A composite tourism index for the competitiveness of marginal areas: a pilot application in a Southern Italy province

Purpose Differently from traditional approaches that rely on the analysis of single dimensions of the tourism phenomenon, this study aims to experiment a systemic approach based on structured and unstructured data sources to elaborate a composite index to measure the tourist competitiveness of marginal areas, with the final aim to design and plan proper socio-economic development strategies. Design/methodology/approach The methodology adopted to carry out the study follows a four-step process and relies on indicators that are both relevant and accessible. The first step concerns the analysis of the literature about the existing approaches to calculate a tourism index. The second step concerns the definition of the indicators and the collection of data by using both structured and unstructured sources. The third step focuses on the population of the data set. Finally, the fourth step aims at calculating the tourism index through a composite-based methodology and using it for a pilot application in a Southern Italy province. Findings The study calculates a synthetic tourism index for each of the 97 municipalities of the Province of Lecce (a city located in the southeast of Italy). The proposed index combines administrative, institutional and open data sources to derive a single indicator for each municipality, thus supporting decision-makers in understanding the complex reality and competitiveness level of territories in the tourism industry. Originality/value The main elements of originality of the study are the breadth and typology of data sources considered to calculate the composite indicator of tourism competitiveness (both structured and unstructured); and the use of weighting and aggregation procedures in the methodological issues.