Demand Analysis Models to Support Cultural Tourism Strategy: Application of Conjoint Analysis in North Sardinia (Italy)

Abstract

This study focuses on an inner area in Northern Sardinia (Italy) currently experiencing depopulation and considered ‘fragile’ due to its lack of typical regional summer tourism. However, this area boasts an intriguing cultural heritage, currently under-recognized and undervalued. The aim of this contribution is to apply to this territory the Conjoint Analysis methodology, which examines target demand and constructs scenarios. Drawing from the regional plan for tourism, an exploratory phase was employed to support future strategies in cultural and touristic enhancement by stakeholders. In this regard, the experiment, involving a survey of 600 interviews among inhabitants (301) and tourists (299), aims to: (1) estimate the economic value of the cultural heritage and tourist consumption preferences using WTP, (2) raise awareness among decision-makers about the varied value perceptions of the territory and its heritage by its users, (3) craft a knowledge framework of this territory to diversification of the tourism offer. The study showcases innovative elements both in terms of internal technical aspects and strategic approach. The collection of preferences, based on a set of nine itinerary cards, highlights undervalued aspects related to intangible components, community well-being, sustainable consumption habits, sustainable mobility, and microeconomies not strictly tied to traditional tourism types.

Study on the Demand and Supply of Cultural Space for Different Groups of People from the Perspective of Sustainable Community Development: A Case Study from the Hanzhong Section of the Hanjiang River Basin, China

“…According to the relationship between the demand and supply of CS, historical CS generally meets the demand for CS in different regions and for different populations, and there is a surplus supply for tourists. This result is consistent with the research conclusion of Coscia [58] and Du Cros et al [59] on the relationship between demand and supply of CHS in Italy and China.…”

Tourism Development through the Sense of UNESCO World Heritage: The Case of Hegra, Saudi Arabia

“…Recently, after Covid-19, it happened that heritages have become places of resilience [2] both for residents [3,4] and workers [5] partly attributing to these places the role of the national building [6,7] through heritage enhancement [8,9] sometimes also running the risk of commodification [10]. However, the sense of place has a subjective value [11] that changes between different targets [12], in particular between tourists and residents [13][14][15][16][17][18] in particular when the value associated with it depends on the perception of the place [19,20].…”