ABSTRACT BOOK – V International Tourism Congress

V INTERNATIONAL TOURISM CONGRESS The Image and Sustainability of Tourist Destinations ABSTRACT BOOK 23–25 November 2011 | Peniche, Portugal – School of Tourism and Maritime Technology Polytechnic Institute of Leiria

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Editing and Property

Instituto Politécnico de Leiria www.ipleiria.pt

Editorial Board

Paulo Almeida | João Paulo Jorge School of Tourism and Maritime Technology

Graphic Design and Layout Sandra Francisco

Photography

Rúben de Almeida

Printing and Production

Relgráfica – Artes Gráficas, Lda

ISBN

978-972-8793-42-5

Legal Deposit 336390/11

Circulation 350 copies

© All rights reserved – Polytechnic Institute of Leiria November 2011

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ORGANIZING COMMITTEE Paulo Almeida (Chairman)

Polytechnic Institute of Leiria, Portugal

Francisco Dias

Polytechnic Institute of Leiria, Portugal

Jo達o Paulo Jorge

Polytechnic Institute of Leiria, Portugal

Jo達o Vasconcelos

Polytechnic Institute of Leiria, Portugal

Nuno Almeida

Polytechnic Institute of Leiria, Portugal

Paulo Alcobia

Polytechnic Institute of Leiria, Portugal

Sim達o Oliveira

Polytechnic Institute of Leiria, Portugal

Ver坦nica Oliveira

Polytechnic Institute of Leiria, Portugal

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SCIENTIFIC BOARD Agustín Santana Talavera

Gui Lohmann

Alexandre Panosso Netto

Ige Pirnar

Alexis Papathanassis

Ivo Dias,

Anabela Almeida

João Paulo Jorge

Polytechnic Institute of Leiria, Portugal

Polytechnic Institute of Leiria, Portugal

Andreas Kagermeier

John Fotis

University of Trier, Germany

Bounemouth University, United Kingdom

Andrew J. Frew

Jorge Ferraz

Universidad de la Laguna, Spain

University of São Paulo, Brazil

Bremerhaven University of Applied Science, Germany

Queen Margaret University, United Kingdom

António Sérgio Araújo

Polytechnic Institute of Leiria, Portugal

Aurélia Almeida

Polytechnic Institute of Leiria, Portugal

Carlos Cardoso Ferreira

CEG / IGOT / University of Lisbon, Portugal

Conceição Gomes

Polytechnic Institute of Leiria, Portugal

Chin-Ee Ong

Institute For Tourism Studies, Macau, China

Chris Cooper

Oxford Brooks University, United Kingdom

Chris Stone

Southern Cross University, Australia Yasar University, Turkey Lusíada University, Portugal

Estoril Higher Institute for Tourism and Hotel Studies, Portugal

José Alberto Rio Fernandes University of Porto, Portugal

José Manuel Simões

University of Lisbon, Portugal

Júlia Fonseca

Polytechnic Institute of Leiria, Portugal

Júlio Coelho

Polytechnic Institute of Leiria, Portugal

Kathleen Adams

Loyola University of Chicago, United States of America

Kelly Bricker

International Ecotourism Society, United States of America

Manchester Metropolitan University, United Kingdom

Laurentina Vareiro

Christian Bataillou

Lorena Rodríguez Campo

University of Perpignan, France

Dimitrios Buhalis

Bournemouth University, United Kingdom

Dogan Gursoy

Washington State University, United States of America

Douglas Michele Turco

Drexel University, Philadelphia, United States of America

Elisa Backer

University of Ballarat, Australia

Polytechnic Institute of Cávado e Ave, Portugal University of Vigo, Spain

Luís Lima Santos

Polytechnic Institute of Leiria, Portugal

Manuel Salgado

Polytechnic Institute of Guarda, Portugal

Maria Amélia Branco

Technical University of Lisbon, Portugal

Maria Isabel Andrés Marques Lusófona University, Portugal

Elizete de Azevedo Kreutz

Maria José Andrade Suárez

Francisco Dias

Mário Passos Ascenção

Graham Busby

Michael Hall

Graham Miller

Miguel Moital

Univates University, Brazil

Polytechnic Institute of Leiria, Portugal

University of Plymouth, United Kingdom

University of Surrey, United Kingdom

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University of A Coruña, Spain

Haaga-Helia University of Applied Sciences, Finland University of Canterbury, New Zealand

Bournemouth University, United Kingdom

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SCIENTIFIC BOARD Noel B. Salazar

Verónica Oliveira

Noëlle O’Connor

Virgilio Gonzalez Fernandez

Limerick Institute of Technology, Irland

University of Granada, Spain

Nuno Almeida

Vítor Ambrósio,

Orhan Uludag

Ziad Alrawadieh

University of Leuven, Belgium

Polytechnic Institute of Leiria, Portugal

Eastern Mediterranean University, Turkey

Polytechnic Institute of Leiria, Portugal

Estoril Higher Institute Tourism and Hotel Studies, Portugal Jordan University, Jordania

Osama Al Fawair

Leeds Metropolitan University, United Kingdom

Paula Cardona

Polytechnic Institute of Leiria, Portugal

Paulo Almeida

Polytechnic Institute of Leiria, Portugal

Paulo Lourenço

Polytechnic Institute of Leiria, Portugal

Pedro Gonçalves

Polytechnic Institute of Leiria, Portugal

Philippe Bachimon

University of Avignon, France

Pieter Piket

Breda University of Applied Sciences, The Netherlands

Ramon Moreno Rufín

Spanish University of Distance Teaching (UNED), Spain

Raquel Huete

University of Alicante, Spain

Regina Schluter

Center for Research and Tourism Studies, Argentina

Richard Butler

Strathclyde Business School, United Kingdom

Roberto Gamboa

Polytechnic Institute of Leiria, Portugal

Rong Huang

University of Plymouth, United Kingdom

Rubén Camilo Lóis

University of Santiago de Compostela, Spain

Sérgio Dominique Ferreira

Polytechnic Institute of Cávado and Ave, Portugal

Sung Hee Park

Keimyung University, Republic of Korea

Tomás Jesús López-Gusmán University of Córdoba, Spain

Ubaldino S. Couto

Institute for Tourism Studies, Macau, China

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WELCOME LETTER Dear colleagues, On behalf of the direction of the School of Tourism and Maritime Technology, it is my great pleasure to welcome you to Peniche and to the ITC – V Internacional Tourism Congress of Leiria and Oeste, which will be held on the 23–25 November 2011.

The theme for this edition will be “The Image and Sustainability of Tourist Destinations” aiming to present and discuss national and international experiences about tourism valuation policies as far as territories, competitiveness, sustainability and promotion are concerned. On the other hand, it is essential to provide an open forum for the exchange of views on themes related to tourist destinations strategy and management among the community, students, academics, policy makers entrepreneurs and professionals.

We hope that you enjoy the meeting and that your interaction with your colleagues will encourage a creative exchange of ideas and will be personally rewarding.

We also hope and trust that you enjoy your visit in the beautiful city of Peniche.

Thank you for joining the V Internacional Tourism Congress of Leiria and Oeste.

Yours sincerely, Teresa Mouga

Director of School of Tourism and Maritime Technology

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WELCOME LETTER Dear colleagues, On behalf of the Tourism Research Group (GITUR) we would like to welcome all the participants to the V Internacional Tourism Congress – ITC 2011 – in Peniche, in School of Tourism and Maritime Technology at the Polytechnic Institute of Leiria (Portugal).

The mission of GITUR is to contribute for the improvement of the research in tourism, supporting research programs which can be recognized by the scientific community as prime value work, thereby contributing to the consolidation of tourism as science.

Since 2007, following the evolution from the first edition, the ITC 2011 represents a great success from the point of view of its international representativeness.

And a brief glance into the table of content of this abstracts book is enough to certify about the richness and diversity of the communications presented at the ITC 2011.

This achievement, together with the consolidation of other GITUR’s projects such as the European Journal of Tourism, Hospitality and Recreation (EJTHR), and others international thematic conferences: Cinema and Tourism, Tourism Recreation and Destination Branding, Heritage and Authenticity (the last involving a partnership with the University of Santiago de Compostela, Spain, and University of Salento, Italy) will allow GITUR to take an active position in the international networks of the tourism research community.

The synergetic linkage between ITC and the EJTHR creates a very favorable context to develop an interdisciplinary forum for discussing the tourism research mainstream questions. This synergy is also a way to maximize the impact of the best papers submitted to the congress. Indeed a selection of the best ones will be included in a special issue of EJTHR. So, on behalf of the GITUR we hope that your participation in this international event will be very useful and a significant moment for your professional life.

Francisco Teixeira Pinto Dias

Head of the Tourism Research Group (GITUR)

João Paulo Jorge João Vasconcelos Nuno Almeida Paulo Alcobia Simão Oliveira

GITUR Coordination Commission

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PROGRAMME

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Wednesday, 23rd November 2011 09H00 – Welcoming and Registration Check-in 09H30 – Opening Session 10H30 – Coffee break 11H00 – PLENARY Session 1 – Sustainability & Responsibility in Tourism

• Sustainable tourist destinations and management Chris Cooper – Oxford Brookes University, United Kingdom

• Environmental sustainability and tourism Graham Walters – London Metropolitan University, United Kingdom Chair person: Anabela Almeida 13H00 – Lunch break 15H00 – Parallel sessions 17H00 – Coffee break 17H30 – PLENARY Session 2 – Tourism and Environment

• Beyond corporate responsibility: questioning the corporate relevance of tourism Graham Miller – University of Surrey, United Kingdom

• Experiencia and emotions Miguel Moital – Bournemouth University, United Kingdom Chair person: Sofia Eurico 20H00 – Dinner

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Thursday, 24rd November 2011 09H30 – PLENARY Session 3 – New Trends in Tourism

• Tourism, cinema and creative industries Graham Bubsy – University of Plymouth, United Kingdom

• New technologies and tourist destinations Ramón Moreno Rufín – Spanish University of Distance Teaching (UNEP), Spain Chair person: Ana Luísa Pires 11H00 – Coffee break 11H30 – Parallel sessions 13H00 – Lunch break 15H00 – Parallel sessions 17H00 – Coffee break 17H30 – PLENARY Session 4 – Tourism Image and Emotions

• The image of tourism destination Paulo Almeida – Polytechnic Institute of Leiria, Portugal • Country Branding José Filipe Torres – CEO Bloom Consulting, Spain Chair person: Norma Ferreira 19H00 – Conclusions 19H15 – Closing session and award of best paper

Friday, 25rd November Unforgettable experiences in the Oeste Region

• Alcobaça Monastery – UNESCO Word Heritage • Amazing Medieval Town of Óbidos and memorable lunch • Wine cellar – a real countryside experience in Bombarral

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TABLE OF CONTENTS

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TABLE OF CONTENTS

PROGRAMME ........................................................................................................................................................................................... 11 KEYNOTE SPEAKERS – ABSTRACTS ............................................................................................................................................................................................. 27 SUSTAINABLE TOURIST DESTINATIONS AND MANAGEMENT Chris Cooper . .................................................................................................................................................................... 29 ENVIRONMENTAL SUSTAINABILITY AND TOURISM Graham Walters ................................................................................................................................................................. 30 BEYOND CORPORATE RESPONSIBILITY: QUESTIONING THE CORPORATE RELEVANCE OF TOURISM Graham Miller ................................................................................................................................................................... 31 EXPERIENCIA AND EMOTIONS Miguel Moital .................................................................................................................................................................... 32 TOURISM, CINEMA AND CREATIVE INDUSTRIES Graham Busby .................................................................................................................................................................. 33 FIRM GROWTH AND FIRM SURVIVAL IN TOURIST DESTINATIONS: COULD THE USE OF TECHNOLOGY IN THE RELATIONSHIP WITH TOURISTS BE RELEVANT? Rámon Moreno Rúfin ...................................................................................................................................................... 34 THE IMAGE OF TOURISM DESTINATION Paulo Almeida .................................................................................................................................................................. 35 COUNTRY BRANDING José Filipe Torres ............................................................................................................................................................ 36 PARALLEL SESSIONS – ABSTRACTS ............................................................................................................................................................................................. 37 RELIGIOUS TOURISM: AMBIGUITY OR A BUSINESS OPPORTUNITY? Aida Maria Oliveira Carvalho . ....................................................................................................................................... 39 EXPLORING BUSINESS OPPORTUNITIES IN MARINE AFFAIRS: A FEASIBILITY STUDY FOR SUBMERSIBLE RESEARCH TOURISM Alex W. Adams ................................................................................................................................................................... 40 GEOTOURISM MAPPING AS A MEANS TO MAINTAIN DESTINATION IMAGE AND PROMOTE SOCIAL SUSTAINABILITY IN THE COMMUNITIES OF FOGO ISLAND, NEWFOUNDLAND Amanda J. Barney ........................................................................................................................................................... 41 INNOVATION, E-COMMERCE AND STATE Ana Micaela Pedrosa Augusto ...................................................................................................................................... 42 FROM RURAL BRANDING TO THE NEW TOURISM PRODUCTS Ana Ventura | Emanuel de Castro | Gonçalo Poeta Fernandes . ............................................................................. 43

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DETERMINANTS IN THE CHOICE OF HOTEL SERVICES THROUGH THE WEBSITES: CONSUMERS' EFFORT TRANSLATED INTO STRATEGIES TO REDUCE PERCEIVED RISKS Anderson Gomes de Souza | Maria de Lourdes de Azevedo Barbosa | Michelle Helena Kovacs Cleber Augusto Trindade Castro .................................................................................................................................. 44 TOURISM, DISABILITY AND STRESS-COPING: IS THERE A (CREATIVE) CONNECTION? Andreia Moura | Elisabeth Kastenholz | Anabela Pereira ........................................................................................ 45 NEGATIVE EFFECTS OF PROMOTING A DESTINATION BASED ON A FILM ROUTE. THE CASE OF A SURREALIST CULT FILM Angel Millán | Juan García | Estrella Díaz ................................................................................................................... 46 CITY SUSTAINABLE GOVERNANCE AND CITY MARKETING MONITORING SYSTEMS: A META-ANALYSIS António Azevedo . ............................................................................................................................................................ 47 STATISTICAL ANALYSIS OF HOTEL MARKET IN BRAZIL – THE CASE OF SÃO PAULO Antônio Carlos Bonfato | Júlio César Butuhy | Marcelo Traldi da Fonseca | Rodrigo Marcos de Castro ...... 48 SEDUCTION TERRITORIES: THE ROLE OF SCENIC RESOURCES IN ATTRACTING TOURIST’S. CONCEPTUAL APPROACH APPLIED TO NATIONAL PARKS – THE CASE OF COSTA VICENTINA António José S. Ramos | Rui Manuel Laranjeira Marvanejo ................................................................................... 49 FACTORS WITH A GREATER IMPACT ON THE LEVEL OF INNOVATION IN THE HOTEL INDUSTRY IN SPAIN Antonio Manuel Martínez-López | Alfonso Vargas Sánchez . .................................................................................. 50 WATER SPORTS POTENTIAL AT FIGUEIRA DA FOZ. AN INTEGRATED STRATEGIC PLAN PROPOSAL António Rochette | Liliana Paredes | João Nogueira ................................................................................................ 51 BUSINESS TOURISM DESTINATION – ANALYSIS OF SATISFACTION AND LOYALTY Aurélia Rodrigues de Almeida ...................................................................................................................................... 52 LANDSCAPE QUALITY AS BACKGROUND OF SUSTAINABLE TOURISM DEVELOPMENT IN CIEZKOWICKO-ROZNOWSKI LANDSCAPE PARK (POLAND) Beata Fornal-Pieniak ...................................................................................................................................................... 53 DISABILITY PARKING PERMITS SUPPORTING ACCESSIBLE TOURISM FOR ALL – SCHEMES, PARKING CONCESSIONS AND RECIPROCITY WORLDWIDE Bert Morris . ...................................................................................................................................................................... 54 SUSTAINABILITY OF THE EVENTS AND THE DESTINATION: THE CASE OF OURO PRETO’S CARNIVAL, BRAZIL Bibiana Teixeira Gonçalves Pereira | Bárbara Alessandra Figueiredo Rosa | Marcos Eduardo Gonçalves Knupp Angela Cabral Flecha . .................................................................................................................................................... 55 REVITALIZING THE KENYAN DESTINATION: PARK BRANDING AND ECO-RATING SCHEMES Bonface Odiara Kihima .................................................................................................................................................. 56 DUCKING THE ISSUES: THE CANARD CONTINUES Brian Wheeller .................................................................................................................................................................. 57 PUBLIC POLICIES TOWARDS A TOURISM BRANDING STRATEGY Bruno Mota Martinho ...................................................................................................................................................... 58

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AN ESSAY TOWARDS A TOURISM INFORMATION CENTRAL Bruno Mota Martinho ...................................................................................................................................................... 59 THE COSTUMER RELATIONSHIP IMPORTANCE IN TOURISM Carla Fernandes Delgado | Júlia Fragoso da Fonseca ............................................................................................ 60 THE RELATIONSHIP BETWEEN MARKET ORIENTATION AND BUSINESS PERFORMANCE. A CONCEPTUAL MODEL FOR THE HOTEL INDUSTRY Carlos Alberto Fernandes Sampaio | Ricardo José Gouveia Rodrigues José Manuel Hernández Mogollón . ................................................................................................................. 61 HOW TO DO THE COMPLAINTS MANAGEMENT IN TOURISM Carlos Franco | Júlia Fragoso da Fonseca ................................................................................................................. 62 TOURIST GUIDES TRAINING: CONCEIVING HISTORICAL AND CULTURAL ITINERARIES Carlota M. Ribeiro | Carlos Costa | Isabel Oliveira | Didiana Branco . ................................................................... 63 RAIL TRAVEL THROUGH EUROPE: INTERRAILERS SATISFACTION REGARDING THE QUALITY OF THESE SERVICES PROVIDED IN ITALY, GREECE AND CROATIA Carolina Dinis Fernandes | Maria Manuela M. S. Sarmento Coelho ...................................................................... 64 QUANTITATIVE PERFORMANCE EVALUATION IN THE HOSPITALITY INDUSTRY Catarina Rosa Nunes ...................................................................................................................................................... 65 TOURISM LOCAL PLANNING: CABO VERDE AND PORTUGAL Cláudia Beato | Aquiles Almada | Luís Gomes ........................................................................................................... 66 INVESTIGATING TRANSACTIONAL PHILANTHROPY IN THE HOSPITALITY INDUSTRY Colin Johnson | Mehmet Ergul | Miriam Scaglione ................................................................................................... 67 BUILDING A COUNTRY BRANDING STRATEGY THROUGH CORPORATE SOCIAL COMMUNICATION Cornelia Cozmiuc ............................................................................................................................................................ 68 OBSTACLES IN THE DEVELOPMENT OF PERI-URBAN TOURISM IN THE BIG CITIES ACROSS ROMANIA Cristian Tӑlângӑ | Cristian Braghinӑ | Daniela Zamfir | Radu-Daniel Pintilii ........................................................ 69 THE SATISFACTION OF WINE CULTURAL TOURIST IN THE ‘CONDADO DE HUELVA’ Cristina de la Orden Reyes | Alfonso Vargas Sánchez | Elena García de Soto Camacho ................................. 70 21ST CENTURY CASCAIS: HOW THE WAVES OF TIME FORGED A CULTURAL HERITAGE ALSO ENJOYED BY TOURISTS Cristina Carvalho ............................................................................................................................................................. 71 WORLD HERITAGE CITY OF PENANG: AN INTERNATIONAL MARKETING TOOLS TO PROMOTE PENANG TOURISM C. S. Brandon-Ooi | A. J. Ali | Y. N. Goh | A. S. Awang-Rozaimie . .......................................................................... 72 TOURISM IMAGES OF BRAZIL ON THE SITE YOUTUBE: THE CHANNEL “VISIT BRAZIL” Cynthia H. W. Corrêa . .................................................................................................................................................... 73

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VISITING SANTIAGO DE COMPOSTELA DURING THE HOLY YEAR 2010: DOES THE XACOBEO MAKE THE DIFFERENCE? David Rodríguez González | Maria del Pilar Murias Fernández | Simone Novello .............................................. 74 PERCEIVED SERVICE FAIRNESS AND RELATIONSHIP QUALITY IN RESTAURANT: EVIDENCE FROM A DEVELOPING COUNTRY Davoud Nikbin .................................................................................................................................................................. 75 DESTINATION IMAGE FROM BOTH SIDES OF THE COUNTER Dimitrios Stylidis | Edith Szivas | Avital Biran ............................................................................................................ 76 MODE OF ENTRY, REAL OPTIONS AND STRATEGIC FLEXIBILITY IN INTERNATIONALIZATION PROCESS OF HOTEL CHAINS Elena García de Soto Camacho | Alfonso Vargas Sánchez | Cristina de la Orden Reyes................................... 77 THE ‘REPULSIVE’ TOURIST VS THE ‘SLOW’ TOURIST Elide Di Clemente | Paola De Salvo | José Manuel Hernández Mogollón . ........................................................... 78 TRAINING IN TOURISM: THE ROLE OF CET IN THE DEVELOPMENT OF TOURISM ACTIVITIES Elsa Maria Costa Ventura Ramos | Manuel António Brites Salgado | Paulo Jorge dos Santos Almeida ...... 79 OUTDOOR DYNAMIC GROUP BENEFITS IN PERSONAL AND SOCIAL DEVELOPMENT Elsa Maria Costa Ventura Ramos | Sílvia Alexandra Abreu Almeida Saraiva Patrícia Isabel Silva Marques . ...................................................................................................................................... 80 WEATHER, CLIMATE AND TOURIST BEHAVIOUR. THE BEACH TOURISM OF THE SPANISH MEDITERRANEAN COAST AS A CASE STUDY Emilio Martínez-Ibarra | Maria Belén Gómez-Martín ............................................................................................... 81 TOURISTS' SATISFACTION WITH SANTIAGO DE COMPOSTELA DURING THE HOLY YEAR 2010 AND ITS IMPLICATIONS TO THEIR FUTURE BEHAVIOUR Ewa Pawlowska | Fidel Martínez Roget | Maria del Pilar Murias Fernández ....................................................... 82 RURAL TOURIST ATTITUDE TOWARDS AGRITOURISM IN EXTREMADURA Felipe Leco Berrocal | Antonio Pérez Díaz | José Manuel Hernández | Ana María Campón . ........................... 83 EXPECTATIONS AND PERCEIVED QUALITY OF CUSTOMER SERVICE: THE MODEL OF EXPECTATIONS MANAGEMENT OF THE QUALITY OF HEALTH AND WELLNESS TOURISM DESTINATION (GEQUATUR) Filipa Carvalho ................................................................................................................................................................. 84 SUSTAINABLE TOURISM AND ENVIRONMENTAL EDUCATION IN MONTESINHO AND INTERNATIONAL DOURO NATURAL PARKS: A CASE STUDY Filomena M. C. P. Ferreira Martins | José Paulo Ribeiro de Castro ....................................................................... 85 ONE FLEW OVER THE BRAND'S NEST: THE ANCHORAGE OF TOURIST BRANDS IN THE TERRITORY AND HERITAGE Francisco Dias | Isabel Marques .................................................................................................................................. 86 DESTINATION BRAND INDEX – A NEW ASSESSMENT METHODOLOGY FOR DESTINATION BRAND EQUITY Francisco Dias | João Vasconcelos | Michael Schön . .............................................................................................. 87

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TOURISM DESTINATION IMAGE OF POST-REVOLUTION EGYPT AS PERCEIVED BY UK-BASED TRAVEL INTERMEDIARIES Galal Hamza Afifi ............................................................................................................................................................. 88 THE STAKEHOLDERS AND HIS INFLUENCE IN THE MANAGEMENT OF TOURISM Gema Morales | José Manuel Hernández Mogollón ................................................................................................. 89 HOW DOES DESTINATION GOVERNANCE AFFECT DESTINATION BRANDING?: AN EXPLORATORY STUDY ON EMERALD COAST Giacomo Del Chiappa ....................................................................................................................................... 90 THE COMPETITIVENESS OF MEDICAL TOURISM IN THE PERIPHERY COUNTRIES: TURKEY'S GROWING NICHE MARKET Gonca Guzel Sahin | Sule Tuzlukaya | Gulcin Karakoc ............................................................................................. 91 ON THE LIMITATIONS OF TOURIST ACTIVITY IN THE DANUBE DELTA Ilinca-Valentina Stoica . .................................................................................................................................................. 92 ASYMMETRICAL DEVELOPMENT OF WEEKEND TOURISM IN THE METROPOLITAN AREA OF THE CITY OF BUCHAREST Ioan Ianoş | Cristian Tӑlângӑo | Radu-Daniel Pintilii ................................................................................................ 93 CONSOLIDATION OF THE URBAN-RURAL INTERFACE BY MEANS OF TOURIST ACTIVITIES Ioan Ianoş | Cristian Braghinӑ | Daniela Zamfir | Ilinca-Valentina Stoica ............................................................. 94 COASTAL TOURISM DEVELOPMENT AND SUSTAINABILITY PRACTICES IN PATTAYA, THAILAND Jackie Lei Tin Ong . ......................................................................................................................................................... 95 THE COMPETITIVENESS OF TOURIST DESTINATIONS THROUGH THE RESTAURANT INDUSTRY Javier Aragón Cánovas .................................................................................................................................................... 96 POSTCARDS, A PARTICULAR IMAGE OF DESTINATIONS Jean-Baptiste Litot | Jean-Christohe Foltête ................................................................................................................. 97 ANALYSIS AND IMPLEMENTATION MODEL OF A REGIONAL OR LOCAL TOURISM DESTINATION BRAND João Fiandeiro Santos | Luís Mota Figueira ............................................................................................................... 98 THE MUNICIPALISATION OF TOURISM AND THE QUALIFICATION OF HUMAN RESOURCES João Manuel Teixeira Gomes | Manuel António Brites Salgado José Alexandre dos Santos Vaz Martins . ................................................................................................................... 99 SURF TOURISM AND MARKET SEGMENTATION BY MOTIVATION: THE RIP CURL PRO 2010 PORTUGAL João Paulo C. S. Jorge | Patrícia Reis ....................................................................................................................... 100 RESIDENTS' PERCEPTIONS TO SURF TOURISM: AN EXPLORATORY APPROACH João Paulo C. S. Jorge ................................................................................................................................................. 101 “Q FOR TOURIST QUALITY”. BENEFITS PERCEIVED BY THE SPANISH RESORTS CERTIFICATES José Álvarez García | José Antonio Fraiz Brea | María de la Cruz del Río Rama . ............................................ 102

