**Sustainable Tourism in Aragon, a Case of a Spanish Inside Region**

```
M. Victoria Sanagustín Fons, José Antonio Moseñe Fierro, 
            María Gomez y Patiño and Laura Arena Luna 
                                   The University of Zaragoza 
                                                      Spain
```
#### **1. Introduction**

78 Strategies for Tourism Industry – Micro and Macro Perspectives

Pan, B., & Fesenmaier, D. R. (2006). Online Information Search:Vacation Planning Process.

Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and

Seabra, C., Abrantes, J. L., & Lages, L. F. (2007). The impact of using non-media information

Stats, I. W. (2001). *World Internet Statistics*. Retrieved september 17, 2011, from Internet

Stratigea, A., & Giaoutzi, M. (2006). ICTs and Local Tourist Development in Peripheral

Tierney, P. (2000). Internet-based evaluation of tourism web site effectiveness:

Vaz, C., & Pérez-Nebra, A. R. (2007). The Influence of Human Values on Holiday

Wu, S.-I., Wei, P.-L., & Chen, J.-H. (2008). Influential factors and relational structure of

Xiaoqiu, J., Buhalis, D., & Song, H. (2003). ICTs & Internet Adaption in China's Tourism

industry. *Internayional Journal of Information Management* , 451-467.

expectations fulfillment. *Tourism Management , 28*, pp. 1541-1554.

*pathways* (pp. 83-98). England, Ashgate Publishing Ltd.

Risk wirh the Technology Acceptance Model. *International Journal of Electronic* 

sources on the future use of mass media information sources. The mediating role of

World Stats. Usage and Population satistics: http://www.internetworldstats.com/

Regions. In M. Gauzy, & P. Nijkamp, *Tourism and Regional Development: New* 

Methodological issues and survey results. *Journal of Travel Research , 39* (2), págs.

Destination Choice in Australia and Brazil. *Brazilian Administration Review , 4* (3),

Internet banner advertising in the tourism industry. *Tourism Management , 29*, págs.

*Annals of Tourism Research* , 809-832.

*Commerce , 7* (3), pp. 69-103.

212-219.

pp. 63-76.

221-236.

This chapter is a descriptive analysis of tourism in Aragon, as a study case of an interior Spanish touristic region. The study shows the tourism profile in Aragon, showing that are some needs in tourism promotion as well as a description presented with latest data that shows the huge amount of natural and cultural/historical resources that can be exploited to improve the actual economy of this Spanish region.

Methodologically, this research is based on primary data by means of a survey to tourists visiting Aragon in 2009, as well as all the secondary literature that are referenced.

This study is an approach to the theoretical framework of the "sustainability paradigm" where economic, social and environmental aspects are considered.

#### **2. Methodology**

An *ad hoc* survey was constructed to know visitors profile of the demand. Due to the diverse types of tourism that visit Aragon during the year, Holy Week holidays in 2009 were selected to pass the questionnaire because during this time, all groups can be included.

One of the main targets of the survey about tourism was knowing the reason for travelling to Aragon and how do they have known about this destination. Sociodemograhic profile, level of expenses and the way of planning and manage their travel were other topics treated. All this items were validated by a final and open question about general satisfaction of the stay and the quality level of the services obtained.

The sample was stratified and random selected among the tourist collective visiting Aragon in 2009, more precisely during Easter Eve. A stratified sample (n = 3325 respondents), was large enough as to present a minimum error margin (e = +/- 2%), where the reliability reaches a high score (Person's r = .95).

IBM SPSS Statistics 19.0 (2010) has been used for processing all the questionnaires.

In order to avoid the interviewer's selection bias, random systematic sample was applied, ignoring respondents' personal like or dislike.

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 81

**Travelling Companion**

2%

50%

Fig. 2. Travelling companion

4,90%

Camping

7%

Fig. 4. Travel Planning

0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00%

9%

Rental

9%

Fig. 3. Stay and type of accommodation

Accomodation

32,20%

1-3\* Hotel

7%

14% 0%

11,40% 12,80%

Rural Bed &

Breakfast

4-5\* Hotel

**Planning**

32%

Alone Family Couple asociación compañeros Club Colleagues Others total

2%

17%

Relative &

Self plan (Internet) Package Trip Agencies Others

Friend's house

3,70%

Others

9%

Own House

77%

This research has used an exhaustive secondary sources study on fact-finding collated from previous studies on general tourism and tourism in Aragon.

#### **3. Tourist profile in Aragon**

The profile of incoming tourists suggests a domestic origin, mostly from large nearest cities, Barcelona, Valencia and Madrid, consolidating proximity tourism. The average profile is a middle-aged adult (31 to 40 years) with a high level of education, as Fig. 1 shows, there is relation between type of tourism and training level, culture and religion are the drivers for graduates and postgraduates. The general tendency of higher educational levels in an informational and complex society allows to increase tourism in an inside region as Aragon with the following motivations: snow, rural tourism, fairs & conferences, active sports, health & wellness.

Fig. 1. Type of tourism sorted by training level

This kind of tourist travels in company of his family, partner and friends (Fig. 2) for a period between 3 and 7 days, staying in 1 to 3 stars hotels. Another type of accommodation chosen by them is secondary residences, relatives and friends' houses, and different options on rural tourism (Fig. 3).

Family and friends relationships are special transversal issues in these experiences mainly based on human communication, where the quiet atmosphere of the environment is a crucial factor. From the supply point of view, a close companion likes family and friends, besides a small and familiar accommodation consolidate tourism.

These visitors organize their own tour package based on direct information collected from their friends and internet. The higher training level more self confidence and autonomy gives to organize travels (Fig. 4). Internet has meant a revolution in travel & tourism as well as other social and economical conventions. An attractive and well positioned webpage and Social Media Market networks can make a remote region visible and accessible worldwide Sanagustin et al, 2011).

Fig. 2. Travelling companion

This research has used an exhaustive secondary sources study on fact-finding collated from

The profile of incoming tourists suggests a domestic origin, mostly from large nearest cities, Barcelona, Valencia and Madrid, consolidating proximity tourism. The average profile is a middle-aged adult (31 to 40 years) with a high level of education, as Fig. 1 shows, there is relation between type of tourism and training level, culture and religion are the drivers for graduates and postgraduates. The general tendency of higher educational levels in an informational and complex society allows to increase tourism in an inside region as Aragon with the following motivations: snow, rural tourism, fairs & conferences, active sports,

545

previous studies on general tourism and tourism in Aragon.

2

4

besides a small and familiar accommodation consolidate tourism.

6

12

9

3

33

166

<sup>232</sup> <sup>249</sup>

Snow Rural Tourism Fairs, Conferences Culture and Religion Active sports Health and wellness Others No studies Primary Secondary Undergraduate Graduate Postgraduate

This kind of tourist travels in company of his family, partner and friends (Fig. 2) for a period between 3 and 7 days, staying in 1 to 3 stars hotels. Another type of accommodation chosen by them is secondary residences, relatives and friends' houses, and different options on

Family and friends relationships are special transversal issues in these experiences mainly based on human communication, where the quiet atmosphere of the environment is a crucial factor. From the supply point of view, a close companion likes family and friends,

These visitors organize their own tour package based on direct information collected from their friends and internet. The higher training level more self confidence and autonomy gives to organize travels (Fig. 4). Internet has meant a revolution in travel & tourism as well as other social and economical conventions. An attractive and well positioned webpage and Social Media Market networks can make a remote region visible and accessible worldwide

<sup>145</sup> <sup>134</sup>

40

267

416

<sup>2</sup> <sup>15</sup> <sup>8</sup>

53

39

36

<sup>15</sup> <sup>5</sup> <sup>15</sup>

85

90

<sup>27</sup> <sup>43</sup>

72

126

153

**3. Tourist profile in Aragon** 

health & wellness.

<sup>4</sup> <sup>21</sup>

rural tourism (Fig. 3).

Sanagustin et al, 2011).

145

33 40

359

286

Fig. 1. Type of tourism sorted by training level

159

60

0

100

200

300

400

500

600

Fig. 3. Stay and type of accommodation

Fig. 4. Travel Planning

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 83

diagnosis of tourism in the region, from an internal and an external point of view, identifying the successful and unsuccessful actions in its promotion and management, and thus obtaining the highest rate of efficiency in both fields: promotion and management of tourism in Aragon. As mentioned before, a remarkable investment of budget and human resources is being made in Aragon by both public and private organizations. However, the results have not been as expected, or at least, not as promising as could have been expected: In 2007, Aragon stood at the top of the ten bottom regions in Spain as far as the number of journeys and guest-nights made as a final destination, but far away from the first six regions, according to the National Institute of Statistics (INE-NIS). Additionally, it is important to describe the perception of tourism existing in Aragon, as it is essential to identify the manner that the Aragonese population feel their land and resources. They should feel the pride of being "aragonian" to

At present, the tourist sector is of prime importance for economy. In 2007, the economy in Aragon was strong, with a growth rate of 4.2% GDP at the end of the year, seven decimal points (0.7) above the national rate, and five decimal points (0.5) higher than the previous year. All sectors displayed a stronger dynamism than the national average and accelerated the growth over 2006. More specifically, the service sector increased production by a remarkable 4.6%, as stated in the report of the Economic Outlook for Aragon published by the Aragonese Economy Foundation (FUNDEAR) in March 2008. This report also pointed out that demand was boosted by strong dynamics in investment, both in capital equipment and construction, which grew 12.8% and 7.7% respectively. The Economic Report on Aragon for 2006 also states that the service sector generates about 60% of the GVA for the region. This is a key sector in the economy, not only for its current position, but for its remarkable and continuous progress in the role that has been playing during the last few decades. In addition, in terms of employment, the report confirms that the tertiary sector was the only one to generate new jobs in the region, increasing the rate in employment 6.6%, which was more than twice its rate in 2005, and beat the national average (1.5 points). Thus, employment figures reached 357,800 and the sector accounted for an increase to 62% of the total amount of jobs. The tertiary sector created 22,000 jobs, and more than compensated for falls in the other sectors, especially industry. If Aragon is divided into provinces to this point, Teruel is once again at the forefront. The number of jobs in the province of Teruel grew by 9.8%, followed by Huesca (7.3%) and finally, Zaragoza (6.1%), the province holding 77% of the service sector jobs in Aragon. At present, Aragon has an economic structure where industry has a relatively higher position than the rest of the country. However, industry going elsewhere and the economy moving towards the tertiary sector are causing a void in the economy of Aragon, which must be filled by the service sector (Gómez and Horna, 2006). The increasing importance of tourism will compensate the shortfalls in the Aragonese economy, partially, at least. This factor for development is highly localised in very specific districts and may be a key activity, especially in structuring and developing the region. The importance of tourism as a source of wealth for the development of some districts in Aragon cannot be doubted, as proved by the study of Gómez and Horna, (2006). The authors point out that the districts with most tourism achieved a higher GVA growth between 1999 and 2001. In 2001, the districts attracting tourism increased their GVA (12%), while those with less tourism grew 5.2%. There is a clear difference in the structure of the sector, with the tourist districts

being geared towards the tertiary sector with less industry and agriculture.

offer "Aragon" as a brand and tourism product and destination

The expenses range is between 30 and 60 Euros per day, excluding accommodation, whereas local food consumption, typical souvenirs and nightlife are the major portion of them. Diary expenses depict a medium class that wants to go out but contending expenses, this is the actual situation in Spain (Exceltur, 2010). Following this fig. 5 shows that the expenses in pubs and bars are the main ones for young people (21-30). This prevalence, changes in the next range, where lunch and dinner gain importance. The wide gastronomy offered in Aragon, as a result of several regional promotion plans, drives most of expenses towards restaurants and bars which are composing one of the most typical leisure activities in Spain.

Fig. 5. Consumption sorted by age.

Finally, active tourists express a "very satisfactory" experience, near "excellent" which suggests their intention to return; this confirms empirical results obtained in other inside and rural tourism in Europe (Monge and Brandimarte, 2011; Govers et al, 2008). Nowadays tourism is based on the satisfaction of the experiences, emotional impacts and the search of new sensations. Besides this, accessibility, marketing and tourists' perception and expectative gives the basic lines to draw it as a tourist destination (Anton and González, 2008).

#### **4. Descriptive analysis and diagnosis of the current state of tourism in Aragon (Spain)**

#### **a. Economic situation**

Economic data reveal the importance that the tourism sector has been gaining over recent years in Spain. Nowadays it is 10% of GNP. Tourism is an important source of financial incomes that is reinforcing the economy in Spain. Aragon is not an exception to this point. Nowadays, governments in different countries, at any level (local, regional) are investing large amounts of money to obtain maximum benefit from tourism. Taking into account the latest contributions from the multi-disciplinary field of socio-economics, tourism has turned into a requisite necessary for efficient administration and to reach total sustainable development.

It is essential to be conscious of the financial crisis we are traversing and the potential economic source that tourism represents in the sector to become a real force for development in Aragon. In order to achieve these goals, there must be an analysis and

The expenses range is between 30 and 60 Euros per day, excluding accommodation, whereas local food consumption, typical souvenirs and nightlife are the major portion of them. Diary expenses depict a medium class that wants to go out but contending expenses, this is the actual situation in Spain (Exceltur, 2010). Following this fig. 5 shows that the expenses in pubs and bars are the main ones for young people (21-30). This prevalence, changes in the next range, where lunch and dinner gain importance. The wide gastronomy offered in Aragon, as a result of several regional promotion plans, drives most of expenses towards restaurants and bars which are composing one of the most typical leisure activities in Spain.

**463**

**462 454**

**550**

**10 to 20 21 a 30 31 to 40 41 to 50 51 to 60 61 to 70 more than 71 Shopping Lunch Dinner Bar &Pubs**

Finally, active tourists express a "very satisfactory" experience, near "excellent" which suggests their intention to return; this confirms empirical results obtained in other inside and rural tourism in Europe (Monge and Brandimarte, 2011; Govers et al, 2008). Nowadays tourism is based on the satisfaction of the experiences, emotional impacts and the search of new sensations. Besides this, accessibility, marketing and tourists' perception and expectative gives

Economic data reveal the importance that the tourism sector has been gaining over recent years in Spain. Nowadays it is 10% of GNP. Tourism is an important source of financial incomes that is reinforcing the economy in Spain. Aragon is not an exception to this point. Nowadays, governments in different countries, at any level (local, regional) are investing large amounts of money to obtain maximum benefit from tourism. Taking into account the latest contributions from the multi-disciplinary field of socio-economics, tourism has turned into a requisite necessary for efficient administration and to reach total sustainable development.

It is essential to be conscious of the financial crisis we are traversing and the potential economic source that tourism represents in the sector to become a real force for development in Aragon. In order to achieve these goals, there must be an analysis and

the basic lines to draw it as a tourist destination (Anton and González, 2008).

**4. Descriptive analysis and diagnosis of the current state of tourism in** 

**492**

**225**

**291**

**229**

**271**

**98**

**113**

**82**

**64**

**34**

**26**

**21**

**18**

**84**

**104**

**Aragon (Spain) a. Economic situation** 

**60**

**71**

Fig. 5. Consumption sorted by age.

**395**

**564**

**520**

**693**

**495**

**657**

**616**

diagnosis of tourism in the region, from an internal and an external point of view, identifying the successful and unsuccessful actions in its promotion and management, and thus obtaining the highest rate of efficiency in both fields: promotion and management of tourism in Aragon. As mentioned before, a remarkable investment of budget and human resources is being made in Aragon by both public and private organizations. However, the results have not been as expected, or at least, not as promising as could have been expected: In 2007, Aragon stood at the top of the ten bottom regions in Spain as far as the number of journeys and guest-nights made as a final destination, but far away from the first six regions, according to the National Institute of Statistics (INE-NIS). Additionally, it is important to describe the perception of tourism existing in Aragon, as it is essential to identify the manner that the Aragonese population feel their land and resources. They should feel the pride of being "aragonian" to offer "Aragon" as a brand and tourism product and destination

At present, the tourist sector is of prime importance for economy. In 2007, the economy in Aragon was strong, with a growth rate of 4.2% GDP at the end of the year, seven decimal points (0.7) above the national rate, and five decimal points (0.5) higher than the previous year. All sectors displayed a stronger dynamism than the national average and accelerated the growth over 2006. More specifically, the service sector increased production by a remarkable 4.6%, as stated in the report of the Economic Outlook for Aragon published by the Aragonese Economy Foundation (FUNDEAR) in March 2008. This report also pointed out that demand was boosted by strong dynamics in investment, both in capital equipment and construction, which grew 12.8% and 7.7% respectively. The Economic Report on Aragon for 2006 also states that the service sector generates about 60% of the GVA for the region. This is a key sector in the economy, not only for its current position, but for its remarkable and continuous progress in the role that has been playing during the last few decades. In addition, in terms of employment, the report confirms that the tertiary sector was the only one to generate new jobs in the region, increasing the rate in employment 6.6%, which was more than twice its rate in 2005, and beat the national average (1.5 points). Thus, employment figures reached 357,800 and the sector accounted for an increase to 62% of the total amount of jobs. The tertiary sector created 22,000 jobs, and more than compensated for falls in the other sectors, especially industry. If Aragon is divided into provinces to this point, Teruel is once again at the forefront. The number of jobs in the province of Teruel grew by 9.8%, followed by Huesca (7.3%) and finally, Zaragoza (6.1%), the province holding 77% of the service sector jobs in Aragon. At present, Aragon has an economic structure where industry has a relatively higher position than the rest of the country. However, industry going elsewhere and the economy moving towards the tertiary sector are causing a void in the economy of Aragon, which must be filled by the service sector (Gómez and Horna, 2006). The increasing importance of tourism will compensate the shortfalls in the Aragonese economy, partially, at least. This factor for development is highly localised in very specific districts and may be a key activity, especially in structuring and developing the region. The importance of tourism as a source of wealth for the development of some districts in Aragon cannot be doubted, as proved by the study of Gómez and Horna, (2006). The authors point out that the districts with most tourism achieved a higher GVA growth between 1999 and 2001. In 2001, the districts attracting tourism increased their GVA (12%), while those with less tourism grew 5.2%. There is a clear difference in the structure of the sector, with the tourist districts being geared towards the tertiary sector with less industry and agriculture.

