Tourism management

The Tourism Management research area studies the demand expressed by tourists and the strategies through which that demand is satisfied by the offering, at both the tourism destination level and the tourism services business level. As regards demand, the studies address tourists’ needs, motivations, behaviours, perceptions and satisfaction. As regards the offering, the research activity examines the strategic planning and management of tourism destinations (based on the expectations of the involved stakeholders, such as: policy makers, economic actors, residents and tourists) as well as management and marketing decisions of the firms of the tourism supply chain. Qualitative research methods, such as data collections based on in-depth interviews and focus groups, and quantitative research methods, such as questionnaire-based surveys, as well as experiments are used.
Diego Begalli
Full Professor
Roberta Capitello
Associate Professor
Fabio Cassia
Associate Professor
Paola Castellani
Assistant Professor
Francesca Simeoni
Assistant Professor
Marta Maria Ugolini
Full Professor
Vania Vigolo
Associate Professor
Skills
Topic People Description
Tourism management standard compliant  Scimago
Tourist behavior Vania Vigolo
Study of tourist behavior during the various phases of the tourist experience. Use of qualitative and quantitative research methods to identify tourists’ needs, expectations, perceptions, attitudes and satisfaction. Analysis of the relationship between tourist behavior and technology, with specific regard to cohort differences. Study of older tourists’ behavior and identification of marketing strategies aimed at this specific market segment.
Destination management Francesca Simeoni
Vania Vigolo
Study of tourist destinations and local tourism systems and their impact. Particular emphasis is placed on the study of the motivations behind the choice of destination by tourists and their subsequent level of satisfaction. Analysis of the Destination Management Organization (DMO): structure and performance. Qualitative research (with focus groups and interviews) and quantitative (with data collection and processing through the use of SPSS).
En plein air tourism Francesca Simeoni
Study of demand and supply that revolves around tourism en plein air. In particular, it analyzes the motorhome sector, the main "vehicle" of itinerant tourism and the accommodation facilities dedicated to it. Use of tools for qualitative research (primarily focus groups and interviews) and, in part, for quantitative research (basic statistical tools).
Hospitality Marta Maria Ugolini
Analysis of marketing strategies adopted by hospitality actors, with a specific interest on the use of social couponing and on its impact for the firm, including its ability to stimulate eWOM. Study of the adoption of green strategies by hotels. Research on the impacts of the sharing economy in the hospitality sector. Use of quantitative methods, content analysis and case studies.
Hospitality management Vania Vigolo
Study of the hospitality industry, with particular regard to accommodation services. Identification of strategies aimed at improving service quality and customer satisfaction in this specific service setting. Analysis of user-generated content with the support of content analysis and sentiment analysis techniques. Study and definition of online review management strategies.
Events and tourism management Paola Castellani
Study of events as tools of territorial marketing, promotion and safeguard of the territory annd its social, cultural and hystoric heritage, as resources of tourist attraction. Study of sustainable events as good practices to raise awarness, support and develop the culture of sustainability and to enhance the sustainable development of the territory. Use of qualitative methods (focus groups and interviews).
Corporate museum and tourism Paola Castellani
Study of corporate museums as tools for the promotion of industrial and cultural tourism and as attractive elements of the territory in which they are located when they manage to create a bond of integration and shared history, presenting it to the visitor/tourist. Use of qualitative methods (focus groups, surveys and interviews).
Strategic planning of tourism destinations Marta Maria Ugolini
Analysis of the needs and perceptions of tourism destinations’ stakeholders (economic operators, tourists, residents, policy makers) with the aim of developing strategic plans for the development and/or repositioning of tourism destinations. Use of multiple methods (such as questionnaire-based surveys, focus groups, in-depth interviews).
Marketing strategies and investments of tourism firms Fabio Cassia
