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DEALING WITH PARADOX –HISTORICAL TOURISM IN A NON-
TOURISTIC CITY: THE CASE OF SANTIPONCE s. ITALICA (SPAIN)
Ma io Cas ellanos Ve dugo
1
Ana Ma ía Mo eno Menéndez
2
,
Mª de los Ángeles O iedo Ga cía
3
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P o . D . D.Ma io Cas ellanos Ve dugo. Depa amen o de Adminis ación de Emp esas y Ma ke ing.
Uni e sidad de Se illa. Tel: 34 954 61 91. E Mail: ma [email protected]
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P o . D . Dª Ana Mª Mo eno Menéndez. Depa amen o de Adminis ación de Emp esas y Ma ke ing.
Uni e sidad de Se illa. Tel: 34 954 68 45. E Mail: ammo [email protected]
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P o . D . Dª Mª de los Ángeles O iedo Ga cía. Depa amen o de Adminis ación de Emp esas y Ma ke ing.
Uni e sidad de Se illa. Tel: 34 954 68 45. E Mail: mao [email protected]
2
DEALING WITH PARADOX –HISTORICAL TOURISM IN A NON-
TOURISTIC CITY: THE CASE OF SANTIPONCE s. ITALICA (SPAIN)
Ma io Cas ellanos Ve dugo
Ana Ma ía Mo eno Menéndez
Mª de los Ángeles O iedo Ga cía
Abs ac :
In his ongoing esea ch, we ocus ou a en ion in he o igin and s a e o a in he
analysis o local ou is sec o po en iali ies
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in he municipali y o San iponce
(Se illa). This esea ch is a consequence o he ob ained esul s in his illage in a
p e ious in es iga ion abou he ela ionship be ween ou is de elopmen and
communi y sa is ac ion in o de o design me hodological amewo ks able o de elop
esea ch which esul s will allow o plan pa imony ou is s a egies. These s a egies
ha e o conside he ela ionships be ween esiden ’s pe cep ions o he ou is
impac and hei sa is ac ion These aspec s di ec ly in luence in he ou is policies
in ended o design and execu e.
In gene al, San iponce’s esiden li e apa om ou ism. As i happens in Eu ope, is
no mal o ind small ci ies and illages, mo e o less close o big ci ies ha o m
s anda dised ou is ci cui s, wi h one o se e al ou is esou ces o g ea in e es ,
bu , pa adoxically, ne e ha e de eloped a ele an ou is ac i i y and whe e ou ism
is a ma ginal p opo ion o i s common economic ac i i y.
Ou esea ch ies o analyse he pa adox o his ype o municipali ies ha , e en
ha ing ele an pa imonial esou ces, do no de elop an impo an ou is ac i i y
and, e en, whe e ou ism is no pe cei ed as a de elopmen and wel a e oppo uni y
o he ac ual esiden s and, which is mo e impo an , o he u u e ones. This
pa adox exi s in San iponce, whe e we a e de eloping an analysis model based on
ou sou ces o in o ma ion: esiden s, expe s’ opinions, businessmen and ou is s.
Key wo ds: ou is businesses, ou is de elopmen , cul u al ou ism, ou ism
planning, esiden ’s sa is ac ion.
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Resea ch de eloped by a wo k eam (in eg a ed in he A las Ne wo k, included in he special in e es g oup called ou ism SME’s Resea ch
Ne wo k) o med by esea che s om Uni e si y o Se illa se led in he Facul ad de Ciencias Económicas y Emp esa iales in ha Uni e si y
and, conc e ely, in Depa amen o de Adminis ación de Emp esas y Ma ke ing).
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DEALING WITH PARADOX –HISTORICAL TOURISM IN A NON-
TOURISTIC CITY: THE CASE OF SANTIPONCE s. ITALICA (SPAIN)
Ma io Cas ellanos Ve dugo
Ana Ma ía Mo eno Menéndez
Mª de los Ángeles O iedo Ga cía
1. INTRODUCTION
In he ini ial esea ch (Casillas e al., 2004) i was conside ed ha he pa imony
managemen means o unde s and i s sa ekeeping and sa egua d mission wi hou
o ge ing isi o s a ac ion and he need o a co-o dina ed managemen conside ing
a social o ien a ion o ma ke ing which objec i e should be o o e a economic
bene i o hose who manage i and p ese e in he long e m he pa imony
esou ces.
We s a ed om he poin ha a pa imony esou ce mus p o ide o he a ea wi h a
social p o i abili y and an imp o emen in he s anda d o li ing, ha is, a
managemen o he pa imony mus conside a he same ime communi y’s,
ou ism’s and conse a ion o pa imony needs.
