RENOVACIÓN DE DESTINOS TURÍSTICOS CONSOLIDADOS XIII CONGRESO INTERNACIONAL DE TURISMO UNIVERSIDAD Y EMPRESA 2010 DIEGO LÓPEZ, ed. Universitat Jaume I Comité Científico:
Prof. Dr. D. Prof. Dr. D. Prof. Dr. D. Prof. Dr. D. Prof. Dr. D. Prof. Dr. D. Prof. Dr. Dª. Prof. Dr. D. Prof. Dr. Dª. Prof. Dr. D. Prof. Dr. D. Prof. Dr. D.
FUNDACIÓ UNIVERSITAT EMPRESA
ENRIQUE BIGNÉ RAFAEL LAPIEDRA DIEGO LÓPEZ EMILIO OBIOL JOSÉ Mª OTERO JUAN IGNACIO PULIDO ANA BELÉN RAMÓN ANDRÉS RECALDE AMPARO SANCHO ENRIQUE TORRES FERNANDO VERA VÍCTOR YEPES
C O N S E L L E R I A
UNIVERSITAT JAUME I. CASTELLON
tirant lo b anch Valencia, 2011
D E
T U R I S M E
Copyright ® 2011 Todos los derechos reservados. Ni la totalidad ni parte de este libro puede reproducirse o transmitirse por ningún procedimiento electrónico o mecánico, incluyendo fotocopia, grabación magnética, o cualquier almacenamiento de información y sistema de recuperación sin permiso escrito de los autores y del editor. En caso de erratas y actualizaciones, la Editorial Tirant lo Blanch publicará la pertinente corrección en la página web www.tirant.com (http://www. tirant.com).
© DIEGO LÓPEZ y otros
© Fundació Universitat Jaume I - Empresa Diseño portada: Juan José Vidal Boluda © TIRANT LO BLANCH EDITA: TIRANT LO BLANCH C/ Artes Gráficas, 14 - 46010 - Valencia TELFS.: 96/361 00 48 - 50 FAX: 96/369 41 51 Email:tlb@vlc.servicom.es http://www.tirant.com Librería virtual: http://www.tirant.es I.S.B.N.: 978-84-9004-102-4 MAQUETA: PMc Media Si tiene alguna queja o sugerencia envíenos un mail a: atencioncliente@tirant.com. En caso de no ser atendida su sugerencia por favor lea en www.tirant.net/index.php/empresa/politicas-de-empresa nuestro Procedimiento de quejas.
ÍNDICE Presentación, Diego López Olivares ......................................................................
11
BLOQUE TEMÁTICO I DINÁMICAS DE REESTRUCTURACIÓN Y GESTIÓN DE LOS DESTINOS TURÍSTICOS – –
–
–
–
–
– –
–
–
Understanding the resort economy: a methodological approach. Sheela Agarwal. University of Plymouth .................................................................................... Dinámicas de reestructuración de los destinos turísticos litorales del mediterráneo. Perspectivas y condicionantes. Salvador Antón Clavé. Universitat Rovira i Virgili .................................................................................................. Reestructuración y competitividad en destinos maduros de sol y playa: la renovación de la planta hotelera de Benidorm. Fernando Vera Rebollo; Isabel Rodríguez Sánchez; Margarita Capdepón Frías. Instituto Universitario de Investigaciones Turísticas. Universidad de Alicante ..................................... Estudio del clúster turístico de Benidorm a través de indicadores de aglomeración y especialización. Lluís Miret Pastor. Universidad Politécnica de Valencia. Escuela Politécnica Superior de Gandía. María del Val Segarra Oña. Escuela Técnica Superior de Ingenieros Industriales. Universidad Politécnica de Valencia........................................................................................................ Introduzione al caso Venezia. Giuseppina Di Monte; Isabella Scaramuzzi; Giovanni Santoro; Silvia Aliprandi. COSES-Consorzio per la Ricerca e la Formazione. Venezia ........................................................................................ La evolución de los destinos turísticos litorales consolidados y estrategias para su renovación: Un análisis de Florianópolis-SC (Brasil). Jennifer Caroline Soares. Universidad de Alicante (España). José Manoel Gandara. Universidad Federal de Paraná (Brasil)............................................................................... Santa Susanna un modelo innovador de desarrollo turístico. Albert Blasco Peris. Escuela Universitaria del Maresme ..................................................... Las agencias de desarrollo local y la valorización de productos en la reestructuración de destinos turísticos maduros de sol y playa: el caso de Calp. José Francisco Perles Ribes. Agencia de Desarrollo Local del Ayuntamiento de Calp. Universidad de Alicante. Instituto Universitario de Investigaciones Turísticas .......................................................................................................... Primeros pasos en la innovación de la gestión turística de Benicàssim: la empresa mixta desarrollo turístico Benicàssim. Luca Carena. Desarrollo Turístico Benicàssim. Jorge J. Osma López; Juan Carlos Olaria Porcar. CREOS I+D+I ................................................................................................................. La evolución de las formas de comercio y ocio en los destinos turísticos litorales: el caso de Benicàssim (Castellón). Juan Bautista Ferreres Bonfill; Ouafae Abdelouahab Reddam. Universitat Jaume I. Gabinete de Estudios Turísticos (GETUR) ...........................................................................................................
