the experience of Visit South Sardinia Ilaria Foroni Mariangela Zenga UNIMIB Patrizia Modica UNICA Firenze 1st December 2017 Introduction Tourism Sustainability ID: 797622
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Slide1
Residents’ Attitudes toward tourism and the Quality of Life: the experience of Visit South Sardinia.
Ilaria Foroni, Mariangela Zenga–UNIMIB-Patrizia Modica –UNICA-
Firenze, 1.st
December
2017
Slide2IntroductionTourism SustainabilityVisit South SardiniaResultsConclusions and Future WorkCONTENTS
Slide3IntroductionThe study of the impact of tourism on the residents has been studied extensively because it can influence: planning policymaking in relation to the successful development, marketing, and operation of existing and future tourism programs. On the other hand, the tourism does not only affect residents' attitudes toward tourism development but also their overall Quality Of Life (QOL).
Slide4IntroductionThis study aims to present results about Residents’ Attitudes toward tourism and the Quality of Life of the surveys of Visit South Sardinia. The survey was based on the questionnaire proposed by ETIS.
Slide5Tourism SustainabilityWTO 2004Sustainble tourism development requires the informed partecipation of all relevant stakeolders, as well as strong political leadership to ensure wide partecipation and consensus building.”Achieving sustainable tourism is a
continous process and it requires constant monitoring of impacts, introducing the necessary preventive and/or corrective measure whenever necessary. Sustainable tourism should also maintain a high level of tourist satisfaction
and ensure a meaningful experience of tourists, raising their awareness about sustainability issue and promoting sustainable tourism practices amongst them.”
Slide6Tourism SustainabilityWTO 2004Sustainble tourism development requires the informed partecipation of all relevant stakeolders, as well as strong political leadership to ensure wide partecipation and consensus building.”Achieving sustainable tourism is a
continous process and it requires constant monitoring of impacts, introducing the necessary preventive and/or corrective measure whenever necessary. Sustainable tourism should also maintain a high level of tourist satisfaction
and ensure a meaningful experience of tourists, raising their awareness about sustainability issue and promoting sustainable tourism practices amongst them.”
Slide7Tourism SustainabilityHow to measure it?United Nations Conference on Environment and Development (Rio in 1992), the concept of ‘‘sustainability’’ has been adopted as key political principle by most governments worldwide. The creation of ‘‘sustainability indicators’’ was suggested in Agenda 21, the Rio Declaration on Environment and Development, as a central issue to provide a basis for sustainability-related decision-making processes.Specifically, sustainable tourism measurement has been considered an important goal to be pursued leading different international organizations and institutions to develop peculiar indicator systems (UNWTO, 2004; GSTC, 2013; Global Compact & GRI, 2013; EC, 2013).
Slide8Tourism SustainabilityHow to measure it?The great socio-economic importance of the tourism industry for the European Union has motivated the European Commission (EC) to introduce ‘‘sustainable development’’ as one of its core programs and foster various initiatives particularly aimed at promoting sustainable development of tourist destinations. Among them, in 2004 EC set up the Tourism Sustainability Group (TSG) to “provide guidance for local destination management and the use of indicators and monitoring systems”. As a result, the TSG developed the European Tourism Indicator System for Sustainable Destinations (ETIS) (University of Surrey) internalizing the concept that the involvement of local stakeholders is one of the significant aspects towards sustainable tourism development and
looking at tourism destinations as a whole.
Slide9Tourism SustainabilityHow to measure it?ETIS proposed a simple method for measuring sustainability performance at local level in order to offer real support to the tourist destinations. The European Commission piloted the implementation of the ETIS across Europe on a voluntary base. Approximately two hundred destinations were involved in the projectETIS system is based on a toolkit which includes a set of indicators for measuring sustainability on the three pillars of environment, economy and socio-cultural aspects, and destination management. Implementing sustainable tourism in destinations requires the involvement of stakeholders In
this aim the ETIS toolkit also contained a set of questionnaires addressed to tourists, residents, municipalities and enterprises that allowed to acquire data and information useful for composing the indicators.
