|General programme, activity sheet|
||Thursday 24 October, 2013 17:15 to 17:35
Influence of tourism marketing plans on demand behavior: the case of the balearic islandsSpeaker: Miguel Trias Vilar, Universitat de les Illes Balears
Authors: Margarita Alemany, Maria Antoni Garcia, Miquel Trias
The Balearic Islands, one of the top tourist destinations in Europe, is characterized by an economy based on tourism. The latest data show the strength of the sector and so IMPACTUR (2009) estimated at 43.2% of total GDP in the Balearic Islands (from € 11.032 million) tourism participation. Given the job market, 30.3% of total employment in the Balearic Islands (148 767 jobs) are attributed to tourism employment and tourism activity in 2009 accounted for 39.1% of the tax revenue obtained in the Balearic Islands, which resulted in the generation of 2,052 million euros in revenue for the government, between direct and indirect taxes in the entire archipelago, we are referring to the Balearics priority industry.
As history shows us Desk, the first visitors in the 60s, came to the islands, following the emerging promotional efforts Tourism Promotion, private institution, to enjoy the sun and the beach, Balearic positioned as a holiday destination. Today, 40 years later, the main reason for visit most of the 12 million tourists that houses our territory remains the same, sun + beach. Promotional activity over the years has been assumed by the government through various agencies and now, after several restructurings and reorganizations, the entity responsible for the internal and external promotion of tourism, research and improvement of tourism products, technology and tourism environment in the context of tourism policy is Autonomous Community Tourism Agency of the Balearic Islands (ATB).
The original positioning (sun and beach destination), and is a position not renewed and updated, is aggravated by the high seasonality dragging the main industry of the Balearic Islands and therefore the economic model of its territory. For this reason, the seasonality of the tourism market is studied by many authors, both from the supply side, as the demand side.
Authorities and tourism stakeholders have been working for decades to foster new dynamics of action concretized in five Marketing Plans directory and a final plan in order to mitigate the negative effects of an economy with a strong seasonal component.
This article will address, first, the evolution experienced various Marketing Plans approved by public managers from a transactional or mass model to relational marketing concept or one to one marketing, the current marketing approach experiences, which aims to generate and manage relevant experience for the client, from which to develop a relationship and sustainable business model, the result of exchanges of value generated during interactions. Furthermore, in addition to checking the momentum and promotion from the aforementioned plans, is given to the various tourism products, evaluate what role was played in order to contribute to the seasonality.
On the other hand, to contribute to the analysis of the behavior of the seasonality of tourist demand in the Balearic Islands, contributed two indices for measuring the tourist season and collect the developments that have experienced the same from 1992 to 2012. Scattering measurements for which we have chosen us to measure the variability of seasonality are the coefficient of variation and Gini Index.
The results show that despite the efforts and resources devoted for years to reduce seasonality, we have not been able to move their effects to tourism demand. The Balearic tourist demand has continued to maintain during the period, a strong seasonal component. This seasonality still has the same behavior, and although it has different cycles, we can say that in recent years the demand for tourism in the Balearic Islands has become more seasonal than at other times.
Session 4 – Economic performance and management
Place: Room SB03