The resulting initiative was called ÔTurismo di Qualit.Õ, a phrase applicable to the output as well as the process. It was realised that in order to create a quality product, detailed research was required on the resources, the enterprises and their views, and potential markets as well as current visitors. The first phase, in 1996, involved a comprehensive audit of tourism facilities, services, cultural and environmental heritage and relevant infrastructure. The second stage involved two extensive consumer surveys. These surveys revealed a divergence of opinion between people who had been to the region and those who had not.