Impact of Covid-19 on Italian Tourism: A Dissertation Study

This dissertation study analyzes the impact of Covid-19 on Italian tourism, including the determinant factors of Italian tourism, reasons for decline in tourism due to Covid-19, and steps taken by Italian tourism after the pandemic. The study uses primary research and quantitative research tools to analyze the data.

BSc (Hons) Business Management Top up
BMP6001 Dissertation
Italian tourism and pandemic
Name:
ID Number:
Supervisor:

Table of Contents
Abstract 4
Acknowledgement 5
Chapter 1: Introduction 6-7
1.1 Background/Context of the Research 6
1.4 Research Questions 7
1.5 Research Aims and Objectives 7
Chapter 2: Literature Review 7-12
2.1 Introduction of Literature Review 7
2.2 Main body with heading and sub-headings 7-12
2.3 Conclusion of Literature Review 12
Chapter 3: Methodology 12-17
3.1 Research Process 12
3.2 Research Approach 13
3.3 Research Strategy 13
3.4 Research Methodology and Tools 13
3.6 Sampling Approach 14
3.6 Ethical Implications 17
Chapter 4: Findings (Data Presentation) 17-33
Chapter 5: Discussion (Data Interpretation) 34-35
Chapter 6: Conclusion, Recommendations and Implications for
Further Research
36-37
7.1 Conclusion 36
7.2 Recommendations 36
7.3 Implications for Further Research 37

References 39
Appendices 41

Abstract
Purpose: The purpose of this research is to analyse the impact of Covid-19 on
Italian tourism. There is need of understanding the problems that are faced by Italy
due to Covid-19. There is need of forming the strategies that will help to overcome
the problem.
Design/methodology/approach: The use of primary research is done to analyse
the data. The use of quantitative research tools is done. The survey method is used
in order to know about the view point of the respondents.
Findings – It is analysed that the tourism sector in Itlay has faced losses due to
Covid-19. They have to develop the strategies that will help them to attract the
customers in future. There are various problems that are faced by tourism sector due
to Covid-19.
Practical implications – This study finds the negative impact of pandemic on Italin
tourism. The determinants of tourism are also important part of this research.
Originality/value– This is first paper regarding the impact of Covid-19 pandemic on
the tourism in Italy.
Key words – Covid-19, pandemic situation, Italy, Tourism.
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Acknowledgement
First of all, I am thankful to God for making me capable that I am able to carry
on the research. I am also thankful to my teachers and supervisors that have given
me opportunity to conduct research. Also, my teachers helped me at each and every
stage of conducting this research report. Due to the guidance and support I am able
to complete the overall project effectively and at right time.
Now, I am able to understand the impacts of Covid-19 on tourism sectors
properly. All the reason of losses and the impact on the firms operating in tourism
sector were analysed. I am thankful to the local people, shopkeepers and the
travellers who helped me to complete the research effectively. Their answers and
support were necessary to analyse the impact properly.
In the end, I want to thank my family members for helping me to reach at this
position. Also their support was necessary to complete the research during this time.
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Chapter 1: Introduction
1.1 Background/Context of the Research
There are regular changes in the market and that impacts the operations of
business organisation. It is seen that recently the world has faced the issue related
to Covid-19 pandemic. The pandemic has direct impact on the hospitality industry
and its operations. People around the world are scared from the pandemic and this
impacts the tourism industry (Del Chiappa, 2021). The major tourism destinations
around the world are facing issues related to pandemic. The people were in need of
living at a safe place and were not willing to go out for the purpose of leisure. The
virus was spreading at a rapid rate and due to this reason people were not ready to
step out of the house. Italy is a European country with a long Mediterranean
coastline. It also has left a powerful mark on Western culture and cuisine. It is the
capital of Rome and is home to Vatican as well as landmark art and ancient ruins.
There are various famous places at Italy that attracts huge tourist. Italy has faced
major issues due to pandemic situation the tourism destinations have seen low
occupancy. The Italian tourism is famous part of European country. People visit the
place due to its rich culture, history, cuisine, fashion, architecture and art. Tourism is
a good source of GDP contribution. Tourism is one of the significant part of
hospitality industry and helps to generate effective employment opportunity to the
people (Collins-Kreiner and Ram, 2020). There are various famous destinations that
are present at Italy that enhances their tourism and help to earn good amount of
revenue. There id impact of Covid-19 pandemic on the Italian tourism. This research
report is based on analysing the main determinants related to the tourism. The
strategies being formulated by Italian tourism in order to overcome the situation are
mentioned in the report. It is important to critically evaluate all the strategies that they
have taken so that there is no problem faced in future. The methods and tools used
to carry on the research are also discussed in the report. In the end some
recommendations for overall research report are mentioned.
Research Rationale
The reason behind choosing the research topic is to know about the
challenges faced by Italian tourism due to the pandemic situation. The pandemic has
influence on all the sectors of business and this dissertation is being carried to know
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about the impact on Italian tourism (Roccetti and Casini, 2021). This research helps
the researcher to know about various important aspects related to the topic with the
help of literature review. It is necessary to use the research skills in effective manner
in order to gain knowledge about the topic of research. This will help to enhance the
knowledge and also develop skills after successful completion of this research
report. My personal interest is to get a good in tourism sector and this research will
help me to know about the problems faced by the tourism sector and the actions that
they have taken to improve the problem and hurdle.
