proposed theoretical framework contributes to interpreting issues regarding the development of a tourist destination brand in Southern Italy. The qualitative approach adopted reflects the confirmatory nature of this paper. Meanwhile, the project denominated “South Destination Network” is an experimental building of a tourism destination brand from the relational view of maximizing value co-creation in a cultural perspective though stakeholder engagement. Findings from the case study are discussed with reference to the relational view, stakeholder engagement, and value co-creation. The study concludes with the limitations and implications for further research related to the proposed framework.