The Impact of Typical Products on the Decision to (Re)Visit a Tourist Destination: Market- Expanding or Business-Stealing?by Marco Alderighi, Carluccio Bianchi and Eleonora Lorenzini

ABSTRACT

This paper studies how typical products affect the attractiveness of tourist destinations, distinguishing between market-expanding and business-stealing effects. We surveyed 1,100 Italians at their home on their intention to visit or revisit three popular mountain destinations in Northern Italy (Valtellina, Valle d’Aosta, Trentino), and on their experience, knowledge, and appreciation of five well-known typical products of these places (Pizzoccheri pasta, Bresaola dried beef, Fontina cheese, Melinda apple, Speck smoked ham). We find that product experience positively affects the likelihood of (re)visiting both a product’s place of origin and the other mountain destinations (market-expanding effect). Conversely, the correct identification of the product’s place of origin may reduce the intention to (re)visit the other destinations (business-stealing effect). Finally, strong appreciation for a typical product has a positive effect only on the intention to (re)visit the place of origin.

MARCO ALDERIGHI is full Professor of Applied Economics, Department of Economic e Political Sciences, Università della Valle d’Aosta, and CERTeT, Bocconi University, Milan.  m.alderighi@univda.it

CARLUCCIO BIANCHI is Full Professor of Economic Policy, Department of Economics and Management, Università degli Studi di Pavia, Pavia. carluccio.bianchi@unipv.it

ELEONORA LORENZINI, Department of Economics and Management, Università degli Studi di Pavia, Pavia. eleonora.lorenzini@unipv.it