1.2 Research Question (s)
 What are the determinant factors of Italian tourism?
 What was the reason of decline in Italian tourism due to COVID 19?
 What are the steps taken by Italian tourism after pandemic?
1.5 Research Aims and Objectives
Aim: To analyse the impact of pandemic on Italian tourism.
 To evaluate the Italian tourism
 To assess the knowledge about the declination in the Italian tourism due to
COVID-19.
 To analyse steps taken by Italian tourism after pandemic
Chapter 2: Literature Review
2.1 Introduction of Literature Review
Literature review is one of the important chapter of dissertation. It includes
secondary research regarding the topic with the help of articles, books, magazines,
publication research (Oztemel and Gursev, 2020). It is necessary to use
authenticated sources so that proper details and information can be mentioned. The
sources will be related to the topic and will help to understand and gain insights. The
impact will be understood by doing literature review section.
2.2 Main body with heading and sub-headings
What are the determinant factors of Italian tourism?
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According to the Tsionas, (2020) Tourism is a cultural, social and economic
phenomenon that entails the movement of people from one country to another. It
may be for the purpose of business or self-entertainment. The organisations in
tourism sector work to enhance the experience of people by attracting them and
providing them proper place to accommodate and provide them quality food. The
destination is so attractive that all the people like to visit the same. There are various
activities that are undertaken so that the people enjoy their visit.
As per the view point of Atsız, Leoni and Akova, (2020) There are certain activities
that are part of tourism and have impact on tourist activity. All the people have their
own needs and wants the tourist organisation has to fulfil. It is necessary to
understand the needs and wants of the customers and then provide them
accordingly. This will make them successful but the Covid-19 pandemic has
changed the scenario. There are certain determinants of Italian tourism that have
impact on the tourism activity. The beauty of the place is a determinant and it helps
to attract tourist towards the place. There are certain destinations that attract the
people and enhance the number of visitors. Italy is home to the greatest number of
UNESCO World Heritage Sites in the world. The monuments attract the people to
visits the place. There are certain places like Rome, Venice and Florence that
attract more and more people since centuries. It is known as city of art and this is the
reason the place is successful. Italy is ranked 34th on the list of world's safest
countries. It is safe place for the tourist and the local people ae also supporting in
nature. They build relations with clients and enhance their experience.
As per the opinion of Fernández and et.al., (2020) The place that is safe and
secure attracts the people and help them to manage their working. There is need of
taking proper care of all the determinants so that more people are attracted towards
the destination. There is need of taking proper care of all the people that come to
visit the place and are tourist. The cost of transportation is also affordable in Italy
that help tourist to visit the place. There is key role of the cost of transportation on
the tourist and there visits. They also have fixed budget and if the cost of
transportation is high then the tourist has to face issues in working. Along with that
the place is good for food and provide high quality food (Festa and et.al., 2020). The
cuisine provided by the restaurants in Italy enhances the attractiveness of the
people. It is seen that the beverage and food provided makes the people to visits the
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place again. There is need of maintain effective quality of food and provide them
complementary services so that they are attracted towards the place. It is necessary
to enhance the quality of food and to provide the famous and traditional food of Italy.
The hotels and restaurants are also designed in such a manner that they attract the
people over there. The tourists enjoy the place as the food provided to them is of
good quality. It is important to take care of all these determinants so that the
destination is able to attract more and more people towards the place. The culture of
the place also attracts the people. They take care about the history of the place and
there are certain programmes that help to know about the culture of the place. The
people like to know about the history and thus Italy attracts them. All the
determinants like beauty, monuments, art, culture transportation of the place are
combined together to make the place successful.
What was the reason of decline in Italian tourism due to COVID 19?
According to Covid-19 impact: Italy's tourism sector estimated to shrink by
100 bn euros, (2020) The Covid-19 pandemic enhanced the fear in the mind of
people. They were not ready to step out of the homes due to the spread of virus.
The tourism of Italy has shown staggering of 100 billion euros ($118 billion). The
tourist is scared to visits the place due to the pandemic situation. There is loss due
to the imposed restrictions in the areas. There was situation of lockdown being
noticed in the nation and the major expenses was on health and medical facilities.
The tourism sector is major contributor to Italy’s economy and the pandemic
situation has reduced the tourism at the place. There was fall in tourist rate at the
time if Covid-19 pandemic. The tourism industry has faced a major issue of Covid-19
that has taken the industry to loss situation. The change was observed in the
industry and the tourist organisations were unable to earn any profit. The major
reason of losses in Covid-19 is fear among the members. All the industries in Italy
were impacted by the situation and the guidelines of government was to bring
lockdown.
