Tourism satisfaction and perspectives: an exploratory study in Italy
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Tourism satisfaction and perspectives: an exploratory study in Italy Flavio Boccia1 · Roberta Di Gennaro2 · Pasquale Sarnacchiaro3 · Virginia Sarno1
© Springer Nature B.V. 2019
Abstract The aim of the paper is to analyze the specific features of tourism in Italy through tourists’ behaviour and satisfaction level and to individuate future perspectives. A representative sample was analyzed through factor and cluster analysis to interpret the factors that affect the touristic performance according to specific indicators, which affect tourists’ features and their tourism expectation. The findings show three segmented customer’s groups with different levels of desire, satisfaction and perceived happiness and identify also synergistically strategic actions to revitalize tourism in the considered region. The research is the first of this kind in the area and a base for further studies. Keywords Cluster analysis · Customer · Factor analysis · Opportunity · Strategy
1 Introduction In Italy one of the main touristic areas and a land of great potential is the Southern coastal zone of Campania Region on Tyrrhenian Sea. It is a coastal and mountainous strip, a land with a strong tourist attraction due to its natural beauty, of great importance in regional and Italian economy. After dutiful considerations based on the literature and previous studies, through a sample survey, the aim of the study is to analyze the specific characteristics of * Pasquale Sarnacchiaro [email protected] Flavio Boccia [email protected] Roberta Di Gennaro [email protected] Virginia Sarno [email protected] 1
Department of Economic and Legal Studies, “Parthenope” University of Naples, Via Generale Parisi 13, 80132 Naples, Italy
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Department of Engineering, “Parthenope” University of Naples, Centro Direzionale Isola C4, 80143 Naples, Italy
3
Department of Law and Economics, “Unitelma Sapienza” University of Rome, Viale Regina Elena 295, 00161 Rome, Italy
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tourism in these places and tourists’ satisfaction degree. So, in order to do it, the analysis was carried out considering a representative sample of 5703 individuals, selected on a functional relation to the objectives of the work and equally distributed in the area. The sample was analyzed with multivariate statistical methods to interpret the variables that affect the touristic performance of the region according to specific indicators, which affect tourists’ features and their tourism expectation. The cluster analysis was done to segment the customers. Whereas there are no similar studies conducted in the territory covered by this work, also the ultimate goal is to identify synergistically strategic actions to revitalize tourism in this area: so the paper will be concluded with some recommendations for further research as well as practice implications.
2 Materials and methods 2.1 Background and empirical setting In the last decades the touristic approach has proved useful i
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