Date post: | 12-Apr-2015 |
Category: |
Documents |
Upload: | laura-jurado |
View: | 108 times |
Download: | 3 times |
IMPACTS OF MASS TOURISM ON LOCAL COMMUNITIES
AND THE NEW PHENOMENON OF COLONIZATION
CASE STUDY: MAJORCA
by
Lola López-Bravo Palomino
MASTER OF ARTS EUROPEAN TOURISM MANAGEMENT
BOURNEMOUTH UNIVERSITY
2003
Abstract
Tourism can have positive as well as negative effects on a region. It depends on the
kind of tourism developed in the tourist area. In the case of this dissertation, the aim
is to link the new phenomenon of tourist colonization with the growth of mass
tourism. For this assignment the research will take place on the island of Majorca,
which, like other areas of the Mediterranean, has suffered the consequences of an
uncontrolled development of tourism: cultural and environmental damages.
Theories about mass tourism and its economic, physical and cultural effects, neo-
colonialism and new environmental policies will be examined and linked to the case
of Majorca.
The most important point of this dissertation is the study of sociocultural impacts.
Among a variety of tourism effects, the research pays attention to those in relation to
the local community because the impact of mass tourism on local populations is
always significant. To collect all the information for this particular research, two
different questionnaires were made, one addressed to tourists and another one to
residents.
The results prove that tourism development in Majorca contributed to improving
quality of life and increasing intercultural exchange, but that it also led to the
constitution of ghettos and to a relative loss of the island’s identity. These different
factors enable to assimilate tourism to a kind of neo-colonialism.
ii
.
CONTENTS
List of contents…….………………………………………………………………..iii
List of Tables ……………………………………………………………………….v
List of Figures ……………………………………………………………………..vi
List of Appendices.....................................................................................................viii
List of Abbreviations ……………………………………………………………...ix
Acknowledgements ….……………………………………………………………x
Chapter I Introduction .............................................................1
1.1. Background of the topic. ................................................................................ 1 1.2. Aim and objectives. ......................................................................................... 3 1.3. Structure of the dissertation........................................................................... 5
Chapter II Mass Tourism .........................................................6
2.1. Introduction. .................................................................................................... 6 2.2. History of mass tourism.................................................................................. 6
2.2.1. In the world............................................................................................... 6 2.2.2. In the Balearic Islands. .......................................................................... 10
2.3. Impacts of mass tourism............................................................................... 13 2.3.1. Introduction. ........................................................................................... 13 2.3.2. Economic impacts................................................................................... 14 2.3.3. Physical impacts. .................................................................................... 17 2.3.4. Social and cultural impacts. .................................................................. 20
2.4. Tourism: Benefits or costs? .......................................................................... 25 2.5. Neo-colonialism. ............................................................................................ 27 2.6. Conclusion...................................................................................................... 29
Chapter III From mass tourism to sustainable tourism............30
3.1. Introduction. .................................................................................................. 30 3.2. Evolution of tourism: new mentality, new trends. ..................................... 30 3.3. New environmental policies.......................................................................... 32
3.3.1. The example of Calvià. .......................................................................... 34 3.3.2. The Ecotax. ............................................................................................. 35 3.3.3.Limits and barriers. ................................................................................ 36
3.4. It is the end of "balearisation"..................................................................... 38
iii
Chapter IV Methodology ..........................................................40
4.1. Introduction. .................................................................................................. 40 4.2. Aims and objectives. ..................................................................................... 40 4.3. Secondary data. ............................................................................................. 41 4.4. Primary data.................................................................................................. 44
4.4.1. Questionnaire survey. ............................................................................ 44 4.5. Analysis. ......................................................................................................... 48 4.6. Conclusion...................................................................................................... 48
Chapter V Research Findings ................................................49
5.1. Introduction. .................................................................................................. 49 5.2. Findings from Questionnaire l. .................................................................... 49
5.2.1. Motivations. ............................................................................................ 49 5.2.3. Expectations and satisfaction. ............................................................... 54 5.2.4. Personal details....................................................................................... 54
5.3. Findings from Questionnaire ll. ................................................................... 56 5.3.1. Motivation towards tourism.................................................................. 56 5.3.2. Locals’ attitudes towards tourism and tourists. .................................. 61 5.3.3. Personal profile. ..................................................................................... 66
5.4. Further discussion. ........................................................................................ 68 5.4.1. Why Colonization................................................................................... 68
5.5. Conclusion...................................................................................................... 71
Chapter VI Conclusion and recommendations.................72
6.1. Introduction. ............................................ Fel! Bokmärket är inte definierat. 6.2. Conclusions. ............................................. Fel! Bokmärket är inte definierat. 6.3. Recommendations and further research..................Fel! Bokmärket är inte definierat.
Bibliography...............................................................................................................78
Appendices..................................................................................................................83
iv
List of tables
Table 2.1. Evolution of tourist’s arrivals by air. 15
Table 2.2. Demographic evolution in Balearics. 18
Table 2.3. Possible direct incidental costs of tourism. 27
Table 4.1. How to achieve aims and objectives. 41
Table 4.2. Sources of secondary data collection. 42
v
List of figures Figure 1.1. Aim and objectives. 4
Figure 2.1. Dominant nationalities visiting Majorca. 12
Figure 2.2. Demographic evolution in Palma’s district. 19
Figure 2.3. Framework for the measurement of social impacts. 22
Figure 5.1. Type of tourists. 49
Figure 5.2. Length of the stay. 50
Figure 5.3. Holidays expectations. 51
Figure 5.4. Reasons to visit Majorca. 51
Figure 5.5. Language and communication. 52
Figure 5.6. Tourists and Spanish culture. 52
Figure 5.7. Tourists and Spanish people. 53
Figure 5.8. Tourists and Majorca. 53
Figure 5.9. Tourists’ satisfaction. 54
Figure 5.10. Nationalities. 55
Figure 5.11. Age. 55
Figure 5.12. Profession. 56
Figure 5.13. Locals and the island. 57
Figure 5.14. Synonyms of tourism. 58
Figure 5.15. Tourist promotion. 58
Figure 5.16. Authorities action. 59
Figure 5.17. Ecotax. 60
Figure 5.18. Locals and the type of tourists. 61
Figure 5.19. Locals’ thought about tourists. 62
Figure 5.20. Tourists behaviour. 63
Figure 5.21. Tourists and locals relationship I. 63
Figure 5.22. Tourists and locals relationship II. 64
Figure 5.23. Tourists and locals relationship III. 64
vi
Figure 5.24. Adaptability. 65
Figure 5.25. Who benefits from tourism? 65
Figure 5.26. Origin. 66
Figure 5. 27. Reasons for living in Majorca. 66
Figure 5.27. Sex. 67
Figure 5.28. Age. 67
Figure 5.29. Profession. 68
vii
List of appendices
Appendix A A. 1. Majorca.
Appendix B B. 1. Questionnaire I.
B. 2. Questionnaire II. B. 3. Results.
viii
List of abbreviations
ITCs: International Tour Companies.
IT: Inclusive Tour.
ITB: Internationale Touristik Börse.
IBATUR: Balearic Institute of Tourism.
TURESPAÑA: Spanish Institution of Tourism.
WTO: World Tourism Organization.
ECO-TAX: Ecotourist tax.
GDP: Gross Domestic Product.
PSIB: Integral Sanitation Plan of Balearics.
LEN: Law of Natural Spaces.
"They stayed so long that many of them began to think of themselves as natives"
ix
Acknowledgements
First of all I would like to thank my supervisor, Prof. Dr. Jürgen Hartmann, for his
help, advice and continual support and availability from the first stage of the ETM
program until the last days of this dissertation.
Thanks as well to all the personal from Turespaña that helped a lot by providing me
with books every morning.
Thanks to Fernando and to his father who searched out some specific information for
me and delivered some questionnaires in their jobs. And thank you as well for
guiding me through the island.
My journey to Majorca was really nice thanks to my mother’s company. Once there
she understood very well the topic of my thesis and we had a really nice time there.
Thanks for being as you are.
Many thanks to all my friends for their support in the hard times, especially to the
other ETM students who could understand my doubts. Very special thanks in that
respect to Marlyse, Laura and Silke for being always there.
Thanks, Cédrick, for being able to calm me down in the difficult moments, for being
friendly and for boosting my self-confidence.
Thanks to my family for showing me their attention and support in everything I do.
'This dissertation is the unaided original work of MªDolores López-Bravo Palomino and all sources of data, information or opinion used are identified and acknowledged in the text.'
x
Chapter I Introduction 1.1. Background of the topic. Travel is one of the most ancient and common aspects of human life; its origins come
from mythical times. There are various reasons for travelling such as recreation,
business, sport, education, health, or visiting friends, so the "typical tourist" does not
exist. Every action resulting from the stay of persons at a place where they do not
normally live or work is entitled “touristical”. 1
Already in 1100 BC the Phoenicians sailed to Spain seeking metals but they didn't
stay for a long time in Spain. The first tourists in the Iberian Peninsula were the
Carthaginians who “colonized”2 the land. After them, about 2200 years ago, the
Romans discovered Spain. Apparently they liked Spain because they stayed a long
time. They kept the whole country under a roman government and six centuries of
Roman “colonization” took place. During this time they made Spain their home, and
were a good influence in founding Spanish cities and constructing roads and ports.
They even built arenas for their entertainment as they had in Rome. They reinforced
their will on the land in the shape of popular art, ceramics, fashion and a whole
philosophy of life.3
The Teutonic tribes were the new set of “tourists” to visit Spain in the 5th century
AD, to this tribes, Spain was subjected to the rule of these tribes during 300 years.
The Suevi, Alans and Vandals invaded the country. In AD 415 Rome sent another
Teutonic tribe, the Visigoths to regain Spain for the empire and they ruled Spain
from 415 to 711.4
1 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] 2 According to the Collins Cobuild Dictionary, colonize: “when people go to a country to live there and take control of it”. 3 http://www.hackwriters.com/Spanishtourism.htm [accessed 20 January 2003] 4 http://www.hackwriters.com. ibid.
1
Spain was again invaded in the 11th century but this time from the south. The Moors
from Africa were the next invaders to stay in the country. They built a more modern
Spain and they introduced new practices in agriculture. They left an important
heritage in Spain, monuments as Cordoba's Great Mosque, Alhambra at Granada and
notable examples of Mudejar style in Toledo are from this period. The conquest of
Granada in 1492 throws out the Moorish power not without leaving an imprint that
persists to this day.5
The next invasion of Spain began sometime after the Civil War (1936-1939). Spain
was a very poor country with very few resources for development and needed some
foreign exchange to pay for modernization. In spite of the few resources, the
government turned to tourism. They realised that Spain could offer to the northern
Europeans a different culture, a warmer climate, miles of coast, beaches and warm
water. As a developing country, it could also offer low cost food, wine, entertainment
and other goods.6 All these factors encouraged tourists to come to Spain and the
beginning in the early 1960's of mass tourism in Costa del Sol and Balearics.
The French were the first to "discover" Spain as a tourist destination and they were
followed in the 60's by visitors from others countries of northern Europe. Tourism is
the biggest foreign exchange earner in the Spanish economy where profits are
basically based on volume. Which means a large number of package visitors, and
these visitors are from the middle classes of Europe. The price has been kept low and
European middle classes have been coming to Spain in greater numbers every year
since 1960.7
Spain is one of the main destinations for tourists and is known as a mass tourism
destination. From years, a mass invasion of tourists, mainly German and English,
arrived to the south of Europe looking for sun, warmth and fun. Spain can offer all
this and low prices as well. Places such as Majorca, Levante or the Costa del Sol are
fully booked from May to the end of August. Some problems and difficulties appear 5 http://www.hackwriters.com. ibid. 6 http://du.lub.lu.se/cgi-bin/ftxt/ebsco/00155004_1991_41_3/9204061952 [accessed 20 January 2003] Gerlach, J. ‘ Tourism and its impact in Costa del Sol, Spain’. Focus Fall Magazine, (1991) Pp.7-12. 7 Gerlach, J. ibid. pp. 7-12.
2
because of the overcrowding. Every summer it is impossible to solve the shortage of
water in places as Seville or Majorca.
1.2. Aim and objectives. From the idea of “Tourism as a new way of colonization”, the aim of this
dissertation is to analyse how the uncontrolled development of tourism causes
unfavourable impacts in the destination itself and in the local community.
These waves of people arriving in mass each summer and the development of
tourism meant the beginning of selling the Spanish territory abroad. Tourism opened
the way of the massive colonization of the Mediterranean coastal fringe and the
Canary Islands. Nowadays these areas are colonized and deteriorated.8
My personal interest in Colonization of tourist destinations comes from my own
experience in these crowded places where throngs of tourists behave in a particular
way; where no established rules are supposed to be followed and even the language
can be a problem for a domestic tourist. The research attempts to show if visitors’
motivations have changed over the years or if sun and beach are still their main
motivation to visit Spain.9 Next, the sustainable tourism policies, which are being
introduced in Majorca in recent years, will be presented and the discussion about
whether it is possible or not to compensate the damages of mass tourism.
The island of Majorca has been chosen for the research because of its relevance and
his reputation as a European mass tourism destination. Nowadays there are three
important groups living together in Majorca: Germans, English and Spanish. This
interaction of cultures is a most characteristic point of Majorca. One of the objectives
is to know what locals feel about and which of them adapt to the other, are tourists
the guests or the hosts?
8 Jurdao, F. ‘Los mitos del turismo’ Endimión ed. 1992. p.10-13 9 According to foreign holidaymakers surveys about visitor's motivation, the dominant reasons for tourists visiting Spain in the 1970's were: Sun, climate and good weather 51%; like Spain 16%; low prices 11%; beaches and bathing 8%. Surveys of visitor's motivations from 1989 shows that climate, landscape, taking the sun and low prices were the principal motivations of 86% of German and 81% of British visitors. (Williams, AM.1996: 120).
3
This study will go through the change that the island suffered because of tourism and
if it can be stated that Majorca became colonized by Germans tourists that stayed
there to make business or just to enjoy their life as retirees.
Figure 1.1 sums up the objectives and limitations of this dissertation.
Figure 1.1. “Aim and objectives” Source: Author’s own.
Is tourism a new way of
colonization?
Objectives
To analyse the unfavourable impacts of uncontrolled development of tourism.
There is a new concept of tourism? Can a destination turn easily from mass tourism to sustainable tourism?
Locals’ attitudes to tourism. What they feel? What they think about it?
What are the tourists’ motivations?
TimeLanguage.
Availability of people. Geographical
location.
Money.
Accessibility to some
information.
Limitations
To analyse the intercultural phenomenon, in Majorca: interaction of cultures.
To find out if the damage caused can be compensated, what are the measures to follow in the future?
Research Question:
4
1.3. Structure of the dissertation.
Chapter I. Introduction. This chapter attempts to give a general overview of the topic
as well as the description of objectives and limitations. It starts with the background
of the topic where the theories behind are explained very shortly and then presents
the aim and objectives. This chapter does not explain the methodology or the
limitations, which are only mentioned in figure 1.1, because another chapter is
already mainly dedicated to methodology.
Chapter II. Mass Tourism. This chapter as well as chapter III correspond to the
Literature Review. Mass tourism is the main subject of the dissertation and this
justifies the fact that chapter II is the bigger one; it starts with the history of mass
tourism and goes on with a description of the impacts and consequences of tourism.
