This paper explores the promotional plans of the Italian National Tourism Organization (NTO) and delineates the evolution of its strategic approach to the marketing of tourism destinations from the 1980s to the present. The Italian NTO's performance is explored through content analysis of its plans. The major changes in the formulation of promotional plans gear towards two major issues: return on the invested capital and increased focus on traveler behavior. A framework is presented to assist NTOs' management in their strategic decisions.
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Formica et al. (2000) studied this question.
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