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2. LOCAL DEVELOPMENT BASED ON ATTRACTING VISITORS AND TOURISTS
• If the visitor is a local resident, was he inspired by the monument to increase
his spending, or has he simply diverted spending from another local use, in
which case what is involved is not a multiplier but a transfer?
These three questions can cast in the following sequence:
• “Would you spend time in this territory if the monument were not there?” If
the visitor says no, we must conclude that all of his spending can be attributed
to the museum’s existence. If he responds yes, this means that he has come
for several reasons, and the problem will be to determine which portion of his
local spending can be attributed to the museum alone.
• Then comes the second question: “Would you reduce your spending if the
monument were not there?” If the visitor says no, this means that the monument
has played no role in the volume of his spending, and cannot be used to
explain any portion of it. If the visitor says yes, on the other hand, the monument
has indeed served as an attraction, and should be credited with a portion x of
the visitor’s spending in the territory.
• Finally, if we are dealing with a local resident (a day trip), another question must
be posed, as an alternative to the first: “would you have visited something else,
or made some other expenditure, if the monument were not there?” If the
response is negative, this means that all of his spending can be attributed to
the monument. If the answer is negative, this means that the expenditure has
displaced spending on other uses. We must then abandon the multiplier, or at
least prorate its application among competing uses.
The degree of a territory’s integration and the effects of diversion
A portion of the expected development impact may appear in other territories
than the one where the cultural resource is located. This will happen if the
anticipated visitor spending goes not to products of the territory, but to those of
other territories from which they are imported. The development effect will then
depend no longer on the nature or importance of the monument itself, but on the
territory’s degree of economic integration. A well-integrated local economy can
produce high multipliers, while one that is less well-integrated, and where visitor
demands must be satisfied through external activities and employment, will show
weak development effects.
Let us consider the renovation of a monument where several types of services
will now be offered. The jobs created at the monument and in the visitor and tourist
facilities are set at 100. The expected employment multiplier is 1.4, which means that
for every job created initially the territory will derive 1.4 jobs. We can identify three
CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005 87