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Territorial marketing is promoting a particular product area, or all of those characteristics (geographical, historical, artistic, landscape, etc..) Making it a unique and unrepeatable. A modern approach to the management and promotion of the area must apply to the analysis of tangible and intangible resources of a territory, to define strategies to promote effective to make the area an appealing product, able to intercept the Italian and international demand.

ANALYSIS OF LAND - transforming a place of destination travel and accommodation is a complex task that requires extensive and thorough knowledge of the characteristics and quality of the territory of his personality and uniqueness, the organization of the receptive site.

In the analysis phase it is important to thoroughly analyze the benefits of tourism (accommodation, services, infrastructure, information systems), identify gaps and shortcomings, to make the product more competitive and territory.

These investigations, carried out by or on field research focus group for evaluating the perceived quality of service and hospitality to tourists, to understand the general climate of acceptance by the community, a profile of the tourist: the demographic characteristics (age , media, sex, origin), socio-economic (employment, income, education, etc..) behavioral and motivational (eg, information sources, preferred tourist destinations, tourist facilities and services used, etc.)..

TERRITORIAL PLAN OF MARKETING – is the heart of marketing planning. The document, similar to a corporate marketing plan presents the goals and ways to achieve that is a strategy which sets out the characteristics of the product, pricing, communication.

1. GOALS - the setting of targets helps to define the actions to be put in place and then evaluate their effectiveness. May be qualitative (eg the perception by tourists, the level of visitor satisfaction) and quantitative (eg the total number of tourists or for certain periods of the year with a view to seasonal adjustment, increased contribution of tourism to the local economy, etc..) and are regularly monitored and, where necessary, updated.

2. PRODUCT AREA – in territorial marketing the product is represented by a set of places, events, infrastructure, services, amenities (entertainment, culture, sports, events) and subject-actors (who manages the supply). In this phase defines the characteristics of the area-product and all aspects that characterize it.
Places – Italy exist in some places with a greater level of attractiveness than others in terms of tourism. The attractions are natural in an area (beaches, cliffs, caves, lakes, flora and fauna, etc..) Historical (churches, cathedrals, stately homes, archaeological sites, etc..) Or entertainment (amusement parks, museums, casinos, spas, places of musical events, religious, etc.)..

The places that also have one of these attractions have a competitive advantage over others. In reality, however, all sites can be exploited for tourism purposes and are not rare in areas most “poor” tourists, who were able to attract tourists by focusing, for example, typical products. It ‘s the case, for example, the paths of oil or wine routes, in recent years have created a tourist attraction even in areas traditionally less developed in terms of tourism, confirming that the tourist to an area may be affected by actions that man takes you.

The subject-actors can be divided into several categories (decision makers, operational entities, residents, tourists), each of which has its own role. To provide a good tourist accommodation is important that all stakeholders are adequately trained: those involved directly or indirectly in the campground. Often make the mistake of focusing all activities on the work force, forgetting the importance of the contribution also comes from employees of other sectors (urban police, health centers, shops, etc..) And of all citizens on the perception of final tourists.

Infrastructure and equipment – are all services associated with tourism which have undoubted impact on the tourism development area. Services – both for access to a locality (eg travel agencies in the place of departure / arrival of tourists, information centers, parking areas, facilities, etc..), And those catering services (restaurants, pizzerias, cafes bars, self service, beer) and accommodation.
Activities – proposals in a given area (eg the Heineken Jammin ‘Festival in Monza) may enable tourists more or less important. This form shows, events, and events, amusement parks (eg Gardaland Verona).

3. THE PRICE - many times a region is hindered by incorrect pricing policies based on the philosophy of “all at once” that can end in the medium to long term, affect the flow of tourist territory. A proper pricing policy should take into account a number of issues to be the pattern of demand, supply quality, the variety of services and infrastructure offerings, competition, costs incurred for promotional activities in the area.

4. COMMUNICATION - is an important part, but not the only one to boost tourism to a territory. The promotion of a territory may use multiple instruments to be offline (billboards, commercials Tadio TV, print campaigns, promo in theaters) and online (websites, banner campaigns, campaigns searching engine, etc…) To these are added public relations activities (for tourism are educational tours, invitations to journalists, practitioners, opinion leaders, but also conferences, workshops, presentations, participation in fairs and Tourism Exchange), personal selling (oral communication between people to work and tourists, aiming to sell a destination), distribution printed (brochures, flyers, postcards, maps and maps, paintings timetables and tickets) and sponsorship of events. The communication objectives and strategies must be consistent with the product, target group, the bid and must be able to translate the uniqueness of the area in a strong, recognizable and positive.

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