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ECONOMIC IMPACTS OF THEME PARK

DEVELOPMENT ON THE HOST AREAS

CASE STUDY OF PORT AVENTURA AND THE REGION

OF COSTA DAURADA, SPAIN

Jorge Arnanz Arroyo

MA EUROPEAN TOURISM MANAGEMENT

BOURNEMOUTH UNIVERSITY (United Kingdom)

UNIVERSITÉ DE SAVOIE (France)

2007

Declaration of authorship i

MA European Tourism Management Jorge Arnanz Arroyo

Declaration of authorship

“I declare that this dissertation is my own unaided work. I have not included any

material or data from other authors or sources which are not acknowledged and

identified in the prescribed manner.

I have read the section in the Student Handbook on Assessment Offences and

understand that such offences may lead the Examinations Board to withhold or

withdraw the award of Master of Arts.”

________________

Jorge Arnanz Arroyo

Abstract ii


Abstract

The theme park industry has become one of the most important leisure activities

worldwide in the last 50 years. The aim of this research is to prove the economic

impacts generated by this industry on the host regions where the theme parks are

developed. Port Aventura is used for investigation, as it is the most important theme

park in Spain and, little by little, is becoming one of the biggest holiday resorts in

Europe.

Literature about the tourism industry, tourism impacts, specially the economic

dimension, and theme park was reviewed to provide useful information for the further

primary research. In addition, more literature regarding tourism in Spain and

information about Port Aventura and the region where it is located (Costa Daurada) was

also reviewed to create a background for the reader. Questionnaires and an in-depth

interview were used to collect primary data about the economic impacts of Port

Aventura on the region.

The results showed that some of the positive economic impacts of tourism cited by

researchers, such as benefits to the local economy from visitor’s expenditure and

creation of employment, can be easily found within Costa Daurada since the opening of

the park. However, some negative economic impacts, such as leakages from the local

economy, have also been generated in the region. Moreover, further research

investigating about other economic impacts, both positive and negative; undertaking a

more complete visitor’s expenditure survey within the park; and using other methods

for measuring these economic impacts, such as the input-output analysis, is

recommended at the end of the dissertation

Table of contents iii


Table of contents

Declaration of authorship i

Abstract ii

Table of contents iii

List of tables vii

List of figures viii

List of abbreviations x

List of appendices xi

Acknowledgements xii

CHAPTER 1- INTRODUCTION 1

1.1 Background to the study 1

1.2 Rationale of the study 2

1.3 Statement of aim and objectives 3

1.4 Dissertation structure 4

CHAPTER 2- LITERATURE REVIEW 6

2.1 The tourism industry 6

2.2 The economic impacts of tourism 8

2.2.1 Tourism impacts 8

2.2.2 Economic tourism impacts 11

Table of contents iv


2.2.2.1 Positive economic impacts 14

2.2.2.2 Negative economic impacts 15

2.2.3 Measurement of the economic impacts of tourism 17

2.2.3.1 The tourism multiplier 17

2.2.3.2 Input-output analysis 19

2.2.3.3 Tourism Satellite Accounts (TSAs) 21

2.3 Theme parks 23

2.3.1 Theme parks: Definitions and characteristics 24

2.3.2 Theme parks: History and future 25

2.3.3 Case study: Economic impacts of theme park development 27

2.4 Conclusion 31

CHAPTER 3- COSTA DAURADA AND PORT AVENTURA 32

3.1 Tourism in Spain 32

3.2 Costa Daurada 36

3.2.1 Description of the region 36

3.2.2 Tourism in the region 38

3.2.3 Costa Daurada and its national competitors 40

3.3 Port Aventura 42

3.3.1 Description of the resort 42

3.3.2 History of the resort 44

3.3.3 Future plans and strategies 45

3.4 Conclusion 48

Table of contents v


CHAPTER 4- METHODOLOGY 49

4.1 Aim and objectives 49

4.2 Secondary research 50

4.2.1 Sources 50

4.2.2 Timetable of secondary research 52

4.3 Primary research 52

4.3.1 Quantitative research 52

4.3.1.1 Questionnaire 53

4.3.1.1.1 Questionnaire design 54

4.3.1.1.2 Pilot test 56

4.3.2 Qualitative research 56

4.3.2.1 In-depth interview 57

4.3.2.1.1 The interview process 58

4.4 Analysis 59

4.5 Limitations of the research 60

4.6 Conclusion 61

CHAPTER 5- MAIN FINDINGS 62

5.1 Results of the survey 62

5.1.1 Sample and personal data 62

5.1.2 Travel characteristics 64

5.1.3 Activities undertaken and expenditures 68

5.1.4 Satisfaction of the respondents 75

Table of contents vi


5.2 Results of the interview 76

5.3 Conclusion 78

CHAPTER 6- CONCLUSIONS AND RECOMMENDATIONS 79

6.1 Conclusion 79

6.1.1 Visitor’s expenditure 79

6.1.2 Positive economic impacts generated by the park 80

6.1.3 Negative economic impacts generated by the park 81

6.2 Recommendations for the tourism industry 83

6.3 Recommendations for future research 84

Bibliography and references 85

Appendices 95

List of tables vii


List of tables

Table 2.1 World Tourism in 2004 8

Table 2.2 World’s top Tourism earners 2004 11

Table 2.3 World’s top Tourism spenders 2004 12

Table 2.4 Incidental costs of tourism 16

Table 2.5 Impacts before opening and industry employment 28

Table 2.6 Impacts after opening and industry employment 29

Table 3.1 Phases of tourism planning in Spain 35

Table 3.2 Hotel places supplied 40

Table 3.3 Hotel places supplied (Catalonia) 41

Table 3.4 Structure Port Aventura resort (Year 2013) 47

List of figures viii


List of figures

Figure 2.1 Potter’s impact of tourism framework 10

Figure 2.2 Basic formulation of the tourism multiplier 18

Figure 2.3 Basic Input-output table 20

Figure 2.4 Structure of “Softnomics” in theme park development 30

Figure 3.1 Map of Catalonia 36

Figure 3.2 Plan of the resort 43

Figure 3.3 Port Aventura Master Plan 48

Figure 5.1 Nationality of the respondents 63

Figure 5.2 Gender 64

Figure 5.3 Age 64

Figure 5.4 Coming with children 64

Figure 5.5 Number of people 65

Figure 5.6 Other destinations 66

Figure 5.7 Means of transport 66

Figure 5.8 Length of stay 66

Figure 5.9 Type of accommodation 67

Figure 5.10 Location of the accommodation 68

Figure 5.11 Activities undertaken 70

Figure 5.12 Expenditures 70

Figure 5.13 Segmentation accommodation 71

List of figures ix


Figure 5.14 Segmentation food and beverages 72

Figure 5.15 Segmentation transport 73

Figure 5.16 Segmentation leisure 74

Figure 5.17 Segmentation stay 74

Figure 5.18 Segmentation type transport 74

Figure 5.19 Segmentation type accommodation 75

Figure 5.20 Satisfaction of the respondents 76

Figure 5.21 Go back to the region? 76

Figure 5.22 Recommend the region? 76

List of abbreviations x


List of abbreviations

ACTT Catalan Agency for Tourism Technology

CPI Consumer Price Index

Ed. Edited

e.g. For example

et al. And others

Etc. Et cetera

GDP Gross Domestic Product

IET Tourism Statistics Institute (Spain)

INE National Statistics Institute (Spain)

NASA National Aeronautics and Space Administration

NATO North Atlantic Treaty Organisation

NTO National Tourism Office

OECD Organisation for Economic Cooperation and Development

OFETCD Observatory of the Tourism Statistics Organisation in Costa

Daurada

TSA Tourism Satellite Account

UN United Nations

UNESCO United Nations Educational, Scientific and Cultural Organisation

WTO World Tourism Organisation

List of appendices xi


List of appendices

Appendix 1- Questionnaire in English 95

Appendix 2- Results from the questionnaire 99

Appendix 3- Transcription of the interview 109

Appendix 4- CPI Increase 112

Appendix 5- Property prices increase 112

Appendix 6- Revenue at theme parks worldwide, by region, 2000-05 113

Appendix 7- Attendance at theme parks worldwide, by region, 2000-05 114

Appendix 8- Attendance at the top ten European theme parks, 2003-05 115

Acknowledgements xii


Acknowledgements

The completion of a dissertation can sometimes be a lonely and difficult task, and I

would like to thank every person helping and supporting me in making this duty easier.

First of all, I would like to thank my family for their continuous encouragement, support

and understanding, not only during the completion of this paper, but through all my life.

Secondly, thanks to my supervisor, Mike Morgan, for his availability, advices and

support, during all the process of completing this work. Thirdly, I would like to thank

Mr Octavi Bono and all the staff in the Costa Daurada Tourism Board, for their

availability for both the collection of secondary data and the conduction of the

interview. Finally, thanks to all the staff in Bournemouth University and L’Université

de Savoie for their help during the year.

Special thanks to Sammy, who has been besides me during all the process, supporting

and helping me with the research, and encouraging me in the difficult moments. Thank

you for being always there and for understanding me.

Chapter 1- Introduction 1


Chapter 1- Introduction

1.1 Background to the study

Tourism is quite a recent industry that has become really popular during the last

century. Before the 20th century, tourism was an activity that could be only afforded by

people from the aristocracy. As an example, British upper-class families in the 18th

century were used to send their young sons for a travel around Europe in order to

improve their education. It was known as the “Grand Tour” and it is one of the terms

that originated the word “tourism” (Black 1985). During the 20th century, different

factors such as the reduction in working hours, the concept of holidays or the

development of transport infrastructures, have been really important to the industry of

tourism (Sigaux 1966). Nowadays, tourism has incredibly grown all over the world.

According to the WTO (2005), in the year 2004 there were 764 million of world tourist

arrivals, and the international tourism receipt went up to 633 $ billion.

The incredible increase of this industry has caused different impacts on the regions

where the tourist activity takes place. One of the first references to the concept of

tourism impacts was made by Jafari (1981 in Mason 2003) when he described tourism

as the study of both men and industry away from their habitat, and their impacts in the

host environment. According to Mason (2003), the fact of being a type of human

activity, make tourism having different impacts, mostly in the destination area where

tourists interrelate with the local culture, environment, society or economy. He also

comments that not only tourism impacts, but other tourism aspects usually have a

mixture of economic, social and environmental dimensions. Cooper et al. (2005)

proposed that tourism impacts, in their different dimensions could be both negative and

positive for the destination region.

Tourism can be studied as a destination market (destinations are sold), but a place needs

to have some attractions in order to become a tourist destination. According to

Middleton (1998 in Swarbrooke 2000) an attraction is a resource controlled and

managed for the enjoyment, amusement and education of the visiting public. With the

increase in leisure time and the raise of the income, leisure facilities and attractions are



providing both relaxation and positive contribution to the quality and experience of life

(Wylson and Wylson 1994). Swarbrooke (2000) added that attractions are a very

complex sector of the tourism industry that can be divided in four main types:

• Features in the natural environment.

• Man-made structures, buildings and sites designed for a purpose different to

attracting visitors.

• Man-made structures, buildings and sites designed to attract visitors.

• Special events.

According to Kemperman (2000) theme parks can be defined as a division of these

visitor attractions. Merriam-Webster (2007) defined an amusement park as a

commercially run park including different devices for entertainment (such as roller

coasters) and usually stands for selling food and beverage. This author added that a

theme park is an amusement park in which the structures, background and surroundings

are focused on a central theme. Continuing with this topic, Pearce (1988 in Kemperman

2000) described theme parks as examples of tourist attractions, which are based on a

high development, an intensive capital and a user-orientation of man-modified

recreational environments. Mitrasinovic (2006) considered that the theme park industry

is nowadays a global industry with over 250 million visitors annually, only at the 50

most visited theme parks and with total revenue of $19 billion.

This research will analyse the economic impacts of theme parks on the host regions, by

studying a particular case of a theme park in Spain. Port Aventura is a theme park

located in the region known as the Costa Daurada (Catalonia, Spain). It was opened in

1995 and nowadays it is the 10th in the list of most popular amusement parks in the

world, with an attendance of 3.4 million people in 2005 (Forbes 2007).

1.2 Rationale of the study

From a personal point of view, the researcher has always been interested in the theme

park industry and mainly in the great amount of changes produced in a region when a

theme park is opened in the surroundings. One of the aims of this research is to find out

about all of this changes and how they affect to the local economy. This dissertation



was planned to be done in the author’s home country, Spain, and Port Aventura is the

most important theme park in the country in number of visitors and also in reputation.

For professional reasons, the researcher is interested in improving his knowledge about

this topic as a possible work field for the future. This research would benefit both the

theme park industry and the regional tourism boards. A survey studying the economic

impacts of tourists visiting Port Aventura on the region will be included in this

dissertation. This study will also show the opinion of the tourists about the region, their

positive and negative characteristics and how could this destination improve its

services, according to their point of view. Port Aventura and the Costa Daurada

Tourism Board could use this information for their next strategies and campaigns. An

interview with one of the managers of the Costa Daurada Tourist Board will examine

the different economic impacts, both positive and negative, caused by Port Aventura

since its opening in 1995. The revision of the findings analysed in this research could

help future theme park investors or host regions governments in the decision making

process.

For academic reasons, many studies can be found about tourism impacts and also

studies related to the theme park industry, but the fact of getting these topics together

has not been researched by many authors previously.

1.3 Statement of aim and objectives

The aim of this research will be to analyse the economic impacts of the theme park

industry on the host regions, by studying the case of Port Aventura (Spain). In order to

achieve this aim the objectives of this research will be:

• To review the main characteristics of the tourism industry nowadays in order to

introduce a background reference for the study.

• To examine the different levels of tourism impacts, focusing on the economic

dimension.

• To review the main characteristics of the theme park industry.



• To study the history and development of Port Aventura since its opening date,

and the changes produced during the last decades in its host region (Costa

Daurada).

• To examine the economic impact of tourists visiting Port Aventura on this

region.

To achieve these objectives, different types of research have been carried out by the

author. As secondary research, an extensive literature review about tourism impacts,

theme parks and, the region (Costa Daurada) and the park (Port Aventura) chosen,

provides a background for the analysis. Besides, some statistics provided by the Costa

Daurada Tourism Board give information about the economic aspects of the region.

The primary data collection consists in a survey with 80 questionnaires (in Spanish,

English and French) to the visitors of Port Aventura on the 23 and 24 June 2007 and an

interview with Mr Octavi Bono, manager of the Costa Daurada Tourism Board.

1.4 Dissertation Structure

Chapter One: Introduction

This chapter attempts to provide a general overview about the topic of the dissertation.

It presents the background of the research and it also includes the rationale of the

research, the aim and objectives and the structure of the dissertation.

Chapter Two: Literature Review

This chapter reviews the literature related to the topic, examining what has been written

previously. This section focuses in different topics that are interesting for the research

such as the tourism industry, economic impacts of tourism and theme parks.

Chapter Three: Case Study Port Aventura

The research continues with the literature review in this chapter, and after reviewing

topics related to the tourism industry, it will focus on the main aspects of the region

(Costa Daurada) and the park (Port Aventura).



Chapter Four: Methodology

The different sources and methods used for the elaboration of this study in order to meet

the objectives are explained in this chapter. It will also evaluate the different limitations

found during the research.

Chapter Five: Main Findings and Analysis

This chapter presents, reviews and analyses the results of the primary research

conducted by the author in Port Aventura and the region of Costa Daurada.

Chapter Six: Conclusions and recommendations

Conclusions about the research are given in this chapter, by reviewing the results

against the hypothesis and answering the questions proposed. It also suggests some

recommendations for future research and even for managers.

Chapter 2- Literature Review 6


Chapter 2 – Literature Review

This chapter undertakes a literature review of two main topics: economic impacts of

tourism and theme parks. It starts providing a background about the tourism industry

and then looks at the tourism impacts. The author identifies here the main

characteristics of tourism impacts, focusing on its economic dimension. Finally, a

review of the main features of the theme park industry is done in this chapter.

2.1 The Tourism Industry

According to Page (2003) tourism is nowadays recognised to be a social phenomenon,

as seen in the changes of the nature of society in most of the developed countries, from

one with an economy based on manufacturing and production to one with a dominant

mean of employment based on services and consumer industries. Tourism is a

significant industry in our time and international organisations support this activity for

its contribution to world peace, poverty alleviation or the fact of “mixing” different

people and cultures (Cooper et al. 2005). Williams (1998) mentioned that from the

years after the Second World War, when few people travelled for the purposed by

which we define tourism now, it has grown to the point of being commonly considered

as the world’s largest industry. Furthermore, Cooper et al. (2005) added that tourism,

both as an activity and as an economic sector, has had a sustained growth during the last

thirty years, despite different shocks, such as the 9/11, the bombing of the tourist area in

Bali or the Iraq war.

