When Mallorca started to be spelt with a ‘J’: what type of impact does mass tourism have on Mallorca?

Cristian Bailon Gutierrez

Supervisor: Dr. Simon Ireland

A dissertation submitted in partial fulfilment of the requirements of the University of Salford for the degree of

Bachelor of Arts with honours in Tourism Management

Salford Business School July 2012

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Declaration I declare that all of this work is my own, unless specifically acknowledged in the

text. No portion of the work referred to in this thesis has been submitted in

support of an application for another degree or qualification of this or any other

University or other institute of learning.

Signed:

Name of Student: Cristian Bailon Gutierrez

Word Count: 9,967

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Abstract Tourism is an essential part of the Mallorcan economy; however if the industry is disorganised and suffers from a lack of planning, it can have significant negative impact, both environmentally and socio-culturally. The main aim of this research is to evaluate the impact of the development of mass tourism on the island. It will analyse how Mallorca is economically dependent on the tourism sector, and how tourism is causing environmental damage because the improvement needed to the infrastructure transforms the physical environment, damaging the natural beauty that the island possessed before the boom in tourism. Another objective of the research is to analyse the social changes caused by the large increase in population due to immigration from other parts of Spain or abroad, which erodes the values and traditions of the Mallorcan culture. The methods used to obtain the objectives collect secondary data using theories about the effects that mass tourism is causing, in this particular case on Mallorca. The most important point of the study is to analyse the socio-cultural impact on the host community: so to obtain the relevant information, questionnaires were distributed in the most popular tourist areas of the island to gauge the perception of residents about the impact of mass tourism on the island, as residents are always the most affected by social change. The results show that the island enjoys some of the best quality of lifestyle today in Spain because of tourism development; however in recent years poor management has had a variety of negative impacts on the community. The excessive control that foreign tour operators exert has seen a deterioration in the quality of tourists - part of the blame for this lies with the rise of the all-inclusive vacation package, which hurts small local businesses, and reduces the overall tourism sector revenue on the island. The authorities should have a strategic plan to minimize the negative effects generated by the large number of international tourists Mallorca has received in recent years. The island suffers from an imbalance of demand and supply due to the excessive construction of hotels in the last 20 years; hoteliers have had to cut prices to fill their hotels attracting tourists with less spending power and less of an interest in the Mallorcan culture: i.e. a reduction in the ‘quality tourist’ over the last few years.

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Acknowledgements This dissertation is an effort which directly or indirectly involved a number of

people reviewing, editing, reading and giving encouragement; accompanying

me in times of crisis and sharing my happier moments.

Firstly I would to thank my supervisor, Dr Simon Ireland, for the advice and

encouragement given to me and the facts which enabled me to complete this

project, as well as his direction and assistance throughout its completion.

Thanks go to all those who agreed to fill out the questionnaires for the study.

Many thanks also to all the community of the island of Mallorca.

Thanks to my dear colleagues who supported me and allowed me into their

lives over the past three years, sharing great moments both inside and

outside the classroom: Maria, Kat and Andrea - thanks.

Furthermore, I would like to thank my English teacher Andy Porter, for the

great support he gave me in helping me with my grammar.

Finally, I would like to thank Dionne Yates, who has accompanied me

unconditionally, understanding my absences and my bad times; sorry for the

time stolen. I promise to recover it.

Thanks to my family - despite the distance, they were always giving me

encouragement from the first to the last moments of this project. Thanks for the

support in all the personal projects I do; all I am is thanks to all of you.

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Content Page Declaration……………………………………………………….……….i Abstract…………………………………………………………………...ii Acknowledgments……………………………………………………...iii List of Tables and Figures…………………………………………….vi Chapter I Introduction………………………………………………….1 1.1. Background of the topic……………………………………………………….2 2.1. Aim and Objective………………………………………………………………3 1.3. Methodology……………………………………………………………………..4 1.4. Structure of the dissertation…...……………………………………………..4

Chapter II Literature review.............................................................6 2.1. Introduction………….………...…………......................................................7 2.2. Mallorca, an island in the Mediterranean..................................................7 2.2.1. When Mallorca started to be spelt with a ‘J’……....................................8

2.3. The economic impact of mass tourism……………..………...…...…..…..10 2.3.1. Inflation rate has increased due to tourism…….…………....................11

2.3.2. The economic impact of the new “All-inclusive” phenomenon...…..…12

2.4. How the host community has been affected by mass tourism…..…....13 2.4.1. Cultural changes in Calviá………………………………….…………......14

2.4.2. Thieving ‘Ladies of the Night’ in Calviá……………………..………....…15

2.5.Environmental impact of the phenomenon of mass tourism…………...16 2.5.1. Lack of water supply in Mallorca……………………………..…….……..17

2.5.2. Sustainability of tourism in Mallorca……………………………..…........18

2.6. Conclusion……..…………………………………………………...…………..19

Chapter III Methodology................................................................20 3.1. Introduction…………………………………………………………………….21 3.2. Secondary Data………………………………………………………………..21 3.3. Primary Data……………………………………………………………………21 3.4. Validity and Reliability…………………………………………………..…...22

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3.5. Questionnaire survey………………………………………………………….22 3.5.1. Administration of the questionnaire……………………………………....23

3.5.2. Questionnaire design………………………………………………………23

3.6. Conclusion………………………………………………………………………24

Chapter IV Results and Discussion………………………………...25 4.1. Introduction……………………………………………………………………..26 4.2. Residents’ profile…………………...…………………………………...…….26 4.3. Economic impacts……………………………………………………………..27 4.3.1. Who benefits the most from mass tourism………………………………27

4.4. Quality of tourists on the island…………………………………...………..28 4.4.1. Who should adapt to whom……………………………………………….29

4.5. Socio-cultural impacts………………………………………………………..29 4.6. Impacts of the ‘all-inclusive’ holiday…………………………………....…30 4.7. Environment impacts………………………………………………………….31 4.8. Conclusion………………………………………………………………………32

Chapter V Conclusions and Recommendations..………………..33 5.1. Introduction…………………………..…………………………………………34 5.2. Conclusion………………………………………………………………………34 5.2.1. Economic…………………………………………..………………………..34

5.2.2. Socio-cultural…………………………………………………………….….35

5.2.3. Environment…………………………………………………………………35

5.3. Recommendations……………………………………………………………..36 5.4. Evaluation of study…………………………………………………………….37 5.5. Scope for further research……………………………………………………38

Bibliography…………………………………………………………….39 Appendices……………………………………………………………..43 Appendix A: List of the four types of questions used by the research...…44 Appendix B: Questionnaire: English version…………..………………………45 Appendix C: Questionnaire: Spanish version……......………………………..49  

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List of Tables and Figures Figure 2.1 Visitors, 1964-2010

Table 2.1 Population increase in Calviá

Table 2.2 Balearic Islands land use changes from 1950s to 2000

Table 4.1 Benefited from mass tourism

Table 4.2 Environment impacts

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Chapter I Introduction

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1.1. Background of the topic To understand the importance of the phenomenon of mass tourism it should be

pointed out that in 2002 there were 702.6 million international arrivals worldwide,

producing revenue of $474 million. According to predictions, this figure is expected

to exceed 1,560 million (international arrivals) globally in the year 2020 (Munera,

2008). Tourism is a major source of income in Spain, particularly in the Balearic

Islands. In 2010 Spain received tourism revenue of 48.929 million Euros, making it

one of the biggest tourist sectors in the world due to the 52.7 million international

arrivals that year. The Balearics contributed 17.4% of the total arrivals that Spain

received in that year (Instituto de Estudios Turísticos, 2010).

Mallorca's history begins in 7000BC, when the first people arrived on the ‘Island of

calm’, as Mallorca is known by the Spanish. From then Mallorca had different eras:

Talayotic, Roman and Muslim cultures all had their time. However a major

historical event occurred in 1229: on this year the island was conquered by

Catalonia, under the rule of James I (known as the Conqueror) who introduced the

Catalan language and the Christian religion; but it was not until the reign of

Fernando II, in 1492, that the island became part of Spain (Historia Mallorca,

2011).

Before tourists were the explorers, who began arriving in the late 19th century.

Their presence was more remarkable in the 20th century: with the peak in travel

magazines that promoted the island as an exotic paradise, Mallorca became a

popular destination. Thomas Cook advertised the island for the first time in the

winter of 1903; the tour operator promoted it as a winter paradise before then

promoting it as a developed package holiday. This year also saw the opening of

the first luxury hotel - the 'Grand Hotel' (Tisdall, 1996).

