The Risk™ strategic game of rural tourism: how sensory analysis can help in achieving a sustainable competitive advantage

  • Cristina SantiniEmail author
  • Alessio Cavicchi
  • Maurizio Canavari
Conference paper


This paper examines how sensory analysis can be effectively implemented to achieve competitive advantage in rural tourism. Starting from the theoretical framework of experience economy outlined by Pine and Gilmore (1998), the authors describe how firms can differentiate their offer by using sensory analysis. In the first section, the authors provide a description of the rural tourism phenomenon and a literature review of rural tourism. Then, descriptive examples of the implementation of sensory analysis in rural tourism are provided. The paper ends with conclusions and recommendations for rural tourism operators.


Dieser Beitrag untersucht, wie die sensorische Analyse effektiv genutzt werden kann, um einen Wettbewerbsvorteil im Agrotourismus zu erzielen. Von dem theoretischen Rahmen der von Pine and Gilmore (1998) beschriebenen experience economy ausgehend wird dargestellt, wie Unternehmen ihre Angebote durch sensorische Analyse differenzieren können. Im ersten Abschnitt wird das Phänomen „Agrotourismus“ beschrieben. Anschließend werden Beispiele der Anwendung sensorischer Analysen im Agrotourismus vorgestellt. Der Beitrag endet mit Schlussfolgerungen und Empfehlungen für Agrotourismus-Veranstalter.


Questo paper descrive come l’analisi sensoriale può essere efficacemente impiegata per il conseguimento di un vantaggio competitivo nell’ambito del turismo rurale. Partendo dal modello teorico dell’experience economy delineato da Pine and Gilmore (1998), gli autori descrivono come le imprese possono differenziare la propria offerta attraverso l’utilizzo dell’analisi sensoriale. Nella prima sezione del lavoro gli autori propongono una descrizione del fenomeno del turismo rurale e una rassegna della letteratura sul tema. Successivamente vengono illustrati esempi su come l’analisi sensoriale può essere utilizzata nel turismo rurale. Nella sezione finale del paper gli autori presentano le conclusioni e dei suggerimenti per gli operatori del settore.


Rural tourism Sensory analysis Differentiation strategy 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Cristina Santini
    • 1
    Email author
  • Alessio Cavicchi
    • 2
  • Maurizio Canavari
    • 3
  1. 1.Università Telematica Internazionale - UnitelRomeItaly
  2. 2.Department of Studies on Economic DevelopmentUniversity of MacerataMacerataItaly
  3. 3.Department of Agricultural Economics and Engineering (DEIAgra)Alma Mater Studiorum – University of BolognaBolognaItaly

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