15
23
41
69
87
113 137
153
191
209
8 –
–
–
–
ÍNDICE
Retos para la gestión turística de los destinos urbanos culturales en España. Marta Martos Molina; Juan Ignacio Pulido Fernández. Laboratorio de Análisis e Innovación Turística (LAInnTUR). Universidad de Jaén ................... Actores y procedimientos de la renovación de un destino urbano cultural: Lorca. Mercedes Millán Escriche; Manuela López Tenés; Pilar López Pina. Escuela Universitaria de Turismo de Murcia ................................................. Identificación de actuaciones para la mejora del atractivo de una ciudad a través de la metodología concept mapping. Arturo Calvo de Mora Schmidt; Rafael Periáñez Cristóbal. Universidad de Sevilla. Eva Mª Suárez Redondo. Instituto Andaluz de Tecnología ...................................................................... Actuaciones de la Administración Española para la recuperación de destinos turísticos maduros. Aurelia Bengochea. Universidad Jaume I .....................
223
257
283 301
BLOQUE TEMÁTICO II LA IMAGEN TURÍSTICA DE LOS DESTINOS TURÍSTICOS –
– –
–
–
–
Los eventos como instrumento de renovación de destinos turísticos. Rubén C. Lois González; Lucrezia López; María José Piñeira Mantiñán. Universidad de Santiago de Compostela .............................................................................. “Huelva la luz”: una metodología diferente para el desarrollo de un destino turístico. Alfonso Vargas-Sánchez. Universidad de Huelva........................... La imagen turística de Gandía ante la celebración del V centenario del nacimiento de San Francisco de Borja. Implantación de estrategias digitales frente a medios tradicionales de comunicación. Lourdes Canós Darós; Rebeca Díez Somavilla; Teresa Magal Royo. Escuela Politécnica Superior de Gandía. Universidad Politécnica de Valencia ............................................................... Los factores de estímulo en la formación de la imagen turística. Efectos de las fuentes de información secundaria en la imagen percibida del turismo rural en Galicia. María José Andrade Suárez. Universidad de A Coruña ............. Evaluación del efecto de la motivación, la satisfacción y el comportamiento en relación al destino turístico Ourense. Elisa Alén González; Susana Díaz Barreiros. Universidad de Vigo ....................................................................... Un análisis croscultural sobre el valor percibido de las destinaciones urbanas. Santiago Forgas. Escuela Universitaria de Turismo Mediterrani. Universidad de Girona. Ramón Palau. Universidad de Girona. Javier Sánchez; Miguel A. Moliner. Universitat Jaume I ..........................................................................
323 349
367
393
427
449
BLOQUE TEMÁTICO III FACTORES, MEDIDAS E INSTRUMENTOS DE COMPETITIVIDAD EN LOS DESTINOS TURÍSTICOS –
–
La rsiliencia como sistema abierto para enfrentarse a las crisis. Amparo Sancho Pérez. Universidad de Valencia. Mg. Cecilia Gutiérrez Vega. Universidad Austral de Chile................................................................................................ Modelos e indicadores de análisis competitivo de destinos turísticos. Juan Ignacio Pulido Fernández. Universidad de Jaén. David Flores Ruiz. Universidad de Huelva ................................................................................................
469
481
ÍNDICE
–
–
– –
–
–
– –
–
The length of stay for sun and sand tourism and the role of holiday characteristics. Andrés Artal-Tur; Antonio García-Sánchez; José Miguel NavarroAzorín. Technical University of Cartagena..................................................... Una aproximación a la eficiencia de los destinos turísticos de “Sol y playa”. M. Lilibeth Fuentes Medina; Sandra Morini Marrero. Universidad de La Laguna .............................................................................................................. Gestión de la innovación en el turismo. Jordi Boixadera Vinós. Turisme de Lleida ................................................................................................................ Impacto del destino sobre la rentabilidad del sector hotelero. Jorge Pereira Moliner; Enrique Claver Cortés; José Francisco Molina Azorín. Universidad de Alicante ........................................................................................................ Los DMO como gestores de crisis para la competitividad y sostenibilidad de los destinos turísticos. Diego Rodríguez-Toubes Muñiz; José Antonio Fraiz Brea. Universidad de Vigo ............................................................................... Las TIC como instrumento de renovación de hoteles en destinos turísticos consolidados. María Eugenia Ruiz Molina; Irene Gil Saura; Beatriz Moliner Velázquez. Universidad de Valencia ............................................................... Factores para la competitividad turística de Caravaca de la Cruz. Mercedes Millán Escriche. Escuela Universitaria de Turismo de Murcia..................... Medidas de protección del paisaje para un turismo sostenible. Francisca Ramón Fernández. Escuela Técnica Superior de Ingenieros Agrónomos. Universidad Politécnica de Valencia. Lourdes Canós Darós. Escuela Politécnica Superior de Gandía. Universidad Politécnica de Valencia ............................................ Turismo sensitivo sensorial (TSS): una propuesta para España. N. Anido Freire. ISC School of Management de Paris ...................................................