It was not until the early 1950s, when tourists from northern Europe began to come

to Mallorca (which had just emerged from its post-war lull) that things started to

change, with tourists fleeing the grey, rainy skies of northern Europe for the sun,

sea and low cost of life on the island. The beaches began to fill with people

attracted by the climate and warmth of the Mediterranean island. The landscape

and tranquillity motivated many foreign artists to settle there: celebrities such as

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Robert Graves, Errol Flynn, Charlie Chaplin, Rita Hayworth and Gary Cooper

sought anonymity on the island to escape from the pressures of fame. However

the island was to gradually lose this peace and become better adapted to the pace

that marked the ‘boom’ in tourism: in this decade the residents of the island

referred to the tourism sector as ‘the industry of foreigners' (rtve, 2005).

The 1960s were the starting point for the development of mass tourism; the great

growth in the number of tourists, making the tourism sector the main source of

income, in turn saw a large number of immigrant workers arrive from other parts of

Spain. During the boom approximately 30,000 people found work in Mallorca in the

tourism industry, causing economic, socio-cultural and environmental impacts on

the natives of the island that would prove to be both positive and negative

(Brunold, 2007).

1.2. Aim and Objectives

Mallorca was one of the first mass tourism destinations where millions of tourists

would come every year to enjoy their holidays. The aim of this research is to

increase understanding of the impact that mass tourism has on the island. So the

question is: what impact does mass tourism have on Mallorca?

The author's main motivation for this research is personal experience: being raised

in Mallorca; having experienced the impacts directly; seeing Mallorca´s quality of

tourism gradually deteriorate; and losing its traditional values in some areas where

the residents were affected first. For this reason it is important to reflect on how

tourism can affect the host community if the authorities do not have successful

tourism sustainability planning.

The specific objectives pursued by the researcher are:

§ To evaluate tourism development in Mallorca from the first international

arrivals to the present.

§ To evaluate the importance of the tourism industry for the economy of the

island.

§ To analyse the damage that tourism is having on the environment of the

island.

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§ To analyse the social changes there have been on the island and for the

residents.

§ To analyse the perception of residents about the impacts of mass tourism

on Mallorca.

§ To suggest recommendations that might minimize some of the negative

impacts.

1.3. Methodology To meet the objectives outlined above, this study includes qualitative and

quantitative methods. The research is divided into three parts: the first is based on

analytical theory and its main purpose is to describe and discuss the impacts that

mass tourism has on Mallorca. This method has the benefit of covering all possible

knowledge on the topic (Descartes, 2009).

The second phase is intended to investigate the ‘positivistic paradigm’

interpretation of the concept: according to Jennings (2001, p 35), "As a paradigm,

positivism embraces a view of the world as being guided by scientific rules that

explain the behaviour of phenomena through causal relationships. This world view

can be further explained by examining positivism´s ontological, epistemological

and methodological bases." Data would be gathered using questionnaires to

collect the information on a database.

The third part (the ‘interpretive’ model) has as its main objective the discussion of

empirical results, i.e. the perception of residents of the island; it also makes

proposals for better management of sustainable tourism.

1.4. Structure of the dissertation Chapter I Introduction This chapter focuses on giving the reader a complete overview of the topic. It

includes general background on the topic to understand how Mallorca became a

mass tourism destination; it additionally attempts to present the aim and objectives

of this study. Finally, the chapter explains the proposed methodology chosen to

carry out this research.

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Chapter II Literature Review This chapter presents a brief history of mass tourism on Mallorca. Furthermore, it

evaluates which kind of impacts mass tourism has on the island, in relation to

economic, environmental and socio-cultural factors. It also analyses the effects

that the development of mass tourism has on the island.

Chapter III Methodology This chapter is based on the methods chosen by the author to collect the

appropriate data for this research.

Chapter IV Results and Discussion This chapter presents the results found by the researcher as well as discussion

and interpretation of the results identified in the questionnaire data.

Chapter V Conclusions and Recommendations The last chapter presents the main conclusions of the investigation; furthermore it

provides personal recommendations for the short, medium and long-term.

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Chapter II Literature Review

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2.1. Introduction

The aim of this literature review is to present a brief history of mass tourism on

Mallorca. Additionally, it will focus on the kind of impact(s) mass tourism has on the

island in relation to the three main factors that sustain tourism – factors that are

social, economic and environmental. The main purpose of the review is to analyse

the effects that the development of mass tourism has on the island, taking into

consideration how tourist activities can be damaging from the perspective of local

residents, who have witnessed deterioration in their traditions and cultural values.

Mass tourism brings the island economic benefits and job opportunities, but may

have negative impacts too.

2.2. Mallorca, an island in the Mediterranean

Mallorca is situated in eastern Spain, in the Mediterranean Sea; it is part of the

Balearic Islands, which are made up of four islands: Mallorca, Menorca, Ibiza and

Formentera. Mallorca is not only the largest of the Balearic Islands but also the

most diverse and spectacular of the four islands. It has a coastline of some 555

km, including 36 small islets and two sizeable islands: Dragonera and Cabrera.

It’s without doubt that the major attractions for tourists are elements such as the

beaches and the warm weather that the island enjoys almost all year-round

(Buswell, 2011).

However Mallorca not only offers the typical sun, sand and sea package holidays -

the island has other resources. The main one could be the physical challenge that

is the mountain known as Serra Tramuntana, which boasts several peaks above

1000 metres; the highest peak is concentrated in the central mountain range (the

highest being Puig Major, at 1445 metres of altitude). The Serra Tramuntana has

fortunately been kept away from the clutches of excessive construction in recent

years that may have resulted from mass tourism. The physical attractiveness of

the Tramuntana has gained popularity in recent years due to new so-called 'trend'

holidays, which include cycling tourism, eco-tourism and hiking holidays, principally

in the off-peak season (Simonis and Andrews, 2008).

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All the Balearic Islands have two official languages: Catalan and Spanish. Catalan

was declared the official language in the Spanish Legislation of 1978. In addition to

these two languages, many local people speak other languages due to the large

influx of tourists to the island (Consell de Mallorca, 2011).

According to Instituto Nacional de Estadistica (INE, 2010), Mallorca has 869,067

people on the island, with almost half of the total population living in the capital

Palma de Mallorca. It is a modern city with a very strong personality, which prides

itself on maintaining its great cultural heritage and historical tradition. The island is

divided into 53 municipalities apart from the capital: the two most important are

Calviá and Manacor. Currently the municipality of Calviá is well-known as the most

popular destination on the island. Each year around 1.6 million travellers go to

enjoy its beaches and sunshine, especially people from countries such as the

United Kingdom and Germany. Manacor is situated to the east of the island; it has

about 40,000 inhabitants and is the third-largest municipality in Mallorca. Like

almost all the municipalities of the island, the main income comes from the tourism

sector. Manacor has without doubt one of the best tourist attractions, The Caves of

Drach, which are noted for their unique beauty (Visit Mallorca, 2011).

Most of the high-rise accommodation is situated in the south-western coastal strip

extending from Paguera to Arenal, within easy reach of Mallorca airport, which is

one of Europe's busiest airports – according to Aeropuertos Españoles y

Navegacion Aérea (Aena) it has around 22.7 million arrivals each year. Even here,

the extremes of the five `Ss´ - Sun, Sea, Sand, Sangria and Sex - are confined to

the municipality of Calvia, which includes the resorts of Palma Nova and Magalluf

(nicknamed ‘Shagalluf’) as well-known party destinations for the young English

market. These resorts site around 500 pubs, fast-food restaurants, nightclubs and

souvenir shops, which have a strong English vibe (Boniface and Cooper, 2005).

2.2.1. When Mallorca started to be spelt with a ‘J’ The development of the tourism industry in Mallorca - despite having earlier

historical origins - can be dated to the early '60s, around the time that the new

airport was opened in Son Sant Joan. The tourist boom began as Europe rose up

after all the consequences of World War Two, alongside the development of the

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package holiday in the early '60s. Mallorca was the first to benefit from the influx of

mass tourism from Germany, France, England and the Scandinavian countries. It

is important to take into account that at that time Spain lived under the regime of

Franco; Mallorca was perceived to be more tolerant than the rest of Spain. Since

the '60s Mallorca has seen a rapid rise in tourist numbers: Figure 2.1 shows the

increase in visitors’ arrivals from 1964 till 2010 (Vinuesa, Marchante and

Hernández, 2006).

After Franco´s death, on 20th November 1975, the island swiftly began to claim its

tourism crown. In the 1980s Mallorca saw another expansion with the constant

growth in tourist arrivals, which produced a second tourism boom in Mallorca.