The theory about Mass Tourism ends up with a short discussion about the benefits
and costs of tourism and the phenomenon of neo-colonialism.
Chapter III. From Mass Tourism to Sustainable Tourism. In this chapter the author
try to explain the real tourist situation of Majorca. Tourist’s mentality is changing
and new environmental policies are being applied to avoid the negative consequences
of a non-controlled development of tourism.
Chapter IV. Methodology. This chapter is based on the research methodology; it
explains the methods and sources used by the researcher for the elaboration of this
dissertation.
Chapter V. Research Findings. This chapter presents the results obtained by the
author for this research in particular, as well as their interpretation and relation with
the theory presented in the chapters above.
Chapter VI. Conclusions and recommendations. Conclusions and personal
recommendations are given in this chapter.
5
Chapter II Mass Tourism 2.1. Introduction. This literature review will present the history of mass tourism; it will be mainly
focused on the socio-cultural and economic impacts of tourism in mass tourism
destinations exposing arguments and different points of view of the consequences of
mass tourism development. The purpose is to expose the effects from different sides
and from the perspective of all the actors in the tourism activity, comparing it with
the example of Majorca and his association with the Neo- Colonialism phenomenon.
2.2. History of mass tourism. 2.2.1. In the world. Mass tourism appears after the World War II, it was initiated in the back streets of
the industrial towns and cities in the north of England.10 The development of mass
tourism in the western world was linked to the economic development of society11
and as a matter of fact to the incorporation of a more powerful middle and lower
class inside the tourist market. This expansion has been based on external factors
such as generalisation of paid holidays, rising standards of living and 12 a rapid
improvement in the means of transportation such as the increase in air travel. The
growth of such tourism represents a democratisation of travel and this
democratisation means that status distinctions will be drawn between the different
classes of traveller, but less between those that can travel or not. Some places, (the
working class resorts) have been viewed as embodiments and symbols of mass
tourism, “where the dominant groups helps to be tasteless, common and vulgar”.13
10 Urry, J. ‘The Tourist Gaze: leisure and travel in the contemporary societies’, eds. Featherstone, Mike et al. (1990) p.16. 11 Férnandez, L. ‘Historia general del turismo de masas’ Alianza ed.1991 p.26 12 Valenzuela, M. ‘Spain from the phenomenon of mass tourism to the search for a more diversified model’ in John &Sons eds. Tourism and economic development: European experiences. Chichester, England 1998 p.43 13 Urry, J.op.cit.p.16.
6
There are some periods in the evolution of mass tourism14 that will be mentioned
shortly:
- Until 1914, the development of industrialisation and commerce created a society
known as Belle Époque. This period can be compared with the Roman Empire; there
was a strong opposition between the union of developed countries and its colonies
poorly developed and providers only of raw material. The main transport was by sea.
Only the upper classes, a small part of the population, could enjoy their financial
power during holidays in the "Côte d'Azur".
- The beginning of domestic and incoming tourism: for the public autonomies it
was more interesting the income of foreign currencies was very important and that's
why they began to pay more attention to promote incoming tourism. Because of the
crisis incoming tourism couldn't be developed as wished so domestic tourism became
a good substitute. The rapid growth in the number of travellers means the origin of
masses.
- World War I, industrial production and commerce came to stop, only the
American continent follows its commercial activity.
- Between 1918 and 1939, new barriers and nationalisms destroy the European
hegemony and the United States take the control with the dollar as the most powerful
currency in the world. The warlike conflicts ended with the Belle Époque tourism
and allow the beginning of mass tourism.
In Spain between 1936-1939 (Spanish Civil War), foreign tourism was still relatively
small-scale, involving barely 200,000 tourists. The major expansion in volume came
after the 50s, with an increase from 2.5 million visitors in 1955 to 43.2 million in
1985, to 52.0 million in 1990 and 63.2 in 1995.15 Mass tourism implies the volume as
14 Férnandez, L op.cit. (the different periods from p.33 to p.55). 15 Valenzuela, M op.cit p.43
7
an important determinant of this phenomenon.16
- The 50s, tourism is considered as a phenomenon to follow. Economists analysed
the phenomenon and accepted the existence of a tourist market, with a supply of
goods and services and an unknown tourist demand. The study of this demand from
the point of view of consumerism, motivations and economic conditions originate
mass tourism. "Mass tourism can be seen as a form of Fordist mass consumption,
which implies certain conditions in its production and its consumption".17
John Urry summarizes the features of mass tourism as: "purchase of commodities
produced under conditions of mass production; individual producers tending to
dominate particular industrial markets; producer rather than consumer as dominant;
commodities little differentiated from each other by fashion, season, and specific
markets segments; relatively market choice”. And Fordist mass consumption as “new
forms of permitting consumer expenditure to rise; greater volatility of consumer
preferences; the growth of a consumers movement and the ‘politicising’ of
consumption; reaction of consumers against being as part of a ‘mass’ and the need of
producers to be much more consumer driven, specially in the case of service
industries”. 18
When the economists began to analyse the phenomenon of tourism, they realised that
the big tourist demand was taking place during a few months and only in some
specific places. The rest of the year, these crowded places were almost empty or
closed. It means that the phenomenon of seasonality19 appeared from the beginning
of the history of mass tourism as a problem to solve and remains a problem
nowadays.
- Petrol and the XX century, it is said that petrol is in the base of mass tourism. The
development of cars and planes contribute to conceive mobility in a different way,
16 Williams, A.M. ‘Mass Tourism and International Tour Companies’ in M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford: CAB International 1996 op.cit. p.120 17 Williams, A.M. op.cit.p.120. 18 Urry, J. op.cit. p.14 19 Williams, A.M. op.cit.p.120.
8
travellers had several ways to travel and not only boats. The golden age of airplanes
is the 60s.20
- The 1960's were a turning point in the evolution of mass tourism, when the
industry effectively became internationalised. Spain was the country which more
than any other symbolized this new phase of tourism. The most characteristic product
was the Mediterranean that offered sun and beach holidays. The emergence of the
international tour companies (ITCs) as an instrument in shaping new economic and
cultural relationships between particular regions and markets in northern Europe
aided the growth of mass foreign tourism in Spain. 21 And also the massive sale of
inclusive tours (IT) often with a “charter”22 transport. Travel agencies start to
organize travels with own or rental planes for their groups to specific tourist
destinations.23
The excitement to build was the consequence of the tourist invasions during the 60s
in Spain. It started in the Mediterranean coast and was extended to the Canary
Islands.24 It was the decade of the transformation in the Spanish littoral, Costa del
Sol, Palma de Majorca, Levant, Costa Brava and Canary Islands as the most relevant
examples. The arrival of tourism was a revolution with consequences that will be
analysed in the next points as for example the land speculation. The tourist technique
was an unknown subject for the authorities and may be for that reason their response
was not the most adequate.
- The crisis of 1973, the increase in the number of travellers continued until 1973,
with a reduction between 1973 and 1976, reflecting the economic crisis in a sector,
which was particularly sensitive to rising prices.
- After 1983 there was a further increase in arrivals, which has made Spain the
20 Férnandez, L op.cit. p.45 21 Williams, A.M. op.cit. p.119 22 According to the Collins Cobuilt Dictionnary, “a charter plane or boat is one which hired for use by a particular person or group and which is not part of a regular service”. 23 Férnandez, L op.cit.p.43 24 Férnandez, L ibid. p.50
9
second ranked country in world tourism, accounting for 8.8 per cent of all tourists
and 10.5 per cent of all foreign exchange earnings. Another significant indicator of
the position occupied by Spain in world tourists flows is the fact that it is included in
the brochures of approximately 50 per cent of foreign tour operators.25
- Between 1989 and 1992 there was a fall in visitor numbers, related to a loss of
quality and the strong competitiveness of other Mediterranean destinations, such as
Yugoslavia, Tunisia and Greece.
- By the mid 1990s Spanish tourism regained its world position and accounted for
8.2 per cent of tourist arrivals and 6.7 per cent in terms of foreign exchange earnings
of world total.26
2.2.2. In the Balearic Islands. The Balearics Islands and especially Majorca and Ibiza, symbolize to many northern
Europeans what is called ‘mass tourism’. Summing up the its main characteristics,
this kind of tourism is highly seasonal, focused in only a few areas, entirely littoral, it
damages local cultures and language, is organised by outsiders corporations, exploits
natural resources and physical characteristics, and is aimed primarily at working and
lower-middle classes.27
Fifty years ago this island group was a marginal agricultural based economy in a
fascist dictatorship. Today it has become one of the most important destinations for
mass tourism in Europe.28
Tourism in the Balearic Islands is a relatively recent phenomenon. They had little
appeal to travellers on the Grand Tour but there were also small numbers of notable
visitors in the nineteenth century. The Archduke Luis Salvador, third son of the Duke
25 Valenzuela, M op.cit.p.43 26 Férnandez, L op.cit.p.44 27 Buswell, RJ. ‘Tourism in the Balearics islands’ in M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford: CAB International 1996 pp.309-339 28 Clark, J. ‘Spain and the Balearics Islands: National Report no.146’ International Tourism reports,1. London: Economist Intelligent Unit, 1988 pp.5-28
10
of Tuscany and cousin of the Austrian emperor, fell in love with the island of
Majorca in 1867 and wrote some academic books on its history and archaeology.
Famous personalities such as Chopin and his companion George Sand visited the
island in 1838-39 and nowadays Valldemosa, the beautiful site of their vacation, has
become one of the favourite places to visit in the island where Chopin festivals and
recitals take place every summer. Sand wrote a book about their five weeks in
Majorca called ‘A winter in Majorca’ full of attacks against its inhabitants. 29
During the first half of the twentieth century visitors continued contributing to the
rich, adventurous and artistic atmosphere of the island, such as Hemingway,
Gertrude Stein and Robert Graves. Meanwhile the growing of the tourist industry
was beginning to take an interest too. Thomas Cook began to bring visitors for winter
holidays. The first tourist hotels were built in Catalonia’s modern style30, noticeably
the Grand Hotel that was opened in Palma in 1903. The use of the island by the rich
and well-connected people was confirmed in 1910 by the opening of the exclusive
Formentor Hotel in the north of the island. The Spanish Civil War destroyed growth
in international foreign visitors in the 30s. It is in the next decade when the number
of international tourists began to increase and the government became an enthusiastic
supporter of tourism. The social revolution starts in the 50s when the French
company ‘Club Mediterranée’ established their tented village in Majorca and a mass
movement of people began coming to the Islands looking for sun and getting
tanned.31
The first important phase of growth of tourist arrivals to the Balearics took place
during the 1960s and the early 1970s, following the opening of the Spanish economy
to foreign investment. 32 During this period, 140,000 hotels were built and 100,000
jobs were created. The number of visitors increased from about 400,000 in 1960 to
3.6 million in 1973, an increase of 60% per annum, an average of 246,000 a year.
The number of bed nights rose from 4.9 million in 1960 to 54.2 million in 1973.
29 Buswell, RJ.op.cit.p.310. 30 Buswell, RJ. ibid.p.310. 31 Bull, P. ‘ Mass tourism in the Balearics islands: un example of concentrated dependence’ in Island tourism: trends and prospects, London 1997, p.141. 32 Bull, P. ibid, p.143.
11
Demand increased again between 1977 and 1988, for example the number of bed
nights rose from 53.3 to 92.9 million and annual visitors reached their peak to date in
1988 at 7.8 million, the visitor number was still increasing at over 200,000 each year.
Between 1988 and the early 90s there were a decline in the number of visitors. This
decline in tourism in the late 80s and early 90s was a surprise for the islands and their
economy. They were so dependent on visitors that they had to expand.33
.
Tourists have come to Balearics from every country in western Europe but two have
been dominant, the UK and West Germany which passed to represent the 20 per cent
in 1970s of visitors to be the dominant nationality in 1991 with the 32.8 per cent of
visitors.34 Figure 2.1 shows the arrivals by air to Majorca in 2002. Germany is the
dominant nationality visiting Majorca with the 34.9% in 2002 followed by the British
with the 31%.35
Arrivals
31,0%
15,7%
2,0%
2,5%
2,7%13,6%
34,9% GermanBritishSpanishFrenchSwedishIrishOthers
Figure 2.1. “Dominant nationalities visiting Majorca”
Source: Adapted from: Govern Balear, Dades informatives 2002.
33 Buswell, RJ.op.cit.p.310. 34 Bull, P.op.cit.p.143. 35 Govern de les Illes Balears. ‘Incoming tourists by plane’ In: G. des Illes Balears, Dades informatives 2002. p.20
12
2.3. Impacts of mass tourism. 2.3.1. Introduction. The objective of this point is to consider the impacts of tourists on destinations areas
from an economic, social and physical perspective. The nature and implications of
these effects will be described.
The rapid growth of tourism has increased economic, environmental and social
effects. Until recently the attention has concentrated on the economic impacts and
not on the environmental and social consequences of tourism. Tourism research has
been reoriented after the acknowledgment of the size of the impacts of modern
tourism. Moreover, the costs and negative impacts have been examined in a critical
way. Some relevant authors as Turner and Ash or Cohen started to consider negative
impacts and to give importance to the cultural effects of tourism.
Tourism, both international and domestic, brings consequences and has an impact on
tourist destinations. To discuss the positive and negative impacts of tourism it is
necessary to include the visitor’s experience and to pay attention to the relationship
between visitor and resources.
The impact made by tourism depends upon the volume and characteristics of the
tourists (length of stay, activity, mode of transport, travel arrangement, etc.). A
selection of variables must also be taken into account in the determination of any
impact of tourism36 as well as their interrelationships and the ways in which they
influence the nature, direction and magnitude of tourist impacts. The assessment of
impacts should include all phases of the travel experience, including initial
preparations, the journeys to and from the destination, the stay, etc.37
36 Archer, B. and Cooper, C. ‘The positive and negative impacts of tourism’ in Theobald, W. ed. Global Tourism: The next decade Butterworth-Heinemann, Great Britain 1994 p. 74 37 Mathieson, A., and Wall, G. Tourism: economic, physical and social impacts. Longman. London 1982 p.14.
13
2.3.2. Economic impacts. There is no doubt that tourism has a most important effect on the economies of
destinations areas. It is for this reason that development of tourist facilities and
recreational opportunities has normally been viewed as a positive contribution to the
national balance of payments. 38 Moreover, tourism seems to be more effective than
other industries in generating employment and income.
International tourism is an invisible export and creates a flow of foreign currency that
contribute directly in the balance of payments. This flow has an influence into the
economy of a destination country. As other export industries, this inflow creates
business turnover, household income, employment and government profits.39
Domestic tourism has also an economic effect upon the host regions of a country.
Whereas, international tourism brings a flow of foreign currency into a country,
domestic tourism redistributes domestic currency inside the boundaries of a country.
From the point of view of a tourist region, domestic tourism is a form of invisible
export as well.40
One of the main effects of mass tourism is the over dependence of tourist
destinations on tourism (case of Majorca). This is dangerous because tourism is
volatile and highly susceptible to changes from inside (e.g. price, changing
fashions…) and outside (e.g. global economic trends, political situations…) the
industry.41 Some destinations have made themselves vulnerable to changes in tourist
demand because they have become over dependent on tourism, they have adapted all
their resources to tourism without realising that some factors such as the political
situation of a country, the economy, a war or the terrorism are the most important
points at the time of choosing a holiday destination. There is no doubt that when
there is an unstable situation in a certain country, its tourism decrease. People do not
go on holiday to a country where there are warlike conflicts or even in countries with
38 Mathieson, A., and Wall, G. ibid.p.36. 39 Archer, B. and Cooper, C. op.cit. p.75 40 Archer, B. and Cooper, C. ibid.p.75. 41 Mathieson, A., and Wall, G. op.cit.p87
14
a political situation of instability. Tourism then naturally decreases.
