The importance of cultural events for attracting tourism has often been posited in research, but rarely rested in relation to non-cultural activities. This paper investigates the association between participation in entertainment activities and tourism flows in Italian provinces, and finds that admission to theatre-type activities increases as the number of domestic tourists rises, whereas admission to museums or concerts rises with an increase in foreign tourists. Admissions to exhibitions and shows demonstrate a positive association with both domestic and international tourists, while non-cultural activities remain statistically insignificant. The results provide empirical support for the existence of a strong relationship between tourism flows and cultural participation. The findings also imply that the demand for entertainment varies depending on the origin of the tourist.
Tourism Economics, 2014, Vol 20, Issue 2, p. 241-262
cultural tourists; cultural participation; tourism flows; Italian provinces