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QUALITY MANAGEMENT STAYS THERMAL IN THE REGION OF CENTER OF PORTUGAL. EMPIRICAL STUDY José Álvarez García | José Antonio Fraiz Brea | María de la Cruz del Río Rama . ............................................ 103 LEVEL OF IMPLEMENTATION OF QUALITY IN SPANISH HEALTH RESORTS. EMPIRICAL ANALYSIS José Álvarez García | José Antonio Fraiz Brea | María de la Cruz del Río Rama . ............................................ 104 TOWARDS A STANDARD MEASUREMENT MODEL OF SOCIAL CORPORATE RESPONSIBILITY INFORMATION José Manuel Hernández Mogollón | José Manuel Mariño Romero ..................................................................... 105 CONSUMER BEHAVIOUR OF SPANISH CLIENTS REGARDING HOTEL PRODUCTS AND SERVICES José Miguel Rodríguez Antón | María de la Soledad Celemín Pedroche | Luis Rubio Andrada María del Mar Alonso Almeida .................................................................................................................................... 106 FACTORS INFLUENCING LENGTH OF STAY OF CULTURAL TOURISTS Juan Gabriel Brida | Marta Meleddu | Manuela Pulina ........................................................................................... 107 IS SUSTAINABILITY A KEY DETERMINANT OF INTERNATIONAL TOURISM ACTIVITY? A QUANTITATIVE APPROACH Juan Ignacio Pulido Fernández | Lidia Andrades Caldito | Marcelino Sánchez Rivero .................................. 108 THE FESTIVAL AND THE DESTINATION Júlia Fernandes | Sueli de Oliveira | Angela Cabral Flecha .................................................................................. 109 TOURISM LOCAL POLICIES: PARTICIPATORY MANAGEMENT AND COMMUNITY EMPOWERMENT AS INSTRUMENTS OF COMPETITIVENESS AT GUAMARÉ/RN DESTINATION IN BRAZIL Juliana Honorato da Silva | Iracema Miranda da Silveira ..................................................................................... 110 ANCHORS CAREER FOR TRAVEL AGENTS: AN EXPLORATORY STUDY BASED IN EDGARD SCHEIN'S MODEL Juliana Moraes Nascimento | Marcelo Souza Bispo | Naiara Fernandes da Costa .......................................... 111 CLASS “C” AND “D” INCLUSIVE TOURISM OR SOURCE OF INCOME Kerley dos Santos Alves .............................................................................................................................................. 112 TOURISM AND BRAZILIAN FILMMAKING: THE POSSIBILITY OF NEW ITINERARIES Kerley dos Santos Alves | Kenia Amorim | Marcio da Luz Guilherme ................................................................. 113 RIO 2016: MORE THAN JUST A PICTURE Laura Sinay ..................................................................................................................................................................... 114 BEYOND 2016 Laura Sinay ..................................................................................................................................................................... 115 RIO DE FRADES – MINING VILLAGE AND CONTRIBUTIONS FOR TOURISM Lídia Aguiar | André Neves | Luís Ferreira | Cláudia Vaz ........................................................................................ 116 DESTINATION COMPETITIVENESS MEASUREMENT: A QUALITATIVE RESEARCH APPROACH FOR THE SPANISH REGION OF EXTREMADURA Lidia Andrades Caldito | Gloria Borrego Agúndez .................................................................................................. 117 MALTA AS A PREHISTORIC HERITAGE DESTINATION Louis Laganà .................................................................................................................................................................. 118

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TABLE OF CONTENTS

THE LEGACY OF TRANSHUMANCE IN THE NATIONAL PARK OF ABRUZZO, LAZIO AND MOLISE (ITALY): REDISCOVERY AND EXPLOITATION Luca Zarrilli | Maria Avram . ......................................................................................................................................... 119 TOURISTIC GROUPS IN AZORES – THE FINNISH CASE Luís Eduardo Ávila da Silveira .................................................................................................................................... 120 TOURISM DESTINATIONS COMPETITIVENESS A BENCHMARKING ANALYSIS Luís Ferreira ................................................................................................................................................................... 121 PUBLIC ARCHEOLOGY IN THE CITY OF BRAGA: TOURISM AND LOCAL DEVELOPMENT Luís Filipe Fernandes Morais ...................................................................................................................................... 122 PLANNING TOURISM AREAS: THE CASE STUDY OF RESIDENTIAL TOURISM IN PORTUGAL Luís Miguel Torres Marques ........................................................................................................................................ 123 TOURIST'S SATISFACTION, IMAGE OR EMOTIONS? Manuel Rey-Moreno | Cayetano Medina-Molina | Ramón Rufín-Moreno ........................................................... 124 STUDENTS DEMAND FOR HIGHER EDUCATION IN TOURISM: THE REALITY OF SCHOOL OF TOURISM AND HOSPITALITY – POLYTECHNIC INSTITUTE OF GUARDA Manuel Salgado | José Alexandre dos Santos Vaz Martins | Adélia Nunes Godinho ...................................... 125 LEADERSHIP AND INNOVATION IN SME'S – A CASE-STUDY IN HOSPITALITY Maria de Lurdes Santana Calisto ............................................................................................................................... 126 SECOND HOME TOURISM IN THE OESTE REGION, PORTUGAL: FEATURES AND IMPACTS Maria de Nazaré Oliveira Roca | José Oliveira | Zoran Roca | Luís Costa . ........................................................ 127 VISITORS TO THE CITY OF ÉVORA: WHO ARE THEY? Maria Noémi Marujo | Jaime Manuel Serra | Maria do Rosário Borges .............................................................. 128 THE EVOLUTION OF THE IMAGE OF SPAIN AS A TOURIST DESTINATION Marta Plumed Lasarte | Carmen Elboj | Vitelio Tena . ............................................................................................. 129 SOCIAL ENTREPRENEURSHIP: A HOSPITALITY AND TOURISM PERSPECTIVE Mehmet Ergul | Colin Johnson | Denise Kleinrichert .............................................................................................. 130 BEHAVIOR AND PROFILE OF FICTION SERIES AND OTHER AUDIOVISUAL PRODUCTS CONSUMER Noelia Araújo Vila | José Antonio Fraiz ..................................................................................................................... 131 INVESTIGATING FACTORS THAT INFLUENCE VISITORS' SATISFACTION & INTENTION TO REVISIT: THEME PARKS IN MALAYSIA Norzalita Abd Aziz | Azmi Ahmad Ariffin | Chin Evin ............................................................................................... 132 THE IMPORTANCE OF VOLUNTOURISM AS A NEW TOURISM PRODUCT: HELPING WHILE GOING ABROAD Nuno Abranja | Ana Afonso Alcântara | Ana Patrícia Marques | Ricardo Ferreira ............................................ 133 THE SUSTAINABLE VALUE CHAIN MODEL: ARCHAEOLOGICAL SITES IN THE FUTURE GLOBAL MARKETPLACE Nuria Recuero Virto | Jesús García De Madariaga | Francis Blasco López ....................................................... 134

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TABLE OF CONTENTS

HOW MUCH IS THE TOURISM SECTOR READY TO WELCOME ANXIOUS TOURISM AND HOTEL MANAGEMENT STUDENTS? Ozan Güler | Tülay Güzel | Bahattin Hamarat ........................................................................................................... 135 RECENT EVOLUTION OF SPANISH COASTAL TOURIST DESTINATIONS PERFORMANCE: AN ANALYSIS BASED IN THE DEMAND AND SUPPLY FOR ACCOMMODATION Pablo de Carlos Villamarín | Maria Elisa Alén González | Trinidad Domínguez Vila ......................................... 136 ENGAGING FOREIGN LANGUAGES EDUCATIONAL NEEDS IN THE FUTURE TRENDS OF TOURISM Paula Rama da Silva ..................................................................................................................................................... 137 TOURISM AND TERRITORIAL DEVELOPMENT: ANALYSIS OF THE GROWTH POLE MODEL VERSUS THE TERRITORIAL AND ENDOGENOUS MODEL Paulo Alcobia ................................................................................................................................................................. 138 THE PERCEPTIONS AND FORMS OF ACTION OF CORPORATE SOCIAL RESPONSIBILITY: A CASE STUDY OF HOTELIERS IN PARATY-BRAZIL Raquel Lenziardi | Fátima Bayma de Oliveira .......................................................................................................... 139 THE NEW GOVERNANCE OF TOURISM DESTINATIONS: DOES IT MEAN AN INCREASING COMPETITIVITY? Raquel Marrafon | Valerià Paül Carril ....................................................................................................................... 140 CANOEING DOWN THE DOURO – SPORTS AND LEISURE AS ONE Raul Ressano Garcia ................................................................................................................................................... 141 VITERBO: A SPA RESORT BETWEEN PAST SPLENDOUR AND FUTURE PROSPECTS. INTEGRATED TOURISM PLANNING Rosario De Iulio | Maria Letizia Sileoni .................................................................................................................... 142 A MODEL OF INTEGRATED BEACH RESORT DEVELOPMENT Russell Arthur Smith ..................................................................................................................................................... 143 SECOND HOMES AND THE IMPLICATIONS OF THE WASTE STREAM IN THE SUMMER MONTHS. AN EXPLORATORY STUDY – SÃO ROQUE, BRAZIL Sandro Marcelo Cobelli ................................................................................................................................................ 144 THE RELATIONSHIP MARKETING AND CUSTOMER LOYALTY PROGRAM VIA LOYALTY – STUDY APPLIED TO TAP PORTUGAL Sara Mata Nunes | Júlia Fragoso da Fonseca . ....................................................................................................... 145 DESIGNING OF SHARESTANAK VALLEY REGARDING TO ECOTOURISM Shila Nikroo Rezaee . .................................................................................................................................................... 146 NATURE TOURISM IN THE BORDER REGION BETWEEN PORTUGAL AND SPAIN – INTERNATIONAL BENCHMARKING: THE GERMAN GREEN BELT Silja Ilona Schütte ......................................................................................................................................................... 147 AUTHENTIC EVENTS AND BEHAVIOURAL INTENTIONS: INSIGHTS FROM THE HOLY YEAR 2010 IN SANTIAGO DE COMPOSTELA Simone Novello | David Rodríguez González | Ewa Pawlowska | Fidel Martínez Roget ................................. 148

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ISSUES ON TOURISM AND MARINE RESOURCES EMPLOYABILITY: A CHALLENGE FOR HIGHER EDUCATION? Sofia Teixeira Eurico | Fernanda Oliveira | Sílvia C. Gonçalves | Sónia Pais ...................................................... 149 A STUDY OF ONLINE SOCIAL NETWORKS IMPACT ON POTENTIAL TRAVELLERS' TOURISM AND HOSPITALITY CHOICES Tamer Mohamed | Atef Masooma Al-Balushi ........................................................................................................... 150 EVOLUTION OF THE RESEARCH METHODOLOGY IN THE DESTINATION IMAGE STUDIES Tanja Armenski | Nevena Durcic ................................................................................................................................. 151 THE IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON COSTUMERS' IMAGE FOR JORDANIAN FIVE STAR HOTELS Tareq N. Hashem ........................................................................................................................................................... 152 BENCHMARKING TOURISM IN THE DEVELOPING ECONOMY CHALLENGES AND OPPORTUNITIES Toney K. Thomas ........................................................................................................................................................... 153 GASTRONOMIC BRAND OF TOURISM DESTINATION: THE EXPERIENCE OF SAINT-PETERSBURG Valery Gordin | Elena Chernova | Julia Trabskaya ................................................................................................... 154 FACTORS OF TOURIST SEDUCTION IN THE ALTO DOURO WINE REGION ROUTE: THE TRAVEL EXPERIENCE OF HISTORIC STEAM TRAIN Vânia Maria de Matos Salvador | António Sérgio Araújo ...................................................................................... 155 THE IDENTIFICATION OF PRIMARY DIMENSIONS OF BELGRADE TOURIST OFFER DEVELOPMENT APPLYING FACTOR ANALYSIS Violeta Tosic | Jelisaveta Vuckovic ............................................................................................................................ 156 SUSTAINABLE TOURISM DEVELOPMENT: THE ROLE OF INTERNATIONAL ORGANIZATIONS Wafaa Nasser | Myriam Donsimoni ............................................................................................................................ 157 HOW DO ORGANIC FARMERS REGARD TOURISM? REFLECTIONS OF FARMERS FROM THE ALT EMPORDÀ AREA (NE SPAIN) Xosé Armesto-López | Maria Belén Gómez-Martín ................................................................................................ 158 THE IMAGE AND SUSTAINABILITY OF TOURIST DESTINATIONS Yasir Ilyas Khan ............................................................................................................................................................. 159

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KEYNOTE SPEAKERS

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ABSTRACTS

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SUSTAINABLE TOURIST DESTINATIONS AND MANAGEMENT Chris Cooper Oxford Brookes University, United Kingdom ccooper@brookes.ac.uk

Chris Cooper is currently pro-vice chancellor and dean of the Business School at Oxford Brookes University. He gained his undergraduate degree and PhD in Geography from University College London. He has more than twenty-five years of experience in the tourism sector and has worked as a researcher and teacher in every region of the world.

Professor Cooper works with international agencies in tourism research and education, such as the United Nations World Tourism Organization (UNWTO), the European Union, the International Labour Organization, the OECD and ASEAN but primarily with the UNWTO where he held the Chair of the UNWTO’s Education Council from 2005–2007 and was awarded the UN Ulysses Medal for contributions to tourism education and policy in 2009. Professor Cooper is currently the co-editor of Current Issues in Tourism.

He is a member of the editorial board for leading tourism, hospitality and leisure journals. He has authored a number of leading textbooks in tourism and is the co-series editor of channelview's influential book series Aspects of Tourism and series editor of Goodfellows Publisher's Contemporary Tourism Reviews.

In order to remain competitive, tourist destinations are required to innovate and adapt to changing circumstances, not just in the market place, but also natural changes such as climate change. The majority of tourist destinations have some form of overarching management and/or governance in the form of a destination management organisation.

This paper examines the ability of these destination management organisations to adapt to the changing circumstances demanded of them by climate change. The paper goes on to examine the concept of adaptive capacity of these managing agencies, how this concept can be measured and the notion of a true learning organisation as a managing agency for destinations.

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ENVIRONMENTAL SUSTAINABILITY AND TOURISM Graham Walters London Metropolitan University, United Kingdom g.walters@londonmet.ac.uk

Graham studied Zoology for his BSc, following with a PhD (University of London) on the effects of warm water effluent on a marine mud snail. After a period in school teaching he moved to the University of North London (now London Metropolitan University) to work in the Geography Department, researching and teaching aspects of ecology and environmental biology. He subsequently developed interests in the two-way relationships between ecology and tourism, and has written on the ecology of snails and lizards, field courses and tourism/environment. He is currently involved in a major project investigating conflict issues arising from sea level rise in coastal cities in Europe, India and Vietnam.

In the last century, tourism grew from a relatively small-scale activity to one that was global.

At the same time, as ease of travel and benefits of tourism all expanded, so did associated problems. In recent years there have been some minor checks and reversals in the expansion of global tourism, yet the trend is upwards and as it continues to grow, tourism pressures on local and remote environments also continue, sometimes becoming superimposed on other human-induced pressures and sometimes imposed on otherwise undisturbed environments.

This leads to a fundamental question – how is the future relationship between tourism and environment likely to develop? This is addressed by considering some of the components of the natural environment and how they might be interacting with tourism, or have interacted, by 2111. However, just as tourism is affected by many influences apart from those from the environment, so too many aspects of the environment are not influenced by tourism, yet whatever the cause of environmental changes some are highly likely to be relevant in the development of tourism over the next century.

Tourism is likely to be subject to changing length and intensity of seasons, sea level change and other manifestations of increasing CO2 levels and the consequences of continued pollution as well as pollution abatement. Predicted climate changes might reduce tourism in some areas, allowing perhaps for a reduction in pressure and ecological recovery, but this might be countered by increased pressure in other areas that become more attractive to tourism as climate becomes more favorable to tourist activity. Whether or not tourism is a basic cause, reductions in numbers and distribution ranges (probably including extinctions) of a wide range of animal and plant species including iconic and tourist-attracting species are very likely to occur at rates higher than at present, while increase and expansion of other species will also impact upon tourism. Meanwhile the natural world will continue to be used as a market incentive in diverse ways, but increasingly it seems likely that as iconic species and habitats retreat, their value as destination attractions will increase only to disappear as environmental attractions themselves become too degraded or vanish. Unless lessons from environmental history can be used far more productively to guard against repetitions of disaster and loss, there is a significant chance of the natural world in 2111 being able to offer far less for humanity, and for tourism.

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BEYOND CORPORATE RESPONSIBILITY: QUESTIONING THE CORPORATE RELEVANCE OF TOURISM Graham Miller University of Surrey, United Kingdom g.miller@surrey.ac.uk

Graham Miller is head of the School of Hospitality and Tourism Management at the University of Surrey, where he teaches issues relating to business ethics, sustainability and the tourism industry. Graham’s main research interest is in the forces that enable and prevent the drive towards a more sustainable tourism industry, publishing the first book to address the monitoring of sustainable tourism in 2005. Graham has completed work for the United Kingdom government Department for the Environment on public awareness of sustainable tourism and leisure, as well as the Department of Trade and Industry, EU, Association of British Insurers, National Audit Office, TUI-AG and Ipsos-Mori. Graham is a consultant and qualified accreditation officer for the United Nations World Tourism Organisation and their Tourism Education Quality Programme, and a judge for the World Travel and Tourism Council's prestigious Tourism for Tomorrow Awards, which seek to establish the tourism company making the greatest contribution to sustainable tourism each year. Graham sits on the editorial board of the Journal of Sustainable Tourism, is a co-ordinating editor for Annals of Tourism Research and is the tourism editor of the journal Tourism and Hospitality Research.

The tourism industry is arguably beginning to recognise the need to better manage the scarce resources it relies upon. This paper will present evidence of companies and destinations that are taking steps to make improvements and present themselves as more responsible organisations. However, the paper will question whether the pace of these improvements is sufficient, and look to examples of responsible business from other industries to gauge the progress of the tourism industry. The paper will conclude with suggesting that if the attention to sustainability by the tourism industry does not improve, then the tourism industry may be faced with the challenge of going beyond showing it is a responsible industry, and instead demonstrating its relevance as destinations and countries seek to make the transition to a greener economy.

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EXPERIENCIA AND EMOTIONS Miguel Moital Bournemouth University, United Kingdom mmoital@bournemouth.ac.uk

Miguel Moital is a senior lecturer in Events Management in the School of Tourism, Bournemouth University. His current areas of research interest include the consumer experience of tourism and events and event marketing and management. He has published in a number of journals, including The Service Industries Journal, Tourism & Hospitality Planning and Development, the International Journal of Tourism Policy, the Journal of Foodservice and Anatolia. He has also presented more than 20 papers in international conferences. In 2009 Miguel received a Bournemouth University Award for Outstanding Contributions to Student Learning for his innovative work in the field of student assessment and feedback.

Past studies on tourist satisfaction have tended to focus on ‘cognitive’ determinants of satisfaction. This involves assuming perceptions of service quality or satisfaction with the attributes of a tourism product/destination as a proxy for tourist satisfaction. However, in experience-based products, such as tourism, this may not be sufficient to fully understand tourist satisfaction. Emotions are at the centre of experiences and therefore these should be the centre of satisfaction analysis. This presentation aims to make a case for an experiential-based view of satisfaction by exploring emotions as a key element of tourist satisfaction. The presentation will cover the principles associated to experiences, including emotion-based models such as flow theory, Arnould and Price’s four component model and tourist-tourist interaction. Implications for the management of tourist experiences are discussed through the use of examples.

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TOURISM, CINEMA AND CREATIVE INDUSTRIES Graham Busby University of Plymouth, United Kingdom g.busby@plymouth.ac.uk

Graham Busby is associate professor in Tourism Management at the University of Plymouth where he has worked since 1994. His PhD was awarded by the University of Exeter following a substantial investigation of the church heritage in Cornwall, in the far west of the UK. Besides research into various facets of the internship experience, he has also published on literary and film-induced tourism. Besides acting as program manager for the tourism degrees, he teaches on all levels of the undergraduate and Master’s awards besides currently supervising four PhD candidates. In 2009, he was selected as Mentor of the Year in the first Vice-Chancellor's Awards.

The relationship between tourism, cinema and the creative industries has changed significantly in the last ten years or so. Destination Marketing Organizations have become aware of the value of film-induced tourism in creating the right sort of positive destination image.

Some DMOs are quasi-public sector bodies, such as Visit Britain, working in partnership with film studios and local level organizations, and undertake global marketing campaigns with microsites for specific movies. However, there are also smaller commercial bodies which can influence film tourism on a completely different scale. Using a combination of personal and published research, this paper considers how tourism, cinema and the creative industries inter-relate.

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FIRM GROWTH AND FIRM SURVIVAL IN TOURIST DESTINATIONS: COULD THE USE OF TECHNOLOGY IN THE RELATIONSHIP WITH TOURISTS BE RELEVANT? Ramón Moreno Rufín Spanish University of Distance Teaching (UNED), Spain rrufín@cee.uned.es

Currently, he is full professor at Spanish University of Distance Teaching (UNED), and he is in charge of the Marketing Department. He was elected chief of the UNED Business Administration Department during six years, where he has tutored several doctoral theses in the fields of marketing and tourism. He also serviced as an adviser for the Spanish Ministry of Commerce and Tourism in developing the Strategic Tourism Program (1995-1996). He has written several books, and many articles and contributions in the field of tourism. Philip Kotler’s co-author in the book Marketing for Tourism.

Hotels, restaurants, travel agencies… Define the supply side of any tourist destination, and build up the travel industry itself. As in any industry, the topics of firm growth and firm survival are of essential relevance. Gibrat (1931) postulated that the expected value of a firm’s growth at a given moment is proportional to the firm's size, while the proportionality rate is independent of firm size. The significance and transcendence of Gibrat’s law stem from its validity implying a purely stochastic behavior of firm growth. In other words, the variables that are representative of growth in each firm within the sector are random and mutually independent. The industry’s structure is not dependant on the individual behavior of each one of its members or on external factors. Due to its profound implications Gibrat’s law is still an important subject of research. Does the law holds in the tourism industry?

Does stochastic behavior mean that only firm size affects a tourist company's likelihood of surviving? Does the use of tourist destinations as a kind of market delimitation affect the validity of the stochastic behavior? Finally, could the intensive use of technologies of information and communication by tourism firms in its relationships with tourists break Gibrat's law?

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THE IMAGE OF TOURISM DESTINATION Paulo Almeida Polytechnic Institute of Leiria, Portugal paulo.almeida@ipleiria.pt

His current areas of research are hospitality management and tourism marketing. He concluded a doctoral program in International Business Marketing and in his thesis explored the Image of Tourism Destinations, investigating the conception of the cognitive and affective image before experiencing the destination. He holds a master in Tourism Management, and his research studied the leisure entertainment in golf resorts, and its contribution to the marketing and sales programs. Currently integrates the Tourism Research Group (GITUR ) and teaches in the master program on Marketing and Tourism Promotion, in School of Tourism and Maritime Technology.

The main theme of our presentation is directly related to the image of tourist destinations.

After an extensive review of scientific articles, we have prepared this work taking into account the analysis of tourist destinations, the image of destinations, the components of the image of a destination and the role of tourist motivations in tourism. In general, we determined that the image of a tourist destination consists of cognitive evaluations and affective evaluations, resulting from the inter-relationship between both the predisposition to choose and visit a destination. Of the many studies reviewed, we found that the destinations have to pay attention to the various components of the image of a destination, which in turn are determinants of tourism. Thus, the tourist attractions, the tourist facilities, the tourist information, the tourist infrastructure and the tourist prices, have a key role in shaping the perceived image of a destination.

This is a groundbreaking work since the methodology is based on the application of a questionnaire on a sample shared by Portuguese and Spaniards, where we tried to understand how individuals rated the image of the three European capitals with the highest number of tourists per year, London, Paris and Rome. Based on the work we noticed that the image of a destination should be strategically constructed and communicated with quality services that generate motivation and satisfaction, seeking the social and economic development of the destinations to promote tourism.

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COUNTRY BRANDING José Filipe Torres Bloom Consulting, Spain analysis@bloom-consulting.com

Starting from the early age of eighteen, José Filipe Torres has been working in the consulting and marketing industry across the world. The american company Future Brand invited him to join the company in 2001 where he initiated and established country branding as a service. In 2003 he founded Bloom Consulting, where he currently works as the CEO. Today, according to The Economist and Forbes Magazine, he is considered a world renowned specialist in country branding, giving conferences across the globe and working directly with heads-of-state. In his list of clients, you can find the Bulgarian, Polish, Portuguese and Latvian governments, along with many others who consult and require expertise from José Filipe Torres. In 2010 his company instigated a global project, researching and analyzing 193 countries on their brand performance creating the: “Bloom Consulting Country Branding Ranking”.

Although nowadays most of countries are aware how important it is to consciously govern of their national brand, many of them fail in this area. There are two major reasons of this situation: lack of clear methodology and lack of clear management. Before strategy is implemented, many things must be taken into account: analysis, enrolment, foundation, advice, strategic plan, visualize, marketing, quantify.

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PARALLEL SESSIONS ABSTRACTS

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RELIGIOUS TOURISM: AMBIGUITY OR A BUSINESS OPPORTUNITY? Aida Maria Oliveira Carvalho Polytechnic Institute of Bragança, Portugal acarvalho@ipb.pt

Religious tourism can be understood as an activity in which people travel either for worshipping purposes or to participate in events of religious significance. It can be seen as an alternative to mass tourism activities, aiming for specific targets. Portugal has a significant and rich religious heritage which can help to revitalize traditionally neglected rural areas. The active participation of the church is of utmost importance as far as the visitors are concerned. On one hand it should assure the maintenance of the places´ main functions and religious features. On the other it should prevent this type of activity to become related to mass tourism loosing therefore its essence. This case study focuses on the analysis of the individual´s profile who visits religious places, having in mind the national statistics. It is complemented by a practical study with individuals who participate in Nossa Senhora dos Remédios festivity, in Lamego, on September 8th. 196 questionnaires were elaborated and completed in order to understand the motivations that lie behind religious tourism. This analysis can add some valuable information to the people or institutions in charge of religious policies, when it comes to develop the most suitable strategies to the local context, so that the modern approach of the monument coexists with its religious function in perfect harmony.

