Sustainable Tourism Management: a Collection of Studies from Malta, Lebanon and Jordan

Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan

Sustainable Tourism Management

A Collection of Studies from Malta, Lebanon and Jordan

George Cassar Editor

Malta - 2015 i HELAND Project

Published by: Heland Project

Promoting socio-economic sustainable development through innovative technological actions for Mediterranean tourism heritage and landscape protection clusters.

ȱȱȱȱȱ ȱȱęȱȱȱȱȱȱȱ the ENPI CBC Mediterranean Sea Basin Programme. The contents of this publication are the ȱ¢ȱȱȱ¢ȱȱȱȬȱ ȱȱǰȱȱȱȱȱ ȱȱȱȱȱȱȱĚȱȱȱȱȱȱȱȱȱ the Programme’s management structures.

¢ȱȚȱ ȱȱȮȱ¢ȱȱȱȮȱŘŖŗś

Heland team: Nadia Theuma, George Cassar, Sarah Faith Azzopardi, Giusy Cardia

ȱȱȱȱȱ¢ȱȱǰȱȱȱȱȱ¢ȱȱĴȱȱ¢ȱ form by any means, electronic, mechanical, photocopying, recording or otherwise, without the previous permission of the publisher.

ISBN: 978-99957-886-2-9

ȱŘŖŖŝȬŘŖŗřȱ ȱȱȱȱȱȱȱȱȱȬȱ Cooperation initiative funded by the European Neighbourhood and Partnership Instrument (ENPI). The Programme objective is to promote the sustainable and harmonious cooperation process at the Mediterranean Basin level by dealing with the common challenges and enhancing ȱȱǯȱ ȱęȱȱȱȱȱȱȱȱǰȱ social, environmental and cultural development of the Mediterranean region. The following ŗŚȱȱȱȱȱǱȱ¢ǰȱ¢ǰȱǰȱ ǰȱ ǰȱ ¢ǰȱ ǰȱ Lebanon, Malta, Palestinian Authority, Portugal, Spain, Syria, Tunisia. The Joint Managing ¢ȱǻ Ǽȱȱȱȱȱȱȱǻ ¢ǼǯȱĜȱȱȱ ȱǰȱȱȱǯ

ȱȱȱȱȱȱȱŘŞȱȱȱ ȱȱȱȱ¢ȱȱ ȱȱ Ȭ ǰȱȱȱǯȱǰȱȱȱȱȱȱ ȱśŖȱ¢ǰȱ¢ȱȱȱȱ£ȱȱ¢ǰȱ¢ȱȱȱȱ ȱ ȱ ȱ ¢ǰȱȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ Ĵȱȱȱȱȱȱȱȱ ȱȱȱȱ¢ȱȱ borders.

ȱȱȱȱȱ

ȱȱǱȱȱěȱǰȱǰȱ

ii Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan

Contents

The Project v

Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination 3 Nadia Theuma, George Cassar, Sarah Faith Azzopardi, Giuseppina Cardia

Tourism, Globalization and Identity - Mdina as a Maltese Case Study 27 George Cassar, Nadia Theuma, Sarah Faith Azzopardi, Giuseppina Cardia

The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon 47 Andre Azouri, Ghada Salem, Ali Khreis, Marwan Azouri

Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon 63 Jad Abou Arrage, Ali Khreis, Amal El-Kurdi, Maha Mikhael, Fahd Nasr

Sustainable Tourism - Mdina:

Sustainable Tourism - Mdina: " A Situation" Analysis of a Cultural Destination 91 Jad Abou Arrage, Amal El Kurdi, Ali Khreis, Maha Mekhael, Yara Khreis, Maya Shames, Fahd Nasr

Sustainable Tourism Impacts in the City of Madaba, Jordan 103 Monther M. Jamhawi, Abdulla Al-Shorman, Zain A. Hajahjah, Roa’a J. Zidan

Gender Equality in the Tourism Industry: A Case Study from Madaba, Jordan 119 Monther M. Jamhawi, Abdulla Al-Shorman, Zain A. Hajahjah, Yasmin Okour, Marwa Alkhalidi

iii HELAND Project

iv Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan

The Project

HELANDȱȱȱȱ ȱȱȱȱȱȬȱȱ development through innovative technological actions for Mediterranean tourism-heritage and landscapes protection clusters.

HELANDȱȱȱȱȱȱ£ȱȱǰȱǰȱ¢ǰȱǰȱ Jordan and Lebanon that deal with tourism studies, regional development and innovative solutions, technological actions for Mediterranean tourism-heritage and landscape protection clusters.

The HELAND Project is co-funded by the European Commission though the ENPI (European ȱȱȱ Ǽȱǰȱ ȱȱȱęȱȱȱ ȱ ȱȱȱ¢ȱǻǼȱȱȱŘŖŖŝȬŘŖŗřȱȱȱȱȱ ȱ ȱȱȱȱǻǼȱȱȱȱȱȱȱȱ the shores of the Mediterranean Sea.

www.helandproject.eu

v HELAND Project

Background

ȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ £ȱȱȱ ȱȱȱ¢ȱĞȱȱȱȱȱȱȱȱ Ěȱȱȱ ȱȱȱ¢ǯȱȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱȱ¢ǰȱĚȱȱȱȱȱȱ ȱ human beings and their natural and built environment. Nowadays, however, increasing threats to the cultural identity, heritage and landscape diversity of the region due to external ǻǯǯȱ£Ǽȱȱȱȱǻǯǯȱȱ£ȱ ȱȱȱȱ traditional socio-economic structures), can continuously be witnessed. The Mediterranean is now experiencing the increasing degradation of its environment, cultural heritage and landscapes.

ȱȱȱ¢ȱȱȱ¢ȱȱȱȱȱȱ£ǰȱȱ ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱǰȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱ tourism that exerts as low an impact as possible on the environment and local culture, while helping to generate income, employment, and the conservation of local ecosystems. Innovation, together with absorption and application of technologies to traditional and important sectors, ȱȱȱȱȱȱǰȱ ȱȱȱ¢ȱȱȱȱȱȱ development.

Main Objective

The goal of the project is to promote the socio-economic development and enhancement of territories through the support of innovation and research as part of the process of local development of the Mediterranean Sea Basin countries.

HELANDȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ competitive development of territories through the tourism industry.

ȱ ę¢ǰȱ HELAND will establish a common approach for sustainable tourism ȱȱȱȱĴȬȱȱȱ ȱȱ¡ȱ ȱȱȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ¢ȱȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱǯȱȱȱȱ ȱ ȱȱȱȱ£ȱȃȄȱȱ ȱȱȱȱȱȱ¢ȱȱȱȱȦȱęȱȱ ȱǰȱȱȱǰȱȱȱȱ ȱȱȱȱǰȱȱ well as responding to new demands that are emerging in the service sector.

ȱěȱȱ ȱȱȱȱȱ ȱȱȱȱȱ ĴȱȱȱȱȬȱ ȱȱȱȱǰȱȱǰȱȱǰȱ professional societies, regional institutions, SME clusters, etc.

vi Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan The Partners

¢ȱȱȱȮ Institute for Tourism, Travel and Culture

Larnaca District ££ Development Agency ȱȱǻǼ (ANETEL)

Applied Research Institute – ȱ¢ȱȮ ȱ¢ ȱǻēǼ ¢ȱȱ of Science and Technology – and Hospitality ¢ȱȱ Management

The Royal Marine Conservation Shouf Biosphere Reserve Society of Jordan (JREDS)

vii HELAND Project

viii Sustainable Tourism Impacts in the City of Madaba, Jordan

Collected Papers studying 3 pilot sites

Malta - pilot site Mdina Lebanon - pilot site Bkassine Jordan - pilot site Madaba

ŗŗ HELAND Project

Ř Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destinationy

Nadia Theuma University of Malta

George Cassar University of Malta

Sarah Faith Azzopardi University of Malta

Giuseppina Cardia University of Malta

Abstract This paper looks at tourism in the walled town of Mdina. It discusses the main impacts of tourism on the city by examining the economic, social and cultural aspects. Furthermore it assesses the use of ICT in cultural heritage management. An examination of various aspects underlines how tourism has impacted the city in the past twenty years and how the residents of Mdina have, over time, adapted to tourism activity. Such activity leads to particular effects such as positive economic proceeds which in turn prompts the tourism enterprises within the city to do their best to become more accessible to visitors especially through better use of ICT. This helps the city to become more sustainable.

Keywords Tourism; Cultural Heritage; Sustainable Indicators; Mdina; Malta; HELAND; ETIS

řř HELAND Project

Ś Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

Introduction

Tourism is an economic activity, which is now considered by all as an important industry. Nevertheless, this does not diminish its potential to serve as a tool for the positive development of society and a means of good governance, should the right principles of sustainability be implemented. In the past, tourism had been primarily viewed in terms of its economic ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢Ȃȱ ȱ ȱ ¡ȱ ¢ǲȱ however, the resources of the tourist destination were also extensively exploited, and this led ȱȱȱȱǻǰȱŘŖŗŗǼǯȱǰȱȱȱȱȱȱ ȱȱ¢ǰȱȱȱ¢ȱȱĚȱȱěȱ¢ȱȱ¡ȱ by society which remodel and redesign the daily realities of this industry. This prompts us ȱȱȱȱȱȱȱȱȱȱěȱȱ ȱȱ¢ȱȱ time. There being numerous paradigms and perspectives of development theory, it is not the intention of this paper, due to the restraints of length, to go deeply into each and every one of them, but it is pertinent to give at least a brief outline of some of the development theories.

Development Theories and Sustainable Development

¢ȱ¢ȱȱȱȱ ȱȱȱȱŗşřŖǯȱ ȱȱȱ ȱ should be controlled by national governments which adjust measures such as tax cuts and pay ȱȱȱȱȱȱȱȱ ȱȱ¢ȱǻ ¢ǰȱŗşřŜǼǯȱ ȱȱȱȱȱ¢ȱ ȱ¢ȱȱȱŗşśŖȱȱ ŗşŜŖǰȱȱȱ¢ȱȱȱȱȱȱǰȱ£ȱ ȱȱȱ ȱȱǻ ǰȱŗşŜŖǼǯȱ

ȱȱȱȱȱ¢ȱȱ¢ȱȱȬ¡ȱȱ ȱȱ prompted the advent of Dependency theory which rejected the idea that developing countries ȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱȱ ȱ ȱ ȱ £ȱ ǻǰȱ ŗşŜşǼȱ ȱ ȱ ǯȱ ȱ theory argues that previous growth in western countries was achieved through colonialism where there was investment in technology and the buying of cheap raw resources from less developed countries and believes that, if developing countries want to achieve economic growth they should follow the same path of development. Dependency theory, however, does not support the Modernisation theory as it holds that though developing areas may presently be in a non-colonialism situation yet this does not necessarily mean that they are politically ȱ¢ȱǲȱȱ¢ȱ¢ȱȱȱ ȱȱȱȱ ȱȱ economy and have distinctive features that indicate that they are not just primitive versions of developed countries.

ȱȱȱ¢ȱ¢ȱǻǰȱŗşŞŖǼȱ¡ȱ¢ȱ¢ȱȱȱȱ ǯȱ ȱȱȱ¢ȱȱȱȱĚȱȱȱȱǰȱȱ ȱȱȱǰȱȱȱȱȱȱȱȱȱȱȱȱ regions. Therefore, it continues, tourism destinations experience stable growth when there is less dependency.

ś HELAND Project

ȱ ȱȱȱ¢ȱȱŗŞŖŖȱȱȱȱȱȱȱȱŗşŜŚǯȱ ǰȱ the emergence of tourism as an economic activity showed that the dependency relationship ȱȱȱȱȬȱȱȱȱȱ¡ȱȱȱȱ¢ǯȱȱ¢ȱ ȱȱŗşŜŚȱȂȱȱȱȱ ȱ¢ȱȱ¢ȱȱȱ ȱȱǰȱȱȱȱęȱȱ ȱȱȱ¢ȱ ǻ£ǰȱŘŖŖřǼǯȱȱȱȱǰȱ¢ǰȱȱȱ¢ȱȱȱęȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱǻȱ ȱ¢ǰȱŘŖŗŚǼǯȱ

Although previous development theories incorporated important elements which are still relevant for the growth process in modern economies, they failed to mention other resource limitations, where, for example, the prediction that land is a limited resource and could bring ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ¢ȱȱȱȱȱȱȱĴǯȱ

ȱ¢ȱ£ȱȱȱǰȱȱȱȱȱȱȱ ȱ ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ¢ǯȱ Real prosperity is achieved by development growth sustained by respecting fundamental ȱ ȱ ǰȱ ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱ ȱȱȱȱȱȱ ȱȄȱ ǻǰȱŗşşřǱŗǼǯȱ

Up to 1964 Malta was a British colony and served as a naval base for the Royal Navy. In 1955 the only overseas base where Wrens (female members of the RN) were employed was Malta. This picture shows a common scene in the streets of Valletta when Wrens marched from their barracks to naval buildings

Ŝ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

Sustainable development is a more recent development principle that underlines two elements, ¢ǰȱȱęȱȱȱȱȱȱȱȱ¢ǯȱȱ ȱȱ ȱ¢ǰȱȱ£ȱȱȃȱȱȱȱȱȱ ȱ ȱȱȱȱȱǰȱȱȱȱȱȱȱ¢ȱȱȄȱǻǰȱŘŖŖŖǱŘǼǯȱ ȱȱĚȱȱȱȱȱȱȱȱ ȱȱȱȱȱ unlimited. What is being emphasised in sustainable development is a level, not a growth, of ¢ȱȱǯȱȱȱȱ ȱȱȱȱȱȱȱȱ¢ȱ of using the world’s unlimited non-renewable resources to improve and create goods and services for satisfying human needs, without destroying the resource base which all humans ȱȱ¢ȱȱȱǻǰȱŘŖŖŖǼǯ

Sustainable Tourism Development

ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ęȱ ȱ ȱȱŘŖȱ¢ǯȱ ȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱ ȱȱȱȱȱȱǻǰȱŘŖŖřǼȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ¢ǰȱ¢ȱ ȱ ǯȱ Quality through sustainable tourism translates into a valuable experience for visitors, in the ¡ȱȱȱ¢ȱȱȱȱȱȱȱȱȱęȱȱȱ ȱǯȱȃȱȱȱ¡ȱ ȱȱ¢ȱȱȱȱ ǰȱȱȱȱȱȱȄȱǻȱȱ©©ǰȱŘŖŗŗǱȱŜŘǼǯȱȱȱ ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ¢ǰȱ social players, environmental representatives, the government, the local authority and local communities. In order to ensure continuity of cultural, natural and local community resources, ȱȱ¢ȱȱȱȱȬȱȱȱȱǯȱȃ ȱ we protect the environment in such a way as to bring about in the long run economic misery, we would be defeating the whole purpose of development. If we promote economic wellbeing in the short run, and lead to environmental and social degradation, we will be winning one Ĵȱȱȱǰȱ ȱȱȱȱȱȱȱ ȱȱȱȱȄǯȱǻǰȱ ŘŖŖřǱǯǯǼȱȱȱȱǰȱȱȱȱȱȱǻȱ ǰȱ ȱȱȱǼǰȱ ȱȱȱ ȱȱȱ ȱ¢ȱȱȱǰȱȱȱȱ¢ȱĚ¡ȱȱ ȱȱ¢ȱȱ¢ȱȱȱȱ¢ȱǻǰȱŘŖŖŖǼǯȱȱȃȱȱȱȱ whether Mdina will be able to remain a place for its residents or will simply be turned into a ȱȱȱȄȱǻ ǱşŞǼǯȱ

Destination Competitiveness Measurement Concepts

ȱȱȱȱȱ¢ȱȱȱȱǰȱ ȱ Ĵȱȱȱȱȱȱȱȱȱȱȱȱǯȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ sustainable, not just in economic terms but also in environmental, social, cultural and political ȱǻȱȱǰȱŘŖŖŖǰȱŘŖŖřǼǯȱȱ ȱȱȱȱ¢ȱ¢ȱ ǰȱȱȱ£ȱȱȱȱȱȱ¢ȱĴȱȱ ȱȱȱȱȱȱȱȱȱȱȱĴȱȱ¡ȱ ȱ surpasses that of competing destinations. The drive for an edge in the tourism experience

ŝ HELAND Project

Mdina has been a favorite sight to visit by tourists for many decades and has had to accept its destiny and adapt to it. It is still trying to handle this reality up to this day (Source: MTA)

ȱȱěȱȱȱȱ ¢ȱȱȱȱ¢ȱȱȱȱ ěȱȱ¢ȱȱȱȱȱȱ ǯȱȱȱȱǰȱ ȃȱȱȱȱȱȱȱȱ¢ȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱȄȱǻŘŖŖŗǱŘŚǼǯȱǰȱ ȱȱȱ ȱ £ȱ ȱ ȁȱ Ȃȱǻ ¢ȱ ŗşŞşǲȱ ȱ ȱ ȱ ŘŖŖŜǼȱ ȱ ǰȱȱȱȱȱȱȱȱȱȱȱĜȱȱȱȱ between destinations. These have thus started to replace culture-led development strategies ȱȱǰȱĴȱ¢ȱȱȱȱȱȱȱȱȱ in their development strategies, and in particularly in tourism development (Richards and ǰȱŘŖŖŜǼǯȱ

ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ indicators. Tourism Satellite Accounts (TSA) are used by various destinations to measure the ǰȱ¢ǰȱ¡ȱǰȱȱȱȱȱȱȱȱ ǯȱȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱȱ¢ȱ ȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱ ȱȱ ȱȱ¢ȱ ȱȱȱȱȱȱȱȱ for consumption by visitors. A criticism of TSA is that it fails to include the measurement of positive and negative tourism impacts comprising those environmental, social and cultural.

Ş Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

HELAND Project, Mdina Pilot Site – ETIS Indicator System

ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ sustainable development through innovative technological actions for Mediterranean heritage ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ŘŖŖŝȬŘŖŗřȱ ȱ ȱ Mediterranean Sea Basin Programme which is a multilateral Cross-Border Cooperation initiative funded by the European Neighbourhood and Partnership Instrument (Heland Project, n.d.).

ȱȱȱȱȱȱȱȱȱȱȱ¢ǰȱȱ is, the European Tourism Indicator System (ETIS). In Malta, one chosen pilot site on which this tool has been used, is Mdina. The ETIS tool has been commissioned by the European ǰȱ ȱ ȱ ȱ ȱ ǻ¢ȱ ȱ ȱ ȱ ¢Ǽǰȱ ȱ ȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻ ȱȱȱ ¢ǰȱŘŖŗřǼǯȱȱ ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱǰȱǰȱȱȱȱ ȱȱȱǯȱȱ ȱȱȱȱŘŝȱȱȱŚŖȱȱȱȱ ȱȱȱȱȱȱǯȱȱŜŝȱȱȱȱȱȱȱ¢ȱ ȱ ȱȱǱȱŚȱȱȱśȱȱȱȱǲȱśȱȱȱ şȱȱȱȱǲȱŝȱȱȱŗŗȱȱȱȱȱǲȱǰȱ ŗŗȱȱȱŗśȱȱȱǯȱȱ ȱȱȱȱȱ¢ȱ ȱȱ¢ȱȱȱ¢ȱȱŘŗǰȱȱŚŖǰȱ ȱǱȱȃȱ ȱȱȱȱȱȱȱȱȱȱȱȱȬȱ at all levels and to contribute to a self-regulating sustainability of integrated environment and ȱ¢ȄȱǻǰȱŘŖŖřǱȱǯǯǼǯ

ş HELAND Project

The Town of Mdina

ȱęȱȱ ȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱǯȱ ȱ ǰȱȱȱ¢ȱȱȱȱȱȱ¢ȱȱȱ ȱȱ¢ȱ ¢ȱǰȱǰȱȱȱ¢£ǯȱ ȱȱȱȱĚȱ ȱ ȱ ȱȱȱȱȱȱȱȱǯȱ ǰȱȱȱȱ originates from Arabic rule, who reduced the Punico-Roman enceinte by about two-thirds. It was the undisputed principal town of the Maltese Islands up until the time when the Knights ȱȱ ȂȱȱȱȱȱŗśřŖǯȱȱȱȱȱȱȱȱȱȱȱ residences of the Maltese noble families who have continued to conserve and value their ȱȱȱȱȱȱǯȱ

ȱȱȱȱȱȱȱȱȱȱǰȱ ȱşŖȱȱȱȱȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ŗǯřȱ ȱ ȱ ¢ȱ ¢ȱ ǻǰȱ ŘŖŗřǼǯȱȱȱȱȱĚ¡ȱȱȱ¢ȱ ȱȱȱȱȱȱȱ ȱȱ¢ȱŘřŝȱȱǻȱŘŖŗŗǼȱȱ¢ȱȱȱřŘśȱȱȱŗşşŘǯȱ ȱ ŗşşřǰȱȱȱ¢ȱȱȱȱȱȱȱ¢ȱ ȱȱȱȱ ęȱȱ¢ȱȱ¢ȱȱȱȱȱ ȱȱȱȱ ȱ ȱ ȱ ȱ ǻǰȱ ŗşşŜǼȱ ȱ ȱ ȱ ¢ȱ ȱ ǰȱ ȱȱȱĚ¡ȱȱȱȱȱȱȱȱȱȱȱ¢ȱ ŘśȱȱȱȱȱȱŘŖȱ¢ȱ¢ȱǱȱ ȱȱȱȱ ȱȱȱ ȱǵȱ ȱȱȱ¢ȱěȱȱȱȱȱȱȱȱǵȱ Is there really a possibility that Mdina eventually becomes a museum town?

Methodology

ȱȱȱǰȱ ȱȱ ȱǯȱȱęȱȱȱ ȱȱȱ of economic, social, cultural and environmental impacts of tourism on Mdina. This study was ȱȱ¢ȱŘŖŗŚǯȱȱȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱěȱȱȱ Mdina including the police, the Local Council, residents, the business community, cultural Ĵȱ ȱ ǯȱ ȱ ȱ ¢ȱ ǰȱ ŘřŞȱ ǰȱ ȱ ¢ȱ of international visitors, were selected using the random sampling method and stopped at ȱȱȱǰȱȱ Ȃȱ ǰȱȱ ȱȱȱǯȱȱ řŞȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱȱȱĚȱȱ ȱȱǯȱȱřŜȱȬȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵǯȱ ȱ ȱ ȱ ¢ȱ ȱ ǰȱ ǰȱ ȱ ȱ ǰȱ ȱ ȱ ȱ Ĵȱ ȱ ȱȱȱȱĴǯȱ ȱȱȱȱȱȱ¢ȱȱȱ ȱ ȱ ȱ ǰȱ ȱ ȱ Ȭȱ ȱ ȱ ȱ ę¢ȱ ȱ ȱ ȱ ȱȱǯȱȱȱȱȱȱ ȱȱȱȱ ¢ȱȱȱȱȱȱȱȱǻǼǯȱ

ȱȱ¢ȱȱ ȱ ȱȱȱȱĴȱȱ ȱȱȱ¢ȱ ŘŖŗŚǯȱ ȱȱȱȱȱȱȱȱȱ ȱȱȂȱȱȱ ĴȱȱȱȱȱȂȱȱȱ ȱȱȱȱȱȱǯȱ ȱ

ŗŖ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

ȱŘŖŗŚȱȱȱȱȱĴȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ¢ȱȱ ȱǯȱȱȱ ȱ ǰȱŗŖŖȱȱȱ¢ȱȱȱǰȱ ȱȱȱȱ ȱȱǯȱȱ ȱȱȱȱȱȱȱȱ Ȃȱ ǰȱȱ ȱȱȱǯȱ

ȱȱ ȱǰȱşȱȱĴȱ ȱ ǯȱȱȱǰȱŗȱȱȱȱ ȱǰȱřȱȱȱǰȱřȱȱȱȬĴǰȱŗȱȱȱ¢ȱǰȱ ȱŗȱȱȱǯȱȱ

ȱęȱȱȱȱȱȱ

Pilot Site Management

ȱȱȬȱ ȱ ȱȱȱȱȱȱǰȱȱȱȱ Mdina has no sustainable tourism strategy or plan and neither is it represented by a pilot site ȱ£ǯ

ȱȱȱȱȱĴǰȱŘȱǻŘŞǯŜƖǼȱȱȱȱŝȱȱĴǰȱȱŚȱ ǻŗřǯŞƖǼȱȱȱŘşȱȱȱȱȱ¢ȱȱȱȱȦȱȱ ęȱȱȱȱȱȱǯȱȱȱȱ¢ȱ ¢ȱǻǼǰȱřȱǻŚŘǯşƖǼȱȱȱŝȱȱĴȱȱśȱǻŗŝǯŘƖǼȱȱȱŘşȱȱȱ have a CSR Policy. Despite the fact that most cultural and tourism enterprises do not carry out ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢ȱ ěȱ ȱ ȱ ȱ ȱ ¢ǰȱȱ ȱ ȱ ȱ Ŝȱ ǻŞśǯŝƖǼȱ ȱ ȱ ŝȱ ȱ Ĵȱ ȱ ȱ ¢ȱȱ¢ȱěȱȱȱȱȱȱǯȱǰȱȱ ȱȱȱȱȱěȱȱȱȱȱ¢ȱěȱȱȱ tourists about what is being done rather than actually implementing CSR policies themselves. The number of tourism enterprises that communicate their sustainability measures reached ŘŝǯŘȱȱǰȱȱȱ ȱȱȱȱȱȱȱȱȱ ȱǯȱȱ

¢ȱ ŗśȱ ǻŚŖǯŜƖǼȱ ȱ ȱ ȱ řŝȱ ęȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱǯȱȱȱȱǰȱŞřǯŗƖȱȱȱȱȱȱ¢ȱęȱ ȱ ȱȱ¡ȱȱȱȱŞŖǯřȱƖȱȱ ȱȱ¢ȱěȱ ȱȱȱ ǯȱȱȱȱȱȱȱȱȱŘŘƖǰȱȱȱȱȱȱȱȱȱ ȱȱȱȱřŖȱ¢ǯȱȱ

The charm of Mdina - an elaborated door knob and medieval features

ŗŗ HELAND Project

Economic Value

Ȋȱ ȱę

ȱȱǰȱȱ ȱȱȱŗȱȱȱȱȱȱȱ ȱŗǰȱȱ ȱȱȱȱȱȱȱȱȱȱ ȱǻŘŘǯşƖǼȱȱ ¢ȱ ǻŘŖǯŚƖǼǯȱȱĚȱȱȱȱȱȱȱȱ ǯ

7HATISYOURNATIONALITY &REQUENCY 0ERCENTAGE

Finland 2 0.8%

England 55 22.9%

Germany 17 7.1%

Israel 2 0.8%

Bulgaria 19 7.9%

Spain 8 3.3%

Ireland 2 0.8%

Denmark 8 3.3%

Italy 49 20.4%

France 13 5.4%

Lithuania 1 0.4%

Thailand 1 0.4%

Wales 2 0.8%

Australia 5 2.1%

Poland 7 2.9%

Scotland 3 1.3%

USA 8 3.3%

Holland 16 6.7%

Austria 4 1.7%

Brazil 2 0.8%

Romania 7 2.9%

Belgium 3 1.3%

Algeria 2 0.8%

Netherlands 2 0.8%

Hungary 2 0.8%

Table 1: Tourist source markets

ŗŘ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

12 Percent

0 England Italy Bulgaria Germany Holland France Denmark Spain USA Romania Poland Australia Austria Belgium Scotland Ireland Israel Hungary Netherlands Algeria Brazil Wales Finland Thailand Lithuania

What is your nationality?