As per the opinion of Beria and Lunkar, (2021) The actions taken by the
government stopped the people from visiting the place. It is necessary to maintain
social distancing and live a healthy life. The travelling facilities were stopped at the
time and this is a major reason people were unable to travel. In Italy, there were high
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restrictions so that the local people are able to live a safe and healthy life. The safety
measures taken by the government is one of the reason due to which there is
decline in Italian tourism (Monaco, 2018). There is direct connection of airline
industry with the tourism industry and the restrictions caused problem’s and reduced
the sales. The accommodation facility was also not provided to the people at that
time. All the hotels were closed due to the scenario of Covid-19. This is another
reason that there were low sales observed in Italy in tourism sector. There was
problem of lack of facility due to which there was problem in the sector.
According to Coluccia and et.al., (2021) All the employees were scared due to
low sales seen in the company. They were unable to deal with the situation. The
employees were demotivated at that time as there was no tourist. The jobs of the
employees were not secured and this is the major reason of their demotivation. It is
important to maintain social security within the organisation so that all the employees
are free from disease and are able to live a healthy life. Some of the employees left
the place and went to their home town due the diseases. The food and beverage
sector also got impacted due to Covid-19. Italy tourism was famous for food and
beverages and the sector was facing issue at the time of pandemic. This caused
issues in the tourism sector and declined the sales. There was loss of jobs faced by
around 100.8 million individuals in the sector (Stolczyk, 2021). The local people have
started to come out of the homes but the major revenue was generated by the
tourists. The fear among the tourist stop them from visiting the place. They are not
ready to come out of the situation and start travelling. There is need of working
according to norms and steps taken by government. Now the situation of Covid-19 is
a major reason that has reduced the sales in tourism sector and impacted it
adversely.
What are the steps taken by Italian tourism after pandemic?
According to Găitan, (2020) There is need of working ineffective manner to
cover the losses that are being faced by Italy due to Covid-19. They need to form
effective strategies that will help the country to boost the tourism and enhance their
business operations. The major problem at that time was related to fear in the minds
of people. The strategies drawn by them are based on the gaining the trust of the
people. Italy has promised to provide health and safety place to the tourist. They are
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planning to provide effective and quality services to the clients by minimising the
crowd at the place. The use of effective techniques of sanitising will be used so that
all the clients are safe and healthy.
As per the view point of Corbisiero and Monaco, (2020) The major step taken
by Italy tourism is related to digitalisation. There is need of adopting digital
technology at the present time. The same helps them to attract the customers and
enhance the working of tourism sector. It assists in enhancing the image of the place
in the mind of customers. The use of digital marketing helps to attract people
towards the place. There is need of using the right strategies that can helps to gain
successful position. The use of better campaigns on social media persuade the
tourist to visits the place. They promise to provide security to the people and gain
their trust. The use of online payment platforms is also necessary and creates
effective image of the place. There is need of managing the payment scenario
effectively and the use of contactless payment is necessary for the tourism and its
growth. This also creates a positive image in the minds of tourist and they start
trusting the place and move out to take the services (Nikšić, Dragičević and
Barkiđija, 2018). The use of such payment must be safe and secure and the money
of people must be transferred properly. This is a necessary strategy that must be
imposed after Covid-19 in order to keep the customers safe and healthy. The use of
self-check in and self-check out is also done by the tourist organisation in order to
keep the tourist safe and healthy. It is necessary to follow all these strategies and
not to directly contact with others. Along with that proper actions are related to
maintaining quali6ty of food are also take. The food of the Italy is famous and by
taking care of health of people and are able to attract them. It is seen that the
restaurants are and the staff take necessary precautions that keep the people safe
and healthy.
As per Italy strives for balance to make tourism more sustainable, (2021) There
is need of using the concept of sustainable tourism in order to enhance the image in
market. The use of sustainable attracts more customers at the place. Italy has
provided the option of using their smart phones as the key. This helps the people to
work free from the touch on others on the keys. The concept is not popular at the
present time. There is need of using the same so that the people are able to manage
the working effectively. Also, in Italy the negative Covid-19 reports are checked
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before allowing anyone to come. The extensive spread of virus has caused the
problems for people and they are unable to manage the same. The strategies are
designed so that all these problems can be overcome and desired actions are taken.
The use of digitalisation and online services is one of the important measure that is
being taken by them at this time. All the work is now being done by online modes
and the paper work is avoided in order to attain success. There is need of enhancing
the image of the tourist destination so that people are attracted towards the place.
2.3 Conclusion of Literature Review
From this chapter, it is concluded that the Tourism of Italy is being adversely
impacted by the pandemic. There are various attractive places and determinants
that help the place to attract the tourist. The truism was major contributor to GDP in
Italy. The customers were having happy experience, But the situation of pandemic
changes the overall scenario. The overall sector has faced major issues that
reduced the sales and number of tourist in Italy. All the reasons are being analyses
to understand the problems effectively. The strategies that are being taken Italy
tourism are also mentioned as they help to start the business again and attract
various tourists. The important strategy that is being used by them is related to
digitalization. All the work can be done on digital mode so that there is less contact
and this will have positive impact on the tourist and they will visit the place post
Covid-19.
