Profiling tourists Cultural Tourists and other Visitors Findings

Profiling tourists: Cultural Tourists and other Visitors Findings from PICTURE case studies Barbara Del Corpo, Elena Bellini, Ugo Gasparino, William Malizia Luxembourg 21 | 09 | 2006

Contents § Preliminary considerations § Conceptual framework § Case studies experience: – Syracuse – Bergen – Elche § Results § Lessons learned 2

Part I § Preliminary considerations § Conceptual framework § Case studies experience: – Syracuse – Bergen – Elche § Results § Lessons learned 3

Tourists’ interest in culture typologies ETC Research Group and WTO (2005) definition the purposeful cultural tourist CT is the primary motive for visiting a destination and the tourist has a very deep cultural experience the sightseeing cultural tourist CT is a primary reason for visiting a destination, but the experience is less deep the serendipitous cultural tourist A tourist who does not travel for cultural reasons but who, after participating, ends up having a deep cultural tourism experience the casual cultural tourist CT is a weak motive for travel and the resulting experience is shallow the incidental cultural tourist A tourist who does not travel for cultural reasons but nonetheless participates in some activities and has shallow experiences 4

Cultural tourists are not all alike The stereotypical heritage tourist (the “Baedeker/ Michelin tourist”) § § § § young backpackers, aged 20 -30 different and lower patterns of expenditure staying in small, inexpensive bed and breakfast aged 45 -65 higher than average disposable income, education, and travel experience holidaymaking independently in a group of two staying in hotel The emerging heritage tourist (the “Lonely Planet” or “Rough Guide tourist”) Ashworth, 2004 ECT & WTO, 2005 5

Part II § Preliminary considerations § Conceptual framework § Case studies experience: – Syracuse – Bergen – Elche § Results § Lessons learned 6

Elements considered § § § Motivation Tour/unique destination Organization (package/self-organized) Length of stay Accommodation Expenditure level Activities Age Education Employment Income 7

Part III § Preliminary considerations § Conceptual framework § Case studies experience: – Syracuse – Bergen – Elche § Results § Lessons learned 8

The case studies: Case. Siracusa studies Syracuse (Sicily, Italy) Bergen (Hordaland, Norway) § Surveys aimed at assessing the impact of tourism on the urban economy § Two different periods: – high tourist flow – low tourist flow § Interviews submitted directly to tourists at tourist sites and at accommodation facilities. Elche (Valencia, Spain) 9

The case studies: Syracuse § Typology of tourism: – cultural tourism, stressing on § massive historical heritage (the Isle of Ortigia, bearing testimony of the domination by Greeks, Romans, Byzantines, Arabs, Normans, Swabians, Aragonese, Catalans, Savoys, has been enscripted, since 2005, in UNESCO’s World Heritage List) § religious heritage (important churches and monastery, St. Lucy’s celebrations, etc. ) § together with the food-and-wine and handicraft heritage aiming at the valorisation of the typical products of the territory (the Pupi, wicker, raffia, cork and papyrus objects) – Sun&Beach/leisure-environmental tourism, through the exploitation of the sea and the various activities it can host (e. g. , yachting), together with natural reserves and caves. 10

The case studies: Bergen § Typology of tourism: – cultural tourism, stressing on § art and history. The harbour which bears testimony of the history of the city (in 1979 UNESCO included the Bryggen in the World Heritage List); wooden houses dating from the early 19 th § nature and landscape: Bergen is “the Gateway to the Fjord”. The city is placed between Sognefjord (the longest) and the Hardangenfjord (the most spectacular fjord) § events. Above all, the Bergen International Festival which includes representations of classical music, opera, chamber music, recitals, dance, theatre, and street performances – cruise journeys/leisure-environmental tourism. The number of cruise ships to Bergen has been constantly growing: +60% since 1999. Traffic concentrated in the summer, 3 cruise ships per day which stop 10 hours on average. 136, 000 visitors per year. 11

Part IV § Preliminary considerations § Conceptual framework § Case studies experience: – Syracuse – Bergen – Elche § Results § Lessons learned 12

The case Syracuse: studies: motivation Siracusa 190 (89. 6%) CULTURAL HERITAGE ATTRACTIONS (i. e. visiting monuments, museums, historic landmarks, cultural or religious events) OTHER SUN AND BEACH 15 (7. 1%) (i. e. health - please specify) 7 (3. 3%) 13

Results: Syracuse § The Cultural Tourist: – is mobile: § short visits, in several different cities in the course of the same journey § length of stay is on average 2 days and 1 night – is self-organized – stays in hotel – has a very high daily expenditure, especially for accommodation and food. He visits at least 1 cultural site per day. Its interest for the local culture involves also local handicraft and food (he usually buys souvenirs) the specific cultural tourist – is middle-aged (46 -65 years old), even though young cultural tourists represent an interesting part (26 -35 years old) the young backpacker § The Sun&Beach Tourist: – is not mobile: § longer visits in one single destination – – – § length of stay is on average 8 days and 7 nights is self-organized stays in tourist village its total direct impact on the economy is high, but the daily expenditure is on the contrary low. He’s interested in holidaying and in general sightseeing; visiting cultural sites or discovering the local culture is incidental – is older (56 -65 years old) or on the contrary young (26 -35 years old) – holds a degree or a Ph. D – holds a secondary-school diploma or a degree – – is employed has got an above-the-average income (>55, 000 €/year) – – is employed has got an average income (25 -35, 000 €/year) the Baedeker/Michelin tourist 14

