This guest lecture was presented as part of the Subject The Economies of Cities and Regions of the Master of Urban Planning programme of the University of Melbourne. It introduces students to key concepts in tourism, tourism development and sustainability that allow the debate of the sustainability of tourism development in selected case studies from an economic perspective.

1. GUEST
LECTURE
FOR
THE
SUBJECT
THE
ECONOMIES
OF
CITIES
AND
REGIONS
OF
THE
MASTER
OF
URBAN
PLANNING
COURSE
Cases
of
Applied
Public
Policy
THE
ECONOMICS
OF
TOURISM
DEVELOPMENT
05/04/2012
LEONARDO
NOGUEIRA
DE
MORAES
THE
UNIVERSITY
OF
MELBOURNE
LEONARDO
NOGUEIRA
DE
MORAES

2. PresentaBon
Overview
PresentaBon
ObjecBve:
provide
an
overview
of
economic
issues
related
to
tourism
development
and
discuss
them
in
light
of
cases
of
applied
public
policy
PresentaBon
Contents:
1. Why
Tourism?
2. SeKng
IniMal
Research
Boundaries
3. Structuring
the
Research
FoundaMons
4. RevisiMng
Preliminary
Case
Studies
5. Developing
a
Research
Design
6. Discussion
of
Preliminary
Results
7. Final
Remarks
LEONARDO
NOGUEIRA
DE
MORAES

3. PART
1
–
WHY
TOURISM?
LEONARDO
NOGUEIRA
DE
MORAES

4. Is
Tourism
Relevant?
• In
2011,
it
was
forecasted
to
be
directly
responsible
for:
– 2.8%
of
World
GDP
(2.9%
in
2021)
– 3.4%
of
World
Employment
(3.6%
in
2021)
• Considering
its
mulMplying
effect
on
the
economy,
its
importance
raises
to:
– 9.1%
of
World
GDP
(9.6%
in
2021)
– 8.8%
of
World
Employment
(9.7%
in
2021)
(WTTC,
2011c)
LEONARDO
NOGUEIRA
DE
MORAES

5. Tourism’s
Economic
ContribuBon
Direct
Travel
&
Tourism
ContribuBon
• CommodiBes
• AccommodaMon
• TransportaMon
• Entertainment
Indirect
Travel
&
Induced
• A_racMons
ContribuBon
• Industries
Tourism
ContribuBon
(spending
of
• Hotels
and
direct
and
Catering
• T&T
investment
• Retail
indirect
spending
• TransportaMon
employees)
• Government
services
collecMve
T&T
• Food
&
beverages
• Business
services
spending
• RecreaMon
• Sources
of
Spending
• Impact
of
• Clothing
• Residents’
purchases
from
domesMc
T&T
• Housing
suppliers
• Household
goods
Spending
• Businesses’
domesMc
travel
spending
(WTTC, 2011c)
• Visitor
exports
• Individual
government
T&T
spending
(WTTC, 2011c)
LEONARDO
NOGUEIRA
DE
MORAES

6. Inbound
Tourism
as
Export
2009-­‐10
2008-­‐09
(AUD
to
Rank
Export
Item
(DFAT,
2010)
million)
2009-­‐10
1
Coal
36,445
-­‐33.4%
2
Iron
Ore
&
Concentrates
35,090
2.5%
3
EducaBon-­‐Related
Travel
Serv.
18,507
10.6%
4
Gold
14,301
-­‐18.3%
5
Personal
Travel
(excl
ed)
Serv.
12,121
3.9%
5.9 million visitor arrivals in 2010
(Tourism Australia, 2011) 6
Crude
Petroleum
8,955
8.5%
7thposition in the WTTC World
Tourism Economy Ranking (2011a) 7
Natural
Gas
7,789
-­‐22.7%
LEONARDO
NOGUEIRA
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MORAES

7. PART
2
–
SETTING
INITIAL
RESEARCH
BOUNDARIES
LEONARDO
NOGUEIRA
DE
MORAES

8. IdenBfying
Research
Interests
• Tourism
Development
• Sustainability
• Strategies
LEONARDO
NOGUEIRA
DE
MORAES

9. Research
Aim
To
contribute
with
the
current
body
of
knowledge
on
processes
of
implementaBon
of
higher
degrees
of
sustainability
within
tourism
development
LEONARDO
NOGUEIRA
DE
MORAES

