IMPACTS OF MASS TOURISM ON LOCAL COMMUNITIES

AND THE NEW PHENOMENON OF COLONIZATION

CASE STUDY: MAJORCA

by

Lola López-Bravo Palomino

MASTER OF ARTS EUROPEAN TOURISM MANAGEMENT

BOURNEMOUTH UNIVERSITY

2003

Abstract

Tourism can have positive as well as negative effects on a region. It depends on the

kind of tourism developed in the tourist area. In the case of this dissertation, the aim

is to link the new phenomenon of tourist colonization with the growth of mass

tourism. For this assignment the research will take place on the island of Majorca,

which, like other areas of the Mediterranean, has suffered the consequences of an

uncontrolled development of tourism: cultural and environmental damages.

Theories about mass tourism and its economic, physical and cultural effects, neo-

colonialism and new environmental policies will be examined and linked to the case

of Majorca.

The most important point of this dissertation is the study of sociocultural impacts.

Among a variety of tourism effects, the research pays attention to those in relation to

the local community because the impact of mass tourism on local populations is

always significant. To collect all the information for this particular research, two

different questionnaires were made, one addressed to tourists and another one to

residents.

The results prove that tourism development in Majorca contributed to improving

quality of life and increasing intercultural exchange, but that it also led to the

constitution of ghettos and to a relative loss of the island’s identity. These different

factors enable to assimilate tourism to a kind of neo-colonialism.

ii

.

CONTENTS

List of contents…….………………………………………………………………..iii

List of Tables ……………………………………………………………………….v

List of Figures ……………………………………………………………………..vi

List of Appendices.....................................................................................................viii

List of Abbreviations ……………………………………………………………...ix

Acknowledgements ….……………………………………………………………x

Chapter I Introduction .............................................................1

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

Chapter II Mass Tourism .........................................................6

2.1. Introduction. .................................................................................................... 6 2.2. History of mass tourism.................................................................................. 6

2.2.1. In the world............................................................................................... 6 2.2.2. In the Balearic Islands. .......................................................................... 10

2.3. Impacts of mass tourism............................................................................... 13 2.3.1. Introduction. ........................................................................................... 13 2.3.2. Economic impacts................................................................................... 14 2.3.3. Physical impacts. .................................................................................... 17 2.3.4. Social and cultural impacts. .................................................................. 20

2.4. Tourism: Benefits or costs? .......................................................................... 25 2.5. Neo-colonialism. ............................................................................................ 27 2.6. Conclusion...................................................................................................... 29

Chapter III From mass tourism to sustainable tourism............30

3.1. Introduction. .................................................................................................. 30 3.2. Evolution of tourism: new mentality, new trends. ..................................... 30 3.3. New environmental policies.......................................................................... 32

3.3.1. The example of Calvià. .......................................................................... 34 3.3.2. The Ecotax. ............................................................................................. 35 3.3.3.Limits and barriers. ................................................................................ 36

3.4. It is the end of "balearisation"..................................................................... 38

iii

Chapter IV Methodology ..........................................................40

4.1. Introduction. .................................................................................................. 40 4.2. Aims and objectives. ..................................................................................... 40 4.3. Secondary data. ............................................................................................. 41 4.4. Primary data.................................................................................................. 44

4.4.1. Questionnaire survey. ............................................................................ 44 4.5. Analysis. ......................................................................................................... 48 4.6. Conclusion...................................................................................................... 48

Chapter V Research Findings ................................................49

5.1. Introduction. .................................................................................................. 49 5.2. Findings from Questionnaire l. .................................................................... 49

5.2.1. Motivations. ............................................................................................ 49 5.2.3. Expectations and satisfaction. ............................................................... 54 5.2.4. Personal details....................................................................................... 54

5.3. Findings from Questionnaire ll. ................................................................... 56 5.3.1. Motivation towards tourism.................................................................. 56 5.3.2. Locals’ attitudes towards tourism and tourists. .................................. 61 5.3.3. Personal profile. ..................................................................................... 66

5.4. Further discussion. ........................................................................................ 68 5.4.1. Why Colonization................................................................................... 68

5.5. Conclusion...................................................................................................... 71

Chapter VI Conclusion and recommendations.................72

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

Bibliography...............................................................................................................78

Appendices..................................................................................................................83

iv

List of tables

Table 2.1. Evolution of tourist’s arrivals by air. 15

Table 2.2. Demographic evolution in Balearics. 18

Table 2.3. Possible direct incidental costs of tourism. 27

Table 4.1. How to achieve aims and objectives. 41

Table 4.2. Sources of secondary data collection. 42

v

List of figures Figure 1.1. Aim and objectives. 4

Figure 2.1. Dominant nationalities visiting Majorca. 12

Figure 2.2. Demographic evolution in Palma’s district. 19

Figure 2.3. Framework for the measurement of social impacts. 22

Figure 5.1. Type of tourists. 49

Figure 5.2. Length of the stay. 50

Figure 5.3. Holidays expectations. 51

Figure 5.4. Reasons to visit Majorca. 51

Figure 5.5. Language and communication. 52

Figure 5.6. Tourists and Spanish culture. 52

Figure 5.7. Tourists and Spanish people. 53

Figure 5.8. Tourists and Majorca. 53

Figure 5.9. Tourists’ satisfaction. 54

Figure 5.10. Nationalities. 55

Figure 5.11. Age. 55

Figure 5.12. Profession. 56

Figure 5.13. Locals and the island. 57

Figure 5.14. Synonyms of tourism. 58

Figure 5.15. Tourist promotion. 58

Figure 5.16. Authorities action. 59

Figure 5.17. Ecotax. 60

Figure 5.18. Locals and the type of tourists. 61

Figure 5.19. Locals’ thought about tourists. 62

Figure 5.20. Tourists behaviour. 63

Figure 5.21. Tourists and locals relationship I. 63

Figure 5.22. Tourists and locals relationship II. 64

Figure 5.23. Tourists and locals relationship III. 64

vi

Figure 5.24. Adaptability. 65

Figure 5.25. Who benefits from tourism? 65

Figure 5.26. Origin. 66

Figure 5. 27. Reasons for living in Majorca. 66

Figure 5.27. Sex. 67

Figure 5.28. Age. 67

Figure 5.29. Profession. 68

vii

List of appendices

Appendix A A. 1. Majorca.

Appendix B B. 1. Questionnaire I.

B. 2. Questionnaire II. B. 3. Results.

viii

List of abbreviations

ITCs: International Tour Companies.

IT: Inclusive Tour.

ITB: Internationale Touristik Börse.

IBATUR: Balearic Institute of Tourism.

TURESPAÑA: Spanish Institution of Tourism.

WTO: World Tourism Organization.

ECO-TAX: Ecotourist tax.

GDP: Gross Domestic Product.

PSIB: Integral Sanitation Plan of Balearics.

LEN: Law of Natural Spaces.

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

ix

Acknowledgements

First of all I would like to thank my supervisor, Prof. Dr. Jürgen Hartmann, for his

help, advice and continual support and availability from the first stage of the ETM

program until the last days of this dissertation.

Thanks as well to all the personal from Turespaña that helped a lot by providing me

with books every morning.

Thanks to Fernando and to his father who searched out some specific information for

me and delivered some questionnaires in their jobs. And thank you as well for

guiding me through the island.

My journey to Majorca was really nice thanks to my mother’s company. Once there

she understood very well the topic of my thesis and we had a really nice time there.

Thanks for being as you are.

Many thanks to all my friends for their support in the hard times, especially to the

other ETM students who could understand my doubts. Very special thanks in that

respect to Marlyse, Laura and Silke for being always there.

Thanks, Cédrick, for being able to calm me down in the difficult moments, for being

friendly and for boosting my self-confidence.

Thanks to my family for showing me their attention and support in everything I do.

'This dissertation is the unaided original work of MªDolores López-Bravo Palomino and all sources of data, information or opinion used are identified and acknowledged in the text.'

x

Chapter I Introduction 1.1. Background of the topic. Travel is one of the most ancient and common aspects of human life; its origins come

from mythical times. There are various reasons for travelling such as recreation,

business, sport, education, health, or visiting friends, so the "typical tourist" does not

exist. Every action resulting from the stay of persons at a place where they do not

normally live or work is entitled “touristical”. 1

Already in 1100 BC the Phoenicians sailed to Spain seeking metals but they didn't

stay for a long time in Spain. The first tourists in the Iberian Peninsula were the

Carthaginians who “colonized”2 the land. After them, about 2200 years ago, the

Romans discovered Spain. Apparently they liked Spain because they stayed a long

time. They kept the whole country under a roman government and six centuries of

Roman “colonization” took place. During this time they made Spain their home, and

were a good influence in founding Spanish cities and constructing roads and ports.

They even built arenas for their entertainment as they had in Rome. They reinforced

their will on the land in the shape of popular art, ceramics, fashion and a whole

philosophy of life.3

The Teutonic tribes were the new set of “tourists” to visit Spain in the 5th century

AD, to this tribes, Spain was subjected to the rule of these tribes during 300 years.

The Suevi, Alans and Vandals invaded the country. In AD 415 Rome sent another

Teutonic tribe, the Visigoths to regain Spain for the empire and they ruled Spain

from 415 to 711.4

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

1

Spain was again invaded in the 11th century but this time from the south. The Moors

from Africa were the next invaders to stay in the country. They built a more modern

Spain and they introduced new practices in agriculture. They left an important

heritage in Spain, monuments as Cordoba's Great Mosque, Alhambra at Granada and

notable examples of Mudejar style in Toledo are from this period. The conquest of

Granada in 1492 throws out the Moorish power not without leaving an imprint that

persists to this day.5

The next invasion of Spain began sometime after the Civil War (1936-1939). Spain

was a very poor country with very few resources for development and needed some

foreign exchange to pay for modernization. In spite of the few resources, the

government turned to tourism. They realised that Spain could offer to the northern

Europeans a different culture, a warmer climate, miles of coast, beaches and warm

water. As a developing country, it could also offer low cost food, wine, entertainment

and other goods.6 All these factors encouraged tourists to come to Spain and the

beginning in the early 1960's of mass tourism in Costa del Sol and Balearics.

The French were the first to "discover" Spain as a tourist destination and they were

followed in the 60's by visitors from others countries of northern Europe. Tourism is

the biggest foreign exchange earner in the Spanish economy where profits are

basically based on volume. Which means a large number of package visitors, and

these visitors are from the middle classes of Europe. The price has been kept low and

European middle classes have been coming to Spain in greater numbers every year

since 1960.7

Spain is one of the main destinations for tourists and is known as a mass tourism

destination. From years, a mass invasion of tourists, mainly German and English,

arrived to the south of Europe looking for sun, warmth and fun. Spain can offer all

this and low prices as well. Places such as Majorca, Levante or the Costa del Sol are

fully booked from May to the end of August. Some problems and difficulties appear 5 http://www.hackwriters.com. ibid. 6 http://du.lub.lu.se/cgi-bin/ftxt/ebsco/00155004_1991_41_3/9204061952 [accessed 20 January 2003] Gerlach, J. ‘ Tourism and its impact in Costa del Sol, Spain’. Focus Fall Magazine, (1991) Pp.7-12. 7 Gerlach, J. ibid. pp. 7-12.

2

because of the overcrowding. Every summer it is impossible to solve the shortage of

water in places as Seville or Majorca.

1.2. Aim and objectives. From the idea of “Tourism as a new way of colonization”, the aim of this

dissertation is to analyse how the uncontrolled development of tourism causes

unfavourable impacts in the destination itself and in the local community.

These waves of people arriving in mass each summer and the development of

tourism meant the beginning of selling the Spanish territory abroad. Tourism opened

the way of the massive colonization of the Mediterranean coastal fringe and the

Canary Islands. Nowadays these areas are colonized and deteriorated.8

My personal interest in Colonization of tourist destinations comes from my own

experience in these crowded places where throngs of tourists behave in a particular

way; where no established rules are supposed to be followed and even the language

can be a problem for a domestic tourist. The research attempts to show if visitors’

motivations have changed over the years or if sun and beach are still their main

motivation to visit Spain.9 Next, the sustainable tourism policies, which are being

introduced in Majorca in recent years, will be presented and the discussion about

whether it is possible or not to compensate the damages of mass tourism.

The island of Majorca has been chosen for the research because of its relevance and

his reputation as a European mass tourism destination. Nowadays there are three

important groups living together in Majorca: Germans, English and Spanish. This

interaction of cultures is a most characteristic point of Majorca. One of the objectives

is to know what locals feel about and which of them adapt to the other, are tourists

the guests or the hosts?

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

3

This study will go through the change that the island suffered because of tourism and

if it can be stated that Majorca became colonized by Germans tourists that stayed

there to make business or just to enjoy their life as retirees.

Figure 1.1 sums up the objectives and limitations of this dissertation.

Figure 1.1. “Aim and objectives” Source: Author’s own.

Is tourism a new way of

colonization?

Objectives

To analyse the unfavourable impacts of uncontrolled development of tourism.

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

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

What are the tourists’ motivations?

TimeLanguage.

Availability of people. Geographical

location.

Money.

Accessibility to some

information.

Limitations

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

To find out if the damage caused can be compensated, what are the measures to follow in the future?

Research Question:

4

1.3. Structure of the dissertation.

Chapter I. Introduction. This chapter attempts to give a general overview of the topic

as well as the description of objectives and limitations. It starts with the background

of the topic where the theories behind are explained very shortly and then presents

the aim and objectives. This chapter does not explain the methodology or the

limitations, which are only mentioned in figure 1.1, because another chapter is

already mainly dedicated to methodology.

Chapter II. Mass Tourism. This chapter as well as chapter III correspond to the

Literature Review. Mass tourism is the main subject of the dissertation and this

justifies the fact that chapter II is the bigger one; it starts with the history of mass

tourism and goes on with a description of the impacts and consequences of tourism.