Chapter 3: Methodology
3.1 Research Process
Research methodology is an outline of given piece of work. It helps the
researcher to know about all the important tools and techniques that will be used to
carry on the research. It is systematic discussion of all the steps that are necessary
to complete the research effectively. It helps to gain information regarding a topic
and helps to conclude the same effectively (Bairagi and Munot, 2019). It can be
understood as specific procedure that is being used identify, select, process, and
analyse data related to a topic. This chapter is based on studding reliability and
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validity of the research. It si necessary to check the authenticity of data before using
the same in order to manage the overall research in effective manner. These are the
essential methods that will help to fulfil the aims of research. The research methods
used are mentioned below:
3.2 Research Approach
It can be understood as plans and procedures for the research that includes the
steps from broad assumption to detailed method. It assists the researcher to collect,
analyse and interpret the data in effective manner. The two types of research are
inductive and deductive (Säfsten and Gustavsson, 2020). The inductive research is
based on developing a new theory. On the other side deductive research is used to
test the existing developed theory. The use of deductive research is done to carry on
this research report as it is a scientific way of doing the investigation. The already
existing theories is being used to know about the outcomes in effective manner. It
helps to analyse the quantitative data in proper manner. The statistical information
can be gathered in less period of time and this benefits the researcher.
3.3 Research Strategy
The research strategy is used to provide supporting efforts and direction to the
researcher. It makes it easy to collect the information and check its reliability. There
are different types of research strategy that can be used in order to carry on the
research that are case study, experimental, survey and etc (Snyder, 2019). It is
important to choose best among them so that effective conclusion can be analysed.
The use of survey will be done in this case. The use of survey will help to know
about the impact of Covid-19 in effective manner. The survey will help to know about
the view point of shopkeepers, tourist and local people. It will help to take all the
necessary actions that will enhance the tourism again in Italy. The use online
platform is necessary at the current time of Covid-19.
3.4 Research Methodology and Tools
The use of right tools and methodology is important in research. It is a systematic
research thought that helps to gain reliable knowledge and achieve the research
objective. It assists in solving the research problems and collecting the data and
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analyse the same in effective manner. There are two research philology such as
positivism and interpretivism. The positivism research strategy is based on observing
the world in objective manner (Mohajan, 2018). The scientist is considered as
objective analyst who takes care of the personal values and works in independent
manner. The scientist focuses on explanation and predictions that facilitates the
process of research. The other research philosophy is interpretivism under which the
researcher believes that the social world can be observed in subjective manner. The
attention is given to the ways through which people experience the social world. It
helps to gain knowledge of the world and understanding the meaning of actions
taken by the humans. The use of interpretivism research philosophy will be done in
this research as the point of view of all the people is taken into consideration. Along
with that it focuses on meaning and may employ multiple methods in order to reflect
different aspects of the issue.
Data collection: There is key role of collecting the data in significant
manner. The data must be collected through right sources so that the results of
research are also significant. There are two type of data collection being used. The
first is primary data collection in which the focus is on collecting first hand data.
Under this the data is collected directly from the respondent. It is time taking method
that is used in order to collect the data (Pandey and Pandey, 2021). The information
collected is more reliable and authenticated and the results are valid. The same can
be done with the help of survey that is sent to sample size. Due to Covid-19 the
survey will be done online and the data collected will be analysed with the help of
statistical tools and techniques. The use of graphs and pie charts will be used to
present the data in proper manner. This will be used to collect the data regarding the
impact of Covid-19 on Italian tourism.
Another method of collecting data is secondary method. The use of books,
journals and articles is done to collect the data from secondary source. The already
published data is being referred by the researcher in order to carry on the research.
The use of secondary research is done to use already existing research being
carried in the field. There is need of choosing authenticated sources of collecting the
data from authenticated sources. This is less time taking and the researcher I able to
grab the information in proper manner.
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3.5 Sampling Approach
Sampling can be understood as the process of selecting the subset from the overall
population. It is important to select the people as it is not possible to take answers of
all the population (Cr, 2020). The use of probability sampling is used in this research
report. There is need of selecting the sample size on random basis in order to
remove the biases. 50 respondents will be chosen for the survey. The personal
information of the people will be not being used for any other purpose and will be
kept hidden.
Time: It is necessary to carry on the work within right time. In order to carry
on the research on right time the work must be divided in small activities. The
deadline of the work must also be decided so that work is completed effectively
(Rinjit, 2020). The use of Gantt chart will help to divide he overall work in small
activities so that work is managed properly.
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3.6 Ethical Implications
It is important to follow the ethical considerations so that they are able to carry
on the research properly. The use of ethics is necessary to complete the research
without getting involved in any problem. The following points must be considered:
 The information given by the research respondent will be kept safe. It will not
be used for any other purpose then this research. The dignity of participants
will be maintained. The consent must be taken so that there is no problem
being faced by the research respondent.
 The use of authenticated sources will be done in order to carry on this
research. It will help to get better results and the authority will be given to the
person whose data is used.
 It is important to follow three important principles at the time of carrying a
research Confidentiality, Anonymity and informed consent. It helps to follow
ethics and achieve the targets of research in proper manner.
Chapter 4: Findings (Data presentation)
Questionnaire
Q1 Do you have knowledge regarding the Covid-19? Frequency
a) Yes 50
b) No 0
Q2 Do you think; Covid-19 is most harmful disease seen by
you?
