Cultural heritage and sustainable tourism for local and regional development

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1 Cultural heritage and sustainable tourism for local and regional development

2 AGENDA Alternative vs traditional tourism models Customer-based brand equity of a destination Natural and cultural heritage as tourism attractions Conclusions

3 Alternative vs traditional tourism models TOURIST S Experiencia EXPERIENCE del turista con el destino Compras Viaje Shopping and leisure Connectivity Recreo y atracción Transporte Grastronomy Restauración Acomodación Accommodation Natural Entorno Factores natural Infraestructuras Infrastructures de servicio sociales Politic-legal Factores Factores Socio-cultural político-legales Factores Factores culturales tecnológicos Tecnological económicos Economic Factores Entorno del destino Adapted from Murphy, Pritchard y Smith (2000)

4 Alternative vs traditional tourism models Tourism destination typologies Destination typology Attractions and main activities Beach destinations Urban destinations Cultural destinations Rural destinations Mountain destinations Sun and beach, nautic sports Shopping, health Cultural visits, social interactions Nature and agricultural activities Ski, mountain sports MULTIMOTIVATIONAL!!!

5 Alternative vs traditional tourism models

6 Alternative vs traditional tourism models Tourist motivations to visit Cantabria Leisure Relax Cultural Family & friends Natural National tourists International tourists

7 Customer-based brand equity of a destination Brand Awareness Presence of a destination in the mind of the people when a given travel context is considered. Brand Image Set of associations or impressions attached to the destination, composed of a variety of perceptions relating to various product/service attributes (Konecnik, 2004). Brand Quality Holistic judgment made on the basis of the excellence or overall superiority of the service (Bigné, Sánchez and Sanz, 2005) Brand Loyalty Intention to return to the destination and the willingness to recommend it (Pike, 2007; Chen and Myagmarsuren, 2010; Prayag, 2012).

8 Customer-based brand equity of a destination National tourists Awareness 0.46** (6.50) Affective Image (R 2 = 0.21) 0.81** (7.95) Perceived quality (R 2 = 0.83) 0.59** (8.18) Satisfaction (R 2 = 0.35) 0.51** (3.58) Loyalty (R 2 = 0.26) 0.35** (4.25) Cognitive Image (R 2 = 0.12) 0.32** (5.54) International tourists Awareness 0.29** (3.81) Affective Image (R 2 = 0.08) 0.66** (6.24) Perceived quality (R 2 = 0.63) 0.60** (7.84) Satisfaction (R 2 = 0.36) 0.63** (6.49) Loyalty (R 2 = 0.39) 0.30** (2.99) Cognitive Image (R 2 = 0.09) 0.39** (3.98)

9 Natural and cultural heritage as tourism attractions

10 Natural and cultural heritage as tourism attractions Cantabria: Loyalty (revisit and recommend) I will try to come back to Cantabria in the next years I will encourage my family and friends to visit Cantabria I would recommend Cantabria if someone asked me National tourists International tourists

11 Natural and cultural heritage as tourism attractions Natural environment Cultural heritage Tourism infrastructures Leisure activities Local gastronomy People s hospitality Quality / Price of products/ services Global evaluation as tourism destination

12 Natural and cultural heritage as tourism attractions

13 Natural and cultural heritage as tourism attractions

14 Natural and cultural heritage as tourism attractions

15 Natural and cultural heritage as tourism attractions

16 Natural and cultural heritage as tourism attractions

17 Natural and cultural heritage as tourism attractions Advantages of natural and cultural heritage Contributes to the destination Brand-equity Can be an base for differentiation / positioning Decreases seasonality (less dependant of weather) Encourages conservation of natural and cultural res. Allows the valorization of traditions and folklore Impacts on rural / less developed Areas

18 Conclusions Tourist s Behavior is multimotivational Natural and cultural heritage directly contribute to consumer-based Brand equity of destinations These resources have many advantages over sun & beach traditional focus MORE SUSTANAIBLE TOURISM MODELS

19 Cultural heritage and sustainable tourism for local and regional development

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