Marketing digitalization has made strategy more complex than ever, but the key difference is that destination brands are controlled by the market and no longer just by the brand managers and therefore must concentrate their efforts in delivering the promised experience
This case study showcases how not only execution but also tourism development planning requires strong contribution and engagement by local stakeholders. Without a good understanding of the local reality, planning is rather unlikely to be successful.
Destinations rivalry in the globalized travel market is stronger than ever, for it is necessary to develop ongoing innovation practices in many aspects of the business.
The synergies created within the cluster between the operators and the optimization of the cluster’s services and infrastructures are the key factors that make clustering strategy a source of profitability and growth, so long as this profitability attracts more investments
The clusters may be created as a result of many different phenomena, though in the case of tourism destinations this is usually the concentration of natural or cultural heritage. However, it is interesting to see how some tourism clusters are created following a story very similar to that of industrial clusters. This is the case of Theme Park clusters.