Description
This study aims to assess whether or not the weight of the impact of the recent rubbish
emergency in the Province of Naples (Italy) causes a temporary impact inbound tourism demand and
the number of visitors to museums situated in the Province
International Journal of Culture, Tourism and Hospitality Research
Rubbish emergency impact on in-bound tourism demand and on the number of visitors to museums
Alfonso Siano Mario Siglioccolo
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To cite this document:
Alfonso Siano Mario Siglioccolo, (2011),"Rubbish emergency impact on in-bound tourism demand and on the number of visitors to
museums", International J ournal of Culture, Tourism and Hospitality Research, Vol. 5 Iss 1 pp. 69 - 79
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Nadine Ober-Heilig, Sigrid Bekmeier-Feuerhahn, J oerg Sikkenga, (2014),"Enhancing museum brands with experiential design to attract low-
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Rubbish emergency impact on in-bound
tourism demand and on the number of
visitors to museums
Alfonso Siano and Mario Siglioccolo
Abstract
Purpose – This study aims to assess whether or not the weight of the impact of the recent rubbish
emergency in the Province of Naples (Italy) causes a temporary impact inbound tourism demand and
the number of visitors to museums situated in the Province.
Design/methodology/approach – The research is based on secondary data referring to monthly
tourist arrivals and visitors to museums to the Province of Naples, during the period in which crisis
reached its climax. The variation of tourist arrivals and visitors to museums between this period and the
same period of the previous four years represents the means for detecting an eventual decrease in
inbound tourism demand and visitors to museums.
Findings – Research ?ndings showthe variation in the number of tourists and in the number of visitors to
museums in the Province from 2004 to 2008. Despite the pessimistic estimates reported by media, the
situation in the Province of Naples, during the period in which the refuse emergency reached a climax, is
quite surprising.
Research limitations/implications – Historical data do not refer to the whole period during which the
crisis took place. The study cannot consider the long-term impact of the refuse emergency on inbound
tourism demand and on museum visitors, seeing as the crisis has only recently been resolved.
Practical implications – The research detects strong and weak points in the tourist offer in the Province
of Naples; the elaboration of corrective practices and tools for reinforcing the image of the Province of
Naples represent practical implications useful to local government, tourism operators, and museum
managers.
Originality/value – This study is an initial attempt to analyse the impact of the refuse emergency on
inbound tourism demand and on visitors to museums.
Keywords Refuse, Tourism, Museums
Paper type Research paper
Introduction
Despite its negative image (Della Corte and Micera, 2007) the Province of Naples has
suf?cient appeal to create high tourist demand. The landscapes and the cultural heritage
goods situated in the Province of Naples represent assets of evident attractiveness,
engendering a large number of visitors every year. However, the image of the territory risks
being even more penalized due to the recent refuse emergency. The outcome could be a
decrease in the number of tourist and visitors to museums situated in the Province.
The blackened image and the issues related to the collection and disposal of rubbish have
already produced negative effects. Some countries, for example, have refused to import
food products from the Province of Naples; one instance in this respect is the temporary
bans on importing mozzarella from this Province, imposed by Japan and South Korea in
March 2008. The reason why these countries banned imports of the cheese was due high
levels of dioxin found in milk samples in southern Italy, deriving from the tons of uncollected
DOI 10.1108/17506181111111771 VOL. 5 NO. 1 2011, pp. 69-79, Q Emerald Group Publishing Limited, ISSN 1750-6182
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INTERNATIONAL JOURNAL OF CULTURE, TOURISM AND HOSPITALITY RESEARCH
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PAGE 69
Alfonso Siano is based in
Corporate Communication,
E-Marketing, and
Mario Siglioccolo is based
in Marketing and
Communication, both at the
University of Salerno,
Fisciano, Salerno, Italy.
Received: February 2009
Revised: May 2009
Accepted: December 2009
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rubbish that led to the contamination of water buffalo herds, which produce the milk for
mozzarella (BBC, 2008).
The effects of the negative image of the Province of Naples, recently penalized by the refuse
emergency in the Province, logically speaking, could have had an impact on the tourism
demand. Besides features strictly connected to refuse emergency, the bad image
characterizing this Province does need to be changed positively, as stressed by local
authorities (Nucleo di Valutazione e Veri?ca degli Investimenti Pubblici, 2005), to enhance
tourist demand. This is the main reason why, before analysing the weight of the impact of the
rubbish emergency on the number of tourists visiting the area, a reviewof the literature on the
concept of destination image might be useful for better understanding in terms of the
attributes that in?uence destination image. The identi?cation of the attributes determining
destination image will enable the identi?cation both of potentially corrective measures and
tools for the revival of the Province of Naples in terms of image.
Literature review
Since image affects individuals’ subjective perception and consequent behavior and
destination choices (Baloglu, 1997; Chon, 1991; Echtner and Ritchie, 1993; Goodrich, 1978;
Kotler et al., 1993; Woodside et al., 2002).
Research attention focuses on the notion of image (Ahmed, 1996; Chon, 1990; Colton, 1987;
Gartner, 1986; Gunn, 1989; Keown et al., 1984; Moutinho, 1984; Phelps, 1986; Smith, 1984;
Telisman-Kosuta, 1989; Woodside and Sherrell, 1977). Research demonstrates that image is
a valuable concept in understanding the destination selection process of tourists (Baloglu
and Brinberg, 1997; Echtner and Ritchie, 1993; Hosany et al., 2007).
The most common attributes that researchers use to measure destination image are quite
functional, others are distinctly psychological (for example, friendliness), while some are
either (cleanliness) (Ahmed, 1996; Baloglu and McCleary, 1999; Chon, 1990; Gunn, 1989;
Keown et al., 1984; Phelps, 1986; Smith, 1984; Telisman-Kosuta, 1989). Based on 13
selected attributes (both functional and psychological), provided by a previous research,
the identi?cation of strong and weak points in the image of the Province of Naples allow
identifying corrective actions needed to improve negative features of the image of the
Province of Naples.
Before elaborating corrective practices, the need exists to estimate the weight the temporary
impact of refuse emergency on the inbound tourism demand and the number of visitors to
museums situated in the Province of Naples. Based on this main aim, the following section
details the speci?c objectives of the present paper.
