A Business Network Model for the Development of Cycle Tourism in a Destination

The chapter analyses the cycle tourism phenomenon and its contribution to the development of a tourist area in Tuscany. It explores the experience of the project Strade di Siena, which involves over 30 Municipalities, whose leader is the Municipality of Siena. The project leaves the traditional scheme of tourism promotion carried out by public bodies and adopts an organizational model where businesses play a key role. The creation of a formal network recognized by the Italian law strengthens the autonomy of companies in destination management activities. This study supports the argument that cycling may be a tool for promoting sustainable tourism. In addition, it is argued that formal tourism networking amongst companies plays a key role for providing opportunities to combine cycling with the tourism development of a destination. The discussion provides valuable insights to policy makers and stakeholders in establishing a business network model for the building and management similar cycling routes.