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Apuntes de la asignatura smart destinatios. Profesora Nagore Espinosa. Curso 3 Grado en Turismo, perfectamente ordenador y con la información más importante de cara al examen de la asignatura...

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UNIT 1: TOURISM DESTINATION 1. Conceptualization and Characteristics Which is the definition of a visitor according to international standards?

UNWTO (2018) IRTS A visitor is a traveller taking a trip to a main destination outside his/her usual environment, for less than a year for any main purpose (business, leisure, or other personal purpose) other than to be employed by a resident entity in the country or place visited. Defining a Tourism Destination: By 2015, the UNWTO Committee on Tourism and Competitiveness has provided the following definition: “A tourism destination is a physical space with or without administrative and/or analytical boundaries in which a visitor can spend an overnight. It is the cluster (co-location of activities, products, services and experiences along the tourism value chain and a basic unit of analysis of tourism. A destination incorporates various stakeholders and can network to form

larger destinations. It is also intangible with its image and identity which may influence its market competitiveness.” Destination appeal / Basic elements according to UNWTO:

Cho, B.H (2000) “Destination”, in Jafari (Ed.), Encyclopedia of Tourism, Routledge, London and New York. In UNWTO (2007) A practical guide to tourism destination management. UNWTO, Madrid. pp.1.

Attractions: are the focus of visitor attention and may provide the initial motivation for the tourist to visit the destination. UNWTO (2007) Public and private amenities: these are the wide range of services and facilities which support the visitor’s stay and include basic infrastructure such as utilities, public transport, and roads as well as direct services for the visitor. UNWTO (2007) Accessibility: the destination should be accessible to a large population base via road, air passenger services, rail or cruise ships. UNWTO (2007) Human Resources: a well-trained tourism workforce and citizens who are equipped and aware of the benefits and responsibilities with tourism growth are indispensable elements of tourism destination delivery. UNWTO (2007) Image: the image of the destination includes uniqueness, sights, scenes, environmental quality, safety, service levels and the friendliness of people. UNWTO (2007) Price: price factors relate to the cost of transport to and from the destination as well as the cost on the ground of accommodations, attractions, food and services. UNWTO (2007)

2. Tourism typologies COASTAL TOURISM

INTERIOR TOURISM

URBAN TOURISM

· Sun and Sand Tourism · Health Tourism · Nautical tourism (maritime, fluvial and cruise ship tourism)

· Rural Tourism · Ethnographic Cultural Tourism · Nature Tourism · Active & Sport Tourism (Golf, Hunting, Fishing and Mountain & Ski)

· Business Tourism (Business, MICE) · Cultural tourism (Heritage, Industrial, Gastronomy*, Shopping, Religious*)

* Not group exclusive Motivation Point of view: · Personal motives: ❏ Holiday, Leisure and Recreation: sightseeing, visiting natural or man-made sites, attending sporting of cultural events, practicing a sport activity, using beaches, attending summer camps for youngsters, visiting establishments specialized in wellbeing (wellness hotels), etc. ❏ Health and Medical Care: receiving services from hospitals, clinics, convalescent homes and, more generally, health and social institutions, etc. This category includes only short-term treatments because long-term treatments requiring stays of one year or more are not part of tourism. ❏ Education & Training: taking short-term courses, following particular programmes of study (formal or informal) or acquiring specific skills through formal courses, university sabbatical leaves, etc. ❏ Shopping: purchasing consumer goods for own personal use or as gifts except for resale or for use in a future productive process (in which case the purpose would be business and professional), etc. ❏ Visiting Friends of Relatives: attending weddings, funerals or any other family event, short-term caring for the sick or old, etc. ❏ Religion: attending religious meetings and events, pilgrimages, etc. ❏ Transit: this category consists of stopping at a place without any specific purpose other than being en route to another destination. ❏ Other: this category includes, for example, volunteer work (not included elsewhere), investigative work and migration possibilities, undertaking any other temporary nonremunerated activities not included elsewhere, etc. · Professional & Business motives: this category includes the activities of self-employed and employees as long as they do not correspond to an implicit or explicit employer-employee relationship with a resident producer in the country or place visited, those of investors, businessmen, etc. It also includes, for example, attending meetings, conferences or congresses, trade fairs and exhibitions, giving lectures, concerts, shows and plays, etc.