Research objectives
The present paper analyzes the impact the rubbish emergency of the Province of Naples
generates on inbound tourism demand and on the number of visitors to museums situated in
this Province. According to television, the world press, the internet, and other institutions, this
controversial crisis has had a disastrous impact on the local economy, above all on the
tourism sector; as a consequence there would have been a sharp drop in the number of
tourists arriving in the Province of Naples, particularly during the early months of 2008.
As a reference consider an estimation made by Bankitalia (the Central Bank of the Italian
Republic) at the beginning of 2008. The institution estimated a decrease to the extent of 220
percent of visitors arriving in the Province of Naples during the ?rst four months of 2008,
when the crisis reached its climax, compared to the same period of the previous year 2007
(Capua, 2008). The decrease in number of tourists could be attributed above all, by a huge
drop in the number of foreign tourists coming to this Province.
The lines of the research consist of the following:
B evaluate whether, and to what extent, there has been, a drop in the number of tourists in
the period the crisis reached a climax;
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B assess whether there has been a decrease in the number of visitors to museums placed in
the Province; and
B identify corrective practices to improve the negative attributes of the image of the
Province of Naples.
According to ‘‘Turismo d’Italia, 2008’’, the of?cial periodical of the Italian Federation of
Hotels, 800,000 people (4 percent of the Italian labour force) are employed in Italy in the
tourism sector. The Province of Naples represents the third Province in Italy (after Milan and
Rome) for numbers (26,526) employed in this sector. The issues raised de?nitely need to be
addressed, since local economy is soundly based on tourism and most of the organizations
(hotels, museums, etc) operating in this sector are reasonably worried about the impact that
the refuse emergency could have on the local economy.
The focus on cultural tourism is justi?able as the cultural heritage goods placed within this
Province have a consolidated appeal (the National Archaeological Museum of Naples, the
ruins of Pompeii and Herculaneum have been on the list of the 30 most visited Italian
museums for many years) and have always generated a deeply positive impact on the local
economy. The 26 museums analysed placed within this Province engendered a turnover of
25,884,876 of Euros in the year 2007 (data provided by the Italian Ministry of Culture and
available at the following link: statistica.beniculturali.it/Visitatori_e_introiti_musei_07.htm).
While institutions, as Bankitalia, only provided estimates on the drop in the number of
visitors, the present paper is based on historical data referring to the early months of 2008.
The data enable the calculation of the effective variation in the number of tourists and visitors
to the museums arriving in the Province, compared to the same period of the previous years.
Before illustrating the ?ndings of the research, a brief description of the refuse emergency in
the Province of Naples follows.
The refuse emergency in the Province of Naples
The of?cial start of the refuse emergency was declared on 11 February 1994, when the Italian
Government decidedtocommissionthePrefect of Naples with thecompulsory administration
of rubbishandrefusedumpmanagement. Hewas giventheprincipal task of identifyingillegal
waste deposits, to overcome the ‘‘environmental’’, and ‘‘criminal’’ emergency, due to the
involvement of local criminal sectors in the process of waste management.
Despite this, organized crime activities and local incompetence have continued contributing
to the failure in resolving this emergency. In June 2007, the municipal workers refused to
collect further rubbish; as a result, the rubbish began appearing as regular ?xtures on the
streets of Naples, posing severe health risks to the metropolitan population. On December
31 2007, the Government closed one of two major dumps situated near Naples at the
request of the city’s residents.
In the Province of Naples, rubbish was left uncollected for weeks, forcing the closure of
schools on health grounds and leading frustrated residents to set ?re to rubbish bags piled
high in the streets. The uncollected rubbish and open ?res posed serious health and
environmental risks in terms of widespread infection and air, water and land pollution.
This situation and the disastrous implications of illegal waste disposal for the health of the
local residents and for the environment are deeply worrying. The crisis reached a climax in
the ?rst two months of 2008. Stavros Dimas, European Commissioner for the environment,
reported this dramatic scenario to European Parliament plenary session in Strasbourg,
Tuesday 15 January 2008:
. . . The waste piling up in the streets of Naples and other nearby Cities, impressively documented
by press reports has reached an estimated and incredible amount of 100.000 tons since the end
of December 2007 . . . what we are witnessing these days in Naples is not a crisis coming out of
the blue. It is the culmination of a more than a 14 year old process of insuf?cient implementation of
European waste legislation for which Italy has repeatedly been condemned by the European
Court of Justice (Speech by Stavros Dimas at the EP plenary session in Strasbourg, Tuesday 15
January 2008).
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On 27 June 2008, the European Commission started an infringement procedure against Italy
for violating the EU’s Waste Framework Directive (Directive 2006/12).
In January 2008, the Italian government made plans to resolve the crisis, including the
building of three new incinerators. The army was also called in to bulldoze the rubbish from
the streets of Caserta while protesters clashed with police in the Naples downtown area.
However, over 200,000 tons of rubbish remained on the streets.
It was only in May that the Italian government was able to ?nd new waste dumps and to
accelerate the building of the incinerators. In July 2008, rubbish had almost completely
been removed from the streets and the Prime Minister declared the emergency over (Bu?,
2008).
Measuring the people’s perceptions of the refuse emergency
Is measuring the perceptions people have had of the refuse emergency possible? In the ?rst
place, objective indicators which could help give evidence of the rubbish crisis were
identi?ed. Two principal indicators, the ‘‘collection of items for recycling’’ and the
‘‘production of urban rubbish’’, were recorded, as these indicators are often used to quantify
the quality of urban environment. However, the indicators are not immediately suggestive of
the crisis – neither can express people’s perception of the refuse emergency (e.g. the
amount of items collected for recycling and the amount of refuse produced, do not show the
quantity of rubbish piling up in the streets).
For this reason, we chose to use subjective indicators concerning the perception of
cleanliness in the street, expressed by a sample of tourists staying in the Province of Naples
at the beginning of 2008. A research carried out annually by Doxa (the well-known Italian
institute for market research) quanti?es numerically the perception that tourists have had of
the ‘‘cleanliness of the streets’’ (see Figure 1, section ‘‘Practical implications’’). The survey,
conducted annually by Doxa, is commissioned by the ‘‘Osservatorio del Turismo’’, an
organization which studies tourist ?ows in Campania. For further information: Osservatorio
del Turismo (2008), ‘‘Newsletter of information about tourist systems in Campania’’, January
2008.
The survey analyzed a sample of 516 individuals leaving from the airport of Naples after a
holiday in the Province of Naples, in the ?rst days of January 2008. The sample was
representative of the adult population of nine countries (Italy, Germany, UK, France, Austria,
The Netherlands, Switzerland, Belgium, USA and Japan).
Figure 1 The 13 attributes assessed by the sample of tourists
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The research measured the perception of the sample interviewed on 13 attributes indicative
of the image pertinent to the Province of Naples (landscape, cultural heritage, night life, etc),
with ratings ranging from a maximum of 5 (corresponding to ‘‘very satis?ed’’) and 4 (‘‘quite
satis?ed’’) to a minimum of 1 (corresponding to ‘‘extremely dissatis?ed’’) and 2 (‘‘quite
dissatis?ed’’) on the scale used, 3 corresponds to an average assessment.
Respondents gave a negative judgement (1.7) on one speci?c attribute: ‘‘cleanliness of the
streets’’; this item concerns the perception of the refuse emergency in the mind of the
respondents. A comparison with the same survey performed the previous year shows
discrepancies: the perception of this item at the beginning of 2007 was rated at 2.2. In other
words, the negative judgement people had of the cleanliness of the Province streets has
worsened due to the contingent refuse emergency. If most of the levels of satisfaction
remained constant, once again the assessment of urban hygiene was de?nitely negative.
The remaining attributes assessed by the tourists will enable proposals to be made in terms
of actions to be undertaken in order to guarantee the development of tourism ?ows to the
Province of Naples.
Research design and ?ndings
The study is based on secondary data consisting of number of monthly visitor arrivals, and of
monthly visitors to museums located in the Province of Naples in the ?rst two months of 2008
(the peak period of the crisis, as estimated by Bankitalia).
Variations between the period the crisis reached a peak (January-February 2008), and the
same period of the previous four years (2004-2007) clarify any eventual decrease in inbound
tourism demand and in the number of museum visitors.
Data on the number of tourists arriving in the Province of Naples between 2004 and 2007 are
provided by the ‘‘Osservatorio del Turismo’’ of the Campania Region (an organization which
monitors tourist ?ows for the Campania Region). The ‘‘Osservatorio’’ collects data annually
from the ?ve EPTs (‘‘Ente Provinciale per il Turismo’’ – Provincial Organization for local
Tourism) of the Campania Region. The ‘‘Osservatorio’’ will be closed in a fewmonths and has
not monitored tourist ?ows for 2008. Data on the ?rst two months of 2008 have been collected
from the EPT of the Province of Naples (the data are available at the following web sites:
osservatorioturismocampania.it/x_doc/statistiche/4/totaleregioanle.pdf; eptnapoli.info/
bollettino.asp), to verify whether the decrease in the number of tourists estimated by
Bankitalia can be con?rmed.
With regard to the number of visitors to museums in this Province, data have been collected
at the Italian Ministry of Culture. The survey takes into consideration museums,
archaeological sites, monuments and parks, naturalist and/or cultural circuits located in
the Province of Naples, owned and directly managed by the State or by appointed
organizations (these data are available at the following link: statistica.beniculturali.it/V
isitatori_e_introiti_musei.htm For the ?rst months of 2008, data have been kindly supplied by
the Statistic Of?ce of the Italian Ministry of Culture). The period analysed is from January to
April 2004-2008 at present, we dispose of data for these four months.
Research ?ndings show the percentual variation in the number of tourists arriving in the
Province and visitors to museums between the ?rst two months of 2007 and 2008. However,
this variation could be in?uenced by contingent positive or negative results for 2007; for this
reason are also expressed variations in the number of tourists and visitors to museums on a
wider time scale (Dt 2004-2008).
The number of tourists arriving in the Province of Naples: a comparison between the
?rst two months of 2004-2008
Data showa growing trend in the total number of tourists arriving in the Province from2004 to
2006 (Figure 2). According to estimates, the ?rst two months of 2008 should show the most
signi?cant drop in the number of tourists, if compared to the same period of the year 2007.
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Data for the ?rst two months show unexpected and comforting results: the ?rst two months of
the year 2008 showthe highest number of arrivals in the Province of Naples since 2004 with a
variation of þ2:71 percent, compared to the same period of the previous year
(January-February 2007). The variation on the wider time scale considered (Dt
2004-2008) shows an increase from 2004 to 2008 of the þ8:06 percent. The increasing
trend in terms of the total number of tourists did not showany decrease during the period the
refuse emergency reached a climax in the Province of Naples. There is quite a considerable
gap between these ?ndings albeit negative, and the pessimistic estimate made by
Bankitalia.
Even if data reveal an increase in the total number of tourists tout court, the number of foreign
tourists arriving in the Province of Naples has undergone a decline, as esteemed by
Bankitalia: for the ?rst two months of 2008, the decrease in the number of tourists arriving in
the Province of Naples was 25:98 percent, compared to the same period of the previous
year (Figure 3), even though, on a wider time scale (Dt 2004-2008), the variation in the
number of tourists is positive (þ2:71).
What is interesting to notice is that the average stay of foreign tourists, for the ?rst
two months of 2008 has decreased of the 28:39 percent, compared to the same
period of the previous year (data are available at the following web sites:
osservatorioturismocampania.it/x_doc/statistiche/4/totaleregioanle.pdf; eptnapoli.info/
bollettino.asp). The news spread by worldwide media can have in?uenced tourists’
behavior, moving forwards them to stay a reduced amount of days in the Province of
Naples.
Figure 2 The number of tourists arriving in the Province of Naples during the ?rst two
months of the years 2004-2008
Figure 3 The number of foreign tourists arriving in the Province of Naples for the ?rst two
months of the years 2004-2008
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The number of visitors to museums in the Province of Naples: a comparison
between the ?rst four months of 2004-2008
Has the refuse emergency had an impact on the number of visitors to museums placed in the
Province? The question is interesting, since, as seen previously, local economy is based
largely on the cultural tourism generated by the heritage placed within the Province (Corte´ s
Imenez, 2006). In the Province of Naples there are almost half the number of museums and
archaeological sites of the Region Campania (26 museums out of 61).
Findings in terms of the number of visitors to the sites and museums placed in the Province
of Naples, for the ?rst four months of 2004-2008 are extremely interesting.