9
505
525 547
565
581
603 621
643 661
BLOQUE TEMÁTICO IV PRODUCTOS DE RENOVACIÓN DE LOS DESTINOS TURÍSTICOS –
–
–
– –
Los espacios naturales protegidos litorales de la Comunidad Valenciana: una oportunidad para la diversificación de los destinos turísticos consolidados de sol y playa. María Paz Such Climent; Isabel Rodríguez Sánchez; Margarita Capdepón frías. Instituto Universitario de Investigaciones Turísticas. Universidad de Alicante ......................................................................................... Los espacios de ocio deportivo de naturaleza en destinos litorales: innovación espacial, nuevas prácticas y cualificación de sistemas turísticos en la costa andaluza. Manuel Rivera Mateo. Universidad de Córdoba ........................... Accesibilidad y uso turístico del patrimonio cultural en la Costa Blanca: la ruta de los castillos del Vinalopó. Elisa Rico Cánovas; Rosario Navalón García. Instituto Universitario de Investigaciones Turísticas. Universidad de Alicante ........................................................................................................ Ocio, deporte y turismo: definición, contexto y líneas de negocio. Joaquín Reverter-Masia. Universitat de Lleida ........................................................... La renovación de un destino turístico consolidado: la aportación de la uUniversidad al turismo de reuniones y congresos en Cuenca. José Mondéjar Jiménez; Juan Antonio Mondéjar Jiménez; María Cordente Rodríguez. Universidad de Castilla-La Mancha .....................................................................................
683
701
743 763
791
10 –
–
ÍNDICE
Análisis del perfil del turista gastronómico en la ciudad de Córdoba. Sandra Mª Sánchez Cañizares; Tomás J. López-Guzmán Guzmán. Universidad de Córdoba ............................................................................................................. Planificación estratégica en la hostelería: actividades de mejora empresarial para el desarrollo del producto gastronómico en el marco turístico. José Palacios Rafael del Cruz. Federación Empresarial de Hostelería de Valencia .
811
827
Presentación El contenido de esta publicación trata en el marco de la crisis financieroeconómica de la necesaria renovación conceptual, teórica y práctica que deben afrontar los destinos turísticos maduros por medio de proceso de reestructuración para ser sostenibles y competitivos. En base no solo a la actual situación económica sino también debido a los cambios que gradualmente se han ido produciendo en los hábitos de los consumidores. De manera más concreta se analizan todos aquellos aspectos que se derivan del complejo sistema turístico, desde las nuevas iniciativas de innovación y creatividad en los diferentes productos turísticos, hasta los nuevos modelos de gestión local, pasando por la renovación y rehabilitación de tejidos urbano-turísticos, o las nuevas orientaciones en la comercialización y promoción, entre otros. Todo ello fue analizado en el XIII Congreso Internacional de Turismo Universidad-Empresa bajo el título “Renovación de Destinos Turísticos Consolidados” entre los días 6 y 7 de mayo de 2010, en la Universidad Jaume I de Castellón. Sus aportaciones han quedado reflejadas en la presente publicación siendo incluidas en cuatro bloques temáticos. El primero dedicado a “Las dinámicas de reestructuración y gestión de los destinos turísticos” en el que cabe destacar las aportaciones de la profesora Sheela Argawal de la Universidad Plymouth Business School y la de los profesores Salvador Antón y Fernando Vera y otros de La Universidad Rovira i Virgili y del Instituto de Investigaciones Turísticas de la Universidad de Alicante, respectivamente. El segundo bloque temático bajo el título “La imagen turística de los destinos turísticos” presenta importantes aportaciones entre ellas las de los profesores Rubén Lois de la Universidad de Santiago de Compostela y Alfonso Vargas-Sánchez de la Universidad de Huelva. En un tercer bloque se tratan los “Factores, medidas e instrumentos de competitividad en los destinos turísticos” con aportaciones entre otras de la profesora Amparo Sancho de la Universidad de Valencia o los profesores Juan Ignacio Pulido y David Flores de las Universidades de Jaén y de Huelva respectivamente. Por último en el cuarto bloque con el título “Productos de renovación de los destinos turísticos” se aportan interesantes ejemplos prácticos sobre diferentes destinos. Como conclusiones de los diferentes apartados significar que: – Los cambios detectados en los hábitos y motivaciones de la demanda, la cual es cada vez más exigente con el destino turístico en su dimensión global y turística obliga a (re) inventar los destinos turísticos entrando estos en unas dinámicas de competitividad. – Que en esa competitividad es determinante la creatividad e innovación de productos como estrategia, ya que en la demanda se detecta cierto agotamiento debido a las prácticas turísticas repetitivas.