Tourism Destination typologies - Unique Destination: Venice - Destination as a base: main destination - Destination as part of a circuit: itinerary, every-time you are sleeping in a different place - Destination integrated in themed tours: religious tours

Attending to the Demand (Torres)

Attending to the place (Torres)

Attending to the types of Demand (Torres)

Attending to the grade of specialization (Valls): - Mono-product (Memphis → Elvis Presley) - Multiproduct (Paris) Attending to Supply factors (Ejarque): - Static Tourism Destination or containing-destination (Venice) - Dynamic Tourism Destination (Barcelona)

3. Destination management and Lifecycle Lifecycle: Tourism destinations are constantly changing, they rise and fall in popularity and their success can often be influenced by changes in fashion or to external influences outside the control of the destination.

Butler, R.W. (1980), “The Concept of a Tourist Area Cycle of Evolution” Implications for Management of Resources. Canadian Geographer, 14, pp.5-12.

UNIT 2: TOURISM SYSTEM 1. Conceptualization System Some of the values of using systems analysis (Chisholm 1965): - Studying more than individual and isolated phenomena - Potentially identifying basic and general principles which govern the operation of the system - The development of analogues that may describe the interrelationships between elements of the system as well as the overall nature of the system. Systems are embedded within systems. A scale or resolution level must be defined. The boundaries of a system must be established. They should be related to the goals of the study and experience of such systems. Systems require a certain degree of abstraction from reality. At a geographic level four basic elements may be identified: - The generating region: this is the source region of the tourist and the place where the journey begins and ends. - The transit region or route: this is the region which the tourist must travel through to reach his destination. - The destination region: this is the region which the tourist chooses to visit and where the most obvious consequences of the system occur. - The environment within which the travel flows are located and with which the tourist interacts. The from a view:

tourism flow system geographical point of

A system comprises: - A set of elements (sometimes also called entities); - The set of relationships between the elements; and - The set of relationships between those elements and the environment A system is a means of abstracting from reality in a manner which makes it more understandable.

Many elements of the tourism system are obviously directly produced for the consumption of tourists (accommodation and hospitality). However, much of that which the tourist consumes, is not directly produced for the tourist, even though it might have been commodified or packaged for the tourist (landscape and culture). One of the greatest issues in tourism development is how do you manage those elements of tourism which the tourist may seek, but for which no direct payment is received, and when people at the destination may not even want their environment, culture and community consumed by visitors. Thinking of tourism as a system means that we need to consider how it operates over all aspects of production and consumption. Hall M. (2005) Tourism: rethinking the social science of mobility. Pearson Prentice Hall, Harlow, England. pp.61.

Relationship of geographical elements to other elements Geographical elements Generating region

Psychological elements

Industrial elements

Decision to travel / Decision purchase

Transit route

Travel to destination

Destination region

Behavior and activities at destination / Social interaction with hosts/effects on hosts / Demonstration effects.

Transit route

Travel from destination

Generating region

Recollection stage / Activities and behaviors on return home / Reverse demonstration effects

Travel agencies / wholesalers destination marketing, promotion and imagining. Transport infrastructure such as airports. Transport and transit route infrastructure such as motels, highway cafes and restaurants, service stations, information services. Tourist accommodation, restaurants, tourism information services, attractions, retailing events, conventions and meetings, tourism business districts, vacation and second homes, souvenir shops. Transport and transit route infrastructure such as motels, highway cafes and restaurants, service stations. Ongoing efforts by travel agencies, destination and businesses within destination to encourage return visits.