Page (2003) affirmed that many countries have observed an increase in the amount of

leisure time and paid holiday entitlement for their workers in the Post War period, and

these workers have now the opportunity of using new forms of consumption, such as



tourism. Lockwood and Medlik (2001) cited some different factors that have lead to the

increase of the tourism industry, massive nowadays. These factors are:

• The growth in real incomes.

• The ability of workers to generate resources beyond to those needed to pay for

life’s basic needs.

• Increases in leisure time.

• Peace amongst nations.

• Administrative controls on international travel.

• International currency markets.

• Expansion of fast, efficient and affordable transport, both public and private.

Moreover, Page (2003) pointed out that the new wealth of the rising middle class has

caused an increase in the spending on leisure items and tourism. In addition, this author

stated (Page, 2003 p.6): “The international growth in taking holidays is directly related

to this new and larger middle class”. In order to illustrate the relevance of the tourism

industry in nowadays world, some statistics about international tourism arrivals and

international tourism receipts are shown in the following table.



Table 2.1 World Tourism in 2004

GEOGRAPHIC AREA International Tourism

Arrivals (million)

International Tourism

Receipts (US $ Billion)

Europe 423 329

Asia/Pacific 146 128

Americas 126 132

Middle East 36 25

Africa 33 19

TOTAL 764 633

Source: Adapted from WTO, 2005

Faulkner et al. (2000) held that many authors agree that demand for tourism and travel

will continue growing in the future. Additionally the WTO (1997 in Faulkner et al.

2000) predicted that in the year 2020 there will be 1.6 billion international tourism

arrivals and the highest levels of growth will be in Asia (reducing the European

supremacy).

2.2 The Economic Impacts of Tourism

2.2.1 Tourism Impacts

Most authors agree that the study of tourism covers people travelling (tourists),

businesses and people providing them of goods and services and all the interactions and

the consequences occurred throughout the whole travel experience (Wall and

Mathieson, 2006). One of the first references to the concept of tourism impacts was

made by Jafari (1981 in Mason 2003) when he described tourism as the study of both

men and industry away from their habitat, and their impacts in the host environment.



According to Mason (2003), the fact of being a type of human activity, make tourism

having different impacts, mostly in the destination area where tourists interrelate with

the local culture, environment, society or economy. Wall and Mathieson (2006) defined

economic impacts of tourism as the benefits and costs resulted from the development

and use of tourism resources and services. Beside, environmental impacts of tourism

include changes to the natural environment (air, water, soils, fauna and flora) or the

built environment (Wall and Wright, 1977 in Wall and Mathieson, 2006). Then, social

impacts are the alterations in the lifestyle of locals of destination regions (Wall and

Mathieson, 2006). Finally, Mason (2003) added that not only tourism impacts, but also

other tourism aspects usually have a mixture of economic, social and environmental

dimensions.

Cooper et al. (2005) proposed that tourism impacts, in their different dimensions could

be both negative and positive for the destination region. Mason (2003) affirmed that the

perception of impacts as positive or negative depends on the position and judgement of

the viewer of the impacts. Wall and Mathieson (2006) proposed that tourism planners

and authorities must develop and apply different measures in order to alleviate the

negative impacts of tourism and increase its positive effects. Negative impacts can

make an area suffer irreversible damages that could almost end with its tourism

industry, being this region usurped by other destinations. In order to maintain a strong

tourism activity, regions are developing integrated tourism planning and management

systems to protect the destination from economic over-dependence on tourism (Cooper

et al., 2005).

According to Wall and Mathieson (2006) there are three groups of factors that are likely

to be connected with tourism impacts and are relevant across economic, environmental

and social dimensions:

• Types of tourism: including items such as number of tourists, personal

characteristics, length of stay or activities.



• Community characteristics: some important factors in this group are resource

base, level of development or alternative economic activities, apart from

tourism.

• Nature of host-guest interactions: including features such as frequency,

locations or seasonality of this interactions.

Moreover, Potter (1978 in Page, 2003) provided a general framework for tourism

impacts evaluation (Figure 2.1)

Figure 2.1 Potter’s impact of tourism framework

Source: Potter, 1978 in Page, 2003



2.2.2 Economic Tourism Impacts

It is undeniable that the economic dimension of tourism impacts has always been the

most researched and studied by experts (Pearce 1989 in Mason 2003) and it is a fact that

economic impacts of tourism have a huge influence on worldwide economy (see Tables

2.2 and 2.3)

Table 2.2 World’s Top Tourism Earners 2004

COUNTRY US$ BILLION % OF TOTAL

UNITED STATES 74.5 11.8

SPAIN 45.2 7.1

FRANCE 40.8 6.5

ITALY 35.7 5.6

UNITED KINGDOM 28.2 4.5

GERMANY 27.7 4.4

CHINA 25.7 4.1

TURKEY 15.9 2.5

AUSTRIA 15.3 2.4

AUSTRALIA 13.6 2.2




Table 2.3 World’s Top Tourism Spenders 2004

COUNTRY US$ BILLION % OF TOTAL

GERMANY 71.0 11.2

UNITED STATES 65.6 10.4

UNITED KINGDOM 56.5 8.9

JAPAN 38.2 6.0

FRANCE 28.6 4.5

ITALY 20.5 3.2

CHINA 19.1 3.0

NETHERLANDS 16.4 2.6

CANADA 16.0 2.5

RUSSIAN FEDERATION 15.7 2.5


Tourist expenditure is a type of consumption that can be noticed as an invisible export

from the host region (Cooper et al., 2005). According to Ryan (2003), authorities in

both developed and developing countries have identified tourism as a way of creating

employment and income. Many national and local governments use tourism as a mean

to get the development and regeneration of economies, as politicians and decision-

makers consider that it offers new opportunities of work and income (Page, 2003). The

WTO (2001 in Ryan, 2003) outlined that amongst the 49 least-developed countries in

the world, 7 of them had tourism as the main source of foreign exchange earnings and in

other 10 tourism wages were one of the top 3 sources of foreign exchange income.

Cooper et al. (2005) added that tourism, as the largest service-based industry, has been

in part responsible for this sector growth, which represents around 40% of the GDP in

developing countries and more than 65% in the industrialised economies. However, as

Ryan (2003) argued, economic weight is not only numbers, but also terms about



employment, remuneration, etc. Furthermore, Mason (2003) found that countries

usually notice positive economic consequences as the main type of tourism impacts and

support tourism development, but they are likely to be less aware that it may also cause

some negative economic effects. In addition, tourism is not always a constant source of

income for host regions, as tourists are not renowned for being highly loyal to tourism

destinations (Page, 2003).

Page (1995 in Page 2003) referred to different factors that influence the economic

impacts of tourism:

• The nature of the destination region, its products, services and characteristics.

• The volume and range of tourist spending.

• The status of the economic development in the destination.

• The size and characteristics of the host region’s economy.

• The extension of tourist spending circulating around the local economy, not

spent on imported products and services.

• The attitude of the local economy towards the problem of seasonality.

Ryan (2003) added some other macro-economic factors that by which economic tourism

impacts are determined. Firstly, he highlighted the level of foreign ownership of hotels

and tourism facilities, and the employment of non-native labour (both related to the

tourist spending circulating around the local economy, mentioned before). Secondly, he

mentioned the infrastructures provided by the government. Finally, he referred to the

importance of the links of tourism with other industries and sectors of the economy.



2.2.2.1 Positive Economic Impacts

Having talked about the importance and the factors determining economic tourism

impacts, the next topic that must be reviewed is the economic benefits of tourism.

According to Lickorish (1994 in Mason, 2003), the economic positive effects of tourism

are the contribution to foreign exchange incomes, the contribution to government

revenues, the creation of employment and the contribution to regional development.

Wall and Mathieson (2006) added other economic benefits of tourism to that list, such

as enhancement of economic structures, support of entrepreneurial activity and

alleviation of regional economic disparities.

However, Ryan (2003) offered a more complete list with what he considered as the

economic benefits of tourism:

• Earning of foreign exchange from expenditures of visitors and contributions to

exports.

• Visitor expenditures signify a source of taxation (direct and indirect).

• Income to tourism businesses.

• Creation of employment.

• Externalities, which are defined by Dwyer and Forsyth (1998 in Ryan 2003) as

above-normal wages generated by transport operations (airports, port

expenditure) in short procedures that would not happen if it were not for

tourism.

• Generation of economies of scales.

• Redistribution of income and labour to regions traditionally out of the

conventional economic life.

Finally, Ryan (2003) added that all of these categories are not only a potential benefit,

but also a potential cost as, tourism destinations are sometimes tourism-generating

countries too and both positive and negative economic transactions can occur.



2.2.2.2 Negative Economic Impacts

Even if they are not considered by many politicians and stakeholders, several economic

costs of tourism are mentioned by different authors. Pearce (1989 in Mason, 2003) and

Mason (1995 in Mason 2003) listed three negative economic consequences of tourism,

which are inflation, opportunity costs and over-dependence on tourism. The list of

economic costs of tourism was augmented by Page (2003), who outlined the following

impacts:

• Possible economic over-dependence on the tourism activity.

• Inflation in the local economy and possible increases in land price.

• Potential dependence on imported products, services and workforce.

• Limited returns on investment caused by seasonality.

• Leakages of tourist spending from the host economy.

• Additional expenditures to local authorities.

Moreover, Frechtling (1994 in Wall and Mathieson, 2006) and Bull (1991 in Wall and

Mathieson, 2006) added another factor to the list of negative economic impacts caused

by tourism: the incidental costs, which are defined as the expenses related to inner

diseconomies where residents or the local government pay for what tourists do not pay

directly. These costs cause a lower quality of life and tax revenues must be used to

improve local facilities. This will be explained in detail in the following table.



Table 2.4 Incidental costs of tourism

Life-quality costs Fiscal costs

Traffic congestion Highway construction, police services, public transportation,

parking facilities, etc.

Crime, vagrancy and homelessness Police services, justice system, public housing, food shelters

Emergencies Fire protection, Ambulance and Police services

Water pollution Water supply and sewage treatment

Air pollution Police services, public transportation

Waste/Litter Solid waste collection, disposal and treatment

Noise pollution Police services, zoning

Destruction of wildlife Park and recreation facilities development and maintenance,

forestry protection, fish and hunt regulations, etc.

Destruction of scenic beauty Park and recreation facilities, police services

Destruction of social/cultural heritage Maintenance of museums and historic sites

Disease and health conditions Hospital facilities, sanitation facilities, food-service regulation

Vehicular accidents Police services, justice system

Source: Adapted from Frechtling (1996 in Wall and Mathieson, 2006)

As it can be seen in this table, the life-quality costs are generally related to

environmental and social problems, but all of them generate economic costs to the local

economy.



2.2.3 Measurement of the Economic Impacts of Tourism

According to Tyrrel and Johnston (2006), economic impact analysis tries to assess

changes in regional spending, output, income or employment related to tourist events,

facilities, destinations, etc. Cooper et al. (2005) added that every year, the WTO

publishes annual tourist statistics at a national level, including tourist expenditure, but

these statistics do no consider the leakages from the local economy. The expenditures

made by tourists in a destination create new incomes in the area, which produce

additional spending and incomes (Wall and Mathieson, 2006). Finally, many authors,

such as Page (2003) identified three different types of spending when measuring the

impacts of tourism in economy:

• Direct spending: Expenditures made by tourists on goods and services.

• Indirect spending: Part of the total tourist expenditure that is used by the tourist

companies to pay for products, taxes and labour within the local economy.

• Induced spending: Increase on local consumption by people employed in the

tourism sector.

2.2.3.1 The tourism multiplier

Cooper et al. (2005) described the tourism multiplier as the ratio of two changes: the

change in one of the key economic variables caused by the change in tourist

expenditure. Wall and Mathieson (2006) pointed out that the value of this multiplier is

affected by different issues such as the number of imported products consumed by

tourists, the tendency of locals to use products and services from outside the area and

their predisposition to save. Furthermore, Ryan (2003) suggested that the proportion of

tourist expenditure that remains in the area and the inclination of residents to spend in

the region are the main factors that determine leakages from the local economy. Wall

and Mathieson (2006) stated that the concept of the multiplier is founded on the fact that

the economic sectors of a region are interdependent and each sector purchase products

to suppliers from the local economy. Finally, Cooper et al. (2005) referred to the idea



that companies purchase not only primary inputs, but also intermediate products and

services to other local firms.

Tourism multiplier = A [1 / 1 – BC]

Where:

• A= The proportion of tourist expenditure remaining in the area after the first round of leakages.

• B= The proportion of income that local people spend on local goods and services.

• C= The proportion of expenditure of local people that accrues as local income.

Figure 2.2 Basic formulation of the tourism multiplier

Source: Ryan, 2003

Any alteration in tourist spending will cause a variation in the economic levels of

production, domestic income, employment, foreign exchange flows, etc. (Cooper et al.,

2005). According to Ryan (2003), the tourism multiplier can be divided into three main

categories: output, income and employment multipliers. Moreover, Fletcher and Archer

(1991 in Wall and Mathieson, 2006) distinguished six different categories of

multipliers:

1. Sales multiplier: assesses the impact of an additional unit of tourist spending on

activity levels in the economy.

2. Output multiplier: measures the effect of an added unit of tourist spending on

the level of output in the economy.

3. Income multiplier: calculates the additional income created by extra tourist

expenditure.



4. Employment multiplier: ratio of employment produced by added tourist

spending.

5. Government revenue multiplier: measures the amount of government revenue

generated by each extra unit of tourist expenditure.

6. Import multiplier: determines the value of imported products and services

related to an additional unit of tourist spending.

2.2.3.2 Input-output analysis

The input-output analysis is a modification of the basic multiplier procedures, and it

also tries to show the interdependence between different sectors within an economy

(Ryan, 2003). Sasaki et al. (1997) mentioned that this model was created and applied by

W. Leontief, who received the Nobel Prize for economy in 1972 for it. Ryan (2003)

added that this technique shows the flow of the economic operations through the

economy in a given period of time. In addition, Sasaki et al. (1997) outlined that input-

output model explains the economic relationship between investment-induced

production, expenditure, added value and labour. Furthermore, these authors added that

this model supplies a powerful kit for estimation of economic value and market

opportunity for a broad diversity of services.

According to Cooper et al. (2005), the input-output model starts with the design of a

table showing the economy of the region in a matrix form. The columns of the table

show the different sectors of the economy as purchasers of products and services from

other sectors. The rows show them as sellers of output to the other sectors (see figure

2.3). As App (2006) described, the table explains what inputs from other sectors and

primary inputs are necessary for each sector to generate a unit of output and which the

sources of final demand are.



Figure 2.3 Basic input-output table

Source: Cooper et al. (2005)

INTERMEDIATE

DEMAND

Productive Sectors

FINAL DEMAND

Final demand sectors

SALES TO

PURCHASES

FROM Industry

1 2 3 4 … m

H I G E

TO

TA

L

OU

TP

UT

Pro

du

ctiv

e se

cto

rs

Industry 1

Industry 2

Industry 3

Industry 4

…

Industry m

X11 X12 X13 X14 ... X1m

X21 X22 X23 X24 ... X2m

X31 X32 X33 X34 ... X3m

X41 X42 X43 X44 ... X4m

... … … … … …

Xm1 Xm2 Xm3 Xm4 ... Xmm

C1 I1 G1 E1

C2 I2 G2 E2

C3 I3 G3 E3

C4 I4 G4 E4

… … … …

Cm Im Gm Em

X1

X2

X3

X4

…

Xm

Wages and salaries

Profits/dividends

Taxes

W1 W2 W3 W4 … Wm

P1 P2 P3 P4 … Pm

T1 T2 T3 T4 … Tm

WC WI WG WE

PC PI PG PE

TC TI TG TE

W

P

T

Pri

ma

ry i

np

uts

Imports M1 M2 M3 M4 … Mm MC MI MG ME M

Total inputs X1 X2 X3 X4 … Xm C I G E X

Where:

X = Output

C = Consumption (households)

I = Investment (private)

G = Government expenditure

E = Exports

M = Imports

W = Wages and salaries

P = Profits and dividends

T = Taxes

Final demand sectors:

H = Household consumption sector

I = Investment expenditure sector

G = Government expenditure sector

E = Exports sector



Cooper et al. (2005) explained that the table have to be divided in three main quadrants:

1. Inter-industry matrix: Economic transactions taking place between the

different sectors of the economy.

2. Primary inputs matrix: Purchases of sectors in labour, profits, taxes and

imports.

3. Final demand matrix: Sales from the sectors to each source of final demand.

The number of economic impact researches using input-output analysis in leisure

management has increased noticeably in Europe and North America since the late 1980s

(Sasaki et al. 1997). Even though, Ryan (2003) suggested that this method has two

important weaknesses, because it presumes the inter-sector coefficients to be constant,

without alterations in response to changing prices, and because it requires a large

amount of data from different sources. Cooper et al. (2005) included other weaknesses

of this model, such as:

• There are not supply constraints.

• The production and expenditure are linear.

