From undertourism to destination repositioning through multi-level governance. The case of the Marche region (Italy)

Titolo Rivista CORPORATE GOVERNANCE AND RESEARCH & DEVELOPMENT STUDIES
Autori/Curatori Concetta Ferrara, Domenico Sardanelli, Annamaria Romagnoli, Mara Cerquetti
Anno di pubblicazione 2026 Fascicolo 2026/1
Lingua Inglese Numero pagine 24 P. 191-214 Dimensione file 0 KB
DOI 10.3280/cgrds1-2026oa23332
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Vedi l'articolo Scarica l'articolo open access

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA), associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche.

The COVID-19 pandemic has accelerated a shift in tourism toward undertourism destinations, where travelers seek authentic experiences and deeper engagement with local resources and landscapes. Within this context, the present study examines how collaborative networks involving public and private actors can leverage undertourism as a strategic opportunity for destination repositioning. Focusing on the Marche Region (Italy), the research adopts a qualitative case study approach based on semi-structured interviews with key informants. Qualitative analysis and coding of the interview data revealed five types of networks that underpin the strategic and operational architecture of the region’s tourism and cultural sector: public-private, intra-sectoral, inter-sectoral, cross-territorial, and industry-community networks. The findings indicate that sustainable competitiveness depends on integrating diffuse territorial assets through multi-level governance, addressing infrastructural gaps, and enhancing community wellbeing. They further suggest that successful destination repositioning requires a shift from traditional competition to “coopetition”,The COVID-19 pandemic has accelerated a shift in tourism toward undertourism destinations, where travelers seek authentic experiences and deeper engagement with local resources and landscapes. Within this context, the present study examines how collaborative networks involving public and private actors can leverage undertourism as a strategic opportunity for destination repositioning. Focusing on the Marche Region (Italy), the research adopts a qualitative case study approach based on semi-structured interviews with key informants. Qualitative analysis and coding of the interview data revealed five types of networks that underpin the strategic and operational architecture of the region’s tourism and cultural sector: public-private, intra-sectoral, inter-sectoral, cross-territorial, and industry-community networks. The findings indicate that sustainable competitiveness depends on integrating diffuse territorial assets through multi-level governance, addressing infrastructural gaps, and enhancing community wellbeing. They further suggest that successful destination repositioning requires a shift from traditional competition to “coopetition”,together with the need for new professional roles capable of orchestrating development processes and managing fragmented resources.

Parole chiave:Undertourism; public-private collaboration; destination competitiveness; sustainability; authenticity; multi-level governance.

  1. Baggio R., Scott N., & Cooper C. (2010). Network science: A review focused on tourism. Annals of Tourism Research, 37(3): 802-827. DOI: 10.1016/j.annals.2010.02.008
  2. Baiocco S., Leoni L., and Paniccia P. M. A. (2023). Managing rural destinations in an evolving society: An empirical research. Corporate Governance and Research & Development Studies-Open Access, 1: 85-101. DOI: 10.3280/cgrds1-2023oa15786
  3. Bara􀃾–Miftarevi􀃼 S. (2023). Undertourism vs. overtourism: A systematic literature review. Tourism: An International Interdisciplinary Journal, 71(1): 178-192. DOI: 10.37741/t.71.1.11
  4. Battaglia A. (2018). Il posizionamento strategico dell’Europa. Nuovi flussi turistici, mercati emergenti e sfide geo-politiche, Economia della cultura, 1-2: 11-24. DOI: 10.1446/90714
  5. Biagiotti M. G. (2019). Undertourism e non solo: ecco i trend del turismo e viaggi per il 2019, text available at: <a href="https://xeniapro.com/undertourism-i-trend-del-turismo-e-viaggi-2019/">https://xeniapro.com/undertourism-i-trend-del-turismo-e-viaggi-2019/</a>, 22.04.2026.
