Kodolányi Gyula: Üzenetek W.Sh-től - Szonett-improvizációk 2007-2013
An Exploratory Analysis of ECoC Tourism as a Niche Product in Cultural Tourism Tamara Rátz, PhD...
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![Page 1: An Exploratory Analysis of ECoC Tourism as a Niche Product in Cultural Tourism Tamara Rátz, PhD Kodolányi János University of Applied Sciences, Hungary.](https://reader035.fdocuments.net/reader035/viewer/2022062407/56649e005503460f94aea0e0/html5/thumbnails/1.jpg)
An Exploratory Analysis An Exploratory Analysis of ECoC Tourism as a of ECoC Tourism as a
Niche Product in Cultural Niche Product in Cultural TourismTourism
Tamara Rátz, PhDKodolányi János University of
Applied Sciences, Hungary
Research supported by the Bolyai János Research Scholarship of HAS
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Research backgroundResearch background
• 3-year research project – „Creativity and its added value in niche tourism – following and creating trends in Hungary”
• Niche tourism in Hungary
– Destination-specific concept?
– Transformation of traditional products
• Demand for niche tourism products
• Success factors in niche tourism development
– From idea to product (case studies)
• Lessons to learn for increasing competitiveness
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Research methodsResearch methods
• Questionnaire survey (n=300)– 49.7% visited Pécs in 2010 specifically for
the ECoC programme– Higher than general interest in cultural
activities– 50.7% male, 49.3% female– 42.3% with BSc/MSc degree or higher– 60.0% with average income (20-20% lower
and higher than average)
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Cultural consumption of respondentsCultural consumption of respondents
Tourism 5=always 4=often 3=occasionally 2=rarely 1=never
Everyday life 5=once a month 4=3-4 times/year 3=1-2 times a year 2=every few years 1=never
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Significance of culture in Significance of culture in tourism for tourism for respondentsrespondents
• High importance of cultural experiences in leisure travel (4.0)
• Willingness to travel for specific events:– 326 km– 8,5 hours
• Willingness to travel for visiting famous cultural destinations:– 711 km– 11,2 hours
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Cultural destinations to visit
23.6%19.5%12.6%11.5%5.2%4.6%4.0%3.4%2.3%
86.8%
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Cities to visit in Europe in 2013Cities to visit in Europe in 2013
826 responses
• Paris (19.6%)
• London (17.3%)
• Rome (10.1%)
• Prague (6.5%)
• Barcelona (6.0%)
• Neither Košice, nor Marseille were mentioned
59.5%
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Sibiu
• 8.3% visited
• 0.0% in 2007
• 14.7% planning to visit
• Associations– Transylvania– German and Hungarian
culture– Education– Common heritage
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Linz
• 24.3% visited
• 26.7% in 2009
• 25.7% planning to visit
• Associations– Danube– Welcoming– Orderly, clean– Linzer– Museums
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Essen
• 1.7% visited
• 0.0% in 2010
• 18.0% planning to visit
• Associations– Ruhr region– Beer– Industrial– ECoC– German culture
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Pécs
• 80.3% visited
• 59.3% in 2010
• 67.7% planning to visit
• Associations– ECoC– Zsolnay ceramics– Turkish heritage– University– Basilica
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Tallinn
• 3.3% visited
• 1.7% in 2011
• 9.3% planning to visit
• Associations– Nothing at all– Baltic state– Cold– Fortress– Russian/Soviet
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Turku
• 0.0% visited
• 0.0% in 2011
• 8.7% planning to visit
• Associations– Nothing at all– Cold– Relatives– Sauna– Turkish/Asian
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Guimarães
• 0.0% visited
• 0.0% in 2012
• 6.7% planning to visit
• Associations– Nothing at all– Unknown– Exotic– Mediterranean
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Maribor
• 14.8% visited
• 33.3% in 2012
• 19.7% planning to visit
• Associations– River Drava– Sea– Slovenian culture– Wine-tasting– Sports
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Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)
Košice
• 8.2% visited
• 22.9% planning to visit
• Associations– Cathedral– World War 2– Beer– Common heritage– Ferenc Rákóczi– Closeness
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The attraction of ECoC citiesThe attraction of ECoC cities
No relationship between visit to Pécs in 2010 and agreement
MeanStd. Dev.
Being ECoC significantly increases a city's attraction for me
3,4 1,3
I prefer to visit (former or current) ECoCs 2,7 1,3
The ECoC cities are likely to have a rich cultural product
3,7 1,0
The ECoC cities offer creative, exciting cultural programmes also in the long run
3,5 1,2
To visit a current ECoC is a special experience for me
3,6 1,2
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Impacts of being ECoC on PécsImpacts of being ECoC on Pécs
MeanSt.
Dev.
Has become a better place 3,8 1,0
Has become a more creative city 3,7 1,0
Has become a more exciting city 3,6 0,9
Has become a more international city 3,8 1,0
Has become a more visited city 4,0 0,9
Has become a more colourful city 3,8 0,9
No relationship between visit to Pécs in 2010 and perception
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ConclusionsConclusions
• Culture generally is attractive for respondents
• ECoC status itself has a limited added attraction
• Significance of cultural heritage, milieu and
programmes
• Generally positive perception of the transformation of Pécs (irrespective of personal experience)
• The existence of ECoC tourism as a niche product could not be verified
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Thank you for your Thank you for your attention!attention!