• Subject Name : Management

Global Destination and Tourism Management

Introduction to Italy Tourism Strategic Planning and Management

Tourism is one of the most significant sectors for the overall wealth of Italy. Italy is a varied and fascinating country in which Travelers and visitors from all over the world have constantly chosen to take part in a magnificent cultural experience. More than 46.1 million travellers every year came to Italy. Furthermore, it is the fifth most visited nation in the world after France, the United States, China, and Spain. The country is renowned for its rich art, food, culture fashion, and beautiful landscapes (Perri, 2016). The country has numerous world heritage sites than any other country in the world. Some of the most popular cities in Italy are Rome, Colosseum, and Venice. Planning and development are necessary for the effective enhancement of the tourism of a country. It has been identified that Italy is still considered as the most precious compilation of lavishness and artistic heritage in the world. Furthermore evidences specified that effective planning and development are necessary to improve and enhance the travel destinations. Strategic tourism management is fully explored in different strategies, currently utilized and see if it can offer Value, Vision, and direction for the future development of Italy. Furthermore, tourism planning must focus on enhancing different parts of destinations. Tourism Development Plan helps to attain the best results and satisfy all stakeholders also strategic planning helps to maintain Sustainable Tourism. Evidence specified that Italian culture revolves around the number of pillars including families, religion, architect, language and arts.

Strategic Planning with Italy’s Tourism

Strategic planning helps to develop necessary strategies for the success of a country's tourism. Also, the strategy is an action plan which helps to attain the goals and objectives most effectively. According to porter, strategy means performing numerous activities to those performed by rivals or performing similar activities differently. The evidence specified that the key success driver in the destinations competitive was mainly revolved around the establishment of a shared dream, inspiring management, clear guiding principles and tactical stress on people factor (Italian Tourism, 2020). To ensure that tourism generates victory and profit, the destination must be planned, organized, led and controlled. Furthermore, the tourism administration of Italy deals with different aspects like preparation, organizing, leading, and controlling. Strategic planning is necessary for product positioning demand management and image creation. Also, the United Nations takes charge of the promotion of dependable, sustainable and generally reachable tourism. Also, the United Nations World Tourism Organization supports the worth of tourism as a driver of financial enlargement, inclusive expansion, and offers leadership and support in advance information and tourism strategy internationally. 

Strategic planning is highly essential as it provides a solution for both business and destination. The main purpose of planning is to provide a unique and exceptional experience to the travellers. Italian National tourism industry is the national tourism board and has been promoting Italy as a tourist destination for the last hundred years. Furthermore, the Italian National tourism industries work under the guidance of the minister of tourism. It has the task of endorsing country as a natural tourism destination. Besides, it is an agency put together a promotional approach on a nationwide and global level of consultation assistance to the Italian state and regions as well as a public organization. The major responsibility is the promotion of products or organizing Consultancy Services teamwork in favour of public and private bodies. At Government level, tourism is synchronized by the Ministry of cultural inheritance and actions and tourism is administered under the management of Minister Dario Franceschini.

Values and Mission of Italy’s Tourism

The main aim of Italian tourism is to make an easy and pleasant choice for tourist who wants to explore and experience the best destinations. The impact of increasing competition is not only felt by businesses but also on the tourism sector. To survive in a competitive environment, the tourism sector of any country must focus on developing effective strategies and objectives. Besides, Mintzberg defined five strategic visions which include plan, pattern, position, perspective and ploy (Mintzberg, 2017). According to Mintzberg developing effective strategies are difficult but with the help of effective strategy, anyone can include different aspects and approach. It has been identified that the Talent destination shows different significant points due to an inadequate strategy. The difficult region of Italy’s tourism business considers the following facet such as extremely fragments a promotional activity and the small size of the operating company. After the current change accomplished in 2012, the national tourism administration is established on the following Institutions; the Prime Minister supported by Minister regional affairs tourism and support section of tourism agency accountable for the promotion of Italian abroad. It has also has been identified that tourism is one of the sectors which has a strong and durable competitive advantage.

Furthermore, a well functioning tourism strategy helps to develop the most effective and meaningful strategy. The strategy helps to improve the overall effectiveness of tourism in Italy. Also, the agencies focus on developing the infrastructure of Italy to create good roads and public transport to increase tourism.

 The strategy and planning focuses on ecotourism that helps to create positive changes in the world. It also aims to protect the natural and cultural heritage of locations. it has been identified that Sustainable Tourism will provide a boom in job opportunities in the country. They have been working behind supporting the development and ultimately the preservation of traditional Customs in the country (Santeramo, Seccia & Nardone, 2017). This not only supports this community with funding for their cultural activities but it also protects them for future tourist, making them more sustainable. With the help of the new strategy, the government can improve infrastructure and improve the save it systems. The agencies are also working towards ensuring safety for the tourists. The safety measures are focusing on improving national security. Different initiatives that educate the community on how to respond to natural hazards were promoted by the government.