Keywords: Devotion, Religious tourism, Sanctuary

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EXPLORING BUSINESS OPPORTUNITIES IN MARINE AFFAIRS: A FEASIBILITY STUDY FOR SUBMERSIBLE RESEARCH TOURISM Alex W. Adams University of Washington, Seattle, United States of America alexwadams@gmail.com

As coastal marine tourism increases in importance worldwide, prospects for new private sector businesses abound. In particular, the field of ocean exploration and research provides the entrepreneur with myriad opportunities for fiscally lucrative and socioecologically beneficial business ventures. This paper considers the feasibility of operating a manned submersible for ocean exploration and research in addition to ecotourism.

The term submersible research tourism is defined and analyzed through the case of OceanGate, a small ocean exploration company located in Washington State, U.S.A. OceanGate engages paying passengers in undersea research and ocean exploration.

This paper utilizes a SWOT analysis to assess OceanGate’s internal and external capacity to negotiate both tourism and business. This analysis reveals the values and challenges associated with submersible research tourism and helps to define an emerging sector combining submersible tourism and scientific research to form an economically viable ecotourism industry.

Keywords: Submersible research tourism, Manned submersible, Coastal marine tourism, SWOT analysis, Marine affairs

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GEOTOURISM MAPPING AS A MEANS TO MAINTAIN DESTINATION IMAGE AND PROMOTE SOCIAL SUSTAINABILITY IN THE COMMUNITIES OF FOGO ISLAND, NEWFOUNDLAND Amanda J. Barney University of Washington, Seattle, United States of America alaskahick@gmail.com

Due in part to tourism, globalization reaches even the most far removed destinations on the planet. This expansion of tourism brings with it myriad pressures that forge new connections, strain socio-ecological systems, and fundamentally alter the existing social structures of communities. Via a case study of Fogo Island, Newfoundland, this paper provides a practical approach for the residents of Fogo Island and for broader communities worldwide who seek to maintain their sense of place, uphold their social and cultural identity, and resist the disruptive pressures brought by tourism. Geotourism was developed

by National Geographic and is defined as tourism that sustains or enhances the geographic character of a place – its environment, culture, aesthetics, heritage, and the well-being of its residents. Geotourism mapping is a planning tool that allows indigenous persons to shape the structure, form, and function of their home as a tourist destination in concert with developers. Geotourism mapping draws upon the principals of sustainable development and resilience theory to prepare places for the changes associated with tourism. This research presents a methodology for how geotourism planning can strengthen communities and productively incorporate tourism into fishery dependent locations in need of broader economic bases.

Keywords: Geotourism mapping, Social sustainability, Destination image, Community development

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INNOVATION, E-COMMERCE AND STATE Ana Micaela Pedrosa Augusto Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal anapedrosaaugusto@gmail.com

It is undeniable that there is a major need for innovation in all sectors and, consequently, in tourism: in a scenario of worldwide and global competition, there’s no option but to get serious about it. Without a doubt, one of the most important innovations with revolutionary impact in tourism was the Internet – the ability to use it has completely transformed the business of travel.

When one considers innovation processes such as the invention of the Internet, one mainly thinks of private entities. However, we must acknowledge the fact that the Internet came out of public organizations, which leads us to the main goal of our paper: to demonstrate that the state is able to play a very important role as an innovation agent, namely, as an innovation agent in tourism.

Acting this part, the state has been performing as star artist in the e-commerce area: innovative public intervention begun with the invention of Internet and has been developing with the subsequent need to regulate something new. However, it is imperative to find a balance between the R&D research evolution, the subsequent elaboration of rules and regulations thereafter and the quest for innovation.

It is at all times a very fragile balance, and in e-tourism there is still a long way to be run.

Nevertheless, it is to us indisputable that the state still has a main part as innovative agent in tourism, namely in the area of e-commerce.

Keywords: State, Innovation, E-commerce, E-tourism

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FROM RURAL BRANDING TO THE NEW TOURISM PRODUCTS Ana Ventura Emanuel de Castro Gonçalo Poeta Fernandes Polytechnic Institute of Guarda, Portugal anaventura@ipg.pt

The gradual loss of social and economic importance of agriculture triggered by the local stakeholders, the need to develop non-agricultural activities. In this context, the factors leading to development are very diverse, varying according to local synergies in the interest of a set of external entities and the actual content and scope of public policy. From this line of analysis, rural communities are suffering, currently, one set of influences and external factors, but retain the ability to simultaneously boost factors of modernity from the development of local resources.

Thus, the rural (re)create themselves as they (re)oriented toward the specific local conditions, some elements that constituted traditional rural society are now seen as an asset.

Something that generates consensus in the various authors who have worked the issues of territorial dynamics in rural areas is the need to support the regeneration strategies and the local and regional efforts to initiate work on a network. The rural branding is a set of strategies for territorial development and promotion, foreseeing a new paradigm of development of peripheral rural areas, low density, where the agricultural activity doesn't exist, but are not yet something else.

In this sense, the development of new tourism products, based on branding strategies, constitute a new opportunity, either for tourism or to destinations in the logic of diversification and innovation. In this context, the brand Terras do Demo it’s a proposal as a destination and tourism product based on some of the images that mark this territory, designation that came of the literary work of Aquilino Ribeiro.

Keywords: Countryside, Branding, Tourism products, Territorial development

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DETERMINANTS IN THE CHOICE OF HOTEL SERVICES THROUGH THE WEBSITES: CONSUMERS' EFFORT TRANSLATED INTO STRATEGIES TO REDUCE PERCEIVED RISKS Anderson Gomes de Souza Maria de Lourdes de Azevedo Barbosa Michelle Helena Kovacs Federal University of Pernambuco, Brazil son_ander@hotmail.com

Cleber Augusto Trindade Castro Federal Institute of Education, Science and Technology of Pará, Brazil There is always risk in the buying process. The phrase ‘caveat emptor’ or ‘let the buyer beware' is often used as a legal phrase in purchase receipts, to avoid refunds. This was most common when purchasing large items, like secondhand cars or houses, however the phrase is something to be aware of when considering any purchase, particularly now on-line for such items as holidays or hotel rooms. Recent marketing and consumer behavior studies aim to provide more information to reduce the purchasing risks. The purpose of this research is to discuss the importance of the strategies for risk reduction to be used by consumers when choosing hotel services. Purchasing a service or something in the future is surrounded by uncertainty as the consequences for the acquisition are only made known after the event. This exploratory study is based on some techniques to verify the consumer's effort to reduce perceived risks towards a hotel selection through the virtual (or on-line) environment. The results indicate that their efforts in attempting to reduce the perceived risk towards the decision process for a hotel service may vary according to their attitude in relation to each risk relievers chosen.

Keywords: Risk perception, Risk reducing strategies, Virtual environment, Hotel services

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TOURISM, DISABILITY AND STRESS-COPING: IS THERE A (CREATIVE) CONNECTION? Andreia Moura Elisabeth Kastenholz Anabela Pereira University of Aveiro, Portugal a.moura@ua.pt

Stress is the word of the day, not only in our daily lives, but also, significantly, within the scientific community. In this sense, it has been studied considering different approaches: situations that determine it, the individual responses to it (biological, psychological or social) and the means individuals develop to deal with it (Lazarus, 1993). In this paper, we will focus on the last approach identified, named stress-coping, and link it with tourism to a specific population: people with disabilities.

Disabled people are much more exposed to stress-induced circumstances, and many authors claim that leisure generates social support and enhances self-determination, promoting freedom and self-control feelings, essential to stress-coping (Iwasaki & Mannell, 2000; Kleiber, Hutchinson, & Williams, 2002; Schneider & Iwasaki, 2003).

Therefore, since tourism is a particular form of leisure and considering its positive effects on its participants, which are proven to be even more intense within the disabled population (Shaw & Coles, 2004), we decided to study the connection between tourism and stress-coping strategies, for these particular individuals.

In sum, we will base our presentation on a literature review as well as on the analysis of focus group results obtained from disabled individuals in the context of an exploratory study.

Keywords: Disability, Stress-coping, Tourism

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NEGATIVE EFFECTS OF PROMOTING A DESTINATION BASED ON A FILM ROUTE. THE CASE OF A SURREALIST CULT FILM Angel Millán Juan García Estrella Díaz University of Castilla-La Mancha, Spain angel.millan@uclm.es

Film tourism has been one of the fastest developing areas of tourism in recent years.

In general, research has recognized the importance of films as tourist promotion tools.

However, scarce research has focused on the negative effects of the destination promotion based on a film.

Therefore, the main aim of this research is to analyse the effects of the destination promoting through a film route. Specially, this work analyzes the changes in the: 1) size of the different groups of visitors; 2) overall satisfaction; 3) intentions to return to a destination; and 4) intentions to recommend it. The methodology used is based on a survey of over 220 visitors carried out at the tourist destination, where the movie route and settings were located (three villages located in the interior of Spain). The first sample group answered the survey one month before the presentation of the film route, while the second group filled the survey two months after the presentation. The data obtained have been analysed based on the latent class segmentation, the independent samples t-test and the chi-squared test.

The results indicate that the size of the three identified groups was significantly different before and after the launch of the route. Furthermore, the overall satisfaction and the intentions to recommend the destination to relatives and friends were lower after the presentation of the film route. These findings show the negative effects of promoting a destination based on a surrealist cult film that does not fit to the intrinsic characteristics of the destination.

Keywords: Film tourism, Latent class segmentation, Satisfaction, Loyalty intentions

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POLYTECHNIC INSTITUTE OF LEIRIA

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CITY SUSTAINABLE GOVERNANCE AND CITY MARKETING MONITORING SYSTEMS: A META-ANALYSIS António Azevedo University of Minho, Portugal antonio.azevedo@unisla.pt

According to Arndt and Oman (2006, p.11) the maxim «you can only manage what you can measure» so the «explosion of interest in the quality of governance is driving an explosive growth in the use of governance indicators».

Based on the City Strategic Planning Roadmap steps proposed by the Author (2011), the author suggests the adoption of an integrated approach (Braun, 2008) in order to measure the most relevant indicators resulting from the Millennium Development Goals (MDG) adopted by the UN member states in the year 2000 and the “Right to the city” paradigm, the inclusive and sustainable city model.

This paper develops a meta-analysis of city governance indicators systems and aims to discuss the role of strategic planning and territorial marketing adding a new dimension or category (UN-Habitat, 2010): the city marketing/branding indicators system.

From the literature review we found large quantity of databases managed by different institutions (UN-Habitat, Eurostat, OECD) at different territorial scale levels:

a) European Cities Monitor – (www.cushmanwakefield.com) (1990–2010) b) City Development Index-1997 / Cities Data Book (Westfall and Villa, 2001) c) Urban Audit 1991-2006/Eurostat (www.urbanaudit.org) d) European Common Indicators (www.sustainable-cities.org) (Tarzia, 2003) e) European Competitiveness Index (Huggins and Davies, 2006) f ) Global City Indicators (ERM) (www.cityindicators.org) (Hoornweg et al, 2008) g) Global Urban Indicators/ GUO (UN-Habitat, 2009) h) Urban Atlas (European Environmental Agency – EEA) i) ESPON database 2006 j) EU – Regional Competitiveness Index (Annoni & Kozovska, 2010)

Keywords: City marketing, Indicators, Monitoring, Strategic planning

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STATISTICAL ANALYSIS OF HOTEL MARKET IN BRAZIL – THE CASE OF SÃO PAULO Antônio Carlos Bonfato Júlio César Butuhy Marcelo Traldi da Fonseca Rodrigo Marcos de Castro Senac – University of São Paulo, Brazil abonfato@sp.senac.br

The research discusses the national economy in recent years and its consequences for the hotel market and, more directly, the results of statistical rate of occupancy, Average Daily REVPAR and reached the city of São Paulo, state of São Paulo, Brazil. Following turbulent times in the world economy, especially the mid-1990s until the year 2001, the Brazilian economy showed a continuous and secure stabilization. This economic harmony helped national economic agenda, driving new business and revitalizing others, this made the hotel business, especially business, had the opportunity to expand the ‛great strides’ the offer from UH. However, in big cities, an example of São Paulo, this increase in supply overstepped common sense, far surpassing the growth of local economies and/or regional building times of uncertainties, given the poor financial results, derived from low occupancy rates (TX OCC%) of Average Rates (DM) REVPAR bad and disappointing. Thus, the article analyzes the performance of the hotel market in this city compared to the hotel markets of other Brazilian economic statistics.

Keywords: Hospitality; Statistics; Brazil, São Paulo

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POLYTECHNIC INSTITUTE OF LEIRIA

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SEDUCTION TERRITORIES: THE ROLE OF SCENIC RESOURCES IN ATTRACTING TOURIST’S. CONCEPTUAL APPROACH APPLIED TO NATIONAL PARKS – THE CASE OF COSTA VICENTINA António José S. Ramos CEG – University of Lisbon, Portugal ajramos@ualg.pt

Rui Manuel Laranjeira Marvanejo Higher School of Education and Science, Lisbon, Portugal The landscape as a resource is an essential cultural heritage necessary for the assertion of a tourist destination and its structure. The main stream of tourism planning has already internalized the landscape as an irreplaceable resource, and there is a broad debate up on a sustainable long-term use, that has led to confrontation between those who support an enhanced conditional use of the landscape and those who proposes a strict controlled use of it. In a context of biodiversity conservation, the natural landscape as a touristic resource, as a greater complexity, requiring models to assess and monitoring means, capable of measuring the degree of degradation of its latent value, as well fitting these spaces in order to a selective tourist experience.

This paper, is going to review the literature of the subject and make the discussion a conceptual framework for measuring and monitoring landscape value, its natural and human factors, as guarantor of the genuineness, authenticity and appeal of the destination, proposing a battery of indicators for their implementation.

As an example, we test with an application to the reality of Costa Vicentina, inserted in a natural park, and part of strong regional tourist demand.

Keywords: Indicators of sustainability, Landscape, Planning, Tourism resources

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FACTORS WITH A GREATER IMPACT ON THE LEVEL OF INNOVATION IN THE HOTEL INDUSTRY IN SPAIN Antonio Manuel Martínez-López Alfonso Vargas Sánchez University of Huelva, Spain manu.martinez@dem.uhu.es

This paper analyses the relationships between certain determinants in the strategic management process on innovation in hotel organisations in Spain, as well as the influence of the level of innovation on competitive advantage and organisational performance. The theoretical positioning is based on the resource and capability-based approach, within the field of strategic management. An analysis of major hotel chains operating in Spain has shown that certain factors (namely twenty dimensions) of the strategic management process impact on the level of innovation positively, as well as a proper management of innovation influences organizational results, also positively.

Major implications, both practical and academic, for the study of innovation, can be drawn from the results obtained in this study. From a practical standpoint, the main conclusions are related to the way in which the hotel industry should manage innovation so that it has a positive impact on competitive advantage.

From the twenty constructors or dimensions analyzed, some factors stand out because of their greater impact on the degree of innovation, which may lead to drawing practical implications that both influence and can be taken into account to improve the sector. As the result, the highest positive coefficients were showed by the following variables: support for creativity, innovation-oriented culture, business structure that facilitates innovation, competitive rivalry, cost leadership and differentiation strategies, and quality management.

Keywords: Innovation, Support for creativity, Hospitality sector, Strategic management

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POLYTECHNIC INSTITUTE OF LEIRIA

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WATER SPORTS POTENTIAL AT FIGUEIRA DA FOZ. AN INTEGRATED STRATEGIC PLAN PROPOSAL António Rochette Liliana Paredes João Nogueira CEGOT – University of Coimbra, Portugal liliana_catarina@yahoo.com.br

The need to implement projects that strive towards the sustainable development of the municipality of Figueira da Foz, laid the foundation for developing the “Strategic Plan for Development of Water Sports and Adventure Sports”, which includes the Sports Atlas, linking the issue of sport and population physical activity to the different tourism potential, alternatives to the traditional sun-beach tourism In an integrated approach that is enhanced by the nautical sport and nature tourism complementarities, due to the exceptional condition for nautical sports, The sea and the estuary are considered as focal strategic axes of “Strategic Plan for Development of Water Sports and Adventure Sports” in the municipal (and even regional) territory. The sustainable development objectives refocusing in the ‘sea’, ensures that part of the project is sustained by nautical sports activities, which play a central role in linkage with tourism, leisure, culture and even services.

Two key aspects must be highlighted in “Strategic Plan for Development of Water Sports and Adventure Sports”, namely the application to “World Surfing Reserve” and the implementation of the “Village of the Sea” concept, both assessed in image and territorial marketing logic. In this context, all sport activity associated with the sea was systematized, trying to incorporate a set of support infrastructure – high performance centre, beach facilities, business structures, among others – in order that the structuring of sport /touristic activities take a matter of leverage for sustainable development in the territory.

Keywords: Nautical sports, Nature sports, Sustainable development, Territorial marketing

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BUSINESS TOURISM DESTINATION – ANALYSIS OF SATISFACTION AND LOYALTY Aurélia Rodrigues de Almeida Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal aurelia.almeida@ipleiria.pt

The image of a country as a tourist market destination is widely studied by researchers within the tourism research field. Several are the researchers that analysed the decision making process of a tourist market destination (Goodrich: 1978; Hunt: 1975; Baloglu and McCleary: 1999; Beerli and Martín: 2004).

The current research aims at analyzing the influence of the image of a tourist destination in the satisfaction and loyalty of those who travel to Portugal on business tourism to participate in fairs and international meetings. The results provided important implications and directions for the organizations and companies responsible for planning release of the tourism destinations as recipients of business tourism.

Data was collected using a survey instrument conducted in eight exhibition fairs (on tourism, and business) and in six conferences (on health, innovation, journalism, citizenship). Two hundred and fifty questionnaires were collected during December 2008 and March 2009.

The Partial Least Squares (PLS) was used to evaluate the proposed theoretical model. PLS is a structural equation modelling (SEM) technique.

From the analysis of statistical data we conclude that the image of Portugal for those who travel to Portugal on business tourism to participate in fairs and international meetings is usually very positive, highlighting in particular the friendly atmosphere, food, sympathy, hospitality, the scenic beauty and political stability. Additionally, there is support for the impact of expectations and emotions on satisfaction, which has a significant influence on behavioural intentions.

Keywords: Business tourism, Destination image, Satisfaction, PLS

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LANDSCAPE QUALITY AS BACKGROUND OF SUSTAINABLE TOURISM DEVELOPMENT IN CIEZKOWICKO-ROZNOWSKI LANDSCAPE PARK (POLAND) Beata Fornal-Pieniak Warsaw University of Life Science, Poland fornalb@op.pl

Protected areas include many natural and cultural elements. Generally, protected areas are focus on biodiversity conservation and sustainable tourism. Protected areas in Poland include the following types as defined by Act on Protection of Nature (2009): National Parks, Nature Reserves, Natura 2000 sites, Landscape Parks, Protected Landscape Areas, Geological Documentary Sites, Ecological Sites, Nature and Landscape Complexes and Natural Monuments.

The aim of paper was natural and cultural evaluation of Ciezkowicko-Roznowski Landscape Park for sustainable tourism development. The park is located on south part of Poland.

Natural and cultural evaluations were made according to Żarska method [2005]. It was distinguished areas with different natural and cultural values and formulated directions for sustainable tourism on study area.

Keywords: Landscape evaluation, Sustainable tourism, Landscape park, Poland

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DISABILITY PARKING PERMITS SUPPORTING ACCESSIBLE TOURISM FOR ALL – SCHEMES, PARKING CONCESSIONS AND RECIPROCITY WORLDWIDE Bert Morris Bert Morris Consultancy Services, United Kingdom bertmconsulting@aol.com

Disability parking permit schemes help break down access barriers by granting parking privileges, such as the right to exclusive use of parking bays marked with the international wheelchair symbol, free parking, access to areas prohibited to other vehicles.

In the forty years since the first ones, many countries worldwide have adopted parking permit schemes. All EU member states have their own schemes where there could be as many as 25 million disability parking permit holders.

The paper will highlight the results of the most comprehensive survey ever carried out of parking permit schemes worldwide and will explain their purpose, parking privileges, eligibility criteria and legal basis. The different approaches to parking rules and concessions will be explained, and the effectiveness of international agreements in encouraging and facilitation cross border tourism for permit holders highlighted.

The paper will finish by assessing issues worldwide affecting schemes, their potential for encouraging and facilitating tourism, and the actions needed to help tourists with disabilities overcome access and mobility problems.

The purpose of the study and its practical output is an online Guide for the disabled traveler, the most comprehensive and reliable ever produced. Aimed at parking permit holders in their own country and when travelling abroad as tourists, it explains the disability parking permit concessions and reciprocity for around 130 individual countries and federal states worldwide. The online Guide will be demonstrated at the meeting.

Keywords: Disabled, Disability parking permits, Reciprocity

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POLYTECHNIC INSTITUTE OF LEIRIA

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SUSTAINABILITY OF THE EVENTS AND THE DESTINATION: THE CASE OF OURO PRETO’S CARNIVAL, BRAZIL Bibiana Teixeira Gonçalves Pereira Bárbara Alessandra Figueiredo Rosa Marcos Eduardo Gonçalves Knupp Angela Cabral Flecha Federal University of Ouro Preto, Brazil angela.flecha@gmail.com

The sustainability of the event has grown over the years and has been increasingly sought.

Meet the needs and problems of a society in which events are entered, not only part of this desired sustainability, but must be sought from your planning. The destinations generally looking to balance the seasonality with the creation of the events however have to deal, often with conditions such as overpopulation of the city, water shortages, traffic congestion, safety problems, drugs, excessive noise, etc. The city of Ouro Preto held every year the Carnival, a traditional event of the official calendar of the city. Like other traditional destinations, it is not free of problems described above. However, it is observed that local actors have tried to develop some policies to improve the quality of the event meeting the main complaints of society. Attempted to solve or at least alleviate these problems, was created Term of Adjustment of Behavior (TAC) that sets out guidelines for the event, besides the Municipal Commission of Education and Control of Noise Pollution. However the question that must be addressed in this article is how far these policies and actions in fact meet the needs that are proposed, and actually reduce the problems caused by such a large event in a city so unique. The methodology adopted was case study which allowed looking at the object of study for several angles. It was made a literature review focused on papers and books by nationally and internationally authors. There was also a documental study on Carnival of Ouro Preto and were finally made in-depth interviews with locals political actors as a way of preserving the historical city’s as a condition leading to proper performance of tourism.

The results point to a need for a revision the political actor’s actions in integrating with the community as well as actions deeper preservation of local culture.

Keywords: Events, Carnival, Sustainability, Ouro Preto

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REVITALIZING THE KENYAN DESTINATION: PARK BRANDING AND ECO-RATING SCHEMES Bonface Odiara Kihima Kenyatta University, Mombasa, Kenya odiarab@yahoo.fr

Analysis is made of the initiatives undertaken at a national scale with an aim of enhancing destination competitiveness and image in Kenya. First, Ecotourism Kenya, a private sector institution, launched a national eco-rating scheme in 2002 that seeks to give every tourist accommodation facility a chance to participate, learn and apply the best practices of sustainable tourism. Secondly, in 2005, the Kenya Wildlife service undertook to revitalize the image of its parks through the branding exercise that seeks to give each park its own identity. While such initiatives are acknowledged to be a means by which the macro (national) destination can become competitive through diversification and renewal, the impact of such initiatives is still of a major concern. For instance, in 2008, Kenya was poorly ranked in the Travel and Tourism Competitiveness Index by the World Economic Forum. This paper seeks to critically examine these measures in the context of destination competitiveness and to explore the gaps inherent in achieving competitiveness at a micro and macro levels.

Keywords: Park branding, Competitiveness, Eco-rating, Ecotourism

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POLYTECHNIC INSTITUTE OF LEIRIA

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DUCKING THE ISSUES: THE CANARD CONTINUES Brian Wheeller Breda University of Applied Sciences, Netherlands wheellerbrian@yahoo.co.uk

Since the early 1990s I have been critical of so-called sustainability. And, in particular, of eco/ego/sustainable tourism. In the interim, none of the issues raised then seemed to have been addressed. Side-stepped yes: confronted, no. The essence of my arguments have remained basically the same – that the void between theory and practice, between what (arguably) ‘should be’ and what actually ‘is’, cannot be bridged. And that the sheer numbers of tourists travelling, the absolute volume involved, combined with increasing adoption (universally?) of a ‘what’s in it for me, now’ mentality together with the seductive appeal of the ego-trap, negate any ‘sustainable’ efforts to rectify the situation. While rhetoric is still rife: action is lamentable. Riddled with selfish hypocrisy, vested interest holds sway. Tourism numbers have escalated. Tourism remains unmanageable and its spatial spread continues unabated.

All tourism involves travel: all travel involves transport: no form of transport is sustainable: so how, on (this) Earth, can we have sustainable tourism? The notion of effective sustainable tourism must surely, almost by definition, be unobtainable – a nebulous, yet dangerous, myth.

But it is not just the insurmountable transport problems that mitigate any possibility of effective implementation of this theoretical white elephant. My cynical views of eco/ego/sustainable tourism have not mellowed over the years. On the contrary, they have hardened as, alarmed, I have become increasingly pessimistic in the (dismal) light of the burgeoning optimism of others as to the potential – always potential – of sustainable tourism. It is little more than a pernicious charade that avoids the real issues yet still apparently generates enough faith to perpetuate a concept that clearly isn’t working. We continue to laud sustainable tourism and support the (impossible) implementation of the theoretical concept of sustainability while, disturbingly, continuing to ignore its inherent, patent impracticality.

For sustainable tourism to have real meaning and any actual practical credibility we must exit fantasy land and contextualise the (tourism) sustainability debate within the arena of power, economics, greed, racism, religion, hypocrisy, corruption and politics – a ‘wholeistic’ not ‘hole-istic’ approach. That is one where all the relevant issues are tackled head on, rather than on a partial, selective, cherry-picking basis in which the unsavoury/difficult/ impossible issues are conveniently dispatched into a black hole and quietly forgotten. But experience shows that the chasm between tourism theory and these awkward realities is wider than ever. Avoid to be avoided. Maybe fine in theory - but in the context of the ‘real’ world, sustainable tourism is impotent when confronted with of the darker side of humanity…, which is, after all, the essence of the problem in the first place.

