9. Initial analysis (SWOT) 


In the previous article we focused our attention on the interested parties, that is, those who express needs or have expectations in relation to tourism activities

The SWOT analysis must have the "Tourism Development"Will therefore have to provide the elements that will constitute the input of the process of drafting the Piano of the Qquality Turistics (or Piano of Stangle Turistic Territorial)  

Below is only an exemplary and non-exhaustive list of what the initial analysis should contain

  • Mapping of the entire Cultural Heritage, Selection and Evaluation of attractive resources (conservation, potential, impact, etc.)
  • Mapping and analysis of events and potential in terms of cultural offer (cultural operators)
  • Mapping and analysis of tourist infrastructures (theaters, multifunctional centers, etc.)
  • Mapping and analysis of tourist services in the area
  • Mapping and analysis of the main structures of the tourism chain (in particular accommodation and catering facilities, divided by type, dimensional parameters - beds, stars, etc., -)
  • Mapping of the infrastructures present in the area
  • Analysis of tourist flows (origin - regional, Italian, foreign -, period, average stay time, type)
  • Comparison of tourist flows with provincial, regional and national data
  • Economic data (GDP at municipal, provincial, regional and national level)
  • Fact-finding survey aimed at the largest possible number of local stakeholders, the so-called stakeolders: citizens, tourist and cultural operators, trade associations, companies, public and private bodies, etc., in order to highlight their perception of their strengths and strengths. weakness of the territory


Comparative analysis with the competition

For example, it may be useful to compare the following parameters:

  • Tourists geographic origin
  • Tourists typology
  • Average residence time
  • Gross domestic product
  • Occupancy rate of existing beds
  • Type of accommodation facilities in the area
  • Costs, average per capita expenditure by tourists
  • Auxiliary and support services
  • Infrastructure
  • etc

 After having analyzed at least the points previously indicated, it will be necessary to draw up what can be considered the result of the SWOT analysis

Internal factors

  • Strengths: the elements that need to be further developed and that are useful for achieving the objective we have said is Tourism Development;
  • Points of weakness: the elements that must be eliminated or reduced as they are harmful to the achievement of the indicated objective;

External factors

  • Opportunities (advantages): external conditions that must be exploited because they are useful to achieve the objective;
  • Threats (risks): external conditions that could hinder the path to reach the goal.

In light of many SWOT analyzes carried out in the past (even costing hundreds of thousands of euros), it should not be difficult to carry out new analyzes based on what has been done.

I believe that apart from some differentiation linked to the geographical or climatic position of the tourist place subjected to analysis, the results that are normally reached fall in whole or in part among the following:

a) Strengths:

  • Cultural vivacity
  • Wealth of Cultural Heritage
  • Climate
  • Elements of territorial uniqueness (usually each territory can boast of having something that others do not have)


b) Weaknesses:

  • Non-optimal quality culture
  • Culture of the "context" and of the suboptimal urban furniture
  • Inadequate infrastructures and roads
  • Lack of tourist information
  • Poor signage
  • Uneven accommodation offer
  • Fragmented cultural offer
  • Limited design capacity
  • Difficulty in creating critical mass
  • Difficulty in networking (strong individualism and limited presence of coordination)
  • Lack of long-term vision
  • A "friendly" vision (not to say "clientelism") in planning in general
  • Inadequate auxiliary services to tourism

c) Opportunity

  • Presence of new infrastructures (e.g. motorway branches under construction, airports, ports, etc.)
  • Acknowledgments or Inclusion in recognized Lists and Registers (Unesco, REIS, LIM, PAT, etc.)
  • Opportunity linked to an increasing demand for tourism also in its various forms (cultural, accessible, seasonally adjusted, etc.)
  • Opportunity linked to the economic recovery
  • Opportunity linked to the development of a culture of quality
  • Opportunity linked to a greater perception of the tourist potential of one's territory
  • Presence of organizations linked to the promotion of the territory (tourist district, natural shopping centers, trade associations)
  • Presence of regional and national public funding

d) Threats

  • Individualism on the part of public structures (relationships with other public structures in the area are not easy)
  • Individualism on the part of individuals (relations between individuals)
  • Fierce competition from other neighboring and non-neighboring tourist centers
  • Degradation of some areas of the historic center
  • Consequences related to unsustainable tourism (traffic, pollution, increase in costs for the inhabitants: housing, products in general, entertainment, etc.)

Ignazio Caloggero


Tourism Quality and Cultural Heritage by Ignazio Caloggero

Initial analysis - SWOT

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