From distant criticism to constructive engagement: A philippic on the future role of Tourism Geography
The last two decades have seen enormous transformations in the tourism market where a blurring of once clearly defined borders has clearly occurred. On the demand side, substantial changes and differentiation of lifestyles and consumption orientations have led to diversified and volatile customer preferences of what has come to be known as the “hybrid tourist”. Tourists now look for experiences “off the beaten track,” leave the so-called “tourism bubble” and seek out supposedly “authentic” settings, thus blurring the formerly clear differentiation between the spheres of everyday life and vacation. On the supply side, the former Fordist production scheme, dominated by integrated tour operators, is increasingly complemented by small, flexi-ble service providers addressing the niche markets of specific target groups of the Long Tail. Information and distribution channels have been heavily altered by the internet and especially the Social Web. Not only can niche market offers from the Long Tail be commercialised much more easily, but the monopoly of market communication has been challenged by “word-of-mouse” C2C recommendations and the sharing of experiences. In addition, new forms of tourism offers from the sharing economy have been facilitated and fostered by internet platforms such as Airbnb in recent years. All these general conditions have important consequences on destinations. As one of the core aspects of Tourism Geography, the destination management approach must address these new constellations head on. New management and governance models must be developed to tackle such changes in the destinations. However, when looking at the actual practice of academic Tourism Geography up to now, most of the above-mentioned aspects have been analysed from the perspective of an outsider. The view from the ivory tower often takes pleasure in criticising the actual practice of tourists, tourism professionals or political stakeholders, paying homage to the pure ideal of values and political correctness. Like Pilate washing his hands, Tourism Geographers tend to refrain from getting involved in the process, taking the risk of getting their hands dirty. In the words of Peter Burns’ concept of “tourism first vs. development first”, insisting on a pure ideal of development first (or sustainability/participation/protection first) does not lead to a functioning tourism market if the needs of private enterprises and the interests of customers are not taken into account accordingly. Balancing and reconciling divergent interests might be one of the top priorities for Tourism Geography. This is true even if it means that ideals cannot be kept pristine, and compromises have to be found, in the sense of the seemingly trivial proverb that one has to break some eggs to create an omelette. If Tourism Geography is unwilling to prove its social relevance, it might otherwise just as well vanish or be overtaken by other more traditionally oriented disciplines.
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From distant criticism to constructive engagement: A philippic on the future role of Tourism Geography
- 1. From distant criticism to constructive engagement Andreas Kagermeier Trier University, Germany Panel : Towards a Research Agenda for Tourism Geography at the AAG Annual Meeting, March 29 - April 2, 2016, San Francisco Fundamental changes in the tourism market • Demand side: substantial changes and differentiation of lifestyles, values and consumption orientations => diversified customer preferences (“hybrid tourist”). experiences “off the beaten track,” leaving the “tourism bubble” seeking “authentic” settings,. • Supply side: Former Fordist production scheme, is increasingly complemented by small service providers addressing the niche markets (Long Tail) • Information and communication technology: Social Web / Long Tail / C2C “word-of-mouse” Sharing economy facilitated by internet platforms (Airbnb) Andreas Kagermeier AAG 2016 (SFO): Research Agenda for Tourism Geography 29 March – 2 April 2016, Slide 2