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 85

Casinos: Gaming establishments or casinos are mainly based in Huesca. This province can offer more establishments than the other two provinces together. Huesca has two, one in the capital city and another in the Balneario de Panticosa, while Teruel and Zaragoza have none. One special mention would deserve the huge project for gambling in Europe, known as *Gran Scala* and located in Ontiñena, which seems to have got off the ground in February 2009 when the company purchased the farmland required for building this international leisure complex. The effect *Gran Scala* cannot be evaluated, as it has not yet been built-up. The figures given in the data for 2004 and 2008 have been overtaken with the appearance of hotels built in the heart of the venue Expo Zaragoza 2008 (an International Exhibition), with the aim of continuity, especially in the Zaragoza region, which, except for the capital city of Zaragoza, is the province less visited as far as tourism is related. Within the tourism sector, and obviously due to its higher population, Zaragoza has the biggest number of travel agencies: 174 spread all across the province, although most of these are in the city of

However, it would seem logical to foresee that, once that the boom of Expo-Zaragoza is over, attracting people to visit and stay in Aragon in the hotels would mean providing reasons and contents for the stay. In this sense, the three provinces of Aragon have their points of

This network was partly created following the tourism model for the National Paradors (Paradores de España) of Spain, or Pousadas in Portugal. Both are unique buildings in wonderful landscapes, well-known for their history or scenic views (or both) that have been restored to create a quality tourism asset in Aragon, with an Aragonese identity that preserves a large part of the traditions and culture of Aragon. Unlike the National Paradors, these hotels are run privately, and therefore, are very different, depending on the hotel and the person/company in charge of it and the corresponding management style. Some of them

This historic hotels network consists of a series of hotels in buildings of architectural interest, mainly in the countryside, which have been renovated to provide quality accommodation and services to areas with a high potential for tourism where the existing infrastructure for tourism is scarce or non-existing- At the same time, they are ensuring that the buildings will be used

Given that the very nature of these Hospederías de Aragón (historic hotels) network makes them clearly outstanding from other hotels, the rest of the hotels throughout Aragon should

At present, there are eight Hospederías in: Loarre (3\*) Roda de Isábena (2\*), and Monasterio de San Juan de la Peña (4\*), in the province of Huesca; Mesón de La Dolores, in Calatayud (3\*), Sádaba (3\*), Monasterio de Rueda, in Sástago (4\*) and Castillo-Palacio del Papa Luna, in Illueca (3\*) in the province of Zaragoza; and La Iglesuela del Cid (4\*), in the province of

The Hospederías de Aragon network is regulated by Decree 294/2005, 13 December,

interest in several areas, totally different and with their own style, as described below.

have radically changed their management and results over their short lifespan.

and cared in the future, which means that jobs will be created and maintained.

be described, at least from the statistical point of view.

Government of Aragon.

Teruel. These Hospederías have a total capacity of 500 guests.

Zaragoza; Huesca has 35 and Teruel, 12.

**b.2. Hospederías de Aragón - historic hotels** 

#### **b. Tourism amenities in Aragon**

#### **b.1. Hotels and restaurants**

The most recent official statistical data available are those provided by the Government of Aragon from January 2008, which are described below, although we will first compare the data given by Franco Aliaga in his *Atlas Temático de España*, (2004:148), as it enables to overview recent trends for companies in the sector. At that time, Aragon had 7,768 accommodations and catering companies, of which 1,688 were hotels, 697 camping sites or other short-stay accommodation; 1,248 were restaurants, 5,701 bars, and 172 group diningrooms and provision for ready-prepared meals (catering).

In January 2008, according to the *Statistical Yearbook For The Autonomic Region Of Aragon*, the figures are much higher. In general terms, there are a total of 9,036 accommodation and catering establishments in Aragon, with a capacity of 152,282 places, excluding bars.

Accommodation consists of 81,486 places, of which 20,107 are in Zaragoza, 47,044 in Huesca and 14,335 in Teruel. Therefore, Huesca is the province, by far, with the highest number of tourist amenities, doubling those of Zaragoza and tripling those of Teruel.

There are 1,772 restaurants and a larger number of cafés (5,338), while there are 6,802 bars.

The Statistical Yearbook for the Autonomic Region of Aragon of January 2008 (AECAA) also presents a division of establishments according to type, as follows: 399 Hotels; 8 Hospederías de Aragón and historic hotels; 4 National Paradors; 287 Hostels; 164 Guesthouses; 142 Tourist apartments; 81 Campsites; 10 Camping Areas; 14 Mountain Refuges and 76 Youth hostels.

The total number of stable accommodation establishments in Aragon goes up to 1004.

Rural tourism: Aragon has 977 establishments, most being in Huesca: 585, Teruel has 257 and Zaragoza has 157, the lowest rural tourism.

Ski resorts: Huesca has 6 downhill ski stations and 10 for cross-country skiing. Teruel has 2 and 1, respectively, and Zaragoza, none.

A similar pattern is found with companies specialised in activity/adventure tourism. There are 70 in Huesca, 19 in Zaragoza and 8 in Teruel, which brings the total up to 97 in Aragon.

Marina and sailing clubs: As for marina and sailing clubs, Huesca has 4: Barasona, La Sotonera, Búbal and Ligüerre de Cinca, while Zaragoza and Teruel have none, unless the Zaragoza Sailing club is counted, which is on a stretch of the River Ebro and has been relaunched recently for the Expo-Zaragoza 2008. The fishing and sailing marina on the Sea of Aragon, more specifically the Caspe Lake Campsite at Caspe, also called the Mequinenza reservoir, must be included, as it has held international fishing competitions for years, specialised in black bass, and also has an adventure water sports section.

Golf: The climate and landscape of the region in Aragon are not very inviting as far as golf courses are related, but there are some of them. Zaragoza has four: two in the area of Zaragoza, one in Calatayud and another in Pinseque. Huesca has 3, in Benasque, Aragüés and Jaca; and Teruel has two: one in Alcalá de la Selva and one in Allepuz.

Spas: Zaragoza has the first position for the number of spas. There are six in Alhama de Aragón, three in Jaraba and one in Paracuellos del Jiloca. Huesca has three: Panticosa, Valle del Turbón and Benasque; and Teruel has one in Manzanera.

The most recent official statistical data available are those provided by the Government of Aragon from January 2008, which are described below, although we will first compare the data given by Franco Aliaga in his *Atlas Temático de España*, (2004:148), as it enables to overview recent trends for companies in the sector. At that time, Aragon had 7,768 accommodations and catering companies, of which 1,688 were hotels, 697 camping sites or other short-stay accommodation; 1,248 were restaurants, 5,701 bars, and 172 group dining-

In January 2008, according to the *Statistical Yearbook For The Autonomic Region Of Aragon*, the figures are much higher. In general terms, there are a total of 9,036 accommodation and

Accommodation consists of 81,486 places, of which 20,107 are in Zaragoza, 47,044 in Huesca and 14,335 in Teruel. Therefore, Huesca is the province, by far, with the highest number of

There are 1,772 restaurants and a larger number of cafés (5,338), while there are 6,802 bars. The Statistical Yearbook for the Autonomic Region of Aragon of January 2008 (AECAA) also presents a division of establishments according to type, as follows: 399 Hotels; 8 Hospederías de Aragón and historic hotels; 4 National Paradors; 287 Hostels; 164 Guesthouses; 142 Tourist apartments; 81 Campsites; 10 Camping Areas; 14 Mountain

The total number of stable accommodation establishments in Aragon goes up to 1004.

Rural tourism: Aragon has 977 establishments, most being in Huesca: 585, Teruel has 257

Ski resorts: Huesca has 6 downhill ski stations and 10 for cross-country skiing. Teruel has 2

A similar pattern is found with companies specialised in activity/adventure tourism. There are 70 in Huesca, 19 in Zaragoza and 8 in Teruel, which brings the total up to 97 in Aragon. Marina and sailing clubs: As for marina and sailing clubs, Huesca has 4: Barasona, La Sotonera, Búbal and Ligüerre de Cinca, while Zaragoza and Teruel have none, unless the Zaragoza Sailing club is counted, which is on a stretch of the River Ebro and has been relaunched recently for the Expo-Zaragoza 2008. The fishing and sailing marina on the Sea of Aragon, more specifically the Caspe Lake Campsite at Caspe, also called the Mequinenza reservoir, must be included, as it has held international fishing competitions for years,

Golf: The climate and landscape of the region in Aragon are not very inviting as far as golf courses are related, but there are some of them. Zaragoza has four: two in the area of Zaragoza, one in Calatayud and another in Pinseque. Huesca has 3, in Benasque, Aragüés

Spas: Zaragoza has the first position for the number of spas. There are six in Alhama de Aragón, three in Jaraba and one in Paracuellos del Jiloca. Huesca has three: Panticosa, Valle

catering establishments in Aragon, with a capacity of 152,282 places, excluding bars.

tourist amenities, doubling those of Zaragoza and tripling those of Teruel.

specialised in black bass, and also has an adventure water sports section.

and Jaca; and Teruel has two: one in Alcalá de la Selva and one in Allepuz.

del Turbón and Benasque; and Teruel has one in Manzanera.

**b. Tourism amenities in Aragon** 

rooms and provision for ready-prepared meals (catering).

**b.1. Hotels and restaurants** 

Refuges and 76 Youth hostels.

and Zaragoza has 157, the lowest rural tourism.

and 1, respectively, and Zaragoza, none.

Casinos: Gaming establishments or casinos are mainly based in Huesca. This province can offer more establishments than the other two provinces together. Huesca has two, one in the capital city and another in the Balneario de Panticosa, while Teruel and Zaragoza have none.

One special mention would deserve the huge project for gambling in Europe, known as *Gran Scala* and located in Ontiñena, which seems to have got off the ground in February 2009 when the company purchased the farmland required for building this international leisure complex. The effect *Gran Scala* cannot be evaluated, as it has not yet been built-up.

The figures given in the data for 2004 and 2008 have been overtaken with the appearance of hotels built in the heart of the venue Expo Zaragoza 2008 (an International Exhibition), with the aim of continuity, especially in the Zaragoza region, which, except for the capital city of Zaragoza, is the province less visited as far as tourism is related. Within the tourism sector, and obviously due to its higher population, Zaragoza has the biggest number of travel agencies: 174 spread all across the province, although most of these are in the city of Zaragoza; Huesca has 35 and Teruel, 12.

However, it would seem logical to foresee that, once that the boom of Expo-Zaragoza is over, attracting people to visit and stay in Aragon in the hotels would mean providing reasons and contents for the stay. In this sense, the three provinces of Aragon have their points of interest in several areas, totally different and with their own style, as described below.

#### **b.2. Hospederías de Aragón - historic hotels**

This network was partly created following the tourism model for the National Paradors (Paradores de España) of Spain, or Pousadas in Portugal. Both are unique buildings in wonderful landscapes, well-known for their history or scenic views (or both) that have been restored to create a quality tourism asset in Aragon, with an Aragonese identity that preserves a large part of the traditions and culture of Aragon. Unlike the National Paradors, these hotels are run privately, and therefore, are very different, depending on the hotel and the person/company in charge of it and the corresponding management style. Some of them have radically changed their management and results over their short lifespan.

This historic hotels network consists of a series of hotels in buildings of architectural interest, mainly in the countryside, which have been renovated to provide quality accommodation and services to areas with a high potential for tourism where the existing infrastructure for tourism is scarce or non-existing- At the same time, they are ensuring that the buildings will be used and cared in the future, which means that jobs will be created and maintained.

Given that the very nature of these Hospederías de Aragón (historic hotels) network makes them clearly outstanding from other hotels, the rest of the hotels throughout Aragon should be described, at least from the statistical point of view.

At present, there are eight Hospederías in: Loarre (3\*) Roda de Isábena (2\*), and Monasterio de San Juan de la Peña (4\*), in the province of Huesca; Mesón de La Dolores, in Calatayud (3\*), Sádaba (3\*), Monasterio de Rueda, in Sástago (4\*) and Castillo-Palacio del Papa Luna, in Illueca (3\*) in the province of Zaragoza; and La Iglesuela del Cid (4\*), in the province of Teruel. These Hospederías have a total capacity of 500 guests.

The Hospederías de Aragon network is regulated by Decree 294/2005, 13 December, Government of Aragon.

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 87

Itineraries have been set up in the three provinces under similar, if not identical, criteria, which sometimes base the routes on a criterion or theme, though more generally, the

Themed itineraries in Zaragoza based on Mudejar and Romanesque heritage along jewish and moorish castles, ceramic, and health and wellness centres and Goya, the best

As mentioned before, Huesca is possibly the most tourist province with most visitors and the best known. It is substiantially and always different from Zaragoza and Teruel. It is even different in the way it presents its itineraries. The Huesca Provincial Council, unlike Zaragoza and Teruel, has a very special and different model for tourism. In fact, tourism has become one of the most important activities in the province of Huesca. The Huesca "La Magia" (The Magic) campaign promoted tourism, inside and outside the province, as the "Magic of Huesca". The Provincial Council of Huesca has run the campaign to boost the image of a

Over the last few years, tourism has become an important source of wealth for the province

The culture and traditions of Huesca, the landscape, skiing, rural tourism and adventure sports are just a few examples of the assets held there. These ones become a major way of

This campaign, financed by the Provincial Council of Huesca and the European Union,

2. To be a suggesting invitation to know Huesca, especially in the low season, as the accommodation does not require massive promotion campaigns, but specific action on

3. To work towards some particular and defined objective public, with special offers and

At the same, it works to coordinate policies and strategies for tourism for local organisations in the province of Huesca in order to provide tourist amenities common to all of them.

The campaign's web page also spreads the magic to be found in places all over the area. The Provincial Council of Huesca works with town councils, districts and exhibition centres in the province by giving subsidies/budgets to reduce the costs of holding fairs, exhibitions

Many of the tourist and heritage resources in Huesca need new initiatives to expand this campaign. In 2001, the creation and implementation of tourist routes became one of the

This Plan of Tourist Infrastructures gathers proposals from municipalities in Huesca province dealing with the establishment and implementation of innovative elements and design together with traditional materials for sign-posting projects to enrich itineraries and tourist attractions with high quality infrastructures, resulting in a model of featured and

1. To care for the land preserving the landscape, customs, culture, art and people.

province that can boast wonderful natural resources all along the countryside area.

**b.4. Itineraries through Aragon** 

wellknown Aragones.

geographic areas mainly correspond to districts in Aragon.

of Huesca, paying a large contribution to create new jobs.

introducing the province to tourists.

focuses on three basic issues:

determined dates.

affordable prices.

and different functions.

solutions to turn these places into attractions.

educational games, as well as tourism elements.

#### **b.3. Tourist offices**

Information centres are not only convenient, but necessary, for both Spaniards and foreigners. It is well-known that living in a place means that one can ignore, or undervalue or simply not appreciate areas of cultural interest for tourism: either for scenery, arts, architecture, geology, cuisine or history just being unconscious of them. Tourist offices provide a service of incalculable value which would otherwise not be available.

Therefore, various departments in the government of Aragon, through tourism committees or councils, have set up a large, important network of tourist offices throughout Aragon, as follows:

#### Zaragoza

Just in the capital city of Zaragoza there are nine tourist offices located in different points of the city, and 25 in the province: Alagón, Anento, Aranda de Moncayo, Ateca, Borja, Brea, Calatayud, Caspe, Daroca, Ejea de los Caballeros (2), Gallur, Gotor, Illueca, Jaraba, La Muela, Mequinenza, Mesones de Isuela, Sádaba, Sigüés, Sos del Rey Católico, Tarazona, Tauste, Uncastillo and Vera de Moncayo.

#### Huesca

Huesca has tourist information offices open all year in Aínsa (2), Barbastro (3), Benasque, Boltaña, Canfranc, Formigal, Graus, Jaca, Monzón (2), Nozal, Plan, Panticosa, Sabiñánigo, Salinas de Sin, Sallent de Gállego, and Torreciudad. There are others that open in summer and some holidays in: Abizanda, Alquézar, Ansó, Ayerbe, Broto, Benabarre, Castejón de Sos, Colungo, Echo, El Grado, Fiscal, Fonz, Fraga, Lecina, Puente La Reina de Jaca, Rodellar, Pirenarium, Valle de la Fueva, Torla and Viacamp, which makes 20 offices in the province open all year, and another 20 in summer and some weekends when many tourists are expected.

#### Teruel

Teruel has two offices in the capital city and twenty four in the rest of the province: Albarracín, Alcañiz, Alcalá de la Serlva, Alcorisa, Aliaga, Andorra Sierra de Arcos, Andorra, Beceite, Bronchales, Calaceite, Calamocha, Castellote, Manzanera, Más de las Matas, Mirambel, Molinos, Monreal del Campo, Montalbán, Mora de Rubielos, Moscardón, Mosqueruela, Puertomingalvo, Rubielos de Mora, and the Matarraña district office.

The tourist offices are distributed according to numbers as follows: Zaragoza 34, Teruel 26 and Huesca 40. It may be a pertinent question to know if the distribution of tourist information offices in Aragon increases the interest in tourism, or if it is because they are located in areas that tourists are interested in, anyway. This is a causal-effect question which cannot be answered without doubts. On countless occasions, the relationship between cause and effect is difficult to clarify, though their existence can be more than justified by the number of visitors received in some cases, and their justification is not so easy, in others.

At present, Huesca has fifty museums and information centres spread throughout the province, which is very significant and highly attractive for a quality information service to visiting tourists.

#### **b.4. Itineraries through Aragon**

86 Strategies for Tourism Industry – Micro and Macro Perspectives

Information centres are not only convenient, but necessary, for both Spaniards and foreigners. It is well-known that living in a place means that one can ignore, or undervalue or simply not appreciate areas of cultural interest for tourism: either for scenery, arts, architecture, geology, cuisine or history just being unconscious of them. Tourist offices

Therefore, various departments in the government of Aragon, through tourism committees or councils, have set up a large, important network of tourist offices throughout Aragon, as

Just in the capital city of Zaragoza there are nine tourist offices located in different points of the city, and 25 in the province: Alagón, Anento, Aranda de Moncayo, Ateca, Borja, Brea, Calatayud, Caspe, Daroca, Ejea de los Caballeros (2), Gallur, Gotor, Illueca, Jaraba, La Muela, Mequinenza, Mesones de Isuela, Sádaba, Sigüés, Sos del Rey Católico, Tarazona,

Huesca has tourist information offices open all year in Aínsa (2), Barbastro (3), Benasque, Boltaña, Canfranc, Formigal, Graus, Jaca, Monzón (2), Nozal, Plan, Panticosa, Sabiñánigo, Salinas de Sin, Sallent de Gállego, and Torreciudad. There are others that open in summer and some holidays in: Abizanda, Alquézar, Ansó, Ayerbe, Broto, Benabarre, Castejón de Sos, Colungo, Echo, El Grado, Fiscal, Fonz, Fraga, Lecina, Puente La Reina de Jaca, Rodellar, Pirenarium, Valle de la Fueva, Torla and Viacamp, which makes 20 offices in the province open all year, and another 20 in summer and some weekends when many

Teruel has two offices in the capital city and twenty four in the rest of the province: Albarracín, Alcañiz, Alcalá de la Serlva, Alcorisa, Aliaga, Andorra Sierra de Arcos, Andorra, Beceite, Bronchales, Calaceite, Calamocha, Castellote, Manzanera, Más de las Matas, Mirambel, Molinos, Monreal del Campo, Montalbán, Mora de Rubielos, Moscardón,

The tourist offices are distributed according to numbers as follows: Zaragoza 34, Teruel 26 and Huesca 40. It may be a pertinent question to know if the distribution of tourist information offices in Aragon increases the interest in tourism, or if it is because they are located in areas that tourists are interested in, anyway. This is a causal-effect question which cannot be answered without doubts. On countless occasions, the relationship between cause and effect is difficult to clarify, though their existence can be more than justified by the number of visitors received in some cases, and their justification is not so

At present, Huesca has fifty museums and information centres spread throughout the province, which is very significant and highly attractive for a quality information service to

Mosqueruela, Puertomingalvo, Rubielos de Mora, and the Matarraña district office.

provide a service of incalculable value which would otherwise not be available.