The total number of visitors has been on the increase from 2004 to 2008. From the
comparison between the ?rst four months of the three years analyzed, a modest growth
trend is highlighted during the ?rst four months of 2008 (Figure 4).
The ?rst four months of 2008 show the highest number of visitors compared with previous
years. The percentual variation between the ?rst four months of 2007-2008 shows an
increase of the þ3:97 percent in the number of visitors. Also the variation on the wider time
scale considered (Dt 2004-2008) shows an increase of the þ16:17 percent in the number of
visitors.
These data are quite interesting: they indicate that cultural tourism has not been damaged
by the crisis occurring within the Province. The number of tourists has not recorded any drop
subsequent to the crisis generated by the refuse emergency; this can be explained because
in the Province of Naples museums of great appeal are to be found; their appeal has not
been damaged by the refuse emergency, at least during the ?rst four months of 2008.
Cultural tourism did not show any signi?cant variations during the period considered.
Research limitations and indications for further research
The research is based on historical data that do not refer to the entire period in which the
crisis took place; data concerning the months from March to June 2008 (when the
emergency ?nished) are being collected at present, by the local EPT. In addition, the study
does not consider the long-term impact of the refuse emergency on inbound tourism
demand, as the crisis has only recently been resolved.
Practical implications elaborated in the following section fail to incorporate all of the relevant
functional and psychological characteristics of the destination image, as they are based on
secondary data.
Further research could aim to deepen this feature, and measure both the impact of the
refuse emergency on the inbound tourism to this Province in the next months and the
negative aspects of urban cleanliness which could negatively impact on the tourists’
decisions to travel to the province of Naples.
Figure 4 The number of visitors to museums in the Province of Naples: total number for the
?rst four months of the years 2004-2008
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Conclusions and practical implications
Data that the present paper presents reveal three main results:
1. there has been a growth in the arrivals of tourists to the Province of Naples during the ?rst
months of 2008 (compared to the ?rst two months of 2007 the number of tourists in the ?rst
four months of 2008 increased by þ2:71 percent);
2. in the ?rst two months of 2008, the number of foreign tourists decreased (compared to the
?rst two months of 2007 by 25:98 percent) and the average stay (compared to the ?rst
two months of 2007 by 28:39 percent); and
3. there was a growth in the number of visitors to the museums placed within the Province
(the comparison between the ?rst four months of 2007 and 2008 shows an increase of
þ3:97 percent).
Although inbound tourism and the number of visitors to museums has not shown negative
variations related to the occurrence of the refuse emergency, tourism in Province of Naples
has not been adequately developed in order to produce positive effects on organizations
(hotels, restaurants, etc.) operating in the territory; as an example, tourists to this province
prefer to keep their daily expenses low and their average stay (Nucleo di Valutazione e
Veri?ca degli Investimenti Pubblici, 2005) to the minimum. Which attributes of the image of
the province of Naples could be improved? What corrective action could be undertaken by
local government to recover them?
Substantial evidence exists to support the proposition that consumer perceptions and
preferences should be the basis for tourism marketing and consumer policy (Woodside and
Lysonski, 1989). Before indicating measures for increasing tourism in the Province of
Naples, the elements of weakness concerning the offer of the Province of Naples need to be
identi?ed. These elements identi?ed by the annual Doxa survey (see section ‘‘Measuring
people’s perceptions of the refuse emergency’’). The survey measured the perceptions of
the sample of people interviewed on 13 elements with ratings ranging from a maximum of 5
to a minimum of 1.
The results of the survey contribute to the devising of indications for enhancing tourismin the
Province of Naples. The ?rst is the need to improve current conditions of the local offer.
The cultural heritage located in the Province of Naples, indicated by the sample as very
attractive (Figure 1) represents the starting point from which it is advisable to build tourist
offers. The elements underneath the dotted line (prices, quality of local transport, security of
the area, cleanliness of the streets) represent the attributes given a negative average
assessment by the sample (with an average assessment underneath the rating ‘‘4’’). These,
after removal of the rubbish from the streets, are the principal items to be dealt with in terms
of improving tourist perceptions.
The following elements need addressing (Figure 5):
B Devising and communication of ethical and behavioral principles as guidelines for the
members of the local government and the residents. The principles should aim to modify
the local culture (in terms of waste) encouraging citizens to organize a separate collection
of the rubbish and to nourish moreover, greater respect for the environment and to
support actions in favour of eco-sustainability.
B Reduction of prices: e.g. local government should provide tax incentives to local
organizations.
B Improvement of safety measures, through the intensi?cation of local police of?cers.
B Enhancement of local transport, above all on tourist location routes.
To communicating the changes occurring in the territory and should support the creation of
appropriate expectations in the perception of the public, the tools in Figure 5 should inform
planners:
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B Creation of a code of conduct and ethics which can be considered a mean of
communication for both residents and foreigners.
B Devising of an ad hoc communication plan, which communicates to stakeholders
(internal and external to the territory) the positive changes occurring, and to solicit
residents to adhere to the code of ethics and conduct.
B Guides for differentiated rubbish collection.
B Charts indicating tourist connections.
B Charts indicating the crimes most frequently committed.
B The promotion of integrated tourism packages.
B Subsequent to putting in place these actions and tools, educational tours could be
planned (Siano et al., 2009): local or national government could invite key stakeholders
(opinion leaders, tour operators, etc.) from several countries, to show the positive actions
put in place to recover the people perception or in other words, image of the Province of
Naples.
A third type of action should measure the results achieved. The monitoring of the activities in
place is needed to measure the public perceptions and to devise further action.
Today, strategic image management represents ‘‘the ongoing process of researching a
place’s image among its audiences, and positioning the place’s bene?ts to support an
existing image or create a new image, and communicating those bene?ts to the target
audiences’’ (Kotler et al., 1993), and is a source to increase the number of tourists and
business visitors to a destination.
The measures that this article describes represent minimum scale action for improving
perceptions that potential tourists nurture about the Province of Naples. Already some of the
corrective actions (guides for the differentiated rubbish collection) are in place in the majority
of Cities in the Province of Naples. What is needed however extensive investment to improve
the other negative features that characterize the image of the Province.
