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Venice is a city located in Italy known as a popular tourist attraction.

Recently their tourism industry has been raised to question whether it is beneficial or detrimental

Although it funds the renovations of their historical buildings, there is much debate on the loss of culture

occurring through commercialization and standardization

our different opinions from relevant individuals!

Vicenzo Casali! "elieves that advertisers can use Venice for a purely commercial purpose and have no

interest in restoring the city

Jane da Mosto! "elieves that the tourism in Venice functions in a virtuous cycle rather than something

destructive. #tresses that cultural image of Venice is not clearly defined and the $real Venice% is ambiguous.

Dominic Standish! "elieves that tourism is an opportunity rather than a threat.

Nathalie Salas! "elieves that Venice should focus on the intangible aspects like

&athalie states that $passive tourism% poses a threat to the sustainability of Venice's tourism industry.

(ain issue is not the tourism itself, but way Venice is being positioned among the consumer segments.

)o appeal to the passive tourists, who compose a portion of their revenue, certain aspects are becoming

normalized.

"randed entertainment and accommodations are becoming more prevalent, such as *ard Rock +afe and other

standardized global hotel chains. +ompanies have begun converting special attractionslandmarks into more

generic places.

Although these broad establishments are more attractive to international tourists, they come with a hefty cost.

)his cost is the overall deterioration of Venice's uniqueness and global brand. )his brand is the heart of

Venice's tourism industry.

or the past decade, the global market has trended towards convenience above all. Instant gratification has

become the norm as new quick and easy services introduced -Vine, Apple ay, /oogle 0allet1.

)he average standard of living has vastly improved in most countries around the world because of this.

+hange has been occurring at a rapid pace, and $fast2food culture% has been gaining traction. )his cultural

preference of tourists is migrating from developed 0estern countries to other developing countries in Asian,

#outh American and Arab areas.

)hese tourist attractions among the world are facing cultural degradation as adoption progresses. has become

the main detriment to the long2term sustainability of the industry and the cru3 of this question.

)hese businesses can leach away the specialties of a city and standardize its products and services

the city will lose its uniqueness and become homogeneous relative to other cities. laces like Venice should

work for maintaining and sustaining its unique points rather than generating revenue.

&athalie's proposed solution involves repositioning their approach from tangible resources to intangible

resources such as lifestyle and image.

)heir goal should be aimed towards a more value driven offering to gain loyal repeat customers rather than

only first time ones.

)he purpose is to maintain a long2term competitive advantage and generate recurring revenue.

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In order to do so, aspects such as culture, architecture and lifestyle cannot be compromised. And this is why

she believes Venice should emphasize on quality instead of quantity.

rom these key points, our team truly believes in her perspective as the accurate representation of the case.