Starting from a general overview of the concepts of tourism and destination, the paper deals with the role that "Bologna Welcome" DMO (Destination Management Organization) assumes in the Bologna-Modena managerial and tourist management. Were consulted articles from reliable websites, such as Confcommercio and Istat, as well as textbooks on the subject. The thesis is divided into six chapters, starting from a general dimension and investigating more and more specifically. The first chapter presents tourism's history and its evolution, from antiquity to the new millennium technologies. The second chapter explains the concept of destination, from the factors that determine it and its life cycle to the use of destination marketing for the promotion of the destination itself on the market. The third chapter is reserved for the Emilia-Romagna region, focusing on the territory, the tourist offer and regional tourism planning for the three-year period 2022-2024, as well as a brief focus on the two cities covered by the thesis. The fourth chapter examines the Bologna-Modena tourist area, from the excursus, passing through the institution processes and then speaking of governance, the annual program of tourist activities and the methods and strategies of intervention. The fifth chapter discusses the tourism promotion of the area through the explanation of the local promotion tourism program (PTPL) and the tourism promo-marketing program (PPCT). Finally, in the sixth chapter some conclusions are drawn, also suggesting proposals in the strategic field (destination management) and in the operational field (destination marketing).
Partendo da un inquadramento generale dei concetti di turismo e di destinazione, l'elaborato tratta il ruolo che la DMO (Destination Management Organization) "Bologna Welcome" assume nella gestione manageriale e turistica del territorio di Bologna e Modena. Per la stesura sono stati consultati articoli da siti web affidabili, come quelli di Confcommercio e Istat, nonché libri di testo in materia. La tesi si suddivide in sei capitoli, iniziando da una dimensione generale e indagando sempre più nello specifico. Il primo capitolo presenta la storia del turismo e la sua evoluzione, dall'antichità fino alle nuove tecnologie del nuovo millennio. Nel secondo capitolo viene spiegato il concetto di destinazione, dai fattori che la determinano e il suo ciclo di vita fino all'utilizzo del destination marketing per la promozione stessa della destinazione sul mercato. Il terzo capitolo è riservato alla regione Emilia-Romagna, ponendo l'attenzione sul territorio, l'offerta turistica e la pianificazione turistica regionale per il triennio 2022-2024, nonché un breve focus sulle due città oggetto di tesi. All'interno del quarto capitolo viene esaminato il territorio turistico Bologna-Modena, dall'excursus, passando per gli iter di istituzione e parlando poi di governance, programma annuale delle attività turistiche e delle modalità e strategie di intervento. Nel quinto capitolo si discute della promozione turistica del territorio attraverso la spiegazione del programma turistico di promozione locale (PTPL) e del programma di promo-commercializzazione turistica (PPCT). Infine, nel sesto capitolo si traggono alcune conclusioni, suggerendo anche proposte in campo strategico (destination management) e in ambito operativo (destination marketing).
Destination Management: il ruolo di "Bologna Welcome" nella gestione turistica del territorio Bologna-Modena.
MORISI, ALJSSA
2022/2023
Abstract
Starting from a general overview of the concepts of tourism and destination, the paper deals with the role that "Bologna Welcome" DMO (Destination Management Organization) assumes in the Bologna-Modena managerial and tourist management. Were consulted articles from reliable websites, such as Confcommercio and Istat, as well as textbooks on the subject. The thesis is divided into six chapters, starting from a general dimension and investigating more and more specifically. The first chapter presents tourism's history and its evolution, from antiquity to the new millennium technologies. The second chapter explains the concept of destination, from the factors that determine it and its life cycle to the use of destination marketing for the promotion of the destination itself on the market. The third chapter is reserved for the Emilia-Romagna region, focusing on the territory, the tourist offer and regional tourism planning for the three-year period 2022-2024, as well as a brief focus on the two cities covered by the thesis. The fourth chapter examines the Bologna-Modena tourist area, from the excursus, passing through the institution processes and then speaking of governance, the annual program of tourist activities and the methods and strategies of intervention. The fifth chapter discusses the tourism promotion of the area through the explanation of the local promotion tourism program (PTPL) and the tourism promo-marketing program (PPCT). Finally, in the sixth chapter some conclusions are drawn, also suggesting proposals in the strategic field (destination management) and in the operational field (destination marketing).| File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/51212