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Sustainable Tourism Management - A - Mistral Service
Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan Sustainable Tourism Management A Collection of Studies from Malta, Lebanon and Jordan George Cassar Editor Malta - 2015 i HELAND Project Published by: Heland Project Promoting socio-economic sustainable development through innovative technological actions for Mediterranean tourism heritage and landscape protection clusters. ȱȱȱȱȱ ȱȱęȱȱȱȱȱȱȱ the ENPI CBC Mediterranean Sea Basin Programme. The contents of this publication are the ȱ¢ȱȱȱ¢ȱȱȱȬȱȱȱǰȱȱȱȱȱ ȱȱȱȱȱȱȱĚȱȱȱȱȱȱȱȱȱ the Programme’s management structures. ¢ȱȚȱ ȱȱȮȱ¢ȱȱȱȮȱŘŖŗś Heland team: Nadia Theuma, George Cassar, Sarah Faith Azzopardi, Giusy Cardia ȱȱȱȱȱ¢ȱȱǰȱȱȱȱȱ¢ȱȱĴȱȱ¢ȱ form by any means, electronic, mechanical, photocopying, recording or otherwise, without the previous permission of the publisher. ISBN: 978-99957-886-2-9 ȱŘŖŖŝȬŘŖŗřȱȱȱȱȱȱȱȱȱȱȬȱ Cooperation initiative funded by the European Neighbourhood and Partnership Instrument (ENPI). The Programme objective is to promote the sustainable and harmonious cooperation process at the Mediterranean Basin level by dealing with the common challenges and enhancing ȱȱǯȱȱęȱȱȱȱȱȱȱȱǰȱ social, environmental and cultural development of the Mediterranean region. The following ŗŚȱȱȱȱȱDZȱ¢ǰȱ¢ǰȱǰȱǰȱǰȱ¢ǰȱǰȱ Lebanon, Malta, Palestinian Authority, Portugal, Spain, Syria, Tunisia. The Joint Managing ¢ȱǻǼȱȱȱȱȱȱȱǻ¢ǼǯȱĜȱȱȱ ȱǰȱȱȱǯ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ŘŞȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱȱ Ȭ ǰȱȱȱǯȱǰȱȱȱȱȱȱ ȱśŖȱ¢ǰȱ¢ȱȱȱȱ£ȱȱ¢ǰȱ¢ȱȱȱȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ Ĵȱȱȱȱȱȱȱȱ ȱȱȱȱ¢ȱȱ borders. ȱȱȱȱȱ ȱȱDZȱȱěȱǰȱǰȱ ii Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan Contents The Project v Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination 3 Nadia Theuma, George Cassar, Sarah Faith Azzopardi, Giuseppina Cardia Tourism, Globalization and Identity Mdina as a Maltese Case Study 27 George Cassar, Nadia Theuma, Sarah Faith Azzopardi, Giuseppina Cardia The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon 47 Andre Azouri, Ghada Salem, Ali Khreis, Marwan Azouri Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon 63 Jad Abou Arrage, Ali Khreis, Amal El-Kurdi, Maha Mikhael, Fahd Nasr Sustainable Tourism - Mdina: Sustainable Tourism - Mdina: " A Situation Analysis of a Cultural Destination " 91 Jad Abou Arrage, Amal El Kurdi, Ali Khreis, Maha Mekhael, Yara Khreis, Maya Shames, Fahd Nasr Sustainable Tourism Impacts in the City of Madaba, Jordan 103 Monther M. Jamhawi, Abdulla Al-Shorman, Zain A. Hajahjah, Roa’a J. Zidan Gender Equality in the Tourism Industry: A Case Study from Madaba, Jordan Monther M. Jamhawi, Abdulla Al-Shorman, Zain A. Hajahjah, Yasmin Okour, Marwa Alkhalidi iii 119 HELAND Project iv Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan The Project HELANDȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ȱ development through innovative technological actions for Mediterranean tourism-heritage and landscapes protection clusters. HELANDȱȱȱȱȱȱ£ȱȱǰȱǰȱ¢ǰȱǰȱ Jordan and Lebanon that deal with tourism studies, regional development and innovative solutions, technological actions for Mediterranean tourism-heritage and landscape protection clusters. The HELAND Project is co-funded by the European Commission though the ENPI (European ȱȱȱǼȱǰȱ ȱȱȱęȱȱȱ ȱ ȱȱȱ¢ȱǻǼȱȱȱŘŖŖŝȬŘŖŗřȱȱȱȱȱ ȱ ȱȱȱȱǻǼȱȱȱȱȱȱȱȱ the shores of the Mediterranean Sea. www.helandproject.eu v HELAND Project Background ȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ £ȱȱȱ ȱȱȱ¢ȱĞȱȱȱȱȱȱȱȱ Ěȱȱȱ ȱȱȱ¢ǯȱȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱȱ¢ǰȱĚȱȱȱȱȱȱ ȱ human beings and their natural and built environment. Nowadays, however, increasing threats to the cultural identity, heritage and landscape diversity of the region due to external ǻǯǯȱ£Ǽȱȱȱȱǻǯǯȱȱ£ȱ ȱȱȱȱ traditional socio-economic structures), can continuously be witnessed. The Mediterranean is now experiencing the increasing degradation of its environment, cultural heritage and landscapes. ȱȱȱ¢ȱȱȱ¢ȱȱȱȱȱȱ£ǰȱȱ ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱǰȱȱ ȱȱȱȱȱȱȱȱȱȱȱ ȱȱ tourism that exerts as low an impact as possible on the environment and local culture, while helping to generate income, employment, and the conservation of local ecosystems. Innovation, together with absorption and application of technologies to traditional and important sectors, ȱȱȱȱȱȱǰȱ ȱȱȱ¢ȱȱȱȱȱȱ development. Main Objective The goal of the project is to promote the socio-economic development and enhancement of territories through the support of innovation and research as part of the process of local development of the Mediterranean Sea Basin countries. HELANDȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ competitive development of territories through the tourism industry. ȱ ę¢ǰȱ HELAND will establish a common approach for sustainable tourism ȱȱȱȱĴȬȱȱȱ ȱȱ¡ȱ ȱȱȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ¢ȱȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱǯȱȱȱȱ ȱ ȱȱȱȱ£ȱȃȄȱȱ ȱȱȱȱȱȱ¢ȱȱȱȱȦȱęȱȱ ȱǰȱȱȱǰȱȱȱȱ ȱȱȱȱǰȱȱ well as responding to new demands that are emerging in the service sector. ȱěȱȱ ȱȱȱȱȱ ȱȱȱȱȱ ĴȱȱȱȱȬȱ ȱȱȱȱǰȱȱǰȱȱǰȱ professional societies, regional institutions, SME clusters, etc. vi Sustainable Tourism Management: A Collection of Studies from Malta, Lebanon and Jordan The Partners ¢ȱȱȱȮ Institute for Tourism, Travel and Culture ££ ȱȱǻǼ Larnaca District Development Agency (ANETEL) Applied Research Institute – ȱ¢ȱȮ ȱ¢ ȱǻēǼ ¢ȱȱ of Science and Technology – and Hospitality ¢ȱȱ Management The Royal Marine Conservation Shouf Biosphere Reserve vii Society of Jordan (JREDS) HELAND Project viii Sustainable Tourism Impacts in the City of Madaba, Jordan Collected Papers studying 3 pilot sites Malta - pilot site Mdina Lebanon - pilot site Bkassine Jordan - pilot site Madaba ŗ HELAND Project Ř Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destinationy Nadia Theuma University of Malta George Cassar University of Malta Sarah Faith Azzopardi University of Malta Giuseppina Cardia University of Malta Abstract This paper looks at tourism in the walled town of Mdina. It discusses the main impacts of tourism on the city by examining the economic, social and cultural aspects. Furthermore it assesses the use of ICT in cultural heritage management. An examination of various aspects underlines how tourism has impacted the city in the past twenty years and how the residents of Mdina have, over time, adapted to tourism activity. Such activity leads to particular effects such as positive economic proceeds which in turn prompts the tourism enterprises within the city to do their best to become more accessible to visitors especially through better use of ICT. This helps the city to become more sustainable. Keywords Tourism; Cultural Heritage; Sustainable Indicators; Mdina; Malta; HELAND; ETIS ř HELAND Project Ś Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination Introduction Tourism is an economic activity, which is now considered by all as an important industry. Nevertheless, this does not diminish its potential to serve as a tool for the positive development of society and a means of