12
DIEGO LÓPEZ OLIVARES
– Que el territorio y el paisaje se presentan como un ámbito de innovación en la reinvención de los destinos turísticos. En definitiva, una nueva lectura del territorio. – Que los destinos turísticos tienen que hacer frente en su competitividad y sostenibilidad a los condicionantes globales actuales tales como: Las nuevas tecnologías, conocimiento e innovación, la incapacidad financiera local (problemática no solucionada), los costes de reinversión. El nivel de vida exigido tanto por residentes como por trabajadores y visitantes o la sensibilización social, ambiental y cultural – Que es determinante el tratamiento de los destinos desde la globalidad revalorizando de manera integral el sistema territorial, urbano y turístico. Para lo cual hay que abordar temáticas como: la ocupación adecuada del suelo, la rehabilitación urbana, el consumo equilibrado de recursos, las infraestructuras, el conocimiento de la movilidad urbana, sobretodo en destino donde sea importante el turismo residencial. – Que para la competitividad de los destinos es necesario el conocimiento de la calidad de vida percibida por los turistas en origen. – Que en la actualidad existen destinos con una carácter reactivo, con un referente de las sostenibilidad como estrategia, y otros se encuentran en una fase más avanzada de creatividad y donde la sostenibilidad se presenta como un principio interiorizado e ideológico, pero también con un enfoque práctico y de negocio. – Que los eventos, dada la búsqueda de nuevas sensaciones y emociones que acompañan a los nuevos visitantes, se convierten en instrumentos importantes de reconversión de los destinos consolidados. – Que de todas formas no existen fórmulas estándar para el desarrollo de los destinos turísticos sino que cada uno es fruto de su medio físico natural, turístico cultural y socioeconómico. – Finalmente, que la gestión de los municipios y la nueva gobernanza se presentan como factores clave para el futuro de estos destinos consolidados. Para ello está resultando interesante la presencia de consorcios y la figura de las sociedades mixtas publico-privadas. No obstante, para su efectividad es imprescindible que se las dote de instrumentos de gestión y que estos vayan acompañados de pactos institucionales. – Por último, nuestro agradecimiento al Comité de Honor, Comité Organizador, Comité Científico, Coordinación Académica y sobre todo a ponentes y autores de las comunicaciones sin cuyas aportaciones y participación no hubiera sido posible la realización de este congreso.
DIEGO LÓPEZ OLIVARES Director del Congreso
BLOQUE I DINÁMICAS DE REESTRUCTURACIÓN Y GESTIÓN DE LOS DESTINOS TURÍSTICOS
Understanding the resort economy: a methodological approach SHEELA AGARWAL University of Plymouth
1. INTRODUCTION Coastal resorts are diverse and complex environments as they vary greatly in terms of their size (small, medium or large), their stage of development (Butler, 1980), their dependence on tourism, and their economic performance (some are performing economically well, whilst others are struggling). Such diversity and complexity makes their management a daunting task indeed, a contention which is gaining increasing recognition. For example, Agarwal (2002, 2005) and Shaw and Coles (2007) all state that ‘a one size fits all’ approach is not appropriate. To date, coastal resort management world-wide has adopted a demand-supply approach, and has focused primarily on resort restructuring. Thus, attempts to physically transform key areas within resorts, to diversity the product offering, to improve service quality and to encourage greater market specialisation have dominated management responses (Agarwal, 2002; Agarwal and Shaw, 2007). These actions have in part been influenced by the need to compete with new coastal resort developments in Dubai and south-east Asia, and inevitably require substantial investment. However, in an era characterised by a global economic crisis and subsequent cuts in public expenditure, for many countries, such an approach is neither feasible nor possible. Therefore, in times of economic austerity, a rather more pragmatic approach to coastal resort management is required which focuses on exploiting existing resources and on maximising the benefits of tourism, whilst minimising the costs. In this respect, perhaps one of the greatest challenges of managing mature coastal resorts is arguably the effective management of their local economies. An important priority for all resort managers should be to minimise economic leakage and to maximise local retention of expenditure, albeit that which belongs to the tourist or to the local resident. In truth however, this is an extremely difficult task for resort managers, not least because little is actually known about the local retention of expenditure, about its multiplier effect or about the extent to which economic leakage occurs. Moreover, even less is known about local businesses’ and local residents’ interaction with the resort economy. This dearth of knowledge perhaps exists because examinations of resort economies are virtually non-existent and are limited to a few studies which focus on aspects of the economic, labour and prop-
16
SHEELA AGARWAL
erty markets (Beatty and Fothergill, 2003; Shaw and Coles, 2007). Moreover, analyses of resort economies are often too tourism centric, being primarily concerned with documenting the importance, volume and value of tourism at the expense of wider consideration of the vitality and strength of the local economy. Thus, the purpose of this key-note speech is to present and demonstrate the value of an innovative and transferable methodology for analysing the functioning of a resort economy. This methodology is innovative because it enables the measurement of flows of goods, services and labour, between firms and households within resorts and between their surrounding hinterlands, and thus enables the strength of a local economy to be ascertained and weaknesses to be identified. Moreover, in doing so, this methodology enables an examination to be undertaken of the economic linkages within and between coastal resorts and their hinterlands, and an analysis of the extent and nature of local economic integration. Therefore, in the first part of this paper, the importance of understanding the resort economy for the management of coastal resorts is detailed along with the rationale behind the methodology and the methodology for achieving itself is discussed. Then its application and the value of the information generated are demonstrated through the case studies of two English seaside resorts.
