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144 Zeitschrift für Wirtschaftsgeographie Heft 2-3 / 2014 Zeitschrift für Wirtschaftsgeographie Jg. 58 (2014) Heft 2-3, S. 144–163 Ulrike Pröbstl-Haider / Wolfgang Haider, Wien/Vancouver The role of protected areas in destination choice in the European Alps Ulrike Pröbstl-Haider / Wolfgang Haider: Destination choice in the European Alps Abstract: This paper investigates the role of protected areas (PA) for destination choice in the Eu- ropean Alps. It is based on the analysis of the most relevant types of PA (national park, nature park, biosphere reserve), constituting part of the supply of tourism development, and a representative sur- vey of the German population interested in holidays in the alpine area, representing the demand. Our analysis of the legal framework showed that all three types of PA facilitate tourism development, albeit in different ways. The survey included a generic choice experiment of alpine destinations with 17 attributes. Its location in or close to a PA was included as one variable. This destination demand study in an area of origin provided a different perspective on the preference for PA compared to other studies, and revealed significant differences between respondents with and without previous experi- ences in the Alps. The alpine experienced tourist is more likely to distinguish between the various types of PA such as national park and nature park. For the inexperienced alpine tourist, representing latent demand, the branding effect of PA is rather limited. For nearly all tourists, experienced and inexperienced, and across all segments, offers that include a nature experience are important. Nature experience, which is offered by all types of PA, is of high relevance within the destination choice and should therefore be used more intensely in destination marketing based on PA. Overall, this study shows that the role of PA for destination choice is not as strong as is reported by most of the published literature, as most of these studies are based on surveys in the destination and use single item scaling questions, which overvalue the role of PA. Keywords: choice experiment, segmentation, study of origin, match of supply and demand, nature experience Introduction insufficient public transportation, a declining quality of education, and the removal of all but Economic development across the European basic social services (PRÖBSTL 2010). While the Alps is becoming increasingly polarized. On the quality of infrastructure declines in the hinter- one hand, regional discrepancies are fueled by land, the political goals and the goals for spatial increasing metropolisation. For example, 73 % planning – “the concept of the equality of living of the Swiss population already lives in urban conditions” across all regions – remain the same areas (PERLIK 2006). Similarly, the Austrian cit- in all alpine countries, although they seem to be- ies of Vienna and Graz continue to grow. On the come ever more elusive. Recently, the Bavarian other hand, many alpine valleys are facing a rap- spatial development program repeated its com- id depopulation of up to 13 % per year (Statistik mitment to equal living and working conditions Austria 2012). The exceptions to this trend are across the state as its main guiding principle regions with major winter sports destinations ( StMWIVT 2013). and regions around alpine cities. Whenever this discrepancy between regional de- The ongoing population decline in rural areas velopment goals and the actual situation is dis- is mostly driven by the emigration of members cussed, the proposed solutions are rather similar: of the younger generation in search of better job Rural and nature-based tourism and recreation opportunities. The continuing downward spiral are promoted as the major vehicles for keep- of rural regions and the associated increasing ing rural areas attractive and livable (GEORGE et rural-urban dichotomies (see MESSERLI 1989; al. 2009; ZANON/GENELETTI 2011). The tourism BÄTZING 2002) are exaggerated further by de- sector is expected to enhance the local economy, clining investments into public infrastructure, create new jobs, strengthen the regional identity Ulrike Pröbstl-Haider / Wolfgang Haider: Destination choice in the European Alps 145 and local brand, contribute to the financial basis, HAMMER/SIEGRIST 2008; JOB et al. 2005; VDN and secure and advance local infrastructure (e. g. 2010; PRÖBSTL et al. 2010; HIGGINS-DESBIOLLES SPÖ-Klubenquete 2012; ZURC 2008, 9). 