In the Shadow of La Dolce Vita: Contradictions in Destination Image

This study, based on curiosity about the causes of the recent unexpected decline in Italy, aims to determine the perspectives and perceptions of Italy’s destination image from tourists’ viewpoints. Adopting a mixed-methods research design, the study integrates quantitative and qualitative approaches. Quantitative data were collected through a structured survey administered to 1,168 tourists who had visited Italy, while qualitative data were obtained from open-ended questions and analyzed using thematic and content analysis techniques. Conducted with 1,168 participants, the study observed that the majority were young, educated, and employed individuals who primarily planned their travels through social media. Italy’s natural beauty, historical and cultural heritage, and vibrant cities are major attractions. However, concerns about high costs, security, and language barriers were frequently expressed. While Italian tourism is generally perceived as well-established, participants emphasized the need for improvements in infrastructure, pricing, and security measures. One of the most significant findings is that the negative aspects associated with the destination mentioned in studies conducted nearly 20 years ago continue to persist today. This study presents actionable strategies to preserve Italy’s competitive advantage in tourism while enhancing the tourist experience. It also offers transferable insights for other mature cultural mass-tourism destinations confronting similar challenges.