Frequency
a) Yes 40
b) No 10
Q3 Is there direct impact of Covid-19 on tourism sector? Frequency
a) Agree 30
b) Partially agree 15
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c) Disagree 5
Q4 Is tourism sector important part of economy? Frequency
a) Yes 45
b) No 5
Q5 Is Italy a good tourism destination? Frequency
Yes 40
No 10
Q6 How much did Covid-19 impacted the revenue of Italy as
tourist organisation
Frequency
a) More than 50% 47
b) Less than 50% 3
Q7 What are the negative impact of Covid-19? Frequency
a) Scared people 10
b) Increase expenditure on healthcare 20
c) Lockdown 20
Q8 What is the impact of Covid-19 on tourist organisation? Frequency
a) Positive 5
b) Negative 40
c) Neutral 5
Q9 According to you, what are the negative causes of Covid-
19 on Italy tourism?
Frequency
a) Low sales 25
b) Demotivated employees 25
Q 10 Were the tourist rising queries at the time of pandemic
situation?
Frequency
a) Yes 10
b) No 40
Q11 What are the strategies that were taken after Covid-19? Frequency
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a) Technological innovation (Self-check in and self-check out
points)
10
b) Enhanced trust 10
c) Digitalisation 30
Q12 According to you, are these actions beneficial? Frequency
a) Yes 45
b) No 5
Q 13 Do you think the tourism will be able to enhance again? Frequency
Yes 40
No 10
Q 14 The people are scared post Covid-19? Frequency
Yes 30
No 20
Q 15 Any suggestions? Frequency
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Data Interpretation
Table 1: Concept and understanding of Covid-19
Q1 Do you have knowledge regarding the Covid-19? Frequency
a) Yes 50
b) No 0
Data Interpretation: From the above graph, it is analyzed that all the respondent
have said yes that they have proper knowledge regarding Covid-19. It is seen that
there was 0 persons who said that they are not aware about the pandemic situation.
The people have faced negative impact due to Covid-19 and that is the reason all
the people are worried about the problem and are not able to come out of the
situation. The pandemic has enhanced the fear in the minds of people and now they
are scared to step out of their houses. Due to this reason people are having proper
knowledge regarding the issue of Covid-19. This is a major problem that is being
faced by the people at the current time.
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Table 2: Covid-19 is most harmful disease
Q2 Do you think; Covid-19 is most harmful disease seen by you? Frequency
a) Yes 40
b) No 10
Data interpretation: The above analysis clearly shows that 40 out 50
respondents believe that it is most harmful disease that they have observed. The
Covid-19 has imposed heavy guidelines and lock down situation in the entire world.
Such actions are taken for the first time and it is clear that people were not aware
about of similar instance before the pandemic took place. There were around 10
people out of 50 who say that they do not feel Covid-19 is the biggest problem seen
by them.
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Table 3: impact of Covid-19 on tourism sector
Q3 Is there direct impact of Covid-19 on tourism sector? Frequency
a) Agree 30
b) Partially agree 15
c) Disagree 5
Data interpretation: The answer of the respondents can be analyzed by looking at
the graph. There are 30 people out of 50 who say that there is direct impact of
Covid-19 on the tourism sector in Italy. They have faced issues and seen low sales
in tourism and hospitality industry due to Covid-19. The impact has caused various
problems in the sector and they are unable to manage the work. There are 15
respondents out of 50 who partially agree to the question. They are not 100% sure
that the tourism sector has got impacted by the pandemic situation around the world.
There are 5 respondents out of 50 who do not agree to the question and they do not
believe that the Covid-19 pandemic has impacted the tourism sector.
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Table 4: Tourism sector important part of economy
Q4 Is tourism sector important part of economy? Frequency
a) Yes 45
b) No 5
Data interpretation: The above graphical diagram shows that almost people believe
that tourism is one of the important sector of economy. There is need of
understanding that tourism is one of the major sector that contributes to the
economy of nation. It is seen that Italy is a famous place that attracts tourist and
major revenue is being generated with the help of tourism sector. The tourism sector
also helps to provide employment opportunities in the nation. 45 out of 50
employees agree to this and there are 5 out of 50 respondents who do not believe
the same.
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Table 5: Italy as a tourist destination
Q5 Is Italy a good tourism destination? Frequency
Yes 40
No 10
Data Interpretation: There are various famous destinations seen in
European countries. The Italy is one of them and attracts good amount of tourism in
the nation. Various people like the place and come to see the monuments, culture
historical places of Italy. It is a famous place and people are attracted towards the
same. From the above graph, it is evaluated that 40 respondents out of 50 agree
that it is a famous place and attracts the tourist. Also, it is analyzed that 10 people
out of 50 do not agree and not believe that Italy is a effective an dfamous tourist
destination.