good governance, should the right principles of sustainability be implemented. In the past, tourism had been primarily viewed in terms of its economic ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢Ȃȱ ȱ ȱ ¡ȱ ¢Dzȱ however, the resources of the tourist destination were also extensively exploited, and this led ȱȱȱȱǻǰȱŘŖŗŗǼǯȱǰȱȱȱȱȱȱ ȱȱ¢ǰȱȱȱ¢ȱȱĚȱȱěȱ¢ȱȱ¡ȱ by society which remodel and redesign the daily realities of this industry. This prompts us ȱȱȱȱȱȱȱȱȱȱěȱȱ ȱȱ¢ȱȱ time. There being numerous paradigms and perspectives of development theory, it is not the intention of this paper, due to the restraints of length, to go deeply into each and every one of them, but it is pertinent to give at least a brief outline of some of the development theories. Development Theories and Sustainable Development ¢ȱ¢ȱȱȱȱȱȱȱȱŗşřŖǯȱȱȱȱ ȱ should be controlled by national governments which adjust measures such as tax cuts and pay ȱȱȱȱȱȱȱȱ ȱȱ¢ȱǻ¢ǰȱŗşřŜǼǯȱ ȱȱȱȱȱ¢ȱ ȱ¢ȱȱȱŗşśŖȱȱ ŗşŜŖǰȱȱȱ¢ȱȱȱȱȱȱǰȱ£ȱ ȱȱȱ ȱȱǻ ǰȱŗşŜŖǼǯȱ ȱȱȱȱȱ¢ȱȱ¢ȱȱȬ¡ȱȱȱȱ prompted the advent of Dependency theory which rejected the idea that developing countries ȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱȱ ȱ ȱ ȱ £ȱ ǻǰȱ ŗşŜşǼȱ ȱ ȱ ǯȱ ȱ theory argues that previous growth in western countries was achieved through colonialism where there was investment in technology and the buying of cheap raw resources from less developed countries and believes that, if developing countries want to achieve economic growth they should follow the same path of development. Dependency theory, however, does not support the Modernisation theory as it holds that though developing areas may presently be in a non-colonialism situation yet this does not necessarily mean that they are politically ȱ¢ȱDzȱȱ¢ȱ¢ȱȱȱ ȱȱȱȱ ȱȱ economy and have distinctive features that indicate that they are not just primitive versions of developed countries. ȱȱ ȱ ¢ȱ ¢ȱ ǻǰȱ ŗşŞŖǼȱ ¡ȱ ¢ȱ ¢ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ Ěȱ ȱ ȱ ȱ ǰȱ ȱ ȱȱȱǰȱȱȱȱȱȱȱȱȱȱȱȱ regions. Therefore, it continues, tourism destinations experience stable growth when there is less dependency. ś HELAND Project ȱ ȱȱȱ¢ȱȱŗŞŖŖȱȱȱȱȱȱȱȱŗşŜŚǯȱ ǰȱ the emergence of tourism as an economic activity showed that the dependency relationship ȱȱȱȱȬȱȱȱȱȱ¡ȱȱȱȱ¢ǯȱȱ¢ȱ ȱȱŗşŜŚȱȂȱȱȱȱ ȱ¢ȱȱ¢ȱȱȱ ȱȱǰȱȱȱȱęȱȱ ȱȱȱ¢ȱ ǻ£ǰȱ ŘŖŖřǼǯȱ ȱ ȱ ȱ ǰȱ ¢ǰȱ ȱ ȱ ¢ȱ ȱ ȱ ęȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱǻȱ ȱ¢ǰȱŘŖŗŚǼǯȱ Although previous development theories incorporated important elements which are still relevant for the growth process in modern economies, they failed to mention other resource limitations, where, for example, the prediction that land is a limited resource and could bring ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ¢ȱȱȱȱȱȱȱĴǯȱ ȱ¢ȱ£ȱȱȱǰȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱ¢ǯȱ Real prosperity is achieved by development growth sustained by respecting fundamental ȱ ȱ ǰȱ ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱ ȱȱȱȱȱȱ ȱȄȱ ǻǰȱŗşşřDZŗǼǯȱ Up to 1964 Malta was a British colony and served as a naval base for the Royal Navy. In 1955 the only overseas base where Wrens (female members of the RN) were employed was Malta. This picture shows a common scene in the streets of Valletta when Wrens marched from their barracks to naval buildings Ŝ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination Sustainable development is a more recent development principle that underlines two elements, ¢ǰȱȱęȱȱȱȱȱȱȱȱ¢ǯȱȱ ȱȱ ȱ¢ǰȱȱ£ȱȱȃȱȱȱȱȱȱ ȱ ȱȱȱȱȱǰȱȱȱȱȱȱȱ¢ȱȱȄȱǻǰȱŘŖŖŖDZŘǼǯȱ ȱȱĚȱȱȱȱȱȱȱȱ ȱȱȱȱȱ unlimited. What is being emphasised in sustainable development is a level, not a growth, of ¢ȱȱǯȱȱȱȱ ȱȱȱȱȱȱȱȱ¢ȱ of using the world’s unlimited non-renewable resources to improve and create goods and services for satisfying human needs, without destroying the resource base which all humans ȱȱ¢ȱȱȱǻǰȱŘŖŖŖǼǯ Sustainable Tourism Development ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ęȱ ȱ ȱȱŘŖȱ¢ǯȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱ ȱȱȱȱȱȱǻǰȱŘŖŖřǼȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ¢ǰȱ ¢ȱ ȱ ǯȱ Quality through sustainable tourism translates into a valuable experience for visitors, in the ¡ȱȱȱ¢ȱȱȱȱȱȱȱȱȱęȱȱȱ ȱǯȱȃȱȱȱ¡ȱ ȱȱ¢ȱȱȱȱ ǰȱȱȱȱȱȱȄȱǻȱȱ©©ǰȱŘŖŗŗDZȱŜŘǼǯȱȱȱ ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ¢ǰȱ social players, environmental representatives, the government, the local authority and local communities. In order to ensure continuity of cultural, natural and local community resources, ȱȱ¢ȱȱȱȱȬȱȱȱȱǯȱȃȱ we protect the environment in such a way as to bring about in the long run economic misery, we would be defeating the whole purpose of development. If we promote economic wellbeing in the short run, and lead to environmental and social degradation, we will be winning one Ĵȱȱȱǰȱ ȱȱȱȱȱȱȱ ȱȱȱȱȄǯȱǻǰȱ ŘŖŖřDZǯǯǼȱȱȱȱǰȱȱȱȱȱȱǻȱ ǰȱ ȱȱȱǼǰȱ ȱȱȱ ȱȱȱ ȱ¢ȱȱȱǰȱȱȱȱ¢ȱĚ¡ȱȱ ȱȱ¢ȱȱ¢ȱȱȱȱ¢ȱǻǰȱŘŖŖŖǼǯȱȱȃȱȱȱȱ whether Mdina will be able to remain a place for its residents or will simply be turned into a ȱȱȱȄȱǻDZşŞǼǯȱ Destination Competitiveness Measurement Concepts ȱȱȱȱȱ¢ȱȱȱȱǰȱ ȱ Ĵȱȱȱȱȱȱȱȱȱȱȱȱǯȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ sustainable, not just in economic terms but also in environmental, social, cultural and political ȱǻȱȱǰȱŘŖŖŖǰȱŘŖŖřǼǯȱȱ ȱȱȱȱ¢ȱ¢ȱ ǰȱȱȱ£ȱȱȱȱȱȱ¢ȱĴȱȱ ȱȱȱȱȱȱȱȱȱȱȱĴȱȱ¡ȱ ȱ surpasses that of competing destinations. The drive for an edge in the tourism experience ŝ HELAND Project Mdina has been a favorite sight to visit by tourists for many decades and has had to accept its destiny and adapt to it. It is still trying to handle this reality up to this day (Source: MTA) ȱȱěȱȱȱȱ ¢ȱȱȱȱ¢ȱȱȱȱ ěȱȱ¢ȱȱȱȱȱȱǯȱȱȱȱǰȱ ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȅȱ ǻŘŖŖŗDZŘŚǼǯȱ ǰȱ ȱ ȱ ȱ ȱ £ȱ ȱ ȁȱ Ȃȱ ǻ ¢ȱ ŗşŞşDzȱ ȱ ȱ ȱ ŘŖŖŜǼȱ ȱ ǰȱȱȱȱȱȱȱȱȱȱȱĜȱȱȱȱ between destinations. These have thus started to replace culture-led development strategies ȱȱǰȱĴȱ¢ȱȱȱȱȱȱȱȱȱ in their development strategies, and in particularly in tourism development (Richards and ǰȱŘŖŖŜǼǯȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ indicators. Tourism Satellite Accounts (TSA) are used by various destinations to measure the ǰȱ¢ǰȱ¡ȱǰȱȱȱȱȱȱȱȱ ǯȱȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱȱ¢ȱ ȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱ ȱȱ ȱȱ¢ȱ ȱȱȱȱȱȱȱȱ for consumption by visitors. A criticism of TSA is that it fails to include the measurement of positive and negative tourism impacts comprising those environmental, social and cultural. Ş Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination HELAND Project, Mdina Pilot Site – ETIS Indicator System ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ sustainable development through innovative technological actions for Mediterranean heritage ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ŘŖŖŝȬŘŖŗřȱ ȱ ȱ Mediterranean Sea Basin Programme which is a multilateral Cross-Border Cooperation initiative funded by the European Neighbourhood and Partnership Instrument (Heland Project, n.d.). ȱȱȱȱȱȱȱȱȱȱȱ¢ǰȱȱ is, the European Tourism Indicator System (ETIS). In Malta, one chosen pilot site on which this tool has been used, is Mdina. The ETIS tool has been commissioned by the European ǰȱ ȱ ȱ ȱ ȱ ǻ¢ȱ ȱ ȱ ȱ ¢Ǽǰȱ ȱ ȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ȱ ¢ǰȱ ŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱǰȱǰȱȱȱȱ ȱȱȱǯȱȱȱȱȱȱŘŝȱȱȱŚŖȱȱȱȱ ȱȱȱȱȱȱǯȱȱŜŝȱȱȱȱȱȱȱ¢ȱ ȱ ȱȱDZȱŚȱȱȱśȱȱȱȱDzȱśȱȱȱ şȱȱȱȱDzȱŝȱȱȱŗŗȱȱȱȱȱDzȱǰȱ ŗŗȱȱȱŗśȱȱȱǯȱȱȱȱȱȱȱ¢ȱ ȱȱ¢ȱȱȱ¢ȱȱŘŗǰȱȱŚŖǰȱ ȱDZȱȃȱ ȱȱȱȱȱȱȱȱȱȱȱȱȬȱ at all levels and to contribute to a self-regulating sustainability of integrated environment and ȱ¢ȄȱǻǰȱŘŖŖřDZȱǯǯǼǯ ş HELAND Project The Town of Mdina ȱęȱȱ ȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱǯȱ ȱ ǰȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢ȱ ¢ȱǰȱǰȱȱȱ¢£ǯȱȱȱȱȱĚȱ ȱ ȱ ȱ ȱ ȱ ȱȱ ȱ ȱȱ ǯȱ ǰȱ ȱ ȱ ȱ originates from Arabic rule, who reduced the Punico-Roman enceinte by about two-thirds. It was the undisputed principal town of the Maltese Islands up until the time when the Knights ȱȱȂȱȱȱȱȱŗśřŖǯȱȱȱȱȱȱȱȱȱȱȱ residences of the Maltese noble families who have continued to conserve and value their ȱȱȱȱȱȱǯȱ ȱȱȱȱȱȱȱȱȱȱǰȱ ȱşŖȱȱȱȱȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ŗǯřȱ ȱ ȱ ¢ȱ ¢ȱ ǻǰȱ ŘŖŗřǼǯȱȱȱȱȱĚ¡ȱȱȱ¢ȱ ȱȱȱȱȱȱȱ ȱȱ¢ȱŘřŝȱȱǻȱŘŖŗŗǼȱȱ¢ȱȱȱřŘśȱȱȱŗşşŘǯȱȱ ŗşşřǰȱȱȱ¢ȱȱȱȱȱȱȱ¢ȱ ȱȱȱȱ ęȱȱ¢ȱȱ¢ȱȱȱȱȱ ȱȱȱȱ ȱ ȱ ȱ ȱ ǻǰȱ ŗşşŜǼȱ ȱ ȱ ȱ ¢ȱ ȱ ǰȱ ȱȱȱĚ¡ȱȱȱȱȱȱȱȱȱȱȱ¢ȱ ŘśȱȱȱȱȱȱŘŖȱ¢ȱ¢ȱDZȱ ȱȱȱȱ ȱȱȱ ȱǵȱ ȱȱȱ¢ȱěȱȱȱȱȱȱȱȱǵȱ Is there really a possibility that Mdina eventually becomes a museum town? Methodology ȱȱȱǰȱ ȱȱ ȱǯȱȱęȱȱȱ ȱȱȱ of economic, social, cultural and environmental impacts of tourism on Mdina. This study was ȱ ȱ ¢ȱ ŘŖŗŚǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱěȱȱȱ Mdina including the police, the Local Council, residents, the business community, cultural Ĵȱ ȱ ǯȱ ȱ ȱ ¢ȱ ǰȱ ŘřŞȱ ǰȱ ȱ ¢ȱ of international visitors, were selected using the random sampling method and stopped at ȱȱȱǰȱȱȂȱǰȱȱȱȱȱǯȱȱ řŞȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱȱȱĚȱȱȱȱǯȱȱřŜȱȬȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵǯȱ ȱ ȱ ȱ ¢ȱ ȱ ǰȱ ǰȱ ȱ ȱ ǰȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ Ĵǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ Ȭȱ ȱ ȱ ȱ ę¢ȱ ȱ ȱ ȱ ȱȱǯȱȱȱȱȱȱ ȱȱȱȱ ¢ȱȱȱȱȱȱȱȱǻǼǯȱ ȱȱ¢ȱȱ ȱȱȱȱȱĴȱȱ ȱȱȱ¢ȱ ŘŖŗŚǯȱȱȱȱȱȱȱȱȱȱȱȱȂȱȱȱ ĴȱȱȱȱȱȂȱȱȱȱȱȱȱȱȱǯȱȱ ŗŖ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination ȱ ŘŖŗŚȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱ¢ȱȱ ȱǯȱȱȱȱ ǰȱŗŖŖȱȱȱ¢ȱȱȱǰȱ ȱȱȱȱ ȱȱǯȱȱ ȱȱȱȱȱȱȱȱȂȱ ǰȱȱȱȱȱǯȱ ȱ ȱ ȱ ǰȱ şȱ ȱ Ĵȱ ȱ ǯȱ ȱ ȱ ǰȱ ŗȱ ȱ ȱ ȱ ȱǰȱřȱȱȱǰȱřȱȱȱȬĴǰȱŗȱȱȱ¢ȱǰȱ ȱŗȱȱȱǯȱȱ ȱęȱȱȱȱȱȱ Pilot Site Management ȱȱȬȱ ȱ ȱȱȱȱȱȱǰȱȱȱȱ Mdina has no sustainable tourism strategy or plan and neither is it represented by a pilot site ȱ£ǯ ȱȱȱȱȱĴǰȱŘȱǻŘŞǯŜƖǼȱȱȱȱŝȱȱĴǰȱȱŚȱ ǻŗřǯŞƖǼȱȱȱŘşȱȱȱȱȱ¢ȱȱȱȱȦȱȱ ęȱȱȱȱȱȱǯȱȱȱȱ¢ȱ ¢ȱǻǼǰȱřȱǻŚŘǯşƖǼȱȱȱŝȱȱĴȱȱśȱǻŗŝǯŘƖǼȱȱȱŘşȱȱȱ have a CSR Policy. Despite the fact that most cultural and tourism enterprises do not carry out ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢ȱ ěȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ȱ Ŝȱ ǻŞśǯŝƖǼȱ ȱ ȱ ŝȱ ȱ Ĵȱ ȱ ȱ ¢ȱȱ¢ȱěȱȱȱȱȱȱǯȱǰȱȱ ȱȱȱȱȱěȱȱȱȱȱ¢ȱěȱȱȱ tourists about what is being done rather than actually implementing CSR policies themselves. The number of tourism enterprises that communicate their sustainability measures reached ŘŝǯŘȱȱǰȱȱȱ ȱȱȱȱȱȱȱȱȱ ȱǯȱȱ ¢ȱ ŗśȱ ǻŚŖǯŜƖǼȱ ȱ ȱ ȱ řŝȱ ęȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱǯȱȱȱȱǰȱŞřǯŗƖȱȱȱȱȱȱ¢ȱęȱ ȱ ȱȱ¡ȱȱȱȱŞŖǯřȱƖȱȱ ȱȱ¢ȱěȱ ȱȱȱ ǯȱȱȱȱȱȱȱȱȱŘŘƖǰȱȱȱȱȱȱȱȱȱ ȱȱȱȱřŖȱ¢ǯȱȱ The charm of Mdina - an elaborated door knob and medieval features ŗŗ HELAND Project Economic Value Ȋȱ ȱę ȱȱǰȱȱ ȱȱȱŗȱȱȱȱȱȱȱȱŗǰȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻŘŘǯşƖǼȱ ȱ ¢ȱ ǻŘŖǯŚƖǼǯȱȱĚȱȱȱȱȱȱȱȱǯ 7HATISYOURNATIONALITY &REQUENCY 0ERCENTAGE Finland 2 0.8% England 55 22.9% Germany 17 7.1% 2 0.8% 19 7.9% Spain 8 3.3% Ireland 2 0.8% Denmark 8 3.3% Italy 49 20.4% France 13 5.4% Lithuania 1 0.4% Thailand 1 0.4% Wales 2 0.8% Australia 5 