- 2. New postfordist products … Andreas Kagermeier 29 March – 2 April 2016, Slide 3AAG 2016 (SFO): Research Agenda for Tourism Geography Casablanca Rabat Fes Meknes Sale Oued Tanger Oued Oudja Oued Tétouan Oued Oued Sebou Kénitra OuedMoulouya Oum Beni Mellaler El Jadida Rbia Taza Settat Larache Marrakesch Nador Berkane Khemisset Sidi Kacem Agadir Sidi Slimane Safi Essaouira Al Hoceima Tantan Khénifra Sefrou Guelmim Taroudannt El Kelâa Srarhna Taourirt Azrou Tiflet Errachidia S.Arbaa Rharb Midelt Ben Slimane Chefchaouen Sidi Bennour Tiznit El Aioun Asilah Ouarzazate Ifni Mechra Bel Ksiri Figuig Bouarfa Guercif Taounate Tinerhir Erfoud Sousse Ziz Draa Design & Cartography: A. Kagermeier 0 100 200 km Main Tourism Sites Pays d'Accueil Touristique 2010 High Atlas Anti Atlas Rif Atlantic O cean Mediterranean Sea Saidia Chtouka-Aït Baha Haut-Atlas central Zagora Imouzer Ida-Outanane Ifrane Middle Atlas Source: authors own photos … need new governance approaches 1) Traditional hierarchic understanding of an authoritarian state 2) Orientation towards central investors from outside the region 3) Missing conscience on needs for Governance- Structures amongst the public stakeholders 4) Missing competences at the local stakeholders 5) No compensation by NGOs / state cooperation 6) No established cooperation structures (leadership) Andreas Kagermeier AAG 2016 (SFO): Research Agenda for Tourism Geography 29 March – 2 April 2016, Slide 4 Source: authors own photos
- 3. Andreas Kagermeier 29 March – 2 April 2016, Slide 5AAG 2016 (SFO): Research Agenda for Tourism Geography Interests of the Explorer tourists Explorer tourists Insider tips Get into contact Life with/like local Stay in residential neighborhood Sleep in unique accommodation Explore off the beaten track Search for authenticity Theculturetrip.com 2015 Visitberlin.de 2015 Andreas Kagermeier 29 March – 2 April 2016, Slide 6AAG 2016 (SFO): Research Agenda for Tourism Geography Airbnb listings per 1,000 Inhab. less than 1 1 to less than 5 5 to less than 20 20 and more 0 200 75 25 5 Numer of Airbnb listings Mitte Friedrichshain- Kreuzberg Pankow Charlottenburg- Wilmersdorf Spandau Steglitz- Zehlendorf Tempelhof- Schöneberg Neukölln Treptow- Köpenick Marzahn- Hellersdorf Lichten- berg Reinickendorf Airbnb in Berlin Distribution of Airbnb‐offers in Berlin on the LOR‐level Source: Own design using data from SKOWRONNEK, VOGEL & PARNOW 2015 and Land Berlin 2015 Mitte Tempelhof- Prenzlauer Berg Fried- richs- hain Kreuzberg/Neukölln
- 4. Andreas Kagermeier 29 March – 2 April 2016, Slide 7AAG 2016 (SFO): Research Agenda for Tourism Geography Shifting attitude towards tourists Invitation for round table discussion: “Help, the tourists are coming”; Green Party, 2011 ueddeutsche Zeitung.de, 2011) “Berlin doesn’t love you” campaign sticker (Stors, 2012) “No more trolley suitcases anymore” graffity (Die Zeit, 2012) „I hope that settles all“ says head of visitBerlin Burkhard Kieker 2011 On the interdiction of renting out apartments by Airbnb (Spiegel.de, 2011) Implications for research in Tourism Geography • Transformation with consequences on destinations = one of the core aspects of Tourism Geography • New management and governance models must be developed • Social science foundation of TG allows it to take into account developments and conditions on the demand side as well as the more economic aspects of the supply side • With its broad multifocal perspective, including economic, societal and political factors such as globalisation, sustainability or CSR discourse, Tourism Geography should be capable of engaging itself in the actual development of tourism. Andreas Kagermeier AAG 2016 (SFO): Research Agenda for Tourism Geography 29 March – 2 April 2016, Slide 8
- 5. Implications for research in Tourism Geography • Actual practice of academic Tourism Geography = view from the ivory tower • Criticising the actual practice of tourists, tourism professionals or political stakeholders, paying homage to the pure ideal of values and political correctness • Often insisting on a pure ideal of development first (or sustainability/participation/protection first) • But: prioritising the interests of tourists and the tourism industry has led to negative impacts in many cases • Balancing and reconciling divergent interests might be one of the top priorities for Tourism Geography Andreas Kagermeier AAG 2016 (SFO): Research Agenda for Tourism Geography 29 March – 2 April 2016, Slide 9 Andreas Kagermeier 29 March – 2 April 2016, Slide 10AAG 2016 (SFO): Research Agenda for Tourism Geography Thank you for your attention … … and I look forward to a lively discussion!