Graph 1: Graphical representation of tourist source markets

• Daily Visitor Expenditure and Length of Stay

The visitor expenditure is based on such items as accommodation, transportation, food & ǰȱǰȱǰȱȱȱȱǯȱȱȱȱȱ¡ȱ ȱȱȱşŗŖȱǻȱŘŖŗŚǼǯȱȱȱȱȱ ȱǻ ȱŘǼȱȱȱȱ ¡ȱ¢ȱȱȱȱȱȱȱŘŖŖȱȱȱȱȱŘśȱ ȱȱ¢ǰȱ ȱȱŝŘƖǰȱȱȱ¢ȱȱȱȱŘśȱȱȱȱȱǯȱȱȱ be explained considering the relatively short stay of tourists most of whom remain on the site ȱŘȱȱŚȱȱ ȱ¢ȱ¢ȱ ȱ¢ȱȱȱȱ¢ȱȱȱȱ¢ȱǻ ȱřǼǯȱ¢ȱŚȱ ǻŗǯŜŞƖǼȱȱȱȱŘřŞȱȱȱǯȱ

Graph 2: Graphical representation of daily expenditure of tourists in Mdina

ŗř HELAND Project

140 120 100 80 60 visitors 40 20 0 < 1 hour 1 hour < 2 hours 2 - 4 hours 4 - 12 hours

Graph 3: Graphical representation of length of stay of visitors in Mdina

ȱȱȱȱȱ¢ȱ ȱȱȱȱȱȱȱ ¢ȱȱǰȱ¢ȱŗŝƖȱȱȱȱȱȱ¢ȱȱȱȱ activities. Such cooperative activities include involvement in associations of tourism enterprise and common promotional advertising programmes. ȱȱȱ¢ȱěȱȱȱ sustainability measures from a community point of view is not mitigated by local authorities ǰȱȱȱȬȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱ Destination Policy for the promotion of the purchase of local trade products and/or fair products and services.

ȱȱ¢ȱȱ¢ȱȱ¢ǰȱŚśŜȱ¢ȱ ȱ¢ȱȱ the year on full time, part time, seasonal and traineeship basis.

Graph 4: Graphical representation of number of employees

ŗŚ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

• Cultural/Social Impact

ȱȱȱȱȱŗǯřȱȱȱȱȱ ȱȱȱȱȱ ȱȱŘřŝȱǯȱȱȱȱ ȱȱȱȱǰȱ¢ȱ ȱȱęȱ ȱȱȱȱǻŞŚǯŚƖǼǰȱȱȱǻŝŞǯŗƖǼǰȱȱȱǻŝśƖǼȱȱȱ ȱǻŝŗǯşƖǼȱȱȱȱȱŘȱȱ ȱśǯ

Are you satisfied with tourism in Mdina? Frequency Percentage

Autumn 24 75.0%

Winter 23 71.9%

Spring 27 84.4%

Summer 25 78.1%

Table 2: Residents’ satisfaction with tourism in Mdina by season

84.4 40 78.1

Percentage 75.0 71.9

0 Autumn Winter Spring Summer Are you satisfied with tourism in Mdina?

Graph 5: Graphical representation showing satisfaction levels of residents in Mdina by season

ŗś HELAND Project

The satisfaction of locals with tourism in general could be explained to some extent when ȱȱ¢ȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱ ȱ ȱȱȱřȱȱ ȱŜǯȱ

!REYOUSATISFIEDWITHTHERESIDENTSm involvement in the planning and Frequency Percentage development of tourism in Mdina?

Agree 18 46.2%

Neutral 15 38.5%

Disagree 6 15.4%

Table 3: Residents’ involvement in tourism planning in Mdina

25 46.2% Percent 20 38.5%

10 15.4% 5

0 Agree Neutral Disagree Are you satisfied with the residents involvement in the planning and development of tourism in Mdina?

Graph 6: Graphical representation showing residents’ involvement in tourism planning in Mdina

ŗŜ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

ȱȱ ȱȱȱȱȱȱȱȱȱĴȱȱǰȱ ȱȱ¢ȱȱĴȱ ȱȱȱȱȱȱȱȱ ȱȱǯȱȱ ȱȱȱȱŘŚȱȱȱȱȱȱȱȱȱȱ ȱ ȱȱȱ ȱȱȱȱȱȱĴǯȱȱ

7HATISYOURPREFERRED &REQUENCY 0ERCENTAGE TOURISMATTRACTIONIN-DINA Mdina Dungeons 7 3.6% Visiting the Cathedral 79 40.7% Architectural landscape of Mdina streets 47 24.2% Cultural tour around the city 37 19.1% Palazzo Falson 8 4.1% Palazzo de Piro 1 0.5%

Natural Museum 10 5.2% Knights of Malta Museum 5 2.6%

3T0AULmS#ATACOMBS 4 2.1%

Table 4: Tourists’ preferred attractions in Mdina

20 40.7 Percentage 15 24.2 10 19.1

5 2.6 2.1 0.5 5.2 4.1 3.6 0 Knights of Cultural tour Malta Museum around the city Palazzo Falson Palazzo de Piro of Mdina streets Natural Museum Mdina Dungeons Visiting Cathedral St. Pauls Catacombs Architectural landscape What is your preferred tourism attraction in Mdina?

Graph 7: Tourists’ preferred attractions in Mdina

ŗŝ HELAND Project

4OURISTSARESATISlEDWITH-DINAANDESPECIALLYSEEKVISITINGTHESTREETSANDTHEINTERESTING architecture (left) and the cathedral (right)

The narrow streets of Mdina entice many tourists to walk through them and explore what is around the corner (Photo by: Mario Galea - viewingmalta.com)

ŗŞ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

ȱ ȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱ ȱ ȱȱȱȱȱȱȱĚȱȱȱȱǯȱȱȱȱ ȱȱȱȂȱȱ ȱȱȱǰȱȱȱȱ£ȱ¢ȱ ȱȱȱȱȱȱȱȱȱ¢ǰȱȬȱ ǰȱȱȱȱȱĴǯȱ

0LEASEMENTIONBIGGESTEVENTS &REQUENCY 0ERCENTAGE HELDIN-DINA Medieval Festival 29 87.9%

Religious Feasts 15 45.5%

Concerts 11 33.3%

Shooting of Movies 8 24.2%

Activities in local council premises 3 9.1%

Table 5: Most popular cultural tourism events in Mdina

50 87.9 40 Percentage

45.5 20 33.3 24.2 10 9.1 0 Medieval Religious Concerts Shooting Activities in Festival Feasts of Movies local council premises Please mention biggest events held in Mdina

Graph 8: Most popular cultural tourism events in Mdina

ŗş HELAND Project

ȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱȱȱŜȱȱ ȱşǰȱȱȱȱȱȱȱęǰȱȱȱȱȱŜŚǯřƖȱȱǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱ£ȱ¢ȱȱ from outside Mdina’s local community and are very popular since they are mostly advertised and visited by tourists, on the other hand the ceremonies and events that most represent the ȱȱȱȱ¢ȱȱȱȱȱȱȱȁȱȂȱȱ¢ȱȱ ȱȱȱǯȱȱȱȱȱȱ ȱȱ ȱǱȱȁ ȱȂȱȱ ȱȱ ȱȱ£ȱ£ȱěȱȱȱȱȱȱȱȱȱȱ cultural traditions of the place?’

)NDICATEWHICHEVENTSAREBASED &REQUENCY 0ERCENTAGE ONTHELOCALCULTUREANDTRADITION -EDIEVAL&ESTIVAL 2ELIGIOUS&EASTS 3HOOTINGOF-OVIES #LASSIC#AR2ACE &LOWER&ESTIVAL

Table 6: Most popular cultural tourism events in Mdina

64.3 30 Percentage

42.9 20

10 14.3 14.3 7.1 0 Religious Medieval Flower Classic Shooting Feasts Festival Festival Car Race of Movies Indicate which events are based on the local culture and tradition

Graph 9: Cultural tourism events based on local culture and tradition

ŘŖ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

Polyptych of St Paul found in the Cathedral (Source: www.gov.mt)

Religion in Mdina - St. Agatha’s Chapel, St Roque Chapel, St Peter in Chains Chapel

Řŗ HELAND Project

ȱȬȱȱĴȱȱȱ

• Community Involvement and Social Activities

ȱȱǰȱŝŝȱȱȱǻŝȱǼȱȱȱȱȱȱ¢ȱȱ ȱǲȱŜŜȱȱȱǻŜȱǼȱȱȱȱȱ¢ȱȱȱȱ ȱ¡ǲȱ ŗȱȱǲȱřȱȱȱȱȱȱȱȱȱȱǲȱȱřȱȱȱ ȱ¢ȱȁȂǯȱȱȱȱȱȱȱȱ ǰȱȬ ȱȱȱȱȱȱȱǲȱ ȱŘȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ěȱ ȱ ȱ ȱ ȱ response, where the respondent could choose more than one type of social activity organised ȱȱǯȱȱşȱȱǻŗŖŖƖǼȱȱȱ¢ȱȱȱȱȱȱǯȱ

• ICT and Community Involvement

ȱ ȱŝȱǻŝŝƖǼȱȱȱȱşȱȱȱȱ ȱȱ ȱȱȱǯȱȱ ¢ȱȱ ȱȱȱȱǰȱ Ĵǰȱ ȱ¢ȱȱȱȱ ȱȱȱ ȱȱǯȱȱȱȱȱ ȱȱȱ ȱ ȱȱ ȱ ȱȱǱȱŝȱȱȱȱ ȱ ȱ ȱȱȱ ¢ȱȱȱȱ ȱȱȱȱȱ ȱȱǲȱřȱȱȱ ȱȱ ȱȱȱ ¢ȱȱ ¡ȱȱǲȱȱŗȱȱ ȱȱȱ ¢ȱȱȱȱǰȱȱȱȱ and document artefacts.

• ICT Presence within Heritage Cultural Sites

ȱȱȱȱęȱȱȱȱȱ¢ȱ¢ǰȱŞȱǻŞŞƖǼȱȱȱȱşȱȱȱ ȱȱȱśŖȱȱȱȱȱ¢ȱȱęȱȱȱȱȱȱ ǯȱ¢ȱ ȱȱȱȱȱŗŖȱȱȱȱȱ¢ȱ ȱȱȱȱȱȱ ǯȱȱ ȱȱȱŝȱǻŝŝƖǼȱȱȱşȱȱȱȱȱ¢ȱȱ ȱ ȱȱȱȱȱȱ ǰȱę¢ȱȬǲȱŘȱȱȱ ¢ȱȱȱȱ ȱȱȱ ȱǲȱ ȱŞȱǻŞŞƖǼȱȱȱşȱȱȱ respondents claimed that employees are given access and the use of internet to communicate with clients electronically.

ȱȱşȱȱȱȱȱȱȱȱȱȱȱȱȁȂȱ ȱ speed and internet performance.

ȱşȱȱȱȱȱ¢ȱȱȱ ȱȱȱȱǰȱ ȱŚȱǻŚŚƖǼȱȱ that the primary aim of the website was to provide information about the cultural value of the ȱȱȱǲȱřȱȱȱȱ ȱ ȱȱȱȱȱȱ ȱȱ ȱȱȱȱȱȱȱǰȱȱŘȱȱȱȱ¢ȱȱ of the website was e-commerce.

Regarding the technology utilised to enhance the presentation of the artefacts and interpretation, ȱȱȱşȱȱȱȱȱȱȱȱǯȱ¢ȱŘȱȱȱȱȱ digitised in order to be used through various technological means. All respondents said that ¢ȱȱȱȱȱǲȱřȱȱȬȱǰȱŗȱȱřȱȱǰȱȱśȱȱ ȱȱ ǯȱǰȱśȱȱȱȱşȱȱȱȱȱȱȱȱȱ of the artefacts.

ŘŘ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

ȱȱ ȱȱ ȱ¢ȱȱǰȱŜŝȱȱȱȱȱȱȱ ȱȱȱȱȱ ȱȱǯȱǰȱśŞȱȱȱȱȱ ȱȱȱȱȱȱ¢ȱȱȱ ȱȱȱȱ ¢ȱȱ ęȱȱȱř ȱ¢ǯȱşŝȱȱȱȱȱȱȱȱȱȱ ȱ ȱśŞȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱȱȱȱǯȱȱȱ ȱ¢ȱ ȱȱȱȱ ȱȱȱȱȱȱȱǰȱŚŝȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱǰȱ ȱřŗȱȱȱȱȱȱĴȱȱȱ ȱǰȱ ȱŘŘȱȱȱȱȱȱǯȱ

Discussion and Conclusions

ȱȱȱ ȱȱȱ ȱ ȱȱȱȱȱȱȱȱĚ¡ȱ ȱ ȱȱȱȱŘŖȱ¢ȱȱȱȱȱşśŖǰŖŖŖȱȱŗşşřȱǻǰȱŗşşŜǼȱȱȱŗǯřȱ ȱȱȱŘŖŗŚǯȱȱȱȱ ȱȱȱȱȱǯȱȱȱȱ ¢ȱȱȱȱȱ ȱȱȱȱŗşşřȱȱȱȱȱ¢ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ Ĵȱ ȱ ǯȱ ȱ ȱ ȱ ȱ analysis of tourism impact assessment this would imply a negative trend. However, the study conducted in the past year has shown that residents reacted well to the changes happening around them. Clearly tourism is leaving economic impacts in that expenditure although on ȱ ȱȱȱĜȱȱȱȱ¢ȱȱȱȱ ȱŘȬŚȱȱȱȱ ¢ǰȱȱ¢ȱȱȱȱ ȱȱȱ¢ȱȱȱȱŚŖŖȱ persons who live in the city and in the nearby towns.

ȱ¢ȱȱȱȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱ more access to ICT for them to be able to enjoy the city. On their part, the enterprises within the city are willing to increase both the use and access to ICT. The study shows that further ęȱȱȱȱ¢ȱȱ ȱȱȱȱȱĴȱȱȱȱ ȱ the city.

The old city and its walls poised on a hilltop

Řř HELAND Project

References

Bogdanǰȱ ǯȱ ǻŘŖŗŗǼȱ ȁȱ ȱ ȱ ȱ ȱ Ȯȱ ȱ ȱ Note’, The Bucharest Academy of Economic Studies. Available from ĴǱȦȦ ǯǯ ȦŘřŞŜŘřśȦ ȏȏ ȏ ȏ ȏȏ ȏE ǰȱ ǯȱ ȱ ǻŗşşŜǼȱ ȱ ȁȁȱ ȱ ȱ ȂǱȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ ȱ ǯȱ ǰȱǯȱǰȱ ǯȱ ȱȱ ǯȱȱǻǼȱSustainable Tourism in Islands and Small States: Case Studies. London: Pinter. ȱ ǯȱ ǻŘŖŖřǼȱ ȁȱ ȱ ȱ ¢ȱ Ȃǰ paper prepared for the ¢ȱ¢ȱ ȱȱǰȱ£ȱ¢ȱ Ȭȱǯȱȱȱ https://www.um.edu.mt/__data/assets/pdf_file/0010/63865/Usefulness_sustainability_indicators_ lino_briguglio.pdf ǰȱǯǯȱǻŗşŞŖǼȱȁȱȱȱȱȱȱȱ¢ȱȱǱȱ ȱȱ Management of Resources’. The Canadian GeographerǰȱŘŚǻŗǼǯ ©©ȱ ȱ ȱ ǻŘŖŗŗǼȱ ȁȱ ȱ ȱ ȱ ȱ Ȯȱ ȱ Conceptual Note’. Available from ĴǱȦȦ ǯǯȦŘřŞŜŘřśȦ ȏ ȏ ȏ ȏ ȏȏȏE ȱ ȱ ȱ ¢ȱ ǻŘŖŗřǼȱ ȁȱ ȱ ¡ȱ ȱ ȱ Ȯȱ ȱ ȱ ȱ ȱ ȁ ȱ ¡Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ European Tourism Indicators System for Sustainable Management at Destination Level’. Brussels: European Commission Enterprise and Industry Directorate. £ȱ ǯȱǻŘŖŖřǼȱȁȱȱȱȱȱȱȱǲȱȱȱ the Thomas Brochure’ (Online). Available from ĴǱȦȦŘǯǯǱŞŖŞŖȦȦŗȦ ƖŘŖƖŘŖȦƖŘŖȦƖŘŖƖŘŖƖŘŖ ƖŘŖƖŘŖƖŘŖǯfȱȱǻǱȱŘŖŗśǰȱǼȱ ǰȱǯ ǯȱǻŗşŜşǼȱȁȱǱȱȱȱȂǯȱThe Economic Journal, ŞǻřŘŘǼǯ ¢ǰȱǯȱǻŗşŞşǼȱThe Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. Ǳȱȱ ǯȱ Heland Project (n.d.). Available from ĴǱȦȦ ǯǯ/ ¢ǰȱ ǯǯȱǻŗşřŜǼȱThe General Theory of Employment, Interest and Money. London: Macmillan. ȱǻŘŖŗřǼȱTourism in Malta Edition 2013. Malta: Malta Tourism Authority. ȱǻŘŖŗŚǼȱTourism in Malta Edition 2014. Malta: Malta Tourism Authority. ȱ ǻŘŖŗŗǼȱ Census Of Population And Housing 2011 Preliminary Report. Malta: National ȱ Ĝǯȱ ȱ ȱ ĴǱȦȦǯǯȦȦȦȏ¢ȏȦ ȦŖŗȏ¢ȏȏȦŘŖŗŗȏ¢ǯf ǯȱ ǰȱ ǻŘŖŖŖǼȱ Tourists in Historic Towns, Urban Conservation and Heritage Management. Ǳȱȱǭȱȱǯ ǰȱ ǰȱȱǰȱ ǯȱǻŘŖŖŜǼȱȁȱ¢ȱȱȱ¡ǲȱȱȱȱ the Serial Reproduction of Culture?’ Tourism ManagementǰȱŘŝǯ

ŘŚ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination

ǰȱ ǯȱǻŘŖŖŗǼȱȁȱȱȱȱȱȱȂǯȱ ȱ ǯȱȱǻǯǼȱ ȱĴȱȱȱǯȱǰȱ Ǳȱ ȱǯ ǰȱ ǯǯǯȱȱ ǯ ǯȱȱǻŘŖŖŖǼȱȁȱȱǱȱȱ¢ȱȂǰȱ Tourism ManagementǰȱŘŗǻŗǼǯȱ ǰȱ ǯǯǯȱ ȱ ǯ ǯȱ ȱ ǻŘŖŖřǼȱ The Competitive Destination: A Sustainable Tourism Perspective.ȱǰȱ Ǳȱ ȱǯ ǰȱ ǯǯȱ ǻŗşŜŖǼȱ The Stages of Economic Growth: A Comparative Manifest. Cambridge: ȱ¢ȱǯȱ ȱǯȱǻŘŖŖŖǼȱȁȱȱȱȱȱȱȱȱ Ǳȱȱ ȱȱ¢Ȃǯ Tourism ManagementǰȱŘŘǯȱ ȱǻŗşşřǼȱHuman Development Report.ȱ ȱȱǭȱ¡Ǳȱ¡ȱ¢ȱǯ

Řś HELAND Project

ŘŜ ǰȱ £ȱȱ ¢ȱȭȱȱȱȱȱȱ¢

Tourism, Globalization and Identity - Mdina as a Maltese Case Study

George Cassar University of Malta

Nadia Theuma University of Malta

Sarah Faith Azzopardi University of Malta

Giuseppina Cardia University of Malta

Abstract Malta, a small island in the middle of Mediterranean, is a melting pot of cultures and identities. For its size and its population, the Maltese archipelago attracts over 1.7 million tourists a year (MTA, 2014). This is a sign of globalization at its best and impacts on the Maltese islands, its culture and its identity. Glocalization is therefore an element which has become evident and which needs to be studied and assessed if Maltese society is to safeguard its cultural and natural heritage for posterity. This paper looks at one of the classical tourism destinations in Malta - Mdina, the old and past capital of the island. The small, walled town of Mdina receives about 1.5 million tourists a year, not counting domestic visitors. One can realize how big an impact this creates on the restricted space and resources, and the 237 residents of Mdina, but also on the business community that operates there. Being a historic yet residential town, Mdina's business community views the invasion of tourism as an opportunity for profit and expansion of their business enterprise. On the other hand, the residents have to keep up with all the forms of pollution-noise, waste, overcrowding, and lack of privacy- that tourism brings with it. How much more can Mdina take if it wants to safeguard its culture and identity while continuing to be a magnet for the ever-growing tourism industry in Malta? The dilemma is clear and needs our attention. Keywords Cultural Tourism; Sustainability; Mdina; Globalisation ŘŝŘŝ HELAND Project

ŘŞ ǰȱ £ȱȱ ¢ȱȭȱȱȱȱȱȱ¢

ǰȱ £ȱȱ ¢ȱȭ Mdina as a Maltese case study

Introduction

ȱęȱȱ ȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱǯȱ ȱ ȱȱȱȱȱȱ¡ȱȱȱĴȱȱȱ ȱȱȱ¢ȱ ȱ ¢Ȃȱȱ¢ȱȱȱȱǻǰȱŘŖŖřǼǯȱȱ ȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱĴȱşśƖȱȱȱȱȱȱȱȱ ǰȱ ȱ ȱŘŖŗŚȱȱŗǯŝȱǯȱ¢ȱȱȱȱȱȱǰȱȱ ȱęȱ ǰȱȱȱȱȱȱȱȱȱȱȱŘŖȱ¢ǰȱ ȱȱ ȱȱǻŗşşŚǼȱȱȱęȱęȱȱȱȱȱȱȱȱȱ ȱǯȱȱǰȱȱȱȱȱ ȱȱ ȱȱȱ HELAND project and applying the ETIS sustainable tourism indictor system, aims to present the impact of an ever growing global tourism phenomenon on this community analysing the reactions of the residential population and the business community within the city.

ȱȱȱȱȱȱȱȱ ȱȱěȱȱȱȱǯȱ ȱȱȱȱȱȱȃęȱȱȱȱȱȱ ȄȱǻǰȱŘŖŖŘǼȱ ĴȱřŚřȱȱȱȱȱŘŖŗŚȱǻǰȱŘŖŗśǼǯȱȱ ȱȱ growth in tourism numbers between the Northern rim and the Southern and Eastern rim, this region has sustained a major increase in inbound travel unparalleled by other regions in the ȱȱ ȱŗşşŖȱȱŘŖŗŖȱǻǰȱŘŖŗŗǼȱȱ¢ǯȱȱȱȱ ȱȱȱ ȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱ of the region.

4HEmAGOF-DINAmYINGOVERTHEMAINENTRANCETOTHECITY

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Literature Review

Prior to delving deeper into the impacts of global tourism on the community of Mdina, it is worth understanding some of the main arguments raised on the topic of tourism impacts on Mediterranean communities.

Physical pressures and unrest between locals and tourists within the Mediterranean is perhaps one of the more salient impacts. The sheer volumes on beaches and at historic centres are ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱ ŗşşŚǰȱ ǰȱ ŘŖŖŘǲȱǰȱŗşşŜǲȱ£ȱŘŖŗŖǼǯȱ ȱȱȱȱȱ ȱȱǯȱ ȱǻŗşşŜǼǰȱȱȱȱȱCoping with Tourists, argued that local communities have developed coping mechanisms with which to protect their social integrity and cultural ¢ǯȱȱǻŗşşŜǼǰȱȱǻŗşşŜǼȱȱĴȱǻŗşşŜǼȱȱȱ ȱȱȱ mechanisms that enable them to enjoy their own culture or leisure habits without sharing these with foreign visitors whose presence would mar the experience of the cultural activity for the residential population.

ȱȱĚȱȱȱȱȱȱȱȱȱȱȱ ǯȱ ȱ ȱ ȱ £ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱ ¢ȱȱ ȱȱȱȱȱǻǰȱŗşŞŖǼǯȱȱȱȱ¢ȱ aspect of society such as, but not only, religion and the family. Tourism has, however, challenged ȱȱȱȱȁȂȱȱȱȱǯȱ

Although in Islamic culture, travel plays an important role as it is part of the Islamic religious ȱȱȱȱȱǻǰȱŗşŞşǼǰȱȱȱȱȱȱȱ¢ȱȱ ȱȱȱȱȱǰȱ¡ȱȱǰȱȱĞȱȱěǯȱȱ¡ȱȱ North African governments, such as that of Algeria, resisted the development of tourism for decades due to the potential impacts this would have on the country’s cultural identity (Zoubir, ŘŖŖŗǼǯȱȱȱȱȱȱȱȱŘŖŗŗǰȱȱȱ £ȱȱȱȱ and Egypt had a thriving tourism economy based on mass tourism. The accompanying factors of hedonism, permissiveness and limited cross-cultural interaction and communication were not seen in a positive light. Tunisia and Egypt have opted to develop tourism by isolating it from mainstream society by constructing enclaves in which the two separate lives of the European visitor and the local service provider run parallel. This contact is not without its ǯȱȬȱȱȱȱǰȱȱȱěȱ ȱȱȱ ǰȱ ěȱȱǯȱǰȱȃȱ ¢ȱȱ ¢ȱěȱ ȱȱ ȱȱ¢ȱȱȱȱ¢ȱȱȱȱȄȱǻǰȱŘŖŖŗǱȱŘŖŚǲȱȱȱ ȱȱǰȱŗşşşǼǯȱǰȱȱǻǯǼȱȱȱȱȱȱȱȱ been a return to the veil as a symbolic protest against the moral decadence brought about by tourism.