Measurement of marketing strategies and investments of tourism firms (in detail: travel agencies, hotels and tour operators). Impacts of the adoption of tools and routines to measure marketing performance (i.e., “Marketing Performance Measurement Systems”) on firm performance. Focus on the effectiveness of a specific tool, i.e. social couponing. Analysis of the strategies to stimulate and manage online reviews. Use of both qualitative and quantitative methods.
Wine and food tourism Roberta Capitello
Wine tourism; wine tourist behavior; food and wine territorial brands and destination marketing; hospitality settings and food choice; craft beer and craft wine in out-of-home consumption contexts; place identity, place image and the role of typical wine and food supply; marketing of terroir products.
Rural tourism Diego Begalli
Types of rural tourism; territorial and business strategies; relationships between tourism, environment and local development; tourism and ecosystem services; tourists’ preferences and behavior; wine and rural hospitality; tourism investments; tourism business plans; case study analysis; tourism in rural areas.
Gruppi di ricerca
Name Description URL
Catena del valore e sostenibilità nei sistemi agroalimentari e vitivinicoli Il gruppo di ricerca è attivo nei temi attinenti l’area di ricerca “Agricultural and Resource Economics”.
Competitività delle PMI Il gruppo di ricerca si propone di indagare la capacità competitiva delle Piccole e Medie Imprese Italiane che connotano il tessuto imprenditoriale del Paese costituendo nel complesso il 99% del totale delle imprese, contribuendo alla generazione di circa il 70% del valore aggiunto nazionale e assorbendo oltre l’80% degli addetti presenti in Italia.
Confartigianato: profilo e bisogni di servizi degli associati Il gruppo di ricerca si propone di indagare le caratteristiche e problematiche del management delle associazioni di categoria e la necessità di impiegare strumenti manageriali per migliorare la qualità dei servizi erogati dalle associazioni di categoria ai propri associati.
Customer experience nei servizi Il gruppo di ricerca si propone di indagare come le imprese di servizi, tra cui in particolare quelle operanti nei settori del retail e dell’hospitality, cerchino di migliorare la customer experience
DMO - Pianificazione strategica nelle località turistiche Il gruppo di ricerca “DMO - Pianificazione strategica nelle località turistiche” si propone di contribuire alla pianificazione strategica e la gestione delle destinazioni turistiche, con particolare riferimento alla città di Verona
Impresa 4.0 e digital transformation per le MPMI di Verona Il gruppo di ricerca nasce in connessione al progetto congiunto Università di Verona - Camera di Commercio I.A.A. di Verona dal titolo “Impresa 4.0 e digital transformation per le MPMI di Verona” con il fine di apportare le proprie competenze in ambito organizzativo, aziendale, di gestione dei processi produttivi e logistici, nonché di marketing online.
Modalità alternative di finanziamento e coinvolgimento della comunità: analisi dei business model L’obiettivo del gruppo di ricerca consiste quindi nell’analisi delle diverse alternative di finanziamento e coinvolgimento della comunità, indagando altresì un possibile sviluppo del business model delle organizzazioni coinvolte.
Percorsi di innovazione aziendale Il gruppo di ricerca si propone di approfondire il fenomeno dell’innovazione aziendale nelle sue molteplici manifestazioni al fine di comprendere meglio la natura e la complessità delle sfide manageriali e organizzative che devono affrontare le imprese che desiderano competere in termini di innovazione.
Qualità del servizio, brand equity e reputazione dei gestori idrici Questo gruppo di ricerca si propone di misurare la qualità del servizio erogato, la brand equity e la reputazione dei gestori idrici a partire dalle percezioni di diversi stakeholder (es. cittadini, imprese, amministrazioni pubbliche).
Tocatì - impatto economico degli eventi culturali Il gruppo di ricerca “Tocatì - impatto economico degli eventi culturali” si propone di valutare l’impatto economico diretto netto del Tocatì - Festival Internazionale dei Giochi in Strada sulla città di Verona, sviluppando al contempo un metodo replicabile per stimare gli impatti degli eventi culturali
Vitalità e longevità d’impresa Il gruppo di ricerca si propone di indagare il fenomeno della longevità d’impresa strettamente collegato alla vitalità che la stessa riesce ad esprimere.
Projects
Title Managers Sponsors Starting date Duration (months)
Creating experiences in the hospitality industry Angelo Bonfanti 12/5/16 24
Investigating performing-arts organizations between customer education and performance quality Federico Brunetti 6/30/16 36
Investigating senior guests' needs at hotels Angelo Bonfanti, Vania Vigolo 1/15/14 24
La misurazione del grado di coordinamento nei Sistemi Turistici Locali (2004) Federico Testa Ministero dell'Istruzione dell'Università e della Ricerca, Ministero dell'Università e della Ricerca Scientifica 1/1/04 24
Responding to guests’ online reviews Vania Vigolo 11/13/15 24

Activities

Research facilities