atlas cultural tourism survey 2007

ATLAS Cultural Tourism Project 2007

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$7/$6�&XOWXUDO�7RXULVP�6XUYH\��6XPPDU\�5HSRUW�� This report provides a brief overview of the data collected by the ATLAS Cultural Tourism Project partners in 2007. For the 2007 research programme, a number of important changes were made in the basic survey questionnaire, including the introduction of a more flexible modular format. The same basic questionnaire will now be maintained until at least 2010, allowing survey partners the opportunity to build up a significant series of comparable data. The research programme in 2007 included participants from six European countries, Mexico and Vietnam. This is the first time that data has been collected in Mexico or Vietnam, and the national survey of cultural visitors in Italy organised by IRAT was the first time that data has been collected there since the ATLAS surveys began in 1992. The participants in the 2007 research programme were: 5HVHDUFKHUV� ,QVWLWXWLRQ� &RXQWU\�

Dr. Birgit Pikkemaat

Irina Kapavik

University of Innsbruck Austria

Clara Petrillo Immacolata Vellecco Anna Maffia

IRAT - Istituto di Ricerche sulle Attività Terziarie�

Italy

Giovanni Ruggieri University of Palermo Italy

Andrea Macchiavelli University of Bergamo Italy

Luciana Lazzeretti

Francesco Capone

University of Florence Italy

- QLV�.DOQDþV Vidzeme University College

Latvia

Patricia Dominguez Silva Observatorio Turistico de la Ciudad de Puebla

Mexico

Carlos Fernandes Polytechnic Institute of Viana do Castelo

Portugal

Ilie Rotariu Lucian Blaga University, Sibiu

Romania

Tijana Rakic Napier University UK Lee Joliffe Huong Bui

Hanoi University and University of New Brunswick

Vietnam/Canada

The 2007 surveys were carried out at a total of 20 sites or locations. These sites yielded a total of over 4600 completed surveys. In all locations a minimum of 200 completed surveys were collected, but Mexico, Italy and Vietnam generated the largest samples of visitors.


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A large proportion of the surveys conducted in 2007 were undertaken across a city as a whole rather than at a specific site. The advantage of this approach is to identify more closely the proportion of cultural tourists in the general stream of visitors to a city. In terms of specific cultural sites surveyed, historic sites, archaeological sites and museums were most strongly represented. 7\SH�RI�VXUYH\�ORFDWLRQ� 7\SH�RI�VLWH� 1XPEHU� ��

Museum 737 26,7 Religious site 400 4,3 Historic site 805 7,5 Festival 280 25,9 Gallery/exhibition 91 4,7 Whole city 1668 6,0 Heritage/tourism centre

83 4,4

Archaeological site 602 20,6 Total 4666 100,0 The surveys completed in 2007 bring the total number of cultural tourism interviews to over 40,000 between 1992 and 2007. From 2007 onwards, the results of the different survey years will be amalgamated to facilitate longitudinal analysis and to provide project participants with richer data. 9LVLWRU�SURILOH� The profile of visitors was similar to that encountered in previous years of the survey. Just over half (53%) of the visitors interviewed were women, which confirms the general pattern of cultural visitation. The largest single age group was 20-29, which accounted for over 30% of visitors. Again, this finding that cultural visitors are relatively young is in line with previous ATLAS surveys. The proportion of respondents with some form of higher education continues to grow, with almost 70% having a degree or higher degree in 2007. This confirms the general trend towards increasing higher education participation in the population in general, as well as the tendency for more highly educated people with higher levels of cultural capital to visit more cultural sites.


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In line with high education levels, respondents also tended to have higher level occupations. Managers and professionals made up almost 70% of the total sample. 2FFXSDWLRQ�SURILOH�RI�UHVSRQGHQWV�

Service and sales

personnel15%

Manual/craft worker

4%Director or Manager

16%

Professional40%

Technical profession

13%

Clerical/ Admin12%

Just under 30% of those interviewed said they had an occupation connected with culture. This is slightly higher than in previous years, reflecting the growth of the cultural and creative professions (or at least an expansion of the definition of these professions) and the tendency for those in such professions to engage in cultural tourism. 0RWLYDWLRQ� In terms of motivation, the presence of ‘lots of interesting things to see’ was the items most respondents agreed with in 2007. This is in contrast to previous years, when ‘atmosphere’ was the top item – although there is a very small difference between these top two motivations in 2007. The ‘classic’ cultural tourism motivation of learning was relegated to last place in 2007 – perhaps an indication of the growth of postmodern consumption styles.


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Thisexperience

hasincreased myknowledge

It was veryrelaxing

being here

I like theatmosphereof this place

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interestingthings to see

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Almost 60% of the visitors interviewed were on holiday. Of the more specific motivations for travel, visiting a cultural event or friends and relatives were the most important. 5HDVRQV�IRU�WUDYHO�

0 10 20 30 40 50 60

Sports event

Conference

Business

Shopping

Other

Attend a cultural event

Visiting relatives and friends

Visit a cultural attraction

Holiday

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For those taking a holiday, cultural holidays were the most common type. This is not surprising given the location of most interviews at cultural sites, but it does indicate a steady increase in the proportion of cultural tourists since the surveys began in 1992.