Tourism has also brought about a re-evaluation of the social fabric. In Mediterranean societies, ȱ ȱ Ğȱ ęȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǯȱ ȱ ǰȱ ȱ ȱęȱǰȱ ȱȱȱȱȱȱȱęǯȱȱ ȱ ȱ ȱ¢ȱȱȱȱ£ȱȱ ȱȱǰȱȱ¢ȱȱȱ

řŖ ǰȱ £ȱȱ ¢ȱȭȱȱȱȱȱȱ¢ about a change in these structures. Primarily, women could earn a wage, implying that both ȱȱ ȱȱȱę¢ȱȱȱ¢ǯȱ ǰȱȱȱȱ that women employed within the tourism sector earn less than their male counterparts, or ¢ȱȱȱȱȱǻ ȱȱ ǰȱŗşşŚǼǯȱȱȱȱȱȱ ȱȱȱȱȱȱ¢ȱǻȱȱȱȱŗşşŜǼǯ

ȱȱǰȱȱȱȱȱȱ ȱȱĞȱȱȱȱȱ ȱ ȱȱȱȱȱȱȱǰȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱ ǯȱ ȱȱȱȱȱȱ¢ȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱ¢ȱǯȱ ȱȱ ȱ ȱȱȱ¢ǰȱȱȱȱ businesses run by women were set up with the assistance of female politicians (Cyprus ȱ¢ǰȱǯǼǯȱȱȱěȱȱȱȱȱǰȱ thus creating an alternative tourism experience that generates income and helps to sustain an activity that would have otherwise been lost.

ȱȱȱȱȱȱȱȱȱȱęȱǯȱ¢ȱ tourism has led to the creation of employment and it brings about economic and social development through the encouragement of education and training. Tourism has also been ęȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱ¢ǯȱȱȱ¡ȱȱĞǰȱ ȱǰȱȱȱȱ¡ǰȱȱ ȱ ȱ ¢ȱ ǻȱ ȱ ǰȱ ŗşşşǼǰȱ ȱ ȱ ȱ ȱ Ğ ǻǰȱ ŗşşŝǼȱ ȱ ȱ ȱ Ğȱ ǻ ȱ ŘŖŖŗǼǯȱ ȱ ȱ ȱ ȱ (ibid.) caution against the possible temptation of replacing traditional designs in order to ȱȱȱȱȱ ȱȱȂȱȱȮȱ¡ȱȱȱȱ ȱ¢ȱȱȱȱȱȱȱ ȱȱȱǻǰȱŘŖŖŗǱȱ ŝŚǼǯȱȱȱȱȱȱĚȱȱ ȱȱȱȱȱȱȱȱȱ economic prosperity, yet at the same time it needs to allow for the continuity and sustainability ȱȱǯȱ

ȱȱ ȱȱȱěȱ¢ȱȱ¢ȱȱȱǰȱȱȱȱ ȱȱȱȱȱȱȱǯȱ £ȱǻŗşşŗǰȱŗşşśǼȱȱȱȱȱ events are a means through which economic activity could be developed, moreover, festivals and events help tourism destination to promote themselves and assert their cultural identity. ȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱ allow visitors to experience a range of festivals and events ranging from religious to cultural ǻȱ ǰȱ ŗşşŗǲȱ ȱ ȱ ȱ ȱ ǰȱ ŘŖŖŚǲȱ ȱ ǰȱ ŘŖŖŚǼǯȱ Again, the danger that such events can become corrupted due to the over commercialisation ȱȱȱȱȱȱȱǻ ǰȱŗşŞşǲȱǰȱŘŖŖŗǼǯ

ȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ¢ǯȱ ȱ ȱȱȱǻŘŖŖŖǼȱȱȱȱ¢ȱȱȱȱȱȱȱ ǯȱȱȱȱȱȱ¢ȱĴȱȱȱȱȱȱ ȱ ȱȱ¢ȱ¢ȱȱȱǻǰȱŗşşşǼǯȱȱŘŖŗŖǰȱȱȱȱȱ ȱȱȱȱ ȱ ȱ¢ȱȱ ȱȱȱȱȱȱȱ

řŗ HELAND Project

ȱȱ¡ȱȱȱȱȱ¢ȱǻȱǰȱŘŖŗŗǼǯȱȱȱȱ ȱȱȱȱȱȱȱȱȱěȱ¢ȱȱ¢ǯȱ ȱǰȱȱ¡ǰȱ restaurant culture was an alien concept since food was mostly consumed at home. Thus with the onset of mass tourism activity, visitors were provided with a predominantly British or continental cuisine, whilst Maltese cuisine continued to thrive in the home. However, the ¡ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱȬȱ ȱȱ¢ȱȱǻǰȱŘŖŖŚǼǯȱ¢ǰȱȱǻŗşşşǼȱȱ ȱȱǰȱ an interest by visitors for healthy vegetarian diets has urged local chefs and restaurant owners to revisit traditional Mallorcan cuisine leading to its revival. Moreover, food tourism presents an alternative route to the development of niche tourism, at the same time sustaining local economic structures. In analysing wine tourism events in Apulia (Puglia) in Italy, Novelli, ǻŘŖŖŚǼȱȱ ȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱ ȱȱȱȱ time promoting wine-related activities with visits to cellars and wine production structures.

This section has outlined the main physical, social and cultural impacts of tourism on communities with a focus on the Mediterranean region. It is evident that due to its rapid ȱȱȱǰȱȱȱĞȱ¢ȱȱȱȱȱǯȱȱ ȱȱȱȱȱȱȱȱȱȱěǯȱǰȱȱȱ ȱ ȱȱȱȱȱȱęȱȱȱȱȱȱȱȱȱ of cultural identity which would have otherwise been lost.

Two important annual tourism events organised in Mdina and its environs Left: The Medieval Mdina Festival which evokes Mdina’s historical past Right: The Mdina Grand Prix which brings together vintage cars that take part in a race in the streets outside the walls of Mdina

řŘ ǰȱ £ȱȱ ¢ȱȭȱȱȱȱȱȱ¢

Methodology

The study conducted for this paper is based on the European Tourism Indicators System (ETIS) ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ǻ¢ȱ ȱȱ ȱȱȱ ¢Ǽǯȱȱȱȱȱȱ ȱȱȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻ ȱ ȱ ȱ ¢ǰȱŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱǰȱǰȱȱȱȱȱ ȱȱǯȱ ȱȱȱȱŜŝȱȱǻŘŝȱȱȱŚŖȱǼȱȱȱ ȱ¢ȱǱȱȱ ǲȱȱȱ ǲȱȱȱȱ ǲȱǰȱȱ ǯȱȱ

The study conducted in Mdina included a tourism impact study which was carried out between ¢ȱŘŖŗŚȱȱ¢ȱŘŖŗśǯȱȱȱȱ ȱȱȱȱ ȱȱ ȱȱȱȱȱȱȱȱȱȱȱěȱȱȱ Mdina including the police, the Local Council, residents, the business community, cultural Ĵȱȱǯȱȱȱ¢ȱǰȱŘřŞȱǰȱȱ¢ȱȱ international visitors, were selected using the random sampling method at various entry/exit ȱȱȱǻȱȱ¢ȱřȱ¢Ȧ¡ȱȱȱȱ ȱ¢ǼǯȱȱřŞȱȱ ȱȱȱȱǯȱȱȱȱȱȱȱ Ěȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ǰȱ ȱ ȱ ǰȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵǰȱ řŜȱ Ȭȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱȱ¢ȱȱȱ ȱȱ ȱǰȱȱȱȬȱ ȱȱ ȱ ȱ ę¢ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱȱ ȱȱȱȱ¢ȱȱȱȱȱȱȱ Science (SPSS).

Mdina: A Silent City, a Jewel in the Crown, a Museum Town, or a Living City?

ǰȱȱȱ¢ȱȱ¢ȱȱȱęȱ ǯȱ¢ȱȱȱȱȱȱ ǻȱȱŝŖŖȱǼǰȱȱȱȱȂȱǰȱȱ¢ǰȱ ȱȱȱȱȱȱ ȱ of St John. The Order being a maritime power opted to move the seat of administration to the ȱȱȱȱȱȱȱȱȱ ǯȱȱ¢ȱęȱȱȱ¢ȱȱ ȱȱȱȱȱȱĴǯȱ ȱȱȱȱȱȱȱȱȱ ¢ǰȱȱĴȱȱşŖƖȱȱȱȱȱȱȱȱ¢ȱ¢ȱǻǰȱŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ Ě¡ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ŘřŝȱȱǻȱŘŖŗŗǼǰȱȱȱȱ¢ȱȱȱȱřŘśȱȱȱŗşşŘǯȱ ȱȱ ȬŗşşŖǰȱȱȱȱǻŗşşŚǼȱȱȱȱȱȱȱȱȱ ȱ¢ȱ ȱȱȱȱęȱȱ¢ȱȱ¢ȱȱȱȱȱ without being given any compensation neither by the government nor by the tour operators. ¢ȱ¢ȱ ȱȱǰȱȱȱȱȱȱȱȱ¢ȱŘśƖȱ ȱ ȱȱȱȱ¢ȱȱȱřŜśƖȱȱȱǯ

řř HELAND Project

ǯȱ ŗȱ ȱ ȱ ȱ Ěȱ ȱ ȱ ȱ ȱ ȱ ŗŗŖȱ ¢ǯȱ ȱ ȱ ¢ȱȱȱ ȱȱ¢ȱȱęȱ ȱȱȱ¢ȱ¡ǯȱ Ȃȱȱȱ ȱěȱȱȱ¢ȱȱȱȱ¡¢ȱ to Ta’ Qali military airdrome used especially during World War Two, the nearby Mtarfa living ȱ ȱ ¢ȱ ȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ǯȱ ȱȱȱ ȱȱ ¢ȱȱȱęȱȱ ȱȱ ȱȱ ȱȱȱ for Tuberculosis patients, and people felt this to be a threat to their health. Mdina started to ȱȱ¢ȱȱȱȱȱȱŗşśŝȱ ȱǻȱŘŖŖŘǼǯȱȱȱ ȱ ȱȱȱĞȱȱȱȱȱǻȱȱȱŗşşŚǼǯ

#ENSUS9EAR 0OPULATION

Figure 1: Population in Mdina since 1901 (Source NSO: Overview of total population of Mdina: Census since 1901)

ȱȱȱȱȱ¢ȱĞȱȱȱȱȱȱȱȱǰȱȱȱȱ ȱ ȱȱ¢ȱȱǯȱǯȱŘȱȱȱȱ ȱȱȱŗşşŚȱȱ ȱŘŖŗśǯȱȱȱȱȱȱȱȱȱȱȱ ¢ȱǯȱ There has been a major increase in tourism-related facilities, whilst those facilities that served the local resident population have ceased to exist. Moreover, despite an increase in outlets ȱǰȱȱȱȱ ȱȱȱȱĞȱȱȱ ȱǻȱ ǼȱȱȱȱǯȱȱȱȱȱȱȱȱȱȱĴȱ is a positive one since the outlets that have started to operate in these years are ones that are intrinsically related to the city itself, hence giving the visitors an enhanced experience of the place.

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% increase or FACILITIES 1994 2015 decrease

Hotels 1 2* + 200%

Bars / Catering Establishments 2 7 +350%

Restaurants 3 11 +367%

Souvenir/Gift Shops 4 10 +250%

Heritage Attractions 4 12 +300%

Chapels/ Churches/ Cathedral 4 4 =

Tourist Information Offices 0 1 +100%

Police Station 1 1 =

Grocery Shop 1 0 -100%

Traditional Crafts / Artisans 2 1 -50%

Petrol Service Station** 22 =

4HESECONDHOTELISLOCATEDOUTSIDETHE-DINAWALLSANDWASESTABLISHEDPOST 3ITUATEDOUTSIDETHEWALLEDCITY Figure 2: Facilities within the walled town of Mdina in 1994 and 2015 (Sources: Boissevain and Sammut (1994); Theuma et al (2015))

ȱęȱȱȱȱȱȱȱȱȱŗşşŘȬŗşşŚȱ ȱȱȱȱȱ concern for the residents. These events created major disturbances and were deemed to be an ȱȱȱ¢ȱȱȱȱǻȱȱǰȱŗşşŚǲȱȱŗşşŜǼǯȱ Today Mdina is host to two major events that have somehow become synonymous with the ¢ȱǯȱȱęȱȱȱȱȱǰȱ ȱȱȱȱȱȱȱ re-enactors and is intended to highlight Mdina’s medieval past. The event has now become a ȱę¡ȱȱȱȱȱǯȱ ȱȱ ȱȱȱȱȱȱȱȱ input from the Local Council, something that the previous festivals did not.

ȱȱȱȱȱȱȱ ȱ¡ȱȮȱȱȱ¢ȱȱȱȱȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱĴȱȱȱȱȱȱȱȱȱȱ ǰȱȱ Mdina added value.

ȱȱȱĴȱȱȱȱȱȱ¢ȱȱ ¢ȱȱȱȱȱ ǰȱȱȱȱ¢ȱȱȱǻȱȱǰȱŘŖŗśǼǯȱȱȱȱȱ ȱȱȱȱȱĴȱȱȱ¢ȱȱȱȱǰȱȱȱ the monitoring of the situation is still advocated, it appears that there is consensus among the ȱ ȱȱ¢ȱȱȱȱȱȱȱȱȱ¢ȱȱȱ¢ȱȱȱ ǯȱȱȱȱȱȱȱȱȱȱŘŖȱ¢ȱȱȱȱȱȱ is in favour of, rather than against, such events and this has enabled the city to endorse and ȱȱȱĴǯȱ

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There are a number of major issues that need to be addressed but which are beyond the scope ȱ ȱ ǯȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǲȱ ǰȱȱȱȱ¢ȱȱȱȁȱȂȱȱǯȱȂȱ concern as a cultural city being presented as a tourism product focusses on the authenticity ȱȱěǯȱȂȱȱȱȱȱȱȱ¢ȱȱ¢ȱ ǯȱǰȱ ȱȱȱȱǰȱȬȱȱȱȱȱȱȱȂȱ ȱȱȱȱǰȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȂȱȱǯȱȱ¢ȱ¢ȱȱȱȱȱȱȱ representation of the reconstructions of the city’s historical past which are intended to bring ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ¢Ǳȱȁ ȱȱȬȱȱ¢ȱ£ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱǰȱȱȱĴȱȱȱǵȂȱ The commercial nature of the tourism industry and the inaccurate depiction of the cultural ȱȱȱȱȱȱȱȱ¢ȱȱ¢ȱȱȱ oriented manifestations.

Despite the strong role that tourism has in Mdina, the locality does not have a tourism sustainability plan and it is not represented by a pilot site management organisation. There are ŚŗƖȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱ ȱȱ¢ǯȱȱȱȱȱ¢ȱ ǰȱȱȱȱȱ ęȱȱȱȱȱȱȱ ȱȱȱȱȱȱǲȱ hence the fact that members of the community feel that they are participating indicates that ȱ¢ȱȱ ȱȱȱȱȱȱȱȱȱȱ¢ȱȱ ¢ǰȱ¢ȱĴȱȱȱǯȱ

ȱȱ¢ȱȱȱȱŗşşŖǰȱȱȱȱ¢ȱȱ ȱȱ with the way tourism activity was carried on within their locality. Residents complained Ĵ¢ȱȱȱȱĚ ȱȱȱȱȱȱ¢ȱ¢ǰȱȱȱȱȱ ȱȱȱȱ£ȱȱǻǯȱ¢ǰȱŘŖŖŘǼǯȱȱȱȱȱȱȃ ȱȱȱ ȄȱǻȱȱǰȱŗşşŚǼǯȱȱȱȱ ȱȱȱȱ ǰȱȱȱ¢ȱȱǰȱǰȱ¢ȱȱęȱ ȱȱȱȱ ¢ȱȱ ȱȱȱěȱȱȱȱȱǯȱȱȱȱȱȱȱ ȱȱȱȱȱǰȱȱȱŞŚǯŚƖȱȱȱȱęǰȱȱȱ ȱ ȱŝŞǯŗƖǰȱȱȱǰȱȱȱȱ ȱŝśƖǰȱ ȱȱ ȱȱȱ ŝŗǯşƖǯȱȱȱȱȱȱ ȱȱȱȱȱȱ ǰȱȱ ȱ ȱȱȱȱȱȱȱǻŚŜǯŘƖǼȱȱ¢ȱȱ ȱȱȱȱ¢ȱ

Mdina has lost its traditional businesses - the Guilders shop has closed down and the city is also losing its peace due to the large number of tourists every day

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ȱęȱ ȱȱȂȱȱȱȱȱȱȱȱȱ ȱǯȱȱřŞǯśƖȱȱȱȱȱȱȱȱȱȱȱǰȱȱ ȱ¢ȱ ȱȱ¢ȱȱ¢ȱǯȱ¢ǰȱŗśǯŚƖȱ¡ȱȱȱ disagreement with the statement.

ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱȱȱȱȱȱȱȱĚȱȱȱȱȱǻǯȱřǰȱǯȱ ŚǼǯȱȱȱȱȱȱȱȱ ȱȱȱǰȱȱȱȱ ȱȱȱ£ȱ¢ȱȱȱȱȱȱȱȱ ȱ¢ǰȱȬȱǰȱȱȱȱĴǯȱ

0LEASEMENTIONBIGGESTEVENTSHELDIN-DINA &REQUENCY 0ERCENTAGE

Medieval Festival 29 87.9

Religious Feasts 15 45.5

Concerts 11 33.3

Shooting of Movies 8 24.2

Activities in local council premises 3 9.1

Figure 3: Most popular cultural tourism events in Mdina

50 87.9 40 Percentage

45.5 20 33.3 24.2 10 9.1 0 Medieval Religious Concerts Shooting Activities in Festival Feasts of Movies local council premises Please mention biggest events held in Mdina

Figure 4: Most popular cultural tourism events in Mdina

řŝ HELAND Project

ȱȱȱ ȱȱȱ ȱȱȱȱȱȱȱȱȱ ȱǰȱŜŚǯřƖȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱ£ȱ ¢ȱȱȱȱȂȱȱ¢ȱȱȱ¢ȱȱȱ¢ȱȱ mostly advertised and visited by tourists, on the other hand the ceremonies and events that ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȁȱȂȱ ȱ¢ȱȱȱȱȱǯȱȱȱȱȱȱ ȱȱ ȱǱȱȁ ȱ Ȃȱȱȱȱ ȱȱ£ȱ£ȱěȱȱȱȱȱȱ true to the local cultural traditions of the place?’

)NDICATEWHICHEVENTSAREBASED &REQUENCY 0ERCENTAGE ONTHELOCALTRADITIONANDCULTURE

-EDIEVAL&ESTIVAL

2ELIGIOUS&EASTS

3HOOTINGOF-OVIES

#LASSIC#AR2ACE

&LOWER&ESTIVAL

Figure 5: Cultural tourism events based on local tradition and culture

64.3 30 Percentage

42.9 20

10 14.3 14.3 7.1 0 Religious Medieval Flower Classic Shooting Feasts Festival Festival Car Race of Movies Indicate which events are based on the local tradition and culture

Figure 6: Cultural tourism events based on local tradition and culture

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The Visitor

During the data collection phase, the sample of respondents was derived from various parts ȱȱ ǯȱȱȱȱǻŘśƖǼȱ ȱȱȱ ȱȱȱȱȱȱȱ ¢ȱ ǻŘŖǯŚƖǼǯȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱȱȱȱǻŚƖǼǰȱȱǻŘƖǼǰȱȱȱǻŗƖǼȱȱȱǻŖǯśƖǼǯȱ ȱȱȱȱ¢ȱĚȱȱȱȱȱȱȱȱ ǯȱ ȱȱȱȱȱǰȱŘŘƖȱȱȱ¢ȱȱȱȱȱȱȱ řŖȱ¢ǰȱ ȱŞřƖȱȱȱȱȱȱ¢ȱȱȱ¢ȱ ȱ¢ȱęȱ ȱȱ experience in Mdina.

Although Mdina has two accommodation facilities, one within the city walls and one just outside the walls close to the town of Rabat, most of the visitors to Mdina are day visitors ȱȱȱȱȱȱȱȱȱ ǯȱȱȱ ȱȱȱşŞǯřƖȱ¢ȱ ȱȱŖǯŝƖȱȱ¢ǯȱȱȱȱȱȱȱřȱȱȱȱ¢ǰȱ ȱȱ ȱ¢ȱŝƖȱǻȱŖǯŝƖȱȱȱǼȱ ȱȱśȱȱȱǯȱȱ ȱ ȱȱ¢ȱȱȱěȱȱȱ¢ȱ ǯȱǯȱŝȱȱȱȱȱȱ¢ȱȱ in Mdina.

Time spent (hrs) Percentage of Visitors

ORMORE

TOTAL 100

Figure 7: Time spent in Mdina

The Vilhena lions and the baroque entrance of Mdina

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ȱ ¡ȱ ȱ ȱ ǰȱ ǰȱ ȱ ȱ ǰȱ ǰȱ entertainment, and entrance to museums, amongst others. The total per capita expenditure ȱȱȱȱȱȱ ȱȱȱǧşŗŖȱǻȱŘŖŗŚǼǯȱȱȱȱȱȱ ȱ¢ȱ trippers, our data does not include average spend on accommodation within or outside the ¢ǯȱȱ¡ȱ¢ȱȱȱȱȱ ȱǧŘŖŖȱȱȱȱǧŘśǰȱ ȱȱ ¢ǰȱȱȱŝŘƖǰȱȱȱ¢ȱȱȱȱǧŘśȱȱȱȱȱǯȱȱ might be explained in relation to the relatively short stay by tourists with most remaining on ȱȱȱřȱȱ ȱ¢ȱ¢ȱ ȱ¢ȱȱȱȱ¢ȱȱǯ

ȱȱȱ ȱȱȱȱȱȱȱ¢ǯȱǯȱŞȱȱǯȱşȱ¢ȱ ȱȱ ȱȱȱȱ¢ȱȱȱȱŗȱǰȱȱśȱȱȱǰȱȱ¢ȱ ȱȱȱȱȱȱǧŘśȱȱǯȱ¢ȱŚȱǻŗǯŜŞƖǼȱȱȱȱŘřŞȱ ȱȱ visitors.

(OWMUCHDIDYOUSPENDPERPERSONPERDAY 6ISITORSPENDING DURINGYOURSTAYIN-DINA LESS _OR 4OTAL INCLTRANSPORT ACCOMMODATION FOODDRINK _ _ SHOPPING ENTERTAINMENT OTHERSERVICES THAN_ MORE ,ENGTHOFSTAYAT-DINA HOUR HOURS HOURS HOURS HOURSORMORE 4OTAL Figure 8: Length of stay and average spend

40 Percent

0 less than 25 euros 25-50 euros 50 euros or more Expenditure per visitor in euros Figure 9: Average spend per visitor

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ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ¢ȱ ȱ ȱ ȱǻŚŖǯŝƖǼȱȱȱȱȱȱȱȱȱǻŘŚƖǼǯȱȱȱȱ ȱŗşǯŗƖȱȱȱȱȱȱ ȱȱȱ ȱȱȱǯȱȱ ȱ ȱ ¢ȱ ŗŗǯŚƖȱ ȱ ȱ ǲȱ ȱ ȱ ¢ȱ ŚǯśƖǲȱ ȱ ȱ Ȃȱȱ ǻ ȱȱȱ¢ȱǼȱ ȱȱ¢ȱŘǯŗƖǯ

Employment in Tourism

ȱȱȱȱȱȱ¢ȱȱŚśŜȱȱȱȱȱ Ǳȱ ŜşƖȱȱ¢ȱȱȱȬȱǰȱŘŜƖȱȱȱȬȱǲȱŚǯŞƖȱȱȱ¢ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ŖǯŘƖȱ ȱ ȱ ¢ȱ ȱ ęȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻśŝǯŗƖǼǲȱ řŚǯřƖȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǰȱ ȱ řǯřƖȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱǯȱȱȱȱȱ¢ǰȱřŚǯřƖȱȱȱȱȱ ¢ȱȱ¢ȱȱȱǰȱ ȱŚŞǯŜƖȱȱȱȱȱ ȱ¢ȱȱȱǲȱŗŚǯřƖȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱ ȱŘǯşƖȱȱȱȱ¢ȱ¢ȱ in customer relations.

The paper has so far focused on the relationship of locals with tourism activity in the city ȱǯȱȱȱȱ ȱȱȱ ¢ȱȱ ȱȱǰȱȱȱ ȱȱĴȱȱȱȱǰȱȱȱȱȱȱ and sustainability issues.

Religion is a central activity which represents the people of Mdina best - the interior of St Paul’s Cathedral (Photo by: Mario Galea - viewingmalta.com)

Śŗ HELAND Project

Tourism Related Establishments

ȱȱȱȱ¢ȱ ȱȱȱȱȱȱĴȱ¢ȱȱ ȱȱȱȱȱȱȱǯȱȱȱȱȱȱ ȱ ȱ ȱ ȱ Ǳȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱȱǰȱȱȱȱǻȱȱ ȱȱȱȱǼǲȱȱȱȱ ȱ ȱȱȱȱ¢ȱȱȱȱǲȱȱȱȱȱ ȱȱ ȱȱȱǯȱȱ¢ȱ ȱȱȱȱȱȱȱǰȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ŚŖȬŜŖƖǰȱ ȱ ȱ ȱ ǰȱ ŘŖȬŚŖƖȱ ȱ ȱȱǰȱȱŖȬŘŖƖȱȱȱȱȱ¢ȱȱȱȱǰȱȱ and Dingli.

