Understanding how destination marketing actually works is rarer than you might think. Objectives are declared, budgets approved, campaigns launched – but the real criteria for decision-making often remain implicit, distorted, or simply never properly defined.
Pezzano and Piccirillo, developers of the EME model, will present initial findings from unprecedented research: a self-assessment tool administered to Italian tourism decision-makers to map how territorial marketing decisions are actually made. The intervention will photograph strengths, contradictions, and gaps compared to the most recent scientific evidence on destination marketing.
The aim is to give destination managers an honest mirror: to understand where they are strong, where they are fragile, and what to change to work better – with their team, with stakeholders, and in planning activities.