The theory about Mass Tourism ends up with a short discussion about the benefits

and costs of tourism and the phenomenon of neo-colonialism.

Chapter III. From Mass Tourism to Sustainable Tourism. In this chapter the author

try to explain the real tourist situation of Majorca. Tourist’s mentality is changing

and new environmental policies are being applied to avoid the negative consequences

of a non-controlled development of tourism.

Chapter IV. Methodology. This chapter is based on the research methodology; it

explains the methods and sources used by the researcher for the elaboration of this

dissertation.

Chapter V. Research Findings. This chapter presents the results obtained by the

author for this research in particular, as well as their interpretation and relation with

the theory presented in the chapters above.

Chapter VI. Conclusions and recommendations. Conclusions and personal

recommendations are given in this chapter.

5

Chapter II Mass Tourism 2.1. Introduction. This literature review will present the history of mass tourism; it will be mainly

focused on the socio-cultural and economic impacts of tourism in mass tourism

destinations exposing arguments and different points of view of the consequences of

mass tourism development. The purpose is to expose the effects from different sides

and from the perspective of all the actors in the tourism activity, comparing it with

the example of Majorca and his association with the Neo- Colonialism phenomenon.

2.2. History of mass tourism. 2.2.1. In the world. Mass tourism appears after the World War II, it was initiated in the back streets of

the industrial towns and cities in the north of England.10 The development of mass

tourism in the western world was linked to the economic development of society11

and as a matter of fact to the incorporation of a more powerful middle and lower

class inside the tourist market. This expansion has been based on external factors

such as generalisation of paid holidays, rising standards of living and 12 a rapid

improvement in the means of transportation such as the increase in air travel. The

growth of such tourism represents a democratisation of travel and this

democratisation means that status distinctions will be drawn between the different

classes of traveller, but less between those that can travel or not. Some places, (the

working class resorts) have been viewed as embodiments and symbols of mass

tourism, “where the dominant groups helps to be tasteless, common and vulgar”.13

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

6

There are some periods in the evolution of mass tourism14 that will be mentioned

shortly:

- Until 1914, the development of industrialisation and commerce created a society

known as Belle Époque. This period can be compared with the Roman Empire; there

was a strong opposition between the union of developed countries and its colonies

poorly developed and providers only of raw material. The main transport was by sea.

Only the upper classes, a small part of the population, could enjoy their financial

power during holidays in the "Côte d'Azur".

- The beginning of domestic and incoming tourism: for the public autonomies it

was more interesting the income of foreign currencies was very important and that's

why they began to pay more attention to promote incoming tourism. Because of the

crisis incoming tourism couldn't be developed as wished so domestic tourism became

a good substitute. The rapid growth in the number of travellers means the origin of

masses.

- World War I, industrial production and commerce came to stop, only the

American continent follows its commercial activity.

- Between 1918 and 1939, new barriers and nationalisms destroy the European

hegemony and the United States take the control with the dollar as the most powerful

currency in the world. The warlike conflicts ended with the Belle Époque tourism

and allow the beginning of mass tourism.

In Spain between 1936-1939 (Spanish Civil War), foreign tourism was still relatively

small-scale, involving barely 200,000 tourists. The major expansion in volume came

after the 50s, with an increase from 2.5 million visitors in 1955 to 43.2 million in

1985, to 52.0 million in 1990 and 63.2 in 1995.15 Mass tourism implies the volume as

14 Férnandez, L op.cit. (the different periods from p.33 to p.55). 15 Valenzuela, M op.cit p.43

7

an important determinant of this phenomenon.16

- The 50s, tourism is considered as a phenomenon to follow. Economists analysed

the phenomenon and accepted the existence of a tourist market, with a supply of

goods and services and an unknown tourist demand. The study of this demand from

the point of view of consumerism, motivations and economic conditions originate

mass tourism. "Mass tourism can be seen as a form of Fordist mass consumption,

which implies certain conditions in its production and its consumption".17

John Urry summarizes the features of mass tourism as: "purchase of commodities

produced under conditions of mass production; individual producers tending to

dominate particular industrial markets; producer rather than consumer as dominant;

commodities little differentiated from each other by fashion, season, and specific

markets segments; relatively market choice”. And Fordist mass consumption as “new

forms of permitting consumer expenditure to rise; greater volatility of consumer

preferences; the growth of a consumers movement and the ‘politicising’ of

consumption; reaction of consumers against being as part of a ‘mass’ and the need of

producers to be much more consumer driven, specially in the case of service

industries”. 18

When the economists began to analyse the phenomenon of tourism, they realised that

the big tourist demand was taking place during a few months and only in some

specific places. The rest of the year, these crowded places were almost empty or

closed. It means that the phenomenon of seasonality19 appeared from the beginning

of the history of mass tourism as a problem to solve and remains a problem

nowadays.

- Petrol and the XX century, it is said that petrol is in the base of mass tourism. The

development of cars and planes contribute to conceive mobility in a different way,

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

8

travellers had several ways to travel and not only boats. The golden age of airplanes

is the 60s.20

- The 1960's were a turning point in the evolution of mass tourism, when the

industry effectively became internationalised. Spain was the country which more

than any other symbolized this new phase of tourism. The most characteristic product

was the Mediterranean that offered sun and beach holidays. The emergence of the

international tour companies (ITCs) as an instrument in shaping new economic and

cultural relationships between particular regions and markets in northern Europe

aided the growth of mass foreign tourism in Spain. 21 And also the massive sale of

inclusive tours (IT) often with a “charter”22 transport. Travel agencies start to

organize travels with own or rental planes for their groups to specific tourist

destinations.23

The excitement to build was the consequence of the tourist invasions during the 60s

in Spain. It started in the Mediterranean coast and was extended to the Canary

Islands.24 It was the decade of the transformation in the Spanish littoral, Costa del

Sol, Palma de Majorca, Levant, Costa Brava and Canary Islands as the most relevant

examples. The arrival of tourism was a revolution with consequences that will be

analysed in the next points as for example the land speculation. The tourist technique

was an unknown subject for the authorities and may be for that reason their response

was not the most adequate.

- The crisis of 1973, the increase in the number of travellers continued until 1973,

with a reduction between 1973 and 1976, reflecting the economic crisis in a sector,

which was particularly sensitive to rising prices.

- After 1983 there was a further increase in arrivals, which has made Spain the

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

9

second ranked country in world tourism, accounting for 8.8 per cent of all tourists

and 10.5 per cent of all foreign exchange earnings. Another significant indicator of

the position occupied by Spain in world tourists flows is the fact that it is included in

the brochures of approximately 50 per cent of foreign tour operators.25

- Between 1989 and 1992 there was a fall in visitor numbers, related to a loss of

quality and the strong competitiveness of other Mediterranean destinations, such as

Yugoslavia, Tunisia and Greece.

- By the mid 1990s Spanish tourism regained its world position and accounted for

8.2 per cent of tourist arrivals and 6.7 per cent in terms of foreign exchange earnings

of world total.26

2.2.2. In the Balearic Islands. The Balearics Islands and especially Majorca and Ibiza, symbolize to many northern

Europeans what is called ‘mass tourism’. Summing up the its main characteristics,

this kind of tourism is highly seasonal, focused in only a few areas, entirely littoral, it

damages local cultures and language, is organised by outsiders corporations, exploits

natural resources and physical characteristics, and is aimed primarily at working and

lower-middle classes.27

Fifty years ago this island group was a marginal agricultural based economy in a

fascist dictatorship. Today it has become one of the most important destinations for

mass tourism in Europe.28

Tourism in the Balearic Islands is a relatively recent phenomenon. They had little

appeal to travellers on the Grand Tour but there were also small numbers of notable

visitors in the nineteenth century. The Archduke Luis Salvador, third son of the Duke

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

10

of Tuscany and cousin of the Austrian emperor, fell in love with the island of

Majorca in 1867 and wrote some academic books on its history and archaeology.

Famous personalities such as Chopin and his companion George Sand visited the

island in 1838-39 and nowadays Valldemosa, the beautiful site of their vacation, has

become one of the favourite places to visit in the island where Chopin festivals and

recitals take place every summer. Sand wrote a book about their five weeks in

Majorca called ‘A winter in Majorca’ full of attacks against its inhabitants. 29

During the first half of the twentieth century visitors continued contributing to the

rich, adventurous and artistic atmosphere of the island, such as Hemingway,

Gertrude Stein and Robert Graves. Meanwhile the growing of the tourist industry

was beginning to take an interest too. Thomas Cook began to bring visitors for winter

holidays. The first tourist hotels were built in Catalonia’s modern style30, noticeably

the Grand Hotel that was opened in Palma in 1903. The use of the island by the rich

and well-connected people was confirmed in 1910 by the opening of the exclusive

Formentor Hotel in the north of the island. The Spanish Civil War destroyed growth

in international foreign visitors in the 30s. It is in the next decade when the number

of international tourists began to increase and the government became an enthusiastic

supporter of tourism. The social revolution starts in the 50s when the French

company ‘Club Mediterranée’ established their tented village in Majorca and a mass

movement of people began coming to the Islands looking for sun and getting

tanned.31

The first important phase of growth of tourist arrivals to the Balearics took place

during the 1960s and the early 1970s, following the opening of the Spanish economy

to foreign investment. 32 During this period, 140,000 hotels were built and 100,000

jobs were created. The number of visitors increased from about 400,000 in 1960 to

3.6 million in 1973, an increase of 60% per annum, an average of 246,000 a year.

The number of bed nights rose from 4.9 million in 1960 to 54.2 million in 1973.

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

11

Demand increased again between 1977 and 1988, for example the number of bed

nights rose from 53.3 to 92.9 million and annual visitors reached their peak to date in

1988 at 7.8 million, the visitor number was still increasing at over 200,000 each year.

Between 1988 and the early 90s there were a decline in the number of visitors. This

decline in tourism in the late 80s and early 90s was a surprise for the islands and their

economy. They were so dependent on visitors that they had to expand.33

.

Tourists have come to Balearics from every country in western Europe but two have

been dominant, the UK and West Germany which passed to represent the 20 per cent

in 1970s of visitors to be the dominant nationality in 1991 with the 32.8 per cent of

visitors.34 Figure 2.1 shows the arrivals by air to Majorca in 2002. Germany is the

dominant nationality visiting Majorca with the 34.9% in 2002 followed by the British

with the 31%.35

Arrivals

31,0%

15,7%

2,0%

2,5%

2,7%13,6%

34,9% GermanBritishSpanishFrenchSwedishIrishOthers

Figure 2.1. “Dominant nationalities visiting Majorca”

Source: Adapted from: Govern Balear, Dades informatives 2002.

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

12

2.3. Impacts of mass tourism. 2.3.1. Introduction. The objective of this point is to consider the impacts of tourists on destinations areas

from an economic, social and physical perspective. The nature and implications of

these effects will be described.

The rapid growth of tourism has increased economic, environmental and social

effects. Until recently the attention has concentrated on the economic impacts and

not on the environmental and social consequences of tourism. Tourism research has

been reoriented after the acknowledgment of the size of the impacts of modern

tourism. Moreover, the costs and negative impacts have been examined in a critical

way. Some relevant authors as Turner and Ash or Cohen started to consider negative

impacts and to give importance to the cultural effects of tourism.

Tourism, both international and domestic, brings consequences and has an impact on

tourist destinations. To discuss the positive and negative impacts of tourism it is

necessary to include the visitor’s experience and to pay attention to the relationship

between visitor and resources.

The impact made by tourism depends upon the volume and characteristics of the

tourists (length of stay, activity, mode of transport, travel arrangement, etc.). A

selection of variables must also be taken into account in the determination of any

impact of tourism36 as well as their interrelationships and the ways in which they

influence the nature, direction and magnitude of tourist impacts. The assessment of

impacts should include all phases of the travel experience, including initial

preparations, the journeys to and from the destination, the stay, etc.37

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

13

2.3.2. Economic impacts. There is no doubt that tourism has a most important effect on the economies of

destinations areas. It is for this reason that development of tourist facilities and

recreational opportunities has normally been viewed as a positive contribution to the

national balance of payments. 38 Moreover, tourism seems to be more effective than

other industries in generating employment and income.

International tourism is an invisible export and creates a flow of foreign currency that

contribute directly in the balance of payments. This flow has an influence into the

economy of a destination country. As other export industries, this inflow creates

business turnover, household income, employment and government profits.39

Domestic tourism has also an economic effect upon the host regions of a country.

Whereas, international tourism brings a flow of foreign currency into a country,

domestic tourism redistributes domestic currency inside the boundaries of a country.

From the point of view of a tourist region, domestic tourism is a form of invisible

export as well.40

One of the main effects of mass tourism is the over dependence of tourist

destinations on tourism (case of Majorca). This is dangerous because tourism is

volatile and highly susceptible to changes from inside (e.g. price, changing

fashions…) and outside (e.g. global economic trends, political situations…) the

industry.41 Some destinations have made themselves vulnerable to changes in tourist

demand because they have become over dependent on tourism, they have adapted all

their resources to tourism without realising that some factors such as the political

situation of a country, the economy, a war or the terrorism are the most important

points at the time of choosing a holiday destination. There is no doubt that when

there is an unstable situation in a certain country, its tourism decrease. People do not

go on holiday to a country where there are warlike conflicts or even in countries with

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

14

a political situation of instability. Tourism then naturally decreases.

For example, the case of Majorca is a real example of over dependence on tourism

and more precisely on German tourists. In the last years this island is ’suffering’ a

decline in the number of German visitors. The variation of German arrivals by plane

to Majorca (02/01) is -15,7%.42 The main reason is the actual situation in the German

economy, which is going through an unhealthy period, and of course this is reflected

in tourism and in the number of Germans that normally visit Majorca. The problem is

that the island’s economy was left in the hands of external organisations and

international decision makers such as big tour operators and air companies. In the

last years they are suffering the consequences and the number of tourists is

decreasing (see table 2.1).