ȱȱȱǰȱȱȱȱĴǰȱȱȱȱȱȱ ȱ ȱȱȱȱȱȱȱȱȱȦȱȱęȱȱ part of their tourism management and Corporate Social Responsibility (CSR) policy. Results ȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱ ȱ ȱ¢ȱŘśƖȱȱȱ ȱȱȱ¢ȱ¢ȱȱȱȱ¢ȱȱȱǰȱ ȱřŗǯŜƖȱȱȱ ȱȱ¢ȱȱ ȱȱȱȱȱŘŜǯřƖȱȱ ȱ ȱ ȱ ¢ǯȱȱ ŗŖǯśƖȱ ǰȱ ȱ ȱ ȱ ȱ ȁȂȱȱȱȱȱȱȱȱȱ ȱȱȱǯȱ

ȱȱȱȱ ¢ȱȱȱǰȱȱȱȱȱȱ ¢ȱȱȱ¢ȱ ȱ¢ȱŗŝƖȱȱȱ¢ȱȱȱȱ activities. Such cooperative activities include involvement in associations of tourism enterprise and common promotional advertising programmes. ȱȱȱ¢ȱěȱȱȱ sustainability measures from a community point of view is not mitigated by local authorities since, from the in-depth interview with the Local Council it resulted that Mdina does not have initiatives or policies in place to promote the purchase of local trade products and/or fair products and services.

The Medieval Mdina Festival 2011 (Photo by: Ray Attard - viewingmalta.com)

ŚŘ ǰȱ £ȱȱ ¢ȱȭȱȱȱȱȱȱ¢

When it comes to the internal environment of these same organisations, such concerns were ȱǯȱ ȱǰȱŜşǯŚƖȱȱȱȱȱȱ ȱȱȱ ȱȱ ȱŜŜǯŝƖȱ ȱȱ¢ȱȱȱȱǯȱ

Despite the positive environmental culture within organisations, renewable energy sources ȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱĴȱęȱ ȱ ȱ¢ȱȱȱȱȱǰȱȱȱȱȱǰȱŞŜƖȱȱ they do not have any such environmental systems. It was however pointed out, that Mdina, ȱȱ¢ȱȱȱȱȱȱȱȱĜȱȱȱȱȱ¡ȱ¢ǰȱ such as solar panels, due to visual pollution. Also, the Planning Authority of Malta had strict ȱȱ ȱȱȱĴȱȱȱ ȱȱȱȱȱȱǯȱȱ

Conclusion

Mdina is a city with many facets. It is a tourist destination of the highest order. It is also a residential city where people go about their daily life. It is a small walled city and therefore ȱȱȱȱĴȱ ȱȱ¡ǯȱȱȱȱȱȱȱȱȱ which are not always easy to remedy. It is evident that Mdina is now bearing the brunt of its ȱ¢ȱȱȱĴǲȱȱȱȱǯȱ ȱȱȱȱȱ with pressures which they did not bring about themselves but which they have to live with ȱ¢ȱȱȱȱǯȱȱȱȂȱ ȱȱȱȱȱ¢ȱȱ ȱȱ ȱȱȱȱȱȱ¢ǯȱȱȱȱȱ ȱȱȱ would be able to continue to weather the pressure of people, needs, and exigencies created by an all year round strong and aggressive tourism activity.

/NEMEDIEVALCORNERIN-DINA 0ALAZZO3ANTA3OlA

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References

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ǰȱǯȱȱ ǰȱǯȱǻŗşşŚǼȱǻǯǼȱTourism: a Gender analysisȱ ȱǱȱ ȱ¢ȱȱ Sons. ǰȱǻŘŖŗŗǼȱȁȱȱȱǱȱȱȱȱŘŖřŖȂǰȱȱȱǯȱ ŗȦ ¢ȱŘŖŗŗȱǻȱ¢ȱŘŖŗřǼǯ ǰȱ ǯȱ ǻŗşşŜǼǰȱ ȁȱ ȱ ȱ ĴǱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȂǯȱ ȱǯȱȱȱ ǯȱȱǻǯǼȱAnthropological Perspectives on Local DevelopmentǯȱǱȱǰȱǯȱŗŚŗȬŗśşǯ ǰȱǯȱǻŘŖŖŗǼȱOasis Siwa: from the inside, traditions, customs and magic. Al Katan: The Author. ǰȱǯǯȱǻŘŖŖŗǼȱȁȱȱȱȱȱ Ğȱȱȱȱȱ Islands’. Tourism GeographiesǯȱřǻŗǼǰȱǯȱŘşȬśŗǯ ǰȱ ǯȱ ȱ ǰȱǯȱ ǻŗşşŞǼȱTourism Promotion and Power: Creating Images, Creating Identities. London: John Wiley and Sons. ȱǻŘŖŗřǼȱTourism in Malta Edition 2013. Malta: Malta Tourism Authority. ȱǻŘŖŗŚǼȱTourism in Malta Edition 2014. Malta: Malta Tourism Authority. ȱ ǯȱ ǻŘŖŖŚǼǰȱ ȁȱ ȱ Ǳȱ ǰȱ ¢Ȃǯȱ ȱ ǯȱ ǰȱ ǯȱ ǰȱ ǯȱ ȱ ȱ ǯȱ ȬĴȱ ǻǯǼȱ Festival and Events Management. Amsterdam: ǰȱǯȱřŘşȬŚśǯ ĴǰȱǯȱǻŗşşŜǼȱȁȱȱȱǵȱȱȱȱǻǼǱȱȱȱȂǯȱ ȱ J. Boissevian (ed.) Coping with Tourists European Reactions to Mass Tourism. Oxford: Beghan, ǯȱŞŚȬŗŗŗǯ ǰȱǯǯȱǻŘŖŖŗǼȱȁȱ¢ȱȱȱȱȱǱȱȱȱȂǯȱ ȱǯȱǰȱǯȱȱȱǯȱȱǻǯǼȱTourism in the Mediterranean: Facets of Socioeconomic Development and Cultural ChangeǯȱǱȱǰȱǯȱŘŗŗȬŘśǯ £ǰȱǯȱǻŘŖŗŖǼȱEnvisioning Eden. Mobilising Imaginaries in Tourism and Beyondǯȱ ȱȱȱ ¡Ǳȱȱǯȱ ǰȱ ǯȱ ǻŗşşŝǼȱ ȁ £Ǳȱ ȱ ȱ ǵȱ ȱ ȱ ȱ £Ȃǯȱ ȱ ȱȱȱȱȱȱ ǰȱȱȱ ȱǰȱŞȮŗŖȱ ¢ȱŗşşŝǰȱĴǰȱǯ ǰȱ ǯȱ ǻŘŖŖŘǼȱ ȁ ¢ȱ ȱ ȱ ȱ ȱ Ǳȱ ȱ ȱ ȱ Ȃǯȱȱȱǰȱ¢ȱȱ¢ǯ ǰȱ ǯȱ ǻŘŖŖŚǼȱ ȁȱ Ȃȱ ȱ Ǳȱ ȱ ȱ Ȃǯȱ ȱȱȱȱŜthȱȱ ǰȱŗȮř ȱŘŖŖŚǰȱ¢ǰȱ ¢ǯ ȱ ǻŘŖŗśǼȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ǻǼȱǯǯȱǯȱŗśŖřśȱǻŘŝȱ¢ǼǯȱȱȱĴǱȦȦǯ ǯȦȬȦŘŖŗśȬ ŖśȬŘŝȦ ȬȬȬ¢ȬȬsȱȱȱŘŘndȱ ȱŘŖŗśǯȱȱ ¢ǰȱ ǯȱǻŘŖŖŘǼȱThe Tourist Gaze: Leisure and Travel in Contemporary SocietyȱǻŘnd ed.). London, ¢ȱȱȱ ȱǱȱǯ ǰȱǯȱǻŗşşşǼȱA Mediterranean Feast: The story of the Birth of the Celebrated Cuisine of the Mediterranean from the Merchants of Venice to the Corsairs with more than 500 Recipesǯȱ ȱǱȱ William Morrow and Company.

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ȱǰȱǯȱǻŘŖŗŗǼȱȁȱȱȱȱ¢Ǳȱȱȱȱȱ sustainable resource for the Mediterranean area’. Public Health NutritionǰȱŗŚǻŗŘǼǰȱǯȱŘřŚŜȬşȱ ǻǼȱǱŗŖǯŗŖŗŝȦŗřŜŞşŞŖŖŗŗŖŖŘŜŗŞ ǰȱ ǯ ǯȱ ǻŘŖŖŗǼȱ ȁȱ ȱ ¢ȱ ȱ ȱ ȱǯȂȱ ȱ ǯȱǰȱ ǯȱ ȱȱǯȱȱǻǯǼȱTourism in the Mediterranean: Facets of Socioeconomic Development and Cultural ChangeǯȱǱȱǯȱǯȱŘŗŗȬŘśǯ

ŚŜ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

Andre Azouri Lebanese University - Faculty of Tourism and Hospitality Management

Ghada Salem Lebanese University - Faculty of Tourism and Hospitality Management

Ali Khreis Lebanese University - Faculty of Tourism and Hospitality Management

Marwan Azouri Toulouse Business School, France

Abstract In a world where innovation has a life cycle that is faster than giving birth to a child, going from railroad, electricity, telephone, automobile to the Internet has been the most important innovation in our century (Hoffman, 2000). All of the innovation throughout the years and decades has impacted the lifestyle of all the people living on planet Earth and more especially the business world. Nowadays, Internet has become part of the life of each human being where they rely on it for working, learning, leisure, socializing, entertainment and shopping. In this research paper, we focalize on the fact that the Internet has become an essential part of any leisure or business trip we are planning. The research compares and analyzes the impact of social media, emerging new technologies and e-tourism on the sustainable tourism and tourism sector in the Middle East, taking the example of Lebanon. This research is divided into different parts: a literature review, an interview and a focus group analysis of this interview held in the Lebanese University. Keywords Social Media; E-Tourism; New Technologies; Tourism; Sustainable Tourism; Middle East

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ŚŞ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

Introduction

ȱ ȱȱ ȱ ȱȱȱȱȱ¢ȱȱȱȱȱ ¢ȱȱ¢ȱȱȱ ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǯȱ ȱ ȱ us years and decades to develop trains, railroads, cars, and to understand the power of the ǯȱ ȱȱȱȱ¢ǰȱȱȱȱȱǰȱĞ ȱȱȱȱȱ daily basis, phone on a monthly basis, cars … Innovation has impacted the life style of all the people living on the blue planet, the way of living has changed from groups to individuals living with a smartphone interacting with other people even if they are miles apart. Businesses ȱ ȱȱȱȱ ȱȱȱȱȱȱǲȱ ȱȱȱȱ era where the Internet has become a way of life and a life support for every single person ǻ ǰȱȱȱ ǰȱŘŖŖŜǼǯȱ ȱ ȱȱȱĴȱȱȱȱǰȱ ȱ ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱȱȱǰȱ ȱȱȱ ȱ ȱȱȱȱ ȱǯȱȱȱȱ ȱȱ ȱǰȱ or TripAdvisor has impacted this sector in a positive and negative way. In other words, if we ȱȱȱȱ¢ȱȱȱǰȱ ȱ¢ȱ ȱ ȱȱ ȱȱȱ ȱȱ¡ȱ are, because prior to our physical visit we can visit this country or site virtually. So no more ȁȱȂȱȱȱȱȱȱ ȱȱȱ ȱ ȱȱȱ was the only way to see where we are going. We went from passive internet presence to an interactive user-generated content where each individual is free to submit any idea or advice ȱȱȱ¢ȱȱȱȱ ȱǻȂ¢ǰȱŘŖŖśǼǯȱ ¢ȱ¢ȱǰȱ¢ȱ ȱ have imagined the possibility of valuing a virtual company based on the internet for more ȱŗȱȱǯȱȱ ȱȱȱȱŗǯŞȱȱȱȱ ȱȱ ¢ȱȱ¢ȱȱȱȱȁȂȱ¢ȱ ȱȱȱȱȱȱǯȱȱ is why social media has become a crucial factor in the development of the tourism sector and especially in its sustainability. Collecting information, deciding on the destination we target, ȱ ȱȱĚȱ¢ȱȱȱȱȱȱȱȱǰȱȱȱ ȱȱ ȱȱȱȱȱǻǰȱȱȱǰȱŘŖŗŘǼǯȱ

ȱ ȱȱȱȱȱȱȱȱ ǰȱ ȱȱęȱȱȱ ȱ ȱ Ȧȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ǰȱ Ğǰȱ ȱ ȱ ȱ ǻȱȱȱȱǰȱŘŖŖŞǼǯȱȱ¢ȱȱ£ȱ ȱȱȱ ȱȱȱ ȱȱȱȬȱȱǰȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱ ȱ ȱȬ ȱǰȱ ȱ¢ȱȱęȱȱȱȱȱȱ ȱ¢ȱȱȱȱȱȱȱ¢ǰȱȱ ȱ¢ȱȱęȱȱȱ ȱȱȱȱ ȱȱ¢ȱȱ ȱǻȱȱǰȱŘŖŖŝǼǯȱȱ can now witness a perfect and immense bond among new technologies as social media and tourism, whereas the success of the tourism sector and its sustainability depend on the success of the company’s and / or the country’s presence on the web.

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ǰȱȱȱǰȱ ȱȱȱȱ¢£ȱȱȱȱ ȱȱȱȱ media on the micro and macro environment of a touristic destination based in the Middle East, ȱę¢ȱȱȱȱȱǰȱȱȱ ȱȱȱȱȱ ȱ ȱȱ its archaeological sites, caves, Roman and Phoenician presence and for its pine forest that is one of the few pine forests that are still intact in the region.

We are going to start with a literature review of social media and new technologies, e-tourism and sustainable tourism, followed by an analysis of an interview that will be conducted in the ȱȱǯ

Literature Review

ȱȱ ȱ ȱȱȱȱȱȱ¢ȱȱȱǻŗşşŝǼȱ has come to the conclusion that sustainability and sustainable development that are applied ȱȱȱ ¢ȱȱȱȱȱ ¢ȱȱęȱȱȱ¢ȱȱȱ ȱȱ ȱȱ ȱȱȱ ȱȱȱȱȱȱȱȱęȱ ȱȱȱȱȱȱȱ¢ǯȱȱȱȱȱ ȱȱ ȱȱ about a prism of sustainability which includes four dimensions: environmental, economic, social and institutional. The following prism is an updated version of the traditional way how sustainable tourism was considered and which was developed following a three dimensions ȱǻȱȱȱŘŖŖŖǲȱǰȱȱȱǰȱŘŖŖŖǼǯȱ

Economic

Environmental Social

Institutional

Figure 1: The prism of sustainable tourism

śŖ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

This prism will allow us to establish the sustainability indicators and the possibility to adapt ȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱ a sustainable tourism in their region. The standards and indicators of sustainable tourism ȱȱȱȱȱȱȱȱȱȱ¢ȱȱ£ǰȱ ȱ¡ǰȱȱȱȱȱȱȱǯȱǰȱȱȱ ȱ ȱȱȱȱȱ¢ȱȱȱȱȱȱȱ ȱǲȱ this will be elaborated more later on in this research.

ȱȱ ȱǰȱȱȱę¢ȱȱȱǰȱȱȱȱ ¢ȱȱ communication among people, and allowed them to communicate via a virtual portal or a new communication channel called smartphone, which has transformed the web into a new social ȱȱȱǻ ǰȱȱȱǰȱŘŖŗŚǼǯȱȱ

That is why we are going to revise a literature review on two factors of new technologies ȱǰȱȱȱȱȱǰȱȱȱ¢ȱȱǯ

ȱȱ ȱȱȱȱȱ ȱȱȱȱȱ ȱĞȱȱȱȱŘǯŖǯȱȱ ȱȱ passive internet presence to an interactive user-generated content where each individual is ȱȱȱ¢ȱȱȱȱȱȱȱ¢ȱȱȱȱ ȱǻȂ¢ǰȱŘŖŖśǼǯȱȱ ȱ ¢ȱȱȱȱěȱ ȱȱȱŗǯŖǰȱ ȱ ȱȱȱȱȱ ȱǰȱȱȱȱŘǯŖǰȱ ȱȱȱȱȱȬȱǰȱȱȱȱ ȱŗǯȱ

Web 1.0 Web 2.0 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent mp3.com Napster Britannica Online Wikipedia personal websites blogging evite upcoming.org and EVDB domain name speculation search engine optimization page views cost per click screen scraping web services publishing participation content management systems wikis directories (taxonomy) tagging (folksonomy) stickiness syndication

Table 1: The core differences between Web 1.0 and Web 2.0

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ȱȱȱȱȱȱ¢ȱȱ ¢ǰȱȱȱȱȱȱ ȱȱĞȱȱȱ ȱȱȱȱ ȱǯȱȱȱȱȱȱ¢ȱ if we need to sell our product around the world. In term of tourism agencies that are dedicated ȱǰȱȱȱȱ ȱǰȱȱȱȱȱȱȱȱȱȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ǻŘŖŗŗǼȱ ȱ £ȱȱřŖȱěȱęȱȱȱǯȱȱȱȱȱȱ ȱȱȱȱ ȱęȱȱȱȱȱȱ ¢ȱȱȱȱȱȱȱȱȱ crucial.

ŗǯȱȱ ǰȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ information technologies. Řǯȱȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ěȱ ȱ ¢ȱ ȱ ȱȱȱȱȱ¢ȱǰȱ ȱȱȱȱȱěȱȱȱȱ people.

ȱȬȱȱǻ Ǽȱȱȱȱ ¢ȱȱȱȱȱȱ ȱ they need to shop, due to the fact that other consumers have shared information about the product or service, they also shared the pros and cons of the product or service which will ȱȱ¢ȱȱȱȱȱȱȱȱȱĞȱ¢ȱǯȱȱ ȱȱȱȱȱ¢ȱȱ¢ȱȱȱȱȱȱȱ¡ȱȱȱȱ ȱȱǻǰȱȱȱ £ǰȱŘŖŗŘǼǯȱ

ȱȱ ȱ ȱȱ ȱȱȱȱǰȱ ȱȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǰȱ ȱ ȱ £ǰȱ ŘŖŗŘǼǯȱȱȱȱȱȱěȱ ¢ȱȱȱȱȱȱȱ ȱȱȱȱȱȱǻȱȱȱ¢ǰȱŘŖŗřǼǯȱ ȱȱȱȱȱ ȱȱ¢ȱȱǰȱ ȱȱ£ȱȱ ȱȱ ȱ ȱȱȱȱȱ ȱȱǯȱ

The Lebanese Ministry of Tourism is encouraging people to visit Lebanon and its touristic ȱȱȱȱȱȱȱȱȱȱȱǻ¢ȱȱǰȱŘŖŗřǼǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱ ȱȱȱȱȱǯȱȱȱȱęȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ěȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ȱ ¢ǰȱ ŘŖŗřǼǯȱ ȱ ȱȱȱȱȱ ȱȱȱȱȱȱȱǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱ ȱ ȱȱȱȱ a positive way, helping customers or travellers to have an insight on the destination they are ȱȱȱȱȱȱȱȱ¢ȱȱǲȱȱ ȱȱȱȱ ȱȱ ȱȱȱ ȱȱȱ ȱȱȱ ȱȱȱȱ ȱȱȱǻȱ ȱǰȱŘŖŖŞǼǯȱȱȱ ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱ¢ȱǰȱȱȱȱȱȱȱȱȱȱ ǻȱȱȱ¢ǰȱŘŖŗřǼǯȱ

śŘ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

Ȭȱȱ ȱȱȱȱȱȱȱȱǰȱȱ ȱ ȱȱȱȱȱ ȱ and social media have produced an essential contribution to the development of tourism and ¢ȱ ȱ Ȭǯȱ Ȭȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ȱ ȱ ęȱ ȱȱ ¢ȱȱ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱ Ȯȱȱ ȱȱȱ ȱǻǰȱǰȱ ȱȱǰȱŘŖŖŖǼǯȱȬǰȱ ȱȱ ȱȱ ȱȬǰȱȱȱȱȱȱȱȱ ȱȱȱȱęȱȱ ȱȱŘŖŖśȱ¢ȱȱȱȱȱ¢ȱȱǯȱȱȱȱȱ on a user-generated content that helps customers understand the value of the product they ȱ¢ȱȱ ȱȱȱȱȱȱȱǰȱȱȱěȱȱ¢ȱȱȱȱ ǯȱȱȱȱȱȱȱȱȱ ȱ ȱ ȱȱȱȱ decide whether or not they will eventually visit a particular destination they had thought of visiting. E-tourism will reengineer the processes of tourism, which implies a new way of using ȱ ȱȱȱȱȱȱȱȱ ȱȱ£ȱȱȱ ȱȱǯȱȬȱȱȱȱȱȱ¢ȱǰȱȬǰȱȬęǰȱȬ ǯȱ ȱȱȱȱȱȱ¢ȱ ȱ ȱȱ£ȱ ȱĞȱȱ¢ȱȱȱȱȱȬ ȱǻǰȱŘŖŖřǼǯȱȱȱȱȱȱȱ of e-tourism implies the development of a trusted transaction process and partners to help customers to trust the system.

Two views of the Bkassine region

śř HELAND Project

Methodology

In this part of our article, we are going to present our research strategy for the data collection, ȱ ȱ ȱȱȱǯȱĞȱȱȱȱȱȱ¡ȱȱȱ¢ǰȱ ȱȱ ȱȱȱ ȱ ȱȱȱȱ ȱȱǯȱȱȱ ȱȱȱ the characteristics of the variables and the relationship among them, and the procedure we applied for data collection, sampling, and data treatment.

ȱ¡ȱ Lebanon is considered to be an unstable country due to the uprising of the extremist movement ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ¢ȱ perspective, in the north we have Syria, a country which has been devastated by war since many years, and in the south we have Israel which has been occupying the Palestinian lands since decades. If we consider the micro geography analysis we have an ethnic and religious country, with a large concentration of Sunnites in the north and a concentration of Shiites in ȱǯȱȱȱȱǰȱȱȱȱȱȱǯȱ ȱ¢ȱȱȱȱ ȱ¢ȱȱȱȱȱęȱȱȱ¢ȱȱȱȱȱȱȱȱȱ the rest of the world. Our research will also be based on the help of the HELAND project that ȱȱ¢ȱȱȱȱȱ ǰȱ ȱȱşȱȱ ȱŜȱȱǯȱȱ ȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱǯȱ

Data collection ȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱǰȱ ȱ used a primary source of data collection and administered individual interviews based on ǯȱȱȱ ȱ ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ¡ȱǯȱȱ ȱ ȱȱȱśŖȱȱ ȱȱȱȱǯȱ

Sampling The following study has been conducted to understand the impact of new technologies ȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱ ȱ ȱȱȱ archaeological sites, caves, Roman and Phoenician presence and for its pine forest that is one of the few pine forests that are still intact in the region. We used a probability sample that was ¢ȱȱȱȱȱȱǯȱȱȱ ȱȱȱȱ ȱȱǰȱȱȱŘŚȱȱŜŚǯȱȱȱȱȱȱȱȱśŖȱȱ ȱ ȱȱȱȱȱȱȱȱȱȱŚŖƖȱȱȱȱȱȱȱȱ ŜŖƖǯȱ

Data treatment ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢£ȱ ȱ ȱ ȱ¢ǯȱȱȱȱ¢ȱȱȱȱǰȱȱȱȱȱ¢ȱ Ǳȱ¢ȱƽƺŘǰȱƽƺŗǰȱȱȱȱƽŖǰȱƽŗǰȱȱ¢ȱ ƽŘȱǻȱȱǰȱŘŖŖŝǼǰȱȱ ȱȱȱȱǯȱ

śŚ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

ȱ The dependent variable has been considered as follows: the tourism and sustainable tourism. ȱȱȱȱȱȱ¢ȱȱȱȱȱȱǱȱ¢ȱǰȱ disagree, neither agree nor disagree, agree, and strongly agree.

The independent variable has been considered as follows: the new technologies. It has also ȱȱ¢ȱȱȱȱȱȱǱȱ¢ȱǰȱǰȱȱȱȱ disagree, agree, and strongly agree.

¢¢ȱȱȱȱ ȱȱȱ¢ȱȱȱǰȱ ȱȱȱȱ ȱǱȱȱęȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱ ¢ȱȱȱȱȱȱ ȱǱȱŗǯȱ ȱȱȱǰȱŘǯȱ ȱȱȱȱǰȱřǯȱȱǯȱȱȱȱȱȱ ȱȱ ȱęȱ¢ȱȱȱȱȱ¢ȱȱǯ

-ICRO ENVIRONMENT -ACRO ENVIRONMENT

$OYOUAGREETHATADVERTISINGTHEREGIONON $OYOUAGREETHATADVERTISINGTHEREGIONON SOCIAL MEDIA HAS A POSITIVE IMPACT ON SOCIAL MEDIA HAS A NEGATIVE IMPACT ON TOURISM 1 TOURISM 1

$O YOU AGREE THAT THE DESCRIPTION OF THE $O YOU AGREE THAT THE DESCRIPTION OF THE CHARACTERISTICS ANCIENT CITY PINE FORESTc CHARACTERISTICS ANCIENT CITY PINE FORESTc OFTHEREGIONONNEWTECHNOLOGIESTOOLSWILL OFTHEREGIONONNEWTECHNOLOGIESTOOLSWILL HAVEAPOSITIVEIMPACTONTOURISM 1 HAVEANEGATIVEIMPACTONTOURISM 1

$O YOU AGREE THAT THE ECONOMICAL $O YOU AGREE THAT THE USE OF NEW SUBVENTIONS GIVEN BY THE MUNICIPALITY OF TECHNOLOGIES AS ONLINE BOOKING SOCIAL "KASSINE ARE ENOUGH TO ENSURE A POSITIVE MEDIAORONLINEFEEDBACKCOULDHELPATTRACT DEVELOPMENTOFTHETOURISMSECTOR 1 MORETOURISTSTOTHEREGION 1

$O YOU AGREE THAT THE INFRASTRUCTURE OF THE $OYOUAGREEONTHEFACTTHATTHECULTUREOF REGION IS DECENT ENOUGH TO ENSURE A THE REGION SHOULD BE MORE PREPARED TO POSITIVE IMAGE FOR THE TOURISTS THAT ARE ACCEPT THE DIFFERENT TYPE OF TOURISTS VISITING VISITINGTHEREGION 1 THEREGION 1

$O YOU AGREE ON THE FACT THAT THE $OYOUAGREETHATTHEREGIONOF"KASSINEIS MUNICIPALITY IS NOT USING ENOUGH RESOURCES ASUSTAINABLETOURISTICPLACE 1 TODEVELOPITSONLINECOMMUNITY 1

Table 2: The questionnaire for the individual interview

śś HELAND Project

The Bkassine Festival 3OURCEWWWFACEBOOKCOM"KASSINE6ILLAGE/FlCIAL0AGE

Left: The street in Bkassine village leading to Mar Takla church 3OURCEWWWFACEBOOKCOM"KASSINE6ILLAGE/FlCIAL0AGE Right: The interior of Mar Takla church showing the main entrance

śŜ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

Results

ȱȱ ȱ ȱȱȱȱȱȱŗŖȱǰȱȱȱȱȱ ȱǯȱ ȱ ȱȱȱȱ ȱǰȱȱȱȱȱǰȱȱȱ the following topics: social media, new technologies, cultural changes, sustainable tourism, ȱǯȱȱȱȱȱȱȱȱ ȱŗȱȱ¢ȱǰȱŘȱǰȱ řȱȱȱȱǰȱŚȱǰȱȱśȱ¢ȱǯȱ

The results of the individual interview came out as following:

1UESTION 4OTAL 1 1 1 1 1 1 1 1 1 1 Table 3: Results of the individual interview

ȱȱȱȱȱȱȱ¢ȱȱȮȱȱǰȱȱǰȱ sustainable tourism and economics:

1 = SD 2 = D 3 = D / A 4 = A 5 = SA

Table 4: Categories represented by the questions

The fountains area acts as a link between the village and the forest - areas around the traditional village fountains need to be renovated and developed into public resting areas with views on the forest

śŝ HELAND Project

ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱ ȱȱȱȱȱȱȱ ȱȱȱǯȱ It was as follows.

