Managing Cultural Tourism and Heritage Sites in Urban Areas—Application of Q-Analysis to Europe

Source abstract

Tourism is a complex economic activity all over the world shaped by distinct local resources: culture, nature, industrial heritage, urban ambiance, place-based uniqueness, and geographical accessibility. The simultaneous governance and management of economic growth motives, preservation of the cultural heritage base, and respect for nature and ecological quality calls for an evidence-based and multi-faceted policy analysis that seeks to achieve sustainable development among conflicting policy objectives in tourist areas. The present paper seeks to explore the feasibility of a sustainable balance for various heterogeneous cultural heritage areas in Europe (‘urban pilot regions’), with particular attention to sustainable local development characterized by circular economic objectives and an ecological balance strategy based on the principle of stakeholders’ co-creation. The paper addresses the knowledge gap between generic policy aims and site-specific views of actors or visitors. To that end, an extensive survey experiment was administered in the urban regions concerned, in which a wide range of relevant management issues/questions related to environmental preferences and perceptions were posed to stakeholders and visitors. The data were analyzed by means of a novel respondent-oriented multivariate statistical tool, viz. Generalized Q-Analysis, which is suitable for handling big databases with many respondents. The paper shows that the application of Generalized Q-Analysis to common survey data enriches the results from the application of a conventional Q-Analysis. Furthermore, the study also highlights that, based on the views expressed by the surveyed visitors, the tourist areas concerned are quite different from each other in attracting specific classes of visitors. Therefore, functional specialization in the tourist sector seems to be an important anchor point for effective governance of urban tourism, not only in Europe, but also elsewhere in the world.