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| Author: | Lorenzini, E. Calzati, V. Giudici, P. |
| Title: | Territorial brands for tourism development |
| Journal: | Annals of Tourism Research
2011 : APR, VOL. 38:2, p. 540-560 |
| Index terms: | multivariate analysis quality brands tourism local planning towns Italy |
| Language: | eng |
| Abstract: | The article aims to increase understanding on the effect of territorial brands on tourism development examining the statistical relevance of belonging to the Association The Most Beautiful Villages of Italy. Multivariate regression and partial correlations graphs are utilized, applied to 79 touristic towns of the Marche Region (Italy). The results imply that the significant drivers of tourism development are the noteworthy heritage and an integrated supply system, while territorial brands show a limited influence. In this respect the article confirms the findings of prior research work, which identifies the need to strengthen regional networks of certification programmes, and to include the brands in an adequate planning and destination management process. |
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