Cultural Events As Tourism Supply In Catalan Coastal


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Presentation at EUTO 2009 Conference in Girons, October, 19, 2009: COASTAL AND RESORT DESTINATION MANAGEMENT

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Cultural Events As Tourism Supply In Catalan Coastal

  1. 1. Cultural events as tourism supply in Catalan coastal resorts Dr. Francesc González Reverté ( Oriol Miralbell Izard ( Universitat Oberta de Catalunya
  2. 2. Characterization of tourist events un Catalonia (2009) <ul><li>1.453 events with real tourism potential (appearing in webs of festivals and culture in Catalonia) </li></ul><ul><li>439 municipalities (46% of Catalonia) have, at least, one event </li></ul><ul><li>Map of localization </li></ul><ul><ul><li>Main concentration in Barcelona area </li></ul></ul><ul><ul><li>Branching over the A2 ( Anoia  Segrià ) and Barcelona  Vic axes </li></ul></ul><ul><ul><li>Coastal line: North; Costa Brava – more density and South; Costa Daurada , with lower density (except Salou-Cambrils area) </li></ul></ul><ul><ul><li>Empty spaces and very low density in the western region and in Terres de l’Ebre </li></ul></ul>
  3. 4. Observation <ul><li>Events are </li></ul><ul><li>following the dynamics of the urbanization process in the country </li></ul><ul><li>their distribution is superimposed </li></ul><ul><ul><li>to the urban net , and </li></ul></ul><ul><ul><li>the mobility for leisure of metropolitan population and from urban centers </li></ul></ul>
  4. 5. Comparing 50 top cities By Tourism facilities By Events
  5. 6. Observation <ul><li>Tourist events are not located in a specific area, but distributed over the country </li></ul><ul><li>The reason of this distribution is more depending on functional means tied to a spatial-temporal proximity to the metropolitan of Barcelona rather than to interest on attracting tourists </li></ul>
  6. 7. Type of events <ul><li>We have worked on 4 types of tourism events (that have touristic interest) </li></ul><ul><li>Popular festivals and celebrations (46,7%) </li></ul><ul><li>Fairs and exhibition (commerce) (39,5%) </li></ul><ul><li>Cultural festivals (7,7%) </li></ul><ul><li>Theme markets (6%) </li></ul>
  7. 8. Observations <ul><li>Dominance of events with a strong component of tradition and popular culture is to be taken in mind when estimating the potential social and cultural impacts that derive from touristization of some of these events. </li></ul><ul><li>Rigidity in the agendas implies lack of flexibility in the celebration date . </li></ul><ul><li>It is also important to consider that they facilitate to offer activities outside high-season (low and mid season) without becoming de-contextualized because of the date of celebration. </li></ul>
  8. 9. Analysis <ul><li>We found up to 20 different themes in the 4 types of events, with dominance of traditional and commercial themes too </li></ul><ul><li>Also 250 sub-themes were found as motivations </li></ul><ul><li>Important to remark the heterogeneity of existing motivations that could be used to create an offer with great variety of new events . </li></ul><ul><li>Sometimes we identify replicated offer and in some types excessive too (music festivals, medieval markets) </li></ul><ul><li>Though some other events help to offer activities outside high season (gastronomy events) and other are limited to calendar specific dates : Carnival, local festivals, etc. </li></ul><ul><li>Finally, some events don’t consider the opportunity that tourism season could afford (markets and exhibitions) </li></ul>
  9. 10. Field work <ul><li>Starting with a sample of 1,453 identified events we worked with a sub-sample resulting from a telephone survey ( 263 valid responses ) </li></ul><ul><li>The data gathered in the survey about the characteristics of the events have given us detailed information that we have used in this communication </li></ul>
  10. 11. Key questions <ul><li>Do organizers generate new offer of tourism events? </li></ul><ul><ul><li>In the last 10 years new events have been created </li></ul></ul><ul><ul><ul><li>9%, first edition 2008 or 2009 </li></ul></ul></ul><ul><ul><ul><li>3,5% of events in coast areas are new </li></ul></ul></ul><ul><ul><ul><li>25,4% have less than 5 editions (26,7% in coast) </li></ul></ul></ul><ul><ul><ul><li>43,9% less than 10 editions (50% in coast) </li></ul></ul></ul>