10. 10
PART
3
–
STRUCTURING
THE
RESEARCH
FOUNDATIONS
LEONARDO
NOGUEIRA
DE
MORAES

11. DefiniBons
of
Tourism
Dependent
on
whether
one
considers
tourism
as
a(n):
• Sector/Industry;
• AcMvity;
or
• Phenomenon.
Leiper
(1979)
categorises
definiMons
as:
• Economic;
• Technical;
and
• HolisMc
LEONARDO
NOGUEIRA
DE
MORAES

12. Economic
DefiniBons
of
Tourism
• “Tourism
is
an
indenMfiable
naMonally
important
industry.
The
industry
involves
a
wide
cross
secMon
of
component
acMvites
including
the
provision
of
transportaMon,
accommodaMon,
recreaMon,
food,
and
related
services”
(Australian
Department
of
Tourism
&
RecreaMon,
1975).
LEONARDO
NOGUEIRA
DE
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13. 13
Technical
DefiniBons
of
Tourism
UNWTO:
• “Tourism
comprises
the
acMviMes
of
persons
travelling
to
and
staying
in
places
outside
their
usual
environment
for
not
more
than
one
consecuMve
year
for
leisure,
business
or
other
purposes”
(MacIntosh
et
al,
1995).
LEONARDO
NOGUEIRA
DE
MORAES

14. 14
HolisBc
DefiniBons
of
Tourism
Hunkizer
and
Krapf
(1943):
• “Tourism
is
the
sum
of
the
phenomena
and
relaMonships
arising
from
the
travel
and
stay
of
non-­‐
residents,
in
so
far
as
they
do
not
lead
to
permanent
residence
and
are
not
connected
to
any
earning
acMvity”
(Burkart,
1981).
LEONARDO
NOGUEIRA
DE
MORAES

15. Tourism
Models
• Explanatory
Models
Versus
• PrescripMve
or
NormaMve
Models
• Tourism
SpaMal
Models
Versus
• Tourism
Structural
Models
LEONARDO
NOGUEIRA
DE
MORAES

16. 16
Leiper’s
(1979)
Tourism
Model
The
three
basic
elements
of
Leiper’s
Model:
• Tourists
• Geographical
Elements
• Tourism
Industry
It
lacks
to
acknowledge:
• Locals
• Other
regions
of
the
globe
LEONARDO
NOGUEIRA
DE
MORAES

17. Tourism
System
(SISTUR
–
Sistema
de
Turismo,
Beni,
2001)
LEONARDO
NOGUEIRA
DE
MORAES

18. 18
Tourism
Impacts
and
Meta
Impacts
Impacts
Economic
Social
PosiMve
MulBplier
Effect
Decrease
of
Social
Service
Intensive
(Jobs)
Differences
Invisible
Export
(Inbound)
Sense
of
Community
SpaMal
RedistribuBon
of
New
social
structures
Currency
Local
Development
Wider
Access
to
Products
NegaMve
Invisible
Import
Increase
of
Social
(Outbound)
Differences
Currency
Leakage
Crime
Rates,
Diseases,
etc
InflaBon
Sense
of
Community
CompeBBon
with
New
Social
Structures
tradiMonal
industries
Neo
Colonialism
Impacts
Environmental
(Meta)
Cultural
PosiMve
Help
Protect
and
IdenMty
Recall
Conserve
Heritage
Value
Help
Change
Mindset
and
Broadening
of
Global
Behaviour
Understading
NegaMve
Help
Damage
and
Destroy
DemonstraMon
Help
Change
PrioriMes
Xenophobism
and
Behaviour
Staged
Behaviour
LEONARDO
NOGUEIRA
DE
MORAES

19. Tourism
Development
Models
• Tourism
Development
Versus
• Tourism
EvoluMon
• Tourism
Dev.
Explanatory
Models
Versus
• Tourism
Dev.
PrescripMve
Models
• Product
(DesMnaMon)
Centric
• Market
(Tourist)
Centric
• Product
and
Market
Centric
LEONARDO
NOGUEIRA
DE
MORAES