For example, the case of Majorca is a real example of over dependence on tourism
and more precisely on German tourists. In the last years this island is ’suffering’ a
decline in the number of German visitors. The variation of German arrivals by plane
to Majorca (02/01) is -15,7%.42 The main reason is the actual situation in the German
economy, which is going through an unhealthy period, and of course this is reflected
in tourism and in the number of Germans that normally visit Majorca. The problem is
that the island’s economy was left in the hands of external organisations and
international decision makers such as big tour operators and air companies. In the
last years they are suffering the consequences and the number of tourists is
decreasing (see table 2.1).
Table 2.1. “ Evolution of tourists arrivals by air”
(, 000) 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
German
tourists
to
Balearics
Tourists
to
Majorca
1,898
4,653
2,054
4,852
2,063
4,879
2,231
5,192
2,682
5,875
2,868
6,031
3,131
6,238
3,339
6,740
3,038
6,734
3,440
7,211
3,429
7,144
3,251
7,091
2,731
6,538
Source: Adapted from ‘Tourism in the Balearic Islands’. Govern de les Illes Balears, 2002.
In the area of Cala Millor the occupancy rate of some hotels descended 35% in 2002
compared with the year before.43 It is hoped that the Balearics will cease to be so
dependent on the success of one or two economies (German and English) in
generating their tourists and become able to diversify the supply and generate
another brand of tourists.
42 Govern de les Illes Balears.op.cit.p.20. 43 Urtasun,R. Hoteles. Hosteltur,N.III ed.May 2003 p.27
15
There are some problems very characteristics of the Spanish tourism sector such as
the seasonality of the demand and spatial concentration, which in most tourist
regions is reflected in hotels occupancy rates. Many hotels close during the off-
season while others have reduced incomes and prefer to remain open all the year
round to secure as much revenue as possible.44 Different measures have been and are
being adopted to amend these structural problems, the loss of quality and the
obsolescence in the sector.
Balearics islands suffer besides the predominance of two nationality groups, also
their concentration in time (between May and September) and space. In July and
August the 75.1 per cent of all visits by foreigners take place.45The majority of the
visitors are coming to enjoy sun and water activities, certainly in the six months of
the low season, up to 60 per cent of the hotels are closed.46The impact of the
temporary concentration is very dramatic on employment opportunities. The rate of
unemployment varies by over 26 points between August and December.47
The economic impact on the Balearic Islands has been really amazing, making the
archipelago one of the most successful regions in Spain, and in relation to the per
capita GDP in 1989, more than four percentage points higher than the European
Union's regional average48
A notable transformation took place in the Balearic economy, and especially in the
city of Palma. It changed into a modern and sophisticated urban economy with a full
range of financial, property, consumer, wholesaling and public sector services. This
is followed in the recent times of an employment growth in the service sector.49 It
can be said at this point that tourism is an instrument of change in regional
economical structures and may benefit production and creation of employment.
44 Mathieson, A., and Wall, G. op.cit.p.88 45 Bradolet, E. ‘Demanda turística y marketing turístico’ in Raycar ed. Economía de las Comunidades Autónomas, Madrid 1990 cited in Bull,P.op.cit.p.143. 46 Clark, J.op.cit.pp.5-28. 47. Buswell, RJ.op.cit. 48 Bull, P. Op.cit., p.137 (Euro stat 1993) 49 Bull, P. ibid, p.140
16
2.3.3. Physical impacts. The growth of tourism changes and modifies the environment. Environment is land,
water, air, flora and fauna, but also people and culture and the impacts of tourism are
reflected on elements of the natural environment as well as on the man-made
environment or built environment (development of environments for tourism as for
example holiday resorts).50
The development of tourism requires the existence of an infrastructure, as well as
hotel accommodation and another facilities specific to tourism. In some areas
highways and airfields have been constructed to make stimulate tourism but not
always has the local population benefited from these developments.51 Infrastructure
and facilities require land and the consequence is that land prices rise in the areas
were tourism is developing.
A major characteristic of Spanish tourism is the intense geographical concentration
and the image of the Spanish coasts of many constructions without a logical structure
or organisation of the territory. Many hotels have been built near the coastline with
private beaches and nowadays that has modified the environment and cause access
problems.
Moreover there are very few natural resources in some tourist regions and every
summer cities as Palma de Majorca or Seville have a lot of difficulty in resolving the
increased demand for water.
There have been considerable demographic changes in the provinces of mass tourism
that have had above average population growth rates between 1960 and 1991. This
demographic growth has mainly been consequence of immigration which by 1991
already accounted for 25% per cent of the residents populations of the single-
province tourism areas (Costa Brava and the Balearics).
50 Mathieson, A., and Wall, G. op.cit.p93 51 Archer, B. and Cooper, C. op.cit.p.76
17
Table 2.2 “Demographic evolution in Balearics”52
Number of inhabitants Increase 1960 1991 Absolute 1960=100
443,327 709,138 265,811 160.0
Source: Instituto Nacional de Estadística (1960,1991)
Population in the entire coastal district around Palma Bay grew by over 100 per cent
between 1950 and 1986, while population on the island as a whole grew by 82 per
cent. More relevant is the growth of immigrants settling in these areas. These would
include retirees, but more significantly migrant workers and their families whishing
to benefit from the new work opportunities generated by expanding tourist activities.
The peak years for population growth through net migration were 1966-70 and 1971-
75. During each of these periods, while total population increased by more than 25
per cent, net migration accounted for more than 60 per cent of this increase.53 Tourist
flows in the islands are themselves dominated by two nationality groups, the British
and the Germans, who collectively accounted for over 60 per cent of all tourists in
1991.54
Figure 2.2 shows the demographic evolution in Palma’s district since the year 1920
until 2003.
52 Valenzuela, M op.cit p.60. Table adapted from: Demographic evolution in the main tourism provinces of Spain, 1960-1991. 53 Bull, P. Op.cit., p.146 54 Bull,P. op.cit p.138
18
050000
100000150000200000250000300000350000400000
1920
1930
1940
1950
1955
1960
1965
1970
1975
1981
1986
1991
1996
1998
1999
2000
2001
2002
2003
year
num
ber
of in
habi
tant
s
Figure 2.2 “Demographic evolution in Palma’s district ” Source: Author’s own from: Demographic evolution in Palma since 1920. Secció de població IDT
Ajuntament de Palma (City Hall of Palma).30/07/03.
A very important element of this developing human geography has been the
construction of second homes, which in Balearics increased by 23 per cent per
annum between 1960 and 1981 and to total 97257 at the end of the period. There are
two processes in this growth: one is the creations of homes for ‘residential tourism’
and the other is the use by local inhabitants of some of their privileged circumstances
to buy land in the interior to be use for recreational purposes.55
“One of the results of this kind of demographic change is a corresponding alteration
in the image and identity of a region, as well as a dilution of cultural heritage, as
noted in Selwyn’s case study of Majorca (1997)”56.
The problem of the development of a tourism industry it is to know if this industry
offers the optimum usage of the resources available or not.57 The seasonality or
concentration in space and time combined with the speed of growth of Balearic
tourism has worsened the environmental quality of the destination and reduced the
55 Barke, M. and France, L.A. Second homes in the Balearics. Geography, 73, 1988. pp.143-5 cited in: Bull,P.ibid, p.147. 56 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003]
57 Archer, B. and Cooper, C. op.cit.p.77
19
reserve of natural resources.
2.3.4. Social and cultural impacts.
The social and cultural impacts of tourism are the effects of the contribution of
tourism that changes systems, social behaviour, family relationships, shared
lifestyles, security levels, moral conduct, innovative language, conventional
ceremonies and community organizations. For Wolf, the socio-cultural impacts are
‘people impacts’; they are about the effects on people of host communities of their
direct and indirect associations with tourists. To explore the social and cultural
impacts of mass tourism it is necessary to have different perspectives:58
1. From the tourist, in relation to the demand for tourist services and
motivations, as well as feelings, opinions and expectations of tourists.
2. From the host, analysing the aspects of the offering of tourist services, that
concerns the inhabitants of the destinations areas and the local organization of
the tourist industry.
3. From the relationship between tourist and host, concerning the nature of the
contacts between hosts and guests and with the consequences of these
contacts.
Compared to the economic effects, the socio-cultural impacts of tourism are usually
presented in the literature in a negative way. According to some research, the impact
of mass tourism on host communities is not always so adverse and gives the chance
to promote the understanding between people of different nationalities and cultures59
make available the possibility of having a successful intercultural interaction. The
intercultural contact counts with a mix of different characteristics of the interacting
groups, and the bigger is the divergence of characteristics the more evident are the
social impacts.
58 Mathieson, A., and Wall, G. op.cit.p.133 59 Mathieson, A., and Wall, G. op.cit.p.134
20
Tourist-host relationships are determined by the characteristics of the interacting
groups or individuals and the conditions under which contact take place. This contact
happen in three different contexts: where the tourist is purchasing some good or
service from the host, where the tourist and the host find themselves side by side, for
example on a sandy beach or at a night club performance, and where two parties
come face to face with the object of exchanging information and ideas. Then, tourism
is a mechanism for increasing international understanding. In the case of mass
tourists, direct contact is not necessary for impacts and only the sight of tourists and
their behaviour may induce behavioural changes on permanent residents.60
In mass tourism destinations, the tourist is itinerant, relaxed, free-spending, enjoying
his leisure and absorbing the experience of being in a different place. In contrast, the
host is stationary and if is employed in the tourist industry, spends a great part of the
time catering to the needs and desires of visitors. Social impacts of tourism refer to
the changes in the quality of life of residents of tourist destinations.
Figure 2.3 shows the basis of the framework to analyse the process that take place
when two or more culture groups interact being applicable to the social relationships
between tourists and hosts. The attitudes and behaviour of groups or individuals to
tourism may be either positive or negative, and active or passive, respectively. The
resultant combinations of reactions to tourism may take one of four forms as shown
in the diagram.
60 Mathieson, A., and Wall, G. ibid.p.135
21
FAVOURABLE:
Aggressive promotion
and support
of tourist activity
FAVOURABLE:
Slight acceptance
and support for
tourist activity
UNFAVOURABLE:
Aggressive
opposition
to tourist activity
UNFAVOURABLE:
Silent acceptance
but opposition
to tourist activity
Positive
Negative
Attitudes Behaviour
Active Passive
Figure 2.3. “Framework for the measurement of social impacts”
Source: Bjorklund and Philbrick 1972, founded in M Mathieson, A., and Wall, G. op.cit.p.
The nature and dynamics of the tourist-host relationship has three dimensions:
people’s interactions, perceptions and attitudes. Host attitudes may rapidly become
antagonistic and even reach xenophobic proportions when there is a non-stop
development of facilities and services to satisfy tourist demands. “Xenophobia
occurs when the carrying capacity, or saturation point, is reached and exceeded”
referring to tourists behaviour. The tolerance of tourists by hosts varies spatially and
temporally. As long as the economic impacts remain positive, the presence of tourists
is usually accepted and welcomed.
But once the host population consider that the limit is exceeded, some negative
symptoms of discontent appears going from apathy and irritation to extreme
xenophobia, and from bad-tempered courtesy to open exploitation. There are
22
numerous situations that provoke feelings of tourist resentments and they arise from
different conditions:61
1. The physical presence of tourists in the destination area, especially if they
are in large groups. Residents usually resent the fact of sharing facilities and
services with visitors and often mention congestion as problem. It is evident
that the concentration of large numbers of tourists causes congestion of
facilities and services. Dispersing tourists can reduce tourist densities so that
the ratio of tourists to hosts is reduced without decreasing the number of
tourist arrivals.
2. The demonstration effect. Residents frequently resent the visible economic
superiority of visitors and try to copy their behaviour. The introduction of
foreign ideologies and ways of life into societies exposed to tourism indicates
a foreign domination of the industry and an adaptation of work. Furthermore,
the hosts perceive quickly the desire of tourists to spend money and their
weaknesses are exploited. Hosts may develop an inferiority complex that start
out a process of imitation. Most case studies that examine demonstration
effect agree that tourism can modify local behaviour and divide the
population of destinations areas.
3. Foreign ownership and employment. The employment of non-locals in
executive and professional occupations, carrying greater responsibility and
superior salaries to those available to local residents, also provokes
resentment. These features have been labelled in the literature and in this
paper as outgrowths of neo-colonialism.
Mass tourism is without doubt the most important form of tourism and imposes the
gravest consequences on the natural and cultural situation of a tourist destination. It
is characterized by important investments, headed by a few producers of specific
markets: Disney in the world of theme parks, Center Parcs in the world of multi-
61 Mathieson, A., and Wall, G. op.cit.p.141-147.
23
functional holidays not far from home and travel companies such as TUI and
Thomson in the world of package holidays in Europe. Moreover, mass tourism
products are very similar: the Mediterranean beach holiday offers the same
combination of architecture, facilities, food, and entertainment whether it is located
in Greece, Italy, Spain or Turkey. It is the tourism industries that more and more set
up luxurious resorts in developing countries with the benefits being transferred back
to Europe, the USA or Japan. “Local residents serve rich tourists. Any other contact
between visitors and the local population is often unwanted. This kind of tourism
does not make available a better understanding and even embodies a kind of "post-
colonialism". 62
For a tourist destination the promotion and the image are fundamental and must be
carefully constructed in order to get benefits. As already mentioned, tourism is a
form of conspicuous consumption and tourists exhibit their identity and social
standing by the destination they choose to visit and the image it presents.
This image is in the hands of ‘image-makers’ who select, organise, combine and edit
what is produced and distributed. Image can be deformed to attract tourists, for
example, negative aspects such as poverty and crime are omitted while positive
aspects are accentuated or exaggerated. Tourists can either accept the trickery or feel
disappointed by the lack of authenticity, but for the locals the false image has much
more serious implications, they suffer a loss of identity in their evolution into a new
role. The false image gradually robs the culture and its authenticity and this can
create a bad feeling and cause resentment from local people.63
The conception of tourism nowadays is tourism as modern equivalent of the religious
pilgrimage because both pursue for authentic experiences. Even if attractions are
potential expressions of authenticity not all of them are equally authentic, the host
frequently stages their authenticity. Normally modern mass tourists are denied access
to the back regions of the host society where genuine authenticity can be found.64
62 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] 63 ibid.
24
The social and economic impact of tourism, and consequently its effect on culture, is
enormous in areas of mass tourism. For that reason, sustainable tourism try to solve
the problem by advocating that the image presented should meet the needs of the
local community and express their cultural heritage.
2.4. Tourism: Benefits or costs? In general tourism is very often seen as a way of stimulating regional development
and regenerate the economy of a destination. But its benefits are often going outside
the community and because of its main characteristic, the instability; many external
factors affect the tourist industry and its prosperity. It does not always bring greater
prosperity, for example in the contribution of tourist industry in the creation of
employment, is not always as good as desired because employment in the tourism
industry is usually untrained, poorly paid, part-time and seasonal. Even if tourism
creates new employment opportunities in the host area and helps the community to
retain members who would otherwise migrate away, it also attracts foreigner who are
searching for work or economic opportunities to set up their own business.
