Impacts Of Mass Tourism... Mallorca mo19

IMPACTS OF MASS TOURISM ON LOCAL COMMUNITIES AND THE NEW PHENOMENON OF COLONIZATION CASE STUDY: MAJORCA

by Lola López-Bravo Palomino

MASTER OF ARTS EUROPEAN TOURISM MANAGEMENT BOURNEMOUTH UNIVERSITY 2003

Abstract Tourism can have positive as well as negative effects on a region. It depends on the kind of tourism developed in the tourist area. In the case of this dissertation, the aim is to link the new phenomenon of tourist colonization with the growth of mass tourism. For this assignment the research will take place on the island of Majorca, which, like other areas of the Mediterranean, has suffered the consequences of an uncontrolled development of tourism: cultural and environmental damages. Theories about mass tourism and its economic, physical and cultural effects, neocolonialism and new environmental policies will be examined and linked to the case of Majorca. The most important point of this dissertation is the study of sociocultural impacts. Among a variety of tourism effects, the research pays attention to those in relation to the local community because the impact of mass tourism on local populations is always significant. To collect all the information for this particular research, two different questionnaires were made, one addressed to tourists and another one to residents. The results prove that tourism development in Majorca contributed to improving quality of life and increasing intercultural exchange, but that it also led to the constitution of ghettos and to a relative loss of the island’s identity. These different factors enable to assimilate tourism to a kind of neo-colonialism.

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. CONTENTS List of contents…….………………………………………………………………..iii List of Tables ……………………………………………………………………….v List of Figures ……………………………………………………………………..vi List of Appendices.....................................................................................................viii List of Abbreviations ……………………………………………………………...ix Acknowledgements ….……………………………………………………………x

Chapter I

Introduction .............................................................1

1.1. Background of the topic. ................................................................................ 1 1.2. Aim and objectives. ......................................................................................... 3 1.3. Structure of the dissertation........................................................................... 5

Chapter II

Mass Tourism .........................................................6

2.1. Introduction. .................................................................................................... 6 2.2. History of mass tourism.................................................................................. 6 2.2.1. In the world............................................................................................... 6 2.2.2. In the Balearic Islands. .......................................................................... 10 2.3. Impacts of mass tourism............................................................................... 13 2.3.1. Introduction. ........................................................................................... 13 2.3.2. Economic impacts................................................................................... 14 2.3.3. Physical impacts. .................................................................................... 17 2.3.4. Social and cultural impacts. .................................................................. 20 2.4. Tourism: Benefits or costs? .......................................................................... 25 2.5. Neo-colonialism. ............................................................................................ 27 2.6. Conclusion...................................................................................................... 29

Chapter III

From mass tourism to sustainable tourism ............30

3.1. Introduction. .................................................................................................. 30 3.2. Evolution of tourism: new mentality, new trends. ..................................... 30 3.3. New environmental policies.......................................................................... 32 3.3.1. The example of Calvià. .......................................................................... 34 3.3.2. The Ecotax. ............................................................................................. 35 3.3.3.Limits and barriers. ................................................................................ 36 3.4. It is the end of "balearisation"..................................................................... 38

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Chapter IV

Methodology ..........................................................40

4.1. Introduction. .................................................................................................. 40 4.2. Aims and objectives. ..................................................................................... 40 4.3. Secondary data. ............................................................................................. 41 4.4. Primary data.................................................................................................. 44 4.4.1. Questionnaire survey. ............................................................................ 44 4.5. Analysis. ......................................................................................................... 48 4.6. Conclusion...................................................................................................... 48

Chapter V

Research Findings ................................................49

5.1. Introduction. .................................................................................................. 49 5.2. Findings from Questionnaire l. .................................................................... 49 5.2.1. Motivations. ............................................................................................ 49 5.2.3. Expectations and satisfaction. ............................................................... 54 5.2.4. Personal details....................................................................................... 54 5.3. Findings from Questionnaire ll. ................................................................... 56 5.3.1. Motivation towards tourism.................................................................. 56 5.3.2. Locals’ attitudes towards tourism and tourists................................... 61 5.3.3. Personal profile. ..................................................................................... 66 5.4. Further discussion......................................................................................... 68 5.4.1. Why Colonization................................................................................... 68 5.5. Conclusion...................................................................................................... 71

Chapter VI

Conclusion and recommendations .................72

6.1. Introduction. ............................................ Fel! Bokmärket är inte definierat. 6.2. Conclusions. ............................................. Fel! Bokmärket är inte definierat. 6.3. Recommendations and further research.................. Fel! Bokmärket är inte definierat.

Bibliography...............................................................................................................78 Appendices..................................................................................................................83

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List of tables Table 2.1. Evolution of tourist’s arrivals by air.

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Table 2.2. Demographic evolution in Balearics.

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Table 2.3. Possible direct incidental costs of tourism.

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Table 4.1. How to achieve aims and objectives.

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Table 4.2. Sources of secondary data collection.

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List of figures Figure 1.1. Aim and objectives.

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Figure 2.1. Dominant nationalities visiting Majorca.

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Figure 2.2. Demographic evolution in Palma’s district.

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Figure 2.3. Framework for the measurement of social impacts.

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Figure 5.1. Type of tourists.

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Figure 5.2. Length of the stay.

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Figure 5.3. Holidays expectations.

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Figure 5.4. Reasons to visit Majorca.

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Figure 5.5. Language and communication.

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Figure 5.6. Tourists and Spanish culture.

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Figure 5.7. Tourists and Spanish people.

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Figure 5.8. Tourists and Majorca.

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Figure 5.9. Tourists’ satisfaction.

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Figure 5.10. Nationalities.

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Figure 5.11. Age.

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Figure 5.12. Profession.

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Figure 5.13. Locals and the island.

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Figure 5.14. Synonyms of tourism.

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Figure 5.15. Tourist promotion.

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Figure 5.16. Authorities action.

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Figure 5.17. Ecotax.

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Figure 5.18. Locals and the type of tourists.

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Figure 5.19. Locals’ thought about tourists.

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Figure 5.20. Tourists behaviour.

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Figure 5.21. Tourists and locals relationship I.

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Figure 5.22. Tourists and locals relationship II.

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Figure 5.23. Tourists and locals relationship III.

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Figure 5.24. Adaptability.

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Figure 5.25. Who benefits from tourism?

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Figure 5.26. Origin.

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Figure 5. 27. Reasons for living in Majorca.

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Figure 5.27. Sex.

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Figure 5.28. Age.

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Figure 5.29. Profession.

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List of appendices Appendix A A. 1. Majorca. Appendix B B. 1. Questionnaire I. B. 2. Questionnaire II. B. 3. Results.

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List of abbreviations ITCs: International Tour Companies. IT: Inclusive Tour. ITB: Internationale Touristik Börse. IBATUR: Balearic Institute of Tourism. TURESPAÑA: Spanish Institution of Tourism. WTO: World Tourism Organization. ECO-TAX: Ecotourist tax. GDP: Gross Domestic Product. PSIB: Integral Sanitation Plan of Balearics. LEN: Law of Natural Spaces.

"They stayed so long that many of them began to think of themselves as natives"

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Acknowledgements First of all I would like to thank my supervisor, Prof. Dr. Jürgen Hartmann, for his help, advice and continual and availability from the first stage of the ETM program until the last days of this dissertation. Thanks as well to all the personal from Turespaña that helped a lot by providing me with books every morning. Thanks to Fernando and to his father who searched out some specific information for me and delivered some questionnaires in their jobs. And thank you as well for guiding me through the island. My journey to Majorca was really nice thanks to my mother’s company. Once there she understood very well the topic of my thesis and we had a really nice time there. Thanks for being as you are. Many thanks to all my friends for their in the hard times, especially to the other ETM students who could understand my doubts. Very special thanks in that respect to Marlyse, Laura and Silke for being always there. Thanks, Cédrick, for being able to calm me down in the difficult moments, for being friendly and for boosting my self-confidence. Thanks to my family for showing me their attention and in everything I do. 'This dissertation is the unaided original work of MªDolores López-Bravo Palomino and all sources of data, information or opinion used are identified and acknowledged in the text.'

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Chapter I

Introduction

1.1. Background of the topic. Travel is one of the most ancient and common aspects of human life; its origins come from mythical times. There are various reasons for travelling such as recreation, business, sport, education, health, or visiting friends, so the "typical tourist" does not exist. Every action resulting from the stay of persons at a place where they do not normally live or work is entitled “touristical”. 1 Already in 1100 BC the Phoenicians sailed to Spain seeking metals but they didn't stay for a long time in Spain. The first tourists in the Iberian Peninsula were the Carthaginians who “colonized”2 the land. After them, about 2200 years ago, the Romans discovered Spain. Apparently they liked Spain because they stayed a long time. They kept the whole country under a roman government and six centuries of Roman “colonization” took place. During this time they made Spain their home, and were a good influence in founding Spanish cities and constructing roads and ports. They even built arenas for their entertainment as they had in Rome. They reinforced their will on the land in the shape of popular art, ceramics, fashion and a whole philosophy of life.3 The Teutonic tribes were the new set of “tourists” to visit Spain in the 5th century AD, to this tribes, Spain was subjected to the rule of these tribes during 300 years. The Suevi, Alans and Vandals invaded the country. In AD 415 Rome sent another Teutonic tribe, the Visigoths to regain Spain for the empire and they ruled Spain from 415 to 711.4

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http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] 2 According to the Collins Cobuild Dictionary, colonize: “when people go to a country to live there and take control of it”. 3 http://www.hackwriters.com/Spanishtourism.htm [accessed 20 January 2003] 4 http://www.hackwriters.com. ibid.

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Spain was again invaded in the 11th century but this time from the south. The Moors from Africa were the next invaders to stay in the country. They built a more modern Spain and they introduced new practices in agriculture. They left an important heritage in Spain, monuments as Cordoba's Great Mosque, Alhambra at Granada and notable examples of Mudejar style in Toledo are from this period. The conquest of Granada in 1492 throws out the Moorish power not without leaving an imprint that persists to this day.5 The next invasion of Spain began sometime after the Civil War (1936-1939). Spain was a very poor country with very few resources for development and needed some foreign exchange to pay for modernization. In spite of the few resources, the government turned to tourism. They realised that Spain could offer to the northern Europeans a different culture, a warmer climate, miles of coast, beaches and warm water. As a developing country, it could also offer low cost food, wine, entertainment and other goods.6 All these factors encouraged tourists to come to Spain and the beginning in the early 1960's of mass tourism in Costa del Sol and Balearics. The French were the first to "discover" Spain as a tourist destination and they were followed in the 60's by visitors from others countries of northern Europe. Tourism is the biggest foreign exchange earner in the Spanish economy where profits are basically based on volume. Which means a large number of package visitors, and these visitors are from the middle classes of Europe. The price has been kept low and European middle classes have been coming to Spain in greater numbers every year since 1960.7 Spain is one of the main destinations for tourists and is known as a mass tourism destination. From years, a mass invasion of tourists, mainly German and English, arrived to the south of Europe looking for sun, warmth and fun. Spain can offer all this and low prices as well. Places such as Majorca, Levante or the Costa del Sol are fully booked from May to the end of August. Some problems and difficulties appear 5

http://www.hackwriters.com. ibid. http://du.lub.lu.se/cgi-bin/ftxt/ebsco/00155004_1991_41_3/9204061952 [accessed 20 January 2003] Gerlach, J. ‘ Tourism and its impact in Costa del Sol, Spain’. Focus Fall Magazine, (1991) Pp.7-12. 7 Gerlach, J. ibid. pp. 7-12. 6

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because of the overcrowding. Every summer it is impossible to solve the shortage of water in places as Seville or Majorca. 1.2. Aim and objectives. From the idea of “Tourism as a new way of colonization”, the aim of this dissertation is to analyse how the uncontrolled development of tourism causes unfavourable impacts in the destination itself and in the local community. These waves of people arriving in mass each summer and the development of tourism meant the beginning of selling the Spanish territory abroad. Tourism opened the way of the massive colonization of the Mediterranean coastal fringe and the Canary Islands. Nowadays these areas are colonized and deteriorated.8 My personal interest in Colonization of tourist destinations comes from my own experience in these crowded places where throngs of tourists behave in a particular way; where no established rules are supposed to be followed and even the language can be a problem for a domestic tourist. The research attempts to show if visitors’ motivations have changed over the years or if sun and beach are still their main motivation to visit Spain.9 Next, the sustainable tourism policies, which are being introduced in Majorca in recent years, will be presented and the discussion about whether it is possible or not to compensate the damages of mass tourism. The island of Majorca has been chosen for the research because of its relevance and his reputation as a European mass tourism destination. Nowadays there are three important groups living together in Majorca: Germans, English and Spanish. This interaction of cultures is a most characteristic point of Majorca. One of the objectives is to know what locals feel about and which of them adapt to the other, are tourists the guests or the hosts? 8

Jurdao, F. ‘Los mitos del turismo’ Endimión ed. 1992. p.10-13 According to foreign holidaymakers surveys about visitor's motivation, the dominant reasons for tourists visiting Spain in the 1970's were: Sun, climate and good weather 51%; like Spain 16%; low prices 11%; beaches and bathing 8%. Surveys of visitor's motivations from 1989 shows that climate, landscape, taking the sun and low prices were the principal motivations of 86% of German and 81% of British visitors. (Williams, AM.1996: 120). 9

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This study will go through the change that the island suffered because of tourism and if it can be stated that Majorca became colonized by Germans tourists that stayed there to make business or just to enjoy their life as retirees. Figure 1.1 sums up the objectives and limitations of this dissertation.

Research Question:

Is tourism a new way of colonization? To analyse the unfavourable impacts of uncontrolled development of tourism. To find out if the damage caused can be compensated, what are the measures to follow in the future?

There is a new concept of tourism? Can a destination turn easily from mass tourism to sustainable tourism?

Objectives

Locals’ attitudes to tourism. What they feel? What they think about it?

To analyse the intercultural phenomenon, in Majorca: interaction of cultures.

What are the tourists’ motivations?

Limitations Time Money. Geographical location.

Figure 1.1. “Aim and objectives”

Language. Availability of people. Accessibility to some information.

Source: Author’s own.

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1.3. Structure of the dissertation. Chapter I. Introduction. This chapter attempts to give a general overview of the topic as well as the description of objectives and limitations. It starts with the background of the topic where the theories behind are explained very shortly and then presents the aim and objectives. This chapter does not explain the methodology or the limitations, which are only mentioned in figure 1.1, because another chapter is already mainly dedicated to methodology. Chapter II. Mass Tourism. This chapter as well as chapter III correspond to the Literature Review. Mass tourism is the main subject of the dissertation and this justifies the fact that chapter II is the bigger one; it starts with the history of mass tourism and goes on with a description of the impacts and consequences of tourism. The theory about Mass Tourism ends up with a short discussion about the benefits and costs of tourism and the phenomenon of neo-colonialism. Chapter III. From Mass Tourism to Sustainable Tourism. In this chapter the author try to explain the real tourist situation of Majorca. Tourist’s mentality is changing and new environmental policies are being applied to avoid the negative consequences of a non-controlled development of tourism. Chapter IV. Methodology. This chapter is based on the research methodology; it explains the methods and sources used by the researcher for the elaboration of this dissertation. Chapter V. Research Findings. This chapter presents the results obtained by the author for this research in particular, as well as their interpretation and relation with the theory presented in the chapters above. Chapter VI. Conclusions and recommendations. Conclusions and personal recommendations are given in this chapter.

