Die approbierte Originalversion dieser Diplom-/Masterarbeit ist an der Hauptbibliothek der Technischen Universität Wien aufgestellt (http://www.ub.tuwien.ac.at). The approved original version of this diploma or master thesis is available at the main library of the Vienna University of Technology (http://www.ub.tuwien.ac.at/englweb/). MASS TOURISM: SHAPING THE URBAN LANDSCAPE OF SMALL OR MEDIUM SIZED TOWNS underlined by a case study in Nesebar/Bulgaria MASTERS THESIS Submitted in partial fulfilment of the requirements for the degree in Master of Arts in Architecture at the Technical University of Vienna, Faculty of Architecture and Spatial Planning Institut für Architektur- und Kunstgeschichte, Bauforschung und Denkmalpflege e251-1 by Jaap Willemsen Matr. 0728444 Zieglergasse 38/7 - 1070 Wien Supervisor: Ao. Univ.Prof. DI Dr.phil. Andrea Rieger-Jandl Wien, am 08 November 2010 Mass tourism: shaping the urban landscape of small or medium sized towns ii Mass tourism: shaping the urban landscape of small or medium sized towns ABSTRACT Tourism has proven to have a significant impact on local environments and on local social and cultural traditions (urban identity), often resulting in the loss or damaging of particular local features that had hitherto determined the urban landscape. The arguably ‘adverse’ implications of tourism, without prejudice to the self-evident economic benefits of tourism, beg for increased awareness by local authorities and tourism organizations of the need for sustainable tourism management that aims to control and channel the impact of tourism development on the urban environment. But the ambitions set out in the concepts of sustainable tourism prove sometimes difficult to realize in practice; most notably in the context of large-scale tourism development, i.e. mass tourism destinations, in small or medium sized towns. The inherent characteristics of mass tourism, e.g. high numbers of travellers, profit orientated businesses etc., together with the often essential need for economic development, considerably pressurizes local culture and social traditions. This implies a great influence of tourism upon the urban development process of towns and cities, which more and more seems to revolve around conspicuous modes of consumption rather than the living quality of local residents (images vs. urban identity). With images increasingly becoming important for towns and cities in their chase for the tourist, the human actions and perceptions of local inhabitants seem to pale into insignificance and with that, the notion of urban identity dwindling; strongly begging the question what happens, if the so called other culture is just a stage for capitalistic structures of exploitation? iii Mass tourism: shaping the urban landscape of small or medium sized towns iv Mass tourism: shaping the urban landscape of small or medium sized towns TABLE OF CONTENTS ii Abstract v Table of contents x Important notions xi Introduction CHAPTER I: Overview of the relevant theory 1 Mass tourism and sustainable tourism A brief theoretical explanation with regard to our current understanding of sustainable tourism and the phenomenon mass tourism in its various appearances, e.g. cultural mass tourism, typical ‘three S-tourism’ etc. What are the crucial aspects that ensure the long-term viability of mass tourism towns or is mass tourism only viable for a limited period of time? 8 Tourism as an economic development tool How does tourism contribute to the economic development of places? Can tourism reasonably be regarded as a structural instrument for economic development? 12 Urban identity and the image of the city What are the aspects that comprise the notion of urban identity (cultural, historical, perceptions, aspects etc.) and what are the differences or correlations with images and the representation of places? CHAPTER II: Mass tourism and urban identity 21 Introduction Mass tourism influences urban development in a variety of ways which involves much more than just the mere presence of the tourist in the urban landscape of towns or cities. Transformations in the urban landscape of places are the result of both the producers and consumers of tourism. v Mass tourism: shaping the urban landscape of small or medium sized towns 23 The function of the city Tourism development arguably has produced a shift from a production or manufacturing economy to a more consumer orientated economy. As the classical industrial towns or cities gradually lose their viability, tourism for many places embodies a welcoming alternative. 