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The paper sets out to analyse consumer preferences relating to a typical product, soppressata (a traditional Calabrian salted meat with PDO (Protected Designation of Origin) certification).

A multivariate analysis technique (factor analysis) was used on a sample of consumers, identified by a specific market research survey. Identification of groups of homogenous purchasers, according to one or two variables, is the objective of the segmentation approach which breaks up the reference market into homogeneous subgroups as regards their expectations and purchasing behaviour. Factor analysis lends itself to this use, allowing the weight of each component extracted from the interviewee to be graded.

Soppressata is a well‐known product. The main reason for purchase is that it is very tasty. Consumers appreciated the traditional culture it represents.

The possible strategies for quality and development offer new opportunities for producers as they relate to changes in consumer tastes and preferences. The variety of reasons that lead consumers to purchase the typical product oblige the researcher to abandon market analysis based on a “mass marketing” logic in favour of specific strategies.

This chapter focusses on the importance of using technology in tourism. This chapter also comprehensively highlights technologies that are impacting the tourism industry as well as the constraints the industry is facing. Many research studies have been conducted which outline the contributions and importance of technology in tourism in general. In recent years, various research studies, ranging from tourism management to geography, have increasingly explored the opportunities to use cutting-edge information and communication technologies (ICTs), implemented at different scales, in order to improve tourists’ experiences. Among several technology-driven solutions, augmented reality (AR) is usually regarded as a useful tool for tourism. AR has become an area of significant interest and investment in recent times. The present study focusses on case studies where AR-based smart tourism applications have been developed. In tourist destinations, visitors exhibit a great interest in learning while travelling. Curiosity plays a significant role for visitors buying trips for their families and they are willing to pay slightly more for a unique experience. The findings offer several contributions to the literature by providing new theoretical insights into the intersection of AR and tourism in Italian heritage sites, especially in Sicily.