Innovation in the Marche Region’s Tourism Sector: The Case of Inside Marche Live

Gian Luigi Corinto – University of Macerata – Department of Education, Cultural Heritage and Tourism, P.le Bertelli 1, c.da Vallebona, 62100 Macerata, Italy

Katia Giusepponi – University of Macerata – Department of Education, Cultural Heritage and Tourism, P.le Bertelli 1, c.da Vallebona, 62100 Macerata, Italy

Abstract: The Marche region is situated in what is known as the Third Italy, right at the heart of the Italian Peninsula. This geographical area has traditionally served as an incubator for entrepreneurship within the framework of the industrial district model. The economy continues to rely heavily on manufacturing for export purposes. The tourism sector, while predominantly characterized by family tourism along the Adriatic Sea coast, has also seen some emerging activities in farm and rural tourism in the inland areas. However, the onset of the COVID-19 pandemic in 2020 unexpectedly catalyzed local initiatives among tourism operators. The halt in economic activity provided an opportunity for approximately thirty companies to utilize their newfound free time to devise a new model for collective cooperative tourist offerings. The work studies the Inside Marche Live initiative developed by tour operators with the aim of creating a network of tourism businesses to promote inbound tourism in the Marche region and facilitate outbound tourism by Italians. In particular, the work delves into the analysis of this initiative as a relevant case study in terms of strategic collaboration and plural resilience in tourism.

10th International Scientific Conference ERAZ 2024 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  hybrid – online, virtually and in person, Lisbon, Portugal, June 6, 2024

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2024 Conference Proceedings: ISBN 978-86-80194-86-8, ISSN 2683-5568,

DOI: https://doi.org/10.31410/ERAZ.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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