• Negative economic impacts are not considered.

Finally, even if it is not the ideal method for estimating economic impacts caused by

tourism, input-output model must be seen as the most wide-ranging method available

for the study of this topic (Fletcher, 1989 in App, 2006).

2.2.3.3 Tourism Satellite Accounts (TSA)

As Tribe (2005) said, it is not easy to isolate expenditures on tourism, leisure and

recreation from other spending in national accounts. Traditional industries are classified

according to the products they make, but a tourism product or service depends on the

status of the costumer (Tribe, 2005). Wall and Mathieson (2006) stated that TSA



research represents a relevant advance for the translation of economic data into

measures such as GDP and employment contributions that can be compared with other

industries. TSAs were initially proposed by French authors and first applied in Canada,

offering a way to describe and assess the size of tourism as an activity, in a consistent

way and making it comparable to other industries (Smith, 2000). According to Tyrrel

and Johnston (2006), in order to obtain a greater recognition of the tourism industry, the

WTO, the OECD and the UN adopted and promoted, in 2000, the use of TSAs. The

WTO (2001 in Ryan, 2003) described that the purposes of TSAs are to make tourism

definitions and classifications compatible and comparable to other industries and to

integrate tourism in the structure of the national accounts. Moreover, Cooper et al.

(2005) added that TSAs can also be used to spot the opportunity costs by testing the

effects in other industries.

TSAs divide industries into tourism and non-tourism activities, in order to measure the

direct contribution of tourism to the economy (Tribe, 2005). Cooper et al. (2005)

explained that TSAs must be designed around an input-output method and taking a

demand-orientated approach rather than a supply-orientated one. Tribe (2005) pointed

out that TSAs are prepared by combining visitors expenditure data from surveys and

industry data from national economic accounts, estimating the direct impacts of tourism.

Furthermore, Ryan (2003) affirmed that TSAs are obtaining more and more acceptance

due to their relationships with the national accounts and their capacity to integrate

generally recognized sources of statistics.

As it can be seen, all of these models of measuring economic tourism impacts are based

on the estimation of the direct visitor expenditure. Afterwards, these models develop the

assessment of other economic impacts in different ways, but the basis of all of them is

direct spending. Depending on the resources (economic, time, access to the information,

etc.) disposed by researchers one of this methods will be chosen to measure economic

impacts of tourism, or even other less complex methods, such as visitor expenditure

survey.



2.3 Theme parks

The first thing that needs to be discussed in this section is the concept of visitor

attractions because, as Kemperman (2000) stated, theme parks can be defined as a

division of these visitor attractions. Page (2003) described attractions as one of the

main components of tourism (together with transport and accommodation), offering an

essential factor for the visitors pleasure and experience. According to Middleton (1998

in Swarbrooke 2000) an attraction is a resource controlled and managed for the

enjoyment, amusement and education of the visiting public. Furthermore, Pearce (1991

in Page, 2003) defined tourist attraction is a place with a particular human or natural

attribute being a focus of visitors attention.

Wylson and Wylson (1994) added that with the increase in leisure time and the raise of

the income, leisure facilities and attractions are providing both relaxation and positive

contribution to the quality and experience of life. Swarbrooke (2000) mentioned that

attractions are a very complex sector of the tourism industry that can be divided in four

main types:

• Features in the natural environment.

• Man-made structures, buildings and sites designed for a purpose different to

attracting visitors.

• Man-made structures, buildings and sites designed to attract visitors.

• Special events.

Finally, Walsh-Heron and Stevens (1990 in Page, 2003) cited different characteristics of

visitor attractions, such as:

• They are set out in order to attract visitors.

• They must offer a delightful experience and a pleasurable way for visitors to

spend their spare time.

• They must provide a proper rank of facilities, products and services in order to

satisfy the demands of visitors.



2.3.1 Theme parks: Definitions and characteristics

Amusement parks, forerunners of theme parks, are defined in Merriam-Webster (2007)

as commercially run park including different devices for entertainment (such as roller

coasters) and usually stands for selling food and beverage. A theme park is described as

an amusement park in which the structures, backgrounds and surroundings are focused

on a central theme (Merriam-Webster, 2007). Pearce (1988 in Kemperman 2000)

described theme parks as examples of tourist attractions, which are based on a high

development, an intensive capital and a user-orientation of man-modified recreational

environments. Moreover, Kemperman (2000) added that theme parks try to produce an

atmosphere of another place and period, and is usually focused on a main theme around

which its constructions, landscapes, rides, shows, etc. are arranged.

Nagle (1999) explained that the main characteristics of theme parks are that they are

attractions using a special topic as a base, with mechanical rides and having the facility

to entertain visitors for a whole day, for an inclusive entry price. In addition, Cluzeau

(1998) offered a list with what he considered to be the main features of theme parks:

1. They are developed around a thematic environment.

2. There is a balance between passive activities (shows, expositions…), active

leisure activities (roller coasters, other rides…) and other additional activities

(food services, shops…).

3. They are closed spaces with a package entry price (generally).

4. Their main objective is to receive and entertain visitors for one day or longer

stays.

5. They are mainly focused to the family market.

According to Williams (1998), theme parks symbolize the globalisation and

standardisation of tourism societies, as they have highly increased, since their origins in

North American amusement parks to their expansion to Europe and Asia. Nagle (1999)

pointed out that theme park development is both capital and labour intensive. Large

capital investments are required in rides, attractions and infrastructures and numerous

workers are needed in jobs such as cleaners, rides supervisors or entertainers. Besides,

Williams (1998) suggested that theme park development is a good example of the idea



of invented places, as many parks are based on fantastic characters and places and they

also invent new tourism geographies by the way in which they are located. Kemperman

(2000) cited some examples of the themes used in nowadays theme parks, such as

historic periods, fairy tales, animal world, etc. Additionally, Cluzeau (1998) provided a

list of the main themes on which theme parks are usually focused:

• Cartoons and comics.

• Future, science and technology.

• History.

• Fairy tales and science fiction.

• Water.

• Construction games.

• Movies.

Williams (1998) outlined that theme parks are usually seen as family entertainment

complexes. However, they are family attractions that can also be a focus for older

tourists, particularly when the theme parks are based on historical, cultural or nature-

based attractions, rather than cartoons and rides (Williams, 1998). Kemperman (2000)

stated that most thee parks are developed and managed as private companies, and cited

the example of the main theme park industry company: Disney. Finally, as Mitrasinovic

(2006) mentioned, the theme park industry is nowadays a global industry with over 250

million visitors annually, only at the 50 most visited theme parks and with total revenue

of $19 billion.

2.3.2 Theme parks: History and future

According to Cluzeau (1998), the oldest forerunners of both amusement and theme

parks were the medieval parties where people from the aristocracy gathered in the park

of the castles and enjoyed of different shows such as fireworks and water games. Later,

in the beginning of the 20th century, amusement parks consisting of a combination of

rides, games, tests of skill at fairs, carnivals and circuses were developed in the United

States (Pearce, 1988 in Kemperman, 2000). Cluzeau (1998) explained that those leisure

parks were developed due to different advances, such as the urbanization processes, the



technologic progress and the increase in leisure time for workers during the weekends.

Kemperman (2000) highlighted Coney Island (on the East Coast of the United States) as

the largest amusement space during the first half of the 20th century, with three

amusement parks and dozens of smaller attractions. As an example of the popularity of

this industry, Cluzeau (1998) mentioned that in 1919, 1,500 amusement parks were

already working in the United States. The decline of the traditional amusement parks

started before the Second World War, due to the economic depression and the rise of the

movies (Kemperman, 2000). Besides, Cluzeau (1998) added that with the world

economic crisis between the 1920s and the 1950s, the amusement park industry

decreased noticeably and in the United States only 400 parks were still working.

As Kemperman (2000) stated, after the Second World War, several factors, such as the

increase of car ownership (improvement of mobility) and the augmentation of paid

holidays, allowed the rise of the amusement park visits. In 1955, Disney was the first to

introduce the concept of theme park, with the opening of the first Disneyland in

Anaheim, Los Angeles (Williams, 1998). Cluzeau (1998) described that after the

opening of Disneyland, many companies tried to copy the concept, but all of them were

unsuccessful until the opening of Six Flags Over Texas, in 1967. Besides, Pearce (1988

in Kemperman, 2000) indicated that many theme parks were built in the late 1960s and

early 1970s and some old amusement parks upgraded their image in order to compete

with this new successful model of parks. Williams (1998) added that after the success of

Disney, other businesses such as entertainment corporations and film companies were

attracted to this industry. The success obtained by theme parks in the United States

continued with an expansion to Europe in the late 1970s and to Asia and Australia

during the 1980s (Williams, 1998). In addition, Cluzeau (1998) explained that the

globalization of theme parks took off definitely with the opening of Disneyland Tokyo

in 1983.

In the last years, theme parks have become one of the favourite forms of mass

entertainment (Milman, 2001). According to Cluzeau (1998), the theme park market is

nowadays a global item and has already spread to Africa, the Middle East, Asia, South

America and Western and Central Europe. This expansion of theme parks is a



manifestation of the concept and its global appeal, which is reflected in their ability to

draw huge amounts of visitors (Williams, 1998). A study by Milman (2001) predicted

that in the future, the family market will be the core of the trade and the theme park

industry will become more service oriented, providing more interactive activities and

experiences. Moreover, Cluzeau (1998) added that the future of theme parks will be

based on the integration of the parks in the surrounding tourism industry and the

incorporation of new technologies in rides, shows and other activities. Finally, Milman

(2001) commented that the popularity of theme parks will continue growing in the

future, as they are associated with the new holiday experience, which integrates

accommodation, food services, shopping centres and leisure activities located in a

resort.

2.3.3 Case study: Economic impacts of theme park development (Space World,

Japan)

This section will present the layout, findings and conclusion of a case study called:

“Economic Impacts of theme-park development by input-output: a process toward local

industrialization of leisure services” by Sasaki et al. (1997). This case studied gathers

the two main topics of this literature review, economic impacts and theme parks, and

will be a valuable example of how the development of a theme park has different

consequences on the economy of the host region.

The main objective of this study was to explain the economic impacts of extensive

theme park development in Japan. The subject of the study was Space World, a theme

park developed by Shin-nippon Steel with the help of the NASA, located Kitakyushu,

city of about one million inhabitants. Unused factory land (33 hectares) was

transformed in a theme park based on “the universe, entertainment and education”.

Primary data on direct economic impacts was collected from the leisure developer and

the City Department of Statistics. The indirect impacts were calculated by using the

Lotus 1-2-3 programme. Finally, employment created in the different sectors was

calculated by using employment multipliers. Later, all of these data was introduce in an

input-output table, in which it was allocated to the different industry sectors.



Table 2.5 Impacts before opening, in thousand £, and industry employment (in

brackets)

Source: Sasaki et al., 1997

Table 2.5 shows the economic impacts caused in the region before the opening of the

park, in 1990. As it can be seen, the initial investment of Space World was

£177,360,000. After adding the indirect primary impacts and the indirect secondary

impacts, the total economic impact of the investment was £314,214,000. The main input

sectors of the industry were Construction, Light electricity, Land readjustment, Services

and General machinery. The employment impacts of this initial investment was 2,746

people, with 1,711 in direct impacts, 573 in primary indirect impacts and 462 in

secondary indirect impacts.

Table 2.6 shows the economic impacts caused in 1990, after the opening of the park,

which involved a total of two million consumers inside and outside Space World. The

direct impact was £95,220,000, and after the assessment of the primary and secondary

indirect impacts, the total impact resulting from operation and consumption is



£178,944,000. The main input sectors were this time, Services, Commerce and

Transport. The total employment impact for operation and consumption was 7,207

people.

Table 2.6 Impacts after opening, in thousand £, and industry employment (in

brackets)


After observing the two tables, it can be said that the initial investment in construction

and land is justified by the potential productivity of the place. The Japanese government

has designed the area as a priority area for urban promotion and the Labour Ministry has

given a grant of £6,000,000 a year during five years, for the creation of more than 200

jobs. These are some examples of the political support to the park.

Ouchi (1990 in Sasaki et al., 1997) described “Softnomics” as the field of economics

studying the prosperity of the service industries. “Softnomics refer to an effective land

use supported by governments and services providing high quality experience supported

by local and international resources of leisure-related software” (Sasaki et al., 1997,

p.37). It is better explained in Figure 2.4.



Figure 2.4 Structure of “Softnomics” in theme park development


Sasaki et al. (1997) offered, as well, some limitations of the theme park development in

Japan. They mentioned the restrictions regarding to land prices, electricity charges, and

other prices in Japan, as a result of a protectionist strategy. They also include the travel

costs, comparing rail fares and taxi fees in Japan with the United States, the United

Kingdom and France, being those in Japan noticeably higher.

Finally, the conclusions of this research were:

1. Relations between the tourism industries (transport, accommodation, etc.) and

between other local industries generate incentives in the local economy

(Pomeroy, 1988 in Sasaki et al., 1997).

2. The fact of having a fully operative leisure industry in a regional economy is an

advantage for that region (Long, 1987 in Sasaki et al., 1997).

Init

ial

inv

estm

ent

Op

erati

on

an

d

con

sum

pti

on



3. The opening of Space World has caused the development of the environmental

conservation industry, something rare in industrialised areas like Kitakyushu.

4. There was a plan to build a leisure related university in the region, in order to

improve the workers training.

5. This study shows the impacts of market oriented leisure development in the

industrial society.

2.4 Conclusion

This chapter has presented the literature review on the main theoretical topics of the

research. First, it has offered a background of the tourism industry in the world. Second,

it has considered the different types of economic impacts of tourism and the ways of

measuring them. Finally, it has explained the characteristics and history of theme parks

and reviewed a case study about economic impacts caused by theme park development.

Next chapter will continue with the literature review, but, in this case, about the region

and the park selected by the author as a case study.

Chapter 3- Costa Daurada and Port Aventura 32


Chapter 3 - Costa Daurada and Port Aventura

This chapter includes a literature review about the region (Costa Daurada) and the

theme park (Port Aventura) selected as a case study. The chapter starts reviewing the

topic of tourism in Spain in order to create a background for the case study.

3.1 Tourism in Spain

A distinctive characteristic of Spain is its significance as a tourism destination as well as

the importance of exchange income in its economy (Balaguer and Cantavella, 2002). It

can be shown by studying the data of its relevance within world tourism. According to

the WTO (2005) in the year 2004, Spain was the second country in international tourist

arrivals, with 52.4 million of visitors, and the second country in tourism receipts, with

45.2 US $ billion. In the last two years these numbers have continued growing, as

shown in the statistics by the IET (2007) where the number of international tourist

arrivals reached 58.4 million with 66.6 US $ billion of tourism receipts.

After considering the weight of tourism in Spanish industry, it is necessary to review the

different facts that lead Spain to be one of the most important tourism destinations in the

world. According to Williams (1998), Spain is a great example of the impact of the

growth in affordable international tourism, after the Second World War. Bayón (1999)

affirmed that during the first years of the 20th century, Spain was not considered as a

receptive area of tourists due, mainly, to the inefficient communication and

accommodation infrastructures. From the mid 19th century, there was a tradition of local

tourism by upper-class Spaniards to different Mediterranean resorts such as Málaga,

Alicante and Palma de Mallorca, but not trace of international tourism (Williams, 1998).

However, everything changed from the 1950s. As Such and Zamora (2006) described,



the last half of the 20th century was a period of intense change in Spain, politically,

economically and socially, with a considerable growth in both the national economy and

the tourism industry.

The contemporary Spanish tourism industry is a noticeable result of the age of the

aeroplane and the international package tour. Spain has taken advantage of being an

early contestant into the field of mass international tourism and since 1960 it has

observed a fast and sustained growth in the numbers of visitors (Williams 1998). Such

and Zamora (2006) agreed that the entrance of Spain in the UN in 1955, and the

following start of negotiations for its admittance in other international organisations,

was an important step towards the international market. The 1960s are identified with

the boom years: European countries were recovered from the effects of the Second

World War and factors such as the generalisation of the paid holidays and retirement

plans made it possible for families to travel to Spain that was considered as an exotic

destination (Bayón, 1999). Such and Zamora (2006) added that different Spanish

administrations and the population in general were aware of the need to generate

income by benefiting of the natural, climatic, artistic and economic values of the

country. Furthermore, as Page (2003) highlighted, the rise of the package holidays led

to the expansion of Mediterranean resorts and, by 1965 Spain had become Europe’s

principal tourism destination, with 14 million visitors a year.

In the 1970s, the deregulation of air traffic by the United States in order to favour

competition had very important outcomes for the industry and led to the consolidation

of Spain as the favourite world destination for charter flights (Such and Zamora, 2006).