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Chapter II

Mass Tourism

2.1. Introduction. This literature review will present the history of mass tourism; it will be mainly focused on the socio-cultural and economic impacts of tourism in mass tourism destinations exposing arguments and different points of view of the consequences of mass tourism development. The purpose is to expose the effects from different sides and from the perspective of all the actors in the tourism activity, comparing it with the example of Majorca and his association with the Neo- Colonialism phenomenon. 2.2. History of mass tourism. 2.2.1. In the world. Mass tourism appears after the World War II, it was initiated in the back streets of the industrial towns and cities in the north of England.10 The development of mass tourism in the western world was linked to the economic development of society11 and as a matter of fact to the incorporation of a more powerful middle and lower class inside the tourist market. This expansion has been based on external factors such as generalisation of paid holidays, rising standards of living and

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a rapid

improvement in the means of transportation such as the increase in air travel. The growth of such tourism represents a democratisation of travel and this democratisation means that status distinctions will be drawn between the different classes of traveller, but less between those that can travel or not. Some places, (the working class resorts) have been viewed as embodiments and symbols of mass tourism, “where the dominant groups helps to be tasteless, common and vulgar”.13

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Urry, J. ‘The Tourist Gaze: leisure and travel in the contemporary societies’, eds. Featherstone, Mike et al. (1990) p.16. 11 Férnandez, L. ‘Historia general del turismo de masas’ Alianza ed.1991 p.26 12 Valenzuela, M. ‘Spain from the phenomenon of mass tourism to the search for a more diversified model’ in John &Sons eds. Tourism and economic development: European experiences. Chichester, England 1998 p.43 13 Urry, J.op.cit.p.16.

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There are some periods in the evolution of mass tourism14 that will be mentioned shortly: - Until 1914, the development of industrialisation and commerce created a society known as Belle Époque. This period can be compared with the Roman Empire; there was a strong opposition between the union of developed countries and its colonies poorly developed and providers only of raw material. The main transport was by sea. Only the upper classes, a small part of the population, could enjoy their financial power during holidays in the "Côte d'Azur". - The beginning of domestic and incoming tourism: for the public autonomies it was more interesting the income of foreign currencies was very important and that's why they began to pay more attention to promote incoming tourism. Because of the crisis incoming tourism couldn't be developed as wished so domestic tourism became a good substitute. The rapid growth in the number of travellers means the origin of masses. - World War I, industrial production and commerce came to stop, only the American continent follows its commercial activity. - Between 1918 and 1939, new barriers and nationalisms destroy the European hegemony and the United States take the control with the dollar as the most powerful currency in the world. The warlike conflicts ended with the Belle Époque tourism and allow the beginning of mass tourism. In Spain between 1936-1939 (Spanish Civil War), foreign tourism was still relatively small-scale, involving barely 200,000 tourists. The major expansion in volume came after the 50s, with an increase from 2.5 million visitors in 1955 to 43.2 million in 1985, to 52.0 million in 1990 and 63.2 in 1995.15 Mass tourism implies the volume as

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Férnandez, L op.cit. (the different periods from p.33 to p.55). Valenzuela, M op.cit p.43

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an important determinant of this phenomenon.16 - The 50s, tourism is considered as a phenomenon to follow. Economists analysed the phenomenon and accepted the existence of a tourist market, with a supply of goods and services and an unknown tourist demand. The study of this demand from the point of view of consumerism, motivations and economic conditions originate mass tourism. "Mass tourism can be seen as a form of Fordist mass consumption, which implies certain conditions in its production and its consumption".17 John Urry summarizes the features of mass tourism as: "purchase of commodities produced under conditions of mass production; individual producers tending to dominate particular industrial markets; producer rather than consumer as dominant; commodities little differentiated from each other by fashion, season, and specific markets segments; relatively market choice”. And Fordist mass consumption as “new forms of permitting consumer expenditure to rise; greater volatility of consumer preferences; the growth of a consumers movement and the ‘politicising’ of consumption; reaction of consumers against being as part of a ‘mass’ and the need of producers to be much more consumer driven, specially in the case of service industries”. 18 When the economists began to analyse the phenomenon of tourism, they realised that the big tourist demand was taking place during a few months and only in some specific places. The rest of the year, these crowded places were almost empty or closed. It means that the phenomenon of seasonality19 appeared from the beginning of the history of mass tourism as a problem to solve and remains a problem nowadays. - Petrol and the XX century, it is said that petrol is in the base of mass tourism. The development of cars and planes contribute to conceive mobility in a different way, 16

Williams, A.M. ‘Mass Tourism and International Tour Companies’ in M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford: CAB International 1996 op.cit. p.120 17 Williams, A.M. op.cit.p.120. 18 Urry, J. op.cit. p.14 19 Williams, A.M. op.cit.p.120.

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travellers had several ways to travel and not only boats. The golden age of airplanes is the 60s.20 - The 1960's were a turning point in the evolution of mass tourism, when the industry effectively became internationalised. Spain was the country which more than any other symbolized this new phase of tourism. The most characteristic product was the Mediterranean that offered sun and beach holidays. The emergence of the international tour companies (ITCs) as an instrument in shaping new economic and cultural relationships between particular regions and markets in northern Europe aided the growth of mass foreign tourism in Spain. 21 And also the massive sale of inclusive tours (IT) often with a “charter”22 transport. Travel agencies start to organize travels with own or rental planes for their groups to specific tourist destinations.23 The excitement to build was the consequence of the tourist invasions during the 60s in Spain. It started in the Mediterranean coast and was extended to the Canary Islands.24 It was the decade of the transformation in the Spanish littoral, Costa del Sol, Palma de Majorca, Levant, Costa Brava and Canary Islands as the most relevant examples. The arrival of tourism was a revolution with consequences that will be analysed in the next points as for example the land speculation. The tourist technique was an unknown subject for the authorities and may be for that reason their response was not the most adequate. - The crisis of 1973, the increase in the number of travellers continued until 1973, with a reduction between 1973 and 1976, reflecting the economic crisis in a sector, which was particularly sensitive to rising prices. - After 1983 there was a further increase in arrivals, which has made Spain the

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Férnandez, L op.cit. p.45 Williams, A.M. op.cit. p.119 22 According to the Collins Cobuilt Dictionnary, “a charter plane or boat is one which hired for use by a particular person or group and which is not part of a regular service”. 23 Férnandez, L op.cit.p.43 24 Férnandez, L ibid. p.50 21

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second ranked country in world tourism, ing for 8.8 per cent of all tourists and 10.5 per cent of all foreign exchange earnings. Another significant indicator of the position occupied by Spain in world tourists flows is the fact that it is included in the brochures of approximately 50 per cent of foreign tour operators.25 - Between 1989 and 1992 there was a fall in visitor numbers, related to a loss of quality and the strong competitiveness of other Mediterranean destinations, such as Yugoslavia, Tunisia and Greece. - By the mid 1990s Spanish tourism regained its world position and ed for 8.2 per cent of tourist arrivals and 6.7 per cent in of foreign exchange earnings of world total.26 2.2.2. In the Balearic Islands. The Balearics Islands and especially Majorca and Ibiza, symbolize to many northern Europeans what is called ‘mass tourism’. Summing up the its main characteristics, this kind of tourism is highly seasonal, focused in only a few areas, entirely littoral, it damages local cultures and language, is organised by outsiders corporations, exploits natural resources and physical characteristics, and is aimed primarily at working and lower-middle classes.27 Fifty years ago this island group was a marginal agricultural based economy in a fascist dictatorship. Today it has become one of the most important destinations for mass tourism in Europe.28 Tourism in the Balearic Islands is a relatively recent phenomenon. They had little appeal to travellers on the Grand Tour but there were also small numbers of notable visitors in the nineteenth century. The Archduke Luis Salvador, third son of the Duke 25

Valenzuela, M op.cit.p.43 Férnandez, L op.cit.p.44 27 Buswell, RJ. ‘Tourism in the Balearics islands’ in M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford: CAB International 1996 pp.309-339 28 Clark, J. ‘Spain and the Balearics Islands: National Report no.146’ International Tourism reports,1. London: Economist Intelligent Unit, 1988 pp.5-28 26

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of Tuscany and cousin of the Austrian emperor, fell in love with the island of Majorca in 1867 and wrote some academic books on its history and archaeology. Famous personalities such as Chopin and his companion George Sand visited the island in 1838-39 and nowadays Valldemosa, the beautiful site of their vacation, has become one of the favourite places to visit in the island where Chopin festivals and recitals take place every summer. Sand wrote a book about their five weeks in Majorca called ‘A winter in Majorca’ full of attacks against its inhabitants. 29 During the first half of the twentieth century visitors continued contributing to the rich, adventurous and artistic atmosphere of the island, such as Hemingway, Gertrude Stein and Robert Graves. Meanwhile the growing of the tourist industry was beginning to take an interest too. Thomas Cook began to bring visitors for winter holidays. The first tourist hotels were built in Catalonia’s modern style30, noticeably the Grand Hotel that was opened in Palma in 1903. The use of the island by the rich and well-connected people was confirmed in 1910 by the opening of the exclusive Formentor Hotel in the north of the island. The Spanish Civil War destroyed growth in international foreign visitors in the 30s. It is in the next decade when the number of international tourists began to increase and the government became an enthusiastic er of tourism. The social revolution starts in the 50s when the French company ‘Club Mediterranée’ established their tented village in Majorca and a mass movement of people began coming to the Islands looking for sun and getting tanned.31 The first important phase of growth of tourist arrivals to the Balearics took place during the 1960s and the early 1970s, following the opening of the Spanish economy to foreign investment.

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During this period, 140,000 hotels were built and 100,000

jobs were created. The number of visitors increased from about 400,000 in 1960 to 3.6 million in 1973, an increase of 60% per annum, an average of 246,000 a year. The number of bed nights rose from 4.9 million in 1960 to 54.2 million in 1973. 29

Buswell, RJ.op.cit.p.310. Buswell, RJ. ibid.p.310. 31 Bull, P. ‘ Mass tourism in the Balearics islands: un example of concentrated dependence’ in Island tourism: trends and prospects, London 1997, p.141. 32 Bull, P. ibid, p.143. 30

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Demand increased again between 1977 and 1988, for example the number of bed nights rose from 53.3 to 92.9 million and annual visitors reached their peak to date in 1988 at 7.8 million, the visitor number was still increasing at over 200,000 each year. Between 1988 and the early 90s there were a decline in the number of visitors. This decline in tourism in the late 80s and early 90s was a surprise for the islands and their economy. They were so dependent on visitors that they had to expand.33 . Tourists have come to Balearics from every country in western Europe but two have been dominant, the UK and West which ed to represent the 20 per cent in 1970s of visitors to be the dominant nationality in 1991 with the 32.8 per cent of visitors.34 Figure 2.1 shows the arrivals by air to Majorca in 2002. is the dominant nationality visiting Majorca with the 34.9% in 2002 followed by the British with the 31%.35

Arrivals 2,0% 2,5%

15,7% 34,9%

2,7% 13,6% 31,0%

German British Spanish French Swedish Irish Others

Figure 2.1. “Dominant nationalities visiting Majorca” Source: Adapted from: Govern Balear, Dades informatives 2002.

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Buswell, RJ.op.cit.p.310. Bull, P.op.cit.p.143. 35 Govern de les Illes Balears. ‘Incoming tourists by plane’ In: G. des Illes Balears, Dades informatives 2002. p.20 34

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2.3. Impacts of mass tourism. 2.3.1. Introduction. The objective of this point is to consider the impacts of tourists on destinations areas from an economic, social and physical perspective. The nature and implications of these effects will be described. The rapid growth of tourism has increased economic, environmental and social effects. Until recently the attention has concentrated on the economic impacts and not on the environmental and social consequences of tourism. Tourism research has been reoriented after the acknowledgment of the size of the impacts of modern tourism. Moreover, the costs and negative impacts have been examined in a critical way. Some relevant authors as Turner and Ash or Cohen started to consider negative impacts and to give importance to the cultural effects of tourism. Tourism, both international and domestic, brings consequences and has an impact on tourist destinations. To discuss the positive and negative impacts of tourism it is necessary to include the visitor’s experience and to pay attention to the relationship between visitor and resources. The impact made by tourism depends upon the volume and characteristics of the tourists (length of stay, activity, mode of transport, travel arrangement, etc.). A selection of variables must also be taken into in the determination of any impact of tourism36 as well as their interrelationships and the ways in which they influence the nature, direction and magnitude of tourist impacts. The assessment of impacts should include all phases of the travel experience, including initial preparations, the journeys to and from the destination, the stay, etc.37

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Archer, B. and Cooper, C. ‘The positive and negative impacts of tourism’ in Theobald, W. ed. Global Tourism: The next decade Butterworth-Heinemann, Great Britain 1994 p. 74 37 Mathieson, A., and Wall, G. Tourism: economic, physical and social impacts. Longman. London 1982 p.14.

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2.3.2. Economic impacts. There is no doubt that tourism has a most important effect on the economies of destinations areas. It is for this reason that development of tourist facilities and recreational opportunities has normally been viewed as a positive contribution to the national balance of payments.

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Moreover, tourism seems to be more effective than

other industries in generating employment and income. International tourism is an invisible export and creates a flow of foreign currency that contribute directly in the balance of payments. This flow has an influence into the economy of a destination country. As other export industries, this inflow creates business turnover, household income, employment and government profits.39 Domestic tourism has also an economic effect upon the host regions of a country. Whereas, international tourism brings a flow of foreign currency into a country, domestic tourism redistributes domestic currency inside the boundaries of a country. From the point of view of a tourist region, domestic tourism is a form of invisible export as well.40 One of the main effects of mass tourism is the over dependence of tourist destinations on tourism (case of Majorca). This is dangerous because tourism is volatile and highly susceptible to changes from inside (e.g. price, changing fashions…) and outside (e.g. global economic trends, political situations…) the industry.41 Some destinations have made themselves vulnerable to changes in tourist demand because they have become over dependent on tourism, they have adapted all their resources to tourism without realising that some factors such as the political situation of a country, the economy, a war or the terrorism are the most important points at the time of choosing a holiday destination. There is no doubt that when there is an unstable situation in a certain country, its tourism decrease. People do not go on holiday to a country where there are warlike conflicts or even in countries with 38

Mathieson, A., and Wall, G. ibid.p.36. Archer, B. and Cooper, C. op.cit. p.75 40 Archer, B. and Cooper, C. ibid.p.75. 41 Mathieson, A., and Wall, G. op.cit.p87 39

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a political situation of instability. Tourism then naturally decreases. For example, the case of Majorca is a real example of over dependence on tourism and more precisely on German tourists. In the last years this island is ’suffering’ a decline in the number of German visitors. The variation of German arrivals by plane to Majorca (02/01) is -15,7%.42 The main reason is the actual situation in the German economy, which is going through an unhealthy period, and of course this is reflected in tourism and in the number of Germans that normally visit Majorca. The problem is that the island’s economy was left in the hands of external organisations and international decision makers such as big tour operators and air companies. In the last years they are suffering the consequences and the number of tourists is decreasing (see table 2.1). Table 2.1. “ Evolution of tourists arrivals by air” (, 000)

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

German tourists

1,898 2,054 2,063 2,231 2,682 2,868 3,131 3,339 3,038 3,440 3,429 3,251 2,731

to Balearics Tourists to

4,653 4,852 4,879 5,192 5,875 6,031 6,238 6,740 6,734 7,211 7,144 7,091 6,538

Majorca Source: Adapted from ‘Tourism in the Balearic Islands’. Govern de les Illes Balears, 2002.

