DESTINATION MARKETING E WEB 2.0: ASPETTI STRATEGICI ED OPERATIVI NELLA LOGICA DEI SISTEMI TURISTICI LOCALI DELL'AREA PRE-ALPINA

Tourism can be described as one of the most technology-intensive industries where continuous organizational changes that are made are also the result of strong pressures from the innovative ICT. Strategic role of these last ones derives from the centrality of the "information" factor, from the speed with which information is communicated between the various parties, from the attributes of reliability, quality as well as security, on the background of the immaterial production, the inelasticity of supply and demand unpredictability. The exploitation of resources and capacity to organize the supply in a context of capital "Human" and "Social", cultural identity that a place that can express, are the basis of the identification of a community destination in the way of a Tourism Local System Tourism. One of implicit attributes of the system is the presence of some form of organization capable of expressing a range characterized by territorial brand by image, by quality and by coordination between the actors of the local supply. The competitiveness comes from the ability to express the supply power and make it visible on the market through processes of communication and information at both the single operator at the system level. The aim of this study is to identify a suitable framework for the development of regional marketing strategies and competitiveness to be applied to the local tourist systems in a range of theoretical perspectives. The human factor plays a key role in the development strategies of local tourist systems in the form of skills and capacity of exploiting local resources for generating stable and sustainable tourism. From this point of view, it is not sufficient the availability of valuable resources, rare and inimitable, but also requires the organizational skills of the offer players . The greater this ability, the better the results in terms of flows of tourists that the system is able to generate. The Service Logic was used to implement a model of competitiveness of the tourism system in four basic directions: the internal marketing, the Brand image area, the Quality and the ICT.