Ski – resort and regional development: profile of visitors ... - E-Journal

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Measuring destination competitiveness: an exploratory study of the canaries, mainland spain, france, the balearics and italy valid. Although the size of the sample group is small, it is not far different from other surveys used in other reference studies, like those cited in Kozak and Rimmington (1999) (n = 294) and Yoon and Uysal (2005) (n = 148). It should be highlighted that this was only a pilot study carried out during the low season. Furthermore, since it was a pilot study, the questionnaires were available in English and Spanish. The questionnaire was divided into two different sections, and headed by a series of preliminary questions. In this introductory part, the interviewees was asked whether they were a citizen of the European Union, whether they had spent this current stay on holiday in the Balearics, and whether they had been to mainland Spain, the Canaries, France or Italy on holiday during the last two summers (2004 and 2005). Only if the interviewees answered yes to all three questions did the interviewer proceed to conduct the main body of the survey. The first part of the interview contained profile-type questions, enquiring about the interviewees’ country of residence, sex and age, the type of holiday they had booked, length of stay at the destination etc. In the second part, the tourists were asked to rate possible motivations that might have prompted them to choose their holiday destinations during the last two summers. Using a scale that ranged from 1 (“not at all important”) to 5 (“very important”), the tourists were asked to indicate how important certain motivations were in persuading them to visit the said destinations. A list of motivations or destination “attractors” was carefully drawn up, using various conceptual studies of destination attractors (Crouch and Ritchie, 1999; Dwyer and Kim, 2003) and different empirical studies in other destinations (Kozak and Rimmington, 1999; Enright and Newton, 2004; Yoon and Uysal, 2005; Kim et al., 2000). Likewise, the annual Tourist Expenditure Surveys that are conducted by the regional governments of the Balearic Islands (Govern de les Illes Balears, 2001) and Canary Islands (Gobierno de Canarias, 2005) were also used. These contain a list of key travel motivations for visits to both archipelagos. Finally, a workshop was held with three lecturers who specialize in tourism studies at the University of the Balearic Islands. As a result of all the above, 24 travel motivations or attractors were selected. Lastly, the interviewees were asked to rate their level of satisfaction with each of the above factors at each of the destinations they had visited over the last few years. Using a scale from one to five, ranging from 5 (“very satisfied”) to 1 (“not at all satisfied”), the tourists were asked to choose a value for each attractor at each destination. They were also given the opportunity to leave a blank space if they did not have enough information at their disposal to assess a particular factor (particularly in the case of motivations associated with certain market segments, such as the “existence of facilities for the elderly and/or children” or “nightlife” ). Tourism Today - Fall 2007 - Full Paper 67
68 Jaume Garau-Taberner 4.2 Results of the study Details of the sample group are shown in Table 1. Table 1. Details of the sample group (n = 106) Variable % Variable % Sex Type of holiday booked Man 55.7 All inclusive 21.7 Woman 44.3 Full board 2.8 Place of residence Half board 27.4 Germany 17.9 Bed and breakfast 6.6 UK 34.9 Accommodation only 5.7 Spain 36.8 Flight only 35.8 France 1.9 Type of accommodation Other country 8.5 Hotel 58.5 Age Rented apartment / villa 10.4 18 – 29 28.3 Owned apartment / villa 10.4 30 – 44 23.6 Home of friends and/or family 15.1 45 – 59 29.2 Rented rural house / Rural hotel / Rural accommodation centre 1.9 60 or over 18.9 Others 3.8 Source: Own, based on data from the survey As a study of destination competitiveness, it is important to stress that this pilot study has an initial bias: the interviewees were asked to assess each of the attractors during the summer months at each destination they had visited. In the case of the Balearics, the stay had taken play during the low season. This may have influenced their assessments of certain attractors there. In other words, certain factors, like the “climate”, “beaches”, “presence of friends and relatives” or “nightlife”, may have been affected because they were assessed during a winter holiday period, whereas at the other destinations they were rated during a summer holiday period. However, as we have already said, the main aim of this test is not to obtain specific results but to confirm whether the proposed instrument and methodology for measuring and identifying the determinants of competitiveness in Mediterranean sun and sand destinations are suitable. The travel motivations that prompt tourists to visit the Mediterranean as a whole and the Caribbean are shown in Figure 1. Among those that were considered most important, and therefore most influential in determining a destination’s capacity to compete in the summer holiday segment, are: i) the climate; ii) the scenery; iii) cleanliness and hygiene and iv) the beaches. Those that were considered least important (and least influential in determining Tourism Today - Fall 2007 - Full Paper
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Page 63 and 64: 62 Jaume Garau-Taberner competitive
Page 65 and 66: 64 Jaume Garau-Taberner 2.1.4 Other
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Page 77 and 78: 76 Jaume Garau-Taberner The results
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