Tourists show a growing sensitiveness towards sustainability. However, several studies reveal a significant inconsistency between tourists’ attitude and their actual behaviour at destination. This seems to be linked to the fact that tourism demand is studied mainly on the basis of intentions rather than on the real experience the tourists live during their holiday. This can bring to over evaluate the demand for sustainable experiences and so to mistakes in estimating demand for a sustainable tourist product, or planning the destination development. Discussing the main findings of a research about tourism in two Italian Natural Parks, the paper aims at showing the effectiveness of an approach that doesn’t consider the “experience” as a way to add value to a product, but as the tourist product itself. This approach, focussing on actual behaviour and activities, allows to better identify tourism segments and assess which role sustainability plays in tourists’ experience.

1. SUSTAINABLETOURISM?
Federica Montaguti and Erica Mingotto
CISET
Understanding the tourist market of two Italian Parks:
an experience-based approach
Theme: Sustainability
Manchester, 15th October, 2015

2. SUSTAINABLE (?) EXPERIENCES (?)
e.g. the so-called ecotourists
are not always
environmentally responsible in
their actions and behaviour
Some kind of tourists experience can seem
sustainable on the surface but completely different
in their substance. Why?
Segmentation of the tourist market is often based
on blurred variables, intentions, wide categorisation
of destinations
a sensitiveness towards
sustainability doesn’t
necessarily imply a change in
the actual behavior
Tourists segments are defined
simply on the basis of the type
of location or accommodation
they stay at during their
holiday. (e.g. urban/rural)

3. SUSTAINABLE (?) EXPERIENCES (?)
 Academics – Rare or no attention to the tourist product
conceptualisation
 Industry and DMOs - define the product basically as
“what is put into the promotion” (Sharma, 2007)- which is
not necessarily what the tourists are really buying
Strong attention to
- experience economy
- consumer co-creation
in many different industries
tourism, which is a great
source of totally or partially
self created experiences,
is not one of those.
SUSTAINABLE
RESPONSIBLE
TOURISM

4. THE EXPERIENCE-BASED APPROACHC0-creation
Tourism product is a
relational concept,
actually co-
produced by the
tourist himself
(processes, relations,
significations)
Interaction
Tourism product is
the result of
tourist’s behaviour
and interaction
with the
destination and
the industry
Product-Experience
Tourist products
(and segments) are
defined on the basis
of the experience
the tourist build
and live while at
the destination
 Better definition and understanding of tourists’ profiles
 reducing the risk to overestimate some tourist
segments/attractiveness of some resources
 destination to market products.

5. TWO CASE-STUDIES
National Park of Appennino Lucano,
Val d’Agri, Lagonegrese
• Founded 2007
• 70,000 ha
Regional Park of the Sile River
• Founded 1991
• 4,000 ha

6. AIMS OFTHE ANALYSIS
Designing a tourism development plan for both parks mainly based
on attracting ecotourism
1. Which kind of tourists visit nowadays the parks?
2. What is the dimension of the ecotourism segment in the parks?
3. Which kind of tourist segments should be addressed as a priority?
4. What is (and could be in the future) the potential of the parks in
attracting ecotourists?

7. The methodology
Definition of specific segments
supposed to be more sustainable and of
interest for the parks - ecotourism,
nature-tourism
Analysis of official statistics by studying
the characteristics and evolution of
tourism in both destinations
Two direct surveys: the first one among
parks’ visitors, the second one among
local tourism operators.
Estimation of the current demand and
segmentation
Surveys based on the
experience-based
approach and aimed at
understanding what
tourists really do and what
they are looking for during
their stay in these parks

8. RESULTS: THE SILE RIVER EXPERIENCE
55% cultural tourists
• They visitVenice.
• Since the Park is far away no more than 30 Km from
Venice and accommodation are less expensive,
tourists go intoVenice each day, returning to their
hotel in the evening.
45% business tourists
• They are linked to the several manufacturing
companies developed in the area .
• They are not particularly interested in experiencing
the Park or in doing other recreational activities.
250.000 tourist arrivals in the area in one year

9. RESULTS: THE APPENINO LUCANO EXPERIENCE
35% traditional mountain tourists
• They relax themselves or take a walk in the mountain.
• They gather mushrooms.
• They take part in local events.
34% business tourists.
• They are employed in ENI oil wells.
• They are not interested in leisure activities during their
stay, except for relax in the neighbouring sea resorts.
23% other tourists
• For exampleVFR –Visiting friends and relatives – or
transit tourists.
• They visit neighbouring destinations, particularly the
sea resorts or the mountain resorts for skiing.
52.000 tourist arrivals in the area in one year

10. RESULTS: THE ECOTOURISM EXPERIENCE
Real ecotourists account for no more than 3% of the
total arrivals in both Parks, even though these areas are
natural protected areas.
•Tourists are not aware to stay in a protected area
• Activities are unrelated to any desire to deeply experiencing
nature and to any sustainable behaviour that is respectful of
environment and community
Parks are not attractive
as natural areas but for
other elements
(neighbouring destinations
as mountains, beaches or
cities )

11. EVIDENCE FROMTHETWO CASE STUDIES
The advantages of the experience-based approach
A more reasonable estimate of
the demand
A more realistic representation
of the ecotourism potential in
both Parks
A more correct idea of which
goals are really achievable in
terms of future development

12. fedem@unive.it
ericamin@unive.it
Thank you!
www.unive.it/ciset
@ilCISET
@F07Montaguti