**b.3. Tourist offices** 

Tauste, Uncastillo and Vera de Moncayo.

follows: Zaragoza

Huesca

Teruel

tourists are expected.

easy, in others.

visiting tourists.

Itineraries have been set up in the three provinces under similar, if not identical, criteria, which sometimes base the routes on a criterion or theme, though more generally, the geographic areas mainly correspond to districts in Aragon.

Themed itineraries in Zaragoza based on Mudejar and Romanesque heritage along jewish and moorish castles, ceramic, and health and wellness centres and Goya, the best wellknown Aragones.

As mentioned before, Huesca is possibly the most tourist province with most visitors and the best known. It is substiantially and always different from Zaragoza and Teruel. It is even different in the way it presents its itineraries. The Huesca Provincial Council, unlike Zaragoza and Teruel, has a very special and different model for tourism. In fact, tourism has become one of the most important activities in the province of Huesca. The Huesca "La Magia" (The Magic) campaign promoted tourism, inside and outside the province, as the "Magic of Huesca". The Provincial Council of Huesca has run the campaign to boost the image of a province that can boast wonderful natural resources all along the countryside area.

Over the last few years, tourism has become an important source of wealth for the province of Huesca, paying a large contribution to create new jobs.

The culture and traditions of Huesca, the landscape, skiing, rural tourism and adventure sports are just a few examples of the assets held there. These ones become a major way of introducing the province to tourists.

This campaign, financed by the Provincial Council of Huesca and the European Union, focuses on three basic issues:


At the same, it works to coordinate policies and strategies for tourism for local organisations in the province of Huesca in order to provide tourist amenities common to all of them.

The campaign's web page also spreads the magic to be found in places all over the area. The Provincial Council of Huesca works with town councils, districts and exhibition centres in the province by giving subsidies/budgets to reduce the costs of holding fairs, exhibitions and different functions.

Many of the tourist and heritage resources in Huesca need new initiatives to expand this campaign. In 2001, the creation and implementation of tourist routes became one of the solutions to turn these places into attractions.

This Plan of Tourist Infrastructures gathers proposals from municipalities in Huesca province dealing with the establishment and implementation of innovative elements and design together with traditional materials for sign-posting projects to enrich itineraries and tourist attractions with high quality infrastructures, resulting in a model of featured and educational games, as well as tourism elements.

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 89

ORDER of 1st April 2008, which convenes grants for private companies to create

ORDER of 24th April 2008, which convenes aid for subsidising credits for companies and non-profit making associations to invest in the tourist sector, which has placed value on, and

Among the methods of promotion that the government of Aragon is using to encourage tourism in Aragon there is an important series of publications, the following to be noted:

This studies the development of tourism activities from several points of view, experience and criticism is made available to the public at large on the council's web site. The book was published by the Tourism Council together with the Zaragoza Chamber of Commerce, Hotel Palafox, Tarazona town council and the Universidad de Zaragoza (School of Tourism), that

Thus, according to 19Article in DECREE 280/2003, of 4th. November from the Government of Aragon, which approves the organic structure of the Department of Industry, Commerce and Tourism under direct management of the Director General of Tourism, the Promotion,

The generic promotion of tourism in Aragon working with other institutions, organizations and public and private companies in national and international markets, both individually and in collaboration with other autonomic regions as well as the Spanish Government's General Administration Department drawing up yearly plans to promote tourism amenities in Aragon and expanding and disseminating them among the private sector and other regional public institutions and organisations with competences

1. The coordination with provincial councils, regions and municipality tourism councils for activities in promoting tourism outside Aragon by means of the corresponding

2. The Relationship with Turespaña on the issue of external promotion of inter-regional tourism brands, mainly in a way that could affect the "Spanish Pyrenees" and "The

4. Collecting statistics of tourism, analysing them as well as broadcasting the tourism

5. The study of the traditional tourism markets, the newly emerging markets and those

6. Identifying new products and opportunities and transmitting the information to the

3. Publishing and diffusing books or promotional booklets or advertising material.

contributed to the appearance of hotels and accommodation of different types.

Planning and Study of Tourism Service is responsible for the following:

Designing and coordinating the Quality Tourism Plan:

Once the Quality Tourism Plan has been elaborated, is crucial:

information generated by the regional tourism sector.

with a high potential for tourism amenities in Aragon.

1. **Outright grants:** 

infrastructures for tourism. 2. **Subsidising credit:** 

Tourism and managing the territory

is a benchmark for tourism in Aragon.

in promoting tourism.

Santiago Way".

coordination commission.

implied companies in the region.

In this way, it is an attempt to increase the tourist potential of some areas that may find in this sector the solution to problems of depopulation and an aging population.

In short, the province is very diverse, and so are its tourist amenities. The fact is that part of the Pyrenees has the longer stay of their visitors, and is specialised in skiing, health cares, games and adventure, and has developed a network of nature reserves that confers a very special kind of reality of the province, that posseses a very special magic, which only can partly be explained due to the rock formations, from the Maladeta massif and Balaitus to the conglomerates of the Mallos de Riglos or the Sierra de Guara.

The National Park of Ordesa and Monte Perdido. These mountains whose summits reach 3,355 metres, are not only a geographical summit, but are also the top of the ranking of tourists in Aragon.

Romanesque architecture. Aragonese Romanesque art and architecture can be found in the countryside of Huesca, that, added to the nearness to France, makes it a very special place, which Huesca citizens, in general, and those of upper Aragon, in particular, know how to promote it properly offering tradition and modernity simultaneously, both with its handcrafts, cuisine and the restoration of its civil and religious buildings.

The reason why no specific itineraries have been marked out, as the Provincial Councils of Zaragoza and Teruel have done, may be due to the fact that the whole area is total attraction – the foothills, or the valleys of Ansó and Hecho are as interesting as the Pyrenees, in deed.

Huesca is perhaps the most privileged point of interest in Aragon, where the population and politicians have properly managed. One could say that Zaragoza and Teruel have austere and extreme beauty, while the beauty of the landscape in Huesca bursts forth and everywhere.

Teruel is completely different in its appearance, though beautiful in its austerity. The Provincial Council of Teruel has sketched out several itineraries, with very different thematic like Motor, Medieval fairs, Drumming Holy Week, Dinosaurs, Chapels and Romanesque abbeys … for every season.

Although, as mentioned above, the three provinces have very different personalities, if we had to talk in general terms about what it is to feel Aragonese, we must think of Aragon as a single entity with a single personality, as the autonomous region of Aragon. The idea is not to think of Aragon as an autonomous region in the legal sense, but as a physical being, as, when all is said and done, any social collective consists of a number of human beings with social and psychological similarities and differences which provide information on the human factor.

#### **c. Generic promotion**

In this respect, the Aragonese authorities, conscious of the importance of the sector, are engaged, in a large part of their activity, in encouraging the generic promotion of tourism, not only in economic terms by providing tourism operators with money, but also legislating and analysing the sector from any possible point of view.

#### **4.1 Aid and subsidies for tourism in Aragon**

The Department of Industry, Commerce and Tourism has designed a series of activities in the form of investment aimed at boosting and helping socio-economic development of tourism in two modes:

#### 1. **Outright grants:**

88 Strategies for Tourism Industry – Micro and Macro Perspectives

In this way, it is an attempt to increase the tourist potential of some areas that may find in

In short, the province is very diverse, and so are its tourist amenities. The fact is that part of the Pyrenees has the longer stay of their visitors, and is specialised in skiing, health cares, games and adventure, and has developed a network of nature reserves that confers a very special kind of reality of the province, that posseses a very special magic, which only can partly be explained due to the rock formations, from the Maladeta massif and Balaitus to the

The National Park of Ordesa and Monte Perdido. These mountains whose summits reach 3,355 metres, are not only a geographical summit, but are also the top of the ranking of

Romanesque architecture. Aragonese Romanesque art and architecture can be found in the countryside of Huesca, that, added to the nearness to France, makes it a very special place, which Huesca citizens, in general, and those of upper Aragon, in particular, know how to promote it properly offering tradition and modernity simultaneously, both with its

The reason why no specific itineraries have been marked out, as the Provincial Councils of Zaragoza and Teruel have done, may be due to the fact that the whole area is total attraction – the foothills, or the valleys of Ansó and Hecho are as interesting as the Pyrenees, in deed. Huesca is perhaps the most privileged point of interest in Aragon, where the population and politicians have properly managed. One could say that Zaragoza and Teruel have austere and extreme beauty, while the beauty of the landscape in Huesca bursts forth and everywhere.

Teruel is completely different in its appearance, though beautiful in its austerity. The Provincial Council of Teruel has sketched out several itineraries, with very different thematic like Motor, Medieval fairs, Drumming Holy Week, Dinosaurs, Chapels and

Although, as mentioned above, the three provinces have very different personalities, if we had to talk in general terms about what it is to feel Aragonese, we must think of Aragon as a single entity with a single personality, as the autonomous region of Aragon. The idea is not to think of Aragon as an autonomous region in the legal sense, but as a physical being, as, when all is said and done, any social collective consists of a number of human beings with social and psychological similarities and differences which provide information on the human factor.

In this respect, the Aragonese authorities, conscious of the importance of the sector, are engaged, in a large part of their activity, in encouraging the generic promotion of tourism, not only in economic terms by providing tourism operators with money, but also legislating

The Department of Industry, Commerce and Tourism has designed a series of activities in the form of investment aimed at boosting and helping socio-economic development of

this sector the solution to problems of depopulation and an aging population.

conglomerates of the Mallos de Riglos or the Sierra de Guara.

handcrafts, cuisine and the restoration of its civil and religious buildings.

tourists in Aragon.

Romanesque abbeys … for every season.

and analysing the sector from any possible point of view.

**4.1 Aid and subsidies for tourism in Aragon** 

**c. Generic promotion** 

tourism in two modes:

ORDER of 1st April 2008, which convenes grants for private companies to create infrastructures for tourism.

#### 2. **Subsidising credit:**

ORDER of 24th April 2008, which convenes aid for subsidising credits for companies and non-profit making associations to invest in the tourist sector, which has placed value on, and contributed to the appearance of hotels and accommodation of different types.

Among the methods of promotion that the government of Aragon is using to encourage tourism in Aragon there is an important series of publications, the following to be noted:

Tourism and managing the territory

This studies the development of tourism activities from several points of view, experience and criticism is made available to the public at large on the council's web site. The book was published by the Tourism Council together with the Zaragoza Chamber of Commerce, Hotel Palafox, Tarazona town council and the Universidad de Zaragoza (School of Tourism), that is a benchmark for tourism in Aragon.

Thus, according to 19Article in DECREE 280/2003, of 4th. November from the Government of Aragon, which approves the organic structure of the Department of Industry, Commerce and Tourism under direct management of the Director General of Tourism, the Promotion, Planning and Study of Tourism Service is responsible for the following:

The generic promotion of tourism in Aragon working with other institutions, organizations and public and private companies in national and international markets, both individually and in collaboration with other autonomic regions as well as the Spanish Government's General Administration Department drawing up yearly plans to promote tourism amenities in Aragon and expanding and disseminating them among the private sector and other regional public institutions and organisations with competences in promoting tourism.

Designing and coordinating the Quality Tourism Plan:

Once the Quality Tourism Plan has been elaborated, is crucial:


Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 91

Though tourism companies, associations and governments attend international fairs, the brand is not visible abroad as a unified one. Different brochures, advertising, displays etc. show the regions, the provinces giving a diversified image which is difficult for tour operators, agencies and foreign tourists to be identified. As a result, the problem is that no one sees Aragon as a whole or unit. Moreover, the tourism technicians who were interviewed from different European countries (Holland, Turkey, Germany, Finland, etc.) said that they did not know "Aragon" as a tourist destination. Obviously, there is a pushing necessity to sell "Aragon" as a brand in other countries, but the appropriate advertising has

> Total Percentage **Spain 155.397.856 100,00%** Andalusia 20.200.272 13,00% Aragon 800.411 0,52% Asturias 363.310 0,23% Balears 43.144.382 27,76% Canay Island 39.008.526 25,10% Cantabria 383.690 0,25% Castilla y Leon 1.308.550 0,84% Castilla - La Mancha 578.190 0,37% Catalonia 27.793.280 17,89% Comunidad valenciana 9.726.654 6,26% Extremadura 248.420 0,16% Galicia 1.357.733 0,87% Madrid 8.158.746 5,25% Murcia 547.900 0,35% Navarra 292.990 0,19% Basque country 1.314.452 0,85% la Rioja 135.050 0,09% Ceuta 18.930 0,01% Melilla 16.370 0,01%

yet to be made.

Source: INE, 2009

Table 2. Guest nights by foreigners per year 2008

#### **4.2 Any other tasks attributed to it by law**

#### **4.2.1 Resources, tourists, promotion and brand**

Aragon has a wide variety of natural, heritage and cultural resources of great interest to tourists, which means a very valuable and competitive position for tourism. On the other hand, Aragon spreads over a large territory, which makes difficult to establish a unified brand image for the region when offering it as a tourism destination abroad.

Aragon is the tenth autonomic region in receiving foreign visitors in the national rank, as shown in table 1. Taking the region's resources into account, we believe that this position is still far from the one that Aragon ought to be occupying. Are promotion policies really as effective as they ought to be? Some of the respondents expressed the difficulty for identifying Aragon abroad, a prime issue for achieving the goal of effective promotion.


Source: INE, 2009

Table 1. Foreign tourist, year 2008

Aragon has a wide variety of natural, heritage and cultural resources of great interest to tourists, which means a very valuable and competitive position for tourism. On the other hand, Aragon spreads over a large territory, which makes difficult to establish a unified

Aragon is the tenth autonomic region in receiving foreign visitors in the national rank, as shown in table 1. Taking the region's resources into account, we believe that this position is still far from the one that Aragon ought to be occupying. Are promotion policies really as effective as they ought to be? Some of the respondents expressed the difficulty for identifying Aragon abroad, a prime issue for achieving the goal of effective promotion.

> Spain 35.768.646 100,00% Andalusia 5.917.640 16,54% Aragon 383.322 1,07% Asturias 168.873 0,47% Balears 6.416.633 17,94% Canay Island 4.952.353 13,85% Cantabria 186.035 0,52% Castilla y Leon 825.198 2,31% Castilla - La Mancha 327.140 0,91% Catalonia 8.295.088 23,19% Comunidad valenciana 2.448.102 6,84% Extremadura 139.653 0,39% Galicia 692.121 1,93% Madrid 3.827.156 10,70% Murcia 208.614 0,58% Navarra 173.240 0,48% Basque country 704.029 1,97% la Rioja 81.571 0,23% Ceuta 12.594 0,04% Melilla 9.284 0,03%

Total Percentage

brand image for the region when offering it as a tourism destination abroad.

**4.2 Any other tasks attributed to it by law** 

Source: INE, 2009

Table 1. Foreign tourist, year 2008

**4.2.1 Resources, tourists, promotion and brand** 

Though tourism companies, associations and governments attend international fairs, the brand is not visible abroad as a unified one. Different brochures, advertising, displays etc. show the regions, the provinces giving a diversified image which is difficult for tour operators, agencies and foreign tourists to be identified. As a result, the problem is that no one sees Aragon as a whole or unit. Moreover, the tourism technicians who were interviewed from different European countries (Holland, Turkey, Germany, Finland, etc.) said that they did not know "Aragon" as a tourist destination. Obviously, there is a pushing necessity to sell "Aragon" as a brand in other countries, but the appropriate advertising has yet to be made.


Source: INE, 2009

Table 2. Guest nights by foreigners per year 2008

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 93

2,435,396 (84.71%) of the total number of tourists who visited Aragon in 2008 were Spaniards and 15.29% foreigners. The Aragonese Pyrenees were visited by 593,194 tourists, of which 86.03% were Spaniards and 13.97% foreigners. The Aragonese Pyrenees accounted for almost

Finally, we must describe the origin of the tourists coming to Aragon. 83% of tourists come from Spain, while only 14.17% are foreigners, whereas 11.18% are European Union (EU) citizens. Table 3 shows that most visitors to the region are from: France (134,796), Portugal

> Total percentage Total 4.405.040 100,00% Spanish 3.780.643 85,83% Foreigners 624.396 14,17% European Union (ex. Spain) 492.550 11,18% Germany 70.414 1,60% Austria 15.632 0,35% Belgium 19.849 0,45% Denmark 2.463 0,06% Finland 2.153 0,05% France 134.796 3,06% Greece 1.240 0,03% Ireland 434 0,01% Italy 61.024 1,39% Luxemburg 808 0,02% Netherlands 15.834 0,36% Poland 10.786 0,24% Portugal 94.235 2,14% United Kingdom 4.804 0,11% Czech Republic 1.270 0,03% Sweeden 3.752 0,09% Rest of EU 4.657 0,11% Norway 4.307 0,10% Russia 3.499 0,08% Switzerland 4.922 0,11% Rest of Europe 2.339 0,05% United States 24.493 0,56% Rest of America 35.226 0,80% Africa 9.629 0,22% Rest of World 26.730 0,61%

30% of the guest-nights, and almost 25% of travellers coming to Aragon as tourists.

Table 3. Guest-nights travellers to Aragon by country of origin.

Something similar is happening with the percentage of guest-nights spent in Aragon by foreigners. Aragon is still in tenth position, which reinforces the data given above and shown in the following table. During the interviews carried out with tourism technicians in Aragon, the handicap with one unified brand always came up, and it was considered an issue of vital importance by everyone. If we look at the arrival of foreign tourists according to autonomic regions, it can be seen that the Balearic Islands, Canary Islands, Andalusia and Catalonia, among others, had 83.75% of the total guest-nights from foreign tourists in 2008, which is really a high percentage. However, in any autonomic regions, negative year-to-year variations were recorded, except Aragon, Canary Islands and Extremadura, which is highly significant.These overall data and the data from the Statistics Institute of Aragon throw up a series of figures that show that the Aragonese "Pyrenees" brand is the one that is starting to be recognised and identified in tourism markets in Spain and abroad. Thus, in December 2008, there were 45.6% more foreigners in the area of the Aragonese Pyrenees than in December 2007. This year-to-year variation, far from being significant (as the numbers coming in both 2007 and 2008 were very low) shows that the figures of foreigners are increasing, as shown by the fig 6.

Fig. 6. Tourist movement. Hotels 2008.

