Innovation in the Marche Region’s Tourism Sector: The Case of Inside Marche Live
Innovation in the Marche Region’s Tourism Sector: The Case of Inside Marche Live

Author(s): Gian Luigi Corinto, Katia Giusepponi
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Business models in tourism; Network of tourism businesses; Impact indicators
Summary/Abstract: The Marche region is situated in what is known as the Third Italy, right at the heart of the Italian Peninsula. This geographical area has traditionally served as an incubator for entrepreneurship within the framework of the industrial district model. The economy continues to rely heavily on manufacturing for export purposes. The tourism sector, while predominantly characterized by family tourism along the Adriatic Sea coast, has also seen some emerging activities in farm and rural tourism in the inland areas. However, the onset of the COVID-19 pandemic in 2020 unexpectedly catalyzed local initiatives among tourism operators. The halt in economic activity provided an opportunity for approximately thirty companies to utilize their newfound free time to devise a new model for collective cooperative tourist offerings. The work studies the Inside Marche Live initiative developed by tour operators with the aim of creating a network of tourism businesses to promote inbound tourism in the Marche region and facilitate outbound tourism by Italians. In particular, the work delves into the analysis of this initiative as a relevant case study in terms of strategic collaboration and plural resilience in tourism.

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