Two different groups of people increase the benefits and costs of tourism, on the one
hand, the visitors themselves that have benefits and acquire costs in taking holidays.
On the other hand, the resident populations of the host region that usually take
benefit from the tourist (not only financially) but at the same time acquire costs of
different types.65
The impact of mass tourism on local residents causes costs and benefits: more
wealth, more jobs and higher land value. But they have to accept a lower quality of
life that they enjoyed without tourists. They may remedy the decline in their quality
of life trough tourist expenditure for which they pay taxes.66
National and local governments develop infrastructure, and private investors are 65 Archer, B. et al. op.cit.p.73 64 Vanhove,N. (1997) Mass tourism: benefits and costs. In: Routledge (ed) Tourism, development end growth: the challenge of sustainability. p.71, New York.
25
offered tax breaks, cheap land and other incentives to develop tourist attractions and
landowners are encouraged to sell their land for tourism development. Government
raises local taxes in order to develop the infrastructure necessary to attract tourists
and the tourism industry, and also to be able to provide vital resources and services
such as water.
Mass tourism makes land prices higher. The growth of tourism creates additional
demand for land, and as a consequence this increase of the demand is followed by a
prices increase.67 Some areas in the Mediterranean littoral of Spain became
‘colonised’ by retirees from northern Europe who acquired second homes and step-
by-step small foreigner communities were created through the Spanish littoral with
more relevance in the Balearics and Costa del Sol.
It is a fact that tourism pushes up prices of accommodation and food, and the result
of the negative effects of tourism development is the moving away of local people
from the ‘colonised’ areas because they cannot afford it longer. Then tourism can
cause poverty and the eventual displacement of local people that are replaced by the
immigration of wealthy foreigners and retirees.
In the table below, Frechtling (1994) summarize a number of categories of incidental
costs that are related to tourism import but it doesn’t mean that a volume of tourists
will produce costs in all the categories. Besides direct incidental costs, there are also
secondary incidental costs as for example the leading of additional visitors to new
businesses that requires more population and latter imposes fiscal costs in the
community. Some of these costs are similar for the additional residents and for the
additional visitors.68
The items mentioned in table 2.2 are only examples and are not exhaustive; it is
necessary to adapt them to each practical case.
67 Vanhove,N. op.cit. p.70 68 Vanhove,N. ibid.p.70
26
Table 2.3 “ Possible direct incidental costs of tourism ” Life quality costs: Traffic congestion. Crime. Fire emergencies. Water pollution. Air pollution. Litter. Noise pollution. Destruction of wildlife. Destruction of scenic beauty. Destruction of social/cultural heritage. Disease. Vehicular accidents.
Fiscal costs: Highway construction, police services, public transportation, port and terminal facilities. Police services, justice system. Fire protection. Water supply and sewage treatment. Police services, public transportation. Solid waste disposal, police services. Police services, zoning. Police services, park and recreation facilities, forestry maintenance, fish and game regulation. Park and recreation facilities, police services. Maintenance of museums and historic sites, police services. Hospital and other health maintenance facilities, sanitation facilities, food-service regulation. Police services, justice system.
Source: Frechtling 1994: 395
2.5. Neo-colonialism.
“Like the Moors and Christian, the twentieth-century invaders have brought their
own cultures to the Balearics Islands. Immigrant labour and their families who have
now taken up permanent residence in the islands have introduced traditions for
elsewhere in Spain and in particular from the poorer south. The local sense of
identity in the Balearics Islands is therefore a rapidly evolving one. However, by far
the greatest cultural impact has been the imprinting of German and British ways of
27
life and social geographies into the new settlements on the coast.”69
Tourism is the phenomenon of modern masses that has opened up the land market,
tourism is introduced and allows the invaders take control of land, that means
invasions without army but invasions that colonize and destroy the economic, politic
and above all the cultural structures of the communities that suffer directly from the
effect of tourism. 70
The view that tourism is a new form of colonialism and imperialism is one
perception of tourist development and its effects. Three economic conditions
corroborate this assert:71
Firstly, many development countries have turned to tourism and are depending upon
it as a means of securing profits and to achieve the goal of increase foreign exchange
earnings. Their success depends, in part, on their enthusiasm to lodge fully the needs
of tourists. Usually in these areas the political organization and economic priorities
are directed towards the satisfaction of the demands of tourists.
Secondly, there is a one-way transfer of capital that go together with the
development of tourism, from the destination area to points of tourist generation
because a huge amount of expenditures and profits flow back to foreign investors.
And thirdly, the employment of non-locals in professional and executive positions,
have also provoked charges of neo-colonialism. “Tourism means work for most
locals, leisure for the visitors, and this situation creates misunderstandings and
conflicts of interest”.72
International tourism might have two effects on the creation and modification of
social identities. First, it should generate international familiarization and adjustment
69 Bull, P. op.cit., p.147 70 Jurdao, F. op.cit.pp.10-13. 71 Mathieson, A., and Wall, G. op.cit.p.147-148 72 Urry,J. Tourism , culture and social inequality. Pp. 115-133 In: London; New York: Routledge, cop. 1996 The sociology of tourism: theoretical and empirical investigations.
28
to achieve that other cultures do not seem dangerous and threatening longer. And
secondly, it should encourage cosmopolitanism, “an intellectual and aesthetic stance
of openness towards divergent experiences from different national cultures” 73. An
open attitude should be exposed to understand differences and contrasts between
societies, rather than a desire for uniformity or superiority.
For the majority of tourists visiting the Balearics it is hard to believe the system of
the procedure between the local and the tourist identities or between the separate
tourist groups. Nationality groups are often spatially separated from one another in
different resorts and different hotels, where they make their homes in the same
accommodation and they do not separate for social and recreational activities. This
process is favoured by the speaking of different languages too. They have come to
Balearics simply to follow their own ways of life in the sun. Robert Graves suggests
in his book Majorca observed that: “their most lasting and pleasurable memories are
the friendships they have struck up with members of the same group from the same
town”. This remark is still as valid today as it was over 40 years ago and is one of the
major points of interest for the author in this paper. Indeed, local research in Majorca
has revealed that the majority of modern tourists have ‘no interest in anything but
sun, beach and entertainment’.74
2.6. Conclusion. This chapter has gone through the origin and evolution of mass tourism in all over
the world and particularly in the Balearics Islands where it became the major source
of richness and development. But the other side of tourism has been also analysed:
economic, physical and socio-cultural tourism impacts of tourism have been exposed
identifying the consequences of the classic features of mass tourism. Finally and
exposition of benefits and cost is showed enclosing a question: Tourism, benefits or
costs?
73 Urry,J. (1994 ) Europe, tourism and the nation state. p.93 In: C.P. Cooper and A. Lockwood (eds) Progress in Tourism, Recreation and Hospitality Management, Vol.5, pp.89-98. Chichester: Wiley. 74 Bull, P. op.cit., p.147
29
Chapter III From mass tourism to sustainable tourism
3.1. Introduction. Sustainable tourism has been promoted as a way of moderating the disadvantages of
tourism, at the same time as make best use of the benefits in a way that is suitable for
the greatest number of people. It encourages the development of cultural and rural
tourism to sustain local cultures, traditional lifestyles and industries, it seeks to utilise
resources and the environment in a sustainable way, and it aims to generate the local
economy by providing opportunities for employment and economic development.
Sustainable tourism demands an awareness of the needs of local people, respect and
appreciation for culture and the environment and achieves a balance between
development and conservation.
The appearance of some competitive destinations and the deterioration of the
environmental quality in the Balearic Islands, has guided the government to began
thinking about sustainable solutions to maintain the main source of incomes in the
islands: Tourism.
3.2. Evolution of tourism: new mentality, new trends.
Large coastal areas have suffered from uncontrolled tourist development during the
last decades, having as consequence the destruction of natural eco-systems, air and
water pollution, the shortage of water, problems of waste disposal, or the
transformation of small villages into centres of urbanisation. Fortunately tourist’s
mentalities are changing and the slogan of “non-destructive tourism” is becoming
important for travellers and for authorities.
New positive kinds of holiday are being developed; they deal with the problems of
mass tourism, caring for cultural, social, and natural features of the destination. The
preferred term for this kind of tourism development is "sustainable tourism". 75
75 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003]
30
Possible future trends in tourism are strongly related to changes in society. Today
leisure and tourism are more than just elements in social life; they also indicate
the individual's position in society. Leisure activities more and more define
everybody's personal lifestyle and are motivated by creativity, health, new
experiences, human relations, and personal growth. People are looking for
sporting challenges like biking, climbing or rafting, or want to collect experience
of life inside foreign cultures. Tourist markets are becoming more fragmented
according to everybody's personal lifestyle and the distinction of the visitors'
desires.76
Furthermore, Majorca can offer a variety of opportunities all over the year, and
not only in one season. This is an advantage in comparison with some others
destinations that can not diversify the offer, these opportunities should be valued
and promoted to change the image of a mass tourism homogenous. 77
The objectives is not denying tourists the access to the beaches and enjoy sun and
party, but it should be controlled. The quality of the product has to be improved
and the offer diversifies, because more and more the tourists are becoming more
demanding and looks for quality and for new experiences, new activities, new
ways of enjoying their holidays.
Another important aspect is the growing of an ecological conscience in the modern
society. In general speaking, the need for environmental protection is normally
accepted. In the words of some authors:
Selwyn’s case study in Majorca (1997), illustrates the way that tourism promotion
and development is controlled by wealth and power in the form of local elites and
transactional corporations. It is evident that tourism often conflicts with local people
and communities because it is in competition with them for land, water, energy and
services.
76 ibid. 77 Segui Llinas, M. ‘Les nouvelles Baléares. La rénovation d’un espace touristique mythique’, in L’Harmattan, ed. Paris, 1995 p. 65.
31
Hall (1994), notes that the state also has national interests and objectives which
often conflict with local inhabitants, for instance, the lure of foreign exchange might
prompt a government to continue to encourage tourism in an area where carrying
capacity has been exceeded.
Krippendorf suggests that tourism should be judged according to whether it raises
the standard of living for the local inhabitants rather than increasing the gross
national product.
An important factor in sustainable tourism planning is that the local community must
feel it has some control over decisions and its environment if resentment is to be
avoided (Kadt, 1979).
It is interesting to note Urry’s observation that ‘the more exclusively an area
specialises in tourism the more depressed its general wages will be’.78
3.3. New environmental policies. In the 80s the Government of Balearics (Govern deles Illes Balears) and private
investors realised of the deficiencies in the tourist model of the island and the
limitation of natural resources that required a halt in the quantitative growth and
to focus on qualitative aspects. The ‘Balearic model’ and the ‘know how’ were
copied from another Mediterranean areas, the Far East and the Caribbean. The
Govern Balear realised that is impossible to compete with such exotic
destinations for being a popular destination with the European middle classes. It
is for this reason that they create a new model that pays more attention to better
infrastructures, better services in the hands of professionals of tourism, and more
security. 79
One of the major problems that appear in Majorca is the shortage of water and
consequently the utilization of subterranean waters. A farmer being conscious of
the limitation of water could use 140 litres of water a day; a resident in the city
could use 250 litres; a middle tourist use 440 litres and high class tourist use 880
litres a day (gardens, golf courses, swimming pool, sauna, extra laundry, etc.). 78 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] 79 Govern de les Illes Balears, IBATUR (ed) Palma de Mallorca.( General information sent to the author by post).
32
The scarcity of water is a big environmental problem that leads locals and tourists
to buy mineral water that is transported from another places and that is expensive
and soled in no recyclable containers. 80
Another problem is the large amounts of rubbish generate every day by the
tourist industry. It has been calculated that a tourist generates 50% more of
rubbish than a local resident.81
But the most visible problem is the damage to the landscape. Rows of big hotels
have blocked out any views of the horizon. It is even more irritating to think that
in low season these hotels are closed. In order to build these hotels it was
necessary to use large amounts of land, beaches, dunes and marshes that as a
consequence have disappeared and are now covered by asphalt.82
Looking forward to the XXI century, a second ‘tourist revolution’ known as the
revolution of the total quality is starting. The idea is to involve the local
population and tourist sectors as travel agencies, transports, hotels, universities
and all the public in general. It is important to remark that GDP in the islands is
dependant on almost 90% of the tourist services, so that is not surprising that a
big investment, legislative measures and publicity campaigns were done. The
most important measures adopted where in relation to83:
- infrastructure improvement in the tourist areas,
- modernization of tourist accommodation,
- professional and skilled staff,
- laws for golf courses and yachting harbours,
- laws for the improvement of tourist supply,
- Integral Sanitation Plan of Balearics (PSIB),
- law of natural spaces (LEN),
80 Boers, H. and Bosch, M. La tierra, destino turístico. Introducción al turismo y al medio ambiente. (Earth, tourist destination. Introduction to tourism and environment). SME(ed) Madrid, 1995.p.63. 81 Boers, H. and Bosch, M.ibid. 82 Boers, H. and Bosch, M.ibid.p.64. 83 Govern de les Illes Balears, op.cit.
33
- modernization of the complementary supply,
- project of order in the tourist supply.
In Majorca 34% of the soil has been declared as “natural value areas”, which
means that they would be conserved in their natural condition and state. The
modification of this space is subjected to a harsh regulation. Some legislation
against the camping has been also introduced.84
Nowadays a great emphasis is put on developing a responsible tourism policy,
which has implications for maintaining the balance between economic benefit
and socio-ecological responsibility. The destination does not have to adapt to the
tourist development but tourism has to adapt to the cultural, natural and socio-
economic peculiarity of the destination. The basis of the new policy is to move
away from the short-term gains of tourism, towards the realisation of a long-term
compatibility between tourism and the environment.85 The local population
should be able to participate in the development of new tourism strategies and
must not suffer from new infrastructure projects.
3.3.1. The example of Calvià.
The municipality of Calvià (Majorca) is one of the most visited Mediterranean
destinations. With its 150 sq Km, natural areas of great quality and a diversity of
ecosystems, 60 Km of coastline, 40.000 inhabitants, 120.000 tourist units and more
than 1.600.000 visitors a year, Calvià can be considered as a typical example of sun
and beach mass tourist destination.86
In this municipality a plan that covers all the tourist activities has been introduced.
The objective is to offer to the tourist a peaceful and harmonious place, with a lot of
green areas and opportunities to social contacts. For example the use of the car has
been restricted to improve the quality of life. Some commercial streets have been
84 Boers, H. and Bosch, M.op.cit.p.65. 85Govern de les Illes Balears,op.cit. 86 http:// www.calvia.com [accessed 18 June 2003]
34
transformed into pedestrian streets, some roads have been closed to traffic, there are
new speed limits, and a new service called the “yellow bus” join the principal points
of the city. The new buildings cannot have more than four floors in the coast and two
in the interior. They want to improve the quality of their beaches and by now they are
being cleaned every day, and a lot of these beached have been considered by the
European Union as beaches of quality (blue flag). Moreover the purification of
residual waters in the municipally of Calvià is done using a natural process before
going out to the sea.87
“On the basis of article 4 of the European Parliament Council Regulations No.
