SantanderTouristInformationSystem–SITURSantanderColombia1. TouristObservatories GuillermoRincònVelandiaUniversidadPontificiaBolivariana,FacultyofIndustrialEngineering,Teacher‐ResearcherK7viaPiedecuestaFloridablanca,Colombiaguillermo.rincon@upb.edu.co,3008439085, 

Abstract

Santander is a department of Colombia with great opportunities to become a tourist destination with enoughattractions to captivate national and international visitors due to natural biodiversity and cultural heritage. Invarious forums organized by unions and government agencies responsible for making tourism in Santander acompetitive industry, have noted among other weaknesses, the lack of timely information regarding thecharacterization of regional industry. , it is recognized that the lack of information doesn’t allowus to anticipateindustry trends, this prevents us from formulating in advance government policies aimed at improvinginfrastructureandqualificationofhumanskillsrequiredtomeetgrowingvolumesofvisitors. Itdelaysinnovationanddoesn’tencouragethearrivalofnewinvestors.TheSantanderTouristinformationSystem–SITURSantander,it’saprojectthataimstoprovidetheregionwithatoolconsideredfundamentaltoturntourismintoacompetitiveregionalbetandisacontributiontotheeffortsmadebytheNationalGovernmenttomakeColombiaaWorld‐classdestination.Thispaperseekstosharetheexperienceitsstructuringandimplementationinordertofindnewideasandcontributetoconsolidatethestudyoftheimpactoftourisminregionalareas. 

Background

SantanderisadepartmentofColombiawithexcellentopportunitiestobecomeacompetitivetouristdestination;ithasenoughattractionstocaptivatenationalandinternationalvisitors,duetothenatural biodiversityandhistorical,culturalandgastronomicheritage.Traditionally,tourismhasnotbeenintheregionanimportantsectorintheGrossDomestic Product (Regional GDP), in 2012 represents only 1.7%, still lower than the 2.7% from tourism inColombia'sGDP,in2012representsonly1,7%1,stilllowerthanthe2.7%fromtourisminColombia'sGDP2.

TheColombiangovernmentinthe2011‐2014DevelopmentPlan"ProsperityforAll"aimstomaketourismaworldclass sector, encouraging domestic tourism and the arrival of new flows of international visitors. Santander is aregionintheeastofColombiawhichwantstocontributetotheachievementofthisnationalgoal.Inthe2012‐2015Development Plan “Santander Seriously” the goal is "making tourism one of the axes of the local growth anddevelopment" andwarns that achieving it "Creates challenges that invite entrepreneurs andgovernments to findappropriate actions in order to ensure significant contributions to the growth and development of the tourismindustryinSantander".

Until 2007, tourism in Santander mainly focused in the region of the Guanenta Province, sustained by naturalattractionsforadventuresportsinSanGilandthebeautyofthehistoricheritageofBarichara,consideredoneofthemost beautifulmunicipalities of Colombia, declared a nationalmonument in 1978. Only, after the opening of theChicamochaNationalPark (late2006), the flowof visitors toSantandergrew significantly. Since itsopening,The

                                                            1DANE.2012InformedeCoyunturaEconómicaRegionalICERRetrievedfromhttp://www.dane.gov.co/files/icer/2012/ICER_Santander_2012.pdf2DANE.2012.CálculosOEE–MCITT,Includeshotelandrestaurantservices

 

Park has been visited by nearly two million tourists, a fact that allowed making the region a more attractivedestinationforColombians,besidesencouraginginternationaltouristarrivals.

Intheperiod2013‐2015,someimportanttouristmegaprojectswillbecompletedwhichwillmakeSantanderamorecompetitivedestination,inthedomesticandinternationalmarket,makingtourismarealalternativetoachievethegoalsofregionaldevelopmentandgrowthbyofferingnewattractionsandactivitiesforvisitors,whichwilldefinitelymaketourismastrategicsector,promotingtheimprovementoftourisminfrastructureneededtoservenewvisitorflows,encouragingthearrivalofinvestors,directlyorindirectlybenefitingotherproductivesectors,creatingwealthandprosperitytotheregion.

