Purpose – The aim of this study is to assess the conceptual validity of a new theoretical framework for the analysis of the territory and its attractiveness factors. This work provides a conceptual map based on the “Placescape model” and summarizing the structural aspects related to the territory and the cognitive-emotional aspects related to the stakeholders in a systems perspective for the development and promotion of the territory-system. Design/Methodology/Approach – This work is developed into two phases: the first one is a reviewing of the national and international literature about the Serviscape, the territory and the systemic oriented perspective; the second one is the exploratory phase through which the integration of different conceptual models is verified. Findings – The expected result is a conceptual model able to summarize the territory variables and to analyze the Territory-System in a Service Marketing perspective able to enhance relational and systemic aspect and defining actions of actors and stakeholders for their role of protagonists. Research implications – The research implications are related to the new and dynamic framework definition, suitable for different contexts, through which to improve an innovative strategy of branding and communication to ensure visibility and identity of the territory. Originality – The original perspective is to overcome the tendency of creating overly fragmented activities unable to express the unitary identity of the territory. The joint analysis of the Placescape can be translated into an innovative systemic strategy for the enhancement of the genius loci.
The conceptual framework of placescape. A new service marketing perspective for the territory system
MARINO, Vittoria;GALLUCCI, Carmen;BELLELLI, PIERA
2013-01-01
Abstract
Purpose – The aim of this study is to assess the conceptual validity of a new theoretical framework for the analysis of the territory and its attractiveness factors. This work provides a conceptual map based on the “Placescape model” and summarizing the structural aspects related to the territory and the cognitive-emotional aspects related to the stakeholders in a systems perspective for the development and promotion of the territory-system. Design/Methodology/Approach – This work is developed into two phases: the first one is a reviewing of the national and international literature about the Serviscape, the territory and the systemic oriented perspective; the second one is the exploratory phase through which the integration of different conceptual models is verified. Findings – The expected result is a conceptual model able to summarize the territory variables and to analyze the Territory-System in a Service Marketing perspective able to enhance relational and systemic aspect and defining actions of actors and stakeholders for their role of protagonists. Research implications – The research implications are related to the new and dynamic framework definition, suitable for different contexts, through which to improve an innovative strategy of branding and communication to ensure visibility and identity of the territory. Originality – The original perspective is to overcome the tendency of creating overly fragmented activities unable to express the unitary identity of the territory. The joint analysis of the Placescape can be translated into an innovative systemic strategy for the enhancement of the genius loci.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
