Destination image analysis and management: results of an empirical research on the case of Naples.

The aim of the article is to analyze destination image management from a strategic point of view. Starting from a theoretical framework, according to which destination image is considered to be the result of destination attractive factors and products created through inter-firm collaboration, as well as of the quality of the single services provided (Destination customer satisfaction pyramid, Della Corte, 2000), the issue is dealt according to resource-based theory approach and verified empirically through a survey conducted on a sample of tourists in the city of Naples. The empirical part regards, in fact, demand's perception of the main factors that refer to Naples as an art city. In the conclusions, there are interesting hints both on the theoretical issue of destination image management and with reference to some strategic proposals for the city of Naples.