Resident's Perception of Tourism
About this good practice
Andalucía have developed an innovative methodology based on a multi-faceted approach. On one hand, qualitative research was fostered through a Focus Group technique. The main characteristics of these groups are:
4 GROUPS of 8 people and 1.5 - 2 hours duration.
(1) Residents not linked to tourist activity in a municipality with a high level of tourist
saturation.
(2) Residents linked to tourist activity in a municipality with a high level of tourist
saturation.
(3) Residents in a municipality with a medium level of tourist saturation.
(4) Residents in a municipality with a low level of tourist saturation.
On the other hand, a quantitative approach through face-to-face surveys.
• A sample of 3200 municipalities, divided into coastal (400), inland (400) and Capitals
(400), with different levels of saturation: high (1200), medium (1200) and low (800).
Stratified sampling according to sex and age.
• 28 survey points in the above-mentioned areas.
• Two waves have been carried out at each survey point (mid-low season and high season in tourism).
The questionnaire contained approximately 15-20 questions, divided into the
following blocks:
Block 1: Respondent profile
Block 2: General view of tourism.
Block 3: Opinion on the economic impact of Tourism.
Block 4: Opinion on the Social Impact of Tourism
Block 5: Opinion on the Cultural Impact of Tourism
Block 6: Opinion on the environmental impact of Tourism
Block 7: Opinion on strategies for improvement.
Resources needed
The estimated budget for the study is 50,000 euros, earmarked for the development of
the pre-studies, the quantitative and qualitative studies, and the enrollment of the
human and technical resources necessary to address the specific tasks.
Evidence of success
The resident perception study was completed with data collection following qualitative research through focus groups and quantitative research using surveys, resulting in a report that was made public in the region. The study has been integrated into the new Marketing Strategy for Andalusia 2024-2027, and is taken into account for the selection of markets and trends. A new regional tourism law is currently being developed, and the conclusions reached by this study will be taken into account.
Potential for learning or transfer
Residents' perceptions toward tourism have a significant influence on tourism. These views have an impact on the hospitality, development, and sustainability of tourism. As a result, knowing citizens' perceptions of tourism is critical, as is their involvement in tourist decision-making. Many destinations can use this strategy to better understand people' perspectives of tourism development, as residents' perceptions have both positive and negative effects on such initiatives. Tourism can benefit the local community by increasing income and employment opportunities, raising living standards, improving public infrastructure and recreational facilities, and promoting and preserving local culture, but it can also have a negative impact on residents' quality of life. Therefore, involving local communities in tourism decision-making as well understanding their perception o tourism is one of the strategies that can achieve sustainable tourism at a destination.
Good practice owner
You can contact the good practice owner below for more detailed information.
Agencia de Obra Pública de la Junta de Andalucía