ThisnewtourismrealityinSantander,willoffervisitorsinthesameregion,theopportunitytoenjoyvarioustypesoftourism:

Entertainment & Leisure Tourism: Santísimo Hill Ecopark in Floridablanca (2014), Chicamocha NationalAcuapark in Aratoca (2013), Chicamocha Canyon GeoPark (Nominated) Guane Viewpoint in Zapatoca(2014),AcualagoParkinFloridablanca(Entertainmentandleisuretourism)(2014)CreekLinearParkofthechurchinBucaramanga(ParqueLinealdelaQuebrada)(2014)

AdventureTourism:MetropolitanParaglidingParkinRuitoque(2014) Ecotourism:NaturalRegionalParkSanturbán(RecentlydeclarednaturalPark)intheregionofSoto HealthTourism:FreetradehospitalzoneCardiovascularFoundationofColombiainPiedecuesta(2015)and

thepermanentFreeTradeZoneFosunabFoundationinFloridablanca(2014). NauticalTourism:BucaramangaReservoir(2015)andtheHidrosogamosoDam(2014) EventsandconventionsTourism:MetropolitanConventionCenterofBucaramanga(2014) CulturalTourism:EastCulturalCenter(2014) BirdwatchingTourism:YariguiesParkNaturalReserveandMesadelosSantos Hiking:RoadsRecoveryfromLenguerkeZapatocatoBarichara(2014) RuralTourism:CoffeefarmsinMesadelosSantosandtheGuanentaProvince.

All these new attractionswillmaximize the traditional vocation of adventure tourism and historical and culturalheritage.Thiswill lead to thedevelopmentofotherprovincesandmunicipalitiesof Santander,mainlydue to therichnessofnaturalattractionswithpotentialtobecometouristproducts.Inaddition,theriseandexpectedgrowthinthe industrywill increase theshareof tourism inSantander’sGDP. Itwill lower the indicatorsofpovertyand theunemploymentrates,itwillgeneratesocialequity,anditwillencouragethemodernizationofourcitiesandtownspromotingtheimprovementofthequalityoflifeofthecommunitiesinvolvedintheplacesoftouristinterest.Inseveralforumsorganizedbyguildandgovernmentagenciesresponsibleformakingtourismacompetitivesectorin Santander, It has been pointed out among other weaknesses, the lack of timely information regarding thecharacterizationof the industry, the absence of an estimate of the volumeof the flowsof people comingand theidentificationofthereasonsfortraveling,thelackofknowledgeoftheimpactgeneratedbytourisminthenatural,socialandculturalenvironment,andnotknowingtherevenuecontributionmadetotheeconomyoftheregionfromthesaleofproductsandservicestovisitors.Undertheseconditions, it isrecognizedthatthelackofinformationdoesn’tallowustoanticipateindustrytrends,this prevents formulating in advance government policies aimed at improving infrastructure and qualification ofhumanskillsrequiredtomeetgrowingvolumesofvisitors.Itdelaysinnovationanddoesn’tencouragethearrivalofnewinvestorsIntroduction

The Santander Tourist Information System ‐ Situr Santander, It’s a Project proposed by the IMarketing researchgroupattheUniversidadPontificiaBolivarianafromBucaramanga,supportedwitheconomicresourcesprovidedbythe Chamber of Commerce of Bucaramanga and the Ministry of Commerce, Industry and Tourism of Colombiathrough the National Tourism Fund – FONTUR. This project aims to provide the region with a tool considered

 

fundamentaltoturntourismintoacompetitiveregionalbetandisacontributiontotheeffortsmadebytheNationalGovernmenttomakeColombiaaWorld‐classdestination.

Objective

TheSantanderTourismInformationSystem–SITURSantanderisintendedtotrackthetourismindustry,studytheimpactithasontheeconomic,environmental,socialandculturalfieldasaresultofthearrivalofvisitorflowsandhelppromotingSantanderasatouristdestinationinordertoencouragetheuseofinformationintheformulationofinvestmentprojects,policymakingatthegovernmentlevelandthevaluegeneration,thatallowstomaketourismafeasiblealternativefortheimprovementofthequalityoflifeoftheregion.

Framework

TheWorldTourismOrganizationinvariousscenarioshashighlightedtheimportanceofstatisticalmeasuresoftheimpactoftourismatsubregionallevel,informationconsideredofgreatvaluetothe:

o entrepreneursinactivitiesrelatedtothedesignandimplementationofmarketingstrategiesandprogramso governmentagenciesintheformulationofpoliciesandactionstopromotethetourismindustryasoneof

theaxesofdevelopmentandregionaleconomicgrowtho industrystakeholdersinordertoanticipatetrendsandseizenewopportunities

The International Recommendations for Tourism Statistics 2008 (IRTS 2008) and the Tourism Satellite Account:Recommended Methodological Framework 2008 (TSA‐RMF 2008), have become reference documents to trackmonetaryandnon‐monetary Indicators,providingasetofconcepts,definitions, classificationsand indicators thatserveastheprimarybasisfortheimplementationofinformationsystemsatasub‐regionallevel

Inthisregard,theUNWTOandINROUTE(2012)pointoutthat"thedevelopmentofatourisminformationsystemmustbeunderstoodnotasanenditself,butasaninitiativethatbesidesallowingcredibleanalysisoftourismanditseconomicconsequences,shouldalsosupporttheinstitutionalstrengtheningoftourismadministrationsatnationalandsubnationallevels.”