20. Tourist
Psychographic
Personality
Profiles
(Plog,
2001)
Venturers:
more
independent,
intellectually
curious,
willing
to
take
risks
and
to
be
challenged
and
that
would
require
a
lot
of
self-­‐confidence,
quick
decisions
and
their
own
personal
judgement
Dependables:
seek
experiences
that
are
more
familiar,
somehow
conservaMve
and
passive,
more
predicMve
and
well-­‐thought
of,
more
popular
and
well-­‐established
• FaciliMes
for
social
sustainability
LEONARDO
NOGUEIRA
DE
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21. Tourist
Area
Life
Cycle
(Butler,
1980)
Of
key
importance
is
the
intervenBon
of
management
to
prevent
development
exceeding
the
inherent
capacity
of
the
desBnaBon
(capacity
defined
in
terms
of
limits
of
economic,
social,
environmental
and
physical
parameters),
on
the
basis
that
if
capacity
levels
were
exceeded,
decline
in
quality
of
visitor
and
resident
experiences
would
result,
along
with
environmental
and
other
problems,
and
these
would
result
in
a
decline
in
visitaBon
and
thus
also
tourist
expenditure
and
funds
for
reinvestment
in
the
desMnaMon
(Butler,
2009,
p.
348).
LEONARDO
NOGUEIRA
DE
MORAES

22. Trend
Dynamics
(Vejlgaard,
2008,
p.
64)
It
highlights
the
role
of
trend-­‐se_ers
and
trend
followers
in
the
process
of
making
trends
mainstream.
Key
people
in
the
tourism
desMnaMon
could
be
responsible
for
beginning
the
process
of
tourist-­‐host
acculturaMon.
LEONARDO
NOGUEIRA
DE
MORAES

23. Managing
Limits
to
Tourism
Flows
Dimensions
of
Carrying
• Miguel
Cifuentes
–
CC
(Wearing,
1999)
Capacity
(CC):
• Visitor
Impact
Management
–
VIM
(Farrell,
• Ecological
2002)
• Social
• Limits
of
Acceptable
Change
–
LAC
(Stankey,
1985)
• Cultural
• Visitor
AcMvity
Management
Process
–
VAMP
• Economic
(Eagles,
2002)
• Psychological
• Tourism
OpMmizaMon
Model
–
TOMM
(ibid)
• Physical
• RecreaMon
Opportunity
Spectrum
–
ROS
(ibid)
• Tourist
• Visitor
Experience
and
Resources
ProtecMon
-­‐
VERP
(US
Department
of
Interior,
1997)
LEONARDO
NOGUEIRA
DE
MORAES

24. Proposed
Human-­‐Environment
RelaBons
Base
Model
Human Needs
Human Beings
Human Resources
Human Systems
Environmental
Systems
Environmental
Biosphere
Resources
Atmosphere
Hydrosphere
Litosphere
Reshaping
Consequence
of Reshaping
LEONARDO
NOGUEIRA
DE
MORAES

25. Proposed
Tourism
DefiniBon
Tourism
is
the
sum
of
temporary
and
sporadic
human
travel
to
non-­‐rouBne
areas.
It
is
moMvated
by
the
search
for
alternaMve
ways
of
saMsfying
specific
human
needs
to
those
ways
that
are
available
in
their
areas
of
residency.
Tourism
is
capable
to
transversely
impact
the
environmental
and
human
resources
and
systems
of
all
areas
delineated
by
its
occurrence
(originaBng,
transit,
desBnaBon
and
all
other
regions)
as
well
as
the
globe
as
a
whole.
It
thus
interferes
posiMvely
and
negaMvely
with
the
human
capacity
to
survive
(global
dimension
of
tourism
development
sustainability)
as
well
as
with
the
tourist
desBnaBon’s
capacity
to
conBnue
to
airact
tourism
flows
(sectoral
dimension
of
tourism
development
sustainability).
LEONARDO
NOGUEIRA
DE
MORAES

26. Tourism
Development
Sustainability
DefiniBon
Tourism
development
sustainability
is
understood
as
the
degree
of
resilience
of
a
tourism
development
operaBonal
model
(and
therefore
its
capacity
to
increase
the
chances
of
its
long-­‐term
conMnuance).
Such
resilience
is
understood
as
being
dependent
on
the
model’s
capacity
to
establish
a
mutual
posiBve
outcome
relaBonship
with
global
and
local
(desMnaMon,
transit
route,
origin
and
other
areas)
human
and
environmental
systems
it
relates
to,
aiming
at
the
conservaBon
and
democraBc
access
of
human
and
environmental
resources
for
exisBng
and
future
generaBons.
LEONARDO
NOGUEIRA
DE
MORAES