Table 2.1. “ Evolution of tourists arrivals by air”

(, 000) 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

German

tourists

to

Balearics

Tourists

to

Majorca

1,898

4,653

2,054

4,852

2,063

4,879

2,231

5,192

2,682

5,875

2,868

6,031

3,131

6,238

3,339

6,740

3,038

6,734

3,440

7,211

3,429

7,144

3,251

7,091

2,731

6,538

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

In the area of Cala Millor the occupancy rate of some hotels descended 35% in 2002

compared with the year before.43 It is hoped that the Balearics will cease to be so

dependent on the success of one or two economies (German and English) in

generating their tourists and become able to diversify the supply and generate

another brand of tourists.

42 Govern de les Illes Balears.op.cit.p.20. 43 Urtasun,R. Hoteles. Hosteltur,N.III ed.May 2003 p.27

15

There are some problems very characteristics of the Spanish tourism sector such as

the seasonality of the demand and spatial concentration, which in most tourist

regions is reflected in hotels occupancy rates. Many hotels close during the off-

season while others have reduced incomes and prefer to remain open all the year

round to secure as much revenue as possible.44 Different measures have been and are

being adopted to amend these structural problems, the loss of quality and the

obsolescence in the sector.

Balearics islands suffer besides the predominance of two nationality groups, also

their concentration in time (between May and September) and space. In July and

August the 75.1 per cent of all visits by foreigners take place.45The majority of the

visitors are coming to enjoy sun and water activities, certainly in the six months of

the low season, up to 60 per cent of the hotels are closed.46The impact of the

temporary concentration is very dramatic on employment opportunities. The rate of

unemployment varies by over 26 points between August and December.47

The economic impact on the Balearic Islands has been really amazing, making the

archipelago one of the most successful regions in Spain, and in relation to the per

capita GDP in 1989, more than four percentage points higher than the European

Union's regional average48

A notable transformation took place in the Balearic economy, and especially in the

city of Palma. It changed into a modern and sophisticated urban economy with a full

range of financial, property, consumer, wholesaling and public sector services. This

is followed in the recent times of an employment growth in the service sector.49 It

can be said at this point that tourism is an instrument of change in regional

economical structures and may benefit production and creation of employment.

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

16

2.3.3. Physical impacts. The growth of tourism changes and modifies the environment. Environment is land,

water, air, flora and fauna, but also people and culture and the impacts of tourism are

reflected on elements of the natural environment as well as on the man-made

environment or built environment (development of environments for tourism as for

example holiday resorts).50

The development of tourism requires the existence of an infrastructure, as well as

hotel accommodation and another facilities specific to tourism. In some areas

highways and airfields have been constructed to make stimulate tourism but not

always has the local population benefited from these developments.51 Infrastructure

and facilities require land and the consequence is that land prices rise in the areas

were tourism is developing.

A major characteristic of Spanish tourism is the intense geographical concentration

and the image of the Spanish coasts of many constructions without a logical structure

or organisation of the territory. Many hotels have been built near the coastline with

private beaches and nowadays that has modified the environment and cause access

problems.

Moreover there are very few natural resources in some tourist regions and every

summer cities as Palma de Majorca or Seville have a lot of difficulty in resolving the

increased demand for water.

There have been considerable demographic changes in the provinces of mass tourism

that have had above average population growth rates between 1960 and 1991. This

demographic growth has mainly been consequence of immigration which by 1991

already accounted for 25% per cent of the residents populations of the single-

province tourism areas (Costa Brava and the Balearics).

50 Mathieson, A., and Wall, G. op.cit.p93 51 Archer, B. and Cooper, C. op.cit.p.76

17

Table 2.2 “Demographic evolution in Balearics”52

Number of inhabitants Increase 1960 1991 Absolute 1960=100

443,327 709,138 265,811 160.0

Source: Instituto Nacional de Estadística (1960,1991)

Population in the entire coastal district around Palma Bay grew by over 100 per cent

between 1950 and 1986, while population on the island as a whole grew by 82 per

cent. More relevant is the growth of immigrants settling in these areas. These would

include retirees, but more significantly migrant workers and their families whishing

to benefit from the new work opportunities generated by expanding tourist activities.

The peak years for population growth through net migration were 1966-70 and 1971-

75. During each of these periods, while total population increased by more than 25

per cent, net migration accounted for more than 60 per cent of this increase.53 Tourist

flows in the islands are themselves dominated by two nationality groups, the British

and the Germans, who collectively accounted for over 60 per cent of all tourists in

1991.54

Figure 2.2 shows the demographic evolution in Palma’s district since the year 1920

until 2003.

52 Valenzuela, M op.cit p.60. Table adapted from: Demographic evolution in the main tourism provinces of Spain, 1960-1991. 53 Bull, P. Op.cit., p.146 54 Bull,P. op.cit p.138

18

050000

100000150000200000250000300000350000400000

1920

1930

1940

1950

1955

1960

1965

1970

1975

1981

1986

1991

1996

1998

1999

2000

2001

2002

2003

year

num

ber

of in

habi

tant

s

Figure 2.2 “Demographic evolution in Palma’s district ” Source: Author’s own from: Demographic evolution in Palma since 1920. Secció de població IDT

Ajuntament de Palma (City Hall of Palma).30/07/03.

A very important element of this developing human geography has been the

construction of second homes, which in Balearics increased by 23 per cent per

annum between 1960 and 1981 and to total 97257 at the end of the period. There are

two processes in this growth: one is the creations of homes for ‘residential tourism’

and the other is the use by local inhabitants of some of their privileged circumstances

to buy land in the interior to be use for recreational purposes.55

“One of the results of this kind of demographic change is a corresponding alteration

in the image and identity of a region, as well as a dilution of cultural heritage, as

noted in Selwyn’s case study of Majorca (1997)”56.

The problem of the development of a tourism industry it is to know if this industry

offers the optimum usage of the resources available or not.57 The seasonality or

concentration in space and time combined with the speed of growth of Balearic

tourism has worsened the environmental quality of the destination and reduced the

55 Barke, M. and France, L.A. Second homes in the Balearics. Geography, 73, 1988. pp.143-5 cited in: Bull,P.ibid, p.147. 56 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003]

57 Archer, B. and Cooper, C. op.cit.p.77

19

reserve of natural resources.

2.3.4. Social and cultural impacts.

The social and cultural impacts of tourism are the effects of the contribution of

tourism that changes systems, social behaviour, family relationships, shared

lifestyles, security levels, moral conduct, innovative language, conventional

ceremonies and community organizations. For Wolf, the socio-cultural impacts are

‘people impacts’; they are about the effects on people of host communities of their

direct and indirect associations with tourists. To explore the social and cultural

impacts of mass tourism it is necessary to have different perspectives:58

1. From the tourist, in relation to the demand for tourist services and

motivations, as well as feelings, opinions and expectations of tourists.

2. From the host, analysing the aspects of the offering of tourist services, that

concerns the inhabitants of the destinations areas and the local organization of

the tourist industry.

3. From the relationship between tourist and host, concerning the nature of the

contacts between hosts and guests and with the consequences of these

contacts.

Compared to the economic effects, the socio-cultural impacts of tourism are usually

presented in the literature in a negative way. According to some research, the impact

of mass tourism on host communities is not always so adverse and gives the chance

to promote the understanding between people of different nationalities and cultures59

make available the possibility of having a successful intercultural interaction. The

intercultural contact counts with a mix of different characteristics of the interacting

groups, and the bigger is the divergence of characteristics the more evident are the

social impacts.

58 Mathieson, A., and Wall, G. op.cit.p.133 59 Mathieson, A., and Wall, G. op.cit.p.134

20

Tourist-host relationships are determined by the characteristics of the interacting

groups or individuals and the conditions under which contact take place. This contact

happen in three different contexts: where the tourist is purchasing some good or

service from the host, where the tourist and the host find themselves side by side, for

example on a sandy beach or at a night club performance, and where two parties

come face to face with the object of exchanging information and ideas. Then, tourism

is a mechanism for increasing international understanding. In the case of mass

tourists, direct contact is not necessary for impacts and only the sight of tourists and

their behaviour may induce behavioural changes on permanent residents.60

In mass tourism destinations, the tourist is itinerant, relaxed, free-spending, enjoying

his leisure and absorbing the experience of being in a different place. In contrast, the

host is stationary and if is employed in the tourist industry, spends a great part of the

time catering to the needs and desires of visitors. Social impacts of tourism refer to

the changes in the quality of life of residents of tourist destinations.

Figure 2.3 shows the basis of the framework to analyse the process that take place

when two or more culture groups interact being applicable to the social relationships

between tourists and hosts. The attitudes and behaviour of groups or individuals to

tourism may be either positive or negative, and active or passive, respectively. The

resultant combinations of reactions to tourism may take one of four forms as shown

in the diagram.

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

21

FAVOURABLE:

Aggressive promotion

and support

of tourist activity

FAVOURABLE:

Slight acceptance

and support for

tourist activity

UNFAVOURABLE:

Aggressive

opposition

to tourist activity

UNFAVOURABLE:

Silent acceptance

but opposition

to tourist activity

Positive

Negative

Attitudes Behaviour

Active Passive

Figure 2.3. “Framework for the measurement of social impacts”

Source: Bjorklund and Philbrick 1972, founded in M Mathieson, A., and Wall, G. op.cit.p.

The nature and dynamics of the tourist-host relationship has three dimensions:

people’s interactions, perceptions and attitudes. Host attitudes may rapidly become

antagonistic and even reach xenophobic proportions when there is a non-stop

development of facilities and services to satisfy tourist demands. “Xenophobia

occurs when the carrying capacity, or saturation point, is reached and exceeded”

referring to tourists behaviour. The tolerance of tourists by hosts varies spatially and

temporally. As long as the economic impacts remain positive, the presence of tourists

is usually accepted and welcomed.

But once the host population consider that the limit is exceeded, some negative

symptoms of discontent appears going from apathy and irritation to extreme

xenophobia, and from bad-tempered courtesy to open exploitation. There are

22

numerous situations that provoke feelings of tourist resentments and they arise from

different conditions:61

1. The physical presence of tourists in the destination area, especially if they

are in large groups. Residents usually resent the fact of sharing facilities and

services with visitors and often mention congestion as problem. It is evident

that the concentration of large numbers of tourists causes congestion of

facilities and services. Dispersing tourists can reduce tourist densities so that

the ratio of tourists to hosts is reduced without decreasing the number of

tourist arrivals.

2. The demonstration effect. Residents frequently resent the visible economic

superiority of visitors and try to copy their behaviour. The introduction of

foreign ideologies and ways of life into societies exposed to tourism indicates

a foreign domination of the industry and an adaptation of work. Furthermore,

the hosts perceive quickly the desire of tourists to spend money and their

weaknesses are exploited. Hosts may develop an inferiority complex that start

out a process of imitation. Most case studies that examine demonstration

effect agree that tourism can modify local behaviour and divide the

population of destinations areas.

3. Foreign ownership and employment. The employment of non-locals in

executive and professional occupations, carrying greater responsibility and

superior salaries to those available to local residents, also provokes

resentment. These features have been labelled in the literature and in this

paper as outgrowths of neo-colonialism.

Mass tourism is without doubt the most important form of tourism and imposes the

gravest consequences on the natural and cultural situation of a tourist destination. It

is characterized by important investments, headed by a few producers of specific

markets: Disney in the world of theme parks, Center Parcs in the world of multi-

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

23

functional holidays not far from home and travel companies such as TUI and

Thomson in the world of package holidays in Europe. Moreover, mass tourism

products are very similar: the Mediterranean beach holiday offers the same

combination of architecture, facilities, food, and entertainment whether it is located

in Greece, Italy, Spain or Turkey. It is the tourism industries that more and more set

up luxurious resorts in developing countries with the benefits being transferred back

to Europe, the USA or Japan. “Local residents serve rich tourists. Any other contact

between visitors and the local population is often unwanted. This kind of tourism

does not make available a better understanding and even embodies a kind of "post-

colonialism". 62

For a tourist destination the promotion and the image are fundamental and must be

carefully constructed in order to get benefits. As already mentioned, tourism is a

form of conspicuous consumption and tourists exhibit their identity and social

standing by the destination they choose to visit and the image it presents.

This image is in the hands of ‘image-makers’ who select, organise, combine and edit

what is produced and distributed. Image can be deformed to attract tourists, for

example, negative aspects such as poverty and crime are omitted while positive

aspects are accentuated or exaggerated. Tourists can either accept the trickery or feel

disappointed by the lack of authenticity, but for the locals the false image has much

more serious implications, they suffer a loss of identity in their evolution into a new

role. The false image gradually robs the culture and its authenticity and this can

create a bad feeling and cause resentment from local people.63

The conception of tourism nowadays is tourism as modern equivalent of the religious

pilgrimage because both pursue for authentic experiences. Even if attractions are

potential expressions of authenticity not all of them are equally authentic, the host

frequently stages their authenticity. Normally modern mass tourists are denied access

to the back regions of the host society where genuine authenticity can be found.64

62 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] 63 ibid.

24

The social and economic impact of tourism, and consequently its effect on culture, is

enormous in areas of mass tourism. For that reason, sustainable tourism try to solve

the problem by advocating that the image presented should meet the needs of the

local community and express their cultural heritage.

2.4. Tourism: Benefits or costs? In general tourism is very often seen as a way of stimulating regional development

and regenerate the economy of a destination. But its benefits are often going outside

the community and because of its main characteristic, the instability; many external

factors affect the tourist industry and its prosperity. It does not always bring greater

prosperity, for example in the contribution of tourist industry in the creation of

employment, is not always as good as desired because employment in the tourism

industry is usually untrained, poorly paid, part-time and seasonal. Even if tourism

creates new employment opportunities in the host area and helps the community to

retain members who would otherwise migrate away, it also attracts foreigner who are

searching for work or economic opportunities to set up their own business.

