Every year, more than 700.000 tourists from all around the world come to visit Lynchburg, (Tennessee). They are attracted by the oldest registered distillery in the USA, the Jack Daniel’s Distillery. This phenomenon is the result of an innovative marketing initiative adopted by Jack Daniel’s: an experiential marketing strategy. As a side effect, an embryonic tourism destination is emerging in Lynchburg. This contribution analyzes the most relevant strategic and organizational questions raised by the case, with reference both to JD’s strategic management and to the development of the tourist destination.
The development of a tourism destination: combining emergent and planned network strategies / F.M. Barbini; M. Presutti; L. Zambelli. - In: PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON TOURISM MANAGEMENT AND TOURISM RELATED ISSUES. - ISSN 2223-9014. - ELETTRONICO. - 1:(2012), pp. 1-27.
The development of a tourism destination: combining emergent and planned network strategies
BARBINI, FRANCESCO MARIA;PRESUTTI, MANUELA;
2012
Abstract
Every year, more than 700.000 tourists from all around the world come to visit Lynchburg, (Tennessee). They are attracted by the oldest registered distillery in the USA, the Jack Daniel’s Distillery. This phenomenon is the result of an innovative marketing initiative adopted by Jack Daniel’s: an experiential marketing strategy. As a side effect, an embryonic tourism destination is emerging in Lynchburg. This contribution analyzes the most relevant strategic and organizational questions raised by the case, with reference both to JD’s strategic management and to the development of the tourist destination.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