27. Proposed
Tourism
Development
Explanatory
Model
+ Endogenous Atributes or
Degree of Authenticity
Human Needs
Exogenous Atributes or
Degree of Tourism Humans Beings
Orientation
Human Resources
Human Systems
Environmental
Systems
Environmental
Resources
Not Reshaped Temporary
Reshaped not for Relocation
Tourism Purposes Reshaping
Reshaped for
Tourism Purposes Consequence
Of Reshaping
LEONARDO
NOGUEIRA
DE
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28. 28
Sustainability
within
Tourism
Development
Carrying
Capacity
• Composite
Indices
and
Core
Indicators
(UNWTO,
2004)
• RecogniMon
of
2
Dimensions
UNWTO’s
of
Sustainability
within
Sustainability
Tourism
Development
related
Composite
to
the
desBnaBon/globe
and
Indices
to
the
acBvity
itself
Capacity
Site
Stress
to
A_ract
LEONARDO
NOGUEIRA
DE
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29. 29
What
is
being
offered
to
tourists
and
being
bought
by
them,
anyway?
• Suppliers’
point
of
view
• Consumers’
point
of
view
• Economic
point
of
view
LEONARDO
NOGUEIRA
DE
MORAES

30. 30
The
Progression
of
Economic
Value
(Pine,
1999,
p.
166)
DIFFERENTIATED
Pine
(1999)
argues
that
5
RELEVANT
TO
different
types
of
TransformaMons
Experiences
COMPETITIVE
POSITION
economic
offering
can
be
NEEDS
OF
CUSTOMERS
Services
idenMfied
and
organised
according
to
their
perceived
value
and
level
Goods
of
customisaBon
and
CommodiMes
commodiBsaBon.
UNDIFFERENTIATED
IRRELEVANT
TO
MARKET
PRICE
PREMIUM
LEONARDO
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31. 31
Economic
DisBncBons
(Pine,
1999)
Economic
Commodities Goods Services Experiences Transformations
Offerings
Economy Agrarian Industrial Service Experience Transformation
Economic
Extract Make Deliver Stage Guide
Function
“TransformaMons
Nature of
Fungible Tangible Intangible Memorable Effectual
are
as
disMnct
from
Offering
experiences
as
Key
Attribute
Natural Standardised Customised Personal Individual
experiences
are
Method of
Inventoried
Delivered
Revealed
Sustained
Stored in bulk after over a
from
services”
Supply
production
on demand
duration
through time
(Pine,
1999,
pp.
170-­‐1)
Seller Trader Manufacturer Provider Stager Elicitor
Buyer Market Customer Client Guest Aspirant
Factors of
Characteristics Features Benefits Sensations Traits
Demand
LEONARDO
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32. 32
The
Experience
Realms
(Pine,
1999,
p.
30)
ABSORPTION
“The
richest
ENTERTAINMENT
EDUCATIONAL
experiences
PARTICIPATION
PARTICIPATION
PASSIVE
encompass
ACTIVE
SWEET
SPOT
aspects
of
all
four
realms.”
ESTHETIC
ESCAPIST
(Pine,
1999,
p.
39)
IMERSION
LEONARDO
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33. 33
AuthenBcity
(Gilmore,
2007)
“People
tend
to
FRAMING
THE
LANDSCAPE
OF
AUTHENTICITY
perceive
as
authenMc
CommodiBes
Natural
AuthenBcity
that
which
exists
in
its
natural
state
in
or
of
Goods
the
earth,
remaining
Services
untouched
by
human
hands;
not
arMficial
or
Experiences
syntheMc”
(ibid,
49).
TransformaMons
LEONARDO
NOGUEIRA
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34. 34
AuthenBcity
(Gilmore,
2007)
FRAMING
THE
LANDSCAPE
OF
AUTHENTICITY
“People
tend
to
perceive
as
authenMc
that
which
CommodiMes
Natural
AuthenMcity
possesses
originality
in
design,
being
the
first
of
Goods
Original
AuthenBcity
its
kind,
never
before
Services
seen
by
human
eyes,
not
a
copy
or
Experiences
imitaMon”
(ibid,
49).
TransformaMons
LEONARDO
NOGUEIRA
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MORAES

