Name: Anne Janssen Student ID: S4252853 Date: 21-06-2017 Institution: Radboud University Master's Program: Human Geography –
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Name: Anne Janssen Student ID: s4252853 Date: 21-06-2017 Institution: Radboud University Master’s program: Human Geography – Urban and Cultural Geography i Course: Master Thesis Title: Final version Supervisor: Huib Ernste Abstract Religious heritage sites are facing new issues such as increasing costs. The Abbey Berne, located in Heeswijk-Dinther is no exception. They are concerned with formulating a future vision and want to include possibilities in tourism and recreation as a means to combat the issue of increasing costs. Yet, it is difficult to make a decision. That is why this research provides guidance in the decision-making process using the Analytic Hierarchy Process (AHP). This model allows for input from the stakeholders themselves, thus allowing for discussion and the use of explicit arguments. The goal is to decide on a target group that is most desired by the abbey for tourism and recreation. Results show that privacy, hospitality and economic value are the criteria that receive the highest priority when making a decision. Following this reasoning, religious tourists are the most desired target group. The AHP proves to be a useful tool in guiding a decision-making process. This research suggests re-doing and re-using the model for further decisions the abbey faces. ii Summary This research focuses on a case study; Abbey Berne located in Heeswijk-Dinther. It has reached out to the provincial government of Noord-Brabant for guidance in the process of formulating a future vision. Additionally, the abbey is facing the issue of increasing costs and is searching for possibilities to combat this issue, an issue which is common for religious heritage sites nowadays. Tourism and recreation are potential sources of income. Yet, the abbey must decide on what is important and desirable. Thus, it is crucial to guide the decision-making process, which is what this research entails to do. It guides them in the formulation of what they find important and suitable with regard to tourism and recreation. Deciding on a target group is a first step in this direction. RESEARCH QUESTION This research answers the question: How can Abbey Berne be guided in the process of selecting a target group? METHODS Interviews with other cases provided input as well as validation of several criteria. Sessions with the abbey were also held on numerous occasions to provide input as well as to use and complete the model used, the Analytic Hierarchy Process (AHP). This model quantifies qualitative judgements. Thus, qualitative information from the abbey was quantified in order to use the AHP model. THEORETICAL FRAMEWORK The AHP model consists of three layers; the goal (what is to be achieved), criteria (what is important) and alternatives (what are the options). It uses the Saaty set to quantify qualitative judgements. Through a series of pairwise comparisons (first with the criteria and then with the alternatives) the alternative with the highest score is the ‘best’ score. In other words, that is the most desired option. iii RESULTS Results show that privacy, hospitality and economic value are the criteria that have the highest priority when deciding on a target group. Based on this reasoning, religious tourists are the best alternative. Therefore, they are the most desired target group. CONCLUSION The AHP model revealed that religious tourists are the most desired target group based on the judgements of the abbey. That is not to say this target group is feasible. In addition, this research recommends re-doing the AHP in a group setting, as well as re-using the AHP for further decisions. The AHP proves a useful tool for guiding complex decision-making processes. It is an incentive for discussion as it allows for clarity of arguments. iv Thank you! Dear readers, After many (enjoyable) hours of writing my thesis, it is finally complete! And I could not be more proud. Conducting this research was a great joy, especially because it was very important for me to do good for the community. That is, to provide results or methods that can aid the abbey. I believe this research sets a first step in that direction. Of course, it could not have been possible without the willingness of the abbey. They have provided a glimpse into their world and have trusted me to complete my research on their behalf. I honestly hope they find their path. In addition, I want to thank the provincial government of Noord-Brabant, especially the people who have guided me through this process. I consider you all to be my mentors and have learned a great deal from you, not only in regard to this thesis. For that, I am grateful. My supervisor at the Radboud University, Huib Ernste, I thank for his insights and critical reflection. He has encouraged me to be critical and reflexive of my own work while motivating me throughout this entire process. Last, but certainly not least, my family and friends who have had to endure me for these past six months. I thank you for listening and keeping my spirits high. To all, a great and sincere thank you! You have made this research possible and enjoyable. It represents the final work of my studies Human Geography and has been highly rewarding. It has brought me relevant knowledge for my future career in the government. - Anne v Table of Contents Abstract ................................................................................................................. i Summary ............................................................................................................. iii Thank you! ........................................................................................................... v List of Figures ..................................................................................................... ix List of Tables ....................................................................................................... ix 1. Introduction ..................................................................................................... 1 2. Relevance .......................................................................................................... 3 SCIENTIFIC RELEVANCE ................................................................................................. 3 SOCIETAL RELEVANCE ................................................................................................... 4 3. Research objective and questions .................................................................. 8 4. Methodology ................................................................................................... 12 INTERPRETATIVE PARADIGM ........................................................................................12 Ontology .........................................................................................................................12 Epistemology ...................................................................................................................12 RESEARCH DESIGN .........................................................................................................13 Participatory research........................................................................................................13 Qualitative methods: sampling ...........................................................................................15 Qualitative methods: interviews .........................................................................................17 Quantitative methods: Analytic Hierarchy Process ...............................................................18 Reliability & validity ........................................................................................................18 5. Literature Review .......................................................................................... 22 (RELIGIOUS) HERITAGE TOURISM .................................................................................22 DEFINITIONS ................................................................................................................22 EMERGENCE .................................................................................................................26 DICHOTOMY .................................................................................................................28 AUTHENTICITY ............................................................................................................30 TOURIST GAZE .............................................................................................................33 PLACE MARKETING AND BRANDING ............................................................................35 DEFINITIONS ................................................................................................................35 PLACE MARKETING .....................................................................................................37 PLACE BRANDING ........................................................................................................38 DIFFERENCES ...............................................................................................................42 vi 6. Heeswijk-Dinther .......................................................................................... 46 ABBEY BERNE .................................................................................................................46 History ............................................................................................................................46