TURISMO CROCIERISTICO E TERRITORIO: VERSO LA CREAZIONE DI RELAZIONI DI VALORE

The cruise product is constantly changing, thus it becomes object of interest for scholars and practi-tioners. Many factors underline the need to rethink about the long-term policies of ports, since these areas have a strategic relevance for the promotion of the destinations involved in the cruise pro-grammes. The major factors are the demand growth stimulated by appealing proposals of the ship-ping companies, the relentless development of the touristic sector and the positive impact on the economy of the harbor area. This paper analyzes the fundamental problems which hinder the oppor-tunities of growth and development of the touristic destination and the harbor area. We primarily focus on the port of Messina, as an example of these issues. The first results of an ongoing research highlight some critical issues relating to the creation of partnerships among public and private or-ganizations, which are part of the supply chain and operate within the port area. These agents should create new proposals in order to reach and maintain a competitive advantage with reference to com-peting ports, as the cruise tourism has a considerable economic impact both for home ports and ports of call, and it contributes to develop the whole destination and the territory for which the port is a strategic way of access.