Stakeholder networks and the marketing of place in Italian wine tourism

Bregoli, Ilenia and Del Chiappa, Giacomo and Hingley, Martin and Sodano, Valeria (2013) Stakeholder networks and the marketing of place in Italian wine tourism. In: 4th International Colloquium on Place Brand Management: Strategic Marketing of Cities, Regions and Nations, 5th-6th September 2013, Aosta Valley (Italy).

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Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive

Abstract

Wine tourism has attracted the attention of scholars; however it seems that the topic has been primarily researched by adopting a demand-side perspective in order to study the profile of travellers. As a result, the supply-side perspective remains quite under-researched. From the literature that addressed this topic, some have studied the networks and the strategic alliances developed in different wine routes (Brás, Costa, & Buhalis, 2010; Telfer, 2001). Although these studies have focused on organisational structures that have received particular attention in the tourism management and marketing literature, they have only emphasised some of the stakeholders who are involved in a wine route (i.e. the businesses working in the wine industry) and there are many more (for example, local and regional authorities, wine industry marketers, channel intermediaries, agro-tourism operators etc). Thus all the actors from the tourism industry have not been taken into account. In addition, the aforementioned studies did not pay attention to the factors that can facilitate or hinder the development of an effective wine tourism destination. Network success can be seen to hinge not just on producers and (for example, regional) funding arrangements, but is also reliant on the interplay of a wide range of parties who can be seen to often take up the role of network ‘blockers’ and ‘facilitators’ of activities (Hingley, Lindgreen & Beverland, 2010); and as such, network success is reliant on combination of the roles of stakeholders and notably influenced by channel leads. As a result, this research aims at studying three different Italian wine routes in order to assess what are the factors that influence the successful development of a wine route and of collaboration among stakeholders. By so doing this research will fill the gap highlighted by Getz (2000) who suggested the need for research to focus.

Keywords:Wine routes, Wine tourism, Networks, bmjholiday
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N800 Tourism, Transport and Travel
Divisions:Lincoln International Business School
ID Code:18917
Deposited On:06 Oct 2015 13:16

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