In the area of Cala Millor the occupancy rate of some hotels descended 35% in 2002 compared with the year before.43 It is hoped that the Balearics will cease to be so dependent on the success of one or two economies (German and English) in generating their tourists and become able to diversify the supply and generate another brand of tourists.

42 43

Govern de les Illes Balears.op.cit.p.20. Urtasun,R. Hoteles. Hosteltur,N.III ed.May 2003 p.27

15

There are some problems very characteristics of the Spanish tourism sector such as the seasonality of the demand and spatial concentration, which in most tourist regions is reflected in hotels occupancy rates. Many hotels close during the offseason while others have reduced incomes and prefer to remain open all the year round to secure as much revenue as possible.44 Different measures have been and are being adopted to amend these structural problems, the loss of quality and the obsolescence in the sector. Balearics islands suffer besides the predominance of two nationality groups, also their concentration in time (between May and September) and space. In July and August the 75.1 per cent of all visits by foreigners take place.45The majority of the visitors are coming to enjoy sun and water activities, certainly in the six months of the low season, up to 60 per cent of the hotels are closed.46The impact of the temporary concentration is very dramatic on employment opportunities. The rate of unemployment varies by over 26 points between August and December.47 The economic impact on the Balearic Islands has been really amazing, making the archipelago one of the most successful regions in Spain, and in relation to the per capita GDP in 1989, more than four percentage points higher than the European Union's regional average48 A notable transformation took place in the Balearic economy, and especially in the city of Palma. It changed into a modern and sophisticated urban economy with a full range of financial, property, consumer, wholesaling and public sector services. This is followed in the recent times of an employment growth in the service sector.49 It can be said at this point that tourism is an instrument of change in regional economical structures and may benefit production and creation of employment.

44

Mathieson, A., and Wall, G. op.cit.p.88 Bradolet, E. ‘Demanda turística y marketing turístico’ in Raycar ed. Economía de las Comunidades Autónomas, Madrid 1990 cited in Bull,P.op.cit.p.143. 46 Clark, J.op.cit.pp.5-28. 47 . Buswell, RJ.op.cit. 48 Bull, P. Op.cit., p.137 (Euro stat 1993) 49 Bull, P. ibid, p.140 45

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2.3.3. Physical impacts. The growth of tourism changes and modifies the environment. Environment is land, water, air, flora and fauna, but also people and culture and the impacts of tourism are reflected on elements of the natural environment as well as on the man-made environment or built environment (development of environments for tourism as for example holiday resorts).50 The development of tourism requires the existence of an infrastructure, as well as hotel accommodation and another facilities specific to tourism. In some areas highways and airfields have been constructed to make stimulate tourism but not always has the local population benefited from these developments.51 Infrastructure and facilities require land and the consequence is that land prices rise in the areas were tourism is developing. A major characteristic of Spanish tourism is the intense geographical concentration and the image of the Spanish coasts of many constructions without a logical structure or organisation of the territory. Many hotels have been built near the coastline with private beaches and nowadays that has modified the environment and cause access problems. Moreover there are very few natural resources in some tourist regions and every summer cities as Palma de Majorca or Seville have a lot of difficulty in resolving the increased demand for water. There have been considerable demographic changes in the provinces of mass tourism that have had above average population growth rates between 1960 and 1991. This demographic growth has mainly been consequence of immigration which by 1991 already ed for 25% per cent of the residents populations of the singleprovince tourism areas (Costa Brava and the Balearics).

50 51

Mathieson, A., and Wall, G. op.cit.p93 Archer, B. and Cooper, C. op.cit.p.76

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Table 2.2 “Demographic evolution in Balearics”52

Number of inhabitants 1960 1991

Increase Absolute

1960=100

443,327

265,811

160.0

709,138

Source: Instituto Nacional de Estadística (1960,1991)

Population in the entire coastal district around Palma Bay grew by over 100 per cent between 1950 and 1986, while population on the island as a whole grew by 82 per cent. More relevant is the growth of immigrants settling in these areas. These would include retirees, but more significantly migrant workers and their families whishing to benefit from the new work opportunities generated by expanding tourist activities. The peak years for population growth through net migration were 1966-70 and 197175. During each of these periods, while total population increased by more than 25 per cent, net migration ed for more than 60 per cent of this increase.53 Tourist flows in the islands are themselves dominated by two nationality groups, the British and the Germans, who collectively ed for over 60 per cent of all tourists in 1991.54 Figure 2.2 shows the demographic evolution in Palma’s district since the year 1920 until 2003.

52

Valenzuela, M op.cit p.60. Table adapted from: Demographic evolution in the main tourism provinces of Spain, 1960-1991. 53 Bull, P. Op.cit., p.146 54

Bull,P. op.cit p.138

18

19 20 19 30 19 40 19 50 19 55 19 60 19 65 19 70 19 75 19 81 19 86 19 91 19 96 19 98 19 99 20 00 20 01 20 02 20 03

number of inhabitants

400000 350000 300000 250000 200000 150000 100000 50000 0

year

Figure 2.2 “Demographic evolution in Palma’s district ” Source: Author’s own from: Demographic evolution in Palma since 1920. Secció de població IDT Ajuntament de Palma (City Hall of Palma).30/07/03.

A very important element of this developing human geography has been the construction of second homes, which in Balearics increased by 23 per cent per annum between 1960 and 1981 and to total 97257 at the end of the period. There are two processes in this growth: one is the creations of homes for ‘residential tourism’ and the other is the use by local inhabitants of some of their privileged circumstances to buy land in the interior to be use for recreational purposes.55 “One of the results of this kind of demographic change is a corresponding alteration in the image and identity of a region, as well as a dilution of cultural heritage, as noted in Selwyn’s case study of Majorca (1997)”56. The problem of the development of a tourism industry it is to know if this industry offers the optimum usage of the resources available or not.57 The seasonality or concentration in space and time combined with the speed of growth of Balearic tourism has worsened the environmental quality of the destination and reduced the 55

Barke, M. and , L.A. Second homes in the Balearics. Geography, 73, 1988. pp.143-5 cited in: Bull,P.ibid, p.147.

56 57

http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] Archer, B. and Cooper, C. op.cit.p.77

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reserve of natural resources. 2.3.4. Social and cultural impacts. The social and cultural impacts of tourism are the effects of the contribution of tourism that changes systems, social behaviour, family relationships, shared lifestyles, security levels, moral conduct, innovative language, conventional ceremonies and community organizations. For Wolf, the socio-cultural impacts are ‘people impacts’; they are about the effects on people of host communities of their direct and indirect associations with tourists. To explore the social and cultural impacts of mass tourism it is necessary to have different perspectives:58 1. From the tourist, in relation to the demand for tourist services and motivations, as well as feelings, opinions and expectations of tourists. 2. From the host, analysing the aspects of the offering of tourist services, that concerns the inhabitants of the destinations areas and the local organization of the tourist industry. 3. From the relationship between tourist and host, concerning the nature of the s between hosts and guests and with the consequences of these s. Compared to the economic effects, the socio-cultural impacts of tourism are usually presented in the literature in a negative way. According to some research, the impact of mass tourism on host communities is not always so adverse and gives the chance to promote the understanding between people of different nationalities and cultures59 make available the possibility of having a successful intercultural interaction. The intercultural counts with a mix of different characteristics of the interacting groups, and the bigger is the divergence of characteristics the more evident are the social impacts. 58 59

Mathieson, A., and Wall, G. op.cit.p.133 Mathieson, A., and Wall, G. op.cit.p.134

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Tourist-host relationships are determined by the characteristics of the interacting groups or individuals and the conditions under which take place. This happen in three different contexts: where the tourist is purchasing some good or service from the host, where the tourist and the host find themselves side by side, for example on a sandy beach or at a night club performance, and where two parties come face to face with the object of exchanging information and ideas. Then, tourism is a mechanism for increasing international understanding. In the case of mass tourists, direct is not necessary for impacts and only the sight of tourists and their behaviour may induce behavioural changes on permanent residents.60 In mass tourism destinations, the tourist is itinerant, relaxed, free-spending, enjoying his leisure and absorbing the experience of being in a different place. In contrast, the host is stationary and if is employed in the tourist industry, spends a great part of the time catering to the needs and desires of visitors. Social impacts of tourism refer to the changes in the quality of life of residents of tourist destinations. Figure 2.3 shows the basis of the framework to analyse the process that take place when two or more culture groups interact being applicable to the social relationships between tourists and hosts. The attitudes and behaviour of groups or individuals to tourism may be either positive or negative, and active or ive, respectively. The resultant combinations of reactions to tourism may take one of four forms as shown in the diagram.

60

Mathieson, A., and Wall, G. ibid.p.135

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Active

ive

Positive

Attitudes

FAVOURABLE:

FAVOURABLE:

Aggressive promotion

Slight acceptance

and

and for

of tourist activity

tourist activity

UNFAVOURABLE:

UNFAVOURABLE:

Aggressive

Silent acceptance

opposition

but opposition

to tourist activity

to tourist activity

Behaviour

Negative

Figure 2.3. “Framework for the measurement of social impacts” Source: Bjorklund and Philbrick 1972, founded in M Mathieson, A., and Wall, G. op.cit.p.

The nature and dynamics of the tourist-host relationship has three dimensions: people’s interactions, perceptions and attitudes. Host attitudes may rapidly become antagonistic and even reach xenophobic proportions when there is a non-stop development of facilities and services to satisfy tourist demands. “Xenophobia occurs when the carrying capacity, or saturation point, is reached and exceeded” referring to tourists behaviour. The tolerance of tourists by hosts varies spatially and temporally. As long as the economic impacts remain positive, the presence of tourists is usually accepted and welcomed. But once the host population consider that the limit is exceeded, some negative symptoms of discontent appears going from apathy and irritation to extreme xenophobia, and from bad-tempered courtesy to open exploitation. There are

22

numerous situations that provoke feelings of tourist resentments and they arise from different conditions:61 1. The physical presence of tourists in the destination area, especially if they are in large groups. Residents usually resent the fact of sharing facilities and services with visitors and often mention congestion as problem. It is evident that the concentration of large numbers of tourists causes congestion of facilities and services. Dispersing tourists can reduce tourist densities so that the ratio of tourists to hosts is reduced without decreasing the number of tourist arrivals. 2. The demonstration effect. Residents frequently resent the visible economic superiority of visitors and try to copy their behaviour. The introduction of foreign ideologies and ways of life into societies exposed to tourism indicates a foreign domination of the industry and an adaptation of work. Furthermore, the hosts perceive quickly the desire of tourists to spend money and their weaknesses are exploited. Hosts may develop an inferiority complex that start out a process of imitation. Most case studies that examine demonstration effect agree that tourism can modify local behaviour and divide the population of destinations areas. 3. Foreign ownership and employment. The employment of non-locals in executive and professional occupations, carrying greater responsibility and superior salaries to those available to local residents, also provokes resentment. These features have been labelled in the literature and in this paper as outgrowths of neo-colonialism. Mass tourism is without doubt the most important form of tourism and imposes the gravest consequences on the natural and cultural situation of a tourist destination. It is characterized by important investments, headed by a few producers of specific markets: Disney in the world of theme parks, Center Parcs in the world of multi61

Mathieson, A., and Wall, G. op.cit.p.141-147.

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functional holidays not far from home and travel companies such as TUI and Thomson in the world of package holidays in Europe. Moreover, mass tourism products are very similar: the Mediterranean beach holiday offers the same combination of architecture, facilities, food, and entertainment whether it is located in Greece, Italy, Spain or Turkey. It is the tourism industries that more and more set up luxurious resorts in developing countries with the benefits being transferred back to Europe, the USA or Japan. “Local residents serve rich tourists. Any other between visitors and the local population is often unwanted. This kind of tourism does not make available a better understanding and even embodies a kind of "postcolonialism". 62 For a tourist destination the promotion and the image are fundamental and must be carefully constructed in order to get benefits. As already mentioned, tourism is a form of conspicuous consumption and tourists exhibit their identity and social standing by the destination they choose to visit and the image it presents. This image is in the hands of ‘image-makers’ who select, organise, combine and edit what is produced and distributed. Image can be deformed to attract tourists, for example, negative aspects such as poverty and crime are omitted while positive aspects are accentuated or exaggerated. Tourists can either accept the trickery or feel disappointed by the lack of authenticity, but for the locals the false image has much more serious implications, they suffer a loss of identity in their evolution into a new role. The false image gradually robs the culture and its authenticity and this can create a bad feeling and cause resentment from local people.63 The conception of tourism nowadays is tourism as modern equivalent of the religious pilgrimage because both pursue for authentic experiences. Even if

attractions are

potential expressions of authenticity not all of them are equally authentic, the host frequently stages their authenticity. Normally modern mass tourists are denied access to the back regions of the host society where genuine authenticity can be found.64 62 63

http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] ibid.

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The social and economic impact of tourism, and consequently its effect on culture, is enormous in areas of mass tourism. For that reason, sustainable tourism try to solve the problem by advocating that the image presented should meet the needs of the local community and express their cultural heritage. 2.4. Tourism: Benefits or costs? In general tourism is very often seen as a way of stimulating regional development and regenerate the economy of a destination. But its benefits are often going outside the community and because of its main characteristic, the instability; many external factors affect the tourist industry and its prosperity. It does not always bring greater prosperity, for example in the contribution of tourist industry in the creation of employment, is not always as good as desired because employment in the tourism industry is usually untrained, poorly paid, part-time and seasonal. Even if tourism creates new employment opportunities in the host area and helps the community to retain who would otherwise migrate away, it also attracts foreigner who are searching for work or economic opportunities to set up their own business. Two different groups of people increase the benefits and costs of tourism, on the one hand, the visitors themselves that have benefits and acquire costs in taking holidays. On the other hand, the resident populations of the host region that usually take benefit from the tourist (not only financially) but at the same time acquire costs of different types.65 The impact of mass tourism on local residents causes costs and benefits: more wealth, more jobs and higher land value. But they have to accept a lower quality of life that they enjoyed without tourists. They may remedy the decline in their quality of life trough tourist expenditure for which they pay taxes.66 National and local governments develop infrastructure, and private investors are 65 64

Archer, B. et al. op.cit.p.73 Vanhove,N. (1997) Mass tourism: benefits and costs. In: Routledge (ed) Tourism, development end

growth: the challenge of sustainability. p.71, New York.