Figure 2.1 ‘Visitors, 1964-2010’ Source: Buswell, 2011, p, 59 Tourism in Mallorca has suffered a drastic change - nowadays, the majority of

arrivals on the island come via tour operators; they are largely responsible for the

market, and have created a dependence by the island on tour operator firms,

especially the British and German ones (Juan and Cunill, 2003).

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2.3. The economic impact of mass tourism

According to Holloway (2006), the tourism sector is probably one of the most

important industries in the world. It generally performs a more important function in

a country's GDP, and the statistics show that it currently accounts for at least 6 per

cent of the world´s Gross Domestic Product, employing around 127 million people

worldwide.

Mallorca was much poorer economically in the '50s compared with other parts of

Spain; the main source of income on the island was from the agricultural sector.

However the rapid increase in international arrivals in the last 50 years created the

boom of mass tourism, which has provided a significant growth in Mallorca´s

economy. Both the island's government and residents have tried to benefit from

the tourism industry since tourism began to grow in the 1950s, which has

generated a significant number of jobs on the island (Buswell, 2011).

The Govern de les Illes Balears (2011) states that overall revenue from the tourism

industry between June-December 2010 amounted to a figure of 4.998 million

euros, of which 2,010 million were from the German market (who remain the

biggest-spending tourists on the island, spending almost double the amount

compared with the UK market, which spent 1,230 million during the same period in

2010). Research by Simonis and Andrews (2008, p.35) states that “these days

Mallorca, like the rest of the Balearic Islands, depends on tourism for its livelihood.

The figures are eloquent: some 72% of the islands´ GDP comes from services and

another 10% from construction”. This means Mallorca is over-dependent on

tourism; however the Mallorquin government sees this as the best method of

development.

According to Lis (2009), half of Mallorca´s population (pop. 869,076, 2010) is

working in the tourism sector. Recent research from the Chamber of Commerce

(2010) shows that the GDP of the Balearic Islands was 24,510 euros per capita in

2009 compared with Spain, which was 22,886 euros in the same period. This

shows that the economy without doubt enjoys the most positive impact from

tourism, which creates wealth for the local community on the island. In the high

season it is easy to find employment: according to Chiqui (2011), in the third

trimester of 2009 the unemployment rate in Mallorca dropped to 14.82 per cent -

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quite high compared with the same period in 2006, when it was 4.76 per cent, but

still impressive considering that Spain currently faces one of the most critical

economic situations in its history. In the third trimester of 2009, unemployment in

the rest of Spain stayed at 17.79 per cent, a bit higher compared with Mallorca.

On the other hand, from the economic point of view of the citizens of Mallorca,

tourism has a dark side; it could be that job opportunities are evident in the peak-

season, but when the tourists have left the unemployment rate increases - almost

all tourist businesses close during the months of November - March. Even so,

thanks to the tourism industry Mallorca has become one of Spain´s wealthiest

regions, giving the community a higher standard of life which puts it just behind

Madrid, Catalonia, Navarra and the Basque Country (Simonis and Andrews, 2008).

2.3.1. Inflation rate has increased due to tourism

It is important to recognise that mass tourism is the main generator of income in

Mallorca, providing high wage levels for local people and ensuring relatively little

unemployment on the island compared with other parts of Spain. However, one

negative consequence of mass tourism is the increased inflation rate. Mason

(2008, p. 46) states that “inflation relates to the increases in prices of land, houses

and food that can occur as a result of tourism. Prices for these commodities can

increase when tourists place extra demands in local services at a tourism

destination. The term 'opportunity costs' refers to the cost of engaging in tourism

rather than another form of economic activity”.

Research in 2008 by El mundo shows that in the Balearic Islands' region housing

prices grew by 270.2 per cent between 1997 and 2007. More recently, however, El

mundo (2011) states that since the global economic crisis began in 2007 the price

of houses has dropped by 20 per cent on the Balearic Islands. The president of

Colegio de Agentes de la Propiedad Inmobiliaria (API) in the Balearic Islands, Jose

Maria Mir (cited in El mundo 2011), says that in 2007 the housing market was

overvalued in the islands by 30 per cent, so the current downturn may increase

until it reaches real house prices.

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In 2009 the average price of housing per square metre in Majorca was 2192.4

Euros, which means that a house of 80 square meters would be priced at around

175,392 Euros. Housing prices are more expensive when compared with the

average in Spain, where in the same period the housing price per square metre

was 1918.5 Euros, which means that a house of 80 square meters would cost

153,480 Euros. This would be 21,912 Euros more expensive in Mallorca for the

same type of house, compared with the rest of Spain (Chamber de Commerce,

2010).

These high prices are due to the great demand for homes on the island, especially

by the German and British market, where they have Mallorca in mind as a second

home. According to Nolte (cited in The Impact of Tourism III, 2000), young people

from Mallorca complain about not being able to get married because, for locals,

getting married also means buying a house. The high prices for the houses are

only available to rich tourists, who can afford to buy a house in Mallorca.

2.3.2. The economic impact of the new ‘All-inclusive’ phenomenon

One of the most important economic issues on the island in recent years could be

the large increase in the number of hotels which offer the new trend of ‘All-

inclusive’ holidays. This type of package holiday includes everything such as food,

alcoholic drinks and some types of entertainment or activities at the resorts, such

as water sports, tennis and football. The main advantage is the opportunity for

tourists to know what their budget will be in advance. Holloway (2006, p, 60-61)

writes that "this type of tourism originated in the Caribbean, and up-market tour

operators such as Sandals have promoted these programmes very successfully to

the US and European markets. However, the concept later moved down-market

and became popular in the more traditional European resorts such as those of the

Balearic Islands".

Many tourism-business owners in Mallorca have shown their annoyance with these

kinds of holidays, saying that the recent increase in ‘all-inclusive’ packages on the

island is damaging many tourism firms.

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Francisco Baeza Saez (cited in Datar, 2011), owner of a restaurant in one of the

well-known tourist destinations on the island, Alcudia, states that "I'm not the only

one. In Majorca there are lots of restaurants, which take up the entire street. It

used to be called the street of the dollar - it is now called the street of the penny.

And it is because of the ‘all-inclusive’ packages". Baeza Saez continues: "The

hotel is keeping people inside and they don't go out. Every single business on this

street is really down. And we're going to have to close one after the other."

First Choice recently announced that next year it would increase ‘all-inclusive’

holidays in Mallorca due to high demand. First Choice says that the main reason

tourists prefer such packages is the economic situation - of wanting the guarantee

of knowing how much they will spend before they leave.

La Federacion Hotelera de Mallorca (FEHM) recently sent a clear message to

Mallorca´s government, warning them about the progressive deterioration of

tourism on the island. Quality tourism has dropped dramatically in Mallorca since

2000, when the income from tourist expenditure was 8.8 million euros; in 2008, the

tourist expenditure was 9 million euros - almost the same amount of money, but to

make this amount Mallorca has had to increase the number of tourists by 21.6 per

cent. The current type of tourist that comes to Mallorca spends less money on the

island - this is due to the 'all-inclusive'.

Although this type of package holiday motivates customers to buy the product, it

has a negative impact for local business. Mallorca´s government should take more

control over the situation, putting the right regulations in place as suggested by

Francisco Baeza Saez (cited in Datar, 2011): “The solution for me is that they have

to regulate the ‘all-inclusive’. Because it's not only the business of one tour

operator or one hotel, it's the business of a whole area. If ‘all-inclusives’ were

limited to 40% of tourists, we could all live well."

2.4. How the host community has been affected by mass tourism Briguglio (1996, p.110) states "tourism, especially international tourism, always

provokes social and cultural repercussions in host countries. These impacts of

tourism are the effects on the people of host communities caused by their direct

and indirect association with tourists." Tourism involves travel to other places, and

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this implies that tourists have different types of impact on the societies where they

travel, producing socio-cultural changes in the destination. Mallorca has an

economic dependency on the tourism industry: for this reason, the impacts are

even more intense (Fernández, 2009).

Mallorca has undergone major cultural changes in recent years; many of these

changes are associated with the development of mass tourism, and have the

largest consequences for the inhabitants of the island, especially those living in the

tourist areas of Mallorca. Holloway (2006, p. 123) writes that "the mass tourist is

less likely to adapt to the local cultures, and will seek amenities and standards

found in the home country, while the independent traveller or backpackers will

adapt more readily to an alien environment".

2.4.1 Cultural changes in Calvià

Calvià is undoubtedly the most popular destination on the island. The municipality

has seen a significant increase in inhabitants in recent years owing to the large

flow of immigration, which comes both from foreign countries and other regions of

Spain.

