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SUSTAINABLE TOURISM?
Federica Montaguti and Erica Mingotto CISET
Understanding the tourist market of two Italian Parks:
an experience-based approach
Theme: Sustainability
Manchester, 15th October, 2015
SUSTAINABLE (?) EXPERIENCES (?)
e.g. the so-called ecotourists are not always environmentally responsible in their actions and behaviour
Some kind of tourists experience can seem sustainable on the surface but completely different
in their substance. Why?
Segmentation of the tourist market is often based on blurred variables, intentions, wide categorisation
of destinations
a sensitiveness towards sustainability doesn’t necessarily imply a change in the actual behavior
Tourists segments are defined simply on the basis of the type of location or accommodation they stay at during their holiday. (e.g. urban/rural)
SUSTAINABLE (?) EXPERIENCES (?)
Academics – Rare or no attention to the tourist product
conceptualisation Industry and DMOs - define the product basically as
“what is put into the promotion” (Sharma, 2007)- which is not necessarily what the tourists are really buying
Strong attention to
- experience economy - consumer co-creation in many different industries
tourism, which is a great source of totally or partially
self created experiences,
is not one of those.
SUSTAINABLE RESPONSIBLE
TOURISM
THE EXPERIENCE-BASED APPROACH C
0-c
reat
ion
Tourism product is a relational concept, actually co-produced by the tourist himself (processes, relations, significations)
Inte
ract
ion
Tourism product is the result of tourist’s behaviour and interaction with the destination and the industry P
rod
uct
-Exp
erie
nce
Tourist products (and segments) are defined on the basis of the experience the tourist build and live while at the destination
Better definition and understanding of tourists’ profiles reducing the risk to overestimate some tourist
segments/attractiveness of some resources destination to market products.
TWO CASE-STUDIES
National Park of Appennino Lucano, Val d’Agri, Lagonegrese • Founded 2007 • 70,000 ha
Regional Park of the Sile River • Founded 1991 • 4,000 ha
AIMS OF THE ANALYSIS
Designing a tourism development plan for both parks mainly based on attracting ecotourism
1. Which kind of tourists visit nowadays the parks?
2. What is the dimension of the ecotourism segment in the parks?
3. Which kind of tourist segments should be addressed as a priority?
4. What is (and could be in the future) the potential of the parks in
attracting ecotourists?
The methodology
Definition of specific segments supposed to be more sustainable and of interest for the parks - ecotourism, nature-tourism
Analysis of official statistics by studying the characteristics and evolution of tourism in both destinations
Two direct surveys: the first one among parks’ visitors, the second one among local tourism operators.
Estimation of the current demand and segmentation
Surveys based on the experience-based
approach and aimed at understanding what
tourists really do and what they are looking for during
their stay in these parks
RESULTS: THE SILE RIVER EXPERIENCE
55% cultural tourists
• They visit Venice.
• Since the Park is far away no more than 30 Km from Venice and accommodation are less expensive, tourists go into Venice each day, returning to their hotel in the evening.
45% business tourists
• They are linked to the several manufacturing companies developed in the area .
• They are not particularly interested in experiencing the Park or in doing other recreational activities.
250.000 tourist arrivals in the area in one year
RESULTS: THE APPENINO LUCANO EXPERIENCE
35% traditional mountain tourists
• They relax themselves or take a walk in the mountain.
• They gather mushrooms.
• They take part in local events.
34% business tourists.
• They are employed in ENI oil wells.
• They are not interested in leisure activities during their stay, except for relax in the neighbouring sea resorts.
23% other tourists
• For example VFR – Visiting friends and relatives – or transit tourists.
• They visit neighbouring destinations, particularly the sea resorts or the mountain resorts for skiing.
52.000 tourist arrivals in the area in one year
RESULTS: THE ECOTOURISM EXPERIENCE
Real ecotourists account for no more than 3% of the total arrivals in both Parks, even though these areas are
natural protected areas.
• Tourists are not aware to stay in a protected area
• Activities are unrelated to any desire to deeply experiencing nature and to any sustainable behaviour that is respectful of environment and community
Parks are not attractive as natural areas but for other elements (neighbouring destinations as mountains, beaches or cities )
EVIDENCE FROM THE TWO CASE STUDIES
The advantages of the experience-based approach
A more reasonable estimate of the demand
A more realistic representation of the ecotourism potential in
both Parks
A more correct idea of which goals are really achievable in terms of future development
