“The five aspects most valued by tourists on their way to the European Mediterranean countries are leisure activities, events, routes, excursions, cultural activities, weather, and the variety of cuisine. By contrast, the least valued aspects are the quality of accommodation, the cleanliness of the place visited and the lack of hospitality or treatment from the citizens, “he explains to SINC Mercedes Jiménez García, UCA researcher and lead author of the study .
The research, published in the journal Tourism Studies, was based on interviews with tourists of Spanish nationality, aged between 15 and 64 years. It was felt by those who had visited at least two of the four Mediterranean countries to analyze the study: France, Spain, Italy and Greece, between 2002 and 2006. Of total respondents selected a representative sample of 317 individuals. It also took into account data from the questionnaire of the Spanish Inbound Tourism (FAMILITUR) “conducted by the Institute for Tourism Studies (2006).
“Many visitors cite the low level of French and Italian hospitality in comparison with the Spanish. By contrast, 90% of respondents made reference to the Spanish hotel calls it very diverse, with a wide choice and excellent value for money, “said Jiménez García.
Regarding cleanliness, the majority of comments show a lack of cleanliness in Italy and Greece, not only with reference to its streets, but also its monuments, its state of degradation and dirt.
The worst aspect valued by the respondents is the deal-entertainment of the public regarding the visitor. “Most tourists are not positively valued this option, especially when referring to Italian and French people,” said the expert.
Halting the loss of tourists
Historically, Europe has been the top tourist destination globally, according to the two main parameters used by the World Tourism Organization (UNWTO): arrivals and receipts from international tourism (tourism ratio).
Approximately 70% of international tourist arrivals to Europe are concentrated in 10 countries, and is the southern Mediterranean area which receives a greater number of arrivals and receipts. “Only four countries (Spain, France, Italy and Greece) in 2006 represented over 40% of total international arrivals to the continent and 40% of its revenues from international tourism according to the WTO in 2007,” the report said.
However, these countries have experienced a decline of tourism ratio compared to other emerging destinations and new competitors like China, Malaysia, Thailand, Turkey, Poland and Croatia.
“The projections made by WTO for 2020 do not foresee a change in this trend, although it notes that Europe will maintain its position as a predominantly tourist area in 2020 estimated a market share of 45.9% compared to the world’s total” , states the study.
“We need swift action in the European Mediterranean countries to maintain their global competitiveness. Must adapt their tourism adapting to the requirements of demand, “says Jiménez García.
Reasons for repeat
About 20% of Spanish tourists visiting argues that impels them to an area not to repeat the visit to them. However, only 0.9% are unfavorable to the replay of the visit to a European Mediterranean country did not fulfill their expectations.
Finally, 1.3% cited other reasons that encourage them not to return, among which we can mention the high prices in Italy or the lack of interest in certain parts of the south of the country.