Is Tourism the Savior or the Scourge of Venice?

Overview: Cruise ships are not the only marketing$-$related issue that has ruffled some feathers in Venice and resulted in public debate. Venice$$s unique setting results in severe seasonal flooding; in the winter, tide surges known as acqua alta $($high water$)$ cause severe structural damage to buildings and make it hard for pedestrians to navigate the city$$s narrow streets.

The conflicting priorities of commerce and conservation in Venice illustrate the ways that differences in the social and cultural environments impact marketing opportunities and dynamics around the globe.

Clearly, Venice$$s cultural riches constitute a magnet for tourists. It remains to be seen, however, whether the rising tide of tourism and other commercial ventures is sustainable.

Discussion Questions

$4-10.$ Which critical thinking issues are raised in this case?

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$4-11.$ The case presents various points of view on the issue of tourism in Venice. Whose perspective$($s$),$ if any, do you agree with?

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$4-12.$ Should companies that contribute to historic renovation projects be allowed to place advertising on the buildings?

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$4-13.$ In June $2011,$ city officials in Venice approved a tax on tourists staying in the city. Do you think this is a fair and effective way to generate revenue and limit the number of tourists?

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$4-14.$ Do you think that Venice$$s tourist officials should use marketing communications to provide information that would direct visitors to areas of the city that are $$less touristy$?$