The motto of the new Italian tourism policy is focusing on effectiveness and sustainability. Furthermore, this strategy was adopted in last February by the Council of Ministers which is based on the manipulation of tourism policies with the adoption of advanced expertise to enhance the supply of services. Furthermore, the ministers specified that Italy desires Sustainable Tourism not only the ecological variation. The tourism industry will mainly focus on strengthening the industry by focusing on digitalization, economic negotiation and UNESCO sites (Nations, 2020). Besides, the strategic plan for Tourism Development uses a break with the past and it helps to create a Synergy that meets the novel trends of tourists who are no longer interested in a single destination. With the help of strategic planning, the tourism sector can accurately analyze the weaknesses and strengths. So the plan will help to develop the most effective strategies to reduce the weaknesses and enhance the tourism sector in the most effective manner. 

It has been identified that some countries have very different approaches to tourism. Furthermore, the tourism of China is completely different from the tourism of Italy. Also, lower prices, language issues; lower service standards distinguish Chinese tourism form Italian tourism. Also, the public transport system is affordable but very crowded. The evidence specified that China is a moderate priced country. For instance: Ireland's tourism is also different from Italy's tourism as they are mainly focusing on creating profit and generating more jobs.

Italy’s Product Development

 Every country has a unique selling proposition and unique tourism products which helps to attract a large number of visitors every year. Furthermore, people largely visit Italy for its history fashion, rich civilization and stunning coastline beaches, mountains and invaluable ancient monuments. The country is highly famous for its world heritage sites. It has been identified that the tourism industry in Italy has become the most important growth provider. During the global economic crisis of the recent year, tourism has sustained to cultivate effectively. Also, the United Nations World Tourism Organization is working towards developing the tourism of the country most effectively. Also, Italy is a popular summer destination that has constantly been at the top of every traveller list. Now it is seen as the most reachable and consistent and the safest destination. Also, safety has played a vital role in influencing the choice of destinations (Italy, 2020). In the recent scenario, Italy is increasing tourists with the help of countries' cultural heritage, suitable government policies and environmental sustainability. With the help of authorities, unions, trade associations, and different stakeholders the sector was able to develop the most effective strategies.

 The country has also launched a new digital proposal to endorse tourism in lesser-known destination across Italy. By developing and selling cultural roots the country wants to boost enlargement in authentic and little known Italian areas and create sustainable development in employment. Furthermore, three different routes are accessible on the platform including Northern Monferrato, Vineyard landscape, and the historic Territory between Liguria and Tuscany regions (Darian, Taleizadeh & Rabbani, 2019). Also, local networks were tasked with identifying and developing the roots with all of their related cultural contents and including other local subjects needed to launch the initiative and managing the destinations. Also, the Pantheon is among the country's most well preserved ancient buildings with Saint Peter's church in Florence Cathedral.

Italy’s Marketing Strategy

Marketing plays a very crucial role in delivering necessary information about tourism. Besides, it also helps to attract a large number of tourists most effectively. Despite religious ties, Italy is also a great place for historians and enthusiasts as well as Architects and even the general population. Also, effective marketing and promotional strategy are required to support the tourism sector of the country. The country must focus including digital platforms and social media marketing to connect with a large number of users. In the current scenario, a large number of people use social media so it will beneficial and easy to target them most effectively.

 Also, visitors include the people who appreciate historic scenes and architects. Furthermore, the marketing strategies of the countries are more inclined towards targeting people who are fond of beautiful designations, beaches and historic sites. Also, the marketing strategies involve the historical prominence and its Restoration as well as the prominence (Albanese & Bocci, 2018). The government has also developed different travel websites that provide necessary information to travellers. Most of the travel websites provide information about the ideal places and historical region so that visitors can easily visit the place. Differentiation Strategies for tourism destinations can be similar to those of conventional products and services. Also, the strategies can be tangible and intangible but also based on ideas and impressions that people associated with this destination. It could be argued that Italy focuses on overall tourism in social media marketing but Ireland and some other countries focus on attracting adventure tourists. Plog’s Psychometric tourist theory specified that there are three different types of tourists including Allocentric, psychometric, and mid centric (Garces, Pocinho & JESUS, 2020). Furthermore, Italy mainly focuses on targeting psychotic tourists as they are fond of familiar travel destinations, accommodations, and restaurants. On the other hand, the tourism of Ireland focuses mainly on adventures.

Italy’s Financial Value

 Tourism places a very important role in providing financial stability and enhancing GDP in the most effective manner. The evidence specified that tourism makes an imperative contribution to Italy’s economy and overall 11.8% of national GDP and 12.8% of total National employment (UNWTO, 2020). For the Italian economy, the week-long carnival is the most important event of the year as it attracts 3 million visitors. In today's scenario, the celebrations were cancelled due to the Coronavirus pandemic. Furthermore, the tourism created the jobs and injected cash flow into the national economy (Savelli & Manella, 2017). Also, four million people are currently working in tourism and tourism-related activities. The evidence specified that tourism helps to generate employment in the country. It has been identified that the economy of Ireland tourism contributes to €5.6 billion. But Italy is highly dependent on tourism. However, both countries are highly dependent on the tourism sector but natural disasters and pandemics highly influence the effectiveness of this sector. The growth of gross domestic product and tourism revenue indicates that the country highly focuses on improving the destinations to attract a large number of tourists. Also, the current pandemic influences the revenue and overall GDP of every tourist destination. Hence an effective and supportive tourism policy and strategy are required to cope with the change.