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0 5 10 15 20 25 30 35 40

Sports holiday

Creative/educational holiday

Rural holiday

Health/ wellness

Ecotourism/ nature holiday

Sun/ beach holiday

City trip

Touring holiday

Cultural holiday

In contrast to previous surveys, sun and beach holidays were relatively unimportant, but this is probably related more to the location and timing of the surveys than to a drop in number of people combining beach and cultural motivations. In terms of the types of cultural sites and attractions visited, museums, historic sites and monuments were the most important. This confirms the dominant role of heritage related attractions in the consumption patterns of cultural tourists. Cultural events, such as concerts and dance performances are visited by relatively few tourists. This relates to the barriers to attending events among tourists, which include the limited time period of operation, obtaining tickets and language barriers. 7\SHV�RI�FXOWXUDO�DWWUDFWLRQV�YLVLWHG�

0 10 20 30 40 50 60 70

Pop concertsWorld music

Dance eventsClassical

CinemaTraditional

TheatresHeritage/

Art GalleriesReligious

MonumentsHistoric sites

Museums

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9LVLWRU�VDWLVIDFWLRQ� The level of satisfaction among visitors remains high, with an average of over 8 on a scale from 1 to 10. this is slightly higher than the satisfaction levels recorded in 2004, which may indicate that cultural events and attractions are beginning to address the problems noted with declining satisfaction levels in previous years. Satisfaction level by visitor origin (1-10 scale)

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$FFRPPRGDWLRQ� As in previous years, the most frequently used accommodation was hotels, which were used by just under half of all staying visitors. A significant group also stayed with friends and relatives. $FFRPPRGDWLRQ�XVH�

0 10 20 30 40 50 60

Second residence

Not sure yet

Caravan /Tent

Self catering accommodation

Own home

Youth hostel

Bed & Breakfast/ room in a privatehouse

With family and friends

Hotel

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7UDYHO�ERRNLQJ� About 17% of visitors were travelling on an all inclusive package in 2007, a higher figure than in many previous years. However, most visitors arrange their own travel or make no previous travel arrangements. +RZ�GLG�\RX�ERRN�\RXU�WUDYHO"�

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All inclusive package Travel andaccommodation

booked separately

Nothing booked inadvance

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The increasing use of Internet to book travel and accommodation is evident in the 2007 survey. The proportion of Internet bookings has risen from around 15% in 2004 to over 40% in 2007. :KHUH�GLG�\RX�ERRN�\RXU�WUDYHO"��WKRVH�PDNLQJ�D�ERRNLQJ��

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Booked via Internet Booked directly(phone, fax)

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The source of information most frequently used to find out about the destination was family and friends, closely followed by Internet. The use of Internet to gather information has not grown as much as the level of Internet booking since 2004, indicating that people are increasingly confident about booking products that they encounter online. The use of guidebooks has continued to rise, in spite of the widespread availability of online information.


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Tourist board

TV/ Radio

Newspapers/ Magazines

Tour operator brochure

Travel agency

Previous visit

Guide books

Internet

Family and friends

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Once in the destination, tourist information centres are the most widely used information source. Relatively few travellers use Internet, probably because most hotels do not yet provide free Internet access for their guests. 6RXUFHV�RI�LQIRUPDWLRQ�FRQVXOWHG�LQ�WKH�GHVWLQDWLRQ�

0 5 10 15 20 25 30 35

TV/ Radio

Newspapers/ Magazines

Tour operator information

Internet

Tour guide

Local brochures

Guide books

Family and friends

Tourist information centre

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9LVLWRU�H[SHQGLWXUH� The average expenditure for those visitors reporting their costs was just over 600 euros, which includes travel costs, accommodation and food. The expenditure of foreign visitors was much higher than that for domestic tourists.


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3UHIHUUHG�FXOWXUDO�GHVWLQDWLRQV� Respondents were also asked about their favourite cultural destinations. In Europe respondents could choose from a list of 33 cities, ranging from established cultural capitals such as Paris and London to emerging destinations such as Sibiu (Romania) and Pecs (Hungary). The results show that the most popular cities are still Paris and Rome, with other Italian cities such as Florence and Venice also scoring highly. It is much more difficult for relatively unknown cities to make their mark, although Sibiu seems to have gained a positive image impact from its hosting of the European Cultural Capital event in 2007.

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PecsStockholm

LinzRotterdam

GlasgowBelgradeWarsawHelsinki

LiverpoolLuxemburg

OportoBrussels

CopenhagenRiga

Sibiu/HermanstadDublin

EdinburghLisbon

BudapestMoscowIstanbulMadrid

AmsterdamBerlin

PragueVienna

BarcelonaVeniceLondonAthens

FlorenceParis

Rome

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Own home Second residence Hotel Self catering accommodation Bed & breakfast/room in private house Caravan/ tent With family & friends Youth hostel Not sure yet

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Museums� Cinema� Monuments� Pop concerts Art galleries World music events Religious sites Classical music events� Historic sites� Dance events� Theatres Traditional festivals Heritage/crafts centres

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All-inclusive package �

Travel and accommodation booked separately

Nothing booked in advance

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�Book in person at travel agency

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Family/friends� TV/Radio� Previous visit� Newspapers/Magazines� Internet� Tour operator brochure� Tourist board� Guide books� Travel agency

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Family/friends � Local brochures� Tourist information centre� Guidebooks� Internet � TV/Radio Tour operator information Tour guide Newspapers/Magazines

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Primary school� Bachelor degree Secondary school� Master or Doctoral degree Vocational education�

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Director or manager Professional (doctor, lawyer, teacher, etc) Technical professions (technicians, nursing) Clerical/administration Service and sales personnel Manual or crafts worker

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atlas cultural tourism survey 2007

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