Internet use in small tourism in Italy: what will be the role of local government?

Abstract

Purpose The digital revolution is causing profound transformations, characterised by the way companies and customers approach the market, helping to significantly transform the tourism sector. The aim of this study is to investigate how small hospitality businesses use internet in terms of marketing. Design/methodology/approach After analyzing the literature, which concerns the relationship that has gradually developed over the years between small businesses in the tourism sector and the use of the internet, it was decided to carry out an empirical survey conducted among the subjects managing micro-activities in the hospitality sector. The research hypothesis is that the adoption of the website is conditioned by the size of the company and the type of experience one has with small businesses. Findings The results show how small hospitality businesses make limited use of booking portals and social networks, and it emerges how digital marketing policies are crucial to achieve success, both in Italy and abroad. Originality/value It is believed that this work can provide useful insights that can be useful for the local government, aimed at promoting a greater ability of small businesses to participate more actively in the competition.