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MKTG446 Case 4-2

This document contains a case study on the issues of overtourism in Venice. It raises several critical thinking issues around who should fund historic monument restoration, whether Venice is being damaged by overtourism, and how cruise ships impact the local community. It presents the perspectives of those who believe tourism threatens Venice's individuality and those who see tourism as an opportunity if managed sustainably. The author agrees companies should be allowed limited advertising on historic buildings to fund restoration, and that Venice should promote less crowded areas to tourists to help manage overcrowding issues.

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kanya
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280 views2 pages

MKTG446 Case 4-2

This document contains a case study on the issues of overtourism in Venice. It raises several critical thinking issues around who should fund historic monument restoration, whether Venice is being damaged by overtourism, and how cruise ships impact the local community. It presents the perspectives of those who believe tourism threatens Venice's individuality and those who see tourism as an opportunity if managed sustainably. The author agrees companies should be allowed limited advertising on historic buildings to fund restoration, and that Venice should promote less crowded areas to tourists to help manage overcrowding issues.

Uploaded by

kanya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Kanya Geraldine

201900211

MKTG446 Global Marketing Management

Case Study 4-2: Is Tourism the Savior or the Scourge of Venice?

4-10. Which critical-thinking issues are raised in the case?

- Who should provide funding for the restoration of historic or old monuments?
- Should there be a more sustainable tourist? Is it dropping dead due to overtourism?
- Should Venice cut back on its advertising or take the most money they can get?
- How do cruise ships impact the community?

4-11. The case presents various points of view on the issue of tourism in Venice. Whose
perspective(s), if any, do you agree with?

- Nathalie Salas, a marketing consultant, claims that passive tourists pose a threat to Venice's
individuality and that the city is becoming standardized as a result of all the chain businesses. 
- The author of the book about Venice's issues, Dominic Standish: tourism as an opportunity,
acknowledges some of the drawbacks of tourism but argues that these can be avoided by
changing how visitors are treated in Venice. He suggests building a new port to relieve the
pressure on the current one and divert travelers to Tessera City instead.

4-12. Should companies that contribute to historic renovation projects be allowed to place advertising
on the buildings?

Yes. Both during the festivals when no one visits Venice for the museums (because they need the
money) and during the off-peak seasons. Additionally, it encourages city consumption. but not in the
peak of the holiday season, and limit the kind of advertisements

4-13. In June 2011, city officials in Venice approved a tax on tourists staying in the city. Do you think
this is a fair and effective way to generate revenue and limit the number of tourists?

It is a very effective method to reduce the amount of tourists, but it discourages those with lower
incomes from visiting the city and encourages day-trippers. Therefore, the cruise ships are not only
damaging the environment but also the lagoon's economy.

4-14. Do you think that Venice’s tourist officials should use marketing communications to provide
information that would direct visitors to areas of the city that are “less touristy”?

Yes. Since the market is crowded, differentiating oneself and attracting a different kind of traveler is
important. In order to sooth the egos of the "curious" or "adventure-seeking" tourists and make it seem
like a luxury to know about these spots, the city of Venice should promote these as "hidden" locations.
In exchange, the visitor could post these on Twitter or Instagram with a certain hashtag.

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