Territorial brands for tourism development: A statistical analysis on the Marche region

The paper aims at understanding the impact of territorial brands on tourism development studying the statistical relevance of belonging to the Association The Most Beautiful Villages of Italy. The analysis is carried out by means of multivariate regression and partial correlations graphs, applied to 79 touristic towns of the Marche Region (Italy). Our results show that the significant drivers of tourism development are the presence of noteworthy heritage and an integrated system of supply, while territorial brands show a limited impact. In this respect the paper confirms the findings of recent research work, which identifies the need to consolidate regional networks of certification programmes, as well as to include the brands in an adequate process of planning and destination management.

Research highlights
► Heritage and an integrated system of supply are significant drivers of development.
► Territorial brands show limited impact on determining tourism development.
► Results suggest policies aimed at strengthening the impacts of territorial brands.
► Regional networks of certification programmes should be consolidated.
► Territorial brands should be included in a process of destination management.