Thedynamicsandtheimpactoftourismiscloselylinkedtothevocationandresourcesoftheregion,notonlybythenatural territory (a spectacular canyon) or by the built heritage (a colonial village) as themain attractions, butbecause the territory activity largely conditions the willingness of visitors to spend, aspect of fundamentalimportanceanddirectlyassociatedwith the fulfillmentofexpectations,akeyaspect toensure theseactivitiesaregeneratingwealth

Itisworthhighlightingthatmeasurementsatthesubregionalleveltourismhavegainedparticularattentionamongresearchers.ContributionsarehighlightedindifferentscenariossuchastheInternationalConferenceonMeasuringTourismEconomicContributionatSub‐NationalLevels in thecityof Malaga,Spain (2008), the first internationalconference about themeasurement and economic analysis of the regional tourism inDonostia, Spain (2009), thesecond conference about the measurement and economic analysis of regional tourism – MOVE in Bilbao, Spain(2011)andthefirstseminaraboutregionaltourisminVenice,Italy(2012).

Situr Santander draws on the guidelines defined by the World Tourism Organization (UNWTO) specifically inrelation to the conceptual framework for the Tourism Satellite Account (TSA): Recommended MethodologicalFramework(RMT2008), theproposalof theInternationalNetworkonRegionalEconomics,MobilityandTourism(INRouTe) "A closer look at the Tourism: Subnational Measurement and Analysis ‐ Towards a set of WTOGuidelines".Furthermore,weincorporatedthecontributionsmadebyresearchersinvariousconferencepapersthathaveaddressedtheissueofsubnationalmeasurement.

ElementsoftheSantanderTouristInformationSystem–SiturSantander

 

The Development plan of Santander 2012‐2015, poses the objective "to consolidate tourism as a strategy foreconomicdevelopmentandsocialtransformationofthedepartment”.Thispurposehasbeenareferencetoproposethe design, construction and implementation of a Tourist Information System SITUR Santander as a valuablecontributionandapioneerinColombia,giventhattheinformationwillbethebasisforthedevelopmentandgrowthoftheregionaltourismindustry,circumstancewhichshouldencouragetheimprovementofthelivingconditionsofurbanandruralpopulationsofthemunicipalitiesinvolvedinthisactivity.

SiturSantanderisstructuredintwoprojectsaimedtomeettheproposedobjectivefromconception,i.e.,beameansofpromotingthetouristattractionsofSantanderandfacilitateaccesstoinformationfordecision‐makingintheareasofboththevisitorandactorskeyindustry:

1. OfficialTourismSiteofSantander:itsmainpurposeistopromoteSantanderasatouristdestinationthroughawebsiteplatform.Containsdetailedinformationonplacesofinterest,highlightingthenatural,theculturalandhistoricalheritagethatidentifiesourregion.Italsoincludesallformalentrepreneursofferingqualityproductsandservicesforvisitors.Thiswebsiteisaresponsetotrendsinthetourismindustryintheworld,recognizingthebenefitsandnewchallengesgeneratedbythemassiveinternetaccessandconsolidationofsocialnetworks,mediaisallowingtouriststohaveabetterunderstandingofthechosendestination,earlyaccessduringthetripandallthedetailsofthevaluepropositionofinterest.Theportaloffersversionsforsmartphonesandtabletsandthefutureplansanumberofapplicationsformobiledevices.(SeeFigure1)

Figure1.HomeSantanderTourismWebsite–VisitaSantander

2. TourismObservatoryofSantander:Thepurpose,allowingusers(Government,entrepreneurs, tradeunions,universitiesandthegeneralpublic),disposeofinformationrelatedtomeasurementoftheimpactofthetourismindustryat the regional and sub‐regional levels, as a reference to identifyopportunities, anticipateproblems,

 

promoteinvestment,improveinfrastructuredisposedfortouristsandtheformulationoftourismdevelopmentplansaimedatconsolidatingacompetitiveandattractiveoffertolocal,nationalandinternationalvisitors.TomeasuretheimpactofthetourismindustryinSantander,itsprovinces,municipalitiesandplacesofinterest,itisplannedtodevelopfourintegratedstudygroupsarticulatedinatouristinformationsystem.(SeeFigure2)

Figure2.SantanderTouristInformationsystemFuente

Source:Adaptation‐ACloserLookatTourism:Sub‐nationalMeasurementandAnalysis‐TowardsaSetofUNWTOGuidelines

