Demand Analysis Models to Support Cultural Tourism Strategy: Application of Conjoint Analysis in North Sardinia (Italy)

Abstract

This study focuses on an inner area in Northern Sardinia (Italy) currently experiencing depopulation and considered ‘fragile’ due to its lack of typical regional summer tourism. However, this area boasts an intriguing cultural heritage, currently under-recognized and undervalued. The aim of this contribution is to apply to this territory the Conjoint Analysis methodology, which examines target demand and constructs scenarios. Drawing from the regional plan for tourism, an exploratory phase was employed to support future strategies in cultural and touristic enhancement by stakeholders. In this regard, the experiment, involving a survey of 600 interviews among inhabitants (301) and tourists (299), aims to: (1) estimate the economic value of the cultural heritage and tourist consumption preferences using WTP, (2) raise awareness among decision-makers about the varied value perceptions of the territory and its heritage by its users, (3) craft a knowledge framework of this territory to diversification of the tourism offer. The study showcases innovative elements both in terms of internal technical aspects and strategic approach. The collection of preferences, based on a set of nine itinerary cards, highlights undervalued aspects related to intangible components, community well-being, sustainable consumption habits, sustainable mobility, and microeconomies not strictly tied to traditional tourism types.