Destination Profile Report Written Analysis: Italy Case Study Assessment 1 Answer

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Question :

Assessment 1 

 Subject Name: Destination and Visitor Management 

Assessment Title: Destination Profile Report Written Analysis 

 Assessment Type: Length: 2000 words (+/- 10% allowable range) 

 Your task Individually, you are required to write a 2000-word destination profile report, in which you must critically examine a destination of your choice. 

Assessment Description: The purpose of this individual assignment is to foster students’ ability to discuss and reflect on the main aspects of destination and visitor management by profiling a destination of your choice. In creating the destination profile, you will need to demonstrate your analytical skills along with your ability to critically examine the relevant primary and/or secondary sources of information.

 Assessment Instructions Before making a choice, please conduct preliminary research first to determine the availability of information. If you find that the number of sources about your chosen destination is limited, please consult your workshop facilitator to discuss an alternative destination. Once you have chosen a destination, you are to undertake an analysis of the following aspects:

 ▪ The location and region, the yearly visitor’s numbers, and visitors’ economic contribution to the local community

 ▪ The amalgam components, the cultural appraisals, and the range and types of extraordinary experiences on offer

 ▪ The DMO’s involvement in destination competitiveness, stakeholder networks and collaboration 

▪ The current issues affecting the chosen destination and ways in which DMO’s are using indicator standard-based frameworks to mitigate them the findings presented in this report must be based on scholarly, peer-reviewed and commercial sources of information that were published no longer than 10 years ago. In composing the destination profile, you must incorporate theories and concepts related to the destination and visitor management discussed in the topics from weeks 1 to 5. You are required to use at least 15 sources of information and reference these in accordance Harvard Referencing Style. Wikipedia and other ‘popular’ sites are not to be used.

Recommended Textbooks: 

Title & Date: Visitor Management in Tourism Destinations 2017 Author: Julia N. Albrecht Publisher: CABI International 

Title & Date: Marketing and Managing Tourism Destinations 2019 Author: Alastair M. Morrison Publisher: Routledge 

Title & Date: Tourism Development and Destination Management 2016 Author: Donald Peterson Publisher: Clanrye International

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Answer :


Destination and Visitor Management: Italy case study 

Words: 2000

1. Introduction

A place becomes the centre of attraction for visitors by developing its global presence with proper utilisation of tourist experience. Global presence of a tourist destination can be managed in an effective manner with proper utilisation of its culture, natural resources as well as man-made treasures. A range of stakeholders is involved in managing tourism activities that ultimately helps to uplift visitors' experiences. Visitor management is one of the significant components of tourism destinations (Albrecht, 2017). 

This report has involved discussion based on the importance of Italy as a visitors' spot. The profile has been made including Amalgam components and their impacts of the development of visitors' experience level upon travelling in Italy. Along with these current issues of this destination have also been incorporated.  

2. Location and region, the yearly visitor’s numbers, and visitors’ economic contribution to the local community 2.1 Information about location and region

One of the most famous and most preferable tourist spots around the globe in Italy. One of the foremost popular European countries is Italy which has an influence on cuisine and western culture.  Multiple places are in Italy which are visited by enormous people every year. Some major regions in the country which are mostly favoured by tourists are, Florence, Venice, Milan, Rome and so on (Telegraph. 2018). Mainly 12 places are present in Italy that are filled by massive people every year. Florence is famous for its art cities that consist of Michelangelo sculpture, canvases created by Bronzino (Telegraph. 2018). Alongside, this region is also famous for contemporary art and classical music. Moreover, ROME is famous for its history. However, European metropolis art, worship of Christian places and Baroque fountains attract everyone across the world. 

2.2 The yearly visitor’s numbers

 Visitor in Italy from Dec 2018 to Dec 2019

Figure 1: Visitor in Italy from Dec 2018 to Dec 2019

Source: (Ceicdata, 2019)

At the end of December 2019, the number of people who visited Italy was 62,961,013 (Ceicdata. 2019). Every year the tourist numbers are frequently updated by the government bodies of Italy. The entire economy of the country significantly depends upon the number of tourists. The maximum number of visitors in Italy was 63,195,203 at the end of December 2018 whereas, the lowest number of visitors visited Italy in 1991 was 20,241,217 (Statista. 2020b). Revenue streaming from tourism raised to 51,602 in the last year. Due to the beauty of Rome, Venice 62.15 million people visited those places. Europe and the rest of the world are attracted by the spots significantly due to which the number of tourists increases every year. In 2018, Italy was visited by a huge number of people thus it ranked tenth in the global ranking in terms of International Tourism. 