Coronavirus Strategies

Due to Coronavirus pandemic, the tourism industry Lose 75 million jobs and dollar 2.1 trillion in revenue. Furthermore pandemic also affect 28.5 million tourists. Also, the deadly COVID-19 is highly affecting Italy and its tourism sector. Also, the economy of the country is highly dependent on the tourism sector as a result the outbreak increases public debt and unemployment rates. Furthermore, the country should focus on developing an effective future strategy to deal with the current pandemic.

Conclusion on Italy Tourism Strategic Planning and Management

It has been concluded from the overall analysis that the tourism sector plays a highly crucial role in Italy. Furthermore, the current pandemic affects the overall revenue of the country. Also, the comparison between Italy and Ireland shows that they both are different forms of each other. Italy is famous for its historical sites, architecture, islands, and others, on the other hand, Ireland natural wonders. It has also been identified that Italy is highly dependent on tourism as it helps to strengthen its economy most effectively. However, both countries are similar in terms of targeting social media for tourism promotion. Furthermore, the evidences also specified that the Italian tourism sector must use digital platforms to promote lesser-known destinations. With the help of an effective digital strategy, the country can provide information about the new destinations in most manners. Both nations focus on developing its tourism sector by using different marketing as well as promotional approaches.

Recommendations on Italy Tourism Strategic Planning and Management

  • Developing effective digital platforms to promote unknown destinations
  • Arranging memorable events
  • Using social media strategy to connect with a large number of visitors
  • Inviting travel blogger to promote different destinations

Reference for Italy Tourism Strategic Planning and Management

Albanese, A., & Bocci, E. (2018). Psychosocial Research/Interventions of Intergenerational Tourism in Italy. Silver Universe. Views in Active Living, 01-12.

Degl’Innocenti, L., Richardson, B., & Sbordoni, C. (Eds.). (2016). Interactions between orality and writing in early modern Italian culture. Routledge.

Delvecchio, E., Di Riso, D., & Salcuni, S. (2016). Self-perception of parental role, family functioning, and familistic beliefs in Italian parents: Early evidence. Frontiers in psychology6, 1983.

Garces, S., Pocinho, M., & JESUS, S. N. (2020). Psychometric analysis of the Tourism Wellbeing Scale (TWS): a multidisciplinary approach. Anais da Academia Brasileira de Ciências92(1).

Hall, C. M. (2018). 3 Resilience theory and tourism. Resilient Destinations and Tourism: Governance Strategies in the Transition towards Sustainability in Tourism.

Italian Tourism Official Website. (2020). Retrieved 14 August 2020, from http://www.italia.it/en/home.html

Italy. (2020). Retrieved 14 August 2020, from https://news.un.org/en/tags/italy

Manrai, L. A., Manrai, A. K., & DeLuca, J. (2017). Twenty shades of Italy: an analysis of its cultural, natural, and dual tourist attractions with implications for global tourism marketing. Journal of Global Marketing30(5), 297-308.

Mintzberg, H. (2017). Developing a theory about the development of theory. In Handbook of Middle Management Strategy Process Research. Edward Elgar Publishing.

Nations, U. (2020). United Nations helps the travel industry reopen safely and responsibly | United Nations. Retrieved 14 August 2020, from https://www.un.org/en/coronavirus/united-nations-helps-travel-industry-reopen-safely-and-responsibly

Noori-daryan, M., Taleizadeh, A. A., & Rabbani, M. (2019). Advance booking pricing in O2O commerce with demand leakage using game theory for tourism supply chains. International Journal of Production Research, 1-36.

Perri, A. (2016). Residential Roots Tourism in Italy. Second Home Tourism in Europe: Lifestyle Issues and Policy Responses, 53.

Santeramo, F. G., Seccia, A., & Nardone, G. (2017). The synergies of the Italian wine and tourism sectors. Wine Economics and Policy6(1), 71-74.

Savelli, A., & Manella, G. (2017). 5 ATheoretical Approach to Mass Tourism in Italy. Mass Tourism in a Small World, 53.

Shaidullina, r. m., & Ikhsanova, f. a. (2019). application of mathematical methods in consumer choice theory in tourism sphere. revista espacios40(13).

Speakman, M. (2017). A paradigm for the twenty-first century or metaphorical nonsense? the enigma of complexity theory and tourism research. Tourism Planning & Development14(2), 282-296.

UNWTO Official Visit to Italy as Borders Re-Open Across the Schengen Zone. (2020). Retrieved 14 August 2020, from https://www.unwto.org/news/unwto-official-visit-to-italy-as-borders-re-open-across-the-schengen-zone

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