4OPICS 1UESTIONSRELATED #ULTURALCHANGES 1 3OCIALMEDIA 1 AND %CONOMICS 1AND .EWTECHNOLOGIES 1 AND 3USTAINABLETOURISM 1

Table 5: Response rate and percentage

Q1 Q2 1 2 4 5 0% 0% 0% 0%

3 3 23% 2 23% 4 0% 5 10% 1 67% 77%

2 Q3 1 7% Q4 4 5 0% 3 3 7% 0% 13% 13%

5 1 60% 4 2 60% 20% 20%

śŞ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

1 5 Q5 Q6 0% 1 2 0% 0% 0%

4 5 3 3 20% 27% 20% 7% 2 4 73% 53%

Q7 Q8 2 1 2 1 5 0% 0% 7% 3 13% 0% 0% 4 5 7% 20%

4 3 73% 80%

2 2 Q9 Q10 10% 1 0% 3 1 0% 13% 0% 3 7% 4 5 10% 43%

5 4 77% 40%

śş HELAND Project

ȱȱȱȱȱȱȱ ǰȱ ȱ¢£ȱȱ ǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱ ȱȱȱǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱȱǰȱ ȱ ȱȱȱȱȱȁȂȱȱǻȱȱ ȱǼǰȱ ȱȱȱȱȱȱȱȱȱȱǯȱȱȱȱ economic characteristics, we found that there is a high disagreement with the municipality ȱȱȱȱȱȱȱ ȱȱǰȱ ȱȱ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱȱȱĴȱȱǯȱȱȱǰȱȱ ȱȱȱ ȱȱ¢ȱȱȱȱȱȱȱȱȱȱĚȱȱȱȱȱ ȱǯȱȱȱȱřŖȱ ȱǰȱŘŖȱȱ ȱȱȱȱȱ is a region that is following the path of sustainable tourism. As for the social media and new ǰȱȱȱȱŜśƖȱȱȱȱ ȱ ȱȱ ȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱ are willing to invest more in social media to advertise the region. In fact, they do believe that ȱȱȱ ȱȱȱȱ ¢ȱȱȱȱȱĴȱǯȱȱȱ ȱȱȱ ȱ¢ȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱǯȱ

Jezzine water falls

ŜŖ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon

Conclusion

This article has demonstrated that the impact of new technologies on tourism and sustainable tourism is enormous, along with the willingness of the residents of the region under study to ȱȱȱȱȱȱ ȱȱȱȱȱǰȱȱȱ ȱȱȱĴȱȱȱȱȱǯȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱ ȱȱ¢ȱȱȱǰȱȱȱ improvement of the infrastructure of the region to absorb a higher number of tourists in the coming years.

We have seen that the major impacts on tourism and sustainable tourism are mainly the results of this new era where new technologies are ruling the world. Social media has a huge ȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱȱǯȱ

The initial challenge of this paper was to create awareness in the future for regions in the ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ revolving around the use of new technologies that has a huge impact on the macro and the micro environments. In other words, it is about the use of social media in advertising the sites that could be visited by tourists, both on a wider as also on a more local level.

ȱȱȱȱ¢ȱȱȱȱȱȱęǰȱ ȱȱȱȱ ǯȱ ȱ ȱ ǰȱ ¢ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ǯȱ ¢ǰȱȱ data is collected via an individual interview, which could lead to erroneous information. The ȱ£ȱ ȱȱȱȱȱȱȱȱ£ȱȱȱȱȱǯȱ¢ǰȱ ȱȱȱȱȱȱȱ ȱǯȱǰȱȱȱȱȱȱ administered to a larger population in order to get more critical and more precise answers, which balance out the erroneous information and the dishonest respondents. Besides, we can ȱȱȱȱȱȱȱȱĴȱȱȱȱȱ ȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱĴȱȱȱȱȱǯ

Bkassine Pine Forest

Ŝŗ HELAND Project

References

ǰȱǯǰȱǰȱǯȱȱ ǰȱ ǯȱǻŘŖŖŜǼȱȁȱȱȱ Ȃǯȱ ǯȱ£ȱȱ R. Wensley (eds) Handbook of Marketing.ȱȱǰȱǱȱȱȱ ǯȱ ǰȱǯȱǻŘŖŖřǼȱeTourism: Information Technology for Strategic Tourism Management. London: Pearson. ȱȱȱȱȱǻŘŖŖŞǼȱȁȱ ȱ¢ȱ¢ȱȱȱȱȱȱȱ ęȱ Ğȱ ȱ ȱ ȱ ȱ ȱ ęȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ ȱǰȱ Ǳȱ ȱ ȱ ȱ ȱ ǰȱ ¢ȱ ȱ ȱ ǯȱ ȱ ȱ ĴǱȦȦ ǯǯȦȦŘŖŖŞȬȬȬȬȬǯ ǯȱǻǱȱŘŖŖşǰȱȱŗśǼǯ ǰȱ ǯǰȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖŖǼȱ ȁȱ ȱ ȱ ȱ ȱ development: research meets practice in a Scandinavian context’. Planning Theory and Practice, ŗǻŘǼǰȱǯȱŘŜŖȬŝŘǯȱ ǰȱ ǯǰȱǰȱǯȱȱȱǯȱǻŘŖŗŘǼȱȁȱȱȱȱȱȱȱ¢ȱ ȱȱȂǯȱ ȱǯȱǰȱǯȱȱȱǯȱȱǻǼȱInformation and Communication Technologies in TourismǯȱǱȱȬǯȱ ǰȱǯǯǰȱǰȱǯȱȱǰȱǯǯȱǻŘŖŗŚǼȱȁȱȱȱȱȱǱȱ ȱȱȱ¢ǵȱȱȱ ȱ¡¢ȱȱȂǯȱInternational Journal of Information ManagementǰȱřŚǻŘǼǰȱǯȱŗŘřȬřŘǯȱ ěǰȱǯȱǻŘŖŖŖǼȱȁȱȱ ȱȱȱǱȱ ȱȱȱȱȱȱ ȱȱȱȱ ȂǯȱMarketing ScienceǰȱŗşǻŗŖǼǰȱǯȱŗȬřǯȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖŝǼȱ Management Information Systemsȱ ǻŗŖthȱ ǯǼǯȱ ȱ ȱ River, NJ: Prentice Hall. Ȃ¢ǰȱǯȱǻŘŖŖśǼȱȁȱȱȱŘǯŖǱȱȱĴȱȱȱȱȱȱ¡ȱ ȱȱĞ ȂȱǻǼǯȱȱȱĴǱȦȦ ǯ¢ǯȦȦȦ¢Ȧ Ȧ ȦŘŖŖśȦŖşȦřŖȦ ȬȬ ȬŘŖǯǯȱ ǰȱǯȱȱǰȱ ǯȱǻŘŖŗŘǼȱȁ ȱȱȱȱŘǯŖǱȱ¢ȱȱ ȱȱ ȱȱ ¢Ȃǯȱ ȱǯȱǰȱǯȱǰȱȱǯȱ £ȱǻǼȱSocial Media in Travel, Tourism and Hospitality: Theory, Practice and CasesǰȱǯȱŘŜŗȬŞŖǯȱ¢ǰȱ Ǳȱǯȱ ǰȱǯǰȱǰȱǯȱȱ £ǰȱǯȱǻǼȱǻŘŖŗŘǼȱSocial Media in Travel, Tourism and Hospitality: Theory, Practice and Casesǯȱ¢ǰȱ ȱǯȱ ǰȱ ǯǯȱ ȱ ȱ ¢ǰȱ ǯȱ ǻŘŖŗřǼȱ ȁȱ ȬȬȱ ȱ ȱ ȱ ȱ ȱǱȱȱȱȱ Ĵȱ¢ȱȂǯȱElectronic Commerce ResearchǰȱŗřǻŗǼǰȱǯȱŗŖřȬŘŚǯȱ ǰȱǯǰȱǰȱ ǯǰȱ ǰȱǯȱȱǰȱ ǯǯȱǻŘŖŖŖǼȱElectronic commerce: A managerial perspective. New Jersey: Prentice Hall. ǰȱǯȱȱǰȱ ǯ ǯȱǻŘŖŖŖǼȱȁȱȱȱ¢ȱ¢ȱȂǯȱ Environmental Impact Assessment ReviewǰȱŘŖǻřǼǰȱǯȱřŞŗȬşŘǯ

ŜŘ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Jad Abou Arrage Lebanese University - Faculty of Tourism and Hospitality Management

Ali Khreis Lebanese University - Faculty of Tourism and Hospitality Management

Amal El-Kurdi Lebanese University - Faculty of Tourism and Hospitality Management

Maha Mikhael Lebanese University - Faculty of Tourism and Hospitality Management

Fahd Nasr Lebanese University - Faculty of Tourism and Hospitality Management

Abstract The application of the Sustainable Development Concept (SDC) in the tourism industry has been debated for over twenty years. Many studies have been conducted on the social, environmental and economic sustainability of tourism destinations. However, little comprehensive research has taken into consideration the holistic approach of sustainable landscape and heritage management. This paper reports on testing a holistic tourism sustainability analytical framework in ten Lebanese landscapes and tourism destinations distinguished by their rich and diverse cultural and natural heritage. The studied areas offer many types of tourism services and activities with different management approaches. The analytical framework tackles four dimensions of sustainability: economic, social, environmental, and management, with emphasis on the ecological issues and on the role of local communities and municipalities in managing and sustaining their tourism resources. The study was conducted between February 2013 and February 2014. In-depth interviews were carried out with 16 stakeholders in 10 different sites. The stakeholders are involved in the management, preservation, as well as the tourism services provision of the sites. The research findings confirm the value of using a holistic sustainability measurement tool particularly in terms of balancing the environmental, social, economic, and management dimensions of sustainable tourism. The results highlight several concerns in achieving sustainable tourism management of cultural and natural landscapes in Lebanon.

Keywords Sustainable Development; Sustainable Tourism; Sustainability Indicators; Landscape Management; Destination Management ŜřŜř HELAND Project

ŜŚ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Introduction

Tourism literature is replete with accounts of adverse social, economic, cultural and environmental impacts, caused by mass tourism. The list of observed impacts ranges from £ȱĚǰȱȱȱȱǰȱȱ¡ȱȱȱȱȱ social dislocation, destruction of heritage, and severe environmental damages (Hall & Page, ŘŖŖŘǲȱ ǰȱ ŘŖŖřǲȱ ǰȱ ŘŖŖśǲȱ £ȱ ȱ ǰȱ ŘŖŖŝǼǯȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱȱȱȱ£ȱȱȱȱ ȱȱȱȱȱȱȱ management and the development of infrastructure can contribute to the degradation of the natural and cultural resources. However, if correctly planned and managed, tourism can also contribute to environmental protection and conservation of biodiversity, and to the sustainable ȱȱȱȱǻ££ȱȱǰȱŘŖŗŗǼǯȱ

In the last three decades many concerns surfaced about the physical environment of destinations used for tourism. Mass tourism activities in the Mediterranean basin are causing irreversible damages on the natural and cultural landscape. Mediterranean regions are systematically ȱȱĴǯȱǰȱȱȱȱȱǰȱȱȱ¡ȱ ȱǰȱ ȱȱ ȱȱȱȱĴȱȱǯȱ ȱȱ¡ǰȱȂȱ rural areas are experiencing important changes on many levels. The local communities and Ȃȱȱȱȱȱ ȱȱȱęȱĚȱȱȱ¢ǰȱ and ecological, economic and social values in the future. Sustaining these values while using them in the tourism industry cannot be achieved without building a common understanding of sustainable landscape and tourism management. The management of tourism destinations ȱ ȱ ȱ ǰȱ £ȱ ȱ ȱ ȱ ȱ ęȱ ȱ ȱ ǯȱ Therefore, the monitoring and evaluation of the impacts of tourism on the landscape, through a clear list of sustainability indicators, is a necessity.

Nowadays, such an approach cannot be implemented without the use of new technologies ȱȱȱȱȱȱǰȱȱȱȱȱȱȱȱȱȱȱ ȱȱǰȱȱȱȱȱȱǯȱǰȱ the aim of this paper is twofold. a. To understand the gap that still seems to exist between tourism development and sustainable landscape management in Lebanon. b. To show how local communities and municipalities can use sustainable tourism indicators in order to assess their actual situation and to base their future decisions and actions on new innovative approaches in heritage and landscape management.

Ŝś HELAND Project

The olive terrace in the Bkassine region - a landscape worthy of conservation

ȱȱȱȱȱȱȱȱ¡ȱȱȱȱ¢ȱěȱȱȱȱȱȱ sustainability between protected landscapes and non-protected ones. The hypothesis is: ȃȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȄǯȱ

Conceptual linkages: landscapes, tourism and sustainability

The relationship between landscape and tourism is essential. This relationship emerges from the tradition and practice of both cultural geography and tourism studies and from the socio- cultural evolution of the landscapes of tourism per seȱǻǰȱŘŖŖŘǲȱǰȱŘŖŖśǼǯ

The increasing human population and pressure on land use is damaging natural and cultural ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ęȱ ȱ ȱ Ȃȱ ȱ ęȱ landscapes. The conditions of these natural environments and man-made landscapes are ¢ȱȱȱȱȱ¢ȱȱĴȱȱȱǯȱ ǰȱ the tourism industry has traditionally constituted a source of pressure on natural resources. ¢¢ȱȱȱȱȱȱȱȱȱ ȱȱȱ¢ȱ ȱȱȱȱȱěȱȱȱ¢ȱȱ ȱȱȱȱȱȱǯȱǰȱȱȱȱȱ ȱȱ a sustainable use and management of landscapes are becoming increasingly critical, especially ȱȱȱ¢ȱǻ ¢ȱȱǰȱŘŖŖşǲȱ ȱȱǰȱŘŖŖşǲȱȱŘŖŖŚǼǯȱ

Landscapes are an abundant natural resource and form an important basis for the tourism ¢ȱ ǻ·£ǰȱ ŘŖŖŘǼǯȱ ȱ ȱ ȱ ǻŘŖŖşǼȱ ęȱ Ȭȱ ȱ ȱ ȃȱ ȱȱȱǰȱȱȱȱȱȱȱ able to achieve multiple societal needs including energy and food production, management of ǰȱȱȱ¢ȱȱȱȱȱ ȱ¢ȱȱ¢ȱȱ

ŜŜ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ȱǲȱȱȱȱȱ¢ȱȱȱǲȱȱȱ ȱȱȱǯȄȱ ǰȱȱȱȱȱȱ of tourism and recreational activities can easily disturb fragile landscapes that may eventually ȱȱȱȱĴǯȱ

The concept of landscape health is based on principles of landscape ecology and function. ȱ ȱ ȱ ęȱ ¢ȱ ȱ ¢ȱ ȱ ȱ Ǳȱ ǻǼȱ ȱ ȱ ȱ ȱȱȱ¢ǰȱȱ ȱȱ¢ȱǲȱǻǼȱȱǰȱǰȱ and shelter, for sustaining populations of all native animals, plants and microorganisms at ȱȱȱȱȱǲȱǰȱǻǼȱȱȱ ȱȱǰȱǰȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱ ŘŖŖŖǼǯȱ ȱ ȱ ȱ ǻŘŖŖŚǼǰȱ ȱ ȱȱȱȱĞȱȱȱȱȱȱȱȱ in their planning, management and sustainable development.

ȱȱ¢ȱȱȱ¢ȱȱȱȱ¡ǰȱȱęȱȱǰȱȱ ȱȱȱȱȱ£ȱȱ£ȱȱȱ¢ȱȱȱ ȱ¢ȱȱǻǰȱŘŖŖśǼǯȱ

ȱȱȱȱȱȱȱȱȱ¢ȱĴȱȱ ȱȱȱǰȱȱȱęȱȱȱǯȱȱ ¢ȱȱęȱ ȱȱȱ ȱ¢ȱȱȱȱȱȱ£ȱǻǼǯȱȱ¢Ǳȱ

ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that ǰȱȱȱȱȱȱȱęȱ ȱȱȱ integrity, essential ecological processes, biological diversity and life support ¢ȄȱǻǰȱŘŖŖŗǼǯȱ

Sustainable tourism includes the safeguarding of the cultural heritage - traditional buildings in Bkassine kept in pristine condition

Ŝŝ HELAND Project

Thus, sustainability in the context of tourism means regulating the use of tourist resources so that they are not consumed, depleted, or polluted in such a way as to be unavailable for the use of future generations of tourists. Sustainable tourism is also oriented toward the economic ¢ȱȱȱȱ¢ǰȱȱȱȱȱȃȱ¢ȱȱȄȱȱ ȃȱȄǯȱ ȱȱȱȱȱȱȱȱȱȱĚȱȱȱȱ ȱȱȱȱȱ¢ȱȱ ȱ¢ȱȱȱȱȱ¢ȱ ȱȱȱȱǻȱǭȱǰȱŘŖŖŝǲȱǰȱŗşşśǲȱ ȱŘŖŖŖǲȱȱǭȱ¢ǰȱ ŘŖŗŘǲȱȱǭȱ¢ǰȱŘŖŖŞǼǯȱ

XàĴȱȱãȱǻŘŖŖşǼȱȱȱȱ¡ȱȱȱȱȱ resources for an economic boost to many peripheral communities. However, the natural ecosystems are extremely vulnerable. It is therefore of vital importance for such communities to plan the growth of tourism along sustainable lines. To achieve sustainable tourism development in fragile environments, tourism should be maintained in a way that would not cause negative disturbance to nature, culture, society and economy. Therefore, tourism development is sustainable only when none of the core components are neglected (Baros & ǰȱŘŖŖŝǲȱ ȱȱǰȱŘŖŗřǼǯȱ

ȱ ȱ ȱ ȱ Ȭȱ ęȱ ȱ ǰȱ ȱ ȱ ȱ ȱ planning tools with which they can monitor the impact of tourism with regard to environmental, ȱȱȱ¢ǯȱȱȱȱ¢ȱȱ¢ȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱ£ȱȱǯȱȱȱ is to provide the infrastructure that tourists need, as well as to identify viable strategies for ȱȱȱȱȱȱǻXàĴȱǭȱãǰȱŘŖŖşǼǯȱ

ȱȱȱȱȱȱŗşşŘȱȱ ȱȱȱȱȱȱȱȱ tourism, tourism practitioners and scholars have carried out a good number of studies so as to understand how tourism sustainability will be objectively achieved, assessed and measured. ȱ ǻŘŖŖśǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢Ȃȱ ȱ contemporary objectives, then the industry needs to be able to measure its performance and impacts in this area. Several studies on tourism sustainability indicators assume the existence of an integrated relationship between the social, economic, and environmental dimensions. Therefore, managers of destinations should adopt sustainability principles to underpin tourism development. This is consistent with the widespread view that destinations should measure ȱȱȱ¢ȱȱȱȱȱ¢ȱȃ¢Ȅȱȱǰȱ ¢ȱęȱȱȱ economic measure, or more broadly as incorporating the economic, social and environmental ȱǻ ¢ȱȱǰȱŘŖŖşǼǯȱȱȱȱǻŘŖŗřǼȱȱȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ¢ǰȱȱ ¢ȱ Ĵȱ ȱ ȱ ȱ ȱ ǰȱ ¢ȱȱȱȱ£ǯȱ¢ȱȱȱȱȱȱ¢ȱ an important role in tourism management through their planning activities, policies and ȱ ǻǰȱ ŘŖŖŖǲȱ ǰȱ ŘŖŖŘǲȱ ǰȱ ŘŖŖŚǲȱ ȱ ǭȱ ǰȱ ŘŖŖŝǲȱ ££ȱ ȱǰȱŘŖŗŗǼǯȱǰȱȱȱȱ ȱȱȱȱ ȱȱ ȱȱȱ¢ȱȱȱȱ ȱȱȱȱȬȱ ȱȱȱȱȱȱǻǰȱŘŖŖşǲȱǰȱŘŖŖşǼǯȱǰȱȱȱ three main dimensions of sustainability, the management and governance dimensions will ȱȱȱȱȱ¢ȱǻǯŗǼǯȱ

ŜŞ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Figure 1: Integrated approach of tourism sustainability indicators

ȱȱȱǰȱ££ȱȱȱǻŘŖŗŗǼȱȱȱȱ¢ȱȱ ȱȱȱȱ£ȱȱȱȱȱȱ ȱȱ¢ȱȱȱ social development. The misuse of the natural resources can cause a degradation of the tourist ȱȱȱǰȱȱȱę¢ȱȱȱȱǯȱ ǰȱȱ sustainability plays an important role in sustainable tourism because it is the precondition and ȱȱǻ ǰȱŘŖŖşǼǯ

To understand how the sustainable tourism model may function in this context, this study ȱęȱĴȱȱȱȱȱȱ¢ȱǰȱ¢ȱȱ ȱȱȱȱȱǯȱ ȱŘŖŖŚȱȱȱȱȱ ȱ ȱȃ ȱȱ ȱȱ¢ȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱȱȱȱȱȱȱȄȱǻǰȱŘŖŖŚǼǯȱ

ǰȱ ȱ £ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¡ȱ ǯȱ ȱȱȱȱȱȱȱȱȱȱȱȱĜȱ ¢ǰȱȱ information for tourism policies should be provided, especially for a highly fragmented ȱǰȱ ȱȱȱĞȱȱ¢ȱȱǯȱ¢ǰȱȱ are supposed to streamline statistical systems and data collection, in an industry where the ȱȱȱȱȱȱĞȱǯȱ¢ǰȱȱȱȱȱǰȱ ȱȱȱ¢ǰȱȱ ȱȱȬȱǰȱȱȱȱȱȱ ȱ¢ȱȱǻǰȱŘŖŖśǼǯ

The playing of lights on the Mar Takla church during the Bkassine Festival

Ŝş HELAND Project

Methodology of work and research design

ȱ ¢ȱ ȱ Ȭȱ ȱ Ȭ¢ȱ ȱ ȱ ȱ ȱ ȱ¢ȱȱǯȱ ȱ ȱȱ ȱ¢ȱŘŖŗřȱȱ¢ȱ ŘŖŗŚȱ¢ȱȱ ȱȱȱȱ¢ȱȱȱȱ ¢ȱȱǻ Ǽȱ ȱȱȱ¢ǯȱȱ ȱȱȱȱ¢ȱȱȱȱ ȱ ȱǻ ǼȱȱşȱȱȱŜȱȱȱȱ ȱȱ ȱȱŚŖȱȱǻŘŖŗŘȬŘŖŗśǼǯȱȱȱȱȱȱȱȱȱ¡ȱȱ ȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱ ǯȱ ȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱęȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ technologies, and the adoption of innovative policies.

ȱ ȱ ȱ ȱ ȱ ȱ ęȱ ǰȱ ŗŖȱ ȱ ȱ ǰȱ ȱȱȱǰȱ ȱǯȱȱȱȱȱȱȱȱȱ ȱęȱȬȱȱȱȱȱȱȱȱȱȱ rural tourism sector in Lebanon. To assess and measure the sustainability of each site, a set ȱȱ ȱȱȱȱȱȱǰȱȱȱȱȱŗǯȱȱ dimension contained a number of criteria based on the following considerations:

ŗǯȱȱ ȱȱȱ¢£ȱȱ¢ȱȱȱȬȱȱȱȱ tourism development and management. Tourism is a people-oriented business and ȱ ȱ ȱ ȱ ȱ ¢ȱ ǯȱ ȱ ȱ ȱ ȱ potential tourism management schemes and procedures for a destination is critical in determining to what degree a community can meaningfully participate in the development of sustainable tourism. Řǯȱȱ ȱȬȱȱȱȱ¢Ȃȱȱȱȱȱ the tourism activities within its landscape. řǯȱȱ ȱ ȱ ȱ ¡ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ economy and its potential to address rural development problems such as employment, income generation, and poverty alleviation. Śǯȱȱ ȱ ȱ ȱ ȱ ȱ Ěȱ ȱ ȱ ǰȱ ȱ ǰȱȱȱȱȱȱȱȱȱȱęȱȱȱ protection and biodiversity conservation.