2. MEASURING THE RESORT ECONOMY: AN INNOVATIVE APPROACH Effective management of the coastal resort economy requires sound knowledge and understanding of its internal dynamics. In particular, it is essential for resort managers to have a firm grasp of how changes to the tourist trade may affect the local economy and its performance, the inter-linkages between tourism and other economic sectors, and the role of inputs and outputs in generating income and employment. This information is extremely valuable since it provides a detailed anatomy of the local economy by identifying the spending patterns of businesses and households, and in doing so, elucidates the strength of the local economy, the location of the strongest and weakest economic linkages, and the extent of economic leakage. Knowing the relative strengths of sector linkages provides an alternative view of assessing the relative importance of tourism as a whole to a local economy. Such data in turn may inform key decision-making concerning how the development of tourism may be enhanced in order to benefit other sectors in the resort economy, and perhaps more importantly, on the selection of the most appropriate economic development strategy.
Understanding the resort economy: a methodological approach
17
In the absence of relevant literature relating specifically to coastal resort economies, the theoretical underpinnings of this methodology are based on studies which have investigated economic linkages primarily within rural settings (e.g. Courtney and Errington, 2000; Curran and Blackburn, 1994; Gorton, 1999). Such examinations have identified a number of factors which have been found to influence the strength of business linkages. These include the location of the area in which a business is based, both in terms of its interaction between neighbouring settlements and the geographical distribution of industry sectors, firm size and age, firm ownership patterns and, the geography of source and supply transactions (Bianchi, 1994; Courtney and Errington, 2000; Curran and Blackburn, 1994; Gorton, 1999; Leonidou, 2005; Markusen, 1996; Phelps, 1996) In addition, a range of factors have been found to influence the strength of household linkage, including accessibility, the location of residents, household characteristics such as household income, social group, car ownership, workplace, family life-stage and indigeneity, and feelings of loyalty and attachment (Courtney, 2000; Cowell and Green, 1996; Dielemann et al. 2002; Errington, 1994; Findlay et al. 2001; Powe and Shaw, 2003). As well as this relevant academic literature, the project methodology was based also on previous techniques designed to capture the spatial distribution of transactions (Courtney and Errington, 2000), with self-complete questionnaires used to gather information from all tourism and non-tourism businesses and households. The household questionnaire considered whether all shopping trips were associated with work commuting patterns, remoteness, demographic factors or income levels. Meanwhile, the business questionnaire examined issues such as firm size, age, ownership, accessibility and industrial sector. Both surveys also examined whether the patterns for low order and high order goods (for both households and firms) were based on distance or size of enterprise and/or resort. Thus, both questionnaires were designed to identify those types of businesses and households that generate the strongest linkages within and between a resort and its hinterland, and to indicate the spatial distribution of such linkages. In addition, the questionnaire was designed also to calculate the extent of local economic integration by obtaining information relating to the proportion of a particular economic activity (input purchases, output sales and employment) of a particular group of economic entities (all businesses, all households, large businesses, manufacturing businesses etc.) which may be allocated to the local economy. For example, businesses (b) located within resort X may derive 25% of their inputs (by value) (i) from other businesses within the locality, a further 50% from elsewhere in the country, 5% from elsewhere in the EU and 20% from countries outside the EU. In this case, the LIIbi is 0.25 (where the subscript bi shows that the indicator is referring to the purchase of inputs by businesses within the resort). They may sell only 10% of their outputs (o) to businesses or households in the locality in which case
18
SHEELA AGARWAL
the LIIbo of the resort is 0.1. Households in the resort may derive only 40% of their employment (measured in full-time equivalents (e) from businesses in the locality, with most residents commuting to work elsewhere. In this case the Liihe is 0.4. Similarly the Liibe of 0.4 would indicate that only 40% of the employment within firms was taken up by local residents, with the remainder commuting into the town to work. When taken together and measured for a particular resort, these indicators give an immediate measure of the extent to which it is integrated into its immediate locality rather than the national, European or global economy. Thus, households were asked to provide information on spending over a four week period on a range of goods and services, detailing expenditure in eight defined zones, stretching from the town to elsewhere in the world. Furthermore, businesses were asked to provide information on the percentage distribution of total sales and purchases across the same eight zones over the previous financial year, and to provide information on salaries and residential location for a sample of ten employees. Thus, the questionnaire was designed so that it obtained the maximum amount of information about households and businesses expenditure behaviour as well as the factors which may influence this behaviour.
