Productions of excellence as territory attraction’s factors

The paper evaluates the potential development of a territory’s productions of excellence, which have to express territory’s identity and have to represent a call for luxury’s tourism. Enterprises of luxury’s products seem not to be affected by the global crisis as they keep having niche consumers and they invest in quality and innovation. The research intends: to analyze the concept of luxury from a request and offer’s point of view; to verify the operative proposals to realize specific luxury tourism chain; to evaluate this kind of productions as attractive factors to increase territory tourism’s flows in the areas where companies are placed, considering consumers as co-producers. The draft starts from the literature of the luxury’s concept, considered either in the S-D Logic (Vargo, Della Corte, Mele) and in the RBT. This method brings to a complex overview of a more difficult value creation process, produced by the link of several actors who cooperate to have a systemic offer of a territory productions of excellence. The potential researches intend to verify: hp1) Which is the running and perspective role of the luxury customer? hp2) which is the luxury production’s configuration? hp3) are there systemic features to evaluate/enforce territorial productions of excellence? The empiric research has been made through the analysis of the main production field of excellence in Naples area, elaborating several companies examples and territory study.