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Table 6: Impact of Covid-19 on revenue of Italy tourism
Q6 How much did Covid-19 impacted the revenue of Italy as
tourist organisation
Frequency
a) More than 50% 47
b) Less than 50% 3
Data Interpretation: One of the major impact of Covid-19 was on the
revenue of the nation. It is necessary to note that the people are facing the issue and
are unable to manage their revenue as well. The major stakeholders in tourism
sector of Italy are facing major issues due the situation of pandemic. The above
answer shows that there are 47 out of 50 respondents who believe that there is
more than 50% impact on sales seen by them after pandemic situation. There were
only 3 respondents who say that it was less than 50%. The sales is being impacted
in harsh manner due to Covid-19.
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Table 7: Negative impact of Covid-19
Q7 What are the negative impact of Covid-19? Frequency
a) Scared people 10
b) Increase expenditure on healthcare 20
c) Lockdown 20
Data interpretation: The people have understood about Covid-19 and it is
now important to know about the impact of Covid-19. There are various negative
consequences that are faced by the people due to Covid-19. It is seen that 10 out of
50 respondents say that there is fear in the mind of people and they are scared to go
out of their homes. The other 20 respondents out of 50 said that they have faced the
problem of increased expenditure on healthcare and it impacts their budget. There
are 20 people who say that the situation of lockdown was one of the serious
problems being observed at that time.
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Table 8: Negative impact of Covid-19
Q8 What is the impact of Covid-19 on tourist organisation? Frequency
a) Positive 5
b) Negative 40
c) Neutral 5
Data interpretation: The tourist organizations have faced impact due to the
situation of pandemic. It is seen that there are 5 respondent out of 50 who believe
that there is positive impact of Covid-19 as they are able to learn to face
uncertainties. The 40 people said that there is direct negative impact of the
pandemic situation on the Italian tourism. Along with that there are 5 respondents
who said that there is neutral impact of Covid on the tourism sectors.
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Table 9: State Negative impact of Covid-19
Q9 According to you, what are the negative causes of Covid-19
on Italy tourism?
Frequency
a) Low sales 25
b) Demotivated employees 25
Data interpretation: There are various problems that have took place and
that impact the tourist sector in Italy. The major problems that are being observed by
the respondents are low sales and demotivated employees in the organizations.
There are 25 respondents who are worried about the sales and other 25 out of 50
feel demotivated employees are the reason of concern.
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Table 10: The tourist rising queries at the time of pandemic situation
Q 10 Were the tourist rising queries at the time of pandemic
situation?
Frequency
a) Yes 10
b) No 40
Data Interpretation: As per the above graph there were only 10 respondents
who said that there were queries being asked by the customers at the time of
pandemic regarding the reopening of the tourism. There were around 40 people out
of 50 who believe that there is no query being raised by the customers at the time of
lock down.
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Table 11: The strategies that were taken after Covid-19
Q11 What are the strategies that were taken after Covid-19? Frequency
a) Technological innovation (Self-check in and self-check out
points)
10
b) Enhanced trust 10
c) Digitalisation 30
Data interpretation: There is need of adopting new strategies that will help to
overcome the situation of Covid-19. As per the graph it is analyzed that there are 10
respondents who believe that the best strategy is to use technological innovation
such as self check in and check out points so that the customers do not have to
touch anything. There is need of enhancing the trust of the customers so that they
are able to come back in Italy. By enhancing trust they will be able to enhance the
customers loyalty and trust. There are 30 respondents who believe that the use of
digital strategies will help to attract the customers and enhance the ease of tourists
and they are able to attain success.
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Table 12: the action and their benefits
Q12 According to you, are these actions beneficial? Frequency
a) Yes 45
b) No 5
Data Interpretation: It is analyzed that there are 45 out of 50 respondents
who believe that all the strategies related to digital marketing, latest technology are
beneficial for the company and their success. There is need of understanding that
there are still 5 respondents who said that these strategies will also not work and is
also a scenario of problem.
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Table 13: The future of tourism
Q 13 Do you think the tourism will be able to grow again? Frequency
Yes 40
No 10
Data interpretation: It is examined that people are really to working so that
the tourism sector grows again. There is need of taking all the necessary steps that
will enhance the performance of tourism sector. There are around 40 respondents
who believe that there will be growth of tourism sector again. The are 10 out of 50
respondents who are not in favor of the statement and they do not believe that the
tourism will grow again.
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Table 14: People after Covid-19
Q 14 The people are scared post Covid-19? Frequency
Yes 30
No 20
Data Interpretation: There is still fear in the mind of people and the same is
being said by 30 out 50 respondents. They are scared of going out in crowded
places and that is the reason there is rising fear in the mind of public and they are
not ready to move out of their home. There are 20 people who believe that there will
be mo fear among the people post covid. All the people are different from one
another and have their own point of view. There is requirement of gaining trust of the
customers that will benefit the tourism sector.
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Chapter 5: Discussion (Data interpretation)
Theme 1: The determinant factors of Italian tourism
It is analysed that Italy has several determinant factors that give rise to
tourism in Italy. It is necessary to note that tourism is one of the major contributor to
GDP of nation. There is need of working according to the determinants as it helps to
enhance the beauty of the place and attract more customers. There is need of
managing the tourists and providing them best place to visit. The culture of the Italy
and the historical monuments attracts them. The people like to visit the place and
are attracted towards the same. The cuisine of Italy is one of the major determinant
that is preferred by the people. They provide quality and tasty food that is traditional
in Italy. The use of all these determinants is to manage the tourism in Italy. They are
provided with effective services to the tourists so that the overall work in managed.