By employing a range of eclectic images to reiterate and highlight the hypocrisy and lack of logic underpinning (or rather undermining) sustainable tourism, the paper questions, then challenges, the futility of continually pursuing a phenomenon that cannot be implemented in a world driven by greed and avarice.

Keywords: Eco/Ego/Sustainability, Futile V INTERNATIONAL TOURISM CONGRESS – ITC’11

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PUBLIC POLICIES TOWARDS A TOURISM BRANDING STRATEGY Bruno Mota Martinho New University of Lisbon, Portugal mota.martinho@gmail.com

Branding, as a process of conveying the condensed, visual and significant figuration of ideas, individuals or organizations, has taken on an ever-growing role considering the present day scenario of highly specialized, competitive and informed markets, in the midst of which the contents associated with any representation may be (and effectively are) paramount towards the establishment and development of the process of choice, maxime, the consumer process.

Due to these specificities – that most certainly apply to the tourism (or leisure & hospitality) industry and market – and taking in major account the overwhelming pressure moved, on an international level, both by the ever-present and the newly-arrived competition –, one must consider the strategies currently available to any given player operating in such a complex milieu.

Such endeavor must take into consideration that the hospitality industry is described (even by the UN institutions) as being comprised, mainly, by many small or medium sized enterprises (SME), reason by which it becomes of the utmost importance to devise and propose strategies allowing these players to benefit from branding and have a direct impact in the markets.

Since the larger share of the Portuguese entrepreneurial eco-system consists of SME’s, and considering the Portuguese government’s expressed interest in driving the economy out of the current crisis situation by exponentiating tourism, than it is vital to a coherent engagement the availability of an instrument able to connect both SME’s and state’s objectives: a tourism branding strategy and hub, that would promote ‘Portugal’, or selected parts of it in a coherent and shared manner, while at the same time highlighting its particularities and the qualities of the individual touristic products and producers.

Keywords: Branding, Markets, National strategy, SME’s

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AN ESSAY TOWARDS A TOURISM INFORMATION CENTRAL Bruno Mota Martinho New University of Lisbon, Portugal mota.martinho@gmail.com

Information is, in our present day and age, widely considered as the most valuable and relevant device made available to any market intervenient, either on the producing or the consuming end.

Such an overwhelming usefulness happens for three main reasons: first, the intrinsic value of the information; second, the capability of data to determine the value of other information, goods and services; third, the universal availability of information, made possible by recent and continuing technological evolution.

When translated to the field of tourism, the significance of information becomes increasingly noticeable, as it is undeniable that without it, there would be no will to travel, no tourists and no destination or products, since the possession and/or knowledge of the casuistically relevant data is the elemental condition in any mindful decision-making process, as it is in to any consumer.

Bearing all these premises in mind, and adding one more, which is the fact the tourism actors are mainly small and medium sized enterprises (as fittingly noted by the UN), our work devises, in an almost syllogistic thought, the need for a centralized structure, cooperative and collaborative, but thoughtfully nurtured by the state, where all tourism actors and further technological resources – such as sensorial systems and networks – could input data and information that would subsequently be coherently processed, harmonized, structured and redistributed. In conclusion, a Tourism Information Central.

By handling this most valuable asset, the Tourism Information Central could be of immense significance to each country’s touristic image, universally spreading the will of visitors to come.

Keywords: Information, Markets, Public policies, Sensorial networks, Centralized

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THE COSTUMER RELATIONSHIP IMPORTANCE IN TOURISM Carla Fernandes Delgado JĂşlia Fragoso da Fonseca Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal xana_fernandes@hotmail.com

The change from a massified product ideology policy into more profound market segmentation, associated to the technological development, as well as the transformation of the type of consumer that shows product differentiation desires, promotes the necessity for customer relationships. This is what will endow the organization with the desirable competitive advantage that sets them apart from their direct competition. Exemplifying with actual and real cases, this study provides a theoretical reflection, supported in several previous published scientific studies, about the importance of the relation with clients in the tourism industry.

Keywords: Relationship, Customer relationship, Tourism, CRM, Competitive advantage, Relational marketing

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THE RELATIONSHIP BETWEEN MARKET ORIENTATION AND BUSINESS PERFORMANCE. A CONCEPTUAL MODEL FOR THE HOTEL INDUSTRY Carlos Alberto Fernandes Sampaio University of Extremadura, Spain

Ricardo José Gouveia Rodrigues University of Beira Interior, Portugal

José Manuel Hernández Mogollón University of Extremadura, Spain cfsampaio@gmail.com

There is empirical evidence for the positive relation between market orientation and business performance. Although, several studies carried out in the hotel industry have produced some contradictory results. Given the increasing importance of the service sector in many economies and more specifically the hotel sector, we put forward in this work a research model for the relationship between market orientation and business performance in service sector and specifically tailored to hotel units.

In this work, we propose that market orientation directly influences business performance and that market orientation indirectly influences business performance through the type of strategy adopted by the company: whether a strategy based upon differentiation, investing in service quality or an overall price leadership strategy, investing in a pricing based strategy.

Service quality, as well as price, relate positively to business performance. Business performance is measured through two market performance measurements, customer satisfaction and repeat purchases and through two financial performance measurements, sales growth and profit, measures deemed capable of capturing and portraying the business performance of hotel industry companies.

Due to the overall lack of studies dedicated to the relationship between market orientation and business performance in hotel sector firms, our model seeks to serve as the point of departure for future studies on this relationship and thus contribute towards the development of market orientation studies in this sector.

Keywords: Market orientation, Performance, Hotel industry

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HOW TO DO THE COMPLAINTS MANAGEMENT IN TOURISM Carlos Franco JĂşlia Fragoso da Fonseca Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal carlosjmfranco@gmail.com

Nowadays competition is very strong in tourism sector, thus it is necessary that companies have an increased attention to services that are provided to customers. When they purchase products or services they create expectations, and when did not happens for some reason can be given a complaint to the organization. The ability of the company will have to solve the problem and how it does is extremely important to keep the image and the client.

We analyzed five scientific papers aimed at the analysis of studies on the management of complaints. The organization should encourage communication of the complaint, be quickly in resolution the problem, integrated the customer in decision and preparation of human resources are very important in solving the problem to the satisfaction of the client.

Will be presented some examples of how complaints should be management in tourism.

Keywords: Tourism, Satisfaction, Quickness, Integration, Stimulus, Complaints management

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TOURIST GUIDES TRAINING: CONCEIVING HISTORICAL AND CULTURAL ITINERARIES Carlota M. Ribeiro Polytechnic Institute of Viseu, Portugal cribeiro@estgl.ipv.pt

Carlos Costa University of Aveiro, Portugal

Isabel Oliveira Didiana Branco Polytechnic Institute of Viseu, Portugal The aim of this article is to reflect on several tourist research experiences carried out in an interdisciplinary context by teachers and students within the scope of the Tourist Information course, which trains what are commonly known as tour guides.

This experience consisted in studying and designing a series of local cultural itineraries: urban, environmental, at monuments and in museums. The aim of these itineraries is to recuperate the heritage sites for locals and potential tourists, who are increasingly interested in knowing the local way of life based on their own self-interpretation.

Itinerary planning is approached as an inherent part of heritage and destination management, in which two key conditions should be met: satisfying the needs and desires of the visitor, as well as preserving the places in a long-term, sustainable perspective. Thus, the proposed role for the tourist informer is to mediate between locals and visitors.

The planning of the itineraries should be a means to promote the journey and return of the visitor, helping to guarantee a more complete, innovative and motivating experience.

This planning may transcend the journey itself by using interpretation techniques, new technologies and philosophies applied to the ‘new tourist’ After working on organizing historic-heritage information on a particular area/site, its presentation should be attractive: the art of revealing the meanings of the cultural heritage and the culture to a public making use of their leisure time.

Keywords: Heritage, Tourist itineraries, Teaching strategies, Tour guides

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RAIL TRAVEL THROUGH EUROPE: INTERRAILERS SATISFACTION REGARDING THE QUALITY OF THESE SERVICES PROVIDED IN ITALY, GREECE AND CROATIA Carolina Dinis Fernandes Maria Manuela M. S. Sarmento Coelho LusĂ­ada University of Lisbon, Portugal caroldinisf@hotmail.com

Tourists are often confronted with a large quantity of services and activities aimed at meeting and enhancing their dreams whilst learning more about other places and different cultures. Tourist organizations know that merely meeting customer needs is no longer enough; customers need more in order to achieve maximum satisfaction. This means that transportation needs to be seen from a perspective of a system, in which various components are linked together so that their operation as a whole is effective.

Youth tourism is a market segment of tourism that has experienced rapid growth and is recognized as an important segment of the global travel market. In youth tourism InterRail is considered an attractive form of travel (by train) with a high quality at a relatively attractive price ratio.

The objective of this research is to define and compare the satisfaction of InterRailers regarding the quality of service provided in rail transportation used in Italy, Greece and Croatia. Two scientific methodologies were used: direct observation and inductive exploratory quantitative method. This study was based on 70 surveys conducted between December 14, 2009 and March 13, 2010 on InterRailers of different nationalities that were travelling.

Statistical methods applied, descriptive and multivariate concluded the following: significant differences occurred in the level of satisfaction achieved by InterRailers of different nationalities; the quality of transportation experienced by Italians differed from that experienced by both Greeks and Croats.

Keywords: Tourism, Satisfaction, Service, Quality, Transport, Backpacking, InterRail

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QUANTITATIVE PERFORMANCE EVALUATION IN THE HOSPITALITY INDUSTRY Catarina Rosa Nunes Higher School of Tourism and Hospitality Studies of Estoril, Portugal catarina.nunes@eshte.pt

This study contributes to knowledge about methods of performance evaluation used by the hospitality industry.

Performance evaluation is increasingly a topic of research because to its importance as a key to survival and success in the short and long term for any company today.

Because to the vast information that can be contained on this theme, that the study may be more appropriate to withhold, the variant of the quantitative performance evaluation.

Through this work we can now conclude that the performance appraisal is a key factor for the survival of any company in general, including companies in the hospitality industry.

Because to the specificities of this sector, these studies earn enough relief, it presents a set of indicators specific to the hospitality industry. This type of performance indicators takes into account the specificities of the sector, as well as the inherent characteristics of the hotel service.

We can also conclude that although currently there are indicators for qualitative assessment of performance measures for quantitative evaluation of performance still play a very important role in performance evaluation and financial analysis company.

Keywords: Quantitative measures of performance, Management control, Hospitality industry

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TOURISM LOCAL PLANNING: CABO VERDE AND PORTUGAL Cláudia Beato University of Beira Interior, Portugal

Aquiles Almada University of Cabo Verde, Cabo Verde

Luís Gomes University of Beira Interior, Portugal cbeato@ubi.pt

The term tourism has gradually entered the mainstream lexicon. Its importance economically and their worldwide visibility convert it a phenomenon increasingly studied, particularly the economic level. Intuitively, is associated with the image of individuals who travel out of the habitual place of residence on grounds of holidays and leisure, revealing himself to many, in the form of an exotic landscape, a white sand beach, something spontaneous and ephemeral, ‘good’ for the local society.

In this context, planning tourism emerges recently as an area of intervention and local/ urban planning study, together with the political and economic changes that have occurred in recent decades in western societies, where tourism is, in many cases, the bet to minimize the consequences of these transformations on the territory: planning tourism will stating its importance at local level, winning new work tools, with several countries, including Portugal and Cabo Verde, to establish codes and criteria that should guide your planning.

The complexity and sensitivity of the places where tourism occurs, requires an intervention increasingly careful and sustained, so that they do not see decrease not only their intrinsic characteristics and their competitiveness, but also the quality of life of local populations: this need is even more pressing especially in the insular spaces where these effects are noted more readily and with an intensity far superior to the one that occurs in other territories, due to their small physical size and population, and their high level of social and environmental vulnerability.

Keywords: Tourism, Planning, Sustainability, Insular, Local, Development

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INVESTIGATING TRANSACTIONAL PHILANTHROPY IN THE HOSPITALITY INDUSTRY Colin Johnson Mehmet Ergul San Francisco State University, United States of America cj7@sfsu.edu

Miriam Scaglione Specialized High School of Western Switzerland, Switzerland Description: Within the last decade many hotel companies have placed emphasis on being perceived as better members of the community. Many of the international hotel companies have employed directors of corporate social responsibility to coordinate the company’s efforts. At the local level, it has been maintained that this has resulted in many hotel companies going to considerable efforts to improve the life within the local community (Bohdanowicz and Zientra, 2008).

There are a number of guest donation programs that add a nominal amount to the customer’s bill that is then distributed to charities. This is an example of ‘transactional’ or ‘micro-philanthropy’ ‘Hotels that Help’ donation program is one such program that was established in 2003. There are currently 25 hotels participating in the scheme.

Guests that stay in the participating properties automatically have an additional $1 added to final bill. The money is then donated to local charities that are chosen by the hotel management and employees.

This is an exploratory study. The project seeks to quantify the added value of the ‘Hotels that Help’ program to the establishment from the viewpoint of the guest (including such aspects as increased loyalty to the property, the improved social image of the hotel in the community etc.).

Methodology: Questionnaires were conducted with the guests at participating properties; basic descriptive of the resulting data was analyzed.

Relevance: The study is highly relevant to the hospitality and tourism industries, and may provide examples of best practice for other companies in related sectors.

Keywords: Transactional philanthropy, Guest donations

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BUILDING A COUNTRY BRANDING STRATEGY THROUGH CORPORATE SOCIAL COMMUNICATION Cornelia Cozmiuc Alexandru Ioan Cuza University, Romania corneliacozmiuc@yahoo.com

The highly floated term ‘country brand’ is universally accepted as being extremly important in the development of a country. But what exactly entails the creation of a nation brand?

Can the ‘country brand’ term overlap across public policy, export, migration? Or nation brands are a mix of global perceptions of people from different corners of the world, involving concepts such as culture, products, business climate and tourist attractions? All of the above can highly contribute on creating a strong nation brand but trying to identify the suitable country brand positioning vectors and how they contribute to the development of a credible nation brand can be really difficult. The purpose of this paper is to focus on the relationship between Corporate Social Responsibility and country branding and to show how Corporate Social Responsibility (CSR) can become part of a country branding strategy. Although CSR is highly associated with the business sector and most of the time does not enjoy a wide positive reaction, it can be a successfulness model of building a strong country brand. CSR is doing for the business sector what countries are trying to do for their publics: embrace the responsibility for its actions while trying to obtain a positive impact among its publics and all the member of the public sphere in order to increase awareness and to be competitive in a changing market.

Keywords: Country branding, Tourist destination, Social corporate communication, Place branding

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OBSTACLES IN THE DEVELOPMENT OF PERI-URBAN TOURISM IN THE BIG CITIES ACROSS ROMANIA Cristian Tӑlângӑ Cristian Braghinӑ Daniela Zamfir Radu-Daniel Pintilii Faculty of Geography, CICADIT, University of Bucharest, Romania cristian2851@yahoo.com

In Romania, peri-urban areas underwent transformations, due to the changes that occurred in the past 20 years, at the level of both the central city and the neighboring area.

In the elaborating of this paper, use was made of statistical data, cartographic documents, satellite images and field research.

Peri-urban tourism is a mainly weekend and leisure-type of tourism. The main obstacles identified at the level of peri-urban areas consist in: the precarious access for the regular public (the absence of public transport to tourist destinations); inadequate infrastructure (frequently improvised) in weekend tourism destinations; the absence of sports and leisure grounds; problems linked to protection of the environment in the wake of weekend tourism (management of the environment and solid-waste pollution); the random organization of events that ought to win over urban residents; the seldom inclusion in urban tourist circuits of destinations in peri-urban areas.

Unfortunately, peri-urban tourism is neglected in land improvement plans and urbanism plans, which is reflected in the precarious structure of communication routes and large infrastructure works. The work presented suggests a specific strategy for the integration of peri-urban tourism into a large concept of integrated development of the city-peri-urban space complex.

Keywords: Obstacles, Peri-urban tourism, Development

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THE SATISFACTION OF WINE CULTURAL TOURIST IN THE ‘CONDADO DE HUELVA’ Cristina de la Orden Reyes Alfonso Vargas Sánchez Elena García de Soto Camacho University of Huelva, Spain cristina.delaorden@dem.uhu.es

The aim of this study is to develop a model of satisfaction in the oenologist cultural tourism sphere, by contrasting it empirically in the ‘Condado de Huelva’ region. The main purpose is to define the key variables which lead to the tourist satisfaction and its consequences.

After a revision of the published material about the satisfaction of the cultural tourist, we proceed to test, in the above mentioned area, the proposed model, and its hypothesis.

Thus, the satisfaction of the oenologist cultural tourist, who visits the wineries in that area, has been studied empirically, as the general objectives of our study lie in knowing and analyzing the profile of the oenologist cultural tourist who visits the ‘Condado de Huelva’ wineries, as well as the study of the satisfaction/dissatisfaction level, and the causes and effects of such touristic experience. To this end, a measuring tool has been designed and validated, which consists of a questionnaire that was given to visitors of such wineries, during a period of time comprising from June to November 2010, specifically two wineries in Bollullos par del Condado and other two in La Palma del Condado. Those data have been analyzed using the PLS Graph technique.

Keywords: Cultural tourist, Enology tourism, Satisfaction

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21ST CENTURY CASCAIS: HOW THE WAVES OF TIME FORGED A CULTURAL HERITAGE ALSO ENJOYED BY TOURISTS Cristina Carvalho Higher School of Tourism and Hospitality Studies of Estoril, Portugal cristina.carvalho@eshte.pt

The Romans were the first seafaring visitors to land in Cascais, a place where men already lived off harvesting the ocean. Throughout the centuries its rocky seaside and proximity to Lisbon turned it into a focal point for: the military defence of the capital, the warning of seafarers against coastal perils, and as a beacon of hope for navigators returning home. As a strategic landmark, Cascais was: one of the first towns in Portugal to have a permanent lighthouse, the chosen site for King Luís to implement the country’s first coastal resort, and a safe haven for European rulers after the second World War. Currently, many are the cultural resources available to tourists that reflect the reformulation of facilities, traditions, and heritage for the sake of tourism. For instance, a lighthouse was recently converted into Portugal's first museum of its kind, the Sea Museum displays both archaeological and ethnographic items, while tourism and services have replaced fishing as an important activity of the town. However, the waves are still tamed by today’s mariners that moor at its bay.

The sea is also represented on artistic pavements, and former aristocratic residences have been converted into hotels, and a convent into a cultural centre. Folk devotion still honours Our Lady’s protection to fishermen with outdoor events, while its citadel has recently lost its military purpose, in order to host several ‘genres’ of open-air initiatives. In gastronomic terms, along with fish dishes, the ‘Areias de Cascais’ are butter cookies sprinkled with sugar that also recalls Cascais sandy beaches.

Keywords: Cascais, Tourism, Cultural heritage, Fortresses, Lighthouse museum

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WORLD HERITAGE CITY OF PENANG: AN INTERNATIONAL MARKETING TOOLS TO PROMOTE PENANG TOURISM C. S. Brandon-Ooi Avantor Performance Materials, Kedah, Malaysia ooicheesiang@rocketmail.com

A. J. Ali Y. N. Goh University Sains Malaysia, Malaysia

A. S. Awang-Rozaimie University Teknologi MARA, Malaysia This research paper discussed Penang as World Heritage City. With global tourism market challenges and diversities, Penang has to develop strategic marketing tools to compete in global tourism markets. Lack of knowledge and experience, combined with different interest may cause the Penang tourism industry collapse. Cultural traits and heritage tourism has become an important topic and concept to Penang tourism whose city was awarded as Heritage City by UNESCO in July of 2008.

Keywords: UNESCO Award, Penang tourism, Tourists

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POLYTECHNIC INSTITUTE OF LEIRIA

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TOURISM IMAGES OF BRAZIL ON THE SITE YOUTUBE: THE CHANNEL “VISIT BRAZIL” Cynthia H. W. Corrêa University of São Paulo, Brazil cynthiacorrea@usp.br

Within the introduction of Information and Communications Technologies (ICT) and Internet, the practices of electronic commerce have been developed and were adopted by different enterprises. Consequently, the tourism sector was benefited with the visibility brought by the internet to attract potentials tourists. The online promotion from tourism destinations is evaluated such as a strategy in order to a destination to be distinguished from others available to the public on the internet. By the way, this paper analyses the tourism images of Brazil published on the site YouTube by the Instituto Brasileiro de Turismo (Embratur).

Based on a literature review and exploratory qualitative research, it was analyzed the official channel of Brazil on the site YouTube (www.youtube.com/visitbrazil), with the objective to identify the themes and images related to mobilize the tourist’s imagination. The study concludes that the channel “Visit Brazil” emphasizes the culture diversity and the natural beauty from the country, otherwise the modern side of certain cities, from five segments: ‘Sun and Beach’, ‘Sports’, ‘Ecotourism’, ‘Culture’ and ‘Business and events’. The “Visit Brazil” shows a country, Brazil, rich in options to the traveler, who may experiment rustic things until the most sophisticated products and services in a unique place, to explore colors, flavors, sounds and smells in order to cause sensations and stimulate the tourist’s imaginary and make him to decide to visit Brazil.

Keywords: Tourism destination, Images, Brazil, YouTube

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VISITING SANTIAGO DE COMPOSTELA DURING THE HOLY YEAR 2010: DOES THE XACOBEO MAKE THE DIFFERENCE? David Rodríguez González Maria del Pilar Murias Fernández University of Santiago de Compostela, Spain david.rodriguez.gonzalez@usc.es

Simone Novello CESUGA – University College Dublin, Ireland Santiago de Compostela is the final point of an ancient route of religious pilgrimage crossing Europe. Since the beginning of the 1990s it is also the main host of a tourist long tail event: the Xacobeo. This cultural event reinforces the religious celebration of every Holy Year and has become the centre of the tourism policy of local and autonomous governments in the last decades. With the expansion of the Xacobeo, some critical voices have appeared which warned of the danger of excessive commodification and consequent loss of authenticity.

The objective of this work is to evaluate the Xacobeo from the point of view of the value added, authenticity perceived and loyalty expressed by the attendants to the event, paying special attention to the different motivations for the visit. The study analyzes the results of a survey of 400 tourists which visit Santiago throughout the year 2010.

Keywords: Xacobeo 2010, Event, Loyalty, Authenticity, Added value

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POLYTECHNIC INSTITUTE OF LEIRIA

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PERCEIVED SERVICE FAIRNESS AND RELATIONSHIP QUALITY IN RESTAURANT: EVIDENCE FROM A DEVELOPING COUNTRY Davoud Nikbin University Sains Malaysia nikbin_david@yahoo.com

The purpose of this study was to examine the relationship between perceived service fairness and relationship quality. Data were gathered on perceived service fairness, trust and commitment by means of survey from restaurant customers in northern region of West Malaysia (Kedah, Perak, Penang, and Perlis States). Unlike all previous studies, which have focused exclusively on the role of justice in service failure and recovery, this study considers all-inclusive service delivery contexts in order to provide a richer representation of service fairness. The results of this study showed that perceived service fairness have a significant relationship with trust in all dimensions except for outcome fairness. Moreover, the results also found that among perceived service fairness dimensions only procedural fairness and interactional fairness have a positive relationship with commitment and price fairness and outcome fairness were not related to commitment. Managerial implications of these findings are briefly discussed.

Keywords: Service fairness, Relationship quality, Trust, Commitment, Malaysia

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DESTINATION IMAGE FROM BOTH SIDES OF THE COUNTER Dimitrios Stylidis Edith Szivas Avital Biran University of Surrey, United Kingdom d.stylidis@surrey.ac.uk

Destination image or ‘image of a place as a tourist destination' is one of the most pervasive topics in the tourism literature and it is widely considered an important ingredient for a successful tourism destination. A plethora of studies in the past have examined the destination image of countries, cities, regions, resorts, islands, etc., as it appears to influence visitors and potential visitors’ behaviour in two ways; on the one hand destination image influences the decision making process for choosing a destination and on the other hand it affects visitors’ after-decision behaviour (intention to recommend, intention to re-visit).

In their taxonomy of destination image research, Gallarza et al. (2002) identified a stream of research which they called ‘active role of residents’ that entailed studies examining the image that residents have of their place of residence as a tourist destination. As an in-depth literature review revealed only few studies in the past measured residents' image of their place as a tourist destination. According to previous study findings (Alhemoud and Armstrong, 1996; Sternquist-Witter, 1985), residents and visitors do not necessarily share the same images of a destination and as such it is not sufficient to measure only the images from the one side of the counter (visitors). Building on past research this study demonstrates that, apart from visitors', residents' image of their place as a tourist destination (the other side of the counter) is important because it seems to influence 1) residents' support for tourism, 2) their travel behaviour in terms of choosing their place/region as a destination, and 3) residents' word of mouth and subsequently both the organic and induced image that non-residents have of the place. The scope of this paper is to offer an insight in visitors' and residents' image of a place as a tourist destination and to demonstrate the necessity of involving both sides of the counter in the formation of marketing plans for the development of a successful tourist destination.

Keywords: Destination image, Visitors destination image, Residents destination image

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POLYTECHNIC INSTITUTE OF LEIRIA

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MODE OF ENTRY, REAL OPTIONS AND STRATEGIC FLEXIBILITY IN INTERNATIONALIZATION PROCESS OF HOTEL CHAINS Elena García de Soto Camacho Alfonso Vargas Sánchez Cristina de la Orden Reyes University of Huelva, Spain elena.gardeso@dem.uhu.es

This paper presents an explanatory model for the entry model choice to an international market and its implications on the performance of the international strategy in hotel chains, under the dynamic real options theory approach. The model we propose aims to test the applicability of real options theory to the choice of mode of entry to an international market and develop a model to explain this choice in the hospitality industry. After conducting a review of relevant literature about international strategy, modes of entry, international uncertainty and real options theory, we discuss the applicability of the latter in this field of study, complementing with contributions of the theory of transaction costs and the theory of internationalization process.

