Sustainability development and competitiveness of Rome as a tourist destination

Abstract

Objectives – The aim of the paper is to study the sustainability level of the city of Rome (Italy) as a tourist destination. The paper’s basic assumption is based on the fact that, compared to other international tourist destinations, Rome is high on the list as far as the number of international visitors is concerned, yet it is not the city at the top of the list. Design/Methodology/Approach – The methodology used is that of case study research (Yin, 2003). The results will be evaluated by applying the Weaver model (2000, 2011). According to Weaver, the competitiveness of a tourist destination depends on the level of sustainability of tourism development. Originality/Value – Sustainability implies that tourist destinations are governed and managed in such a way as to satisfy the expectations of the visitor in accordance with the socio-economic and natural environment in which such destinations operate. Thus the management of the sustainability of the destination is an essential ingredient in the development of the entire surrounding area. As a tourist destination, the city has made great efforts to diversify its offer to visitors, including new infrastructural, cultural and sport facilities in order to enhance its attraction as a tourist site, and as a result, to encourage new businesses and provide employment. Practical Implications – The relationship between sustainability and competitiveness is based on the belief that businesses that pursue environmental and economic and social performance improvements may benefit from these activities.

Keywords

• destination management
• destination governance
• sustainability
• innovation
• competitive advantage