The radical changes occurred in recent decades in the tourism sector, largely due to the diffusion of the Information and Communication Technologies, have intensified the competition among tourist destinations. In this scenario, destinations are called to compete at global level by creating an integrated offer able to satisfy the needs and willingness of tourists. Specifically, the creation of regional integrated tourist systems as forms of aggregation and integration between a large differentiated community of actors, directly and indirectly involved into tourism value chain, arises as the main challenge. Based in the above premises, this study aims to deepen how this process of collaborative and synergic growth of a region with a tourist vocation can be managed by promoting the creation of an integrated tourist system. At this purpose, this work will present the results of a web survey aimed to demonstrate empirically the degree of integration between the different actors of the Apulia tourist system, as regional destination of growing popularity, as well as to derive implications for theory and practice. The results of context analysis evidence the fragmentation of the regional tourism systems, and the low level of cooperation that represents an obstacle to the creation of an integrated tourist offer. Finally, a contextualized model for the development of regional tourism network in Apulia, based on the current situation, will be presented.
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