TOURISM

Tourism Attraction and evaluating its Funding and Income generation activities



Tourism Attraction and Evaluating its Funding and Income

Introduction

Large-scale internationally famous cultural artifacts, such as the Eiffel Tower in Paris, the Sydney Opera House, and the Statue of Liberty operate as central tourist attractions, becoming symbols of their respective cities. There is, however, no statistical estimate dealing with the impact of a single large-scale cultural artifact and its contribution to tourism (Landry and Bianchini 1995). The aim of this article is to verify the effect the Guggenheim Museum Bilbao plays in the growth of tourism.We are in a position to assert that Bilbao is an outstanding test case for the impact of a single internationally famous facility, considering that Bilbaowas not previously known for its tourism potential, in a context that otherwise does not lend itself to large flows of tourism.

Literature on impacts of attractions is vast, differing in complexity and costs (for methodology of tourism research, see Mommaas et al. 1996; Ritchie and Goeldner 1994).

The macroeconomic approach includes research into effects on arrivals and overnight stays, balance of payment, effects on income, and employment, principally using multiplier and input-output analysis (Johnson and Thomas 1992; Law 1993; Van Den Berg, Van Der Borg, and Van Der Meer 1995; Gazel and Schwer 1997), cost-benefit analysis of projects in terms of fiscal impact (Gazel and Schwer 1997), and changes in life quality, among others. Microeconomic studies prefer a more customer-oriented approach principally using interviews, survey methodologies, and segmentation techniques to identify the urban market (Page 1995; Jansenverbeke and Vanrekom 1996; Bramwell 1998).

Following the survey approach, KPMG Peat Marwick prepared some statistics on tourism in Bilbao in a report for the Guggenheim Museum Bilbao (KPMG 1998). The consultant analyzed the replies of 1,208 questionnaires to visitors held in June and July 1998 to identify their origin and motivations. According to the results, 57% of the visitors to the Guggenheim traveled from non-Basque territories, and almost 84% signaled the Guggenheim as their principal destination. In other words, according to KPMG, in June and July 1998, the museum generated a new inflow of 97,525 persons of the total 261,383 who visited the Basque Country. Here one observes the impact of the Guggenheim Museum Bilbao in the number of visitors and overnight stays, using monthly data from January 1994 to January 2000. The statistical data concerning the museum are drawn from the Guggenheim Foundation Bilbao, whereas the number of visitors to the Basque Country and overnight stays are drawn from the Basque Government's Statistical Authority.

Historical Background

Guernica is the symbolic heart of Basque nationalism. The Spanish Civil War brought Guernica fame as the Nazi bombers, on Franco's request, launched the first-ever saturationbombing raid against the civilian population. Picasso commemorated the massacre on a canvas that now hangs in the Reina Sofia Museum in Madrid.

The building is not only unique but is also located in the appropriate place. The site, once occupied by an old factory, is unusual: Frank Gehry's work sprawls underneath the Puente de ...