35. 35
AuthenBcity
(Gilmore,
2007)
FRAMING
THE
LANDSCAPE
OF
AUTHENTICITY
“People
tend
to
perceive
as
authenMc
that
which
is
done
CommodiMes
Natural
AuthenMcity
excepBonally
well,
executed
individually
and
Goods
Original
AuthenMcity
extraordinarily
by
someone
demonstraBng
human
care,
Services
ExcepBonal
AuthenBcity
not
unfeelingly
or
disingenuously
Experiences
performed”
(ibid,
49).
TransformaMons
LEONARDO
NOGUEIRA
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MORAES

36. 36
AuthenBcity
(Gilmore,
2007)
“People
tend
to
perceive
FRAMING
THE
LANDSCAPE
OF
AUTHENTICITY
as
authenMc
that
which
CommodiMes
Natural
AuthenMcity
refers
to
some
other
context,
drawing
Goods
Original
AuthenMcity
inspiraMon
from
human
history,
and
tapping
into
Services
ExcepMonal
AuthenMcity
our
shared
memories
and
Experiences
ReferenBal
AuthenBcity
longings;
not
derivaMve
or
trivial”
(ibid,
50).
TransformaMons
LEONARDO
NOGUEIRA
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MORAES

37. 37
AuthenBcity
(Gilmore,
2007)
FRAMING
THE
LANDSCAPE
OF
AUTHENTICITY
“People
tend
to
perceive
as
authenMc
that
which
exerts
CommodiMes
Natural
AuthenMcity
influence
on
other
enBBes,
calling
human
Goods
Original
AuthenMcity
beings
to
a
higher
goal
and
providing
a
foretaste
of
a
Services
ExcepMonal
AuthenMcity
be_er
way;
not
inconsequenMal
or
without
Experiences
ReferenMal
AuthenMcity
meaning”
(ibid,
50).
TransformaBons
InfluenBal
AuthenBcity
LEONARDO
NOGUEIRA
DE
MORAES

38. 38
CompeBBve
Advantage
Porter
(2004)
argues
that
the
differenBaBon
in
terms
of
price,
innovaBon
and
focus
are
the
sources
of
compeBBve
advantage
for
businesses
and
places.
LEONARDO
NOGUEIRA
DE
MORAES