2.1% Poland 7 2.9% Scotland 3 1.3% USA 8 3.3% Holland 16 6.7% Austria 4 1.7% Brazil 2 0.8% Romania 7 2.9% Belgium 3 1.3% Algeria 2 0.8% Netherlands 2 0.8% Hungary 2 0.8% Israel Bulgaria Table 1: Tourist source markets ŗŘ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination 24 21 18 Percent 15 12 9 6 3 0 Lithuania Thailand Finland Wales Brazil Algeria Netherlands Hungary Israel Ireland Scotland Belgium Austria Australia Poland Romania USA Spain Denmark France Holland Germany Bulgaria Italy England What is your nationality? Graph 1: Graphical representation of tourist source markets • Daily Visitor Expenditure and Length of Stay The visitor expenditure is based on such items as accommodation, transportation, food & ǰȱǰȱǰȱȱȱȱǯȱȱȱȱȱ¡ȱ ȱȱȱşŗŖȱǻȱŘŖŗŚǼǯȱȱȱȱȱ ȱǻȱŘǼȱȱȱȱ ¡ȱ¢ȱȱȱȱȱȱȱŘŖŖȱȱȱȱȱŘśȱ ȱȱ¢ǰȱ ȱȱŝŘƖǰȱȱȱ¢ȱȱȱȱŘśȱȱȱȱȱǯȱȱȱ be explained considering the relatively short stay of tourists most of whom remain on the site ȱŘȱȱŚȱȱ ȱ¢ȱ¢ȱ ȱ¢ȱȱȱȱ¢ȱȱȱȱ¢ȱǻȱřǼǯȱ¢ȱŚȱ ǻŗǯŜŞƖǼȱȱȱȱŘřŞȱȱȱǯȱ Graph 2: Graphical representation of daily expenditure of tourists in Mdina ŗř HELAND Project 140 120 visitors 100 80 60 40 20 0 < 1 hour 1 hour < 2 hours 2 - 4 hours 4 - 12 hours Graph 3: Graphical representation of length of stay of visitors in Mdina ȱȱȱȱȱ¢ȱ ȱȱȱȱȱȱȱ ¢ȱȱǰȱ¢ȱŗŝƖȱȱȱȱȱȱ¢ȱȱȱȱ activities. Such cooperative activities include involvement in associations of tourism enterprise and common promotional advertising programmes. ȱȱȱ¢ȱěȱȱȱ sustainability measures from a community point of view is not mitigated by local authorities ǰȱȱȱȬȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱ Destination Policy for the promotion of the purchase of local trade products and/or fair products and services. ȱȱ¢ȱȱ¢ȱȱ¢ǰȱŚśŜȱ¢ȱ ȱ¢ȱȱ the year on full time, part time, seasonal and traineeship basis. Graph 4: Graphical representation of number of employees ŗŚ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination • Cultural/Social Impact ȱȱȱȱȱŗǯřȱȱȱȱȱ ȱȱȱȱȱ ȱȱŘřŝȱǯȱȱȱȱ ȱȱȱȱǰȱ¢ȱ ȱȱęȱ ȱȱȱȱǻŞŚǯŚƖǼǰȱȱȱǻŝŞǯŗƖǼǰȱȱȱǻŝśƖǼȱȱȱ ȱǻŝŗǯşƖǼȱȱȱȱȱŘȱȱȱśǯ Are you satisfied with tourism in Mdina? Frequency Percentage Autumn 24 75.0% Winter 23 71.9% Spring 27 84.4% Summer 25 78.1% Table 2: Residents’ satisfaction with tourism in Mdina by season 90 80 70 Percentage 60 50 40 84.4 75.0 71.9 78.1 30 20 10 0 Autumn Winter Spring Summer Are you satisfied with tourism in Mdina? Graph 5: Graphical representation showing satisfaction levels of residents in Mdina by season ŗś HELAND Project The satisfaction of locals with tourism in general could be explained to some extent when ȱȱ¢ȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱ ȱ ȱȱȱřȱȱȱŜǯȱ !REYOUSATISFIEDWITHTHERESIDENTSm involvement in the planning and development of tourism in Mdina? Frequency Percentage Agree 18 46.2% Neutral 15 38.5% 6 15.4% Disagree Table 3: Residents’ involvement in tourism planning in Mdina 45 40 35 Percent 30 25 46.2% 20 38.5% 15 10 15.4% 5 0 Agree Neutral Disagree Are you satisfied with the residents involvement in the planning and development of tourism in Mdina? Graph 6: Graphical representation showing residents’ involvement in tourism planning in Mdina ŗŜ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination ȱȱ ȱȱȱȱȱȱȱȱȱĴȱȱǰȱ ȱȱ¢ȱȱĴȱ ȱȱȱȱȱȱȱȱ ȱȱǯȱȱ ȱȱȱȱŘŚȱȱȱȱȱȱȱȱȱȱ ȱ ȱȱȱ ȱȱȱȱȱȱĴǯȱȱ 7HATISYOURPREFERRED TOURISMATTRACTIONIN-DINA &REQUENCY 0ERCENTAGE Mdina Dungeons 7 3.6% Visiting the Cathedral 79 40.7% Architectural landscape of Mdina streets 47 24.2% Cultural tour around the city 37 19.1% Palazzo Falson 8 4.1% Palazzo de Piro 1 0.5% Natural Museum 10 5.2% Knights of Malta Museum 5 2.6% 3T0AULmS#ATACOMBS 4 2.1% Table 4: Tourists’ preferred