Something similar is happening with the percentage of guest-nights spent in Aragon by foreigners. Aragon is still in tenth position, which reinforces the data given above and shown in the following table. During the interviews carried out with tourism technicians in Aragon, the handicap with one unified brand always came up, and it was considered an issue of vital importance by everyone. If we look at the arrival of foreign tourists according to autonomic regions, it can be seen that the Balearic Islands, Canary Islands, Andalusia and Catalonia, among others, had 83.75% of the total guest-nights from foreign tourists in 2008, which is really a high percentage. However, in any autonomic regions, negative year-to-year variations were recorded, except Aragon, Canary Islands and Extremadura, which is highly significant.These overall data and the data from the Statistics Institute of Aragon throw up a series of figures that show that the Aragonese "Pyrenees" brand is the one that is starting to be recognised and identified in tourism markets in Spain and abroad. Thus, in December 2008, there were 45.6% more foreigners in the area of the Aragonese Pyrenees than in December 2007. This year-to-year variation, far from being significant (as the numbers coming in both 2007 and 2008 were very low) shows that the figures of foreigners are

**Total Spanish Foreign T o tal Spanish F o reign P ercentage N º days**

**Occupancy Average**

**Places Stay**

**40,14 2,15**

**24.36%**

**Pyrenees**

**A ragonese**

increasing, as shown by the fig 6.

**Tourist movement. Hotels. 2008.**

**Tourist area Aragonese Pyrenees.**

**Unit: Percentage.**

**Rest of Aragón 70.05%**

**Source: IAEST 2008**

Fig. 6. Tourist movement. Hotels 2008.

**Guest-nights, travellers, occupancy and average stay.**

**Total Aragón 5,235,084 4,434,840 800,244 2,435,396 2,052,040 383,356**

**Guest-nights Travellers**

**Participacion of the Aragonese Pyrenees tourist zone in Aragon as a whole 2008.**

**A ragonese Pyrenees 29.5%**

**Guest-nights Travellers**

**A rago nese P yrenees 1,567,795 1,381,565 186,230 593,194 510,300 82,894 36.4 2.64**

**75.64%**

**Aragón**

**Rest of**

2,435,396 (84.71%) of the total number of tourists who visited Aragon in 2008 were Spaniards and 15.29% foreigners. The Aragonese Pyrenees were visited by 593,194 tourists, of which 86.03% were Spaniards and 13.97% foreigners. The Aragonese Pyrenees accounted for almost 30% of the guest-nights, and almost 25% of travellers coming to Aragon as tourists.

Finally, we must describe the origin of the tourists coming to Aragon. 83% of tourists come from Spain, while only 14.17% are foreigners, whereas 11.18% are European Union (EU) citizens. Table 3 shows that most visitors to the region are from: France (134,796), Portugal


Table 3. Guest-nights travellers to Aragon by country of origin.

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 95

Aragon has all the natural resources, hotel infrastructure and financial investment required to make of tourism a profitable activity. However, it can be observed that the results are quite far from the ones expected, what could suggest that not everything is being done properly. Perhaps some of the factors or these combinations should be reviewed. Empirical studies point that human factor ought to be put under review (Sanagustín, et al, 2008). Aragon is wealthy in culture, landscape, cuisine and sports, highly appreciated by tourists, who look at it through the eyes of "others"; nevertheless, sometimes Aragonese population does not appreciate the richness of the territory. It is a truth, though philosophical, that one couldn't love another if one does not love oneself, or more specifically: you cannot offer something with love if you do not love it by yourself. Learning to love what you possess and offer it with the purest hospitality, apart from being a very satisfying and gratifying personal experience, may become a very wealthy

The diversity of natural, heritage and cultural patrimony is a valuable competitive advantage, due to the fact that Aragon is a very broad region; however, this advantage makes difficult to establish a unified image as a tourist destination, and is a hindrance in the process of seeking a single reason why "Aragon" should be a very easily identified tourist destination to be chosen by foreigners. Most data analysed in this chapter show that it is necessary to improve general promotion in Europe and throughout the world, using only

The Aragonese Pyrenees are starting to be recognised and identified as a destination by tourist markets in Spain and abroad. Thus, in December 2008, there were 45.6% more foreigners in the area of the Aragonese Pyrenees than in December 2007. This inter-annual variation, far from being significant (as the numbers coming in both 2007 and 2008 were very low) shows that the numbers of foreigners are increasing. We wonder if the Aragonese Pyrenees as a brand image for tourism would be capable of attracting people who do not want skiing or climbing mountains, looking for other types of tourism. Data from various sources show that rural and cultural tourism is increasing in this Spanish

Rural Tourism is one of the main types of tourism developed in this region due to its direct link to historical evolution, its orographic situation and the peaceful quietness of Aragon. The search of authentic destinations, that have been witness of old civilizations, lead directly to this offer. There is a direct relationship between tourists and the host community (Boissevain, 2005). Tourism generates economic activity and new jobs; it also increases confidence and value in the host community reinforcing its specific identity. Mass tourism can destroy the essence of host communities, making them commercialised and standardised in a global planet. In Aragon, rural tourism is a complement to traditional countryside and mountain activity, without losing the essence and authenticity of the area.

**5.1 Resources & human factor** 

experience, and not only financially speaking.

one single, unified and easily recognised brand image.

**5.2 Tourism Image and brand** 

region.

**5.3 Rural tourism** 

(94,235), Germany (70,414), Italy (61,024) and the UK (48,804), followed by the other countries whose numbers are insignificant. This data proves that Aragon needs to increase its promotion as a unified brand in the rest of Europe and the world.

#### **c.1. Attendance to fairs**

The government of Aragon and private initiatives are making great efforts to carry the image of Aragon as a tourist destination to the whole of Spain and Europe. For this reason, the Aragon Pavilion attends to 30 tourism fairs in Spain: some of them are general, and others specialised. The specialised tourism fairs are those for skiing, spas, camping, mountains, hot-water treatments, active sports, adventure, nature and rural tourism.

In Europe, the Government of Aragon is participating in 8 fairs in France, our neighbouring country across the Pyrenees. Other countries in Europe are represented as follows: Germany, 10; Belgium, 3; the Netherlands, 4; United Kingdom, 4; Portugal, 2; Denmark: 2; Italy, 2; Finland, 1; Sweden, 1; Norway, 1; Luxemburg, 1; Russia, 1; Hungary, 1; Slovakia, 1 and Czech Republic, 1.

The display of means and human resources is quite remarkable. One should expect that the results would be equally remarkable, but unfortunately, the data are not as positive as foreseen.

#### **5. Sustainability in tourism in Aragón (Spain)**

Despite the fact that tourism has been, and still is, one of the main production sectors in Spain and Aragon, that has generated a great deal of wealth, neither politicians nor institutions are giving the importance that it deserves mainly in a context of global crisis that is still going on.

Sustainability has been applied to different industries in economy but it is just lately starting to be considered in tourism sector.

Our analysis suggests that, at times, tourism is being seen and experienced as a risk, in the sense that it is incompatible with maintaining natural resources in the long term, or even other types of cultural, ethnographic, life-style, etc.

Therefore, our study focuses on the fact that tourism is compatible with sustainability (Elkington, 1994), as it would be:


#### **5.1 Resources & human factor**

94 Strategies for Tourism Industry – Micro and Macro Perspectives

(94,235), Germany (70,414), Italy (61,024) and the UK (48,804), followed by the other countries whose numbers are insignificant. This data proves that Aragon needs to

The government of Aragon and private initiatives are making great efforts to carry the image of Aragon as a tourist destination to the whole of Spain and Europe. For this reason, the Aragon Pavilion attends to 30 tourism fairs in Spain: some of them are general, and others specialised. The specialised tourism fairs are those for skiing, spas, camping,

In Europe, the Government of Aragon is participating in 8 fairs in France, our neighbouring country across the Pyrenees. Other countries in Europe are represented as follows: Germany, 10; Belgium, 3; the Netherlands, 4; United Kingdom, 4; Portugal, 2; Denmark: 2; Italy, 2; Finland, 1; Sweden, 1; Norway, 1; Luxemburg, 1; Russia, 1; Hungary, 1; Slovakia, 1

The display of means and human resources is quite remarkable. One should expect that the results would be equally remarkable, but unfortunately, the data are not as positive as

Despite the fact that tourism has been, and still is, one of the main production sectors in Spain and Aragon, that has generated a great deal of wealth, neither politicians nor institutions are giving the importance that it deserves mainly in a context of global crisis that

Sustainability has been applied to different industries in economy but it is just lately starting

Our analysis suggests that, at times, tourism is being seen and experienced as a risk, in the sense that it is incompatible with maintaining natural resources in the long term, or even

Therefore, our study focuses on the fact that tourism is compatible with sustainability

• Providing optimum use of environmental resources that are a basic element of development of tourism, maintaining essential ecological processes and helping to

• Respecting the socio-cultural authenticity of the host communities, preserving their cultural, architectural and life assets and traditional values, and contribute to

• Ensuring long-term, viable economic activities, providing all agents with widely distributed socio-economic benefits, opportunities for stable employment, and obtaining an income and social services for the host communities, and to reduce

mountains, hot-water treatments, active sports, adventure, nature and rural tourism.

increase its promotion as a unified brand in the rest of Europe and the world.

**c.1. Attendance to fairs** 

and Czech Republic, 1.

**5. Sustainability in tourism in Aragón (Spain)** 

other types of cultural, ethnographic, life-style, etc.

understanding intercultural tolerance.

poverty (Sanagustín et al, 2011).

preserve natural resources and biological diversity.

foreseen.

is still going on.

to be considered in tourism sector.

(Elkington, 1994), as it would be:

Aragon has all the natural resources, hotel infrastructure and financial investment required to make of tourism a profitable activity. However, it can be observed that the results are quite far from the ones expected, what could suggest that not everything is being done properly. Perhaps some of the factors or these combinations should be reviewed. Empirical studies point that human factor ought to be put under review (Sanagustín, et al, 2008). Aragon is wealthy in culture, landscape, cuisine and sports, highly appreciated by tourists, who look at it through the eyes of "others"; nevertheless, sometimes Aragonese population does not appreciate the richness of the territory. It is a truth, though philosophical, that one couldn't love another if one does not love oneself, or more specifically: you cannot offer something with love if you do not love it by yourself. Learning to love what you possess and offer it with the purest hospitality, apart from being a very satisfying and gratifying personal experience, may become a very wealthy experience, and not only financially speaking.

#### **5.2 Tourism Image and brand**

The diversity of natural, heritage and cultural patrimony is a valuable competitive advantage, due to the fact that Aragon is a very broad region; however, this advantage makes difficult to establish a unified image as a tourist destination, and is a hindrance in the process of seeking a single reason why "Aragon" should be a very easily identified tourist destination to be chosen by foreigners. Most data analysed in this chapter show that it is necessary to improve general promotion in Europe and throughout the world, using only one single, unified and easily recognised brand image.

The Aragonese Pyrenees are starting to be recognised and identified as a destination by tourist markets in Spain and abroad. Thus, in December 2008, there were 45.6% more foreigners in the area of the Aragonese Pyrenees than in December 2007. This inter-annual variation, far from being significant (as the numbers coming in both 2007 and 2008 were very low) shows that the numbers of foreigners are increasing. We wonder if the Aragonese Pyrenees as a brand image for tourism would be capable of attracting people who do not want skiing or climbing mountains, looking for other types of tourism. Data from various sources show that rural and cultural tourism is increasing in this Spanish region.

#### **5.3 Rural tourism**

Rural Tourism is one of the main types of tourism developed in this region due to its direct link to historical evolution, its orographic situation and the peaceful quietness of Aragon. The search of authentic destinations, that have been witness of old civilizations, lead directly to this offer. There is a direct relationship between tourists and the host community (Boissevain, 2005). Tourism generates economic activity and new jobs; it also increases confidence and value in the host community reinforcing its specific identity. Mass tourism can destroy the essence of host communities, making them commercialised and standardised in a global planet. In Aragon, rural tourism is a complement to traditional countryside and mountain activity, without losing the essence and authenticity of the area.

Sustainable Tourism in Aragon, a Case of a Spanish Inside Region 97

folklore, ethnical or anthropological specialities are also searched and appreciated. In times of financial crisis a sense of humanized hospitality is also highly appreciated, whereas in

A sense of acknowledgement should be expressed to the following organizations and

Anton, S. y González, F. (2008) A propósito del turismo. La construcción social del espacio

Aragonese Statistitcal Institute (IAEST) (2008), Statistical Yearbook For The Autonomic

Boissevain, J. (2005), Rituales ocultos protegiendo la cultura de la mirada turística. Pasos:

Elkington J. (1994) Towards a sustainable corporation: win-win business strategies for sustainable development. California Management Review, vol 36 (2) pp 90-100. Exceltur (2010), Perspectivas turisticas . Balance empresarial del segundo trimestre de 2010 y

Gómez, A. y Horna, G., (2006) Las comarcas más turísticas aragonesas. FUNDEAR, 2006. Govers, R., Van Hecke, E., Cabus, P. (2008) Delineating tourism. Defining the usual

McCool S.F., Moisey, R.N. (2002), Tourism, Recreation and Sustainability: Linking culture

Monge, F., Brandimarte, P. (2011), Mice tourism in piedmont: economic perspective and

Sanagustín, M.V., Moseñe, J.A., Gómez y Patiño, M. (2011), Rural Tourism: A sustainable

Sanagustin, M.V., Puyal, E., Moseñe, J.A., Tricas, J.M. (2008), Fomento del turismo en las comarcas aragonesas y TIC. Fundación Economía Aragonesa FUNDEAR.

quantitative analysis of customer satisfaction, Tourismos: an international

environment. Annals of Tourism Research, Vol. 35(4) pp. 1053-1073

multidisciplinary journal of tourism Vol.6(1), Spring, pp. 213-220 Mowforth, M., Munt, I. (2009), Tourism and sustainability. New York: Routledge. National Statististical Institute (INE) (2009) Tourist hotel occupancy surrey

revista de turismo y patrimonio cultural, Vol. 3, (2) pp 217-228.

Franco, T. 2004, Atlas temático de España, Madrid, Proyectos Córydon, S.L.

international hotels, this hospitality sense is absent.

Town Councils of Zaragoza, Huesca and Teruel.

FUNDEAR: reports on the economic situation in Aragon.

turístico. Barcelona, Editorial UOC.

perspectivas para el verano y el resto de 2010

and the Envionment. New York: CABI Publishing.

alternative. Applied Energy, Vol.88 (2) pp 551-557.

**7. Acknowledgment** 

Government of Aragon.

Chambers of Commerce in Aragon.

Region Of Aragon.

Statistics Institute of Aragon.

**8. References** 

services:

Authenticity must be an engine for sustainable development, which will remain constant, or even increase, in times of crisis, while mass tourism falls down.

#### **6. Conclusion**

Sustainable tourism in Aragon (Spain) is a real possibility that provides beneficial economic resources for any stakeholder: social, environmental or financial ones, that according to Mowford & Munt (2009) is the new notion for sustainability, that, at its most basis encapsulates the growing concern for the environment and natural resources, though has also had increasing resonance in social and economic issues". Close to this statement are the words of McCool & Moisey (2002), which in his introduction say: "sustainable tourism is a kinder, gentler form of tourism that is generally small in scale, sensitive to cultural and environment impact and respects the involvement of local people in policy decisions".

In our opinion and for our case, politicians as well as entrepreneurs or tourism agency owners, hotel/houses hosts could profit from this type of countryside tourism that would contribute to increase even the Aragonese population's life quality and style. Moreover, this global financial crisis could be collaborating with the increasing number of tourists visiting Aragon, as rural tourism is less expensive than the conventional one. In this sense, it could be said that sustainable tourism could turn vice into virtue: the crisis which is mostly negative has turned positive as far as rural tourism is related. From different perspectives, it is also easier to maintain a small rural house than an international hotel.

Most of the visitors are regional and national citizens, who stay in Aragon on holidays and short periods that want a wide range choice: any type of routes and itineraries all over the region that could satisfy any tourist wish or demand. However, during last years the number of foreigner visitors (mostly Europeans) has increased, specially in the Pyrenees, mainly active tourism (sport, mountains, landscape and gastronomy), that are becoming real interest point. According to the INE data, about 25% of the tourists visiting Aragon were concentrated in Pyrenees that are becoming a tourism brand recognised by most tourists visiting Aragon, even if they do not stay there.

Social changes are happening as quickly as tourist demands are been transformed. If some years ago, the classical formula of "beach-and-sun" was enough to gratify and satisfy the tourists, nowadays they demand some other conditions much closer to natural and ecological environments where biological diversity is as important as preserving nature.. Postmodernism society is characterised by the tendency to live in larger cities, with a lot of stress and competitiveness. A new tendency is emerging nowadays, people are looking for nature to have a rest and pay more attention to their health and wellness and they are also willing to have an deep communication face to face with others, it is called the integral style of living (Wilber, 2001.)

As far as the results of this survey are concerned, this goal would need some characteristics to be changed to adapt the tourism offer to the present and future demand. Tourism trends are projecting a new tourism style. Values like authenticity, biological diversity, natural landscapes are highly appreciated. Hospitality and personal attention are also positively evaluated as well as a good or standard level of regional gastronomy. Traditional habits, folklore, ethnical or anthropological specialities are also searched and appreciated. In times of financial crisis a sense of humanized hospitality is also highly appreciated, whereas in international hotels, this hospitality sense is absent.

#### **7. Acknowledgment**

96 Strategies for Tourism Industry – Micro and Macro Perspectives

Authenticity must be an engine for sustainable development, which will remain constant, or

Sustainable tourism in Aragon (Spain) is a real possibility that provides beneficial economic resources for any stakeholder: social, environmental or financial ones, that according to Mowford & Munt (2009) is the new notion for sustainability, that, at its most basis encapsulates the growing concern for the environment and natural resources, though has also had increasing resonance in social and economic issues". Close to this statement are the words of McCool & Moisey (2002), which in his introduction say: "sustainable tourism is a kinder, gentler form of tourism that is generally small in scale, sensitive to cultural and environment impact and respects the involvement of local people in policy decisions".

In our opinion and for our case, politicians as well as entrepreneurs or tourism agency owners, hotel/houses hosts could profit from this type of countryside tourism that would contribute to increase even the Aragonese population's life quality and style. Moreover, this global financial crisis could be collaborating with the increasing number of tourists visiting Aragon, as rural tourism is less expensive than the conventional one. In this sense, it could be said that sustainable tourism could turn vice into virtue: the crisis which is mostly negative has turned positive as far as rural tourism is related. From different perspectives, it

Most of the visitors are regional and national citizens, who stay in Aragon on holidays and short periods that want a wide range choice: any type of routes and itineraries all over the region that could satisfy any tourist wish or demand. However, during last years the number of foreigner visitors (mostly Europeans) has increased, specially in the Pyrenees, mainly active tourism (sport, mountains, landscape and gastronomy), that are becoming real interest point. According to the INE data, about 25% of the tourists visiting Aragon were concentrated in Pyrenees that are becoming a tourism brand recognised by most tourists

Social changes are happening as quickly as tourist demands are been transformed. If some years ago, the classical formula of "beach-and-sun" was enough to gratify and satisfy the tourists, nowadays they demand some other conditions much closer to natural and ecological environments where biological diversity is as important as preserving nature.. Postmodernism society is characterised by the tendency to live in larger cities, with a lot of stress and competitiveness. A new tendency is emerging nowadays, people are looking for nature to have a rest and pay more attention to their health and wellness and they are also willing to have an deep communication face to face with others, it is called the integral style

As far as the results of this survey are concerned, this goal would need some characteristics to be changed to adapt the tourism offer to the present and future demand. Tourism trends are projecting a new tourism style. Values like authenticity, biological diversity, natural landscapes are highly appreciated. Hospitality and personal attention are also positively evaluated as well as a good or standard level of regional gastronomy. Traditional habits,

is also easier to maintain a small rural house than an international hotel.

visiting Aragon, even if they do not stay there.

of living (Wilber, 2001.)

even increase, in times of crisis, while mass tourism falls down.

