Analysing International City Tourism

245 Pages·2010·7.32 MB·English

by  Josef A. Mazanec, Karl W. Wöber (auth.), o. Univ.-Prof. Dr. Josef A. Mazanec, Prof. Dr. Karl W. Wöber (eds.)

~ SpringerWienNewYork
Josef A. Mazanec
Karl W. Wöber (Eds.)

Analysing International
City Tourism
Second Edition
SpringerWienNewYork
o. Univ.-Prof. Dr. Josef A. Mazanec
Institute for Tourism and Leisure Studies
Vienna University of Economics and Business, Vienna, Austria
Prof. Dr. Karl W. Wöber
Department of Tourism and Hospitality Management
MODUL University Vienna, Vienna, Austria
Te frst edition from Maier/Mazanec/Wöber was originally published as “International City Tourism:
Analysing and Strategy” by Continuum-Verlag © 1997
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Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Josef A. Mazanec and Karl W. Wöber
City Tourism Management and Trends
Chapter 1: The Management of City Tourism in Europe . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Karl W. Wöber and Daniel Fesenmaier
Chapter 2: European City Tourism Statistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Johanna Ostertag and Karl W. Wöber
Chapter 3: Assessing the Significance of City Tourism in Europe . . . . . . . . . . . . . . . . . . 43
Ulrike Bauernfeind, Irem Arsal, Florian Aubke and Karl W. Wöber
Chapter 4: Seasonality in City Tourism: Concepts and Measurements . . . . . . . . . . . . . . . 59
Valeria Croce and Karl W. Wöber
Monitoring Demand and Competition
Chapter 5: Managing the Heterogeneity of City Tourists
Josef A. Mazanec and Andreas H. Zins
Part One: Generating City Tourist Types . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81
Josef A. Mazanec
Part Two: Profiling and Assessing City Tourist Types . . . . . . . . . . . . . . . . . . . . . . . . 95
Andreas H. Zins
V
VI Contents
Chapter 6: Information Needs of City Travellers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Clemens Költringer and Karl W. Wöber
Chapter 7: Different Tourists – Different Perceptions of Different Cities . . . . . . . . . . . . . 127
Sara Dolnicar and Twan Huybers
Chapter 8: A Guest Mix Approach to Analysing City Tourism Competition . . . . . . . . . . 147
Christian Buchta and Josef A. Mazanec
Chapter 9: Cities to Play: Outlining Competitive Profiles for European Cities . . . . . . . . . 171
Valeria Minghetti and Federica Montaguti
Chapter 10: European Tourist Cities in Connotative Google Space . . . . . . . . . . . . . . . . . 191
Josef A. Mazanec
Tourists’ Assessment of Typical City Offerings
Chapter 11: Visitor Activities and Inner-City Tourist Mobility: The Case of Heidelberg 213
Tim Freytag
Chapter 12: Perceived Authenticity and the Museum Experience . . . . . . . . . . . . . . . . . . . 227
Claudia Krösbacher and Josef A. Mazanec
Introduction
This book is a successor to ‘International City compiling visitor numbers and make recom-
Tourism: Analysis and Strategy’ published by mendations for building a harmonised system
Pinter, London, in 1997. It has not been drafted of city tourism statistics. The team of authors
as a second edition, though the team of authors consisting of Ulrike Bauernfeind, Irem Arsal,
build on some of the ideas brought forward in Florian Aubke, and Karl Wöber assess the sig-
the preceding publication. All except two chap- nificance of city tourism in Europe. Building
ters updated from earlier versions are new con- on the most comprehensive database of Euro-
tributions. As indicated in the title the authors pean city tourism statistics they calculate and
emphasise the role of analysis throughout the present market volume and market share infor-
text. They make any effort to provide convinc- mation and perform forecasts for the develop-
ing evidence of the information gain achieved ment of city tourism in Europe. In Chapter 4
with resourceful processing of empirical data. Valeria Croce and Karl Wöber demonstrate
Each report or case study encourages the read- that cities are not necessarily year-round des-
ers to figure out how to tailor the individual tinations, resistant to seasonality effects. They
working steps to their specific needs and ap- are examining the forces shaping demand sea-
ply them in their own environment of study or sonal fluctuations in city tourism and present
management. tools which help tourism managers to better
Chapters 1– 4 deal with city tourism man- understand seasonal patterns.