  6. Blázquez-Salom M., Cladera M., & Sard M. (2023). Identifying the sustainability indicators of overtourism and undertourism in Majorca. Journal of Sustainable Tourism, 31(7): 1694-1718. DOI: 10.1080/09669582.2021.1942478
  7. Braun V., Clarke V. (2019). Reflecting on reflexive thematic analysis. Qualitative research in sport, exercise and health, 11(4): 589-597. DOI: 10.1080/2159676X.2019.1628806
  8. Butler R. (2017). The tourist experience: can destinations maintain authenticity?. Worldwide Hospitality and Tourism Themes, 9(6): 617-626. DOI: 10.1108/WHATT-09-2017-0044
  9. Cerquetti M., Cutrini E., & Ferrara C. (2019). Lo sviluppo del “turismo del paesaggio culturale” nel cratere sismico. Potenzialità e criticità per la rigenerazione dell’Appennino marchigiano. In: Pierantoni I., Salvi D., & Sargolini M. (Eds.),
  10. Nuovi sentieri di sviluppo per l’Appennino Marchigiano dopo il sisma del 2016. Quaderni del Consiglio Regionale delle Marche, pp. 217-257.
  11. Chen R., Zhou Z., Zhan G. & Zhou N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing and Management, 15: 100402. DOI: 10.1016/j.jdmm.2019.100402
  12. Della Corte V., & Aria M. (2016). Coopetition and sustainable competitive advantage. The case of tourist destinations. Tourism Management, 54, 524-540. DOI: 10.1016/j.tourman.2015.12.009
  13. Dodds R., & Butler R. (Eds.) (2019). Overtourism: Issues, realities and solutions. Vol. 1. Walter de Gruyter GmbH and Co KG. ETC (2022). Sustainable travel in an era of disruption: Impact of COVID-19 on sustainable tourism attitudes. ETC Market Intelligence Report.
  14. Farmaki A. (2020). Regional network governance and sustainable tourism. In: Saarinen J. (Ed.), Tourism and Sustainable Development Goals. Routledge, pp. 192-214.
  15. FIPE Confcommercio (2023). L’occupazione dipendente nei pubblici esercizi, text available at: <a href="https://www.fipe.it/wp-content/uploads/2024/09/occupazione-pe-2023_def.pdf">https://www.fipe.it/wp-content/uploads/2024/09/occupazione-pe-2023_def.pdf</a>, 14.06.2026.
  16. Fleischer A., Felsenstein D. (2000). Support for rural tourism: Does it make a difference?. Annals of tourism research, 27(4): 1007-1024. DOI: 10.1016/S0160-7383(99)00126-7
  17. Fletcher R., Murray Mas I., Blanco-Romero A., & Blázquez-Salom M. (2019). Tourism and degrowth: An emerging agenda for research and praxis. Journal of Sustainable Tourism, 27(12): 1745-1763. DOI: 10.1080/09669582.2019.1679822
  18. Gioia D. A., Corley K. G., & Hamilton A. L. (2013). Seeking qualitative rigor in inductive research: Notes on the Gioia methodology. Organizational research methods, 16(1): 15-31. DOI: 10.1177/1094428112452151
  19. Goncu H., Kamasak R. (2024). Post-Pandemic Shifts in Travel Habits: New Trends and Strategies. International Encyclopedia of Business Management, 133: 1-3. DOI: 10.1016/B978-0-443-13701-3.00133-X
  20. Gowreesunkar V. G., Vo Thanh T. (2020). Between overtourism and under-tourism: Impacts, implications, and probable solutions. In: Séraphin H., Gladkikh T., & Vo Thanh T. (Eds.), Overtourism: Causes, implications and solutions. Cham: Palgrave Macmillan: 45-68.
  21. Haugland S. A., Ness H., Grønseth B. O., & Aarstad J. (2011). Development of tourism destinations: An integrated multilevel perspective. Annals of tourism research, 38(1): 268-290. DOI: 10.1016/j.annals.2010.08.008
  22. Higgins-Desbiolles F. (2021). Socialising tourism for social and ecological justice after COVID-19. In: Lew A.A., Cheer J.M., Brouder P., & Mostafanezhad M. (Eds.), Global tourism and COVID-19. Routledge: 156-169.