TourismasanEconomicsector

MeasurementoftourisminSantander

Tourismasaneconomicsector

Touristdevelopmentandsocialcohesion

Sustainabletourism

DomesticandOutboundTourism

InboundTourism

MeasuringSupplyImpactofTourismon

Employment

Environmental impact

Socioculturalimpact

Economic impact

Strategicforesight ofthetourism industry

 

In Santander tourism is an industry whose activities are often included in other sectors, which is why it isdifficult to know its evolution and growth. In the period 2013‐2015, tourism industry will have significantgrowthresultingfromthearrivaloflargerflowsofvisitors,attractedbynewproposalsthatwillturnthisregionintoacompetitivealternative,ifcomparedtootherdestinationsinColombia.

The benefits of this new reality will be reflected in a better share of tourism in the GDP at regional level,especiallyfortheimpactthatwillbegeneratedfromtheexpensesofagreatervolumeofvisitors,Situationthatwillboostprosperityandgrowthofthebusinessactivitiesdirectlyorindirectlyrelatedtothesupplyofgoodsandservices,Circumstancewhichwillleadtothecreationofmorejobsandwealthfortheregion.

Thisgroupofstudiesseekstotrackfourdifferentaspects

o Characterizingtheflowofvisitorstoknowtheprofile,thegroupsizeandthereasonsfortraveling,theplacesvisitedandtheactivitiesundertaken,theestimatedspendinglevels,theuseofdigitalmediaandtheperceptionoftheexperienceduringtheirstayinSantander.Analysisoftemporality

o CharacterizingthebehavioroftheinhabitantsofBucaramangaMetropolitanAreafromtheperspectiveofthetripstakeninternally,nationallyandinternationally.

o CharacterizingSantandertourismindustryfromtheperspectiveofthetypeofcompany,sizeandrangeofproductsandservices.

o Measuringtheimpactoftourismonemploymentgeneration.

SustainableTourismTourismmustbesustainable,abletosimultaneouslyaddresstheneedsofvisitorsandhostregions,seekingtomaintainopportunities for future generations.Essentially, it focuseson themanagementof resources so thatthey can satisfy the regional economic, social and cultural needs, respecting the cultural heritage, naturalresourcesandbiodiversity.Studiesareplannedtoassesshowthedevelopmentandgrowthoftourism,causeschangesinSantandertouristdestinationsecosystems.Thepurpose:o Identify the saturationmoments of the ability of a place to absorb the flows of visitors (Environmental

impact)o Anticipate changes in the cultural identity of a region as a result of contact with visitors (Socio‐cultural

impact)o Assesswhethertourismactivitiesarecontributorstowealthcreationincommunitiesandcausesignificant

increases in per‐capita income, create jobs or generate new ventures, among other aspects (economicimpact).

TourismandSocialCohesion

The tourismmust be and activity that allows to increase the sense of belonging and the participation of thepeople of Santander in all the activities and processes laid down in the Development plan of Santander,encouragethe inclusionofurbanandruralcommunities inademocraticenvironmentwhich involves fightingdiscrimination and protection of minorities, promoting the consolidation of the community as the core ofcoexistencewhilepreservingandrespectingthehistoricalandsociologicalrealitytheyrepresent.

Itisexpectedtoundertakestudiesrelatedto:

o Governabilityoftourismdestinationso Territorialdevelopment(proposalstodevelopnewtouristroutesandplacesofinterest)o Thewaytheyprotectmunicipalitiesascommunitydevelopmentaxes

Strategicforesightofthetourismindustry

The strategic foresight is defined as the way to build a vision of the future, looking to maximize theopportunities, butunderstanding thatuncertainty is a reality that requirespreparation to face it. Clearly, thefutureoftourisminSantanderisdifficulttopredictwithcertainty,butitisnotpredetermined.Thetruthisthat

 

