JesuitenGuneaJesuitenGuneaThe Society of Jesus´ Tourism Development Project in

the Province of Loyola (Spain)the Province of Loyola (Spain)

Phd. Roberto San Salvador del Valle, Magdalena Izaguirre, Amaia Makua

Presentation• Introduction: the Society of Jesus, the Province of Loyola and the

project JesuitenGunea1

• The key concepts2

Th th d l d th t t f th j t3 • The methodology and the structure of the project3

• The proposals for intervention in the Sanctuary of Loyola: SWOT, Vision & Mission Axis of Action4 Vision & Mission, Axis of Action

• The program “Visits with Soul”5

• The future of the project6

Introduction

What is JesuitenGunea?. JesuitenGunea began its activity in 2007 with

the goal of telling the world about the elements that confirmed the Identity, the y,History and the Mission of the Society of Jesus through the development of a touristJesus through the development of a tourist package bound to the Jesuit Heritage in the Province of Loyola, where the Society has its most ancient roots

Lines of work

Li 1 M k i ibl th ti f th i f thLine 1: Make more visible the narration of the experience of the Society of Jesus (PROJECT)

Line 2: Provide a flexible structure and efficient processes (TEAM)(TEAM)

Line 3: Reach maximum self-financing (RESOURCES)

The Society of Jesus

• It is a Roman Catholic Religious

O d f d d b I i fOrder , founded by Ignatius of

Loyola and Saint Francis Xavier and

another five partners in 1540.

Some relevant data…

• The Society of Jesus is the largest• The Society of Jesus is the largest male religious order

• It is present in 127 countries

Jesuits are known in…• Missionary work, social justice and human rights

ti itiactivities, • BUT they are best known in education,

i t ll t l h lt l d i it lintellectual research, cultural and spiritual pursuits (the Spiritual Exercises)

The territorial structure of the Society

• It is made up by 10 Assistancies (territorial units) divided into 91 Provinces

• SPAIN is divided into 5 provinces.

• This project has its territorial projection in the Province of Loyolay

The Province of Loyola in the map

The Province of Loyola

JesuitenGunea & Loyola:

The Province of Loyola

The Province of Loyola

The Province of Loyola

JesuitenGunea & Loyola:

• The final goal is to turn the province of LoyolaThe final goal is to turn the province of Loyola into a worldwide known destination, with a variety of routes and places to discovervariety of routes and places to discover.

• At each location the visitor will be able to learn and live not only certain experiences, but also experiences which are shared by the whole p yProvince and the Society of Jesus

The key conceptsy p

1. The Humanist Leisure Experience2 The concept “doors”2. The concept “doors”3. The Tourist Chain of Value

The Humanist Leisure Experience 1. It is a wholesome human experience in which we take part

in a physical, intellectual, social and cultural level.2 It i h t ith th i f ’ lif d l2. It is coherent with the meaning of one’s life and values. 3. It is focused on actions that are desired (free and

satisfying) autotelic (with a purpose in itself) and personalsatisfying),autotelic (with a purpose in itself) and personal(with personal and social implications).

4 It is also a basic human right which promotes human4. It is also a basic human right which promotes human development, and from which nobody should be excluded due to their gender, sexual orientation, age, ethnic origin, g , , g , g ,religious beliefs, health state, disability or economic status. It is a lawful right, recognized by different legislationsg g y g

Leisure Studies Institute – University of Deusto

The two dimensions of Leisure Experience

Individual / Group

ActivitiesBenefits

Objective

E i

Time

Insterests &

Opinions

Subjective

Experience

Space

Motivations

Subjective Space

Values

Resources

JesuitenGunea & the doors

It involves the fact that people open, close and go through doors, and these actions can mean a transformation of our lives Thisand these actions can mean a transformation of our lives. This relates to the living of memorable experiences.

