E-tourism: How ICTs Help the Local Tourist District Drive Economic Vitality. The Case of Campania, Italy

The purpose of the study is to answer to the following Research Question (RQ): “What are the perception and the application of ICTs for e-tourism in different LTDs in Campania?” To answer the RQ a qualitative study was done with a questionnaire to 144 managers of Local Tourist Districts (LTDs) in Campania, Italy. The questionnaire was summited in 2017. The acquired data were processed using the factor analyses. The study of the region’s 12 LTDs allowed for the identification of three district typologies i.e. three homogeneous groups. The one, defined as proactive, exhibited positive results thanks to the skills and competencies of its managers. By contrast, despite the wealth of attractions, the other districts did not fare as well mostly due to management inadequacies and organizational culture. The research was limited to only 12 LTDs located in Italy. Possible measures to address operational and cultural problems in the region have been identified in implementation of ITCs’ applications to foster e-tourism and the local entrepreneurial ecosystem as well as the accumulation of knowledge to enhance the awareness of the education as a strategic factor [Masele, J. J. (2015). Towards e-commerce use for pro-poor tourism promotion: Local providers’ ICT training needs in Tanzania. International Journal of Innovation and Technology Management, 12(4), 1550020]. Moreover, at the national and international level, other strategic elements can be identified in: analysis of good practices and cross contamination of proactive district managers with the participated and insensitive district managers.It is the first research paper on the Campania districts since their inception. The analysis of the phenomenon may be extended to other countries too.