Competere attraverso il turismo creativo: un’analisi delle preferenze verso la Sicilia (Competing through creative tourism: an analysis of preferences towards Sicily)
DOI:
https://doi.org/10.7433/s103.2017.15Keywords:
creative tourism, conjoint analysis, segmentation, Sicily, experiential marketingAbstract
Purpose of the paper: The paper aims to study the preferences of potential tourists about some proposals of creative touristic experiences in Sicily.
Methodology: The exploratory survey was conducted via an online questionnaire administered to Italian and foreign tourists living outside Sicily. The data collected were analysed by applying the conjoint analysis and flexible segmentation.
Results: The results show the preference of tourists for packages including the widest variety of experiences (food and wine, games, sports, cultural), and in particular for those with at least one experience of a creative kind. Furthermore, the analysis allowed to identify the characteristics of an ideal package.
Research limitations: The main limitation is that the survey was conducted with regard to the tourism of a single geographic area.
Practical implications: Through the demand segmentation, the research provides useful stimulus not only to tourist companies and tour operators in defining their products and competitive strategies, but also to policy makers interested in formulating regional marketing policies to promote tourism.
Originality of the paper: This paper enhances the creative tourism literature analysing the preferences of tourists toward different types of experiences and their combination into tourist packages.
References
ALI F., RYU K., HUSSAIN K. (2016), “Influence of experiences on memories, satisfaction and behavioral intentions: A study of creative tourism”, Journal of Travel and Tourism Marketing, vol. 33, n. 1, pp. 85-100.
BEERLI A., MARTIN J.D. (2004a), “Tourists’ characteristics and the perceived image of tourist destinations: a quantitative analysis - a case study of Lanzarote, Spain”, Tourism Management, vol. 25, n. 5, pp. 623-636.
BRUNETTI F. (1999), Il turismo sulla via della qualità, Cedam, Padova.
BUCHMANN A., MOORE K., FISHER D. (2010), “Experiencing film tourism: Authenticity & fellowship”, Annals of Tourism Research, vol. 37, n. 1, pp. 229-248.
CARBONE L.P., HAECKEL S.H. (1994), “Engineering customer experiences”, Marketing Management, vol. 3, n. 3, pp. 8-19.
CHANG L.L., BACKMAN K.F., CHIH HUANG Y. (2014), “Creative tourism: a preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intention”, International Journal of Culture, Tourism and Hospitality Research, vol. 8, n. 4, pp. 401-419.
COHEN E. (1993), “The heterogeneization of a tourist art”, Annals of Tourism Research, vol. 20, n. 1, pp. 138-163.
CREIGHTON M.R. (1995), “Japanese craft tourism: Liberating the crane wife”, Annals of Tourism Research, vol. 22, n. 2, pp. 463-478.
CROCE E., PERRI G. (2008), Il turismo enogastronomico. Progettare, gestire, vivere l’integrazione tra cibo, viaggio, territorio, Franco Angeli, Milano.
DANIEL Y.P. (1996), “Tourism dance performances authenticity and creativity”, Annals of Tourism Research, vol. 23, n. 4, pp. 780-797.
FARIAS S.A, AGUIAR E.C., MELO F.V.S. (2014), “Store atmospherics and Experiential Marketing: a conceptual framework and research propositions for an extraordinary Customer experience”, International Business Research, vol. 7, n. 2, pp. 87-99.
FERNANDES C. (2011), “Cultural planning and creative tourism in an emerging tourist destination”, International Journal of Management Cases, vol. 13, n. 3, pp. 629-636.
FURLAN R., MARTONE D. (2011), La Conjoint analysis per la ricerca sociale e di marketing, Franco Angeli, Milano.
GARG R., RAHMAN Z., KUMAR I. (2010) “Evaluating a model for analysing methods used for measuring customer experience”, Database Marketing and Customer Strategy Management, vol. 17, n. 2, pp. 78-90.
GENTILE C., SPILLER N., NOCI G. (2007), “How to sustain the Customer experience: an overview of experience components that co-create value with the customer”, European Management Journal, vol. 25, n. 5, pp. 395-410.
GIBSON C., CONELL J. (2005), Music and tourism: on the road again (vol. 19), Channel View Publications, Clevedon, UK.
GUPTA S., VAJIC M. (1999), “The contextual and dialectical nature of experiences” in Fitzsimmons J., Fitzsimmons M. (eds.), New service development, Thousand Oaks, , pp. 33-51, Sage, CA.
HUDSON S., RITCHIE J.B. (2006), “Film tourism and destination marketing: The case of Captain Corelli’s Mandolin”, Journal of Vacation Marketing, vol. 12, n. 3, pp. 256-268.
HULL J.S., SASSENBERG U. (2012), “Creating new cultural visitor experiences on islands: Challenges and opportunities”, Journal of Tourism Consumption and Practice, vol. 4, n. 2, pp. 91-110.