Slide10Tourism SustainabilityETIS QUESTIONNAIRESocial impact of the tourism on the community % of residents who are satisfied with tourism in the destination per season% of residents satisfied with their involvement and their influence in the planning and development of tourism
Slide11Tourism SustainabilityETIS QUESTIONNAIRECultural impact of tourism on the host community% of residents who have positive views on the impact of tourism on destination identity.Personal and common benefits% of residents who think that there are benefits for the community from tourism and tourists visiting the destination
,% of residents who think to receive personal benefits from tourism and tourists visiting the destination% of residents who think that the tourism has positive effect on his quality of life.
Slide12VISIT SOUTH SARDINIAVisit South Sardinia has a total area of 473 km2 delimitated by a coastline spotted with sandy and rocky beaches.The DMO VSS comprises five municipalities: Cagliari (154460 inh), Domus De Maria (1675 inh),
Pula (7422 inh), Villasimius (3420 inh) Muravera
(5162 inh).
Slide13VISIT SOUTH SARDINIASource: ISTAT census survey “Occupancy of tourist accommodation establishments”.Other municipalities
Cagliari
Slide14The resultsThe dataSocio-demographic variablesFrequency
PercentageGender
Female
347
58.8
Male
243
41.2
Municipality
Other
91
15.4
Cagliari
499
84.6
Age
Young people
89
15.1
Adult people
410
69.5
Elderly people
91
15.4
Educational Attainment
Lower Secondary School or less
186
31.5
Upper Secondary School
276
46.8
High School or more
128
21.7
Slide15The resultsThe dataSocio-demographic variablesFrequency
PercentageEmployment status
Unemployed
100
16.9
Student
83
14.1
Retired
86
14.6
Employed
319
54.1
Occupational reliance on tourism
Yes
446
75.9
No
142
21.1
Total
588
100.0
Slide16The resultsThe indicatorsSocial impact of the tourism on the community N
Strongly Disagree (%)
Disagree (%)Neutral (%)
Agree (%)Strongly
Agree
(%)
Indicator
Overall, I am very satisfied with tourism in my destination in Autumn.
588
10.0
39.8
19.4
22.4
8.3
30.7
Overall, I am very satisfied with tourism in my destination in Winter.
588
14.5
41.5
18.2
18.4
7.5
25.9
Overall, I am very satisfied with tourism in my destination in Spring.
588
6.5
16.8
15.8
41.7
19.2
60.9
Overall, I am very satisfied with tourism in my destination in Summer.
588
4.9
11.7
7.8
41.7
33.8
75.5
Overall, I am very satisfied with residents’ involvement and influence in the planning and development of tourism.
587
17.0
32.5
14.8
25.4
10.2
35.6
Slide17The resultsThe indicatorsCultural impact of tourism on the host community
NIt damages
It has no effect It helps to maintainIt helps to improve
IndicatorIn your opinion, what kind of effect does tourism have on the distinctiveness and local identity, culture and heritage of your destination?
585
1.4
10.4
27.4
60.8
60.8
Slide18The resultsThe indicatorsPersonal and common benefitsN
Strongly Disagree (%)Disagree (%)
Neutral (%)Agree (%)
Strongly Agree (%)Indicator
There are benefits for the community from tourism and tourists visiting my destination.
587
1.2
8.2
11.9
39.7
39.0
78.7
There are benefits for myself from tourism and tourists visiting my destination.
582
5.8
27.1
22.3
29.7
14.9
44.6
N
It damages
It has no effect
It helps to maintain
It helps to improve
Indicator
In your opinion, what kind of effect does tourism have on the quality of your life in your destination?
585
2.2
9.7
19.5
68.5
68.5
Slide19The resultsThe hypothesisInvestigation on the existence of intrinsic or extrinsic (App, 1992) factors affecting the residents’ attitudes toward tourism development. Hypothesis 1: Is there a relationship between the positive perception of tourism and extrinsic factors? (Seasonality, Life Cycle Theory, ….)
Autum-Winter
Autumn-SpringAutumn-SummerWinter-Spring
Winter-SummerSpring-Summer
t-statistic
1.5868
8.0523
11.7508
9.8595
13.8211
3.1031
df
588
588
588
588
588
588
p-value
0.0567
<0.0001
<0.0001
<0.0001
<0.0001
0.00125
Slide20The resultsThe hypothesisHypothesis 2: Is there a relationship between the perception of the effects of tourism and the characteristic of the destination (heterogeneity among the tourist destinations represented by Cagliari and the other municipalities)?The most part of the residents (60.8%) feels that the tourism helps to improve the distinctiveness and local identity, culture and heritage of the Visit South Sardinia destination. Cagliari’s residents show a lower percentage respect the other municipalities residents.