Keywords: Hotel chains, Strategic flexibility, Internationalization, Mode of entry, Real options

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THE ‘REPULSIVE’ TOURIST VS THE ‘SLOW’ TOURIST Elide Di Clemente Paola De Salvo University of Perugia, Italy elidediclemente@hotmail.com

José Manuel Hernández Mogollón University of Extremadura, Spain Demand is one of the most important components of the tourist system and, as such, has attracted great attention within tourist economics, marketing, anthropology and sociology.

The qualitative approach of the study highlights a range of aspects and nuances, which are impossible to discover through statistics, but are crucial for forecasting and understanding the trends of the new tourist class. From this point of view, tourist demand maintains a strong relationship with social changes, their evolution and tastes. Having a good understanding of them helps us to appreciate and meet the needs and worries of the social and human context surrounding us. The slow movement is obtaining a greater and greater field of action within modern society and is leading to deep changes in the way people consider the consumption of goods, services and the quality of life. The large consensus regarding initiatives like Slow food and Cittáslow suggests a strong relationship between the desire for slowness and the rise of a new tourist class, characterized by a set of needs and a new way of travelling. The aim of this work is to attempt to understand whether and how slowness is modelling a new generation of ‘slow’ tourists, and what its and main characteristics are.

The main conclusions have led to defining the ‘slow tourist’ as a sophisticated traveller, well-informed, awake to the ethical aspects of his travels and permeable to local culture, as opposed to the ‘repulsive’ tourist, impermeable to the chance of deeply experiencing the places he visits and trapped in stereotypes.

Keywords: Slow tourism, Tourist demand, Tourist profile

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TRAINING IN TOURISM: THE ROLE OF CET IN THE DEVELOPMENT OF TOURISM ACTIVITIES Elsa Maria Costa Ventura Ramos Manuel António Brites Salgado Polytechnic Institute of Guarda, Portugal elsavramos@sapo.pt

Paulo Jorge dos Santos Almeida Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal This proposal is part of a line of research that aims to interpret the importance of technology training in the teaching of tourism in Portugal, in this case applied to the area's recreational tourism. So we want to know the nature of training in tourism, especially at higher education as well as the development of recreational tourism sector in Portugal.

The objectives of this research focus on understanding the art condition of the technological training in tourism in scientific and legislative terms. The aim is also to know the market and offer training in tourism activities in order to foresee its development. Following this study a far-depth and comparative analysis of Technology Specialization Course (CET) on Management of Tourist Activities of ESTM and ESTH will be done.

The methodology relies, therefore, in the literature review to contextualize the current paradigms of technological training, particularly applied to the area of tourism. The collection of secondary data allows to discover the evolution of the training offer at a national view.

Nowadays, the importance of the economy of experience in the tourism industry requires new approaches to tourism activities, as well as the most appropriate strategies to develop competitive and sustainable tourism. The need for qualified professionals in this area is obvious and cannot be dissociated from the acquisition of specific technological knowledge, which justifies analyzing the CET courses in the Institutes of technology.

Keywords: Tourism education, Institute of technology, Technological education, Tourism activities

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OUTDOOR DYNAMIC GROUP BENEFITS IN PERSONAL AND SOCIAL DEVELOPMENT Elsa Maria Costa Ventura Ramos SĂ­lvia Alexandra Abreu Almeida Saraiva PatrĂ­cia Isabel Silva Marques Polytechnic Institute of Guarda, Portugal elsavramos@sapo.pt

The leisure and tourism activities have an ideal connection. As a matter of fact, through tourism activities people can have unique experiences, which can often lead to unthinkable reactions.

Companies call on tourism activities as a way of offering a reward to their employees, taking advantage of these experiences and familiarity to incite them, the sense of leadership, group cohesion, and why not a team competitiveness.

All project has an intentional activity, so, this is the first theoretical and practical background related to the areas of tourism activities, social service and social psychology. Its realization requires an objective, formulated by the actors: checking in which extent, group dynamics create a greater personal and social development of the participants in the world of work.

The main objectives, themes, and variable shape the project to be developed in working groups, leading to innovative activities stimulation that can portray the themes, such as: leadership, group cohesion, and inter-personal interaction, group decision making and confidence.

The implementation of these variables is based on the adoption of a research methodology-action, the research (needs assessment) will be conducted by a check list, observing and noting, the participants' behaviors, as well as their decisions and opinions.

According to the assessment, it will be developed through direct observation, grids and assessment report, in order to conclude the behavior and the general opinion of the parties.

Keywords: Leisure, Behaviors, Dynamics, Competition

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POLYTECHNIC INSTITUTE OF LEIRIA

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WEATHER, CLIMATE AND TOURIST BEHAVIOUR. THE BEACH TOURISM OF THE SPANISH MEDITERRANEAN COAST AS A CASE STUDY Emilio Martínez-Ibarra University of Alicante, Spain emilio.martinez@ua.es

Maria Belén Gómez-Martín University of Barcelona, Spain We study the behaviour of sun and sand tourists in Spain in relation to the prevailing summer weather conditions. To do so, we built up an image bank, supplied by web cameras and Argus video monitoring systems, located at eight observation points along the Spanish coast. We then used a method of qualitative counting based on establishing use density categories. Once classified according to the established densities of use, the images were related to several weather variables and comfort indices, and the most appropriate thresholds for sun and sand activities were established. We thus confirmed that beach use is fundamentally governed by solar radiation (aesthetic aspect) and the maximum temperature and PET (comfort). The application of the thresholds to determine the level of beach use throughout the year could lead to anticipating the tourist season calendar. This could help to offer and administer basic tourist resources correctly during the tourist season and thus enhance enjoyment of the beaches, the provision of services and the safety measures. These aspects are fundamental when it comes to maintaining and improving the use of such leisure and recreational spaces, as well as for meeting tourist requirements and conserving the elements that allowed such activity to appear and flourish.

Keywords: Tourist behaviour, Climate, Weather, Costal tourist management

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TOURISTS' SATISFACTION WITH SANTIAGO DE COMPOSTELA DURING THE HOLY YEAR 2010 AND ITS IMPLICATIONS TO THEIR FUTURE BEHAVIOUR Ewa Pawlowska Fidel MartĂ­nez Roget Maria del Pilar Murias FernĂĄndez University of Santiago de Compostela, Spain ewa.pawlowska@usc.es

There are some empirical evidences that tourists' satisfaction is an indicator of their future behaviour, particularly of their intention to revisit and/or recommend the destination to others, that is, of their loyalty. Therefore, the analysis of tourist satisfaction is of singular relevance to those involved in the management of tourism.

The main objective of this study is to analyze the satisfaction of the tourists who visited Santiago de Compostela during the Holy Year. The information was collected from a sample of 400 tourists in 2010. The survey concerned such aspects as the image of the destination, tourists' satisfaction and loyalty. The study shows that the level of satisfaction and loyalty are quite high. Nevertheless the analysis of the sample based on various segmentations (national-foreigners, male-female, first time visitors-repeaters, etc.) has revealed some significant differences between groups. The results also allow some conclusions about the influence of the Holy Year in tourists' experience.

Keywords: Satisfaction, Loyalty, Cultural tourism, Galicia, Holy Year

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RURAL TOURIST ATTITUDE TOWARDS AGRITOURISM IN EXTREMADURA Felipe Leco Berrocal Antonio Pérez Díaz José Manuel Hernández Ana María Campón University of Extremadura, Spain fleco@unex.es

Agritourism is a type of tourism that is part of rural tourism. It is based on the practice of tourism in agricultural and livestock farms where is offered the opportunity to participate in farm work with the owners. Its importance lies in the possibility of supplementing the income generated by the farm with those derived from tourism, developing as well a leisure and educational activity based on the knowledge of the work and life in the countryside, with interest for many groups (families, schools, nature researchers, etc.). The objective of this work is to study the attitude of rural tourist towards agritourism. This study was developed in Extremadura (Spain) and 311 rural tourists were inquired. The results show that there is still a great ignorance of agritourism, because only 50.5% of respondents stated they knew it, and only 10.9% affirmed had practiced it. However, 93.6% believed interesting the integration of agriculture and livestock farming in the tourist offer, and only 16.7% pointed they would not participate in these activities. Therefore, it can be deduced a positive attitude of rural tourist towards this type of tourism. Then regions as Extremadura can see in agritourism a market opportunity, a bet for agricultural diversification and a way to preserve the landscape and rural heritage.

Keywords: Rural tourism, Agritourism, Tourism management, Agricultural and livestock farm, Agricultural diversification

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EXPECTATIONS AND PERCEIVED QUALITY OF CUSTOMER SERVICE: THE MODEL OF EXPECTATIONS MANAGEMENT OF THE QUALITY OF HEALTH AND WELLNESS TOURISM DESTINATION (GEQUATUR) Filipa Carvalho Higher School of Tourism and Hospitality Studies of Estoril, Portugal filipa.carvalho@eshte.pt

With this paper, we address the issue of perceived quality of the health and wellness touristic product. We use four distinct but complementary steps. The first one seeks to identify core aspects of health and wellness tourism found in Portuguese tourism offer. The second stage addresses issues of quality, focusing on the dominant principles of Total Quality Management (TQM). The third step allows us to identify the model of Expectations and Perceptions of Service Quality (SERVQUAL). The fourth stage reflects a set of assumptions that may lead to further studies that are based on a logical integration of TQM with the assumptions of the SERVQUAL model. And finally, we propose a management model (GEQUATUR) based on assumptions of both TQM and SERVQUAL models.

Keywords: Health and wellness tourism, Expectations quality, Perceived quality, Total quality management, SERVQUAL

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SUSTAINABLE TOURISM AND ENVIRONMENTAL EDUCATION IN MONTESINHO AND INTERNATIONAL DOURO NATURAL PARKS: A CASE STUDY Filomena M. C. P. Ferreira Martins University of Aveiro, Portugal filomena@ua.pt

José Paulo Ribeiro de Castro Polytechnic Institute of Bragança, Portugal It is rather frequent to find references in scientific literature to the functions that Protected

Natural Areas exert on local populations, especially in rural areas. Economic and social benefits to these areas are also another focus of attention.

The International Douro and Montesinho Natural Parks are located in the district of Bragança, Northern Portugal. These protected natural areas are part of a strongly rural region which over recent decades has faced several types of problems, namely human desertification, abandonment of farming and poor investment in the economic sector.

One aspect that we believe is pertinent to highlight is the possible use of tourism in these protected natural areas as a factor to boost sustainable development. It is therefore an important element to consider because these natural areas are a surplus value for rural areas which are weak in terms of economic and social development.

The main purpose of our research carried out in those areas is to present proposals for the development of sustainable tourism and environmental education. Our methodology in order to collect the data comprises a survey questionnaire given to the visitors and tourists, tourism enterprises and local associations, but also an interview with different mayors.

In this paper we will present the results obtained from the questionnaire given to the managers of tourism businesses located in the area of these two parks. It describes the type of tourism enterprises, organizational structure, tourist activities available and the degree of importance they attribute to the existence of the International Douro and Montesinho Natural Parks as well as to the development of sustainable tourism and environmental education in these protected areas.

This questionnaire aimed at obtaining information of the tourism dynamics in the parks and is based on the analysis of global data, to present and discuss proposals for the development of sustainable tourism and environmental education. The views expressed by respondents can be considered of valuable support for the research we are carrying out.

Keywords: Douro International Natural Park, Montesinho Natural Park, Sustainable tourism

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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ONE FLEW OVER THE BRAND'S NEST: THE ANCHORAGE OF TOURIST BRANDS IN THE TERRITORY AND HERITAGE Francisco Dias Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal francisco.dias@ipleiria.pt

Isabel Marques Lusófona University of Humanity and Technology, Portugal This study identifies some of the difficulties to get a holistic understanding of place and tourist branding. The very title – inspired by the classic film “One Flew Over the Cuckoo's Nest” – shows the analytic attitude adopted by the authors. On the one hand, there is the complexity of the phenomena of tourism and, on the other, there is the disciplinary fragmentation and the juxtaposition of different codes used in the study of these phenomena. So, the authors choose to fly over the field of research, identifying some pieces of a unfinished puzzle.

And they address the subject with detachment concerning the different scientific disciplines that influence the understanding of the subject. Using secondary information, this study highlights the complexity of the concept ‘destination brand’, emphasizing the dimension related to the bond of heritage attractions, and trying to integrate the label of ‘designation of origin’ and ‘World Heritage’ in the set of factors underlying the concept of destination branding.

Keywords: Branding, Destination brand, Territorial attachment, Designation of origin, World Heritage

86

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DESTINATION BRAND INDEX – A NEW ASSESSMENT METHODOLOGY FOR DESTINATION BRAND EQUITY Francisco Dias João Vasconcelos Michael Schön Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal francisco.dias@ipleiria.pt

In country brand reference studies, as the Country Brand Index or Nation Brand Index, we observe the following limitation: although the country brands are a factor to be taken into account in the brand destination monitoring, in most cases the concepts of country and tourist destination may have very different degrees of coverage. There are tourist destinations such supranational type, involving several countries simultaneously, and there are also sub-national level tourist destinations, i.e. regional level, city level or even resort level (eg, Rio de Janeiro, Cancun, Algarve, Albufeira, etc.).

Regardless of its territorial coverage, all destinations seek to establish their brand, in order to its international promotion. From this point of view, the country brand serves as a ‘backdrop’ of the destination brands, but rarely the two concepts coincide, since both their territorial scopes can be distinguished.

In this presentation, the authors propose an innovative methodology to assess the brand equity of tourist destinations. This methodology consider as a territorial structuring main factor of tourist destinations representation, not so much the concept of country, but mainly the concept of tourism product and the consumers closeness to the destination.

Keywords: Brand, Tourist destination, Brand index, Methodological innovation, Tourism product, Geographic scale

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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TOURISM DESTINATION IMAGE OF POST-REVOLUTION EGYPT AS PERCEIVED BY UK-BASED TRAVEL INTERMEDIARIES Galal Hamza Afifi Sultan Qaboos University, Sultanate of Oman galal@squ.edu.om

Tourism is a fragile industry, which is usually affected by almost every social, economic or political change. It is a tradition to think that socio-political troubles (i.e. demonstrations, revolutions) in any tourist destination have negative impacts on tourism, where the number of tourists rapidly decreases. However, this research attempts to evaluate the image of post-revolution Egypt as a tourist destination assuming that such movements may positively reshape the image of the tourism destination. Although travel intermediaries appear to have powerful impact on forming the potential tourists’ image toward tourism destinations, there has been little efforts in exploring the images perceived by them.

Accordingly, this study aims to: first, identify the image of post-revolution Egypt as perceived by UK-based travel intermediaries; second, explore the differences between the images perceived by British agents who visited and those who did not visit Egypt; and third, to expose the relationship between the travel intermediaries' image and selling Egyptian tourism packages. In this context, an online survey was designed to be filled in by British travel agencies and tour operators.

The research results in several finding regarding the current image of Egypt as a tourism destination as well as revealing the image changes, which took place due to the current events in Egypt. The results of this research will facilitate understanding the image of tourism destinations post social and political movements such as what is going on in Egypt now. This will definitely have positive impacts on setting marketing plans for post-crisis periods.

Keywords: Tourism, Destination image, Travel agents, Tour operators, United Kingdom, Egypt, Social movements

88

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THE STAKEHOLDERS AND HIS INFLUENCE IN THE MANAGEMENT OF TOURISM Gema Morales José Manuel Hernández Mogollón University of Extremadura, Spain gemabor@hotmail.com

The present work tries to investigate, in a descriptive way and from a scientific point of view, which is the paper that the stakeholders have in the tourism and its influence in the strategic and management decisions of the tourist companies. In this way, we try to give answers to many of the questions related to which actors of the external and internal environment of the companies of the sector are determinant, at the moment, of being able to value the development and evolution of the tourism for a destination; If they have the same importance and all these actors influence in the same way; If the collaboration of all the agents who work in the tourist development of a territory is necessary to improve its competitiveness; or, finally, in what degree this organized and systematic collaboration would contribute to the improvement of the destination and its impact on the economy.

The arguments that are exposed in this work can be used to justify the importance of the analysis of the relations between the different tourist agents and its relevancy in the active management to improve the competitiveness of any tourist destination.

Keywords: Marketing, Stakeholders, Tourist management, Tourist intelligence, General theory of systems

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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HOW DOES DESTINATION GOVERNANCE AFFECT DESTINATION BRANDING?: AN EXPLORATORY STUDY ON EMERALD COAST Giacomo Del Chiappa University of Sassari, Italy gdelchiappa@uniss.it

In tourism literature, destination governance and destination branding have been investigated separately and, therefore, it is still unclear how the former affect the latter. This paper aims at exploring this somewhat neglected area of tourism research and shed light on the fact that when investigating the relationship between destination governance and branding three layer of governance should be considered. These are respectively related to: the internal governance of a DMO (Destination Management Organization), the governance of the relationship among stakeholders and, finally, the governance of the relationship between the DMO and stakeholders. Then the paper goes on by arguing that the way governance is able to affect the destination branding depends on the effectiveness by which the internal branding and coordination activities are run. Indeed, internal branding and coordination activities are necessary to increase the collaboration and integration between local stakeholders, to make then committed toward and in the destination brand identity and to allow DMO to be able to gain the authority and leadership it needs to shape and guide the activities of local stakeholders so that these can converge in creating an unique and consistent destination brand. In order to study these topics a case-study methodology based on qualitative methods was applied to the Emerald Coast (North-East Sardinia – Italy). Data was gathered through DMO (Destination Marketing Organization) internal documents, in-depth interviews with managers involved in destination governance and, lastly, a questionnaire from a sample of local stakeholders tourist operators.

Keywords: Destination governance, Internal branding, Destination branding, Supply-side perspective, Emerald Coast

90

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THE COMPETITIVENESS OF MEDICAL TOURISM IN THE PERIPHERY COUNTRIES: TURKEY'S GROWING NICHE MARKET Gonca Guzel Sahin Sule Tuzlukaya Gulcin Karakoc Atilim University, Turkey gguzel@atilim.edu.tr

Medical tourism has been growing rapidly in today's global tourism market. Asian countries meet the demand on a large scale with their leading destinations such as Singapore, India and Thailand. In addition to trademark medical tourism destinations of Asia, there are many other prominent countries in medical tourism, which can be counted as South Africa, Belarus, Lithuania, Latvia, Costa Rica and Hungary. In such a competitive market, countries struggle to rank first among all destinations in terms of medical tourism.

Recently, Turkey's medical tourism market has an important role and critical position within the global medical tourism industry. At this point it is vital to understand the unique feature of Turkey's emerging medical tourism as an element of destination competitiveness.

In this research, medical tourism activities in Turkey were investigated. Joint Commission International (JCI) accredited hospitals in Istanbul and Ankara were listed and appointments were taken for conducting surveys. A survey that consists of 28 questions was structured and conducted to aforementioned hospitals. Results of the interviews reveal that, in Turkish context, medical tourism has been growing niche market.

Keywords: Medical tourism, Destination competitiveness, Turkey

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ON THE LIMITATIONS OF TOURIST ACTIVITY IN THE DANUBE DELTA Ilinca-Valentina Stoica Faculty of Geography, CICADIT, University of Bucharest, Romania vallys_2005@yahoo.com

The Danube Delta has circa 15,000 inhabitants, and it is included in the international network of biosphere reserves (1990), as part of the ‘Man and biosphere’ (MAB) program launched by UNESCO. Until the early 1970s, the Danube Delta was particularly known for a lifestyle where the staple activity (all but exclusively) of local communities was fishing. After 1970, as a result of an aggressive policy to turn bodies of water into arable land, the tilled area reached circa 30,000 hectares. The political goal of the policy was to convert 100,000 hectares into farmland. Such a strategy would cut down on the natural touristic potential of the Delta and fundamentally change the inhabitants' lifestyle, so that the overthrow of the political regime in 1989 rescued part of the Delta's touristic resources, as well as the cultural-psychological values of the local communities.

Nowadays, tourism in the Danube Delta is limited by: the constraints of its status as a biosphere reserve, which results in compelling local communities to respect the restrictions enforced by living inside a reserve; the accommodation infrastructure, insufficient in terms of geographical distribution and capacity; chaotic access routes, with no predefined routes; the policy of tour-operators (Romanian and foreign) to focus tourist activities on the Delta instead of including it in integrated circuits; failure to use local cultural values by organizing periodical events that would add to natural tourist resources; difficulties in environmental reclamation.

All matters presented above are to be analyzed in a systemic manner.

Keywords: Danube Delta, Tourist activities, Limitations

92

POLYTECHNIC INSTITUTE OF LEIRIA

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ASYMMETRICAL DEVELOPMENT OF WEEKEND TOURISM IN THE METROPOLITAN AREA OF THE CITY OF BUCHAREST Ioan Ianoş Cristian Tӑlângӑ Radu-Daniel Pintilii Faculty of Geography, CICADIT, University of Bucharest, Romania ion@geo.unibuc.ro

The metropolitan area of the city of Bucharest is a geographical entity consisting in a total 185 settlements (2 cities, 18 towns and 165 communes). From the economic point of view, this region saw an asymmetrical development in time, with a visible and significant gap between its northern and southern halves. The situation is similar in terms of tourist activities, too. This asymmetry on a north-south axis was caused, among others, by the concentration of assets of touristic interest in the northern part of Bucharest. The beginning of the asymmetrical development of tourist enterprises in time is located at the end of the 19th century and the beginning of the 20th century, at the time when the bodies of water along the Colentina River were improved. The asymmetrical development of the tourist phenomenon was strongly influenced by the complex extant infrastructure as well, the routes towards tourist areas with a tradition, located not very far from the Capital.

Nowadays, there can be identified an obvious trend towards a restoration of the balance in the level of development, from the point of view of both tourism and other economic ventures in the metropolitan area of Bucharest. This might be achieved by capitalizing on the tourist potential generated by certain tourist attractions and assets in the southern part of the city of Bucharest. These opportunities will be capitalized on by means of easier access to the area – a new airport whose construction is planned in the southern part of Bucharest.

Keywords: Territorial development, Asymmetry, Weekend tourism, Metropolitan area

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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CONSOLIDATION OF THE URBAN-RURAL INTERFACE BY MEANS OF TOURIST ACTIVITIES Ioan Ianoş Cristian Braghinӑ Daniela Zamfir Ilinca-Valentina Stoica Faculty of Geography, CICADIT, University of Bucharest, Romania ion@geo.unibuc.ro

The urban-rural interface in Romania was strongly impacted, until 1990, by the ‘closed city’ policy, which banned the population who came from poor regions of the country to seek work from settling in big cities. The creation of the new urban-rural interface began in the post-1990 period, but the process was a very chaotic one, because of an uncontrolled suburbanization, the modernization of infrastructure that favored certain directions, investments focusing on certain areas. Deindustrialization and tertiarization, processes with direct effects on the urban-rural interface, enhanced the typical urban-sprawl processes.

In such a context, it is necessary to consolidate the urban-rural interface, by means of economic ventures as diverse as possible, including touristic activities. These activities can make urban-rural flows permanent, especially for the duration of weekends. Structural and functional consolidation of the urban-rural interface can be achieved by reorganizing areas of tourist interest, the creation of new areas where to attract urban residents for weekend tourism, the addition of new leisure enterprises.

Making those flows permanent improves the public-private transport infrastructure, organizes the foundation of infrastructure in the suburban area, adjusts tourism demands and requirements to match the local offer.

The originality of this work results from its approach of tourist enterprises as an instrument to consolidate the urban-rural interface for certain large cities selected.

Keywords: Urban-rural interface, Tourist activities

94

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COASTAL TOURISM DEVELOPMENT AND SUSTAINABILITY PRACTICES IN PATTAYA, THAILAND Jackie Lei Tin Ong University of Queensland, Australia jackie.ong@uqconnect.edu.au

Pattaya has been commonly cited by researchers as a classic example of ad hoc, unsustainable coastal tourism development. The coastal resort city also has a notorious reputation as a ‘sin city’. Since the early 1990s, the stakeholders in Pattaya have been attempting to incorporate sustainability practices and at the same time trying to change their city’s image from a ‘sex’ destination to a family-orientated destination. This paper, thus, presents the current sustainability practices as understood by the stakeholders and the benefits of implementing sustainability programs in Pattaya. The intent is to highlight those aspects of contemporary coastal resort growth that are not receiving adequate attention by policy makers and planners. The paper begins by reviewing the profile and characteristics of Pattaya and examining how tourism evolved in Pattaya over time. It also discusses the status of coastal tourism development and planning approaches employed by the stakeholders in Pattaya. While a number of sustainability initiatives have led to improvement of the ‘visual’ environment and the image of the city, the concept of sustainability needs to be expanded beyond visual cleanliness and more effort is still required on socio-cultural sustainability.

Keywords: Coastal tourism, Sustainability practices, Pattaya – Thailand

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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THE COMPETITIVENESS OF TOURIST DESTINATIONS THROUGH THE RESTAURANT INDUSTRY Javier Aragón Cánovas University Camilo José Cela, Spain fjaragon@ucjc.edu

In this study, the analysis is approached within the framework of the importance of competitiveness in the tourism sector, the contributions of restoration activities to the effectiveness of tourist destinations, as well as, if this supply by itself can promote the capacity to revitalize the economy of the place, thereby, producing benefits and resources.

In order to focus on the discussion, it is necessary to know what types of elements, not only strategic or varied typologies, but also normative and administrative support (the current competitiveness plans), the restoration sector counts in order to confront the challenges that entails the attainment of competitiveness advantages and meeting the demands of the market.

On the other hand, to undertake this work, it is necessary to deal with the aspects of planning as that of the competitiveness or tourist destinations, which will facilitate knowledge on tourism products, sustained partly by gastronomical tourism, taken from the point of view of a differential value that causes the attractiveness of a destination, making it more competitive, not only to increase demand, but also to increase tourists' spending and length stay.

