To regulate or not to regulate: The destination management dilemma in handling the intensity of tourism

Excessive tourism pressure signals unsustainable destination tourism. This study investigates the relationship between regulatory pressure and tourism intensity in Florence, Italy, a UNESCO World Heritage Site. Using a mixed-methods approach, we explore whether regulatory measures influence tourism intensity. Results indicate that tourism-centered regulations increased over time, suggesting that policymakers resort to regulation as a tool to manage growing tourism intensity. Additionally, we found a negative association between regulatory pressure and tourism intensity, particularly when policies are explicitly aimed at tourism. These effects remain robust across different measures of tourism intensity. Notably, tourism intensity is unaffected by city tax levels but is positively associated with inflation and hospitality rates.