Turismi e turisti sulle coste liguri e toscane: una ricerca empirica - Analysis of seaside tourism supply (the cases of Liguria and Tuscany)

This paper is the result of a project completed by the Milan University ‘IULM’ as part of an inter-university research study coordinated by the University in Bologna. The objective was to investigate the current situation and the trends in Italian seaside tourism from various points of view, for example, the tourists’ impressions and those of the hospitality service providers. Our research unit examined two specific geographical areas: Liguria and Tuscany (including the Tuscan Archipelagos). In the article, we analyse the findings from the research that focused on the standard of tourism facilities offered by the two regions; the hospitality operators from a range of private and public tourism sectors were questioned and interviewed. A total of 195 operators returned the questionnaires: 109 were based in Liguria and 86 were based in Tuscany. The questions focused on the perception the operators responsible for the hospitality facilities have of the demand and on seaside tourism and their evolution. They were asked to evaluate the different aspects of the tourism product provided in their specific zone, underlining the strong points and the weaknesses. The questionnaires aimed to collect information on the attitude and behaviour of the Ligurian and Tuscan tourism operators in the current economic situation, the opportunities and risks the industry may face in the future, examining it according to the Swot Analysis. Finally, the paper attempts to identify the position of the operators in relation to the existing policies and strategies and their awareness of a network of collaboration between public and private bodies, their opinions and whether or not they join these networks.

Il nostro contributo è il risultato di un progetto PRIN 2007 svolto dalla nostra unità milanese in collaborazione con le università di Bologna, Chieti, Trieste e Sassari. Aveva lo scopo di indagare la situazione attuale e le tendenze del turismo balneare italiano adottando vari punti di vista come quello del fruitore o del fornitore di servizi. La nostra unità si è occupata di due specifiche aree geografiche: la Liguria e la Toscana con l'Arcipelago toscano. Dopo aver analizzato la letteratura storica e antropologico-culturale, le fonti giuridiche e le fonti statistiche disponibili. Sono stati raccolti 805 questionari somministrati ai turisti balneari nelle 4 province liguri e nelle 5 province toscane oggetto della ricerca. Successivamente sono stati condotti colloqui e interviste strutturate con questionario ad hoc con gli operatori turistici. Gli operatori che hanno risposto al questionario sono 199 di cui 113 liguri e 86 toscani. Nel complesso emerge una situazione che, seppur con delle criticità, sta lentamente emergendo e in grado di reagire alle difficili situazioni contingenti.