Figure 5 Elements of weakness, possible corrective actions and tools to communicate the
changes occurring in the Province of Naples
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points. Rethinking cultural marketing for weak areas’’, paper presented at the 8th International Marketing
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Further reading
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pp. 1-7.
Corresponding author
Alfonso Siano can be contacted at: [email protected]
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doc_595318884.pdf
This study aims to assess whether or not the weight of the impact of the recent rubbish
emergency in the Province of Naples (Italy) causes a temporary impact inbound tourism demand and
the number of visitors to museums situated in the Province
International Journal of Culture, Tourism and Hospitality Research
Rubbish emergency impact on in-bound tourism demand and on the number of visitors to museums
Alfonso Siano Mario Siglioccolo
Article information:
To cite this document:
Alfonso Siano Mario Siglioccolo, (2011),"Rubbish emergency impact on in-bound tourism demand and on the number of visitors to
museums", International J ournal of Culture, Tourism and Hospitality Research, Vol. 5 Iss 1 pp. 69 - 79
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Rubbish emergency impact on in-bound
tourism demand and on the number of
visitors to museums
Alfonso Siano and Mario Siglioccolo
Abstract
Purpose – This study aims to assess whether or not the weight of the impact of the recent rubbish
emergency in the Province of Naples (Italy) causes a temporary impact inbound tourism demand and
the number of visitors to museums situated in the Province.
Design/methodology/approach – The research is based on secondary data referring to monthly
tourist arrivals and visitors to museums to the Province of Naples, during the period in which crisis
reached its climax. The variation of tourist arrivals and visitors to museums between this period and the
same period of the previous four years represents the means for detecting an eventual decrease in
inbound tourism demand and visitors to museums.
Findings – Research ?ndings showthe variation in the number of tourists and in the number of visitors to
museums in the Province from 2004 to 2008. Despite the pessimistic estimates reported by media, the
situation in the Province of Naples, during the period in which the refuse emergency reached a climax, is
quite surprising.
Research limitations/implications – Historical data do not refer to the whole period during which the
crisis took place. The study cannot consider the long-term impact of the refuse emergency on inbound
tourism demand and on museum visitors, seeing as the crisis has only recently been resolved.
Practical implications – The research detects strong and weak points in the tourist offer in the Province
of Naples; the elaboration of corrective practices and tools for reinforcing the image of the Province of
Naples represent practical implications useful to local government, tourism operators, and museum
managers.
Originality/value – This study is an initial attempt to analyse the impact of the refuse emergency on
inbound tourism demand and on visitors to museums.
Keywords Refuse, Tourism, Museums
Paper type Research paper
Introduction
Despite its negative image (Della Corte and Micera, 2007) the Province of Naples has
suf?cient appeal to create high tourist demand. The landscapes and the cultural heritage
goods situated in the Province of Naples represent assets of evident attractiveness,
engendering a large number of visitors every year. However, the image of the territory risks
being even more penalized due to the recent refuse emergency. The outcome could be a
decrease in the number of tourist and visitors to museums situated in the Province.
The blackened image and the issues related to the collection and disposal of rubbish have
already produced negative effects. Some countries, for example, have refused to import
food products from the Province of Naples; one instance in this respect is the temporary
bans on importing mozzarella from this Province, imposed by Japan and South Korea in
March 2008. The reason why these countries banned imports of the cheese was due high
levels of dioxin found in milk samples in southern Italy, deriving from the tons of uncollected
DOI 10.1108/17506181111111771 VOL. 5 NO. 1 2011, pp. 69-79, Q Emerald Group Publishing Limited, ISSN 1750-6182
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PAGE 69
Alfonso Siano is based in
Corporate Communication,
E-Marketing, and
Mario Siglioccolo is based
in Marketing and
Communication, both at the
University of Salerno,
Fisciano, Salerno, Italy.
Received: February 2009
Revised: May 2009
Accepted: December 2009
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rubbish that led to the contamination of water buffalo herds, which produce the milk for
mozzarella (BBC, 2008).
The effects of the negative image of the Province of Naples, recently penalized by the refuse
emergency in the Province, logically speaking, could have had an impact on the tourism
demand. Besides features strictly connected to refuse emergency, the bad image
characterizing this Province does need to be changed positively, as stressed by local
authorities (Nucleo di Valutazione e Veri?ca degli Investimenti Pubblici, 2005), to enhance
tourist demand. This is the main reason why, before analysing the weight of the impact of the
rubbish emergency on the number of tourists visiting the area, a reviewof the literature on the
concept of destination image might be useful for better understanding in terms of the
attributes that in?uence destination image. The identi?cation of the attributes determining
destination image will enable the identi?cation both of potentially corrective measures and
tools for the revival of the Province of Naples in terms of image.
Literature review
Since image affects individuals’ subjective perception and consequent behavior and
destination choices (Baloglu, 1997; Chon, 1991; Echtner and Ritchie, 1993; Goodrich, 1978;
Kotler et al., 1993; Woodside et al., 2002).
Research attention focuses on the notion of image (Ahmed, 1996; Chon, 1990; Colton, 1987;
Gartner, 1986; Gunn, 1989; Keown et al., 1984; Moutinho, 1984; Phelps, 1986; Smith, 1984;
Telisman-Kosuta, 1989; Woodside and Sherrell, 1977). Research demonstrates that image is
a valuable concept in understanding the destination selection process of tourists (Baloglu
and Brinberg, 1997; Echtner and Ritchie, 1993; Hosany et al., 2007).
The most common attributes that researchers use to measure destination image are quite
functional, others are distinctly psychological (for example, friendliness), while some are
either (cleanliness) (Ahmed, 1996; Baloglu and McCleary, 1999; Chon, 1990; Gunn, 1989;
Keown et al., 1984; Phelps, 1986; Smith, 1984; Telisman-Kosuta, 1989). Based on 13
selected attributes (both functional and psychological), provided by a previous research,
the identi?cation of strong and weak points in the image of the Province of Naples allow
identifying corrective actions needed to improve negative features of the image of the
Province of Naples.
Before elaborating corrective practices, the need exists to estimate the weight the temporary
impact of refuse emergency on the inbound tourism demand and the number of visitors to
museums situated in the Province of Naples. Based on this main aim, the following section
details the speci?c objectives of the present paper.
