Tourism satisfaction and perspectives: an exploratory study in Italy

The aim of the paper is to analyze the specific features of tourism in Italy through tourists’ behaviour and satisfaction level and to individuate future perspectives. A representative sample was analyzed through factor and cluster analysis to interpret the factors that affect the touristic performance according to specific indicators, which affect tourists’ features and their tourism expectation. The findings show three segmented customer’s groups with different levels of desire, satisfaction and perceived happiness and identify also synergistically strategic actions to revitalize tourism in the considered region. The research is the first of this kind in the area and a base for further studies.