Abstract

To understand the methods adopted by the management of a organization to promote stakeholder involvement in tourism networks. The research is qualitative and was carried out through the analysis of seven case studies. To this end, a protocol was prepared for in-depth interviews with the management of the experiences examined. The interviews were then analyzed and processed based on the content. The research shows how the methods adopted by the management for stakeholder engagement is the result of the implementation of a vision and a strategic approach. Similarly, the results show that this involvement develops mainly through «light» forms, sometimes informal, which then evolve, or can evolve, in more advanced forms. The study enriches the literature concerning the operational implications of the adoption of a stakeholder marketing and, in particular, on the methods of involvement in co-creative activities of the various stakeholders that evolve in the configuration of a tourist network. The cases examined in the research show practices that are particularly useful for spreading the culture of collaborative marketing and the adoption of strategies, methods and tools for the implementation of the stakeholder marketing approach.