Exploring the application of revenue management approach to address overtourism ::insights from place attachment theory

This study examines the application of revenue management (RM) strategies, such as timed entry slots and dynamic pricing models, to mitigate overtourism, utilizing place attachment theory as a framework. Data were analyzed from 29,138 valid customer responses at one of Italy's largest ski resorts, known for significant demand fluctuations throughout the ski season. The findings indicate that customers with strong place attachment perceive RM strategies as more fair compared to those with weaker attachments, suggesting that fostering place attachment among customers could lead to greater acceptance of new RM approaches, ultimately benefiting tourism destinations. The study also underscores the critical role of communication in implementing RM strategies. Framing RM approaches to highlight positive outcomes—such as maintaining optimal visitor numbers to prevent overcrowding and enhance personalized experiences—can shift customer perceptions from bearing additional costs to receiving added value. Effective communication of these benefits is essential for the successful adoption of RM strategies in tourism management.