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Научни трудове на Съюза на учените в България-Пловдив Серия A. Обществени науки, изкуство и култура, том I., Съюз на учените сесия 31 октомври - 1 ноември 2014 Scientific research of the Union of Scientists in Bulgaria-Plovdiv, seriesA. Public sciences, art and culture, Vol. I., Union of Scientists, ISSN 1311-9400, Session 31 October - 1 November 2014.
ОЦЕНКА НА МОТИВАЦИЯТА ЗА УЧАСТИЕ В КУЛТУРЕН
ТУРИЗЪМ ЕЛЕНА ПЕТКОВА Софийски университет „Св. Климент Охридски"
EVALUATION OF THE MOTIVATION FOR PARTICIPATION IN CULTURAL TOURISM ELENA PETKOVA Sofia University «St. Kliment Ohridski»
Abstract:
In the present paper the motivation for cultural tourism is evaluated through a model concerning the importance of various activities to people. The model includes evaluation of various opportunities for tourism that would help motivate people to visit a tourist destination. The following opportunities for cultural tourism are included: introduction to tangible and intangible culture, and religion, acquisition of specific knowledge and skills, communication and social contacts. Meanwhile people motivated more or less by the culture of a destination may wish to participate in other activities as the primary or the secondary (additional) purpose of their visits, such as: visits to natural sites; use of balneological, spa and wellness services; sports and sporting events; educational and business events; and entertainment and shopping. That model is applied as the importance of the above-mentioned activities (factors) is evaluated through questionnaire.
Introduction
There are many and to a large extent similar definitions of cultural tourism in the scientific literature. Suitable with regards to this paper is the following one:
"Cultural tourism includes travel which primary or secondary purpose is visit to historical, art, scientific or cultural heritage sites and events" (1). Therefore, cultural tourism is concerned with people who travel and carry out specific activities in order to achieve certain goals.
Cultural journeys/ trips could include activities such as: visits to museums or galleries, participation in festivals or other cultural events; historical sites, attractions and archeological heritage, etc. (2). People participating in cultural tourism travel to specific regions and are motivated to visit cultural sights and events whether it is their main purpose of journey or not.
In this regard, cultural tourists satisfy their needs such as: acquisition of knowledge, social contacts, evoking positive emotions, prestige, etc. Necessary conditions for meeting these needs are: accommodation, food, transport, additional services, etc. (3). It could be concluded that in order to carry out cultural tourism there should be certain preconditions. Primary among these are people, tourists in this case, as tourism is a human activity. These people have certain needs and motives that constitute the reason for their participation in cultural activities during their trips.
Methodology of study In the present study the motivation for cultural tourism is evaluated through the model below
concerning the importance of various activities to people. Figure 1 shows the model, which includes various opportunities for tourism that would help motivate people to visit a tourist destination. The following opportunities for cultural tourism are included: introductio n to tangible and intangible culture , and religion, acquisition of specific knowledge and skills, communication and social contacts. Meanwhiïe people motivated more or less by the culture of a destination may wish to participate in other activities as the primary mr tlie se condary (additioiual) puapose oa their visits, such as: vicits to natural siïes; use of balneological, spa and weUness services; sports and sporting evens; edu^ationa! and business events; and entegaigalent amd shopping.
That model is applied as the importance of the above-mentioned activities (factors) is
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evaluated through questionnaire. The questionnaire is in Bulgarian. The survey was conducted during the period from 1 to 31 March 2014. Respondents are young people who visited cultural sites in Sofia and therefore are familiar with them and interested in cultural tourism. The choice of young people from Bulgaria is justified by the fact that they travel often and usually are participants in domestic tourism. During national holidays they often travel around the country with companies. Most of them are students and are either supported by their parents or work, so that they have enough money to travel. They often do not have families to support and have more time to travel. The importance of the activities is evaluated through a 5-point scale with estimates from 1=not important at all to 5=very important. Results are summarized and presented by mean values and share of the respondents, who evaluated the activity as important (values 4 and 5).
Results of the study Profile of the respondents
The survey was completed by 88 people. In selecting the sample size the goal was about 100 people to be included. If the sample is smaller, it is more difficult to ensure representativeness. If the sample is larger, the time and funds devoted to the study could be considered as unjustified. It should be borne in mind that often significant results are obtained by using small samples when the respondents are of interest to a particular study. The participants in the survey are familiar with the culture and heritage of Bulgaria and have been visited cultural sites and events. The participants are young people from 19 to 26 years old. Most of them are women - more than two-thirds (70%) and the rest are men - less than one third (30%). Over half of the respondents (56%) are from South-Western region of Bulgaria. It is due to the fact that the capital of the country is located there and most of the populations live there. Besides, the survey is performed there. The participants are local people and domestic tourists. People from the other regions of the country are almost evenly distributed. There are also two foreigners who speak Bulgarian.
Importance of cultural tourism in the decision to visit the tourism destination
The respondents had the opportunity to point out in their own words what is important to them when they decide to travel. Table 1 shows the responses that were pointed more frequently.