1655/2000 (Life-Environment), the European Commission has officially authorised
financial support for the project "Strategies and implements toward sustainable
tourism in the Mediterranean Coastal areas" (LIFE00/ENV/IT/00167) presented by
the Province of Rimini in partnership with the Municipality of Calvià (Spain),
Ambiente Italia (Italy) and Federalberghi (Italy)”.88
The principal European tour operators has realised that the impact of mass
development in tourism does not have only benefits and gains, and it is for this
reason that they are now adapting their business and taking in account some
measures as for example, the improvement of the hotel accommodation.
3.3.2. The Ecotax.
The creation of the Ecotax can be related and based on the “polluter pays principle”
which according to the European Community, “ implies that those who cause
environmental damage should bear the costs of avoiding it or compensating for it,
environmental policy should be financed by the polluters themselves as far as they
can be identified” 89. The object of the eco-tourist tax is the creation of a new tourist
model promoting sustainable development and improving quality of life of tourists
and residents. The tax is established on the stays in tourist accommodation
enterprises and varies from 0.25 and 2 euros according to the different categories of 87 Boers, H. and Bosch, M.op.cit.p.66. 88 http:// www.calvia.com ibid. 89 http://www.europa.eu.int/comm/regional_policy [accessed 18 June 2003]
35
accommodation.
That requires a big effort from the institutions and the tourist sector enterprises. The
major aim is to keep the islands’ tourist product competitive and within a guarantee
of sustainability. The tax will give the opportunity of investing in environmental
conservation.
3.3.3.Limits and barriers. The sustainable development depends in large part on the Government’s decisions.
The Government is the main force in the implantation of an environmental policy,
but its actuation is very ambiguous; it helps to improve the quality of tourism, and
also to do it in a sustainable way. The legislation already existent related to the
quality of beaches, construction and reorganization of municipalities such as Calvià,
has good purposes and results. But the problem arrives with the changes of
Government in the new elections; the newest politicians abolish early-introduced
laws, because very often, politic interests are related to the economic interests. 90
The local population does not help either to maintain an environmental sustainable
development because for them all developments are good only if they bring
economic benefits.91 This belief has been a big mistake over the history of Spanish
tourism development (commented in this paper in the point: impacts of tourism).
In the case of the Ecotax it would be easy to believe that it is very good idea and
easy to establish but the fact is that it is creating some problems between
authorities and tourist managers in the islands. It has been hardly criticised from
the different politic parties. Besides, it has even been pointed out as the main
cause of the decrease in the number of German visitors to the island.
The tourism tax does not concern to all tourists in an equal dimension. The fact that
the Ecotax varies progressively depending on the number of stars a hotel has, is a
90 Boers, H. and Bosch, M.op.cit.p.70. 91 Boers, H. and Bosch, M.ibid.p.70.
36
source of complains and creates limits in the long term. Perhaps it should be a flat-
rate tax rather than a progressive one.92
The Ecotax continues to cause consternation among both the public and hoteliers
alike. The tax is supposed to be levied on tourists to the island to pay for
environmental 'repairs' necessitated by the effects of mass tourism, a simple idea, but
difficult to carry out.
The clients of smaller hostels do not have to pay the tax. It seems unfair that a
measure designed to correct the damage caused by mass tourism should be financed
by only a proportion of those masses; people who stay in hostels, villas, and private
apartments do not contribute one cent. 93
The Secretary-General of Tourism, Juan José Güemes, criticised the 2.7%
increase in the Ecotax and asked for its abolition following the recommendations
of the tour operators, and pointing out a 10% drop in tourism in the Balearic
Islands in 2002, rising to 20% of German tourists. The central Government
doesn’t stop the fight against the Ecotax and criticised the tourism policy of the
Balearic Government.94
This Government’s “star” project has been charged on tourists since the first of
May last year. In eight months (from May to the end of 2002), the Inland
Revenue has received 23 million euros from it.95
The recently elected, president of the new regional Government, Jaume Matas,
has promised to abolish the Ecotax by next year. The intention of the new
92 http://www.ibiza-spotlight.com. January 13, 2003 [accessed 14 July 2003] 93 http://www.foes-ev.de/GBNnews2/3artikel3.html [accessed 14 July 2003] 94 www.finestraturistica.org/p_noticia.cfm?id=1294 “The Government is ensuring that in 2003 the Balearic Islands will be the tourism destination to suffer the most”. In: El Mundo/El Día de Baleares, December 30, 2002. [accessed 14 July 2003] 95 www.finestraturistica.org/p_noticia.cfm?id=1351. “Ecotax projects in the Balearic Islands amount to almost 29 million euros”. In: Daily of Mallorca, January 16, 2003. [accessed 14 July 2003]
37
regional Government is to reintroduce the tourism policy that they operated at the
end of the nineties, which made them the leader in European tourism to the
Mediterranean. This policy would recover tourism in two ways, from an internal
point of view, with a “recovery of the social role of tourism” because during the
last few years, tourism has been spoken of as if it were a negative thing. And for
the external perspective, it would attempt to improve the image of the Islands.
The Government wishes to give Germany a message of welcome. The new main
authorities of the Islands have recently visited the headquarters of the German
Travel Agencies and Tour Operators Association in Berlin with the intention of
recovering this market and explaining their new tourism policies, as to spread a
clear massage: “German tourists are welcome, we can not ignore German
tourism, that will be suicide”. 96
3.4. It is the end of "balearisation". The Spanish term “balearización” means the action of doing something in the
Balearic way. This word makes reference to all the worst from mass tourism:
uncontrolled development of tourist areas, high-rise hotels in the seashore and
“Bierstuben” (German pubs), “British pubs” and “Viking bars” everywhere.97
It is said that the French invented this word “baléariser” to represent the destruction
of the environment for the tourist exploitation. Landscapes such as Santa Ponça,
Palma Nova, Peguera, Sant Antoni de Portmany, Cala Galdana, El Terreno and a lot
more were literally ‘massacred’ with cement walls without any order or sense and
transformed into urban areas or “even in suburbs as the case of Cala Major”. It was
the time when only benefits were important and tourism was seen as an easy way to
gain money without professional preparation and little effort. 98
The authorities can change the idea of tourist development and make the
improvement of quality as a priority, but sometimes there is also an economic
96 www.finestraturistica.org/p_noticia.cfm?id=2333. “Ignoring German tourism would be suicide”. In: Daily of Mallorca, July 15, 2003. [accessed 14 July 2003] 97 Boers, H. and Bosch, M.op.cit.p.59. 98 Jurdao, F. Op.cit.p.105.
38
interest behind and not only an action of sustainable tourism. There are different
opinions in relation to the creation of new golf fields and the development of rural
tourism. 99
With regard to golf courses, the authorities defend their creation as being good for
the environment because the arid and abandoned fields can be transformed into green
areas with vegetation of diversified species. But the opponents declare that it is
precisely this arid landscape, which is characteristic of the island, and moreover they
are against the large quantities of water being used to maintain the golf courses and
the subsequent urbanization of the countryside.
The positive side of the development of rural tourism is that it maintains the
traditional landscapes and rural constructions are not abandoned thanks to the
financial helps coming from the European Union. This kind of tourism is under
legislation to avoid the risk of being exploited. All the development projects are
presented first to the government who will decide later which of them will be
officially done or not.
Making reference to all the information presented and analysed until now, Majorca
looks like a good example of evolution, adaptation and change. It has been subjected
to a hard pressure by the ‘environmental movement’ and is taking measures to make
of Majorca a quality product based in quality of natural environment. And, why not,
it could be the end of the negative use of the word “balearisation”. It is important not
to forget that there will be still a strong and viable market for mass tourism in the
island, on the one hand we have the existing participants in this form of leisure and,
on the other, and more importantly, the new consumers.
99 Boers, H. and Bosch, M.op.cit.p.68-70.
39
Chapter IV Methodology 4.1. Introduction. This chapter describes the aims and objectives of the research as well as the methods
chosen by the researcher to collect the information, and the analysis of the secondary
and primary data. The information gathered will be exposed from different
approaches and the limitations of the research will be shortly mentioned in this
chapter.
4.2. Aims and objectives.
The objectives are presented in table 4.1, with the purpose of showing to the reader
in an easy and clear way the main ideas of the researcher. To reach the objectives it
is very important to know what are the main ideas or points of interest and decide
what information it is required. To structure these ideas, the author has made
questions and possible answers, which define the objectives to reach as well as to
find out if the possible answers or hypothesis are true or not.
40
Table 4.1. “ How to achieve aims and objectives” Seeking for answers Asking questions
Tourism is a new way of colonization; the
Mediterranean coastal fringe of Spain has
suffered the impact.
Did tourism open the way of the massive
colonization?
Mass tourist destinations are colonized and
deteriorated.
Analysis of economic and socio-cultural
impacts.
What are the unfavourable impacts in mass
tourism destinations?
More and more tourist mentality and
tourism policy is changing. Sustainable
measures are being established.
Can the negatives effects be avoided,
compensated, solved somehow?
Visitor's motivation is sun, sand, sea and
sex.
Do they feel still attracted by the same
factors? What are they looking for?
Independent states exist inside the island
with barriers, different laws, different
language and own police.
Visitors and foreigner residents became
more and more powerful in the island.
Why do such a large number stay in Spain?
There is an interaction of cultures?
Who adapts to whom?
Who is the guest and who is the host?
Who has the power?
The interest for buying land and building
lots of houses provoke in locals the feeling
of being on sale
What is the local community reaction?
Source: Author’s own.
4.3. Secondary data.
The secondary data of a research is the information that already exists in relation
with the subject. It is the information available from books, articles, reports, and
investigations carried out by other people with a different purpose that the present
one.
41
The first step for any researcher is the collection of secondary data to design the basis
of the literature review and the plan of the project in general. The secondary data
gathered gives the researcher the opportunity of analysing the different theories that
are suitable to the current project, and count on a scientific base and general overall
picture of the topic. With the theory behind, the researcher will be able to work from
different approaches and establish hypothesis and comparisons.
The main secondary sources, books, journals, official publications, Internet, articles,
surveys and reports, used for this thesis have been found in different libraries or
facilitated by different public organisms.
Table 4.2. “Sources of secondary data collection” Main places visited Main sources obtained
Turespaña National Library of Madrid Universities Libraries OMT (WTO)
Books, publications, reports, articles, journals, Internet, magazines.
Govern de les Illes Balears Up to date information
Foment and Tourism of Illes Balears Statistics, general information
ITB Professional contacts
IBATUR All kind of statistics
Source: Author’s own.
The research was mainly conducted in relation to topics as colonization, mass
tourism, socio-cultural impacts, and reorganization of mass tourism destinations; new
environmental policies and different statistics were also found in the Balearics
Islands web pages. Moreover a lot of information coming from the Foment and
Tourism department of Majorca was sent by post to the author, the main contact from
this department, was known by the author in the ITB of Berlin.
The main source to ask directly for the information required was Internet. Since the
beginning of March 2003, several mails were sent to the public institutions of
Majorca as Tourist Offices, Govern de les Illes Balears, IBATUR, Conselleria of
42
Tourism, etc. Where, besides of providing me with some information they also
directed me to another web sites, which proved very interesting for my study.
The research started in the first stage of the ETM in Börlange where I found some
interesting books (The tourist Gaze, John Urry or Tourism in Spain, critical issues)
and some articles in the electronic page of the library, that were quite helpful to have
a first overview on the topic.
The language chosen for the dissertation was from the beginning English, and the
most of the literature has been read in English, which is an advantage. In the second
stage of the ETM programme, the research was done in Chambéry and almost all the
books were written in French, but the author considered some of them useful (Les
Nouvelles Baléares, Miguel Segui; Tourisme et Utopie aux Baléares, Ibiza une île
pour une autre vie) even if the process of analysing the information was harder and
slower.
Once in Madrid, where the author was living, the secondary research was done
mainly in the library of the University Rey Juan Carlos where a lot of literature was
found written in Spanish which facilitated reading; and in the library of Tourspain
(The public institution dependant on the Ministry of Economy, which is in charge of
the promotion of Spanish tourism) where a large number of books about sociology of
tourism and the impact of tourism where consulted, as well as a large selection of
publications and reports.
The collection of secondary data as mentioned before started in the first stage of the
ETM around the month of December and the research was carried out during the rest
of the months until the end of the thesis. It is important to remark that the most
intensive research and analysis were carried out during the end of May and the
month of June. The elaboration of the literature review chapter took around 8/10
weeks.
43
4.4. Primary data.
Primary data is the information collected by the researcher through interviews,
surveys, information held by companies, etc. it is the information collected explicitly
for the present investigation. The data gathered from the primary research, will be
presented as the results of the investigation carried out by the researcher. Such data
can be either quantitative or qualitative.
4.4.1. Questionnaire survey.
4.4.1.1.The aim of a questionnaire.
A questionnaire is made up of a number of questions that represent the subject of the
investigation. The elaboration of a satisfactory questionnaire is essential because the
questionnaire is the source to get the necessary information to develop the study. 100
The main characteristics of a successful questionnaire are:101
- Objectivity: the interviewer should not influence the answers.
- Clarity: it is very important to use an easy and understandable vocabulary to avoid
ambiguities, delays and mistakes.
- Precision: the questions must be well defined to avoid ambiguities and get just the
information required.
- Courtesy: to avoid questions that could bother the person interviewed.
- Short length: as far as possible it is better to reduce the length of the questionnaire,
avoiding long questions and repetition, preventing the monotony and tiredness.
4.4.1.2.The sample.
The survey took place in Majorca during 4 days in July 2003. The survey was
focused mainly in the areas characterised for having a big concentration of tourists in
the summertime: Magalluf, C’an Pastilla and Arenal. These areas were considered
100 WTO, (2001) Apuntes de metodología de la investigación en turismo. p.85. 101 WTO, ibid.p.86
44
good places to request any foreign tourist or locals in general, (families, retired
persons or workers from the tourism industry), to participate in the survey and obtain
the sample. Some questionnaires were delivered in Palma de Mallorca trough a
different sector of the population such as workers of the City Hall, architects, and
students to obtain a different point of view away from the tourism industry. The
survey generated 50 responses from tourists and 52 from locals.
4.4.1.3.Design of the questionnaire.
The researcher tried to elaborate a questionnaire carrying out the characteristics
mentioned before (objectivity, clarity, precision, courtesy and short length). Like it
was explained in point 2.3.4, to analyse the socio cultural impacts of mass tourism, it
is important to do it from different perspectives. For that reason, two different
questionnaires were done depending to who were addressed, one for locals and one
for tourists:
Questionnaire I. The questionnaire shown to tourists was designed to find out their
ideas and thoughts about the island and its residents, their attitudes and behaviour
towards local community, culture, and environment. Another aim to achieve was to
know their motivations to visit Majorca, to compare later if the motivations are still
the same as 30 years ago.
The language used in this questionnaire was English. It was divided in 4 parts:
1. Motivations
2. Attitudes.
3. Expectations and satisfaction.
4. Personal details.
Questionnaire II. The questionnaire given to the local population aimed to know
their perception, feelings, attitudes and initiative towards tourism and tourists. With
the information obtained the purpose was to analyse the impacts of mass tourism on
the local population and the connection with colonization.