Tourism System There are four basic elements distinguished within the concept of tourism activity: · Demand: formed by consumers (or potential consumers) of tourism products and services. · Supply formed by products, services and entities playing an active role within the tourism experience. · Geographic space: physical base where demand and supply meet and where the host community lives. It is not a tourism element per se, but it is considered a key factor of

cohesion or disintegration depending on whether it has been taken into account when planning the tourism activity within the territory. · Market Operators: companies and entities whose main function is to facilitate the supply and demand relation. (scheduled transport companies, public or private entities that regulate and promote the tourism activity) The tourism activity is the result of a complex mixture of relationships among different factors that need to be considered jointly from a systematic point of view, this is, a set of elements interconnected among each other that develop dynamically. (UNWTO)

2. Agents involved Stakeholders The destination not only works to attract visitors but it also has to host them. Moreover, the destination in many cases is inhabited. → Who are the Destination’s Stakeholders? “Any individuals, groups of people, institutions of firms that may have a significant interest in the success of failure of a project (either as implementers, facilitators, beneficiaries or adversaries) are defined as “stakeholders”. A basic premise behind stakeholder analysis is that different groups have different concerns, capacities and interests, and that these need to be explicitly understood and recognized in the process of problem identification, objective setting and strategy selection” (Project Cycle Management Guidelines, European Commision Volume 1, 2004)

A stakeholder refers to any individual or group that maintains a stake in an organisation in the way that a shareholder possesses shares. From numerous definitions, two dichotomous views emerge (Kaler, 2002) - the “claimant” definition and the “influencer” definition of what it is to be a stakeholder - plus the combinatory definition: any group or individual that “can affect or is affected by achievement of an organisation’s objectives” (Freeman, 1984: 46).

This, now classical, definition has become the most accepted of the definitions of a stakeholder, and has greater precision than the shorter version “those who can affect or can be affected by the firm”. Fassin, Y. (2008) THE STAKEHOLDER MODEL REFINED. Universiteit Gent.

Tourism Sector Players:

3. Destination Management Why does the destination have to be “Managed”? · Tourism is an extremely competitive industry and to compete effectively destinations have to deliver excellent values. · Visitors values are affected by many services and experiences from the time that they arrive until they leave. · Effective destination management allows destinations to maximise tourism value for visitors while ensuring local benefits and sustainability. What is Destination Management? Destination management is the coordinate management of all the elements that make up a destination (attractions, amenities, access, marketing and pricing).

Destination management takes a strategic approach to link-up these sometimes very separate entities for the better management of the destination. Joined up management can help to avoid duplication of effort with regards to promotion, visitor services training, business support and identify any management gaps that are not being addressed. These are various options for destination management governance as follows: - Department of single public authority - Partnership of public authorities, serviced by partners - Partnership of public authorities, serviced by a joint management unit - Public authorities outsourcing delivery to private companies - Public-private partnership for certain functions - often in the form of a non-profit making company - Association or company funded purely by a private sector partnership and/or trading again for certain functions

The elements of the destination are supported by marketing to get people to visit in the first place and delivery of services on the ground to ensure that expectations are met at the destination. Underlying these activities is the need to ensure a suitable environment (physical, social and economic) in which to develop tourism.

The destination management organization should lead and coordinate these different aspects of the destination. Advantages of managing a destination (UNWTO) 2007 : - Establishing a competitive edge - Ensuring tourism sustainability - Spreading the benefits of tourism - Improving tourism yield - Building a strong and vibrant brand identity The Destination Management Organizations (DMO) Destination management calls for a coalition of many organisations and interests working towards a common goal. The Destination Management Organisations’ role should be to lead and coordinate activities under a coherent strategy. They do not control the activities of their partners but bring