In Italy the tourism are treated effectively and the relation is maintained with them.
This helps to serve them in effective manner. The beauty of the place is shown to
the people and it attracts them and enjoy their journey. Tourism industry is working
in effective manner and helps to earn good amount of revenue. The sector provides
employment opportunities to the people and is contributor to growth of the country.
Theme 2: The reason of decline in Italian tourism due to COVID 19
The Covid-19 pandemic has hit the whole world. They are facing the problem
of lock down and strict government guidelines. The people are worried about their
health and death rate has also enhanced. There are major changes seen in the
working of the industry and the normal people are unable to carry on the work. The
Italy is also facing the issues due to Covid-19. There working is also in problem and
they are not able to get any tourist. The people are scared and do out more out of
the homes. The hospitality sector has observed a major loss due to this situation.
The guidelines and situation of lockdown has stopped all the people from moving out
of their homes and travel. No one is ready to go out for the purpose of entertainment
or leisure. There is need of being at homes and taking care of the health and safety.
The tourism sector is facing the issue due to Covid-19. They organisations operating
in tourism sector have seen losses and no sales. The employees were also
demotivated and unable to manage the work. They were scared that they have lose
their jobs. The situational is so problematic and people were fired from the jobs. It is
important to follow all the guidelines that are formulated by the government. The
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tourism sector is seasonal and there is no sales seen at the time of Covid-19. The
use major losses are seen by the sector. It is problematic situation that is observed
at the time of Covid-19
Theme 3: The steps taken by Italian tourism after pandemic
It is evaluated that there is need of forming effective strategies and following
right steps that will help to boost the tourism again in Italy. There is need of carrying
proper research and identifying the strategies that can be taken by the tourist sector.
There is key role of managing the overall activities in effective manner for success
and growth of the sector again. The use of right tools and techniques will help to
enhance the business again in tourism sector. The option of using the smart phones
as the keys of the doors is being used at the current time. The concept is not popular
at the current time. At the same time the self check in an self check out points are
provided to the customers. The less contact will help them to build relations with the
customers and to enhance their trust. There is key role of managing the overall work
and forming such strategies that are necessary to gain trust of the customers. The
use of proper and latest technology is one of the effective solution that is available at
the present time.
There is need of using latest digital technology to reduce the fear of
customers. It is examined that the use of social media and other platforms must be
done to attract the customers again. The customer’s gets persuade if they are watch
effective and creative campaign. The use of all this is necessary for the tourism
sector. All the precautionary actions would be taken by the tourism sector and the
same will help them to enhance the working of the tourism sector again. There is
need of using the strategies and techniques of sanitising facilities so that all the
customers can live a safe and happy life. By taking proper care of the health and
hygiene of the customers they will be attracted towards the place. There is
requirement of managing the work with the help of better technology that takes
proper care of the customer’s. There is need of gaining trust of the customers again
so that they can come back to the place.
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Chapter 6: Conclusion, Recommendations and
Implications for Further Research 1000
From the above research report, it is concluded that Covid-19 has direct
impact on Italian Tourism. There are various negative factors that are faced by Italy
tourism after Covid-19. The situation of lockdown was seen by entire nation and due
to this no one was able to go out of their place. There was direct reduction in the
revenue seen in at tourist destinations. Italy is famous for tourism due to the
monuments, culture, historical places, cuisine of the place. The tourists are attracted
towards the place and it is a good contributor to GDP of nation. There is key role of
all the determinants of the tourism in Italy. There is need of taking care of the beauty
of the place so that more tourist is attracted. There is ample amount of employment
opportunities that are provided by tourism sector in Italy. Due to Covid-19 the tourist
organisations faced various issues. The negative impact of covid-19 was major
reason of losses in Italy. There is need of using several strategies that can be used
by Italy in order to attract the customers again. The use of digital technology is
important for the tourism organisations in order to maintain the customers. There is
need of reducing the contact and taking all the precautions to avoid the impact of
Covid-19 on customers. The use of digital tools is necessary after Covid-19 so that
the customers rely on the organisations. The strategies such as online payments
and contactless payments are necessary for the health and safety of tourist. There is
need of analysing the situation in proper manner and use of all these strategies will
help to create positive impact. The use of right research methods and tools is done
in this report in order to get better results. There is need of being ethical and
following all the fair practices that will help to carry the research properly. There is
use of data interpretation and analysis with the help of graphs in order to get better
results.
Recommendations
From this research report, it is analysed that Italian faced many challenges
due to the pandemic situation, especially in the tourism business. It becomes
necessary for them to start focusing on implementing strategies in order to get a
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normal situation after the pandemic. It is identified that Italian tourism is facing a
liquidity problem due to the pandemic in 2020. The liquidity was a very bad effect
(Srivastava and Agarwal, 2020). So there are some recommendations related to the
challenges of the Italian tourism industry due to the pandemic are mentioned below:
 In order to get normalised after the pandemic, it is becoming necessary for
Italian tourism which encourages people who come from social isolation
which was imposed as the result of the virus. It was provided with a bad
impact on the tourism industry and Italian tourism faces many losses in this
industry because people are not allowed to come to destinations.
