an exploratory analysis of ecoc tourism as a niche product in cultural tourism tamara rátz, phd...

An Exploratory Analysis An Exploratory Analysis of ECoC Tourism as a of ECoC Tourism as a

Niche Product in Cultural Niche Product in Cultural TourismTourism

Tamara Rátz, PhDKodolányi János University of

Applied Sciences, Hungary

Research supported by the Bolyai János Research Scholarship of HAS

Research backgroundResearch background

• 3-year research project – „Creativity and its added value in niche tourism – following and creating trends in Hungary”

• Niche tourism in Hungary

– Destination-specific concept?

– Transformation of traditional products

• Demand for niche tourism products

• Success factors in niche tourism development

– From idea to product (case studies)

• Lessons to learn for increasing competitiveness

Research methodsResearch methods

• Questionnaire survey (n=300)– 49.7% visited Pécs in 2010 specifically for

the ECoC programme– Higher than general interest in cultural

activities– 50.7% male, 49.3% female– 42.3% with BSc/MSc degree or higher– 60.0% with average income (20-20% lower

and higher than average)

Cultural consumption of respondentsCultural consumption of respondents

Tourism 5=always 4=often 3=occasionally 2=rarely 1=never

Everyday life 5=once a month 4=3-4 times/year 3=1-2 times a year 2=every few years 1=never

Significance of culture in Significance of culture in tourism for tourism for respondentsrespondents

• High importance of cultural experiences in leisure travel (4.0)

• Willingness to travel for specific events:– 326 km– 8,5 hours

• Willingness to travel for visiting famous cultural destinations:– 711 km– 11,2 hours

Cultural destinations to visit

23.6%19.5%12.6%11.5%5.2%4.6%4.0%3.4%2.3%

86.8%

Cities to visit in Europe in 2013Cities to visit in Europe in 2013

826 responses

• Paris (19.6%)

• London (17.3%)

• Rome (10.1%)

• Prague (6.5%)

• Barcelona (6.0%)

• Neither Košice, nor Marseille were mentioned

59.5%

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Sibiu

• 8.3% visited

• 0.0% in 2007

• 14.7% planning to visit

• Associations– Transylvania– German and Hungarian

culture– Education– Common heritage

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Linz

• 24.3% visited

• 26.7% in 2009

• 25.7% planning to visit

• Associations– Danube– Welcoming– Orderly, clean– Linzer– Museums

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Essen

• 1.7% visited

• 0.0% in 2010

• 18.0% planning to visit

• Associations– Ruhr region– Beer– Industrial– ECoC– German culture

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Pécs

• 80.3% visited

• 59.3% in 2010

• 67.7% planning to visit

• Associations– ECoC– Zsolnay ceramics– Turkish heritage– University– Basilica

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Tallinn

• 3.3% visited

• 1.7% in 2011

• 9.3% planning to visit

• Associations– Nothing at all– Baltic state– Cold– Fortress– Russian/Soviet

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Turku

• 0.0% visited

• 0.0% in 2011

• 8.7% planning to visit

• Associations– Nothing at all– Cold– Relatives– Sauna– Turkish/Asian

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Guimarães

• 0.0% visited

• 0.0% in 2012

• 6.7% planning to visit

• Associations– Nothing at all– Unknown– Exotic– Mediterranean

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Maribor

• 14.8% visited

• 33.3% in 2012

• 19.7% planning to visit

• Associations– River Drava– Sea– Slovenian culture– Wine-tasting– Sports

Interest in ECoC cities Interest in ECoC cities (2007-2013)(2007-2013)

Košice

• 8.2% visited

• 22.9% planning to visit

• Associations– Cathedral– World War 2– Beer– Common heritage– Ferenc Rákóczi– Closeness

The attraction of ECoC citiesThe attraction of ECoC cities

No relationship between visit to Pécs in 2010 and agreement

MeanStd. Dev.

Being ECoC significantly increases a city's attraction for me

3,4 1,3

I prefer to visit (former or current) ECoCs 2,7 1,3

The ECoC cities are likely to have a rich cultural product

3,7 1,0

The ECoC cities offer creative, exciting cultural programmes also in the long run

3,5 1,2

To visit a current ECoC is a special experience for me

3,6 1,2

Impacts of being ECoC on PécsImpacts of being ECoC on Pécs

MeanSt.

Dev.

Has become a better place 3,8 1,0

Has become a more creative city 3,7 1,0

Has become a more exciting city 3,6 0,9

Has become a more international city 3,8 1,0

Has become a more visited city 4,0 0,9

Has become a more colourful city 3,8 0,9

No relationship between visit to Pécs in 2010 and perception

ConclusionsConclusions

• Culture generally is attractive for respondents

• ECoC status itself has a limited added attraction

• Significance of cultural heritage, milieu and

programmes

• Generally positive perception of the transformation of Pécs (irrespective of personal experience)

• The existence of ECoC tourism as a niche product could not be verified

Thank you for your Thank you for your attention!attention!