Comportamenti e scelte del turista fai-da-te nelle Dolomiti

The first part of the paper presents the principal contributions to the literature regarding tourist consumer behaviour, specifically noting fundamental phases during which tourists define their needs and translate them into purchased vacations. The paper then outlines the results of the research project conducted in the Dolomite region, where 5.000 online questionnaires were administered during the summer 2001 season and the winter 2001/2002 season. The research focused on an analysis of behavioural models and decision-making profiles of tourists who choose the Dolomites as a holiday destination. After an analysis of the data, we compare the model that emerged from this project with others that have been put forth in the literature. Some guidelines are then suggested to improve the image of the Dolomites as a tourist destination.