In 1975, Madrid was chosen as the headquarters of the WTO. Bayón (1999) pointed out

that in the mid 1970s, the objective of tourism authorities in Spain was not only to

increase the number of visitors, but also to obtain more foreign exchange from an

“upper level” tourism demand. With the publication of the Spanish Constitution in

1978, a new territorial organisation of the state was established, with a new political

context mainly based in the idea of decentralisation (Ivars, 2004). According to Such



and Zamora (2006) during the 1980s, the sustained growth of tourism continued as

Spain adhered important organisations such as the European Community and the

NATO. These authors added that with the celebration of the Olympic Games in

Barcelona and the Expo in Seville, both in 1992, Spain maintained its high figures.

Between 1993 and 1996 the industry suffered due to the economic crisis, but Spain was

not very much affected as a tourist destination (Such and Zamora, 2006).

The evolution of tourism in Spain during the last 30 years has been irregular, but it was

mainly based on the quick growth during the 1960s, due to an attractive offer of warm

and sunny beaches and low prices (Gonzalez and Moral, 1996). These authors also

considered that international demand was one of the main aspects in this spectacular

expansion that has been essential for the development of some Spanish regions. During

this period different approaches to tourism planning have been undertook by the

different Spanish authorities. Table 3.1 (next page) provides a briefing of these

approaches.

Some authors named this incredible development as the “Spanish Miracle” but which

are the main factors that caused this incredible growth of the tourism industry and,

consequently, the economy in Spain? According to Williams (1998) the main aspects

contributing to the increase of mass tourism in Spain are:

• The attractive climate

• The extensive coastline

• Its accessibility to major generating countries

• The competitive pricing of Spanish tourism products

• The distinctive Spanish culture



Finally, Ivars (2004) proposed that the competitive advantages of Spain over its

competitors were the climate, outstanding natural resources, proximity to important

tourism generating countries (by plane), relatively low prices and exoticism.

Table 3.1 Phases of Tourism Planning in Spain

1959-1974

Integration of tourism into State indicative planning. Lack

of regional and local scale planning. The growth of supply

is favoured despite serious infrastructure deficits and high

environmental costs. Land use and town planning are

subordinated to tourism growth.

1975-1982

Unsuccessful attempt to link land use and tourism

planning. Guiding plans contained recommendations not

implemented. Provincial scale plans are prepared but

without a real application.

1982-1989

Central Administration promoted plans are replaced with

specific studies (statistics, marketing). Urban growth

under local control thanks to municipal autonomy laws.

1989-1993

Reactive plans in which the loss of competitiveness drives

the strategic planning approach. Mediterranean regions

with a greater specialisation in tourism develop strategic

plans with a sectored approach. Start of planning within

the European regional policy.

From 1994

Regional and sub regional planning instruments are

regulated in tourism laws. Rise in value of the local scale

with inter-administrative cooperation (Excellence plans)

Source: Adapted from Ivars, 2004



3.2 Costa Daurada

This section is a description of the region Costa Daurada. All the information has been

provided by the Costa Daurada Tourism Board, in different brochures, newspapers,

official publications and, mainly, on the organisation’s website.

3.2.1 Description of the region

Figure 3.1 Map of Catalonia

Source: Gomez-Martin, 2004

Costa Daurada is a coastal region located in the south of Catalonia (number 5 in Figure

3.1), on the north-west of Spain. The landscape of the region is full of contrasts.

Unspoilt natural areas, such as Delta del Ebro, mountain ranges without vegetation and

animal life, such as Serra del Montsant, agriculture lands, coastal towns based on

tourism, small towns where the main source of income is the sea and long and wide fine

sand beaches, can be found in this region (Costa Daurada, 2007). Costa Daurada enjoys



a moderate Mediterranean climate, with average temperatures around 7 to 10º C in

winter and 20 to 26º C in summer. Most of the rainfall is concentrated in spring and

autumn, and short and heavy showers are also common in summer. The region covers a

surface of 6,283 square km divided in 10 counties and 183 municipalities. The

population of Costa Daurada is 612,000 inhabitants and its capital is Tarragona (Costa

Daurada, 2007). The main sources of economy of the region are:

• Agriculture: It was, traditionally, the main source of economy inland and along

the riverbanks. Nowadays, the most important products are rice, olive oil, wine

and citrus fruits.

• Fishing: Traditionally, the most important economic source in the coast.

Nowadays, Cambrils, Calafell and the Port of Tarragona are the most important

locations and specific products, such as eels (in Delta del Ebro) and prawns (in

Sant Carles de la Rápita) are also renown.

• Handicrafts: Pottery and palm crafts are still produced in some towns on the

region.

• Industry: Different types of industry, such as construction, textile, metal and

olive oil can be found in the region. In the second half of last century, the

petrochemical (Tarragona) and the nuclear industries (Ascó, Vandellós), became

an important part of the regional economy.

• Tourism: It will be explained in detail in the next section.

The history of the region goes back to the Iberian period. The Iberian civilisation built

settlements mainly along the banks of the river Ebro and on the coast. This civilisation

developed an architecture learnt by the contact with other civilisations, such as the

Greeks and the Phoenicians. Many examples of Iberian settlements can be found in the

region, such as the ruins in Calafell (Costa Daurada, 2007). During the Roman period,

Tarraco (Tarragona) became the capital of Hispania Citerior (Roman province). Many

vestiges of the Roman period are still located in the capital and other towns and

villages. Between the 9th and the 13th centuries, the Romanesque style spread to all



Christian Europe. In Costa Daurada, there are still many examples of this style. As a

transition between the Romanesque and the Gothic, the Cistercian style appeared in the

12th century. The Monastery of Poblet, which was declared a World Heritage site by the

UNESCO in 1992, is the most important building of the Cirtescian style and is located

in Costa Daurada. The Gothic style arrived to the region in the later 14th century and

leaving many examples of its architecture, such as the Cathedral in Tarragona. Finally,

vestiges from other historical styles such as the Renaissance, the Baroque and the

Neoclassical are abundant all over the region, but it is necessary to underline the

important contribution of the Modernism, in the beginning of the 20th century, to the

development of towns, such as Reus (Costa Daurada, 2007).

3.2.2 Tourism in the region

Catalonia is the first tourism destination in Spain, with more than 13 million of

international tourists, around 5 million from the rest of Spain, and 15 million regional

tourists (Gomez-Martin, 2004). Apart from Barcelona, Costa Daurada and Costa Brava

are the most important destinations in Catalonia. Costa Daurada is, mainly a destination

of coastal tourism, as most of the Spanish destinations located in the Mediterranean

littoral. However, in order to stand out over other destinations, new types of tourism has

been introduced during the last decades, taking advantage of the natural resources, the

historic vestiges and the proximity to Barcelona and to other European countries. The

region is easily accessible by road (motorways AP 2 from Madrid, AP 7 from the south

of Spain to the border with France, C-32 from Barcelona), by airplane (Reus Airport)

and by train. On December 2006, the AVE (Spanish high-speed train) service from

Madrid to Tarragona was opened. Since this date, the Costa Daurada Tourism Board is

promoting the region as “the closest beach to Madrid” in order to increase the tourism

demand from the capital of Spain. Before, the closest beach to the capital was the

Valencia’s littoral (350 km far, linked by highway), but the new AVE service connects

Madrid and Tarragona in less than 3 hours (Costa Daurada, 2007).



According to OFETCD (2004), Costa Daurada´s accommodation supply is the third

biggest in Catalonia, after Barcelona and Costa Brava. In 2003, the supply of the region

was enough to lodge 157,120 people from which 37% were hotels, 43% campsites, 19%

tourism apartments and 1% rural tourism establishments. As it has been said, there are

many types of tourism in Costa Daurada, and the most important of them are:

• Coastal Tourism: It is still the star tourist product in the region. The main

coastal destinations of the region are Salou, Cambrils, La Pineda, Mont-roig and

l’Hospitalet de l’Infant.

• Cultural Tourism: Due to its long history, the region provides a big offer of

cultural tourism with destinations, such as Tarragona, with its Roman vestiges

(walls, amphitheatre, circus, aqueduct…) and its Gothic Cathedral, Reus, with

its modernist architecture, the Monastery of Poblet, the Archaeological Museum

in El Vendrell, … In addition the rich gastronomy of the region, and its festivals

and traditions, have to be mentioned.

• Rural Tourism: Even if it is still small, compared to other type of

accommodation, the number of rural lodging is increasing during the last years

in the region, mainly in the inland territories. This offer of rural accommodation

is completed with inland campsites and “active tourism” activities, such as

canoeing, mountain biking, etc.

• Nature-based Tourism: Based on the natural resources of the region, this type

of tourism is mainly found in the three natural parks located in Costa Daurada

(Montsant, Els Ports and Delta del Ebro). Sports, such as trekking, hiking and

rock climbing are practised in these natural areas.

• Other types of tourism such as Health Tourism (mainly in Montbrió del Camp,

La Pineda and Vandellós) and Nautical Tourism (in most of the ports in the

coastal towns) are becoming more and more important in the region. The

tourism offer created by Port Aventura theme park will be explained in section

3.3.



3.2.3 Costa Daurada and its national competitors

As it as been already said, since the beginning of mass tourism in Spain, Costa Daurada,

and Catalonia in general, have been one of the top beach resorts of the country,

altogether with the Balearic Islands, the Canary Islands, the Region of Valencia and

Andalusia. The next table will compare the tourism development produced in all these

regions in different period, by the number of places in hotel supply.

Table 3.2 Hotel places supplied (number and percentage)

Year Costa

Daurada

Catalonia Balearic

Islands

Canary

Islands

Valencia Andalusia Spain

1978 19,716*

2.4%

170,101

21.0%

224,836

27.8%

64,131

7.9%

75,056

9.3%

99,071

12.3%

808,015

100%

1990 33,358

3.6%

187,971

20.2%

252,189

27.1%

48,804

5.3%

75,264

8.1%

109,330

11.8%

929,533

100%

2002 48,610

3.5%

261,945

18.8%

307,771

22.1%

151,554

10.9%

108,745

7.8%

210,224

15.0%

1,395,383

100%

%

Growth

146.6% 54.0% 36.9% 132.3% 44.9% 112.2% 72.8%

*Data from Costa Daurada in 1981 (1978 not available)

Source: Adapted from IET, 2003; Generalitat de Catalunya, 2007

As it can be observed in the data above, the significance of the main destinations of the

late 1970s (Balearic Islands and Catalonia) has decreased noticeably during the last

decades. In all the destinations, there have been an increase in the number of hotel

prices but only Canary Islands, Andalusia and Costa Daurada (this one very



significantly) have growth over the national average. It is necessary to remark the

growth percentage of Costa Daurada between 1981 and 2002 (146%) compared to that

of Catalonia in general (54%).

Next table shows the same data (hotel places and percentage), but this time in the

previous and posterior years to the opening of Port Aventura (1995), and comparing

Costa Daurada with the other important beach resort in Catalonia, Costa Brava. Even if

the hotel places supply has been always bigger in Costa Brava than in Costa Daurada, it

seems to be stuck in the last years, growing at a lower level than the rest of Catalonia or

decreasing (as it happens since 1995). On the other hand, the number of hotel places in

Costa Daurada has increased in higher levels than the rest of Catalonia, especially from

1995, which give an idea of the importance of Port Aventura. It is not possible to assure,

but it seems that without the opening of the park, Costa Daurada would not have been

able to achieve these levels of growth. The opening of Port Aventura has generated a

noticeable difference between Costa Daurada and other similar regions (as the case of

Port Aventura) allowing this region to have patterns of growth that these other areas

have not been able to achieve.

Table 3.3 Hotel places supplied (Catalonia)

Year Costa Daurada Costa Brava Catalonia

1990 33,358 (17.7%) 77.278 (41.1%) 187,971 (100%)

1995 39,671 (17.3%) 84,222 (36.7%) 229,455 (100%)

2000 45,917 (19.8%) 82,369 (35.5%) 231,938 (100%)

2005 54,564 (21.5%) 80,081 (31.6%) 253,438 (100%)

% Growth 63.6% 3.6% 34.8%

Source: Adapted from Generalitat de Catalunya, 2007



3.3 Port Aventura

3.3.1 Description of the resort

According to Port Aventura (2007a), the Port Aventura resort is the most complete

holiday destination within the Mediterranean area. It is located in the middle of the

Costa Daurada, between the towns of Salou and Vila-seca, and 100 km far from

Barcelona. PA Fans (2007) described Port Aventura as the biggest holiday resort in the

Mediterranean region, which has been already visited by more than 30 million people.

In the year 2006, 3.9 million people visited the resort, which supposed an increase of

more than 5% in one year. 35% of this total amount are international visitors, mainly

from the United Kingdom and France and the average occupancy rate of the three hotels

was 70% (Port Aventura, 2007a). With such numbers, José Blanco (in Port Aventura,

2007a), Marketing Manager of Port Aventura stated that 2006 had been the best year in

the park history.

The resort is composed by two theme parks (Port Aventura and Caribe Aquatic Park),

three hotels (Port Aventura, El Paso and Caribe) and a beach club. Port Aventura

(2007a) offered a description of the elements composing the resort:

• Port Aventura Park- It has a surface oh 117 hectares and is divided in five

themed areas: Mediterranean, Polynesian, China, Mexico and Far West. The

park offers more than 30 rides, 100 shows per day, 75 restaurants and food

stalls, 28 shops and 10 game areas for family leisure.

• Caribe Aquatic Park- Theme water park based on the Caribbean. It has a

surface of 34,000 square metres divided in two areas (indoor and open air).

• Hotel Port Aventura- Rated four stars and with 500 rooms, this theme hotel

represents a romantic Mediterranean village.



• Hotel El Paso- Specially designed for families; this hotel is based in the colonial

Mexican style. It is also rated four stars and has 500 rooms.

• Hotel Caribe- The biggest white sand swimming pool in the world is the main

attraction of this Caribbean type hotel. As the other two hotels, it has 500 room

and is rated four stars.

• Beach Club- New area located next to the Playa Larga (Long Beach) in Salou.

Designed for relax and sport activities.

Figure 3.2 Plan of the resort

Source: PA Fans, 2007

Moreover, PA Fans (2007) added that apart from the parks and hotels, the resort offers

other infrastructures and services such as:

• Roads specially built for the resort with links to regional and national roads and

the motorway A7

• Two parking areas with place enough for 6,000 cars and 250 coaches



• Own train station, linked to regional and national lines

• Individual and group ticket offices

• Customer service office

• Left-luggage office

• Pet care centre

3.3.2 History of the resort

PA Fans (2007) referred at the decision of Disney to open a theme park in Europa as the

beginning of the Port Aventura project. Spain was one of the candidates but Disney

finally decided to build it in Marne-la-Vallée, 30 km far from Paris. Anyway, Spain and

particularly the Catalonia regional government continued with the idea of having a big

theme park (PA Fans, 2007). As mentioned in Port Aventura (2007a), in 1989, the

regional government called for bids on building a leisure and tourist centre, which was

finally approved to be built in Vila-seca- Salou, being favoured by:

• The high tourist demand of the Catalan coast

• The good accessibility from the rest of Europe

• The excellent weather

The initial investment for this 2project was 300 € million and its principal shareholders

were: Pearson Group (owner of the Tussaud´s Group) with a 40%, La Caixa (Spanish

savings bank) with a 33%, Anheuser Busch (owner of the parks Bush Gardens) with a

20% and FECSA with a 7% (PA Fans, 2007). At last, in 1992 the construction works

started (Port Aventura, 2007a).

According to Port Aventura (2007a), the park opened the 1 May 1995 and closed its

first season the 29 October, with a big success. PA Fans (2007) added that this first year

ended with 2.7 million visitors. In 1996, another important fact for the park is the



opening of its own train station (PA Fans, 2007). One of the most important dates in the

history of Port Aventura was the acquisition of the 37% of the park shares by Universal

Studios in 1998. This important American entertainment company bought these shares

to Pearson Group (Port Aventura, 2007a). In 1999, the name of the park changed to

“Universal’s Port Aventura” and Woody and Winnie Woodpecker are introduced as

mascots. In 2000, the name changed again to “Universal Studios Port Aventura”,

giving the park a bigger dimension and in the same year they introduced “Sea

Odyssey”, the most modern virtual ride in the world, and the first Halloween Party (Port

Aventura, 2007a). In 2001, other Universal’s characters such as Popeye, Betty Boop

and the Pink Panther landed in the park and the first Carnival and Christmas Party took

place (PA Fans, 2007).

In 2002, Port Aventura became a resort called Universal Mediterranea, with the opening

of two hotels (Port Aventura and El Paso) and a second park (Costa Caribe), being the

biggest leisure resort in South Europe (Port Aventura, 2007a). In 2004, La Caixa

became the main shareholder of the park (80%) by buying the part from Universal

Sudios. However, Universal continued with its link to Port Aventura in brand terms and

merchandising. 2004 was also the year of the opening of the third hotel (Hotel Caribe).

At the end of the tenth year since its opening, 3.5 million people visited the park (PA

Fans, 2007). In 2005, the resort was changed its name again (for the last time) to Port

Aventura) and there was an increase in the number of international visitors and

company events. Finally, in 2006, the Beach Club was opened in Playa Larga (Salou)

and the best Halloween Party in the park’s history took place with 405,105 visitors,

19% increase from the year before (Port Aventura, 2007a).