3. APPLICATION AND VALUE: UNDERTANDING THE RESORT ECONOMY In order to illustrate the applicability and value of this methodology, the questionnaires were implemented in two English coastal resorts, these being Swanage and Burnham-on-Sea located in Southwest England. Swanage is a small family oriented seaside resort with a population of approximately 13,710, 29.9% of whom are retired. The town has a range of shops from small gift shops to two medium supermarkets but no large supermarket. In addition, it is in an Area of Outstanding Natural Beauty and is part of the Jurassic Coast, a World Heritage Site famous for its wealth of fossils. Meanwhile, Burnham-on-Sea is a medium sized seaside resort famous for its unique nine-legged lighthouse and miles of sandy beach, with a population of 22,586, of whom 26.3% are retired. It has a mix of traditional and high street shops, and a number of supermarkets. These resorts were selected for two reasons, first, because tourism is an important economic activity in both resorts with employment in tourism being significantly above the national average. Second, because the resorts and their hinterlands are relatively selfcontained, and thus it was possible to reduce the effects of other significant centres within the study area. Hinterlands were defined as the area within seven kilometres radium of the town, this definition being determined by the need to balance the different size definitions attributed to the local economy
Understanding the resort economy: a methodological approach
19
in the literature (Bennett et al. 1999; Courtney, 2000). Thus, resorts were required to be a minimum of seven kilometres from settlements with a population of six thousand or more, and both Swanage and Burnham-on-Sea satisfied this criterion. In order to facilitate meaningful statistical analysis, a sample of a minimum of 500 households and 250 businesses was decided upon. Within Swanage, a systematic sample was taken of one in seven households for the survey within the resort, and one in three for households within the seven kilometre radius of the resort, while all 304 businesses in the resort and all 102 businesses within the seven kilometre radius were sent questionnaires. In Burnham-on-Sea, due to its slightly larger size, one in nine households were surveyed within the resort, and one in thirteen within a 7 kilometre radius were sent questionnaires. Within Swanage, overall the response rates for businesses and households exceeded 20%. But in Burnham-on-Sea, while the response was in excess of 20% for households, responses from businesses were poor being 12.9% within the resort, and 15.35% within its hinterland. Moreover, for both resorts, not all the questionnaire were completed in full, with businesses in particular providing insufficient information regarding employment. Given the detailed nature of this questionnaire however, these response rates were certainly a good achievement. The questionnaires enabled a wealth of information concerning residents and the business community and how they interact with the local economy, to be collected. So for example, most businesses in Swanage and Burnhamon-Sea were owner-operated, independent single site operations (72.5% and 79.4% respectively) employing less than two full-time equivalents (83.6% and 87.6%). In Swanage, most of these businesses were in retailing or hotel and restaurants, whilst in Burnham-on-Sea, transport and communications firms and the wholesale and distribution sector were important, possibly reflecting the resort’s proximity to the motorway and to a regional airport. Most businesses had been in operation for a considerable length of time. With respect to households, home ownership was found to be very high in both resorts, a high percentage of the population were retired and the availability of high paid jobs was very limited. Vehicle ownership was also relatively low (15.7% in Swanage and 9.8% in Burnham-on-Sea), and there appeared to be a significant amount of in-migration with only 19% in Swanage and 22% in BurnhamonSea living there all their lives, while 65% and 68.1% respectively living in the area for over ten years. In addition, the data collected demonstrated there to be a variety of factors which influence the strength of business and household economic linkages. With respect to businesses, firm size as suggested by Gorton (1999) and Leonidou (2004), and organisation type as noted by Courtney and Errington (2000), Curran and Blackburn (1994), Errington (1994), Gorton (1999) and Williams (1994) influenced local economic integration. So those businesses which were small in size, and which were independent, owner-managed were
20
SHEELA AGARWAL