Each of the four dimensions gives rise to a number of indicators as essential factors in assessing and measuring tourism sustainability. These indicators are derived from a considerable amount of literature on the various positive and negative impacts of tourism and from various tourism ¢ȱ ȱ ȱ ¡ȱ ǻǰȱ ŗşşřǲȱ ǰȱ ŗşşśǲȱ ǰȱ ŗşşŞǲȱ ǰȱ ŘŖŖŚǲȱ ǰȱŘŖŖśǲȱ £ȱȱǰȱŘŖŖśǲȱ ǰȱŘŖŖśǲȱȱǭȱ ǰȱŘŖŖŝǲȱǰȱŘŖŖŞǲȱ ȱǭȱ ǰȱŘŖŗŖǲȱ ǰȱŘŖŗřǲȱǰȱŘŖŗřǼǯȱ

ȱĞȱȱȱŞŞȱȱ ȱȱȱȱęȱȱȱȱęȱȱ ȱ ȱȱȱśŗȱǯȱȱęȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱȱȱǰȱ¢ȱȱȱȱȱ¢ǯȱ

ŝŖ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ȱ ŗǰŘǰřǰŚǰȱ ȱ śǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱ¢ǰȱ ȱěȱ ȱ¢ȱ ȱǯȱȱȱȱȱȱ ȱȱ ȱȱ ȱǱȱ ȱ Ŗȱȱȱ¡ȱ ȱ ŗȱȱ¡ȱȱȱȱ ȱ Řȱȱ¡ȱȱ ȱȱȱǯȱ

ȱȱȱȱȱǰȱȱȱȱ ȱȱ ȱȱ ȱǱȱ Ŗȱȱȱȱ ȱ ŗȱȱȱȱ ȱ Řȱȱ ȱȱ ȱ řȱȱ¢ȱǯȱ

Each dimension was weighted in percentage, depending on its total score, in a way to have an ȱ¢ȱȱȱŗŖŖƖǯȱ

Table 3 Indicators for Environmental Sustainability

Table 1: Indicators for Management Sustainability

Table 2: Indicators for Economic Sustainability

ŝŗ HELAND Project

Table 3: Indicators for Environmental Sustainability

ŝŘ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Table 4: Indicators for Socio-cultural Sustainability

Table 5: Overall Sustainability

ȱ ¢ȱ ŘŖŗřȱ ȱ ȱ ŘŖŗřǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱŗŖȱęȱȱȱȱŗŖȱȱȱȱȱǯȱ ȬȱȬȱ ȱ ȱȱ ȱŗŜȱ¢ȱǰȱȱȱȱȱȱȱ ǯȱȱ£ȱȱȱȱȱǰȱȱ ǰȱȱǰȱȱȬȱǯȱ ȱȱŘŖŗřȱȱ ȱŘŖŗřǰȱȱ¢ȱȂȱ ǰȱȱęȱǰȱȱȱȱȱ were transcribed and entered into the analytical model for processing.

ŝř HELAND Project

Landscapes and tourism in Lebanon: between degradation and conservation

ȱȱȱȱǰȱȱȱȱ¢ȱ ¢ȱȱȱȱȱ£ȱ ȱȱǻ£ȱȱǰȱŘŖŗŘǼǯȱȱȱǻŗŖǰŚśŘȱȱǼǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱǯȱȱȱȱ ȱȱȱȱȱȱ¢ȱȱȱǰȱ£ȱ¢ȱȱȱ ȱȱȱȱ ȱǰȱĴȱǰȱȱȱȱȱȱ ȱȱȱǰȱȱǰȱȱ¢ǯȱȱȱȱȱȱȱ ȱȱ¡¢ȱȱȱȱȱȱȱ¢Ǳȱ¢ǰȱ¢ǰȱ ¢ȱ ȱ ȱ ȱ Ĵǯȱ ȱ ǰȱ ȱ ȱ ȱ ǰȱ ǰȱ wide and narrow valleys, inland plain, and rivers provide a climatic diversity that harbours a wealthy biodiversity with many endangered and endemic species.

¢ȱěȱ¢ȱȱȱǰȱȱȱȱȱȱȱȱ are facing tremendous challenges. Land management practices contribute to the erosion of the ¢Ȃȱȱȱȱȱǻǰȱǰȱǰȱǰȱǰȱȱǰȱ valleys, etc.). Landscape degradation problems are pertinent for rural and mountain areas, where ȱȱ¢ȱȱȱȱȱȱȱȱȱĴȱȱǯ

ȱȱȱȱȱȱȱȱ¢ȱȱ£ȱȱ ȱĞȱȱȱȱȱȱȱȱȱȱȱǯȱȱ ȱ ǻŗşŝśȬŗşşŖǼǰȱ ȱ ȱ ȱ ȱ ȱ ǻŗşŝŞȬŘŖŖŖǼǰȱ ȱ ȱ ȱȱȱȱȱȱȱȱ¢ȱǻŗşşŖȬŘŖŖŜǼǰȱȱȱ řřȱ¢ȱȱȱ ¢ȱŘŖŖŜȱȱȱȱȱȱȱ¢ǰȱȱȱ ȱ¢ȱȱȱȱȱȱǻ£ȱȱǰȱŘŖŗŘǼǯȱ

A very old olive tree in the Bkassine region which goes back thousands of years

ŝŚ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ȱȱȱȱ¢ȱȱȱȱȱȱęĞ¢ȱ¢ȱȱȱȱȱȱ ȱȱ¢ȱȱ£ȱǰȱȱȱȱȱȱȱȱȱȱ¢ȱ and multi-functionality. Over the years, the landscapes of Lebanon have been threatened by a multitude of factors that have caused the loss of biodiversity, the fragmentation or ȱȱǰȱȱȱȱȱěȱȱȱȱȱ¢ȱȱ ȱȮȱȱ ǰȱȱǰȱ£ǰȱȱȱȱ discharge of wastewater and solid waste. Among these human activities, uncontrolled tourism infrastructure development and mass tourism forms constitute an increasing pressure and threat on the natural and cultural resources.

ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ŗşşŘȱ ȱ ŘŖŗřȱ ȱ ¢ȱ ȱ Environment, the Ministry of Agriculture, and the Ministry of Tourism designated a number ȱȱǯȱ ȱŘŖŗřǰȱ¡ȱęȱȱȱȱȱȱȱŗřȱ ȱǰȱřȱȱȱȱȱǰȱŘŚȱȱǰȱśȱ ȱǻȱ ¢ȱȱȱȱ¢ȱȱȱȱǼǰȱŗŘȱȱǰȱ ŗŚȱȱǯȱ ȱǰȱȱȱȱȱȱŜƖȱȱȱȱ¢ǯȱȱ ȱȱȱȱȱȱȱǻǰȱ¢ǰȱȱǰȱȱ ǰȱǰȱęȱȱǰȱǯǼȱȱ ȱ¢ȱȱȱȱȱ are facing many challenges. Most of these sites constitute an important asset for the tourism industry in Lebanon, in particular rural and nature-based tourism.

The tourism industry in Lebanon has always been an important economic sector constituting ȱȱȱȱȱȱȱȱ¢ǯȱ ȱŗşşŖȱȱŘŖŖŘȱȱȱȱ itself in parallel with the reconstruction of the basic infrastructure of the country. Tourism services and activities grew mainly in urban and coastal cities, while they remained neglected ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ŘŖŖŘǰȱ ȱ ȱ ȱ ȱ ȱ situation in the last ten years, the Lebanese tourism industry witnessed positive changes. New ȱȱȱȱȱ ȱȱ¢ȱȱȱȱȱȱ¢ǯȱȱ and adventure based tourism are developing in many rural areas and natural landscapes. ȱęȱȱȱǰȱȱȱȱȱȱȱȱȱ ȱȱ domestic and international tourists in the near future. Tourism development in rural areas ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱ¡£ȱ ęȱȱȱǯȱ

The application of the Sustainable Development Concept (SDC) in the public sector in ȱȱȱȱȱȱęǯȱ ȱȱȱęȱ¢ǰȱȱȱȱȱ municipalities initiated local development projects with support from local and international ǯȱ ǰȱȱȱȱĴȱȱȱȱǯȱ¢ȱ ȱȱ integrate sustainable development dimensions in long term visions and policies, especially when it comes to landscape management and tourism development. Moreover, the SDC is ȱ¢ȱĚȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱ ǯȱ ȱȱ¡ǰȱȱ¢ȱ ȱȱȱŗŖȱȱȱȱȱȱ in Lebanon used as tourism destinations. The studied sites are spread all over the country: eight are located in mountainous areas on the Western slopes of Mount Lebanon facing the

ŝś HELAND Project

ȱ ǲȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ěȱ ȱ ȱ several types of touristic services and activities (cultural, nature-based, adventure and sport, ǰȱȱȱǼǰȱ ȱěȱȱ ȱĴǰȱȱ ¢ǰȱȱȱǯȱȱŜȱ ȱȱȱȱȱȱŗŖȱǯ

Table 6: Characteristics of the studied landscapes and tourism destinations

ŝŜ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Results, presentation and discussion

ȱ¢ȱęȱȱȱȱȱ ȱȱȱęȱ ȱȱȱȱȱ ŗŖȱȱǯȱȱŝȱȱȱŘȱ ȱȱȱ¢ȱǯȱ

Table 7: Comparison of the management sustainability

Figure 2: Comparison of the management sustainability

ŝŝ HELAND Project

The Shouf Biosphere Reserve

Baatara Pothole

ŝŞ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ȱȱȱȱǻǼǰȱȱȱȱȱȱȱǻǼǰȱ ȱ¢ȱȱǻǼȱȱ¢ȱȱȱ¢ȱǻŗŞǯśȦŘŖǰȱŗŜǯŘȦŘŖǰȱȱ ŗŝǯŝȦŘŖǼǯȱȱǻ Ǽȱȱ ȱǻ Ǽȱȱǰȱ¢ǰȱ¢ȱ ȱȱ ȱ ȱ¢ȱǻřǯŗȦŘŖȱȱśǯŚȦŘŖǼǯȱȱȱȱȱ¢ǰȱȱ¢ȱȱ ȱȱȱȱȱȱȱęȱȱȱȱȱȱǰȱȱ ȱȱȱȱȱǲȱ ȱ ȱȱ ȱȱȱęȱȱ¢ȱȱȱȱ ȱǯȱȱŞȱȱȱřȱ ȱȱȱ¢ȱǯȱ

Table 8: Comparison of the economic sustainability

Figure 3: Comparison of the economic sustainability

ŝş HELAND Project

ȱȱȱȱȱȱȱǻǼȱȱ¢ȱȱȱ¢ȱ ǻŗřǯśȦŗśȱ ȱ ŗŘǯŞȦŗśǼǯȱ ȱ ȱ ǻǼȱ ȱ ȱ ¢ȱ ǻǼȱ ȱ ȱ ȱ ¢ȱǻŚǯśȦŗśȱȱŜȦŗśǼǯȱȱȱǰȱȱ¢ȱȱȱȱȱȱȱȱ ęȱȱȱȱȱȱǯȱǰȱ ȱȱȱȱȱęȱ from the highest protection scheme by law and has the highest economic sustainability level, ȱȱ ȱȱęȱȱȱ¢ȱ ǰȱȱȱȱȱ¢ȱ ȱǻşȦŗśǼǯȱȱşȱȱȱŚȱ ȱȱȱ¢ȱǯ

Table 9: Comparison of the environmental sustainability

ŞŖ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

Figure 4: Comparison of the environmental sustainability

Tannourine Cedars Forest Nature Reserve

Şŗ HELAND Project

Kfardebiane village

Ammiq Wetland

ŞŘ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

None of the studied sites have a very good environmental sustainability level. The Shouf ȱǰȱȱȱȱȱǰȱȱ¢ȱȱȱȱ ȱ¢ȱǻřŘǯřȦŚřǰȱŘŜǯşȦŚřǰȱȱŘşǯŘȦŚřǼǲȱȱȱǻǼȱȱȱȱ ȱ¢ȱǻŘŘǯřȦŚřǼǰȱȱȱȱŜȱȱȱ ȱȱ¢ȱ ȱ ȱ ¢ǯȱȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ǰȱǰȱǰȱȱȱȱȱȱ¢ȱ ȱȱ¢ȱȱǲȱ ȱȱ ȱ ȱ ȱȱ ȱȱ¢ǰȱ ȱǻŘǯřȦŚřǼȱȱ ȱǻśǯŚȦŚřǼǰȱȱȱęȱ ȱ¢ȱȱȱǯȱǯŗŖȱȱǯśȱ ȱȱȱ¢ȱǯ

Table 10: Comparison of the socio-cultural sustainability

Figure 5: Comparison of the socio-cultural sustainability

Şř HELAND Project

ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¢ȱ ǻŗŞǯŘřȦŘŘǼǯȱ ȱ ȱȱǻǼȱȱ¢ȱȱȱȱȱ¢ȱǻŗŜǯŗȦŘŘȱȱŗŜǯşȦŘŘǼǯȱ ¢ȱȱȱȱȱ ȱȬȱ¢ǯȱȱȱȱȱȱ ȱȱȱȱȬȱ¢ǰȱ ȱȱȱǻǰȱǰȱǰȱǼȱȱ Ȭȱ ǻ ȱ ȱ Ǽȱ ǯȱ ǰȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ rejected.

The overall sustainability measure, with the four dimensions combined, shows that SBR has ȱȱȱȱ ȱȱȱȃ¢ȱ Ȅȱȱ ȱǰȱǰȱ and economic dimensions are being managed in a professional way with a clear strategy and ǯȱȱȱȱȱȱȱȃ Ȅȱȱȱȱȱ¢ȱ ǯȱȱȱȱȱǰȱȱǰȱȱȱȱȱȱȃȄȱ¢ȱǯȱȱ ȱȱȱ¢ȱȱȱǰȱȱȱȱ ǰȱȱ ȱȱȱȃȄȱǻȱ ŗŗǼǯȱ

Table 11: Comparison of the overall sustainability

Qadisha Valley

ŞŚ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ȱŗŘȱ ȱȱ¢ȱȱȱ ȱȱȱȱȱȱȱȱ ŗŖȱȱȱȱȱŚȱȱǰȱȱ ȱȱȱȱ¢ǰȱȱȱ ¢ȱǻśŖǯŚƖǼȱȱȱȱȱǻŗşǯŖǼǯ

Table 12: Sustainability ranking for the 10 visited landscape sites

ȱȱȱȱȱŗŘȱȱȱȱ ȱȱȱȱȱȱȱ ȱ¢ǯȱȱȱ¢ȱȱ ȱǻȱȱǼȱȱȱȱȱȱ three. Landscapes protected by decisions and decrees, and protected private owned lands ȱȱȱȱŚȱȱŞȱ ȱȱȱ ȱȱ¢ǯȱ¢ȱǰȱȱ ȱȱ ȱ¢ǰȱȱȱ¡ȱȱȱȱȱŘǯȱȱȱ ȱ landscapes containing public and private owned lands without any form of protection are ȱȱȱĴȱ ȱ ȱȱ¢ǯȱ

Baskinta village

Şś HELAND Project

Taanayel farm

4HElRSTPRINTERYINTHE!RABWORLD "CHARREH#EDARS&OREST

ŞŜ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ȱǰȱȱȱ ȱȱȱȱ ȱȱȱȱȱȱěȱȱ management of tourism destinations and the protection of landscapes in Lebanon. Actually, the Lebanese legislation does not include any law or mechanism for the protection of private owned lands. Therefore, private land ownership can be a major obstacle that hinders the protection of very important landscapes. Moreover, the absence of strategic management plans at the local level of the municipalities is leading to uncontrolled and chaotic development resulting in the deterioration of the physical and natural aspects of many landscapes.

Conclusion and recommendations

This study examined the usefulness of a tourism sustainability evaluation matrix, formed ȱŚȱȱȱȱȱȱśŗȱǰȱȱȱȱȱȱȱȱ sustainable management. The successful application of this tool depends on the availability of ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ to date information about the landscapes they are managing or using for tourism purposes. ȱȱȱȱȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱ¢ȱȱȱęȱȱȱȱȱȱȱȱȱȱ advancement in the tourism industry, especially in terms of technology and innovation.

ȱȱȱȱ¢ȱ¢ȱ ȱ ȱȱȱȱ the relationship between landscape protection and the level of tourism sustainability. It was important in demonstrating, that sustainability-oriented management is possible in any ȱȱȱǯȱȱȱȱȱȱ¢ȱȱȱ ȱȱǰȱ¢ȱȱȱȱȱȱȱǯȱ £ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱȱǯȱ ǰȱǰȱ¢Ȭǰȱȱěǰȱȱȱȱȱ ȱȱ concerned with those landscapes cannot continue assisting to the same trends without reacting, ȱȱȱǯ

ȱȱȱȱȱȱȱȱȱȱȱ management approach in order to avoid and reduce negative impacts on the cultural and ȱȱȱȱȱȱȱȱȱĴȱȱȱȱǯȱ A sustainable strategic orientation for landscape management and tourism exploitation ȱ ȱ ȱ ȱ £ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ activities, professional public and corporate governance with local participation, visionary long-term management, development of innovative and adaptive policies and the use of new technologies.

ȱȱǰȱȱȱ¡ǰȱȱ¢ȱȱȱȱȱȱȱȱ rather than to simply regard future events as beyond their control. In an increasingly turbulent and rapidly changing world, innovation and development driven by both internal and external ȱ ȱ ǰȱ ȱ ȱ ȱ ęȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱǰȱ ȱȱĜ¢ȱȱȱǯȱ ȱ is according to how the country will manage its natural heritage that the pace is set for rural and nature-based tourism in the future.

Şŝ HELAND Project

References

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ŞŞ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon

ǰȱǯǯȱȱǰȱǯ ǯȱǻŘŖŖŘǼȱThe geography of tourism and recreation: environment, place and space. London: Routledge. ǰȱǯȱǻŘŖŖŚǼȱȁȂȱĴȱ ȱȱǱȱȱȱ ȱ ȱ implications for tourism planning’. Journal of Planning LiteratureǰȱŗŞǻřǼǰȱǯȱŘśŗȬŜŜǯȱ ǰȱǯȱǻŘŖŖŖǼȱEnvironment and Tourism. London: Routledge. ǰȱǯȱǻŘŖŖşǼȱȁȱȬ¢ȱȱȱȱ¢ȱȱȱǱȱȱȱ ¢ȱȱħȱ¢ǰȱȂǯȱInternational Journal of Sustainable Development & World Ecology, ŗŜǻŘǼǰȱǯȱŗŗŝȬŘŜǯȱǱŗŖǯŗŖŞŖȦŗřśŖŚśŖŖşŖŘŞŖŞŜŘŞȱ ǰȱ ǯǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗŖǼȱ ȁ ȱ ȱ ȱ Ȃǯȱ Glasnik Srpskog geograf skogdrustvaǰȱşŖǻŗǼǰȱǯȱŘŝŝȬřŖśǯȱǱŗŖǯŘŘşŞȦ ŗŖŖŗŘŝŝ ȱ ǰȱǯǯȱǻŘŖŗřǼȱȁ ¢ȱȱȱȱȱȱȱȂǯȱCurrent Issues in TourismǰȱŗŝǻŚǼǰȱǯȱŘşŝȬřŖŘǯȱǱŗŖǯŗŖŞŖȦŗřŜŞřśŖŖǯŘŖŗřǯŝşŝřŞŜȱ ǰȱ ǯǯȱ ȱ ¢ǰȱ ǯǯȱ ǻŘŖŗŘǼȱ ȁȱ ȱ ȱ ȱ ȱ resource management: a case study of Machu Picchu, Peru’. Journal of Sustainable Tourism, ŘŖǻŝǼǰȱǯȱşŗŝȬřŞǯȱǱŗŖǯŗŖŞŖȦŖşŜŜşśŞŘǯŘŖŗŘǯŜŜŝŘŗŝȱ ǰȱǯǯȱȱ ǰȱǯǯȱǻŘŖŖşǼȱȁȱȱǱȱ ȱȱȱęȱ of ecology inform the design of the landscape?’ Frontiers in Ecology and the Environment,ȱŝǻŚǼǰȱ ǯȱŘŗŘȬŘŖǯ £ǰȱ ǯǰȱ ¢ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗŘǼȱ ȁ ȱ ȱ ȱ Ȭȱ diversity in coastal Lebanon: A landscape approach’. Journal of Marine and Island Cultures, ŗǰȱ ǯȱŘŝȬřŝǯȱ £ǰȱ ǯǰȱǰȱǯǰȱ¢ǰȱǯȱȱǰȱǯȱǻŘŖŗŘǼȱLandscape Approach to Bio-Cultural Diversity Conservation in ȱǱȱȱȱȱȱȬȱĴǰȱȱ and Prospectsǯȱ ȱ Ǳȱ ĴǱȦȦ ǯǯȦȦȬȬȬ ȬĴȬȬȦȬȬȬȬȬ¢Ȭ conservation-in-rural-lebanon ǰȱ ǯȱ ǻŘŖŖřǼȱ Tourism impacts, planning and managementǯȱ Ǳȱ Ĵ ȱ Heinemann. ǰȱǯǯȱȱ¢ǰȱǯǯȱǻŘŖŖŞǼȱȁ Ǳȱ ¢ȱȱȱȱȱȱȱ ȱȂǯȱ ȱǯǯȱȱȱǯǯȱ¢ȱǻǼǰȱTourism, recreation and sustainability ǻŘndȱǯǼǰȱǯŗȬŗŜǯȱǱȱȱ ǯȱ ǰȱǯ ǯǰȱ¢ǰȱǯǯǰȱ ǰȱ ǯǯǰȱ ǰȱ ǯǯǰȱǰȱǯǰȱǰȱǯǯȱȱ ǰȱ ǯȱ ǻŘŖŗřǼȱ ȁȱ ¢Ǳȱ ȱ ȱ ȱ ȱ Ȭ¢ȱ ȱ ¡Ȭȱ approach to a regional sustainable tourism project’. Journal of Sustainable TourismǰȱŘŗǻřǼǰȱǯȱ řśśȬŝśǯȱǱŗŖǯŗŖŞŖȦŖşŜŜşśŞŘǯŘŖŗŘǯŝŖşŞŜŘȱ ǰȱǯǰȱĞǰȱǯȱȱ ǰȱ ǯǯǯȱǻŘŖŗřǼȱȁ¢ȱ¢ȱȱȱȱ Ǳȱȱȱȱȱȱȱȱȱȱȱ model’. Journal of Sustainable TourismǰȱŘŗǻśǼǰȱǯȱŜşśȬŝŗśǯȱǱŗŖǯŗŖŞŖȦŖşŜŜşśŞŘǯŘŖŗŘǯŝřŝŝşşȱ ȱ ǻŘŖŖŞǼȱ Conducting Sustainability Assessmentsǯȱ Ǳȱ £ȱ ȱ ȱ Cooperation and Development Publishing.

Şş HELAND Project

XàĴǰȱǯȱȱãǰȱǯǯȱǻŘŖŖşǼǯȱȁȱ ȱȱȱȱȱ¢ȱ for tourism development in fragile environments: a case study from SE Iceland’. Scandinavian Journal of Hospitality and TourismǰȱşǻŗǼǰȱǯȱŘŘȬřŞǯȱǱŗŖǯŗŖŞŖȦŗśŖŘŘŘśŖşŖŘŝŜŗśŖŚȱ ·£ǰȱ ǯ ǯȱ ǻŘŖŖŘǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ Ȭ ȱ photographs: planning rural tourism in Extremadura, Spain’. Landscape Researchǰȱ ŘŝǻřǼǰȱ ǯȱ ŘşŝȬřŖŞǯȱǱŗŖǯŗŖŞŖȦŖŗŚŘŜřşŖŘŘŖŗŚşśřşȱ

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£ǰȱ ǯǰȱ ǰȱǯȱȱǰȱǯȱǻŘŖŖŝǼȱȁȱȱȱȱȱ sustainability assessments for tourism destinations: a comparative review’. Journal of Sustainable TourismǰȱŗśǻŚǼǰȱǯȱřŜşȬŞşǯȱǱŗŖǯŘŗŜŝȦŜśşǯŖȱ

ǰȱ ǯȱ ǻŘŖŖŚǼȱ ȁ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ landscapes’. Journal of Environmental Planning and ManagementǰȱŚŝǻřǼǰȱǯȱřŜśȬşŘǯȱǱŗŖǯŗŖŞŖȦŖ şŜŚŖśŜŖŚŘŖŖŖŘŗŜśŗşȱ

ǰȱ ǯǯȱ ǻŘŖŖŘǼȱ ȁȱ ȱ Ǳȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǵȂȱ Tourism GeographiesǰȱŚǻřǼǰȱǯȱŘŘŝȬśŚǯȱ

ǰȱǯǯȱǻŘŖŖśǼȱȁ ȱ¢ȱȱȱ¢ǱȱȱȱȱȱȱȂǯȱ Landscape ResearchǰȱřŖǻŘǼǰȱǯȱŘŘŗȬřşǯȱǱŗŖǯŗŖŞŖȦŖŗŚŘŜřşŖśŖŖŖŚŚŚŖŞȱ

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ȱǻŗşşśǼȱWhat tourism managers need to know: A practical guide to the development and use of indicators of sustainable tourismǯȱ Ĵ Ǳȱ ȱ ȱ ȱ ǰȱ ȱ ȱ £ǯȱ

ȱǻŗşşŞǼȱGuide for local authorities on developing sustainable tourism. Madrid: World Tourism £ǯȱ

ȱǻŘŖŖŗǼȱActions in assisting developing countries to implement Agenda 21 undertaken by the World Tourism Organization since 1992ǯȱ ȱ ȱ£ǰȱ ȱ ǯȱ Ȧ ȦŘȦřǼǯȱ ȱǰȱǱȱǯȱ

ȱǻŘŖŖŚǼȱIndicators of Sustainable Development for Tourism Destination: A Guidebook. Madrid: ȱȱ£ǯ

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Editorial Note

As from September 2014 the Heland team was made up of:

Project Manager: Dean Dr Amal Abou Fayad

Technical Staff: Dr Ghada Salem Dr Andre Azouri Eng. Ali Khreis

Financial Officer: Mrs Hoda Fakih

Master Students: Hanan Daher Elie Abou Fayad Simone Abou Fayad

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ŗŖŘ Sustainable Tourism Impacts in the City of Madaba, Jordan

Sustainable Tourism Impacts in the City of Madaba, Jordan

Monther M. Jamhawi Jordan University of Science and Technology

Abdulla Al-Shorman Yarmouk University

Zain A. Hajahjah Jordan University of Science and Technology

Roaa J. Zidan Applied Science University, Amman

Abstract This paper assessed the indicators that are most likely to affect sustainable tourism in the region of Madaba, one of the most attractive sites in central Jordan. The indicators were classified into 5 sub-groups and include managerial, economic, social, cultural and environmental impacts. The methods of the study relied on structured questionnaires that were distributed among stakeholders and locals. The results show that the carrying capacity at the attraction sites is very high (high tourist flow in a small area). The wastewater, water and energy management is severely impacted as well as transportation. The social impact is also very high and it is substantially contested by the inelastic cultural norms and traditions especially when tackling female inequality and empowerment.