Two different groups of people increase the benefits and costs of tourism, on the one

hand, the visitors themselves that have benefits and acquire costs in taking holidays.

On the other hand, the resident populations of the host region that usually take

benefit from the tourist (not only financially) but at the same time acquire costs of

different types.65

The impact of mass tourism on local residents causes costs and benefits: more

wealth, more jobs and higher land value. But they have to accept a lower quality of

life that they enjoyed without tourists. They may remedy the decline in their quality

of life trough tourist expenditure for which they pay taxes.66

National and local governments develop infrastructure, and private investors are 65 Archer, B. et al. op.cit.p.73 64 Vanhove,N. (1997) Mass tourism: benefits and costs. In: Routledge (ed) Tourism, development end growth: the challenge of sustainability. p.71, New York.

25

offered tax breaks, cheap land and other incentives to develop tourist attractions and

landowners are encouraged to sell their land for tourism development. Government

raises local taxes in order to develop the infrastructure necessary to attract tourists

and the tourism industry, and also to be able to provide vital resources and services

such as water.

Mass tourism makes land prices higher. The growth of tourism creates additional

demand for land, and as a consequence this increase of the demand is followed by a

prices increase.67 Some areas in the Mediterranean littoral of Spain became

‘colonised’ by retirees from northern Europe who acquired second homes and step-

by-step small foreigner communities were created through the Spanish littoral with

more relevance in the Balearics and Costa del Sol.

It is a fact that tourism pushes up prices of accommodation and food, and the result

of the negative effects of tourism development is the moving away of local people

from the ‘colonised’ areas because they cannot afford it longer. Then tourism can

cause poverty and the eventual displacement of local people that are replaced by the

immigration of wealthy foreigners and retirees.

In the table below, Frechtling (1994) summarize a number of categories of incidental

costs that are related to tourism import but it doesn’t mean that a volume of tourists

will produce costs in all the categories. Besides direct incidental costs, there are also

secondary incidental costs as for example the leading of additional visitors to new

businesses that requires more population and latter imposes fiscal costs in the

community. Some of these costs are similar for the additional residents and for the

additional visitors.68

The items mentioned in table 2.2 are only examples and are not exhaustive; it is

necessary to adapt them to each practical case.

67 Vanhove,N. op.cit. p.70 68 Vanhove,N. ibid.p.70

26

Table 2.3 “ Possible direct incidental costs of tourism ” Life quality costs: Traffic congestion. Crime. Fire emergencies. Water pollution. Air pollution. Litter. Noise pollution. Destruction of wildlife. Destruction of scenic beauty. Destruction of social/cultural heritage. Disease. Vehicular accidents.

Fiscal costs: Highway construction, police services, public transportation, port and terminal facilities. Police services, justice system. Fire protection. Water supply and sewage treatment. Police services, public transportation. Solid waste disposal, police services. Police services, zoning. Police services, park and recreation facilities, forestry maintenance, fish and game regulation. Park and recreation facilities, police services. Maintenance of museums and historic sites, police services. Hospital and other health maintenance facilities, sanitation facilities, food-service regulation. Police services, justice system.

Source: Frechtling 1994: 395

2.5. Neo-colonialism.

“Like the Moors and Christian, the twentieth-century invaders have brought their

own cultures to the Balearics Islands. Immigrant labour and their families who have

now taken up permanent residence in the islands have introduced traditions for

elsewhere in Spain and in particular from the poorer south. The local sense of

identity in the Balearics Islands is therefore a rapidly evolving one. However, by far

the greatest cultural impact has been the imprinting of German and British ways of

27

life and social geographies into the new settlements on the coast.”69

Tourism is the phenomenon of modern masses that has opened up the land market,

tourism is introduced and allows the invaders take control of land, that means

invasions without army but invasions that colonize and destroy the economic, politic

and above all the cultural structures of the communities that suffer directly from the

effect of tourism. 70

The view that tourism is a new form of colonialism and imperialism is one

perception of tourist development and its effects. Three economic conditions

corroborate this assert:71

Firstly, many development countries have turned to tourism and are depending upon

it as a means of securing profits and to achieve the goal of increase foreign exchange

earnings. Their success depends, in part, on their enthusiasm to lodge fully the needs

of tourists. Usually in these areas the political organization and economic priorities

are directed towards the satisfaction of the demands of tourists.

Secondly, there is a one-way transfer of capital that go together with the

development of tourism, from the destination area to points of tourist generation

because a huge amount of expenditures and profits flow back to foreign investors.

And thirdly, the employment of non-locals in professional and executive positions,

have also provoked charges of neo-colonialism. “Tourism means work for most

locals, leisure for the visitors, and this situation creates misunderstandings and

conflicts of interest”.72

International tourism might have two effects on the creation and modification of

social identities. First, it should generate international familiarization and adjustment

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

28

to achieve that other cultures do not seem dangerous and threatening longer. And

secondly, it should encourage cosmopolitanism, “an intellectual and aesthetic stance

of openness towards divergent experiences from different national cultures” 73. An

open attitude should be exposed to understand differences and contrasts between

societies, rather than a desire for uniformity or superiority.

For the majority of tourists visiting the Balearics it is hard to believe the system of

the procedure between the local and the tourist identities or between the separate

tourist groups. Nationality groups are often spatially separated from one another in

different resorts and different hotels, where they make their homes in the same

accommodation and they do not separate for social and recreational activities. This

process is favoured by the speaking of different languages too. They have come to

Balearics simply to follow their own ways of life in the sun. Robert Graves suggests

in his book Majorca observed that: “their most lasting and pleasurable memories are

the friendships they have struck up with members of the same group from the same

town”. This remark is still as valid today as it was over 40 years ago and is one of the

major points of interest for the author in this paper. Indeed, local research in Majorca

has revealed that the majority of modern tourists have ‘no interest in anything but

sun, beach and entertainment’.74

2.6. Conclusion. This chapter has gone through the origin and evolution of mass tourism in all over

the world and particularly in the Balearics Islands where it became the major source

of richness and development. But the other side of tourism has been also analysed:

economic, physical and socio-cultural tourism impacts of tourism have been exposed

identifying the consequences of the classic features of mass tourism. Finally and

exposition of benefits and cost is showed enclosing a question: Tourism, benefits or

costs?

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

29

Chapter III From mass tourism to sustainable tourism

3.1. Introduction. Sustainable tourism has been promoted as a way of moderating the disadvantages of

tourism, at the same time as make best use of the benefits in a way that is suitable for

the greatest number of people. It encourages the development of cultural and rural

tourism to sustain local cultures, traditional lifestyles and industries, it seeks to utilise

resources and the environment in a sustainable way, and it aims to generate the local

economy by providing opportunities for employment and economic development.

Sustainable tourism demands an awareness of the needs of local people, respect and

appreciation for culture and the environment and achieves a balance between

development and conservation.

The appearance of some competitive destinations and the deterioration of the

environmental quality in the Balearic Islands, has guided the government to began

thinking about sustainable solutions to maintain the main source of incomes in the

islands: Tourism.

3.2. Evolution of tourism: new mentality, new trends.

Large coastal areas have suffered from uncontrolled tourist development during the

last decades, having as consequence the destruction of natural eco-systems, air and

water pollution, the shortage of water, problems of waste disposal, or the

transformation of small villages into centres of urbanisation. Fortunately tourist’s

mentalities are changing and the slogan of “non-destructive tourism” is becoming

important for travellers and for authorities.

New positive kinds of holiday are being developed; they deal with the problems of

mass tourism, caring for cultural, social, and natural features of the destination. The

preferred term for this kind of tourism development is "sustainable tourism". 75

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

30

Possible future trends in tourism are strongly related to changes in society. Today

leisure and tourism are more than just elements in social life; they also indicate

the individual's position in society. Leisure activities more and more define

everybody's personal lifestyle and are motivated by creativity, health, new

experiences, human relations, and personal growth. People are looking for

sporting challenges like biking, climbing or rafting, or want to collect experience

of life inside foreign cultures. Tourist markets are becoming more fragmented

according to everybody's personal lifestyle and the distinction of the visitors'

desires.76

Furthermore, Majorca can offer a variety of opportunities all over the year, and

not only in one season. This is an advantage in comparison with some others

destinations that can not diversify the offer, these opportunities should be valued

and promoted to change the image of a mass tourism homogenous. 77

The objectives is not denying tourists the access to the beaches and enjoy sun and

party, but it should be controlled. The quality of the product has to be improved

and the offer diversifies, because more and more the tourists are becoming more

demanding and looks for quality and for new experiences, new activities, new

ways of enjoying their holidays.

Another important aspect is the growing of an ecological conscience in the modern

society. In general speaking, the need for environmental protection is normally

accepted. In the words of some authors:

Selwyn’s case study in Majorca (1997), illustrates the way that tourism promotion

and development is controlled by wealth and power in the form of local elites and

transactional corporations. It is evident that tourism often conflicts with local people

and communities because it is in competition with them for land, water, energy and

services.

76 ibid. 77 Segui Llinas, M. ‘Les nouvelles Baléares. La rénovation d’un espace touristique mythique’, in L’Harmattan, ed. Paris, 1995 p. 65.

31

Hall (1994), notes that the state also has national interests and objectives which

often conflict with local inhabitants, for instance, the lure of foreign exchange might

prompt a government to continue to encourage tourism in an area where carrying

capacity has been exceeded.

Krippendorf suggests that tourism should be judged according to whether it raises

the standard of living for the local inhabitants rather than increasing the gross

national product.

An important factor in sustainable tourism planning is that the local community must

feel it has some control over decisions and its environment if resentment is to be

avoided (Kadt, 1979).

It is interesting to note Urry’s observation that ‘the more exclusively an area

specialises in tourism the more depressed its general wages will be’.78

3.3. New environmental policies. In the 80s the Government of Balearics (Govern deles Illes Balears) and private

investors realised of the deficiencies in the tourist model of the island and the

limitation of natural resources that required a halt in the quantitative growth and

to focus on qualitative aspects. The ‘Balearic model’ and the ‘know how’ were

copied from another Mediterranean areas, the Far East and the Caribbean. The

Govern Balear realised that is impossible to compete with such exotic

destinations for being a popular destination with the European middle classes. It

is for this reason that they create a new model that pays more attention to better

infrastructures, better services in the hands of professionals of tourism, and more

security. 79

One of the major problems that appear in Majorca is the shortage of water and

consequently the utilization of subterranean waters. A farmer being conscious of

the limitation of water could use 140 litres of water a day; a resident in the city

could use 250 litres; a middle tourist use 440 litres and high class tourist use 880

litres a day (gardens, golf courses, swimming pool, sauna, extra laundry, etc.). 78 http://www.karl.aegee.org/oem/articles/oe8/t-freedo.htm [accessed 18 June 2003] 79 Govern de les Illes Balears, IBATUR (ed) Palma de Mallorca.( General information sent to the author by post).

32

The scarcity of water is a big environmental problem that leads locals and tourists

to buy mineral water that is transported from another places and that is expensive

and soled in no recyclable containers. 80

Another problem is the large amounts of rubbish generate every day by the

tourist industry. It has been calculated that a tourist generates 50% more of

rubbish than a local resident.81

But the most visible problem is the damage to the landscape. Rows of big hotels

have blocked out any views of the horizon. It is even more irritating to think that

in low season these hotels are closed. In order to build these hotels it was

necessary to use large amounts of land, beaches, dunes and marshes that as a

consequence have disappeared and are now covered by asphalt.82

Looking forward to the XXI century, a second ‘tourist revolution’ known as the

revolution of the total quality is starting. The idea is to involve the local

population and tourist sectors as travel agencies, transports, hotels, universities

and all the public in general. It is important to remark that GDP in the islands is

dependant on almost 90% of the tourist services, so that is not surprising that a

big investment, legislative measures and publicity campaigns were done. The

most important measures adopted where in relation to83:

- infrastructure improvement in the tourist areas,

- modernization of tourist accommodation,

- professional and skilled staff,

- laws for golf courses and yachting harbours,

- laws for the improvement of tourist supply,

- Integral Sanitation Plan of Balearics (PSIB),

- law of natural spaces (LEN),

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

33

- modernization of the complementary supply,

- project of order in the tourist supply.

In Majorca 34% of the soil has been declared as “natural value areas”, which

means that they would be conserved in their natural condition and state. The

modification of this space is subjected to a harsh regulation. Some legislation

against the camping has been also introduced.84

Nowadays a great emphasis is put on developing a responsible tourism policy,

which has implications for maintaining the balance between economic benefit

and socio-ecological responsibility. The destination does not have to adapt to the

tourist development but tourism has to adapt to the cultural, natural and socio-

economic peculiarity of the destination. The basis of the new policy is to move

away from the short-term gains of tourism, towards the realisation of a long-term

compatibility between tourism and the environment.85 The local population

should be able to participate in the development of new tourism strategies and

must not suffer from new infrastructure projects.

3.3.1. The example of Calvià.

The municipality of Calvià (Majorca) is one of the most visited Mediterranean

destinations. With its 150 sq Km, natural areas of great quality and a diversity of

ecosystems, 60 Km of coastline, 40.000 inhabitants, 120.000 tourist units and more

than 1.600.000 visitors a year, Calvià can be considered as a typical example of sun

and beach mass tourist destination.86

In this municipality a plan that covers all the tourist activities has been introduced.

The objective is to offer to the tourist a peaceful and harmonious place, with a lot of

green areas and opportunities to social contacts. For example the use of the car has

been restricted to improve the quality of life. Some commercial streets have been

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

34

transformed into pedestrian streets, some roads have been closed to traffic, there are

new speed limits, and a new service called the “yellow bus” join the principal points

of the city. The new buildings cannot have more than four floors in the coast and two

in the interior. They want to improve the quality of their beaches and by now they are

being cleaned every day, and a lot of these beached have been considered by the

European Union as beaches of quality (blue flag). Moreover the purification of

residual waters in the municipally of Calvià is done using a natural process before

going out to the sea.87

“On the basis of article 4 of the European Parliament Council Regulations No.