most integrated into the local economy. Surprisingly, the extent to which the manager is tied to locality was also found to influence the extent to which businesses are locally economically integrated. As you might expect, those most tied to the locality were the most integrated. Meanwhile, length of residence (i.e. longer length of residence, the more integrated), car ownership (lack of car, the more integrated) and household location (the closer to the town centre, the more integrated), factors identified by Courtney (2000), Cowell and Green (1996), Dielemann et al. (2002), Findlay et al. (2001), and Powe and Shaw (2004), were found to influence the extent of household integration in Swanage and Burnham-on-Sea. More importantly however, this methodology revealed the occurrence of limited local retention of income and of economic leakage in both resorts. This is particularly surprising given that high levels of economic leakage are most often associated with developing countries. While both resorts act as local retail, service and employment centres, there is substantial competition from nearby settlements which draws expenditure and labour away; businesses place the majority of expenditure with suppliers elsewhere in the UK, while households spent a limited amount of money within the resorts on high order goods and services. Although some of the businesses’ and households’ income may be retained within the local area, this is likely to be of little benefit to Swanage and Burnham-on-Sea.
4. GREATER UNDERSTANDING OF THE RESORT ECONOMY: SOME IMPLICATIONS Overall, this methodology highlighted a number of strengths and weaknesses of the local economies of Swanage and Burnham-on-Sea. In terms of the former for example, it showed that despite the structural changes that have occurred to the UK tourist trade over the last 30 years, especially the declining popularity of the traditional two week British seaside holiday, tourism is still an important economic activity to both resorts as they continue to perform their role as destinations. Furthermore, both resorts also appear to serve an important residential function, especially for the consumption of low order goods and services. Such a role may have been enhanced by the attraction of a large number of in-migrants many of whom are over 65 (Beatty and Fothergill, 2003; Shaw and Coles, 2007), and whom may prefer to shop locally. This certainly appears to be case in Swanage. In addition, Swanage and Burnham-on-Sea also fulfil a crucial employment function as their businesses employ predominantly local people. Thus, coastal resorts are locally important places in which to work as well as to live, and increasing the use of resorts by local residents must be encouraged. Such behaviour may be
Understanding the resort economy: a methodological approach
21
achieved by improving resident’s knowledge of goods and services available within resorts. In relation to the latter by contrast, an example of a key weakness in the local economies of both resorts which the methodology highlighted is that the tourism industry does not appear to be particularly well integrated since a substantial amount of the resorts’ purchases are made outside of the local area; consequently there is limited local retention of money and much economic leakage. This finding points to the need to encourage businesses to shift towards import substituting and to engage in more local purchasing behaviour. Moreover, another weakness identified was that managers living outside the area are the least integrated in both local economies. Therefore, it is imperative that they are encouraged to become more involved with local business networks.
CONCLUSION In order to maximise the benefits of tourism and minimise the costs to the resort economy, it is imperative that there is sound in-depth understanding of its functioning. It is precisely this issue that this key-note has sought to address and to this end, an innovative method for assessing resort economies has been proposed. Although this particular method is focused at a local and sub-regional level (since it includes examination of rural hinterland), its main tenet may be extended to encompass an analysis of the degree of integration which exists within a regional economy. Indeed such a widening of focus would be useful and actually add strength to the current methodology since it would put the functioning and dynamics of a local economy within a wider context and provide a greater insight into such issues as travel to work, consumption and production patterns of households and tourism and non-tourism businesses which occur over a greater geographical area. The strength of regional economies can then be ascertained and this methodology will (should) hopefully highlight ways of improving the sustainability of these economies.
REFERENCES AGARWAL, S. (2005) Global-local interactions in English coastal resorts: theoretical perspectives. Tourism Geographies 7(4): 351-372. AGARWAL, S. (2002) Restructuring seaside tourism. The resort life-cycle. Annals of Tourism Research 29(1), 25-55. AGARWAL, S. and Shaw, G. (2007) Managing Coastal Tourism Resorts. Clevedon: Channel View.
