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    Part IV Italy: Case 11 Naturns/Naturno

    Access Status
    Fulltext not available
    Authors
    Volgger, Michael
    Pichler, S.
    Herntrei, M.
    Date
    2015
    Type
    Book Chapter
    
    Metadata
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    Citation
    Volgger, M. and Pichler, S. and Herntrei, M. 2015. Part IV Italy: Case 11 Naturns/Naturno. In Contemporary destination governance: A case study approach, 135-147. Emerald.
    Source Title
    Contemporary destination governance: A case study approach
    DOI
    10.1108/S2042-144320140000006029
    ISBN
    978-1-78350-112-0
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/51531
    Collection
    • Curtin Research Publications
    Abstract

    The extant literature distinguishes sharply between corporate and community models of destination governance. In contrast, the case of Naturns/Naturno illustrates how a specific mixture of corporate and community approaches in governance can yield positive results. In particular, it shows how the existence of a network core characterized by integrative entrepreneurial leadership, an element that would in the first instance be associated with a corporate-driven destination, turns out to be a potential driver of a successful community-oriented destination development. In Naturns/Naturno, through its integrative entrepreneurial behavior, a hotel consortium has been influential in leading the transformation of the whole destination toward increased quality, strategic coherence, and innovativeness, while maintaining its community orientation.

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