Keywords: Tourist competitiveness, Tourist destinations, Competitiveness strategies, Competitiveness advantages, Restoration, Revitalization

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POLYTECHNIC INSTITUTE OF LEIRIA

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POSTCARDS, A PARTICULAR IMAGE OF DESTINATIONS Jean-Baptiste Litot TVES Laboratory, Science and Technology University of Lille 1, France jb_litot@yahoo.fr

Jean-Christohe Foltête ThéMA Laboratory, University of Franche-Comté, France The aim of this paper is to show the role of landscape postcards in the construction of the image of destinations and its impact on the territories. From a survey achieved in Savoy (French Alps) in 2006, 8.100 postcards have been collected. Each postcard was assigned to a double location, the selling place and the place of the site shown on the image (or postcard). Using methods from quantitative geography and spatial analysis, we show a series of factors influencing the choice of marketing postcards. The role of site visibility, accessibility, or the type of landscape involved is presented. In addition, the sites were classified according to their spatial distribution in the territories. Different types of touristic site were identified, opposing emblematic sites (for instance the summits of Mont Blanc, Ecrins, Grande Casse) and sites restricted to a very local promotion (stations, town, lakes…). In conclusion, the status of landscape postcard is discussed in terms of importance in the construction of landscape identity of territories.

Keywords: Postcards, Alps, Geography, Touristic places, Landscape diffusion

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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ANALYSIS AND IMPLEMENTATION MODEL OF A REGIONAL OR LOCAL TOURISM DESTINATION BRAND JoĂŁo Fiandeiro Santos LuĂ­s Mota Figueira Polytechnic Institute of Tomar, Portugal joaofiandeiro@gmail.com

The brand of a tourist destination contributes to the social and economic development of the territory, identified by its renowned and recognizable image. Territorial brand is design by a several factors. Local management need to attract tourists and increase local trades and economical flows, introducing marketing on a global scale in their destinations, stating the distinct and catalyst brand.

The main purpose of this article show the power of a strong brand in a tourist destination, defining the brand in its broad sense, we show the meaning of a tourist destination, the territorial base of all events and actions that are developed in the Tourism environment, as well as the definition of tourism destination brand, widely known as branding, exemplifying the importance of a territorial brand.

Based on this study we developed a model for analysis and application in a region or local destiny, researching in this field and proposing solutions that seem appropriate and realistic to the success of a regional brand.

Our research has been developed considering the area under direct influence of the tourist city of Tomar, and in it, the territorial components identified as pre-existing, with the Templar vocation.

Keywords: Cultural tourism, Touristic destination, Branding, Territory, Marketing

98

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THE MUNICIPALISATION OF TOURISM AND THE QUALIFICATION OF HUMAN RESOURCES João Manuel Teixeira Gomes Manuel António Brites Salgado José Alexandre dos Santos Vaz Martins Polytechnic Institute of Guarda, Portugal gomes_jo@hotmail.com

The development of tourism took a special place after the second half of the 20 th century.

Ever since has assumed the place of anchor in the economy of many municipalities, becoming a positive reflection to the regions and countries, in a variety of aspects.

Nowadays, it's undeniable its economic, social, cultural and environmental relevance to the sustainable development in national territories.

The following article presents two lines of reflection towards the touristic development in the municipalities of the public sector, namely the training and qualification of human resources, validating the importance of the study about the human resources that work to the Tourism Sector in the Portuguese municipalities.

In order to contextualize this article theme, the selected methodology was a bibliographic review, sustained by a study field done with 308 Portuguese municipalities, where there were verified some disparities in the politics and strategies adopted on the qualification and training of technical staff in the tourism sector, with all the consequences to the touristic development of the territories.

After this analysis, it seems to us that the municipalities can't alienate and run from the responsibility of the importance of tourism because it's a fundamental tool to the industry and to the economic growth and social well-being mostly because it will be indispensable create wealth and qualified jobs. We believe that each municipality must assume its role and special responsibility towards tourism, because this sector might be an effective lever to the development of the local economies.

Keywords: Touristic development, Tourism training, Qualification, Municipalities

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SURF TOURISM AND MARKET SEGMENTATION BY MOTIVATION: THE RIP CURL PRO 2010 PORTUGAL João Paulo C. S. Jorge Patrícia Reis Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal jpjorge@ipleiria.pt

The tough competition between destinations means that new and more differentiated marketing strategies are becoming increasingly crucial in order to attract visitors. In order to be seen, gain media interest and put the place on the map many places try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including different kinds of sports activities as well as big events, like the “Rip Curl Pro 2010” in Peniche, a stage of Association of Surfing Professionals (ASP) World Tour, the major surfing competition.

On the other hand, surf tourism is becoming progressively more important to the tourism industry. The sport of surfing has a truly global footprint. It is estimated that more than 10 million people in 50 countries, on six continents, regularly surf (NSW Report, 2010).

However, despite this figures, there is not much research on surf tourism market.

The development patterns of surf tourism show some similarities to the ski market. At present, surfing is still a niche market. The primary motivations for people visiting coastal destinations are more about rest and recreation and connection with nature and local communities than surfing. Major surfing events are steadily building awareness and are further enhancing the local surf culture with associated events such as festivals. Surf culture – local events and activities, retail and fashion, outdoor dining and accommodation is helping to define and style coastal destinations and intensify the experience for visitors.

This is obvious in destinations like, for instance, Peniche and Ericeira in Portugal.

Therefore we need to know the causative factors and influences by which tourists in surf destinations are motivated to become included in various market segments. The primary purpose of this study is to segment and profile the motivations of tourists, so as to enable a better understanding of surf tourism in Portugal. This research performed factor and cluster analysis to extract the main dimensions of motivations and segmenting the motivation factors into different groups. The results of these finding have implications for both surf destinations and the tourism industry that facilitates the experience.

Keywords: Surf tourism, Surf destinations, Motivation, Segmentation, Multivariate analysis, “Rip Curl Pro 2010 Peniche”

100

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RESIDENTS' PERCEPTIONS TO SURF TOURISM: AN EXPLORATORY APPROACH João Paulo C. S. Jorge Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal jpjorge@ipleiria.pt

Much of the literature on the development of world tourism has been concerned with the impact of tourists on the host community. R. W. Butler (1980), in an influential article, postulated a link between tourism development and the attitudes of residents to tourists.

Considering that the surf tourism is becoming progressively more important to the tourism industry in some destinations, the purpose of this exploratory study was to identify items on a measurement scale in order to develop a model to describe the surf tourism impact perceptions of the residents of the municipality of Peniche, Portugal, and how these perceptions affect their support for surf tourism development.

Keywords: Surf tourism, Residents' perceptions, Tourism development, Peniche

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“Q FOR TOURIST QUALITY”. BENEFITS PERCEIVED BY THE SPANISH RESORTS CERTIFICATES José Álvarez García José Antonio Fraiz Brea María de la Cruz del Río Rama University of Vigo, Spain pepealvarez@uvigo.es

This article presents the results of the empirical study conducted in 29 of the 33 resorts nationally certified under the “Q for Tourist Quality” in 2010. The objective is to analyze the perceived benefits associated with establishing resorts and certification.

To meet this objective we performed a descriptive analysis that allows us to identify the most important improvements as perceived by resorts and using T-student statistical tests and ANOVA, we test whether there are significant differences in perceived benefits by the companies that implement and certify a System Quality Management depending on their size, whether there were significant differences for any of the benefits depending on whether resorts is certified only to the “Q for Tourist Quality” or have another System Quality Management implemented and certified as ISO 9000 or ISO14000 (Environmental Management System), years of certification, category of the establishment, and opening period.

Keywords: Health resorts, Quality management, “Q for Tourist Quality”, Benefits

102

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QUALITY MANAGEMENT STAYS THERMAL IN THE REGION OF CENTER OF PORTUGAL. EMPIRICAL STUDY José Álvarez García José Antonio Fraiz Brea María de la Cruz del Río Rama University of Vigo, Spain pepealvarez@uvigo.es

This article presents the results of an empirical study conducted in 12 Termas a study population of 17 Termas located in the Central of Portugal belonging to the “Associação Termas de Portugal” (ATP). The objective is to identify the motivations that would drive to the Termas of Center to implement and certify an Quality Management System (QMS), knowing that the perceived benefits gained from this implementation and to analyze the degree of maturity in managing the their quality today.

The methodology of work is a descriptive analysis that allows us to identify the motivations that drive them, the benefits expected from the implementation of a Quality Management System and, finally, knowing the level of implementation quality in Spa (validation of the scale by a factorial analysis).

The results indicate that the most important motivations that would drive to the Termas to implement an Quality Management System are internal reasons (to improve control and efficiency, improve internal processes and the quality of services, along with the image of the Termas), the main benefit they expect, higher quality services, improve the competitive position, sales, followed by increasing market share and reduce complaints. In the critical factors the Termas analyzed the degree of implementation have a greater than 70%.

Keywords: Quality, Termas, Motivations, Benefits, Critical factors

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LEVEL OF IMPLEMENTATION OF QUALITY IN SPANISH HEALTH RESORTS. EMPIRICAL ANALYSIS José Álvarez García José Antonio Fraiz Brea María de la Cruz del Río Rama University of Vigo, Spain pepealvarez@uvigo.es

This article presents the results of an empirical study conducted in 29 of the 33 Health Resorts nationally certified with the mark “Q for Tourist Quality” in 2010. The aim is to determine the level of implementation or degree of maturity of critical factors of quality in the spas in the face to determine a subsequent series of strengths and areas for improvement of Total Quality Management in this subsector and validate the scale used.

The methodology of work is a descriptive analysis that allows us to analyze the level of implementation of the critical factors and the application of exploratory factor analysis to validate the scale.

The results indicate the critical factors discussed in Spanish health resorts deployment have a degree greater than 77%.

Keywords: Quality management, Health resorts, Critical factors

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TOWARDS A STANDARD MEASUREMENT MODEL OF SOCIAL CORPORATE RESPONSIBILITY INFORMATION José Manuel Hernández Mogollón José Manuel Mariño Romero University of Extremadura, Spain jmherdez@unex.es

The integration of the organizations of measures and policies on Corporate Social Responsibility (CSR) in their management strategies is a change in how to manage and lead change which aims to optimize their value. This implementation involves the generation of intangible assets that will exert leverage for increased performance and profitability of their businesses.

Communicating CSR policies is a key to its effectiveness, since the information and transparency in CSR plays a role in front of stakeholders who need to know the degree of compliance with the organization's commitment to these groups. Transparency takes on vital importance to provide the information of credibility and authenticity, which aims to provide data to third parties about the impact of economic, environmental and social activity of the company, the product of their interaction with different interest groups, acquires special importance in the organizations that bring together the tourism sector as sensitive and attached to environmental values and quality sustainable service.

This paper will analyze the problems and limitations of CSR information provided by the companies, which has highlighted the opportunistic behavior by business leaders, suffer the particulars given heterogeneity, complexity, irrelevance and lack relevant indicators.

Likewise, they address the proposals, from various national and international organizations are underway to address the standardization process professional information on CSR and its proper verification by independent professionals, in order to make available to stakeholders reliable, comparable and relevant to them to assess the degree of involvement of companies with their CSR commitments, which will result in greater transparency in the market for companies committed to socially responsible skills, prerequisite to optimize and maximize the company's intangible, which ultimately will affect improved performance and profitability.

Keywords: Corporate social responsibility, Information, Transparency, Stakeholders

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CONSUMER BEHAVIOUR OF SPANISH CLIENTS REGARDING HOTEL PRODUCTS AND SERVICES José Miguel Rodríguez Antón María de la Soledad Celemín Pedroche Luis Rubio Andrada María del Mar Alonso Almeida Autonomous University of Madrid, Spain jmranton@eresmas.net

This paper analyses the consumer behaviour of tourist clients, in order to determine their needs and preferences when they stay in hotel establishments. These preferences are mainly related to the room features, leisure activities available, restaurant offers, facilities, health and beauty services offered by hotel.

To this end, a survey was sent to 726 professors, administrative staff and tourism students of the faculty of Economics in the Autonomous University of Madrid. It attained a response rate of 44.35 per cent and it transpired that the most valued service was the existence of Wi-Fi throughout the hotel, followed by the existence of airport transfer and then room service.

Analysing the responses by gender, it has been shown that women value the different services offered in hotels more than men and that both genders have distinct behaviours concerning the demand for the products and services mentioned above.

Utilising this greater knowledge about customers, hotels must refocus what they provide in order to be more efficient in assigning their limited resources, adapting them to the preferences of customers and improving the quality of their services.

Keywords: Consumer behaviour, Preferences, Spanish clients, Hotels

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FACTORS INFLUENCING LENGTH OF STAY OF CULTURAL TOURISTS Juan Gabriel Brida Marta Meleddu School of Economics and Management – Free University of Bolzano, Italy juangabriel.brida@unibz.it

Manuela Pulina University of Sassari, Italy This paper examines what factors influence cultural tourism, measured by length of stay in a destination. A microeconomic perspective of cultural tourism is provided, where the interest is to analyze the attitude of visitors regarding culture and their overall vacation. To this aim visitors' behavior to the South Tyrol's Museum of Archaeology in Bolzano (Italy) is analysed.

The definitions of specific and general tourism are explicitly taken into account. The question is whether visitors are either specific cultural tourists, and only interested in visiting the archeological museum, well-known as the Ötzi museum, or general cultural tourists that visit the museum as one of the many cultural attractions of Bolzano. Empirically, a zero-truncated negative binomial model is estimated. The main findings reveal that visitors to the museum can be defined as specific cultural tourists. They also provide an essential tool to manage heritage urban resources and plan the future urban development around the Ötzi museum.

Keywords: Length of stay, Cultural tourism, Museum, Zero-truncated negative binomial, Management implications

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IS SUSTAINABILITY A KEY DETERMINANT OF INTERNATIONAL TOURISM ACTIVITY? A QUANTITATIVE APPROACH Juan Ignacio Pulido Fernández University of Jaén, Spain jipulido@ujaen.es

Lidia Andrades Caldito Marcelino Sánchez Rivero University of Extremadura, Spain The implementation of sustainable tourism practices represents one of the main strategic objectives for international destinations, since it is believed that this would become a competitive advantage for destinations at the international markets.

This reasoning is based on the fact that it has been observed an increasing level of environmental awareness and commitment on tourism international demand.

From this point of view, to become a more sustainable destination would mean to improve destinations' ability to attract more tourists, increasing its demand, and consequently the enlargement of their market share. What is more, sustainability should be directly linked with significant improvements on the core tourism magnitudes of countries (GDP, employment, consumption, investment, etc.).

Following this reasoning, it would be really relevant to find out if there is a truly link between sustainability and profitability at destinations level or, on the contrary, if the greater efforts to develop and achieve more sustainable destinations are not producing improvements on their main touristic magnitudes.

The main objective of the present study is to analyze the economic effects of the environmental sustainability of international tourism destinations, when sustainability is considered as an explanatory variable for the common economic magnitudes of tourism.

Based on the evolution of the synthetic index of environmental sustainability prepared by the World Economic Forum across more than 100 countries around the world, the presented study has firstly built a mobility table, and secondly the indicators, which allow to know if there have been significant changes in levels of environmental sustainability of tourism in the countries between 2008 and 2011, were calculated.

Finally, once the countries-destinations where environmental sustainability has remained constant have been differentiated from those which have experienced an increase or a decrease on their environmental sustainability of their tourism industry, a structural change test (Chow's test) was applied to check whether the tourism figures in the second group of countries have significantly evolved in a different way from the evolution described by the first group of countries.

Keywords: Tourism sustainability, Mobility tables, Change index, Chow test

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THE FESTIVAL AND THE DESTINATION Júlia Fernandes Sueli de Oliveira Angela Cabral Flecha Federal University of Ouro Preto, Brazil angela.flecha@gmail.com

The displacement as a function of events is a phenomena of the twenty-first century. In turn, the destinations have strategically used the events widely as a tool to balance the seasonality and as an ally in development. From the perspective of sociology and anthropology, events are important promoters and capacitors of preserving identity of a people revitalizing the culture, highlighting the history, tradition and local memory. Based on this, this paper will examine the Winter Festival of Ouro Preto, Brazil which takes place annually for fifteen days in July. The methodology adopted was case study which allowed looking at the object of study for several angles. It was made a literature review focused on papers and books by nationally and internationally authors. There was also a documental study of the festivals of the Federal University of Ouro Preto (UFOP) became responsible and were finally made in-depth interviews with locals to identify barriers or facilitators resulting from such festivals as a way of preserving cultural heritage and combined with the historic city's sustainable development as a condition leading to proper performance of tourism. The results point to a need for a revision the university's actions in integrating with the community as well as actions deeper preservation of local culture.

Keywords: Festival, Cultural events, Sustainability

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TOURISM LOCAL POLICIES: PARTICIPATORY MANAGEMENT AND COMMUNITY EMPOWERMENT AS INSTRUMENTS OF COMPETITIVENESS AT GUAMARÉ/RN DESTINATION IN BRAZIL Juliana Honorato da Silva Canarian Agency for Research, Innovation and Information Society, Spain julianahonorato@gmail.com

Iracema Miranda da Silveira Federal University of Rio Grande do Norte, Brazil Tourism in Rio Grande do Norte is, in every day, standing out more in the national and international scene, constantly attracting more tourists and, consequently, more investments. The north coast, especially the city of Guamaré space is now a major investment, especially because of allocating Petrobras petrochemical complex, and a lush natural diversity that gives the city a large emphasis on business opportunities in the tourism sector.

Thus, this study found how to set up participatory management and community empowerment in the context of local politics as a competitive tourism destination Guamaré/RN. The study focuses on aspects and indicators of social policy dimension under the premise of participatory management, with a previous discussion on the concepts that permeate it. It is characterized as exploratory research, descriptive qualitative approach because it enables a deeper understanding of the problem studied in view of identifying the population's perception on the issue addressed.

Keywords: Tourism, Competitive Differential, Local Participatory Management Policies

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ANCHORS CAREER FOR TRAVEL AGENTS: AN EXPLORATORY STUDY BASED IN EDGARD SCHEIN'S MODEL Juliana Moraes Nascimento Marcelo Souza Bispo Naiara Fernandes da Costa Methodist University of São Paulo, Brazil naiara.fercosta@gmail.com

The travel agents' job market is a field in constant expansion. Everyday new enterprises are open in the country and with the growth of this activity, more and more people are looking for to enter in the tourist market. With that, the present study had for objective to identify the travel agents' professional inclinations in agreement with the inventory of career anchors proposed by Schein, as well as their main characteristics, to adapt them the needs of the agency and to obtain each employee's best. They are approached the main concepts of terms firstly used in the tourism and concepts of people's administration with respect to career plans. It is also shown a panorama of the travel agencies, as well as their professionals' evolution. It is a descriptive and quantitative exploratory research in order to best to build a theoretical reference on the theme. A field research was accomplished the travel agents close to, where analyses are presented, added to the theoretical reference, on aspects of his/her personal formation, on his/her career and also on the development of the same, through the identification of the travel agents' profile in the market of the city of São Paulo.

Keywords: Career, Career anchors, Travel agent, Tourism

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CLASS “C” AND “D” INCLUSIVE TOURISM OR SOURCE OF INCOME Kerley dos Santos Alves Federal University of Ouro Preto, Brazil kerleysantos@yahoo.com.br

This article has as main theme a critical analysis about the Program “Viaja Mais” developed by the Tourism Department. It aims with the analysis of a final report from the project “Class C and D, the New Market for Brazilian Tourism” finding a logic in the national politic of tourism development, understanding the State role of providing tourism’s activities in the low income layer of society and the coherence of these programs as a social inclusion tool.

For tourism inclusive, no dimension of sustainability can be neglected, and the economic scales should be sensitive to ethical determinations of a former, which is to promote human rights and especially the private rights of vulnerable groups. Inclusive Tourism around the world tends to grow, but to ensure its success is necessary to review the concepts assigned to it. Define what is an economic and social, how to combine both the premise of sustainability. Otherwise double interpretations of the initiative will continue and may even hurt the way of tourism development.

Keywords: Inclusive tourism, Low income, Brazilian politics

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TOURISM AND BRAZILIAN FILMMAKING: THE POSSIBILITY OF NEW ITINERARIES Kerley dos Santos Alves Federal University of Ouro Preto, Brazil kerleysantos@yahoo.com.br

Kenia Amorim University Center Newton Paiva, Brazil

Marcio da Luz Guilherme High School of Business, Brazil This article has as main theme the tourism from the perspective of Brazilian film productions.

It contextualizes the thematic of a new view about the destinations and the possibilities of new routes in places that were ignored before, both by the general society and the tourism activity. The selected movies for this study are “City of God” (2002) film with national and international projection. The choice of these movies is justified by the fact that they are based in memory perspective and the search for the national identity. These films have like scenery one of the most famous touristic cities from Brazil – Rio de Janeiro. It is retracted in a different way of the stereotypes: beautiful landscapes, sexy women, samba, soccer, beach and sun, but focusing in the social question and its strands. This study seeks to understand, so, the influence and the changes that these movies caused on the image and the tourism in the destination Rio de Janeiro. As well as the appearance and the expansion of new types of tourism, like the one that is done in the slums.

Keywords: Movies, Communities, Tourist destination, Rio de Janeiro

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RIO 2016: MORE THAN JUST A PICTURE Laura Sinay Federal University of Rio de Janeiro, Brazil laurasinay@hotmail.com

For decades, Rio de Janeiro, Brazil, nourished a self-image of a beautiful third world dangerous tourism destination, with slums, drug traffic and war. Films, as “God’s City” (“Cidade de Deus”), showing the reality of one of the countries’ worst slum, have contributed for the formation of such image, but not as much as politicians. Rio de Janeiro was the capital of Brazil until 1960, when Brasilia was inaugurated. From then on, the city was nearly abandoned by official power. Taking advantage of that and with few possibilities of improving life conditions, parallel powers grew on slums, and violence took over large areas of the city.

To change this reality and image and to benefit from tourism, Rio de Janeiro is heavily investing on hosting major sport and cultural events, including the Olympic Games at 2016.

To have the honor and all the privileges of hosting these important events, Brazil, through its former president, has compromised on transforming Rio de Janeiro into the city with the highest living conditions of the world.

From then, roads stared to be fixed, popular houses to be built, parallel power to be confronted and to lose control. On the other hand, real state market has exploded with rents increasing up to 400% in some areas, while wages have remained stable.

This paper presents and discusses the official plan for the transformation of the city, identifying key issues to be thought when using tourism as strategy to re-create the image of a country.

Keywords: Rio de Janeiro, Olympic Games 2016, Image, Tourism strategies

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BEYOND 2016 Laura Sinay Federal University of Rio de Janeiro, Brazil laurasinay@hotmail.com

Throughout the year of 2012, about one billion people will be doing tourism. These tourists are expected to spend about 700 billion American dollars and to generate billions of working possibilities. Yet, tourism, where not correctly managed, is also expected to cause significant negative impacts, such as pollution, decline of cultural and biological diversity and land conflicts, which so often increase poverty, deforestation and oppression.

For decades, Rio de Janeiro, Brazil, nourished a self-image of a beautiful third world dangerous tourism destination, with slums, drug traffic and war, attracting mostly adventurers or tourists looking for sun, beach and sex. To change this reality and to benefit from tourism, Rio de Janeiro is heavily investing on hosting major sport and cultural events. Until 2016, Rio de Janeiro will have host the “Pan American Games”, “World Military Games”, “Rock and Rio”, “Rio + 20”, “Confederation and World Cups”, and the “Olympics and Para-Olympic Games”.

To have the honor and all the privileges of hosting these important events, Brazil, through its former president, has compromised on transforming Rio de Janeiro into a green city with the highest living conditions of the world.

From then, roads stared to be fixed, popular houses to be built, parallel power to be confronted and to lose control. On the other hand, real state market has exploded with rents increasing up to 400% in some areas, while profits have remained stable.

This paper presents and discusses the official plan for the transformation of the city, identifying key issues to be thought for making a consolidated big city sustainable.

Keywords: Events, “Olympic Games 2016”, Negative impacts, Sustainable city

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RIO DE FRADES – MINING VILLAGE AND CONTRIBUTIONS FOR TOURISM Lídia Aguiar André Neves Luís Ferreira Cláudia Vaz Institute of Business Science and Tourism (ISCET), Portugal andrenevespereira@gmail.com

In this paper we present a proposal of rehabilitation and promotion of a mining village in Arouca, with strong potential for developing tourism industry. Rio de Frades as the territory to be intervened has a unique history that contributes greatly to the assertion of the local population identity. The present paper reports to the extracting tungsten mining village history, focusing on its great economic and social impact in Portugal, especially during the World War II. Given this historical and cultural context and the significance of Rio the Frades, it is intended, with this research, to create a new image enhancing the appearance of a new touristic spot. In this context, we present the development of a research project which aims recovering the territory, including rehabilitation and construction of promotion and dissemination infrastructures in order to attract new national and international potential tourist markets and ensure new employment opportunities. This project is supported by the European Institute of Cultural Routes, by the City of Arouca, by the Association for Integrated Rural Development of Serra de Arada and Montemuro Gralheira of Arouca Geopark Association and by the Higher Institute of Business and Tourism. In conclusion, this paper identifies the objectives of the project highlighting the advantages of obtaining international partnerships in the rehabilitation of industrial heritage, which will allow the creation of a mining route, based on tungsten mines with the final purpose of obtaining a new European touristic product.

Keywords: History, Rehabilitation, Project, Tourism

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DESTINATION COMPETITIVENESS MEASUREMENT: A QUALITATIVE RESEARCH APPROACH FOR THE SPANISH REGION OF EXTREMADURA Lidia Andrades Caldito Gloria Borrego Agúndez University of Extremadura, Spain andrades@unex.es

The destination management (DM) has been indentified as an important determinant of destination competitiveness (DC). Thereby, an effective tourism destination management becomes a key success factor for tourism destinations in order to become competitive enough in their market targets. The Model of Calgary establish four main components of DC, one of them is DM. As it explains, DM refers to a wide range of actions that can improve or take advantages from the other three components: increasing the appeal of the core resources and attractors of the destination, reinforcing the effectiveness and quality of its supporting factors and resources, and reaching a best adjust to the restrictions imposed by the qualifying and amplifying determinants (Crouch, 2011).

The aim of the present work is to analyse the competitiveness of the region of Extremadura as a tourism destination, in order to provide some management implications to reinforce it.

To reach our goal we adopted a qualitative research approach, surveying in deep a group of extremadurian experts on tourism. Through this research the main weakness of the destination where identify, such us the fragility of its current offer. In addition, its core resources and attractors become the principal advantage for the destination, representing a substantial competitive advantage. Finally, the greatest detected threat is that in the transition from the emerging tourism product, which is Extremadura today, to the consolidated destination, which aspires to become, a sustainable management will not be performed, compromising the destination tourism development dangerously.