The changes in population can be seen in Table 2.1 below:

Year

2000 2001 2002 2003 2004 2005

Population

37,545 39,610 41,794 43,690 45,070 46,504

Table 2.1 “Population increase in Calvià” Source: Adapted from: Calvià + 10 The population of Calvià, as shown on table 2.1, has increased each year, having

in 2005 a population of 46,504 inhabitants, which has meant a growth in population

of 23.84 per cent since 2000. Only 35 per cent of Calvià´s residents were born in

Mallorca; 32 per cent are immigrants from foreign countries who have decided to

move to the island and 33 per cent came from other Spanish cities, motivated by

the great job opportunities in the tourism sector (Calvià +10, 2011).

Today, the population continues to increase in Calvià by around 2.5 per cent each

year - nearly double the Spanish average increase of 1.5 per cent (INE, 2009).

                                                                              15  

Buswell (2011) states that this has affected the culture of the host community in

the region; it is important to mention that both the Catalan and Spanish languages

have deteriorated due to the host community´s language in the region being

English. Foreign owners run practically all the businesses in the town, and all the

products that they sell are focused on the British market, such as fish and chips, or

Sunday roasts. There are a small number of tourists who visit Calvià who are

interested by the traditions and values of Mallorca´s culture.

Research in 2003 undertaken by Hosteltur shows that, although tourism may have

a large negative impact, a survey made of the residents of Mallorca reveals that 70

per cent of them consider tourism essential for the island's economy. Moreover,

they think that the positive impact of tourism outweighs the negative. Recent

research by Carbonell (2003) shows that Mallorca´s residents do not consider

themselves to be acting like slaves for the tourists; however, according to

statistics, tourism sector employees in Mallorca work 1643 hours per year - the

highest average in the country, compared with 1564 hours per year on average in

Spain. The data is quite disturbing when taking into consideration the fact that

tourism sector employees only work during the season. This means they work 6 or

7 days a week and 10 or 12 hours a day in the six-month season.

2.4.2. Thieving ‘Ladies of the Night’ in Calvià

Mathieson and Wall (1982, p.149) write that “prostitution, which has been called

the `oldest profession´, was as much, if no more, a part of ancient society as

travel. It certainly existed prior to the growth of mass tourism”.

Some of the negative social impact generated by tourism is prostitution; in recent

years Magalluf (Calvià) has seen a significant increase in the number of women

willing to sell their bodies on the street. The women target very drunk people who

find themselves alone after a drunken night out. Many tourists have been robbed

while having sex on the street. Prostitutes have even attacked some tourists and

residents.

                                                                              16  

The local people of Magalluf have protested against prostitution in the area,

believing that the authorities should take more control over the situation by putting

the proper rules in place: if they don't, prostitution could damage local businesses

and harm the lives of both the residents and holidaymakers (Acotur, 2011).

2.5. Environmental impact of the phenomenon of mass tourism

The large numbers of tourist arrivals in Mallorca is without doubt the most negative

environmental impact, causing discord between the host community and the

government. The relationship between tourism and the environment is quite

complex - each is dependent on the other. William (1998 cited in Mason 2008,

p.70) states that it “explains this relationship as one in which tourism benefits from

being in a good quality environment and this same environment should benefit

from measures aimed at protecting and maintaining its value as a tourist resource”.

The natural resources have been affected by mass tourism on the island; the

public and private sectors rely on the attractive landscape as an important asset.

Mass tourism causes many changes to the island´s environment; almost all these

changes are negative for the host community. For many, a major issue in Mallorca

has been the increasing proportion of land classified as urban. Table 2.2 shows

the scale of change.

Table 2.2 Balearic Islands land use changes from 1950s to 2000

Urban land use (%)

Agricultural land use (%)

Natural environment (%)

Total

1956 1.18 61.3 37.52 99.8

1973 2.54 60.2 37.98 100.72

1993 5.15 58.07 37.50 100.72

2000 5.44 57.86 37.41 100.51

Source: adapted from Buswell, 2011, p, 106

                                                                              17  

2.5.1. Lack of water supply in Mallorca The most critical environmental problem in Mallorca is the shortage of water; the

island has an inadequate water supply, both in quantity and quality. In recent years

matters grew so severe that water had to be shipped in from the mainland. This is

due to the amount of tourists Mallorca has; there should, of course, be a limited

amount of water available. If the Mallorquin government ignores this it will continue

to be one of Mallorca’s biggest problems (The Impact of Tourism III, 2000).

The issues arose because water is crucial for tourist amenities such as golf

courses, swimming pools and landscaped gardens, as well as being a basic need

for the hotel sector. In addition, tourists also need water for sanitation and drinking.

It is common for travellers to use around four times as much water per day on

holiday than local residents on the island, due to the fact that when people go

away they tend to use a lot more water than they would usually use at home - on

vacation, the use of water is of no concern. When taking this into account it is the

tourism sector that is mainly responsible for the lack of water in Mallorca, due to

the tourists' high levels of consumption (Goodwin, 2007).

As the authors Essex, Kent and Newnhan (2004) note, Mallorca, due to its

geographical location (with its warm weather and low rainfall) has witnessed huge

water issues for the host communities - especially during the high season, with the

high number of arrivals. In the last twenty years the high growth of tourist arrivals

in Mallorca has increased by almost 50 per cent. It is important to remember that

when demand for water is highest, during the peak-season, rainfall is at its lowest.

Moreover, Williams (2009) states that the problems with the water supply are due

to the new trends in tourism development on Mallorca; especially due to a

conscious effort by the Mallorquin government to enhance the image of the island.

Its image is now designed to attract tourists with a high disposable income; the

government recently granted the okay for the expansion in the number of golf

courses, with green open spaces and gardens. In 1986, Mallorca was estimated to

have only four golf courses. In 2000, Mallorca had exactly thirteen courses, which

had been developed around the island - some of them even in rural areas. All

these golf courses have needed large amounts of water daily to maintain the

                                                                              18  

quality of the landscaped gardens. Mallorca´s main environmental group, Grup

Balear d Ornitologia I Defensa de la Naturalesa (GOB) cited in Essex, Kent and

Newnhan (2004, p.12), “estimated that about 15,000 m3 of water per day was

being used for golf course irrigation from wells, which would be enough to supply

the populations of Calvià and Palma with drinking water”. This could apply to

Calvià, where the water consumed by each resident/tourist is an estimated 270

litres per day: a much higher consumption compared with the 80 litres per day

recommended by the United Nations. The high consumption is due to a high

number of tourists visiting Calviá all year round (Conoce Calvià disfruta Calvià,

2006).

2.5.2. Sustainability of tourism in Mallorca Tourism is responsible for the major environmental issues in Mallorca. Firstly,

years ago Mallorca’s authorities could never have imagined the number of tourist

arrivals they would be playing host to today, and how the environment has been

changed by the presence of these tourists. The planning of tourism on the island

should have preserved a balance between local residents and tourists. The large

number of tourists that invades the island each year has created tension between

residents and visitors (The Impact of Tourism III, 2000).

One of Mallorca's main problems is the shortage of land. The phenomenon of

mass tourism has caused the natural resources to be used to build hotels, golf

courses and other tourism projects (Luzon and Cardim, 2009).

The construction ‘boom’ in recent years is based on the first and second lines near

to the beach. It has been made possible for tourism businesses to build on

kilometres and kilometres of coastline. For this reason, too many beaches have

been transformed into urban areas. Mallorca´s government needs to be aware that

this cannot continue at the present rate: the developers need to try to respect

certain limits. To sum up, the government of Mallorca has been too focused on

improving the infrastructure for tourists' activities; the lack of sustainable tourism

has been generating conflict between the locals and the government (Valls, 2004).

                                                                              19  

Calvià is the only municipality that has implemented sustainable tourism on the

island. In 1995, the municipality decided to establish a long-term tourism plan,

initiating Local Agenda 21 – an internationally specified action plan for the future,

which includes:

• The de-classification of 1700 hectares of land previously allocated for urban

development

• Removal of unsustainable resort buildings

• Regeneration of beaches

• Rational management of water

• Implementation of recycling and urban waste reduction plans

• Proper management of solid waste

• Creation of a marine park and protected terrestrial areas

• Noise control

• Rehabilitation of historic buildings

The main objective of Local Agenda 21 is to maintain and improve the demand for

tourism based on environmental values; to maintain Mallorca's attractiveness as a

destination, based on the enjoyment of nature in a suitable environment.

Calvià has won numerous awards for its impressive scheme of sustainable tourism

in recent years. The municipality ought to act as an example for Mallorca´s other

municipalities, which should multiply sustainable tourism on the island; maintaining

a good balance between the three main factors of sustainability - social, economic

and environmental (Bercial, 2002).