2011; JOB 2013; BACKHAUS et al. 2013, MAYER/ JOB 2014). EAGLES (2001, 16) estimated the eco- At first glance, the international discussion about nomic benefit of park tourism in Canada and the the future of rural tourism allows for cautious op- USA at about 236–370 bn US $ annually. Park timism. One significant trend in tourism is that, tourism also generated a significant direct in- with the maturing of its main markets, a new come in the alpine area. For the Swiss National tourist, who can be characterized as experienced, Park KÜPFER (2000) reported a direct economic sophisticated and demanding, is emerging (COO- impact of 9 to 13 m Swiss francs (CHF) per PER et al. 2005). COOPER et al. (2005) expect that year, which BACKHAUS et al. (2013) re-estimated the main market in developed countries will shift at 17,4 m CHF annually with indirect effects to away from holidaying in a typical beach resort the region added. JOB et al. (2003) documented to multi-interest travel in search of creative and similar economic effects for the Berchtesgaden innovative travel experiences such as activity, National Park in Germany. FLEISCHHACKER/ adventure, learning and nature-based tourism. PAUER (2001) analyzed the effects of all Aus- trian National Parks on tourism and regional de- Against this background, both tourism experts velopment. They showed that, in addition to the and politicians in the alpine areas have high direct economic benefit, the presence of national hopes: tourism in the alpine area will be the parks in a region also increased the duration main economic sector for solving the increasing of stays significantly, especially for years with problems of a declining economy, and will en- poor weather conditions during summer, when hance regional development, especially outside sojourns in national park regions were one day of the winter sports destinations. One important longer compared to other destinations. Besides pillar in this concept is the idea of marketing the the economic impact of national parks, the eco- outstanding natural integrity of the alpine area nomic effects of other conservation categories to visitors (PRÖBSTL 2010; HAMMER/SIEGRIST on tourism have also been studied. 2008). When it comes to marketing nature, un- spoiled landscapes and sustainability, PA argu- PRÖBSTL/WIRTH (2011) reported daily expenses ably constitute a crucial component of such a of around 60 € per person during the summer strategy (DIXON/SHERMAN 1991). Given ongoing months, accruing from the nature park Mürzer discussions on this topic in most alpine coun- Oberland in the Austrian Alps. Studies by HEIN- tries, this paper investigates the current role and TEL/WEIXLBAUMER (2009) in four different future potential of parks and protected areas for nature parks in Austria and TEMPESTA/THIENE tourism development. For that purpose, we will (2000) for the nature park of the Ampezzo Dolo- consider both the demand side and the supply mites in Italy support these findings.L EHAR et al. side of alpine tourism for the summer season, (2004) identified an annual economic impact of with a focus on the suitability of large-scale PA 1.94 m € per year in the nature park Rieserferner- as vehicles for growth of tourism, and conse- Ahrn in the Italian Alps. A recent study showed quently as catalysts for regional development that the economic impact of the Swiss National across the Alps. Park and the Biosfera Val Müstair combined is six times higher than the annual investment by the state and the cantonal government (BACK- The role of protected areas for tourism HAUS et al. 2013). JOB et al. (2013) summarized development and destination choice the economic effects of six German biosphere reserves on tourism, and they also emphasized Research on PA and their impact on tourism the increasing potential for successful destina- development has increased worldwide in the tion marketing. The above figures also confirm last decades (SCHEURER/KÜPFER 1997; KÜPFER that economic benefits are generated by various 2000; EAGLES 2001; GETZNER/JUNGMEIER 2002; types of PA. PA comparisons between nature HALL/PIGGIN 2002; MOSE/WEIXLBAUMER 2003; parks and national parks showed clearly that the BUCKLEY 2004a; LEHAR et al. 2004; WEILER/ economic impact is not a function of the degree SEIDL 2004; KAMMER 2005; LEIBENATH/BA- of protection or type of park, but rather depends DURA 2005; SCHMITZ-VELTIN 2005; SAAYMAN/ on other factors such as types of landscape, man- SAAYMAN 2006; SIEGRIST et al. 2007; WEIXL- agement, infrastructure and product develop- BAUMER et al. 2007; GURUNG/SEELAND 2008; ment (JOB et al. 2003; PRÖBSTL-HAIDER 2013). 146 Zeitschrift für Wirtschaftsgeographie Heft 2-3 / 2014 In addition to the economic benefits, the rel- utility of an alternative is a function of its com- evance of protected areas in the process of desti- ponents, and that individuals maximize their nation choice has been studied widely (Tab. 1). It overall utility when making choices (TRAIN has been a significant field of research since the 2003). The discrete choice experiment allows 1980s (e. g. MATHIESON/WALL 1982, 28; WOOD- the measurement of the importance of one single SIDE/LYSONSKI 1989, 9) when the main aim was attribute, such as the PA, in the context of many to understand, anticipate and model travelers’ other relevant attributes. Finally, a number of decisions. Key components of all these models studies in regions of origin also used question- are the tourists themselves (including their life- naires and one-dimensional analyses to ascertain styles, values, experiences and socio-economic the relevance of PA.

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