Syracuse: The case studies: motivation/tours Siracusa 15

Syracuse: The motivation/length case studies: Siracusa of stay Median length of stay: Cultural 2. 2 days Sun&Beach 7. 9 days Median length of stay: Cultural 1 night Sun&Beach 7 nights 16

Results: Syracuse § The Cultural Tourist: – is mobile: § short visits, in several different cities in the course of the same journey § length of stay is on average 2 days and 1 night – is self-organized – stays in hotel – has a very high daily expenditure, especially for accommodation and food. He visits at least 1 cultural site per day. Its interest for the local culture involves also local handicraft and food (he usually buys souvenirs) the specific cultural tourist – is middle-aged (46 -65 years old), even though young cultural tourists represent an interesting part (26 -35 years old) the young backpacker § The Sun&Beach Tourist: – is not mobile: § longer visits in one single destination – – – § length of stay is on average 8 days and 7 nights is self-organized stays in tourist village its total direct impact on the economy is high, but the daily expenditure is on the contrary low. He’s interested in holidaying and in general sightseeing; visiting cultural sites or discovering the local culture is incidental – is older (56 -65 years old) or on the contrary young (26 -35 years old) – holds a degree or a Ph. D – holds a secondary-school diploma or a degree – – is employed has got an above-the-average income (>55, 000 €/year) – – is employed has got an average income (25 -35, 000 €/year) the Baedeker/Michelin tourist 17

Syracuse: motivation/accommodation The case studies: Siracusa 18

Results: Syracuse § The Cultural Tourist: – is mobile: § short visits, in several different cities in the course of the same journey § length of stay is on average 2 days and 1 night – is self-organized – stays in hotel – has a very high daily expenditure, especially for accommodation and food. He visits at least 1 cultural site per day. Its interest for the local culture involves also local handicraft and food (he usually buys souvenirs) the specific cultural tourist – is middle-aged (46 -65 years old), even though young cultural tourists represent an interesting part (26 -35 years old) the young backpacker § The Sun&Beach Tourist: – is not mobile: § longer visits in one single destination – – – § length of stay is on average 8 days and 7 nights is self-organized stays in tourist village its total direct impact on the economy is high, but the daily expenditure is on the contrary low. He’s interested in holidaying and in general sightseeing; visiting cultural sites or discovering the local culture is incidental – is older (56 -65 years old) or on the contrary young (26 -35 years old) – holds a degree or a Ph. D – holds a secondary-school diploma or a degree – – is employed has got an above-the-average income (>55, 000 €/year) – – is employed has got an average income (25 -35, 000 €/year) the Baedeker/Michelin tourist 19

Syracuse: motivation/total The case studies: expenditure Syracuse Direct impact of one Cultural tourist 483 € Direct impact of one Sun&Beach tourist 586 € 20

Syracuse: motivation/daily The case studies: expenditure Syracuse Direct impact of one Cultural tourist 220 € Direct impact of one Sun&Beach tourist 74 € 21

Results: Syracuse § The Cultural Tourist: – is mobile: § short visits, in several different cities in the course of the same journey § length of stay is on average 2 days and 1 night – is self-organized – stays in hotel – has a very high daily expenditure, especially for accommodation and food. He visits at least 1 cultural site per day. Its interest for the local culture involves also local handicraft and food (he usually buys souvenirs) the specific cultural tourist – is middle-aged (46 -65 years old), even though young cultural tourists represent an interesting part (26 -35 years old) the young backpacker § The Sun&Beach Tourist: – is not mobile: § longer visits in one single destination – – – § length of stay is on average 8 days and 7 nights is self-organized stays in tourist village its total direct impact on the economy is high, but the daily expenditure is on the contrary low. He’s interested in holidaying and in general sightseeing; visiting cultural sites or discovering the local culture is incidental – is older (56 -65 years old) or on the contrary young (26 -35 years old) – holds a degree or a Ph. D – holds a secondary-school diploma or a degree – – is employed has got an above-the-average income (>55, 000 €/year) – – is employed has got an average income (25 -35, 000 €/year) the Baedeker/Michelin tourist 22

The Syracuse: case studies: motivation/age Siracusa 23

Results: Syracuse § The Cultural Tourist: – is mobile: § short visits, in several different cities in the course of the same journey § length of stay is on average 2 days and 1 night – is self-organized – stays in hotel – has a very high daily expenditure, especially for accommodation and food. He visits at least 1 cultural site per day. Its interest for the local culture involves also local handicraft and food (he usually buys souvenirs) the specific cultural tourist – is middle-aged (46 -65 years old), even though young cultural tourists represent an interesting part (26 -35 years old) the young backpacker § The Sun&Beach Tourist: – is not mobile: § longer visits in one single destination – – – § length of stay is on average 8 days and 7 nights is self-organized stays in tourist village its total direct impact on the economy is high, but the daily expenditure is on the contrary low. He’s interested in holidaying and in general sightseeing; visiting cultural sites or discovering the local culture is incidental – is older (56 -65 years old) or on the contrary young (26 -35 years old) – holds a degree or a Ph. D – holds a secondary-school diploma or a degree – – is employed has got an above-the-average income (>55, 000 €/year) – – is employed has got an average income (25 -35, 000 €/year) the Baedeker/Michelin tourist 24