Keywords Madaba; Sustainable Development; Sustainable Tourism Indicators; Tourism Impacts

ŗŖřŗŖř HELAND Project

ŗŖŚ Sustainable Tourism Impacts in the City of Madaba, Jordan

Sustainable Tourism Impacts in the City of Madaba, Jordan

Introduction

ȱ ȱ ȱ ǰȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱǰȱȱȱ ȱěȱȱȱȱȱǰȱȱȱȱ ȱ ȱ ȱ ȱ ǰȱ ǰȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱŘŖŗřǲȱǰȱŗşşŞǲȱ ȱȱȱǯǰȱŘŖŖşǼǯȱȱȱȱȱȱ aware of the negative impacts of tourism on the environment, societies and cultures. At the ȱǰȱȱȱ¡ȱȱȱęȱ ȱȱȱȱȱȱȱȱ ¢ȱȱȱ ȱȱęȱǰȱȱȱȱȱȱȱǻ£Ȭȱ ¢ǰȱǰȱ £¤£ȱȱǰȱŘŖŗŘǼǯȱ ȱȱǰȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱęȱ ȱȱǰȱ¢ȱȱ¢ȱǻǰȱŘŖŗŖǼǯȱȱȱȱ£ȱ ǻǼȱęȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ host regions, while protecting and enhancing the opportunity for tourists and protecting the ȱȱǻǰȱŘŖŖŚǼǯȱȱȱȱȱȱȱȱȱ ǰȱǰȱȱȱȱ ȱȱȱȱȱȱȱęȱ ȱ maintaining cultural integrity, essential ecological processes, biological diversity, and life ȱ¢ȱǻ ȱȱȱǯǰȱŘŖŖşǼǯ

Because tourism is a growing industry it has brought several negative impacts on the natural ȱȬȱȱȱȱȱĴȱǻ ȱȱ ǰȱŗşşŞǲȱ ęȱ ȱǰȱŗşşŞǲȱȱȱ¢ǰȱŘŖŖŜǼǯȱȱȱȱȱȱȱ ȱȱȱ¢ȱȱȱȱȱȱ¢ȱȱ ȱȱȱȱ¢ȱȱȱȂȱ ¡ȱǻ ȱȱǰȱŗşşřǲȱǰȱŗşşŝǼǯȱȱȱȱȱǰȱ prepared and experienced in a way that sustains the local community, its culture, environment ȱ¢ȱ ȱȱȱęȱǻȱȱǰȱŘŖŗŚǼǯȱȱȱ¢ȱ ęȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱȱǰȱȱ ȱěȱȱȱǰȱȱȱ¢ǰȱ ĴȱȱȱȱȱȱȱǰȱȱȱĴȱ¢ȱȱȱǻ ¢ǰȱ ȱȱ¢ǰȱŘŖŖŘǲȱ ǰȱ¢ȱȱǰȱŗşşŝǲȱǰȱŗşşśǲȱȱȱ ǰȱŗşşŚǲȱǰȱȱȱǰȱŗşşŖǲȱǰȱŗşşŘǲȱȱȱ¢ǰȱŘŖŗŖǼǯ

As the concept of sustainability expands into new territories, such as tourism, the need to implement and develop indicators in practice are crucial for the developmental process and ȱȱȱǰȱȱȱȱǯȱȱȱȱȱ ȱȱȱȱȱǻǼǰȱȱȱȱȱȱȱ ȱȱǻǰȱŘŖŖŝǼǯȱ¢ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱ¢ȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱȱȱȱǻ ǯǼǯȱȱȱǻŘŖŖŝǼȱȱȱǱȱȃ ȱ ȱ ȱ ȱǰȱȱȱ ȱ ȱȄǯȱȱȱȱĚȱȱȱȱȱ indicators as a method to facilitate the communication of ideas, thoughts and values. Moreover,

ŗŖś HELAND Project they result in policy actions in response to problems highlighted by such indicators. Sustainable ȱ ȱ ¢ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ objectives, while at the same time serve as an early warning tool for potential environmental, ȱȱȱȱǻ ȱǭȱǰȱŗşşŝǼǯȱȱȱȱȱȱ ȱ¢ȱȱ¢ȱȱǰȱȱȱĚȱȱȱ approach that is at the heart of sustainability in order to gain a true understanding of human ȱǻ ȱǭȱǰȱŗşşŝǼǯȱ

ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ěȱ ȱ ǻǰȱ ȱ ȱ Ǽȱ ȱ ȱ ȱ ȱ ȱ ȱ community are interconnected. In general, sustainable indicators can be distinguished from simple environmental, economic, and social indicators by the fact that they are integrating, ȱǰȱǰȱȱȱ ȱȱȱȱȱȱȱȱ ¢ȱǻǰȱŗşşŜǼǯȱȱȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱ ȱȱȱęȱ ȱȱǻ¢ǰȱǰȱȱ ǰȱŘŖŗŗǼǯȱ

The notion of sustainable tourism and its applications is still relatively new in Jordan, and ȱȱȱȱȱȱȱȱǰȱȱ¢ȱȱȱǯȱȱ mentioned previously, assessing the sustainable indicators of tourism may bring returns in the ȱȱȱĴȱ¢ȱȱȱ¢ȱǯȱȱȱ¢ȱȱȱȱ ȱ ȱȱȱȱ¢ȱȱȱĴȱȱȱȱȱ¢ȱǻǰȱ archaeological, cultural, religious, etc.). The city of Madaba is one of these sites, and holds the ȱȱȱĴȱȱȱȱȱȱǰȱǰȱȱȱȱ tourism. The impact of tourism has not been investigated and sustainability is far beyond the ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱ ȱ¢ȱȱȱ¢ǯȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱ¢ǯȱ ȱȱ¡¢ȱȱȱȱȱȱ ȱȱȱȱȱȱ available data and resources, multiple indicator systems were used to establish the database of the study.

The Church of St George Square, Madaba

ŗŖŜ Sustainable Tourism Impacts in the City of Madaba, Jordan

The Study Area - Madaba City

ȱ¢ȱȱȱȱȱȱȱȱȱ ǲȱȱȱȱȱȱȱ ȱ¢ȱȱęȱȱȱȱȱȱǰȱ ǰȱ ȱ ǰȱȱȬǰȱȱȱȱǯȱ ȱȱȱȱŘŖȱȱ ¢ȱȱȱȱ¢ȱ ȱǯȱȱȱ¢ȱȱȱ ȱȱȱȱ¢ȱ£Ǳȱ ǰȱǰȱ ǰȱǰȱ¢£ȱȱ¢¢ǯȱ ȱȱȱȱȱȱȱ ŚśŖŖȱǯȱȂȱȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱ ȱǻǰȱŘŖŖśǼȱȱȱ¢ȱȱǯȱȱȱȱȱ period, Christianity was established in the Madaba region, as it became the seat of the bishop ȱȱȱȱȱȱȱśth century.

ȱ ȱ Ĵȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ Ğȱ ȱǯȱȱȱȱȱȱȱȱ ȱȱȱȱ£ȱ¢ȱ ȱ£ȱȱȱȱȱȱȱȱȱȱǻǰȱŘŖŖśǼǯȱ Accordingly, this represents the overlapping and co-existence of many archaeological sites in ȱ¢ǯȱȱȱȱȱĴȱȱȱ¢ȱȱȱȱȱȱȁȱȱȱȂȱȱ contains the most preserved mosaic map of the Holy Land. There are religious buildings that ȱȱȱȱ ȱȱȱȱȱǰȱ ȱȱĴȱȱȱ ȱ ȱȱǯȱ¢ǰȱȱȱȱǰȱȱȱȱȱ¢ȱȁǯȱ Ȃǰȱȱ ȱȱȱȱ¢ǲȱȱȱȱȱȱȱȱȱŗşth and early ŘŖth centuries, such as the houses of the Twal, Jumean, Karadsheh, and Hamarneh families, ǻ ǰȱŘŖŖŝǼȱȱȱȱȂȱȱǯ

Aerial photo of Madaba showing its Main Ring Road (Source: MOTA, 2005)

ŗŖŝ HELAND Project

Materials and Methods

ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱŗǯȱȱȱȱȱȱȱȱȱǰȱ residents, visitors, and managers. The tourism impact indicators were divided into four main categories:

• management (sustainable tourism public policy, management in tourism enterprises, customer satisfaction, and information and communication), Ȋȱ ¢ȱǻȱĚ ǰȱȂȱǰȱ¢ȱȱ¢ȱȱ¢ǰȱ health and safety, and tourism supply chain), Ȋȱ ¢ȱ ǻȱ ǰȱ ȱ ǰȱ ȱ ¢ǰȱ ¢ǰȱ ȱ ȱ identity), and • environment (transport impact, climate change, waste management, sewage treatment, water management, energy use, and biodiversity).

These indicators were selected based on the WTO manual for sustainable tourism indicators ȱȱ¢ȱȱȱȱǲȱȱȱȱȱȱȱȱ ȱȱȱȱȬȱ¡ȱȱȱ¢ȱǯȱȱȱ ȱ ȱ Ğȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱȱ Ě ǰȱ ȱ ǰȱ ȱ ȱ ǯȱ ȱ ȱ

Figure 1: The methodological framework

ŗŖŞ Sustainable Tourism Impacts in the City of Madaba, Jordan

ȱȱȱȱȮȱǰȱǰȱȱȱȱȱȱȱ ȱȱȱȱǻȱŗǼǯȱȱȱȱȱȱǻŗŖŖȱȱŘŖŝȱ¢Ǽȱ ȱȱ¢ȱȱȱȱȱȱ¢ǯȱȱȱ£ȱȱȱǻǯȱƽȱŗŖŖǼȱ was calculated according to the following formula:

Where: Z = Z value (1.96 for 95% confidence interval) p = Percentage of picking a choice, expressed as decimal (0.5 in this study) C = Confidence interval, expressed as decimal (0.1 in this study)

ȱ¢ȱ ȱȱȱȱȱȱȱȱȱŘŖŗŚǯȱȱȱȱ ȱ ¢ȱȱȱȱĞ ȱǯȱ

Stakeholders The number of distributed Questionnaire Entertainment 12 Hotels 10 Enterprises Restaurants 25 Others 3 Total Residents Visitors Three Main Organizations: Ministry of Tourism and Antiquities (MoTA); Management Department of Antiquities of Jordan (DoA); Greater Madaba Municipality(GMM)

Table 1: Targeted Organizations

Madaba Governorate Circle

ŗŖş HELAND Project

The Results and Discussion

ȱȱȱȱȱ ȱęȱ ȱȱȱȱȱĚȱȱȱ ȱȱȱȱǯȱȱȱȱŞƖȱȱȱȱ£ȱȱȱ ȱ ȱ ȱ ȱ ¢ȱ ǯȱ ǰȱ ȱ ȱ ȱ £ȱ have sustainability reports according to international standards. Residents’ satisfaction is an ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱŘŖŗŗǼǰȱȱ¢ȱȱȱ ȱȱȱȱȱȱȱȱ Ĵȱȱǰȱ¢ȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱȱ¢ǯȱ¢ȱȱȱ¢ȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱȱ ȱǻ ęǰȱ ȱȱĚ¢ǰȱŘŖŗřǼǯȱȱ ȱȱǰȱȱ¢ȱȱȱȱǻŞŝƖǼȱ ȱęȱ ȱȱ¡ȱȱ ȱ¢ȱȱȱǻȱŘǼǯȱȱŞŚƖȱ¡ȱȱ ȱȱȱȱ ȱȱȱȱǰȱȱŞŘƖȱȱȱȱ¡ȱȱȱ ȱȱȱȱ expectations. Tourists’ satisfaction plays an important role in the survival and future of any ȱȱȱȱǻ ¢ǰȱ¢ȱȱǰȱŘŖŖŝǼǯȱȱȱȱȱ ȱȱȱĴȱȱȱȱ¡ȱȱǻûȱȱǰȱŗşşŞǲȱǰȱ ŗşşřǼǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱ ǯȱ ȱȱȱȱ¢ȱǰȱȱȱȱŝŜƖȱȱȱǻśŖȱǱȱŗŘȱ ǰȱŗŖȱǰȱŘśȱȱȱřȱȱ¢ȱȱǼȱȱȱ ¢ȱěȱȱǯ

ȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱŗǰşŘşǯ ȱȱȱȱȱȱȂȱ¢ȱȱȱ¡¢ȱŗřƖȱȱ ȱȱ ǯȱȱȱȱȬ¢ȱȱȱȱȱȱ ȱȱ ȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱ¢ȱȱȱȱȱ ǻǼȱȱȱȱ ¢ȱȱȱŘŖŗřȱȱŘŖŗŚǯȱǰȱȱ ȱ ȱȱȱȱȱ of tourists in Madaba in the high season during the period between April and May increased ȱŘŖŗŚǯȱ

According to MOTA, the average length of stay of tourists from January to September was ŗǯşśȱ¢ȱȱŘŖŗŚǰȱŗǯşŗȱ¢ȱȱŘŖŗřǰȱȱŗǯŚȱ¢ȱȱŘŖŗŘǯȱȱȱȱŗǯŞȱȱ ȱȱ ¢ȱȬ¢ȱȱȱȱ¢ȱŘŖŗŚǯȱȱǰȱŞȱǰȱȱŗŝȱȱ ȱ

2ELATIVE#HANGE -ONTH Foreign Jordanian Total Foreign Jordanian Total Foreign Jordanian Total January 9.46 64 9.52 10.46 32 10.50 10.6% -50.0% 10.2% February 12.00 42 12.04 14.07 24 14.10 17.3% -42.9% 17.1% March 21.13 68 21.20 23.54 64 23.60 11.4% -5.9% 11.4% April 28.59 601 29.20 33.94 258 34.20 18.7% -57.1% 17.1% May 22.30 58 22.36 28.60 198 28.80 28.2% 241.4% 28.8% June 10.26 34 10.30 14.12 56 14.18 37.6% 64.7% 37.7%

4OTAL 103.76 867 104.63 124.76 632 125.39 20.2% -27.1% 19.8%

Table 2: The total number of tourists who visited Madaba in the high season (Source: MoTA, 2013-2014)

ŗŗŖ Sustainable Tourism Impacts in the City of Madaba, Jordan

ȱȱȱȦȱȱȱȱǯȱȱ¢ȱȱȱ ȱȱȱȱȱȱȱ¢ǲȱȱȱȱȱȱȱ ȱȱȱȱȱ¡ȱȱȱȱȱ¢ȱǻ£Ȭ ȱȱ¢ǰȱŘŖŖŞǼȱ because the tourist product must adapt itself to the amount of time the tourist has available ȱȱȱǻȱȱǰȱŘŖŖŚǼǯȱ ȱ¢ȱȱ¢ȱȱȱȱȱȱȱȱ ¢ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ȱ economic impact. This is also supported by the number of arrivals to hotels at the study area. ȱȱǰȱȱȱȱŜǰŘŝŝȱȱȱǻŗŘǰşŖŞȱǼȱ ȱȱȱȱ¢ȱ ŘŖŗŚȱȱǰȱŗśǰşŞşȱȱȱǻŘřǰŗŚŞȱǼȱȱŘŖŗřǰȱȱŘŗǰřŖŚȱȱȱǻřŚǰŝşşȱ ǼȱȱŘŖŗŘǯ

)NVOLVEINTHEMANAGEMENTS $ONOTINVOLVEINTHEMANAGEMENTS %NTERPRISE4YPE COOPERATIVEMARKETING COOPERATIVEMARKETING .UMBER 0ERCENTAGE .UMBER 0ERCENTAGE %NTERTAINMENT (OTELS 2ESTAURANTS /THER 4OTAL

Table 3: Involvement in the managements/cooperative marketing

ȱŞŘƖȱȱȱȱȱ¢ȱȱȱȱȱǰȱǰȱȱ fair trade goods and services in Madaba. Madaba is covered by a policy that promotes local, ȱ Ȧȱ ȱ ȱ ȱ ȱ ǯȱȱ ŜŜƖȱ ȱ ȱ ȱ ȱ ȱȱȱȱŘśƖȱȱȱȱȱȱȦȱǯȱȱ¢ȱȱ ȱŚŚƖȱȱȱȱȱęȱ ȱǯȱȱȱȱȱȱ ȱ ¢ȱȱȱȱȱȱȱȱȱ ȱȱȱŚǯ

-EN 7OMEN 4OURISM%NTERPRISES -ALE.UMBER 0ERCENTAGE &EMALE.UMBER 0ERCENTAGE %NTERTAINMENT%NTERPRISES (OTELS 2ESTAURANTS /THERS

Table 4: Percentage of men and women employed in the various tourism enterprises

Madaba’s Archeological Park

ŗŗŗ HELAND Project

ȱȱȱȱŚǰȱȱȱȱȱ¢ȱȱȱ¢ȱȱȱ¢ȱǯȱ ȱȱ£ȱȱ¢ȱȱȱȱȱȱȱȱǻ ǰȱ ŗşşŝǲȱ ¢ǰȱ ŘŖŖŝǲȱ ǰȱ ŘŖŖŝǲȱ ǰȱ ȱ ȱ ǰȱ ŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ cultural ground and process that shape and is shaped by gendered representations of places, ǰȱȱȱȱǻǰȱŘŖŖŖǼǯȱ ȱ ǰȱȱȱȱȱȱȱ Ȃȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ¢ȱ ȱ ȱȱ ȱȱĴȱȱȱ ȱȱȱȱ ǯȱȱȱȱȱ¢ȱ ¢ȱȱǻŘŖŗŗǼȱȱ ȱȱȱȱȱȱȱȱȱ ȱȱ ȱȱ ę¢ȱ ȱȱȱȱǰȱ ȱȱȱȱ ȱȱȱȱǯȱ ȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱȁȱ Ȃȱȱȱȱȱȱȱ ȱȱȱśǯ

-EN 7OMEN 4OURISM%NTERPRISES .UMBER 0ERCENTAGE .UMBER 0ERCENTAGE %NTERTAINMENT%NTERPRISES (OTELS 2ESTAURANTS /THERS

Table 5: Percentage of tourism enterprises where the general manager position is held by a female or a male

Madaba Municipality Circle

ŗŗŘ Sustainable Tourism Impacts in the City of Madaba, Jordan

The gender disparity in Madaba, which is culturally constructed, lowered the average wages of ȱȱȱȱȱǯȱȱȱ ȱȱȱȱ ȱȱȱ¢ȱŘŖŗŘȱȱ ŘŖŗřȱȱȱȱȱ ȱȱȱŜȱȱŝȱǻȱȱȱ¢ȱŘŖŗŚȱ ȱȱȱȱ the public at the time of writing).

0ILOTAREALEVELABOVEYEARSOLD %UROS %UROS %UROS %UROS %UROS - & - & - & - & - &

Table 6: The gross wages for men and women in all sectors for the year 2012 (Source: MoTA)

0ILOTAREALEVELABOVEYEARSOLD %UROS %UROS %UROS %UROS %UROS - & - & - & - & - &

Table 7: The gross wages for men and women in all sectors for the year 2013 (Source: MoTA)

ȱ ȱ ȱ ŗŖŖȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ identity of Madaba. Most of the reviewed respondents perceived tourism as improving and maintaining the identity of Madaba. However, place identities should be reconstructed to ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǻ¢ǰȱŗşşśǼǯȱ ȱěȱȱȱȱ¢ȱȱ¢ȱȬȱǻ ǰȱŘŖŖŚǼǰȱ ȱȱȱ ȱ¢ȱȱȱȱǻ ęȱǰȱŗşşŞǼȱȱȱȱǻǰȱŗşŞşǲȱ ǰȱŘŖŖŘǼǯȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱ ¢ȱȱȱȱȱȱęȱǻ ǰȱŗşŝŝǼǯ

One of the markets in Madaba aimed for tourists

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ȱȱȱȱȱȱȱ¢ȱȱȱȱȱǯȱȱśŞƖȱȱ ȱȱȱȱȱȱǰȱŗŞƖȱȱȱǰȱŗŚƖȱȱ ȱȱǰȱȱ¢ȱŗŖƖȱȱȱ¡ǯȱȱȱȱȱ¢ȱȬ¢ȱ ȱ ȱȱȱȱȱȱȱŘȱǯȱȱȱȱȱȱ¢ȱǰȱȱ it vulnerable to tourist overuse and overdevelopment, which poses extra burdens on the ¢ȱ¢ȱȱȱȱǻ ǰȱŗşŞŝǼǯȱȱȱȱǰȱȱȱȱ ȱȱȱȱȱȱȱȱȱǰȱȱȱȱ that the infrastructure at the site is modest. Previous studies have shown that transportation at ȱȱ¢ȱěȱȱ¢ǰȱȱȱǰȱĚȱȱ¡ȱ ȱȱ¢ȱǻǰȱŘŖŖśǼǰȱ ȱȱ¢ȱȱȱȱȱ¢ȱȱǯ

The entrance to the Shrine dedicated to the Beheading of St John the Baptist

ŗŗŚ Sustainable Tourism Impacts in the City of Madaba, Jordan

None of the enterprises are involved in any form of climate change mitigation schemes. There are currently no climate change adaptation strategies or planning conducted by any ȱȱȬȱ£ǯ

The data regarding the waste volume produced by Madaba or the volume of recycled waste is ¢ȱȱǯȱ ǰȱȱ¢ȱ ȱȱ¢ȱŞƖȱȱȱȱ ȱȱȱěȱ¢ȱȱ ȱȱȱȱȱǰȱȱȱȱ enterprises is actually considering this issue. Data on the percentage of sewage treated at a secondary level prior to discharge in the pilot site is not available and could not be gathered from surveys. The percentage of commercial accommodation connected to the central sewage system and/or employing tertiary sewage treatment is not available either. Many tourists have no perception of the status of Jordan’s water supply and consume more water when compared to local usage. The percentage of tourism enterprises in Madaba that have switched to low- ¢ȱȱȱşŚƖǯȱ¢ȱŚƖȱȱȱȱȱ ȱȱȱ¢ǯȱȱȱ currently no plans for the protection, conservation, and management of local biodiversity and landscapes. In addition there are no biodiversity management and monitoring plans or even measures to combat light and noise pollution.

Conclusion

ȱ ¢ȱ ȱ ęȱ ȱ ȱ ȱ ȱ Ǳȱ ǰȱ ǰȱ ǰȱȱȱǯȱ¢ȱȱȱȱȬȱ ȱȱȱ because of the unavailability of data and/or a measure, and include waste management, sewage treatment, and biodiversity management. The carrying capacity of the site is very high (i.e. the ¢ȱȱȱĚ ȱȱȱȱȱǼǰȱ ȱȱȱȱȱ ǰȱ ȱȱ¢ȱȱȱȱ¢ȱȱȱĴȱ¢ǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱĚ ǰȱ ȱȱ¢ȱ ȱ ¡¢ȱ Řȱ ¢ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ measures of safety but which need to be upgraded continuously. The transportation impact is very high in the city mainly due to the extensive use of rented cars by tourists and the modest infrastructure. There are no measures to combat climate change in this particular region of the ¢ǯȱȱȱȱǰȱȱ¢ȱȱȱȱ¢ȱȱ ȱ¢ǰȱ ȱȱǰȱ traditions and culture dominate the collective behaviour of the residents and how they deal ȱȱȱȱȱȱȱǯȱȱȱȱȱ ȱ¢ȱȱȱ ȱǰȱ ȱ¢ȱȱ ȱȱȂȱĴǰȱȱȱ¢ȱ at the city of Madaba. Sustainable tourism in the city of Madaba is severely impacted due to the nature of the city as a geographically-restricted site which is at the same time culturally dominated.