together resources and expertise and a degree of independence and objectivity to lead the way forward. It follows that DMOs must develop a high level of skill in developing and managing partnerships. Though DMOs have typically undertaken marketing activities, their remit is becoming far broader, to become a strategic leader in destination development. Destination Management Organisations generally fall into one of the following categories: · National Tourism Authorities (NTAs) or Organisations (NTOs), responsible for management and marketing of tourism at a national level. · Regional, provincial or state DMOs (RTOs), responsible for the management and/or marketing of tourism in a geographic region defined for a purpose, sometimes but not always an administrative of local government region such as a country, state or province. · Local DMOs, responsible for the management and/or marketing of tourism based on a smaller geographic area or city/town. Destination Management is complex. The DMO’s most critical assets are its credibbility as a strategic leader in tourism destination marketing and development and its ability to facilitate industry partnerships and collaboration towards a collective destination vision. Destination Management

Creating a Suitable Environment

Destination Promotion

UNIT 3: MEASURING TOURISM BASED ON OFFICIAL STATISTICS AND BIG AND OPEN DATA SOLUTIONS 1. Understanding challenges and solutions How is it done? Tourism Sector Measurement IRTS International Recommendations for Tourism Statistics (UNWTO) 2008 Tourism industries Tourism industries (also referred to as tourism activities) are the activities that typically produce tourism characteristic consumption products. Tourism characteristic consumption products are those that satisfy one or both of the following criteria: - Tourism expenditure on the product (either good or service) should represent a significant share of total tourism expenditure (share-of-expenditure/demand condition); - Tourism expenditure on the product should represent a significant share of supply of the product in the economy (share-of-supply condition). This criterion implies that the supply of a tourism characteristic product would cease to exist in meaningful quantity in the absence of visitors.

Products

Industries

1. Accommodation services for visitors

1. Accommodation for visitors

2. Food and beverage serving services

2. Food and beverage serving activities

3. Railway passenger transport services

3. Railway passenger transport

4. Road passenger transport services

4. Road passenger transport

5. Water passenger transport services

5. Water passenger transport

6. Air passenger transport services

6. Air passenger transport

7. Transport equipment rental services

7. Transport equipment rental

8. Travel agencies and other reservation services

8. Travel agencies and other reservation services activities

9. Cultural services

9. Cultural activities

10. Sports and recreational services

10. Sports and recreational activities

11. Country-specific tourism characteristic goods

11. Retail trade of country-specific tourism characteristic goods

12. Country-specific tourism characteristic services

12. Other country-specific tourism characteristic activities

Source: UNWTO IRTS 2008

Measuring tourism · Inbound Tourism Data Arrivals - Overnight visitors (tourists) - Same-day visitors (excursionists) (of which cruise passengers) Arrivals by region - Total: Africa, Americas, East Asia and the Pacific, Europe, Middle East, South Asia, Other not classified (of which, nationals residing abroad) Arrivals by main purpose - Personal (holidays, leisure and recreation, other personal purposes) - Business and professional Arrivals by mode of transport - Total: Air, Water, Land (railway, road, others) Accommodation - Hotels and similar establishments (Guests, Overnights) Expenditure - Total: Travel, Passenger transport Expenditure by main purpose of the trip - Total (Personal, Business & Professional) Indicators: - Average size of travel party - Average length of stay - For all commercial accommodation services (of which, hotels and similar establishments) - For non commercial accommodation services - Average expenditure per day · Domestic Tourism Data Accommodation: - Hotels and similar establishments (Guests, Overnights) Indicators - Average size of travel party - Average length of stay - For all commercial accommodation services (of which hotels and similar establishments) - For non commercial accommodation services - Average expenditure per day · Outbound Tourism Data Departures - Overnight visitors (tourists) - Same-day visitors (excursionists) Expenditure - Total: Travel, Passenger transport Expenditure by main purpose of the trip:

- Total (Personal, Business & Professional) Indicators - Average length of stay - Average expenditure per da...