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Tourism in Ireland: Observations on the Impact of European Union Funding and Marketing Strategies. Karen Volkman & Ray Guydosh Plattsburgh State University of New York ASAC 2001, London, Ontario. Introduction. Transformation of Ireland to . Celtic Tiger. Book of Kells. Observations.

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Tourism in ireland observations on the impact of european union funding and marketing strategies l.jpg

Tourism in Ireland:Observations on the Impact of European Union Fundingand Marketing Strategies

Karen Volkman & Ray Guydosh

Plattsburgh State University of New York

ASAC 2001, London, Ontario


Introduction l.jpg
Introduction

Transformation of Ireland

to

Celtic Tiger

Book of Kells



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Republic of Ireland Tourism Research Objectives

  • Objectives and Funding from ERDF

  • Labour Market Sector Employment/Growth

  • Tourism Sectors: Focus on Heritage

  • Expansion of Overseas Markets

    with Emphasis on Canada


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History of Tourism Research in the Republic of Ireland

  • Tourism Not Recognized until 1980’s in EU

  • Pearce (1992) Study

  • Role of the Union in the Field of Tourism (1995)

  • CCSB Mapping Study - Queens U. Belfast (2000)


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European Regional Development Fund

  • Created in 1975

  • Funding Programs

    1975-88, 1989-93, 1994-99, 2000-06

  • Objective One Countries

    Greece, Portugal, Spain, Ireland


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Objective One Regions

  • “Promoting the development and structural

    adjustment of regions whose development is

    lagging behind.”

    }

  • Eligibility: GDP for Three Years Prior to 1993

    was < 75% of EU Average


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Pearce (1992) ERDF 1975-88

  • All EU Tourism received 1.9% Funding

  • Ireland received 2.4% of this amount

  • Ireland Didn’t Receive Any Funding for

    Tourism Until 1984

  • Little Funding for Tourism in any

    Objective One Countries During This Programme



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Green Paper (1995)

  • Support improvement in the quality of tourism by

    taking greater account of trends in tourism demand

  • Encouraging diversification of tourist activities

    and products by improving competitiveness

  • Incorporating the concept of sustainable and

    balanced growth into tourism by taking greater

    account of the cultural environmental dimensions


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Irish GDP Background

  • Republic GDP increased from 60.8 (PPS) in 1986

    to 96.5(PPS) in 1996

  • Republic GDP increase much greater than other

    Objective One Countries

  • EU GDP Remained Constant

  • Republic GDP increased by 6.2%


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Link Unemployment Rates to Tourism Industry

  • Unemployment Rate in 1985 is 18%

  • Unemployment Rate 1997 is 10.1%

  • Irish Tourism is Labour Intensive

  • 78% Lodging Facilities Have < 40 Rooms



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Women in Labour Force

  • 105,000 New Employees Needed

  • 58% Employment Women 25-54

  • Homemakers Tax Free Allowance of

    IR£2000 for First Three Years


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Irish Tourism Niche

  • Tourism is 14% EU GDP

    and 14.6% of EU Workforce

  • Competition European “Sun Holiday”

  • Must Make Distinctive Sell to European and

    North American Markets


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Irish Ancestry

  • Global “Irish Diaspora” = 70 million

  • Acquisition Irish Citizenship

  • Growth North American Tourism

    • 1988 419,000 Visitors

    • 1998 858,000 Visitors


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Irish Image Abroad

  • Craic and a Pint of Guinness

  • One of Lowest Population Densities in EU

  • Tourism Brand Ireland (TBI)

    “A Green and Pleasant Land”


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Irish Heritage TourismDefinition Brown and Stevens (1996)

  • Indigenous and unique in representation of

    an area’s history

  • Enliven, enrich, and animate those naturally

    occurring themes and storylines

  • Relatively stable base visitor activity

  • Innate appeal for overseas markets


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ERDF Heritage Funding

  • 24% for 1975-88 Program to Museums,

    Historic Centers, and Restoration

  • 1994-99 Program 25% to

    Heritage Tourism Model


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Current Tourism MarketBord Failte 1998

  • UK 3,199,000 Visitors

  • Europe 1,255,000 Visitors

  • North America 858,000 Visitors


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Development of Canadian Tourism Market to Ireland

  • Irish Descendents in Canada

  • 1991 Census: 3,780,000 Canadians

    of Irish Heritage

  • Irish are Fourth Largest Ethnic Group in Canada





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Foot and Mouth

  • Images in Canada

  • Newspaper Advertisements from CFIA

  • Advertisement Campaign:

    Ireland Open for Travel


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Prince Charles steps onto a disinfectant mat as a precaution against foot-and-mouth disease

upon his arrival at the Ottawa airport in Ontario Wednesday, April 25, 2001.

(AP Photo/CP, Jonathan Hayward)


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Reflections against foot-and-mouth disease

  • By 1990’s Tourism Importance of Tourism to National Economies Recognized by EU

  • Ireland Used ERDF Funding to Increase its Tourism Plant:

    Genealogy, Green Image, and Heritage

  • Combat FMD Image in North America Critical


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Tourism in Ireland: against foot-and-mouth disease Observations on the Impact of European Union Fundingand Marketing Strategies

[email protected]

[email protected]

Plattsburgh State University of New York


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