2.6. Conclusion This chapter has detected that mass tourism is essential for Mallorca´s economy;

the island has been transformed into one of Spain’s wealthiest regions, providing

local people with a high standard of life. This said, tourism also has a dark side -

the consequences of large numbers of tourist arrivals are without doubt

responsible for major negative impacts, both socio-culturally and environmentally.

In summary, many green areas have been transformed into urban areas; natural

resources have been used to build hotels and golf courses. However it is the cost

that residents have to pay, for the lack of sustainable tourism, which has in recent

years generated conflict amongst local residents and the authorities.

                                                                              20  

Chapter III Methodology

                                                                              21  

3.1. Introduction This chapter presents the methods chosen by the author to collect the data. It

provides emphasis regarding primary and secondary research methods; it also

explains the type of primary data used in this project. Finally, the chapter

discusses the reliability and validity checks conducted to ensure that the findings

are trustworthy.

3.2. Secondary Data Finn, Elliott-White and Walton (2000, p, 41) state that “secondary data collection

(is) to discover what work has already been carried out on a particular subject.

This is a necessary first step in any research design, and forms an important part

of the literature review stage”. The principal advantage of secondary data is the

low costs involved when compared with primary data; it is also collected much

more rapidly (Goeldner and Ritchie, 2009). The literature review has been

prepared by using a variety of sources such as books, journals, the Internet,

newspapers, tourism organisation websites, reports and government websites, in

order to find the information necessary for this study. Four books were purchased

online from La Casa del Libro.

The Internet was the main source for the findings as it was accessible for gathering

the statistics on tourism in Mallorca. The language used for the secondary data

was English, due to the fact that the dissertation is in English; however some of the

literature was in Spanish, which aided the reading for the author.

The secondary data was conducted between the months of December 2011 and

January 2012, and took approximately six weeks to complete.

3.3. Primary Data Jennings (2001, p. 63) states that “Primary data collection is the term used to

describe any data that are collected by a researcher directly from subjects or study

units associated with the tourism phenomenon being researched”. The two basic

types of primary research are qualitative and quantitative. Primary research is

collected through methods of research such as interviews, questionnaires, tests or

experiments. The principal advantage of primary research is that the data has

                                                                              22  

been collected directly by the author. The primary data method used in this

research project was a questionnaire, discovering the opinions of the natives of

Mallorca in order to collect different viewpoints regarding the impact of mass

tourism in Mallorca. Data for the questionnaires has been recorded, interpreted

and analysed.

3.4. Validity and Reliability Research by Torres (2006) states that, validity indicates the degree to which

research findings correspond with reality. In the qualitative research of this study,

the expertise and reputation of the academic journals and textbooks proved to be

useful, precise and truthful. The principle of validity is to develop transferable

criteria, as the results found in this study are contextualized with the impact on the

island of Mallorca at present.

The quantitative method of this research is based on a questionnaire given to local

people in Mallorca. The concept of reliability is too complex to confirm because of

the constant changes in culture and society; it would be difficult to obtain the same

results using the same questionnaire, but the results would be quite similar

(Torres, 2006).

3.5. Questionnaire survey The questionnaire contains fifteen questions about the impact of mass tourism on

Mallorca. It was developed with the main purpose of obtaining the information

necessary to carry out this study.

According to Perez et al. (2001), there are five significant elements to take into

consideration to attain good results with a questionnaire, such as:

• Objectivity: the interviewer should not in any way influence the opinion of

the respondents.

• Clarity: it is essential to use simple and clear language to avoid delays,

mistakes and any doubt in the responses.

• Precision: it is necessary to define the issues well and avoid ambiguity to

only retrieve the information that the researcher seeks.

                                                                              23  

• Politeness: it is important to avoid questions where the language or

contents could offend the person questioned.

• Time limited: where possible, try to reduce the size of the questionnaire,

avoiding excessively long questions and repetition to prevent fatigue and

monotony in the answers of those questioned.

3.5.1. Administration of the questionnaire Throughout the last week of January 2012, the questionnaires were issued in

Mallorca. The survey was constructed with the purpose of finding out the

perceptions and opinions of local people who are affected, either positively or

negatively, by tourism, in order to collect different viewpoints about the impact of

mass tourism on the island. The surveys were distributed face-to-face to local

people in well-known tourist destinations such as Cales de Mallorca, Magaluf,

Palmanova and Santa Ponça. These areas are ideal places to collect appropriate

data to analyse factors – they provide the information needed to complete this

piece of work, due to the over-dependency on tourism in these areas.

One hundred and ten people have filled out the questionnaires; this large amount

has provided a sufficient quantity of responses for analysis. The questionnaire was

analysed at the University of Salford using the Statistical Package for the Social

Sciences (SPSS) – this is the industry-standard software bundle for analysing

quantitative data (Jennings, 2001).

3.5.2. Questionnaire design Once the preliminary reading has been done, it is essential to go back to the main

objectives to ensure good questionnaire design. It has to be decided which type of

questions will be needed to achieve the objective.

In addition, the author used a pilot questionnaire involving volunteers, with the

main purpose of checking how long the questionnaire took to complete, and to

make sure that all questions and instructions were clear. The volunteers were

generally satisfied with the survey; an insignificant issue was however identified

with the layout of the questionnaire (it was not clear enough for them). Their

feedback facilitated the review of the survey and made it ready for the main

distribution (Bell, 2005).

                                                                              24  

The questionnaires have fifteen questions: twelve were based on closed questions

and three were based on open questions. According to Bell (2005), there are

different structures of questions; depending on the structure chosen, it may be

easier for the author in the analysis stage. The list of the four types of questions

used by the researcher is illustrated in Appendix A.

The survey was conducted in Mallorca; for this reason, the questionnaire has been

translated into two languages. Firstly in Spanish, so there are no limitations due to

the language, and to make it easier for the Spaniards to fill out the questionnaire;

and secondly an English version, taking into account the large number of British

people that live on the island who are currently considered to be local people - it is

also important to have their point of view.

The author introduced himself to the local people and explained the purpose of the

survey before handing the questionnaires out. Some of the participants took an

interest in certain parts of the survey and provided extra information about the

topic of Mallorca, which was useful for the study (Bell, 2005).

3.6. Conclusion This chapter has explained the different methodological approaches used in the

research to collect the data for this study. This has been achieved by generating a

primary data collection, which was gathered in Mallorca in order to have a better

understanding of the views of the host community on the impact of mass tourism.

Additionally, the research methodology included reasoned arguments about

methods chosen such as sampling strategies, questionnaire design and secondary

data collection for this project. Finally, this chapter focused on presenting the

reliability and validity issues of the findings.

                                                                              25  

Chapter IV Results and Discussion

                                                                              26  

4.1. Introduction This chapter presents the results found in the questionnaire data; interpretation is

carried out in a logical manner, using tables as well as discussing the meaning of

the results identified. It continues with explanation and analysis of the perceptions

of local residents of Mallorca regarding the impact of mass tourism on the island.

One hundred and ten people participated in this survey.

4.2. Residents’ profile

On the island of Mallorca, local residents have been questioned between the 23rd

and 29th of January 2012. The profile of those questioned shows that 8.2% (n=9)

are aged 18-25 years old; 37% (n=41) are categorised in the group between 26-35

years old; 20.9% (n=23) are aged 36-45 years old, and 33.6% (n=37) are over 45

years old. The two age groups that feature most prominently are 18-25 year-olds,

and those respondents over 45 years old – the latter group have reached a mature

age, and thus accrued enough knowledge to provide assurance that their answers

are reliable.

Among the respondents, 51.8% (n=57) are male, while 48.2% (n=53) are female:

the results illustrate that there is little difference in number between the genders.

A significant fact is that the majority of those questioned, 95% (n=105), are

currently working in the tourism sector directly or indirectly, which indicates that

they have adequate knowledge about the industry. This is very useful for this study

and additionally demonstrates the over-dependence by the economy of the island

on tourism. Meanwhile 4.5% (n=5) are working in another sector or are retired.

Finally, with regards to birthplace, 25.5% (n=28) were born in Mallorca and 75.5%

(n=82) were not born on the island: they came from other parts of Spain or even

foreign countries. The majority agree that their principal motivation to come to

Mallorca to live was the job opportunities available - many people came to work on

the island one summer for the experience and, liking the high standard of life that

the island offers, decided to establish their life on the island.