Each and every one of the locations in the Province act as doors to the rest of JesuitenGunea. Each door is the beginning of a route g gwhich only ends once the four locations have been visited

JesuitenGunea aims to build a door to access the Society of Jesus for the different segments of potential visitors: people with recreational, cultural or religious motivations, educational organizations, or people from the academic and scientific world

Types of visitors & doors

LUDIC SCHOLAR CULTURALLUDIC VISITOR

Seeks entertainment

without deepening in complex contents

SCHOLAR VISITOR

P1

CULTURAL VISITOR

P1contents

P1

P2

Seeks to find new realities or

improve present knowledge with a

teaching approach

P2

Seeks to find new realities or

improve present knowledge

Experimental tourism

Looks for a personal

experience, Depending

on P2 approach. Experimental tourism

P4

p ,beyond

knowledgemotivation /values ...

ACADEMICVISITOR

RELIGIOUS VISITOR

P1 P1

P2

P3

Seeks specialization,

expert knowledge in certain subjects, with a scientific

approach

P2

P3

Experimental tourism

P4

Looks for a personal-spiritual

experience, beyond

knowledgeP3 P4 knowledge

Visitors ´motivations & objectives / content of the visit

VISITORS

DOOR OBJECTIVE CONTENTS

RECREATIV

CULTURAL

RELIGIOUSSPIRITUAL

ESTUDIAN T

SCIENTISTVE

L S, TE

x x x x x D1

Transmission of the Society of Jesus` generic contents focused in the general context and in their specific features in our Province (L l )

•Based on the tangible: movable and immovable heritage. Simple explanation of the architecture, arts, History. •General introduction to the Society

Casual Leisure–(Loyola) KNOWLEDGE T

General introduction to the Society and his work (intangible)

x x x x D2

Transmission of more concrete and complex knowledge about the Society of Jesus (intangible) and of the 4 Province tourist reception points physical environment

•Based on the tangible, advancedcontents about architecture, arts, History. •Based on the intangible, general

–BASIC EXPERIENCTRANSMISSION

points physical environment (tangible)

Based on the intangible, general contents about Society s History, Mision and Identity. Story focused on the founding figures and their work.Visitors have the knowledge to access to

the TOURIST EXPERIENCE

Transmission of specific and •Based on the intangible, advanced

CE

SeriousLeisute

x x D3

padvanced knowledge about theSociety of Jesus.

g ,contents about Society s History, Mision and Identity. Total development of the JesuitsExperience Narration.Visitors have the knowledge to access to

the TOURIST EXPERIENCE

• Spiritual Exercises

e–Personal developme

x xD4

Provide spaces, services and activityprogrammes which promote the visitors can live meaningful leisure experiences.

p• Courses and workshops, • Events.• Exhibitions...

nt

The tourist chain of value

The methodologygy

Methodology

• Revision of secondary sources

gy

1• Revision of secondary sources

2• Visits to the reception points that

make up the Province of Loyolap y

• Meetings of the JesuitenGunea3

Meetings of the JesuitenGunea Commission

Proposals for intervention in the oposa s o te e t o t eSanctuary of Loyola

SWOT related to visits- +

International symbolic value &

Basque idiosyncrasy

Visits to the attractions lack a shared story line

Visit to the Holy House using an

Assorted and relevant attractions

The audio-guide

Guided visits only for some visitors

Already receiving visitors with

different ti ti

House using an audio-guide

Insufficient indication system in the Sanctuary

gsystem is collective

motivationsin the Sanctuary

THE AXIS OF ACTION FOR THE PROVINCE•EA1.1. Develop the stages of the tourist chain of value

•EA1.2. Foster the objective conditions to facilitatethe living of Humanist Leisure Experiences

EA1. Management of TouristPackage which will promotethe living of a HumanistLeisure Experience

•Integration within the Province of Loyola•Integration within the tourist destination towhere it belongs

EA2. Integration of the tourist package within each reception point gp p

•Program SICTED (Integral Sistem of TourismQuality) Guides of good practice

EA3. Establishmente of strategies which will make a Quality). Guides of good practicegdifference in quality

