From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast

A fragmented approach to tourism promotion hinders the effectiveness of marketing efforts, even in renowned destinations. This study proposes that an Integrated Marketing Communications (IMC) strategy can foster collaboration among stakeholders, leading to more effective tourism promotion and a stronger community identity. Using Collaboration Theory and Constructivist Grounded Theory, researchers analyzed interviews with key players from the Amalfi Coast region in Italy. The findings suggest that adopting IMC principles can help local stakeholders overcome fragmentation, build a cohesive place brand, and sustain long-term tourist interest. This approach not only enhances tourism promotion but also strengthens community relationships, providing a model for other fragmented tourism contexts.

Palazzo, M., Vollero, A., Siano, A., & Foroudi, P. (2020). From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast. Current Issues in Tourism, 24(4), 567–589. https://doi.org/10.1080/13683500.2020.1782856