Gonda, Tibor Raffay, Zoltán Theme routes in tourism- and spatial development.

Gonda, Tibor

Raffay, Zoltán

Theme routes in tourism- and spatial

development

The role of tourism in world economy• Continuous, almost uninterrupted growth since

the 1950s• 1950: 25 million tourist arrivals• 2007: 860 million; 2010: 935 million; 2012: over 1

billion!• Average annual growth rate is above average

growth rate of world economy• WTO forecast by 2020: international arrivals at 1.6

billion, average annual growth rate at 4%, incomes from international tourism reach 2,000 billion USD

• “Industry of the 21st century”, “industry of peace”

The role of tourism in Hungarian economy

• Over 5% of Hungarian GDP directly from tourism (agriculture: 4%; construction industry: 4.6% in 2007)

• Of all employment: 7.9% in tourism

Indirectly:

• Appr. 10% of GDP

• 12.6% of employment

Tourism trends• Local (tourism) developments are more likely to succeed if

they meet international trends in tourism• Tourists more active physically and intellectually than before• Traditional 3S/4S tourism giving way to special demand,

niche markets• Back to the roots, nostalgia• Pilgrimages to holy places• Increased awareness about health(y environment)• Shorter visits but more frequently than before → new

destinations can join in tourism, all year round• Growing role of silver generation in tourism• More informed tourists insist on value for the money• More tourists are sensitive environmentally and socially• Professional management needed → theme routes

From scattered attractions to real experience

• Basic tendency: tourists want to have more fun, experience – and knowledge on the visited sites

• More interest in local products, traditional gastronomy (a reply to globalisation and food scandals?)

• Rapid spread of non-mainstream tourism forms• Many tourists seek new places, ones not visited by

tourists before• Far-away places and ones that were not considered

as tourism destinations may get a new chance• Today’s tourists can choose from a variety never

seen before• New attractions must exceed ever higher thresholds

Study path of socialist architecture, Dunaújváros

Theme parks and theme routes• Basic difference: theme parks entertain (mass

tourism), theme routes educate (alternative tourism)

• Forbes Traveler, 50 Most Popular Tourist Attractions In The World:– Entertainment facilities: 18, with 139.4 million visitors– Architectural complexes, squares: 6, with 88.7 million

visitors– Monument buildings: 12, with 65.29 million visitors– Museums: 10, 45.6 million visitors– Natural sights of interest and national parks: 4, with

31.04 million visitors– Total: 370.03 million visitors – 38% in fun facilities!

Theme parks• The predecessors were the entertainment – fun – parks• First park of this type established in 1550, “garden of

entertainment”• Oldest theme park of the world near Copenhagen (since 1583)• 19th century: first heyday of entertainment parks: 1843 in

Copenhagen the Tivoli park was opened, and in a few years it became the most visited entertainment facility in the world

• Late 19th century: first seaside entertainment centre in Blackpool, still one of the most popular attractions in thge UK

• Real heyday of the theme parks is dated to the second half of 20th century

• Disney Empire: 1955, still the number one• Theme parks address segments with different motivations,

interests, demographic an social characteristics• Heritage parks mostly for domestic tourists, Aquaparks also

for international ones

Theme routes

• Already in the ancient times• Pilgrimage routes in ancient and medieval times• New era: nobility and well-off bourgeois class

travelled to famous destinations of Western Europe (Grand Tour)

• 1st half of 20th century: hiking trails all over Europe (e.g. Blue Trail)

• Wine routes: Germany, early 20th century• 1st cultural route: El Camino to Santiago de

Compostela, declared by the Council of Europe as a theme route in 1987 (same year: European Institute of Cultural Routes, based in Luxembourg)

Theme routes

• Culture and heritage– Historical past,

monuments (“Castle route”)

– Intellectual heritage (“Palóc route”)

– Traditional handicrafts

Traditional products– Cheese, asparagus,

tobacco, fruits (Plum route”)

– Wine, beer, cider

Theme routes• Most recently:

– Film tourism (Sex and the City, Lord of the Rings)

– Geotourism: Geopark network

– Gastronomy: wine, plum, mineral waters

• Anything that may be interesting

Impacts of theme parks and theme routes – environment

Theme parks Theme routes

1. TransportationLarge, concentrated

traffic

More even traffic in space, search for alternative solutions (e.g. Greenway)

