Making Meaning
Expert Consensus Versus Statistical Techniques in the Delimitation of Tourism Destinations
Paper Presentation in a Themed Session Yurena Rodríguez Rodríguez, Raúl Hernández Martín
This paper is the result of a research problem that is becoming increasingly important in the field of tourism: the measurement of tourism at the local level for decision making. The aim of this paper is to statistically contrast the results obtained by defining tourism micro-destinations in the Canary Islands, as well as proposing some changes in the delimitation of them. In order to carry out this paper, we start with the delimitation of tourism micro-destinations methodology. Micro-destinations are identified based on the consensus of experts in tourism, by applying six criteria. After that, this paper examines the degree of homogeneity of the identified micro-destinations and makes an alternative grouping proposal based on statistical tools. After the application of the methodology, 47 tourism micro-destinations have been identified in the Canary Islands. The study of the homogeneity of these new areas has revealed that they are more homogeneous than the municipalities they belong. From the application of spatial statistics tools, an alternative grouping proposal of the tourism accommodation establishments of Adeje and Arona has been obtained. Micro-destinations of Adeje and Arona are more homogeneous than the municipalities as a whole, but less than initially expected. This paper confirms that micro-destinations have a high degree of coherence, despite their heterogeneity. And finally, the use of statistical analysis techniques is a fundamental support in the process of delimitation of micro-destinations, but it is not capable of replacing the criteria of experts, at least in the case of the study used.
Online Destination Branding in a Fragmented Context : The case of Orvieto, Italy
Paper Presentation in a Themed Session Simone Splendiani
The importance of the destination brand management has become even more relevant in relation to the growth of the experiential dimension of tourist consumption. However, it turns out to be very difficult to apply effective strategies of destination branding, especially in contexts where the tourist offer is characterized by fragmentation and lack of strategic co-operation. The aim of this research is to analyse the case of Orvieto, an Umbrian city full of history and art: it is particularly significant as the local DMO is currently working to build a brand of destination able to integrate the city with its district. This means finding a correct place brand architecture strategy, able to relate brands of individual tourist companies and brands of tourist experiences as well as those of cities, districts and regions bordering on Orvieto. The analysis focuses on web communication strategies of the municipality of Orvieto and those of tourist operators of the surrounding area, in order to examine the complex of brands and the relationships developed among them. The analysis of brand policies is developed through a desk investigation of web pages and social networks accounts. Web content analysis is significant for two reasons: - the brand reputation of a tourist destination is frequently built on-line; - the reflected image on the web and the links created in it are an off-line behaviour proxy. The exploration-type analysis is intended to understand whether the brand architecture approach can be used, even in cases of fragmented tourist destinations.
Museums in Gran Canaria: Understanding the Perception of the Cultural Product
Paper Presentation in a Themed Session Pablo Llinares
Despite its importance both to the tourism industry and to destination culture, there are few studies that focus on the museum product. Although museums in recent years have given much more serious consideration to attracting tourists, there is very little understanding of what visitors expect a museum to offer and what makes them satisfied with the experience. Understanding the image formation process as it relates to museums is a key factor for the competitiveness of a destination. This study seeks to provide a deeper understanding of this product. This study introduces the cultural perspective of the destination and then develops a measurement model of the museum image formation process. The model also examines visitor motivations and information sources as conditioning variables. Finally, it studies the effect of visitor image on satisfaction with the museum visitation experience. The results of this study are helpful to improve the marketing actions developed by the destination, integrating the cultural product in the destination management. Managerial implications are discussed.
