Il turismo congressuale nella costruzione del marchio di una destinazione: il caso di Addis Abeba
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Il settore degli eventi, nelle sue diverse forme, come il turismo congressuale, pu� svolgere un ruolo significativo nella costruzione di un marchio autorevole, aspetto fondamentale delle pratiche di marketing turistico, nell'ottica di differenziarsi efficacemente dalle localit� concorrenti. Tuttavia, esistono alcune sfide che impediscono al turismo congressuale di contribuire in modo significativo alla formazione dell'immagine della destinazione. Tali sfide e opportunit� vengono analizzate in modo approfondito in questo lavoro, prendendo come caso di studio Addis Abeba, in Etiopia. Inoltre, il libro discute in modo approfondito il coinvolgimento delle principali parti interessate nel capitalizzare gli impatti positivi delle conferenze e rivela come questo segmento di nicchia del turismo possa cambiare l'immagine secondaria che i partecipanti alle conferenze internazionali hanno di Addis Abeba come destinazione congressuale. Nel complesso, questo libro fornisce informazioni rilevanti per i responsabili delle politiche turistiche, gli accademici dei settori del turismo e dell'ospitalit�, gli esperti di marketing delle destinazioni e le societ� di promozione riguardo al turismo congressuale e al suo ruolo nella costruzione del marchio di una citt� come destinazione.
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