3.3.3 Future plans and strategies

As seen before, Port Aventura is the biggest theme resort in Southern Europe and by

2013, it will become a complete leisure and holidays centre (PA Community, 2007).

The expansion project of Port Aventura as a resort started in 2002 with the opening of

the two first hotels and the water park. By those years, the first master plan of the future



expansion was done, but this project was in danger when Universal sold its shares in

2004 (PA Fans, 2007). Finally, La Caixa decided to continue with this project, after

adapting it to the European market. According to PA Community (2007), the master

plan is being developed in different stages:

• The first stage was developed from 1999 to 2004, with the opening of rides, such

as Sea Odyssey, three hotels and a water park

• The second stage, from 2005 to 2013, includes new rides for the parks, a beach

club (already opened), 3 golf courses, a convention centre, residential areas,

sport areas, hotels and a third theme park. It will suppose an investment of 1,500

€ million and will create 18,500 jobs.

Port Aventura S.A. owns nowadays 825.7 hectares in the region, and only 192 of them

(23.25%) have already been used (PA Fans, 2007). Apart of the facilities mentioned,

new infrastructures such as an Activity Corridor, a new train station and inter-resort

transport will also be built (PA Community, 2007). PA Fans (2007) explained that the

Activity Corridor (Boulevard) will be a big avenue based on the Hollywood style, with

shops, restaurants, night clubs, go-kart, mini golf… going from the convention centre to

the Beach Club. A tram and a chair lift will link all the facilities inside the resort, and

the new train station will be opened in 2009, with a shuttle to the AVE (high-speed

train) station. PA Community (2007) mentioned that 2,477 estate housings will be

created. There will be 62 mansions, 212 houses, 385 terraced houses and 1,818 flats.

Moreover, PA Fans (2007) added that 350 of these will be subsidized flats. By 2013, the

final structure of the resort will be like shown in the following table and figure.



Table 3.4 Structure of Port Aventura Resort (Year 2013)

Northern Area: “The paradise of leisure” Southern Area: “The paradise of relax”

1.- The Core:

- Port Aventura Park, with a new area between

Polynesia and China

- New theme park: in the north of the first park

and with a similar size.

- New parking areas.

- Expansion of Caribe Aquatic Park

1.- Lower Area:

- It will be the part of the resort located next to

the beach.

- Beach Club

- Hotel Beach Paradise: Luxury hotel including

a Spa centre.

2.- East Periphery:

- Golf school

- Sport Club: including football pitches, tennis

courts, a stadium and an equestrian centre

2.- Central Area:

- Residential areas

- In this area two of the golf courts will be

located: South Golf Court (2009) and Central

Golf Court (9 holes, 2008)

3.- West Periphery:

- Convention centre: Mediterranean style, with

capacity for 4,000 people. It is already in

construction works and will be opened in

2009.

- Hotel Tahiti: Behind the Polynesian area.

- Activity Corridor.

- Hotel Louisiane: next to the future train

station.

- Botanic gardens

- Ghost Town: Big town based on the “Gold

fever” period, containing three hotels and a

river.

3.- Upper Area:

- Residential areas

- North Golf Court: with 765,000 square metres,

it will be opened in 2008.

Source: Adapted from PA Community, 2007



Figure 3.3 Port Aventura Master Plan

Source: PA Community, 2007

3.4 Conclusion

This chapter has reviewed the main characteristics of tourism in Spain and the region of

Costa Daurada. Once created the background, a detailed description of the main

features, the history and the future plans and strategies of Port Aventura has been done.

Next chapter will explain the methodology used by the author in order to accomplish

the aim and objectives of the research.

Chapter 4- Methodology 49


Chapter 4- Methodology

This chapter describes the methodology used by the author in order to complete the aim

and objectives of this research. After reviewing the aim and objectives of the research,

the secondary and primary research and the analysis of the data will be explained.

Finally, the different limitations occurred during the research will also be mentioned at

the end of this chapter.

4.1 Aim and Objectives

The aim of this research is to analyse the economic impacts of the theme park industry

on the host regions, by studying the case of Port Aventura (Spain). In order to achieve

this aim the objectives of this research will be:

• To review the main characteristics of the tourism industry nowadays in order to

introduce a background reference for the study.

• To examine the different levels of tourism impacts, focusing on the economic

dimension.

• To review the main characteristics of the theme park industry.

• To study the history and development of Port Aventura since its opening date,

and the changes produced during the last decades in its host region (Costa

Daurada).

• To examine the economic impact of tourists visiting Port Aventura on this

region.



4.2 Secondary research

As Brunt (1997) mentioned, practically no research can be accomplished without using

references. According to Poynter (1993), secondary research implies the compilation of

existing literature. Secondary data consists on the information that has been produced

by someone else for primary usage and is afterwards used by another researcher not

associated with the first project (Jennings, 2001). Blaxter et al. (2001) considered that

the fact of being previously researched, make this information easier to collect than

primary, and it saves time and money to the researcher. However, this secondary data

will be useful as a support of information and interpretation for the later primary

research (Blaxter et al. 2001). Furthermore, Finn et al. (2000) suggested that when

collecting secondary data, researchers should focus on their own research aim and

objectives and not only duplicate the information without analysing it. Clark et al.

(1998) added that in student dissertations secondary data can be bigger to primary data,

as previous authors might have had different conditions to work under such as less

limitations of time and money. Finally, the analysis of secondary data could be useful to

resolve unpredictable circumstances that might appear during the period of collecting

primary data (Dale et al., 1998 in Finn et al., 2000).

4.2.1 Sources

For this research, the author used different types of secondary data such as books, e-

books, journals, statistics and official publications, professional data from companies

and Internet. The research was directed to the following topics: the tourism industry,

economic tourism impacts and theme parks. A second literature review has been done

about Costa Daurada and Port Aventura, in order to introduce the region and the theme

park as the case study.

Books and journals: Academic sources such as books, e-books, journals and e-journals

in three different languages (English, Spanish and French) have been used for this

research. General books about the selected topics have been provided by the libraries of

three different universities: Bournemouth University, Université de Savoie and



Universidad Rey Juan Carlos de Madrid. Other libraries used by the author for the

collection of secondary data have been the Forum Library in Norwich and the

Municipal Library of Collado Villalba (Spain). Data from journals and articles from

journals, such as Journal of Travel Research, Annals of Tourism Research, Leisure

Science and Applied Economics, have been collected in order to get up-to-date

information. According to Bell (1999) journals is a more updated source of data than

books, due to the frequency of it publication.

Official publications and statistics: The author used for the research secondary data

published by official organisations such as the Costa Daurada Tourism Board, the INE

(Spanish Statistic Institution), the IET (Spanish Institution for Tourism Statistics),

Turespaña (Spanish NTO), the Catalonia Regional Government and the WTO. This data

was mainly based in economic information, brochures and statistics.

Professional publications: Some economic data reports and press dossiers from Port

Aventura, have been an useful tool for the author in order to improve his knowledge

about the company.

Internet: Documents and news from different websites including information and

statistics were very practical for the author, as this data is renewed frequently and can be

accessed worldwide. During the stay of the author in Bournemouth (England) and

Chambéry (France), Internet is the only mean of getting information about the park or

the region studied.

Dissertations and thesis: Previous research from university students has served to the

author in order to define a structure in different parts of the work, and to find interesting

bibliographic sources.



4.2.2 Timetable of secondary research

A wide amount of secondary data has been collected for this research. The author

started gathering information from other researchers in January 2007 in Bournemouth

University Library, in order to write the dissertation proposal. In the following months

secondary research has been done in different places already mentioned, but this process

was more intensely undertaken between April and June 2007. However, the research of

secondary data has never finished until the accomplishment of the dissertation, being

used not only for the literature review. In addition to the topics already mentioned, data

about research methods, questionnaires, visitor’s expenditure surveys and interviews

has been employed as a helpful tool for the completion of the primary research.

4.3 Primary research

According to Clark et al. (1998), primary research refers to the investigation involving

the collection of original information by using an accepted methodology. Burns (2000)

added that this type of research is done for the precise purpose in order to answer a

specific research difficulty. The use of primary research is essential when the researcher

requires information that does not exist elsewhere (Brunt, 1997). Finally, Silverman

(2000) considered that primary research could be divided into two types: qualitative

research and quantitative research that will be explained in detail in the following

section. The author used both types of research, quantitative and qualitative, for the

gathering of primary data. The whole process of primary research, including the design

and piloting of the questionnaires and interview and their completion, took the author

approximately one month to achieve.

4.3.1 Quantitative research

Punch (1998) defined quantitative research as the method where the researched

information is given in the form of numbers. Veal (2006) added that the quantitative

approach is based on numerical data in order to draw conclusions or test hypotheses. By

comparing the two types of research, it can be stated that quantitative is the rigorous

scientific method, and qualitative, being less rigorous, uses more flexible tools of

research (Finn et al. 2000). According to Clark et al. (1998), the quantitative method is



more dependent on the research tools, such as questionnaires or experiments and the

qualitative method is more reliant on the skills of the researcher while interviewing or

observing. Moreover, Ritchie and Goeldner (1987) argued that the quantitative method

is the most used within the tourism research areas, because of being less expensive than

the qualitative.

Quantitative research has been used in this work in order to gather information related

to visitor´s expenditure and visitor’s satisfaction in the studied theme park. For this

topics, the researcher required numeric information and a large group of participants,

characteristics that cannot be collected through the qualitative research. The quantitative

research instrument chosen for this dissertation has been the questionnaire.

4.3.1.1 Questionnaire

Brunt (1997) affirmed that questionnaires are the most frequently used research tools in

the tourism industry. Malhotra (1996) defined questionnaire as a structured system for

data compilation, where the respondents answer a series of verbal or written questions.

Brunt (1997) added that this method is useful to get data from people who answer

questions about themselves, their knowledge on a specific topic and their points of

view. Besides, the WTO (2001) stated that in order to be successful, a questionnaire

must have the following characteristics:

• Objectivity (not to influence the answers)

• Clarity (to avoid ambiguities and inaccuracies)

• Precision (well constructed questions)

• Courtesy (not to bother the respondents)

• Short length (to prevent tiredness)

Furthermore, Clark et al. (1998) considered that this method is sometimes synonymous

with investigation for some researchers.

As said before, questionnaire has been chosen as a research instrument in order to get

numeric data about visitor´s expenditure and satisfaction. The main topic of this

dissertation is the economic impacts caused on the region by a theme park. To get

primary data regarding to this topic, the author had to consider the limitations of the



research, and decided that a visitor’s expenditure survey was the most adequate tool. As

it has been seen in chapter two, the main ways of measuring economic impacts

(multiplier, input-output, TSA) are based on the assessment of direct expenditure of

tourists, even if they are afterwards more developed. Furthermore, this is the only

primary research tool to get useful information about economic impacts that can be

undertaken with the time, money and means available. Apart from visitor’s expenditure,

the author considered that satisfaction towards the region might be also studied. If the

satisfaction of visitors is high, it is more possible that they go back in the future or they

may recommend the region to their family or friends, and it will cause future economic

impacts for the region. This method was selected instead other possible instruments

studied in the literature review (multiplier, input-output analysis), for reasons of lack of

time, money and resources to undertake these other tools.

4.3.1.1.1 Questionnaire design

The questionnaire was designed in May 2007, after reading several examples of

visitor’s expenditure surveys by other researchers. It was written in three different

languages (Spanish, English and French) in order to increase the response rate. The

author aimed to apply the characteristics mentioned before by the WTO (2001);

objectivity, clarity, precision, courtesy and short length, in the process of structuring the

questionnaire. According to Clark et al. (1998), the respondents should not be guided

towards specific answers that are considered socially correct. The author tried to

accomplish this statement by giving a broad choice of answers to every question. This

questionnaire was conducted by the completion of the answers by the researcher. Veal

(2006) described interviewer completion surveys as the most appropriated method,

because the researcher can explain questions to the respondents and get more accurate

and complete responses.

Most of the questions of the questionnaire were designed as close questions, in order to

facilitate the respondents’ task and the later analysis. The weakness of close questions is

that the information is limited and the participants are sometimes forced into an answer

that does not represent completely what they want to say (Veal, 2006). Conversely,



some of the questions regarding to the main destination of the travel, the location of the

lodge or the suggestions for improvement, were designed as open questions, and allow

the respondents to answer freely. Besides, the close questions with the option “Other”,

gave the respondents the choice of answering this question freely, as if it was an open

question. The questionnaire consisted on 18 questions, covering the following topics:

• Questions 1 to 8: Characteristics of the trip (number of people, transport,

accommodation, etc.)

• Question 9: Activities undertaken in the region

• Question 10: Expenditures during the stay (accommodation, transport, food and

beverage, leisure and others)

• Questions 11 and 12: Satisfaction with the tourist services offered by the region

and suggestions for improvement

• Questions 13 and 14: Consideration of going back in the future or recommend

the region

• Questions 15 to 18: Personal information

The questionnaires were printed in A4 size paper and the survey took place in Port

Aventura (Costa Daurada) on the 23 an 24 June 2007. Previously to this dates, the

author contacted the press department of Port Aventura in order to get a permission to

conduct the survey inside the park. They replied that only surveyors from Port Aventura

are allowed to conduct surveys inside the park, but the researcher was given permission

to do it in the entrance of the park, next to the ticket offices. The author approached the

respondents identifying himself as a Master student from Bournemouth University and

informing them about the purpose of the survey. As Clark et al. (1998) explained, the

sample size must be limited to what is practical but still representative, when there exist

some restraints, such as time and money. At the end of the survey, the number of

questionnaires completed was 80, which was considered as appropriate by the author

regarding the imitations of time, money and means existing. The sample of the survey



was formed by visitors over 18 years old approached in the entrance to the park on the

dates already mentioned. At first, the author considered to conduct the survey only to

visitors staying in the region for 1 or more nights, but finally this option was rejected in

order to get more realistic results. Even if visitors just go to the park in one-day

excursion and then go back to their homes, without stopping in the region, economic

impacts in terms of transports (public or motorway tolls) are always caused.

4.3.1.1.2 Pilot test

Clark et al. (1998) explained that in order to judge how the questionnaire works in

practice and to recognize any possible trouble, pre-testing must be done in advance.

After the questionnaire was designed, it was pre-tested previously to the conduction of

the survey by a small group of people, in order to prove their understanding of the

questions and provide useful suggestions for improvement of the survey. The pilot test

was directed to people which mother language was Spanish, French and English, to

check if the three versions could be understood despite the possible grammatical

mistakes. Some of these mistakes were corrected and some suggestions were

implemented in order to improve the understanding of the questionnaire, during the

process of pilot testing.

4.3.2 Qualitative research

According to Strauss and Corbin (1990), the qualitative methods are those where the

findings are not arrived at by statistical procedures or other types of quantification.

Blaxter et al. (2001) defined it as the research that is not based on numbers but in

collecting data in detail and which main aim is to obtain in-depth information. Veal

(2006) added that this qualitative research involves working with a big amount of

information about a small group rather than a limited quantity of information about a

large group. Qualitative researchers normally believe that the use of only quantitative

methods might ignore the social and cultural dimension of the variables of which

qualitative research tries to explain a relationship (Silverman, 2000). Furthermore,



Denscombe (2003) mentioned that the procedure of collecting qualitative information is

time consuming and it is difficult to gather data from many respondents.

A qualitative approach has been used in this research in order to get in-depth

information about some topics such as the regional development, patterns, trends and

future of Costa Daurada. For getting this information, it is impossible to use a

quantitative approach, because it needs intensive answers and explanations, rather than

numeric data. Some of this information could have been collected by using secondary

research, but the author considered that using a qualitative method would be more

useful to get the data needed. The qualitative method used for this research has been the

in-depth interview.

4.3.2.1 In-depth interview

Blaxter et al. (2001) pointed out that interviews are based on conversations including

two participants. Kahn and Cannell (1957 in Saunders et al. 2003) added that an

interview is a dialogue between two or more people, which has been determined in

advance. Brenner et al. (1985 in Darlington and Scott, 2002) outlined that interview

allows both the researcher and the respondent to examine the significance of the

questions and answers concerned. As other types of qualitative methods, the interview

is time consuming because it generally takes 20 or 30 minutes per interviewee and it can

be only done once at a time (Denscombe, 2003). Besides, Darlington and Scott (2002)

argued that an interviewer can get some data from the past and also obtain information

about future projects, which make a distinction with other type of methods. In addition,

Finn et al. (2000) proposed that differences in language between researcher and

respondent due to gender, age, personal background, culture, etc. must be considered in

order to avoid misinterpretation. Moreover, Saunders et al. (2003) affirmed that there

are three different types of interview: structured interviews, semi-structured interviews

and unstructured interviews. These authors specified that only structured interviews can

be considered as a standardise type of interview.



