tourism and urban a case revitalization study of pore\u0026 yugoslavia

$: TOURISM AND URBAN A Case REVITALIZATION Study of Pore\u0026 Yugoslavia$
TOURISM AND URBAN

A Case REVITALIZATION Study of Pore& Yugoslavia

Boris VukoniL: Dragan Tkalac

University of Zagreb, Yugoslavia

ABSTRACT

This article emphasizes the necessity of a multidisciplinary approach to revitalization of old urban areas through tourism. Historical urban values require special multidisciplinary care when transformed to suit the needs of both tourists and local population. The case study of the old urban area in Porel: illustrates how this can be done. The study was aimed at identifying reasons for which tourists and local population visit PoreE’s old urban core. It also intended to analyze the visitors’ reac- tions to and expectations of old urban areas. The findings were to help make revitalization decisions and introduce new measures into the revitalization process itself, which in turn aimed at contributing to both future tourism developments and preservation of the area’s historical and cultural heritage. Keywords: old historical and cultural core, revitalization, tourist development, Pore6

Dragan Tkalac is a lecturer and scientific researcher at the Faculty of Eco- nomics, University of Zagreb. His main scientific interests lie in researching markets for various sponsors and different fields of business activity.

Boris Vukonid is Associate Professor at the Faculty of Economics, University of Zagreb (41000 Zagreb, Tg J. F. Kennedy 8, Yugoslavia). He also teaches at the Faculty of Hotel Management, University of Rijeka. He obtained his Ph.D. in economics at the University of Zagreb.

Annals of Tourism Research, Vol. 11. pp. 591.605. 1984 0160-7383/84 $3.00 + .oo Prlnted in the USA. All rights reserved. 0 1984 J. Jafarl and Pergamon Press Ltd

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THE ROLE OF TOURISM IN URBAN REVITALIZATION

Rl?SUMl?

Cet article accentue le besoin dune approche multidisciplinaire a la revitalisation des anciennes zones urbaines moyennant le tourisme. Les valeurs historiques urbaines exigent une speciale attention multidisciplinaire lors de leur transformation a des fins touristiques et pour les necessites de la population locale. L’etude du cas de l’ancienne zone urbaine de Porec montre par son exemple comment ceci peut etre realise. La t&he de cette etude etait d’identifier les raisons qui menent les touristes et la population locale a visiter l’ancienne zone urbaine de Poree. De meme l’etude devait expliquer le comportement des visiteurs et leurs expectatives concernant cette ancienne zone urbaine. Les resultats obtenus contribueront a la prise de decision concernant la revitalisation et les nouvelles mesures a prendre dans le processus meme de revitalisation aspirant a ce qu’une telle revitalisation contribue au developpement du tourisme et a la protection de l’heritage historique et culturel. Mots clef: zone ancienne historique et culturelle, revitalisation, developpement touristique, Pore6

INTRODUCTION

All the regions and countries that have decided upon tourism-or- iented growth of their respective economies pay great attention to the needs and wishes of modern tourists. Basic knowledge in this field includes understanding of the country’s tourist supply-its natural, intellectual, and man-made components-that primarily motivate potential tourists to visit a particular region and/or country. Ever since people first started to spend their leisure time as tourists, historical and cultural heritage have strongly motivated their movements, especially in international tourist markets. Hau- lot (1974) actually defined the tourist environment as the sum total of a man’s historical, cultural, physical, moral, geographical, and technical environment, capable of attracting tourists who in turn are influenced by the tourist movements. Together with the general care to preserve traditional historical and cultural values as indica- tions of a country’s national identity, this environmental capability has been leading numerous tourism-promoting countries to treat their heritage with agrowing respect. This, naturally, has a positive impact upon tourism development in such areas and countries.

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BORIS VUKONI’? AND DRAGAN TKALAC

The Yugoslav Adriatic belt, which prior to 1980 had been attract.- ing up to 84 percent of Yugoslavia’s total tourist trade, has been inhabited for countless centuries. Ages of human presence have created and bequeathed to the present generation an exceptionally rich heritage, scattered among numerous settlements along the Adriatic coast. Picturesque towns -architecturally both true representatives of Mediterranean but also of national spirit-lure domestic as well as foreign tourists. Tourist facilities, and especially accommodation facilities, have so far been constructed predominantly not in the center but on the outskirts of these old towns. Yet urban centers have been far from divorced from tourist flows. They have been attracting domestic and foreign visitors by thousands, exposing protected historical and cultural urban cores to threats of destruction or degradation.

