Profiling tourists: Cultural Tourists and other Visitors Findings from PICTURE case studies

Profiling tourists: Cultural Tourists and other VisitorsFindings 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

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

Tourists’ interest in culture

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

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

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

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

The case studies: Siracusa Case studies Syracuse (Sicily, Italy) Bergen (Hordaland, Norway) 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 attourist sites and at accommodation facilities.

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.

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.

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

The case studies: Siracusa Syracuse: motivation CULTURAL HERITAGE ATTRACTIONS (i.e. visiting monuments, museums, historic landmarks, cultural or religious events) 190 (89.6%) OTHER (i.e. health - please specify) SUN AND BEACH 7 (3.3%) 15 (7.1%)

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)

The case studies: Siracusa Syracuse: motivation/tours

The case studies: Siracusa Syracuse: motivation/length 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

The case studies: Siracusa Syracuse: motivation/accommodation

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

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

The case studies: Siracusa Syracuse: motivation/age

The case studies: Siracusa Syracuse: motivation/family income

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.

The case studies: Siracusa Bergen: transport 111 (68.9%) 50 (31.1%)

The case studies: Siracusa Bergen: transport/motivation

The case studies: Siracusa Bergen: transport/length of stay

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

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)

The case studies: Siracusa Bergen: transport/age

The case studies: Siracusa Bergen: transport/employment

The case studies: Siracusa Bergen: transport/family income

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

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 haslower 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.

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 thetransport demands of tourists. • Cultural touristsshow 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.

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.

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 experiencesneed 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

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)

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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Profiling tourists: Cultural Tourists and other Visitors Findings from PICTURE case studies