25

offered tax breaks, cheap land and other incentives to develop tourist attractions and landowners are encouraged to sell their land for tourism development. Government raises local taxes in order to develop the infrastructure necessary to attract tourists and the tourism industry, and also to be able to provide vital resources and services such as water. Mass tourism makes land prices higher. The growth of tourism creates additional demand for land, and as a consequence this increase of the demand is followed by a prices increase.67 Some areas in the Mediterranean littoral of Spain became ‘colonised’ by retirees from northern Europe who acquired second homes and stepby-step small foreigner communities were created through the Spanish littoral with more relevance in the Balearics and Costa del Sol. It is a fact that tourism pushes up prices of accommodation and food, and the result of the negative effects of tourism development is the moving away of local people from the ‘colonised’ areas because they cannot afford it longer. Then tourism can cause poverty and the eventual displacement of local people that are replaced by the immigration of wealthy foreigners and retirees. In the table below, Frechtling (1994) summarize a number of categories of incidental costs that are related to tourism import but it doesn’t mean that a volume of tourists will produce costs in all the categories. Besides direct incidental costs, there are also secondary incidental costs as for example the leading of additional visitors to new businesses that requires more population and latter imposes fiscal costs in the community. Some of these costs are similar for the additional residents and for the additional visitors.68 The items mentioned in table 2.2 are only examples and are not exhaustive; it is necessary to adapt them to each practical case.

67 68

Vanhove,N. op.cit. p.70

Vanhove,N. ibid.p.70

26

Table 2.3 “ Possible direct incidental costs of tourism ”

Life quality costs:

Fiscal costs:

Traffic congestion.

Highway construction, police services, public transportation, port and terminal facilities.

Crime.

Police services, justice system.

Fire emergencies.

Fire protection.

Water pollution.

Water supply and sewage treatment.

Air pollution.

Police services, public transportation.

Litter.

Solid waste disposal, police services.

Noise pollution.

Police services, zoning.

Destruction of wildlife.

Police services, park and recreation facilities, forestry maintenance, fish and game regulation.

Destruction of scenic Park and recreation facilities, police services. beauty. Destruction of Maintenance of museums and historic sites, police services. social/cultural heritage. Hospital and other health maintenance facilities, sanitation facilities, food-service regulation. Disease. Police services, justice system. Vehicular accidents. Source: Frechtling 1994: 395 2.5. Neo-colonialism. “Like the Moors and Christian, the twentieth-century invaders have brought their own cultures to the Balearics Islands. Immigrant labour and their families who have now taken up permanent residence in the islands have introduced traditions for elsewhere in Spain and in particular from the poorer south. The local sense of identity in the Balearics Islands is therefore a rapidly evolving one. However, by far the greatest cultural impact has been the imprinting of German and British ways of

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life and social geographies into the new settlements on the coast.”69 Tourism is the phenomenon of modern masses that has opened up the land market, tourism is introduced and allows the invaders take control of land, that means invasions without army but invasions that colonize and destroy the economic, politic and above all the cultural structures of the communities that suffer directly from the effect of tourism. 70 The view that tourism is a new form of colonialism and imperialism is one perception of tourist development and its effects. Three economic conditions corroborate this assert:71 Firstly, many development countries have turned to tourism and are depending upon it as a means of securing profits and to achieve the goal of increase foreign exchange earnings. Their success depends, in part, on their enthusiasm to lodge fully the needs of tourists. Usually in these areas the political organization and economic priorities are directed towards the satisfaction of the demands of tourists. Secondly, there is a one-way transfer of capital that go together with the development of tourism, from the destination area to points of tourist generation because a huge amount of expenditures and profits flow back to foreign investors. And thirdly, the employment of non-locals in professional and executive positions, have also provoked charges of neo-colonialism. “Tourism means work for most locals, leisure for the visitors, and this situation creates misunderstandings and conflicts of interest”.72 International tourism might have two effects on the creation and modification of social identities. First, it should generate international familiarization and adjustment 69

Bull, P. op.cit., p.147 Jurdao, F. op.cit.pp.10-13. 71 Mathieson, A., and Wall, G. op.cit.p.147-148 72 Urry,J. Tourism , culture and social inequality. Pp. 115-133 In: London; New York: Routledge, cop. 1996 The sociology of tourism: theoretical and empirical investigations. 70

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to achieve that other cultures do not seem dangerous and threatening longer. And secondly, it should encourage cosmopolitanism, “an intellectual and aesthetic stance of openness towards divergent experiences from different national cultures” 73. An open attitude should be exposed to understand differences and contrasts between societies, rather than a desire for uniformity or superiority. For the majority of tourists visiting the Balearics it is hard to believe the system of the procedure between the local and the tourist identities or between the separate tourist groups. Nationality groups are often spatially separated from one another in different resorts and different hotels, where they make their homes in the same accommodation and they do not separate for social and recreational activities. This process is favoured by the speaking of different languages too. They have come to Balearics simply to follow their own ways of life in the sun. Robert Graves suggests in his book Majorca observed that: “their most lasting and pleasurable memories are the friendships they have struck up with of the same group from the same town”. This remark is still as valid today as it was over 40 years ago and is one of the major points of interest for the author in this paper. Indeed, local research in Majorca has revealed that the majority of modern tourists have ‘no interest in anything but sun, beach and entertainment’.74 2.6. Conclusion. This chapter has gone through the origin and evolution of mass tourism in all over the world and particularly in the Balearics Islands where it became the major source of richness and development. But the other side of tourism has been also analysed: economic, physical and socio-cultural tourism impacts of tourism have been exposed identifying the consequences of the classic features of mass tourism. Finally and exposition of benefits and cost is showed enclosing a question: Tourism, benefits or costs?

73

Urry,J. (1994 ) Europe, tourism and the nation state. p.93 In: C.P. Cooper and A. Lockwood (eds) Progress in Tourism, Recreation and Hospitality Management, Vol.5, pp.89-98. Chichester: Wiley. 74 Bull, P. op.cit., p.147

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Chapter III

From mass tourism to sustainable tourism

3.1. Introduction. Sustainable tourism has been promoted as a way of moderating the disadvantages of tourism, at the same time as make best use of the benefits in a way that is suitable for the greatest number of people. It encourages the development of cultural and rural tourism to sustain local cultures, traditional lifestyles and industries, it seeks to utilise resources and the environment in a sustainable way, and it aims to generate the local economy by providing opportunities for employment and economic development. Sustainable tourism demands an awareness of the needs of local people, respect and appreciation for culture and the environment and achieves a balance between development and conservation. The appearance of some competitive destinations and the deterioration of the environmental quality in the Balearic Islands, has guided the government to began thinking about sustainable solutions to maintain the main source of incomes in the islands: Tourism. 3.2. Evolution of tourism: new mentality, new trends. Large coastal areas have suffered from uncontrolled tourist development during the last decades, having as consequence the destruction of natural eco-systems, air and water pollution, the shortage of water, problems of waste disposal, or the transformation of small villages into centres of urbanisation. Fortunately tourist’s mentalities are changing and the slogan of “non-destructive tourism” is becoming important for travellers and for authorities. New positive kinds of holiday are being developed; they deal with the problems of mass tourism, caring for cultural, social, and natural features of the destination. The preferred term for this kind of tourism development is "sustainable tourism". 75

75

http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003]

30

Possible future trends in tourism are strongly related to changes in society. Today leisure and tourism are more than just elements in social life; they also indicate the individual's position in society. Leisure activities more and more define everybody's personal lifestyle and are motivated by creativity, health, new experiences, human relations, and personal growth. People are looking for sporting challenges like biking, climbing or rafting, or want to collect experience of life inside foreign cultures. Tourist markets are becoming more fragmented according to everybody's personal lifestyle and the distinction of the visitors' desires.76 Furthermore, Majorca can offer a variety of opportunities all over the year, and not only in one season. This is an advantage in comparison with some others destinations that can not diversify the offer, these opportunities should be valued and promoted to change the image of a mass tourism homogenous. 77 The objectives is not denying tourists the access to the beaches and enjoy sun and party, but it should be controlled. The quality of the product has to be improved and the offer diversifies, because more and more the tourists are becoming more demanding and looks for quality and for new experiences, new activities, new ways of enjoying their holidays. Another important aspect is the growing of an ecological conscience in the modern society. In general speaking, the need for environmental protection is normally accepted. In the words of some authors: Selwyn’s case study in Majorca (1997), illustrates the way that tourism promotion and development is controlled by wealth and power in the form of local elites and transactional corporations. It is evident that tourism often conflicts with local people and communities because it is in competition with them for land, water, energy and services. 76

ibid. Segui Llinas, M. ‘Les nouvelles Baléares. La rénovation d’un espace touristique mythique’, in L’Harmattan, ed. Paris, 1995 p. 65.

77

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Hall (1994), notes that the state also has national interests and objectives which often conflict with local inhabitants, for instance, the lure of foreign exchange might prompt a government to continue to encourage tourism in an area where carrying capacity has been exceeded. Krippendorf suggests that tourism should be judged according to whether it raises the standard of living for the local inhabitants rather than increasing the gross national product. An important factor in sustainable tourism planning is that the local community must feel it has some control over decisions and its environment if resentment is to be avoided (Kadt, 1979). It is interesting to note Urry’s observation that ‘the more exclusively an area specialises in tourism the more depressed its general wages will be’.78 3.3. New environmental policies. In the 80s the Government of Balearics (Govern deles Illes Balears) and private investors realised of the deficiencies in the tourist model of the island and the limitation of natural resources that required a halt in the quantitative growth and to focus on qualitative aspects. The ‘Balearic model’ and the ‘know how’ were copied from another Mediterranean areas, the Far East and the Caribbean. The Govern Balear realised that is impossible to compete with such exotic destinations for being a popular destination with the European middle classes. It is for this reason that they create a new model that pays more attention to better infrastructures, better services in the hands of professionals of tourism, and more security. 79 One of the major problems that appear in Majorca is the shortage of water and consequently the utilization of subterranean waters. A farmer being conscious of the limitation of water could use 140 litres of water a day; a resident in the city could use 250 litres; a middle tourist use 440 litres and high class tourist use 880 litres a day (gardens, golf courses, swimming pool, sauna, extra laundry, etc.). 78

http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] Govern de les Illes Balears, IBATUR (ed) Palma de Mallorca.( General information sent to the author by post).

79

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The scarcity of water is a big environmental problem that leads locals and tourists to buy mineral water that is transported from another places and that is expensive and soled in no recyclable containers. 80 Another problem is the large amounts of rubbish generate every day by the tourist industry. It has been calculated that a tourist generates 50% more of rubbish than a local resident.81 But the most visible problem is the damage to the landscape. Rows of big hotels have blocked out any views of the horizon. It is even more irritating to think that in low season these hotels are closed. In order to build these hotels it was necessary to use large amounts of land, beaches, dunes and marshes that as a consequence have disappeared and are now covered by asphalt.82 Looking forward to the XXI century, a second ‘tourist revolution’ known as the revolution of the total quality is starting. The idea is to involve the local population and tourist sectors as travel agencies, transports, hotels, universities and all the public in general. It is important to remark that GDP in the islands is dependant on almost 90% of the tourist services, so that is not surprising that a big investment, legislative measures and publicity campaigns were done. The most important measures adopted where in relation to83: - infrastructure improvement in the tourist areas, - modernization of tourist accommodation, - professional and skilled staff, - laws for golf courses and yachting harbours, - laws for the improvement of tourist supply, - Integral Sanitation Plan of Balearics (PSIB), - law of natural spaces (LEN), 80

Boers, H. and Bosch, M. La tierra, destino turístico. Introducción al turismo y al medio ambiente. (Earth, tourist destination. Introduction to tourism and environment). SME(ed) Madrid, 1995.p.63. 81 Boers, H. and Bosch, M.ibid. 82 Boers, H. and Bosch, M.ibid.p.64. 83 Govern de les Illes Balears, op.cit.

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- modernization of the complementary supply, - project of order in the tourist supply. In Majorca 34% of the soil has been declared as “natural value areas”, which means that they would be conserved in their natural condition and state. The modification of this space is subjected to a harsh regulation. Some legislation against the camping has been also introduced.84 Nowadays a great emphasis is put on developing a responsible tourism policy, which has implications for maintaining the balance between economic benefit and socio-ecological responsibility. The destination does not have to adapt to the tourist development but tourism has to adapt to the cultural, natural and socioeconomic peculiarity of the destination. The basis of the new policy is to move away from the short-term gains of tourism, towards the realisation of a long-term compatibility between tourism and the environment.85 The local population should be able to participate in the development of new tourism strategies and must not suffer from new infrastructure projects. 3.3.1. The example of Calvià. The municipality of Calvià (Majorca) is one of the most visited Mediterranean destinations. With its 150 sq Km, natural areas of great quality and a diversity of ecosystems, 60 Km of coastline, 40.000 inhabitants, 120.000 tourist units and more than 1.600.000 visitors a year, Calvià can be considered as a typical example of sun and beach mass tourist destination.86 In this municipality a plan that covers all the tourist activities has been introduced. The objective is to offer to the tourist a peaceful and harmonious place, with a lot of green areas and opportunities to social s. For example the use of the car has been restricted to improve the quality of life. Some commercial streets have been

84

Boers, H. and Bosch, M.op.cit.p.65. Govern de les Illes Balears,op.cit. 86 http:// www.calvia.com [accessed 18 June 2003] 85

34

transformed into pedestrian streets, some roads have been closed to traffic, there are new speed limits, and a new service called the “yellow bus” the principal points of the city. The new buildings cannot have more than four floors in the coast and two in the interior. They want to improve the quality of their beaches and by now they are being cleaned every day, and a lot of these beached have been considered by the European Union as beaches of quality (blue flag). Moreover the purification of residual waters in the municipally of Calvià is done using a natural process before going out to the sea.87 “On the basis of article 4 of the European Parliament Council Regulations No. 1655/2000 (Life-Environment), the European Commission has officially authorised financial for the project "Strategies and implements toward sustainable tourism in the Mediterranean Coastal areas" (LIFE00/ENV/IT/00167) presented by the Province of Rimini in partnership with the Municipality of Calvià (Spain), Ambiente Italia (Italy) and Federalberghi (Italy)”.88 The principal European tour operators has realised that the impact of mass development in tourism does not have only benefits and gains, and it is for this reason that they are now adapting their business and taking in some measures as for example, the improvement of the hotel accommodation. 3.3.2. The Ecotax. The creation of the Ecotax can be related and based on the “polluter pays principle” which according to the European Community, “ implies that those who cause environmental damage should bear the costs of avoiding it or compensating for it, environmental policy should be financed by the polluters themselves as far as they can be identified” 89. The object of the eco-tourist tax is the creation of a new tourist model promoting sustainable development and improving quality of life of tourists and residents. The tax is established on the stays in tourist accommodation enterprises and varies from 0.25 and 2 euros according to the different categories of 87

Boers, H. and Bosch, M.op.cit.p.66. http://www.calvia.com ibid. 89 http://www.europa.eu.int/comm/regional_policy [accessed 18 June 2003] 88

35

accommodation. That requires a big effort from the institutions and the tourist sector enterprises. The major aim is to keep the islands’ tourist product competitive and within a guarantee of sustainability. The tax will give the opportunity of investing in environmental conservation. 3.3.3.Limits and barriers. The sustainable development depends in large part on the Government’s decisions. The Government is the main force in the implantation of an environmental policy, but its actuation is very ambiguous; it helps to improve the quality of tourism, and also to do it in a sustainable way. The legislation already existent related to the quality of beaches, construction and reorganization of municipalities such as Calvià, has good purposes and results. But the problem arrives with the changes of Government in the new elections; the newest politicians abolish early-introduced laws, because very often, politic interests are related to the economic interests. 90 The local population does not help either to maintain an environmental sustainable development because for them all developments are good only if they bring economic benefits.91 This belief has been a big mistake over the history of Spanish tourism development (commented in this paper in the point: impacts of tourism). In the case of the Ecotax it would be easy to believe that it is very good idea and easy to establish but the fact is that it is creating some problems between authorities and tourist managers in the islands. It has been hardly criticised from the different politic parties. Besides, it has even been pointed out as the main cause of the decrease in the number of German visitors to the island. The tourism tax does not concern to all tourists in an equal dimension. The fact that the Ecotax varies progressively depending on the number of stars a hotel has, is a 90 91

Boers, H. and Bosch, M.op.cit.p.70. Boers, H. and Bosch, M.ibid.p.70.