1655/2000 (Life-Environment), the European Commission has officially authorised

financial support for the project "Strategies and implements toward sustainable

tourism in the Mediterranean Coastal areas" (LIFE00/ENV/IT/00167) presented by

the Province of Rimini in partnership with the Municipality of Calvià (Spain),

Ambiente Italia (Italy) and Federalberghi (Italy)”.88

The principal European tour operators has realised that the impact of mass

development in tourism does not have only benefits and gains, and it is for this

reason that they are now adapting their business and taking in account some

measures as for example, the improvement of the hotel accommodation.

3.3.2. The Ecotax.

The creation of the Ecotax can be related and based on the “polluter pays principle”

which according to the European Community, “ implies that those who cause

environmental damage should bear the costs of avoiding it or compensating for it,

environmental policy should be financed by the polluters themselves as far as they

can be identified” 89. The object of the eco-tourist tax is the creation of a new tourist

model promoting sustainable development and improving quality of life of tourists

and residents. The tax is established on the stays in tourist accommodation

enterprises and varies from 0.25 and 2 euros according to the different categories of 87 Boers, H. and Bosch, M.op.cit.p.66. 88 http:// www.calvia.com ibid. 89 http://www.europa.eu.int/comm/regional_policy [accessed 18 June 2003]

35

accommodation.

That requires a big effort from the institutions and the tourist sector enterprises. The

major aim is to keep the islands’ tourist product competitive and within a guarantee

of sustainability. The tax will give the opportunity of investing in environmental

conservation.

3.3.3.Limits and barriers. The sustainable development depends in large part on the Government’s decisions.

The Government is the main force in the implantation of an environmental policy,

but its actuation is very ambiguous; it helps to improve the quality of tourism, and

also to do it in a sustainable way. The legislation already existent related to the

quality of beaches, construction and reorganization of municipalities such as Calvià,

has good purposes and results. But the problem arrives with the changes of

Government in the new elections; the newest politicians abolish early-introduced

laws, because very often, politic interests are related to the economic interests. 90

The local population does not help either to maintain an environmental sustainable

development because for them all developments are good only if they bring

economic benefits.91 This belief has been a big mistake over the history of Spanish

tourism development (commented in this paper in the point: impacts of tourism).

In the case of the Ecotax it would be easy to believe that it is very good idea and

easy to establish but the fact is that it is creating some problems between

authorities and tourist managers in the islands. It has been hardly criticised from

the different politic parties. Besides, it has even been pointed out as the main

cause of the decrease in the number of German visitors to the island.

The tourism tax does not concern to all tourists in an equal dimension. The fact that

the Ecotax varies progressively depending on the number of stars a hotel has, is a

90 Boers, H. and Bosch, M.op.cit.p.70. 91 Boers, H. and Bosch, M.ibid.p.70.

36

source of complains and creates limits in the long term. Perhaps it should be a flat-

rate tax rather than a progressive one.92

The Ecotax continues to cause consternation among both the public and hoteliers

alike. The tax is supposed to be levied on tourists to the island to pay for

environmental 'repairs' necessitated by the effects of mass tourism, a simple idea, but

difficult to carry out.

The clients of smaller hostels do not have to pay the tax. It seems unfair that a

measure designed to correct the damage caused by mass tourism should be financed

by only a proportion of those masses; people who stay in hostels, villas, and private

apartments do not contribute one cent. 93

The Secretary-General of Tourism, Juan José Güemes, criticised the 2.7%

increase in the Ecotax and asked for its abolition following the recommendations

of the tour operators, and pointing out a 10% drop in tourism in the Balearic

Islands in 2002, rising to 20% of German tourists. The central Government

doesn’t stop the fight against the Ecotax and criticised the tourism policy of the

Balearic Government.94

This Government’s “star” project has been charged on tourists since the first of

May last year. In eight months (from May to the end of 2002), the Inland

Revenue has received 23 million euros from it.95

The recently elected, president of the new regional Government, Jaume Matas,

has promised to abolish the Ecotax by next year. The intention of the new

92 http://www.ibiza-spotlight.com. January 13, 2003 [accessed 14 July 2003] 93 http://www.foes-ev.de/GBNnews2/3artikel3.html [accessed 14 July 2003] 94 www.finestraturistica.org/p_noticia.cfm?id=1294 “The Government is ensuring that in 2003 the Balearic Islands will be the tourism destination to suffer the most”. In: El Mundo/El Día de Baleares, December 30, 2002. [accessed 14 July 2003] 95 www.finestraturistica.org/p_noticia.cfm?id=1351. “Ecotax projects in the Balearic Islands amount to almost 29 million euros”. In: Daily of Mallorca, January 16, 2003. [accessed 14 July 2003]

37

regional Government is to reintroduce the tourism policy that they operated at the

end of the nineties, which made them the leader in European tourism to the

Mediterranean. This policy would recover tourism in two ways, from an internal

point of view, with a “recovery of the social role of tourism” because during the

last few years, tourism has been spoken of as if it were a negative thing. And for

the external perspective, it would attempt to improve the image of the Islands.

The Government wishes to give Germany a message of welcome. The new main

authorities of the Islands have recently visited the headquarters of the German

Travel Agencies and Tour Operators Association in Berlin with the intention of

recovering this market and explaining their new tourism policies, as to spread a

clear massage: “German tourists are welcome, we can not ignore German

tourism, that will be suicide”. 96

3.4. It is the end of "balearisation". The Spanish term “balearización” means the action of doing something in the

Balearic way. This word makes reference to all the worst from mass tourism:

uncontrolled development of tourist areas, high-rise hotels in the seashore and

“Bierstuben” (German pubs), “British pubs” and “Viking bars” everywhere.97

It is said that the French invented this word “baléariser” to represent the destruction

of the environment for the tourist exploitation. Landscapes such as Santa Ponça,

Palma Nova, Peguera, Sant Antoni de Portmany, Cala Galdana, El Terreno and a lot

more were literally ‘massacred’ with cement walls without any order or sense and

transformed into urban areas or “even in suburbs as the case of Cala Major”. It was

the time when only benefits were important and tourism was seen as an easy way to

gain money without professional preparation and little effort. 98

The authorities can change the idea of tourist development and make the

improvement of quality as a priority, but sometimes there is also an economic

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

38

interest behind and not only an action of sustainable tourism. There are different

opinions in relation to the creation of new golf fields and the development of rural

tourism. 99

With regard to golf courses, the authorities defend their creation as being good for

the environment because the arid and abandoned fields can be transformed into green

areas with vegetation of diversified species. But the opponents declare that it is

precisely this arid landscape, which is characteristic of the island, and moreover they

are against the large quantities of water being used to maintain the golf courses and

the subsequent urbanization of the countryside.

The positive side of the development of rural tourism is that it maintains the

traditional landscapes and rural constructions are not abandoned thanks to the

financial helps coming from the European Union. This kind of tourism is under

legislation to avoid the risk of being exploited. All the development projects are

presented first to the government who will decide later which of them will be

officially done or not.

Making reference to all the information presented and analysed until now, Majorca

looks like a good example of evolution, adaptation and change. It has been subjected

to a hard pressure by the ‘environmental movement’ and is taking measures to make

of Majorca a quality product based in quality of natural environment. And, why not,

it could be the end of the negative use of the word “balearisation”. It is important not

to forget that there will be still a strong and viable market for mass tourism in the

island, on the one hand we have the existing participants in this form of leisure and,

on the other, and more importantly, the new consumers.

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

39

Chapter IV Methodology 4.1. Introduction. This chapter describes the aims and objectives of the research as well as the methods

chosen by the researcher to collect the information, and the analysis of the secondary

and primary data. The information gathered will be exposed from different

approaches and the limitations of the research will be shortly mentioned in this

chapter.

4.2. Aims and objectives.

The objectives are presented in table 4.1, with the purpose of showing to the reader

in an easy and clear way the main ideas of the researcher. To reach the objectives it

is very important to know what are the main ideas or points of interest and decide

what information it is required. To structure these ideas, the author has made

questions and possible answers, which define the objectives to reach as well as to

find out if the possible answers or hypothesis are true or not.

40

Table 4.1. “ How to achieve aims and objectives” Seeking for answers Asking questions

Tourism is a new way of colonization; the

Mediterranean coastal fringe of Spain has

suffered the impact.

Did tourism open the way of the massive

colonization?

Mass tourist destinations are colonized and

deteriorated.

Analysis of economic and socio-cultural

impacts.

What are the unfavourable impacts in mass

tourism destinations?

More and more tourist mentality and

tourism policy is changing. Sustainable

measures are being established.

Can the negatives effects be avoided,

compensated, solved somehow?

Visitor's motivation is sun, sand, sea and

sex.

Do they feel still attracted by the same

factors? What are they looking for?

Independent states exist inside the island

with barriers, different laws, different

language and own police.

Visitors and foreigner residents became

more and more powerful in the island.

Why do such a large number stay in Spain?

There is an interaction of cultures?

Who adapts to whom?

Who is the guest and who is the host?

Who has the power?

The interest for buying land and building

lots of houses provoke in locals the feeling

of being on sale

What is the local community reaction?

Source: Author’s own.

4.3. Secondary data.

The secondary data of a research is the information that already exists in relation

with the subject. It is the information available from books, articles, reports, and

investigations carried out by other people with a different purpose that the present

one.

41

The first step for any researcher is the collection of secondary data to design the basis

of the literature review and the plan of the project in general. The secondary data

gathered gives the researcher the opportunity of analysing the different theories that

are suitable to the current project, and count on a scientific base and general overall

picture of the topic. With the theory behind, the researcher will be able to work from

different approaches and establish hypothesis and comparisons.

The main secondary sources, books, journals, official publications, Internet, articles,

surveys and reports, used for this thesis have been found in different libraries or

facilitated by different public organisms.

Table 4.2. “Sources of secondary data collection” Main places visited Main sources obtained

Turespaña National Library of Madrid Universities Libraries OMT (WTO)

Books, publications, reports, articles, journals, Internet, magazines.

Govern de les Illes Balears Up to date information

Foment and Tourism of Illes Balears Statistics, general information

ITB Professional contacts

IBATUR All kind of statistics

Source: Author’s own.

The research was mainly conducted in relation to topics as colonization, mass

tourism, socio-cultural impacts, and reorganization of mass tourism destinations; new

environmental policies and different statistics were also found in the Balearics

Islands web pages. Moreover a lot of information coming from the Foment and

Tourism department of Majorca was sent by post to the author, the main contact from

this department, was known by the author in the ITB of Berlin.

The main source to ask directly for the information required was Internet. Since the

beginning of March 2003, several mails were sent to the public institutions of

Majorca as Tourist Offices, Govern de les Illes Balears, IBATUR, Conselleria of

42

Tourism, etc. Where, besides of providing me with some information they also

directed me to another web sites, which proved very interesting for my study.

The research started in the first stage of the ETM in Börlange where I found some

interesting books (The tourist Gaze, John Urry or Tourism in Spain, critical issues)

and some articles in the electronic page of the library, that were quite helpful to have

a first overview on the topic.

The language chosen for the dissertation was from the beginning English, and the

most of the literature has been read in English, which is an advantage. In the second

stage of the ETM programme, the research was done in Chambéry and almost all the

books were written in French, but the author considered some of them useful (Les

Nouvelles Baléares, Miguel Segui; Tourisme et Utopie aux Baléares, Ibiza une île

pour une autre vie) even if the process of analysing the information was harder and

slower.

Once in Madrid, where the author was living, the secondary research was done

mainly in the library of the University Rey Juan Carlos where a lot of literature was

found written in Spanish which facilitated reading; and in the library of Tourspain

(The public institution dependant on the Ministry of Economy, which is in charge of

the promotion of Spanish tourism) where a large number of books about sociology of

tourism and the impact of tourism where consulted, as well as a large selection of

publications and reports.

The collection of secondary data as mentioned before started in the first stage of the

ETM around the month of December and the research was carried out during the rest

of the months until the end of the thesis. It is important to remark that the most

intensive research and analysis were carried out during the end of May and the

month of June. The elaboration of the literature review chapter took around 8/10

weeks.

43

4.4. Primary data.

Primary data is the information collected by the researcher through interviews,

surveys, information held by companies, etc. it is the information collected explicitly

for the present investigation. The data gathered from the primary research, will be

presented as the results of the investigation carried out by the researcher. Such data

can be either quantitative or qualitative.

4.4.1. Questionnaire survey.

4.4.1.1.The aim of a questionnaire.

A questionnaire is made up of a number of questions that represent the subject of the

investigation. The elaboration of a satisfactory questionnaire is essential because the

questionnaire is the source to get the necessary information to develop the study. 100

The main characteristics of a successful questionnaire are:101

- Objectivity: the interviewer should not influence the answers.

- Clarity: it is very important to use an easy and understandable vocabulary to avoid

ambiguities, delays and mistakes.

- Precision: the questions must be well defined to avoid ambiguities and get just the

information required.

- Courtesy: to avoid questions that could bother the person interviewed.

- Short length: as far as possible it is better to reduce the length of the questionnaire,

avoiding long questions and repetition, preventing the monotony and tiredness.

4.4.1.2.The sample.

The survey took place in Majorca during 4 days in July 2003. The survey was

focused mainly in the areas characterised for having a big concentration of tourists in

the summertime: Magalluf, C’an Pastilla and Arenal. These areas were considered

100 WTO, (2001) Apuntes de metodología de la investigación en turismo. p.85. 101 WTO, ibid.p.86

44

good places to request any foreign tourist or locals in general, (families, retired

persons or workers from the tourism industry), to participate in the survey and obtain

the sample. Some questionnaires were delivered in Palma de Mallorca trough a

different sector of the population such as workers of the City Hall, architects, and

students to obtain a different point of view away from the tourism industry. The

survey generated 50 responses from tourists and 52 from locals.