attractions in Mdina 40 35 Percentage 30 25 20 40.7 15 24.2 10 19.1 2.6 4.1 3.6 Mdina Dungeons 5.2 Palazzo Falson 5 2.1 0.5 What is your preferred tourism attraction in Mdina? Graph 7: Tourists’ preferred attractions in Mdina ŗŝ Palazzo de Piro St. Pauls Catacombs Knights of Malta Museum Natural Museum Cultural tour around the city Architectural landscape of Mdina streets Visiting Cathedral 0 HELAND Project 4OURISTSARESATISlEDWITH-DINAANDESPECIALLYSEEKVISITINGTHESTREETSANDTHEINTERESTING architecture (left) and the cathedral (right) The narrow streets of Mdina entice many tourists to walk through them and explore what is around the corner (Photo by: Mario Galea - viewingmalta.com) ŗŞ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination ȱ ȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱ ȱ ȱȱȱȱȱȱȱĚȱȱȱȱǯȱȱȱȱ ȱ ȱ ȱ Ȃȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ £ȱ ¢ȱ ȱȱȱȱȱȱȱȱȱ¢ǰȱȬȱ ǰȱȱȱȱȱĴǯȱ 0LEASEMENTIONBIGGESTEVENTS HELDIN-DINA &REQUENCY 0ERCENTAGE Medieval Festival 29 87.9% Religious Feasts 15 45.5% Concerts 11 33.3% Shooting of Movies 8 24.2% Activities in local council premises 3 9.1% Table 5: Most popular cultural tourism events in Mdina 90 80 70 Percentage 60 50 87.9 40 30 45.5 20 33.3 24.2 10 9.1 0 Medieval Festival Religious Feasts Concerts Shooting of Movies Activities in local council premises Please mention biggest events held in Mdina Graph 8: Most popular cultural tourism events in Mdina ŗş HELAND Project ȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱȱȱŜȱȱ ȱşǰȱȱȱȱȱȱȱęǰȱȱȱȱȱŜŚǯřƖȱȱǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱ£ȱ¢ȱȱ from outside Mdina’s local community and are very popular since they are mostly advertised and visited by tourists, on the other hand the ceremonies and events that most represent the ȱȱȱȱ¢ȱȱȱȱȱȱȱȁȱȂȱȱ¢ȱȱ ȱȱȱǯȱȱȱȱȱȱ ȱȱ ȱDZȱȁȱȂȱȱ ȱȱ ȱȱ£ȱ£ȱěȱȱȱȱȱȱȱȱȱȱ cultural traditions of the place?’ )NDICATEWHICHEVENTSAREBASED ONTHELOCALCULTUREANDTRADITION &REQUENCY 0ERCENTAGE -EDIEVAL&ESTIVAL 2ELIGIOUS&EASTS 3HOOTINGOF-OVIES #LASSIC#AR2ACE &LOWER&ESTIVAL Table 6: Most popular cultural tourism events in Mdina 60 Percentage 50 40 64.3 30 42.9 20 10 14.3 14.3 7.1 0 Religious Feasts Medieval Festival Flower Festival Classic Car Race Shooting of Movies Indicate which events are based on the local culture and tradition Graph 9: Cultural tourism events based on local culture and tradition ŘŖ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination Polyptych of St Paul found in the Cathedral (Source: www.gov.mt) Religion in Mdina - St. Agatha’s Chapel, St Roque Chapel, St Peter in Chains Chapel Řŗ HELAND Project ȱȬȱȱĴȱȱȱ • Community Involvement and Social Activities ȱȱǰȱŝŝȱȱȱǻŝȱǼȱȱȱȱȱȱ¢ȱȱ ȱDzȱŜŜȱȱȱǻŜȱǼȱȱȱȱȱ¢ȱȱȱȱ ȱ¡Dzȱ ŗȱȱDzȱřȱȱȱȱȱȱȱȱȱȱDzȱȱřȱȱȱ ȱ¢ȱȁȂǯȱȱȱȱȱȱȱȱ ǰȱȬ ȱȱȱȱȱȱȱDzȱ ȱŘȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ěȱ ȱ ȱ ȱ ȱ response, where the respondent could choose more than one type of social activity organised ȱȱǯȱȱşȱȱǻŗŖŖƖǼȱȱȱ¢ȱȱȱȱȱȱǯȱ • ICT and Community Involvement ȱ ȱŝȱǻŝŝƖǼȱȱȱȱşȱȱȱȱ ȱȱȱȱȱǯȱȱ ¢ȱȱȱȱȱȱǰȱ Ĵǰȱȱ¢ȱȱȱȱ ȱȱȱ ȱȱǯȱȱȱȱȱ ȱȱȱ ȱȱȱ ȱ ȱȱDZȱŝȱȱȱȱȱ ȱ ȱȱȱ ¢ȱȱȱȱ ȱȱȱȱȱ ȱȱDzȱřȱȱȱȱȱ ȱȱȱ ¢ȱȱ ¡ȱȱDzȱȱŗȱȱȱȱȱ ¢ȱȱȱȱǰȱȱȱȱ and document artefacts. • ICT Presence within Heritage Cultural Sites ȱȱȱȱęȱȱȱȱȱ¢ȱ¢ǰȱŞȱǻŞŞƖǼȱȱȱȱşȱȱȱ ȱȱȱśŖȱȱȱȱȱ¢ȱȱęȱȱȱȱȱȱǯȱ¢ȱ ȱȱȱȱȱŗŖȱȱȱȱȱ¢ȱ ȱȱȱȱȱȱǯȱȱ ȱȱȱŝȱǻŝŝƖǼȱȱȱşȱȱȱȱȱ¢ȱȱ ȱ ȱȱȱȱȱȱǰȱę¢ȱȬDzȱŘȱȱȱ ¢ȱȱȱȱȱȱȱ ȱDzȱ ȱŞȱǻŞŞƖǼȱȱȱşȱȱȱ respondents claimed that employees are given access and the use of internet to communicate with clients electronically. ȱȱşȱȱȱȱȱȱȱȱȱȱȱȱȁȂȱ ȱ speed and internet performance. ȱşȱȱȱȱȱ¢ȱȱȱ ȱȱȱȱǰȱ ȱŚȱǻŚŚƖǼȱȱ that the primary aim of the website was to provide