36

source of complains and creates limits in the long term. Perhaps it should be a flatrate tax rather than a progressive one.92 The Ecotax continues to cause consternation among both the public and hoteliers alike. The tax is supposed to be levied on tourists to the island to pay for environmental 'repairs' necessitated by the effects of mass tourism, a simple idea, but difficult to carry out. The clients of smaller hostels do not have to pay the tax. It seems unfair that a measure designed to correct the damage caused by mass tourism should be financed by only a proportion of those masses; people who stay in hostels, villas, and private apartments do not contribute one cent. 93 The Secretary-General of Tourism, Juan José Güemes, criticised the 2.7% increase in the Ecotax and asked for its abolition following the recommendations of the tour operators, and pointing out a 10% drop in tourism in the Balearic Islands in 2002, rising to 20% of German tourists. The central Government doesn’t stop the fight against the Ecotax and criticised the tourism policy of the Balearic Government.94 This Government’s “star” project has been charged on tourists since the first of May last year. In eight months (from May to the end of 2002), the Inland Revenue has received 23 million euros from it.95

The recently elected, president of the new regional Government, Jaume Matas, has promised to abolish the Ecotax by next year. The intention of the new

92 93 94

http://www.ibiza-spotlight.com. January 13, 2003 [accessed 14 July 2003]

http://www.foes-ev.de/GBNnews2/3artikel3.html [accessed 14 July 2003]

www.finestraturistica.org/p_noticia.cfm?id=1294 “The Government is ensuring that in 2003 the Balearic Islands will be the tourism destination to suffer the most”. In: El Mundo/El Día de Baleares, December 30, 2002. [accessed 14 July 2003] 95 www.finestraturistica.org/p_noticia.cfm?id=1351. “Ecotax projects in the Balearic Islands amount to almost 29 million euros”. In: Daily of Mallorca, January 16, 2003. [accessed 14 July 2003]

37

regional Government is to reintroduce the tourism policy that they operated at the end of the nineties, which made them the leader in European tourism to the Mediterranean. This policy would recover tourism in two ways, from an internal point of view, with a “recovery of the social role of tourism” because during the last few years, tourism has been spoken of as if it were a negative thing. And for the external perspective, it would attempt to improve the image of the Islands. The Government wishes to give a message of welcome. The new main authorities of the Islands have recently visited the headquarters of the German Travel Agencies and Tour Operators Association in Berlin with the intention of recovering this market and explaining their new tourism policies, as to spread a clear massage: “German tourists are welcome, we can not ignore German tourism, that will be suicide”. 96 3.4. It is the end of "balearisation". The Spanish term “balearización” means the action of doing something in the Balearic way. This word makes reference to all the worst from mass tourism: uncontrolled development of tourist areas, high-rise hotels in the seashore and “Bierstuben” (German pubs), “British pubs” and “Viking bars” everywhere.97 It is said that the French invented this word “baléariser” to represent the destruction of the environment for the tourist exploitation. Landscapes such as Santa Ponça, Palma Nova, Peguera, Sant Antoni de Portmany, Cala Galdana, El Terreno and a lot more were literally ‘massacred’ with cement walls without any order or sense and transformed into urban areas or “even in suburbs as the case of Cala Major”. It was the time when only benefits were important and tourism was seen as an easy way to gain money without professional preparation and little effort. 98 The authorities can change the idea of tourist development and make the improvement of quality as a priority, but sometimes there is also an economic 96

www.finestraturistica.org/p_noticia.cfm?id=2333. “Ignoring German tourism would be suicide”. In: Daily of Mallorca, July 15, 2003. [accessed 14 July 2003] 97 Boers, H. and Bosch, M.op.cit.p.59. 98 Jurdao, F. Op.cit.p.105.

38

interest behind and not only an action of sustainable tourism. There are different opinions in relation to the creation of new golf fields and the development of rural tourism. 99 With regard to golf courses, the authorities defend their creation as being good for the environment because the arid and abandoned fields can be transformed into green areas with vegetation of diversified species. But the opponents declare that it is precisely this arid landscape, which is characteristic of the island, and moreover they are against the large quantities of water being used to maintain the golf courses and the subsequent urbanization of the countryside. The positive side of the development of rural tourism is that it maintains the traditional landscapes and rural constructions are not abandoned thanks to the financial helps coming from the European Union. This kind of tourism is under legislation to avoid the risk of being exploited. All the development projects are presented first to the government who will decide later which of them will be officially done or not. Making reference to all the information presented and analysed until now, Majorca looks like a good example of evolution, adaptation and change. It has been subjected to a hard pressure by the ‘environmental movement’ and is taking measures to make of Majorca a quality product based in quality of natural environment. And, why not, it could be the end of the negative use of the word “balearisation”. It is important not to forget that there will be still a strong and viable market for mass tourism in the island, on the one hand we have the existing participants in this form of leisure and, on the other, and more importantly, the new consumers.

99

Boers, H. and Bosch, M.op.cit.p.68-70.

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Chapter IV

Methodology

4.1. Introduction. This chapter describes the aims and objectives of the research as well as the methods chosen by the researcher to collect the information, and the analysis of the secondary and primary data. The information gathered will be exposed from different approaches and the limitations of the research will be shortly mentioned in this chapter.

4.2. Aims and objectives. The objectives are presented in table 4.1, with the purpose of showing to the reader in an easy and clear way the main ideas of the researcher. To reach the objectives it is very important to know what are the main ideas or points of interest and decide what information it is required. To structure these ideas, the author has made questions and possible answers, which define the objectives to reach as well as to find out if the possible answers or hypothesis are true or not.

40

Table 4.1. “ How to achieve aims and objectives”

Seeking for answers

Asking questions

Tourism is a new way of colonization; the Did tourism open the way of the massive Mediterranean coastal fringe of Spain has colonization? suffered the impact. Mass tourist destinations are colonized and What are the unfavourable impacts in mass deteriorated.

tourism destinations?

Analysis of economic and socio-cultural impacts. More and more tourist mentality and Can the negatives effects be avoided, tourism policy is changing. Sustainable compensated, solved somehow? measures are being established. Visitor's motivation is sun, sand, sea and Do they feel still attracted by the same sex.

factors? What are they looking for?

Independent states exist inside the island Why do such a large number stay in Spain? with barriers, different laws, different There is an interaction of cultures? language and own police.

Who adapts to whom?

Visitors and foreigner residents became Who is the guest and who is the host? more and more powerful in the island.

Who has the power?

The interest for buying land and building What is the local community reaction? lots of houses provoke in locals the feeling of being on sale Source: Author’s own.

4.3. Secondary data. The secondary data of a research is the information that already exists in relation with the subject. It is the information available from books, articles, reports, and investigations carried out by other people with a different purpose that the present one.

41

The first step for any researcher is the collection of secondary data to design the basis of the literature review and the plan of the project in general. The secondary data gathered gives the researcher the opportunity of analysing the different theories that are suitable to the current project, and count on a scientific base and general overall picture of the topic. With the theory behind, the researcher will be able to work from different approaches and establish hypothesis and comparisons. The main secondary sources, books, journals, official publications, Internet, articles, surveys and reports, used for this thesis have been found in different libraries or facilitated by different public organisms. Table 4.2. “Sources of secondary data collection”

Main places visited

Main sources obtained

Turespaña National Library of Madrid Universities Libraries OMT (WTO) Govern de les Illes Balears

Books, publications, reports, articles, journals, Internet, magazines. Up to date information

Foment and Tourism of Illes Balears

Statistics, general information

ITB

Professional s

IBATUR

All kind of statistics

Source: Author’s own.

The research was mainly conducted in relation to topics as colonization, mass tourism, socio-cultural impacts, and reorganization of mass tourism destinations; new environmental policies and different statistics were also found in the Balearics Islands web pages. Moreover a lot of information coming from the Foment and Tourism department of Majorca was sent by post to the author, the main from this department, was known by the author in the ITB of Berlin. The main source to ask directly for the information required was Internet. Since the beginning of March 2003, several mails were sent to the public institutions of Majorca as Tourist Offices, Govern de les Illes Balears, IBATUR, Conselleria of

42

Tourism, etc. Where, besides of providing me with some information they also directed me to another web sites, which proved very interesting for my study. The research started in the first stage of the ETM in Börlange where I found some interesting books (The tourist Gaze, John Urry or Tourism in Spain, critical issues) and some articles in the electronic page of the library, that were quite helpful to have a first overview on the topic. The language chosen for the dissertation was from the beginning English, and the most of the literature has been read in English, which is an advantage. In the second stage of the ETM programme, the research was done in Chambéry and almost all the books were written in French, but the author considered some of them useful (Les Nouvelles Baléares, Miguel Segui; Tourisme et Utopie aux Baléares, Ibiza une île pour une autre vie) even if the process of analysing the information was harder and slower. Once in Madrid, where the author was living, the secondary research was done mainly in the library of the University Rey Juan Carlos where a lot of literature was found written in Spanish which facilitated reading; and in the library of Tourspain (The public institution dependant on the Ministry of Economy, which is in charge of the promotion of Spanish tourism) where a large number of books about sociology of tourism and the impact of tourism where consulted, as well as a large selection of publications and reports. The collection of secondary data as mentioned before started in the first stage of the ETM around the month of December and the research was carried out during the rest of the months until the end of the thesis. It is important to remark that the most intensive research and analysis were carried out during the end of May and the month of June. The elaboration of the literature review chapter took around 8/10 weeks.

43

4.4. Primary data. Primary data is the information collected by the researcher through interviews, surveys, information held by companies, etc. it is the information collected explicitly for the present investigation. The data gathered from the primary research, will be presented as the results of the investigation carried out by the researcher. Such data can be either quantitative or qualitative. 4.4.1. Questionnaire survey. 4.4.1.1.The aim of a questionnaire. A questionnaire is made up of a number of questions that represent the subject of the investigation. The elaboration of a satisfactory questionnaire is essential because the questionnaire is the source to get the necessary information to develop the study. 100 The main characteristics of a successful questionnaire are:101 - Objectivity: the interviewer should not influence the answers. - Clarity: it is very important to use an easy and understandable vocabulary to avoid ambiguities, delays and mistakes. - Precision: the questions must be well defined to avoid ambiguities and get just the information required. - Courtesy: to avoid questions that could bother the person interviewed. - Short length: as far as possible it is better to reduce the length of the questionnaire, avoiding long questions and repetition, preventing the monotony and tiredness. 4.4.1.2.The sample. The survey took place in Majorca during 4 days in July 2003. The survey was focused mainly in the areas characterised for having a big concentration of tourists in the summertime: Magalluf, C’an Pastilla and Arenal. These areas were considered 100 101

WTO, (2001) Apuntes de metodología de la investigación en turismo. p.85. WTO, ibid.p.86

44

good places to request any foreign tourist or locals in general, (families, retired persons or workers from the tourism industry), to participate in the survey and obtain the sample. Some questionnaires were delivered in Palma de Mallorca trough a different sector of the population such as workers of the City Hall, architects, and students to obtain a different point of view away from the tourism industry. The survey generated 50 responses from tourists and 52 from locals. 4.4.1.3.Design of the questionnaire. The researcher tried to elaborate a questionnaire carrying out the characteristics mentioned before (objectivity, clarity, precision, courtesy and short length). Like it was explained in point 2.3.4, to analyse the socio cultural impacts of mass tourism, it is important to do it from different perspectives. For that reason, two different questionnaires were done depending to who were addressed, one for locals and one for tourists: Questionnaire I. The questionnaire shown to tourists was designed to find out their ideas and thoughts about the island and its residents, their attitudes and behaviour towards local community, culture, and environment. Another aim to achieve was to know their motivations to visit Majorca, to compare later if the motivations are still the same as 30 years ago. The language used in this questionnaire was English. It was divided in 4 parts: 1. Motivations 2. Attitudes. 3. Expectations and satisfaction. 4. Personal details. Questionnaire II. The questionnaire given to the local population aimed to know their perception, feelings, attitudes and initiative towards tourism and tourists. With the information obtained the purpose was to analyse the impacts of mass tourism on the local population and the connection with colonization.

45

The language used in the questionnaire was Spanish. The questionnaire was divided in 3 parts: 1. Motivation to tourism. 2. Attitude towards tourism. 3. Personal details. Before handing out the questionnaires the researcher introduced herself to the participants and informed them about the purpose of the survey. Not all the questionnaires were hanged out to the participants to be contested by themselves but some were asked verbally by the author, what made from the questionnaire, in some cases an authentic and fruitful interview. There are different kinds of questions102; the questionnaires are mainly composed of closed or pre-coded questions, which are easy to analyse and quick to answer. Examples of questions used: - Open question: the interviewee has freedom to answer. e.g. What do you expect from your holidays? - Close question (or precoded): the interviewee has to choose between the options proposed. The advantage of this kind of question is that it facilitates the later measure of the answers. The limitation of close questions is that the information is restricted and sometimes omitted; the interviewee does not have enough variety of answers and can be forced to into an answer, which only approximates to what he or she wants to say. e.g. Is it the first time that you come to Majorca? Yes

102

No

WTO, op.cit.p.86

46

A close question can follow a scale as for example the Likert scale going from 1 to 5 options. e.g. How do you feel among tourists? Very well

Good

Normal

Bad

Very bad

- Mixed question: it can be for example, a close question in which an option can be an open question with a free answer. e.g. Are you from Majorca? Yes

No

If not, why do you live in the island?

