1. JesuitenGunea
The Society of Jesus´ Tourism Development Project in
the Province of Loyola (Spain)
Phd. Roberto San Salvador del Valle, Magdalena Izaguirre, Amaia Makua

2. Presentation
• Introduction: the Society of Jesus, the Province of Loyola and the
1
project JesuitenGunea
2 • The key concepts
3 • Th methodology and th structure of the project
The th d l d the t t f th j t
• The proposals for intervention in the Sanctuary of Loyola: SWOT,
4
Vision & Mission Axis of Action
Mission,
5 • The program “Visits with Soul”
6 • The future of the project

3. Introduction

4. What is JesuitenGunea?
. JesuitenGunea began its activity in 2007 with
the goal of telling the world about the
elements that confirmed the Identity, the
y,
History and the Mission of the Society of
Jesus through the development of a tourist
package bound to the Jesuit Heritage in the
Province of Loyola, where the Society has its
most ancient roots

5. Lines of work
Line 1 M k
Li 1: Make more visible the narration of the experience of the
i ibl th ti f th i f th
Society of Jesus (PROJECT)
Line 2: Provide a flexible structure and efficient processes
(TEAM)
Line 3: Reach maximum self-financing (RESOURCES)

6. The Society of Jesus
• It is a Roman Catholic Religious
Order f
O d , founded by I
d d b Ignatius of
i f
Loyola and Saint Francis Xavier and
another five partners in 1540.

7. Some relevant data…
• The Society of Jesus is the largest
male religious order
• It is present in 127 countries

8. Jesuits are known in…
• Missionary work, social justice and human rights
activities,
ti iti
• BUT they are best known in education,
intellectual
i t ll t l research, cultural and spiritual
h lt l d i it l
pursuits (the Spiritual Exercises)

9. The territorial structure of the Society
• It is made up by 10
Assistancies (territorial units)
divided into 91 Provinces
• SPAIN is divided into 5
provinces.
• This project has its territorial
projection in the Province of
Loyola
y

10. The Province of Loyola in the map

11. The Province of Loyola
JesuitenGunea & Loyola:

15. The Province of Loyola

16. The Province of Loyola

17. The Province of Loyola

18. JesuitenGunea & Loyola:
• The final goal is to turn the province of Loyola
into a worldwide known destination, with a
variety of routes and places to discover
discover.
• At each location the visitor will be able to learn and
live not only certain experiences, but also
experiences which are shared by the whole
p y
Province and the Society of Jesus

19. The key concepts
y p
1. The Humanist Leisure Experience
2.
2 The concept “doors”
3. The Tourist Chain of Value

20. The Humanist Leisure Experience
1. It is a wholesome human experience in which we take part
in a physical, intellectual, social and cultural level.
2.
2 It is coherent with the meaning of one’s life and values.
i h t ith th i f ’ lif d l
3. It is focused on actions that are desired (free and
satisfying),autotelic
satisfying) autotelic (with a purpose in itself) and personal
(with personal and social implications).
4.
4 It is also a basic human right which promotes human
development, and from which nobody should be excluded
due to their gender, sexual orientation, age, ethnic origin,
g , , g , g ,
religious beliefs, health state, disability or economic status. It
is a lawful right, recognized by different legislations
g g y g
Leisure Studies Institute – University of Deusto

21. The two dimensions of Leisure Experience
Individual
/ Group
Benefits
Activities
Insterests
Objective &
Time Opinions
Experience
E i
Motivations
Space Subjective
Values
Resources

22. JesuitenGunea & the doors
It involves the fact that people open, close and go through doors,
and these actions can mean a transformation of our lives This
lives.
relates to the living of memorable experiences.
Each and every one of the locations in the Province act as doors to
the rest of JesuitenGunea. Each door is the beginning of a route
g g
which only ends once the four locations have been visited
JesuitenGunea aims to build a door to access the Society of Jesus
for the different segments of potential visitors: people with
recreational, cultural or religious motivations, educational
organizations, or people from the academic and scientific world

23. Types of visitors & doors
LUDIC SCHOLAR CULTURAL
VISITOR VISITOR VISITOR
Seeks
entertainment
without deepening
in complex P1
contents
P1
P1 Seeks to find new
realities or
improve present
Seeks to find new
knowledge
realities or P2
improve present
knowledge with a Looks for a
Depending personal
teaching
P2 on Experimental tourism experience,
p ,
approach.
approach motivation beyond
/values ... knowledge
P4
ACADEMIC RELIGIOUS
VISITOR VISITOR
P1
P1
P2
Seeks P2
specialization,
expert knowledge in Looks for a
certain subjects, personal-spiritual
with a scientific Experimental tourism
experience,
P3 approach beyond
P3 P4 knowledge

24. Visitors ´motivations & objectives / content of the visit
VISITORS
RECREATIV
CULTURAL
SPIRITUAL
RELIGIOUS
ESTUDIANT
SCIENTIST
DOOR OBJECTIVE CONTENTS
L
S,
TE
VE
•Based on the tangible: movable and
Casual Leisure– BASIC EXPERIENC
Transmission of the Society of
immovable heritage. Simple
Jesus` generic contents focused in explanation of the architecture, arts,
x x x x x D1 the general context and in their History.
specific features in our Province
(Loyola)
(L l ) •General introduction to the Society
General
–
and his work (intangible)
KNOWLEDGE T
Transmission of more concrete and
•Based on the tangible, advanced
complex knowledge about the
contents about architecture, arts,
Society of Jesus (intangible) and of
History.
the 4 Province tourist reception
x x x x D2 •Based on the intangible, general
Based
CE
points physical environment
TRANSMISSION
(tangible) contents about Society s History,
Mision and Identity. Story focused on
the founding figures and their work.
Serious Leisute –Personal development
Visitors have the knowledge to access to
the TOURIST EXPERIENCE
Transmission of specific and
p •Based on the intangible, advanced
g ,
e
advanced knowledge about the contents about Society s History,
x x D3 Society of Jesus. Mision and Identity. Total
development of the Jesuits
Visitors have the knowledge to access to
Experience Narration.
the TOURIST EXPERIENCE
• Spiritual Exercises
p
x x Provide spaces, services and activity • Courses and workshops,
D4 programmes which promote the visitors can
live meaningful leisure experiences. • Events.
• Exhibitions...