Research objectives
The present paper analyzes the impact the rubbish emergency of the Province of Naples
generates on inbound tourism demand and on the number of visitors to museums situated in
this Province. According to television, the world press, the internet, and other institutions, this
controversial crisis has had a disastrous impact on the local economy, above all on the
tourism sector; as a consequence there would have been a sharp drop in the number of
tourists arriving in the Province of Naples, particularly during the early months of 2008.
As a reference consider an estimation made by Bankitalia (the Central Bank of the Italian
Republic) at the beginning of 2008. The institution estimated a decrease to the extent of 220
percent of visitors arriving in the Province of Naples during the ?rst four months of 2008,
when the crisis reached its climax, compared to the same period of the previous year 2007
(Capua, 2008). The decrease in number of tourists could be attributed above all, by a huge
drop in the number of foreign tourists coming to this Province.
The lines of the research consist of the following:
B evaluate whether, and to what extent, there has been, a drop in the number of tourists in
the period the crisis reached a climax;
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B assess whether there has been a decrease in the number of visitors to museums placed in
the Province; and
B identify corrective practices to improve the negative attributes of the image of the
Province of Naples.
According to ‘‘Turismo d’Italia, 2008’’, the of?cial periodical of the Italian Federation of
Hotels, 800,000 people (4 percent of the Italian labour force) are employed in Italy in the
tourism sector. The Province of Naples represents the third Province in Italy (after Milan and
Rome) for numbers (26,526) employed in this sector. The issues raised de?nitely need to be
addressed, since local economy is soundly based on tourism and most of the organizations
(hotels, museums, etc) operating in this sector are reasonably worried about the impact that
the refuse emergency could have on the local economy.
The focus on cultural tourism is justi?able as the cultural heritage goods placed within this
Province have a consolidated appeal (the National Archaeological Museum of Naples, the
ruins of Pompeii and Herculaneum have been on the list of the 30 most visited Italian
museums for many years) and have always generated a deeply positive impact on the local
economy. The 26 museums analysed placed within this Province engendered a turnover of
25,884,876 of Euros in the year 2007 (data provided by the Italian Ministry of Culture and
available at the following link: statistica.beniculturali.it/Visitatori_e_introiti_musei_07.htm).
While institutions, as Bankitalia, only provided estimates on the drop in the number of
visitors, the present paper is based on historical data referring to the early months of 2008.
The data enable the calculation of the effective variation in the number of tourists and visitors
to the museums arriving in the Province, compared to the same period of the previous years.
Before illustrating the ?ndings of the research, a brief description of the refuse emergency in
the Province of Naples follows.
The refuse emergency in the Province of Naples
The of?cial start of the refuse emergency was declared on 11 February 1994, when the Italian
Government decidedtocommissionthePrefect of Naples with thecompulsory administration
of rubbishandrefusedumpmanagement. Hewas giventheprincipal task of identifyingillegal
waste deposits, to overcome the ‘‘environmental’’, and ‘‘criminal’’ emergency, due to the
involvement of local criminal sectors in the process of waste management.
Despite this, organized crime activities and local incompetence have continued contributing
to the failure in resolving this emergency. In June 2007, the municipal workers refused to
collect further rubbish; as a result, the rubbish began appearing as regular ?xtures on the
streets of Naples, posing severe health risks to the metropolitan population. On December
31 2007, the Government closed one of two major dumps situated near Naples at the
request of the city’s residents.
In the Province of Naples, rubbish was left uncollected for weeks, forcing the closure of
schools on health grounds and leading frustrated residents to set ?re to rubbish bags piled
high in the streets. The uncollected rubbish and open ?res posed serious health and
environmental risks in terms of widespread infection and air, water and land pollution.
This situation and the disastrous implications of illegal waste disposal for the health of the
local residents and for the environment are deeply worrying. The crisis reached a climax in
the ?rst two months of 2008. Stavros Dimas, European Commissioner for the environment,
reported this dramatic scenario to European Parliament plenary session in Strasbourg,
Tuesday 15 January 2008:
. . . The waste piling up in the streets of Naples and other nearby Cities, impressively documented
by press reports has reached an estimated and incredible amount of 100.000 tons since the end
of December 2007 . . . what we are witnessing these days in Naples is not a crisis coming out of
the blue. It is the culmination of a more than a 14 year old process of insuf?cient implementation of
European waste legislation for which Italy has repeatedly been condemned by the European
Court of Justice (Speech by Stavros Dimas at the EP plenary session in Strasbourg, Tuesday 15
January 2008).
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On 27 June 2008, the European Commission started an infringement procedure against Italy
for violating the EU’s Waste Framework Directive (Directive 2006/12).
In January 2008, the Italian government made plans to resolve the crisis, including the
building of three new incinerators. The army was also called in to bulldoze the rubbish from
the streets of Caserta while protesters clashed with police in the Naples downtown area.
However, over 200,000 tons of rubbish remained on the streets.
It was only in May that the Italian government was able to ?nd new waste dumps and to
accelerate the building of the incinerators. In July 2008, rubbish had almost completely
been removed from the streets and the Prime Minister declared the emergency over (Bu?,
2008).
Measuring the people’s perceptions of the refuse emergency
Is measuring the perceptions people have had of the refuse emergency possible? In the ?rst
place, objective indicators which could help give evidence of the rubbish crisis were
identi?ed. Two principal indicators, the ‘‘collection of items for recycling’’ and the
‘‘production of urban rubbish’’, were recorded, as these indicators are often used to quantify
the quality of urban environment. However, the indicators are not immediately suggestive of
the crisis – neither can express people’s perception of the refuse emergency (e.g. the
amount of items collected for recycling and the amount of refuse produced, do not show the
quantity of rubbish piling up in the streets).
For this reason, we chose to use subjective indicators concerning the perception of
cleanliness in the street, expressed by a sample of tourists staying in the Province of Naples
at the beginning of 2008. A research carried out annually by Doxa (the well-known Italian
institute for market research) quanti?es numerically the perception that tourists have had of
the ‘‘cleanliness of the streets’’ (see Figure 1, section ‘‘Practical implications’’). The survey,
conducted annually by Doxa, is commissioned by the ‘‘Osservatorio del Turismo’’, an
organization which studies tourist ?ows in Campania. For further information: Osservatorio
del Turismo (2008), ‘‘Newsletter of information about tourist systems in Campania’’, January
2008.
