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PRO-ACTIVE MANAGEMENT OF THE IMPACT OF CULTURAL TOURISM UPON URBAN RESOURCES AND ECONOMIES

PRO-ACTIVE MANAGEMENT OF THE IMPACT OF CULTURAL TOURISM UPON URBAN RESOURCES AND ECONOMIES. “ Urban cultural tourism in Elche. Current Realities, future possibilities” CASE STUDY: ELCHE (SPAIN) José Angel Azorín Pérez University of Alicante Faculty of Arts Human Geography Department.

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PRO-ACTIVE MANAGEMENT OF THE IMPACT OF CULTURAL TOURISM UPON URBAN RESOURCES AND ECONOMIES

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  1. PRO-ACTIVE MANAGEMENT OF THE IMPACT OF CULTURAL TOURISM UPON URBAN RESOURCES AND ECONOMIES “ Urban cultural tourism in Elche. Current Realities, future possibilities” CASE STUDY: ELCHE (SPAIN) José Angel Azorín Pérez University of Alicante Faculty of Arts Human Geography Department

  2. The project in the Province of Alicante The main aim of the PICTURE project in the province of Alicante is to reconnoitre as well as adapt those “cultural resources”. Not only as a complementary estrategy to the “Sun and Beach”tourism but also as a way of economic diversification, raising of the social and cultural value of the territory and as well as an example of local identity.

  3. The “Sun and Sea” culture

  4. Is it possible the Cultural Tourism in the province of Alicante?

  5. Some examples of Urban and Cultural attempts in tourism • The route of the Castles (Banyeres de Mariola, Sax, Villena, Biar, Salinas, Beneixama, Camp de Mirra and Canyada). • The route of the wine (Utiel-Requena). • Literary route (the writer azorin). • Restoration of the old town (Alicante) • The case of Elche (El Palmeral and El Misteri).

  6. The areas of our research • City of Elche • City of Alicante • City of Alcoy • City of Orihuela • The border territory “Land of Castles” (Biar and Villena) • The Mountain of Alicante (Castell de Castells, Callosa d’en Sarrià and Guadalest) • Consortium of tourism “Isla de Interior”

  7. The areas of our research

  8. SPECIFIC ACTIONS

  9. Stocktake and cataloguing urban and cultural resources (museums, monuments, festivals and/or folk manifestacions, gastronomy, events) • Analysis of the configuration of the touristy product (is it a real product? or just some liflets and expensive promotion?) • Analysis of the destiny (Transports, parkings, signposts, accessibility, info points, touristy infraestructures, interacion among products, etc.) • Questionnaires and personal surveys (politicians, technicians of the municipalities, residents (focus group, and visitors (1st and 2nd round of surveys)) * carried just out in Elche so far • Analysis of the social, economical and political impacts.

  10. THE CASE OF ELCHE

  11. WHY DID WE CHOOSE ELCHE?

  12. ECONOMIC SITUATION • INITIATIVE AND ACTIONS OF THE TOWN COUNCIL

  13. ECONOMIC SITUATION ECONOMY BASED ON THE INDUSTRIAL SECTOR ECONOMY BASED ON THE SERVICE INDUSTRY TRANSITION

  14. ECONOMIC SITUATION

  15. ECONOMIC SITUATION

  16. INITIATIVE AND ACTIONSOF THE TOWN COUNCIL • 2 WORLD HERITAGE ASSETS (“EL PALMERAL” AND “EL MISTERI”) • THE INSTITUTE OF TOURISM: FUTURELX (Estrategic Plan) • THE LADY OF ELCHE • MAHE (Museum of Archeology and History of Elche). • IMPROVEMENT AND RESTORATION OF SOME CULTURAL AND NATURAL RESOURCES

  17. 2 World HERITAGE ASSETS • “EL PALMERAL” • “EL MISTERI”

  18. EL PALMERAL

  19. EL MISTERI

  20. THE INSTITUTE OF TOURISM • Created 5 years ago as a consequence of the declaration of the 2 world heritage assets. • OBJECTIVE: Support and promote a tourism of quality in the city of Elche. • Annual budget of 1.800.000 € • FUTURELX (Estrategic Plan)