Among such urban settlements on the Yugoslav coast one particularly stands out: PoreC, an old town located on the Istrian Penin- sula in the northern Adriatic. Porel: proper has 4,500 inhabitants, 20,000 including outlying townships. The area presently repre- sents the most comprehensive tourist development in Yugoslavia. In 198 1, 500,000 tourists spent some 4.5 million nights [of which 3.7 million nights were accounted for by foreigners) in PoreE. The municipality boasts today of almost 62,000 beds (of which over 4,600 are privately owned] in all types of accommodation. The privately-owned units are in the inner city area. It follows that during the high tourism season, the population increases three to four times. On the Istrian Peninsula the total of some 10 million nights are spent annually. No less than 75 percent of this volume is attri- butable to foreigners.

Since Pored is an old township endowed with all the features of Mediterranean architecture and urban structure, all its accommodation facilities are located outside the city proper, some as far as several kilometers from the old city center. The old core itself, with valuable cultural and architectural monuments, has primarily re- mained a residential area even though its condition offers relatively modest living comfort. Most of the available indoor space [at the ground-floor level) houses stores, catering facilities, and other services (52 units); although many of them are not used at present, some have been handed over to activities incompatible with the character of the urban core (for example, five units are used as warehouses). Also, many more are engaged in similar-style activities while quite a few are inadequately kept.

Aware of the great historical and cultural value of the old urban nucleus, of its poor protection, and also of the importance the old

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city core has or could have for tourism development in PoreE, the Pored municipality decided to conduct a study aimed at an objective analysis of its present state, one that would offer valid suggestions towards most suitable new uses.

The survey was made up of three stages. First, at the analytical stage, a thorough analysis was conducted of the present state of facilities in the core (by their types, sizes, and locations, as well as by types of services offered or their utilization), also of spatial possi- bilities (on the basis of spatial inventory), demographic situation, tourist flows, and amount of money spent in each respective estab- lishment. Second, the research stage contained a market survey (to be described in more detail later). Third, the program for the old urban core revival was definitely outlined. It included types and structures of facilities suggested, fitting of the existing establishments into a comprehensive program, and identifying locations best suited to a particular purpose; it also offered suggestions with regard to designing equipment and visual signs. In the end, stages for program realization were suggested. This paper elaborates on the research component of the survey.

RESEARCH

Research is considered the fundamental part of the project. Preexisting data and diverse documents would not permit the project’s program to be developed. It thus became necessary to poll all the segments of users of space in the old city center in Pore& Using the external method, visiting tourists, local population, and other beneficiaries of the old city core were surveyed.

Tourists and local population were polled using predominantly a closed questionnaire written in three languages. The interviews were conducted by the staff from the Tourism Center at the Faculty for Foreign Trade, University of Zagreb. The instruments used in the survey were pretested on a smaller sample (n = 40). Besides questionnaires, special graphic-verbal scales were also used during interviews.

Polling Tourists in Porei: Surveying

Motivational analysis of tourist behavior was rendered difficult by the exceptional number and complexity of attributes relevant to the tourist product. Causes of such complexity have been fre-


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BORIS VUKONIC AND DRAGAN TKALAC

quently discussed in the literature (Burkart and Medlik 1974; Jef- fries 197 1; Medlik and Middleton 1973; Luchinger 1975; Vukonic 1974). The tourist product consists of a series of “substances” (attributes) integrated by individual consumers and used with regard to time, space, and social interaction. Fundamentally, research in the field of tourist consumption is aimed at reducing those numerous, often almost immeasurable, features of the tourist product.

By applying factor analysis, essential groups of attributes were isolated in this particular case. Thus isolated, factors and corre- sponding groups of attributes were taken as basis for segmentation. In conducting tourist research in Yugoslavia as well as in a survey carried out by the Institute for Market Research (1974) on a highly representative sample of tourists visiting the Adriatic, over 200 initial attributes were reduced to only seven factors.