Also i was highligh ed he impo ance o designing me hodological amewo ks in
o de o de elop esea ches which esul s allow o plan pa imony ou is s a egies
conside ing he ela ionship be ween esiden ’s pe cep ions o he ou is impac and
hei sa is ac ion. These aspec s di ec ly in luence in he planning and execu ion o
ou is policies.
Du ing he las yea s, he in e es o ou is de elopmen in u al a eas has
expe ienced an in ense inc emen . Tou ism cons i u es an specially a ac i e sec o
o economic de elopmen and wel a e o a wide se o small municipali ies ha ha e
seen how hei models and adi ional economical s uc u es, based on ag icul u e,
ha e caused a p og essi e low om hem o he ci ies, no mally big indus ial ci ies,
and a de e io a ion o i s compe i i e posi ion in he ac ual global economy.
Tou ism appea s o hese small u al ci ies as an oppo uni y, due o se e al
easons:
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1. Tou ism is an in ensi e sec o in wo k o ce labou o ce and able o c ea e
employmen . The se ices, a lo and e y a ied, ha compound he ou is o e
o a municipali y a e based, in a g ea pe cen age, in ac i i ies based on people
and no so much in angible asse s and high cos echnologies.
2. Tou ism is a sec o ha can be de eloped h ough small and mic o-businesses.
G ea olume o in es men is no equi ed in o de o c ea e ce ain ypes o
ou is o e and, especially in he u al en i onmen , o be “small” migh be a
alue ( o example, hink in ho el es ablishmen s o es au an s).
3. Tou ism, i co ec ly managed, is a e y ecological ac i i y, in he comple e sense
o he wo d. In compa ison wi h o he de elopmen al e na i es, based on
indus ial ins alla ions o a ied na u e, ou is de elopmen may be done no only
espec ing and conse ing na u al esou ces bu , e en mo e, i acili a es is
imp o emen , due o he ac ha hese esou ces a e a pa o he ou is o e o
he isi o s.
4. Tou ism allows o conse e, o e i alize and o gi e alue o e hnog aphical,
his o ical, pa imony and cul u al esou ces in small u al municipali ies.
In spi e o be small nowadays, many o hese municipali ies, especially in Eu ope,
keeps a long and ich his o y. As a consequence, i is easy o ind imp essi e
pa imony, a is ic and cul u al jewels ou o he big ci ies ha con o ms he common
ou is ci cui s. Some imes, e en, i happens ha his pa imony, a ely exploi ed
ha e p oblems o i s co ec conse a ion.
The majo i y o he s udies abou he ou ism in u al a eas ha e ocused i s a en ion
in he analysis o a ms, small ag icul u e exploi a ions, e c. Ne e heless, he
esea ch has demons a ed much less in e es abou he ype o ou ism in he small
ci ies, as cul u al, his o ical, he i age, gas onomic, e c.
In his sense, and especially in Eu ope, is common o ind small ci ies and illages,
mo e o less close o big ci ies ha con o ms s anda dised ou is ci cui s, ha ha e
one o se e al ou is esou ces o g ea in e es , bu , pa adoxically, ne e ha e
de eloped a ele an ou is ac i i y and in which ou is cons i u es a ma ginal
p opo ion o hei common economic ac i i y.
Some imes, hese municipali ies con inue making e o s in o de o imp o e he
compe i i eness o i s adi ional sec o s, which a e in slope, ha ha dly could o e
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g owing expec a ions in he long e m able o encou age and e ain u u e
gene a ions o inhabi an s o he municipali y.
Some o he imes, economic ac i i y o he municipali y is based on one o e y ew
indus ial ins alla ion which p ope y and managemen cen e is a away, no mally in
o he coun y and, as a consequence, su e ing a g owing isk o delocaliza ion.
San iponce illage emains de ached om ou ism. I does no exis an app eciable
ou is o e . Tou is s a e no pe cei ed as po en ial clien s and ou ism is no
pe cei ed as an eal oppo uni y o municipali y de elopmen . Wi h he aim o
analyse he pa adox in his ype o illages ha , e en ha ing pa imony esou ces o
a g ea ele ance, do no de elop an app eciable ou ism ac i i y and, ou ism is no
e en pe cei ed as an oppo uni y o de elopmen and wel a e o ac ual esiden s
and, mo e impo an , o he u u e esiden s, we p opose an analysis model based
on ou sou ces o in o ma ion:
1. Residen s.
2. Expe ’s opinion.
3. Businessmen.
4. Tou is s.
2. ¿WHY SANTIPONCE?