                                                                              27  

4.3. Economic impacts The findings from the survey are fully supported from the source literature used for

the research. Both identify that according to the islanders the most positive impact

of mass tourism is economic. When respondents are asked whether they think

mass tourism has had a positive impact on the economy of Mallorca, 36.4% (n=40)

strongly agree that mass tourism has been very positive for the economy of

Mallorca; 33.6% (n=37) agree; 17.3% (n=19) are undecided about the question;

10.9% (n=12) disagree and only an small number of people, 1.8%, (n=2) think that

tourism does not have a positive economic impact on the island. Mallorcan locals

reveal that despite the effects of the global economic crisis suffered at present in

many countries, tourism gives residents a great source of income, and is good for

Mallorca’s economy too. Moreover, the number of jobs in Mallorca that are linked

to tourism activities remains very high; so tourism is fundamental for maintaining a

good quality of life.

When asked if Mallorca’s economy would not survive without mass tourism, the

results are very similar and less variable than the previous question: 21.8% (n= 24)

strongly agree that the island could survive not having a mass tourism industry;

23.6% (n=26) confirm that they agree with the statement; 16.4% (n=18) are

undecided; 20.9% (n=23) agree that Mallorca´s economy could survive well

without the massive numbers of tourist arrivals that the island has every summer

and finally 17.3% (n=19) strongly agree that mass tourism is not necessary for the

economy. It should be mentioned that the people who believe that Mallorca´s

economy could survive without mass tourism think that sometimes it is not

compulsory to have a large number of visitors; locals believe that a smaller number

of tourist arrivals, of better quality, would ensure that the island would be perfectly

capable of surviving economically.

4.3.1. Who benefits the most from mass tourism The local residents have been asked for their opinions as to who benefits the most

from mass tourism to Mallorca and have been given the opportunity to tick as

many boxes as they choose (as shown in Table 4.1 below). Tour operators are

considered by local residents to benefit the most; a significant fact is that locals

believe that big foreign tour operators such as Thomas Cook and TUI have too

                                                                              28  

much control over the island and receive high income as a result. Second highest

is the private sector, although in this category residents think the big companies,

such as hoteliers, are the ones who benefit the most; medium and small

enterprises do too, but on a lower scale. In third place are local residents, who

benefit from the high demand for job opportunities that tourism brings to Mallorca,

mainly during the high season; the tourism sector also offers higher wages

compared with other sectors, such as farming. Fourth on the list is the government,

because it gains more in corporate tax. Finally, in last place is the environment: the

host community thinks that the environment does not benefit at all from the tourists

– in fact they believe that tourism could be damaging to the environment.

Who benefits the most as a result of mass tourism to Mallorca?

Yes benefit No benefit Mean

Tour Operators 76.4% (n=84) 23.4% (n=26) 1.24

Private sector 72.7% (n=80) 27.3% (n=30) 1.27

Local residents 35.5% (n=39) 64.5% (n=71) 1.65

Government 30% (n=33) 70% (n=77) 1.70

Environment 0% (n=0) 100% (n=110) 2.00

Table 4.1. ‘Benefited from mass tourism’. Source: author´s own 4.4. Quality of tourists on the island According to the primary data, of the 110 residents that have participated in this

study, when asked if the island currently has a poor quality of tourists when

compared with ten years ago, 64.5% (n=71) strongly agree, stating that the quality

of tourists in recent years has deteriorated a lot and remarking that tourists with

high income have stopped visiting Mallorca; 26.4% (n=29) also agree with the

statement; 7.3% (n=8) are undecided; just 0.9% (n=1) disagree, and the same

figure, 0.9% (n=1), strongly disagree.

Using Pearson’s Chi-Square test (value=14.595ª, df=4 p=0.006), it seems that a

strong relationship exists between where a respondent was born and the view they

hold about the quality of tourists over the past ten years. There is a significant

                                                                              29  

difference in viewpoint between those who were born on the island and those who

were not born in Mallorca. By studying the response data there are a variety of

answers given by those not born on the island: the fact that a large percentage of

this group respond as ‘undecided’ to the question has been interpreted as down to

a lack of experience. The fact they were not born in Mallorca – indeed some may

have only been on the island for a short period of time – could explain their

reluctance to answer whether or not the current tourists to the island are poorer,

compared with ten years ago.

The responses to the open question about the behaviour of tourists show that the

majority of respondents believe that tourists behave correctly, although this seems

to depend on the area: for example in Magalluf, almost all the tourists come for a

party holiday, which means drinking too much and possibly vandalising the

destination, thus creating a damaging image for the area. It is also important to

note that locals believe that current tourists come just for the sun and the beaches,

displaying a lack of interest in visiting places of culture and heritage around the

island; the tourists fail to engage with the values and traditions of the island, which

means they gain the wrong impression of Mallorca.

4.4.1. Who should adapt to whom The main purpose of this question is to find out what the host community thinks

about who should adapt - Mallorca to the tourists, or tourists to Mallorca’s culture.

The results reveal that 35.5% (n=39) believe that the tourists should adapt; a small

minority, 10% (n=11), think that Mallorca should adapt to the tourists; and the

highest percentage, 54.5% (n=60), believe that both should be adaptable. This has

been interpreted as showing that the majority think Mallorca should adapt to

tourists, but without sacrificing the cultural values of the island.

4.5. Socio-cultural impacts Tourism can have a socio-cultural impact such as the deterioration of values,

traditions and languages. For this reason the locals were asked a few questions

about socio-cultural impact. Firstly, when asked if the British ‘vibe’ during high

season makes the residents feel like a foreigner in Mallorca, a small amount,

11.8% (n=13), strongly agree that tourists make them feel like a foreigner in their

                                                                              30  

own town; 13.6% (n=15) agree with the statement; 17.3% (n=19) are undecided;

the highest percentage, 44.5% (n=49), disagree - they do not believe that the large

numbers of tourists make them feel like a foreigner; and finally 12.7% (n=14)

strongly disagree, suggesting that they feel comfortable around tourists.

The following question regarding cultural impact was whether locals think mass

tourism brings social change: 30% (n=33) strongly agree, believing that tourism

has a negative socio-cultural impact; 18.2% (n=20) agree; 15.5% (n=17) are

undecided about how to respond; whilst 33.6% (n=37) strongly disagree, arguing

that tourism has no impacted on social values, and that Mallorcan life goes on the

same as it always has.

Using Pearson’s Chi-Square test (value=63.084ª, df=4 p=0.000), there is a

relationship between place of birth and loss of cultural values. By studying the data

of the different responses in detail, it is found that of those not born on the island,

almost a hundred per cent think that mass tourism does not have a social impact in

Mallorca, while those who were born on the island agree that tourism has brought

social changes. The results could be interpreted as highlighting that people who

were born in Mallorca believe that tourism has motivated people from other parts

of Spain to live on the island, yet despite living in Mallorca for years these people

continue to speak Castilian rather than the Catalan language (it is important to

mention that the official main language of Mallorca is Catalan).

4.6. Impacts of the ‘all-inclusive’ holiday This open question asks whether the new phenomenon of the ‘all-inclusive’ holiday

is negative or positive for the island. All those questioned are in complete

agreement that the ‘all-inclusive’ is a negative for Mallorca. This type of holiday

does not generate income for secondary resources such as restaurants,

nightclubs, bars, souvenir shops, etc., as it encourages tourists to stay in the hotel,

making hotels and tour operators the main beneficiaries. Again, this grants

hoteliers and tour operators too much control; the residents believe that the

government should not allow this to happen, as if it is not controlled then medium

and small-sized enterprises will close in the future.

                                                                              31  

Furthermore, the ‘all-inclusive’ brings a poor quality of tourists, who do not have

any interest in exploring the island. Locals think this type of holiday will kill ‘the

goose that lays the golden egg’ - a well-known saying on the island.

4.7. Environment impacts The environment has been damaged by the impact of mass tourism; when

residents are asked to rank in order of importance the negative impacts on the

environment due to tourism - as shown in Table 4.2 below - the mean categorises

'too much construction' at the top of the table, as a result of tourism requiring

improvement in infrastructure such as new/improved roads, restaurants, hotels and

tourists attractions. Locals think that the authorities have no regard for certain

limits – it's currently hard to find an untouched site on the island. In second position

in the ranking, the residents think that Mallorca has a urban waste problem due to

the large number of tourists visiting the island each year. Third in the ranking is the

lack of water supply; locals think that Mallorca spends more on water than

necessary, due to mass tourism. Fourth on the list is the noise pollution generated

by the large number of cars and the overcrowding of people during the high

season, especially in tourism areas. In last position according to the results is air

pollution – again, the consequences of high numbers of aircraft arrivals and car

traffic all year round.