In surveying tourists in Porec, use was made of a list of 20 variables obtained by means of a smaller sample preliminary qualita- tive survey. Each of the suggested attributes was assessed by means of a five-point scale further broken down by three age groups. The answers were also disaggregated to reflect the attitudes held by each of the three groups identified within the sample. Table 1 shows that 54% of the variance has been “explained” by extract- ing six factors. As a criterion in differentiating tourists, the variable of their age was also used. All the participants were distributed into three basic groups: young (under 25), middle-aged (26-45) and senior (over 46). Factor analysis of results obtained was carried out at each age level.

The overall attractiveness of the old core (which as such indi- rectly affects the totality of the experience resulting from a tourist visit to Porec) and the characteristics of the supply (embodied in the assets of the old core] were assumed to stimulate directly the spend-

Table 1 Proportion of Variance Explained (All Participants)

Factor Percentage Cumulative Percentage

1 17 17 2 12 29 3 9 38 4 6 44 5 5 49 6 5 54


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ing on items other than board and lodging. These formed the main compound hypothesis. The task of the research was not to prove or refute these general suppositions, but, rather, to organize the col- lection of data and creatively develop the basis for the operational optimalization of the attributes of the core. In other words, the research attempted to provide answers to several fundamental questions: What is the general position and role of the nucleus for a full scale tourist experience? What are the tourists’ basic interests as far as old core is concerned? What is expenditure related to the old city core basically characterized by? What are basic attitudes concerning the possibility and necessity of intervening within the old core?

The survey provided some direct and some indirect answers to these complex questions. To enable their full interpretation, the survey asked for a series of general variables that otherwise deter- mine tourist activities (socio-demographic features of the given tourist population, general aspects of tourist behavior, and the like).

In preparing the sample of tourists, it was, by extrapolating the number of tourists in previous years, estimated that during the period under survey some 400,000 visitors could be expected in the greater area of Pored. As to the level of representativeness of the sample, it was assumed that the margin of error should be kept within +4 percent at most, when

p = q = 0.50

at the 95 percent confidence level (criterion 2 sigma). The error of proportion, of course, diminishes with the increased difference of values p and q, so that this error is less than two percent when p = 5 (q = 95). Following these criteria, it was decided to carry out the survey on the basis of a sample:

N = 1,000

The sample was stratified following two criteria: the accommodation of the participants when surveyed, and their nationality. Bar- ring these two criteria, respondents were randomly selected. The further control eliminated a few questionnaires for reasons of for- mal errors, so that finally there were 963 questionnaires/respondents in the sample. Tables 2 and 3 show some fundamental sets of results.


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Table 2 Interests, Utilization, Intended Use and Assessment of

Facilities in the Historical Area of Pore& A Comparative Review

Utilization Interest in the

shown in previous the given part of Intended

facility stay use Assessments of facility

NOT SATISFIED

87

YES NO YES NO YES NO SATISFIED

17 83 9 91 19 81 13 1. Movies 2. Country

dancing 3. Discotheques 4. Dancing

music 5. Night clubs

with shows 6. Casinos 7. Usual

restaurants 8. Self-service

restaurants 9. Specialized

restaurants 10. Snack bars 11. Grill rooms 12. Coffee bars 13. Confectioners 14. Beer cellars 15. Groceries 16. Clothing and

footware shops

17. Bookshops 18. Camping

shops 19. Boating shops 20. Souvenir

shops 2 1. Jewelry and

filigree shops

62 38 24 76 40 60 28 72 38 62 29 71 30 70 16 84

72 28 62 38 63 37 21 79

40 60 25 75 32 68 15 85 13 87 7 93 11 89 8 92

74 26 63 37 58 42 19 81

32 68 26 74 26 74 10 90

72 28 49 51 62 38 22 78 27 73 18 82 17 83 7 93 70 30 55 45 57 43 7 93 64 36 57 43 56 44 16 84 56 44 46 54 46 54 13 87 43 57 25 75 32 68 16 84 62 38 65 35 60 40 22 78

28 72 20 80 19 81 15 85 66 34 64 36 56 44 9 91

12 -

88 6 94 6 94 4 96 4 96 4 96 2 98

53 47 58 42 49 51 16 84

53 47 45 55 36 64 5 95



Table 3 Opinions on Historical Core Reconstruction

Opinion No. of

Respondents Percentage

The old part of the town should be left as it is. 178 18.5 Minor interventions only would be necessary. 573 59.5 Large-scale reconstruction would be required. 212 22.0 Total 212 100.0

