Introduction

1. Guest Lecture New developments in tourism: sustainability and over tourismUniversity of Salento 6.4.2018Dr. Martin Falk Senior research staff Austrian Institute of Economic Research (WIFO)http://martin.falk.wifo.ac.at/ Visiting professor Lixin university of Accounting and FinanceVisiting Lecturer University of Lapland Visiting Lecturer Vancouver Island UniversityPublications: http://martin.falk.wifo.ac.at/index.php?id=3

2. Introduction • Introduction • Overtourism (exercise based on twitter text search) • Sustainability indicators • Ways of the green tourist in Europe • Measuring the impact of the European Capital of Culture programme on overnight stays: evidence for the last 20 years • The causal effect of increases in VAT on accommodations and introduction of tourist taxes in European cities • Characteristics of the travel choice for city and cultural trips

3. Learning goals • Raise interest for quantitative tourism research • Introduction into empirical modelling and tourism data • requirements: no

4. Introduction • Source http://www.unwto.org/facts/menu.html

5. Growth rate of international overnightstaysbetween 2004-2014 in percent (Top 10 Europe + Nordiccities) 11.5 12 10 9.2 8 7.1 6.0 6 4.7 4.5 4.4 4.2 3.8 4 3.2 2.8 2.1 1.7 2 0 Introduction Source: Eurostat, urban audit database, tourmis

6. Stylised facts hotel and restaurant industry: • Definitions, classifications and literature surveys (Hall and Williams, 2008; Hjalager, 2010, 2015; Omerzel, 2016) • Low level of labour productivity, low wages and low share of skilled workers • Low degree of innovativeness (hotels: Orfila-Sintes et al., 2005; Sundbo et al., 2007, tourism: Camison & Monfort-Mir, 2012) • (mobile)Broadband internet supply is important • Soft innovations, collaborations and partnerships are more relevant Introduction

7. Despite low innovativeness, average ICT usage, low skill intensity and low labour productivity the tourism industry manages to achieve a higher than average growth rate • Tourism only partly benefit from the EU 2020 strategy (R&D, skills, education, broadband internet, digitalisation) • Labour market regulations might be more important (min. wages, overtime hours, employment protection) Introduction

8. Innovativeness of hospitality and restaurants Notes: Based on sample weights. EU-5 include DK, FR, IT, NL, UK and NO. # obs for NACE rev 1.1 “55”: 4780. Data refers to 2010, Source: CIS

9. Characteristics: ICT usage Notes EU-10 +NO include DE, DK, FI, FR, IE, IT, NL, SE, SI, UK and NO. # obs for “55”: 42300. Data refers to the mean 2008-2010, Source ICT usage survey

10. Characteristics: labour productivity and wages Notes EU-10 +NO include DE, DK, FI, FR, IE, IT, NL, SE, SI, UK and NO. # obs for “55”: 42300. Data refers to the mean 2008-2010, Source: MMD

11. Characteristics: skills Notes EU-7 (DK, FI, FR, IT, NL,SE, SI, UK) + NO. Data refers to the mean 2008-2010, Source: Education register, MMD.

12. Introduction: Determinants of tourism demand Source: Eurostat, urban audit database, tourmis

13. Plan your own survey • Mail, online survey, ask managers • Time consuming • Low response rate Official household and individual travel surveys • Representative data at the trip or individual level • Travel motivation (Business, vacation, city trips, religious travel, health travel, by activities: skiing, hiking, sun and bathing) • Sources: Eurobarometer data, National statistical office • Earnings survey Eurostat • Associations/marketing firms/consultancies (world travel monitor survey) • Aggregate data on overnight stays, arrivals, length of stays, tourism expenditures at the aggregate level • UNWTO, OECD Stats, Eurostat new cronos Introduction: tourism data

14. number of outbound trips / market volume destination countries (worldwide) destination regions / cities purpose of trip (business trip, holiday trip, other trips (VFR, pilgrimage, language holiday)) holiday types / segments (sunseekers, tours, specific cities, mountain trips, cruises, winter sports, wellness/health-motivated, etc.) holiday motives / activities (relaxing, sightseeing, get to know the country and its people, good food and drinks etc.) repeat visits of a destination types of business trips (MICE-Meeting, Incentive, Convention, Exhibition as well as traditional business trips) length of trip Introduction: tourism dataworld travel survey

