Purpose - The tools in support of company decisions related to the choice of locations, for example, and consumer behavior in making purchases, include geomarketing, which is a marketing approach that is closely related to the territory. Geomarketing allows the company to understand the reference market better, and therefore to provide services that are more in tune with its expectations; it is implemented in various sectors, from commercial distribution to insurance, banking and financial services, from real estate to logistics, telecommunications and tourism. Concerning tourism, in particular, we intend to propose a paper that analyses the purposes and procedures with which Gardaland, one of the most important amusement parks in Italy, is organizing the geomarketing tool in support of its competitive strategy, mostly with a view to innovation. Methodology - Parallel to a theoretical study on the theme of geomarketing, an analysis is proposed for a case study of "Gardaland" as a company, conducted by the Amusement Park Managers, through direct interviews, in order to understand the definitely unusual scopes where geomarketing is formulated and strategically applied, which aims at enhancing the fundamental elements of competitiveness in the location and its tourist attractions. Findings - The analysis pursued will enable us to bring out how geomarketing can have other applications with respect to the ones that are already well-known and widespread and to enhance the company's performance in terms of competitiveness. Originality/Value of paper - The originality of the paper lies in the specificity of the case study proposed, which is deemed to contribute to and enrich the state of the art on scopes of application of geomarketing as a tool of strategic management.
Geomarketing to support the strategies of the Gardaland amusement park
BONFANTI, Angelo;CASTELLANI, Paola;ROSSATO, Chiara
2011-01-01
Abstract
Purpose - The tools in support of company decisions related to the choice of locations, for example, and consumer behavior in making purchases, include geomarketing, which is a marketing approach that is closely related to the territory. Geomarketing allows the company to understand the reference market better, and therefore to provide services that are more in tune with its expectations; it is implemented in various sectors, from commercial distribution to insurance, banking and financial services, from real estate to logistics, telecommunications and tourism. Concerning tourism, in particular, we intend to propose a paper that analyses the purposes and procedures with which Gardaland, one of the most important amusement parks in Italy, is organizing the geomarketing tool in support of its competitive strategy, mostly with a view to innovation. Methodology - Parallel to a theoretical study on the theme of geomarketing, an analysis is proposed for a case study of "Gardaland" as a company, conducted by the Amusement Park Managers, through direct interviews, in order to understand the definitely unusual scopes where geomarketing is formulated and strategically applied, which aims at enhancing the fundamental elements of competitiveness in the location and its tourist attractions. Findings - The analysis pursued will enable us to bring out how geomarketing can have other applications with respect to the ones that are already well-known and widespread and to enhance the company's performance in terms of competitiveness. Originality/Value of paper - The originality of the paper lies in the specificity of the case study proposed, which is deemed to contribute to and enrich the state of the art on scopes of application of geomarketing as a tool of strategic management.
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