NUOVI STRUMENTI PER COMPETERE NEL MERCATO GLOBALE DEL TURISMO: LE RETI D'IMPRESA

The aim of the paper is to analyze how the agreement network can be an instrument to increase the competitiveness of small tourism businesses.. The research questions are: 1) What are the main objectives and key factors of network contracts tourist? 2) What are the main benefits achieved and obstacles encountered by the networks recently formed in Italy? 3) What are the main dissatisfactions and managerial challenges to improve the performance? The study uses the method of multiple cases and explains the operation of some tourism networks, selected from all network contracts inside a report (Unioncamere, July 2014), that are emblematic of the Italian micro and small businesses context. The attention is focused on the experience of QuiLaigueglia, taking the point of view of the manager and the individual members of the network. The analysis shows the importance and utility of network contracts mainly to improve the competitiveness of small businesses in the global market. Also emerged some problems and managerial challenges, especially in terms of governance and marketing and financial resources. The research have the limit of considering a limited number of small networks whose date of establishment is relatively recent. Therefore the empirical results, while providing useful insights on critical network contract, can’t be generalized. Despite its limits, the study provides new ideas to improve the working methods and coordination of business networks and highlights the importance of the cooperation between small businesses in order to compete in the global market.