National Parks in Italy: Sustainable Tourism Marketing Strategies

Vengono analizzati pensieri e comportamenti dei gestori delle riserve naturali in Italia, alla luce dell'attuale mercato e delle avverse condizioni economiche. In particolare si indaga sull’impatto del turismo naturalistico sulle aree protette, il tipo di iniziative e strumenti adottati per favorirne lo sviluppo (tenendo delle risorse umane e finanziarie disponibili e del sistema legislativo) , e l’uso da parte degli enti parco dei principali strumenti di marketing. Nella fase preliminare della ricerca, è stata effettuata un'indagine della letteratura e i dati secondari relativi a indagini sul tema delle aree naturali protette. Dopo una prima discussione con esperti (accademici, manager, giornalisti, ecc.) è stata progettata una ricerca qualitativa mediante interviste. I risultati presentati si basano su 14 interviste telefoniche in profondità raccolte da altrettanti direttori e generali e presidenti di aree naturali protette italiane.

The general aim of the study consisted in investigating thoughts and behaviours of park managers in Italy, given the current market and economic conditions. Specific research topics included: impact of nature tourism on local areas, type of initiatives and tools adopted to encourage the development of sustainable tourism in protected natural areas (taking into account human and business resources, regulatory system, positioning, internal and external communication), as well as opportunities and obstacles to marketing parks. Given the purpose of the study, which examines an under-investigated topic at the national level, a qualitative, in-depth interview-based analysis was adopted (Denzin & Lincoln, 2000). In the preliminary research phase, an experience survey was implemented and both literature and secondary data on the theme of protected natural areas were analysed (McDaniel & Gates, 2006). First, in order to obtain greater understanding of the investigated matter, the issue was discussed with knowledgeable individuals (academics, managers, journalists, etc.). Once insights into the research problem were obtained, the most significant scientific contributions on the topic were searched and prior studies conducted both at the national and at the international level were analysed. Based on information gathered during the exploratory research, the interview script was designed. A purposive, expert sampling method was used to choose subjects to be interviewed. Such a method consisted in assembling persons with experience and expertise in protected natural area management and marketing, leveraging also on the social network of the researchers. The results presented below are based on the 14 in-depth phone interviews conducted.