22
SHEELA AGARWAL
BEATTY, C. and FOTHERGILL, S. (2003) Economic change and the labour market in Britain’s seaside towns. Regional Studies 38(5): 461-480. BENNETT, R. J., GRAHAM, D. J. and BRATTON, W. (1999) The location and concentration of businesses in Britain: business clusters, business services, market coverage and local economic development. Transactions of the Institute of British Geographers 24: 393-420. BUTLER, R. W. (1980) The concept of a tourist area cycle of evolution: implications for management of resources. Canadian Geographer 24, 5-12. COURTNEY, P. (2000) Small Towns and the Rural Economy: A Study of their Contemporary Functions and Potential Role in Development. PhD Thesis, Plymouth: University of Plymouth. COURTNEY, P. and Errington, A. (2000) The role of small towns in the local economy and some implications for development policy. Local Economy 15(4): 280-301. COWELL, D. K. and GREEN, G. P. (1996) Community attachment and spending location: the importance of place in household consumption. Social Science Quarterly 75(3): 637-655. CURRAN, J. and BLACKBURN, R. (1994) Small Firms and Local Economic Networks. The Death of the Local Economy. London: Chapman. DIELEMAN, F. M., DIJST, M. and BURGHOUWT, G. (2002) Urban form and travel behaviour: micro-level household attributes and residential context. Urban Studies, 39(3): 507-527. ERRINGTON, A. J. (1994) The Lambourn Mix. A Baseline Study of the Lambourn Valley. University of Reading: Department of Agricultural Economics and Management. FINDLAY, A. M., STOCKDALE, A., FINDLAY, A. and SHORT, D. (2001) Mobility as a driver of change in rural Britain: an analysis of the links between migration, commuting and travel to shop patterns. International Journal of Population Geography 7: 1-15. GORTON, M. (1999) Spatial variations in markets served by UK-based small and medium sized enterprises (SMEs). Entrepreneurship and Regional Development 11: 39-55. LEONIDOU, L. C. (2004) An analysis of the barriers hindering small business export development. Journal of Small Business Management 42(3): 279-302. MARKUSEN, A. (1996) Sticky places in slippery space. A typology of industrial districts. Economic Geography 72(3): 293-313. PHELPS, N. A. (1996) Collaborative buyer-supplier relations and the formation of centralised networks. Geoforum 27(3): 393-407. POWE, N. A. and SHAW, T. (2003 Market town centre: exploring the service role through visitor surveys. Planning Practice and Research 18(1): 37-50. SHAW, G. and COLES, T. E. (2007) The resort economy: changing structures and management issues in British resorts. In Managing Coastal Tourism Resorts. A Global Perspective, S. Agarwal and G. Shaw, eds., pp. 40-55. Clevedon: Channel View. WILLIAMS, C. C. (1994) Rethinking the role of the service sector in local economic revitalisation. Local Economy 9(1): 73-82.
Dinámicas de reestructuración de los destinos turísticos litorales del mediterráneo. Perspectivas y condicionantes1 SALVADOR ANTÓN CLAVÉ Universitat Rovira i Virgili
El objetivo de esta presentación es hacer una aproximación de síntesis al papel del turismo como agente de producción de espacio urbano en el litoral español, a las dinámicas de cambio que actualmente están articulando los destinos litorales a los efectos de mejorar su atractividad y a las perspectivas, condicionantes y retos a que se plantean. De manera transversal, el texto debate la existencia de modelos de desarrollo urbano propiciados por la dinámica turística en el litoral que se configuran como catalizadores de nuevas oportunidades económicas y sociales en un contexto de globalización económica (Rullan Salamanca, 2008).
1. TENDENCIAS EN LA URBANIZACIÓN TURÍSTICA RECIENTE DE LOS ESPACIOS LITORALES El litoral español ha experimentado transformaciones profundas durante los últimos 50 años que se han visto aceleradas, intensificadas, consolidadas y, en algunos casos, revisadas a partir de los años 80 y 90 en un marco de cambios en el sistema productivo y de aparición de nuevas sensibilidades sociales y oportunidades económicas. Así, los destinos turísticos desarrollados durante la primera revolución turística de masas (hasta los años 80 del pasado siglo) han puesto en marcha recientemente estrategias de reestructuración más o menos explícitas que han provocado, desde finales de los años 80 hasta la actualidad, importantes transformaciones en su microentorno económico (véase, por ejemplo, para el caso de Calvià, Aguiló et al, 2002). El desarrollo de equipamientos de ocio, la implantación de infraestructuras dedicadas a la náutica o la gestión de zonas naturales, entre otras iniciativas indicadas en Antón Clavé (2004a), han provocado la multiplicación de formas turísticas elementales (residencias de vacaciones, campos de golf, espacios protegidos, infraestructuras de transporte, zonas hoteleras, etc.) y han incrementado la complejidad de los sistemas territoriales turísticos (véase Antón Clavé y Gon-
1
Este artículo se inscribe en la investigación financiada por el MICINN CSO2008-01699/ GEOG.