A model for destination strategy assessment: an analysis of Italian urban destinations

Abstract Purpose – This study aims to develop and validate a scale for the assessment of the quality of the meta-management process that helps urban destinations to identify potential improvement in their strategy and possible paths to enhance destination competitiveness. Design/methodology/approach – In particular, through an empirical analysis of all the Italian cities with tourism certification (138 urban destinations), a model is proposed, linking specific portal functions to the achievement of six meta-management processes (product development, segment selection, customer relation management, promotion, destination image and brand management and management of distribution channels). Through a comparison with a competitive set of excellent international destinations, the study identifies priorities for competitiveness enhancement. Findings – The results of the study contribute to the ongoing debate on destination competitiveness and destination web site evaluation. Originality/value – From the managerial point of view, the model helps destination managers to control destination strategy and create consensus among all the stakeholders on the actions to achieve them.