**6. Conclusion** 

A sense of acknowledgement should be expressed to the following organizations and services:

Government of Aragon.

Chambers of Commerce in Aragon.

Town Councils of Zaragoza, Huesca and Teruel.

Statistics Institute of Aragon.

FUNDEAR: reports on the economic situation in Aragon.

#### **8. References**


Over the last century, tourism has became one of the fastest growing industries in the world and current trends and tendencies indicate that it could become the most important sector in terms of international trading in the 21st century. Most governments encourage tourism because of its ability to increase and spread economic development thus reducing the inequalities in income distribution by providing and creating employment opportunities (Pearce, 1989; Coccossis & Parpairis, 1995; Wahab & Pigram, 1997). Nevertheless, the development of tourism, which is dependent upon the attractive features of the primary resources of destinations, particularly over the last decade, has raised many questions concerning the physical and social destruction of those resources, which initially attracted tourists. Although it has led to an enormous increase in investment and employment, the tourism industry may become a threat if not managed appropriately (Calvia Declaration on

It is obvious that a fundamental relationship exists between the environment and tourism. The environment, natural or built, is the most fundamental ingredient for tourism development. The natural environment is that which exists in nature such as the climate and weather, the landscape and its topography, water features and the ecological systems. The built environment is comprised of physical features that are mainly all types of buildings, infrastructural development, as well as archeological and historical sites (Inskeep, 1991, p. 339). As Inskeep (1991) indicates, there are three aspects of the tourism-environment

 Many features of the physical environment are consistently to be attractions for tourists, Tourism facilities and the infrastructure constitute all aspects of the built environment, Tourism development and tourist use of an area generates an environmental impact.

Considering the above arguments, the development of tourism is highly dependent on the availability and the type of attractive natural and/or built resources in an area, which tourists demand, expect and pay for. In many coastal cities, particularly, the natural, unspoiled scenery, beaches, mountains, ancient monuments, traditional, historical, picturesque towns and villages and many more factors constitute the primary factors in creating a successful tourism industry. A specific type of tourism development of an area

**1. Introduction** 

Tourism, 1997).

relationship, these are;

*Eastern Mediterranean University, Faculty of Architecture,* 

*Department of Architecture, North Cyprus,* 

Beser Oktay Vehbi

*Turkey* 

Wilber, K. (2001), Una teoría de todo. Una visión integral de la empresa, la política, la ciencia y la espiritualidad. Barcelona: Kairós. **5** 

Beser Oktay Vehbi

*Eastern Mediterranean University, Faculty of Architecture, Department of Architecture, North Cyprus, Turkey* 

#### **1. Introduction**

98 Strategies for Tourism Industry – Micro and Macro Perspectives

Wilber, K. (2001), Una teoría de todo. Una visión integral de la empresa, la política, la ciencia

Over the last century, tourism has became one of the fastest growing industries in the world and current trends and tendencies indicate that it could become the most important sector in terms of international trading in the 21st century. Most governments encourage tourism because of its ability to increase and spread economic development thus reducing the inequalities in income distribution by providing and creating employment opportunities (Pearce, 1989; Coccossis & Parpairis, 1995; Wahab & Pigram, 1997). Nevertheless, the development of tourism, which is dependent upon the attractive features of the primary resources of destinations, particularly over the last decade, has raised many questions concerning the physical and social destruction of those resources, which initially attracted tourists. Although it has led to an enormous increase in investment and employment, the tourism industry may become a threat if not managed appropriately (Calvia Declaration on Tourism, 1997).

It is obvious that a fundamental relationship exists between the environment and tourism. The environment, natural or built, is the most fundamental ingredient for tourism development. The natural environment is that which exists in nature such as the climate and weather, the landscape and its topography, water features and the ecological systems. The built environment is comprised of physical features that are mainly all types of buildings, infrastructural development, as well as archeological and historical sites (Inskeep, 1991, p. 339). As Inskeep (1991) indicates, there are three aspects of the tourism-environment relationship, these are;


Considering the above arguments, the development of tourism is highly dependent on the availability and the type of attractive natural and/or built resources in an area, which tourists demand, expect and pay for. In many coastal cities, particularly, the natural, unspoiled scenery, beaches, mountains, ancient monuments, traditional, historical, picturesque towns and villages and many more factors constitute the primary factors in creating a successful tourism industry. A specific type of tourism development of an area

natural environment in various ways and some forms of tourism can be extremely detrimental to ecologically sensitive areas, resulting in habitat degeneration or destruction. It can cause the deterioration of green fields, pollution of sea water as well as air and noise pollution. However, it may also call for the conservation of natural green areas and an

In general, the built environment in tourist areas includes densely populated centers as well as the ruins of past settlements. Tourism was not the initial factor in the development of these built environments, but it exerts a powerful influence in the patterns of the daily life in such environments (Gartner, 1996). Tourism may create a positive as well as a negative impact at significant levels in those areas where the built environment is the major tourist

The size and intensity of tourism development and the associated urbanization of the coastline, the production of industrial wastes and the generation of pollution together with insufficient planning controls, are the primary causes of environmental degradation and transformation in the built environment of the coastal cities. The pattern of the expansion of tourism functions depends on the nature of the surrounding topography, the transportation network and the existence and enforcement of planning regulations and restrictions

Conservation of the historical and cultural heritage, preservation of the traditional buildings as well as the enhancement of the environment and the restoration of the old fabric together with the adaptation thereof to meet the requirements of contemporary life are positive impacts of tourism in the built environment (Inskeep, 1991, p.342; Ashworth & Goodal, 1990; Matheison & Wall, 1982, p.98-99). In addition to this, the increase in the number of tourists may encourage the development of an infrastructure such as transport, road maintenance, organizing parking areas and the provisions of water and electricity in peak

There is no doubt that, tourist increase the challenge of managing sustainable resources. Large number of tourists may be a threat for these resources. Because, in peak periods of the year tourist numbers often double the islands population and this situation also leads to



Another spatial effect by tourism development is the second-home development, especially which emerges on coastal areas. By means of the rapid development of these second homes the region becomes the core for tourism development. Moreover, the possession of the

Main positive indicators of the tourism on physical environments are increased environmental consciousness, improving the beauty of the environmental landscape and protection of local architecture. Moreover, these can be added as to contributing to positive


agricultural and olive-tree lands, start to change owners and are open for building.

attraction in terms of its age, aesthetic appearance and historical interest.

improvement in the quality of the environment.

(Matheison & Wall, 1982, p.120).

(Mathieveson & Wall, 1982, p: 118):

infrastructure development,

consequences (UN, 2001, p: 8):

demands for service provision such as water.

seasons.

(e.g. beach resort, ski resort, etc.) depends primarily on the nature of areas environmental resources.

However, coastal areas are faced with increasing pressures of development, particularly tourism development, and are also more likely to be faced with increasing challenges with regard to their environmental protection (Coccossis & Parpairis, 1995). The increasing amount of tourism development erodes the environmental resources on which it depends. On the other hand, tourism has the potential to create beneficial effects on the environment by contributing to environmental protection and conservation. It is a way to raise awareness of environmental values and it can serve as a tool to finance protection of natural areas and increase their economic importance.

In order to prevent these haphazard development and negative impacts, tourism need to be ecologically acceptable in the long term and financially viable and fair from a social and ethical for local communities (UNEP & WTO,1998, p: 1). In other words, it must be sustainable. According to one of the sustainable tourism definition, tourism must become part of the natural, cultural and human environment, respecting the balance that is characteristic of many coastal cities. Also it is economically viable but does not destroy the resources on which the future of tourism will depend, notably the physical environment and the social structure of the host community (Swarbrooke, 1998, p: 14).

With these initial discussion points in mind, the aim of this study is to develop a model for assessing the level of impacts of tourism on the physical, economic and social environments in coastal cities and to determine relationship beween tourism impacts and sustainable tourism indicators. With this aim in mind, the study first reviews the positive and negative impacts of tourism on the physical, economic and social environments of the coastal cities. In the second part, the relationship between tourism and sustainability, sustainable tourism is discussed. Then, the sustainability indicators, their selections and scaling methods which are essential for assessing impacts of tourism, are explained. In the fourth part, the model for measuring and assessing the level of tourism impacts and its sustainability in coastal cities is presented. Finally, a general conclusion is presented to summarize all the arguments of the study.

#### **1.1 Tourism impacts**

The effects resulting from tourism have appeared clearly and more perceived in the coastal cities. Generally, tourism impacts, which become different according to countries or regions, may be classified in three titles; economic, socio-cultural and physical (natural and built). Moreover, these titles may respectively display positive and negative features.

The tourism impacts on the physical environment are associated with the interferences with to the natural, cultural or historical resources, which may be reflected as the development of tourist service facilities, the preservation of historic and cultural resources, the provision of recreation opportunities for visitors and residents, better roads and public facilities (Davis et al., 1988; Gartner, 1996; Liu & Var, 1986; Milman & Pizam, 1988; Murphy, 1985).

#### **1.1.1 Physical environment (Natural and built environment)**

Natural areas form the very basis of many tourist attractions by highlighting the scenic value or exceptional encounters with fauna and/or flora. Tourism activities affect the

(e.g. beach resort, ski resort, etc.) depends primarily on the nature of areas environmental

However, coastal areas are faced with increasing pressures of development, particularly tourism development, and are also more likely to be faced with increasing challenges with regard to their environmental protection (Coccossis & Parpairis, 1995). The increasing amount of tourism development erodes the environmental resources on which it depends. On the other hand, tourism has the potential to create beneficial effects on the environment by contributing to environmental protection and conservation. It is a way to raise awareness of environmental values and it can serve as a tool to finance protection of natural areas and

In order to prevent these haphazard development and negative impacts, tourism need to be ecologically acceptable in the long term and financially viable and fair from a social and ethical for local communities (UNEP & WTO,1998, p: 1). In other words, it must be sustainable. According to one of the sustainable tourism definition, tourism must become part of the natural, cultural and human environment, respecting the balance that is characteristic of many coastal cities. Also it is economically viable but does not destroy the resources on which the future of tourism will depend, notably the physical environment and

With these initial discussion points in mind, the aim of this study is to develop a model for assessing the level of impacts of tourism on the physical, economic and social environments in coastal cities and to determine relationship beween tourism impacts and sustainable tourism indicators. With this aim in mind, the study first reviews the positive and negative impacts of tourism on the physical, economic and social environments of the coastal cities. In the second part, the relationship between tourism and sustainability, sustainable tourism is discussed. Then, the sustainability indicators, their selections and scaling methods which are essential for assessing impacts of tourism, are explained. In the fourth part, the model for measuring and assessing the level of tourism impacts and its sustainability in coastal cities is presented.

Finally, a general conclusion is presented to summarize all the arguments of the study.

Moreover, these titles may respectively display positive and negative features.

al., 1988; Gartner, 1996; Liu & Var, 1986; Milman & Pizam, 1988; Murphy, 1985).

**1.1.1 Physical environment (Natural and built environment)** 

The effects resulting from tourism have appeared clearly and more perceived in the coastal cities. Generally, tourism impacts, which become different according to countries or regions, may be classified in three titles; economic, socio-cultural and physical (natural and built).

The tourism impacts on the physical environment are associated with the interferences with to the natural, cultural or historical resources, which may be reflected as the development of tourist service facilities, the preservation of historic and cultural resources, the provision of recreation opportunities for visitors and residents, better roads and public facilities (Davis et

Natural areas form the very basis of many tourist attractions by highlighting the scenic value or exceptional encounters with fauna and/or flora. Tourism activities affect the

the social structure of the host community (Swarbrooke, 1998, p: 14).

resources.

increase their economic importance.

**1.1 Tourism impacts** 

natural environment in various ways and some forms of tourism can be extremely detrimental to ecologically sensitive areas, resulting in habitat degeneration or destruction. It can cause the deterioration of green fields, pollution of sea water as well as air and noise pollution. However, it may also call for the conservation of natural green areas and an improvement in the quality of the environment.

In general, the built environment in tourist areas includes densely populated centers as well as the ruins of past settlements. Tourism was not the initial factor in the development of these built environments, but it exerts a powerful influence in the patterns of the daily life in such environments (Gartner, 1996). Tourism may create a positive as well as a negative impact at significant levels in those areas where the built environment is the major tourist attraction in terms of its age, aesthetic appearance and historical interest.

The size and intensity of tourism development and the associated urbanization of the coastline, the production of industrial wastes and the generation of pollution together with insufficient planning controls, are the primary causes of environmental degradation and transformation in the built environment of the coastal cities. The pattern of the expansion of tourism functions depends on the nature of the surrounding topography, the transportation network and the existence and enforcement of planning regulations and restrictions (Matheison & Wall, 1982, p.120).

Conservation of the historical and cultural heritage, preservation of the traditional buildings as well as the enhancement of the environment and the restoration of the old fabric together with the adaptation thereof to meet the requirements of contemporary life are positive impacts of tourism in the built environment (Inskeep, 1991, p.342; Ashworth & Goodal, 1990; Matheison & Wall, 1982, p.98-99). In addition to this, the increase in the number of tourists may encourage the development of an infrastructure such as transport, road maintenance, organizing parking areas and the provisions of water and electricity in peak seasons.

There is no doubt that, tourist increase the challenge of managing sustainable resources. Large number of tourists may be a threat for these resources. Because, in peak periods of the year tourist numbers often double the islands population and this situation also leads to (Mathieveson & Wall, 1982, p: 118):


Another spatial effect by tourism development is the second-home development, especially which emerges on coastal areas. By means of the rapid development of these second homes the region becomes the core for tourism development. Moreover, the possession of the agricultural and olive-tree lands, start to change owners and are open for building.

Main positive indicators of the tourism on physical environments are increased environmental consciousness, improving the beauty of the environmental landscape and protection of local architecture. Moreover, these can be added as to contributing to positive consequences (UN, 2001, p: 8):

Whereas economic and environmental indicators of tourism do lend themselves to objective measurement, the socio-cultural impacts are often highly qualitative and subjective in nature (Cooper et al., 1998). According to Gartner (1996), most jobs which are available for local people in the tourist industry, such as servants, housemaids, waiters, gardeners and other menial work may make people feel inferior. In addition to this, the inhabitants may lose their jobs on account of the seasonality of such works in these areas. Tourism also creates cultural exchange opportunities and more recreational facilities, but it can also cause disruption to various quality of life factors. In other words, tourism creates opportunity for locals to learn and share the cultural traditions and aspects of the tourist's indigenous culture and heritage, whilst also giving rise for concern. As has already been stated, information gathered from the literature, reveals and confirms that tourism can lead to the improvement of local public services (Keogh, 1990), increased cultural activity (McCool & Martin, 1994), and the alteration to some aspects of traditional culture (Akis et al., 1996). Conversely, careful and monitored tourism can also led to the re-ceration and preservation of the identity of local culture (Liu and Var, 1986). However, the social and cultural impacts of tourism development could negatively affect the perception of residents (Jurowski et al., 1997; Liu & Var, 1986; Milman & Pizam, 1988; Perdue et al., 1987). In addition to this, the influence of tourists can cause young people to become involved in bad habits. It can also create a degree of apathy (Doxey, 1976) between tourists and locals as a result of different and perhaps unexpected behaviour and the obvious wealth of the tourists. Congestion, traffic jams, noise and increasing crime are some examples of the socio-cultural impacts of

There are many definitions available for tourism and sometimes it's difficult to give the most correct explanation. Basically, tourism is a movement in space from a person's home

Sustainability is about meeting basic human needs and wants. People value their health, economic security and happiness and that of their children. These are primary elements in relation to the issue of quality of life. Sustainability refers to "long-term economic, environmental, and community health" (Bauen et al., 1996, p. 4). According to Bauen et al. (1996), it was suggested that researching and identifying new ways of creating economic vitality, maintaining a healthy environment and building healthy communities and meeting

The Brundtland Report (WCED, 1987) formulated the well-known definition of sustainable development as, "sustainable development is development that meets the needs of present generations without compromising the ability of future generations to meet their own needs". Sustainable tourism, is a kind of development model, which administrates all of the resources for the economic, social and aesthetical needs of locals and visitors and prove the same conditions for future generations and meets their needs while protecting the artificialnatural environment and cultural wholeness, proving the continuity of the ecological process, the biological variety; and the life systems, without any changes (WTO, 1998, p: 32).

tourism (Gunn, 1988; Johnson et al., 1994; Milman & Pizam, 1988).

district to one or more destinations and then back again in a certain period.

**1.1.3 Social environment** 

**2. Sustainable tourism** 

local needs.


The environmental changes resulting from tourism not only include the features of natural structures, but also historical and architectural heritages of the area. Thus, during the tourism development, these heritages may be damaged or harmed. In this context, no protection of the characteristics of local architecture seen as protected in new developing areas are underlined as different important problems. In other words, tourism negatively causes the demolition of the traditional townscapes in order to accommodate the tourism industry (Ashworth & Goodal, 1990). Tourist facilities, such as- restaurants, cafes and second homes, can alter the local identity and affect the physical appearance of the coastal cities, in a negative manner. Some of the visual pollution caused by tourism can be summarized as follows (Inskeep, 1991, p. 345):


#### **1.1.2 Economic environment**

Tourism development has both positive and negative impacts on the economy of coastal cities as well as on their countries as a whole. Tourism offers opportunities for the development of leisure activities, cultural awareness and international exchanges as well as providing employment and income in the coastal towns (Coccossis & Parpairis, 1995, p.2).

The economic impacts of tourism on an area can be understood at two different levels- the national level and the local level. At national level the most publicized effect of foreign tourism is its ability to generate foreign exchange and thus contribute positively to the country's balance of payment. At a local level, job creation or the reduction of unemployment has been identified as one of the most prominent benefits of tourism development. Economic gain, an increased standard of living (Milman & Pizam,1988), income re-distribution for hosts and government (Perdue et al., 1987), the price of goods and services (Johnson et al., 1994); the cost of land and housing (Perdue et al., 1987), the cost of living, the development and maintenance of the infrastructure and resources are other examples of the economic impacts of tourism development. In addition, the positive economic impact of tourism may contribute towards, or even provide much needed funds for preserving the historic and /or natural environment and the cultural heritage of the local environments.

However, tourism may create undesired negative effects such as over-dependence on the tourism sector , increased inflation and higher values, increased amount of import (labor or goods), seasonality of production and so low rate of return on investment and creation of other costs such as garbage collection and disposal (UN, 2001, p: 7).