2. Energy demandLarge new capacity

neededNo new capacity

needed

3. Demand for capital

Large. Requires external resources

Not significant, local communities can participate

Impacts of theme parks and theme routes – economy

Theme parks Theme routes

1. Tourism indices (e.g. guest nights)

Significant impact, usually new accommodation capacities as an effect

Significant but hardly measurable impact, tourists evenly distributed in space

2. Local community

No major impact. Profit goes to investors. Decisions made outside

Economic benefit realised by the locals. Decisions made in the area

3. Inclusion of local products and services

Not typical. Procurement from the globalised market

Typical. Local goods and services marketed at good prices

4. Employment impact

Many jobs for locals but also many “guest workers”

Support keeping and creating local jobs

Impacts of theme parks and theme routes – society and culture

Theme parks Theme routes

1. Value creation and preservation

No. Having gone out of fashion even environmental problems may arise

Significant contribution to discovery, development and preservation of values

2. Social cohesion

NoStrengthening social cohesion, often leading to birth of NGOs. Strengthening local identity

3. Impact on education, training, culture

No or weakPromotes survival of traditional skills and professions, passing on traditions

Impact of main tourism trends on the development of theme routes

• Developments are more likely to succeed if they meet trends in tourism

• Tourists more active physically and intellectually than before → activity routes (theme routes for bikers, new pilgrimage routes, new hiking trails etc.)

• Traditional 4S tourism giving way to special demand, niche markets → nature, flora and wildlife, historical sites, cultural models, hobby groups (birding, geocaching, angling etc.)

Impact of main tourism trends on the development of theme routes

• Back to the roots, nostalgia → especially to countries from where mass emigration was typical

• Pilgrimages to holy places → new routes in addition to the already popular ones

• Increased awareness about health(y environment) → healing and prevention, special new therapies (wine therapy etc.)

• Shorter visits but more frequently than before → more destinations can join in tourism all year round, including many formerly considered as unattractive

Impact of main tourism trends on the development of theme routes

• Growing role of silver generation in tourism → growing and solvent demand for health services, tranquillity and clean, healthy environment

• More informed tourists insist on value for the money → professional management needed

• More tourists are sensitive environmentally and socially → poorly organised destinations with environmental and social problems are avoided

Theme routes in the Leonardo NewTrailJobs project

• 15 projects analysed– Italy (3)– Lithuania (3)– Spain (3)– USA (3)– Germany (1)– UK (1)– UK, Finland, Spain, Estonia, Greece, Cyprus (1)

Key issues addressed:• heritage, traditions (10)• events (7)• employment, job creation (7)• local economy (5)• local products, producers, projects (5)• activities (4)• learning, training (4)• marketing (4)• job creation for young people and women (3)• rural tourism (3)• local cultural and historical locations (3)• common awareness, common goals and objectives,

engagement (3)• local development in rural areas (3)

Theme routes in Leonardo NewTrailJobs project

Theme routes in Leonardo NewTrailJobs project

Key issues addressed:• local roads (2)• beer and food (2)• networking (2)• rural Communities (2)• local and regional identity (2)• entrepreneurs (2)• information• integration of different cultures• different seasons• selling of products, services• modernist works• renovate the industrial zones• weekly markets• business services to rural entrepreneurs

Conclusions and recommendations

• Preservation and of development of traditions, specialities (foods, beverages, habits)

• Events all year round to ease peak season stress

• All efforts should be made to keep development local: support for local entrepreneurs, training schemes, new business skills, marketing

• Joint efforts! Integration of various stakeholders• Preservation of regional identity: a growing value

in our globalised world

Conclusions and recommendations

• Harmony of developments (with the inclusion and economic benefits of locals)

• Right proportions of preservation and development

• Environmental assessment (ecological or archaeological values, preservation of biodiversity)

• Assessment of carrying capacities• Planning: alternatives for the use of the

attractions, right interpretation tools (practical and creative instead of expensive and complicated)

Conclusions and recommendations

• Visitor management and flow models• Assessment of environmental, and socio-cultural

impacts• Organisation form most suitable for the

management of the attraction, including training of the staff

• Financial and economic analysis, estimation of costs or operation and incomes

• Marketing plan• Regular trainings for local people

Thank you for your attention!