39. 39
The
Tourism
Supply
Chain
Transport
Guides
A_racMons
TOURISM
EXPERIENCE
• Linen and Towels
• Toiletries
Accom.
• Cleaning Products
• Food and Beverages
• Laundry Services
Restaurants
Others
LEONARDO
NOGUEIRA
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40. 40
Dimensions
of
RelaBonships
Long
Term
Benefits
DesMnaMon
(System)
Y
Z
Common
and
Common
and
IncompaMble
CompaMble
Goals
X
Goals
(CompeMMon)
(CooperaMon)
X:
Forces
Company
/
Person
Y:
Beneficiaries
(Component)
Z:
Benefits
Short
Term
Benefits
LEONARDO
NOGUEIRA
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41. 41
Clusters
and
CompeBBve
Advantage
Clusters
are
geographic
concentraMons
of
interconnected
companies,
specialized
suppliers,
service
providers,
firms
in
related
industries,
and
associated
insMtuMons
(…)
in
parMcular
fields
that
compete
but
also
cooperate
(Porter,
1998,
p.
197).
LEONARDO
NOGUEIRA
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42. 42
Tourism
Clustering
The
general
assumpMon
behind
the
clustering
models
is
a
step
beyond
the
simple
benefits
to
firms
and
communiMes
that
can
be
explained
by
economic
specializaBon.
Clustering
is
predicated
by
the
noMon
that
the
co-­‐locaMon
of
like
firms
will
produce
a
range
of
synergies,
which
if
captured,
may
enhance
the
growth
of
market
size,
employment
and
product.
(...)
The
Porterian
model
relies
on
the
convenMonal
noMon
that
a
co-­‐locaBon
of
like
industries
in
a
geographic
concentraMon
can
produce
mulBplier
effects
(economic)
and
consequent
social
impacts
(externaliBes)”
(Michael,
2007,
p.
22).
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43. 43
Horizontal
Clustering
“Horizontal
clustering
is
the
most
common
and
most
easily
recognised
type
of
cluster
formaMon.
It
occurs
where
similar
or
like
Hotel
A
firms
from
the
stage
in
the
value
chain
for
the
same
industry
co-­‐locate
in
a
geographic
area.
These
firms
are
compeBtors,
selling
like
products
using
similar
producMve
Hotel
Horizontal
Hotel
D
Clustering
B
resources.
However,
their
co-­‐locaBon
pools
the
potenBal
customer
base
to
increase
total
sales,
and
may
someMmes
create
Hotel
other
advantages
in
terms
of
product
C
availability,
labour
supply,
shared
informaBon
and
infrastructure,
to
reduce
costs
or
the
effects
of
externaliBes”
(Michael,
2007,
p.
25).
LEONARDO
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44. 44
VerBcal
Clustering
“The
co-­‐locaBon
of
firms
operaMng
at
Distributer(s)
different
stages
in
an
industry’s
supply
chain
is
referred
to
as
verBcal
clustering.
Here,
there
is
an
integrated
linkage
Hotel(s)
between
producBon
stages
and
consumers
that
enhances
specializaBon.
The
close
Distributer(s)
proximity
between
firms
minimizes
logisBcs
and
distribuBonal
costs,
and
may
help
to
concentrate
labour
supply,
workforce
skills
Producer(s)
and
market
informaBon”
(Michael,
2007,
p.
26).
LEONARDO
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45. 45
Diagonal
Clustering
“The
clustering
typology
is
expanded
to
recognize
diagonal
clustering,
to
idenMfy
an
increasing
concentraMon
of
complementary
(or
symbioBc)
firms.
Here,
each
firm
adds
value
to
Hotels
the
acMvity
of
others,
even
though
their
products
may
be
quite
disMnct
and
clearly
belong
to
other
industry
classificaMons.
Diagonal
Diagonal
clustering
occurs
where
firms
Others
F&B
Clustering
working
together
create
a
bundle
of
separate
products
and
services
that
the
consumer
effecMvely
purchases
as
a
single
item.
(...)
The
Guides
co-­‐locaMon
of
complementary
providers
adds
value
to
the
tourism
experience;
while,
conversely,
the
absence
of
key
services
will
probably
limit
the
growth
of
exisMng
firms”
(Michael,
2007,
p.
26).
LEONARDO
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46. 46
Complex
AdapBve
Systems
‘[A]t
its
heart,
a
system
[is]
composed
of
many,
many
“agents”.
These
agents
might
be
molecules
or
neurons
or
species
or
consumers
or
even
corporaMons.
But
whatever
their
nature,
the
agents
[are]
constantly
organising
and
reorganising
themselves
into
larger
structures
through
the
clash
of
mutual
accommodaBon
and
mutual
rivalry.
Thus
molecules
would
form
cells,
neurons
would
form
brains,
species
would
form
ecosystems,
consumers
and
corporaMons
would
form
economies,
and
so
on.
Complexity,
in
other
words,
[is]
really
a
science
of
emergence”
(Waldrop,
1992,
p.
88).
LEONARDO
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47. 47
CompeBBon
and
CooperaBon
The
control
of
a
complex
• Complex
AdapMve
Systems
(Waldrop,
adapBve
system
tends
to
be
1992)
highly
dispersed.
(…)
If
there
is
to
be
any
coherent
• Economic
Clustering
Theory
(Porter,
behaviour
in
the
system,
it
1998)
has
to
arise
from
• Tourism
Micro-­‐Clusters
and
Networks
compeBBon
and
cooperaBon
among
the
(Michael,
2007)
agents
themselves
(Waldrop,
1992,
p.
145).
LEONARDO
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48. 48
Lock-­‐In
and
Increasing
Returns
(Waldrop,
1992)
Lock-­‐in
derives
from
paths
of
dependence
that
lead
to
increasing
returns;
Depending
on
one’s
point-­‐of-­‐view,
it
provokes
the
emergence
of
vicious
or
virtuous
cycles.
LEONARDO
NOGUEIRA
DE
MORAES