4.4.1.3.Design of the questionnaire.

The researcher tried to elaborate a questionnaire carrying out the characteristics

mentioned before (objectivity, clarity, precision, courtesy and short length). Like it

was explained in point 2.3.4, to analyse the socio cultural impacts of mass tourism, it

is important to do it from different perspectives. For that reason, two different

questionnaires were done depending to who were addressed, one for locals and one

for tourists:

Questionnaire I. The questionnaire shown to tourists was designed to find out their

ideas and thoughts about the island and its residents, their attitudes and behaviour

towards local community, culture, and environment. Another aim to achieve was to

know their motivations to visit Majorca, to compare later if the motivations are still

the same as 30 years ago.

The language used in this questionnaire was English. It was divided in 4 parts:

1. Motivations

2. Attitudes.

3. Expectations and satisfaction.

4. Personal details.

Questionnaire II. The questionnaire given to the local population aimed to know

their perception, feelings, attitudes and initiative towards tourism and tourists. With

the information obtained the purpose was to analyse the impacts of mass tourism on

the local population and the connection with colonization.

45

The language used in the questionnaire was Spanish. The questionnaire was divided

in 3 parts:

1. Motivation to tourism.

2. Attitude towards tourism.

3. Personal details.

Before handing out the questionnaires the researcher introduced herself to the

participants and informed them about the purpose of the survey. Not all the

questionnaires were hanged out to the participants to be contested by themselves but

some were asked verbally by the author, what made from the questionnaire, in some

cases an authentic and fruitful interview.

There are different kinds of questions102; the questionnaires are mainly composed of

closed or pre-coded questions, which are easy to analyse and quick to answer.

Examples of questions used:

- Open question: the interviewee has freedom to answer.

e.g. What do you expect from your holidays?

- Close question (or precoded): the interviewee has to choose between the options

proposed. The advantage of this kind of question is that it facilitates the later measure

of the answers. The limitation of close questions is that the information is restricted

and sometimes omitted; the interviewee does not have enough variety of answers and

can be forced to into an answer, which only approximates to what he or she wants to

say.

e.g. Is it the first time that you come to Majorca?

Yes No

46

102 WTO, op.cit.p.86

A close question can follow a scale as for example the Likert scale going from 1 to 5

options.

e.g. How do you feel among tourists?

Very well Good Normal Bad Very bad

- Mixed question: it can be for example, a close question in which an option can be

an open question with a free answer.

e.g. Are you from Majorca?

Yes No If not, why do you live in the island?

4.4.1.4.Design form.

The questionnaire was designed on size A4 in horizontal layout and the typeface was

Times New Roman 10 point with the purpose of including all the questions in the

same side and reduces wasting paper. Furthermore it was possible to fold it in the

middle, which made people suppose that the questionnaire was shorter. With the

intention of making it more attractive to participants the questionnaire was printed in

yellow paper. (See appendix B)

4.4.1.5.Limitations.

The main limitation of the survey was the language. The questionnaire addressed to

tourists was done only in English, which caused some difficulties when asking to

German tourists.

People on holiday’s resorts are not always available or predisposed to participate, a

large number of people refused to answer with the excuse “no time, sorry” the most

of the times. But considering that they were on holidays and the questionnaires could

bother them, the author is quite satisfied with the result.

47

In relation to locals working in the tourist industry, in general they were reluctant to

participate. They argued that they were tired of doing questionnaires. The author

managed to get their cooperation in most of the cases by explaining to them that the

survey was for her personal interest and studies and not for public statistics. In this

case, being part of a big enterprise or public institution, which is supposed to give

credibility to the survey, could have been a limitation for this particular research.

4.4.1.6.Pre-testing.

The questionnaire was pre-tested by some students before the main survey took place

in Majorca. The aim of the pre-testing was to identify problems and correct them, to

verify that respondents understood all the questions, to find ambiguities and

confusing questions.

During the pre-testing as it was expected, errors were identified and corrected. For

example, before the pre-testing, the question was: Do you feel comfortable between

so many tourists? After the pre-testing study the question changed to:

How do you feel between tourists? It was found that the words ‘comfortable’ and ‘so

many’ could influence in a negative way in the respondents. The question was

formulated in a negative sense.

4.5. Analysis. This research is done in a descriptive way in order to show the feelings and attitudes

of both, locals and tourists. Data from the questionnaire survey were analysed by

operating excel program. The presentation of the results has been done by graphics

and some times the answers are emphasised by the transcription of some comments

done by the participants.

4.6. Conclusion. This chapter has attempted to present the methodological approach undertaken

during the research time, giving explanations about the sampling strategies,

questionnaire design, data collection and limitations.

48

Chapter V Research Findings 5.1. Introduction. This chapter attempts to present the findings obtained from the research. It starts with

the presentation of the results obtained from the questionnaires, and continues with

the interpretation of findings identifying links with the theories exposed in the

preceding chapters.

5.2. Findings from Questionnaire l. As explained before, questionnaire I was addressed to tourists and divided in four

parts. The results are presented following the same order as the parts in the

questionnaire.

5.2.1. Motivations.

The aim of this question was to find out what people expect from their holidays in

general, why they chose Majorca particularly and if they come just once or they

repeat.

As figure 5.1 reveals, the majority of tourists surveyed (64%) have visited Majorca

before. The minority part of the tourist surveyed is “new” on the island.

It is the first time that you come to Majorca?

36%

64%

yesno

Figure 5.1. "Type of tourists”

Source: Author’s own.

49

Next graphic shows the length of the stay of tourists in Majorca and the fact that 1

and 2 weeks represents the highest percentages, 40% and 32% respectively.

40%

32%

20%

8%

0

2

4

6

8

10

12

14

16

18

20

1 week 2 weeks summer I have a househere

How long are you going to stay?

Figure 5.2. “Length of the stay”

Source: Author’s own.

What they expect from their holidays is shown in figure 5.3, where it can be

observed that the majority of people asked expect from their holidays to enjoy sun

and the beach (frequent answer among families and couples) and have fun (more

frequent among teenagers).

What do expect from your holidays?

30%

42%2%8% 4%

%

sun,beaching

have fun

relax

good value formoneyalcohol,sex,drugs

active holidays

Figure 5.3. “Holidays expectations”

Source: Author’s own.

50

In relation to the expectations for enjoying holiday time are the main motivations of

choosing a destination to spend the holidays. As showed in figure 5.4, the principal

reason for visiting Majorca is sun and beach (50%) followed by clubs and party

(22%).

Why are you coming to Majorca?

50%22%

8%

4%

8% 8%

sun and beachclubs,partynot far and cheapget away from englandworkvisit family

Figure 5.4. “Reasons to visit Majorca”

Source: Author’s own.

5.2.2. Attitudes.

The main purpose of this point is to show the tourists’ attitudes through the

destination, the culture and Spain in general. Different factors can be indicatives of

these attitudes as for example the knowledge of the language or the interest for the

national culture.

In some cases the language can be a barrier to choose a destination but as figure 5.5

shows, 80% of the tourists surveyed do not speak Spanish and 95% of those are not

worried about the language, they did not think about the language as a barrier before

coming to Spain. What is remarkable is that 89% of the persons asked did not have

any problem of communication.

51

20% 5% 11%

80%95%

89%

05

10

15

2025

30

3540

45

50

yes no

Language.

do you speakspanish?

are you worriedabout thelanguage?

did you have anycommunicationproblems ?

Figure 5.5. “Language and communication”

Source: Author’s own.

In the next figure it can be noted that more the half of the persons surveyed (76%)

like the Spanish culture, which can be analysed as a positive attitude towards it and

the related traditions.

Do you like Spanish culture?

76%

20%

4% yesnoI'm not interested

Figure 5.6. “Tourists and Spanish culture”

Source: Author’s own.

52

In relation with the interest for the national culture is the tourists’ perception of

Spanish people. As figure 5.7 shows, more than 30 people answered that Spanish are

friendly and nice.

0 5 10 15 20 25 30 35

friendly/nice

nothing/don't know

rude

boring

interesting

proud of their country

What do you think about spanish people?

Figure 5.7. “Tourists and Spanish people”

Source: Author’s own.

Figure 5.8 shows how all the factors together (no barriers because of the language,

positive attitude trough local culture, positive perception of locals behaviour, and so

on) mean that 76% of visitors do not feel like foreigners in Majorca.

Do you feel like a foreigner in Majorca?

24%

76%

yesno

Figure 5.8. “Tourists and Majorca”

Source: Author’s own.

53

5.2.3. Expectations and satisfaction. Talking about satisfaction, and connecting the following results with those showed

before, the combination of all these factors mean that 100% of the visitors are

satisfied with their holidays in Majorca. Words such as “absolutely” or “totally,

yes!” were often exclaimed by the tourists surveyed.

Almost all the people (46 from 50 and 45 from 50) asked think that Majorca is

adapted to their needs and as a matter of fact they will come back or do not know

(only 5), but no one answered “no” to these questions. Figure 5.9 shows aswell that

44 persons from 50 surveyed felt welcomed in this tourist destination.

Satisfaction

46

04

45

05

44

15

0

10

2030

40

50

yes no don't know

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

Figure 5.9. “Tourists’ satisfaction”

Source: Author’s own.

5.2.4. Personal details. The profile of the tourists surveyed is exposed in the next graphics, making reference

to nationality, age and profession.

Figure 5.10 shows the different nationalities. According to what has been stated in

points above, the two dominants groups are English and German. More than the half

of the tourists interviewed were English (42%) or German (32%), followed by

Swedish (18%) and another nationalities (Italian, Dutch and Iraqi).

54

Nationalities.

42%

32%

18%2% 4% 2%

EnglishGermanSwedishItalianIraqiDutch

Figure 5.10. “Nationalities” Source: Author’s own. The survey took place during the holiday time and as is showed in figure 5.11,

teenagers (between 15 and 25) and the group of couples and families (between 25

and 45) are the most representative (36% and 34% respectively). These groups

looked more accessible to the researcher than the group of elderly tourists.

Ages.

34%

36%

30%

teenagers couples and families eldery tourists

Figure 5.11. “Age” Source: Author’s own. As mentioned in the theory part, tourists come from the middle classes of Europe.

The survey was done to 20 students and 30 workers; table 5.12 shows their

profession.

55

Profession

20

1

1

1

2

4

1

6

2

4

1

1

1

2

1

1

1

0 5 10 15 20 25

student

footballplayer

bookseller

carpenter

web site designer

dancer

software engineer

factory worker

doctor

shop assistent

secretary

hairdresser

driver

engineer

tennis coach

electronics

teacher

Figure 5.12. “Profession” Source: Author’s own. 5.3. Findings from Questionnaire ll. The exposition of the findings from questionnaire II will follow the same structure as

the presentation above. Firstly the locals’ motivation trough tourism, secondly their

attitudes towards tourism and finally their personal profile.

5.3.1. Motivation towards tourism.

56

In this point the researcher tried to look for the locals’ motivation towards tourism,

how they feel living in a tourist destination as Majorca and their thought about

tourism in general.

Figure 5.13 shows that the majority of the locals interviewed (73,08%) like Majorca

to be so famous. That can be interpreted as being open to visitors and proud of their

island. It is important to say that 21,15% of the participants does not like to be so

popular in the world; they think that it is not good for the island.

Do you like Majorca to be so famous?

21,15%

5,77%

73,08%

yes I don't careno

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

Next figure shows what tourism is for locals, with what words they associate with

tourism. Normally their idea of tourism should be different to that of someone living

out of a tourist destination. It can be observed that “money” is the word mentioned

more frequently followed by crowdedness (37 and 14 times respectively). These two

words could be interpreted in a negative way in position to the 13 times that the word

“culture” was chosen to define tourism or the 4 times that tourism as

“welcome/refuge” appears.

57

37

14

1

12

13

4

0 5 10 15 20 25 30 35 40

Number of times mentioned

money

crowdedness

adaptability

foreigner

culture

welcome/refuge

Opt

ions

For you tourism is synonym of:

Figure 5.14. “Synonyms of tourism” Source: Author’s own. As figure 5.15 reveals, the majority of locals surveyed (57,69%) think that the tourist

promotion of Majorca is either good or bad (is in the middle “so-so”) and 17,31%

think that it is very bad together with 7,69% that said it is bad.

Tourist promotion of Majorca

very good3,85%

good13,46%

regular57,69%

bad7,69%

very bad17,31%

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

58

Locals see the action of the authorities in relation to tourism as bad, as the next figure

shows, the 80,77% from the interviewed think that the authorities do not work well

in the tourism field. Only the 17,31% thinks the opposite.

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

17,31%1,92%

80,77%

yesnodon't know

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

Actually one the most problematic proceeding of the authorities has been the

introduction of the Ecotax (Chapter 3), which generated a divided opinion, from one

side 38,46% answered that is not a worthy measure and they think there is a lack of

information. Almost all the locals surveyed had an opinion about the Ecotax:

“At the beginning I thought it was a very good idea but later I realise that it was

only an easy way to recover the money wasted because of the decrease in German

tourism” (Carpenter, 25 years old).

“It should disappear, we have to give facilities to tourists. We do not need more

taxes”. (Retired from the hotel business, 69 years old).

“Nobody knows where they invest the money, but not where it was supposed to be. It

could have been a good thing but it is not well applied” (Shop assistant, 45 years

old).

59

On the other hand an important number of people (28,85%) totally agree with the

Ecotax and think it was a very good idea.

As figure 5.17 reveals there is an important quantity of people (19,23%) who do not

know if the measure could be helpful or not, and what is more, they do not know

what it is.