Impacts on the environment according to the host community Rank Impacts 1 2 3 4 5 Mean

Too much construction 52.7% 16.4% 8.2% 8.2% 14.5% 2.15 Urban waste 18.2% 25.5% 24.5% 14.5% 17.3% 2.87 Lack of water supply 11.8% 26.4% 14.5% 33.6% 13.6% 3.11 Noise pollution 6.4% 17.3% 28.2% 29.1% 19.1% 3.37 Air pollution 10.9% 14.4% 24.5% 24.5% 35.5% 3.49 Table 4.2. ‘Environment impacts’. Source: author´s own

                                                                              32  

Moreover, 90% (n=99) of people questioned think that the government of Mallorca

should think more long-term about having a better plan of sustainable tourism on

the island; 8.2% (n=9) are undecided about the current sustainable tourism, and

only 1.8% (n=2) are satisfied with the present sustainability plan.

4.8. Conclusion This chapter has focused on presenting the results gleaned from the questionnaire

created for the residents of Mallorca. It has also interpreted the viewpoints of the

host community and highlighted the most important impacts of mass tourism. The

following chapter will draw conclusions from these findings and relate them to

current literature and the secondary data.

                                                                              33  

Chapter V Conclusions and

Recommendations

                                                                              34  

5.1. Introduction The last chapter will present the main conclusions of the investigation, which is

based on the question and objectives presented at the beginning of the project.

Furthermore, it will provide some recommendations for the short, medium and

long-term. Finally, it will reflect on and evaluate the study and give some guidance

to follow when conducting future research.

5.2. Conclusion With reference to the question formulated at the beginning of the investigation -

what impact does mass tourism have on Majorca? - the impacts found have been

divided into three parts: economic, environmental and social: the three main

factors that influence sustainable tourism.

5.2.1. Economic: As demonstrated by primary and secondary data, undoubtedly the most positive

impact that tourism has on Mallorca is economic; this has helped residents to

enjoy a good quality of life. No-one believes that the island's economy could

survive without the money generated by tourism. However there are also negative

economic impacts that affect residents, such as the growth in the inflation rate

every year that increases the price of housing, food and land to amongst the most

expensive in Spain.

Another negative impact that tourism has on the island is the new phenomenon of

the ‘all-inclusive’ package holiday. This new phenomenon has arisen because of

the powerful control wielded by the main foreign tour operators – who in recent

years have become one of the main beneficiaries of Mallorcan tourism – and is

causing economic leakage (meaning the money generated by tourism does not

stay in the island's economy). This primarily impacts on small and medium-size

local enterprises who are receiving lower revenues from tourists. With this kind of

package holiday the quality of tourism has dropped dramatically: nowadays,

despite having more tourist arrivals than in yesteryear, Mallorca's economy is only

seeing the same amount of revenue.

                                                                              35  

5.2.2. Socio-cultural: Secondary data shows that tourism causes social changes. This impact is even

more intense in small islands that are economically over-dependent on tourism,

such as Mallorca. It is essential to mention that mass tourism means a decrease in

the likelihood that tourists will familiarise themselves with the native culture.

In recent years Mallorca's population has seen a significant increase because of

the large number of people who have come to the island seeking jobs in the

tourism sector, or as a second home; this has effected social change in the host

community with regards to the deterioration of Catalan as the official first language.

Moreover, the tourist areas on the island are fully attuned to British culture, thus

losing the essence of the indigenous culture.

The result shows that local residents have one of the highest incomes per capita;

however they also have to work the highest average number of hours per year.

According to secondary research tourism employees in the island work 1643 hours

per year.

Further research reveals that certain social issues have worsened, such as

prostitution and robbery - especially in the main tourist destinations, causing

insecurity and unrest among local residents.

5.2.3. Environment: This aspect is perhaps the worst affected and sees the least positive impact from

mass tourism. As primary data shows, residents are concerned about the levels of

construction that Mallorca has undergone, there has been rapid growth in all levels

of infrastructure and the island currently faces serious problems that cause

widespread damage in the local environment, as well as forcing a reduction in the

green areas on the island. Beaches have been transformed into urban areas;

coastlines have disappeared and are now filled with hotels and bars. Some tourist

areas have raised serious issues with urban waste, both in collection and storage.

Furthermore, as secondary data suggests, the excessive consumption of water

due to tourist activities has caused problems with the water supply, in terms of

                                                                              36  

both quality and quantity. Ultimately, the lack of a good sustainable tourism plan

from the Mallorcan authorities means that tourism developments on the island

have produced increased degradation of the environment that exceeds even the

few limits that have been set.

5.3. Recommendations Short term: § The research shows that too much construction is one of the biggest problems

for local residents. All destinations need to have development of infrastructure

to meet demands but the Mallorcan government needs to try and respect

certain limits: authorities should stop issuing new construction permits for the

next few years as more hotel construction will damage the environment even

more, and provide a lack of balance between supply and demand. Currently

Mallorca has more resources than needed as hoteliers are making too many

offers to try to attract demand, and the quality of tourists in Mallorca is quite

poor compared with ten years ago. There could be a tax on construction that is

used to finance local community developments or environmental improvement

programmes.

§ In tourist areas there must be an increase in the number of police on the street

and the authorities should have more control by putting the appropriate rules in

place to reduce theft and prostitution - issues that damage the image of the

destination and inflame the host community.

Medium term: § The growth of 'all-inclusive' holidays is hurting small and medium-size

businesses; it will be necessary to take measures to protect them, e.g. putting a

limitation on 'all-inclusives' in each area. If this is not done in the medium term,

the ‘all-inclusive’ package could potentially create ghost towns and many small

businesses will close their doors.

                                                                              37  

§ A piece of advice for those residents who arrive from other parts of Spain (or

foreign countries) is that they should try to learn the Catalan language. It will

help them to better understand the culture, values and traditions of Mallorca;

the government should provide free classes in the most important towns to

encourage people to study Catalan.

Long-term: § The tourists who visit areas such as Calviá use an average of 270 litres of

water per day - this figure is even higher in luxury hotels. It is important to save

as much water as possible, and for this reason the hotels should use the latest

technologies in efficient taps and toilets; only change towels and sheets when

necessary; and inform tourists in the welcome meeting of the importance of

saving water. Golf courses should purify and re-use wastewater for maintaining

the lawns. The quality of amenities, such as hotel establishments, is essential

in establishing a positive image of the destination. For this reason, Mallorca’s

Department for Environment allocates public funds to implementing

environmental management systems for hoteliers; the government should

encourage more hoteliers and residents to access these funding opportunities.

It could market this support as a guarantee that Mallorca’s environment in

being protected and is pleasant to visit.

§ The public and private sectors have to realize that Mallorca has a wide range of

resources such as mountains, museums, restaurants, beaches, golf courses,

caves and other tourist attractions. Consequently there should be promotional

campaigns to focus on other types of tourists who want to come and explore

the island and its heritage, not a concentration solely on the typical 'sun, sea

and sand' tourist who displays no interest in culture. It is sometimes better to

have a smaller number of tourists of better quality, with more disposable

income, who do not bring as many negative impacts.

5.4. Evaluation of study The case study of this research allows future readers to have a better idea of the

impacts that have been caused by mass tourism in Mallorca due to a lack of

sustainable tourism. The chosen research strategy defines the scope and

                                                                              38  

limitations of the study. Due to the main objective being to study the perception of

the impact of mass tourism among local residents, a larger sample survey would

have allowed a bigger geographical spread on the island. More questionnaires

could have been distributed to obtain improved data; also, towns outside the

coastal areas should have been included in order to find more people who were

born on the island and people who no have contact with the tourism industry to

know their points of view about the impacts of tourism.

In the beginning of the research process, the author emailed different tourism

organisations to try to obtain an interview; only being successful with one, which

was Local Agenda 21 in Calviá, who are responsible for the sustainability of

tourism in the area. Unfortunately at the last minute Local Agenda 21 cancelled the

appointment, so the interview was therefore rejected. It is unfortunate, because

valuable qualitative data could have been obtained from an interview that would

have been hugely beneficial for this research.

5.5 Scope for further research  For future research it would be important to create a questionnaire for tourists in

order to discover the motivations they have for travelling to Mallorca and the

viewpoints they have about the impacts of tourism on Mallorca. Other methods of

research could be carried out such as interviews or focus groups with some

hoteliers or other stakeholders responsible for the sustainability of tourism on the

island, to know what plans they have for the short, medium and long-term.

"Tourism is like fire: you can cook your dinner on it, but if you are not careful it will

burn your house down." (A fairer world, 2011)

                                                                              39  

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                                                                              43  

Appendices

                                                                              44  

Appendix A Following this, there is a list of the four types of questions used by the

researcher.