26 The object and character of the gaze There is a wide variety of resources that can be subject of the tourist gaze. The object and character of the gaze are important factors that inform about the quantitative and qualitative impact of tourism on the urban landscape. But to more readily appeal to tourists, objects of the tourism gaze often are consciously moulded to more appropriately correspond to the needs and desires of tourists. 29 The number and type of tourists What are the consequences of huge waves of tourists flocking the streets of a town and what are the differences between the various types of tourists with regard to the impact upon the urban landscape? The numbers involved in mass tourism generally are extensive in scope and as such, readily intervene in the daily lives of a local population, particularly in the context of small or medium sized towns. 31 The organisation of the tourism industry What is there to gaze upon? Objects need to be marked and pointed out in order to become part of the tourist gaze; ‘the packing of the tourist product’. Furthermore, accommodating tourists requires the development of an extensive infrastructure that can support and facilitate vast amounts of visitors. What are the spatial planning implications of such services in the urban landscape of mass tourism destinations and what are the implications of advertisement and place promotion (place marketing or place branding)? Chapter III: Case Study 45 Introduction to the field Nesebar is a small town at the Black Sea coast that has gained fame for its rich cultural heritage and attractive sandy beaches. Only from the early 90’s, Nesebar gradually has developed into a major tourist destination on the Black Sea. 51 About Nesebar Although Nesebar has lost much of its grandeur nowadays, it still reflects the richness of bygone eras that have impacted and still continue to shape the urban landscape of the town. Tourism in Nesebar has not develop in a vi Mass tourism: shaping the urban landscape of small or medium sized towns contextual void, the urban landscape of the town has been shaped by multiplex factors. 57 Urban development Nesebar has been long confined to the natural boundaries of the peninsula and not until the early 20th century finally began to expand its boundaries on the mainland. 60 The tourism industry Tourism in Bulgaria has become a major economic industry in recent years and especially the Black Sea coast represents an important tourism resource in Bulgaria. Tourism initially developed under communism rule in Bulgaria and only since privatization increasingly has become a determining factor in the urban landscape of many towns or cities. Tourism in Nesebar is a booming industry nowadays and crucial for sustaining the local economy of the town. 72 The built environment Nesebar bears evidence of myriad cultures that have imprinted the urban landscape of the town. Splendorous churches and unique ‘Black Sea houses’ characterize the old part of the town, whereas socialist housing and large apartment blocks protrude in the new part of the town. CHAPTER IV: Case study analysis 79 Introduction So what can be concluded about the urban landscape in Nesebar? Has tourism consciously moulded the urban landscape of the town in order to appeal to the tourist? The issue will be considered through the exploration of the three ‘working’ layers (see chapter 1) of urban identity. 80 The physical impact of tourism on the urban landscape of Nesebar Especially during the past two decades many new structures have been erected in the new town that directly, or indirectly, facilitate the needs and desires of tourists. What can be said about the implementation of this supporting infrastructure and how does it relate to the existing built environment. vii Mass tourism: shaping the urban landscape of small or medium sized towns 89 Shifting functions; dynamic transformations in the urban landscape of Nesebar Social and cultural life in Nesebar is long not characterized anymore by fishing or agriculture. Everyday live increasingly revolves around tourism in Nesebar and especially the old town in Nesebar has slowly been handed over to the realm of the tourist. 98 The hyper-dynamic layer How do the inhabitants of Nesebar observe their own living habitat and what is their opinion with regard to all the tourism development that has taken and is taking place in their town? CHAPTER V: Synthesis 103 Introduction Combining the theory of the previous chapters with the real-time environment in Nesebar allows us to discuss the impact of mass tourism upon the urban landscape of small to medium sized towns and, subsequently, contemplate on the future of these places in the increasingly globalized tourism space. 105 The object of the gaze; a stranglehold over Nesebar urban development The cultural heritage in the old town of Nesebar is considered as such a vital tourism resource that it has subjugated urban development. 109 Urban design as a means of tourism