New prospects for tourism: the case of the Sorrento peninsula

The basic assumption of my proposal is that if a tourist area wishes to be economically competitive it should make the most of its points of excellence, such as historical religious buildings, typical food products and the knowledge and traditions that go into their making, and cultural sites of special art-historical relevance. My destination management project addresses the overall potential of a destination and aims at involving all who are interested in developing it, including institutions, citizens, first-contact commercial operators, the personnel of tourist attractors, and tour agents. The form of management I propose, which I call a Destination Management System (DMS), could provide an innovative contribution to the development of tourism in the Sorrento Peninsula. One of the main expected results of this project is an innovative system of management of the municipal territories of the area in question as an integrated whole. This organism would be mainly responsible for the management and marketing of the destination. The tool I propose to achieve these objectives is a balanced scorecard applied to the tourist sector.