#### **1.1.3 Social environment**

102 Strategies for Tourism Industry – Micro and Macro Perspectives

Encouraging the environment awareness of local people and business to use

Supporting the maintenance and improvement of natural heritage and ensuring its

The environmental changes resulting from tourism not only include the features of natural structures, but also historical and architectural heritages of the area. Thus, during the tourism development, these heritages may be damaged or harmed. In this context, no protection of the characteristics of local architecture seen as protected in new developing areas are underlined as different important problems. In other words, tourism negatively causes the demolition of the traditional townscapes in order to accommodate the tourism industry (Ashworth & Goodal, 1990). Tourist facilities, such as- restaurants, cafes and second homes, can alter the local identity and affect the physical appearance of the coastal cities, in a negative manner. Some of the visual pollution caused by tourism can be

 Poorly–designed hotels and other tourist facility buildings that are not compatible with the local architectural style and scale or integrated into the natural environment;

Tourism development has both positive and negative impacts on the economy of coastal cities as well as on their countries as a whole. Tourism offers opportunities for the development of leisure activities, cultural awareness and international exchanges as well as providing employment and income in the coastal towns (Coccossis & Parpairis, 1995, p.2). The economic impacts of tourism on an area can be understood at two different levels- the national level and the local level. At national level the most publicized effect of foreign tourism is its ability to generate foreign exchange and thus contribute positively to the country's balance of payment. At a local level, job creation or the reduction of unemployment has been identified as one of the most prominent benefits of tourism development. Economic gain, an increased standard of living (Milman & Pizam,1988), income re-distribution for hosts and government (Perdue et al., 1987), the price of goods and services (Johnson et al., 1994); the cost of land and housing (Perdue et al., 1987), the cost of living, the development and maintenance of the infrastructure and resources are other examples of the economic impacts of tourism development. In addition, the positive economic impact of tourism may contribute towards, or even provide much needed funds for preserving the historic and /or natural environment and the cultural heritage of the local environments. However, tourism may create undesired negative effects such as over-dependence on the tourism sector , increased inflation and higher values, increased amount of import (labor or goods), seasonality of production and so low rate of return on investment and creation of

Providing economic incentive pay for investment in water quality or beaches.

environment protection programs.

Better usage of the environment.

conservation for present and future use.

summarized as follows (Inskeep, 1991, p. 345):

 Badly planned layout of the tourist facilities; Obstruction of scenic views by development.

**1.1.2 Economic environment** 

Use of inappropriate building materials on external surfaces;

other costs such as garbage collection and disposal (UN, 2001, p: 7).

Whereas economic and environmental indicators of tourism do lend themselves to objective measurement, the socio-cultural impacts are often highly qualitative and subjective in nature (Cooper et al., 1998). According to Gartner (1996), most jobs which are available for local people in the tourist industry, such as servants, housemaids, waiters, gardeners and other menial work may make people feel inferior. In addition to this, the inhabitants may lose their jobs on account of the seasonality of such works in these areas. Tourism also creates cultural exchange opportunities and more recreational facilities, but it can also cause disruption to various quality of life factors. In other words, tourism creates opportunity for locals to learn and share the cultural traditions and aspects of the tourist's indigenous culture and heritage, whilst also giving rise for concern. As has already been stated, information gathered from the literature, reveals and confirms that tourism can lead to the improvement of local public services (Keogh, 1990), increased cultural activity (McCool & Martin, 1994), and the alteration to some aspects of traditional culture (Akis et al., 1996). Conversely, careful and monitored tourism can also led to the re-ceration and preservation of the identity of local culture (Liu and Var, 1986). However, the social and cultural impacts of tourism development could negatively affect the perception of residents (Jurowski et al., 1997; Liu & Var, 1986; Milman & Pizam, 1988; Perdue et al., 1987). In addition to this, the influence of tourists can cause young people to become involved in bad habits. It can also create a degree of apathy (Doxey, 1976) between tourists and locals as a result of different and perhaps unexpected behaviour and the obvious wealth of the tourists. Congestion, traffic jams, noise and increasing crime are some examples of the socio-cultural impacts of tourism (Gunn, 1988; Johnson et al., 1994; Milman & Pizam, 1988).

#### **2. Sustainable tourism**

There are many definitions available for tourism and sometimes it's difficult to give the most correct explanation. Basically, tourism is a movement in space from a person's home district to one or more destinations and then back again in a certain period.

Sustainability is about meeting basic human needs and wants. People value their health, economic security and happiness and that of their children. These are primary elements in relation to the issue of quality of life. Sustainability refers to "long-term economic, environmental, and community health" (Bauen et al., 1996, p. 4). According to Bauen et al. (1996), it was suggested that researching and identifying new ways of creating economic vitality, maintaining a healthy environment and building healthy communities and meeting local needs.

The Brundtland Report (WCED, 1987) formulated the well-known definition of sustainable development as, "sustainable development is development that meets the needs of present generations without compromising the ability of future generations to meet their own needs". Sustainable tourism, is a kind of development model, which administrates all of the resources for the economic, social and aesthetical needs of locals and visitors and prove the same conditions for future generations and meets their needs while protecting the artificialnatural environment and cultural wholeness, proving the continuity of the ecological process, the biological variety; and the life systems, without any changes (WTO, 1998, p: 32).

Having reviewed the literature, it can be stated that the sustainable development for tourism sector can be achieved by basing the research on the holistic understating of it, which means by taking its environmental, social and economic dimensions into consideration (Figure 1). Sustainable tourism can be achieved by improving positive impacts of tourism and eliminating the negative ones in the economic, social and physical environments of cities. Coastal cities, in particular, faced with lose of their unique natural, built environment characteristics, seasonality of jobs and over-pendency on tourism. In order to prevent and/or eliminate these negative impacts of tourism in coastal cities, it is necessary to activate sustainable tourism that means preserving and carrying the social, economic and physical structures for future with dealing with social equity, environmental

As it is clear, the two different concepts, sustainability and tourism are directly related. Accordingly, depending on the three-dimensional characteristics of them, the sustainable tourism development in a coastal city can only be possible with eliminating the negative impacts of tourism. It is possible also to say that, positive and negative impacts are also

After emphasizing the relationship between the two concepts—sustainable tourism and tourism impacts—and in respect of the stated main aim of this study, which is to assess the level of tourism impacts and to determine relationship beween tourism impacts and sustainable tourism indicators, the following text will first present detailed information on the sustainable tourism indicators, which are essential in order to set up a assessing model; following this, the model for measuring the impacts of tourism in coastal cities will be

Generally speaking, Adriaanse (1993) defines an indicator as a quantitative model and a form of information that makes a certain phenomenon perceptible that is not immediately detectable. Indicators therefore provide a simpler and more readily understand form of information than complex statistics or complex phenomena. The three main functions of indicators are: *quantification, simplification and communication*. Indicators also help to follow the change of phenomena in time scale and the development of phenomena in relation to the stated objects. One of the other important functions of an indicator with reference to decision-making is its potential to show the trend, i.e. the course of development, in an early stage. In order to work with indicators, one needs data, which comes from a monitoring process. Therefore, indicators should be objective and the results should be repeatable. In many cases, indicators should also be internationally comparable, although those were mainly used nationally. The main risk with regard to indicators concerns excessive

There are numerous studies on indicators, in the literature, in general and sustainability indicators in particular. For example, two scholars, Gilbert and Feenstra (1992) have, on the

The indicator must be representative for the system chosen and must have a scientific

preservation and economic development.

**3. Sustainable tourism indicators: Measurement** 

simplifying and loosing of important information.

Indicators must be quantifiable.

basis of the literature, identified four desired features of indicators:

indicators of sustainable tourism.

presented.

basis.

There are many available definitions about sustainable tourism but there is not any commonly accepted one. According to WTO, sustainable tourism development meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It is very important management of all resources in such a way that economic and social needs can be fulfilled while maintaining cultural integrity, essential ecological process, biological diversity and life support systems (WTO, 1993, p: 10).

In general, many definitions of sustainable tourism emphasize the environmental, social and economic elements of the tourism system. For instance, sustainable tourism means the tourism which is economically viable but does not destroy the resources on which the future of tourism will depend, notably the physical environment and the social structure of the host community (Swarbrooke, 1998, p: 14). Also, the policy of sustainable tourism development refers to tourism as being ecologically acceptable in the long term and financially viable and fair from a social and ethical viewpoint for local communities (Rogers & Collins, 2001). Thus, tourism must become part of the natural, cultural and human environment, respecting the balance that is characteristic of many holiday destinations particularly of small islands. Sustainable tourism also emphasizes on conserving the cultural heritage and traditions of local communities.

Fig. 1. Three Dimensions of Sustainable Tourism Development (Derived from Brigiglio et al, 1996, p: 75).

There are many available definitions about sustainable tourism but there is not any commonly accepted one. According to WTO, sustainable tourism development meets the needs of present tourists and host regions while protecting and enhancing opportunities for the future. It is very important management of all resources in such a way that economic and social needs can be fulfilled while maintaining cultural integrity, essential ecological

In general, many definitions of sustainable tourism emphasize the environmental, social and economic elements of the tourism system. For instance, sustainable tourism means the tourism which is economically viable but does not destroy the resources on which the future of tourism will depend, notably the physical environment and the social structure of the host community (Swarbrooke, 1998, p: 14). Also, the policy of sustainable tourism development refers to tourism as being ecologically acceptable in the long term and financially viable and fair from a social and ethical viewpoint for local communities (Rogers & Collins, 2001). Thus, tourism must become part of the natural, cultural and human environment, respecting the balance that is characteristic of many holiday destinations particularly of small islands. Sustainable tourism also emphasizes on conserving the cultural

Fig. 1. Three Dimensions of Sustainable Tourism Development (Derived from Brigiglio et al,

process, biological diversity and life support systems (WTO, 1993, p: 10).

heritage and traditions of local communities.

1996, p: 75).

Having reviewed the literature, it can be stated that the sustainable development for tourism sector can be achieved by basing the research on the holistic understating of it, which means by taking its environmental, social and economic dimensions into consideration (Figure 1). Sustainable tourism can be achieved by improving positive impacts of tourism and eliminating the negative ones in the economic, social and physical environments of cities. Coastal cities, in particular, faced with lose of their unique natural, built environment characteristics, seasonality of jobs and over-pendency on tourism. In order to prevent and/or eliminate these negative impacts of tourism in coastal cities, it is necessary to activate sustainable tourism that means preserving and carrying the social, economic and physical structures for future with dealing with social equity, environmental preservation and economic development.

As it is clear, the two different concepts, sustainability and tourism are directly related. Accordingly, depending on the three-dimensional characteristics of them, the sustainable tourism development in a coastal city can only be possible with eliminating the negative impacts of tourism. It is possible also to say that, positive and negative impacts are also indicators of sustainable tourism.

After emphasizing the relationship between the two concepts—sustainable tourism and tourism impacts—and in respect of the stated main aim of this study, which is to assess the level of tourism impacts and to determine relationship beween tourism impacts and sustainable tourism indicators, the following text will first present detailed information on the sustainable tourism indicators, which are essential in order to set up a assessing model; following this, the model for measuring the impacts of tourism in coastal cities will be presented.

#### **3. Sustainable tourism indicators: Measurement**

Generally speaking, Adriaanse (1993) defines an indicator as a quantitative model and a form of information that makes a certain phenomenon perceptible that is not immediately detectable. Indicators therefore provide a simpler and more readily understand form of information than complex statistics or complex phenomena. The three main functions of indicators are: *quantification, simplification and communication*. Indicators also help to follow the change of phenomena in time scale and the development of phenomena in relation to the stated objects. One of the other important functions of an indicator with reference to decision-making is its potential to show the trend, i.e. the course of development, in an early stage. In order to work with indicators, one needs data, which comes from a monitoring process. Therefore, indicators should be objective and the results should be repeatable. In many cases, indicators should also be internationally comparable, although those were mainly used nationally. The main risk with regard to indicators concerns excessive simplifying and loosing of important information.

There are numerous studies on indicators, in the literature, in general and sustainability indicators in particular. For example, two scholars, Gilbert and Feenstra (1992) have, on the basis of the literature, identified four desired features of indicators:


them with the negative and positive impacts of tourism activity under three dimensions-

Based on the relationship between sustainable tourism and tourism impacts in coastal cities as discussed previously, the possible negative and positive tourism impacts on the physical, economic and social structure of a city and the indicators of environmental sustainability, economic sustainability and social sustainability need to be determined in order to achieve sustainable tourism indicators. This also will lead us to assess the level of impacts and sustainability of tourism development in coastal cities as is indicated in the model presented

> **MODEL**  for assessing the impacts of tourism in coastal city

**▼ Analyzing the natural, built, socio-economic characteristics of the Case Study Area ▼ Identifying the relevant sustainable tourism indicators/impacts from the literature**  according to natural, built and socio-economic environment characteristics **▼ Determining the measurement units and required analysis** for each selected impact **▼ Completing the Analyses in Natural, Built Environments of the Case Study Area ▼ Evaluation and assessment** of the impacts of tourism and/or sustainable tourism indicators **▼ Measuring the selected indicators** by using scaling technique and **finding out tourism impacts and level of sustainability** in the selected case study area.

> **▼ Findings and Suggestions**

As can be seen from the table, this model, in general terms, includes four major inter-related

1. The first step is the identification of the positive and negative tourism impacts on the physical, economic and social structure of a city. They are determined with the support

2. The second step is concerned with the identification of sustainability indicators. The suitable, measurable and accessible economic, environmental and social indicators of sustainability are selected, amongst many others. Those which can fit the above defined

3. Matching the positive and negative impacts of tourism and sustainability indicators in

4. All indicators under three sub-systems (Economic, environmental, social) are separately

of literature reviews, internet and from different case studies (Table 2).

order to identify the indicators of sustainable tourism (see Table 3).

grouped under common issues/principles, i.e. the causing factors.

impacts of tourism are also taken into consideration.

Table 1. Model for assessing tourism impacts.

physical, economic and social.

in Table 1.

steps:


According to some other scholars (Atkisson, et al.,1997; Maclaren, 1996b; Hart, 1999), good sustainability indicators should be relevant, valid, consistent, reliable, comparable, measurable and comprehensive.

Sustainable tourism indicators are tools, which could be used for sustainable tourism development. Resulting from the expansion of the notion of sustainability and the need to implement it in practice, indicators are being developed for evaluating choices which are being made during the developmental process and impacts made upon the natural and socio-economic environment. They provide a framework for evaluating existing situations, as well as, future developmental activities in the field of tourist service production (http://www.rainforest-alliance.org/programs/sv/stsc-gats-standards.pdf, WTO 2002).

Existing literature on sustainable tourism indicators (WTO, 1993; 1995) has focused on the definition / estimation of indicators for newly developed destinations. In these places sustainable tourism planning has been an issue since the very early stages of their development and the proposed indicators are defined and monitored continuously. Sustainable tourism indicators alike the sustainability indicators are about integrating tourism to its environmental and socio-cultural context (Farsari & Prastacos, 2001).

During this research, many methods of measuring sustainability have been considered. Specialists in the area of sustainable development have developed lots of different ways in which to test sustainability (Randall, 2004; Cunningham et al. 2004). For this research, scaling technique is selected to be used for measuring sustainability. Scaling of effects addresses issues of magnitude and is based on a numerical system in which the highest number represents a very good effect and the lowest number represents a very adverse effect. The mid-point would be an average effect, or a neutral one. This can be used alone to determine some composite score for magnitude or it can be combined with a weighting scheme to incorporate considerations of importance or significance. For example, using a scale of 1 to 5 in a sustainability study, the following definitions could be applied to qualitative assessments of some activity or process:


In order to develop effective, measurable and good indicators, which clearly address the sustainable tourism; it is important to recognize that these indicators need to be specific for a case study area, as Maclaren (1996) and Oktay (2005) argued. Therefore, the formulation and selection model for sustainable development indicators is necessary to develop for this purpose.

#### **4. Model for formulating sustainable tourism indicators**

Depending on the main argument of this research, the way of defining a set of indicators for sustainable tourism that perceive tourism in a more holistic approach, is selected to relate

According to some other scholars (Atkisson, et al.,1997; Maclaren, 1996b; Hart, 1999), good sustainability indicators should be relevant, valid, consistent, reliable, comparable,

Sustainable tourism indicators are tools, which could be used for sustainable tourism development. Resulting from the expansion of the notion of sustainability and the need to implement it in practice, indicators are being developed for evaluating choices which are being made during the developmental process and impacts made upon the natural and socio-economic environment. They provide a framework for evaluating existing situations, as well as, future developmental activities in the field of tourist service production (http://www.rainforest-alliance.org/programs/sv/stsc-gats-standards.pdf, WTO 2002).

Existing literature on sustainable tourism indicators (WTO, 1993; 1995) has focused on the definition / estimation of indicators for newly developed destinations. In these places sustainable tourism planning has been an issue since the very early stages of their development and the proposed indicators are defined and monitored continuously. Sustainable tourism indicators alike the sustainability indicators are about integrating

During this research, many methods of measuring sustainability have been considered. Specialists in the area of sustainable development have developed lots of different ways in which to test sustainability (Randall, 2004; Cunningham et al. 2004). For this research, scaling technique is selected to be used for measuring sustainability. Scaling of effects addresses issues of magnitude and is based on a numerical system in which the highest number represents a very good effect and the lowest number represents a very adverse effect. The mid-point would be an average effect, or a neutral one. This can be used alone to determine some composite score for magnitude or it can be combined with a weighting scheme to incorporate considerations of importance or significance. For example, using a scale of 1 to 5 in a sustainability study, the following definitions could be applied to

In order to develop effective, measurable and good indicators, which clearly address the sustainable tourism; it is important to recognize that these indicators need to be specific for a case study area, as Maclaren (1996) and Oktay (2005) argued. Therefore, the formulation and selection model for sustainable development indicators is necessary to develop for this

Depending on the main argument of this research, the way of defining a set of indicators for sustainable tourism that perceive tourism in a more holistic approach, is selected to relate

tourism to its environmental and socio-cultural context (Farsari & Prastacos, 2001).

A part of the cause-effect chain should be clearly represented by the indicator.

The indicator should offer implications for policy.

qualitative assessments of some activity or process:

**4. Model for formulating sustainable tourism indicators** 

2 - approaching unsustainable conditions

1 - unsustainable in all respects

 3 - partially sustainable 4 - sustainable in most aspects

5 - highly sustainable

purpose.

measurable and comprehensive.

them with the negative and positive impacts of tourism activity under three dimensionsphysical, economic and social.

Based on the relationship between sustainable tourism and tourism impacts in coastal cities as discussed previously, the possible negative and positive tourism impacts on the physical, economic and social structure of a city and the indicators of environmental sustainability, economic sustainability and social sustainability need to be determined in order to achieve sustainable tourism indicators. This also will lead us to assess the level of impacts and sustainability of tourism development in coastal cities as is indicated in the model presented in Table 1.


Table 1. Model for assessing tourism impacts.

As can be seen from the table, this model, in general terms, includes four major inter-related steps:


Table 3. Sustainable tourism indicators.


