Business model of the hiking route via transalpina

Route as a tourism product can be perceived as a network of businesses where the existence of social networks is one of the determinants of the product competitiveness. Routes are made up of large numbers of micro-destinations, each of which is potentially willing to integrate its hotspots into the main trail’s attraction. Collaboration among all the institutions, touristic organizations, private stakeholders and public bodies is crucial to keep the route alive. The use of business models in tourism is explored here through the case of the Via Transalpina, a transnational hiking route ranging from Trieste (IT) to Oberstdorf (DE) and covering a length of about 720 km (260 hours of hiking time) The business model of the Via Transalpina is the final result of the analytical process of studying the product, the target group, and the characteristics of local tourism supply and the creative process of defining a vision, mission and strategic objectives for the Via Transalpina. Along this process, the auto ethnographic work of experiencing the route, as well as the workshops held with the key stakeholders provided opportunities to understand the needs and arise the interests of all sides. The analytical and product development methods developed for the Via Transalpina along the creation of the business model for digital product are innovative and specific for route destinations.