4.4.1.4.Design form. The questionnaire was designed on size A4 in horizontal layout and the typeface was Times New Roman 10 point with the purpose of including all the questions in the same side and reduces wasting paper. Furthermore it was possible to fold it in the middle, which made people suppose that the questionnaire was shorter. With the intention of making it more attractive to participants the questionnaire was printed in yellow paper. (See appendix B) 4.4.1.5.Limitations. The main limitation of the survey was the language. The questionnaire addressed to tourists was done only in English, which caused some difficulties when asking to German tourists. People on holiday’s resorts are not always available or predisposed to participate, a large number of people refused to answer with the excuse “no time, sorry” the most of the times. But considering that they were on holidays and the questionnaires could bother them, the author is quite satisfied with the result.

47

In relation to locals working in the tourist industry, in general they were reluctant to participate. They argued that they were tired of doing questionnaires. The author managed to get their cooperation in most of the cases by explaining to them that the survey was for her personal interest and studies and not for public statistics. In this case, being part of a big enterprise or public institution, which is supposed to give credibility to the survey, could have been a limitation for this particular research. 4.4.1.6.Pre-testing. The questionnaire was pre-tested by some students before the main survey took place in Majorca. The aim of the pre-testing was to identify problems and correct them, to that respondents understood all the questions, to find ambiguities and confusing questions. During the pre-testing as it was expected, errors were identified and corrected. For example, before the pre-testing, the question was: Do you feel comfortable between so many tourists? After the pre-testing study the question changed to: How do you feel between tourists? It was found that the words ‘comfortable’ and ‘so many’ could influence in a negative way in the respondents. The question was formulated in a negative sense. 4.5. Analysis. This research is done in a descriptive way in order to show the feelings and attitudes of both, locals and tourists. Data from the questionnaire survey were analysed by operating excel program. The presentation of the results has been done by graphics and some times the answers are emphasised by the transcription of some comments done by the participants. 4.6. Conclusion. This chapter has attempted to present the methodological approach undertaken during the research time, giving explanations about the sampling strategies, questionnaire design, data collection and limitations.

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Chapter V

Research Findings

5.1. Introduction. This chapter attempts to present the findings obtained from the research. It starts with the presentation of the results obtained from the questionnaires, and continues with the interpretation of findings identifying links with the theories exposed in the preceding chapters. 5.2. Findings from Questionnaire l. As explained before, questionnaire I was addressed to tourists and divided in four parts. The results are presented following the same order as the parts in the questionnaire. 5.2.1. Motivations. The aim of this question was to find out what people expect from their holidays in general, why they chose Majorca particularly and if they come just once or they repeat. As figure 5.1 reveals, the majority of tourists surveyed (64%) have visited Majorca before. The minority part of the tourist surveyed is “new” on the island.

It is the first time that you come to Majorca?

36% yes no

64%

Figure 5.1. "Type of tourists” Source: Author’s own.

49

Next graphic shows the length of the stay of tourists in Majorca and the fact that 1 and 2 weeks represents the highest percentages, 40% and 32% respectively. How long are you going to stay? 20

40%

18 16

32%

14 12 10

20%

8 6 4

8%

2 0 1 week

2 weeks

summer

I have a house here

Figure 5.2. “Length of the stay” Source: Author’s own.

What they expect from their holidays is shown in figure 5.3, where it can be observed that the majority of people asked expect from their holidays to enjoy sun and the beach (frequent answer among families and couples) and have fun (more frequent among teenagers). What do expect from your holidays?

sun,beaching

have fun 8%

4%

%

2%

42%

relax

good value for money

alcohol,sex,drugs 30%

active holidays

Figure 5.3. “Holidays expectations” Source: Author’s own.

50

In relation to the expectations for enjoying holiday time are the main motivations of choosing a destination to spend the holidays. As showed in figure 5.4, the principal reason for visiting Majorca is sun and beach (50%) followed by clubs and party (22%).

Why are you coming to Majorca?

8%

8%

4%

sun and beach clubs,party

8%

not far and cheap get away from england work 22%

50%

visit family

Figure 5.4. “Reasons to visit Majorca” Source: Author’s own.

5.2.2. Attitudes. The main purpose of this point is to show the tourists’ attitudes through the destination, the culture and Spain in general. Different factors can be indicatives of these attitudes as for example the knowledge of the language or the interest for the national culture. In some cases the language can be a barrier to choose a destination but as figure 5.5 shows, 80% of the tourists surveyed do not speak Spanish and 95% of those are not worried about the language, they did not think about the language as a barrier before coming to Spain. What is remarkable is that 89% of the persons asked did not have any problem of communication.

51

Language.

50 45

89%

40

80%

35

do you speak spanish?

95%

30 are you worried about the language?

25 20 15 10 5

did you have any communication problems ?

20% 5% 11%

0

yes

no

Figure 5.5. “Language and communication” Source: Author’s own.

In the next figure it can be noted that more the half of the persons surveyed (76%) like the Spanish culture, which can be analysed as a positive attitude towards it and the related traditions.

Do you like Spanish culture?

20% 4%

yes no I'm not interested 76%

Figure 5.6. “Tourists and Spanish culture” Source: Author’s own.

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In relation with the interest for the national culture is the tourists’ perception of Spanish people. As figure 5.7 shows, more than 30 people answered that Spanish are friendly and nice. What do you think about spanish people?

proud of their country interesting boring rude nothing/don't know friendly/nice 0

5

10

15

20

25

30

35

Figure 5.7. “Tourists and Spanish people” Source: Author’s own.

Figure 5.8 shows how all the factors together (no barriers because of the language, positive attitude trough local culture, positive perception of locals behaviour, and so on) mean that 76% of visitors do not feel like foreigners in Majorca.

Do you feel like a foreigner in Majorca?

24% yes no 76%

Figure 5.8. “Tourists and Majorca” Source: Author’s own.

53

5.2.3. Expectations and satisfaction. Talking about satisfaction, and connecting the following results with those showed before, the combination of all these factors mean that 100% of the visitors are satisfied with their holidays in Majorca. Words such as “absolutely” or “totally, yes!” were often exclaimed by the tourists surveyed. Almost all the people (46 from 50 and 45 from 50) asked think that Majorca is adapted to their needs and as a matter of fact they will come back or do not know (only 5), but no one answered “no” to these questions. Figure 5.9 shows aswell that 44 persons from 50 surveyed felt welcomed in this tourist destination.

Satisfaction 50

46

45

44

40 30 20 10

0

0 yes

0 no

1

4

5

5

don't know

It this destination adapted to your needs? Will you come back? Did you feel welcome?

Figure 5.9. “Tourists’ satisfaction” Source: Author’s own.

5.2.4. Personal details. The profile of the tourists surveyed is exposed in the next graphics, making reference to nationality, age and profession. Figure 5.10 shows the different nationalities. According to what has been stated in points above, the two dominants groups are English and German. More than the half of the tourists interviewed were English (42%) or German (32%), followed by Swedish (18%) and another nationalities (Italian, Dutch and Iraqi).

54

Nationalities. 2%

4%

2% 42%

18%

English German Swedish Italian Iraqi Dutch

32%

Figure 5.10. “Nationalities” Source: Author’s own.

The survey took place during the holiday time and as is showed in figure 5.11, teenagers (between 15 and 25) and the group of couples and families (between 25 and 45) are the most representative (36% and 34% respectively). These groups looked more accessible to the researcher than the group of elderly tourists.

Ages.

30% 36%

34% teenagers

couples and families

eldery tourists

Figure 5.11. “Age” Source: Author’s own.

As mentioned in the theory part, tourists come from the middle classes of Europe. The survey was done to 20 students and 30 workers; table 5.12 shows their profession.

55

Profession teacher

1

electronics

1

tennis coach

1

engineer

2

driver

1

hairdresser

1

secretary

1

shop assistent

4

doctor

2 6

factory worker software engineer

1

dancer

4

web site designer

2

carpenter

1

bookseller

1

footballplayer

1

student

20 0

5

10

15

20

25

Figure 5.12. “Profession” Source: Author’s own.

5.3. Findings from Questionnaire ll. The exposition of the findings from questionnaire II will follow the same structure as the presentation above. Firstly the locals’ motivation trough tourism, secondly their attitudes towards tourism and finally their personal profile.

5.3.1. Motivation towards tourism.

56

In this point the researcher tried to look for the locals’ motivation towards tourism, how they feel living in a tourist destination as Majorca and their thought about tourism in general. Figure 5.13 shows that the majority of the locals interviewed (73,08%) like Majorca to be so famous. That can be interpreted as being open to visitors and proud of their island. It is important to say that 21,15% of the participants does not like to be so popular in the world; they think that it is not good for the island.

Do you like Majorca to be so famous?

21,15% 5,77%

yes I don't care no 73,08%

Figure 5.13. “Locals and the island” Source: Author’s own.

Next figure shows what tourism is for locals, with what words they associate with tourism. Normally their idea of tourism should be different to that of someone living out of a tourist destination. It can be observed that “money” is the word mentioned more frequently followed by crowdedness (37 and 14 times respectively). These two words could be interpreted in a negative way in position to the 13 times that the word “culture” was chosen to define tourism or the 4 times that tourism as “welcome/refuge” appears.

57

For you tourism is synonym of: 4

welcome/refuge

13

Options

culture

12

foreigner 1

adaptability

14

crowdedness

37

money 0

5

10

15

20

25

30

35

40

Number of times mentioned

Figure 5.14. “Synonyms of tourism” Source: Author’s own.

As figure 5.15 reveals, the majority of locals surveyed (57,69%) think that the tourist promotion of Majorca is either good or bad (is in the middle “so-so”) and 17,31% think that it is very bad together with 7,69% that said it is bad.

Tourist promotion of Majorca

regular 57,69% bad 7,69%

good 13,46%

very good 3,85%

very bad 17,31%

Figure 5.15. “Tourist promotion” Source: Author’s own.

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Locals see the action of the authorities in relation to tourism as bad, as the next figure shows, the 80,77% from the interviewed think that the authorities do not work well in the tourism field. Only the 17,31% thinks the opposite.

Do you think that the authorities do their best for tourism?

1,92%

17,31% yes no don't know

80,77%

Figure 5.16. “Authorities action” Source: Author’s own.

Actually one the most problematic proceeding of the authorities has been the introduction of the Ecotax (Chapter 3), which generated a divided opinion, from one side 38,46% answered that is not a worthy measure and they think there is a lack of information. Almost all the locals surveyed had an opinion about the Ecotax: “At the beginning I thought it was a very good idea but later I realise that it was only an easy way to recover the money wasted because of the decrease in German tourism” (Carpenter, 25 years old). “It should disappear, we have to give facilities to tourists. We do not need more taxes”. (Retired from the hotel business, 69 years old). “Nobody knows where they invest the money, but not where it was supposed to be. It could have been a good thing but it is not well applied” (Shop assistant, 45 years old).

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On the other hand an important number of people (28,85%) totally agree with the Ecotax and think it was a very good idea. As figure 5.17 reveals there is an important quantity of people (19,23%) who do not know if the measure could be helpful or not, and what is more, they do not know what it is. The rest of the locals interviewed are divided among different opinions, for example the 3,85% think that the tax should be included in the price of the package and avoid to hoteliers asking their clients for it.

What do you think about the Ecotax?

very good idea 28,85%

could be better 5,77%

it should be included in the package 3,85%

don't know 19,23%

it is no worthy 38,46%

badly applied 4%

Figure 5.17. “Ecotax” Source: Author’s own.

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5.3.2. Locals’ attitudes towards tourism and tourists. This is one of the most important points in the showing of the findings. Looking at the locals’ attitudes the following figures reveals feelings and general impression about tourists. The researcher asked a very direct question: “Do you like the tourists that come to Majorca?” and as figure 5.18 shows, the majority (65,38%) does not like the “type” of tourists coming to the island. But it is important to point out that in general the most frequent answer was: “not now”. Which means that locals does not like tourists who are coming these past years, they noticed a very big different between them and those who helped make the island have a prosperous economy. “Nowadays a poor tourism is coming to the island, they do not spend money at all, they asked for discounts and bargain”(General comment). “They built so many hotels and apartments that now they have fill them out anyway, does not matter with what kind of tourists”(Hotelier). “The number of German tourists is decreasing because of the advantages that many people took from them, German felt exploited because of the continuous increase of prices. Now we are loosing these tourists and it is not good for the island”(Retired from the hotel business, 69 years old). Do you like the tourists that come to Majorca?

34,62% yes no 65,38%

Figure 5.18. “Locals and the type of tourists”

Source: Author’s own.

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Moreover it is quite interesting to look at figure 5.19, which shows what tourists mean to locals, clients for 24% and source of incomes for 13%. This opinion is completely related with the one showed in figure 5.14 where money appears as the synonym of tourism. Combining both (figures 5.14 and 5.18) it can be assured that tourists are mainly perceived as a business. There is an important group (17%) that think tourists are only people who want to enjoy of the island and they like to spend their holiday’s there. Differing to this opinion, a 10% of the locals interviewed said that tourists are dirty, scandalous and even thieves. A large number of negatives comments about tourists where done by locals during the questionnaire, the author was really shocked when listening some people saying things like: “They are ill-mannered, like animals”(Bus driver) or “I think they are like migratory rats”(Draughtsman, 27 years old).

Tourists are for you...

6%

4%

6%

24%

4%

10%

4% 13%

4% 8%

17%

clients source of incomes people who enjoy Majorca something bad sun,beach and beer rats,animals dirty,thieves,scandalous german tourists think the island is their possession consumers of services,they cause disorder and disturbances the main reason for cultural and environmental degradation of the island different than years before Figure 5.19. “Locals’ thought about tourists” Source: Author’s own.

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Referring to tourist behaviour more than half (34) think that tourists behave regular, what means either good or bad. In opposition the same quantity of locals said tourists behave bad (8) or good (8); and none of them answered very good. See figure 5.20.

How tourists behave in Majorca? 40 35 30 25 20 15 10 5 0

34

8

8 2

0 very good

good

regular

bad

very bad

Figure 5.20. “Tourists behaviour” Source: Author’s own.

All the locals interviewed (52) think that tourism change traditional culture and as next figure reveals, the opinion of the 74,68% is that they should be spoiled just because they are a source of incomes but not for any other reason. Do you think that tourists should be spoiled because they are a source of income?