Survey of the Local Population

The local population has been a traditional user of facilities within the old core, and it will remain so in the future. For that reason this segment could not have been left out of the survey. In addition, the old core lost non-tourist meaning for this segment since it ceased to be the PoreC: central shopping area with the emergence of new urban districts. It was, therefore, of fundamental importance to investigate opinions and attitudes of this segment of population concerning current and expected use of the old city core. Due to relatively restricted financing means, the sample taken was also somewhat limited. Estimated error of proportion was found to be between three and eight percent. The size of the sample was N = 164.

Participants in the sample were selected by means of a random procedure, stratified according to their place of residence (local community]. The survey was taken in either the respondent’s residential area or in the area of consumption. Survey questions cov- ered the following areas of concern: familiarity with efforts to revitalize the downtown, attitudes towards such efforts; general aspects of downtown preservation, usage and interest in using particular facilities; proposals regarding shopping facilities, catering facilities, and entertainment facilities in the old core; and questions on socio-demographic variables. Relevant results from the survey are contained in Tables 4, 5, 6 and 7.

A survey of tourism literature reveals that most perception stud- ies emphasize the tourist rather than the permanent residents of the area in which tourism takes place (Mercer 197 1). Such surveys are useful in setting up programs to minimize friction between tourists and residents, and in formulating plans to gain resident support of tourism ventures (Belisle and Hoy 1980).


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Table 4 Degree of Familiarity with Efforts

to Revitalize the Old City Core

Answers No. of Respondents Percentage

Not informed (familiar) at all 105 64 Heard about it but don’t know what it is

about 38 23 Fairly familiar 18 11

Quite familiar 3 2 Total 164 100

Survey of Other Users

The third group of respondents consisted of corporate and non- corporate organizations which directly use the facilities of the old urban core or are in some way interested in them. This additional survey included 27 authorized representatives of 22 different firms. They voiced their remarks and proposals in direct inter-

Table 5 Answers Concerning Usefulness and Required

Scope of Revitalization Efforts

Limited Considerable No Action Action

Need Required Required Total %

Age of Participants under 18 - 1 4 5 3 19-25 - 9 12 21 13 26-35 1 14 33 48 29 36-45 - 13 30 43 26 46-55 - 11 23 34 21 56 and over - 4 9 13 8

Total r 52 - -

111 164 100 Percentage 0.6 32 67 100 -

Length of Residence under 3 years - 5 4 9 6 4- 10 1 8 19 28 17 over 10 years - 39 88 127 77 - - - Total 1 52 111 164 100 Percentage 0.6 32 67 100 -


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Table 6 Respondents Interested in Particular Facilities in 1978

A Comparative Review

Over 36-45 46-55 55 Total %

1. Movies 2. Country

dancing 3. Disco-

theques 4. Dancing

music 5. Night clubs

with programs

6. Casinos 7. Usual

restaurants 8. Self-service

restaurants 9. Specialized

restaurants 10. Snack bars 11. Grill rooms 12. Coffee bars 13. Confec-

tioners 14. Beer cellars 15. Groceries 16. Clothing

and footware shops

17. Bookshops 18. Camping

shops 19. Boating

shops 20. Souvenir

shops 2 1. Jewelry and

filigree shops

Under 18 19-25 26-35 - 5

1

5

4

1 -

2

1

1 -

2 3

4 -

5

5 5

1

-

-

1

20 33 30 12

10 19 18 13

7 6 2 2

16 31 21 5

104 63

66 40

22 13

78 47

11 16 11 5 - 2 1 -

45 27 3 2

11 21 16

5 11 13

60 36

36 22

7 23 19 3 6 9 8 18 22

15 32 23

58 35 22 13 64 41 88 53

10 5

21

21 22

3

2

3

4

23 20 7 10

47 42

8

5

6 3

12 13

10 5

33

70 43 32 19

161 98

48 47

6

6

7

40 43

2

4

11

9

32 34

-

4

5

4

5

-

1

1

2

1

2 1 2 3

3 5

13

13 13

1

-

159 97 163 99

12 7

16 10

27 16

10 6 30 18


BORIS VLJKONIC AND DRAGAN TKALAC

Table 7 Suggestions and Attitudes on Existing Shopping Facilities

Opinions/attitudes No. of

Respondents Percentage

Too many filigree shops Too many souvenir shops Too many confectionery shops Shortage of textile and footware shops Shortage of food shops Shortage of boutiques Inadequate market-place A new department store should be opened Lack of shops selling local (Istrian) folk art

Total

102 75 23 17 18 13 53 39 19 14 14 10 6 4 6 4 4 3

136 100

views. Since this sample was relatively small, the results were in- terpreted directly rather than by classical statistical method. Each respondent was asked 20 questions, but the manner of response was left to them. The majority of questions referred to the respondents’ general opinions and attitudes regarding the problem of old Pored core revitalization. In their answers, the respondents offered numerous suggestions as to the future treatment of the old core of Pored; the latter were considered while formulating the concept and program for the utilization of the old urban core.

APPLICATION OF RESEARCH IN PROGRAMMING

The programming stage of the project was aimed at outlining the prospective utilization of the old urban core of Pore6 Having ana- lyzed data on turnover in trading and catering establishments located in the old city core, the city administration arrived at the conclusion that business results lag behind those in identical establishments outside the city center. The tourists also complained that supply in the downtown was inadequate. Since bodies authorized to protect and/or take care of cultural and historical inheri- tance were dissatisfied with the prospective measures taken in the old city core, the PoreE municipality decided to finance a study that would offer valid suggestions towards the most suitable new uses.

One of the basic research findings considerably contributing towards planning facilities to be located in the city was that the area is much more attractive for tourists than for residents. The latter



considered it merely as a symbol of their town and would be eager -for this reason alone-to maintain its traditional values as cultural and historical heritage. The local population neither expected nor insisted on doing their shopping in the City. The results of the poll indicated that only 24.3 percent of local population bought their basic supplies there. Polls taken of the domiciled population indicated that with regard to present utilization of business premises (especially of shops), they in no way preferred their consumption to take place in the city nor did they prefer premises in the city center to those in other parts of the town. On the other hand, it can be stated that city population was rather inclined to frequent city spots. Frequenting downtown entertainment establishments were 20.5 percent of the local population, while 36.3 percent of them were patrons to catering establishments located there.

This interest in catering establishments in the old city core was even more pronounced with tourists (48.1 percent). Tourists were most interested in trading establishments located in the old urban core. One third (34.6 percent) of those whovisited the downtown for any reason mentioned trading establishments as a major attraction for them. But numerous shopping facilities located outside the town’s old core and providing for local population were more func- tional in space utilization and were economically more efficient.

Having these facts in mind, the researchers suggested development of facilities that primarily cater to tourists (with the understanding that the local population would also utilize these facilities). The recommendation was conscious of the fundamental attitudes adopted in selecting and outfitting suggested facilities as well as laying out their grounds.

Applying to tourism Friedman’s (1955) well-known opinion about man’s aspirations to use his leisure time to “express and even fully develop himself, if he has got the means and possibili- ties,” the old urban core of PoreE was envisaged “as [an] active tourist spot.” Such a concept requires interventions not only in the structure of facilities to be located in the old urban core, but also in the expectations as to their manner of use.

Such a program of facilities was envisaged that would replace the traditional “tourist-spectator” by the “tourist-connoisseur” (i.e., “curious-tourist”), or even more, to turn him into “tourist-creator” (Prezeslawski cited in Elakovic 1977). The old city core has therefore expected to continue functioning as an undivided body: to that end a continuous chain of “events” is suggested to take place within the city’s historical core, thus becoming the city’s symbol and the downtown’s trade mark.


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Active protection of the city’s historical core is required rather than merely preserving its existing or historical condition. New life should enter its old premises, all the while strictly adapting to regu- lations protecting its cultural and historical heritage. The city’s ancient features ought to be maintained but funtionally retouched to meet contemporary standards of living.

No doubt this is a very demanding procedure and a long-term process. Each available location in the old core should be set aside for some of the facilities envisaged, in conformity with the program proposed. So revived, the City will be more than a shopping area for the tourist: it will be the area in which the prospective tourist will spend a not inconsiderable part of his stay in Pore&

To achieve this beyond being merely given, facilities should be adequately located and should possess joint external characteristics or a common theme. The program thus proposed grouping the areas for public use so that (a) a limited urban area (for example, a street or a square, or both) serves as a shopping center, while (b) another area consists predominantly of catering and entertainment facilities.

