Destination Planning and Development

Destination Planning
and Development

INTRODUCTION
Tourism Industry is a part of service sector. It is the most growing sector in the economy
and has become an important a source of income. The economic foundations of tourism are the
cultural assets, property and nature of the travel location. This assignment consists of the report
on Rome, Italy travel and tourism. Italy is the fourth most visited country in the international
tourism. It has the highest number of world heritage sites than any other country in the world. It
is rich in culture, cuisine, history, fashion and art. It has beautiful coastline, beaches, mountains
and priceless ancient moments.
TASK
Key traits of the millennial travel market.
Millennial travellers prefer exploring international destinations over domestic locations.
They are digital migrants, innovative thinkers and influential buyers. Their key traits are, they
are tech savvy and dependent on technology as it facilitates them with personalised and
independent travel plan (Becker, 2016). Adding to this they are more experientially driven as
they prefer a unique, authentic and off the beaten track experience. They are calculative, risk are
perceived by them in different way, as they are more risk adverse for their spendings and looks
value for the amount they spend.
Overview of the success of tourism destination.
Tourism in Rome, Italy. Rome maintains the title of Italy's most cultural destination,
attracting around nine million international tourists every year making it the most visited city of
Europe. The approx number of overnight stay in Rome has reached to 24.5 million in 2019. The
archaeological museum Colosseum earned the revenue of roughly 57.5 million euros making it
the most visited museum in 2019. These figures represents an increase of nearly 1.1 million
tourists in comparison with the previous year (Ali, 2015). An average spending per visitor
counted for 2.4 nights in the capital. The foreign tourist accounted for 64% and stayed for an
average of 2.6 nights per visitor.
As per the report of Assoturismo Confesercenti an approx 44.4 million registration were
done for a famous art show Città d'arte, which was almost 600000 more then the previous year.
In 2019, the travel and tourism contribution in Italy's GDP amounts for nearly 237.8 billion
euros, contributing about 13.3% of the overall GDP and is expected to grow to 15.3% by the year

2025. Rome is a seasonal travel destination and the high seasons to visit it are from Palm Sunday
to late June and from mid September to early November.
The 3 key A's Audit
The 6 A's Model developed by Buhalis is referred for designing a competitive marketing
strategy for a travel destination (Chapman, 2016). This model helps in recognising visitors value
for quality, satisfaction and experience. The 6 A's addressed in this model are: Attraction,
Accessibility, Amenities, Available Package, Activities and Ancillary Services. The key 3 A's
are audited below in terms of Rome, Italy
 Attraction- It means shaping the first impression of the visitor by improving and
maintaining the appearance of the country. It includes attractive landscapes and
modernising transportation stations. These are the natural or man-made beauty or special
events. Rome is one of the most attractive tourist destinations because of its incalculable
archaeological and art treasure (Nichols, 2015). It is known for its culture and is the city
with highest numbers of monuments in the world. In Rome, the tourism industry charges
high taxes from their tourist which sometimes gives a second thought to visitors before
making a plan. Ostia the Rome beach and the ruins of Ancient harbour discourage
tourism in Rome.
 Accessibility- It means having comprehensive way finding technique to guide the visitors
to travel from one place to the next. This includes the entire transportation ways,
vehicles, terminals and routes. There is every mode of transportation available in Rome,
Italy. It has a good transportation system as there are two main international airports
situated there. The main railway station Termini Station. It also have other modes like
boat, cars, taxis and public transport for travelling (Dredge and Gyimóthy, eds., 2017).
The bus and tram network is extensive, complex and inefficient. Also the metro tickets do
not accept credit cards as a mode of payment despite of having such slots. And there are
chances of being out of order in case of coins used. The connecting roads of different
cities to Rome are strewn with garbage.
 Amenities- It refers to the agreeableness of a place. It plays a major role in shaping
visitor's experience. It includes accommodation, retailing, Public restrooms, safe drinking
water, connectivity, catering services and other tourist services, emergency services , etc..
The locations of the restaurants and hotels are attractive, the staff management of these