theterminationofthemacrotourismprojectsinthenextthree,willsignificantlychangetheeconomicvocationoftheregion,afactthatcertainlyrequireallemployersto(re)definetheconceptorideaoftheirbusiness,(re)structuringthereachoftheirorganizationor(re)positioningtheircorporateidentity.Traditionally, the decisions taken by entrepreneurs in Santander are based on assumptions and paradigmsusually anchored in the past, guided only by limited information or some outdated economic data. Othersundertake projects simply exploiting the advantages granted by the Colombian government for tourisminvestment,butwithoutclarityonlong‐termsustainability.SiturSantanderwantstheentrepreneursofthetourismindustrytolearntodealwithuncertaintyandbeabletostructure their decisions using the identification of opportunities as reference. Circumstance that shouldfacilitatethedevelopmentofnewtourismproductstoattractgreater flowsofvisitors.Achievingthispurposerequiresinformationfromquantitativeandqualitativedataresearch,ifyouwantabroadperspectiveonmarkettrends.Inthissense,thefirstthreegroupsofSantanderSiturstudiesareresearchprojectsofquantitativedata,leavingthefourthgrouptothestructuringandimplementationofresearchstudiesofqualitativedata,basedongroupsessionsorin‐depthinterviewswithparticipationofentrepreneurs,academics,managers,governmentofficialsor experts (primary sources). These scenarios should address the central theme of reflection in order tovisualize the foreseeable scenarios of tourism industry in Santander, in the medium and long term, timelyanticipatingdifficultiesthatmayarise,becauseoftheenvironmentchangesortheinformationprovidedofthetrackingofthevisitorswhocometotheregionorthegeneralindustry.Thisactivitywillinvolvethepermanentexplorationofsecondarysourcesasastateoftheart.Technologicalsurveillance(tourismtrendsnationallyandglobally) and competitive intelligence (best world practices for product design or management of touristdestinations).Thesummary,theultimatepurposeofstrategicforesight,istoprovidethetourismindustryinSantandertimelyvisionofthefuture,questioningtraditionalwaystomakedecisionsinbusinessandstrengtheningthecapacitytoexamineproblemsfromaholisticperspectiveinordertofindappropriatewaystoconsolidatethedepartmentasacompetitivedestinationinnationalandinternationalmarkets.

Methodology

TheSantanderTourismObservatorywillbeimplementedinseveralphases.Eachprojectwilladdressprogressivelyresearchgroupswith reference to the structureproposed in Figure2Theprojects remain formulated to serve asreference documents for implementation, defining objectives, framework, methodology, sample design, datacollection instruments, fieldworkdesign,dataanalysisplanandmethodofdisseminationof informationavailable.The Implementationof theobservatoryhasasareferencetheopportunity to findFundingsources toaddresstheresearchprojects.Nextispresentedindetailtheimplementationdatesforeachphase:

o PhaseI:Tourismasaneconomicsector‐Implementation2013‐QuantitativeResearcho PhaseII:TheSustainableTourism‐Implementation2014‐QuantitativeResearcho PhaseIII:DevelopmentofTourismandSocialCohesion‐Implementation2015‐QuantitativeResearcho Phase IV: Strategic Foresight of the tourist industry in Santander ‐ Implementation 2014 ‐ Qualitative

ResearchResults

TheImplementationoftheSiturSantanderhasbeendevelopedsince2010andhashadtwoimportantmoments:

1. TheTourismWebsiteVisitaSantanderInauguratedin2011(www.visitasantander.co)

 

2. The Santander Tourism Observatory which opens in November 2013.  This first phase allows access to theresults of four investigations studying tourism as an economic sector from the perspective of demand andsupply.ThedatacollectionbeganinDecember2012.Herearesomedetailsofthestudiesimplemented.

PhaseITourismasaneconomicsector

Tourismisoneof theworld’smost importanteconomicsectors.Thenationalgovernments,departmentalandlocal authorities in their development plans have prioritized making tourism a competitive and sustainablesector, inanefforttoenergizetheinternalmovementofvisitorsandthearrivalofdomesticandinternationaltouristsinordertocreateprosperityandeconomicprogressfortheregion.

Fromtheperspectiveofdemand

Studiesfromtheperspectiveofdemand,arefocusedonidentifyingandcharacterizingtheflowsofvisitorswhocometoaregion(non‐monetaryindicators)andthemeasurementofthecontributionoftourismtotheeconomy (monetary indicators), referring to tourist expenditure corresponding to the amount paid byvisitors for thepurchaseof consumptiongoods and services andvaluableobjects, forownuseor togiveaway,beforeandduring trips. Includesexpenses incurredby thevisitors themselves,aswellasexpensespaidorreimbursedbyothers.

Study1.Characterizationofvisitorflowsandestimatesofexpenditure(inboundtourism)

ThegoalwastoassesstheflowofvisitorstoSantander,thereasonsforthetrip,theactivitiesperformed,thetypeofproductsandservicespurchasedtheestimatedexpense,thetravelexperienceandtheuseofdigitalandsocialchannels.

o CollecteddataSociodemographicprofileofthevisitorTravelGroupprofileReasonforthetripPlacesandactivitiesperformedduringthevisitLengthofstayTypeofaccommodationusedEstimatedexpenditurebefore,duringandafterthetripMeasurementoftheperceptionandsatisfactionofthetripCommunicationchannelsusedbefore,duringandafterthetrip

o TypeanddesignoftheresearchDescriptiveconclusiveresearch.Adoptacross‐sectionaldesigninmultiplesamples

o DatacollectionInstrumentsTwoinstrumentsweredesigned;thefirstonetocollectdemographicdataofvisitorsandthesecondonetoknowindetailthereasonsforthevisit,theexperiencesbefore,duringandafterthetripandtheexpenditure.

