Analyzing satisfaction to tourists in the Spanish Mediterranean arc

Abstract

The tourism sector has become one of the main wealth generating activities in the world economy. At the beginning of the 21st century, this sector accounts yet for more than 10% of the world GDP (World Travel and Tourism Council). Moreover, the Mediterranean coast is one of the world´s leading markets for sun and sand tourism in recent times. Forecast studies carried out by WTO estimate that international tourist arrivals to the Mediterranean coast will amount to 270 millions in 2010 and to 346 millions in 2020 (in 2000 around 200 million foreign visitors per year). Inside this geographical area, Spain is the second country in the world in terms of tourism revenues (61.628 million of USD in 2008), just beside the USA. France has the third position with (55.600 million in the same year). As well Spain is occupying the third position in terms of total tourist arrivals, with around 52.200 million of foreign landings in 2009 (90 million if we count on national tourism). Tourism activities have become an important source of wealth for the national economy, providing more than 11 per cent of total GDP and employment compared to the slightly percentage in the EU aggregate (UNWTO, 2009). As one should expect, Southern EU countries, particularly those in the Mediterranean, show a similar development of their tourism sector in comparison. As we have shown, tourism activities are increasingly important in driving Southern European countries and, of course, in Spain. Nowadays, tourism activities spill over all around the globe. Several products are yet well established and consolidated as sun and sand supply, but others are now configuring new growth experiences in cities (cultural, urban, gastronomic, etc.), country-side destinations (hunting, nature, birds sight, etc.),and other locations, increasingly attracting the attention of private and public agents as a source of welfare for their societies (Lim, 1997). Unlike most other products, a tourist destination is a mixture of products and experiences that combine to create a unique experience (Murphy, Pritchald, & Smith, 2000). Given the relevance of such product in generating wealth and welfare, competition is becoming increasingly strong in this sector of the economy.