Building Tourism Destination Brand From the Relational View Perspective: The Italian Project “Rete Destinazione Sud”

The paper deals with a case study regarding an Italian tourism project analyzed through the lens of a multiple perspectives framework based on Relational View (RV), Stakeholder Engagement (SE), and Value Co-creation (VCc). The proposed theoretical framework helps to interpret a true phenomenon regarding the development of a tourism destination brand in Southern Italy. The qualitative approach adopted is suitable for the confirmatory nature of this paper. The project named “Rete Destinazione Sud” is a building experience of tourism destination brand using the relational view as cultural way capable of maximizing the value co-creation though the stakeholder engagement. Results that emerged from the case study are discussed with both referring to relational view, stakeholder engagement, and value co-creation. The work concludes with the implications and further research related to the proposed framework.