We ha e chosen San iponce because i has in i s municipali y he a chaeological
a ea o I álica, which is he hi d Good o Cul u al In e es mo e isi ed acco ding wi h
he da a o cul u al pa imony in Andalusia (yea 2002). In Andalusia, 85% o he
Goods o Cul u al In e es a e monumen s and he es a e dis ibu ed among
his o ical a eas and si es, a chaeological zones and his o ical ga dens.
Se illa, is he Andalusian capi al wi h highes numbe o Goods o Cul u al In e es
(16%) ollowed by Jaén and G anada (abo e 15%). F om he monumen al
a chaeological se s and zones managed by Jun a de Andalucía, Alhamb a and
Gene ali e ha e 2.16 millions o isi o s, ollowed by Có doba synagogue (300,000
isi s) and a chaeological se o I álica, in Se illa, wi h 200,000 isi s.
• Basic Da a and Demog aphical con ex o San iponce.
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San iponce is also close o Se ille (7 kms), ano he ocus o cul u al ou ism in he
egion. In ac , I álica cons i u es one o he nume ous decla ed Places o Special
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Local De elopmen Agency da a, 2003.

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Cul u al In e es (SCI) ha is loca ed in Andalusia. The a chaeological si e o I álica
ecei es 200,000 isi s e e y yea . San iponce is a small own (8.48 km2); and a
popula ion o 7,511 inhabi an s. The e a e 336 companies egis e ed in he own,
whe e 290 a e se ice companies. I s unemploymen a e is 4.9%.
In addi ion, cul u e is, a e sun and beach, one o he majo easons o choose
Andalusia as a ou is des ina ion (19% o he isi o s in 2002, mainly coming om
Spain). F ench, Ame icans, and B i ish a e he majo o eign ma ke s o cul u al
ou ism in Andalusia.
The Roman ci y o I alica was ounded in he yea 206 B.C. by Gene al Publius
Co nelius Scipio, as a place o se lemen o hose soldie s wounded in he ba le o
Illipa, in which he Ca haginians we e de ea ed. I was also o se e as a mili a y
ou pos in an a ea o g ea s a egic impo ance. The name o I alica made e e ence
o I aly, he o iginal homeland o he i s inhabi an s o he ci y. Ma cu Ulpius T ajan
(53-117 AD) he i s empe o o be bo n in a Roman p o ince was bo n in I alica, as
his successo , Publius Aelius Had ian (76-138 AD). Had ian spen pa o his ea ly
li e in I alica, and honou ed he ci y by he cons uc ion o a new dis ic (no a u bs).
In I alica wo zones can be easily dis inguished: he e us u bs (old ci y) he
nucleus ounded by Scipio, and he no a u bs (new ci y) he dis ic ounded by
Had ian, only unc ional om he i s hi d o he second cen u y o he ou h cen u y
app oxima ely. The es o he ci y su i ed un il de he ime o he A ab domina ion.
The his o y o he a chaeological exca a ions in I alica began in 1788, and has no
s opped e e since.
3. MODEL FOR THE ANALYSIS OF THE LOCAL TOURIST SECTOR
POTENTIALITIES
The model we p esen , de eloped in San iponce, mus be implemen ed in ou
s ages. Each s age is independen and, la e , pu ing in common all he esul s will
allow an holis ic analysis abou he po en iali ies o he ou is in a ce ain local a ea.
The s ages a e espec i ely based in ou in o ma ion sou ces used o ob aining he
da a.
We can obse e he model in he nex igu e:
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Figu e 1. P oposed model. Sel elabo a ion.
In o de o ob ain he da a om hese ou sou ces o in o ma ion we use se e al
me hods o s udying he same p oblem. This ac allows us he me hodological
iangula ion, and in ha way en ich he conclusions o he s udy:
• Residen s. Da a a e collec ed h ough a non di ec ed pe sonal ques ionnai e o
homes in he municipali y. Only one ques ionnai e is gi en o each house. The
in o ma ion ob ained in his way allows us o analyse esiden ’s pe cep ions o
ou is impac (economic, social, cul u al and en i onmen al) and hei sa is ac ion
wi h he ou ism.
Taking in o accoun ha he municipali y is o med by 1,742 homes, acco ding o
o icial da a in May 2003, i is necessa y o speci y he size o he ep esen a i e
sample, in a simple andom design o he p opo ion wi h a con idence le el o
95% and a pe mi ed e o o 5%. The ep esen a i e sample is o med by 315
homes. Da a we e collec ed om 18 h o 27 h Decembe 2004.