• Category: this type of response is one of a given set of categories.

For example: how old are you? The respondent can only answer with one of the

categories.

(1) � 18 – 25 (2) � 26 - 35 (3) � 36 - 45 (4) � 46 +

• Ranking: in this type of question, the respondent is asked to place

something in rank order.

For example: please rank – in order of importance to you - the following negative

impacts on the environment, which result from mass tourism on the island.

(Please rank the choices 1 for most important, to 5 for least important)

RANK (1) Too much construction ……….

(2) Lack of water supply ……….

(3) Air pollution ……….

(4) Noise pollution ……….

(5) Urban waste ……….

• Scale: there are several scaling devices that might be used in

questionnaires; these types of question devices are used to discover

strength of feeling and attitude.

For example: does the British vibe during `high season´ on the island make you

feel like you are the foreigner?

� Strongly agree � Agree � Neither � Disagree � Strongly disagree

• Open questions: the questionnaire has three open questions, in order

to give people the opportunity to elaborate more and for the author to

receive more qualitative analysis.

For example: do you think that the new phenomenon of the “all-inclusive”

holiday is negative or positive for Mallorca? Please explain why.

………………..……………………………………………………………………………

                                                                              45  

Appendix B

Questionnaire: English version

Local residents’ perceptions on the impacts of mass tourism in Mallorca

The entire survey will take approximately five minutes to complete. Thank you for participating in this research project.

1. How old are you? (Please tick your responses)

(1) � 18 – 25 (2) � 26 - 35 (3) � 36 - 45 (4) � 46 +

2. What is your gender? (Please tick your responses)

(1) � Male (2) � Female

3. What is your profession? (Please state)

............................................................................................................................

4. Were you born in Mallorca? (Please tick your responses)

(1) � No (2) � Yes

If not, why do you live on the island? (Please state)

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

…………………………………………………………………………………………………………….

5. How strongly do you agree with the following statement? ‘Mass tourism has had a positive impact on the economy of Mallorca.’ (Please tick one only) (1) � Strongly agree

(2) � Agree

(3) � Neither

(4) � Disagree

(5) � Strongly disagree

                                                                              46  

6. How strongly do you agree with the following statement? ‘Mallorca´s economy would not survive without mass tourism.’ (Please tick one only)

(1) � Strongly agree

(2) � Agree

(3) � Neither

(4) � Disagree

(5) � Strongly disagree

7. From the list below: in your opinion, who benefits the most as a result of mass tourism to Mallorca? (Please tick as many as you choose)

Local residents

Government

Private sector such as

hoteliers, restaurants,

etc.….

Tour operators

Environment

8. How strongly do you agree with the following statement?

‘Mallorca currently has a poor quality of tourists when compared with ten years ago.’ (Please tick one only)

(1) � Strongly agree

(2) � Agree

(3) � Neither

(4) � Disagree

(5) � Strongly disagree

                                                                              47  

9. How would you define the behavior of tourists when they visit the island? (Please state)

…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….…………………………………………………… 10. Do you think tourists should adapt to Mallorcan culture? Or

should Mallorca adapt itself to the culture of tourists? (Please tick

one only)

(1) � Tourists to Mallorca (2) � Mallorca to tourists (3) � Both

11. Does the British vibe during ‘high season’ on the island make you feel like you are the foreigner? (Please tick one only)

(1) � Strongly agree

(2) � Agree

(3) � Neither

(4) � Disagree

(5) � Strongly disagree

12. Do you think mass tourism brings social changes, such as the deterioration of traditions and values on the island? (Please tick one

only) (1) � Strongly agree

(2) � Agree

(3) � Neither

(4) � Disagree

(5) � Strongly disagree

                                                                              48  

13. Do you think that a new phenomenon, the ‘all-inclusive’ holiday, is negative or positive for Mallorca? Please explain why. (Please

state)

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

14. Please rank – in order of importance to you - the following negative impacts on the environment, which result from mass tourism on the island. (Please rank the choices 1 for most important, to 5 for

least important)

RANK (1) Too much construction ………. (2) Lack of water supply ………. (3) Air pollution ………. (4) Noise pollution ………. (5) Urban waste ……….

15. Do you think that the government of Mallorca should think more long-term about having more easily sustainable tourism on the island? (Please tick one only)

(1) � Strongly agree

(2) � Agree

(3) � Neither

(4) � Disagree

(5) � Strongly disagree

Thank you for your participation J

                                                                              49  

Appendix C Questionnaire: Spanish version

Percepción de los residentes sobre los impactos del turismo de masas en Mallorca

El estudio completo necesitara aproximadamente cinco minutos para ser completado. Gracias por participar en este proyecto de investigación.

4. ¿Cuantos años tiene? (Por favor marque su respuesta)

(1) � 18 – 25 (2) � 26 - 35 (3) � 36 - 45 (4) � 46 +

5. ¿Cual es su sexo? (Por favor marque su respuesta)

(1) � Hombre (2) � Mujer

6. ¿Cual es su profesión? (Por favor especifique)

............................................................................................................................

4. ¿Nació usted en Mallorca? (Por favor marque su respuesta)

(1) � No (2) � Si

Si su respuesta es no, ¿Por que vive usted en la Isla? (Por favor especifique)

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

5. El turismo de masas ha tenido un impacto positivo en la economia de Mallorca. Valore esta afirmación. (Por favor marque solo

una respuesta) (1) � Muy de acuerdo

(2) � De acuerdo

(3) � Indeciso

(4) � En desacuerdo

(5) � Muy en desacuerdo

                                                                              50  

6. La economía Mallorquina podría sobrevivir sin el turismo de masas. Valore esta afirmación. (Por favor marque solo una respuesta)

(1) � Muy de acuerdo

(2) � De acuerdo

(3) � Indeciso

(4) � En desacuerdo

(5) � Muy en desacuerdo

7. De la siguiente lista: en su opinión, ¿Quien cree usted que se beneficia mas como consecuencia del turismo en masa de Mallorca? (Por favor marque tantas como usted desee)

Residentes, locales

Gobierno

Sector privado como

Hoteleros, restaurantes,

etc.….

Tour Operadores

Medio ambiente

8. En la actualidad el tipo de turista que visita Mallorca es peor

comparado al de hace diez años. Valore esta afirmación. (Por favor

marque solo una respuesta)

(1) � Muy de acuerdo

(2) � De acuerdo

(3) � Indeciso

(4) � En desacuerdo

(5) � Muy en desacuerdo

                                                                              51  

9. ¿Como definiría usted el comportamiento de los turistas cuando visitan la Isla? (Por favor especifique )

………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… 10. ¿Cree usted que los turistas deberían adaptarse a Mallorca y su

cultura? O ¿Debería Mallorca adaptarse a la cultura de los turistas? (Por favor marque solo una respuesta)

(1) � Los turistas a Mallorca (2) � Mallorca a los turistas (3) � Ambos

11. El excesivo ambiente Ingles durante la temporada alta, ¿Le hace sentirse como si usted fuera el extranjero? (Por favor marque solo una

respuesta)

(1) � Muy de acuerdo

(2) � De acuerdo

(3) � Indeciso

(4) � En desacuerdo

(5) � Muy en desacuerdo

12. ¿Cree usted que el turismo de masas provoca cambios sociales,

tales como la perdida de tradiciones o valores Mallorquines? (Por

favor marque solo una respuesta)

(1) � Muy de acuerdo

(2) � De acuerdo

(3) � Indeciso

(4) � En desacuerdo

(5) � Muy en desacuerdo

                                                                              52  

13. ¿Cree usted que el nuevo fenómeno del modelo vacacional “Todo incluido” es negativo o positivo para Mallorca? Por favor explique por que? (Por favor especifique )

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

14. Por favor clasifique en orden de importancia los siguientes impactos negativos en el medio ambiente como resultado del turismo de masa en la isla . (Por favor clasifique de 1 al 5 empezando desde

el mas al menos importante)

Clasificación (1) Exceso de construcción ………. (2) Falta de suministro de agua potable ………. (3) Contaminación del aire ………. (4) Contaminación acústica ………. (5) Exceso de residuos urbanos ……….

15. ¿Cree usted que el gobierno mallorquín debe pensar mas a largo plazo e implantar un mejor plan de turismo sostenible en la isla? (Por favor marque una sola respuesta )

(1) � Muy de acuerdo

(2) � De acuerdo

(3) � Indeciso

(4) � En desacuerdo

(5) � Muy en desacuerdo

Gracias por su participación J