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PurposeThe purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies; the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer.Design/methodology/approachThe research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance.FindingsThe results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims; the perceived effectiveness results are diversified according to varying agency typologies.Research limitations/implicationsThe two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship.Originality/valueThe study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole.

The aim of the study is to propose a “quick-response” model for analysing the impact of small and medium events in urban contexts, capable of timeliness, with low budget and able to describe the na...

The study focuses on the adoption of Information and Communication Technologies (ICT) by traditional Travel Agencies (TAs) in the relationship with customers during the in-store purchase process. A...

PurposeThis paper aims to deepen understanding of the role played by new technological tools used in customer–travel agency (TA) interactions by analysing the TA owner/managers' perceptions, pre- and post-Covid-19, regarding the effectiveness of in-store traditional and innovative tools.Design/methodology/approachThis exploratory study is based on a questionnaire-based survey conducted among Italian TAs and distributed via email from September 2020 to January 2021.FindingsThe study highlights how, even among TAs, the role of in-store technology is gradually taking on greater importance, and it delves into the specific business and socio-demographic factors that seem to cause differences among agencies.Research limitations/implicationsThe study focuses on the Italian context, which does not allow for any generalisations. Furthermore, it is only the travel agent perspective that is observed and not the consumer's.Originality/valueIn addition to helping to bridge the literature gap, this study on in-store technologies focuses on the TAs sector, where human resources and human relationships play a decisive role in customer experience and interaction. The paper investigates the travel agents' point of view regarding the introduction of new in-store technologies; it also highlights their growing adoption and use, overall, despite the travel catalogue still remaining the main tool for interacting with customers. The study also shows how the advent of Covid-19 has increased travel agents' propensity to use digital technologies.

PurposeThe objective of this exploratory research is to investigate the role of Twitter in crisis communication by analysing all the earthquake-related messages from local public authorities in four Italian regions (Abruzzo, Lazio, Marche and Umbria) during the seismic sequence that began on 24th August 2016 and finished at the end of January 2017.Design/methodology/approachThe study is based on a manual data collection of earthquake-related tweets. Founded on a theoretical framework, the data analysis has been developed both through textual analysis and in-depth interpretation by two researchers to catalogue the messages according to identified categories.FindingsIt emerges that the affected Italian regions used Twitter only for information coverage without offering a complete and detailed picture of the disaster. Most of the tweets concerned daily statements by politicians or regional administrators engaged in crisis management, while an accurate selection of the topics and messages to be launched does not emerge, with significant implications on the effectiveness of the tweeting activity itself.Originality/valueThis paper aims to contribute to the literature on crisis communication and social media during a natural disaster, highlighting the criticalities shown by the Italian case studies. The originality of this study relates to the comparative examination of Twitter activities for four regional government bodies involved in the 2016 Italian earthquake.

Obiettivo del paper : Obiettivo dello studio e valutare il grado di orientamento alla sostenibilita delle imprese appartenenti al sistema del valore della nautica da diporto della Regione Marche, sia in termini di consapevolezza strategica che di effettive politiche operative attuate. Metodologia : Lo studio e stato effettuato applicando un modello concettuale volto a valutare l’orientamento alla sostenibilita (sustainability orientation) delle imprese osservate, attraverso un’indagine prettamente qualitativa. La raccolta dati e stata effettuata attraverso differenti canali: interviste semi-strutturate e analisi documentale. Risultati : Dall’indagine emerge come le imprese terminali (ovvero quelle a contatto con il cliente finale) si dimostrino maggiormente consapevoli rispetto ai temi della sostenibilita delle imprese che operano a monte della filiera, potendo essere quindi definite come imprese sustainability oriented secondo il modello teorico di riferimento. Lo studio mostra la necessita di una maggiore integrazione delle imprese di fase nei processi di eco-design. Limiti della ricerca : I maggiori limiti ascrivibili al lavoro riguardano la limitatezza del campione, ovvero l’impossibilita di compiere generalizzazioni, oltre che la mancanza di un’analisi longitudinale, volta a cogliere i cambiamenti dei comportamenti strategici nel tempo. Implicazioni pratiche : Il successo competitivo nella nautica da diporto dei prossimi anni dovra fondarsi, oltre che sulle tradizionali fonti di vantaggio competitivo del settore, sulla capacita di realizzare imbarcazioni attente all’eco-compatibilita ed alla minimizzazione dell’impatto ambientale in ogni fase del suo ciclo vita. Originalita del lavoro : L’originalita del paper risiede nel proporre un modello sintetico di analisi del grado di orientamento alla sostenibilita delle imprese della nautica comprensivo del concetto di eco-design, per uno sviluppo sostenibile che coinvolga l’intero sistema del valore della nautica da diporto.

