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

Profiling tourists: Cultural Tourists and other Visitors

Findings from PICTURE case studies

Barbara Del Corpo, Elena Bellini, Ugo Gasparino, William MaliziaLuxembourg 21 | 09 | 2006

2

Contents

Preliminary considerations Conceptual framework Case studies experience:

– Syracuse– Bergen– Elche

Results Lessons learned

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Part I




4

Tourists’ interest in culture

typologies

ETC Research Group and WTO (2005)definition

the purposeful cultural touristCT is the primary motive for visiting a destination and the

tourist has a very deep cultural experience

the sightseeing cultural touristCT is a primary reason for visiting a destination, but the

experience is less deep

the serendipitous cultural touristA tourist who does not travel for cultural reasons but who, after participating, ends up having a deep cultural tourism

experience

the casual cultural touristCT is a weak motive for travel and the resulting experience

is shallow

the incidental cultural touristA tourist who does not travel for cultural reasons but

nonetheless participates in some activities and has shallow experiences

5

Cultural tourists are not all alike

The stereotypical heritage tourist

(the “Baedeker/ Michelin tourist”)

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, 2004ECT & WTO, 2005

young backpackers,aged 20-30

different and lower patternsof expenditure

staying in small, inexpensivebed and breakfast

6

Part II




7

Elements considered

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

8

Part III




9

The case studies: SiracusaCase studies

Bergen (Hordaland, Norway)Syracuse (Sicily, Italy)

Elche (Valencia, Spain) 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.

10

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.

11

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 19th

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.

12

Part IV




13

The case studies: SiracusaSyracuse: motivation

SUN AND BEACH

CULTURAL HERITAGE ATTRACTIONS

(i.e. visiting monuments, museums, historic landmarks, cultural or religious events)

OTHER (i.e. health - please specify)

190 (89.6%)

15 (7.1%)7 (3.3%)

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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

– holds a degree or a PhD

– is employed– has got an above-the-average income (>55,000

€/year)

the Baedeker/Michelin tourist

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 secondary-school diploma or a degree

– is employed– has got an average income (25-35,000 €/year)

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The case studies: SiracusaSyracuse: motivation/tours

0%

20%

40%

60%

80%

100%

Y NTour

Pe

rce

nta

ge

of

To

uri

sts

Cultural Sun&Beach

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The case studies: SiracusaSyracuse: motivation/length of stay

Median length of stay:

Cultural 2.2 days

Sun&Beach 7.9 days


Cultural 1 night

Sun&Beach 7 nights

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 10 11 14 15 28 31

Days

Cu

mu

lati

ve

Pro

ba

bili

ty

[%]

Cultural Sun&Beach

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 10 14 15 28 30

Nights

Cu

mu

lati

ve

Pro

ba

bil

ity

[%

]

Cultural Sun&Beach

17










€/year)










18

The case studies: SiracusaSyracuse: motivation/accommodation

0%10%20%30%

40%50%60%

hote

l

villa

geB&B

cam

psite

host

el

rent

flat

frien

dssh

ipot

her

Accommodation

Pe

rce

nta

ge

of

To

uri

sts

Cultural Sun&Beach

19










€/year)










20

The case studies: SyracuseSyracuse: motivation/total expenditure

Direct impact of one Cultural tourist

483 €

586 €

Direct impact of one Sun&Beach tourist

0 50 100 150 200

other retail trade

transports and communications

other public administration

other financiary intermediation

transport in

accomodation

food

culture

entertainment

shopping

crafts

0 50 100 150 200

other retail trade




transport in

accomodation

food

culture

entertainment

shopping

crafts

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The case studies: SyracuseSyracuse: motivation/daily expenditure

Direct impact of one Cultural tourist

220 €

74 €

Direct impact of one Sun&Beach tourist

0 20 40 60 80

other retail trade




transport in

accomodation

food

culture

entertainment

shopping

crafts

0 20 40 60 80

other retail trade




transport in

accomodation

food

culture

entertainment

shopping

crafts

22










€/year)










23

The case studies: SiracusaSyracuse: motivation/age

0%

10%

20%

30%

40%

18-25 26-35 36-45 46-55 56-65 >66

Age

Pe

rce

nta

ge

of

To

uri

sts

Cultural Sun&Beach

24










€/year)










25

The case studies: SiracusaSyracuse: motivation/family income

0%

20%

40%

<15 15-25 25-35 35-45 45-55 >55

Thousand €

Pe

rce

nta

ge

of

To

uri

sts

Cultural Sun&Beach

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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.

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The case studies: SiracusaBergen: transport

0%

10%

20%

30%

40%

50%

60%

70%

Cruise Non cruise

Transport

Pe

rce

nta

ge

of

To

uri

sts

50 (31.1%)

111 (68.9%)

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The case studies: SiracusaBergen: transport/motivation

0%

20%

40%

60%

80%

100%

Cultural Other

Type of Tourist

Pe

rce

nta

ge

of

To

uri

sts

Cruise Non-cruise

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The case studies: SiracusaBergen: transport/length of stay

0%

10%

20%

30%

40%

50%

60%

70%

80%

Daytrippers Tourists

Pe

rce

nta

ge

of

To

uri

sts Cruise Non-cruise

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The case studies: SiracusaBergen: transport/length of stay


Cruise 1 day

Non-cruise 2 days


Cruise 0 nights

Non-cruise 2 nights

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 9 10 12 14 18

Days

Cu

mu

lati

ve P

rob

abili

ty [

%]

Cruise Non-cruise

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 12 14 18

Nights

Cu

mu

lati

ve P

rob

abili

ty [

%]

Cruise Non-cruise

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Results: Bergen

The Cruise Tourist:– is mainly driven by cultural interest– is mobile:

short visits, multiple destinations length of stay is on average 1day 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)

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The case studies: SiracusaBergen: transport/age

0%

5%

10%

15%

20%

25%

30%

35%

18-25 26-35 36-45 46-55 56-65 >65

Age

Pe

rce

nta

ge

of

To

uri

sts

Cruise Non-cruise

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The case studies: SiracusaBergen: transport/employment

0%

10%20%

30%40%

50%

60%70%

80%

student employed retired unemployed housewife other

Employment

Pe

rce

nta

ge

of

To

uri

sts

Cruise Non-cruise

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The case studies: SiracusaBergen: transport/family income

0%

5%

10%

15%

20%

25%

30%

35%

<15 15-25 25-35 35-45 45-55 >55

Thousand €

Pe

rce

nta

ge

of

To

uri

sts

Cruise Non-cruise

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Part V




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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.

37

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.

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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.

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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

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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)

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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.

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Documents

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