The rest of the locals interviewed are divided among different opinions, for example

the 3,85% think that the tax should be included in the price of the package and avoid

to hoteliers asking their clients for it.

What do you think about the Ecotax?

don't know19,23%

badly applied4%

it is no worthy38,46%

it should be included in the

package3,85%

very good idea28,85%

could be better5,77%

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

60

5.3.2. Locals’ attitudes towards tourism and tourists.

This is one of the most important points in the showing of the findings. Looking at

the locals’ attitudes the following figures reveals feelings and general impression

about tourists.

The researcher asked a very direct question: “Do you like the tourists that come to

Majorca?” and as figure 5.18 shows, the majority (65,38%) does not like the “type”

of tourists coming to the island. But it is important to point out that in general the

most frequent answer was: “not now”. Which means that locals does not like tourists

who are coming these past years, they noticed a very big different between them and

those who helped make the island have a prosperous economy.

“Nowadays a poor tourism is coming to the island, they do not spend money at all,

they asked for discounts and bargain”(General comment).

“They built so many hotels and apartments that now they have fill them out anyway,

does not matter with what kind of tourists”(Hotelier).

“The number of German tourists is decreasing because of the advantages that many

people took from them, German felt exploited because of the continuous increase of

prices. Now we are loosing these tourists and it is not good for the island”(Retired

from the hotel business, 69 years old).

Do you like the tourists that come to Majorca?

34,62%

65,38%

yesno

Figure 5.18. “Locals and the type of tourists” Source: Author’s own.

61

Moreover it is quite interesting to look at figure 5.19, which shows what tourists

mean to locals, clients for 24% and source of incomes for 13%. This opinion is

completely related with the one showed in figure 5.14 where money appears as the

synonym of tourism. Combining both (figures 5.14 and 5.18) it can be assured that

tourists are mainly perceived as a business.

There is an important group (17%) that think tourists are only people who want to

enjoy of the island and they like to spend their holiday’s there. Differing to this

opinion, a 10% of the locals interviewed said that tourists are dirty, scandalous and

even thieves. A large number of negatives comments about tourists where done by

locals during the questionnaire, the author was really shocked when listening some

people saying things like: “They are ill-mannered, like animals”(Bus driver) or

“I think they are like migratory rats”(Draughtsman, 27 years old).

Tourists are for you...

4%

4%

10%

6%4% 6% 4% 24%

13%

17%8%

clientssource of incomes people who enjoy Majorcasomething badsun,beach and beerrats,animalsdirty,thieves,scandalousgerman tourists think the island is their possessionconsumers of services,they cause disorder and disturbancesthe main reason for cultural and environmental degradation of the islanddifferent than years before

Figure 5.19. “Locals’ thought about tourists” Source: Author’s own.

62

Referring to tourist behaviour more than half (34) think that tourists behave regular,

what means either good or bad. In opposition the same quantity of locals said tourists

behave bad (8) or good (8); and none of them answered very good. See figure 5.20.

How tourists behave in Majorca?

0

8

34

8

205

10152025303540

very good good regular bad very bad

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

All the locals interviewed (52) think that tourism change traditional culture and as

next figure reveals, the opinion of the 74,68% is that they should be spoiled just

because they are a source of incomes but not for any other reason.

Do you think that tourists should be spoiled because they are a source of income?

10,00%

15,32%

74,68%

yes not only because they are a source of incomes no

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

63

But even if the impression is more negative than positive, locals affirm to behave

well with them and try to help them if necessary, and answering the question (figure

5.22) they affirm making efforts (59,62%) to help them.

Do you make any efforts to help them?

59,62%

40,38%yesno

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

And moreover the half of them affirm to feel good among tourists in opposition to

only 4 persons who said they felt bad between tourists and 2 very bad. Also 15 said

to felt either good or bad among tourists because they do not have any direct

relationship with them. See figure 5.23.

How do you feel among tourists?

4

26

15

42

0

5

10

15

20

25

30

very good good regular bad very bad

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

64

In an intercultural relationship as in the example of Majorca it is required that people

be ready to adapt to the others. Next graphic (figure 5.24) shows that from the point

of view of locals, it is the local population who adapt to tourists more than in the

other way around (41 from 52). Only 5 people replied that both adapt, which in the

author’s opinion will be the balance between tourists and locals.

Who should adapt?

41

5 51

05

1015202530354045

local populationto tourists

tourists to localpopulation

both none of them

Figure 5.24. “Adaptability” Source: Author’s own. To conclude the showing of the results, the last graphic reveals that from the point of

view of locals, tourism benefits in general to everybody. (See figure 5.25)

38

6 2 4 2

0

5

10

15

20

25

30

35

40

everybody hotel industry politicians big entreprises nobody

Who benefits from tourism?

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

65

5.3.3. Personal profile. Finally, the following graphics shows the personal profile of the residents

interviewed (age, sex, profession and so on). The first figure 5.25 illustrate if the

residents surveyed are from Majorca (not immigrants). In the sample there is bit

more of people (57,69%) coming from Majorca that those that lives in the islands for

another reasons (see figure 5.26).

Are you from Majorca?

57,69%

42,31%

yes

no

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

As figure 5.26 reveals 81,82% of the residents not coming from Majorca lives in this

island for work.

Why do you live in the island?

81,82%

13,64%

4,55%workstudiesothers

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

66

Next graphic (figure 5.27) shows the sex of the people interviewed, 57,69%

represented by male and 42,31% by female.

Sex

male57,69%

female42,31%

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

Figure 5.28 reveals that the most representative sector of the sample is the one

structured by the ages between 20 and 39 (23,08% from 20 to 29 and 26,92% from

30 to 39). Followed by 21,15% which represents the segment of ages between 40 and

49.

Age

under 207,69%

20-2923,08%

30-3926,92%

40-4921,15%

50-5917,31%

60-693,85%

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

Profession is illustrated in next figure, where the most represented is the group

composed by shop assistants coming from different sectors (souvenirs shops,

boutiques, supermarkets, etc.).

67

Profession

17

3

1

2

6

6

6

1

5

2

1

1

1

0 5 10 15 20

shop asistant

barman

teacher

rent a car

hotel business

draughtsman

civil servant

carpenter

architect

enginer

hairdreser

bus driver

retired from hotel business

Figure 5.30. “Profession” Source: Author’s own. 5.4. Further discussion. The results of this research will now be analysed and related to the theory presented

in the chapters above.

5.4.1. Why Colonization. As it was explained in chapter II (point 2.5 neo- colonialism), the view that tourism

is a new form of colonialism and imperialism is one perception of tourist

development and its effects. For this reason the research mainly aimed at identifying

these effects on local population.

68

According to the results, it can be stated that most visitors repeat their visit to

Majorca, but they usually stay one or two weeks only. What they expect from their

holiday is generally sunshine, bathing and entertainment. The interviewees say that

they can find everything in Majorca (sun, beach, clubs, party, etc.) and moreover that

it is cheap and not far away.

As for the local population, it enjoys the fact that Majorca is well known and thinks it

is a very good thing, but it deplores the tourist promotion of the island, which is

neither good nor adapted to the island. Their opinion about the actions of the

institutions that are linked to tourism is not very positive either.

When talking about colonialism, one supposes that in these areas the political

organisation and economic priorities are directed towards the satisfaction of the

tourist demand. But in the case of Majorca during the last years (and taking as

reference the results of this research), it seems to have been more interested in

satisfying the interests of the big companies that invested their money on the island.

This lack of enthusiasm to satisfy the needs of tourists could account for the decrease

in the number of visitors in the last two years.

When a region turns to tourism and depends upon it, tourism is seen as likely to

increase foreign exchange and to improve the economic situation. In the case of

Majorca, many people whose main activity was agriculture or fishing decided to

contribute to the tourism development of the island. Tourism was seen as an

alternative source of income and a way of stimulating regional development and

economic regeneration.

The reality is that the local population mistrusts the tourists that visit Majorca, and

especially the new visitors (fewer Germans and more from the Eastern European

countries), but as they consider them as “money and business” they try to live with it.

Most of them affirm that tourists should be spoiled (one should be particularly

attentive to their needs) because they are a source of incomes and many of them

recognise that they are the main motor of life on the island. Almost all of them think

69

that it is the local population, which adapts to tourists more that the visitors who try

to discover them and their culture.

From the point of view of the author, this is one of the main points of colonisation,

the adaptability. As a matter of fact nearly all the tourists interviewed think the island

is completely adapted to their needs and affirm that they do not even feel foreigners

there. They do not speak Spanish and they do not worry about it because they know

it is not necessary. Spanish people are perceived as nice and ready to help them, but

they do not know a lot about their culture, it is a merely host-customer relationship

(chapter II, 2.3.4.).

In relation to the daily life, the local population are used to meet a large number of

tourists and even if this does not seem to cause any major problem, this local

population cannot help thinking that tourists are responsible for the environmental

damage of the island. All the residents interviewed for this investigation agree on the

fact that tourism changes traditional culture.

From a quantitative side it is very important to bear in mind how the number of

inhabitants (and foreigners’ second residences) increased on the island since tourism

became the main activity of the place (see figure 2.1. page 69). This interest for

buying land and building houses gave locals the feeling that they were on sale.

Another point that reinforces the idea of colonisation is to see who finally benefits

from tourism (chapter II, 2.4.) In this case study, a huge amount of expenditures and

profits flow back to foreign investors. And as discussed in the theory before, the

employment of non-locals in professional and executive positions also provoked

accusations of neo-colonialism.

The results obtained prove that both tourists and locals are satisfied with the

evolution of Majorca. For locals it brought richness to the island, and for tourists it is

the perfect holiday resort, a small country with sun, beaches, cheap prices and

unlimited party.

70

All the investments aimed at adapting the island to the visitors and these visitors

gradually became more and more powerful. As the title stands up, the final effect of

mass tourism on Majorca is the new phenomenon of colonization.

5.5. Conclusion.

This chapter has attempted to present the results obtained in an easy way for the

reader, with significant graphics that were briefly commented. The chapter concludes

with a larger interpretation of the results according to the main theories that were

described in the preceding chapters, namely mass tourism effects in local population

and colonization.

71

Chapter VI Conclusion and recommendations 6.1. Introduction. This final chapter develops the conclusions of the research from the first question

presented as the main point of this dissertation. This chapter offers several

recommendations and opens a few perspectives for the future.

6.2. Conclusions. Around the main questions presented at the beginning of this dissertation, the author

will explain the conclusions of the research.

Is tourism a new kind of colonization?

Impacts of mass tourism on local population.

Tourism, a new kind of colonisation. The main purpose of this research was to link

the phenomenon of colonisation to the uncontrolled development of tourism. The

link is established as a relation cause (uncontrolled development)- effect

(colonisation of tourist destinations). Majorca is the case study of this investigation,

and looking at the results, the research confirms that mass tourism has a crucial

impact on the local population. In the theoretical part, the author referred to socio-

cultural impacts as the ‘people impacts’. The results obtained from the research are

coming from people, locals and tourists, and they sometimes do have the impression

of having been colonised (which does not involve negative effects either).

The following points reconsider the idea of colonization in Majorca:

As a matter of fact, tourism opened the way of a massive colonisation on the

island. It does not mean that German tourists went to live there and that they

took the control of the island but the demographic change helped to transform

the image and identity of the region. Many immigrants, pensioners and

migrant workers settled there with their families, wishing to benefit from the

new work opportunities generated by expanding tourist activities.

72

Tourists look for native people when they go out from the hotel, they expect

to find different people, dressed in a particular way and taking part of a ritual

in their honour. But this is not the case of Majorca, where it is easier to find

people from other countries than locals, to find a German pub or an English

restaurant than Spanish cuisine. In most cases, tourists buy their holiday in a

package trip and expect culture to be included. Tourists visiting Majorca do

not look for the traditional culture and rituals, they do not look for cultural

differences, but are on the contrary attracted by the opposite, namely by the

possibility of finding a “sunny- beach” place more adapted to their culture

than to the regional one.

Locals resent the employment of non-locals in executive and professional

occupations, and the employment of locals in jobs that provide lower salaries

and status. Consequently tourism on the island is based on a colonial

economy that contributes to maintain inequalities and structural anomalies.

Residents usually resent the fact of sharing facilities and services with visitors

and foreigners. The results (see figure 5.19) actually indicate locals think that

they are consumers of services.

Another point to mention when talking about Majorca’s colonisation is the

fact that the rapid growth of tourism provoked land speculation, and

reinforced the locals’ feeling of being on sale and without any power of

decision over their “homeland”.

But the phenomenon of colonisation on host communities is not always so

unfavourable. The results confirm what was already said in Chapter II,

namely the fact that the particular situation of Majorca gives many locals the

chance to promote understanding between people of different nationalities

and cultures, thus increasing successful intercultural interaction.

73

Besides the presence of tourists is usually accepted and welcomed as long as

the economic impacts remain positive. From this investigation, it is possible

to conclude that locals accept the invading presence of tourists, even if they

have to adapt to them. They do not mind having around them lots of Germans

and British pubs, also because most residents depend upon the tourism

industry. They recognise that the island has suffered an irreversible damage

but tourism brought also work and prosperity for many. Without any doubt

locals aspire to have more German tourism, they aspire to come back to the

times when German tourists spent a lot of money on the island without

realising that external factors, such as the political situation of a country, the

global economy, a war or terrorism attacks can be decisive at the time of

choosing a holiday destination.

Both hosts and tourists are satisfied with the circumstances as long as tourists

generate benefits for the island, and as long as tourists can enjoy the island.

They do not feel part of a mass-produced conception and nowadays their

motivations to visit Majorca are the same: sun, fun, beach and cheap prices.

Majorca can be seen as a vulnerable destination that is too much dependent on

tourism and that has adapted all its resources to its development, but Majorca has a

lot to offer, and one can hope that the new and controlled strategies for tourist

development bring a fresh tourist perspective to the island.

