Policy measures 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 anddevelopment but often failed to deliver the expected results. This is especiallythe case in shadow destinations. The concept of a shadow destination refers toa region whose relative attractioness is significantly lower than co-locatedplaces. Based on regional innovation systems and place branding research thepaper develops policy measures adapted to the specific challenges a shadowdestination faces. Empirically, the appropriateness of the policy measures isdemonstrated through applying it to a paradigmatic shadow destination, beingPisa, Italy. Pisa is a shadow destination of Florence.