DEVELOPING LOW-CARBON TOURISM IN PUGLIA: CASE STUDY OF I. ARCHEO.S PROJECT

Abstract

This paper aims to examine the main determinants for developing low carbon tourism in Puglia region, studying the perceptions of a focus group of ca. 60 public and private stakeholders within Interreg project Italy-Croatia named I.-Archeo.S. project; Data were collected during I-Archeo.S itinerary (N=40) and through personal interviews (N=10) in March 2019. Statistical modelling of t-test, varimax rotation as well as Likert- scale was applied to study the factors of influence for tourist behavior and sustainable tourism (i.e. availability of ecological certification, participation in eco-initiatives, interest in typical products, green event awareness etc.). The results reveal that low-carbon travel is becoming the main way to stimulate the development of sustainable tourism in Puglia region. The increasing necessity for ecological knowledge and cultural heritage protection are perceived as significant factors for low-carbon tourism performance. These findings can help stakeholders from tourism and cultural sectors in Puglia region to prioritise resources and services across different seasons. Although the literature identifies dimensions of sustainable tourism, case studies on low-carbon tourism are still sparse. This study, therefore, contributes to expanding this body of knowledge.