The main purpose of this research is to deepen the relationship between urban sustainable tourism and the development of the city-brand Taranto Capitale di Mare. The development model that the city of Taranto has adopted in recent years has intended to renew its City-Brand with the aim of rediscovering its tourist vocation across the sea, also combining the concepts of Blue and Green economy. In this sense, by pursuing the objectives set out in the Agenda 2030 action plan, in which sustainability is defined as a key driver, cities, in planning and promoting a sustainable tourism development policy, must be able to correlate these objectives in a process integrating social, economic and environmental factors. The exploratory study is based on a qualitative approach, based on the tool of an in-depth interview. Therefore, the data will be collected through interviews with some local administrators, with the aim of exploring the current strategic and the lines of development and tourism promotion, implemented by the city of Taranto. The results show how local governance is rapidly pursuing the objectives set by the Ecosistema Taranto strategic plan, in terms of sustainable tourism development and redefinition of its city-brand. This research highlights the state of repositioning of the city of Taranto and the renewal path of its city-brand and identifies future research lines that support the preliminary qualitative study.
Sustainable tourism and city-brand promotion. A case study on «Taranto Capitale di Mare»
Giuseppe Colella
2020-01-01
Abstract
The main purpose of this research is to deepen the relationship between urban sustainable tourism and the development of the city-brand Taranto Capitale di Mare. The development model that the city of Taranto has adopted in recent years has intended to renew its City-Brand with the aim of rediscovering its tourist vocation across the sea, also combining the concepts of Blue and Green economy. In this sense, by pursuing the objectives set out in the Agenda 2030 action plan, in which sustainability is defined as a key driver, cities, in planning and promoting a sustainable tourism development policy, must be able to correlate these objectives in a process integrating social, economic and environmental factors. The exploratory study is based on a qualitative approach, based on the tool of an in-depth interview. Therefore, the data will be collected through interviews with some local administrators, with the aim of exploring the current strategic and the lines of development and tourism promotion, implemented by the city of Taranto. The results show how local governance is rapidly pursuing the objectives set by the Ecosistema Taranto strategic plan, in terms of sustainable tourism development and redefinition of its city-brand. This research highlights the state of repositioning of the city of Taranto and the renewal path of its city-brand and identifies future research lines that support the preliminary qualitative study.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
