DETERMINANTS OF DESTINATION COMPETITIVENESS AND SUSTAINABILITY: A FACTOR AND CLUSTER ANALYSIS

Objectives: the research aims to verify if and how the widespread cultural heritage in Taranto, city of "Magna Grecia", may help to achieve social and economic positive externalities, so substantial benefits for inner stakeholders to the destination, due to the culture, aptitude to relation, cognitive abilities, knowledge, traditions ingrained in a specific cultural area. Methodology: the statistical methodology we used aimed first at making a summary, by means of factor analysis, of an amount of information which was in the questionnaire items. The extracted factors were later used as key variables in a cluster analysis, in order to divide the subjects into different groups, where each one of them represents a different perception profile about the examined phenomenon. The clusters were later crossed with the information concerning the residence area in order to verify the hypothesis of a different perception of the phenomenon between the different areas. Findings: the research tried to define the role of intangible assets in the development of the Ionian cultural tourist destination, as it is perceived by its residents. Research limits: limitations are due to the restricted data used in this phase of the research, which takes into account only the views of inner stakeholders, lacking the perspective of external stakeholders, such as tourists. Practical implications: this paper offers policy suggestions to public decision makers and to private subjects for the integrated management of local resources. Originality of the study: the research tries to define an organic, aware and shared design of territory development which, by leveraging on social capital, can promote and drive the development itself.