15,32% 10,00%

74,68%

yes

not only because they are a source of incomes

no

Figure 5.21. “Tourists and locals relationship I” Source: Author’s own.

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But even if the impression is more negative than positive, locals affirm to behave well with them and try to help them if necessary, and answering the question (figure 5.22) they affirm making efforts (59,62%) to help them.

Do you make any efforts to help them?

40,38%

yes 59,62%

no

Figure 5.22. “Tourists and locals relationship II” Source: Author’s own.

And moreover the half of them affirm to feel good among tourists in opposition to only 4 persons who said they felt bad between tourists and 2 very bad. Also 15 said to felt either good or bad among tourists because they do not have any direct relationship with them. See figure 5.23.

How do you feel among tourists? 30

26

25 20

15

15 10 5

4

4

2

0 very good

good

regular

bad

very bad

Figure 5.23. “Tourists and locals relationship III” Source: Author’s own.

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In an intercultural relationship as in the example of Majorca it is required that people be ready to adapt to the others. Next graphic (figure 5.24) shows that from the point of view of locals, it is the local population who adapt to tourists more than in the other way around (41 from 52). Only 5 people replied that both adapt, which in the author’s opinion will be the balance between tourists and locals.

Who should adapt? 41

45 40 35 30 25 20 15 10 5 0

local population to tourists

5

5

tourists to local population

both

1 none of them

Figure 5.24. “Adaptability” Source: Author’s own.

To conclude the showing of the results, the last graphic reveals that from the point of view of locals, tourism benefits in general to everybody. (See figure 5.25)

Who benefits from tourism? 40

38

35 30 25 20 15

6

10

2

4

2

5 0

everybody

hotel industry

politicians

big entreprises

nobody

Figure 5.25. “Tourism benefits” Source: Author’s own.

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5.3.3. Personal profile. Finally, the following graphics shows the personal profile of the residents interviewed (age, sex, profession and so on). The first figure 5.25 illustrate if the residents surveyed are from Majorca (not immigrants). In the sample there is bit more of people (57,69%) coming from Majorca that those that lives in the islands for another reasons (see figure 5.26).

Are you from Majorca? 42,31%

yes no

57,69%

Figure 5.26. “Origin” Source: Author’s own.

As figure 5.26 reveals 81,82% of the residents not coming from Majorca lives in this island for work. Why do you live in the island?

13,64% 4,55% work studies others 81,82%

Figure 5.27. “Reasons for living in Majorca” Source: Author’s own.

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Next graphic (figure 5.27) shows the sex of the people interviewed, 57,69% represented by male and 42,31% by female.

Sex

female 42,31% male 57,69%

Figure 5.28. “Sex” Source: Author’s own.

Figure 5.28 reveals that the most representative sector of the sample is the one structured by the ages between 20 and 39 (23,08% from 20 to 29 and 26,92% from 30 to 39). Followed by 21,15% which represents the segment of ages between 40 and 49. Age

50-59 17,31%

40-49 21,15%

60-69 3,85%

under 20 7,69%

20-29 23,08%

30-39 26,92%

Figure 5.29. “Age” Source: Author’s own.

Profession is illustrated in next figure, where the most represented is the group composed by shop assistants coming from different sectors (souvenirs shops, boutiques, supermarkets, etc.).

67

Profession retired from hotel business

1

bus driver

1

hairdreser

1 2

enginer

5

architect 1

carpenter civil servant

6

draughtsman

6

hotel business

6 2

rent a car 1

teacher

3

barman

17

shop asistant 0

5

10

15

20

Figure 5.30. “Profession” Source: Author’s own.

5.4. Further discussion. The results of this research will now be analysed and related to the theory presented in the chapters above.

5.4.1. Why Colonization. As it was explained in chapter II (point 2.5 neo- colonialism), the view that tourism is a new form of colonialism and imperialism is one perception of tourist development and its effects. For this reason the research mainly aimed at identifying these effects on local population.

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According to the results, it can be stated that most visitors repeat their visit to Majorca, but they usually stay one or two weeks only. What they expect from their holiday is generally sunshine, bathing and entertainment. The interviewees say that they can find everything in Majorca (sun, beach, clubs, party, etc.) and moreover that it is cheap and not far away. As for the local population, it enjoys the fact that Majorca is well known and thinks it is a very good thing, but it deplores the tourist promotion of the island, which is neither good nor adapted to the island. Their opinion about the actions of the institutions that are linked to tourism is not very positive either. When talking about colonialism, one supposes that in these areas the political organisation and economic priorities are directed towards the satisfaction of the tourist demand. But in the case of Majorca during the last years (and taking as reference the results of this research), it seems to have been more interested in satisfying the interests of the big companies that invested their money on the island. This lack of enthusiasm to satisfy the needs of tourists could for the decrease in the number of visitors in the last two years. When a region turns to tourism and depends upon it, tourism is seen as likely to increase foreign exchange and to improve the economic situation. In the case of Majorca, many people whose main activity was agriculture or fishing decided to contribute to the tourism development of the island. Tourism was seen as an alternative source of income and a way of stimulating regional development and economic regeneration. The reality is that the local population mistrusts the tourists that visit Majorca, and especially the new visitors (fewer Germans and more from the Eastern European countries), but as they consider them as “money and business” they try to live with it. Most of them affirm that tourists should be spoiled (one should be particularly attentive to their needs) because they are a source of incomes and many of them recognise that they are the main motor of life on the island. Almost all of them think

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that it is the local population, which adapts to tourists more that the visitors who try to discover them and their culture. From the point of view of the author, this is one of the main points of colonisation, the adaptability. As a matter of fact nearly all the tourists interviewed think the island is completely adapted to their needs and affirm that they do not even feel foreigners there. They do not speak Spanish and they do not worry about it because they know it is not necessary. Spanish people are perceived as nice and ready to help them, but they do not know a lot about their culture, it is a merely host-customer relationship (chapter II, 2.3.4.). In relation to the daily life, the local population are used to meet a large number of tourists and even if this does not seem to cause any major problem, this local population cannot help thinking that tourists are responsible for the environmental damage of the island. All the residents interviewed for this investigation agree on the fact that tourism changes traditional culture. From a quantitative side it is very important to bear in mind how the number of inhabitants (and foreigners’ second residences) increased on the island since tourism became the main activity of the place (see figure 2.1. page 69). This interest for buying land and building houses gave locals the feeling that they were on sale. Another point that reinforces the idea of colonisation is to see who finally benefits from tourism (chapter II, 2.4.) In this case study, a huge amount of expenditures and profits flow back to foreign investors. And as discussed in the theory before, the employment of non-locals in professional and executive positions also provoked accusations of neo-colonialism. The results obtained prove that both tourists and locals are satisfied with the evolution of Majorca. For locals it brought richness to the island, and for tourists it is the perfect holiday resort, a small country with sun, beaches, cheap prices and unlimited party.

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All the investments aimed at adapting the island to the visitors and these visitors gradually became more and more powerful. As the title stands up, the final effect of mass tourism on Majorca is the new phenomenon of colonization. 5.5. Conclusion. This chapter has attempted to present the results obtained in an easy way for the reader, with significant graphics that were briefly commented. The chapter concludes with a larger interpretation of the results according to the main theories that were described in the preceding chapters, namely mass tourism effects in local population and colonization.

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Chapter VI

Conclusion and recommendations

6.1. Introduction. This final chapter develops the conclusions of the research from the first question presented as the main point of this dissertation. This chapter offers several recommendations and opens a few perspectives for the future. 6.2. Conclusions. Around the main questions presented at the beginning of this dissertation, the author will explain the conclusions of the research. Is tourism a new kind of colonization? Impacts of mass tourism on local population. Tourism, a new kind of colonisation. The main purpose of this research was to link the phenomenon of colonisation to the uncontrolled development of tourism. The link is established as a relation cause (uncontrolled development)- effect (colonisation of tourist destinations). Majorca is the case study of this investigation, and looking at the results, the research confirms that mass tourism has a crucial impact on the local population. In the theoretical part, the author referred to sociocultural impacts as the ‘people impacts’. The results obtained from the research are coming from people, locals and tourists, and they sometimes do have the impression of having been colonised (which does not involve negative effects either). The following points reconsider the idea of colonization in Majorca: ƒ

As a matter of fact, tourism opened the way of a massive colonisation on the island. It does not mean that German tourists went to live there and that they took the control of the island but the demographic change helped to transform the image and identity of the region. Many immigrants, pensioners and migrant workers settled there with their families, wishing to benefit from the new work opportunities generated by expanding tourist activities.

72

ƒ

Tourists look for native people when they go out from the hotel, they expect to find different people, dressed in a particular way and taking part of a ritual in their honour. But this is not the case of Majorca, where it is easier to find people from other countries than locals, to find a German pub or an English restaurant than Spanish cuisine. In most cases, tourists buy their holiday in a package trip and expect culture to be included. Tourists visiting Majorca do not look for the traditional culture and rituals, they do not look for cultural differences, but are on the contrary attracted by the opposite, namely by the possibility of finding a “sunny- beach” place more adapted to their culture than to the regional one.

ƒ

Locals resent the employment of non-locals in executive and professional occupations, and the employment of locals in jobs that provide lower salaries and status. Consequently tourism on the island is based on a colonial economy that contributes to maintain inequalities and structural anomalies.

ƒ

Residents usually resent the fact of sharing facilities and services with visitors and foreigners. The results (see figure 5.19) actually indicate locals think that they are consumers of services.

ƒ

Another point to mention when talking about Majorca’s colonisation is the fact that the rapid growth of tourism provoked land speculation, and reinforced the locals’ feeling of being on sale and without any power of decision over their “homeland”.

ƒ

But the phenomenon of colonisation on host communities is not always so unfavourable. The results confirm what was already said in Chapter II, namely the fact that the particular situation of Majorca gives many locals the chance to promote understanding between people of different nationalities and cultures, thus increasing successful intercultural interaction.

73

ƒ

Besides the presence of tourists is usually accepted and welcomed as long as the economic impacts remain positive. From this investigation, it is possible to conclude that locals accept the invading presence of tourists, even if they have to adapt to them. They do not mind having around them lots of Germans and British pubs, also because most residents depend upon the tourism industry. They recognise that the island has suffered an irreversible damage but tourism brought also work and prosperity for many. Without any doubt locals aspire to have more German tourism, they aspire to come back to the times when German tourists spent a lot of money on the island without realising that external factors, such as the political situation of a country, the global economy, a war or terrorism attacks can be decisive at the time of choosing a holiday destination.

ƒ

Both hosts and tourists are satisfied with the circumstances as long as tourists generate benefits for the island, and as long as tourists can enjoy the island. They do not feel part of a mass-produced conception and nowadays their motivations to visit Majorca are the same: sun, fun, beach and cheap prices.

Majorca can be seen as a vulnerable destination that is too much dependent on tourism and that has adapted all its resources to its development, but Majorca has a lot to offer, and one can hope that the new and controlled strategies for tourist development bring a fresh tourist perspective to the island.

6.3. Recommendations and further research. There is a large number of publications already written about the phenomenon of mass tourism; in some cases the author was surprised to find that some authors had

74

already named colonisation or neo-colonialism to the tourist situation of many others places in the world such as Fiji Islands, the Caribbean or the Mediterranean Coast. Even if the word colonisation comes already has an old history -and not always in a negative sense- the author thought at the beginning that it was a dangerous expression that was too badly connoted. According to this dissertation the new phenomenon of colonisation (in mass tourism destinations) exists in the world and in the case study of Majorca, and it is completely linked to the effects of mass tourism. This dissertation attempts to provide the reader with a critical point of view of tourism effects and it will hopefully help other destinations to be aware of the consequences of an uncontrolled development of tourism. New directions for Spanish tourism in general and Majorca’s tourism particularly should be taken into such as: ƒ

Seeking quality. The standard of living of tourists compared to twenty years ago has increased and they demand now a much better quality of holiday. Quality is a huge concept, which includes improvements of accommodation, service, facilities, prices (good value for money) and so on. The regional government has improved tourist areas in Majorca, with the building of esplanades, pedestrian streets, tree planting, etc. Quality tourism demands nevertheless a quality environment and mixing an exclusive, elite and selected tourism with noisy and drunk people in the streets is hardly viable.

ƒ

Diversity. The islands are now attempting to escape from their dependency on German visitors by diversifying their product, by creating new tourism products for a new market.

ƒ

Seasonality. The strategy would be to switch from overcrowded resorts

75

towards inside attractions, and try to alleviate the problems associated with seasonality, to spread the summer and seaside amount of tourists over the year, for example by encouraging elderly people to visit Majorca during the winter for the mid climate. ƒ

Sustainable tourism should help define cultures, not reinvent them. Tourism frequently means the occupation of free space, the destruction of natural ecosystems, and the re-establishment of everyday life at the chosen destination. This activity is connected with the damage to the environment and to the local population. Many of the problems associated with tourism development arise from the fact that tourism providers are not sensitive to local pressures and needs. To be successful, sustainable tourism has to rely on the local population and on its participation in development of tourism activity.

ƒ

The employment of a skilled work force will help to preserve and improve the area’s reputation and thereby ensure the long-term benefits of a continuous and growing flow of tourists.

ƒ

Improvement of the “3s’ tourism” (sea, sun and sand). This kind of tourism can be improved and become a more sophisticated product. Sport, cultural visits, health treatments and a wide number of activities could be offered to the most demanding tourists, instead of the basic concept ‘sun and beach’.

The image of Majorca has suffered more than other islands from the negative consequences of mass tourism, scarcity of water and electricity cuts. Even the regional government delivered neither control nor a demographic tax for the island, which almost ran out of resources. Holiday is no longer a luxury but has become a way of life. The freedom to travel is regarded as an unquestionable right nowadays. According to the theory discussed in the preceding chapters, the impact of tourism can be tragic for some tourist areas and even if more and more sustainable policies are being implemented, only the future

76

will show if the damage caused by tourism can be erased by a new sustainable tourism. More time should be devoted to a further research, but this dissertation has enabled to give an idea about the new phenomenon of colonisation as a consequence of mass tourism. The island of Majorca was the case study of this research, an island that is totally dependent on tourism and where a considerable impact has occurred even without a real between tourists and locals. International tourists are not part of the culture and know few local rules for behaviour towards locals, while there are rules for behaviour towards strangers (visitors).