25. The tourist chain of value

26. The methodology
gy

27. Methodology
gy
• Revision of secondary sources
1
• Visits to the reception points that
2 make up the Province of Loyola
p y
• Meetings of the JesuitenGunea
3 Commission

28. Proposals for intervention in the
oposa s o te e t o t e
Sanctuary of Loyola

30. SWOT related to visits
- +
International
Visits to the
symbolic value &
attractions lack a
Basque
shared story line
idiosyncrasy
Guided visits only Assorted and
for some visitors relevant attractions
Visit to the Holy
The audio-guide
g
House using an
system is collective
audio-guide
Already receiving
Insufficient
visitors with
indication system
different
in the Sanctuary
motivations
ti ti

31. THE AXIS OF ACTION FOR THE PROVINCE
EA1. Management of Tourist •EA1.1. Develop the stages of the tourist chain of
Package which will promote value
the living of a Humanist •EA1.2. Foster the objective conditions to facilitate
Leisure Experience the living of Humanist Leisure Experiences
EA2. Integration of the •Integration within the Province of Loyola
tourist package within each •Integration within the tourist destination to
reception point
p p where it belongsg
EA3. Establishmente of
strategies which will make a •Program Guides of(Integral Sistem of Tourism
g Quality).
Quality)
SICTED
good practice
difference in quality
EA4. Creation of a tourist •Judicial structure of the managing body
Judicial
management system f the •Different reception points
t t for th
three reception points
EA5. G arantee
EA5 Guarantee the
•Research of funding: research of sources and
economic viability of the contacts with possible partners
project

32. EA1. Management of Diapositiva 27
Tourist Package which
•EA1.1. Develop the stages of the
will promote the living Diapositiva 28
tourist chain of value
of a Humanist L i
f H i t Leisure
Experience Diapositiva 29
Stage • Selection of attractive resources
1
Stage • Review of the key elements of the resources
2
Stage • Review of the resource-associated services
3
Stage • Review of the infrastructures linked to the guided visits
4
• Review of the information support linked to the guided
Stage visits
5
Diapositiva 36

33. • Selection of attractive resources
Stage
1
St. Ignatius of Loyola
The Holy House
The Basilica
The Society of Jesus
The Blessed Garate´s Farmhouse
Garate s

34. • Review of the key elements of the resources
Stage
2
Definition of an umbrella which unites concepts and ideas which reflect the
mbrella hich nites hich
idiosyncrasy of Loyola and the Province. Conceptual interventions at 2 levels:
• Review of the existing lectures in the audio-guides to complete the
1 .
significant aspects of the narration which have not yet been
sufficiently developed
• Design of a discourse which unites the main resources of the
Sanctuary, fosters their relation to the most immediate context and
2 deepens visitors’ knowledge. This route will elongate the time spent
promote a better understanding of the reach of Saint Ignatius and
his work.
work

35. Diapositiva 26
• Review of the resource associated services
resource-associated
Stage
St
3
• Audio-guide systems: the discourses have been formulated with
great care and attention to detail by reliable experts from the
Society. However, the system activated by speakers and heard
1 collectively in each room hinders the flexibility of the visit and it can
cause .logistic problems in moments of great public affluence
• Professional tourist guides: these are the key for the successful
2 transmission of th contents t groups or i di id l visitors i a
t i i f the t t to individual i it in
faithful, attractive, professional and sensitive manner..

36. EA2. Integration of
the tourist package
p g •Integration within the tourist
g
within each destination to where it belongs
reception point
.

37. The program: Visits with a Soul

38. “The Visits with a Soul”
A pilot experience in the Sanctuary of Loyola during the summer
o 009
of 2009
Opening of the doors of the Sanctuary and bringing closer to the
public its heritage and history
The narration: historic and artistic, has combined with the
representation of the experience of the Society of Jesus
It showed the visitors around the Holy House, the Basilica and
the Blessed Garate´s Farmhouse
Garate s

39. Results of the Visitors’ Satisfaction Surveys
Evaluation Results
4,9
49 4,9
4,8 4,7 4,8 4,8 4,8 4,7 4,8
4,6 4,6 4,6 4,7
•766 people enjoyed a guided visit
•307 completed the questionnaires (40%)

40. Evaluations of results
- +

41. The future of the project
p j

42. The future…
To integrate JesuitenGunea in the general reflection process of the
Sanctuaries of the Province of Loyola.
S t i f th P i fL l
To create the contents, services and infrastructures that every reception
point needs for advancing in the facilitation of significant leisure
experiences
i
To definitely integrate JesuitenGunea in the different tourist destinations
to which it belongs.

43. Grazie! Thank you!
Info:
amakua@ocio.deusto.es
maizagui@ocio.deusto.es
Institute of Leisure Studies
University of Deusto
Bilbao (Spain)