Purpose The purpose of this paper is to propose a new management approach to analyse the processes of museums in the experience logic and, on the basis of such a model, to study the management processes of the National Gallery of the Marches in Urbino, one of the most important museums in Italy. Design/methodology/approach This study adopted a qualitative methodology and a descriptive-exploratory approach. The proposed model, which aimed to create and manage experiences and transformations in museums, was tested in the National Gallery of the Marches by adopting the case study method. Findings The empirical research underlined the partial application of the proposed model in the museum under examination and the potential for the museum to improve the offering value to its visitors. Research limitations/implications Although a single case was investigated, the present work offers a preliminary theoretical contribution, which is useful for perfecting the conceptual framework and applying it to a wider number of cases. Practical implications The management of the National Gallery of the Marches should first plan a greater number of more detailed experiences and transformations around the theme of the Renaissance, and promote the active role of visitors. Second, it should improve the communication of the offer, especially through social networks. Third, personnel (especially front office) should be motivated and trained to create value for visitors. Originality/value The paper aims at developing a new management approach for the museums to create value for the visitors and museums by bringing the insight of the experience logic into the field of cultural heritage management.

The role of crisis communication is becoming increasingly important in disaster management, especially considering the impact that disasters can have on the image and reputation of tourist destinations. Although the literature has begun to focus on this topic in recent years, the greater number of natural disasters and the impact of new media communication tools, make this theme particularly interesting for further scholarly investigation. Developing an effective crisis communication strategy requires consideration of the role that local authorities, including destination management organizations (DMOs) play, the channels they use, and the content that should be included. Numerous authors have analyzed this issue from a chronological perspective in terms of the difference phases of a crisis starting from preparation and ending with recovery. However, a series of strategic requirements emerge alongside these phases for successful crisis management, including: - Cooperation with the media in providing information to the public; in particular, imparting a consistent message to all stakeholders to build credibility and preserve the image of organizations and destinations. - Preparedness and the capacity to plan an effective communication response to a crisis in advance, paying attention to the specific characteristics of each case. - The development of a public relations plan that creates a support network for the dissemination of communication across multiple channels facilitated by the web and Information Communications Technologies (ICTs).

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

Events are complex value propositions that are realized by specialists to meet different leisure and entertainment needs. They are highly intangible and experiential-type products (Pencarelli and Forlani 2016) to which the application of logical experience is particularly suitable (Bartolazzi et al. 2008; Pegg and Patterson 2010; Manthiou et al. 2014; Getz and Page 2016). This chapter aims to describe the role played by events in the experience economy for territories involved in sustainable tourism strategies. The authors also propose a model for event impact analysis and evaluation. Starting from the idea that tourist destinations represent a stage on which tourism products can be displayed, so as to satisfy the demands of travelers seeking engaging experiences (Pencarelli and Forlani 2016), the importance of the role played by destination management in managing the events is further underlined. Tourists searching such experiences want to be in the spotlight and co-participate with territorial players in the creation of value. As such, event management requires the use of tools such as planning, organization, and control in order to design, plan, and put on a balanced program of events while monitoring the impact on value creation for both tourists and regional stakeholders within the perspective of sustainability. This chapter proposes to redefine the experiential perspective of a set of indicators that are useful in holistically evaluating the performance of events in a traditional tri-faceted dimension, i.e., economic, social, and environmental.

The study analyses the case of the Sensational Umbria photography exhibition by Steve McCurry, held in Perugia in 2014. The event proved to be of particular interest, not only for its success in terms of visitors number and impact on the media, but in particular for the innovative use of a photo exhibition for the purpose of promoting tourism in the region. The paper, after a theoretical introduction on the relationship between tourism events and destination image, offers an analysis of the event from different perspectives: economic impact, visitor satisfaction, and effect on the media. The methodology has been twofold, involving both desk analysis and a survey conducted by administering a questionnaire to 455 visitors. The results that emerge illustrate a situation that, while generally positive, leaves margins for improvement, especially in terms of greater involvement by local stakeholders.

The purpose of this paper is to explore the potential and challenges of knowledge management, in particular the use of information and communication technologies, in supporting stakeholders' collaboration processes in the tourism destination by focusing on e-democracy. The term e-democracy was coined to define the electronic representation of a democratic process which aims at obtaining stakeholders active participation in the decision-making process about territorial policies and tourism planning. Despite the growing interest that this concept is gaining both in the academia and in the tourism sector, the related research is still at its early stage. This study was carried out to contribute to fill this gap analysing the case study of an Italian region where an e-democracy project on destination governance is currently going on. The main contribution to the body of knowledge, managerial implications and limitations of the study are discussed and future avenues of research are suggested.

PurposeThe purpose of this paper is twofold: on the one hand, to point out the concepts of quality and value; on the other hand to explain how university placement services can increase the value created for the various stakeholders of a University.Design/methodology/approachThe methodology is based on empirical study carried out through the analysis of the placement service of the University of Urbino “Carlo Bo” through “participant observation”, related to the experience gained by the authors within the service.FindingsThis study reveals that the placement service at the University of Urbino is innovative in terms of organization and management. The involvement of all actors in design and implementation of the initiatives is a strategic factor, crucial for meeting the expectations of stakeholders, raising levels of quality and satisfaction and, ultimately, the value created.Originality/valueAlthough limited to only one placement case – the University of Urbino – the research presents original features regarding the application of service management principles to an institution like the University, which is increasingly directed towards value creation for its stakeholders. This application appears necessary given that increased competition among universities is based not only on traditional core activities – research and training – but also on the ability to contribute to student employability after the obtainment of a degree.