Syracuse: The motivation/family case studies: Siracusa income 25

Results § Contrary to our expectations, education is found to be quite insignificant in influencing the cultural motivation of visitors to Syracuse. § Neither “organization”, nor “employment” seem to be significant discriminants. 26

The case Bergen: studies: transport Siracusa 111 (68. 9%) 50 (31. 1%) 27

Bergen: The case transport/motivation studies: Siracusa 28

Bergen: Thetransport/length case studies: Siracusa of stay 29

Bergen: Thetransport/length case studies: Siracusa of stay Median length of stay: Cruise 1 day Non-cruise 2 days Median length of stay: Cruise 0 nights Non-cruise 2 nights 30

Results: Bergen § The Cruise Tourist: – is mainly driven by cultural interest – is mobile: § short visits, multiple destinations § length of stay is on average 1 day and 0 nights is not a tourist – stays on ship – is shore-dependent for food – is mostly interested in sightseeing and in less than 50% of the cases he visits a museum; is more interested in shopping than in buying local crafts – is middle-aged (46 -over 65 years old) – holds a secondary-school diploma – is employed or retired – has got an above-the-average income (>55, 000 €/year) 31

The case Bergen: studies: transport/age Siracusa 32

Bergen: The case transport/employment studies: Siracusa 33

Bergen: Thetransport/family case studies: Siracusa income 34

Part V § Preliminary considerations § Conceptual framework § Case studies experience: – Syracuse – Bergen – Elche § Results § Lessons learned 35

Lessons learned Support to CT § CT becomes part of a number of synergies including local economic development, environmental conservation, the enhancement of heritage and cultural production, and even the senses of identity and well-being of local communities. § It has lower local costs (while Sun&Beach tourism may either ignore or even damage ‘heritage’ resources) and higher benefits, more spread over local business activities; thus it is more clearly in the economic, cultural and political interests of local communities. 36

Lessons learned Increase expenditure for cultural activities and transport § Cultural tourists not only move into and out of destination regions and resorts, they move around when on holiday. On the contrary, the traditional beach holiday is by its nature spatially concentrated and relatively static, generally offering almost all of the components of the holiday within a single resort or even a single hotel; little transport required during the holiday. The pursuit of policies for enhancing excursions, many of which will be to heritage sites and attractions, with social and cultural events and experiences and with evening entertainment facilities cannot other than increase the transport demands of tourists. § § Cultural tourists show a more dispersed seasonal pattern of arrivals; their mobility also means a more evenly, spatially and socially spread impact. It is possible to increase the daily expenditure of Sun&Beach tourists too: offering dedicated short day and half-day excursion possibilities focusing on heritage, nature, shopping, folklore or culinary attractions to heritage sites, or exhibitions. 37

Lessons learned Sustainable tourism? § With a length of stay at any one site measured in hours and even minutes – and this is especially true for cruises –, local tourist expenditure is minimal and is frequently claimed to be less than the local costs incurred in receiving such tourists. § Cruise tourists on the one hand don’t have time to visit museum or other attractions. They cause congestion and a not evenly spread impact, with disadvantages for the resident community. § On the other hand, his presence is soft: less environmental impacts (consumption of natural resources such as water, rubbish). § In the case of Bergen, anyway, this type of tourism doesn’t seem to be compatible with the cultural image and the rich heritage the destination could and would like to communicate. 38

Lessons learned Longer and repeat visits § § «every visit would be a unique experience» (Malta Tourism Authority, 2002, p. 6). On the contrary, beach resorts may develop substantial numbers of return visits to the region and even to a specific resort or hotel. Short stays and non-repeat experiences need a response in an equally rapid continuous extension and differentiation of the heritage product. Sites and attractions need to be combined within larger packages Increase the cultural offer of the destination 39

Lessons learned § Cultural (mega) events and festivals offer interesting opportunities for city destinations in attracting both first time and repeat visitors (ECT & WTO, 2005). § Cultural festivals and events are important reasons for cultural tourists to choose to specifically visit a place: (totally) disagree 4% neutral 5% (totally) agree 88% no opinion 1% (Source: ECT Internet poll) 40

Lessons learned § Before launching different cultural tourism activities, it is important to reflect on the aims and desires behind the launch: – specifically see whether the people using tourist infrastructure or visiting tourist sites are residents or come from abroad and whether they stay long or not, to make sure tourism brings economic benefits and improves the quality of life of residents – the risk is the creation of events and activities thought to attract the tourist, with no/little link with the local culture, and consequent loss of local identity. 41

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