45
The language used in the questionnaire was Spanish. The questionnaire was divided
in 3 parts:
1. Motivation to tourism.
2. Attitude towards tourism.
3. Personal details.
Before handing out the questionnaires the researcher introduced herself to the
participants and informed them about the purpose of the survey. Not all the
questionnaires were hanged out to the participants to be contested by themselves but
some were asked verbally by the author, what made from the questionnaire, in some
cases an authentic and fruitful interview.
There are different kinds of questions102; the questionnaires are mainly composed of
closed or pre-coded questions, which are easy to analyse and quick to answer.
Examples of questions used:
- Open question: the interviewee has freedom to answer.
e.g. What do you expect from your holidays?
- Close question (or precoded): the interviewee has to choose between the options
proposed. The advantage of this kind of question is that it facilitates the later measure
of the answers. The limitation of close questions is that the information is restricted
and sometimes omitted; the interviewee does not have enough variety of answers and
can be forced to into an answer, which only approximates to what he or she wants to
say.
e.g. Is it the first time that you come to Majorca?
Yes No
46
102 WTO, op.cit.p.86
A close question can follow a scale as for example the Likert scale going from 1 to 5
options.
e.g. How do you feel among tourists?
Very well Good Normal Bad Very bad
- Mixed question: it can be for example, a close question in which an option can be
an open question with a free answer.
e.g. Are you from Majorca?
Yes No If not, why do you live in the island?
4.4.1.4.Design form.
The questionnaire was designed on size A4 in horizontal layout and the typeface was
Times New Roman 10 point with the purpose of including all the questions in the
same side and reduces wasting paper. Furthermore it was possible to fold it in the
middle, which made people suppose that the questionnaire was shorter. With the
intention of making it more attractive to participants the questionnaire was printed in
yellow paper. (See appendix B)
4.4.1.5.Limitations.
The main limitation of the survey was the language. The questionnaire addressed to
tourists was done only in English, which caused some difficulties when asking to
German tourists.
People on holiday’s resorts are not always available or predisposed to participate, a
large number of people refused to answer with the excuse “no time, sorry” the most
of the times. But considering that they were on holidays and the questionnaires could
bother them, the author is quite satisfied with the result.
47
In relation to locals working in the tourist industry, in general they were reluctant to
participate. They argued that they were tired of doing questionnaires. The author
managed to get their cooperation in most of the cases by explaining to them that the
survey was for her personal interest and studies and not for public statistics. In this
case, being part of a big enterprise or public institution, which is supposed to give
credibility to the survey, could have been a limitation for this particular research.
4.4.1.6.Pre-testing.
The questionnaire was pre-tested by some students before the main survey took place
in Majorca. The aim of the pre-testing was to identify problems and correct them, to
verify that respondents understood all the questions, to find ambiguities and
confusing questions.
During the pre-testing as it was expected, errors were identified and corrected. For
example, before the pre-testing, the question was: Do you feel comfortable between
so many tourists? After the pre-testing study the question changed to:
How do you feel between tourists? It was found that the words ‘comfortable’ and ‘so
many’ could influence in a negative way in the respondents. The question was
formulated in a negative sense.
4.5. Analysis. This research is done in a descriptive way in order to show the feelings and attitudes
of both, locals and tourists. Data from the questionnaire survey were analysed by
operating excel program. The presentation of the results has been done by graphics
and some times the answers are emphasised by the transcription of some comments
done by the participants.
4.6. Conclusion. This chapter has attempted to present the methodological approach undertaken
during the research time, giving explanations about the sampling strategies,
questionnaire design, data collection and limitations.
48
Chapter V Research Findings 5.1. Introduction. This chapter attempts to present the findings obtained from the research. It starts with
the presentation of the results obtained from the questionnaires, and continues with
the interpretation of findings identifying links with the theories exposed in the
preceding chapters.
5.2. Findings from Questionnaire l. As explained before, questionnaire I was addressed to tourists and divided in four
parts. The results are presented following the same order as the parts in the
questionnaire.
5.2.1. Motivations.
The aim of this question was to find out what people expect from their holidays in
general, why they chose Majorca particularly and if they come just once or they
repeat.
As figure 5.1 reveals, the majority of tourists surveyed (64%) have visited Majorca
before. The minority part of the tourist surveyed is “new” on the island.
It is the first time that you come to Majorca?
36%
64%
yesno
Figure 5.1. "Type of tourists”
Source: Author’s own.
49
Next graphic shows the length of the stay of tourists in Majorca and the fact that 1
and 2 weeks represents the highest percentages, 40% and 32% respectively.
40%
32%
20%
8%
0
2
4
6
8
10
12
14
16
18
20
1 week 2 weeks summer I have a househere
How long are you going to stay?
Figure 5.2. “Length of the stay”
Source: Author’s own.
What they expect from their holidays is shown in figure 5.3, where it can be
observed that the majority of people asked expect from their holidays to enjoy sun
and the beach (frequent answer among families and couples) and have fun (more
frequent among teenagers).
What do expect from your holidays?
30%
42%2%8% 4%
%
sun,beaching
have fun
relax
good value formoneyalcohol,sex,drugs
active holidays
Figure 5.3. “Holidays expectations”
Source: Author’s own.
50
In relation to the expectations for enjoying holiday time are the main motivations of
choosing a destination to spend the holidays. As showed in figure 5.4, the principal
reason for visiting Majorca is sun and beach (50%) followed by clubs and party
(22%).
Why are you coming to Majorca?
50%22%
8%
4%
8% 8%
sun and beachclubs,partynot far and cheapget away from englandworkvisit family
Figure 5.4. “Reasons to visit Majorca”
Source: Author’s own.
5.2.2. Attitudes.
The main purpose of this point is to show the tourists’ attitudes through the
destination, the culture and Spain in general. Different factors can be indicatives of
these attitudes as for example the knowledge of the language or the interest for the
national culture.
In some cases the language can be a barrier to choose a destination but as figure 5.5
shows, 80% of the tourists surveyed do not speak Spanish and 95% of those are not
worried about the language, they did not think about the language as a barrier before
coming to Spain. What is remarkable is that 89% of the persons asked did not have
any problem of communication.
51
20% 5% 11%
80%95%
89%
05
10
15
2025
30
3540
45
50
yes no
Language.
do you speakspanish?
are you worriedabout thelanguage?
did you have anycommunicationproblems ?
Figure 5.5. “Language and communication”
Source: Author’s own.
In the next figure it can be noted that more the half of the persons surveyed (76%)
like the Spanish culture, which can be analysed as a positive attitude towards it and
the related traditions.
Do you like Spanish culture?
76%
20%
4% yesnoI'm not interested
Figure 5.6. “Tourists and Spanish culture”
Source: Author’s own.
52
In relation with the interest for the national culture is the tourists’ perception of
Spanish people. As figure 5.7 shows, more than 30 people answered that Spanish are
friendly and nice.
0 5 10 15 20 25 30 35
friendly/nice
nothing/don't know
rude
boring
interesting
proud of their country
What do you think about spanish people?
Figure 5.7. “Tourists and Spanish people”
Source: Author’s own.
Figure 5.8 shows how all the factors together (no barriers because of the language,
positive attitude trough local culture, positive perception of locals behaviour, and so
on) mean that 76% of visitors do not feel like foreigners in Majorca.
Do you feel like a foreigner in Majorca?
24%
76%
yesno
Figure 5.8. “Tourists and Majorca”
Source: Author’s own.
53
5.2.3. Expectations and satisfaction. Talking about satisfaction, and connecting the following results with those showed
before, the combination of all these factors mean that 100% of the visitors are
satisfied with their holidays in Majorca. Words such as “absolutely” or “totally,
yes!” were often exclaimed by the tourists surveyed.
Almost all the people (46 from 50 and 45 from 50) asked think that Majorca is
adapted to their needs and as a matter of fact they will come back or do not know
(only 5), but no one answered “no” to these questions. Figure 5.9 shows aswell that
44 persons from 50 surveyed felt welcomed in this tourist destination.
Satisfaction
46
04
45
05
44
15
0
10
2030
40
50
yes no don't know
It this destination adapted to your needs?Will you come back?Did you feel welcome?
Figure 5.9. “Tourists’ satisfaction”
Source: Author’s own.
5.2.4. Personal details. The profile of the tourists surveyed is exposed in the next graphics, making reference
to nationality, age and profession.
Figure 5.10 shows the different nationalities. According to what has been stated in
points above, the two dominants groups are English and German. More than the half
of the tourists interviewed were English (42%) or German (32%), followed by
Swedish (18%) and another nationalities (Italian, Dutch and Iraqi).
54
Nationalities.
42%
32%
18%2% 4% 2%
EnglishGermanSwedishItalianIraqiDutch
Figure 5.10. “Nationalities” Source: Author’s own. The survey took place during the holiday time and as is showed in figure 5.11,
teenagers (between 15 and 25) and the group of couples and families (between 25
and 45) are the most representative (36% and 34% respectively). These groups
looked more accessible to the researcher than the group of elderly tourists.
Ages.
34%
36%
30%
teenagers couples and families eldery tourists
Figure 5.11. “Age” Source: Author’s own. As mentioned in the theory part, tourists come from the middle classes of Europe.
The survey was done to 20 students and 30 workers; table 5.12 shows their
profession.
55
Profession
20
1
1
1
2
4
1
6
2
4
1
1
1
2
1
1
1
0 5 10 15 20 25
student
footballplayer
bookseller
carpenter
web site designer
dancer
software engineer
factory worker
doctor
shop assistent
secretary
hairdresser
driver
engineer
tennis coach
electronics
teacher
Figure 5.12. “Profession” Source: Author’s own. 5.3. Findings from Questionnaire ll. The exposition of the findings from questionnaire II will follow the same structure as
the presentation above. Firstly the locals’ motivation trough tourism, secondly their
attitudes towards tourism and finally their personal profile.
5.3.1. Motivation towards tourism.
56
In this point the researcher tried to look for the locals’ motivation towards tourism,
how they feel living in a tourist destination as Majorca and their thought about
tourism in general.
Figure 5.13 shows that the majority of the locals interviewed (73,08%) like Majorca
to be so famous. That can be interpreted as being open to visitors and proud of their
island. It is important to say that 21,15% of the participants does not like to be so
popular in the world; they think that it is not good for the island.
Do you like Majorca to be so famous?
21,15%
5,77%
73,08%
yes I don't careno
Figure 5.13. “Locals and the island” Source: Author’s own.
Next figure shows what tourism is for locals, with what words they associate with
tourism. Normally their idea of tourism should be different to that of someone living
out of a tourist destination. It can be observed that “money” is the word mentioned
more frequently followed by crowdedness (37 and 14 times respectively). These two
words could be interpreted in a negative way in position to the 13 times that the word
“culture” was chosen to define tourism or the 4 times that tourism as
“welcome/refuge” appears.
57
37
14
1
12
13
4
0 5 10 15 20 25 30 35 40
Number of times mentioned
money
crowdedness
adaptability
foreigner
culture
welcome/refuge
Opt
ions
For you tourism is synonym of:
Figure 5.14. “Synonyms of tourism” Source: Author’s own. As figure 5.15 reveals, the majority of locals surveyed (57,69%) think that the tourist
promotion of Majorca is either good or bad (is in the middle “so-so”) and 17,31%
think that it is very bad together with 7,69% that said it is bad.
Tourist promotion of Majorca
very good3,85%
good13,46%
regular57,69%
bad7,69%
very bad17,31%
Figure 5.15. “Tourist promotion” Source: Author’s own.
58
Locals see the action of the authorities in relation to tourism as bad, as the next figure
shows, the 80,77% from the interviewed think that the authorities do not work well
in the tourism field. Only the 17,31% thinks the opposite.
Do you think that the authorities do their best for tourism?
17,31%1,92%
80,77%
yesnodon't know
Figure 5.16. “Authorities action” Source: Author’s own.
Actually one the most problematic proceeding of the authorities has been the
introduction of the Ecotax (Chapter 3), which generated a divided opinion, from one
side 38,46% answered that is not a worthy measure and they think there is a lack of
information. Almost all the locals surveyed had an opinion about the Ecotax:
“At the beginning I thought it was a very good idea but later I realise that it was
only an easy way to recover the money wasted because of the decrease in German
tourism” (Carpenter, 25 years old).
“It should disappear, we have to give facilities to tourists. We do not need more
taxes”. (Retired from the hotel business, 69 years old).
“Nobody knows where they invest the money, but not where it was supposed to be. It
could have been a good thing but it is not well applied” (Shop assistant, 45 years
old).
59
On the other hand an important number of people (28,85%) totally agree with the
Ecotax and think it was a very good idea.
As figure 5.17 reveals there is an important quantity of people (19,23%) who do not
know if the measure could be helpful or not, and what is more, they do not know
what it is.
The rest of the locals interviewed are divided among different opinions, for example
the 3,85% think that the tax should be included in the price of the package and avoid
to hoteliers asking their clients for it.
What do you think about the Ecotax?
don't know19,23%
badly applied4%
it is no worthy38,46%
it should be included in the
package3,85%
very good idea28,85%
could be better5,77%
Figure 5.17. “Ecotax” Source: Author’s own.
60
5.3.2. Locals’ attitudes towards tourism and tourists.
This is one of the most important points in the showing of the findings. Looking at
the locals’ attitudes the following figures reveals feelings and general impression
about tourists.
The researcher asked a very direct question: “Do you like the tourists that come to
Majorca?” and as figure 5.18 shows, the majority (65,38%) does not like the “type”
of tourists coming to the island. But it is important to point out that in general the
most frequent answer was: “not now”. Which means that locals does not like tourists
who are coming these past years, they noticed a very big different between them and
those who helped make the island have a prosperous economy.
“Nowadays a poor tourism is coming to the island, they do not spend money at all,
they asked for discounts and bargain”(General comment).
“They built so many hotels and apartments that now they have fill them out anyway,
does not matter with what kind of tourists”(Hotelier).
“The number of German tourists is decreasing because of the advantages that many
people took from them, German felt exploited because of the continuous increase of
prices. Now we are loosing these tourists and it is not good for the island”(Retired
from the hotel business, 69 years old).
Do you like the tourists that come to Majorca?
34,62%
65,38%
yesno
Figure 5.18. “Locals and the type of tourists” Source: Author’s own.
61
Moreover it is quite interesting to look at figure 5.19, which shows what tourists
mean to locals, clients for 24% and source of incomes for 13%. This opinion is
completely related with the one showed in figure 5.14 where money appears as the
synonym of tourism. Combining both (figures 5.14 and 5.18) it can be assured that
tourists are mainly perceived as a business.
There is an important group (17%) that think tourists are only people who want to
enjoy of the island and they like to spend their holiday’s there. Differing to this
opinion, a 10% of the locals interviewed said that tourists are dirty, scandalous and
even thieves. A large number of negatives comments about tourists where done by
locals during the questionnaire, the author was really shocked when listening some
people saying things like: “They are ill-mannered, like animals”(Bus driver) or
“I think they are like migratory rats”(Draughtsman, 27 years old).
Tourists are for you...
4%
4%
10%
6%4% 6% 4% 24%
13%
17%8%
clientssource of incomes people who enjoy Majorcasomething badsun,beach and beerrats,animalsdirty,thieves,scandalousgerman tourists think the island is their possessionconsumers of services,they cause disorder and disturbancesthe main reason for cultural and environmental degradation of the islanddifferent than years before
Figure 5.19. “Locals’ thought about tourists” Source: Author’s own.