The survey analyzed a sample of 516 individuals leaving from the airport of Naples after a
holiday in the Province of Naples, in the ?rst days of January 2008. The sample was
representative of the adult population of nine countries (Italy, Germany, UK, France, Austria,
The Netherlands, Switzerland, Belgium, USA and Japan).
Figure 1 The 13 attributes assessed by the sample of tourists
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The research measured the perception of the sample interviewed on 13 attributes indicative
of the image pertinent to the Province of Naples (landscape, cultural heritage, night life, etc),
with ratings ranging from a maximum of 5 (corresponding to ‘‘very satis?ed’’) and 4 (‘‘quite
satis?ed’’) to a minimum of 1 (corresponding to ‘‘extremely dissatis?ed’’) and 2 (‘‘quite
dissatis?ed’’) on the scale used, 3 corresponds to an average assessment.
Respondents gave a negative judgement (1.7) on one speci?c attribute: ‘‘cleanliness of the
streets’’; this item concerns the perception of the refuse emergency in the mind of the
respondents. A comparison with the same survey performed the previous year shows
discrepancies: the perception of this item at the beginning of 2007 was rated at 2.2. In other
words, the negative judgement people had of the cleanliness of the Province streets has
worsened due to the contingent refuse emergency. If most of the levels of satisfaction
remained constant, once again the assessment of urban hygiene was de?nitely negative.
The remaining attributes assessed by the tourists will enable proposals to be made in terms
of actions to be undertaken in order to guarantee the development of tourism ?ows to the
Province of Naples.
Research design and ?ndings
The study is based on secondary data consisting of number of monthly visitor arrivals, and of
monthly visitors to museums located in the Province of Naples in the ?rst two months of 2008
(the peak period of the crisis, as estimated by Bankitalia).
Variations between the period the crisis reached a peak (January-February 2008), and the
same period of the previous four years (2004-2007) clarify any eventual decrease in inbound
tourism demand and in the number of museum visitors.
Data on the number of tourists arriving in the Province of Naples between 2004 and 2007 are
provided by the ‘‘Osservatorio del Turismo’’ of the Campania Region (an organization which
monitors tourist ?ows for the Campania Region). The ‘‘Osservatorio’’ collects data annually
from the ?ve EPTs (‘‘Ente Provinciale per il Turismo’’ – Provincial Organization for local
Tourism) of the Campania Region. The ‘‘Osservatorio’’ will be closed in a fewmonths and has
not monitored tourist ?ows for 2008. Data on the ?rst two months of 2008 have been collected
from the EPT of the Province of Naples (the data are available at the following web sites:
osservatorioturismocampania.it/x_doc/statistiche/4/totaleregioanle.pdf; eptnapoli.info/
bollettino.asp), to verify whether the decrease in the number of tourists estimated by
Bankitalia can be con?rmed.
With regard to the number of visitors to museums in this Province, data have been collected
at the Italian Ministry of Culture. The survey takes into consideration museums,
archaeological sites, monuments and parks, naturalist and/or cultural circuits located in
the Province of Naples, owned and directly managed by the State or by appointed
organizations (these data are available at the following link: statistica.beniculturali.it/V
isitatori_e_introiti_musei.htm For the ?rst months of 2008, data have been kindly supplied by
the Statistic Of?ce of the Italian Ministry of Culture). The period analysed is from January to
April 2004-2008 at present, we dispose of data for these four months.
Research ?ndings show the percentual variation in the number of tourists arriving in the
Province and visitors to museums between the ?rst two months of 2007 and 2008. However,
this variation could be in?uenced by contingent positive or negative results for 2007; for this
reason are also expressed variations in the number of tourists and visitors to museums on a
wider time scale (Dt 2004-2008).
The number of tourists arriving in the Province of Naples: a comparison between the
?rst two months of 2004-2008
Data showa growing trend in the total number of tourists arriving in the Province from2004 to
2006 (Figure 2). According to estimates, the ?rst two months of 2008 should show the most
signi?cant drop in the number of tourists, if compared to the same period of the year 2007.
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Data for the ?rst two months show unexpected and comforting results: the ?rst two months of
the year 2008 showthe highest number of arrivals in the Province of Naples since 2004 with a
variation of þ2:71 percent, compared to the same period of the previous year
(January-February 2007). The variation on the wider time scale considered (Dt
2004-2008) shows an increase from 2004 to 2008 of the þ8:06 percent. The increasing
trend in terms of the total number of tourists did not showany decrease during the period the
refuse emergency reached a climax in the Province of Naples. There is quite a considerable
gap between these ?ndings albeit negative, and the pessimistic estimate made by
Bankitalia.
Even if data reveal an increase in the total number of tourists tout court, the number of foreign
tourists arriving in the Province of Naples has undergone a decline, as esteemed by
Bankitalia: for the ?rst two months of 2008, the decrease in the number of tourists arriving in
the Province of Naples was 25:98 percent, compared to the same period of the previous
year (Figure 3), even though, on a wider time scale (Dt 2004-2008), the variation in the
number of tourists is positive (þ2:71).
What is interesting to notice is that the average stay of foreign tourists, for the ?rst
two months of 2008 has decreased of the 28:39 percent, compared to the same
period of the previous year (data are available at the following web sites:
osservatorioturismocampania.it/x_doc/statistiche/4/totaleregioanle.pdf; eptnapoli.info/
bollettino.asp). The news spread by worldwide media can have in?uenced tourists’
behavior, moving forwards them to stay a reduced amount of days in the Province of
Naples.
Figure 2 The number of tourists arriving in the Province of Naples during the ?rst two
months of the years 2004-2008
Figure 3 The number of foreign tourists arriving in the Province of Naples for the ?rst two
months of the years 2004-2008
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The number of visitors to museums in the Province of Naples: a comparison
between the ?rst four months of 2004-2008
Has the refuse emergency had an impact on the number of visitors to museums placed in the
Province? The question is interesting, since, as seen previously, local economy is based
largely on the cultural tourism generated by the heritage placed within the Province (Corte´ s
Imenez, 2006). In the Province of Naples there are almost half the number of museums and
archaeological sites of the Region Campania (26 museums out of 61).
Findings in terms of the number of visitors to the sites and museums placed in the Province
of Naples, for the ?rst four months of 2004-2008 are extremely interesting.