o StudypopulationNon‐residents that target thedepartmentof Santander,withpermanenceunderone year foranymainpurpose (business, leisure, or other personal reasons), except for an employee of a resident entity inSantander.Thesepeoplearecalledvisitors.

o MethodforthesampleselectionSystematicsamplingintouristplaces,placesofaccommodationandtransportationterminals.

o SamplesizeThedatacollectionbeganinDecemberPhase1:18,690visitorshavebeencontactedduring thisperiod thathavebeenappliedaquestionnairewhichcollecteddemographicdata,andalsoanauthorizationisrequestedtosendanelectronicsurvey.

 

Phase2:Oncethetourgroupsreturnedtotheirplaceoforigin,theyweresentanelectronicsurveythataddressedtenitemsrelatedtotheexperienceofthevisittoSantander.3,505completedsurveyshavebeenreceivedhavinginformationfromtravelgroups(onaverage,eachgroupconsistsoffourpeople).

Study 2. Characterization of inbound and outbound tourism in the Metropolitan Area ofBucaramanga(Santandercapital)

hegoalwastoassesstheflowofresidentsinthemetropolitanareaofBucaramangainternallytravelingtoplaces of Santander (domestic tourism) or national or international destinations (outbound tourism),identifying the reasons for travel, activities, types of products and services purchased and the estimatedexpense.

o CollecteddataHouseholdsociodemographiccharacterizationTypeoftravelgroupMainreasonforthetripPlacesvisitedandlengthofstayineachExpenditurebeforeandduringthetriptoSantanderorotherdomesticandinternational

o ResearchdesignConclusiveresearchatadescriptivelevelwithalongitudinaldesign

o Datacollectioninstruments’designTwoinstrumentsweredesigned,thefirstonetocollectdemographicdataofthehouseholdmembersandtheidentificationofthetripsmade,asecondonetoknowindetailthereasonsforthetripsmadebyhouseholdmembersandtheexperiencesbefore,duringandaftertravelandexpenseincurred.

o StudypopulationHouseholdsintheMetropolitanAreaofBucaramangafromthelevels2‐3‐4

o DatacollectionmethodStratifiedprobabilitySampling

o SamplesizeApanelof600households.

Fromtheperspectiveofsupply:

The arrival of visitors to a region implies the availability of goods and services tomeet their needs andexpectations. I.e., the supply meets the demand. Measuring the offer is a way to evaluate the economicimpactoftourism.Theterm“touristSupply” istheprovisionofgoodsandservicesdirectlytothevisitorswhich constitute de tourist expense. The analysis of tourism implies "first, showing how to create theconditions that allow producers to provide goods and services to visitors and, second, describing theprocesses,theproductioncostsandeconomicperformanceoftheproducersinthetourismindustries."Employmentisanotherimportantfactortocharacterizetourism,mainlybytheimpactithasonthesocialand productive structure, reason for the interest to measure the types of jobs created and identify thepossibilityofcreatingnewjobsasaresultofthegrowthintheindustry.

Study3.CharacterizationofthetourismindustryinSantander

ThepurposeistocharacterizethetypeoftourismindustryinSantander.

o CollecteddataEstimation and characterization of the size of the supply of goods and tourism services installed inSantander.Types of products and services ready to be consumed and used by the flows of tourists arriving inSantander.

 

o ResearchdesignConclusivedescriptiveresearch

o Datacollectioninstruments’designDatacollectioninstrumentsforeachofthecategoriesoftourism‐relatedbusinesses

o StudypopulationEstablishmentsengagedinprovidingproductsandservicesforvisitors

o MethodforthesampleselectionStratifiedsampling

o Samplesize400companieswerecontacted.

Study4.MeasuringtheimpactoftourismonemploymentgenerationinSantander.

