Strategic Archaeotourism Development in Pompeii: Stakeholder Impacts and Governance

Thesis Abstract

The rapid intensification of archaeology-led tourism in Pompeii presents complex governance challenges and stakeholder conflicts that threaten the sustainability of cultural resources and local livelihoods. This study addresses the problem of balancing heritage preservation with visitor satisfaction, economic viability, and community well-being within a highly managed UNESCO World Heritage site. The aim is to develop a strategic archaeology-tourism framework that explicates stakeholder impacts and governance mechanisms, enabling evidence-based decision-making for resilient heritage-led development. Specific objectives are (1) to map key stakeholder groups (national park authorities, local government, archaeologists, tour operators, resident associations, and visitors) and assess their influence and interdependencies; (2) to evaluate governance instruments, policies, and institutional arrangements governing archaeotourism in Pompeii; (3) to examine how stakeholder perceptions of value, risk, and benefit affect participation, cooperation, and compliance; (4) to identify bottlenecks in data sharing, accessibility, and decision-making processes; and (5) to formulate a strategic framework detailing governance reforms, stakeholder engagement practices, and performance indicators for sustainable archaeotourism. The research adopts a mixed-methods design underpinned by actor-network theory and stakeholder theory to articulate how socio-technical networks shape tourism governance. The population comprises stakeholders engaged in Pompeii’s archaeotourism ecosystem. A purposive sampling approach targets 40 key stakeholders for in-depth interviews and 200 visitors for survey administration, supplemented by 15 policy documents and 12 planning reports. Data collection employs semi-structured interviews, structured questionnaires, participant observation, and documentary analysis of management plans, visitor statistics, and conservation records. Validity and reliability are addressed through triangulation, pilot testing, and inter-coder reliability for qualitative coding. Quantitative data will be analyzed using descriptive statistics, correlation analysis, and multiple regression to identify determinants of stakeholder cooperation and perceived governance effectiveness, while structural equation modeling (SEM) will test the relationships among governance capacity, stakeholder engagement, and sustainability outcomes. The qualitative component will utilize thematic analysis to extract recurring themes related to governance legitimacy, trust, risk management, and value co-creation, followed by theory-driven coding guided by the two theoretical frameworks. A conceptual model will be developed to illustrate the pathways through which governance structures influence archaeotourism outcomes, incorporating feedback loops between visitor demand, site conservation needs, and local livelihoods. Expected findings include (i) a nuanced map of stakeholder power, interest, and influence; (ii) empirical evidence on the effectiveness and legitimacy of current governance instruments, including visitor caps, zoning, and benefit-sharing mechanisms; (iii) identification of misalignments between heritage conservation goals and tourism development imperatives; (iv) quantifiable links between stakeholder participation quality and indicators of sustainable tourism performance, such as site condition, visitor satisfaction, and resident well-being; and (v) a validated strategic framework with reform proposals and performance metrics. The study contributes to knowledge by integrating actor-network theory with practical governance analysis in a high-profile archaeological tourism setting, offering a transferable framework for other World Heritage sites facing similar tensions between preservation, access, and community benefits. It also enhances methodological rigor by combining SEM with thematic analysis in a single case study, providing a robust template for future comparative research. The main conclusion anticipates that sustainable archaeotourism in Pompeii hinges on inclusive governance arrangements, transparent data-sharing protocols, and adaptive management that aligns conservation imperatives with stakeholder value realization. Recommendations include formalizing multi-stakeholder councils with decision rights, establishing shared data platforms and benefit-sharing agreements to incentivize local participation, implementing adaptive visitor management informed by real-time monitoring, and strengthening capacity-building programs for stakeholders to enhance governance efficacy and heritage stewardship.