6.3. Recommendations and further research. There is a large number of publications already written about the phenomenon of

mass tourism; in some cases the author was surprised to find that some authors had

74

already named colonisation or neo-colonialism to the tourist situation of many others

places in the world such as Fiji Islands, the Caribbean or the Mediterranean Coast.

Even if the word colonisation comes already has an old history -and not always in a

negative sense- the author thought at the beginning that it was a dangerous

expression that was too badly connoted. According to this dissertation the new

phenomenon of colonisation (in mass tourism destinations) exists in the world and in

the case study of Majorca, and it is completely linked to the effects of mass tourism.

This dissertation attempts to provide the reader with a critical point of view of

tourism effects and it will hopefully help other destinations to be aware of the

consequences of an uncontrolled development of tourism.

New directions for Spanish tourism in general and Majorca’s tourism particularly

should be taken into account such as:

Seeking quality. The standard of living of tourists compared to twenty years

ago has increased and they demand now a much better quality of holiday.

Quality is a huge concept, which includes improvements of accommodation,

service, facilities, prices (good value for money) and so on. The regional

government has improved tourist areas in Majorca, with the building of

esplanades, pedestrian streets, tree planting, etc.

Quality tourism demands nevertheless a quality environment and mixing an

exclusive, elite and selected tourism with noisy and drunk people in the

streets is hardly viable.

Diversity. The islands are now attempting to escape from their dependency

on German visitors by diversifying their product, by creating new tourism

products for a new market.

Seasonality. The strategy would be to switch from overcrowded resorts

75

towards inside attractions, and try to alleviate the problems associated with

seasonality, to spread the summer and seaside amount of tourists over the

year, for example by encouraging elderly people to visit Majorca during the

winter for the mid climate.

Sustainable tourism should help define cultures, not reinvent them. Tourism

frequently means the occupation of free space, the destruction of natural eco-

systems, and the re-establishment of everyday life at the chosen destination.

This activity is connected with the damage to the environment and to the

local population. Many of the problems associated with tourism development

arise from the fact that tourism providers are not sensitive to local pressures

and needs. To be successful, sustainable tourism has to rely on the local

population and on its participation in development of tourism activity.

The employment of a skilled work force will help to preserve and improve

the area’s reputation and thereby ensure the long-term benefits of a

continuous and growing flow of tourists.

Improvement of the “3s’ tourism” (sea, sun and sand). This kind of tourism

can be improved and become a more sophisticated product. Sport, cultural

visits, health treatments and a wide number of activities could be offered to

the most demanding tourists, instead of the basic concept ‘sun and beach’.

The image of Majorca has suffered more than other islands from the negative

consequences of mass tourism, scarcity of water and electricity cuts. Even the

regional government delivered neither control nor a demographic tax for the island,

which almost ran out of resources.

Holiday is no longer a luxury but has become a way of life. The freedom to travel is

regarded as an unquestionable right nowadays. According to the theory discussed in

the preceding chapters, the impact of tourism can be tragic for some tourist areas and

even if more and more sustainable policies are being implemented, only the future

76

will show if the damage caused by tourism can be erased by a new sustainable

tourism.

More time should be devoted to a further research, but this dissertation has enabled

to give an idea about the new phenomenon of colonisation as a consequence of mass

tourism. The island of Majorca was the case study of this research, an island that is

totally dependent on tourism and where a considerable impact has occurred even

without a real contact between tourists and locals. International tourists are not part

of the culture and know few local rules for behaviour towards locals, while there are

rules for behaviour towards strangers (visitors). Tourists are, as Cohen insists, “not

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

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

77

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82

Appendices

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

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

83

APPENDIX A

A.1. Majorca. Geography . The island’s privileged location, in the centre of the western Mediterranean, offers

maximal climatic, cultural and scenic advantages, a well as guaranteeing rapid,

comfortable communications; the farthest point in Europe is only four hours away.

Geographical facts of interest:

-Area: 3,640 km2

-Coastline: 554.7 km

-Highest point: 1,432 m ( Puig Major)

-Average annual temperature: 18.7 ºC

-Average annual hours of sunshine: 2,958.7

-Population: 702,122 inhabitants

84

APPENDIX B

B. 1. Questionnaire I. B. 2. Questionnaire II.

B. 3. Results.

85

QUESTIONNAIRE I

A. Motivations. C. Expectations and satisfaction. 1. It is the first time that you come to Mallorca? 11. Are you satisfied with your holidays Yes No Yes No 2. How long are you going to stay? 12. Do you think that this destination is One week Two weeks All the summer I live here Yes No 3.What do you expect from your holidays? 13. Will you come back? …………………………………………….. …………………………………………….. Yes No 4.Why are you coming to Mallorca? 14. Did you feel welcomed? ………………………………………… ………………………………………… Yes No

B. Attitudes. 5. Do you speak Spanish? 8. Do you like the Spanish culture? Yes No Yes No I’m not int 6. If not, are you worried because of the language? 9. What do you think of Spanish people? ……………………………………………. Yes ……………………………………………. 7. Did you have any communication problems? 10. Once in Majorca, do you feel a foreigne Yes No Yes No

TOURISTS

in Mallorca?

adapted to your needs?

erested Age: Male/Female: Nationality: Profession:

r or/and find it difficult to adapt?

86

QUESTIONNAIRE II

A. Motivation towards tourism. B. Attitude towards tourism. 1. Are you from Majorca? 9. Do you like the tourists that come to Majo

Yes No Yes No

2. If not, why do you live in the island? 10. Do you think that tourists should be spoil work studies retired others Yes No 3. Do you like Majorca to be so famous? 11. For you, tourists are: .................................................... Yes I do not care No ..................................………….. .................................................… 4. Who benefits from tourism? …………………………………. ............................................................................... ............................................................................... 12. Who should adapt, 5. Tourism for you is synonymous of: tourists to local population? local population to tourists? Money/business Foreigners Crowdedness Culture 13. How tourists behave in Majorca? Adaptability Others Very well Good Normal Bad6. Tourist promotion of Palma is: 14. Do you make any efforts to help them? Very good Good Normal Bad Very bad 15.Tourism promotes intercultural exchan7. Do you think the authorities do their best for tourism? 16. Tourism causes changes in traditional c Si No 17. How do you feel among tourists? 8. What do you think about sustainable tourism and the Ecotax? ............................................................................................................. Very well Good Normal Bad

LOCALS

rca?

t because they are a source of incomes?

Very bad

(From 1 to 5) Age: Male/Female: ge. (From 1to 5) Profession: ulture. (From 1to 5)

Very bad

87

QUESTIONNAIRE II

A. Motivación hacia el turismo. B. Actitud hacia el turismo 1. ¿Es usted mallorquín? 9. ¿Le gustan los turistas q

Si No Si No

2. Si no, ¿por qué motivo reside en la isla? 10. ¿Cree que hay que trat Por trabajo Estudios Jubilado Otros Si No 3. ¿Le gusta que Mallorca sea tan conocida y visitada? 11. Usted ve a los turistas co ..............................................Si Me da igual No .............................................. .............................................4. ¿A quién cree que genera beneficios el turismo? ............................................. ............................................................................... ............................................................................... 12. Quién cree que se adapta 5. Turismo para usted es sinónimo de: los turistas a la población lo la población local a los turisDinero/ Negocio Extranjeros Muchedumbre Cultura 13. ¿Cómo se comportan los Adaptabilidad Otros Muy bien Bien Re6. La promoción turística de Palma es: 14. ¿Hace usted muchos esfu Muy buena Buena Regular Mala Muy mala 15. El turismo promueve el 7. ¿Cree que las autoridades actúan bien en materia turística? 16. El turismo causa cambio Si No 17. ¿Cómo se de siente cómo 8. ¿Qué piensa del turismo sostenible y de medidas como la Ecotasa? ............................................................................................................. Muy bien Bien R

LOCALS

.

ue vienen a Mallorca?

arles bien porque son una fuente segura de ingresos?

mo: ...... ...... ...... ...... ,

cal? tas?

turistas?

gular Mal Muy mal

erzos por ayudarles? (De 1 a 5) Edad: H/M: intercambio cultural. (De 1 a 5) Profesión: s en la cultura tradicional. ( De 1 a 5)

do entre los turistas?

egular Mal Muy mal

88

Appendix. B.3

Table 1. Results from questionnaire I.

preg 1 for how long will you stay yes no 1 week 2 weeks summer I have a house here

18 32 20 16 10 4 36,00 64,00 40,00 32,00 20,00 8,00

Preg 3 sun,beaching have fun relax goog value for money alchool, sexs and drugs active holidays

21 15 7 4 2 142,00 30,00 14,00 8,00 4,00 2,50

Preg 4 sun,beaching clubs, party get away from home work visit family not far and cheap

25 11 2 4 4 4 47,17 20,75 3,77 7,55 7,55 7,55

Do you speak spanish are you worried not to speak spanish did you have any communicat problem any comunicat.problem ? yes no yes no yes no

10 40 2 38 3 47 20,00 80,00 5,00 95,00 5,66 88,68

89

Are you interested in spanish culture yes no no interest

38 2 1076,00 4,00 20,00

What do you think about spanish friendly/nice nothing proud of their country rude boring interesting

32 12 2,00 1 1 264,00 24,00 4,00 2,00 2,00 4,00

do you feel foreigner are you satisfied Preg 11 yes no yes no yes no don´t know

12 38 50 024,00 76,00 100,00 0,00 92,00 0,00 8,00

0 46 4

will you come back yes no don´t know

45 0 590,00 0,00 10,00

did you feel welcome yes no more or less

44 1 588,00 2,00 10,00

90

sex

Teenagers couples and families eldery tourists Male Female 18 17 15 23 27

36,00 34,00 30,00 46,00 54,00

age

Nationality English German Swedish Italian Iraqui Dutch

21 16 9 1 2 1 42,00 32,00 18,00 2,00 4,00 2,00

Ocupation student footballplayer bookseller carpenter web site designer dancer software enginere

20 1 1 1 2 4 140,00 2,00 2,00 2,00 4,00 8,00 2,00

hairdresser driver engineer tennis coach electronics teachers shop assistant secretary

1 1 2 1 1 1 4 12,00 2,00 4,00 2,00 2,00 2,00 8,00

doctor

24,00

91

Table 2. Results from questionnaire II.

Questions

Are you From Mallorca

If not, why do you live in Mallorca

Do you like that mallorca is so famous

Diferent answers yes no Work Studies Ohters yes I don´t care No Total answers 30 22 18 1 3 38 3 11% 57,69 42,31 81,82 4,55 13,64 73,08 5,77 21,15

Questions To who benefits tourism Diferent answers to everybody Hotels Politicians Big companies To nobody Total answers 38 6 4 2 % 73,08 11,54 7,69 3,85 Questions For you, tourism is synonimous of Diferent answers money Crowdedness adaptability foreigner Culture welcome/refuge Total answers 37 14 1 12 13 4% 45,68 17,28 1,23 14,81 16,05 4,94

Questions

How do you consider the touristic promotion Authorities

Diferent answers verry good good so-so bad verry bad yes no don´t know Total answers 2 7 30 4 9 9 42 1% 3,85 13,46 57,69 7,69 17,31 17,31 80,77 1,92

92

Questions

What do you think about ecotax

Diferent answers not wothy bad aplicated don´t know

could be better verry good idea should be included in package

Total answers 20 2 10 3 15 2 % 38,46 3,85 19,23 5,77 28,85 3,85 Questions Touirsts spoiled Diferent answers yes no yes not only because no Total answers 18 34 39 5 8% 34,62 65,38 75,00 9,62 15,38

Questions For you, Tourists are

Diferent answers clients source of income people who enjoy Mallorca something bad sun, beach and beer animals, rats

Total answers 13 7 9 4 2 2 % 25,00 13,46 17,31 0,00 3,85 3,85 For you Tourists are ( followin answers )

Diferent answers dirty, thiefs, scandalous German tourists thinking that they own the Island Consumer of services, they cause disturbances

Total answers 5 3 2 % 9,62 5,77 3,85 For you Tourists are ( end ) Diferent answers the main reason of cultural and environmental degradation of the island different than years before Total answers 3 2 % 5,77 4,76

93

Questions Who adapt to the other Do you make any efforts Diferent answers Local population Tourist to local population both none of them yes no Total answers 41 5 5 1 31 21 % 78,85 9,62 9,62 1,92 59,62 40,38 Questions What do you think about their behaviours Changes trad cult Diferent answers verry good good regular bad very bad yes no Total answers 0 8 34 8 2 52 0 % 0,00 15,38 65,38 15,38 3,85 100,00 0,00 Questions How do you feel between Tourists Sex Diferent answers very good good so-so bad very bad Male Female Total answers 4 26 15 4 2 30 22 % 7,69 50,00 28,85 7,69 3,85 57,69 42,31 Questions How old are you Diferent answers under 20 20-29 30-39 40-49 50-59 60-69 Total answers 4 12 14 11 9 2 % 7,69 23,08 26,92 21,15 17,31 3,85 Questions what is your ocupation Difernt answers Shop assistant barman teacher rent a car hotel business Total answers 17 3 1 2 6% 32,69 5,77 1,92 3,85 11,54Ocuaption ( end ) Difernt answers architect engineer hairdresser bus driver related from hotel business Total answers 5 2 1 1 1% 9,62 3,85 1,92 1,92 1,92

94

draughtsman civil servant carpenter

6 6 111,54 11,54 1,92

95

96

Appendix C.

C.1. Project summary

On the basis of article 4 of the European Parliament Council Regulations No.

1655/2000 (Life-Environment), the European Commission has officially authorised

financial support to the project "Strategies and implements toward sustainable

tourism in the Mediterranean Coastal areas" (LIFE00/ENV/IT/00167) presented by

the Province of Rimini in partnership with the Municipality of Calvià (Spain),

Ambiente Italia (Italy) and Federalberghi (Italy).

97