Quality in Marketing Process and a Systemic Value Co-creation

The purpose at the basis of this research is to demonstrate that the network strategy influences the complex tourist product quality and if the firms pursue a co-planning value strategy, this latter affects marketing choices of tourist product.We propose a theoretical model which represents an application of service-dominant logic according to resource-based theory, with specific attention to a particular branch and precisely how the “relational view” leads to value co-creation and that takes into account the central issue of tourism and in particular hotel quality management. We demonstrate the usefulness of this framework through a structured questionnaire, submitted to a sample of hotels, helpful to understand the club’s implications on the quality co-creation process. According to the high quality hotels’ offering, Campania’s hotels have to improve network relationships with local authorities and private firms, as well as regional offer forms, creating adequate conditions of competitiveness on global tourist market.