15. means of transportation (incl. low-fare) accommodation types / categories (5*, 4*, 3*, 2/1* hotel, other accommodation (holiday home, camping etc.)) booking -behaviour / -sites / -products / -period internet usage travel information sources trips with children travel season travel spending target group / traveler profile (gender / age / education / income / children in household / household size) regional focus markets travel frequency travel intensity Introduction: tourism dataworld travel survey

16. Overtourism Ongoing debate in the media, public and academica on • Overtourism • Tourism is growing, one of the fast growing industries in the developed countries (paradoxon) • Strong increase in city tourism • Strong increase in tourism inflows in remote regions • Boom in cruise tourism • Sustainable tourism • Economic sustainability • Social sustainability • Environmental sustainability • Climate change and tourism • Tourism is a victim of climate change • Tourism is a major contributor of greenhouse emissions • Extreme events and tourism

17. Overtourism Reasons for the strong growth of city tourism • Deregulation of the airline industry (opening and extensions of secondary airports) • Fall in transportation prices (airfares) • Change in leisure preferences (experience economy) • Increase of long distance work and flexible working hours • Abolishment of border controls (Schengen) • New sources markets (China)

18. Overtourism Source: European Airport Traffic Trends 2016

19. Overtourism Source:Eurostat

20. Overtourism Definition of overtourism Overtourism describes destinations where hosts or guests, locals or visitors feel that there are too man visitors and the quality of life in the area or quality of the experience has deteriorated unacceptably. It is the opposite of responsible tourism which is about to make better places to live in and better places to visit. Often both visitors and guests experience the deterioration concurrently” (source: responsibletourismpartnership.org) How to measure overtourism? • Arrivals/visitors per residents (including daytrippers) in a given city per year or per month • Arrivals/visitors per attractions (historical & cultural sites etc) • Arrivals of cruise passengers per resident or surface • Visitor satisfaction, waiting time at attractions, quality of local life

21. Anti tourism protests in 2017

22. Anti tourism protests in 2017

23. Anti tourism protests in 2017

24. Measuring overtourism EITS threshold 4.5 visitors per resident =13.5 nights per resident Source: Eurostat, National statistical offices, Tourmis

25. Measuring overtourism EITS threshold 4.5 visitors per resident =13.5 nights per resident Source: Eurostat, National statistical offices, Tourmis

26. Measuring overtourism EITS threshold 4.5 visitors per resident =13.5 nights per resident Source: Eurostat, National statistical offices, Tourmis

27. Measuring overtourismoutward cruise passengers per population in 2015 Source: Eurostat

28. Measuring overtourismNorth Atlantic, North Sea and Baltic sea Source: Eurostat

29. Measuring overtourismNorth Atlantic, North Sea and Baltic sea Source: Eurostat

30. Demand Supply Management Cost of travel Scale of arrival facilities (local infrastructure) Distribution oftourists Ease of travel Ban of particular products Ban particular activities Stop marketing Ban of new accommodation (moratium) Fining bad behaviour De-marketing License and tax (city tax, dynamic pricing) Priviledged access for locals Target segments Regulate the P2P market (Airbnb) Deconcentration Source: #overtourism Alter transport routes/stops Solution and measures Source: twitter

31. # Exercise one based on twitter text search • Which cities/destinations are affected most by over tourism? • What are the measures and actions implemented? • Use twitter in the last six months • #overtourism • #sustainable tourism • #ecotourism • #ecotravel • #carbonfootprint • #responsibletourism • Which cities have introduced a ban or restrictions on airbnb? • #hotairbnb Solution and measures