Tourists are, as Cohen insists, “not

guests at all, but outsiders not part of the visited culture”.103

103

Urry,J. The sociology of tourism: theoretical and empirical investigations.In: London; New York: Routledge, cop. 1996 pp.32-39

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Bibliography Archer, B. and Cooper, C. The positive and negative impacts of tourism. In Theobald, W. ed. Global Tourism: The next decade. Butterworth-Heinemann, Great Britain 1994 p. 74 Barke, M. and , L.A. Second homes in the Balearics. Geography, 73, 1988. pp.143-5 Boers, H. and Bosch, M. La tierra, destino turístico. Introducción al turismo y al medio ambiente. (Earth, tourist destination. Introduction to tourism and environment). SME (ed) Madrid, 1995.p.63. Bradolet, E. Demanda turística y marketing turístico. In Raycar ed. Economía de las Comunidades Autónomas. Madrid 1990 Bull, P. Mass tourism in the Balearics islands: an example of concentrated dependence. In Island tourism: trends and prospects. London 1997, p.141. Buswell, RJ. Tourism in the Balearics islands In M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford: CAB International 1996 pp.309-339

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Calviá. Calvia project summary. http://www.calvia.com [Accessed 18 June 2003] Clark, J. ‘Spain and the Balearics Islands: National Report no.146 International Tourism reports,1. London: Economist Intelligent Unit,1988 pp.5-28 Férnandez, L. Historia general del turismo de masas Alianza ed.1991 p.26 Finestraturistica. http://www.finestraturistica.org/p_noticia.cfm?id=1294 “The Government is ensuring that in 2003 the Balearic Islands will be the tourism destination to suffer the most”. In: El Mundo/El Día de Baleares, December 30, 2002. [Accessed 14 July 2003] http: //www.finestraturistica.org/p_noticia.cfm?id=1351. “Ecotax projects in the Balearic Islands amount to almost 29 million euros”. In: Daily of Mallorca, January 16, 2003. [Accessed 14 July 2003] http://www.finestraturistica.org/p_noticia.cfm?id=2333. “Ignoring German tourism would be suicide”. In: Daily of Mallorca, July 15, 2003. [Accessed 14 July 2003]

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Gerlach, J. Tourism and its impact in Costa del Sol, Spain. Focus Fall Magazine, (1991) Pp.7-12. In: http://du.lub.lu.se/cgi-bin/ftxt/ebsco/00155004_1991_41_3/9204061952 [accessed 20 January 2003] Govern Balear, IBATUR (ed) Palma de Mallorca. General Information. Govern des Illes Balears. Dades informatives 2002. p.20 Hack writers. Sustainable tourism in Spain? http://www.hackwriters.com/Spanishtourism.htm [accessed 20 January 2003] Green Budget . Spain: Ibiza Ecotax update. The tourism tax does not apply to all the tourists. http://www.ibiza-spotlight.com, January 13, 2003 [accessed 18 June 2003] http://www.europa.eu.int/comm/regional_policy [Accessed 18 June 2003] http://www.foes-ev.de/GBNnews2/3artikel3.html. [accessed 14 July 2003] Jurdao, F. Los mitos del turismo. Endimión ed. 1992. p.10-13.

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Mathieson, A., and Wall, G. Tourism: economic, physical and social impacts. Longman. London 1982 p.14. Rozenberg, D. Tourisme et utopie aux Baleares, Ibiza une île pour une autre vie. Hartmattan ed., 1991 Paris. Segui Llinas, M. Les nouvelles Baléares. La rénovation d’un espace touristique mythique In: L’Harmattan, ed. Paris, 1995 p. 65. The freedom to travel-The need to adapt. http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] Urry, J. The Tourist Gaze: leisure and travel in the contemporary societies. Eds. Featherstone, Mike et al. (1990) p.16. Urry,J. Europe, tourism and the nation state. p.93 In: C.P. Cooper and A. Lockwood (eds) 1994. Progress in Tourism, Recreation and Hospitality Management, Vol.5, pp.89-98. Chichester: Wiley. Urry,J. Tourism , culture and social inequality. Pp. 115-133 In: London; New York: Routledge, cop. 1996 The sociology of tourism: theoretical and empirical investigations. And pp.32-39

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Urtasun,R. Hoteles. Hosteltur Magazine, N.III ed.May 2003 p.27. Valenzuela, M. Spain from the phenomenon of mass tourism to the search for a more diversified model. In John &Sons eds. Tourism and economic development: European experiences. Chichester, England 1998 p.43. Vanhove,N. (1997) Mass tourism: benefits and costs. In: Routledge (ed) Tourism, development end growth: the challenge of sustainability. p.71, New York. Williams, A.M. Mass Tourism and International Tour Companies. In M.Towner and M.Newton eds. Tourism in Spain: critical issues. Wallingford: CAB International 1996 p.124. WTO, (2001) Apuntes de metodología de la investigación en turismo. p.85.

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Appendices

“ It is impossible to own their house when real states exists inside the island with barriers, different laws, different language and own police".104

104

Jurdao, F. op.cit.pp.10-13.

83

APPENDIX A A.1. Majorca. Geography . The island’s privileged location, in the centre of the western Mediterranean, offers maximal climatic, cultural and scenic advantages, a well as guaranteeing rapid, comfortable communications; the farthest point in Europe is only four hours away. Geographical facts of interest: -Area: 3,640 km2 -Coastline: 554.7 km -Highest point: 1,432 m ( Puig Major) -Average annual temperature: 18.7 ºC -Average annual hours of sunshine: 2,958.7 -Population: 702,122 inhabitants

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APPENDIX B B. 1. Questionnaire I. B. 2. Questionnaire II. B. 3. Results.

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QUESTIONNAIRE I

TOURISTS

A. Motivations.

C. Expectations and satisfaction.

1. It is the first time that you come to Mallorca?

Yes

11. Are you satisfied with your holidays in Mallorca?

No

Yes

2. How long are you going to stay? One week

Two weeks

All the summer

No

12. Do you think that this destination is adapted to your needs? I live here

Yes

No

3.What do you expect from your holidays? …………………………………………….. ……………………………………………..

13. Will you come back?

4.Why are you coming to Mallorca? ………………………………………… …………………………………………

14. Did you feel welcomed?

Yes

No

Yes

No

B. Attitudes. 5. Do you speak Spanish?

Yes

No

8. Do you like the Spanish culture?

Yes

No

I’m not interested

Age:

Male/Female: 6. If not, are you worried because of the language? Yes

9. What do you think of Spanish people? ……………………………………………. …………………………………………….

7. Did you have any communication problems?

10. Once in Majorca, do you feel a foreigner or/and find it difficult to adapt?

Yes

Yes

No

Nationality: Profession:

No

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QUESTIONNAIRE II

LOCALS

A. Motivation towards tourism.

B. Attitude towards tourism.

1. Are you from Majorca? Yes

9. Do you like the tourists that come to Majorca?

No

Yes

2. If not, why do you live in the island? work

studies

retired

10. Do you think that tourists should be spoilt because they are a source of incomes? others

Yes

3. Do you like Majorca to be so famous? Yes

I do not care

No

11. For you, tourists are: .................................................... ..................................………….. .................................................… ………………………………….

No

4. Who benefits from tourism? ............................................................................... ...............................................................................

12. Who should adapt,

5. Tourism for you is synonymous of: Money/business Crowdedness Adaptability

No

tourists to local population? local population to tourists?

Foreigners Culture Others

13. How tourists behave in Majorca? Very well

Good

Normal

Bad

Very bad

6. Tourist promotion of Palma is: 14. Do you make any efforts to help them? (From 1 to 5) Very good

Good

Normal

Bad

Very bad 15.Tourism promotes intercultural exchange. (From 1to 5)

Age: Male/Female: Profession:

7. Do you think the authorities do their best for tourism? 16. Tourism causes changes in traditional culture. (From 1to 5) Si

No 17. How do you feel among tourists?

8. What do you think about sustainable tourism and the Ecotax? .............................................................................................................

Very well

Good

Normal

Bad

Very bad

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QUESTIONNAIRE II

LOCALS

A. Motivación hacia el turismo.

B. Actitud hacia el turismo.

1. ¿Es usted mallorquín?

9. ¿Le gustan los turistas que vienen a Mallorca?

Si

Si

No

2. Si no, ¿por qué motivo reside en la isla? Por trabajo

Estudios

Jubilado

10. ¿Cree que hay que tratarles bien porque son una fuente segura de ingresos? Otros

Si

3. ¿Le gusta que Mallorca sea tan conocida y visitada? Si

Me da igual

No

4. ¿A quién cree que genera beneficios el turismo? ............................................................................... ...............................................................................

No

11. Usted ve a los turistas como: .................................................... .................................................... ................................................... ................................................... 12. Quién cree que se adapta,

5. Turismo para usted es sinónimo de: Dinero/ Negocio Muchedumbre Adaptabilidad

No

los turistas a la población local? la población local a los turistas?

Extranjeros Cultura Otros

13. ¿Cómo se comportan los turistas? Muy bien

Bien

Regular

Mal

Muy mal

6. La promoción turística de Palma es: 14. ¿Hace usted muchos esfuerzos por ayudarles? (De 1 a 5) Muy buena

Buena

Regular

Mala

Muy mala 15. El turismo promueve el intercambio cultural. (De 1 a 5)

Edad: H/M: Profesión:

7. ¿Cree que las autoridades actúan bien en materia turística? 16. El turismo causa cambios en la cultura tradicional. ( De 1 a 5) Si

No 17. ¿Cómo se de siente cómodo entre los turistas?

8. ¿Qué piensa del turismo sostenible y de medidas como la Ecotasa? .............................................................................................................

Muy bien

Bien

Regular

Mal

Muy mal

88

Appendix. B.3 Table 1. Results from questionnaire I. preg 1 yes

no 18 36,00

for how long will you stay 1 week 2 weeks summer I have a house here 32 20 16 10 64,00 40,00 32,00 20,00

Preg 3 sun,beaching have fun relax goog value for money 21 15 7 42,00 30,00 14,00

Preg 4 sun,beaching 25 47,17

clubs, party get away from home 11 20,75

Do you speak spanish yes no 10 20,00

4 8,00

alchool, sexs and drugs 4 8,00

active holidays

2 4,00

work 2 3,77

are you worried not to speak spanish yes no 40 2 80,00 5,00

1 2,50

visit family 4 7,55

not far and cheap 4 7,55

4 7,55

did you have any communicat problem any comunicat.problem ? yes no 38 3 47 95,00 5,66 88,68

89

Are you interested in spanish culture yes no no interest 38 2 10 76,00 4,00 20,00

What do you think about spanish friendly/nice nothing proud of their country 32 12 64,00 24,00

do you feel foreigner are you satisfied yes no yes no 12 38 50 24,00 76,00 100,00

will you come back yes no 45 90,00

rude 2,00 4,00

Preg 11 yes 0 0,00

46 92,00

boring 1 2,00

no

interesting 1 2,00

2 4,00

don´t know 0 0,00

4 8,00

don´t know 0 0,00

5 10,00

did you feel welcome yes no more or less 44 1 5 88,00 2,00 10,00

90

age Teenagers couples and families eldery tourists 18 17 36,00 34,00

Nationality English

German

21 42,00

Ocupation student 20 40,00

Swedish

16 32,00

Italian

9 18,00

sex Male 15 30,00

Iraqui 1 2,00

engineer 1 2,00

2 4,00

27 54,00

Dutch 2 4,00

footballplayer bookseller carpenter web site designer 1 1 1 2,00 2,00 2,00

hairdresser driver 1 2,00

Female 23 46,00

1 2,00

dancer 2 4,00

software enginere 4 8,00

tennis coach electronics teachers shop assistant 1 1 1 2,00 2,00 2,00

1 2,00 secretary 4 8,00

1

doctor 2 4,00

91

Table 2. Results from questionnaire II.

Questions Diferent answers Total answers %

Are you From Mallorca yes

no

30 57,69

If not, why Do you like do you live in that mallorca Mallorca is so famous Work Studies Ohters yes I don´t care No 22 18 1 3 38 3 42,31 81,82 4,55 13,64 73,08 5,77

Questions Diferent answers Total answers %

To who benefits tourism to everybody Hotels Politicians 38 6 73,08 11,54

Questions Diferent answers Total answers %

For you, tourism is synonimous of money Crowdedness adaptability foreigner Culture welcome/refuge 37 14 1 12 13 45,68 17,28 1,23 14,81 16,05

Questions Diferent answers Total answers %

How do you consider the touristic promotion verry good good 2 3,85

so-so 7 13,46

Big companies

30 57,69

To nobody 4 7,69

bad

verry bad 4 7,69

11 21,15

9 17,31

2 3,85

Authorities yes 9 17,31

4 4,94

no

don´t know 42 80,77

1 1,92

92

Questions

What do you think about ecotax

Diferent answers Total answers %

not wothy

Questions Diferent answers Total answers %

Touirsts yes

Questions

bad aplicated

could be don´t know better 2 10 3,85 19,23

20 38,46

18 34,62

spoiled yes

no 34 65,38

verry good idea 3 5,77

not only because 39 75,00

should be included in package 15 28,85

2 3,85

no 5 9,62

8 15,38

For you, Tourists are

Diferent answers clients source of income Total answers 13 % 25,00 For you Tourists are ( followin answers )

people who enjoy Mallorca 7 13,46

something bad 9 4 17,31

sun, beach and beer 0,00

Consumer of services, they cause Diferent answers dirty, thiefs, scandalous German tourists thinking that they own the Island disturbances Total answers 5 3 % 9,62 5,77 For you Tourists are ( end ) Diferent answers the main reason of cultural and environmental degradation of the island different than years before Total answers 3 % 5,77

animals, rats 2 2 3,85 3,85

2 3,85

2 4,76

93

Questions Diferent answers Total answers %

Who adapt to the other Local population

Questions Diferent answers Total answers %

What do you think about their behaviours verry good good regular 0 8 0,00 15,38

Questions Diferent answers Total answers %

How do you feel between Tourists very good good so-so 4 26 7,69 50,00

Questions Diferent answers Total answers %

How old are you under 20

Questions Difernt answers Total answers % Ocuaption ( end ) Difernt answers Total answers %

what is your ocupation Shop assistant

Tourist to local population 41 78,85

20-29 4 7,69

architect

engineer 5 9,62

5 9,62

2 3,85

bad 8 15,38

bad 4 7,69

40-49 14 26,92

teacher

Sex Male 2 3,85

50-59 11 21,15

rent a car 1 1,92

Changes trad cult yes no 2 52 3,85 100,00

very bad

15 28,85

30-39

3 5,77

very bad

34 65,38

12 23,08

barman

17 32,69

Do you make any efforts none of them yes no 5 1 31 9,62 1,92 59,62

both

21 40,38

0 0,00

Female 30 57,69

22 42,31

60-69 9 17,31

2 3,85

hotel business

2 3,85

6 11,54

hairdresser bus driver related from hotel business 1 1 1 1,92 1,92 1,92

94

draughtsman civil servant carpenter 6 6 1 11,54 11,54 1,92

95

96

Appendix C. C.1. Project summary On the basis of article 4 of the European Parliament Council Regulations No. 1655/2000 (Life-Environment), the European Commission has officially authorised financial to the project "Strategies and implements toward sustainable tourism in the Mediterranean Coastal areas" (LIFE00/ENV/IT/00167) presented by the Province of Rimini in partnership with the Municipality of Calvià (Spain), Ambiente Italia (Italy) and Federalberghi (Italy).

97