Keywords: Tourism competitiveness, Destination management, Qualitative research

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MALTA AS A PREHISTORIC HERITAGE DESTINATION Louis Laganà University of Malta, Malta louis.lagana@um.edu.mt

Malta is the place where the world's most ancient temple complexes are found. Malta's megaliths have been described as «the earliest free standing monuments of stone in the world». In recent dendrochronological dating, these monuments have been found to date back to 5000–2500 B.C. They are centuries older than Stonehenge or the pyramids of Egypt and therefore antedate anything we think of as an advanced civilization.

The key attraction to Malta's archaeology is due mainly to the fact that it is an island, isolated from other Mediterranean lands. This isolation factor contributed to the singular achievements in many cultural aspects. The megalithic temples of the Maltese islands are considered by many to be unique and the most impressive ancient buildings in Europe.

They are remarkable for their great originality and monumentality.

In this short paper I will explain why Malta's Prehistoric heritage is an important aspect of Cultural tourism in Europe.

Keywords: Malta, Prehistoric heritage, Cultural tourism

118

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THE LEGACY OF TRANSHUMANCE IN THE NATIONAL PARK OF ABRUZZO, LAZIO AND MOLISE (ITALY): REDISCOVERY AND EXPLOITATION Luca Zarrilli University Gabriele D'Annunzio of Chieti-Pescara, Italy lucazarrilli@iol.it

Maria Avram University of Oradea, Romania Pastoral practice of transhumance, or the seasonal migration of flocks along fixed routes known as tratturi, which in Southern Italy has ancient origins, has profoundly shaped the social landscape and the culture of many southern Italian regions. The territories of ancient transhumance in Southern Italy are nowadays affected by new economic cultures and transhumance has been replaced by sedentary forms of sheep-breeding integrated with agriculture. Nevertheless, the cultural and territorial heritage still exists: this ancient heritage has left signs in the territorial and cultural spheres of these areas, signs that can be still easily understood, read, interpreted. In this context, particularly interesting are the initiatives undertaken by the National Park of Abruzzo, Lazio and Molise (PNALM), which are conceived to combine the recovery of this important historical legacy with PNALM institutional policies of environmental protection and sustainable tourist promotion.

Keywords: National Park, Transhumance, Heritage

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TOURISTIC GROUPS IN AZORES – THE FINNISH CASE Luís Eduardo Ávila da Silveira University of Coimbra, Portugal aviladasilveira@gmail.com

In the last decade, the opening and the bigger exposure of Azores Autonomic Region in the media, as well the assumption of the importance of tourism to the regional economy by the local government, introduced the planning of this sector in those islands.

Different from the main touristic Portuguese regions such as Algarve, Madeira and Lisboa, the Azores product – Natural landscape – is different from the all the rest.

Its difference and specification is directed to market niches, which means not to attract the consumer populations of the most searched touristic product – Sun and beach.

Due the fragility and weak capacity of the Azorean touristic product renovation, but still with the necessity of economical income, it's essential the non-allowance of tourist masses but attract a highly economic value and academic instructed tourist type.

The Scandinavian population has been one of the bets for a sustainable tourism in Azores, and Finland one of the specific cases with weekly direct flights from that country.

There are some questions: Is this a correct bet? What can Azores offer? What are Finnish searching in their vacations periods?

To answer those questions a bibliographic search and an inquiry were made, where to determinate the Finnish tourist profile and the possible correlation with the Azores offer it's pretended.

Keywords: Azores, Tourism, Economical development, Finnish population

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TOURISM DESTINATIONS COMPETITIVENESS A BENCHMARKING ANALYSIS Luís Ferreira Institute of Business Science and Tourism (ISCET), Portugal lferreira@iscet.pt

This article presents a benchmarking analysis developed under the strategic planning study of tourism destinations competitiveness. Three plans were selected, among the best in the world: one national plan, one regional plan and a local plan. These plans were considered exceptional because of its consistent structure, which presents one of best solutions for the tourism destinations competitiveness challenges.

This research aims to contribute to a greater and better knowledge of the strategic planning of tourist destinations competitiveness and highlight the strengths of the plans, considered successful, becoming also an analysis of the importance of coordination between different levels of strategic planning in tourist destinations.

Keywords: Tourism destinations competitiveness, Tourism planning, Strategic planning of tourist destinations, Levels of planning

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PUBLIC ARCHEOLOGY IN THE CITY OF BRAGA: TOURISM AND LOCAL DEVELOPMENT Luís Filipe Fernandes Morais IGOT – University of Lisbon, Portugal lfilipevelez@gmail.com

Archaeological heritage recognition gained progressive social importance in the last decades, despite the fact that its acknowledgment in policies, either urban, national or even within the cultural domain, has not followed this trend. There is still a widespread lack of awareness regarding its recognition and evolution potential (scientifically, culturally and economics wise), whether due to an incipient archaeological research, in some cases, or the general absence of strategies for this type of heritage appraise.

Archaeological heritage management is a process based on an ideological basis, which through creating a cultural entity, is directly linked to an educational purpose. For instance, it has an academic purpose grounded on data and scientific information protection and maintenance, as well as it is an economical agent in tourism.

To correlate archaeological heritage and local development, through tourism, is a difficult exercise. Transposing archaeological heritage as an endogenous resource, capable of promoting local development, necessarily demands a promotion strategy that regards its suitability towards tourism. As well as a referenced cultural and scientific resource, this heritage could potentially become tourism' main motivation.

The uniqueness, originality and authenticity of the archaeological heritage can, within the context of public archaeology and in a highly competitive market, actually aid in establishing tourist destinations’ heterogeneity, even of those that are already cemented. The case of Braga, discussed here, is a good example of this.

Keywords: Braga, Public archaeology, Tourism, Local development

122

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PLANNING TOURISM AREAS: THE CASE STUDY OF RESIDENTIAL TOURISM IN PORTUGAL Luís Miguel Torres Marques Higher School of Tourism and Hospitality Studies of Estoril, Portugal torres.marques@eshte.pt

Starting from the concept of planning, and its historical roots, the author in this article tries to reflect upon the evolution and the role of planning in the development of tourism, and its activities, the relationship between tourism and the territory where it takes place, the different levels or scales in tourism planning, and the different paradigms associated with it.

The article than reflects upon the way that defining tourism spaces can contribute to the development of tourism and tourism production, and finally he tries to make reference to the potential advantages on creating and delimitating product tourism areas.

Afterwards, the article introduces the case of residential tourism in Portugal, taking in account the principles and preoccupations associated to tourism planning, starting by trying to define the concept of residential tourism and residential tourists, than gives a perspective on what are the main economic, social and environment effects or impacts of residential tourism, on the territory and on the local populations.

The article than dwells upon the relationship between tourism, environment and planning sectors, and how those relations translate into zoning plans.

After this, the article tries to give a general perspective on the legal framework of residential tourism in Portugal, viewed from different perspectives such as the legislation on planning and zoning policies at national, regional and local level, and also analyzing the Portuguese tourism legislation.

Finally, the author gives some suggestions for future investigation on the subjects analyzed in this article and draws his conclusions.

Keywords: Tourism planning, Territory, Sustainable development, Tourism resources, Residential tourism, Tourism impacts

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TOURIST'S SATISFACTION, IMAGE OR EMOTIONS? Manuel Rey-Moreno School Of Business Studies, University of Sevilla, Spain mrmoreno@us.es

Cayetano Medina-Molina Center for Business Studies of Andalucía, Sevilla (CEADE), Spain

Ramón Rufín-Moreno National University of Distance Education (UNED), Madrid, Spain The competition that tourist destinations are now facing is constantly increasing the need to gain an understanding of the process according to which these destinations generate consumer satisfaction. But given that consumer behavior is more influenced by disconfirmation of expectations than by satisfaction only the study of emotions must also be included in the traditional research that analyzes the relationship between destination image, quality and satisfaction.

The study will analyze the influence of destination image on tourist loyalty for the city of Seville, introducing the cognitive theory of emotions into models that studied the relationship between image, satisfaction and loyalty in order to analyze the effect of expectation disconfirmation on visitors, intended future behavior. Consequently, the study will analyze the applicability of the cognitive-affective-behavioral sequence as it applies to tourist destination loyalty, including the potential moderating effect that certain tourist traits such as gender, previous visits to the destination, or origin may have.

The study pursues two primary objectives: first, to study how the model presented works as a whole; and second, to determine whether these relationships show differences according to the moderating variables being analyzed.

Keywords: Destination image, Tourism, Emotions, Satisfaction

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STUDENTS DEMAND FOR HIGHER EDUCATION IN TOURISM: THE REALITY OF SCHOOL OF TOURISM AND HOSPITALITY – POLYTECHNIC INSTITUTE OF GUARDA Manuel Salgado José Alexandre dos Santos Vaz Martins Adélia Nunes Godinho School of Tourism and Hospitality Management, Polytechnic Institute of Guarda, Portugal manuelsalgado@ipg.pt

The importance of the scientific area of Tourism in Portugal, particularly in higher education, requires an interpretation and analysis of the education and training background. It appears that the Portuguese academic institutions continue to invest significantly in this area of study since the 1986/87 school year. In fact, the Bologna Process conducted to significant changes in the philosophy and structure of higher education courses, particularly at the curriculum level and teaching-learning process. Therefore, we will characterize the Institution and the educational project of the School of Tourism and Hospitality – Polytechnic Institute of Guarda, and analyze the process of adapting the courses according to the models of curricular organization, through the collection and analysis of secondary information on key indicators about courses supply and demand for this Institution, which now has an institutional framework clearly defined in Tourism and Hospitality. The goal of this study aims to interpret and demonstrate the need and interest of the understanding of the students demand for this area of study at a national level, with particular detail of the student’s demand of this Institution, with the main purpose to appreciate the evolution and trends in higher education in Tourism. The strategy of this Institution, at a regional and national levels, could be support in a rigorously knowledge about this reality in order to contribute effectively to the best decisions.

Keywords: Tourism, Higher education, Students demand

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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LEADERSHIP AND INNOVATION IN SME'S – A CASE-STUDY IN HOSPITALITY Maria de Lurdes Santana Calisto Higher School of Tourism and Hospitality Studies of Estoril, Portugal lurdes.calisto@eshte.pt

Several researchers argue that nowadays innovation is the basis for businesses to acquire and sustain competitive advantages and in the case of SME's even to guarantee its survival.

In fact, most of the reasons why SME's fail to deal with the discontinuous change that characterizes today's business environment are found inside the companies themselves.

This applies also to hospitality SME's. It is generally accepted that leadership influences an SME's capacity to innovate thus impacting its performance. Hospitality businesses in particular depend on their employees to willingly engage in projects that extend the firm in new directions. In this article we will present the case of a five star resort in Portugal.

Based on in-depth interviews, secondary data and in-site observation, we describe how transformational leadership facilitates innovation behaviours from employees with positive impact on the firm's performance.

Keywords: Leadership, Innovation, SME's, Hospitality

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SECOND HOME TOURISM IN THE OESTE REGION, PORTUGAL: FEATURES AND IMPACTS Maria de Nazaré Oliveira Roca e-GEO, New University of Lisbon, Portugal mn.roca@fcsh.unl.pt

José Oliveira Zoran Roca Luís Costa CETCD, Lusófona University of Humanity and Technology, Portugal This paper summarizes the conceptual issues and main findings of the first phase of the field work of a research project on second home expansion and its impacts on spatial development planning. It consisted of interviewing local authorities (senior representatives of the Parish Councils) considered as leading gatekeepers of information of the second home expansion phenomenon locally. The Oeste region was chosen for the case study given that it has been considered one of the priority regions for the development of second home tourism by the National Strategy for Tourism Development, as well as because of the strong presence and significant growth (i.e., greater than the national average) of this phenomenon in the nineties. In the first part, the main features of second home expansion are discussed and compared with findings from other field research in Portugal and abroad, namely: the geographical origin of the Portuguese and foreign second home owners, the location of second homes (rural, semi-rural, urban), the quantity and extent of second home expansion, the type and year of construction of the house, the frequency of use of the second home and the type of the owner's household. It is followed by the analysis and interpretation of the environmental, economic, cultural and social impacts of second home expansion as perceived by local authorities. The last part brings about suggestions about policy guidelines concerning the phenomenon of second home tourism.

Keywords: Second homes, Impacts, Tourism, Spatial development, Policies

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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VISITORS TO THE CITY OF ÉVORA: WHO ARE THEY? Maria Noémi Marujo Jaime Manuel Serra Maria do Rosário Borges University of Évora, Portugal noemi@uevora.pt

Nowadays, driven by multiple factors, tourist demand presents patterned behaviour which is subdivided into several typologies according to destination, consumed product and visitor profile features. In the case of cultural tourism, a good example is that of historic cities, which have their own cultural identity and heritage, and compete to make themselves different from one another through many marketing strategies.

This study presents the profile of the visitors to the World Heritage City of Évora, including their travel motivations. Subsequently, the main purpose of this study is to determine tourist market segments in the World Heritage City of Évora.

The data collection technique applied was a visitor survey. The process adopted for the sample definition was a probabilistic sampling, namely the adoption of a stratified sampling plan, by place of residence.

Further analysis shows that the most important motivations for visitors in selecting Évora are leisure, heritage and having a new cultural experience. However they indicate the fact that Évora is considered World Heritage City by UNESCO did not influenced the decision to visit this destination very much.

Several findings provide the opportunity to establish adequate managerial and marketing strategies to suit the needs of the visitors.

Keywords: Heritage sites, Cultural tourism, Tourist motivations, Tourist profile

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THE EVOLUTION OF THE IMAGE OF SPAIN AS A TOURIST DESTINATION Marta Plumed Lasarte Carmen Elboj Vitelio Tena University of Zaragoza, Spain mplumed@unizar.es

From the central government, the institutional promotion of tourism has played an important role in the development of tourism in Spain and undoubtedly has contributed to the achievement of the leader position that Spain has as a tourist destination. This institutional promotion had an early start and a strong growth with the creation of an entity which will become the current “Instituto de Turismo Español”, as we will see in the full paper.

Since its inception, the institutional promotion has adapted to the successive tourist market's needs without changing abruptly or running risks. All this development has been based on the professionalization of the Spanish promotion, thanks to a strong team of experts both within government and outside it, with companies specializing in advertising and marketing.

The “Instituto de Turismo Español” has always been clear about the importance of tourism both socially and economically, not to mention the increasing competitiveness of the tourist market, where Spain has always had a privileged place.

Throughout this paper we analyze all the actions and promotional campaigns developed in Spain, examining through examples its promotional strategy, whose aim has always been the conveying of a good image of Spain as a tourist destination.

Keywords: Image, Destination, Promotion, Campaigns

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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SOCIAL ENTREPRENEURSHIP: A HOSPITALITY AND TOURISM PERSPECTIVE Mehmet Ergul Colin Johnson Denise Kleinrichert San Francisco State University, United States of America mergul@sfsu.edu

Description: Social entrepreneurship concept has been widely reported in the popular media and may be found within many programs in leading business schools. Social entrepreneurship may be regarded as a type of organization that attempts to address societal questions (De Sousa, 2006). In its broadest sense, social entrepreneurship may be defined as the innovative use of resources to explore and exploit opportunities that meet a social need in a sustainable manner (Mair & Marti, 2004).

The hotel and tourism industries often receive negative publicity for the image of the industries, including tough working conditions, low pay and high labor turnover.

The aim of this research is to validate the proposition that the most successful organizations do in fact make a significant contribution to their communities and society. Furthermore, in the growing field of entrepreneurship, this knowledge is important in ensuring the future business leaders appreciate that business is not just about the bottom-line but rather the triple bottom line including profitability, the community and sustainability.

Methodology: This is an exploratory study. The study investigates social entrepreneurs active in the hospitality and tourism industries in Northern California. Interviews were conducted with the Chief Executive Officers and senior managers of the companies analyzing the importance placed upon social entrepreneurship within the company. Major tenants of social entrepreneurship will be identified in the results.

Relevance: The study is highly relevant to the hospitality and tourism industries, and may provide examples of best practice for other companies in related sectors.

Keywords: Social entrepreneurship, Sustainability entrepreneurship

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BEHAVIOR AND PROFILE OF FICTION SERIES AND OTHER AUDIOVISUAL PRODUCTS CONSUMER Noelia Araújo Vila José Antonio Fraiz Faculty of Business and Tourism Studies, University of Vigo, Spain naraujo@uvigo.es

The study of consumer behavior is an area shared by different disciplines, the result of interest to know the tastes, preferences or traits that define it. The audiovisual sector, after its peak in recent decades, has also shown interest in knowing what is the profile of its consumer, the viewer, or what are the guidelines that follow when consuming one or another product of this sector. Therefore, this communication focuses on possible variables that define the audience and factors that influence it at the time of consuming an audiovisual product.

Keywords: Audio-visual consumer, Profile, Influencer, Audiovisual

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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INVESTIGATING FACTORS THAT INFLUENCE VISITORS' SATISFACTION & INTENTION TO REVISIT: THEME PARKS IN MALAYSIA Norzalita Abd Aziz Azmi Ahmad Ariffin Chin Evin University Kebangsaan, Malaysia eita@ukm.my

Theme parks attempt to create enjoyable and amazing experiences to visitors; they are connected with one or more themes around with the architecture, landscape, rides, shows, food services, costumed personnel, retailing and many more to give the strong impression to the visitors. In 2008, 66.9 million patrons visited the top ten Asian theme parks (Rubin, 2009) however in 2009, the total number visitors to theme parks were declined for about 3.5 percent to 64.5 million visitors (TEA, AECOM Economics, 2009). Visitor perception of the quality and emotions of a tourist destination, satisfaction with their experience and the resulting behavioral intentions are crucial for successful destination management and marketing. Theme parks are an important sector within tourism industry, which has grown dramatically and became the tourist destination in some countries. The perceptions of visitors seem to be very important for the sustainability of tourism industry. Hence, the purpose of this research is to analyze how the perceived quality and the emotions of visitors in Malaysia's theme parks environment influence their satisfaction and behavioral intentions to revisit among the visitors. In addition, this study also looks at the factors that will influence visitors' willingness to pay more when they are visiting to theme parks. Based on the literature, three main factors that will influence visitors' satisfaction towards theme parks and their behavioral intentions to revisit and willingness to pay more are represented by perceived quality, arousal and pleasure based experience. A usable sample of 320 respondents has been surveyed using a questionnaire in order to examine the important predictors of visitors' satisfaction that lead to the intention to revisit and willingness to pay more. The study was conducted in the three main theme parks in Malaysia; Genting Highlands Theme Park, Sunway Lagoon Theme Park and A' Famosa Water World. The results of the study indicate that two significant predictors that influence the satisfaction among the theme park visitors. Arousal based experience and perceived service quality influence the satisfaction and willingness to pay more. The satisfaction level has more influence on revisit intention to theme parks compare to the intention of willingness to pay more. This research presents the findings that can be used to develop insightful suggestions for managerial implication, thereby helping theme park management in planning and executing some strategies for better improvement and upgrade in theme park products and services in order to retain their visitors.

Keywords: Satisfaction, Perceived service quality, Intention to revisit, Visitors/Tourists, Theme parks

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POLYTECHNIC INSTITUTE OF LEIRIA

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THE IMPORTANCE OF VOLUNTOURISM AS A NEW TOURISM PRODUCT: HELPING WHILE GOING ABROAD Nuno Abranja Ana Afonso Alcântara Ana Patrícia Marques Ricardo Ferreira Institute of Educational Sciences, Portugal nunoabranja@gmail.com

In the XXI century tourism has gained the status of the world's largest economic activity.

In this context, the society is taking a main role in tourism development, making the sector investors give priority to the social issues. Besides being an economically powerful tool, tourism is also an important factor of social development, once it has the power to improve the quality of life of societies. The Voluntourism is the combination of travel and service, where the tourist meets the inspiration of their volunteer efforts in the service of a destination and its residents through a work of gratitude that is offered as a part of his global itinerary.

This article represents a timely contribution to a reflection on the social and cultural issues, that are evident in Voluntourism consumption, which is so important as current. The analysis assumes a theoretical framework composed by a conceptualization, evolution and characterization of Voluntourism, and a second part that includes an exhaustive survey of the practice of Voluntourism as well as all business players and associations, motivations, global impacts, its framework trends in tourism, the tourism markets and destinations.

This empirical component will also, through the application of a survey to a sample of Portuguese individuals traveling abroad, evaluate the level of knowledge and acceptance of this product in national tourism offer.

Keywords: Tourism, Volunteering, Voluntourism, Tourism product, Entrepreneurship

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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THE SUSTAINABLE VALUE CHAIN MODEL: ARCHAEOLOGICAL SITES IN THE FUTURE GLOBAL MARKETPLACE Nuria Recuero Virto Jesús García De Madariaga Francis Blasco López Complutense University of Madrid, Spain nuriarecuerovirto@yahoo.es

Whilst there has been a growing interest in the research relating to destination marketing throughout the promotion of museums, local cultures, gastronomy, folklore, etc., little attention has been paid to the sustainable commoditization of archaeological sites. The purpose of this research is to identify the main factors that influence the value creation in archaeological sites. These variables deal with the conditions under which an archaeological site is sustainable without compromising its competitiveness. This paper draws upon findings from an exploratory research, supported by Atlas Ti, based on 11 in-depth interviews to relevant experts of the archaeological (5), visitor’s management (3), cultural tourism (2) and cultural management (1) fields. This paper proposes the emergence of a new model: the process of development (PoD). PoD will have important ethical, management and cultural implications for the tourism field: the sustainable archaeological sites value chain. The authors suggest that the further improvement of this new concept is likely to stimulate a start-point for devising a set of factors at the local and regional level, which will rely on communities’ unique characteristics, the relationships between all stakeholder groups and the effective employment of different indicator experts.

Keywords: Sustainable tourism, Archaeological sites, Cultural heritage management, Tourism management, Sustainability, ATLAS

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POLYTECHNIC INSTITUTE OF LEIRIA

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HOW MUCH IS THE TOURISM SECTOR READY TO WELCOME ANXIOUS TOURISM AND HOTEL MANAGEMENT STUDENTS? Ozan Güler Tülay Güzel Bahattin Hamarat Canakkale Onsekiz Mart University, Turkey ozanguler17@hotmail.com

How much is the Tourism Sector Ready to Welcome Anxious Tourism and Hotel Management Students? A Comparative Case Study on Vocational School and Tourism Faculty Students' Perceptions on Tourism Career, Turkey.

While the tourism sector has been growing widely all over the Turkey, reflecting to these achievements on tourism employees couldn't be sufficiently achieved. Hence, it is considerably necessary to learn perceptions of well educated and experienced students both for the Universities and Tourism industries. From this point, the aim of this study is to investigate to career perceptions of tourism students whose education period differs from each other, in Canakkale Onsekiz Mart University so as to understand and define the major factors on student’s decision for being tourism professional. A questionnaire which composed of 39 statements and open ended questions were implemented to tourism and hospitality management students, from five different schools and three different departments in Canakkale Onsekiz Mart University in order to describe how they are tend to make a career on tourism in future, how their education level effects on their career chooses, how they are attached themselves with tourism sector and the perceptions of the socio-economic outcomes of tourism sector. Some statistics methods such as Two Way Anova, Factor Analysis and CFA were applied to acquire results.

Keywords: Tourism perceptions, Student's perceptions, Tourism Careers, Vocationa, Attachment, Turkey

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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RECENT EVOLUTION OF SPANISH COASTAL TOURIST DESTINATIONS PERFORMANCE: AN ANALYSIS BASED IN THE DEMAND AND SUPPLY FOR ACCOMMODATION Pablo de Carlos Villamarín Maria Elisa Alén González Trinidad Domínguez Vila University of Vigo, Spain pdecarlo@uvigo.es

The first decade of the 21st century has supposed a challenge for traditional tourist destinations, as is the case of Spanish islands and coastal areas. During the last years, these destinations have been involved in an intense competition with new destinations that have similar attractiveness, in the context of a global tourist market characterized by the enormous influence of new information and communication technologies and the existence of increasingly heterogeneous and demanding tourists. The objective of this paper is to analyze which has been the evolution of performance of the main Spanish coastal tourist destinations over period 2000–2010. For that, we go to use multivariable statistical techniques to study the information provided by the Hotel Occupancy Survey relative to the supply and demand for accommodation in hotel establishments located in these areas.

Keywords: Spanish coastal tourist destinations, Demand and supply for accommodation in hotel establishments, Multivariable statistical techniques

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ENGAGING FOREIGN LANGUAGES EDUCATIONAL NEEDS IN THE FUTURE TRENDS OF TOURISM Paula Rama da Silva Estoril Higher Institute for Tourism and Hotel Studies, Portugal paula.silva@eshte.pt

In ancient times, travel was motivated by the desire for exploration, discovery, and enrichment. In the 21st century things have not changed that much and societies are thirsty for knowledge and cultural diversity as these are increasingly being seen as a force of development. Modern society's ability to travel (alongside numerous other factors) has made travel and tourism the number one industry of many countries of the world and one where the ability to communicate effectively and accurately is essential. Tourism is, therefore, an industry in expansion both in Portugal and abroad.

This paper intends to show how relevant the teaching of foreign languages is for specific purposes such as tourism, namely English (EFL). It discusses some boundaries on the teaching of tourism in Portugal based on national and international higher education curricula analyzing them and suggesting some beneficial changes. It also focuses on the relevance of the knowledge of foreign languages as far as the job market is concerned in a country where foreign tourists are a majority.

In a search for improvement, the needs of both students and teachers will be discussed as in a self-development engaging process for discovering changes and promoting them while launching debate into the methods and practices being used at higher education levels.

Keywords: Tourism educational needs, Foreign languages, Higher education curricula

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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TOURISM AND TERRITORIAL DEVELOPMENT: ANALYSIS OF THE GROWTH POLE MODEL VERSUS THE TERRITORIAL AND ENDOGENOUS MODEL Paulo Alcobia Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal paulo.alcobia@ipleiria.pt

The essay attempts to compare two models of territorial development: the model of the growth pole and the territorial and endogenous model. The first evokes a dominant pole, often developed from outside to inside the territory, being the main factor of local or regional economic development. The second model is based on a logical growth from the inside to the outside, predicting that tourism development is more effective and sustainable when it include specific characteristic of the region. We conclude that it is possible to create synergies from the use of both models simultaneously, as yet the dominance of the territorial and endogenous model is a key factor for a more sustainable development of tourism; it respects the authenticity of the destination and the social and cultural values of local populations.

