Destination marketing is becoming extremely complex worldwide, due to issues related both to the demand side and the offer one. The high level of competition among destinations, a new generation of tourists difficult to satisfy, the fragmented nature of the offer that complicates its management are the main elements of this scenario. Destination managers have to find the right strategy. Based upon the results of previous research and the analysis of the case study of Mantova (Italy), this paper proposes a new approach for destination management, through a model that synthesizes the innovative approach of the collaborative networks and the fundamental support provided by ICT and the web. The implications of the model are provided from both theoretical and practical perspectives.

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