JONES D., SMITH K. (2005), “Middle earth meets New Zealand: Authenticity and location in the making of The Lord of the Rings”, Journal of Management Studies, vol. 42, n. 5, pp. 923-945.
KIM J.H. (2010), “Determining the factors affecting the memorable nature of travel experiences”, Journal of Travel and Tourism Marketing, vol. 27, n. 8, pp. 780-796.
KIM J.H. (2014), “The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences”, Tourism Management, n. 44, pp. 34-45.
KIM J.H., RITCHIE J.R., TUNG V.W.S. (2010), “The effect of memorable experience on behavioral intentions in tourism: A structural equation modeling approach”, Tourism Analysis, vol. 15, n. 6, pp. 637-648.
LEWIS R.R., CHAMBERS R.E. (2000), Marketing leadership in hospitality, Foundations and Practices, 3rd ed., Wiley, New York.
MAITAL S. (1999), “The Experience Economy: Work is theatre & every business a stage”, Sloan Management Review, vol. 40, n. 4, pp. 93-95.
MORGAN M., WATSON P., HEMMINGTON N. (2008), “Drama in the dining rooms: Theatrical perspectives on the foodservice encounter”, Journal of Foodservices, n. 19, pp. 111-118.
O’SULLIVAN E., SPANGLER K. (1998), Experience marketing: strategies for a new millennium, Venture Publishing, State College, PA.
OECD (2014), “Tourism and the Creative Economy”, OECD Studies on Tourism, OECD Publishing. http://dx.doi.org/10.1787/9789264207875-en
OH H., FIORE A.M., JEOUNG M. (2007), “Measuring experience economy concepts: tourism applications”, Journal of Travel Research, vol. 46, n. 2, pp. 119-132.
PEARCE D.G., BUTLER R.W. (1993), Tourism research: Critiques and challenges, Routledge, London.
PENCARELLI T., FORLANI F. (2011), “Il marketing dei distretti turistici-sistemi vitali nell’economia delle esperienze”, Sinergie, n. 58, pp. 232-277.
PINE B.J., GILMORE J.H. (1998), “Welcome to the experience economy”, Harvard Business Review, vol. 76, n. 4, pp. 97-105.
PINE B.J., GILMORE J.H. (2000), L’economia delle esperienze, Etas, Milano.
PRAHALAD C.K., RAMASWAMY V. (2000), “Co-opting customer competence”, Harvard Business Review, vol. 78, n. 1, pp. 79-90.
PREBENSEN N.K., FOSS L. (2011), “Coping and co-creating in tourist experiences”, International Journal of Tourism Research, vol. 13, n. 1, pp. 54-67.
RAYMOND C. (2007), “Creative tourism New Zealand: The practical challenges of developing creative tourism”, in Richards G. and Wilson J. (Eds.), Tourism, Creativity and Development, Routledge, London, pp. 145-157.
RICHARDS G. (2000), “Tourism and the World of Culture and Heritage”, Tourism Recreation Research, vol. 25, n. 1, pp. 1-31.
RICHARDS G. (2011), “Creativity and Tourism- The State of art”, Annals of Tourism Research, vol. 38, n. 4, pp. 1225-1253.
RICHARDS G., RAYMOND C. (2000), “Creative Tourism”, ATLAS News, n. 23, pp. 16-20.
RICHARDS G., WILSON J. (2006), “Developing creativity in tourist experiences: a solution to the serial reproduction of culture?”, Tourism Management, vol. 27, n. 6, pp. 1209-1223.
SWAIN M.B. (1993), “Women producers of ethnic arts”, Annals of Tourism Research, vol. 20, n. 1, pp. 32-51.
TAN S.K., KUNG S.F., LUH D.B. (2013), “A model of ‘creative experience’in creative tourism”, Annals of Tourism Research, n. 41, pp. 153-174.
TAN S.K., LUH D.B. KUNG S.F. (2014), “A taxonomy of creative tourists in creative tourism”, Tourism Management, vol. 42, pp. 248-259.
TRIPBAROMETER (2014), “Psicologia del viaggiatore - Rendiconto globale”, IPSOS.
TUNG V.W.S., RITCHIE J.R.B. (2011), “Exploring the essence of memorable tourism experiences”, Annals of Tourism Research, vol. 38, n. 4, pp. 1367-1386.
VERHOEF C., LEMON K.N., PARASURAMAN A., ROGGEVEEN A., TSIROS M., SCHLESINGER L.A. (2009), “Customer experience Creation: Determinants, Dynamics and Management Strategies”, Journal of Retailing, vol. 85, n. 1, pp. 31-41.
WALLS A.R., OKUMUS F., WANG Y.R., KWUN D.J.W. (2011), “An epistemological view of consumer experiences”, International Journal of Hospitality Management, vol. 30, n. 1, pp. 10-21.