agement and trends. Karl Wöber and Daniel The six following contributions report on
Fesenmaier, in their opening chapter about new instruments for monitoring demand and
the management of city tourism in Europe, competition. In their joint contribution (Parts
elaborate on the roles, functions, services, and One and Two of Chapter 5) on generating and
responsibilities of city tourism organisations profiling city tourist types Josef Mazanec and
in Europe. Substantial changes in the man- Andreas Zins compare different methodologies
agement of city tourism are revealed by their and show how to build trust in classification
longitudinal study among city tourism manag- results. Clemens Költringer and Karl Wöber
ers. Johanna Ostertag and Karl Wöber recog- focus on the information needs of city trav-
nise the difficulties and limitations in meas- ellers and their implications on actual travel
uring volumes and directions of travel flows behaviour. Three different forms of unobtru-
into European cities. The authors compare the sively measuring travel demand by tracing the
strengths and weaknesses of different forms of information search behaviour of internet users
1
2 Introduc tion
are presented and discussed. Sara Dolnicar easily adjusted and modified to cover any other
and Twan Huybers elaborate a case study in grouping of tourist cities which are assumed to
destination image measurement. Particularly, rival with each other in terms of connotative
the authors use novel methodology known as profile.
Perceptions-Based Market Segmentation to ac- Chapters 11 and 12 focus on city tourists’
count for the fact that travellers apply distinct behaviours and visitors’ usage and assessment
perceptual patterns for judging a city like Can- of tourist services when exploring an urban
berra. destination. Tim Freytag outlines the case of
Christian Buchta and Josef Mazanec update the city of Heidelberg which is one of the most
and extend the analysis of guest-mix data pre- popular urban tourism destinations in Germa-
sented in the 1997 book. A similar composition ny. The author demonstrates how to monitor
of the tourist nationalities in two urban desti- and evaluate changes in visitor activities and
nations is likely to intensify competitive threat how to assess inner-city visitor mobility in
among the pair of cities and CTO managers time and space. Claudia Krösbacher and Josef
should be aware of this. Valeria Minghetti and Mazanec choose historic museums as an at-
Federica Montaguti present a methodology for traction typical for city tourism. The authors
measuring tourism competitiveness of urban develop a latent variable model for capturing
destinations and apply this approach in a study the visitors’ perceived authenticity, its anteced-
where they compare the three most famous art ents, and its consequences for visitor satisfac-
cities in Italy with eight other cities in Europe. tion. Empirical evidence from case examples
Josef Mazanec demonstrates how tourism-re- in Dublin and Vienna supports the relation-
lated content of the World Wide Web may be ships hypothesised.
exploited for portraying European urban des-
tinations in the space of emotionally positive Vienna, May 2009
connotations. The working steps outlined are J. Mazanec and K. Wöber
City Tourism Management
and Trends
The Management of
1
City Tourism in Europe
Karl Wöber and Daniel R. Fesenmaier
1.1 1.2
Purpose and objective Introduction
Tourism has become a major source of employ- In recent years many urban communities have
ment, revenue, international awareness and come to recognize that tourism is more im-
opportunity in European cities. As competi- portant to the local economy than originally
tion among cities grows for visitors as well as thought (Morrison, Bruen, and Anderson,
for public and private financial support, the 1998). This increased awareness of tourism’s
efficiency of management in city tourism or- potential to create employment, stimulate the
ganizations becomes increasingly important. economy and generate wealth was not noticed
This chapter aims to examine the nature of Eu- solely by any single organization or authority.
ropean city tourism organizations in terms of In most cities the various tourism functions are
their roles, functions, responsibilities and the performed by a number of municipal, not-for
services they provide. In this investigation two profit and private enterprises (e. g. chambers
surveys with identical design were conducted of commerce, local tourist councils, volun-
among European city tourism managers in 1995 tary organizations, local authorities and agen-
and 1999. Based upon this data, this study iden- cies which have become involved in tourism).