Keywords: Growth pole model, Territorial model, Endogenous model, Tourism planning, Authenticity destination

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POLYTECHNIC INSTITUTE OF LEIRIA

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THE PERCEPTIONS AND FORMS OF ACTION OF CORPORATE SOCIAL RESPONSIBILITY: A CASE STUDY OF HOTELIERS IN PARATY-BRAZIL Raquel Lenziardi Fátima Bayma de Oliveira Getúlio Vargas Foundation – School of Public Administration and Business, Brazil raquel.lenziardi@gmail.com

Paraty is a small Brazilian city, which for historical reasons was out of country's economic development for decades, until revitalized its economy through tourism. Nowadays, tourism is the main economic activity of the city, attracting visitors around the world interested in its history, culture and natural's resources which were preserved in the period of forsaking.

Concomitantly, Paraty's tourism is composed by small companies, with simple management, similar to what Fischer et al. (1993) designate like “alternative organizations”. One concern is how to preserve the local characteristics at the same time that tourism is growing. For this, its companies have to manage all the impacts made by the sector and have practices of Corporate Social Responsibility (CSR).

However, analyzing this literature, we can perceive that these topics are under construction, with fragmented and inconclusive results, leaving many theoretical gaps.

Besides, the Paraty's managers are simple people that probably don't study in Business schools. So, it's possible that there is a gap between the proposed literature and the local praxis. Thus, this study investigated, through in-depth interviews, what Paraty's hoteliers think about these topics and what are their CSR actions.

It was concluded that these managers don't know exactly what these concepts are and their CSR actions are unstructured and sporadic.

However, they are conscious, act in responsible way, are concerned about tourism impacts and are aware about their responsibilities to minimize them. They also have an important notion of citizenship and are inclined to invest in sustainable tourism.

Keywords: Tourism, Corporate Social Responsibility (CSR), Paraty, Hoteliers, Tourism impacts

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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THE NEW GOVERNANCE OF TOURISM DESTINATIONS: DOES IT MEAN AN INCREASING COMPETITIVITY? Raquel Marrafon University of Vigo, Spain

ValeriĂ PaĂźl Carril University of Santiago de Compostela, Spain raquelturismounesp@yahoo.com.br

This article is part of a doctoral thesis that examines some selected networks of destinations under the framework of the development of the new governance paradigm in the field of tourism. In this respect, firstly this paper suggests a theoretical approach to the concept of networks between destinations as a way to generate synergies between them and thus to increase competitiveness. This is done by reviewing previous literature and proposing a synthesis model. Then the article turns to illustrate the theoretical section with an empirical case-study on the network of historical and touristic cities in Brazil. In particular, networks of cities of Rio Grande do Sul and Minas Gerais are analysed. The result of this research demonstrates that destinations can improve some aspects related to competitiveness when they are integrated into networks.

Keywords: Networks, Tourism, Destinations

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POLYTECHNIC INSTITUTE OF LEIRIA

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CANOEING DOWN THE DOURO – SPORTS AND LEISURE AS ONE Raul Ressano Garcia Estoril Higher Institute for Tourism and Hotel Studies, Portugal ressano@hotmail.com

According to Zip Holidays, a member of the ABTA, the Douro Valley has been considered as one of the top ten destinations for 2011. Over the last years, waterways have become more prominent as sites for leisure and recreation activities – the Douro is a good example of this.

Following the world trends of change, river tourism has been suffering for the past years numerous challenges being now ready to embrace a wider scope of activities and setting that include the Douro as one of the perfect scenarios.

This paper draws on a 16-day experience of a kayak expedition down the Douro having as background its history and heritage. It goes without saying that the Douro is presented as a natural and cultural heritage site allowing new locations for nature tourism products.

An itinerary is proposed thus allowing the setting of specific knowledge towards a better planning of future tourism expeditions of this nature. Findings of this experience will be presented as a way of proving the relevance of canoeing in the Douro as a preeminent tourism product.

Keywords: Douro River, Canoeing, Experience

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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VITERBO: A SPA RESORT BETWEEN PAST SPLENDOUR AND FUTURE PROSPECTS. INTEGRATED TOURISM PLANNING Rosario De Iulio Maria Letizia Sileoni University of Tuscia, Viterbo, Italy rodeiulio@virgilio.it

In today's world spa resorts no longer play the role they used to play when tourism first started. In fact, in addition to providing sophisticated therapeutic programmes, they have recently been exploring new dimensions connected to games and nature, now offering personal fitness and wellness programmes as well. It is thus evident that this new type of tourism, which spans a wider range of social classes, now also has to meet different types of demand: cultural, naturalistic, gastronomic, etc.

Viterbo has been a spa resort since the time of the Etruscans and Romans and claims a rich historic and natural heritage which can offer travellers a viable alternative to traditional tourist destinations.

The following study traces the stories told by travellers from the past to the present day and aims to refine the concept of ‘spa tourism’ by combining it with both culture and nature.

Keywords: Spa, Spa tourism, Cultural tourism

142

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A MODEL OF INTEGRATED BEACH RESORT DEVELOPMENT Russell Arthur Smith Nanyang Technological University, Singapore arasmith@ntu.edu.sg

This research focuses on the development of integrated beach resorts in Southeast Asia.

An earlier model of this form of development at Nusa Dua, Bali, is taken as the basis for the development of a new, revised Model of Integrated Beach Resort Development (MIRD). The case of Laguna Phuket, an Integrated Beach Resort in Phuket, Thailand, is compared it with the earlier, tentative model. Overall, there are improvements made to the MIRD. Informal stalls and commercial activities, golf course and second homes that were not mentioned in the earlier model are now included. The business district which was previously not differentiated is now categorized into Residential Business District (RBD) and Commercial Business District (CBD). Other differences are the inclusion of two prime access roads into the Integrated Resort Core (IRC), rather than one, and the form of the business district revised from a ‘T’ to an inverted ‘T’. Components that remain similar in the revised MIRD include the IRC being adjacent to the beach, the existence of a road which connects all the hotels and tourist facilities within the IRC and that businesses can be found along the road which leads to the IRC. The new MIRD is based on two cases in different countries instead of just one, making it more robust and applicable more universally within Southeast Asia.

Keywords: Beach resort, Integrated development, Sustainable development, Phuket, Thailand, Southeast Asia

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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SECOND HOMES AND THE IMPLICATIONS OF THE WASTE STREAM IN THE SUMMER MONTHS. AN EXPLORATORY STUDY – SÃO ROQUE, BRAZIL Sandro Marcelo Cobelli Anhembi Morumbi University, São Paulo, Brazil smcbrazil@hotmail.com

Over the past 20 years, Brazil has undergone a process of redefinition of its rural areas in the vicinity of large urban centers. Among the main factors were the increase in economic power, ease of road access, the demand for leisure and tourism, transforming rural areas previously used for growing vegetables, fruits and vegetables on farms and smallholdings to residents of urban centers looking for that option to their moments of leisure, entertainment, and in recent years even as a financial option, opening their property for commercial activities.

San Roque, a city with 78 000 inhabitants and 60 km from São Paulo, besides being an important regional tourist destination was also influenced by the process of its rural areas that turn into farms and smallholdings. An estimated three thousand properties with these characteristics, according to the Revenue Division of the City.

Given the significant number of properties it can be seen through a survey of garbage collection from December 2008 until March 2011 that in the summer months in Brazil, in December of the sea, rises considerably garbage collection in about 15%. In the town has 100% of garbage collected even in places where access is most difficult place in collective deposits.

As comparative data in November 2010, the city collected 1.496te December 2010, 1.739t, ie 15% compared to the previous month. On weekends the place excess garbage on roads and places of second homes which indicates the need for garbage collection on weekends and holidays.

Keywords: Second homes, São Roque, Waste stream, Tourism

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THE RELATIONSHIP MARKETING AND CUSTOMER LOYALTY PROGRAM VIA LOYALTY – STUDY APPLIED TO TAP PORTUGAL Sara Mata Nunes Júlia Fragoso da Fonseca Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal sara.mata@dpedrov.edu.pt

The aim of this paper is not only the clarification regarding the definition of loyalty promgrams, but also understands its importance to companies in an increasingly more global and therefore, more competitive market. It is then necessary to face new challenges, knowing the customer preferences to know and rely on their ideas to make decisions, so the primary objective is to turn consumers into loyal customers. But is its importance so crucial? Can a company be successful without making the implementation of a loyalty program? But should not be customer's loyalty emotional rather than mechanical, in the form of bonus or discounts? These are some matters under review so we can understand this issue. However, this research also focuses on a Case Study, in which we try to understand the importance of the issue presented in a national company, being this, TAP Portugal. This is one of the most complex loyalty programs, because their number of partners is very high, which brings numerous advantages to the potential customer. But is this a decisive factor when choosing from the potential consumer? Are loyalty programs a key factor in the process of decision making by consumers?

Keywords: Relationship marketing, Loyalty, Satisfaction, Loyalty programs, Trust

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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DESIGNING OF SHARESTANAK VALLEY REGARDING TO ECOTOURISM Shila Nikroo Rezaee Tehran University, Iran shila.nikroo@gmail.com

Valley, itself as a part of macro-ecosystem of mountain, is among the vital and productive ecosystems for human life. River valleys, located near residential communities in general and cities in particular, are the vital corridors and lungs of the cities. Sometimes valleys even determine the development boundaries of cities and protect mountain from uncontrolled development. This research attempts to design and organize Shahrestanak Valley situated in the southern slopes of Alborz Mountain. The research method is descriptive-analytic one and on the basis of field and library-based methods. Using ARC GIS software, cognitive layers of the area were determined and then by reviewing and analyzing the layers and clarifying the relationships between them, site analysis was performed. Then the design process was carried out in the form of a strategic plan for the entire valley and also as a partial plan for the historic area of the valley. The results show that the Shahrestanak Valley possesses excellent landscape features. This is due to the dominance of natural factors.

Inappropriate and excessive use of touristic facilities has caused visual turbulence and has transformed the true nature of the landscape. Subsequently, some design solutions have been provided to enhance the visual quality of landscape for tourism, to reinforce the positive aspects of landscape and to protect the capacities of the valley. Here, exploitation of the environment must be carried out in accordance with the potentialities of the valley.

Observing this trend in design and with regard to natural, cultural and historic character of the site leads to preservation of landscape and consequently its quality will be promoted in terms of tourism.

Keywords: Design process, Cultural tourism, Landscape, Shahrestanak Valley

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NATURE TOURISM IN THE BORDER REGION BETWEEN PORTUGAL AND SPAIN – INTERNATIONAL BENCHMARKING: THE GERMAN GREEN BELT Silja Ilona Schütte Higher School of Tourism and Hospitality Studies of Estoril, Portugal silja.schuette@gmail.com

This article intends to reflect on the viability of the development of a green belt between Portugal and Spain, based on the collaboration of authorities, tourism agents and residents of the rural and natural areas, with the objective to preserve nature, local culture and to promote regional development and sustainable tourism. The purpose of this brief analysis is to identify and evaluate progressive procedures, innovative ideas and best experiences, which were found in similar circumstances as the product and the territory in question, concerning the development of a region and a specific product. The viability of the conception of a green belt along the border between Spain and Portugal will be analysed, based on the results of the benchmarking on the German Green Belt. This concise study may lead to a more profound analysis of the possibilities to develop a unique European tourism destination.

Keywords: Nature Tourism, European destinations, Trans-border protected areas, Cross-border cooperation, Benchmarking destinations

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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AUTHENTIC EVENTS AND BEHAVIOURAL INTENTIONS: INSIGHTS FROM THE HOLY YEAR 2010 IN SANTIAGO DE COMPOSTELA Simone Novello CESUGA – University College Dublin, Ireland simone.novello@ucd.ie

David Rodríguez González Ewa Pawlowska Fidel Martínez Roget University of Santiago de Compostela, Spain Authenticity is understood to be a determinant of event satisfaction and loyalty and is itself impacted by quality dimensions. To date very little is known about whether quality dimensions have an impact on event authenticity which, in turn, affects event satisfaction and loyalty in cultural and religious events. The empirical data were collected during the Holy Year 2010 in Santiago de Compostela, Spain. A total of 400 questionnaires were returned and analyzed using structural equation modeling. Whilst providing support for the mediating role that event authenticity has between quality dimensions and event satisfaction, the results indicate that event quality dimensions such as program and souvenir have a distinct relationship with event satisfaction and authenticity. Application of the structural equation model also indicates that event authenticity does not have a direct impact on event loyalty but its relationship to the intention to revisit is mediated by event satisfaction.

Keywords: Events, Authenticity, Quality dimensions, Behavioural intentions, Santiago de Compostela, Structural equation modelling

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ISSUES ON TOURISM AND MARINE RESOURCES EMPLOYABILITY: A CHALLENGE FOR HIGHER EDUCATION? Sofia Teixeira Eurico Fernanda Oliveira Sílvia C. Gonçalves Sónia Pais Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal sofia.eurico@ipleiria.pt

This paper reports to the findings of a study conducted on a Higher Education Institution (HEI) by considering the strengths of Tourism and Marine Resources' courses and employability opportunities. For students and society a core aspect of higher education regards the process of entering the labour market and this influences students' options when choosing a specific course and a HEI. The paper reports on the results of a recent survey conducted at the Portuguese School of Tourism and Maritime Technology to students from Tourism and Science courses. Students were asked mainly about issues related to job experience, links between the HEI and the market and the process of getting a job, in order to understand the institution’s role as far as preparing students for future employment. Findings indicate that Tourism students (93%) have considerable more training experiences than Resource Marine students. Furthermore, tourism students (78%) choose hospitality for their first training experience, reducing the wide offer of the Tourism industry. The conclusion is that this subject challenges HEIs as it enhances the importance of reinforcing students’ awareness to the training experience and to attempt to profit from the diversity of areas offered by the market when guiding them in this choice.

Keywords: Tourism, Marine resources, Higher education, Employability

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A STUDY OF ONLINE SOCIAL NETWORKS IMPACT ON POTENTIAL TRAVELLERS' TOURISM AND HOSPITALITY CHOICES Tamer Mohamed Atef Masooma Al-Balushi Sultan Qaboos University, Sultanate of Oman tamer@squ.edu.om

Online social networks and virtual social environments have changed the way hospitality and tourism products are purchased, consumed, and experienced. It was once a risky task for travellers to choose a destination and/or a hotel property with a great deal of uncertainty.

Virtual experience and comments from online peers could diminish customers' uncertainty, and consequently increase their level of participation in hospitality and tourism activities.

This study aims to explore the phenomena of online social networks and its impact on the destination and hotel purchase decision-making process.

A survey was used to determine views of tourists checking-in in a randomly selected sample of five star hotels in Muscat. The questionnaire consisted of three sections; the first section dealt with respondents demographics, in the second section respondents were asked to show their agreement levels with regard to social networks effect on destination and hotel choices and on their interest to travel. In the last section respondents were asked to add their comments regarding the subject under investigation.

Through participation in online social networks hotels and tourism properties can strengthen their market image, establish relationships with their customers and contribute to customer loyalty. Hospitality and tourism marketers are encouraged to effectively review online social networks in order to anticipate the shifts in customers' demands and new emerging trends. There is a great need to conquer the new communication world in order to attract and satisfy the modern i-customer, and to survive in an ever changing competitive business environment.

Keywords: Online social networks, Virtual worlds, Blogging, Second life, Hospitality, Tourism

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POLYTECHNIC INSTITUTE OF LEIRIA

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EVOLUTION OF THE RESEARCH METHODOLOGY IN THE DESTINATION IMAGE STUDIES Tanja Armenski Nevena Durcic University of Novi Sad, Serbia tanjaarma@gmail.com

The analyses of the destination image have gained great popularity in the tourism research literature three decades ago, since the first studies emerged, but they remains popular in the academic literature even today. However, the research methodology of the destination image have evolved. Base on the study of Stive Pike (2002) who reviewed 142 destination image studies, published in the literature between 1973 and 2000, author in this paper tried to reveil what had happened in the digital era with the context and research methodology employed in analysing the destination images. The results offer valuable information for academics and researchers who are involved in researching and managing destination images worldwide.

Keywords: Destination image, Research methodology, Evolution

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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THE IMPACT OF CUSTOMER RELATIONSHIP MARKETING ON COSTUMERS' IMAGE FOR JORDANIAN FIVE STAR HOTELS Tareq N. Hashem Philadelphia University Amman, Jordan tareqhashem1975@yahoo.com

Purpose of paper: The study aims to investigate the impact of customer relationship marketing (CRM) on costumers' Image for Jordanian Five star Hotels.

Design/methodology/approach: the study population includes all five stars concerned customers in Amman – Jordan. A convenience sample of (500) customers was chosen to answer the questionnaire and (366) of them were returned and (354) of them were chosen for a proper statistical analysis, which represent (70.8%) of the total sample.

Findings: The study results indicated that that there are positive attitudes toward CRM strategy used in five star hotels in Jordan. There is an impact of using IMC on customers' Image of Jordanian five star Hotels.

Research limitations/implications: this study is one of series of researches will be conducted in the tourism sector in Jordan in the next few years, in order to increase number of tourists in Jordan for the next five years.

Keywords: Customer relationship marketing (CRM), Five stars hotels, Image

152

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BENCHMARKING TOURISM IN THE DEVELOPING ECONOMY CHALLENGES AND OPPORTUNITIES Toney K. Thomas Taylor's University, Malaysia thomastoney.kulampalil@taylors.edu.my

As an interdisciplinary field of study and due to the involvement of many sectors, components and elements; benchmarking the performance of tourism in a tourist destination is extremely complex and challenging task. Integration of different sectors and synergizing the function is one of the major issues as the tourism industry involves different levels of involvement with diverse interests. Since tourism is one of the key areas of economic transformation in developing countries, benchmarking of tourist destination can significantly contribute to position the destination in the international market. Therefore market variations can be easily identified and market leadership can be achieved.

This study elucidate two areas of benchmarking a) identifying the challenges of tourist destination benchmarking in developing economy b) unfolding the advantages of destination benchmarking in developing economies. This paper creates a tourist destination benchmarking model and knowledge framework for benchmarking tourist destination in developing economy. A mini case study conducted for understanding significance of benchmarking.

Keywords: Benchmarking, Destination, Developing economy, Market variation

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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GASTRONOMIC BRAND OF TOURISM DESTINATION: THE EXPERIENCE OF SAINT-PETERSBURG Valery Gordin National Research University – Higher School of Economics, Saint-Petersburg, Russia gordin@hse.spb.ru

Elena Chernova Saint-Petersburg Trade – Economic Institute, Russia

Julia Trabskaya National Research University – Higher School of Economics, Saint-Petersburg, Russia Recent branding places research reveals an increasing interest for a gastronomic branding of city and region. The basis for the creation of gastronomic brand is the presence in the region the following components: authentic cuisine, production of unique foods and alcoholic beverages. Chain of catering which provide additional attractions for tourists visiting this destination. Saint-Petersburg is one of the largest tourist destinations in Europe. There are beautiful architecture, famous museums and theaters in the city. In order to improve city brand, to make it more attractive it is important to create gourmet brand. For this purpose, the authors made the research, which included an expert survey of specialists in catering, tourism, territorial marketing and branding.

The report contains the results of this study, its main conclusions and practical suggestions.

Developed by the authors gastronomic brands are based on historical and cultural traditions of Saint-Petersburg: “Cuisine of imperial Petersburg” – haute cuisine, based on a combination of the traditions of Russian, French and German cuisines; “Cafe of Silver Age” – the bohemian cafes and restaurants of the late 19th – early 20th century and the contemporary artistic life; “Smelt – fish of Nevsky edge” – the only traditional food brand that was famous before Peter the Great old times.

This study is one of the first attempts in Russia to create the gastronomic tourism destination brand of the city witch does not have its own authentic culinary traditions.

Keywords: Gastronomic brand, Cultural tourism, Saint-Petersburg

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FACTORS OF TOURIST SEDUCTION IN THE ALTO DOURO WINE REGION ROUTE: THE TRAVEL EXPERIENCE OF HISTORIC STEAM TRAIN Vânia Maria de Matos Salvador António Sérgio Araújo Tourism Research Group (GITUR) School of Tourism and Maritime Technology | Polytechnic Institute of Leiria, Portugal vania.m.salvador@gmail.com

Factors of tourist seduction in the Alto Douro Wine Region route: the travel experience of Historic Steam Train.

This work aims to be a contribute for the understanding of the tourist experience, a concept characterized by an unavoidable subjectivity inherent to the intangibility of supply and which is of great importance when we talk about tourism.

“A time travel” within a unique landscape context, full of historical and cultural significance, are the ingredients of this experience: a trip on a historic steam train inserted in the Cultural Landscape of Alto Douro Wine Region, classified as World Heritage by UNESCO. The aim is to identify factors of tourist seduction that characterize this junction.

We also make a trip through the tourist imaginary, in question, trying to uncover motivations for this link to the past.

Keywords: Tourist imaginary, Tourist experience, Tourist seduction, Cultural tourism

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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THE IDENTIFICATION OF PRIMARY DIMENSIONS OF BELGRADE TOURIST OFFER DEVELOPMENT APPLYING FACTOR ANALYSIS Violeta Tosic Jelisaveta Vuckovic College of Tourism, Belgrade, Serbia lazarevicsanja@hotmail.com

This paper shows that by application of factor analysis method, factors that represent primary development dimensions of the tourist destination under scrutiny can be analytically singled out. It indicates the fact that without focusing on the most important factors, Belgrade tourist offer cannot be utterly marketed to the selective and sophisticated tourist ‘demand’.

The identification of the primary dimensions of tourist offer development means the involvement of numerous variables. For such a purpose, 25 variables have been chosen.

The selected factors will be inter-independent linear combinations of original, intercorrelating variables. Since the hypothesis of the number or name of the factors is not put forward in advance, explorative factor analysis is used. While selecting the number of factor, a criterion of its own value is applied, according to which the number of variations explained by each factor must be higher than 1.

The factorization of Belgrade tourist offer is complete with 6th factor involving 60% of the overall varying of the variables under scrutiny. The given contents of these six factors, tourists perceive as a specific ‘type of offer’.

Finally, taking into account the obtained results, for six a priori defined groups of products the interpretation of factors has been done, therefore creating a basis for the selection of adequate marketing strategy.

Keywords: Factor analysis, Belgrade tourist offer, Correlational analysis

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POLYTECHNIC INSTITUTE OF LEIRIA

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SUSTAINABLE TOURISM DEVELOPMENT: THE ROLE OF INTERNATIONAL ORGANIZATIONS Wafaa Nasser Myriam Donsimoni PACTE – University of Grenoble, France wafaa.nasser@hotmail.com

International Organizations such as the United Nations have always had the growth of less developed nations as one of their main missions. Tourism is one of the fastest growing economic sectors in the world; it contributes strongly to the development of poor countries.

This is why international organizations find in tourism a tool for reducing poverty especially in countries that do not have enough resources to develop industrial economies. The aspect of Sustainable Development is un-separable from the action of such organizations since their goal is to improve the quality of life of human beings nowadays but without affecting the quality of life of future populations. In 2002, the World Summit on Sustainable Development in Johannesburg directly addressed sustainable tourism in the Johannesburg Plan of Implementation. In this Plan, Sustainable Tourism was referred to as a tool to increase the benefits from tourism resources for the population in host communities while maintaining the cultural and environmental integrity of the host communities and enhancing the protection of ecologically sensitive areas and natural heritages. In our paper we are going to analyze the role of international organizations in spreading consciousness about the importance of sustainable tourism and in initiating sustainable tourism strategies in poor countries.

Keywords: Tourism, Sustainability, United Nations, Poverty reduction, Development

V INTERNATIONAL TOURISM CONGRESS – ITC’11

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HOW DO ORGANIC FARMERS REGARD TOURISM? REFLECTIONS OF FARMERS FROM THE ALT EMPORDÀ AREA (NE SPAIN) Xosé Armesto-López Maria Belén Gómez-Martín University of Barcelona, spain armesto@ub.edu

We link tourism and farming via the perceptions of a specific section of farmers towards the tourism that has developed in the Alt Empordà area of Catalonia (NE Spain). The area was chosen as it is the heart of the tourist brand Costa Brava, which is one of the most emblematic in Spain both traditionally and in terms of the number of visitors. Registered organic farmers from the area were interviewed via a semi-structured individual interview that dealt with a series of territorial issues. Its aim was to: a) discover their opinion of the phenomenon of tourism; b) find out whether they think rural tourism affects their activity, and if so how; c) establish whether they consider their production to be a tourist resource; and d) study the possibility of combining their current activity with agrotourism. The replies covered a wide spectrum from those who were highly critical of and sceptical regarding all aspects of the phenomenon of tourism, to those who had already made headway in combining the two activities.

Keywords: Tourism, Organic farming, Perception, Agrotourism, Costa Brava

158

POLYTECHNIC INSTITUTE OF LEIRIA

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THE IMAGE AND SUSTAINABILITY OF TOURIST DESTINATIONS Yasir Ilyas Khan Fatima Jinnah Women University, Pakistan yasirilyaskhan@gmail.com

This paper describes the impact and latest trends in tourism in relation to destination image building and sustainability. Today, tourism is one of the largest and dynamically developing sectors of external economic activities. Its high growth and development rates, considerable volumes of foreign currency inflows, infrastructure development, and introduction of new management and educational experience actively affect various sectors of economy, which positively contribute to the social and economic development of the country as a whole.

Most highly developed western countries, such as Switzerland, Austria, and France have accumulated a big deal of their social and economic welfare on profits from tourism. Tourism has the power to affect cultural change, presenting a culture to tourists may help preserve the culture. According to recent statistics, tourism provides about 10% of the world's income and employs almost one tenth of the world's workforce. Social contacts between tourists and local people may result in mutual appreciation, understanding, tolerance, awareness, learning, family bonding respect, and liking. All considered, tourism’s actual and potential economic impact is astounding. Many people emphasize the positive aspects of tourism as a source of foreign exchange, a way to balance foreign trade, an “industry without chimney” – in short, manna from heaven.

Keywords: Economic, Social, Culture, Sustainable tourism

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