  23. Horlings L. G. (2015). Values in place; A value-oriented approach toward sustainable place-shaping. Regional Studies, Regional Science, 2(1): 257-274. DOI: 10.1080/21681376.2015.1014062
  24. ISTAT (2024). Nuovo picco delle presenze turistiche, text available at: <a href="https://www.istat.it/wp-content/uploads/2024/11/Statistica-Today_Turismo-2023_rev.pdf">https://www.istat.it/wp-content/uploads/2024/11/Statistica-Today_Turismo-2023_rev.pdf</a>, 14.06.2026.
  25. Kolar T., Zabkar V. (2009). Perceived authenticity of cultural heritage sites: towards an integrative conceptual model. In: Fyall A., Andreu L., & Metin K. (Eds.), Marketing innovations for sustainable destinations. Goodfellow Publishers: 102-112.
  26. Litavniece L., Silicka I., Garanti Z., Berjozkina G., & Kolongou S. (2021). Undertourism regions and destinations: what are their opportunities to succeed?. Worldwide Hospitality and Tourism Themes, 13(6): 763-772. DOI: 10.1108/WHATT-07-2021-0097
  27. MacCannell D. (1973). Staged authenticity: Arrangements of social space in tourist settings. American Journal of Sociology, 79(3): 589-603. DOI: 10.1086/225585
  28. Mahendru M., Arora V., Chatterjee R., Sharma G. D., & Shahzadi I. (2024). From overtourism to under-tourism via COVID-19: Lessons for sustainable tourism management. Evaluation Review, 48(1): 177-210. DOI: 10.1177/ 0193841X231189805
  29. Marche in Numeri, <a href="https://statistica.regione.marche.it/Marche-in-Numeri/Turismo">https://statistica.regione.marche.it/Marche-in-Numeri/Turismo</a>.
  30. Mihali T. (2020). Conceptualizing overtourism: A sustainability approach. Annals of Tourism Research, 84: 103025. DOI: 10.1016/j.annals.2020.103025
  31. Mihali T., Kuš􀃾er K. (2019). Impacts of overtourism on satisfaction with life in a tourism destination. In: Proceedings of the Travel and Tourism Research Association’s (TTRA) annual research conference, Bournemouth, 8th-10th April, pp. 92-93.
  32. Milano C., & Koens K. (2021). The paradox of tourism extremes. Excesses and restraints in times of COVID-19. Current Issues in Tourism, 25(2): 219-231. DOI: 10.1080/13683500.2021.1908967
  33. Milano C., Novelli M., & Cheer J.M. (2019). Overtourism and tourismphobia: A journey through four decades of tourism development, planning and local concerns. Tourism Planning and Development, 16(4): 353-357. DOI: 10.1080/21568316.2019.1599604
  34. Trono A., Duda T. and Schmude J. (2022). Tourism Recovery from COVID-19: Prospects for Over-and Under-tourism Regions, vol. 2. Singapore: World Scientific Publishing.
  35. Ministero del Turismo (2024). L’andamento turistico in Italia. Prime evidenze del 2023, text available at: <a href="https://www.ministeroturismo.gov.it/wp-content/uploads/2024/06/Andamento-turistico-italiano-2023.pdf">https://www.ministeroturismo.gov.it/wp-content/uploads/2024/06/Andamento-turistico-italiano-2023.pdf</a>, 22.04.2026.
  36. Montaguti F., Meneghello S. (2018). L’ascesa del turismo del paesaggio culturale. In: Becheri E., Micera R., & Morvillo A. (Eds.), Rapporto sul Turismo Italiano. XXI edizione 2016/2017. Napoli: Rogiosi: 665-675.
  37. Pai C. K., Chen H., Lee T. J., Hyun S. S., Liu Y., and Zheng Y. (2024). The impacts of under-tourism and place attachment on residents’ life satisfaction. Journal of Vacation Marketing, 30(4): 694-712. DOI: 10.1177/13567667231164807
  38. Pascariu G. C., Dragan G. (2006). The role of public-private partnership in the sustainable development of the rural tourist destinations. European Regional Science Association (ERSA) Conference Papers: 1-23.