49. Social-­‐Ecological
Complex
AdapBve
Systems
RELATIONAL STRUCTURE
COMMUNICATION
NETWORK ORGANISATIONAL NETWORK
ORGANISATIONAL NETWORK
AGENTS UNDERSTANDINGS AGENTS
RELATIONSHIPS
AGENCY NETWORK
ACTIONS
ROLES
LEONARDO
NOGUEIRA
DE
MORAES

50. Social-­‐Ecological
Complex
AdapBve
Systems
–
Social
Structure
INSTITUTIONAL STRUCTURE RELATIONAL STRUCTURE
REGULATORY NETWORK
COMMUNICATION
NETWORK ORGANISATIONAL NETWORK
RULES
UNDERSTANDINGS AGENTS
SYMBOLIC NETWORK
VALUES NETWORK
AGENCY NETWORK
CONCEPTS
PRIORITIES
ACTIONS
LEONARDO
NOGUEIRA
DE
MORAES

51. SECAS
–
Emergent
ProperBes
TIME/SPACE DIMENSIONS
SOCIAL-ECOLOGICAL COMPLEX ADAPTIVE SYSTEM
TIME/SPACE DIMENSIONS
COMPLEX ADAPTIVE PROPERTIES
SOCIAL STRUCTURE
SELF-
REINFORCING MODERATING
ORGANISATIONAL NETWORK FEEDBACK EMERGENCE FEEDBACK
AGENTS SOCIAL STRUCTURE
ORGANISATIONAL NETWORK
RELATIONSHIPS
AGENTS
ROLES
RELATIONSHIPS
LOCAL ENVIRONMENT
ROLES
LOCAL ENVIRONMENT
LEONARDO
NOGUEIRA
DE
MORAES