ThegoalistomeasuretheemploymentgeneratedbythetourismindustryinSantander.

o CollecteddataEstimated employmentgeneratedby the tourism industryof Santander, classifiedby typeof job, sectoropeningsandtrainingrequirements

o ResearchdesignConclusivedescriptiveresearch

o Datacollectioninstruments’designDatacollectioninstrumentsforeachofthecategoriesoftourism‐relatedbusinesses

o StudypopulationEstablishmentsengagedinprovidingproductsandservicesforvisitors

o MethodforsampleselectionStratifiedsampling

o Samplesize400companieswerecontacted

The diffusion of data is considered a valuable aspect in a tourist information system. A review of tourismobservatoriesintheworld,allowedconcludingthatingeneraltheresultsoftheinvestigationsarecompiledinlargedocuments, creating difficulties for users to easily find information of interest. In some observatories, availableinformationisoutdatedandisnolongeruseful.Toovercomethisdifficulty,theSantanderTourismObservatorydesignedandbuiltaplatformavailableontheweb,whosemainfoundationseekstofacilitatetheusertofindtheinformationupdatedmonthly,customizetheanalysisandthevariablescontrastofinterest,haveaccesstoestimates,historicalseriesandinterpretationofdatabeabletoeditandsharechartsonsocialnetworksorblogs,alsoknowtheopinionandinterpretationoftheresearchersofthekeyfindingsinquickunderstandingdocuments.It is also important tonote that theTourist InformationSystemSiturSantander integrated intoa singleplatformavailableontheweb,threemajormodules:(SeeFigure3)

o SantanderTourismWebsite(A)(Informationforvisitors)o SantanderTourismObservatory(B)(informationtokeystakeholdersoftourismindustry)initsfirstphase.

Eachstudyhasawebsitewhereuserscanfindindetailtheresultsofresearchcarriedout.Laterthesitewillberedesignedtoincludephases2,3and4.

o Accesstosecondarysources(C)servingasthebasisfortherealizationoftheStrategicForesightexercisesfoundinthemainmenubar.

 

Figure3HomeSantanderTouristinformationSystem

OnthewebsiteoftheSantanderTourismObservatory,youcanfindinformationrelatedtotheimplementationofthefirstphaseresearchcorrespondingtogroupofstudiesrelatedtothe"Tourismasaneconomicsector"(D).Foreachstudyareavailable:(SeeFigure4)

o Descriptiveanalysisofthedata(E),o Multivariateanalysisofthedata(F),o Infographics(G),o Datasheet(H)o Glossary(I)

A

B

C

 

Figure4.HomeTourismObservatory(topbar)

Being on the site of Santander TourismObservatory and clicking descriptive analysis, the user can find for eachstudy:(SeeFigure5)

information organized inmodules,with reference to the parts of the data collection instrument (e.g.Characterizationofvisitors)(I)

theabilitytocustomizethestatisticalanalysis(crossvariablesaccordingtotheneedsandinterestsoftheuser)(J)

performanalyzesforperiodsoftime(months,highandlowseasons)(K) accesstotableswithestimatesofthemainstudyvariables(statisticalinference)(L) knowthehistoricaltrendsofthemainstudyvariables(M) learntointerprettheresultsforallgraphs(N) Comparebehaviorofvisitors’typesbygroupingthem.(0) editandprintgraphics(P) Sharethechartsorgraphsonsocialnetworks(Q) Dataaccessformobiledevicesusingapplicationsandthentakingasinputthedatacollected.

Inordertomakethedatacollectedandtheanalysisdevelopedmoreuseful,specializedanalysiswillbepublishedinablogthatwillbeorganizedthematicallyinsixsites.EachstudywillhaveaspacewheretheuserwillfindwritingsbyresearcherswhohavepreviouslybeenpublishedinnewsletterssenttoallstakeholdersofthetourismindustryinSantander.TakingintoaccountthattrafficontheWebsiteofTourismgeneratesrelevantinformationrelatedtopeopleseekinginformationaboutSantander,generateddatawillbeeditedintheapplicationofGoogleAnalyticsinordertoallowuserstoperformtheirownanalysis,evaluatingvariablessuchasthesourceoftraffic,typeofvisitors,searchtimes,pagesofinterest,lengthofstay,amongothervariables.

Figure5.DetailoftheanalysisanddatapresentationintheTourismobservatory

D

E GF H I

 