62
Referring to tourist behaviour more than half (34) think that tourists behave regular,
what means either good or bad. In opposition the same quantity of locals said tourists
behave bad (8) or good (8); and none of them answered very good. See figure 5.20.
How tourists behave in Majorca?
0
8
34
8
205
10152025303540
very good good regular bad very bad
Figure 5.20. “Tourists behaviour” Source: Author’s own.
All the locals interviewed (52) think that tourism change traditional culture and as
next figure reveals, the opinion of the 74,68% is that they should be spoiled just
because they are a source of incomes but not for any other reason.
Do you think that tourists should be spoiled because they are a source of income?
10,00%
15,32%
74,68%
yes not only because they are a source of incomes no
Figure 5.21. “Tourists and locals relationship I” Source: Author’s own.
63
But even if the impression is more negative than positive, locals affirm to behave
well with them and try to help them if necessary, and answering the question (figure
5.22) they affirm making efforts (59,62%) to help them.
Do you make any efforts to help them?
59,62%
40,38%yesno
Figure 5.22. “Tourists and locals relationship II” Source: Author’s own.
And moreover the half of them affirm to feel good among tourists in opposition to
only 4 persons who said they felt bad between tourists and 2 very bad. Also 15 said
to felt either good or bad among tourists because they do not have any direct
relationship with them. See figure 5.23.
How do you feel among tourists?
4
26
15
42
0
5
10
15
20
25
30
very good good regular bad very bad
Figure 5.23. “Tourists and locals relationship III” Source: Author’s own.
64
In an intercultural relationship as in the example of Majorca it is required that people
be ready to adapt to the others. Next graphic (figure 5.24) shows that from the point
of view of locals, it is the local population who adapt to tourists more than in the
other way around (41 from 52). Only 5 people replied that both adapt, which in the
author’s opinion will be the balance between tourists and locals.
Who should adapt?
41
5 51
05
1015202530354045
local populationto tourists
tourists to localpopulation
both none of them
Figure 5.24. “Adaptability” Source: Author’s own. To conclude the showing of the results, the last graphic reveals that from the point of
view of locals, tourism benefits in general to everybody. (See figure 5.25)
38
6 2 4 2
0
5
10
15
20
25
30
35
40
everybody hotel industry politicians big entreprises nobody
Who benefits from tourism?
Figure 5.25. “Tourism benefits” Source: Author’s own.
65
5.3.3. Personal profile. Finally, the following graphics shows the personal profile of the residents
interviewed (age, sex, profession and so on). The first figure 5.25 illustrate if the
residents surveyed are from Majorca (not immigrants). In the sample there is bit
more of people (57,69%) coming from Majorca that those that lives in the islands for
another reasons (see figure 5.26).
Are you from Majorca?
57,69%
42,31%
yes
no
Figure 5.26. “Origin” Source: Author’s own.
As figure 5.26 reveals 81,82% of the residents not coming from Majorca lives in this
island for work.
Why do you live in the island?
81,82%
13,64%
4,55%workstudiesothers
Figure 5.27. “Reasons for living in Majorca” Source: Author’s own.
66
Next graphic (figure 5.27) shows the sex of the people interviewed, 57,69%
represented by male and 42,31% by female.
Sex
male57,69%
female42,31%
Figure 5.28. “Sex” Source: Author’s own.
Figure 5.28 reveals that the most representative sector of the sample is the one
structured by the ages between 20 and 39 (23,08% from 20 to 29 and 26,92% from
30 to 39). Followed by 21,15% which represents the segment of ages between 40 and
49.
Age
under 207,69%
20-2923,08%
30-3926,92%
40-4921,15%
50-5917,31%
60-693,85%
Figure 5.29. “Age” Source: Author’s own.
Profession is illustrated in next figure, where the most represented is the group
composed by shop assistants coming from different sectors (souvenirs shops,
boutiques, supermarkets, etc.).
67
Profession
17
3
1
2
6
6
6
1
5
2
1
1
1
0 5 10 15 20
shop asistant
barman
teacher
rent a car
hotel business
draughtsman
civil servant
carpenter
architect
enginer
hairdreser
bus driver
retired from hotel business
Figure 5.30. “Profession” Source: Author’s own. 5.4. Further discussion. The results of this research will now be analysed and related to the theory presented
in the chapters above.
5.4.1. Why Colonization. As it was explained in chapter II (point 2.5 neo- colonialism), the view that tourism
is a new form of colonialism and imperialism is one perception of tourist
development and its effects. For this reason the research mainly aimed at identifying
these effects on local population.
68
According to the results, it can be stated that most visitors repeat their visit to
Majorca, but they usually stay one or two weeks only. What they expect from their
holiday is generally sunshine, bathing and entertainment. The interviewees say that
they can find everything in Majorca (sun, beach, clubs, party, etc.) and moreover that
it is cheap and not far away.
As for the local population, it enjoys the fact that Majorca is well known and thinks it
is a very good thing, but it deplores the tourist promotion of the island, which is
neither good nor adapted to the island. Their opinion about the actions of the
institutions that are linked to tourism is not very positive either.
When talking about colonialism, one supposes that in these areas the political
organisation and economic priorities are directed towards the satisfaction of the
tourist demand. But in the case of Majorca during the last years (and taking as
reference the results of this research), it seems to have been more interested in
satisfying the interests of the big companies that invested their money on the island.
This lack of enthusiasm to satisfy the needs of tourists could account for the decrease
in the number of visitors in the last two years.
When a region turns to tourism and depends upon it, tourism is seen as likely to
increase foreign exchange and to improve the economic situation. In the case of
Majorca, many people whose main activity was agriculture or fishing decided to
contribute to the tourism development of the island. Tourism was seen as an
alternative source of income and a way of stimulating regional development and
economic regeneration.
The reality is that the local population mistrusts the tourists that visit Majorca, and
especially the new visitors (fewer Germans and more from the Eastern European
countries), but as they consider them as “money and business” they try to live with it.
Most of them affirm that tourists should be spoiled (one should be particularly
attentive to their needs) because they are a source of incomes and many of them
recognise that they are the main motor of life on the island. Almost all of them think
69
that it is the local population, which adapts to tourists more that the visitors who try
to discover them and their culture.
From the point of view of the author, this is one of the main points of colonisation,
the adaptability. As a matter of fact nearly all the tourists interviewed think the island
is completely adapted to their needs and affirm that they do not even feel foreigners
there. They do not speak Spanish and they do not worry about it because they know
it is not necessary. Spanish people are perceived as nice and ready to help them, but
they do not know a lot about their culture, it is a merely host-customer relationship
(chapter II, 2.3.4.).
In relation to the daily life, the local population are used to meet a large number of
tourists and even if this does not seem to cause any major problem, this local
population cannot help thinking that tourists are responsible for the environmental
damage of the island. All the residents interviewed for this investigation agree on the
fact that tourism changes traditional culture.
From a quantitative side it is very important to bear in mind how the number of
inhabitants (and foreigners’ second residences) increased on the island since tourism
became the main activity of the place (see figure 2.1. page 69). This interest for
buying land and building houses gave locals the feeling that they were on sale.
Another point that reinforces the idea of colonisation is to see who finally benefits
from tourism (chapter II, 2.4.) In this case study, a huge amount of expenditures and
profits flow back to foreign investors. And as discussed in the theory before, the
employment of non-locals in professional and executive positions also provoked
accusations of neo-colonialism.
The results obtained prove that both tourists and locals are satisfied with the
evolution of Majorca. For locals it brought richness to the island, and for tourists it is
the perfect holiday resort, a small country with sun, beaches, cheap prices and
unlimited party.
70
All the investments aimed at adapting the island to the visitors and these visitors
gradually became more and more powerful. As the title stands up, the final effect of
mass tourism on Majorca is the new phenomenon of colonization.
5.5. Conclusion.
This chapter has attempted to present the results obtained in an easy way for the
reader, with significant graphics that were briefly commented. The chapter concludes
with a larger interpretation of the results according to the main theories that were
described in the preceding chapters, namely mass tourism effects in local population
and colonization.
71
Chapter VI Conclusion and recommendations 6.1. Introduction. This final chapter develops the conclusions of the research from the first question
presented as the main point of this dissertation. This chapter offers several
recommendations and opens a few perspectives for the future.
6.2. Conclusions. Around the main questions presented at the beginning of this dissertation, the author
will explain the conclusions of the research.
Is tourism a new kind of colonization?
Impacts of mass tourism on local population.
Tourism, a new kind of colonisation. The main purpose of this research was to link
the phenomenon of colonisation to the uncontrolled development of tourism. The
link is established as a relation cause (uncontrolled development)- effect
(colonisation of tourist destinations). Majorca is the case study of this investigation,
and looking at the results, the research confirms that mass tourism has a crucial
impact on the local population. In the theoretical part, the author referred to socio-
cultural impacts as the ‘people impacts’. The results obtained from the research are
coming from people, locals and tourists, and they sometimes do have the impression
of having been colonised (which does not involve negative effects either).
The following points reconsider the idea of colonization in Majorca:
As a matter of fact, tourism opened the way of a massive colonisation on the
island. It does not mean that German tourists went to live there and that they
took the control of the island but the demographic change helped to transform
the image and identity of the region. Many immigrants, pensioners and
migrant workers settled there with their families, wishing to benefit from the
new work opportunities generated by expanding tourist activities.
72
Tourists look for native people when they go out from the hotel, they expect
to find different people, dressed in a particular way and taking part of a ritual
in their honour. But this is not the case of Majorca, where it is easier to find
people from other countries than locals, to find a German pub or an English
restaurant than Spanish cuisine. In most cases, tourists buy their holiday in a
package trip and expect culture to be included. Tourists visiting Majorca do
not look for the traditional culture and rituals, they do not look for cultural
differences, but are on the contrary attracted by the opposite, namely by the
possibility of finding a “sunny- beach” place more adapted to their culture
than to the regional one.
Locals resent the employment of non-locals in executive and professional
occupations, and the employment of locals in jobs that provide lower salaries
and status. Consequently tourism on the island is based on a colonial
economy that contributes to maintain inequalities and structural anomalies.
Residents usually resent the fact of sharing facilities and services with visitors
and foreigners. The results (see figure 5.19) actually indicate locals think that
they are consumers of services.
Another point to mention when talking about Majorca’s colonisation is the
fact that the rapid growth of tourism provoked land speculation, and
reinforced the locals’ feeling of being on sale and without any power of
decision over their “homeland”.
But the phenomenon of colonisation on host communities is not always so
unfavourable. The results confirm what was already said in Chapter II,
namely the fact that the particular situation of Majorca gives many locals the
chance to promote understanding between people of different nationalities
and cultures, thus increasing successful intercultural interaction.
73
Besides the presence of tourists is usually accepted and welcomed as long as
the economic impacts remain positive. From this investigation, it is possible
to conclude that locals accept the invading presence of tourists, even if they
have to adapt to them. They do not mind having around them lots of Germans
and British pubs, also because most residents depend upon the tourism
industry. They recognise that the island has suffered an irreversible damage
but tourism brought also work and prosperity for many. Without any doubt
locals aspire to have more German tourism, they aspire to come back to the
times when German tourists spent a lot of money on the island without
realising that external factors, such as the political situation of a country, the
global economy, a war or terrorism attacks can be decisive at the time of
choosing a holiday destination.
Both hosts and tourists are satisfied with the circumstances as long as tourists
generate benefits for the island, and as long as tourists can enjoy the island.
They do not feel part of a mass-produced conception and nowadays their
motivations to visit Majorca are the same: sun, fun, beach and cheap prices.
Majorca can be seen as a vulnerable destination that is too much dependent on
tourism and that has adapted all its resources to its development, but Majorca has a
lot to offer, and one can hope that the new and controlled strategies for tourist
development bring a fresh tourist perspective to the island.
6.3. Recommendations and further research. There is a large number of publications already written about the phenomenon of
mass tourism; in some cases the author was surprised to find that some authors had
74
already named colonisation or neo-colonialism to the tourist situation of many others
places in the world such as Fiji Islands, the Caribbean or the Mediterranean Coast.
Even if the word colonisation comes already has an old history -and not always in a
negative sense- the author thought at the beginning that it was a dangerous
expression that was too badly connoted. According to this dissertation the new
phenomenon of colonisation (in mass tourism destinations) exists in the world and in
the case study of Majorca, and it is completely linked to the effects of mass tourism.
This dissertation attempts to provide the reader with a critical point of view of
tourism effects and it will hopefully help other destinations to be aware of the
consequences of an uncontrolled development of tourism.
New directions for Spanish tourism in general and Majorca’s tourism particularly
should be taken into account such as:
Seeking quality. The standard of living of tourists compared to twenty years
ago has increased and they demand now a much better quality of holiday.
Quality is a huge concept, which includes improvements of accommodation,
service, facilities, prices (good value for money) and so on. The regional
government has improved tourist areas in Majorca, with the building of
esplanades, pedestrian streets, tree planting, etc.
Quality tourism demands nevertheless a quality environment and mixing an
exclusive, elite and selected tourism with noisy and drunk people in the
streets is hardly viable.
Diversity. The islands are now attempting to escape from their dependency
on German visitors by diversifying their product, by creating new tourism
products for a new market.
Seasonality. The strategy would be to switch from overcrowded resorts
75
towards inside attractions, and try to alleviate the problems associated with
seasonality, to spread the summer and seaside amount of tourists over the
year, for example by encouraging elderly people to visit Majorca during the
winter for the mid climate.
Sustainable tourism should help define cultures, not reinvent them. Tourism
frequently means the occupation of free space, the destruction of natural eco-
systems, and the re-establishment of everyday life at the chosen destination.
This activity is connected with the damage to the environment and to the
local population. Many of the problems associated with tourism development
arise from the fact that tourism providers are not sensitive to local pressures
and needs. To be successful, sustainable tourism has to rely on the local
population and on its participation in development of tourism activity.
The employment of a skilled work force will help to preserve and improve
the area’s reputation and thereby ensure the long-term benefits of a
continuous and growing flow of tourists.
Improvement of the “3s’ tourism” (sea, sun and sand). This kind of tourism
can be improved and become a more sophisticated product. Sport, cultural
visits, health treatments and a wide number of activities could be offered to
the most demanding tourists, instead of the basic concept ‘sun and beach’.
The image of Majorca has suffered more than other islands from the negative
consequences of mass tourism, scarcity of water and electricity cuts. Even the
regional government delivered neither control nor a demographic tax for the island,
which almost ran out of resources.
Holiday is no longer a luxury but has become a way of life. The freedom to travel is
regarded as an unquestionable right nowadays. According to the theory discussed in
the preceding chapters, the impact of tourism can be tragic for some tourist areas and
even if more and more sustainable policies are being implemented, only the future
76
will show if the damage caused by tourism can be erased by a new sustainable
tourism.
More time should be devoted to a further research, but this dissertation has enabled
to give an idea about the new phenomenon of colonisation as a consequence of mass
tourism. The island of Majorca was the case study of this research, an island that is
totally dependent on tourism and where a considerable impact has occurred even
without a real contact between tourists and locals. International tourists are not part
of the culture and know few local rules for behaviour towards locals, while there are
rules for behaviour towards strangers (visitors). Tourists are, as Cohen insists, “not
guests at all, but outsiders not part of the visited culture”.103
103 Urry,J. The sociology of tourism: theoretical and empirical investigations.In: London; New York: Routledge, cop. 1996 pp.32-39
77
Bibliography
Archer, B. and Cooper, C.