 It is also suggested to the Italian tourism businesses that they need to identify
and evaluate innovative solutions which help them to reduce the physical
touch and tourism. For that purpose, it is necessary to use smartphone keys
which help to access rooms. This type of solution is not only helpful in
maintaining social distance but also become popular and acts like a
promotional tool which helps to attract more and more people.
 It is also suggested that Italian tourism organisations should focus on
advertisement because now people are feeling unsafe due to the pandemic
and they are not ready to come. For that purpose, it is suggested to the Italian
tourism businesses that they need to make a factor marketing strategies with
the use of digital marketing.
 It is also suggested to the tourism organisations that they need to make
stricter policies related to their employees that they need to be kept clean and
tidy. It is very helpful to provide a substance to the customers that they are in
safe hands.
 It is also identified that there is a heavy loss of jobs of individuals in the
tourism sector because of a pandemic. In order to come back with this issue,
it is necessary for Italian businesses to focus on hiring strategy.
Implications for Further Research
It is identified that this research will be very helpful for subsequent research
as it provided a detailed phenomenon about the impact of a pandemic on Italian
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tourism. It is also identified that this research helps in addressing flaws found in this
research that can be solved with the subsequent research. It is identified that this
research is very important for further study as it provides detailed knowledge and
idea to the researcher that what are the challenges faced by Italian tourism
organisations and what they need to do in order to combat the challenges (Bouarar,
Mouloudj and Mouloudj, 2020). The research is found to be exploratory and
interpretive nature. It is found to be very helpful for increasing the number of
opportunities for future research in the terms of concept validation and theory
development.
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Appendices
Appendix 1. A blank copy of Questionnaire/Interview Script
Q1 Do you have knowledge regarding the Covid-19?
a) Yes
b) No
Q2 Do you think; Covid-19 is most harmful disease seen by you?
a) Yes
b) No
Q3 Is there direct impact of Covid-19 on tourism sector?
a) Agree
b) Partially agree
c) Disagree
Q4 Is tourism sector important part of economy?
a) Yes
b) No
Q5 Is Italy a good tourism destination?
Yes
No
Q6 How much did Covid-19 impacted the revenue of Italy as tourist organisation
a) More than 50%
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b) Less than 50%
Q7 What are the negative impact of Covid-19?
a) Scared people
b) Increase expenditure on healthcare
c) Lockdown
Q8 What is the impact of Covid-19 on tourist organisation?
a) Positive
b) Negative
c) Neutral
Q9 According to you, what are the negative causes of Covid-19 on Italy tourism?
a) Low sales
b) Demotivated employees
Q 10 Were the tourist rising queries at the time of pandemic situation?
a) Yes
b) No
Q11 What are the strategies that were taken after Covid-19?
a) Technological innovation (Self-check in and self-check out points)
b) Enhanced trust
c) Digitalisation
Q12 According to you, are these actions beneficial?
a) Yes
b) No
Q 13 Do you think the tourism will be able to enhance again?
Yes
No
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Q 14 The people are scared post Covid-19?
Yes
No
Q 15 Any suggestions?
Appendix 2. A sample of completed Questionnaire/ A sample of
Interview Transcript
Q1 Do you have knowledge regarding the Covid-19? Frequency
a) Yes 50
b) No 0
Q2 Do you think; Covid-19 is most harmful disease seen by
you?
Frequency
a) Yes 40
b) No 10
Q3 Is there direct impact of Covid-19 on tourism sector? Frequency
a) Agree 30
b) Partially agree 15
c) Disagree 5
Q4 Is tourism sector important part of economy? Frequency
a) Yes 45
b) No 5
Q5 Is Italy a good tourism destination? Frequency
Yes 40
No 10
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Q6 How much did Covid-19 impacted the revenue of Italy as
tourist organisation
Frequency
a) More than 50% 47
b) Less than 50% 3
Q7 What are the negative impact of Covid-19? Frequency
a) Scared people 10
b) Increase expenditure on healthcare 20
c) Lockdown 20
Q8 What is the impact of Covid-19 on tourist organisation? Frequency
a) Positive 5
b) Negative 40
c) Neutral 5
Q9 According to you, what are the negative causes of Covid-
19 on Italy tourism?
Frequency
a) Low sales 25
b) Demotivated employees 25
Q 10 Were the tourist rising queries at the time of pandemic
situation?
Frequency
a) Yes 10
b) No 40
Q11 What are the strategies that were taken after Covid-19? Frequency
a) Technological innovation (Self-check in and self-check out
points)
10
b) Enhanced trust 10
c) Digitalisation 30
Q12 According to you, are these actions beneficial? Frequency
a) Yes 45
b) No 5
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Q 13 Do you think the tourism will be able to enhance again? Frequency
Yes 40
No 10
Q 14 The people are scared post Covid-19? Frequency
Yes 30
No 20
Q 15 Any suggestions? Frequency
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