Local products as a key for economic development drive by tourism: a case study research in Irpinia (original) (raw)

International Journal Of Management Cases, vol. 12; p. 387-400, 2010

Abstract

Country of origin effect literature mostly focused on the effect of a Country on the consumers’ perceived products quality. However, there are many cases in which products image might be considered much stronger than Country image: thisi is a potential resource that could be exploited for economic growth. Our research tries to shed light on the potential influence of local products on the economic development of an area. We hypothesize that high quality perceived local products have a great impact on country image for tourism or business opportunities.The conceptual framework above presented was tested in Irpinia, a little area in Southern Italy, well known for its local production of typical foods and wines. Our research goals were to analyze those factors that may influence country perception related to the consumption of local products. Our unit of analysis was composed by people hosted by tourist facilities in Irpinia. Research method is mainly quantitative: data collection was performed with a semi-structured questionnaire; interviewees were selected through not probabilistic sampling, whereas data analysis involved multivariate techniques. Findings: by giving reasons why tourists chose Irpinia (area or products), the research shows that there could be a dyadic association between country of origin and product image. The paper provides, through a literature review and an empirical study, an innovative marketing and communication tool regarding both product/brand tactics and the improvement of tourism and territorial business opportunities. While most literature focuses on the country of origin effect over product perceived quality, the study proposes to use local products as marketing and communication tools to promote the area. These considerations allow the paper, with an adaptation of the initial framework, to provide academic and practical suggestions in operative marketing and communication regarding product/brand and territorial touristic development

Felice Addeo hasn't uploaded this paper.

Let Felice know you want this paper to be uploaded.

Ask for this paper to be uploaded.