2.3 Visitors’ economic contribution to the local community

It has been recorded that about 63.2 million visitors visit Italy from national and internal ranges every year. Thus, it can be mentioned that tourists' attractions have become one of the essential sources to develop the economic background of local communities in Italy. Fabbrica Italiana Contadina a thematic area in Bologna accounted for one million visitors with a turnover of 50 million (euros). Along with that Vinitaly attracts visitors for the food and related events. This shows that visitors have made a significant contribution to the local community in terms of monetary aspects (Piñeiro et al., 2019).  In the views of Akadiri et al., (2020), tourism is the source of economic development by making proper utilisation of cultural and natural resources. It has been estimated that in 2018,  local communities in Italy have earned about 52 million euros by serving huge numbers of national and international tourists. 

3. Amalgam components, the cultural appraisals, the range and types of extraordinary experiences on offer 

Amalgam component is a common feature of a destination. There is a range of amalgam components in destination and tourist management (Morrison, 2018). A destination is referred to as an amalgam of four A’s. They are access, attraction Amenities and ancillary services. Italy is famous for its contribution to the art, architecture, literature and other areas. Colosseum Colosseo, Venice canals, Pompeii, leaning tower of Pisa, lake Como, Amalfi coast and along with these there are several destinations in Italy that attracts a huge number of tourists every year (Telegraph, 2018). Apart from these, Italy is in the list of dream destinations due to its scenic beauty of the country, cuisine, rich culture, ancient monuments. Hotels of the country are famous for their amenities. Access in Italy is tourist-friendly as visitors can get visas for travelling the country in a simple way. Government of the country simplifies the policies to attract tourists as the tourism industry contributes more than 60%revenue  to the country's economy. 

In the area of international tourism, Italy holds a significant position from the past decades. however the country faces a lot of difficulties to be compatible with the speed of the growth of the international tourism industry and as a result, it leads the country towards the loss of competitiveness. The culture of the country is associated with Art, literature, opera, fashion, cuisine and with others which fascinates tourists of every age. Italy is the Centre of Renaissance, Catholic Church, Roman Empire and many more which flourished the local culture of the country. It tries to bring their food and product to the local areas to preserve the rural culture. Most of tourists travel to the country to explore the rich culture of the country (Albrecht, 207). The advice model identifies the destination tourism by interacting with four factors. Vice model analyses the visitors, the tourism industry, local community and their impact and the environment of the destination (Rahman et al., 2016). In order to consider the Vice model, it can be said that the visitor number of Italy is attractive. In 2019, Italy received around 62,961,013 tourists (Ceicdata, 2020). The local community of the country is tourist-friendly as the tourism industry is one of the major industries for the economic growth of Italy. The environment of the country is soothing, but recently Italy is facing some environmental issues.however, for these factors, Italy is considered as one of the leading international tourist destinations. 

Tourists enjoy a lot of extraordinary experiences by visiting the country. The local cuisine of Italy is famous all over the world. This European country grabs the attention of the global tourists by some exotic tourism areas like Florence, Venice, Rome, Milan, Tuscany, Sicily and others. Apart from that Italian villages are evenly stunning like urban areas of the country. Italian festivals like Venice Carnival, Battle of the Oranges and others are famous in the world also. 