Table 2. List of tourism impacts (developed from literature review).


Table 3. Sustainable tourism indicators.

108 Strategies for Tourism Industry – Micro and Macro Perspectives

**Economy** 

tourism

higher values

investment.

disposal

activities,

awareness

unemployment

and services

Cost of living

Development and maintenance of the infrastructure and resources

Affordable price of goods

Development of cultural

(labor or goods)

Seasonality of production and so low rate of return on

Creation of other costs such as garbage collection and

Loss of natural landscape Increased inflation and

Conservation of natural green areas Development of leisure

Restoration of the old fabric Reduction of

Restrict and control traffic Cost of land and housing

Table 2. List of tourism impacts (developed from literature review).

Loss of open space Increased amount of import

**Impacts of Tourism on the** 

Over-dependence on

**Impacts of Tourism on** 

Create a degree of apathy between tourists and

**Social Life** 

Congestion

Traffic jams,

Pollution (noise, air,

Improvement of local public services

of traditional culture

preservation of the identity of local culture

Improve quality of life

interactions between people of different

cultural backgrounds

Increased cultural activity

locals

water)

Crime

Safety

Providing employment Alteration to some aspects

Increased standard of living Introduce the benefits of

Enhancing income level Re-ceration and

 **Impacts of Tourism on the Physical** 

Deterioration and reduction of green

Sea water and air, noise, waste and

Size and intensity of tourism

Demolition of the traditional

Obstruction of scenic view by

Insufficient Planning Controls

Improvement in quality of

environmental issues

cultural heritage

Improvement in public awareness of

Conservation of the historical and

Number/ Ratio of preserved traditional building typology

Improvement of the area's appearance (visual, architectural and aesthetic)

Development of an infrastructure such as transport, road maintenance, organizing parking areas

townscapes because of tourist facilities

Overpowering building size and style Use of inappropriate building materials

Degradation of historic sites, and

**Environment** 

visual pollution

development

monuments

development

environment

on external surfaces

fields

**Negative Impacts** 

**Positive Impacts** 

Traffic Analysis

Observations

Restrict and control traffic Mode of transportation in the

positive impacts of tourism on the built environment.

been developed, which is composed of several steps (Table 4):

d. application of the analyses in three dimensions of case study areas;

a model for measuring the level of sustainable tourism in coastal cities.

Development of an infrastructure such as transport, road

parking areas

(Table 4 );

**5. Conclusion** 

indicators on the case study areas

encouraging the positive impacts.

and to have more sustainable coastal cities.

of sustainability in the selected case study area.

maintenance, organizing

case study area

Improvement in water, electricity, drainage and telephone systems

Table 4. The measurement units and required analysis for each selected negative and

After having a sustainable tourism indicator list based on the above mentioned method, there is need for determining, selecting the relevant indicators for each case area. Since each of the case study areas has different natural, built and socio-cultural characteristics, some of the already determined impacts (indicators) from the available literature cannot be relevant for them; in other words, indicators of the positive and negative impacts need to be sitespecific before determining the tourism impacts. Accordingly, the relevant impacts (indicators) should be determined for the selected area. Keeping this in mind, a model has

a. determination of the physical and socio-economic characteristics of a case study area; b. identification and selection (determination) of the relevant sustainable tourism indicators in accordance with the physical, economic and social characteristics of case areas; c. identification of means of assessment and required analysis methods for each indicators

e. evaluation and assessment of the impacts of tourism and/or sustainable tourism

f. Measuring the selected indicators by using scaling technique and finding out the level

g. presentation of findings and suggestions for decreasing the negative impacts and

After completing the analyses and applying scaling techniques for each impacts in three structures of a coastal city, the positive and negative impacts of tourism and as well as the level of sustainable tourism development in a coastal areas can be achieved. In the conclusion part of this study, the proposals will be discussed in order to prove this relation

This research has set out a theoretical framework based on the inter-related concepts and approach of "tourism impacts and sustainability", and it has used these concepts to propose

In setting out to test the applicability of this approach in measuring the sustainability of tourism development in any urban area, it is stated that each case study site needs to have different set of indicators according to the differences in their geographic, economic, social



Table 4. The measurement units and required analysis for each selected negative and positive impacts of tourism on the built environment.

After having a sustainable tourism indicator list based on the above mentioned method, there is need for determining, selecting the relevant indicators for each case area. Since each of the case study areas has different natural, built and socio-cultural characteristics, some of the already determined impacts (indicators) from the available literature cannot be relevant for them; in other words, indicators of the positive and negative impacts need to be sitespecific before determining the tourism impacts. Accordingly, the relevant impacts (indicators) should be determined for the selected area. Keeping this in mind, a model has been developed, which is composed of several steps (Table 4):


After completing the analyses and applying scaling techniques for each impacts in three structures of a coastal city, the positive and negative impacts of tourism and as well as the level of sustainable tourism development in a coastal areas can be achieved. In the conclusion part of this study, the proposals will be discussed in order to prove this relation and to have more sustainable coastal cities.

### **5. Conclusion**

110 Strategies for Tourism Industry – Micro and Macro Perspectives

Form and size of tourism

Form, details and size of poorly designed buildings

Degraded buildings as a percentage of total urban

Number of overpowering tourisms buildings as a percentage of total urban

Existence of inappropriate building materials, and details

Number of inhuman scaled and bulk sized buildings along the shoreline and around the existing environment

Effects of legislation and planning controls

Conserved historic buildings

Preserved restored buildings as a percentage of total urban

Preserved traditional buildings as a percentage of total urban

Details, heights and form of the existing urban pattern

percentage of total urban

surface area (%)

surface area (%)

surface area (%)

**Measurements Units Required Analysis** 

surface area (%)

surface area (%)

on the façades

as a

buildings

**Measurement Units Required Analysis** 

Statistical documents, Architectural evaluation, Silhouette, figure ground analysis and Observation

Land use analysis

Analysis

observation

observation

Silhouette and Figure ground and Building height analysis

Silhouette and Urban Pattern

Architectural Evaluation (Façade analysis) and

Figure-ground, Silhouette analysis, building heights and

Existing laws and regulations

Listed Building Analysis

Structural Condition and Façade Analysis, Listed building

Silhouette and Architectural

Evaluation Analysis

Land use survey

analysis

**Negative Impacts of Tourism on the Built** 

Size and intensity of tourism development

Demolition of the traditional townscapes because of tourist

Degradation of historic sites, and monuments

Overpowering building

Use of inappropriate building materials on external surfaces

Obstruction of scenic view by development

Insufficient Planning

**Positive Impacts of Tourism on the Built** 

Conservation of the historical and cultural

Restoration of the old

Number/ Ratio of preserved traditional building typology

Improvement of the area's appearance (visual, architectural and

**Environment** 

Controls

heritage

fabric

aesthetic)

facilities

size and style

**Environment** 

This research has set out a theoretical framework based on the inter-related concepts and approach of "tourism impacts and sustainability", and it has used these concepts to propose a model for measuring the level of sustainable tourism in coastal cities.

In setting out to test the applicability of this approach in measuring the sustainability of tourism development in any urban area, it is stated that each case study site needs to have different set of indicators according to the differences in their geographic, economic, social

Gartner, WC (1996) *Tourism Development: Principles, Process and Policies*. Van Nostrand

Gilbert, A.J. and Feenstra, J.F. (1992) A sustainability indicator for the Dutch environmental

Hart, M. (1999) *Guide to Sustainable Community Indicators*. North Andover, MA: Hart

Inskeep, E. (1991) *Tourism Planning: An Integrated and Sustainable Development Approac*h. New

Johnson, J. D., Snepenger, D. J. & Akis, S. (1994) Residents' perceptions of tourism

Jurowski, C., Uysal, M., & Williams, D. R. (1997). A theoretical analysis of host community

Keogh (1990) B. Public participation in community tourism planning, Annals of Tourism

Liu, JC and Var, T (1986) Residents Attitude Toward Tourism Impacts in Hawaii. *Annals of* 

MacLeren, VV. (1996) Urban Sustainability Reporting. *Journal of the American Planning* 

Mathieson, A. and Wall, G. (1982) *Tourism: Economic, Physical and Social Impact*s. UK,

McCool, S. F., & Martin, S. T. (1994). Community attachment and attitudes toward tourism

Milman, A and Pizam, A (1988) Social Impacts of Tourism on Central Florida; *Annals of* 

Oktay, B. (2005) A Model for Measuring the Level of Sustainability of Historic Urban

Perdue, R. R., Long, P. T., & Allen, L. (1987). Rural resident tourism perceptions and

Randall, S. (available in 2006) *The Sustainable Development of Oxford City*. [Online].Available: //www.brookes.ac.uk/schools/rem/dissertations/2000/sarah\_randal.html. Rogers, M.F. & Collins, Y.M.T. (2001). *The Future of Australia's Country Towns*, Centre for Sustainable Regional Communities, La Trobe University, Melbourne. Swarbrooke, J. (1998). "Sustainable Tourism Management." New York: CABI Publishing UN, (2001). Sustainable Development of Tourism. Report of the Secretary General.United

UNEP & WTO (1998). Guide for Local Authorities on Developing Sustainable Tourism. UN-

quarters: Comparative Case Studies of Kyrenia and Famagusta in North Cyprus. Unpublished PhD Thesis. Eastern Mediterranean University, Famagusta, North

resident reactions to tourism. *Journal of Travel Research*, *36*(2), 3}11.

policy theme "Diffusion": cadmium accumulation in soil. *Ecological Economics,*

Reinhold, ITP, International Thompson Publishing, London.

Gunn, C. A. (1988). *Tourism planning*. New York: Taylor & Francis.

York, Van Nostrand Reinhold. Johnson et al., 1994

Research 17 (1990) (3), pp. 449–465.

*Tourism Research,* 15(2), pp. 191-204.

Pearce,D. (1989). *Tourist development*, Longman, London.

attitudes. *Annals of Tourism Research*, *14*, 420-429.

*Association. Vol. 62*, no. 2, Spring, pp. 184-203

development. *Journal of Travel Research*,*32*(3), 29}34.

Murphy, P.E. (1985) *Tourism: A Community Approach*. Routledge, New York.

*Travel Research*, 13, pp.193-214.

Longman Group.

Cyprus.

Nations, New York.

WTO. Madrid. 194.

development, *Annals of Tourism Research,* 21, pp. 629–642.

9.253-265.

Environmental Data.

and environmental structures. In due course, indicators may vary in their relevance according to the local environment and the final purpose of their measurement and monitoring.

This research has also indicated that there is direct relationship between tourism impacts and the level of sustainability in the structures of a particular area. Based on this argument, successful, long-term and sustainable tourism development in coastal cities can only be achieved by eliminating the negative impacts of tourism. This also can be said in a way that, when the level of sustainability is high in any one of these three structures-economic, environment, social - it means the level of negative impacts is low in the same structures of a coastal city. In other words, if the physical environment of a coastal city has affected by the negative impacts of tourism, the result of this paper leads us to say that, the physical structure of a coastal city might be in unsustainable conditions.

#### **6. References**


and environmental structures. In due course, indicators may vary in their relevance according to the local environment and the final purpose of their measurement and

This research has also indicated that there is direct relationship between tourism impacts and the level of sustainability in the structures of a particular area. Based on this argument, successful, long-term and sustainable tourism development in coastal cities can only be achieved by eliminating the negative impacts of tourism. This also can be said in a way that, when the level of sustainability is high in any one of these three structures-economic, environment, social - it means the level of negative impacts is low in the same structures of a coastal city. In other words, if the physical environment of a coastal city has affected by the negative impacts of tourism, the result of this paper leads us to say that, the physical

Adriaanse A. 1993. Environmental policy performance indicators: *a study of the development of* 

Akis, S., Peristianis, N., & Warner, J. (1996). Residents' attitudes to tourism development:

Ashworth GJ, Goodal B. (1990) *Marketing Tourism Places*. Routledge, London and New

Atkinson, A., Balakrishnan, P, Booth, J., Cote, T., Groot, T. and Malmi, H. (1997). New

Briguglio, L., Archer, B., Jafari, J. and Wall G. (eds) (1996) *Sustainable Tourism in Islands and* 

*Calvia Declaration on Tourism and Sustainable Development in the Mediterranean* (1997).

Cooper, C., Fletcher, J., Gilbert, D. , Shepherd, R. and Wanhill, S. (1998), *Tourism* 

Cunningham, B., Battersby, N., Wehrmeyer, W., and Fothergill, C. (2004) A Sustainability Assessment of a Biolubricant, *Journal of Industrial Ecology 7*, 3-4, p.179-192. Davis, D, J. Allen, R.M. Consenza (1988) Segmenting Local Residents by Their Attitudes, Interests and Opinions Toward Tourism; *Journal of Travel Research* 27(2), pp 2-8. Doxey, G. V. (1975). A causation theory of visitor-resident irritants methodology and

Farsari, Y. and Prastacos,P. (2001). Sustainable tourism indicators for Mediterranean

*indicators for environmental policy in the Netherlands.* The Hauge: SDU Publishers.

directions in management accounting research. *Journal of Management Accounting* 

International Conference on Tourism and Sustainable Development, Calvia

*Principles and Practice*, 2nd edition*.* Addison Wesley Longman Publishing, New

research inferences, in the Sixth Annual Conference, Proceedings of Travel

structure of a coastal city might be in unsustainable conditions.

The case of Cyprus. *Tourism Management*, *17*(7), 481}494.

(Mallorca),April. http://www.econtur.de/la21calvia.htm. Coccossis H & Nijkamp P (1995) Sustainable Tourism Development Ashgate.

established destinations. *Tourism Today*, 1 (1), pp.103-121

monitoring.

**6. References** 

175pp.

York.

York: 40-46.

Research Association.

*Research*, 9 , pp. 70–108.

*Small States: Issues and Policies.* Pinter.


**6** 

*1USA 2Japan* 

Tadayuki (Tad) Hara

**Introduction to Tourism Satellite Accounts** 

While tourism appear to be a fun topic to study in general, tourism is tough to measure as an industry. Tourism emerged as a viable industry a little bit too late to be included in the system of national accounts. Therefore, we have to work around the established national accounting systems to measure it as accurate as possible, while tourism researchers must pay respect to the existing accounting system of the world. Tourism Satellite Accounts (TSA) is a de-jure measure to record activities of tourism as an industry, and it should be emphasized that TSA is not a modelling but accounting to record annual activities of tourism as an industry, similar to income statement (profit and loss statement). In that regard, any attempts by academics to simulate the TSA is just a wrong notion in light of the

Without a technique such as TSA, we can still make an attempt to guess how large the tourism industry is. We may pick up industrial sectors which appear to have strong association with tourists, such as hotels and airlines as a representative group of tourism industry. But if you pick up only highly visible industrial sector that cater to tourists, you have a risk of underestimating the true size of the tourism as an industry. Tourists have to eat, move around (by renting a car or using public transportations), buy souvenirs, purchase attractions and theme park tickets etc. We may widen the selection of industrial sectors beyond hotels and airlines and attribute all the sales of those industrial sectors to tourists' expenditure. Is it reasonable for us to assume that all the sales at coffee shops in a large shopping centers in Tripoli, Dublin, Helsinki, Osaka, Seoul, and Yelevan can be attributed to expenditures by tourists only, even though some of the shopping centers may look like the case? While some sports clubs in resort setting look like they cater only to tourists, how about sports clubs in Kiev, Kyoto or Prague? If there are clients other than tourists, who are they and how should we treat their expenditures to sports club? Unless you introduce certain criteria and rules, inclusion of all the revenues at tourists-affiliated industrial sectors would end up over-estimating the true size of the tourism as an industry. It appears that we have to formulate a concept of a group of industrial sectors which cater to tourists, almost an idea of an industrial complex and extract only the portion of sales which are attributable

**1. Introduction** 

fundamental spirit of TSA.

to tourists, to analyze tourism as an industry.

*1Rosen College of Hospitality Management, University of Central Florida & Advisory Committee Member on International Trends on Tourism Statistics, 2Japan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism* 


## **Introduction to Tourism Satellite Accounts**

#### Tadayuki (Tad) Hara

*1Rosen College of Hospitality Management, University of Central Florida & Advisory Committee Member on International Trends on Tourism Statistics, 2Japan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourism 1USA 2Japan* 

#### **1. Introduction**

114 Strategies for Tourism Industry – Micro and Macro Perspectives

Wahab, S; Pigram, J.(1997) Tourism, Development and Growth: The Challenge of

WTO (1993). *Indicators for the sustainable management of tourism*. Report of the international

International Institute for Sustainable Development, Winnipeg, Canada. WTO (1998) Guide for Local Authorities on Developing Sustainable Tourism. http://www.world-tourism.org/cgi-bin/infoshop.storefront/ EN/product/1016-1.

http://www.rainforest-alliance.org/programs/sv/stsc-gats-standards.pdf, WTO 2002

working group on indicators of sustainable tourism to the environment committee.

Sustainability Routledge

WCED. (1987). *Our common future*. Oxford: Oxford University Press.

While tourism appear to be a fun topic to study in general, tourism is tough to measure as an industry. Tourism emerged as a viable industry a little bit too late to be included in the system of national accounts. Therefore, we have to work around the established national accounting systems to measure it as accurate as possible, while tourism researchers must pay respect to the existing accounting system of the world. Tourism Satellite Accounts (TSA) is a de-jure measure to record activities of tourism as an industry, and it should be emphasized that TSA is not a modelling but accounting to record annual activities of tourism as an industry, similar to income statement (profit and loss statement). In that regard, any attempts by academics to simulate the TSA is just a wrong notion in light of the fundamental spirit of TSA.

Without a technique such as TSA, we can still make an attempt to guess how large the tourism industry is. We may pick up industrial sectors which appear to have strong association with tourists, such as hotels and airlines as a representative group of tourism industry. But if you pick up only highly visible industrial sector that cater to tourists, you have a risk of underestimating the true size of the tourism as an industry. Tourists have to eat, move around (by renting a car or using public transportations), buy souvenirs, purchase attractions and theme park tickets etc. We may widen the selection of industrial sectors beyond hotels and airlines and attribute all the sales of those industrial sectors to tourists' expenditure. Is it reasonable for us to assume that all the sales at coffee shops in a large shopping centers in Tripoli, Dublin, Helsinki, Osaka, Seoul, and Yelevan can be attributed to expenditures by tourists only, even though some of the shopping centers may look like the case? While some sports clubs in resort setting look like they cater only to tourists, how about sports clubs in Kiev, Kyoto or Prague? If there are clients other than tourists, who are they and how should we treat their expenditures to sports club? Unless you introduce certain criteria and rules, inclusion of all the revenues at tourists-affiliated industrial sectors would end up over-estimating the true size of the tourism as an industry. It appears that we have to formulate a concept of a group of industrial sectors which cater to tourists, almost an idea of an industrial complex and extract only the portion of sales which are attributable to tourists, to analyze tourism as an industry.