  21. LADY OF ELCHE THIS YEAR BACK IN ELCHE

  22. MAHE (Museum of Archeology and History of Elche) Permanet display of Iberian and Roman Pieces

  23. IMPROVEMENT AND RESTORATION OF SOME CULTURAL AND NATURAL RESOURCES

  24. TOWN HALL The Consel Tower is the oldest municipal building in the southern part of the Comunidad Valenciana Region

  25. SANTA MARIA CHURCH

  26. MUNICIPAL FESTA MUSEUM “The Elche Mistery Play”

  27. LA ALCUDIA, ARCHEOLOGICAL PARK

  28. LA ALCUDIA, ARCHEOLOGICAL PARK

  29. HUERTO DEL CURA

  30. HUERTO DEL CURA

  31. ARAB BATHS The Andalusí culture converted the ritual ablutions into one of life’s pleasures, using various oils and essences

  32. MUSEUM OF CONTEMPORANY ART

  33. OPEN AIR SCULPTURE MUSEUM

  34. ROUTE THROUGH THE PALM GROVE

  35. HONDO NATURE PARK

  36. HONDO NATURE PARK

  37. VISITORS CENTER The Visitors’ Centre is a space where visitors to Elx can see a detailed audiovisual presentation on the city: its history, traditions, culture, fiestas and economy.

  38. THE IMPLEMENTATION OF THE PICTURE METHODS IN THE CITY OF ELCHE • FOCUS GROUP (Residents, Professionals) (August 2005) • WE CARRIED OUT A SURVEY (visitors) 1st Round (lowest peak) (250 questionnaires) 2nd Round (highest peak) (250 questionnaires)

  39. FOCUS GROUP Task 1.4 “Effects of the Cultural tourism on the Urban economies” Task 3.3 “Evaluation of the Impacts on the environment through a conjoint analysis”

  40. FOCUS GROUP • Focus Group 1:RESIDENTS • Focus Group 2:PROFESSIONALS • Focus Group 3:RESIDENTS • Focus Group 4:RESIDENTS

  41. THE CONCLUSIONS WE HAVE REACHED FROM THE FOCUS GROUP BOTH FOR RESIDENTS AND PROFESSIONALS • Tourism is not a problem. • Tourism is a opportunity. • No negative impacts. • Tourism of quality. • Good promotion but lack of touristy facilities (lack of transport, parking, etc.) • Lack of accessibility (both for tourists and citizens) • They think that the cultural tourism is a reality (El Palmeral, El Misteri).

  42. 1st Round Lowest peak From 13th March till 28th April 250 Questionnaires 2nd Round Highest peak From 11th August till 30th August 250 questionnaires IMPLEMENTATION OF THE QUESTIONNAIRES

  43. HOTEL Spanish English French German (English Other (English) H. Huerto del Cura 14 3 2 2 2 H. Milenium 10 3 2 1 2 H.Tryp 10 3 2 1 2 H.Campanille 10 3 2 1 2 H.AC 10 3 1 1 2 H. IBIS 10 3 1 1 2 Hostal Madruga 10 2 1 1 1 TOTAL 74 20 11 8 13 IMPLEMENTATION OF THE QUESTIONNAIRES(125 questionnaires per nationalities and per Hotel)

  44. SITES Spanish English French German (english) Others (english) Baños Árabes 25 8 4 3 2 Parque Municipal 25 6 4 3 2 Huerto del Cura 25 6 4 3 2 TOTAL (122) 75 20 12 9 6 IMPLEMENTATION OF THE QUESTIONNAIRES(125 questionnaires per nationalities and per Sites)

  45. INFORMATION OBTAINED FROM THE QUESTIONNAIRES(From a sample of 40 out of 250 during the highest peak) • Nationalities of the tourists (ranking in terms of number of visitors) • Spain (heterogeneous: students. Families, retired) • France • Denmark, Hungary and Holland. • Italy (very critical) • U.K (not interested in culture) • None from Germany???

  46. INFORMATION OBTAINED FROM THE QUESTIONNAIRES • Real tourist or “day tripper”? • No tourist as such. • Reason: They normaly do not stay for more than one day in the city. • Consequencies: NUMBER OF VISITORS ACCOMMODATION OCCUPANCY RATE

  47. ECONOMIC ANALYSIS: Expenditure per nationality during the stay

  48. ECONOMIC ANALYSIS:Expenditure per nationality broken down per item

  49. ECONOMIC ANALYSIS:Expenditure per nationality broken down per item

  50. ECONOMIC ANALYSIS:Expenditure per nationality broken down per item

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