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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

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
Introduction

Transformation of Ireland

to

Celtic Tiger

Book of Kells

republic of ireland tourism research objectives
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

history of tourism research in the republic of ireland
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)
european regional development fund
European Regional Development Fund
  • Created in 1975
  • Funding Programs

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

  • Objective One Countries

Greece, Portugal, Spain, Ireland

objective one regions
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

pearce 1992 erdf 1975 88
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

green paper 1995
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

irish gdp background
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%
link unemployment rates to tourism industry
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
women in labour force
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

irish tourism niche
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

irish ancestry
Irish Ancestry
  • Global “Irish Diaspora” = 70 million
  • Acquisition Irish Citizenship
  • Growth North American Tourism
      • 1988 419,000 Visitors
      • 1998 858,000 Visitors
irish image abroad
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”

irish heritage tourism definition brown and stevens 1996
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
erdf heritage funding
ERDF Heritage Funding
  • 24% for 1975-88 Program to Museums,

Historic Centers, and Restoration

  • 1994-99 Program 25% to

Heritage Tourism Model

current tourism market bord failte 1998
Current Tourism MarketBord Failte 1998
  • UK 3,199,000 Visitors
  • Europe 1,255,000 Visitors
  • North America 858,000 Visitors
development of canadian tourism market to ireland
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
foot and mouth
Foot and Mouth
  • Images in Canada
  • Newspaper Advertisements from CFIA
  • Advertisement Campaign:

Ireland Open for Travel

slide26
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)

reflections
Reflections
  • 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
tourism in ireland observations on the impact of european union funding and marketing strategies28

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

[email protected]

[email protected]

Plattsburgh State University of New York

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