Table 1. What is important to the respondents when they decide to travel?
Answers Number of Percentage of
responses responses
Price/ to have sufficient funds 42 23%
Destination 35 19%
To visit natural and cultural sights 16 9%
Travel arrangements 13 7%
Transport 12 7%
Travel information 11 6%
To have free time 11 6%
Company/ whom you are travel with 10 5%
Quality of services 8 4%
Climate 5 3%
Entertainment 5 3%
Acquisition of knowledge 5 3%
Accommodation 4 2%
Diversity/ variety 4 2%
Total answers 181 100%
Most important to the respondents are: the price of the travel and to have sufficient funds. This is not surprising having in mind that the standard of living in Bulgaria is low. Very important is also the destination to which they travel and its natural and cultural sites and sights, which are the main reason for taking trip/ journey and choosing a place. Next according to the importance for respondents rank practical aspects such as travel arrangements, transport and travel information, followed by the need for free time. Given the low standard of living and the economic crisis in the country the concern for those practical aspects of the travel is not surprising. For those people who work and/ or study it is important to have free time. Since respondents are young people, aspects, such as the company they are travelling with, entertainment and variety are important to them. As people who are interested in history and heritage, the respondents value aspects such as acquisition of knowledge and quality of service, which are important for them too. Other aspects such as climate and accommodation often affect the overall impression of the journey/ trip. In this respects, they are important for the respondents of the present study too (see Table 1).
Respondents had the opportunity to evaluate various aspects of a destination they wish to visit according to their importance to them.
Table 2. Importance of factors associated with opportunities for participating in different types of tourism when choosing a destination
Factors Mean value Share of the respondents who gave estimates 4 and 5
Opportunities for cultural tourism
Opportunities for visits to museums, cultural, historical, archeologi-cal and architectural monuments, sites and sights 4.14 77%
Opportunities for visits to theatres, concerts, exhibitions, festivals and other special cultural events 3.85 67%
Opportunities for visits to religious monuments - monasteries, churches, etc. 3.50 54%
Opportunities to learn about the local culture, arts, crafts, history, traditions, architecture and folklore 4.14 78%
Opportunities to get acquainted with local people, communities, languages and lifestyles 4.28 83%
Opportunities for other types of tourism
Opportunities for visits to natural areas and sites 4.75 97%
Opportunities to use balneological, spa and wellness services 3.48 53%
Opportunities for sports and attendance at sporting events - competitions, tournaments, etc. 3.19 47%
Opportunities to participate in conferences, seminars, fairs, trade shows, training and other educational and business events 3.04 42%
Opportunities for entertainment, night life, shopping, etc. 4.10 77%
The results reveal that most important for the participants in this study are the opportuni-
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ties for visiting natural areas and sites (mean value 4.75 and share of the respondents who rank the activity as important 97% - almost all). Most of the respondents consider as very important the opportunities for participating in cultural tourism and more specifically for visiting sites of the tangible culture - museums and monuments (4.14; 77%), for acquiring knowledge and skills related to culture (4.14; 78%) and for contacts with local people, communities, languages and lifestyles (4.28; 83%). Since respondents are young people, many of them consider the opportunities for entertainment tourism as important too (4.10; 77%).
Less important - near average values and important for about half of the respondents -are the other activities, namely: the opportunities for learning about the intangible culture - opportunities for visiting cultural events (mean value 3.85; and important for 67% of the respondents); and participation in the other types of tourism: balneological, spa and wellness (3.48; 53%); sport (3.19; 47%) and educational and business tourism (3.04; 42%) (see Table 2).
Conclusion
The analysis presented in the paper allows some recommendations to the destinations that want to attract young people from Bulgaria interested in culture and history to be made. Price of travel is very important for those visitors. Terms of the travel should be clear and the information - accurate. Those people wish to visit natural and cultural sites and acquire knowledge about them. It is important when and whom they are travelling with, the entertainment availability and what the service quality is. They are interested in tangible culture, opportunities for acquiring knowledge about it, and getting acquainted with the local population and lifestyles.
In conclusion, we think that surveys of young people interested in culture and history to be performed in other countries are necessary. That will allow comparison and outlining the needs and requirements of that market segment that are likely to differ from those of the other segments to be done. It is good to compare the results of the survey with those obtained by more-developed countries, countries with a higher standard of living. We also recommend the motivation of other groups of the population, market segments, for participation in cultural tourism to be studied (e.g. adult travelers, middle-aged travelers, families with children, etc.).
References:
(1) Assenova M, Marinov V, Dogramadjieva E, Semerdjiev D. A Manual of the Entrepreneur about Domestic Tourism. How to Attract and Serve Bulgarian Tourists? Ministry of Economy, Energetic and Tourism. Sofia. 2010 - in Bulgarian
(2) Mileva S. Recreation through Specialized Tourism. Editorial house „Avangard Prima". Sofia. 2004 - in Bulgarian
(3) Kostov E. The Cultural Tourism. University Press "Economy". Sofia. 2001 - in Bulgarian
