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29 views

Italy

research

Uploaded by

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

Activity 3.10 – Examples of USP in destinations

1. Does it have a good reputation?


Both me and this person thought it has a good reputation.

What image do they have of it?


When we first think of Italy we think about its cuisine and gastronomy which
includes its pastas and authentic pizzas.
Attractions that we thought of are the leaning tower of Pisa, the Colosseum and
Venice.

Why do they feel this way? They were informed about the destination
and its attractions through social media which makes it evident that they have a
strong brand identity as a tourist destination.

2. Does the destination have a USP?


 They have a rich history and art which is shown through the architecture of
their ancient ruins, historical monuments and museums displaying the culture
in the area. These places include the Colosseum in Rome, Florence, Duomo di
Milano Cathedral in Milan, Trevi Fountain in Rome
 Museums: Vatican museums
 Rich history with the Roman civilisation/empire
 It is the country with the most world heritage sites in the world being home to
55 UNESCO world heritage sites:
As the birthplace of the Roman Empire and the Renaissance, Italy is home to
Pompei, Herculaneum, and Torre Annunziata, the historical centers of
Florence, Naples, and Rome, and the Dolomites. Explore the preserved ruins
of the ancient Roman cities of Pompeii and Herculaneum which were buried
by the eruption of Vesuvius in A.D. 79.
 It has beautiful natural landscapes, beaches, islands and coastlines
The Alps from Lake Como, Milan, Italy
 Italian cuisine is very popular as famous dishes such as pasta, pizza and
gelato have origins from Italy.
– Quality and simplicity of food

How is this communicated to potential visitors?


 Social media campaigns and posts – collaborations with vloggers and
influencers
 Internet – websites showing the best attractions to visit in Italy and provide
information about the area
Transportation
Best times to visit
 Partnerships with airlines and travel agencies to promote the
destinations/tours in the attractions

3. How does the image of this destination compare with


the image of similar destination?
A similar destination to Italy is Spain, they both have a rich history and are famous
for their delicious food and culture which is similar. Although Italy is known for its
luxury experiences catering to high end cultural tourists.
Italy's image is associated with elegance, romance, and tradition. It is a top
destination for honeymoons, weddings, and cultural trips.
Spain’s image is more vibrant, energetic, and informal. It is favored for group
travel, beach holidays, and festive adventures catering to more leisure
tourists.
Spain also has different USPs such as better infrastructure with public services and
is safer than Italy having lower crime rates.
Spain is also known for its sports tourism with football.

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