Richard Voase offers an interesting number of case studies regarding Eu vacation development. The case studies are well organized in three thematic areas based on political, economic and socio-cultural contexts. The number of stories conveys changes in vacation development and practices and demonstrates تورهای فیلیپین how vacation development tries for new ways of vacation thinking. Voase ends that vacation experiences, on the part of travelers, show signs of active decision making with passive consumption. This point requests the reader to consider that tourists choose “canned” experiences that are wonderfully constructed, however accessed through extensive information search and decision-making.
The case studies are written by a variety of authors with strong local ties to the place they write about which enables extraordinary insight into issues the vacation industry faces in Europe and The us (although The us is not the focus of this book). This book can be used in a vacation development course to help students identify current issues in vacation (e. f., environmental challenges, sustainability, efficiency approaches) and build upon meanings and theoretical models in vacation.
In his introduction, Voase conveys that the analysis or meaning of the cases is based on political, economic, socio-cultural and technological environments. The analysis captures the multidimensionality of the vacation product and the cultural and social factors that relate to current ideologies, which affect how vacation evolves. Such ideologies are relating to prevalent postmodernism approaches that find a way to affect those consumer behaviors, which capture experiential consumption rather than production processes of products.
The book consists of eleven chapters. The first four chapters are greeted under the contact lenses of a political context analysis. The first chapter, by Meethan, presents the role of vacation marketing and public policy in the counties of Devon and Cornwall, Britain. Meethan ends that for these two counties “marketing was one aspect of a more expansive integrated policy which aims to include vacation more fully into the regional economy” and these programs would not have been possible without the funding from the european union (EU). “The cases of Devon and Cornwall also demonstrate how new organizational forms emerge as a a reaction to more expansive structural changes”.
Chapter 2, by Morpeth, focuses on the role of leisure and vacation as political instruments in The uk during the 1980s. Central and local governments used leisure and recreation policies as an expansion of urban policy to balance the unintended side effects of joblessness and structural problems evident in Britain in the 1980s. Morpeth discusses the case of the city of Middlesbrough and the role of Thatcherism policies on the city, which focused on the generation of inner cities and the use of vacation as a tool for regeneration.
Chapter 3, by Voase, discusses the influence of political, economic and social change in a mature tourist destination; the Department of Thanet in southeast Britain. Voase ends that the process of policy, planning and development of vacation in a mature destination is not always straightforward. The antagonistic nation-wide politics among the stakeholders involved in vacation development led to disparity about the development of the destination. Chapter 4, by Robledo and Batle, focuses on Mallorca as a research study for replanting vacation development for a mature destination using Butler’s (1980) product life cycle concept. As a mature destination, Mallorca needs a sustainable development strategy to survive in the future. This acknowledgement led the Vacation Ministry of the Balearics Island Government to ascertain a vacation supply-side regulation to protect the surroundings. This course of action however, as Robledo and Bade identified, is an interesting case of struggle between different groups (i. e., government, environmentally friendly groups, councils, hoteliers, construction industry) shielding their interests in vacation development. Voase identifies these first four chapters having three common factors: the role and interplay of local divisions of government in the ingredients and inclusion of policy, the role of nation-wide politics as a vehicle for the promotion and management of economic interests, and the powerful influence of socio-cultural factors. While these common factors are not directly evident in the presented case studies, Voase fills that distance together with his articles. These common factors can stimulate further discussion about what is the role of nation-wide politics in vacation and how policy make a difference in researchers and practitioners in the field.
The second organ of the book focuses on the economic context of vacation and its use as a regeneration and wealth creation tool. Chapter 5, by Lewis, focuses on two agri-environmental schemes, Tir Cymen and Tir Gofal, and how they affected recreational access in countryside Wales. This chapter presents how these schemes caused many changes in the farming practices in Wales. These changes positively impacted recreation opportunities in Wale’s farming landscape and changed relationships between “rural and urban and new demands for countryside access, all of which now reflect the interdependence of environmental health, local social and economic needs, and access to land for recreation”.
Chapter 6, by Lindroth and Soisalon-Soinimen, discusses how a historic tourist product was created in Loviisa, Finland. The purpose of the vacation development was to create an image of Loviisa as a historic tourist destination and to create new products in positioning with the historic theme. Lindroth and Soisalon-Soinimen identified that without the support of the tourist office, as well as the National Board of Antiquities, development would not have developed significantly. Also, the european union funding helped with training and expert help. The pros and project leaders mixed up in process processed the project through their enthusiastic actions described in more detail in the event study.
Chapter 7, by Bohn and Elbe, describes the story of one man and how his vision for the municipality of Alvdalen, Sweden transformed the city into tourist destination. The most important take into account this story is that this man created a destination without being an expert in the field of vacation development. He used the current notion of relationship marketing to achieve successful development without knowing its full value as a marketing tool. This chapter underlines also the value of cooperation among stakeholders involved in vacation. Voase identifies factors that these three cases share: the role of the individual entrepreneur in developing the product, the consumption of natural resources, and vacation focusing on past heritage.
The third organ of the book focuses on the socio-cultural context of vacation in four case studies. Chapter 8, by Finn, discusses the change of Eu football from being a fan’s sport to being a spectator’s sport. Finn identifies current sport marketing approaches, which construct a product, or experience where fans’ identity doesn’t fit with current “civilized” consumption processes, and instead, spectators’ identity fits with those images and procedures promoted by sport marketers inside and outside football stadiums.
Chapter 9, by Baron-Yelles, focuses on vacation and the nation-wide politics of nature-based vacation and how the ‘Grand Site National at La Point du Raz” went through changes in vacation provision services and facilities to accommodate tourists’ demands. In this chapter, the reader can observe trade offs between natural resources and the provision of vacation experiences. This research study also shows how a destination responded to stakeholders’ opinions about coast efficiency, public access and allowed visitation levels.
Chapter 10, by Lohmann and Mundt, focuses on getting older markets for cultural vacation in Germany. The chapter discusses how vacation shapes culture through the exchange of experiences between travelers and residents in a destination. Travel and vacation are discussed as constituents of culture. Lohmann and Mundt conclude travel has become an important part of people’s lives and in turn face other cultures, which can affect their own.
Chapter 11, by East and Luger, focuses on youth culture and vacation development in the Austrian hills. East and Luger share interesting information on youths’ reactions and behaviour adjustments toward tourists. They report that youth who are involved in vacation through family businesses are usually more well intentioned of tourists. Youth in countryside mountain areas were found to be interested in urban experiences.
Voase ends these four final cases have three underlying themes. The first theme is that the consumption experience is staged or produced. This theme brings to mind MacCannell’s (1976) notion of front and back stage concrete realities. Front stage is the presentation of a destination to visitors, whereas back stage is the real or truer nature of a destination. The second theme is that commercialization and commodification are not synonymous terms. The third theme is environments are often inflated to influence people. Voase explains how sport environments have changed and caused race fans to also change.
Overall, this book pays to to practitioners and academics because it provides case studies offered by people with close connections to the vacation industry, thus providing an insider’s viewpoint. Voase, as both a practitioner in resort vacation marketing and an educative, effectively brings together case studies which focus on Eu vacation and conveys concepts which shift ‘old’ vacation principles to ‘new’. His introductions of each number of cases (i. e., economic, political and socio-cultural) are topical. Voase, however, does not discuss the introduction of Euro currency in Jan 2002. This is an important change to the economic structure of all countries-members of the EUROPEAN and their socio-cultural development. The interconnection of the EUROPEAN countries through the common currency might create a feeling of a larger community, which potentially affects vacation through cultural, social, political and economic of EUROPEAN member-countries.