Abstract:

The aim of this study is to demonstrate the desire to communicate with international markets is the prerogative of tourism companies in the South of Italy, who are called to design new solutions and product offerings in a market that is now increasingly globalized, dynamic, multicultural and multilingual. The ability to open up to new business experiences is a necessity in order not to succumb to competition from the Mediterranean area which is often better organized and in line with the new trends in the tourism market. In light of the statistical results of the arrivals and presences of international tourists, unsatisfactory with respect to the potential of many territories, it is logical to rethink the cultural and methodological approach of the companies of the south to better face this challenge. The behavior of the tourism company on international markets should follow a well-defined training itinerary and should be organically structured. If on the one hand the construction of a global tourism product, which includes a series of elements of attraction and accessibility in the destination and in the transit areas, certainly depends on the commitment made by the various public institutions, on the other the tourism company is called to carry out specific research, experimentation and training activities aimed at creating the best business context to start an exchange of know-how with the market in other countries and create the right prerogatives for an effective and successful commercial relationship. These activities concern the creation of a corporate organizational model referring to a specific path, integrated with digital technologies, clearly identifying the people involved, the spaces and times set. The company's approach is to tend to create an operating model capable of creating a coherence in the conception, construction and development of the contents of a global tourism product, harmonizing corporate styles and strategies, as well as developing collaborative and cooperative planning with the local context. Despite the not always optimal context conditions, the tourism company is certainly the organization that has the characteristics, freedom and interest (profit) to contribute concretely to the development of the territories of the South

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