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References

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ŗŗŜ Sustainable Tourism Impacts in the City of Madaba, Jordan

ǰȱǯȱǻŗşŞŝǼȱȁȱȱȱȂǯȱAnnals of Tourism Research, ŗŚǰȱǯȱ ŗŗŞȬřśǯ ǰȱǯȱǻŗşşŝǼǯȱȁȱȱ£ǵȱ¡ȱȱȱȱ¢ȂǯȱTourism Management, ŗŞǻŞǼǰȱǯȱśŘśȬřŚǯ ǰȱ ǯǰȱ ¢ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŗşşŝǼȱ ȁȱ ȱ ¢ȱ ȱ ȱ ¢ȱ resident reactions to tourism’. Journal of Travel Research, řŜǻŘǼǰȱǯȱřȬŗŗǯ ǰȱǯȱǻŗşŞşǼǯȱȁȱȱȱǱȱȱȱȱȂǯȱCritical Studies in Mass Communication, ŜǰȱǯȱřśśȬŝśǯ £Ȭ¢ǰȱ ǯǰȱ ǰȱ ǯǰȱ £¤£ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗŘǼȱ ȁȱ ȱ indicators as planning tools in cultural destinations’. Ecological Indicators, ŗŞǰȱǯȱŜśşȬŝśǯ ǰȱǯȱǻŗşşŜǼȱȁȱ¢ȱȂǯȱJournal of the American Planning Association, ŘǰȱǯȱŗŞŚȬŘŖŘǯ ǰȱ ǯȱ ǻŗşşśǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ Annals of Tourism Research, ŘŘǻŗǼǰȱǯȱŞŜȬŗŖŘǯ £Ȭ ǰȱ ǯȱ ȱ ¢ǰȱ ǯȱ ǻŘŖŖŞǼȱ ȁȱ ȱ ¢ȱ ȱ Ȭȱ Ȃǯȱ Tourism Management, ŘşǻŜǼǰȱǯȱŗŖŜŚȬŝśǯ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŗşşŚǼȱ ȁ¢ȱ Ĵȱ ȱ Ĵȱ ȱ ȱ development’. Journal of Travel Research, řŘǻŘǼǰȱǯȱŘşȬřŚǯ ȱǻŘŖŖśǼȱDetailed Description of The City Revitalisation Program.ȱǱȱȱȱǯ ȱǻŘŖŖŞǼȱȱȱ ĴǯȱȱȱȱĴǱȦȦ ǯǯȦȦǵƽŗŘřȱȱ ǻȱȱŘŜȱ ȱŘŖŗřǼǯȱ ȱǻŘŖŗŘǼǯȱTourism Statistical Newspaper for 2012. ęǰȱǯȱ ȱ ǰȱ ǯȱ ǻŗşşŞǼǯȱ Tourism and sustainability: New tourism in the third world. London: Routledge. ǰȱǯȱȱǰȱ ǯȱǻŘŖŗŗǼȱȁȂȱȱ ȱ¢ȱĴȱȱ support for tourism’. Journal of Hospitality and Tourism Research, řśǻŘǼǰȱǯȱŗŝŗȬşŖǯ ǰȱǯǰȱǰȱǯȱȱǰȱǯȱǻŗşşŖǼȱȁȱȱȱȱȂǯȱAnnals of Tourism Research, ŗŝǻŚǼǰȱǯȱśŞŜȬşşǯ ǰȱ ǯȱǻŗşşŘǼȱȁȱȱȱȱȱȱȱȱȱȱ¢ȂǯȱJournal of Travel Research, řŖǻřǼǰȱǯȱŗřȬŗŝǯ ǰȱǯȱǻŗşşŝǼȱTourism and sustainability: Principles to practice.ȱ ȱǱȱȱ ǯ ¢ǰȱ ǯǰȱǰȱ ǯȱȱǰȱȬǯȱǻŘŖŗŗǼǯȱSustainable Tourism Indicators: Selection ȱȱ¢ȱ ȱȱęȱǯ Montreal: CIRANO. ȱ ǻŘŖŗŖǼȱ Stepping towards sustainability – a manual for sustainable tourism suppliers and suppoters. Thailand: TEATA. ǰȱ ǯȱǻŘŖŖŝǼȱȁȱǱȱȱȱȂȱȱȱ¢ȂǯȱJournal of Tourism and Cultural Change, śǻŘǼǰȱǯȱŞŝȬŗŖśǯ ȱǻŘŖŖŝǼȱIndicators of Sustainable Development: Guidelines and Methodologies.ȱ ȱǱȱ ȱȱȱȱȱǯ

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¢ǰȱ ǯȱǻŗşşśǼȱConsuming places. London: Routledge. ȱǻŘŖŖŝǼȱMadaba Commercial Storefront Guidelines.ȱ ǯ ǰȱǯȱȱ ǰȱǯȱǻŘŖŗřǼȱȁȱȱȱȱęǱȱȱ tourism stimulate economic growth in more competitive destinations?’ Tourism Managment, ŚŖǰȱǯȱŗřŝȬŚŖǯ ȱǻŘŖŖŚǼȱIndicators of Sustainable Development for Tourism Destinations: A Guidebook. Madrid: ȱȱ£ǯ ûǰȱǯȱȱǰȱǯȱǻŗşşŞǼȱȁȬȱȂǯȱCornell Hotel and Restaurant, řşǻŜǼǰȱŜŖȬŝŗǯ

ŗŗŞ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

Gender Equality in the Tourism Industry: A Case Study from Madaba, Jordan

Monther M. Jamhawi Jordan University of Science and Technology

Abdulla Al-Shorman Yarmouk University

Zain A. Hajahjah Jordan University of Science and Technology

Yasmin Okour Jordan University of Science and Technology

Marwa Alkhalidi Yarmouk University

Abstract The traditional cultural values in many localities may interfere with female participation in the tourism industry and even lead to inequality. Gender equality is considered as one of the indicators for the socio-cultural sustainability of tourist sites. Hence, female equality in one of the attraction sites in Jordan (Madaba) was evaluated using structured questionnaires and interviews. The results show that the tourism sector provides limited access to women's employment and opportunities for creating self-employment in small and medium-sized income generating activities in the region of Madaba, thus creating few paths towards the elimination of poverty among women and local communities in the study area. Inequality was very evident even in other industries due to cultural pressure. This study recommends collaboration among all the stakeholders - national and local governmental authorities and non-governmental bodies, industry, local communities, and community-based tourism initiatives to increase women's participation in the tourism industry and alleviate inequality. Keywords Jordan; Madaba; Women; Tourism; Inequality

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ŗŘŖ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

Gender Equality in the Tourism Industry: A Case Study from Madaba, Jordan

Introduction

ȱȱȱȱȱȱȂȱ¢ǰȱȱȱȱǰȱȱȱ¢ȱ ȱȱǰȱȱȁ¡Ȃȱȱȱȱȱȱȱȱȱȱǯȱȱęȱ ȱȱȱěȱȱȱȱȱȱȱȱǰȱȱȱ behavioural expectations that are at the same time changeable over time (Jucan and Jucan, ŘŖŗřǼǯȱ ȱȱȱȱ¢ȱȱ ȱȱȱǰȱǰȱȱ ȱ ȱǻǰȱŘŖŖřǼǰȱ ȱ¢ȱěȱȱȱȱȱǰȱȱȱ ¢ȱ ǻǰȱ ŘŖŖŘǼǯȱ ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ ǻȱ ȱ ǰȱ ŘŖŖŖǼǰȱ ȱ Ȃȱȱ ȱ ȱ ȱ ¢ȱ ǯȱ ȱ ǻŗşşŖǼȱ ȱ ȱȱȱ ȱȱ¢ȱ¢ȱěȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱȱȱǻǰȱŗşşŝǲȱ ǰȱŗşşŝǲȱǰȱŗşşśǲȱ ȱ ȱ ǰȱ ŗşşŜǲȱ ȱ ȱ ǯǰȱ ŗşşŚǼǯȱ ǰȱ ȁ¢ȱ ȱ ¢Ȃȱ ¢ȱ ȱȱȱȱȱȱ ȱȱȱǻǰȱŗşŞşǼǰȱ ǰȱ ǰȱěȱȱȱȱȱȱȱȱȱȱȱȱ ȱ ǻǰȱŗşŝŖǼǯȱ

ȱ ȱȱȱȱȱĚȱ ȱȱȱȱȱȱȱȱ enterprise, such as tourism, which places enormous pressure on women, at the expense of ȱ ¢ȱ ȱ ¢ǯȱȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱȱ ¢ǰȱȱ been portrayed as frail and dominated by male relatives, a cultural phenomenon which ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱ¢ȱǻȱȱǯǰȱŗşşŝǼǯȱ ȱ¢ǰȱȱȱȱȱ ȱȱȱ£ȱǻǼǰȱȱȱȱȱȱȱȱ ȱ¢ȱȱ ȱȱȱȱȱȱȱȱ ǯȱ ȱǰȱ women’s empowerment in tourism increases their economic opportunities which helps them ȱȱ¢ȱȱ¢ȱǻ ȱȱ ǰȱŘŖŗřǼǯȱȱǻŘŖŗřǼǰȱȱ¡ǰȱȱ that the tourism industry in Jordan is male-dominated, particularly in the upper echelons of management.

¢ȱȱȱȱȱęȱȱȱȱŘŗȱ¢ǰȱȱȱȱȱȱȱȱ ȱȱ ȱ ȱŗśǯřƖȱǻ ȱȱȬǰȱŘŖŗŗǼǰȱ ȱȱȱ ȱȱȱęĞȱ ȱȱȱȱ ȱǻȱȱǰȱŘŖŗŘǼǯȱȱ¢ȱȱ ȱ were employed in the education and health sectors. Nevertheless there is a trend toward more ȱȱȱȱȱ¢ȱȱ ǯȱȱŗȱ ȱȱȱȱ ȱȱȱȱȱ ȱȱȱ¢ȱŗşşŖȬŘŖŗŗǯȱȱȱȱ ȱȱȱȱȱ ȱȱȱŗşşŖȱȱŘŖŗŗǯȱ¢ǰȱȱ¢ȱȱȱ¡ȱȱȱȱ ȱȱȱȱȱĴȱȱȱȱȱȱȱ¢ȱȱȱ ȱȱȱ¢ȱ ȱȱȱ¢ȱȱȱȱǯ

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:RPHQ¶V/DERXU Women in the 0HQ¶V/DERXU Total Participation Rate Labour Force Participation Rate Year Labour (% of Female (% of Total (% of Male Population Force Population labour Force) Aged 15+) Aged 15+)

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

Average

Table 1: Participation Rates in the Labour Force in Jordan, 1990-2011

ŗŘŘ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ŗśȱ ȱ ȱ ȱ is economically active – all the people who supply labour for the production of goods and ȱȱȱęȱȱǻȱǼǯ

Study area

ȱ¢ȱȱȱȱȱȬȱȱȱ ȱȱřŖȱȱȱǰȱ ȱȱȱȱȱŗřŖǰŖŖŖȱȱȱȱȱŘǰŖŖŞȱŘ. Madaba has a promising future in the tourism sector generating a considerable income of foreign currency, infrastructural development, and opportunities for new management and educational experience, all of which contribute positively to the social and economic development of the city. The city of Madaba ȱ£ȱ¢ȱȱȱ¢ȱȱĴȱǯȱ ȱȱȱȱȱ Ȭȱȱȱȱȱȱȱȱěȱȱȱȱȱȱ ȱȱȱȱȱȱǰȱ ǰȱ ȱǰȱȱȬǰȱ ȱȱȱǯȱ ¢ǰȱȱ ȱȱȱȱ¢ȱ£Ǳȱǰȱǰȱ ǰȱ¢£ȱȱ ǯȱ ȱȱȱȱȱȱȱŚśŖŖȱǯȱ ȱĚȱȱȱ¢ȱ ȱȱȱȱȱǻǯȱŞŖŖȱǼǰȱȱȱ ȱȱǻǯȱřŖŖȱǼǯ

Figure 1: Map of Jordan with the location of Madaba (in red)

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Materials and Methods

ȱ¢ȱȱȱȱȱȱ ȱȱȱȱ¢ȱȱŘśȱ tourism-related agencies and institutions in the study area (the city of Madaba). Interviews with families and individuals (women and men) were also conducted to obtain information about tourism in a socio-cultural context so as to draw a clear picture about gender and how ȱȱȱȱȱ¢ȱǯȱȱ¢ȱ£ȱŜȱȱȱȱ¢Ǳȱȱ ȱ ȱȱȱ ȱȱȱȱȱȱȱǰȱ¢ȱ hierarchy, education level, wages, rate of employment, and the institutional mechanisms that were adopted to empower women. The data collection was performed on two levels - national ǻ ȱȱǼȱȱȱȱ¢ȱǻȱȱ Ǽǯȱȱȱ ȱ ȱ¢ȱȱȱȱĞ ȱǯȱ

Results

ȱȱȱȱȱ¢ȱŘŖŗŘȱǰȱŘŖŗřǰȱȱŘŖŗŚȱ ȱȱȱȱȱ ȱ ȱ ȱȱȱ¢ȱȱȱȱȱŘŚşȱȱȱŗǰŘŗŚȱȱȱŘŖƖȱȱȱ ǯȱ ȱ¢ȱȱ ȱȱȱȱřŖȬřşȱǻŚřƖǼǰȱ ȱĚȱȱȱȱȱȱ ȱȱǻȱŘȱȱřǼǯ

Crafts on sale for tourists exhibited along Artisan Street

ŗŘŚ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

AgeŐĞsƐ͘'ĞŶĚĞƌ͕ϮϬϭϮ vs Gender, 2012

ϰϱ ϰϬ ϯϱ

ϯϬ ϮϬϭϮEĂƚŝŽŶĂů>ĞǀĞůdŽƚĂů& Ϯϱ ϮϬϭϮEĂƚŝŽŶĂů>ĞǀĞůdŽƚĂůD ϮϬ ϮϬϭϮWŝůŽƚƌĞĂ>ĞǀĞůdŽƚĂů& ϭϱ ϮϬϭϮWŝůŽƚƌĞĂ>ĞǀĞůdŽƚĂůD ϭϬ ϱ Ϭ ϭϱͲϭϵ ϮϬͲϮϰ ϮϱͲϮϵ ϯϬͲϯϵ ϰϬͲϰϵ ϱϬͲϱϵ ϲϬн

Figure 2: Age vs gender in Madaba area compared to the national level for the year 2012.

AgeŐĞsƐ͘'ĞŶĚĞƌ͕ϮϬϭϯ vs Gender, 2013

ϰϱ ϰϬ ϯϱ ϯϬ ϮϬϭϯEĂƚŝŽŶĂů>ĞǀĞůdŽƚĂů& Ϯϱ ϮϬϭϯEĂƚŝŽŶĂů>ĞǀĞůdŽƚĂůD ϮϬ ϮϬϭϯWŝůŽƚƌĞĂ>ĞǀĞůdŽƚĂů& ϭϱ ϮϬϭϯWŝůŽƚƌĞĂ>ĞǀĞůdŽƚĂůD ϭϬ ϱ Ϭ ϭϱͲϭϵ ϮϬͲϮϰ ϮϱͲϮϵ ϯϬͲϯϵ ϰϬͲϰϵ ϱϬͲϱϵ ϲϬн

Figure 3: Age vs gender in Madaba area compared to the national level for the year 2013.

¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ¢ȱȱȱęȱȱȱǯȱȱȱȱȱȱ ȱȱ ȱǰȱȱȱ ȱȱȱȱ¢ȱŘŖŗŗȬŘŖŗŚǰȱȱ¢ȱ graduates preferred geology and environmental sciences instead of history, for example, as a ȱȱ£ȱ ȱȱȱ¢ȱȱ¢ȱȱǻȱŚǼǯ

ŗŘś HELAND Project

MajorDĂũŽƌsƐ'ĞŶĚĞƌ͕ϮϬϭϭ vs Gender, 2011-2014ͲϮϬϭϰ

ϯϱϬ

ϯϬϬ

ϮϱϬ

ϮϬϬ

ϭϱϬ

ϭϬϬ

ϱϬ DĂůĞƐ Ϭ &ĞŵĂůĞƐ ĞŵĞŶƚ ,ŝƐƚŽƌǇ Ő Ő ƌĐŚĞŽůŽŐǇ ŶƚŚƌŽƉŽůŽŐǇ hƌďĂŶWůĂŶŶŝŶŐ dŽƵƌŝƐƚ'ƵŝĚĂŶĐĞ ŽŶƐĞƌǀĂƚŝŽŶ^ĐŝĞŶĐĞ ǀŝƌŽŶŵĞŶƚĂůDĂŶĂŐĞŵĞŶƚ ŶǀŝƌŽŶŵĞŶƚĂůŶŐŝŶĞĞƌŝŶŐ >ĂŶĚ͕tĂƚĞƌΘŶǀŝƌŽŶŵĞŶƚ dŽƵƌŝƐŵ^ĞƌǀŝĐĞDĂŶĂŐĞŵĞŶƚ ,ŽƚĞůƐĂŶĚdŽƵƌƐDĂŶĂ ƵůƚƵƌĂůZĞƐŽƵƌĐĞƐŽŶƐĞƌǀĂƚŝŽŶ ƵůƚƵƌĂů,ĞƌŝƚĂŐĞĂŶĚDƵƐĞŽůŽŐǇ WůĂŶŶŝŶŐĂŶĚWƌŽũĞĐƚDĂŶĂŐĞŵĞŶƚ 'ĞŽůŽŐǇĂŶĚĞŶǀŝƌŽŶŵĞŶƚĂů^ĐŝĞŶĐĞƐ tĂƚĞƌĂŶĚŶǀŝƌŽŶĞŵĞŶƚĂůŶŐŝŶĞĞƌŝŶŐ tĂƚĞƌƌĞƐŽƵƌĐĞƐĂŶĚŶ Figure 4: University major of women at Madaba region compared to men (2011-2014)

A mosaic of the beheading of St John the Baptist on the door of the Church dedicated to him

ŗŘŜ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

ȱ¢ȱȱ ȱ ȱȱȱȱ¢ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȂȱȱǻȱśǼǯ

EducationalĚƵĐĂƚŝŽŶĂů>ĞǀĞůsƐ'ĞŶĚĞƌ͕ϮϬϭϰ Level vs Gender, 2014

ϳϬ ϲϬ ϱϬ ϰϬ ϯϬ DĂůĞ ϮϬ ĨĞŵĂůĞ ϭϬ Ϭ >ŽǁĞƌ ,ŝŐŚ ŝƉůŽŵĂ ĂĐŚĞůŽƌƐ ,ŝŐŚĞƌ dŽƚĂů ƚŚĂŶŚŝŐŚ ƐĐŚŽŽů ƚŚĂŶ ƐĐŚŽŽů ƐƚƵĚĞŶƚ ďĂĐŚĞůŽƌƐ ĚƵĐĂƚŝŽŶĂů>ĞǀĞů

Figure 5: Gender and education level in the area of Madaba

ȱȱȱ¢ǰȱȱȱȱȱ ȱȱ¢ȱȱȱȱǰȱ which means that outdoor tourism jobs are mostly limited to males.

Job::Žď PositionWŽƐŝƚŝŽŶ vssƐ 'ĞŶĚĞƌGender,͕ϮϬϭϰ 2014 ϯϬ

Ϯϱ

ϮϬ

ϭϱ

ǆŝƐdŝƚůĞ ϭϬ

ϱ DĂůĞ Ϭ ĨĞŵĂůĞ

:ŽďƉŽƐŝƚŝŽŶ

Figure 6: Job position in Madaba region by sex

ŗŘŝ HELAND Project

ȱ¢ȱȱ¡ȱȱȱěȱ¢ȱǰȱȱȱȱȱȱȱ¡ȱ than women.

zĞĂƌŽĨǆƉĞƌŝĞŶĐĞsƐ Year of Experience'ĞŶĚĞƌ͕ϮϬϭϰ vs Gender, 2014

ϳϬ ϲϬ ϱϬ

ϰϬ DĂůĞ ϯϬ ĨĞŵĂůĞ ϮϬ ϭϬ Ϭ ϬƚŽϱ ϲƚŽϭϬ ϭϭƚŽϭϱ ϭϲƚŽϮϬ хϮϭ dŽƚĂů

Figure 7: The years of experience in Madaba region by sex.

ȱ ȱȱȱȱȱ ȱȱȱ¢ȱ ȱȱȱ ǯȱȱ¡ǰȱ ȱȱ ȱ ȱȱȱȱȱȱ ȱ¢ȱȱǻȱŗŗŗȬŘŘŗȱǼȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱǻřřřȬśśŚȱ Ǽȱȱ ȱȱȱśȱȱŜǲȱȱȱ¢ȱĚȱȱȱȱȱ ǯȱ

!NANCIENTMOSAICFEATURINGAlSHFOUNDIN-ADABAMUSUEM

ŗŘŞ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

Pilot WagesWŝůŽƚtĂŐĞƐsƐ͘'ĞŶĚĞƌ͕ϮϬϭϮ vs Gender, 2012

ϲϬ ϱϬ ϰϬ ϯϬ ϮϬ ϭϬ Ϭ D&D& D&D&D& фϭϭϭ͘ϭƵƌŽƐ ϭϭϭ͘ϭͲ ϮϮϭ͘ϭ ϮϮϮ͘ϮͲ ϯϯϮ͘Ϯ ϯϯϯ͘ϯͲ ϱϱϰ͘ϰ хϱϱϱ͘ϱƵƌŽƐ ƵƌŽƐ ƵƌŽƐ ƵƌŽƐ WŝůŽƚĂƌĞĂůĞǀĞů;ĂďŽǀĞϭϱǇĞĂƌƐŽůĚͿ

Figure 8: Wages vs gender in the study area for the year 2012

Pilot Wages vs Gender, 2014

Figure 9: Wages vs gender in the study area for the year 2014

ȱ¢ȱȱȱȱ¢ȱȱȱŘŖƖȱȱȱȱȱ¢ȱŘŖŗŘȱȱŘŖŗřȱ ȱǰȱ ǰȱȱĴȱȱȱȱȱȱ ȱȱŗŝƖǯ

An inscription on a stone slab exhibited in Madaba museum

ŗŘş HELAND Project

!CAPITALFROMA#HRISTIANEDIlCE

Part of the facade of the church dedicated to St John the Baptist

ŗřŖ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

Discussion

ȱ ȱȱȱȱȱ ǰȱȱȱȱȱȱ¢ȱ in the Madaba area is similar to that across the country, which is below that of men. There is a general trend in the region of Madaba towards hiring educated women in the tourism industry, ěȱȱȱȱȱȱ ȱȱȱȱǯȱȱȱ¢ȱ¡ȱ¢ȱȱ¢ȱȱ ȱ ȱ¢ȱȱȱȱȱ¢ǲȱ ȱȱȱȱȱȱȱȱ ȱȱȱ¢ȱȱȱ ȱǯȱ ȱȱȱȱȱȱȱȱ from outsiders as is imposed by their families and Jordanian culture. In fact, gender is socially constructed, where people perceive gender in a way that is socially and unconsciously woven in their minds. Accordingly the sum of the behaviours in society has to be performed in parallel ȱȱȱǯȱȱ¡ǰȱ ȱȱȱ¢ȱȱȱȱȱȱ ȱ ȱ the approval of their parents, and there are constraints on their mobility primarily arising from the social norms. Such standards would be an extra burden on women especially in this type of jobs, where women have to be extensively exposed to the public and deal more with outsiders.

ȱ ȱ £ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǰȱ ȱȱǰȱŘŖŗřǲȱ ¢ǰȱŘŖŖŝǲȱǰȱŘŖŖŝǲȱ ǰȱŗşşŝǼǯȱȱȱȱ ȱ cultural process that shapes, and is shaped by, gendered representations of places, people, ȱȱȱǻǰȱŘŖŖŖǼǯȱȱȱȱȬȱȱȱȱ ȱ ǻǰȱ ŘŖŖŗǲȱ ǰȱ ŘŖŖŗǼǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱǲȱȱȱȱ¢ȱǯȱ¢ǰȱ ȱ¢ȱ ȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱǯȱ This process, in turn, possesses further gender disparity in employment in the tourism sector.

Based on the above results, some facts about women’s positioning in the tourism industry in terms of hierarchical levels have been established. It appears very clear that the situation in ȱȱ¢ȱȱȱȱȱȱȱȱȱǯȱȱȱ¢ȱȱ ǰȱȱȱȱęȱ£ȱȱȱȱȱȱȱȱȱȱ ȱȱ ǯȱ £¢ǰȱ ȱȱȱȱȱȱěȱȱȮȱ ȱ ¢ȱ ȱǰȱ ȱȱȱ¢ȱǯȱ¢ǰȱȱ¢ȱȁȱ pyramid’ is prevalent in the tourism sector – lower levels and occupations with scarce career ȱȱȱȱ¢ȱ ȱȱ¢ȱȱȱȱȱ up by men.

ȱȱ¢ȱ ȱȱȱȱȱȱȱȱȱȱȱȱ region, largely similar to the situation in the rest of the country. Among these there are culturally imposed gender stereotyping, traditional gender roles and gender identity. Women are seen ȱȱȱȱęȱȱȱ¢ȱȱȱȱȱęȱȱ¢ǯȱ ȱ addition, traditional gender roles in the Arab culture assign to women the main responsibilities ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ǰȱ ȱ ȱ Ğȱ ȱ ȱ ȱ modest labour, part-time or even seasonal employment but also with a very high turnover.

In Jordan there is no evidence of any upward transformation in the social image of women and ȱ ȱȱȱ¢ȱȱȱȱǯȱȱȱ ȱęȱ¢ȱȱ ȱ ȱ£ȱȱȱŘŖŖŗȱǻ ǰȱŘŖŖŗǼǰȱ ȱȱȱȱ¢ȱȱȱȱ

ŗřŗ HELAND Project

Mosaics and architecture going back to the past of Madaba

ȱȱȱĴȱȱȱ ȱȱȱȱ ǯȱȱȱȱȱ¢ȱ¢ȱȱ ǻŘŖŗŗǼȱ ȱȱȱȱȱȱȱȱȱ ȱȱ ȱȱ ȱȱȱ men, which creates challenges for women in the tourism sector. It is contrary to the study by Itani ȱǯȱǻŘŖŗŗǼȱ ȱȱȱȱȱȱȱȱȱ ǰȱȱȱȱȱ ȱȱȱȱȱ ȱȱȱȱȱȱȱȱǯ

ŗřŘ ȱ¢ȱȱȱȱ ¢Ǳȱȱȱ¢ȱȱǰȱ

The entrance of the Madaba visitors’ centre

ȱȱȱȱ ȱ ȱȱ ȱǻŗşśŘǼȱȱȱŜǰȱȱȱȱ ȱ ȱȱȱ ǯȱȱ¡ȱȱȱȱȱȱȱȱ¢ȱ on gender, and leadership opportunities are by law not limited to men. Moreover, the government ȱ ȱ ȱ ȱ ¢ȱ ¢ȱ ȱ Ĵȱ ȱ ȱ ȱ Ĝȱ ȱ ȱ ȱ ȱ ǯȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱȱȱȱȱȱȱȱ ȱȱȱȱ¢ȱǻǰȱŘŖŖŜǼǯ

Conclusions Although tourism in Jordan is still a growing industry, it has demonstrated its potential for ȱ ȱ ȱ ȱ Ȭȱ ȱ ȱ ęȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ¢ǰȱ ȱ ȱ sector provides limited access to female employment and opportunities for creating Ȭ¢ȱ ȱ ȱ ȱ Ȭ£ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Madaba, thus presenting limited routes for the elimination of poverty among women and local communities in the study area. However, there are a number of conditions under ȱȱȱȱȱȱȱě¢ǯȱȱȱȱȱȱȱȱ ȱ Ȯȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ǰȱ industry, local communities, and community-based tourism initiatives. However, the tourism ¢ȱȱȱȱȱȱȱȱ¢ȱȱȁȂȱȱȱȱěȱ ȱȱȱȱ ǯȱȱȱȱ ȱ£ǰȱȱȱ ȱȱȱȱ nature (i.e. religious tourism, cultural tourism, ecotourism, etc.), the tourism industry in this ȱ ȱ ěȱ ȱ Ȭȱ Ě¡¢ǯȱǰȱ ȱ ǰȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ęȱ from initiatives and strategies in the tourism sector as models for their own development. ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ necessary base for the further advancement of women, which is an already established ȱ ǯȱ ȱ ¢ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯ

ŗřř HELAND Project

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ŗřŜ