32. Tourism enterprises are not only threatened by global warming but are also operating in environmentally sensitive and protected areas • Companies are increasingly aware of their responsibility for the environment • Attempts to reduce energy consumption, increase the use of clean energy, use of environmental friendly business practices and transportation modes within the destination, measures to protect the soil and introduction of green certification labels • An increasing number of firms undertake sustainability or environmental reporting in their annual report or provide a separate sustainability report • environmental certification standards (ISO 14000 series, Eco-Management and Audit Scheme (EMAS) certification), • Growing demand for green tourism Sustainability

33. European tourism indicator system for sustainable destination management (ETIS) • Economic value, social impact, environmental impact • Economic impact • B.1 Tourism Flow (volume & value) at the Destination • B.1.1 Number of tourist nights per month • B.1.2 Number of same day visitors per month • B.1.3 Relative contribution of tourism to the destination's economy (% GDP) • B.1.4 Daily spending per overnight tourist • B.1.5 Daily spending per same day visitor • B.2 Tourism Enterprise(s) Performance • B.2.1 Average length of stay of tourists (nights) • B.2.2 Occupancy rate in commercial accommodation • establishments per month and average for the year • B.3 Quantity and Quality of Employment • B.3.1 Direct tourism employment as percentage of total employment in the destination • B.3.2 Percentage of jobs in tourism that are seasonal 24% 11% • B.4 Tourism Supply Chain • B.4.1 Percentage of locally produced food, drink, goods and • services sourced by the destinations tourism enterprises Sustainability

34. Social and cultural impact • C.3 Gender Equality • C.3.1 Percentage of men and women employed in the tourism sector • C.3.2 Percentage of tourism enterprises where the general manager position is held by a woman • C.4 Inclusion/Accessibility • C.4.1 Percentage of rooms in commercial accommodation • establishments accessible for people with disabilities • C.4.2 Percentage of commercial accommodation establishments • participating in recognised accessibility information • schemes • C.4.3 Percentage of public transport that is accessible to people • with disabilities and with specific access requirements • C.4.4 Percentage of tourist attractions that participating in • recognised accessibility information schemes Sustainability

35. C.5 Protecting and Enhancing Cultural Heritage, Local Identity and cultural Assets • C.5.1 Percentage of residents that are satisfied with the impacts • of tourism on destination's identity • C.5.2 Percentage of the destination’s events that are focused on • traditional/local culture and heritage Sustainability

36. Sustainability

37. D.1.1 Percentage of tourists and same day visitors using • different modes of transport to arrive at the destination • D.1.2 Percentage of tourists and same day visitors using • local/soft mobility/public transport services to get • around the destination • D.1.3 Average travel (km) by tourists and same day visitors • from home to the destination • D.1.4 Average carbon footprint of tourists and same day • visitors travelling from home to the destination Sustainability

38. D.2 Climate Change • D.2.1 Percentage of tourism enterprises involved in climate • change mitigation schemes—such as: CO2 offset, low • energy systems, etc.—and “adaptation” responses and • actions • D.2.2 Percentage of tourism accommodation and attraction • infrastructure located in “vulnerable zones” Sustainability

39. D.3.1 • Waste production per tourist night compared to general • population waste production per person (kilos) • Percentage of tourism enterprises separating different • types of waste • Percentage of total waste recycled per tourist compared • to total waste recycled per resident per year • D.4 Sewage Treatment • D.4.1 • Percentage of sewage from the destination treated at • least at secondary level prior to discharge Sustainability

40. D.5 Water Management • D.5.1 Water consumption per tourist night compared to • general population water consumption per resident night • D.5.2 Percentage of tourism enterprises taking actions to • reduce water consumption • D.5.3 Percentage of tourism enterprises using recycled water • D.6 Energy Usage • D.6.1 Energy consumption per tourist night compared to • general population energy consumption per resident night • D.6.2 Percentage of tourism enterprises that take actions to • reduce energy consumption • D.6.3 Percentage of annual amount of energy consumed from • renewable sources (Mwh) compared to overall energy • consumption at destination level per year Sustainability

41. D.7 Landscape and Biodiversity Management • D.7.1 • Percentage of local enterprises in the tourism sector • actively supporting protection, conservation, and • management of local biodiversity and landscapes. Sustainability