4.3.2.1.1 The interview process

The type of interview selected for this research has been the semi-structured interview.

Finn et al. (2000) described semi-structure interviews those containing specific question

but allowing the interviewer the possibility of researching further explanations and

justifications. Semi-structured interview has been used in this investigation for different

reasons. In this type of method, the interviewer does not have to follow a script all the

time, which is helpful in order to make the interview flow naturally. Semi-structured

interviews also provide more opportunities of understanding given that the interviewer

can go beyond the specific questions that were designed previously, and ask something

that could be interesting for the research and was not written in advance.

At first, the author considered conducting three interviews with managing staff of

different business in the region in order to get information about the changes produced

in the area since the opening of Port Aventura, in 1995. This option was rejected

because of the lack of time and money, and the refusal from the different businesses

when being contacted via e-mail and telephone. Finally, the qualitative research was

undertaken by conducting one interview to the manager of the Costa Daurada Tourism

Board, Mr Octavi Bono. The author contacted the tourism board via e-mail and received

a prompt answer from them. Some days later, an appointment was done in order to

conduct the interview, and to get some secondary data from the library, located in

Tarragona. On 25 June 2007 the interview with Mr Octavi Bono took place. The

duration of the interview was 15-20 minutes because of the lack of time of the

interviewee, but all the objectives planned to be researched in advance, were

successfully achieved. The topics areas asked during the interview were:

• Functions of the tourism board

• Importance of Port Aventura for the region

• Changes in the region from the opening of the park

• Future of the park and the region



4.4 Analysis

According to Investorwords (2007), analysis can be defined as the examination and

evaluation of the significant information to select the best way of action between

various alternatives. Rubin and Rubin (1995) added that the analysis of the data

collected is the final stage of the research. Besides, Robson (1993) described data

analysis as the process of putting in order, structuring and giving meaning to the

collected information. Finally, Veal (2006) pointed out that is important to provide a

judgment to both the understanding of the data collected and how its interpretation

answer to the research questions.

Two different computer programs, the Statistic Package for the Social Science (SPSS)

and Microsoft Excel, were used in order to analyse the data collected by the means of

the questionnaire undertaken in Port Aventura. All the questions from the survey were

coded in SPSS before the questionnaires were conducted. After the survey process, all

the data collected was typed in SPSS, and frequencies and graphics were created.

Afterwards, the most important information was selected and more detailed graphics

concerning this data were created using Microsoft Excel. As Clark et al. (1998)

mentioned researchers must consider that computers are only a tool, which generate

results from the data they have been “fed” previously. The important thing is the

interpretation that the researcher does of these results.

For the interpretation of the interview, a qualitative analysis approach was used.

Darlington and Scott (2002) affirmed that qualitative analysis is widely involved with

the identification of patterns in the information, which rely on the focus of the research.

The process of analysing qualitative data is divided in some steps. First, all the

information must be transcribed, which takes a long time, especially for researchers

without enough funds to pay transcribers (Darlington and Scott, 2002). Then, it is

necessary to code and categorise data (Rubin and Rubin, 1995). Finally, the researcher



must select the information that is interesting for the research topic, and add the main

findings to his work. In this research, the author followed the steps mentioned above,

and after transcribing and translating the interview to English, he proceeded to code it

and select the information most relevant to the research.

4.5 Limitations of the research

During the process of the research, both secondary and primary, the author has found

different limitations and difficulties. Some of them were known previously and other

have appeared during the research process and even planning and structuring

consciously the research, it is impossible to avoid the occurrence of some limitations.

First, it is important to list the limitations related to the language. In the secondary

research, sources in different languages (Spanish, English and French) have been used,

and a translation to English is necessary before the writing process. In the primary

research, the questionnaires were also written and answered in those three languages,

and the interview was conducted in Spanish and later translation was also needed in

order to code the information. Besides, limitations related to participants’ refusal

appeared in both the questionnaire and the interview. The questionnaire was conducted

at the entrance of Port Aventura and people wanted to go inside as quick as possible,

and did not have time for answering a questionnaire. The author approached people

sitting in the square next to the ticket offices and generally, they accepted to answer, but

most of them were people from groups who were waiting for the group leader to bring

them the tickets. This fact caused that many of the questionnaires have similar answers,

as they were responded by people from the same group. The interviews planned from

the beginning to managing staff from business in the region had to be cancelled due to

their refusal. However, the author was able to conduct an interview with the manager of

the regional tourism board.



Then, the researcher was affected by limitations of time and money. For the secondary

research, time was a limitation because he had to combine the research for the

dissertation with the research for the different assignments due during the course in

Bournemouth and Chambéry. For the primary research, the survey had to be limited to

two days because the park is located 600 Km. far from the author’s home. The

undertaking of both the survey and the interview (also conducted in Tarragona), made

the author spend money in petrol, lodging, food and beverage for three days. Finally,

the author found different limitations common to every research such as, lack of

sincerity of the respondents, difficulties of data analysis, researcher’s bias in the

conducting of a semi-structured interview, etc. during the process.

4.6 Conclusion

This chapter has introduced an approach to the methodology used during the research

process. Moreover, the reasons for choosing the different research methods, their

explanation and the data analysis have also been described. Finally, the different

limitations occurred during this research have also be named. Next chapter will show

the main findings from the primary research.

Chapter 5- Main findings 62


Chapter 5- Main findings

This chapter will present the main findings obtained by the author from the primary

research. The most important results of the visitor expenditure survey conducted in Port

Aventura will be reviewed in the first section. The second section will expose the most

significant information found in the in-depth interview undertook with Mr Octavi Bono,

manager of the Costa Daurada Tourism Board.

5.1 Results of the survey

As explained in Chapter 2, the best models to measure economic impacts of tourism are

those based on the concept of the multiplier, specially the input-output analysis and the

Tourism Satellite Accounts. In the case of assessing the impacts of a theme park

development on the host area, it has also been seen in chapter two (research by Sasaki et

al. 1997) that the input-output model is significantly useful. However, all of these

models have a basis on the collection of tourist expenditure. Due to the lack of time,

money and other resources (such of contacts and means to get the information required),

it has been impossible to undertake any of these models based on the multiplier.

Conversely, the author conducted a visitor expenditure survey in Port Aventura on the

23 and 24 June 2007. It is compulsory to say that the results of this research are not at

all representative due to the small size of the sample, only 80 people, and the fact of

having conducted it in only two days, a weekend of the summer season.

5.1.1 Sample and personal data

The final sample of this research is composed by 80 people over 18 years old, visiting

the park on the 23 and 24 June 2007. These people were distributed with questionnaires

in Spanish, English or French (depending on their mother language). At the end of the



survey, a total of 47 questionnaires in Spanish, 18 questionnaires in English and 15

questionnaires in French were answered.

Figure 5.1 shows that most of the respondents (47 people, 58.8%) were Spanish. The

second nationality of people answering the questionnaire was French (13 people,

16.2%), followed by British (9 people, 11.3%). People coming from Germany and the

Netherlands represented a 2.5% of the sample each, with 2 German and 2 Dutch

respondents. There was also 1 respondent natural from Portugal (1.2%). Finally, 6

respondents came from other countries (such as Ireland, Belgium and Thailand),

representing 7.5% of the sample.

Figure 5.1 Nationality of the respondents

Source: author’s own

Figures 5.2 and 5.3 show the gender and age of the respondents. The sample was

composed by 41 men (51.2%) and 39 women (48.8%) and most of the respondents were

aged between 18 and 45 years old (67 people, 83.8%). The segment of people between

18 and 25 years old is the highest, with 31 people and 38.8%, which means that the park

attracts young people. The segments of people between 26 to 35 and 36 to 45 years old

are represented by 18 people and 22.5% each. These groups are, mainly, parents

bringing their children to the park, what highlights the fact that Port Aventura is

oriented to the family market. Regarding to the family market, Figure 5.4 shows that 56



of the respondents (70%) came to the park with children, and only 24 of them (30%) did

not came with children.

Figure 5.2 Gender Figure 5.3 Age

Source: Author’s own Source: Author’s own

Figure 5.4 Coming with children

Source: Author’s own

5.1.2 Travel characteristics

The first thing that needs to be commented is that within all the respondents, no one

came to the region unaccompanied. Most of the respondents came in big groups

(families and groups of friends). 40 respondents (50%) came in a group of more than 5



people and 25 of them (31.3%) in groups of 3 to 5 people. The rest of the respondents

(15 people, 18.7%) came in groups of 2 (mainly couples).

Figure 5.5 Number of people


The next important result that needs to be highlighted is which the main destination of

the respondents was. For 47 of the respondents (58.8%), their main destination was Port

Aventura. The other 33 (41.2%) visited the park, but it was not the main purpose of

their travel. The different main destinations chosen by the respondents of the

questionnaire were:

1. Barcelona: 20 people (60.6%)

2. Catalonia, in general: 5 people (15.2%)

3. Tarragona: 3 people (9.1%)

4. Salou: 3 people (9.1%)

5. Costa Daurada: 1 person (3%)

6. L’Hospitalet del Llobregat: 1 person (3%).



Figure 5.6 Other destinations


Other important facts within the characteristics of the travel are the means of transport

used the length of the stay. The first mean of transport used by the respondents was the

coach (34 people, 42.5%), followed by the car (22 people, 27.5%) and the plane (20

people, 25%). Only 4 of the respondents (5%) accessed to the region by train. In the

length of the stay, there can be appreciated some disparities. Most of the respondents

(41 people, 51.2%) were going to stay from 4 to 7 nights, but there is also a wide

amount of one-day visitors (22 people, 27.5%). Some of the other respondents (9

people, 11.3%) stayed between 1 to 3 nights and the rest (8 people, 10%) more than 8

nights.

Figure 5.7 Means of transport Figure 5.8 Length of stay




Finally, in order to complete the characteristics of the travel, the type of accommodation

and its location must be presented. It is important to underline that all the results shown

before has been collected from all the 80 respondents in the questionnaire, but from now

on, there are some missing data, from respondents that did not fill any gap. The question

about the type of accommodation was answered by 58 people. The other 22, correspond

to those people that went to the park in one day visit (see figure 5.8). From the 58

people that answered to this question, 43 of them (74.2%) stayed in a hotel. Apartments

and friends and relatives accommodation followed the hotels, with 6 people (10.3%)

each of them. Finally the less used type is the campsite, with only 3 respondents (5.2%).

The locations of the accommodation used by these 58 people were:

1. Salou: 21 people, 36.3%

2. Barcelona: 20 people, 34.5%

3. Tarragona: 9 people, 15.5%

4. Reus: 6 people, 10.3%

5. L’Hospitalet de Llobregat (in the province of Barcelona): 1 person, 1.7%

6. Mont-roig: 1 person, 1.7%

Figure 5.9 Type of accommodation




Figure 5.10 Location of the accommodation

Souce: Author’s own

5.1.3 Activities undertaken and expenditures

This part of the survey is the most important, regarding its significance for the research

topic. The first question, queried the respondents if they were going to undertake any of

the proposed activities (visit other attractions, buy meals or drinks, shopping) within the

region on the day they visited the park, or whether they were going to return straight to

their accommodation. 76 respondents answered to this question, as there were 4 missing

answers. Most of them were going to visit other attractions in the region (45 people,

59.2%) or buy meals and drinks (55 people, 72.4%) but only some of the respondents

(36 people, 47.4%) were going to shopping in the area that day. Just a small part of the

76 respondents (23 of them, 30.3%) stated that they were going to return straight to their

accommodation.

The following question was divided in five groups (accommodation, food and beverage,

transport, leisure and others) and the respondents were asked about the approximate

amount of money (in Euro) that they were going to spend in each of these groups,

during their holidays:



• Accommodation: This question stated that it should only be answered if the

accommodation was not part of a package holidays. There were only 34

respondents to this question. The other 46 that did not answered correspond to

the 22 people going to the park on one day visit, the 6 people staying at friends

and relatives accommodation and people staying at an accommodation part of a

package holidays. From those 34 who responded, 14 of them (41.2%) stated that

they were going to spend more than 750€, 11 of them (32.4%) were going to

spend between 300 and 750€ and 7 of the respondents (20.6%) were going to

spend between 100 and 300€. Only 2 of the respondents (5.8%) answered that

they were going to spend less than 100€.

• Food and Beverage: A total of 71 people answered to this question. From these

respondents, most of them answered that they were going to spend more than

300€ in food and beverage during their stay, as 26 respondents (36.6%) chose

the option “between 300 and 750€” and other 7 of them (9.9%) chose the option

“more than 750€”. However, there is another big group (25 people, 35.2%) that

was going to spend less than 100€, and the rest (13 respondents, 9.9%) between

100 and 300€.

• Transport: 64 people answered to this question and the results are quite varied,

as 29 respondents (45.3%) were going to spend between 300 and 750€ in

transport, other 21 respondents (32.8%) less than 100€ and, finally, 14

respondents (21.9%) answered that they were going to spend between 100 and

300€.

• Leisure: This question was answered by 65 people. Most of the respondents

affirmed that they were going to spend les than 750€ in leisure, as 24 of them

(36.9%) answered “300 to 750€”, 20 of them (30.8) responded that less than

100€ and 18 respondents (27.7%) chose the option “100 to 300€”. Only 3

respondents (4.6%) were going to spend more than 750€ in leisure.

• Others: Only 5 people answered to these question. 3 of them (60%) said that

they were going to spend less than 100 € in this category and the other 2

respondents (40%) were going to spend between 100 and 300€. All the 5

respondents said that this money was going to be spent mainly in shopping.



Figure 5.11 Activities undertaken


Figure 5.12 Expenditures


As visitors’ expenditure is the main focus of this research, a segmentation between the

results obtained from Spanish and foreign respondents will be done, in order to get more

detailed information about this topic. The type of expenditures that are going to be

studied, comparing these two type of respondents are accommodation, food and

beverage, transport and leisure, as the results of “others” are not big enough to be

segmented.



Firstly, the results for accommodation are going to be segmented. The respondents were

divided in 16 Spanish and 18 foreigners. Most of the Spanish respondents were going to

spend between 100 and 750€ in accommodation, as 6 of them (37.5%) chose the option

“300 to 750€” and 5 of them (31.2%) chose “100 to 300”. 3 of the Spanish respondents

(18.8%) were going to spend more than 750€ and the rest (2 people, 12.5%) less than

100€. Within the foreign respondents (18 people), the results were completely different

as most of them (11, 61.1%) were going to spend more than 750€ in accommodation. 5

of the foreigners (27.8%) were going to spend between 300 and 750€ and the other 2

(11.1%) between 100 and 300€. None of the foreign respondents chose the option “0 to

100€”. It can be clearly seen that the foreign spending in accommodation is noticeably

higher than the national expenditure.

Figure 5.13 Segmentation accommodation


Secondly, the segmentation between Spanish and foreigners in food and beverage

expenditure needs to be presented. A total of 38 Spanish respondents answered to this

question and most of them were going to spend less than 300€ in food and beverage, as

24 of them (63.2%) stated that they would spend less than 100€ and 10 people (26.3%)

between 100 and 300€. 3 of the Spanish respondents (7.9%) were going to spend from



300 to 750€ in food and beverage, and only 1 of them (2.6%) was going to spend more

than 750€. The results of the foreign respondents (33 people) were, again, perceptibly

different. Most of the foreigners were going to spend more than 300€, as 23 of the

respondents (69.7%) were going to spend between 300 and 750 € in food and beverage

and 6 of them (18.2%) more than 750€. 3 of the foreign respondents (9.1%) were going

to spend from 100 to 300€ in food and beverage and only 1 of them (3%) less than

100€. Also in food and beverage, a bigger expenditure from foreigners compared to

Spanish can be noticed.

Figure 5.14 Segmentation food and beverage


Thirdly, the same segmentation for the spending in transportation must be done. For this

question, the number of Spanish and foreign respondents was the same, 32 people each.

In the Spanish side, most of the respondents were going to spend less than 300€ in

means of transport, with 18 people (56.2%) spending less than 100€ and 8 of the

respondents (25%) between 100 and 300€. Only 6 of the Spanish respondents (18.8%)

were going to spend between 300 and 750€ in transportation. As it is being usual during

this segmentation, the foreign expenditure in transport is clearly higher than the Spanish

one, with most of the respondents (23 people, 71.9%) spending between 300 and 750€.



6 of the foreign respondents (18.8%) were going to spend between 100 and 300€ and

the other 3 of them (9.3%) less than 100€. As it can be observed, none of the

respondents (neither Spanish nor foreigners) were going to spend more than 750€ in

transport.

