Tour operators and alternative tourism in Italy : Exploiting niche markets to increase international competitiveness

Purpose – The paper sets out to analyses the approach of Southern Italian regions in the way they are developing different types of tourist products. Design/methodology/approach – In an attempt to measure tour operator preferences that impact the offer features, the tour operators' profiles have been traced, through a cluster analysis, in order to develop the market of new tourist products in Southern Italy. Findings – The findings prove that the attitude of foreign tourists in choosing Southern Italian destinations is influenced not only by seaside location and cultural products but also by alternative features, such as natural resources and enogastronomic traditions, which represent the differentiating and value‐creating elements of the basic product. Moreover, the accommodation chosen confirms international tour operator loyalty. Research limitations/implications – The cluster definition helps in identifying collective strategies to promote macro destinations, connecting similar places linked by tourist need satisfaction. Future research should consider the different typologies of tour operators and try to compare different areas of Europe with Italy. Practical implications – New forms of tourism require specific and differentiated strategies supported by forms of international market penetration. The marketing thrusts should focus on the place vocation and a local hospitality system, developing and marketing local tourist products. Originality/value – This paper analyses the role of tourist operators in developing and marketing new destinations and typologies of tourism.