4. The DMO’s involvement in destination competitiveness, stakeholder networks and collaboration 

In the area of tourism, Destination Marketing Organization plays a significant role to represent the tourist destinations and along with that DMO helps the destinations to sustain the growth of the tourism industry by helping to improve their tourism strategy (TripSavvy, 2020). The destination management of Italy is an award-winning DMO company that offers incredible travelling plans to the tourists (Italy Destination Management, 2020).   The organization has contributed to the tourism industry of Italy as well by helping them to develop tourism strategies. With the help of DMO, visitors gather vast information about Italy to the visitors who are willing to visit the country. DMO has generated travel in Italy more conveniently by providing them with every essential information in one place. Tourists can obtain maps, promotional books, travel magazines and many more from the DMO directly. Apart from this, they have an online presence in order to be compatible with the digitization of the tourism industry. Therefore, visitors can access the updated list of the hotels of Italy, travel calendar, essential information and many more from the website of DMO. In Italy, DMO formulates several campaigns to make their clients aware of the destinations, hotels, facilities of Italy. The Destination management company of Italy provides ski resorts in Italian alps and in many art cities of the country like Milan, Rome and others. In the area of financing, DMO applies several strategies to generate huge revenue from the local tax authorities. In short, DMO has helped Italy to emerge in its tourism industry. In this way, Italy is gaining a competitive advantage from the other international tourism destinations.   

In order to maintain stakeholder networks and collaboration, DMO applies several strategies. For their stakeholders like their clients such as hotels, leisure visitors, meeting planners and others, DMO offers several training programmes in Italy which help to develop the workforce of the tourism industry of Italy. Apart from that, one of the major activities of DMO in Italy is to measure the satisfaction level of the stakeholders of the tourism industry. DMO’s responsibilities can be analysed with the help of the Travel area life cycle(TALC) model. Talc model as its destination managers to understand the problem that needs to be concentrated in order to develop the tourism industry (Kubickova et al., 2020). DMO can develop products in different stages. These stages of product development are affected by the destination stages of the TALC model such as exploration, involvement, development, consolidation, stagnation and others.  The principles of product development of DMO in Italy are creativity and innovation, sustainability, destination vision, integration, tourism stakeholder support and others.

5. Current issues and ways in which DMO’s are using indicator standard-based frameworks 

There are several issues in Italy that are affecting the tourism industry of the country. The experience economy theory depicts people's search for the symbolism, sensation and others that enable them to achieve personal experience. (Chang, 2018) That is why visitors avoid destinations that are struggling with several issues. In order to achieve more tourists in the country, it is needed to have a stable political condition and strong economic growth. The economic crisis is one of the issues that the country is facing recently. Political chaos and an unstable government are raising the economic problem of the country. It has been seen that in 2019, there was a growth in the deficit spending to 2.4% of the GDP of Italy (Investopedia, 2020). Apart from that, a country needs to have a soothing environmental condition that enables tourists to enjoy their travelling. Italy is facing several environmental issues like air pollution, global warming and others. In 2015, around 84,400 premature deaths were registered in the country due to the bad effect of air pollution (Bressa, 2015). Apart from that, terrorism has impacted negatively in the tourism industry of every country and Italy is not an exception. From the report, it has been seen that due to the terrorist attack of 2015, most of the visitors avoid traveling in the country in 2016 (Statista, 2020a). Along with that, the monuments of the country are suffering from the ignorance of maintenance by the government of the country because of the economic crisis of Italy.

Italian Destination Management is working on these issues in order to mitigate them and to improve the recent scenario of the tourism industry of Italy. The TALC model demonstrates the process of how a destination limits their visitor number by their facilities and access (Kubickova et al., 2020). As per this theory, a destination attracts more tourists by improving their amenities. For this purpose, it is necessary to mitigate the issues of Italy to attract more tourists. Italian destination management checks rapidly the quality level of tourism. Along with that, Italian destination management has launched a quality assurance programme to ensure the standard of the business of the tourism industry. In the landscape of the tourism model, there are two types of tourists such as locals and leisure. Leisure tourists value the global factors and on the other side, local tourists value the local factors. That is why in order to attract more leisure tourists, Italian destination management is working effectively. For this purpose, Italian destination management establishes parameters to maintain the environment quality of tourism. The DMO of Italy provides financial support to the business organization of the tourism industry to upgrade its business level as well as to upgrade the tourism business of Italy.   

6. Conclusion 

This paper shows the growing factors of Italy in the area of tourism. In the area of the global tourism industry, Italy is always a leading travel destination. There are many factors that work behind the choosing of Italy as their travel destination by the tourists.  Tourists prefer Italy because of its Romanian culture, local cuisine, tourist-friendly policy and many more factors. However there are few issues that the country is facing recently in their tourism industry but, Italian destination management is working effectively to resolve these issues in order to improve the business of the tourist industry of Italy.