52. TIME/SPACE DIMENSIONS
HIGHER LEVEL CAS
OUTPUTS THROUGHPUTS INPUTS
(MATTER, ENERGY, AGENTS AND INFO)
EXTERNAL STOCK
SECAS
Context
INPUTS OUTPUTS
SOCIAL-ECOLOGICAL COMPLEX ADAPTIVE SYSTEM
THROUGHPUTS
(MATTER, ENERGY, AGENTS AND INFO)
HIGHER LEVEL CAS OR CONTEXT INTERNAL STOCK
OUTPUTS THROUGHPUTS INPUTS
(MATTER, ENERGY, AGENTS AND COMPLEX ADAPTIVE PROPERTIES
INPUTS INFO) OUTPUTS
EXTERNAL STOCK SELF-
REINFORCING MODERATING
SOCIAL-ECOLOGICAL COMPLEX ADAPTIVE SYSTEM FEEDBACK
THROUGHPUTS
EMERGENCE FEEDBACK
(MATTER, ENERGY, AGENTS AND SOCIAL STRUCTURE
INFO)
INTERNAL STOCK
ORGANISATIONAL NETWORK
LOCAL ENVIRONMENT
AGENTS
WIDER ENVIRONMENT
RELATIONSHIPS
ROLES
LOCAL ENVIRONMENT
WIDER ENVIRONMENT
LEONARDO
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53. 53 MulB-­‐Level
PerspecBve
on
TransiBons
(Geels,
2011,
p.
28)
Increasing structuration
of activities in local practices
Socio-
Technical
1 – Socio-technical regime is “dynamically stable”. Landscape
(exogenous
On different dimensions are ongoing processes.
context)
2 – Small networks of actors support novelties on the
basis of expectations and visions. Learning processes
take place on multiple dimensions (co- 5
construction). Efforts to link different elements in a 7
seamless web. A
3 – External influences on niches (via expectation B
Socio- F
and networks). TOURISM
Technical 1
4 – Elements become aligned, and stabilise in a EXPERIENCE
Regime
dominant design. Internal momentum increases. C E
5 – Landscape developments put pressure on D
existing regime, which opens up, creating windows 6
of opportunity for novelties.
6 – New configuration breaks through, taking
advantage of ‘windows of opportunity’. Adjustments
A – Markets, user preferences
occur in socio-technical regime. 4
B – Industry
7 – New regime influences landscape. 3
C – Policy
2 D – Technology
Niche- E – Culture
Innovations F – Science
TIME
LEONARDO
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54. 54
PART
4
–
REVISITING
PRELIMINARY
CASE
STUDIES
LEONARDO
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55. 55
Brasil
BRASIL
LEONARDO
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56. 56
Brasil
(IBGE,
2010)
Brasil
Area
8,514,877
sq
km
Capital
Brasília
Pop.
193,733,795
States
26
(+
1
FD)
Birth
1500
AD
LEONARDO
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57. 57
Brasil
(WTTC,
2011b;
MTur,
2011)
Tourism
Performance
Indicators
Exchange
Rate
AUD
1.00
≈
BRL
1.90
InternaMonal
Tourists
2010
≈
7.9
million
%
of
GDP
(Direct)
3.3%
%
of
GDP
(+MulMplier
Effect)
9.1%
Employment
(Total)
8,145,000
%
of
Total
Employment
8.3%
WTTC
Tourism
Economy
Ranking
6th
(Total
Contr.
GDP)
LEONARDO
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58. 58
Ministry
of
Tourism
(MTur,
2010)
• Tourism
Offering
QualificaMon
Macro-­‐
Program
– Tourism
NormalizaMon
Program
– Tourism
CerMficaMon
Program
– Tourism
Professionals
QualificaMon
Program
• Tourism
RegionalizaMon
Macro-­‐
Program
– RegionalizaMon
Planning
and
Management
Program
– Tourism
SegmentaMon
Program
– Tourism
Associated
ProducMon
Program
– PRODETUR
LEONARDO
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59. 59
The
Experience
Economy
Project
• 200
Businesses
in
Five
DesMnaMons:
– Região
da
Uva
e
do
Vinho
–
RS
– Bonito
–
MS
– Petrópolis
–
RJ
– Belém
–
PA
– Costa
do
Descobrimento
–
BA
• Focus
groups
and
interviews
with
tourists,
followed
by
training
of
operators
(InsMtuto
Marca
Brasil,
2010)
LEONARDO
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60. 60
Map
of
Senses
–
City
of
São
Paulo
• Website
Survey
on
São
Paulo’s
tourist
a_racMons
and
their
relaMon
to
the
five
senses
–
600
respondents
and
2000
nominaMons
• 20
places
were
tested
with
tourists
and
their
sensaMons
measured
through
BioMapping
technology
• Map
was
published
in
September
2009
• Some
of
its
core
elements
are
being
used
in
the
new
brand
for
the
desMnaMon
(São
Paulo
Turismo,
2009)
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61. 61
BioMapping
(Nold,
2010)
• Lie
Detector
+
GPS
(biomapping.net)
• Communal
EmoMon
Maps
LEONARDO
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62. 62
Complexo
Estrada
Real
(1600
km)
LEONARDO
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63. 63
Produção
Associada
ao
Turismo
(Tourism
Associated
ProducBon)
• First
Stage:
18
CiMes
out
of
57
ciMes
• Focus
on:
– Special
cheese
producers,
– Gems
and
jewelry
producers,
– Handcra•ed
cachaça
producers
– Cra•smen
(InsMtuto
Estrada
Real,
2010)
LEONARDO
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64. 64
Tourism
CooperaBves
Project
• ITCP
–
COOPE
–
UFRJ
(2010)
• Ministry
for
Tourism
• Tourism
Prone
Areas
with
Low
Human
Development
Index
• Incubator
to
AssociaMons
or
CooperaMves
• Local
ProducMon
by
Local
CommuniMes
LEONARDO
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65. 65
Bonito
–
Integrated
Voucher
System
• Incorporated
by
the
Public
Sector
in
1995
and
previously
used
by
the
Private
Sector
• 4
prints
(Guide,
A_racMon,
Agency/
Operator
and
Government)
– 32
Inbound
Travel
Agencies/Tour
Operators
– 80
Tour
Guides
(registered
in
the
MTur)
– 25
A_racMons
• ObjecMves
include:
staMsMcs,
formalisaMon
of
the
economy,
increase
of
tax
collecMon
(40,84%
in
2003
with
improved
collecMon
methods).
(COMTUR
de
Bonito,
1995)
LEONARDO
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66. 66
General
Remarks
• Some
of
the
presented
cases
sMll
cannot
be
proved
as
successful
• Challenges
include:
coordinaMon
of
different
levels,
different
agents
within
same
levels,
different
agents
from
different
sectors
and
someMmes
different
levels,
not
to
menMon
a
plethora
of
governmental
insMtuMons
LEONARDO
NOGUEIRA
DE
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