Repositioning a traditionally ski resort into an environmentally friendly and philanthropic destination: the case of Montagna Pistoiese (Tuscany, Italy)

The paper shows some partial results of a research accomplished in 2008/09 on a traditionally ski destination located in the Apennines of Tuscany, Montagna Pistoiese (MP), that assisted to a progressive worsening of tourism competitiveness. The paper illustrates the main factors and trends evidencing the competitiveness weakening of the destination and proposes a renewed strategic positioning. The proposed positioning bases on the exploitation of the local natural and cultural attractions, as well as on specific entrepreneurial initiatives achieved in the territory. The result consists in proposing a re-building of the destination image based on the exploitation of its cognitive and affective attributes linked to the preservation of the natural and cultural heritage and of philanthropic entrepreneurship that characterizes some local initiatives. Even if at its seminal stage, the proposal might be the starting point of a reconversion of MP tourism strategy aimed at recovering the lost competitiveness. First, a review of the literature concerning destination competitiveness and strategic management is provided. Then, research methodology and main findings are presented. At last, limitations of the study and conclusions are pointed out.