tifies the functions that have changed during These organizations fulfil a variety of differ-
the given period of time and assesses relation- ent tasks including the marketing and devel-
ships between these functions. The findings in- opment of new attractions, the coordination
dicate that the emphasis of European city tour- between tourism products and the provision
ism organizations changed considerably during of facilities and services for tourists (Ford and
time in five functional areas: 1) hotel booking Peeper, 2008). They can also initiate projects
service, 2) commerce, 3) conventional infor- and mobilize others to commit resources for
mation dissemination, 4) advanced informa- effective marketing. As a consequence of the
tion product, and 5) relationship management. multi-layered structure of city tourism organi-
It is argued that information technological and zations, it is argued that destination marketing
role change are the main driving forces of these and management if often too fragmented, lead-
changes. ing to inefficient use of scarce resources and
ineffective promotions which serve to confuse
5
6 Karl Wöber and Daniel R. Fesenmaier
rather than attract tourists (Ford and Peeper, tial amount of tourism promotional activity
1
2008; Magee, 1995; Wang and Xiang, 2007; was conducted in partnership with the private
Paskaleva – Shapira, 2007). sector.
Research on city tourism has increased sub- In Europe, Greene Belfield-Smith (1991) and
stantially over the last decade (e. g., Greene the Tourism and Leisure Consultancy Division
Belfield-Smith, 1991; Law 1993; Morrison et of Touche Ross conducted a survey of 39 city
al., 1998); however, the organizational struc- tourism offices covering issues such as fund-
tures supporting the promotion of city tourism ing, cooperation with other cities and private
(e. g., convention and visitor bureaus in the US industry and the monitoring of productivity in
or city tourism boards/offices in Europe) and terms of tourism generated. While 80 percent
the services and functions they provide to the of city tourism offices in their study monitored
visitors and the local industry have not been the performance of the industry, only two cit-
well investigated. Indeed, the majority of re- ies monitored their own performance as a
search in this area have been case studies (e. g. marketing organization. At the national level
Bramwell and Rawding, 1994; Buckley and providing coordination of these entities can
Witt, 1989; van den Berg et al., 1995; O’Neill, be a difficult task. In European countries na-
1998) and therefore, offer a limited basis upon tional tourism offices assume these roles and
which to derive generalizations about the nature often are the most crucial office in implement-
of tourism organizations (Page, 1997:113). ing governmental tourist policy. Their study
indicated that many European cities do not
have these ‘coordinators’ and a large amount of
planning and policy implementation is done at
1.3 the local level by various interested enterprises
and/or authorities involved in tourism.
Services and functions of city tourism
City tourism organizations are known to
organizations
play diverse roles and take different respon-
sibilities. The general goals of convention and
Tourism research has largely ignored the study visitor bureaus in the United States are to: 1)
of city tourism organizations and only recently manage and provide destination attractions;
have there been serious attempts to study city 2) manage and plan infrastructure on which
tourism and their management (Ashworth, tourism depends; and, 3) facilitate tourism
1988; Ashworth and Voogd, 1990; Greenberg, promotion and marketing research. He also
2006; Greene Belfield-Smith, 1991; Law 1993; identified different management functions for
Morrison et al., 1998; Murphy, 1997; O’Neill, bureaus; organizational, membership, facili-
1998; Page 1995, 1997; Tyler et al., 1998; van ties/equipment management, financial, per-
den Berg et al., 1995; Wöber, 1997; Wöber et sonnel, events, and communications (Gartell,
al., 2003). In 1978 the first survey among city 1992). More recently, Morrison et al. (1998)
tourism managers was carried out by the U. S. developed an instrument to evaluate the roles
Travel Service covering 142 U. S. cities with of convention and visitor bureaus in the United
populations over 100,000. Page (1995) found States and identified five primary functions.
that half of the city tourism managers con- The first function as ‘economic driver’ reflects
tract out their tourism activities to agencies, 16 the city tourism office responsibility for gener-
percent dealt with tourism activities directly ating new income, employment, etc. in order
through their offices, and another 16 percent to contribute to a diverse economy. The second
claimed not to be involved in promoting urban function, ‘community marketer,’ has the main
tourism. According to his findings, a substan- purpose of communicating the destination’s