L’OSPITALITÀ NEI LUOGHI TERMALI DELLE MARCHE. È POSSIBILE UNA POLITICA DI RINNOVAMENTO?

The Marche region has valuable thermal water resources and many historic venues, but the spa sector faces a state of ongoing weakness, for the failure of the quality of hospitality and weak entrepreneurial and political general setting. The present work, after describing the geographical spread of the thermal destinations in the Marche, reports results of a survey among entrepreneurs and policymakers, in order to highlight the future attractiveness, strengths and weaknesses of the sector and the promotion policy to be undertaken. Findings show it is the entrepreneurial and political impossibility of treating the regional spas as a unique system that precludes the effective and efficient exploitation of the thermal resources.