  39. Pencarelli T. (2019). The digital revolution in the travel and tourism industry. Information Technology and Tourism, 22: 455-476. DOI: 10.1007/s40558-019-00160-3
  40. Pine B. J., Gilmore J. H. (1999). The experience economy: Work is theatre and every business a stage. Harvard Business Press.
  41. Pinto H., Valente B., & Elston J. (2025). The Governance of Smart Regions in Peripheral Areas: Exploring the Case of a Tourism-Dependent Region. Urban Science, 9(5): 143. DOI: 10.3390/urbansci9050143
  42. Pratt M. G., Sonenshein S., & Feldman M. S. (2022). Moving beyond templates: A bricolage approach to conducting trustworthy qualitative research. Organizational research methods, 25(2): 211-238. DOI: 10.1177/1094428120927466
  43. Quelin B. V., Cabral S., Lazzarini S., & Kivleniece I. (2019). The private scope in public–private collaborations: An institutional and capability-based perspective. Organization Science, 30(4): 831-846. DOI: 10.1287/orsc.2018.1251
  44. Regione Marche (2024). Il Turismo nella Regione Marche. Anno 2023, text available at: <a href="https://www.regione.marche.it/portals/0/Turismo%20Sport%20Tempo%20Libero/Turismo/Osservatorio/Conferenza%20Bit%20Milano%20Anno%202024%20Presentazionever1.pdf">https://www.regione.marche.it/portals/0/Turismo%20Sport%20Tempo%20Libero/Turismo/Osservatorio/Conferenza%20Bit%20Milano%20Anno%202024%20Presentazionever1.pdf</a>, 22.04.2026.
  45. Richards G., Raymond C. (2000). Creative tourism. ATLAS news, 23:16-20. DOI: 10.17605/OSF.IO/YWEG7
  46. Richards G., Wilson J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture?. Tourism Management, 27: 1209-1223. DOI: 10.1016/j.tourman.2005.06.002
  47. Sageena G., Kumar S. (2025). Regenerative Tourism Industry: Pathways to Sustainability Amid Gender and Environmental Challenges. Emerald Publishing Limited.
  48. Schmitt B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3): 53-67. DOI: 10.1362/026725799784870496
  49. Séraphin H., Gladkikh T., & Thanh T.V., eds. (2020). Overtourism causes, implications, and solutions. Palgrave MacMillan. DOI: 10.1007/978-3-030-42458-9
  50. Sigala M. (2017). Market formation in the sharing economy: Findings and implications from the sub-economies of Airbnb. In: Barile S., Pellicano M., & Polese F. (Eds.), Social dynamics in a systems perspective. Cham: Springer International Publishing: 159-174.
  51. Stoffelen A., Ioannides D., & Vanneste D. (2017). Obstacles to achieving cross-border tourism governance: A multi-scalar approach focusing on the German-Czech borderlands. Annals of Tourism Research, 64: 126-138. DOI: 10.1016/j.annals.2017.03.003
  52. Yi X., Fu X., Lin B., Zhang G., Jiang L. and Zhang J. (2025). Investigating the impact of tourists’ perceived authenticity and aesthetics on word-of-mouth in cultural heritage sites. Tourism Management, 111: 105167. DOI: 10.1016/j.tourman.2025.105167
  53. Zhou G., Chen W. and Wu Y. (2022). Research on the effect of authenticity on revisit intention in heritage tourism. Frontiers in Psychology, 13: 883380. DOI: 10.3389/fpsyg.2022.883380
  54. Zhu P., Chi X., Ryu H. B. and Han H. (2025). Experience economy and authenticity in the heritage tourism sector: A multiple-dimensional approach. Acta Psychologica, 257: 105118. DOI: 10.1016/j.actpsy.2025.105118

Concetta Ferrara, Domenico Sardanelli, Annamaria Romagnoli, Mara Cerquetti, From undertourism to destination repositioning through multi-level governance. The case of the Marche region (Italy) in "CORPORATE GOVERNANCE AND RESEARCH & DEVELOPMENT STUDIES" 1/2026, pp 191-214, DOI: 10.3280/cgrds1-2026oa23332