Policy measure for creating an integrated and brand-focused regional innovation system in tourism in a shadow destination: Insights from Pisa’s destination development strategy

Tourism has often been hyped as an engine of regional growth and
development but often failed to deliver the expected results. This is especially
the case in shadow destinations. The concept of a shadow destination refers to
a region whose relative attractioness is significantly lower than co-located
places. Based on regional innovation systems and place branding research the
paper develops policy measures adapted to the specific challenges a shadow
destination faces. Empirically, the appropriateness of the policy measures is
demonstrated through applying it to a paradigmatic shadow destination, being
Pisa, Italy. Pisa is a shadow destination of Florence.