600 ques ionnai es we e p o ided and 397 we e collec ed (answe pe cen age:
66,16%). 18 ques ionnai es we e elimina ed because hey con en ed a g ea
p opo ion o los da a. Final sample we e o med by 379 alid ques ionnai es.
• Expe ’s opinions we e collec ed h ough in deep in e iews. This way o
collec ing da a gi es us a quali a i e analysis, chose because i will gi e us he
chance o gene a e a heo y, which disco e s new concep s, gene alisa ions and
RESIDENT’S
ATTITUDE
EXPERTS’
OPINIONS
TOURISTS’
PERCEPCTIONS
BUSINESSMEN’S
ATTITUDES
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hypo hesis om he collec ed da a om he panel o expe s. This me hodology
gi es us he chance o mo ing om he heo y and he da a and heo y is
suppo ed by he da a in o de o es ablish ela ionships.
I has been made wel e in e iews du ing June and July 2005. In e iews ha e
been eco ded in o de o ge a be e ea men wi h he speci ic so wa e
p og ams (CAQDAS: Compu e -Aided Quali a i e Da a Análisis). These p og ams
allow o de elop an in es iga ion p ocess mo e anspa en and igo ous bu do
no subs i u e he esea che in he quali a i e da a analysis p ocess. Simply, he
p og ams allow o s o age, manage, desc ibe and explo e complex da a and, a
he same ime, c ea e and p obe new ideas and heo ies, al hough he heo y will
con inue being he undamen al ask o he esea che .
• Businessmen. In his case da a collec ion is made h ough pe sonal in e iew wi h
he businessmen connec ed wi h ou ism. In o de o ge he in o ma ion, i was
asked he collabo a ion o he Businessmen Associa ion in San iponce. We
planned o ca y ou his s age in Sep embe 2005.
Ou aim in his case is o know, basically, he le el in which he local
businessmen is inno a o as well as i s deg ee o aining, isks’ assump ion…
• Tou is s. In his case we ocus ou a en ion in he g oup o ou is isi ing he
A chaeological A ea o I álica. In o de o ge he in o ma ion, we ha e asked he
collabo a ion o his Good o Cul u al In e es Managemen in o de o make
in e iews a he beginning and a he end o he isi . The da a will be collec ed
om Sep embe o Oc obe 2005.
In his case he objec i e is o know he pe cei ed quali y o he se ice ( isi
p ocesses, pe sonal a en ion, p ice, accessibili y, e c.), clien ypology and hei
u u e beha iou .
Summa ising, he p oposed model, ha has being implemen ed in San iponce, will
p o ide us wi h an analysis o ela ionships and, also, analysis o oppo uni ies and
weakness ha will allow us o ecommend p oposals o ac ions acco ding o he
ob ained conclusions.
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4. FINAL NOTES
Du ing his p ojec , based on he Tou is De elopmen Theo y, which is oo ed in he
Social In e change Theo y, we ha e alida ed a model in which pe cei ed esiden ’s
impac s, bo h posi i e and nega i e ones, a e ela ed wi h hei suppo o ou is
ac i i y and i s planning. Fo his eason i is impo an o know how esiden s
pe cei ed he o al impac o ou ism and he ac o s ha in luence he o al pe cei ed
impac o he ou is de elopmen .
In his way we s a e ha any p ojec o ou is de elopmen migh be h ea ened by
he way i is planned and implemen ed wi hou he knowledge and suppo o he
local esiden s. In such a si ua ion, ang y, apa hy o lack o con idence will be
ansmi ed o he ou is and, in he majo i y o he cases, ou is s will be eluc an o
isi places whe e hey a e no welcome.
Tha is why we conside essen ial o make, ough p omo ion s a egies, a clea be
o he local iden i y s a ing om he cul u al pa imony, as he axe o he economic,
social and cul u al de elopmen o he illage.
I is ob ious he necessi y o in ol e he ci izens, in gene al, and he local
businessman/en ep eneu , pa icula ly, in he oppo uni ies gene a ed o he ou ism
in hei illage as well as os e hei in eg a ion in he ou is se ices o e ed in he
illage.
This mani es an oppo uni y o he en ep eneu s o San iponce. We canno o ge
ha he business local ini ia i es a e in cha ge o in igo a e and g ow h o he local
economy as well as s opping he p ocess o he young mo ing om he illage o he
ci y.
The p oblem we need o con as as s a ing hypo hesis in he businessmen s age,
and i would be a nega i e ac o , is he lack o an open men ali y o he inno a ion
among he en ep eneu s in his a ea. This lack o open men ali y, al hough i is
common in many a eas o Spain, pu obs acles o he in oduc ion o changes in
habi s and ways o beha iou in almos all sec o s no only in he ou is one.