ConclusionsandimplicationsoftheSiturproject‐Santander

TheconstructionoftheTourismInformationSystemnecessarilyimpliesthecombinedeffortstomakeavitaltoolforthedevelopmentandgrowthoftourisminSantander.Theformulationprocessesoftheprojectsinaregionallevel,although may be supported by universal principles and objectives, to replicate them is necessary to adapt themethodological designs to the features and elementsof thepopulationbeing studied and to the sampling framesavailable.Thecontentoftheinstruments,proceduresforselectionofrespondents,thesamplesizesandthetypeofstatisticalanalysis,willalsovaryaccordingtothecharacteristicsoftheregionunderstudy.Toensurethesustainabilityoftheprojectisrequiredtomaintainthefundingsourceslong‐termandaspecializedworking group thatwill improve over time the designs of the projects implemented and the formulation of newstudiesthatcanenrichtheknowledgeoftheindustry.TheanalysisofthecollecteddatainthefirstphaseandqualityofavailableinformationconfirmstheusefulnessoftheObservatoryofTourism.ItgivesSantanderatoolthatwillwarnthetourismindustrytrendsbyidentifyingfutureopportunities, anticipating threats and quickly measuring the impact of the tourist macro projects underconstruction.Italsoallowsemployerstoidentifyareasofimprovementstartnewprojectsandencourageinnovationin their organizations. To government officials the possibility of designing tourism development plans thatcontributetotheregionalgrowthanddevelopment,ensuringthesustainabilityoftheplacesofinterestandwelfareofthecommunitiesinvolved.AcknowledgementsTheachievementsintheimplementationofSiturSantanderhaveinvolvedthejointeffortsfromvariousinstitutions: Ministry of Industry, Trade and Tourism which supported the creation of Situr in Colombia and provides

economicresourcesthroughtheTourismPromotionFundFonturfordatacollection. ChamberofCommerceofBucaramangawhich led theprojectSIturSantanderandprovidedresources for the

implementationoftheplatformontheweb. NationalAssociationofTravelAgencieswhichprovidedsupporttoachieveFonturresources.

J

K

Estimaciones

LM N

O

I

P

Q

 

UniversidadPontificiaBolivarianadeBucaramangathroughtheiMarketingresearchgroupprovidedthedesignandstructuringoftheSantanderTouristInformationSystem,andthemethodologyforthedatacollectionandanalysis.Alsotheconceptualproposalfortheimplementationoftheplatformfortheanalysisanddisseminationofinformation.

Shareppywhichprovidedthegraphicdesignoftheplatformandtheconstructionofthetechnologicaltool fortheprocessingandanalysisofthedata.

 

References

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Cámara de Comercio de Bucaramanga (2009). Incluye servicios de hotelería y restaurantes. Retrieved from:http://www.compite360.com/Caeman,Wall;Macfeely,Steven(2012)Irelandcasestudy:Measuring&AnalysingRegionalTourismRetrievedfrom:https://www.dropbox.com/sh/65830zmgmduj1a5/b‐HOfH36F_/Contributions/Ireland%20Case%20Study%20Measuring%20%26%20Analysing%20Regional%20Tourism.pdfConferencia sobre la Medición y el Análisis Económico del Turismo Regional – MOVE en Bilbao España (2011)Retrieved from: http://statistics.unwto.org/en/event/second‐international‐conference‐measurement‐and‐economic‐analysis‐regional‐tourismDane. (2012). Cálculos OEE – MCITT, Incluye servicios de hotelería y restaurantes. Retrieved from:http://www.dane.gov.co/DANE(2012)InformedeCoyunturaEconómicaRegionalICERSantander.Retrievedfrom:http://www.dane.gov.co/files/icer/2012/ICER_Santander_2012.pdf   DNP.(2010.)PlanNacionaldeDesarrollo2010‐2014Prosperidadparatodos.Retrievedfrom:https://www.dnp.gov.co/PND/PND20102014.aspx  GarciaR,Alfredo;GarciadelaTorre,Jesus(200)DiferentialAspectsintheMeasurementofFlowsattheNationalandSubnationallevel:Concepts,MethodologiesandTechnologiesApplicableRetrievedfrom:http://www.sansebastianconference.com/en/downloads/papers/s4/Abstract3_AlfredoGarcia.pdf Granados C, Vicente (2008) La gestión sostenible del territorio como elemento clave para el desarrollo turístico,Málaga.Retrievedfrom:http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/granados_sp.pdf Frechtling,Duoglas (2008)Measurementandanalysisof tourismeconomiccontributions forsub‐national regionsthrough the Tourism Satellite Account Retrieved from:http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/frechtling_eng.pdfGuardia,Teresa;Muro,Juan(2009)Lamediciónyelanálisisdelturismointerno:relevanciadeunamatrizorigen‐destino Retrieved from:http://www.sansebastianconference.com/en/downloads/papers/s3/CentralPaper_TeresaGuardia_JuanMuro.pdfInternational Conference on Measuring Tourism Economic Contributionat Sub‐National Levels en la ciudad deMálagaEspaña(2008).Retrievedfrom:http://statistics.unwto.org/es/event/conferencia‐internacional‐sobre‐la‐evaluacion‐de‐la‐contribucion‐economica‐del‐turismo‐escala‐Massieu,Antonio. (2009).Laelaboracióndeestadísticas turísticasa escala subnacional:mediciónde los flujosdeviajesyvisitantes.España.Retrievedfrom:http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/massieu_sp.pdf  

 

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