Figure 5.15 Segmentation transport


Finally, the results of Spanish and foreign respondents within expenditures in leisure are

going to be compared. A total of 34 Spanish respondents answered this question. Most

of them were going to spend less than 300€, as 18 people (52.9%) answered “less than

100€” and 9 of the respondents (26.4%) chose the option “between 100 and 300€”. The

rest of the Spanish respondents (7 people, 20.7%) were going to spend between 300 and

750€. The number of foreign respondents that answered this question was 31. Most of

them were going to spend more than 300€ in leisure, with 17 respondents (54.8%)

spending between 300 to 750€ and 3 people (9.7%) spending more than 750€. The rest

of the respondents were divided in 9 people (29%) spending between 100 and 300€ and

only 2 of them (6.5%) spending less than 100€.



Figure 5.16 Segmentation leisure


All of these differences between Spanish and foreign respondents are based mainly in

three factors: the length of stay, the mean of transport and the type of accommodation.

Firstly, foreigners stay longer than Spanish do, and none of the foreigner respondents

went to the park in one-day visit (logically). Secondly, foreigners most used mean of

transport is the plane (the most expensive), and Spanish use, mainly the coach and the

car. Finally, both Spanish and foreigners prefer to use the hotel (normally the most

expensive type) rather than other type of accommodation, but the percentage of

foreigners using it is higher.

Figure 5.17 Segmentation stay Figure 5.18 Segmentation type transport




Figure 5.19 Segmentation type accommodation


5.1.4 Satisfaction of the respondents

The final part of the survey consisted of questions about the satisfaction of the visitors

to different characteristics of the region. Even if this survey was mainly based on the

visitors expenditure, this part was useful to know the levels of satisfaction of the visitors

and, more important, if they are planning to go back to the region or to recommend the

region to their friends and acquaintances (which would cause future expenditures to the

area). The results of the questionnaires were good, as most of the respondents qualified

as fair, good or even excellent the different tourism services. The main suggestions for

improvement were directed to the tourist information, especially to the information in

other languages. Finally, the results of the most important questions of this part of the

questionnaire (about possibility of going back to the region, and possibility of

recommending it) were also positive. 65 of the respondents (81.3%) would go back to

the region in the future, 14 of them (17.4%) are undecided about this aspect and only 1

of them (1.3%) would not go back in the future. 78 people responded to the last

question, and 71 of them (91%) would recommend the region to their friends, 4 of them

(5.2%) are undecided and 3 of the respondents (3.8%) would not recommend the region.



Figure 5.20 Satisfaction of the respondents


Figure 5.21 Go back to the region? Figure 5.22 Recommend the region?


5.2 Results of the interview

The next thing that needs to be exposed is the main results obtained in the in-depth

interview conducted with Mr Octavi Bono, Manager of the Costa Daurada Tourism

Board, where he has been working since the year 1995 (same year as Port Aventura

opening). The fact that he had been part of the Tourism Board since that year, made him



a really useful source of information about the impacts of the park in the regional

economy. The main findings obtained during this interview can be divided in 9 different

topics:

1. Functions of the Tourism Board: Mr Bono defined the Costa Daurada Tourism

Board as a self-governing body that promotes, coordinates and support tourism

within the public and private agents of the region in order to help to its dynamism

and its socioeconomic development.

2. Promotion tools: The Tourism Board uses numerous tools for the promotion of the

region, such as: advertising in press and television, trade fairs, support to tourist

operators, direct marketing, advertising on the Internet, customer management via a

CRM (Customer Relationship Management) program, etc.

3. Significance of Port Aventura: Mr Bono affirmed that the significance of Port

Aventura within the region promotion is basic. The park is a product that makes the

difference with other coastal regions and it reinforces the image of the region as a

space for the families. The park also makes the region to diminish seasonality and

has improved the acknowledgement of the brand “Costa Daurada”.

4. Changes in tourism supply: Mr Bono considered that there have been many

changes in the regional tourism supply since the opening of Port Aventura,

especially in the number of hotel places, which has increased from 40,400 to

60,900.

5. Changes in tourism demand: Mr Bono stated that the structure of the tourism

demand in Costa Daurada has remained more or less stable since the opening of the

park, as the weight of the Spanish market has been always important (between 49

and 51%). The main international markets (France, United Kingdom and the

Benelux) have not changed with the opening of the park.

6. Tourist expenditure: Mr Bono underlines that the direct impact of tourism

generated in Costa Daurada on the GDP represents the 18%. Most of the companies

in the region are local, what makes that a big part of the tourism expenditure stays

within the area.



7. Comparison to the competitors: When asked about the growth of the region since

the opening of the park, compared to the two other important destinations in

Catalonia (Barcelona and Costa Brava), Mr Bono outlined that the evolution has

been better than those in Costa Brava, even if this region has a bigger tourism

supply than Costa Daurada. He also highlighted Barcelona as an special case, due

to the big supply and fame generated by the Olympic Games.

8. Tourism jobs: Mr Bono mentioned that lately, tourist companies, and companies

in general, within the region tend to hire more immigrant people, mainly in the low

skilled positions.

9. Future: Finally, Mr Bono considered that the future expansion plans of Port

Aventura (mentioned in Chapter 3) will be good for the tourism in the area, which

will be able to supply new markets and create new purposes to visit the region all

over the year.

5.3 Conclusion

This chapter has presented the main findings obtained with the primary research, by the

means of a visitor’s expenditure survey and an in-depth interview. Next chapter will

confront this results with the literature reviewed about the main topics of the

dissertation. Recommendations for the tourism industry and for future research will also

be exposed in there.

Chapter 6- Conclusion and recommendations 79


Chapter 6- Conclusion and recommendations

This last chapter will expose the conclusions from the dissertation, by comparing the

main results of the primary research, to the information obtained from the literature

review. At the end, some recommendations to the tourism industry and for future

research will be also given.

6.1 Conclusion

As it has been stated before, the aim of this dissertation was to analyse the economic

impacts of the theme park industry on the host regions, by studying the case of Port

Aventura. The main thing that needs to be studied is what economic impacts, positive

and negative, have been crated in the region of Costa Daurada since the opening of the

park in 1995.

6.1.1 Visitor’s expenditure

The first thing that needs to be presented is a value for the results from the visitor’s

expenditure survey reviewed in the previous chapter. It is necessary to repeat, as it has

been stated previously, that the results obtained with the survey are not representative at

all, but even though they are going to be used in the research to give an approximate

idea of the impact of the park visitor’s expenditure on the local economy. As it has been

seen in that chapter, the responses regarding visitor’s expenditure comprised different

values. The options were 0-100€, 100-300€, 300-750€ and more than 750€. In order to

get a figure representing the individual expenditure of people visiting the park, the

author gave estimated values to each of the responses, being 50, 200, 525 and 1,000€

respectively. After summing up the total expenditures in accommodation, food and

beverage, transport, leisure and others using the values mentioned, the total amount was

divided by 80 (the total number of respondents). The final results showed that the



average total expenditure from each visitor (older than 18) to the park was 1,069.99€. It

does not mean that all of this money is injected in the local economy by every adult

visitor to the park, logically. From those visitors whose length of stay is 1 night or

higher (72.5% of the visitors) 36.2% of them stayed outside the region of Costa

Daurada, what indicates that a big part of their individual expenditure did not stay in

this region. Another factor is that the amount chosen by respondents for transport

expenditure was the total amount they spent from their origin place to their destination,

and not only the money they spent in Costa Daurada. Even accounting these

diminutions to the average individual impact on the local economy, it represents still an

important economic injection to the region. Other important aspects affecting the

regional economy are:

• The high percentage of people using road transport (coach and car), with the

subsequent impact to local economy (tolls, services areas…) and the good

percentage of people travelling by plane (usually to the Reus Airport).

• The big amount of people considering to go back to the region and to

recommend Costa Daurada to their friends, representing more future visitor’s

expenditures.

6.1.2 Positive economic impacts generated by the park

As it has been reviewed on Chapter 2, Ryan (2003) offered a list of positive economic

impacts from tourism caused by visitor’s expenditure and some of them can be applied

to the case of Port Aventura, such as:

1. Earning of foreign exchange from expenditures of visitors and contributions to

exports (specially from British visitors, as the rest of visitors use the same

currency, the Euro)

2. Visitor expenditures signify a source of taxation. All the expenditures going to

the local economy have to be taxed according to the regional and national

regulations.

3. Income to tourism businesses. Part of the visitor’s expenditure is used within the

regional tourism business, but it is also spent in other industries.



Apart from the positive impacts created by the visitor’s expenditures, Ryan (2003)

highlighted other benefits that are valid for this case study:

1. Creation of employment. It can be proved to have happened in Costa Daurada,

with the 2,500 people working in Port Aventura (Port Aventura, 2007a) and the

jobs generated in the tourism industry since its opening, such as the increase in

more than 20,000 hotel places (interview with Mr Bono) and it subsequent

increase of hotel employment.

2. Externalities, which are defined by Dwyer and Forsyth (1998 in Ryan 2003) as

above-normal wages generated by transport operations (airports, port

expenditure) in short procedures that would not happen if it were not for

tourism. Some examples of these externalities in the Costa Daurada are the

percentage of visitors to Port Aventura travelling by plane (25%), which

generates airport expenditures for the region and the percentage of people using

the coach and car within the region (70%), which generates toll expenditures.

Finally, there are other economic benefits of tourism stated by Ryan (2003), such as the

generation of economies of scale and the redistribution of income and labour to regions

traditionally out of the conventional economic life, that can not be proved to have been

generated by the development of Port Aventura, as before its opening tourism was

already a leading industry within the region.

6.1.3 Negative economic impacts generated by the park

As it has been mentioned when studying the different methods to measure economic

impacts of tourism, they do not usually give a lot of information regarding to the

negative impacts. However, negative economic impacts are generally created by tourism

development. In order to assess the negative impacts of Port Aventura in the local

economy, the author used some existing data and some of the information obtained

during the in-depth interview conducted with Mr Bono.



Page (2003) affirmed that one of the negative economic effects of tourism is the

inflation in the local economy and possible increases in land price. In order to see if it

has happened in Costa Daurada since the opening of Port Aventura, the author

reviewed data provided by the INE (see Appendices 4 and 5). This data showed that the

CPI and property prices have increased in the Costa Daurada at the same or lower levels

than the national economy, while in the other three regions of Catalonia this increase

has been noticeably higher. It can be stated that the opening of Port Aventura have not

generated inflation or land price increases in the region, for the moment.

Other of the negative economic impact outlined by Page (2003) is the limited returns on

investment caused by seasonality. During the interview, Mr Bono affirmed that the

opening of Port Aventura has helped to the reduction of the seasonality in the tourism

demand of Costa Daurada, and the future plans and strategies will reduce that

seasonality even more. The third negative effect of tourism to be tested within this case

study is the existence of leakages of tourist spending from the host economy (Page,

2003). Mr Bono was asked during the interview about the relevance of the local tourism

businesses in the region. He answered that most of the companies in the region are

local, but it does not mean that the products they sell are not imported, which would

create leakages anyway. Salary leakages are also generated, as local companies tend to

hire people from outside the region, which could spend or send part of their salaries in

their origin region. It can be definitively affirmed that there are some leakages of

visitor’s expenditure from the local economy.

Finally, the other three negative factors affecting local economies, mentioned by Page

(2003) are possible economic over-dependence on the tourism activity, potential

dependence on imported products, services and workforce and additional expenditures

to local authorities, but they have not been tested within this dissertation’s case study,

mainly because of the lack of information and resources from the author.



6.2 Recommendations for the tourism industry

• Firstly, as it can be observed in the results of the survey, there is an important

percentage of people (27.5%) that go to the park in one-day visit, being its

expenditure within the local economy minimal. Cooperation between Port

Aventura, the Tourism Board and other private companies could reduce this

percentage by offering lower entrance fees to the park, a low hotel rate and

reductions in other regional products and services if the visitor stays one night

ore more.

• Another aspect presented in the results of the survey is the higher expenditure by

foreign visitors (longer stays, more percentage of people staying in hotels, etc.).

The Tourism Board could focus more in the international market in order to

increase the number of foreign visitors, which is already high. It does not mean

that they should forget the national market, but the image of Costa Daurada and

Port Aventura (as the best theme park in the country) is already strong in Spain

and it needs less effort to be promoted there.

• In the questions about visitor’s satisfaction, the results of the tourist information

services have not been as good as other tourism services. Furthermore, some of

the respondents suggested that the information provided in other languages

should be improved and apart from the park, it is not easy to get information in

foreign languages in the region. This aspect is something relative to all the

national territory and not only to this region, as in Spain, information in other

languages is difficult to be found, apart from the main tourism attractions and

transport infrastructures.

• Finally, leakages from the local economy will always exist in every tourist

region, as an adequate infrastructure needs to be created to attract tourists. This

tourist infrastructure generally needs of external factors to the local economy,

such as capital investment, workforce, imported products, etc., to be built. Once

the tourists are attracted to the area, an intensive promotion of local activities

and products could be useful to reduce the leakages from the regional economy

and to generate a better redistribution of income, within the area.



6.3 Recommendations for future research

• First of all, it is necessary to state that even though the theme park industry is an

increasing global sector and the study of tourism impacts is a main focus for

researchers nowadays, the author was not able to find many studies assessing

tourism impacts generated by the theme park industry. Researches about theme

parks have historically focused on strategies, management, visitor activities and

behaviour. Studies relating theme park development to tourism impacts

generated on the host regions could be useful for maximising the positive

impacts of theme parks on the host areas and for reducing their negative effects.

• As it has been explained before, the lack of time, money and other resources by

the author has been an important limitation for this research and the data

obtained is not susceptible to be generalised. Future research conducting a

complete visitor’s expenditure survey, with a much wider sample and undertook

all over the year, will be useful for the region of Costa Daurada and even for the

Port Aventura management.

• Finally, as it has been explained in Chapter 2, there are other better models

rather than visitor’s expenditure surveys, of assessing economic impacts of

tourism. Future researchers, with more time and resources could use some of

these methods (as seen in the example of the study by Sasaki et al., where they

used the input-output model) in order to get a better understanding of the

economic impacts generated by the park on the region of Costa Daurada.

Bibliography and References 85


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Appendices 95


Appendix 1- Questionnaire in English

1. Number of people travelling (including you)

1 __ 2 __ 3-5 __ + 5 __

2. Is it your first time visiting the region (Costa Daurada, Province of Tarragona)?

Yes __ No __

3. Is Port Aventura your main destination?

Yes __ No (Please write which is your main destination) _________________

4. How did you arrive to the region?

Plane __ Car __ Train __ Coach __ Other _____________

5. How long will you stay in the region?

0 nights (just a day) __ 1-3 nights __ 4-7 nights __ 8-15 nights __ + 15 nights __

6. What type of accommodation are you staying in?

Hotel __ Camp site __ Apartment __ Friends or relatives __ Other ___________

7. Where is your accommodation located?

____________________________________________________________________

Appendices 96


8. How have you travelled from your accommodation to Port Aventura?

Own Car __ Rental Car __ Coach __ Train __ Other ___________________

9. On the day of your visit to Port Aventura did you (or are you planning to):

- Visit other attractions nearby? Yes __ No __

- Stop for meals or drinks nearby? Yes __ No __

- Go shopping in nearby towns? Yes __ No __

- Return straight away to the place where you are staying? Yes __ No __

10. Expenditures during the stay (not including in the park)

EXPENDITURE 0- 100€ 100- 300€ 300- 750€ + 750€

Accommodation (If it is not part of a package holidays)

Food & Beverage

Transport

Leisure

Others (Please specify)

Appendices 97


11. Please indicate your degree of satisfaction with the tourist services provided in

the region:

DEGREE OF SATISFACTION EXCELLENT GOOD FAIR POOR VERY POOR

Accommodation

Transport Infrastructures

Food & Beverage

Tourist Information

Leisure

Things to do

Nightlife

12. Suggestions for improvement:

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

______________________________________________________________________

_____________________________________________________________________.

13. Do you consider coming back to this region in the future?

Yes __ No __ Undecided __

14. Would you recommend this region to your friends?

Yes __ No __ Undecided __

Appendices 98


15. Nationality:

Spanish __ British __ French __ German __ Italian __ Portuguese __

Dutch __ Other_____________

16. Gender:

Male __ Female __

17. Age:

18-25 __ 26-35 __ 36-45 __ 46-55 __ 56-65 __ + 65 __

18. Are you coming with children?

Yes __ No __

Appendices 99


Appendix 2- Results from the questionnaire

TRAVEL DATA: Number of people

Frequency Percent Valid Percent Cumulative

Percent

2 15 18,8 18,8 18,8

3-5 25 31,3 31,3 50,0

+ 5 40 50,0 50,0 100,0

Valid

Total 80 100,0 100,0

First time visiting?