•Judicial structure of the managing bodyEA4. Creation of a tourist t t f th Judicial structure of the managing body

•Different reception pointsmanagement system for the three reception points

EA5 G arantee the •Research of funding: research of sources and contacts with possible partners

EA5. Guarantee the economic viability of the

project

•EA1.1. Develop the stages of the tourist chain of value

EA1. Management of Tourist Package which will promote the living

f H i t L i

Diapositiva 27

Diapositiva 28tourist chain of valueof a Humanist Leisure Experience Diapositiva 29

Stage1

• Selection of attractive resources

Stage • Review of the key elements of the resourcesStage2

• Review of the key elements of the resources

Stage3

• Review of the resource-associated services3

Stage 4

• Review of the infrastructures linked to the guided visits

• Review of the information support linked to the guidedStage

5

• Review of the information support linked to the guided visits

Diapositiva 36

Stage 1

• Selection of attractive resources1

St. Ignatius of Loyola

The Holy House

The Basilica

The Society of JesusThe Society of Jesus

The Blessed Garate´s FarmhouseThe Blessed Garate s Farmhouse

Stage 2

• Review of the key elements of the resources2

Definition of an mbrella hich nites concepts and ideas hich reflect theDefinition of an umbrella which unites concepts and ideas which reflect the

idiosyncrasy of Loyola and the Province. Conceptual interventions at 2 levels:

.• Review of the existing lectures in the audio-guides to complete the

significant aspects of the narration which have not yet been sufficiently developed

1sufficiently developed

• Design of a discourse which unites the main resources of the• Design of a discourse which unites the main resources of the Sanctuary, fosters their relation to the most immediate context and deepens visitors’ knowledge. This route will elongate the time spent promote a better understanding of the reach of Saint Ignatius and his work

2

his work.

St • Review of the resource-associated services Diapositiva 26

Stage 3

Review of the resource associated services

• Audio-guide systems: the discourses have been formulated with great care and attention to detail by reliable experts from the

.

great care and attention to detail by reliable experts from the Society. However, the system activated by speakers and heard collectively in each room hinders the flexibility of the visit and it can cause logistic problems in moments of great public affluence

1

• Professional tourist guides: these are the key for the successful t i i f th t t t i di id l i it i2 transmission of the contents to groups or individual visitors in a faithful, attractive, professional and sensitive manner..

2

•Integration within the tourist EA2. Integration of the tourist package g

destination to where it belongsp g

within each reception point

.

The program: Visits with a Soul

“The Visits with a Soul”A pilot experience in the Sanctuary of Loyola during the summer of 2009o 009

Opening of the doors of the Sanctuary and bringing closer to theOpening of the doors of the Sanctuary and bringing closer to the public its heritage and history

The narration: historic and artistic, has combined with the representation of the experience of the Society of Jesus

It showed the visitors around the Holy House, the Basilica and the Blessed Garate´s Farmhousethe Blessed Garate s Farmhouse

Results of the Visitors’ Satisfaction Surveys

4 9

Evaluation Results

4,8 4,7 4,84,6

4,8 4,84,9 4,9

4,74,6 4,6 4,7

4,8

•766 people enjoyed a guided visit•766 people enjoyed a guided visit•307 completed the questionnaires (40%)

Evaluations of results- +

The future of the projectp j

The future…

To integrate JesuitenGunea in the general reflection process of the S t i f th P i f L lSanctuaries of the Province of Loyola.

To create the contents, services and infrastructures that every reception point needs for advancing in the facilitation of significant leisure

iexperiences

To definitely integrate JesuitenGunea in the different tourist destinations to which it belongs.

Grazie! Thank you!Info:

amakua@ocio.deusto.esmaizagui@ocio.deusto.es

Institute of Leisure StudiesUniversity of Deusto

Bilbao (Spain)