The remaining indoor space within the old core ought to be set aside for cultural purposes [museums, art galleries, exhibitions, and the like), for traditional crafts and as residential areas. Local crafts either of the city of Porec or of the Istrian Peninsula, are to receive special attention since these products sell well on the tourist market. Of easy access and open to the public, such shops would appear to visitors to contribute significantly to the picturesques- ness of the city’s core, and thus help establish the city’s symbol (trade mark).

There is no doubt that an important detail in the revitalization concept is requirement for equality of treatment of both indoor and outdoor space. Open space locations, particularly the city squares and some walled-in courtyards with good acoustics, can be utilized in many ways. Their utilization would help establish regular events, considered one of the foundations for the revitalization of the downtown.

The relatively short tourist season raises the issue of just how justified all that investment would be. But there is no doubt that new and more varied facilities-as well as diverse methods of utilization-would help prolong the tourist season.

The other requirement essential to realizing the proposed concept of common external characteristics for all facilities and locations within the old core of PoreE can be satisfied by means of (a) uniform elements in designing and outfitting facilities within the


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city core, (b) common symbol, specific color, etc., (c)joint promo- tional activities, and (d) a requirement that all the suppliers should act in concert.

Expanding the original idea and program for the future revitalization of the old urban core, a team of town-planners have suggested a set of actual spatial (town-planning), architectural, and building interventions necessary if the proposed ideas are to be fulfilled. In addition, certain interventions to improve communal infrastructure have also been suggested.

Next, a special “catalogue” has been prepared, where two groups of interventions have been outlined: one group enumerates inadequate efforts at revitalization (easily noticed in the old core), while the other contains such interventions that could be used as proto- types for new actions in replacing inadequate previous efforts.

In this way, the entire “package” of proposals and measures leading towards the implementation of the concept and program for the revitalization of the old urban core of Porec has been completed. It seems fitting to conclude by paraphrasing Krippendorf (1977) who in his theses for the future (of tourism)- “theses pour un avenir souhaitable”-pleads for a simple yet at the same time complex approach, formulated as: first plan, then furnish! 0 0

REFERENCES

Belisle, Francois, and Don Hoy 1980 The Perceived Impact of Tourism by Residents. Annals of Tourism Re-

search 7(1):83- 101. Burkart. A. J. and S. Medlik

1974 Tourism: Past, Present and Future. London: Heinemann. Baud-Bovy, Manuel, and Fred Lawson

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Elakovic, Simon 1977 Homo turisticus-izmedju, otudjenja i slobode. In HumanistiCke vrIjed-

nosti turizma, pp. 95- 108. Zadar: Pedagoska akademlja. Friedmann, Georges

1955 Industrial Society: The Emergence of the Human Problems of Automation. Glencoe: Harold L. Sheppard.

Haulot, Arthur 1974 Tourisme et Environment: la recherche d’un equilibre. Verviers: Marrabout

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Jeffries, D. J. 1971 Defining the Tourist Product-and its Importance in Tourism Marketing.

Revue de Tourisme 26(1):2-5.


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Krippendorf, Jost 1977 Les devoreurs de paysages. Lausanne: Editions 24 Heures

Luchinger, Urban 1975 Die Planung des Reiseprodukts. Bern: Verlag Paul Haupt.

Medlik, S.. and W. C. Middleton 1973 The Product Formulation in Tourism. In Tourisme et Marketing, AIEST

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Mukarovky, Jan 197 1 Kapital aus der Asthetic. Stuttgart: Surkamp Verlag.

Vukonie. Boris, and Stjepan Cesljas 1975 Tourist Product: Marketing Concept of Tourist Supply. In Le bilan des der-

niers 25 ans de la recherche touristique, pp. 122- 125. Berne: Editions Gurten.

Submitted 5 January 1982 First revised version submitted 6 May 1983 Second revised version submitted 20 October 1983 Accepted 11 January 1984 Final version submitted 22 March 1984 Referred anonymously


tourism and urban a case revitalization study of pore\u0026 yugoslavia

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