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Measuring local tourism attractiveness: The case of Italy


Cugno, M and Grimmer, M and Viassone, M, Measuring local tourism attractiveness: The case of Italy, Proceedings of the 2012 ANZAM Conference, 5-7 December 2012, Perth, pp. 1-22. ISBN 978-0-9874158-0-6 (2012) [Refereed Conference Paper]

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Copyright 2012 The Authors

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Tourism attractiveness is a key factor in destination marketing yet its measurement has been underresearched. This exploratory study presents a methodology for the measurement of tourism attractiveness applied at a provincial level in Italy. Potential drivers of attractiveness were collated using provincial-level data from the Italian National Institute of Statistics. A final list of drivers was subjected to Principal Components Analysis (PCA) to determine underlying structure, and then compared across the 107 Italian provinces using Exploratory Spatial Data Analysis (ESDA). The PCA revealed one general tourism attractiveness index which was supplemented by three other factors that covered more specific input drivers. Cartographic representations of the principal component scores and the ESDA clusters showed a range of provincial attractiveness profiles.

Item Details

Item Type:Refereed Conference Paper
Keywords:destination marketing, tourism, consumer behaviour, marketing research
Research Division:Commerce, Management, Tourism and Services
Research Group:Tourism
Research Field:Tourism management
Objective Division:Commercial Services and Tourism
Objective Group:Tourism services
Objective Field:Economic issues in tourism
UTAS Author:Grimmer, M (Professor Martin Grimmer)
ID Code:81928
Year Published:2012
Deposited By:Management
Deposited On:2013-01-11
Last Modified:2018-03-15
Downloads:14 View Download Statistics

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