From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast

Palazzo, Maria, Vollero, Agostino, Siano, Alfonso and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2021) From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast. Current Issues in Tourism, 24 (4) . pp. 567-589. ISSN 1368-3500 [Article] (doi:10.1080/13683500.2020.1782856)

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Abstract

The fragmentation in decision-making among different stakeholders severely influences the effectiveness of tourism promotion, also in well-known destinations. Through the lens of collaboration theory, the paper empirically aims at exploring how an Integrated Marketing Communications (IMC) approach may be preferred to traditional communication programs to boost collaboration of different players. Depth interviews from tourism body stakeholders, organisations and other local government associations from the Amalfi coast region of Italy are conducted to identify incentives and barriers to adopting an integrated approach of communication to tourism promotion. The findings underpin the development of an implementation model aimed at pushing local stakeholders to attain the main benefits of creating and maintaining a network of relationships, implemented as a way to overcome uncertainty in tourism. The paper thus advances IMC in a tourism context, supporting the need to help economic actors to overcome boundaries that hinder them from joining their forces.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 31026
Notes on copyright: This is an Accepted Manuscript of an article published by Taylor & Francis in Current Issues in Tourism on 23/06/2020, available online: http://www.tandfonline.com/10.1080/13683500.2020.1782856
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Depositing User: Pantea Foroudi
Date Deposited: 25 Sep 2020 16:58
Last Modified: 01 Sep 2021 04:27
URI: https://eprints.mdx.ac.uk/id/eprint/31026

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