Introduction to Tourism Satellite Accounts 117

students, mainly because of the lack of knowledge of both instructors and students on how

Why TSA includes the word "Satellite" which is the object in orbit to circle around the earth? It would not require knowledge of rocket science to understand it. As we learned in Input-Output transactions table, we have certain established industrial sectors already based on their products. Those framework was developed in 1930 and 1940's using the framework of Input-Output, and those sectors included Agriculture, Mining, Construction, Manufacturing, Trade, Finance/Insurance/Real Estate, Services, and Government. Those framework later became universal standard in the form of System of National Accounts (SNA), which, as you see, was built on the framework of Input-Output. SNA has been providing universal standard to measure economic activities of nations in the world, such as Gross Domestic Product (GDP), thus it is now established as an earth. So TSA moves around the earth (established SNA) to find out where the tourism industry is hidden in the earth, with the purpose of extracting tourism industry out of the existing industrial sectors and

In other words, tourism as an industry came out too late to be included in the established system of National Accounts. Therefore, researchers have to look around the existing industrial sectors and identify how much of tourism-related consumptions are hidden in the sales of each existing industrial sectors, to make the best measurement of aggregated amount of tourism-related activities in the whole industry. As the real satellites do, the mission of TSA is to observe the object as precise as possible, just like the concept of Accounting. It is important for us to note that TSA is an Accounting, and not modelling of

In order to capture fuzzy subjects of tourism into measurable framework, TSA has several key definitions with which tourism as an industry will be distinguished from the rest of the economic activities. Here are some of the key concepts that would be helpful for us to follow

While a word "tourist" gives us the impression of leisure travellers, there are non-leisure travellers, such as company employees who travel to meet their customers, or non-leisure personal travellers such as visiting grandparents in their hometown. A word "visitor" will include those travellers. So, the important idea for differentiation would be not whether a person would be a tourist or a non-tourist, but whether a person would be a visitor or a non-

simulations, which is sometimes misunderstood by some researchers.

The image of TSA concept can be shown as Figure 1.

**3.2 Basic important definitions used in TSA** 

the TSA logics.

visitor.

**3.2.1 Visitor and tourist** 

TSA works. Therefore, we have this chapter.

**3. Some key concepts of TSA 3.1 Simple basic concept of TSA 3.1.1 The rationale for "Satellite"** 

combine them as a quasi-industry.

TSA requires you to filter out the outputs of each industrial sectors into those for tourists and those for others (non-tourists) at the demand side ("who consumed it") and combine those outputs consumed by tourists (visitors) as a mean to assemble them as an industry. TSA has blessings of notable international organizations, including but not limited to World Bank, IMF, OECD, United Nations and its UNWTO as well as tens of nations in the world, which budgets hundreds of millions of dollars of taxpayers' money and engage top economists and national statistics experts to compile, while tourism and hospitality researchers and students sadly have little clue due to apparent disconnect between the world and academics. One of the reasons for disconnect would be the fact that structure of TSA is based on I-O, which appear to present a huge hurdle for many tourism researchers. That is the reason for this chapter to explain minimum required knowledge so that you understand how TSA is created, instead of just talking about it.

#### **2. Brief history**

According to Organisation for Economic Cooperation and Development (OECD), around 30% of international trade in services in the OECD zone can be attributed to tourism and that travel part of the service sector of OECD nations, which now count 30 nations, generate around 70% of world-wide tourism business. (OECD 2000) In response to surge of relative importance of tourism as an industry in the last part of the 20th century, national and international organizations proposed methods to capture tourism as an industry. It was not until 1991 that Statistics Canada, Canada's national statistical agency, presented a proposal on TSA at Ottawa Conference on Tourism, followed by presentation of its first results in 1994.

The Commission of the European Communities, the International Monetary Fund, the Organisation for Economic Co-operation and Development, United Nations and the World Bank jointly published the 1993 System of National Accounts to update various issues of measurement of market economies in the world from previous versions in 1953 and 1968. Section B, 1. Production and Products in chapter XXI SATELLITE ANALYSIS AND ACCOUNTS, mentions about issues of measuring tourism. In 1995 World Tourism Organization (UNWTO) started to put proposals on TSA, and in 2000 OECD published a manual called "Measuring the Role of Tourism in OECD Economies".

(Contents of the 1993 System of National Accounts are available at the web page of United Nations Statistics Division: http://unstats.un.org/unsd/sna1993/introduction.asp)

Based on the latest global survey made by Tourism Statistics and Tourism Satellite Accounts Division of the World Tourism Organization (UNWTO), as of June 2010, 60 nations in the world have been identified to have national level TSA. List of those nations with TSA can be seen in page 2 of the following material.

http://statistics.unwto.org/sites/all/files/pdf/tsa\_data.pdf

Recently, the leadership of TSA advancement has been exercised by the Tourism Statistics and Tourism Satellite Accounts Division of the UNWTO. What is very important here is that TSA is a de jure method to measure tourism as an industry, and not just one of the several methods advocated by different people. This is the only official method for everybody in the world to measure tourism as an industry. Having said that, I assume you would be surprised that majority of tourism educational programs do not teach this subject to their

TSA requires you to filter out the outputs of each industrial sectors into those for tourists and those for others (non-tourists) at the demand side ("who consumed it") and combine those outputs consumed by tourists (visitors) as a mean to assemble them as an industry. TSA has blessings of notable international organizations, including but not limited to World Bank, IMF, OECD, United Nations and its UNWTO as well as tens of nations in the world, which budgets hundreds of millions of dollars of taxpayers' money and engage top economists and national statistics experts to compile, while tourism and hospitality researchers and students sadly have little clue due to apparent disconnect between the world and academics. One of the reasons for disconnect would be the fact that structure of TSA is based on I-O, which appear to present a huge hurdle for many tourism researchers. That is the reason for this chapter to explain minimum required knowledge so that you

According to Organisation for Economic Cooperation and Development (OECD), around 30% of international trade in services in the OECD zone can be attributed to tourism and that travel part of the service sector of OECD nations, which now count 30 nations, generate around 70% of world-wide tourism business. (OECD 2000) In response to surge of relative importance of tourism as an industry in the last part of the 20th century, national and international organizations proposed methods to capture tourism as an industry. It was not until 1991 that Statistics Canada, Canada's national statistical agency, presented a proposal on TSA at Ottawa Conference on Tourism, followed by presentation of its first results in 1994.

The Commission of the European Communities, the International Monetary Fund, the Organisation for Economic Co-operation and Development, United Nations and the World Bank jointly published the 1993 System of National Accounts to update various issues of measurement of market economies in the world from previous versions in 1953 and 1968. Section B, 1. Production and Products in chapter XXI SATELLITE ANALYSIS AND ACCOUNTS, mentions about issues of measuring tourism. In 1995 World Tourism Organization (UNWTO) started to put proposals on TSA, and in 2000 OECD published a

(Contents of the 1993 System of National Accounts are available at the web page of United

Based on the latest global survey made by Tourism Statistics and Tourism Satellite Accounts Division of the World Tourism Organization (UNWTO), as of June 2010, 60 nations in the world have been identified to have national level TSA. List of those nations with TSA can be

Recently, the leadership of TSA advancement has been exercised by the Tourism Statistics and Tourism Satellite Accounts Division of the UNWTO. What is very important here is that TSA is a de jure method to measure tourism as an industry, and not just one of the several methods advocated by different people. This is the only official method for everybody in the world to measure tourism as an industry. Having said that, I assume you would be surprised that majority of tourism educational programs do not teach this subject to their

Nations Statistics Division: http://unstats.un.org/unsd/sna1993/introduction.asp)

understand how TSA is created, instead of just talking about it.

manual called "Measuring the Role of Tourism in OECD Economies".

http://statistics.unwto.org/sites/all/files/pdf/tsa\_data.pdf

seen in page 2 of the following material.

**2. Brief history** 

students, mainly because of the lack of knowledge of both instructors and students on how TSA works. Therefore, we have this chapter.

#### **3. Some key concepts of TSA**

#### **3.1 Simple basic concept of TSA**

#### **3.1.1 The rationale for "Satellite"**

Why TSA includes the word "Satellite" which is the object in orbit to circle around the earth? It would not require knowledge of rocket science to understand it. As we learned in Input-Output transactions table, we have certain established industrial sectors already based on their products. Those framework was developed in 1930 and 1940's using the framework of Input-Output, and those sectors included Agriculture, Mining, Construction, Manufacturing, Trade, Finance/Insurance/Real Estate, Services, and Government. Those framework later became universal standard in the form of System of National Accounts (SNA), which, as you see, was built on the framework of Input-Output. SNA has been providing universal standard to measure economic activities of nations in the world, such as Gross Domestic Product (GDP), thus it is now established as an earth. So TSA moves around the earth (established SNA) to find out where the tourism industry is hidden in the earth, with the purpose of extracting tourism industry out of the existing industrial sectors and combine them as a quasi-industry.

In other words, tourism as an industry came out too late to be included in the established system of National Accounts. Therefore, researchers have to look around the existing industrial sectors and identify how much of tourism-related consumptions are hidden in the sales of each existing industrial sectors, to make the best measurement of aggregated amount of tourism-related activities in the whole industry. As the real satellites do, the mission of TSA is to observe the object as precise as possible, just like the concept of Accounting. It is important for us to note that TSA is an Accounting, and not modelling of simulations, which is sometimes misunderstood by some researchers.

The image of TSA concept can be shown as Figure 1.

#### **3.2 Basic important definitions used in TSA**

In order to capture fuzzy subjects of tourism into measurable framework, TSA has several key definitions with which tourism as an industry will be distinguished from the rest of the economic activities. Here are some of the key concepts that would be helpful for us to follow the TSA logics.

#### **3.2.1 Visitor and tourist**

While a word "tourist" gives us the impression of leisure travellers, there are non-leisure travellers, such as company employees who travel to meet their customers, or non-leisure personal travellers such as visiting grandparents in their hometown. A word "visitor" will include those travellers. So, the important idea for differentiation would be not whether a person would be a tourist or a non-tourist, but whether a person would be a visitor or a nonvisitor.

Introduction to Tourism Satellite Accounts 119

travel over the distance not to be considered visitors. We have a minor problem, however, that there is no universal agreement on the distance. In the U.S., the Consumer Expenditure Survey by Bureau of Labor Statistics, the American Travel Survey by Bureau of Transportation Services use difference distance (75 miles and 100 miles respectively), and indeed the distance criteria for visitors is different from one nation to the other. If you insist on imposing one of the most accepted universal distance such as 50 miles (80km), then for a nation like Bahrain in the Arabian Gulf or Singapore in Southeast Asia, or Aruba in the Caribbean, there would be

This discussion on usage of certain distances to distinguish usual and unusual environment is one example of the fact that some parts of TSA are still evolving, and that more feedback from various sources should be a welcome addition to improve the concept. This is another reason why hospitality and tourism students like you should study and contribute to the advances of TSA, as majority of the existing advancements have been made by contributions from economists who may have less exposure and experience to the operations of

In the Input-Output environment, we look at the products, or Output from each industrial sector to classify the group of industrial sectors. You have no difficulty in identifying an peach as an output of the agriculture sector, and broccoli from the same sector. Strawberries, Blueberries and Blackberries (not the phone but fruit) and dates share common characteristics for us to say that they are from agriculture sectors. Characteristics of outputs

In the process above, we did not care who purchased those bananas or water melons. Peaches are peaches irrespective of buyers' characteristics, such as whether the buyer was Households, Governments, Firms or they purchased peaches for final consumption or for intermediate goods to produce peach jam. In order to attribute a product to the producing industry, we look at the output. As we learned in the I-O concept, Production Activities produce outputs to be supplied either to other industrial sectors as intermediate goods or to Households for our final demand. If you look at only the product characteristics to classify the industry, it can be considered as supply-based concept that you use to classify it. If you see a laptop computer, that is the product of manufacturing sector. It did not affect your opinion that the laptop computer was the product from manufacturing sector, whether the buyer was the government (immigration office), firms (private company) or Household (hobbyist).

Now, let's look at an example of tourists. After Nicole and her family travel from Europe to New York, USA, they go through immigration. Then they exchange his Euro into U.S. dollar (banking sector) buy a local map and a bottle of water (retail sector), picks up a taxi (transportation sector) to a hotel. After checking in, they walk around the area and purchased some souvenirs and snacks for children (retail sector). After some relaxation at the hotel, they walked to the movie theatre across the block and purchased entrance tickets (entertainment

almost nobody ever to be classified as domestic tourists (= leisure visitors) at all.

hospitality businesses than you do.

**3.3.1 Supply-based concept** 

**3.3 Supply-based concept and demand-based concept** 

**3.3.2 Unique characteristics of tourism products** 

that industry produces can usually tell us the specific industrial sector.

Fig. 1. Image of TSA Concept

#### **3.2.2 Usual and unusual environment**

To illustrate points in question, here are several questions for you. If you visit an Olympics game in United Kingdom from Spain, you are most likely classified as visitors. Here are some more questions;


There can be one simple method to decide whether a person in question can be considered as "a visitor". One of the possible methods would be "distance" to be used as a cut-off line, with those who travel above certain distance to be considered visitors, and those who did not

To illustrate points in question, here are several questions for you. If you visit an Olympics game in United Kingdom from Spain, you are most likely classified as visitors. Here are

If you visit a Hilton hotel 20 miles (32 km) from your house, are you considered as a

 Many of those who live in Tokyo, Japan enjoy their occasional visits to the Tokyo Disneyland, which is located in Chiba prefecture but only about 10 miles (16km) away from the central part of Tokyo. Are Tokyoites considered as leisure visitors when they

If a Australian manager went to Bilbao, Spain and stayed there for a two weeks to close

 If a Ukrainian student came to the U.S to study English for 6 months, but thanks to his hard work, obtained good English scores in TOEFL and switched status as full time

There can be one simple method to decide whether a person in question can be considered as "a visitor". One of the possible methods would be "distance" to be used as a cut-off line, with those who travel above certain distance to be considered visitors, and those who did not

Fig. 1. Image of TSA Concept

some more questions;

visitor?

**3.2.2 Usual and unusual environment** 

visit Tokyo Disneyland?

a business deal, is she considered as a visitor?

graduate student to stay 2 years, is he still a visitor?

travel over the distance not to be considered visitors. We have a minor problem, however, that there is no universal agreement on the distance. In the U.S., the Consumer Expenditure Survey by Bureau of Labor Statistics, the American Travel Survey by Bureau of Transportation Services use difference distance (75 miles and 100 miles respectively), and indeed the distance criteria for visitors is different from one nation to the other. If you insist on imposing one of the most accepted universal distance such as 50 miles (80km), then for a nation like Bahrain in the Arabian Gulf or Singapore in Southeast Asia, or Aruba in the Caribbean, there would be almost nobody ever to be classified as domestic tourists (= leisure visitors) at all.

This discussion on usage of certain distances to distinguish usual and unusual environment is one example of the fact that some parts of TSA are still evolving, and that more feedback from various sources should be a welcome addition to improve the concept. This is another reason why hospitality and tourism students like you should study and contribute to the advances of TSA, as majority of the existing advancements have been made by contributions from economists who may have less exposure and experience to the operations of hospitality businesses than you do.

#### **3.3 Supply-based concept and demand-based concept**

In the Input-Output environment, we look at the products, or Output from each industrial sector to classify the group of industrial sectors. You have no difficulty in identifying an peach as an output of the agriculture sector, and broccoli from the same sector. Strawberries, Blueberries and Blackberries (not the phone but fruit) and dates share common characteristics for us to say that they are from agriculture sectors. Characteristics of outputs that industry produces can usually tell us the specific industrial sector.

#### **3.3.1 Supply-based concept**

In the process above, we did not care who purchased those bananas or water melons. Peaches are peaches irrespective of buyers' characteristics, such as whether the buyer was Households, Governments, Firms or they purchased peaches for final consumption or for intermediate goods to produce peach jam. In order to attribute a product to the producing industry, we look at the output. As we learned in the I-O concept, Production Activities produce outputs to be supplied either to other industrial sectors as intermediate goods or to Households for our final demand. If you look at only the product characteristics to classify the industry, it can be considered as supply-based concept that you use to classify it. If you see a laptop computer, that is the product of manufacturing sector. It did not affect your opinion that the laptop computer was the product from manufacturing sector, whether the buyer was the government (immigration office), firms (private company) or Household (hobbyist).

#### **3.3.2 Unique characteristics of tourism products**

Now, let's look at an example of tourists. After Nicole and her family travel from Europe to New York, USA, they go through immigration. Then they exchange his Euro into U.S. dollar (banking sector) buy a local map and a bottle of water (retail sector), picks up a taxi (transportation sector) to a hotel. After checking in, they walk around the area and purchased some souvenirs and snacks for children (retail sector). After some relaxation at the hotel, they walked to the movie theatre across the block and purchased entrance tickets (entertainment

Introduction to Tourism Satellite Accounts 121

"Measuring the Role of Tourism in OECD Economies - OECD Manual on Tourism Satellite Accounts and Employment" 2000 shows their recommendation of 22 tables (including 13

1 1 Production account of characteristic tourism industries: net basis & gross basis - current prices

Tourism supply and demand by type of commodity and by type of visitor: net basis at purchaser's

Tourism supply and demand by type of commodity and by type of visitor: gross basis at purchaser's

Supply by characteristic tourism and other industries to meet tourism demand by different types of

Supply by characteristic tourism and other industries to meet tourism demand by different types of

Tourism supply and demand by type of commodity and by type of visitor: net basis at purchaser's

Tourism supply and demand by type of commodity and by type of visitor: gross basis at purchaser's

Supply by characteristic tourism and other industries to meet tourism demand by different types of

Supply by characteristic tourism and other industries to meet tourism demand by different types of

Tourism value added of characteristic industries and other industries: net basis - at prices of previous

Tourism value added of characteristic industries and other industries: gross basis - at prices of

*Source: compiled by the author from "Measuing the Role of Tourism in OECD Economies - The OECD Manual on* 

These tables are more like manual and official guidance of formats for economists who have knowledge on System of National Accounts. In the classroom setting, however, hospitality and tourism students found rather difficult to maintain their attention to follow the logics of subsequent TSA tables without seeing the actual numbers. Due to the limitations of space in this chapter, I will quote some of the important tables with actual TSA data of the United

In the first section, we will review all the processes of how the Tourism Satellite Accounts are created by following one of the best and freely available technical papers available

Table 1. List of Tables in Tourism Satellite Accounts Recommended by Organisation for

9 6 Visitors' characteristics (same day visitors and tourists - recorded on a net basis for tour operators) 10 6A Visitors' characteristics (same day visitors and tourists - recorded on a gross basis for tour operators)

types of table with sub-categories) whose titles are shown in Table 1.

6 4 Tourism value added of characteristic industries and other industries: net basis 7 4A Tourism value added of characteristic industries and other industries: gross basis

11 7 Characteristic tourism industries' gross capital acquisition - at current prices 12 8 Characteristic tourism industries' gross capital stock - at current prices, end of period 13 9 Production account of characteristic tourism industries: net basis - at prices of previous period 14 9A Production account of characteristic tourism industries: gross basis - at prices of previous period

8 5 Tourism employment of characteristic industries and other industries
