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|Titolo:||Wedding-Based Tourism Development: Insights from an Italian Context|
|Autori interni:||FORTEZZA, Fulvio|
|Data di pubblicazione:||2015|
|Abstract:||Over the past two decades, wedding tourism has been booming. Despite this, very little research has investigated this phenomenon. This chapter discusses the findings of 15 in-depth interviews with Italian wedding plan- ners, which were carried out to analyse their views on what a destination wedding is, and how frequently they are able to influence the final choice of a site. Further, it discusses four case studies of the most important Italian wedding destinations in order to analyse their offer and related marketing strategy. Findings revealed that wedding destinations can be considered as a complex cluster of interrelated stakeholders; hence, a high degree of coordination and cooperation is needed for destination competitiveness. Further, results suggest that wedding destinations are currently opting for a product/service-oriented strategy with very little attention to a more appropriate experiential and emotional approach.|
|Appare nelle tipologie:||02.1 Contributo in volume (Capitolo, articolo)|
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