The positive and negative impacts of tourism.
In Theobald, W. ed. Global Tourism: The next decade.
Butterworth-Heinemann, Great Britain 1994 p. 74
Barke, M. and France, L.A.
Second homes in the Balearics.
Geography, 73, 1988. pp.143-5
Boers, H. and Bosch, M.
La tierra, destino turístico. Introducción al turismo y al medio ambiente.
(Earth, tourist destination. Introduction to tourism and environment).
SME (ed) Madrid, 1995.p.63.
Bradolet, E.
Demanda turística y marketing turístico.
In Raycar ed. Economía de las Comunidades Autónomas.
Madrid 1990
Bull, P.
Mass tourism in the Balearics islands: an example of concentrated
dependence. In Island tourism: trends and prospects.
London 1997, p.141.
Buswell, RJ.
Tourism in the Balearics islands In M.Towner and M.Newton eds. Tourism in Spain: critical issues.
Wallingford: CAB International 1996 pp.309-339
78
Calviá.
Calvia project summary.
http://www.calvia.com
[Accessed 18 June 2003]
Clark, J.
‘Spain and the Balearics Islands: National Report no.146 International Tourism reports,1.
London: Economist Intelligent Unit,1988 pp.5-28
Férnandez, L.
Historia general del turismo de masas Alianza ed.1991 p.26
Finestraturistica.
http://www.finestraturistica.org/p_noticia.cfm?id=1294
“The Government is ensuring that in 2003 the Balearic Islands will be the
tourism destination to suffer the most”.
In: El Mundo/El Día de Baleares, December 30, 2002.
[Accessed 14 July 2003]
http: //www.finestraturistica.org/p_noticia.cfm?id=1351.
“Ecotax projects in the Balearic Islands amount to almost 29 million euros”.
In: Daily of Mallorca, January 16, 2003.
[Accessed 14 July 2003]
http://www.finestraturistica.org/p_noticia.cfm?id=2333.
“Ignoring German tourism would be suicide”.
In: Daily of Mallorca, July 15, 2003.
[Accessed 14 July 2003]
79
Gerlach, J.
Tourism and its impact in Costa del Sol, Spain. Focus Fall Magazine, (1991) Pp.7-12.
In: http://du.lub.lu.se/cgi-bin/ftxt/ebsco/00155004_1991_41_3/9204061952
[accessed 20 January 2003]
Govern Balear, IBATUR (ed)
Palma de Mallorca. General Information.
Govern des Illes Balears.
Dades informatives 2002. p.20
Hack writers.
Sustainable tourism in Spain?
http://www.hackwriters.com/Spanishtourism.htm
[accessed 20 January 2003]
Green Budget Germany.
Spain: Ibiza Ecotax update. The tourism tax does not apply to all the
tourists.
http://www.ibiza-spotlight.com, January 13, 2003
[accessed 18 June 2003]
http://www.europa.eu.int/comm/regional_policy
[Accessed 18 June 2003]
http://www.foes-ev.de/GBNnews2/3artikel3.html.
[accessed 14 July 2003]
Jurdao, F.
Los mitos del turismo.
Endimión ed. 1992. p.10-13.
80
Mathieson, A., and Wall, G.
Tourism: economic, physical and social impacts.
Longman. London 1982 p.14.
Rozenberg, D.
Tourisme et utopie aux Baleares, Ibiza une île pour une autre vie.
Hartmattan ed., 1991 Paris.
Segui Llinas, M.
Les nouvelles Baléares. La rénovation d’un espace touristique mythique
In: L’Harmattan, ed. Paris, 1995 p. 65.
The freedom to travel-The need to adapt.
http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm
[accessed 18 June 2003]
Urry, J.
The Tourist Gaze: leisure and travel in the contemporary societies.
Eds. Featherstone, Mike et al. (1990) p.16.
Urry,J.
Europe, tourism and the nation state. p.93
In: C.P. Cooper and A. Lockwood (eds) 1994. Progress in Tourism, Recreation
and Hospitality Management, Vol.5, pp.89-98. Chichester: Wiley.
Urry,J.
Tourism , culture and social inequality. Pp. 115-133
In: London; New York: Routledge, cop. 1996 The sociology of tourism:
theoretical and empirical investigations. And pp.32-39
81
Urtasun,R.
Hoteles.
Hosteltur Magazine, N.III ed.May 2003 p.27.
Valenzuela, M.
Spain from the phenomenon of mass tourism to the search for a more
diversified model.
In John &Sons eds. Tourism and economic development: European experiences.
Chichester, England 1998 p.43.
Vanhove,N. (1997)
Mass tourism: benefits and costs.
In: Routledge (ed) Tourism, development end growth: the challenge of
sustainability. p.71, New York.
Williams, A.M.
Mass Tourism and International Tour Companies.
In M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford:
CAB International 1996 p.124.
WTO, (2001)
Apuntes de metodología de la investigación en turismo. p.85.
82
Appendices
“ It is impossible to own their house when real states exists inside the island with barriers, different laws, different language and own police".104
104 Jurdao, F. op.cit.pp.10-13.
83
APPENDIX A
A.1. Majorca. Geography . The island’s privileged location, in the centre of the western Mediterranean, offers
maximal climatic, cultural and scenic advantages, a well as guaranteeing rapid,
comfortable communications; the farthest point in Europe is only four hours away.
Geographical facts of interest:
-Area: 3,640 km2
-Coastline: 554.7 km
-Highest point: 1,432 m ( Puig Major)
-Average annual temperature: 18.7 ºC
-Average annual hours of sunshine: 2,958.7
-Population: 702,122 inhabitants
84
APPENDIX B
B. 1. Questionnaire I. B. 2. Questionnaire II.
B. 3. Results.
85
QUESTIONNAIRE I
A. Motivations. C. Expectations and satisfaction. 1. It is the first time that you come to Mallorca? 11. Are you satisfied with your holidays Yes No Yes No 2. How long are you going to stay? 12. Do you think that this destination is One week Two weeks All the summer I live here Yes No 3.What do you expect from your holidays? 13. Will you come back? …………………………………………….. …………………………………………….. Yes No 4.Why are you coming to Mallorca? 14. Did you feel welcomed? ………………………………………… ………………………………………… Yes No
B. Attitudes. 5. Do you speak Spanish? 8. Do you like the Spanish culture? Yes No Yes No I’m not int 6. If not, are you worried because of the language? 9. What do you think of Spanish people? ……………………………………………. Yes ……………………………………………. 7. Did you have any communication problems? 10. Once in Majorca, do you feel a foreigne Yes No Yes No
TOURISTS
in Mallorca?
adapted to your needs?
erested Age: Male/Female: Nationality: Profession:
r or/and find it difficult to adapt?
86
QUESTIONNAIRE II
A. Motivation towards tourism. B. Attitude towards tourism. 1. Are you from Majorca? 9. Do you like the tourists that come to Majo
Yes No Yes No
2. If not, why do you live in the island? 10. Do you think that tourists should be spoil work studies retired others Yes No 3. Do you like Majorca to be so famous? 11. For you, tourists are: .................................................... Yes I do not care No ..................................………….. .................................................… 4. Who benefits from tourism? …………………………………. ............................................................................... ............................................................................... 12. Who should adapt, 5. Tourism for you is synonymous of: tourists to local population? local population to tourists? Money/business Foreigners Crowdedness Culture 13. How tourists behave in Majorca? Adaptability Others Very well Good Normal Bad6. Tourist promotion of Palma is: 14. Do you make any efforts to help them? Very good Good Normal Bad Very bad 15.Tourism promotes intercultural exchan7. Do you think the authorities do their best for tourism? 16. Tourism causes changes in traditional c Si No 17. How do you feel among tourists? 8. What do you think about sustainable tourism and the Ecotax? ............................................................................................................. Very well Good Normal Bad
LOCALS
rca?
t because they are a source of incomes?
Very bad
(From 1 to 5) Age: Male/Female: ge. (From 1to 5) Profession: ulture. (From 1to 5)
Very bad
87
QUESTIONNAIRE II
A. Motivación hacia el turismo. B. Actitud hacia el turismo 1. ¿Es usted mallorquín? 9. ¿Le gustan los turistas q
Si No Si No
2. Si no, ¿por qué motivo reside en la isla? 10. ¿Cree que hay que trat Por trabajo Estudios Jubilado Otros Si No 3. ¿Le gusta que Mallorca sea tan conocida y visitada? 11. Usted ve a los turistas co ..............................................Si Me da igual No .............................................. .............................................4. ¿A quién cree que genera beneficios el turismo? ............................................. ............................................................................... ............................................................................... 12. Quién cree que se adapta 5. Turismo para usted es sinónimo de: los turistas a la población lo la población local a los turisDinero/ Negocio Extranjeros Muchedumbre Cultura 13. ¿Cómo se comportan los Adaptabilidad Otros Muy bien Bien Re6. La promoción turística de Palma es: 14. ¿Hace usted muchos esfu Muy buena Buena Regular Mala Muy mala 15. El turismo promueve el 7. ¿Cree que las autoridades actúan bien en materia turística? 16. El turismo causa cambio Si No 17. ¿Cómo se de siente cómo 8. ¿Qué piensa del turismo sostenible y de medidas como la Ecotasa? ............................................................................................................. Muy bien Bien R
LOCALS
.
ue vienen a Mallorca?
arles bien porque son una fuente segura de ingresos?
mo: ...... ...... ...... ...... ,
cal? tas?
turistas?
gular Mal Muy mal
erzos por ayudarles? (De 1 a 5) Edad: H/M: intercambio cultural. (De 1 a 5) Profesión: s en la cultura tradicional. ( De 1 a 5)
do entre los turistas?
egular Mal Muy mal
88
Appendix. B.3
Table 1. Results from questionnaire I.
preg 1 for how long will you stay yes no 1 week 2 weeks summer I have a house here
18 32 20 16 10 4 36,00 64,00 40,00 32,00 20,00 8,00
Preg 3 sun,beaching have fun relax goog value for money alchool, sexs and drugs active holidays
21 15 7 4 2 142,00 30,00 14,00 8,00 4,00 2,50
Preg 4 sun,beaching clubs, party get away from home work visit family not far and cheap
25 11 2 4 4 4 47,17 20,75 3,77 7,55 7,55 7,55
Do you speak spanish are you worried not to speak spanish did you have any communicat problem any comunicat.problem ? yes no yes no yes no
10 40 2 38 3 47 20,00 80,00 5,00 95,00 5,66 88,68
89
Are you interested in spanish culture yes no no interest
38 2 1076,00 4,00 20,00
What do you think about spanish friendly/nice nothing proud of their country rude boring interesting
32 12 2,00 1 1 264,00 24,00 4,00 2,00 2,00 4,00
do you feel foreigner are you satisfied Preg 11 yes no yes no yes no don´t know
12 38 50 024,00 76,00 100,00 0,00 92,00 0,00 8,00
0 46 4
will you come back yes no don´t know
45 0 590,00 0,00 10,00
did you feel welcome yes no more or less
44 1 588,00 2,00 10,00
90
sex
Teenagers couples and families eldery tourists Male Female 18 17 15 23 27
36,00 34,00 30,00 46,00 54,00
age
Nationality English German Swedish Italian Iraqui Dutch
21 16 9 1 2 1 42,00 32,00 18,00 2,00 4,00 2,00
Ocupation student footballplayer bookseller carpenter web site designer dancer software enginere
20 1 1 1 2 4 140,00 2,00 2,00 2,00 4,00 8,00 2,00
hairdresser driver engineer tennis coach electronics teachers shop assistant secretary
1 1 2 1 1 1 4 12,00 2,00 4,00 2,00 2,00 2,00 8,00
doctor
24,00
91
Table 2. Results from questionnaire II.
Questions
Are you From Mallorca
If not, why do you live in Mallorca
Do you like that mallorca is so famous
Diferent answers yes no Work Studies Ohters yes I don´t care No Total answers 30 22 18 1 3 38 3 11% 57,69 42,31 81,82 4,55 13,64 73,08 5,77 21,15
Questions To who benefits tourism Diferent answers to everybody Hotels Politicians Big companies To nobody Total answers 38 6 4 2 % 73,08 11,54 7,69 3,85 Questions For you, tourism is synonimous of Diferent answers money Crowdedness adaptability foreigner Culture welcome/refuge Total answers 37 14 1 12 13 4% 45,68 17,28 1,23 14,81 16,05 4,94
Questions
How do you consider the touristic promotion Authorities
Diferent answers verry good good so-so bad verry bad yes no don´t know Total answers 2 7 30 4 9 9 42 1% 3,85 13,46 57,69 7,69 17,31 17,31 80,77 1,92
92
Questions
What do you think about ecotax
Diferent answers not wothy bad aplicated don´t know
could be better verry good idea should be included in package
Total answers 20 2 10 3 15 2 % 38,46 3,85 19,23 5,77 28,85 3,85 Questions Touirsts spoiled Diferent answers yes no yes not only because no Total answers 18 34 39 5 8% 34,62 65,38 75,00 9,62 15,38
Questions For you, Tourists are
Diferent answers clients source of income people who enjoy Mallorca something bad sun, beach and beer animals, rats
Total answers 13 7 9 4 2 2 % 25,00 13,46 17,31 0,00 3,85 3,85 For you Tourists are ( followin answers )
Diferent answers dirty, thiefs, scandalous German tourists thinking that they own the Island Consumer of services, they cause disturbances
Total answers 5 3 2 % 9,62 5,77 3,85 For you Tourists are ( end ) Diferent answers the main reason of cultural and environmental degradation of the island different than years before Total answers 3 2 % 5,77 4,76
93
Questions Who adapt to the other Do you make any efforts Diferent answers Local population Tourist to local population both none of them yes no Total answers 41 5 5 1 31 21 % 78,85 9,62 9,62 1,92 59,62 40,38 Questions What do you think about their behaviours Changes trad cult Diferent answers verry good good regular bad very bad yes no Total answers 0 8 34 8 2 52 0 % 0,00 15,38 65,38 15,38 3,85 100,00 0,00 Questions How do you feel between Tourists Sex Diferent answers very good good so-so bad very bad Male Female Total answers 4 26 15 4 2 30 22 % 7,69 50,00 28,85 7,69 3,85 57,69 42,31 Questions How old are you Diferent answers under 20 20-29 30-39 40-49 50-59 60-69 Total answers 4 12 14 11 9 2 % 7,69 23,08 26,92 21,15 17,31 3,85 Questions what is your ocupation Difernt answers Shop assistant barman teacher rent a car hotel business Total answers 17 3 1 2 6% 32,69 5,77 1,92 3,85 11,54Ocuaption ( end ) Difernt answers architect engineer hairdresser bus driver related from hotel business Total answers 5 2 1 1 1% 9,62 3,85 1,92 1,92 1,92
94
draughtsman civil servant carpenter
6 6 111,54 11,54 1,92
95
96
Appendix C.
C.1. Project summary
On the basis of article 4 of the European Parliament Council Regulations No.
1655/2000 (Life-Environment), the European Commission has officially authorised
financial support to the project "Strategies and implements toward sustainable
tourism in the Mediterranean Coastal areas" (LIFE00/ENV/IT/00167) presented by
the Province of Rimini in partnership with the Municipality of Calvià (Spain),
Ambiente Italia (Italy) and Federalberghi (Italy).
97