Venicehas been a great city with its historical artifacts attracting peoplefrom all over the world. However, this has contributed to therecently noted rate of depreciation of the city. Venice experiences asevere seasonal flooding during winter which results in a significantstructural damage to buildings in the city. This has, therefore, ledto an increased rate of depreciation in the city, and as a result, ithas been tough for the pedestrians to cross the narrow streets andnavigate the paths of the city (Keegan & Green, 2017). The mainissue of discussion is based on the fact that this town is dying anddepreciating whereas the help received from the country’sgovernment is barely enough to even sustain the city itself.
NathalieSalas is a marketing consultant who lives in Italy. He believes that“passive tourism” as he puts it is the major threat that Venicefaces in the sustainability of its tourism industry. In his argument,he explains that the city is becoming average like other towns and indoing, so it leads to standardized tourists and the regulatedproducts. Therefore his perspective of shifting the style of tourismand shifting the focus to tangible resources such as landmarks can beused to emphasize on the intangible resources such as lifestyle andthe image portrayed by the city. This perspective proposed by Salas,stresses on quality tourism rather than quantity tourism. This is,therefore, the better way to address the tourism issue in Venice.
Thecity needs every available assistance it can get to renovate thedamaged areas of the city. The companies that make significantcontributions towards the historical renovation of the city should beallowed to place advertisements on the city buildings. This is auseful two-way strategy since the company gets to advertise theirproducts and the city get to be renovated with the income that theadvert generates.
Withmore tourists in the city, the tourism industry gets congested, andthe resources also get depreciated. To salvage the situation, a taxpolicy is introduced on the tourists intending to stay in the city.This strategy is to generate more revenue to repair and ensure thatthe amount produced is sufficient enough to maintain the resourcesavailable (Keegan & Green, 2017). Thus, the initiative to imposea tax on the tourists staying in the city is effective since they getto regulate their resources and ensure that they generate extrarevenue.
MarketingLess Toured Areas
Marketingis an essential tool while addressing tourism activities. It givesthe clients an opportunity to look at what to expect in the areasthey are about to visit. Through marketing, the sectors that are lesstoured can have a great potential once they are marketed by thetourist officials in Venice. Besides, with the success of openingtourism to the less visited areas, it reduces congestion in the maintourism centers and thus regulating the resources in the mainland(Keegan & Green, 2017).
Keegan,W. J., & Green, M. C. (2017). Globalmarketing.Boston: Pearson.