The Indicator on the Quality of Life reports a value of 68.5% and the significant associations are verified for the place of living (c2=6.876, p-value=0.009). That means the residents in Cagliari feel less positive respect the residents in the other municipalities.
Slide21The resultsThe hypothesisHypothesis 2a: Is there a relationship between the satisfaction and characteristic of the destination (heterogeneity among the tourist destinations represented by Cagliari and the other municipalities)?In Autumn, in Winter and in Summer, a significant difference exists regard Place of Living. While in low season the percentage of satisfied residents in Cagliari is more than two times the percentage attained in Other municipalities, the Cagliari’s residents satisfaction in Summer is lower than the Other municipalities’ residents (the first one is 0.37 times the second one satisfaction).
Slide22The resultsThe hypothesisHypothesis 3: Is there a relationship between the satisfaction of tourism and intrinsic factors?Gender and Educational attainment do not affect the satisfaction in each season;In autumn, in Winter and in Spring a significant association exists for
Age, Work force and Occupational reliance on tourism. In particular, the elderly residents are more satisfied than young and adult residents. The unemployed and retired residents show greater levels of satisfaction respect the other employed residents, whereas students and employed residents in tourism seem to be the lowest satisfied. The residents with a job related with tourism result to be less satisfied respect to who don’t work in tourism.
Slide23The resultsThe hypothesisHypothesis 4: Is there a relationship between the overall satisfaction of the effects of tourism and the socio demographic characteristics?Building an overall
satisfaction index ordinal factor model (Bartholomew, 2001)
Slide24The global satisfaction index Beta
SEp-value
Standardized BetaConstant-0.423
0.232
0.069
Gender (reference category:
Male)
Female
0.04
0.079
0.618
0.02
Place of Living (Reference: Other municipality
)
Cagliari
0.325
0.108
0.003
0.121
Age (reference category: Elderly people)
Young
people
0.069
0.223
0.757
0.025
Adult people
0.178
0.169
0.292
0.084
Educational attainment (reference category: High School or more)
Lower Secondary School or less
-0.172
0.12
0.153
-0.082
Upper
Secondary
School
-0.157
0.104
0.132
-0.08
Work force (reference category: Retired)
Unemployed
-0.235
0.187
0.209
-0.091
Employed
-0.517
0.18
0.004
-0.264
Student
-0.497
0.232
0.033
-0.176
Occupational reliance on tourism (reference category: No
)
Yes
-0.091
0.094
0.337
-0.04
Benefit on the community (reference category: negative or neutral)
Positive
0.395
0.099
<0.001
0.165
Benefit on himself (reference category: negative or neutral)
Positive
-0.001
0.083
0.992
0
Satisfaction in the planning and development of tourism (reference category: negative or neutral)
Positive
0.556
0.084
<0.001
0.272
Effects of the tourism on the distinctiveness and local identity (reference category: It damages or It has no effect)
It helps to maintain or it helps to improve
0.09
0.141
0.522
0.029
Effects of the tourism on the Quality of Life (reference category: It damages or It has no effect)
It helps to maintain or it helps to improve
-0.062
0.138
0.655
-0.021
R=0.472
R
2
=0.233
D-W=1.732
F=8.157
(df=15, Sig<0.001)
The global satisfaction indexResidents living in Cagliari show higher values of GS respect to residents who live in the other municipalities of Visit South Sardinia; Employed residents and students are less satisfied respect to the retired and unemployed. Residents who recognize positive tourism’s benefits on the community are more satisfied towards tourism.Residents more satisfied in the involvement in tourism planning and development result more satisfied on the tourism.
Slide26Conclusions and future researchETIS indicators of sustainabilityHypothesis respect the literatureGlobal satisfaction indexWhat about sustainability on VSS?
Slide27'Visit South Sardinia' took home the top prizes for sustainability and accessibility
at the first joint ETIS and Accessible Tourism
Awards hosted by the European Commission (2016)
Visit
South
Sardinia
’
was
the
overall
winner
for
sustainability
thanks
to
its
innovative
approach
combining
EU and UN
sustainability
indicators
.
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