  11. 12. Key questions <ul><li>Do organizers generate new offer of tourism events? </li></ul><ul><ul><li>In the last 10 years new events have been created </li></ul></ul><ul><ul><ul><li>New event’s generation responds to the necessity to increase existing leisure offer and redefinition of tourism offer , esp. on the coast. </li></ul></ul></ul><ul><ul><ul><li>This growth of event’s offer poses some doubts on the sustainability of these events in front of a context of resources’ scarcity and increasing competence </li></ul></ul></ul>
  12. 13. Key questions <ul><li>Can these events be transformed into tourism offer? </li></ul>Priority seems to be cultural and touristic goal for the organizers. Especially on the coast where tourist dimension and celebrations (related to leisure) are critical . Though in the rest of Catalonia culture and socialization are dominant goals Destinations with leisure and tourism specialization are offering the type of events that better fit in to their need to provide entertainment and complementary leisure offer to tourists and visitors , but to locals as well.
  13. 14. Key questions <ul><li>What’s the real touristic impact of the events? </li></ul><ul><ul><li>Calculation based on presence and impact on tourism providers (hospitality & restaurants) </li></ul></ul><ul><ul><li>Presence average of tourists is between moderate to low . Though depending on which region. </li></ul></ul><ul><ul><li>Main assistants are local (74% of events over 50% are locals). Though 74% of events declare having tourists or visitors (especially from Catalonia) </li></ul></ul><ul><ul><li>No event risk to have over touristic impact ( only 6% say that more than 75% are tourists ) </li></ul></ul><ul><ul><li>Interior regions where tourists are scarce, whilst in Coastal destinations more frequent, and in Barcelona, is the highest presence of tourists . </li></ul></ul><ul><ul><li>Perceived impact of events on tourist industry is high in the majority of destinations, especially in Barcelona and on the coast. </li></ul></ul>
  14. 15. 10 conditions to successfully generate local development SOCIAL CAPITAL CULTURAL IDENTITY ECONOMIC SELF RESOURCES Goal of cultural dynamism Ongoing learning Relation networks (internal/external) Technical skills Participation from locals Continuity Authenticity Budgetary capacity Getting benefits Getting resources (funds private/public) Public participation and support
  15. 16. Conclusions <ul><li>Localization of touristic events is differently distributed in Catalonia </li></ul><ul><li>Tourists are not the principal assistants but they influence the creation of new events </li></ul><ul><li>Coincidence of events’ themes : popular traditions and festivals. There’s a risk to make them more touristic (losing authenticity) </li></ul><ul><li>Coastal regions mean an exception as organizers of tourists events , because it means a competitive advantage and could suppose innovation (tourism supply redevelopment) </li></ul><ul><li>In coastal regions events have a stronger touristic orientation (22% towards 18% avge. Of Catalonia) </li></ul>
  16. 17. Conclusions <ul><li>6. Coastal events attract international tourism (though less than in Barcelona) </li></ul><ul><li>7. Success factors of events oriented to social capital have two interpretations: low participation or association to external networks but have a quite professional structures (except for BCN) </li></ul><ul><li>8. Resources and collection of funds is high in the coast sponsoring beyond Catalonia’s avge. (57%); public involvement (95%); but low capacity to get benefits (6%). </li></ul><ul><li>9. Local identity is significant in the coast events , because a high level of involvement of locals. Events help to social cohesion. </li></ul><ul><li>10. Three profiles of tourist events : 1. use culture as projection strategy ; 2. with public support, events help to local development ; 3. clear economic goal due to the capacity to attract tourists and get benefits </li></ul>
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