The authors offer a series of
replies to these questions divided on two levels. On one hand, the need to exploit
the Elba product, comprising the beauty of the island's landscape as well as its
history and traditions, and the need to encourage new forms of tourism, linked
in with the values of living experience, local culture and outdoor sports, to
complement Elba's traditional beach holiday tourism. And on the other hand, the
necessity of promoting appropriate marketing and communication activities for
the product by means of a standardized network of press offices, integrated "internet,
intranet and contact centre" services and a trademark to distinguish the
image of the Island of Elba as part of National Park of the Tuscan Archipelago,
thus creating a series of tools applicable to all aspects of the island's reality.
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