Percent

Yes 55 68,8 68,8 68,8

No 25 31,3 31,3 100,0

Valid

Total 80 100,0 100,0

main destination


Percent

Yes 47 58,8 58,8 58,8

no 33 41,3 41,3 100,0

Valid

Total 80 100,0 100,0

transport


Percent

Plane 20 25,0 25,0 25,0

Car 22 27,5 27,5 52,5

Train 4 5,0 5,0 57,5

Coach 34 42,5 42,5 100,0

Valid

Total 80 100,0 100,0

Appendices 100


length of stay


Percent

0 nights (1 day)

22 27,5 27,5 27,5

1-3 nights 9 11,3 11,3 38,8

4-7 nights 41 51,3 51,3 90,0

8-15 nights 8 10,0 10,0 100,0

Valid

Total 80 100,0 100,0

type of accommodation


Percent

Hotel 43 53,8 74,1 74,1

Campsite 3 3,8 5,2 79,3

Apartment 6 7,5 10,3 89,7

Friends and relatives

6 7,5 10,3 100,0

Valid

Total 58 72,5 100,0

Missing -9 22 27,5

Total 80 100,0

transport from accommodation


Percent

Own car 23 28,8 29,9 29,9

Rental car 9 11,3 11,7 41,6

Coach 42 52,5 54,5 96,1

Train 3 3,8 3,9 100,0

Valid

Total 77 96,3 100,0

Missing -9 3 3,8

Total 80 100,0

ACTIVITIES: Visit other attractions


Percent

Yes 45 56,3 59,2 59,2

No 31 38,8 40,8 100,0

Valid

Total 76 95,0 100,0

Missing -9 4 5,0

Total 80 100,0

Appendices 101


meals/ drinks


Percent

Yes 55 68,8 72,4 72,4

No 21 26,3 27,6 100,0

Valid

Total 76 95,0 100,0

Missing -9 4 5,0

Total 80 100,0

shopping


Percent

Yes 36 45,0 47,4 47,4

No 40 50,0 52,6 100,0

Valid

Total 76 95,0 100,0

Missing -9 4 5,0

Total 80 100,0

return accommodation


Percent

Yes 23 28,8 30,3 30,3

No 53 66,3 69,7 100,0

Valid

Total 76 95,0 100,0

Missing -9 4 5,0

Total 80 100,0

EXPENDITURES: Accommodation


Percent

0-100€ 2 2,5 5,9 5,9

100-300€ 7 8,8 20,6 26,5

300-750€ 11 13,8 32,4 58,8

+ 750€ 14 17,5 41,2 100,0

Valid

Total 34 42,5 100,0

Missing -9 46 57,5

Total 80 100,0

Appendices 102


Food & Beverage


Percent

0-100€ 25 31,3 35,2 35,2

100-300€ 13 16,3 18,3 53,5

300-750€ 26 32,5 36,6 90,1

+ 750€ 7 8,8 9,9 100,0

Valid

Total 71 88,8 100,0

Missing -9 9 11,3

Total 80 100,0

Transport


Percent

0-100€ 21 26,3 32,8 32,8

100-300€ 14 17,5 21,9 54,7

300-750€ 29 36,3 45,3 100,0

Valid

Total 64 80,0 100,0

Missing -9 16 20,0

Total 80 100,0

Leisure


Percent

0-100€ 20 25,0 30,8 30,8

100-300€ 18 22,5 27,7 58,5

300-750€ 24 30,0 36,9 95,4

+ 750€ 3 3,8 4,6 100,0

Valid

Total 65 81,3 100,0

Missing -9 15 18,8

Total 80 100,0

Others


Percent

0-100€ 3 3,8 60,0 60,0

100-300€ 2 2,5 40,0 100,0

Valid

Total 5 6,3 100,0

Missing -9 75 93,8

Total 80 100,0

Appendices 103


SATISFACTION: Accommodation


Percent

Excellent 16 20,0 26,2 26,2

Good 34 42,5 55,7 82,0

Fair 10 12,5 16,4 98,4

Poor 1 1,3 1,6 100,0

Valid

Total 61 76,3 100,0

Missing -9 19 23,8

Total 80 100,0

Transport


Percent

Excellent 4 5,0 5,6 5,6

Good 53 66,3 73,6 79,2

Fair 14 17,5 19,4 98,6

Poor 1 1,3 1,4 100,0

Valid

Total 72 90,0 100,0

Missing -9 8 10,0

Total 80 100,0

Food and beverages


Percent

Excellent 20 25,0 28,6 28,6

Good 33 41,3 47,1 75,7

Fair 17 21,3 24,3 100,0

Valid

Total 70 87,5 100,0

Missing -9 10 12,5

Total 80 100,0

Information


Percent

Excellent 6 7,5 8,6 8,6

Good 46 57,5 65,7 74,3

Fair 16 20,0 22,9 97,1

Poor 2 2,5 2,9 100,0

Valid

Total 70 87,5 100,0

Missing -9 10 12,5

Total 80 100,0

Appendices 104


Leisure


Percent

Excellent 28 35,0 40,6 40,6

Good 33 41,3 47,8 88,4

Fair 8 10,0 11,6 100,0

Valid

Total 69 86,3 100,0

Missing -9 11 13,8

Total 80 100,0

Things to do


Percent

Excellent 16 20,0 25,8 25,8

Good 41 51,3 66,1 91,9

Fair 5 6,3 8,1 100,0

Valid

Total 62 77,5 100,0

Missing -9 18 22,5

Total 80 100,0

Nightlife


Percent

Excellent 21 26,3 36,8 36,8

Good 31 38,8 54,4 91,2

Fair 4 5,0 7,0 98,2

Poor 1 1,3 1,8 100,0

Valid

Total 57 71,3 100,0

Missing -9 23 28,8

Total 80 100,0

coming back


Percent

Yes 65 81,3 81,3 81,3

No 1 1,3 1,3 82,5

Undecided

14 17,5 17,5 100,0

Valid

Total 80 100,0 100,0

Appendices 105


reccomend


Percent

Yes 71 88,8 91,0 91,0

No 3 3,8 3,8 94,9

Undecided 4 5,0 5,1 100,0

Valid

Total 78 97,5 100,0

Missing -9 2 2,5

Total 80 100,0

PERSONAL DATA: nationality


Percent

Spanish 47 58,8 58,8 58,8

British 9 11,3 11,3 70,0

French 13 16,3 16,3 86,3

German 2 2,5 2,5 88,8

Portuguese

1 1,3 1,3 90,0

Dutch 2 2,5 2,5 92,5

Other 6 7,5 7,5 100,0

Valid

Total 80 100,0 100,0

gender


Percent

Male 41 51,3 51,3 51,3

Female 39 48,8 48,8 100,0

Valid

Total 80 100,0 100,0

age


Percent

18-25 31 38,8 38,8 38,8

26-35 18 22,5 22,5 61,3

36-45 18 22,5 22,5 83,8

46-55 10 12,5 12,5 96,3

56-65 2 2,5 2,5 98,8

+ 65 1 1,3 1,3 100,0

Valid

Total 80 100,0 100,0

Appendices 106


children


Percent

Yes 56 70,0 70,0 70,0

No 24 30,0 30,0 100,0

Valid

Total 80 100,0 100,0

Crosstabulations nationality * Accommodation Crosstabulation Count

Accommodation

0-100€ 100-300€ 300-750€ + 750€ Total

Spanish 2 5 6 3 16

British 0 0 3 4 7

French 0 0 0 1 1

German 0 0 1 0 1

Portuguese 0 0 1 0 1

Dutch 0 1 0 1 2

nationality

Other 0 1 0 5 6

Total 2 7 11 14 34

nationality * Food & Beverage Crosstabulation Count

Food & Beverage

0-100€ 100-300€ 300-750€ + 750€ Total

Spanish 24 10 3 1 38

British 0 0 7 2 9

French 1 2 9 1 13

German 0 0 1 1 2


Dutch 0 0 2 0 2

nationality

Other 0 1 3 2 6

Total 25 13 26 7 71

Appendices 107


nationality * Transport Crosstabulation Count

Transport

0-100€ 100-300€ 300-750€ Total

Spanish 18 8 6 32

British 0 3 6 9

French 3 0 10 13

German 0 1 1 2

Portuguese 0 1 0 1

Dutch 0 0 2 2

nationality

Other 0 1 4 5

Total 21 14 29 64

nationality * Leisure Crosstabulation Count

Leisure

0-100€ 100-300€ 300-750€ + 750€ Total

Spanish 18 9 7 0 34

British 0 5 4 0 9

French 1 2 9 1 13

German 0 1 1 0 2


Dutch 0 0 2 0 2

nationality

Other 1 0 1 2 4

Total 20 18 24 3 65

nationality * length of stay Crosstabulation Count

length of stay

0 nights (1

day) 1-3 nights 4-7 nights 8-15 nights Total

Spanish 22 6 18 1 47

British 0 2 5 2 9

French 0 0 12 1 13

German 0 0 2 0 2


Dutch 0 0 1 1 2

nationality

Other 0 1 2 3 6

Total 22 9 41 8 80

Appendices 108


nationality * transport Crosstabulation Count

transport

Plane Car Train Coach Total

Spanish 4 17 3 23 47

British 9 0 0 0 9

French 1 0 1 11 13

German 2 0 0 0 2


Dutch 0 2 0 0 2

nationality

Other 3 3 0 0 6

Total 20 22 4 34 80

nationality * type of accommodation Crosstabulation Count

type of accommodation

Hotel Campsite Apartment Friends and

relatives Total

Spanish 16 1 3 5 25

British 9 0 0 0 9

French 12 0 0 1 13

German 1 1 0 0 2


Dutch 1 1 0 0 2

nationality

Other 4 0 2 0 6

Total 43 3 6 6 58

Appendices 109


Appendix 3- Transcription of the interview

Interviewer (I): Good morning Mr Bono and thank you for agreeing to answer

some questions related to Costa Daurada and Port Aventura.

Respondent (R): You are welcome.

I: First of all, how long have you been working for this Tourism Board?

R: I started working in this organisation in October 1995.

I: What are the main functions of the Costa Daurada Tourism Board?

R: The Tourism Board has a clearly defined mission. It is a self-governing body

promoting, coordinating and supporting tourism within the public and private regional

companies in order to improve the dynamism of the area and the socio-economic

development.

I: What are the main promotion tools used by the Tourism Board in both, the

national and international markets?

R: Multiple tools are used, such as advertising campaigns in press and television, an

intensive trade fair program, support to the commercialisation of tourist operators, direct

marketing actions, advertising on the Internet and management of the customer

relationships via a CRM program.

I: How relevant is Port Aventura for the promotion of Costa Daurada?

R: It is basic. Port Aventura is a product that makes the difference of this region with

other coastal areas, reinforces the image of Costa Daurada as a space for families and

increases the number of visits during the weak periods of the year.

Appendices 110


I: Do you consider that the fame of the brand “Costa Daurada” has increased since

the opening of the park?

R: Port Aventura is a useful tool for every aspect, including this one.

I: From your personal point of view, do you consider that the prices have increased

at a similar level that the rest of Spain or, conversely, they have suffered a higher

inflation since the opening of the park?

R: I do not detect a cause-effect relationship in this aspect.

I: What changes have occurred in the tourism supply of Costa Daurada since

(1995)?

R: We have appreciated a noticeably increase in the number of accommodation places,

especially in hotels, which have increased from 40,400 to 60,900. The changes

produced in campsites and tourist apartments are not relevant.

I: And what about the tourism demand?

R: The structure of our tourism demand is relatively stable: the weight of the national

market has always been important (between 49 and 51%) and nowadays these

percentages are similar. The distribution of the international markets is also quite stable

and the main markets have always been France, United Kingdom and the Benelux, in

this order.

I: Do you consider that the expenditures by tourists coming to Costa Daurada go

generally to the regional economy (local companies) or to other economies?

R: The direct representation of tourism in the GDP generated in the region is 18%. Most

of the companies in the area have a local capital and their effects stay mainly in the

region.

Appendices 111


I: About the growth levels in Costa Daurada, have they been higher than Costa

Brava and Barcelona (the other main tourist destinations in Catalonia) from 1995?

R: The evolution has been higher than Costa Brava (despite the volume of their supply

is bigger). The case of Barcelona is special, given that after the Olympic Games there

was a noticeably increase of the tourist supply.

I: Do you consider that tourism businesses have mainly employed people from the

region?

R: The situation has changed all over the time. Last years, immigration is used as an

important source of human resources in our companies, especially in the low-skilled

positions. Generally, our entrepreneurs have problems in this topic and it is not easy to

find well-trained staff. The incorporation of women, working part time, has also been

one of the ways of solving this problem.

I: Finally, how do you think that the expansion plans of Port Aventura will affect

tourism development in Costa Daurada?

R: They will help to the tourism development by facilitating the accessibility of new

markets and new segments, and creating new arguments for the increase of visits all

over the year.

Appendices 112


Appendix 4- CPI Increase

Source: Adapted from INE, 2007

Appendix 5- Property prices increase

Source: Adapted from INE, 2007

Year

Costa

Daurada

Costa

Brava

Barcelona Lleida Spain

1990

6.9 7.3 8.3 7.0 6.7

1995

4.6 4.4 4.5 5.4 4.7

2000

3.6 4.1 3.8 3.9 3.4

2005

3.2 3.8 4.0 3.7 3.4

Year

Costa

Daurada

Costa

Brava

Barcelona Lleida Spain

1990

7.6 8.7 13.0 8.1 7.8

1995

5.7 5.2 4.8 5.4 5.7

2000

4.4 8.1 4.6 8.6 4.4

2005

5.0 6.8 5.8 6.7 5.3

Appendices 113


Appendix 6- Revenue at theme parks worldwide, by region, 2000-05

2000 2001 2002 2003 2004 2005

%

change

2000-

05

US$m US$m US$m US$m US$m US$m

US 9,600 9,600 9,903 10,300 10,775 11,204 +16.7

% of total revenue

52.0 50.2 49.3 50.0 50.2 49.9 -4.0

Asia-Pacific

5,006 5,530 5,943 5,976 6,143 6,493 +29.7

% of total revenue

27.1 28.9 29.6 29.0 28.6 28.9 +6.6

EMEA* 3,312 3,414 3,675 3,738 3,940 4,126 +24.6

% of total revenue

17.9 17.9 18.3 18.2 18.3 18.4 +2.4

Canada 312 320 330 334 375 390 +25.0

% of total revenue

1.7 1.7 1.6 1.6 1.7 1.7 +2.8

Latin America

246 245 251 245 249 257 +4.5

% of total revenue

1.3 1.3 1.2 1.2 1.2 1.1 -14.1

Appendices 114


Total 18,476 19,109 20,102 20,593 21,482 22,470 +21.6

Note: *Europe, Middle East and Africa

Source: PricewaterhouseCoopers Global Entertainment and Media Outlook: 2005-2009 in Mintel, 2007

Appendix 7- Attendance at theme parks worldwide, by region, 2000-05

2000 2001 2002 2003 2004 2005 %

change

2000-05

M m m m M m

US 317.0 319.0 324.0 322.0 328.0 334.0 +5.4

Visitation per 100 inhabitants (%)*

112.3 111.9 112.6 110.9 111.9 112.9 +0.6

Asia-Pacific 210.0 223.0 235.0 232.0 236.0 243.0 +15.7

Visitation per 100 inhabitants (%)

3.5 3.5 3.6 3.6 3.6 3.6 +4.6

EMEA 121.0 123.0 129.0 128.0 131.0 134.0 +10.7


8.2 8.2 8.4 8.4 8.3 8.4 +2.6

2

Latin America

30.0 30.5 31.3 30.6 31.0 31.6 +5.3


8.6 8.6 8.7 8.4 8.5 8.5 -1.2

Appendices 115


Canada 12.4 12.6 12.8 12.5 13.6 13.9 +12.1


39.6 39.9 40.1 38.8 41.8 42.4 +6.9

Total 690.4 708.1 732.1 725.1 739.6 756.5 +9.6

Visitation per capita (%)

11.4 11.5 11.8 11.5 11.6 11.7 +3.3

Note: *total attendance expressed of a ratio of population

Source: PricewaterhouseCoopers Global Entertainment and Media Outlook: 2005-2009, US Census Bureau, International database in Mintel, 2007

Appendix 8- Attendance at the top ten European theme parks, 2003-05

2003 2004 2005 % change

000s 000s 000s 2003-05

Disneyland Paris/Walt Disney Studio Park, France

12,400 12,400 12,300 -0.8

Blackpool Pleasure Beach, UK

6,200 6,200 6,000 -3.2

Tivoli Gardens, Copenhagen, Denmark

3,266 4,240 4,100 +25.5

Europa Park, Rust, Germany

3,300 3,300 3,950 +19.7

De Efteling, Kaatsheuval, Netherlands

3,200 3,200 3,300 +3.1

Appendices 116


Port Aventura, Salou, Spain

3,040 3,100 3,350 +10.2

Liesburg, Goteburg, Sweden

2,749 3,000 3,150 +14.6

Gardaland, Castelnuvo del Garda, Italy

2,950 3,100 3,100 +5.1

Bakken, Klampenborg, Denmark

2,700 2,500 2,600 -3.7

Alton Towers, Staffordshire, UK

2,500 2,400 2,400 -4.0

Source: Amusement Business in Mintel, 2007