VOL. 4
ISSUE 1
JUNE 2020
TOURISM MAGAZINE
ALEXANDRA TIGANESTEANU
INDEX 3
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A NDA LUSI A N TOURI ST M A RK ET
CHA RA CTERI STI CS OF THE A NDA LUSI A N TOURI ST M A RK ET
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WEBGRA PHY
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ANDALUSIANTOURISTMARKET LThe tourism market is defined as the confluence of the supply of tourism products and services and the demand that is interested and motivated to acquire or enjoy them. In addition, it includes the elements, means, activities and interaction flows, designed to facilitate the exchange of the proposals of the offerors and the satisfaction of the needs of the consumers. The Andalusian tourism market, therefore, is the economic sector that encompasses all companies that conceive, produce and market travel-related products and services, whether for leisure, business, study or any other reason, and the consumers to whom they are addressed. Andalusian tourism, like any other good or service, is structured in a market where supply and demand variables participate. Notwithstanding the diversity of the components of tourism activity and the multisector nature of the different actors involved in its development, it encourages the establishment of many relationships with other economic sectors and disciplines. These links pose a fairly complex scenario, but one that has a single common denominator, being the provision of services to tourists, ranging from their place of residence to the destination. These elements that interact with each other form a whole that, because of its organization and functions, is called the tourism system. In this sense, the World Tourism Organization (W.T.O.) has defined that the tourism system is composed of four elements: demand, supply, geographical space and market operators. Even though the scheme defined by the World Tourism Organization for the tourism system excludes the tourist as its dynamic element, its composition allows the interrelations of the two main elements of the Andalusian tourism market, supply and demand, to be charted.
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CHARACTERISTICS OF THE ANDALUSIAN TOURIST MARKET The uniqueness of the Andalusian tourism market is also related to the forms of marketing since, by definition, suppliers and demanders reside in different places and hence the role of intermediaries (agencies and tour operators), as well as the possibilities of direct contact through information and communication technologies. Finally, another of the characteristics of the Andalusian tourist market is that they cannot be understood apart from the resources of attraction in the destination (monuments, museums, climate, beaches, ski slopes, etc.). In the next section we will summarize the main defining features of the Andalusian tourism market, so that it may help to understand the environment in which Andalusian tourism companies operate.
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1. Mixed nature of the offered product Tourism is not a product that is consumed all at once. Instead, it is made up of a wide range of goods and services offered by different companies that are combined, in turn with the tourist resources of the destination. This is why we talk about the mixed nature of the Andalusian tourist product, since it is made up of a heterogeneous set of goods and services. Tourists do not only consume products that are characteristic of tourism, but their expenditure can cover practically all economic activities that sell goods and services to consumers.
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2. Strength and diversity of demand One of the segmentation factors that is causing the greatest changes in tourism demand in Andalusia is demographics. Depending on an individual's demographic characteristics, preferences vary greatly in terms of destinations, travel time, mode of transport, accommodation used, spending structure, etc. The consumption of tourist products requires the availability of free time and a certain level of income, variables that are related to the age of the population. In the younger ages (studies) there is usually plenty of free time, although the income is usually more limited. Subsequently, work and family obligations tend to reduce free time, precisely when the individual's income level is increasing. Finally, during the period of retirement, free time increases again while the individual's income usually decreases. This evolution is known as the leisure paradox.
3. Tourism resources and sustainability The attraction that Andalusia has as a tourist destination is related to two basic elements, the tourist resources (climate, cultural heritage, rich landscape, tranquillity, etc.) and the tourist offer in the strict sense, although in practice it is sometimes difficult to distinguish between one and the other concept because the offer itself can be an attraction factor. The tourist offer would be, in principle, the one that would allow the enjoyment of the tourist attraction resources. This generates a particularity of tourism in terms of market and customer satisfaction, since some of the factors that motivate consumption are free (climate, beach, tranquility, walks). As a result, tourist satisfaction will not depend solely on the companies serving but from exogenous and uncontrollable factors, such as the weather.
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4. Tourist intermediation and information One of the aspects to highlight in the Andalusian tourist market is the uncertainty that the consumer has to face about the characteristics of the product. Normally the tourist acquires the product without knowing exactly its characteristics, based on commercial claims or subjective evaluations of those who have visited the destination before. Therefore, this market is said to present asymmetrical information, in the sense that the offerors have more information than the demanders. This is mainly the case for the recruitment of products by tourists from their country of origin, but also, although to a lesser extent, for consumption at the destination (e.g. in restaurants). 5. Objective of tourist satisfaction The main objective of the Andalusian tourist companies is to contribute to the satisfaction of the tourist, guaranteeing a profitability in the short and long term. But satisfaction depends on multiple factors, many of which are not directly controllable from a company's perspective. First of all, there are many companies, in the country of origin, that, in one way or another, are offering parts or components of the trip to the tourist. Secondly, once in the destination, satisfaction does not depend only on the tourist offer in the strict sense, but there are certain resources of attraction, such as the bonanza of the climate or the tranquillity, which cannot be totally guaranteed.
6. Real estate prices and markets The arrival of tourists in Andalusia means an increase in demand that tends to raise the prices of those products for which companies cannot increase the quantity offered in the short term. However, there are also many products that can be obtained at a price given regardless of the quantities consumed, i.e. that their consumption in the destination does not cause a shortage since the quantity offered is adapted to the needs of the consumers, such as gasoline.
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7. Fixed costs, variables costs and capacity limits
10. Multiple impacts on the tourist destination
One of the characteristics of the Andalusian supply in the transport and accommodation subsectors is that it is subject to relatively high fixed costs. In other words, there are high costs associated with the operation of some activities that are independent of the level of occupancy (e.g. flying, opening a hotel, etc.).
Tourism in Andalusia is an activity that has varied effects on the destination. These effects are concentrated in three dimensions: the economic dimension, the environmental dimension and the social dimension. The fact that there are both positive and negative impacts on each of these dimensions makes tourism the focus of intense discussions that emphasize one aspect or another. The following table shows some of the possible impacts of tourism:
8. Seasonality Andalusian tourist demand does not behave stably throughout the year, but tends to be concentrated around certain times of the year. The causes of the seasonality of Andalusian tourism must be associated with both supply and demand factors. From the demand side, the concentration of work and school holidays in the summer period promotes that tourist trips have a great concentration during the summer. Seasonality can also be related to the characteristics of destiny. For example, the celebration of festivals, fairs or other events tends to concentrate the arrivals. Likewise, the practice of snow or water sports is concentrated in the most favorable periods of the year. From the point of view of tourist attraction resources, the climate is a key factor in seasonality. This helps to explain why the seasonal behaviour of urban tourism is less pronounced than in sun and beach tourism.
9. The life cycle of the tourist destination The life cycle of Andalusia as a tourist destination has implications for promotion, employment, investment, the impact of tourism, etc., and tourism policies must be adapted to the situation of the destination.
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WEBGRAPHY
https://www.oposinet.com/temario-de-hosteleria-y-turismo/temar
https://www.ceupe.com/blog/estructura-del-mercado-turistico.htm
http://admindeempresas.blogspot.com/2014/09/cuales-son-las-c
https://prezi.com/fsgkupyw-b2d/caracteristicas-del-mercado-turis
http://www.juntadeandalucia.es/turismocomercioydeporte/publica
http://www.nuevomercadeoturistico.co/marketing-turistico-la-disr
https://es.scribd.com/presentation/288885577/CONCEPTO-DE-M
https://sites.google.com/site/portafoliosturismonoeliza/historia-de
https://infogram.com/estructura-del-mercado-turistico-1h0r6r8d79
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