Tourism destination competitiveness and attractiveness
Greater attractiveness need not mean indiscriminately increasing visitor numbers. A better strategy seeks to improve the quality of demand, length of stay, spending, the geographic distribution of flows and satisfaction. Sociometrica approaches competitiveness through demand, product, accessibility, reputation and economic value.
How can a city become more attractive to tourists?
Greater attractiveness need not mean indiscriminately increasing visitor numbers. A better strategy seeks to improve the quality of demand, length of stay, spending, the geographic distribution of flows and satisfaction. Sociometrica therefore approaches attractiveness through demand, product, accessibility, reputation and economic value. A city can become more competitive by making existing assets better known and more accessible and connecting them to different visitors’ specific motivations.
How is a tourism destination’s competitiveness measured?
Visitor numbers alone are insufficient. Attraction, value generated, reputation, diversification, accessibility, quality of supply and the ability to respond to shocks must be assessed. Sociometrica applied this last principle to 3,390 Italian tourism municipalities, classifying them after the Covid crisis as fragile, robust or “antifragile” destinations.
Research behind this guide
- Fragile, Robust and Antifragile: Ranking of Tourism Destinations — 2022. How 3,390 Italian tourism municipalities reacted to the two Covid-19 years: Como's primacy and the ranking of fragile, robust and antifragil…
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Let’s talk →By Antonio Preiti and Sociometrica · The Sociometrica Method