The total number of visitors has been on the increase from 2004 to 2008. From the
comparison between the ?rst four months of the three years analyzed, a modest growth
trend is highlighted during the ?rst four months of 2008 (Figure 4).
The ?rst four months of 2008 show the highest number of visitors compared with previous
years. The percentual variation between the ?rst four months of 2007-2008 shows an
increase of the þ3:97 percent in the number of visitors. Also the variation on the wider time
scale considered (Dt 2004-2008) shows an increase of the þ16:17 percent in the number of
visitors.
These data are quite interesting: they indicate that cultural tourism has not been damaged
by the crisis occurring within the Province. The number of tourists has not recorded any drop
subsequent to the crisis generated by the refuse emergency; this can be explained because
in the Province of Naples museums of great appeal are to be found; their appeal has not
been damaged by the refuse emergency, at least during the ?rst four months of 2008.
Cultural tourism did not show any signi?cant variations during the period considered.
Research limitations and indications for further research
The research is based on historical data that do not refer to the entire period in which the
crisis took place; data concerning the months from March to June 2008 (when the
emergency ?nished) are being collected at present, by the local EPT. In addition, the study
does not consider the long-term impact of the refuse emergency on inbound tourism
demand, as the crisis has only recently been resolved.
Practical implications elaborated in the following section fail to incorporate all of the relevant
functional and psychological characteristics of the destination image, as they are based on
secondary data.
Further research could aim to deepen this feature, and measure both the impact of the
refuse emergency on the inbound tourism to this Province in the next months and the
negative aspects of urban cleanliness which could negatively impact on the tourists’
decisions to travel to the province of Naples.
Figure 4 The number of visitors to museums in the Province of Naples: total number for the
?rst four months of the years 2004-2008
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Conclusions and practical implications
Data that the present paper presents reveal three main results:
1. there has been a growth in the arrivals of tourists to the Province of Naples during the ?rst
months of 2008 (compared to the ?rst two months of 2007 the number of tourists in the ?rst
four months of 2008 increased by þ2:71 percent);
2. in the ?rst two months of 2008, the number of foreign tourists decreased (compared to the
?rst two months of 2007 by 25:98 percent) and the average stay (compared to the ?rst
two months of 2007 by 28:39 percent); and
3. there was a growth in the number of visitors to the museums placed within the Province
(the comparison between the ?rst four months of 2007 and 2008 shows an increase of
þ3:97 percent).
Although inbound tourism and the number of visitors to museums has not shown negative
variations related to the occurrence of the refuse emergency, tourism in Province of Naples
has not been adequately developed in order to produce positive effects on organizations
(hotels, restaurants, etc.) operating in the territory; as an example, tourists to this province
prefer to keep their daily expenses low and their average stay (Nucleo di Valutazione e
Veri?ca degli Investimenti Pubblici, 2005) to the minimum. Which attributes of the image of
the province of Naples could be improved? What corrective action could be undertaken by
local government to recover them?
Substantial evidence exists to support the proposition that consumer perceptions and
preferences should be the basis for tourism marketing and consumer policy (Woodside and
Lysonski, 1989). Before indicating measures for increasing tourism in the Province of
Naples, the elements of weakness concerning the offer of the Province of Naples need to be
identi?ed. These elements identi?ed by the annual Doxa survey (see section ‘‘Measuring
people’s perceptions of the refuse emergency’’). The survey measured the perceptions of
the sample of people interviewed on 13 elements with ratings ranging from a maximum of 5
to a minimum of 1.
The results of the survey contribute to the devising of indications for enhancing tourismin the
Province of Naples. The ?rst is the need to improve current conditions of the local offer.
The cultural heritage located in the Province of Naples, indicated by the sample as very
attractive (Figure 1) represents the starting point from which it is advisable to build tourist
offers. The elements underneath the dotted line (prices, quality of local transport, security of
the area, cleanliness of the streets) represent the attributes given a negative average
assessment by the sample (with an average assessment underneath the rating ‘‘4’’). These,
after removal of the rubbish from the streets, are the principal items to be dealt with in terms
of improving tourist perceptions.
The following elements need addressing (Figure 5):
B Devising and communication of ethical and behavioral principles as guidelines for the
members of the local government and the residents. The principles should aim to modify
the local culture (in terms of waste) encouraging citizens to organize a separate collection
of the rubbish and to nourish moreover, greater respect for the environment and to
support actions in favour of eco-sustainability.
B Reduction of prices: e.g. local government should provide tax incentives to local
organizations.
B Improvement of safety measures, through the intensi?cation of local police of?cers.
B Enhancement of local transport, above all on tourist location routes.
To communicating the changes occurring in the territory and should support the creation of
appropriate expectations in the perception of the public, the tools in Figure 5 should inform
planners:
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B Creation of a code of conduct and ethics which can be considered a mean of
communication for both residents and foreigners.
B Devising of an ad hoc communication plan, which communicates to stakeholders
(internal and external to the territory) the positive changes occurring, and to solicit
residents to adhere to the code of ethics and conduct.
B Guides for differentiated rubbish collection.
B Charts indicating tourist connections.
B Charts indicating the crimes most frequently committed.
B The promotion of integrated tourism packages.
B Subsequent to putting in place these actions and tools, educational tours could be
planned (Siano et al., 2009): local or national government could invite key stakeholders
(opinion leaders, tour operators, etc.) from several countries, to show the positive actions
put in place to recover the people perception or in other words, image of the Province of
Naples.
A third type of action should measure the results achieved. The monitoring of the activities in
place is needed to measure the public perceptions and to devise further action.
Today, strategic image management represents ‘‘the ongoing process of researching a
place’s image among its audiences, and positioning the place’s bene?ts to support an
existing image or create a new image, and communicating those bene?ts to the target
audiences’’ (Kotler et al., 1993), and is a source to increase the number of tourists and
business visitors to a destination.
The measures that this article describes represent minimum scale action for improving
perceptions that potential tourists nurture about the Province of Naples. Already some of the
corrective actions (guides for the differentiated rubbish collection) are in place in the majority
of Cities in the Province of Naples. What is needed however extensive investment to improve
the other negative features that characterize the image of the Province.
Figure 5 Elements of weakness, possible corrective actions and tools to communicate the
changes occurring in the Province of Naples
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Corresponding author
Alfonso Siano can be contacted at: [email protected]
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