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Venice is a city located in Italy known as a popular tourist attraction.

Recently their tourism industry has been raised to question whether it is beneficial or detrimental

Although it funds the renovations of their historical buildings, there is much debate on the loss of culture
occurring through commercialization and standardization

Four different opinions from relevant individuals:


Vicenzo Casali: Believes that advertisers can use Venice for a purely commercial purpose and have no
interest in restoring the city

Jane da Mosto: Believes that the tourism in Venice functions in a virtuous cycle rather than something
destructive. Stresses that cultural image of Venice is not clearly defined and the real Venice is ambiguous.

Dominic Standish: Believes that tourism is an opportunity rather than a threat.

Nathalie Salas: Believes that Venice should focus on the intangible aspects like

Nathalie states that passive tourism poses a threat to the sustainability of Venices tourism industry.
Main issue is not the tourism itself, but way Venice is being positioned among the consumer segments.
To appeal to the passive tourists, who compose a portion of their revenue, certain aspects are becoming
normalized.
Branded entertainment and accommodations are becoming more prevalent, such as Hard Rock Cafe and other
standardized global hotel chains. Companies have begun converting special attractions/landmarks into more
generic places.
Although these broad establishments are more attractive to international tourists, they come with a hefty cost.
This cost is the overall deterioration of Venices uniqueness and global brand. This brand is the heart of
Venices tourism industry.

For the past decade, the global market has trended towards convenience above all. Instant gratification has
become the norm as new quick and easy services introduced (Vine, Apple Pay, Google Wallet).
The average standard of living has vastly improved in most countries around the world because of this.
Change has been occurring at a rapid pace, and fast-food culture has been gaining traction. This cultural
preference of tourists is migrating from developed Western countries to other developing countries in Asian,
South American and Arab areas.
These tourist attractions among the world are facing cultural degradation as adoption progresses. has become
the main detriment to the long-term sustainability of the industry and the crux of this question.
These businesses can leach away the specialties of a city and standardize its products and services
the city will lose its uniqueness and become homogeneous relative to other cities. Places like Venice should
work for maintaining and sustaining its unique points rather than generating revenue.
Nathalies proposed solution involves repositioning their approach from tangible resources to intangible
resources such as lifestyle and image.
Their goal should be aimed towards a more value driven offering to gain loyal repeat customers rather than
only first time ones.
The purpose is to maintain a long-term competitive advantage and generate recurring revenue.

In order to do so, aspects such as culture, architecture and lifestyle cannot be compromised. And this is why
she believes Venice should emphasize on quality instead of quantity.
From these key points, our team truly believes in her perspective as the accurate representation of the case.