information about the cultural value of the ȱȱȱDzȱřȱȱȱȱ ȱ ȱȱȱȱȱȱ ȱȱ ȱȱȱȱȱȱȱǰȱȱŘȱȱȱȱ¢ȱȱ of the website was e-commerce. Regarding the technology utilised to enhance the presentation of the artefacts and interpretation, ȱȱȱşȱȱȱȱȱȱȱȱǯȱ¢ȱŘȱȱȱȱȱ digitised in order to be used through various technological means. All respondents said that ¢ȱȱȱȱȱDzȱřȱȱȬȱǰȱŗȱȱřȱȱǰȱȱśȱȱȱȱ ǯȱǰȱśȱȱȱȱşȱȱȱȱȱȱȱȱȱ of the artefacts. ŘŘ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination ȱȱȱȱȱ¢ȱȱǰȱŜŝȱȱȱȱȱȱȱ ȱȱȱȱȱ ȱȱǯȱǰȱśŞȱȱȱȱȱ ȱȱȱȱȱȱ¢ȱȱȱ ȱȱȱȱ ¢ȱȱ ęȱȱȱřȱ¢ǯȱşŝȱȱȱȱȱȱȱȱȱȱ ȱ ȱśŞȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱȱȱȱǯȱȱȱ ȱ¢ȱ ȱȱȱȱ ȱȱȱȱȱȱȱǰȱŚŝȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱǰȱ ȱřŗȱȱȱȱȱȱĴȱȱȱ ȱǰȱ ȱŘŘȱȱȱȱȱȱǯȱ Discussion and Conclusions ȱȱȱ ȱȱȱ ȱ ȱȱȱȱȱȱȱȱĚ¡ȱ ȱ ȱ ȱ ȱ ȱ ŘŖȱ ¢ȱ ȱ ȱ ȱ ȱ şśŖǰŖŖŖȱ ȱ ŗşşřȱ ǻǰȱ ŗşşŜǼȱ ȱ ȱ ŗǯřȱ ȱȱȱŘŖŗŚǯȱȱȱȱ ȱȱȱȱȱǯȱȱȱȱ ¢ȱȱȱȱȱ ȱȱȱȱŗşşřȱȱȱȱȱ¢ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ Ĵȱ ȱ ǯȱ ȱ ȱ ȱ ȱ analysis of tourism impact assessment this would imply a negative trend. However, the study conducted in the past year has shown that residents reacted well to the changes happening around them. Clearly tourism is leaving economic impacts in that expenditure although on ȱ ȱȱȱĜȱȱȱȱ¢ȱȱȱȱ ȱŘȬŚȱȱȱȱ ¢ǰȱȱ¢ȱȱȱȱ ȱȱȱ¢ȱȱȱȱŚŖŖȱ persons who live in the city and in the nearby towns. ȱ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱ more access to ICT for them to be able to enjoy the city. On their part, the enterprises within the city are willing to increase both the use and access to ICT. The study shows that further ęȱȱȱȱ¢ȱȱȱȱȱȱȱĴȱȱȱȱ ȱ the city. The old city and its walls poised on a hilltop Řř HELAND Project References Bogdanǰȱ ǯȱ ǻŘŖŗŗǼȱ ȁȱ ȱ ȱ ȱ ȱ Ȯȱ ȱ ȱ Note’, The Bucharest Academy of Economic Studies. Available from ĴDZȦȦ ǯǯ ȦŘřŞŜŘřśȦȏȏ ȏȏȏȏ ȏE ǰȱ ǯȱ ȱ ǻŗşşŜǼȱ ȱ ȁȁȱ ȱ ȱ ȂDZȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ ȱ ǯȱ ǰȱǯȱǰȱǯȱȱȱǯȱȱǻǼȱSustainable Tourism in Islands and Small States: Case Studies. London: Pinter. ȱ ǯȱ ǻŘŖŖřǼȱ ȁȱ ȱ ȱ ¢ȱ Ȃǰ paper prepared for the ¢ȱ ¢ȱ ȱ ȱ ǰȱ £ȱ ¢ȱ Ȭȱ ǯȱȱ ȱ https://www.um.edu.mt/__data/assets/pdf_file/0010/63865/Usefulness_sustainability_indicators_ lino_briguglio.pdf ǰȱǯǯȱǻŗşŞŖǼȱȁȱȱȱȱȱȱȱ¢ȱȱDZȱȱȱ Management of Resources’. The Canadian GeographerǰȱŘŚǻŗǼǯ ©©ȱ ȱ ȱ ǻŘŖŗŗǼȱ ȁȱ ȱ ȱ ȱ ȱ Ȯȱ ȱ Conceptual Note’. Available from ĴDZȦȦ ǯǯȦŘřŞŜŘřśȦȏ ȏ ȏȏȏȏȏE ȱ ȱ ȱ ¢ȱ ǻŘŖŗřǼȱ ȁȱ ȱ ¡ȱ ȱ ȱ Ȯȱ ȱ ȱ ȱ ȱ ȁȱ ¡Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ European Tourism Indicators System for Sustainable Management at Destination Level’. Brussels: European Commission Enterprise and Industry Directorate. £ȱǯȱǻŘŖŖřǼȱȁȱȱȱȱȱȱȱDzȱȱȱ the Thomas Brochure’ (Online). Available from ĴDZȦȦŘǯǯDZŞŖŞŖȦȦŗȦ ƖŘŖƖŘŖȦƖŘŖȦƖŘŖƖŘŖƖŘŖ ƖŘŖƖŘŖƖŘŖǯfȱȱǻDZȱŘŖŗśǰȱǼȱ ǰȱǯǯȱǻŗşŜşǼȱȁȱDZȱȱȱȂǯȱThe Economic Journal, ŞǻřŘŘǼǯ ¢ǰȱǯȱǻŗşŞşǼȱThe Condition of Postmodernity: An Enquiry into the Origins of Cultural Change. DZȱȱ ǯȱ Heland Project (n.d.). Available from ĴDZȦȦ ǯǯ/ ¢ǰȱǯǯȱǻŗşřŜǼȱThe General Theory of Employment, Interest and Money. London: Macmillan. ȱǻŘŖŗřǼȱTourism in Malta Edition 2013. Malta: Malta Tourism Authority. ȱǻŘŖŗŚǼȱTourism in Malta Edition 2014. Malta: Malta Tourism Authority. ȱ ǻŘŖŗŗǼȱ Census Of Population And Housing 2011 Preliminary Report. Malta: National ȱ Ĝǯȱ ȱ ȱ ĴDZȦȦǯǯȦȦȦȏ¢ȏȦ ȦŖŗȏ¢ȏȏȦŘŖŗŗȏ¢ǯf ǯȱ ǰȱ ǻŘŖŖŖǼȱ Tourists in Historic Towns, Urban Conservation and Heritage Management. DZȱȱǭȱȱǯ ǰȱǰȱȱǰȱǯȱǻŘŖŖŜǼȱȁȱ¢ȱȱȱ¡Dzȱȱȱȱ the Serial Reproduction of Culture?’ Tourism ManagementǰȱŘŝǯ ŘŚ Sustainable Tourism - Mdina: A Situation Analysis of a Cultural Destination ǰȱ ǯȱ ǻŘŖŖŗǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ ȱ ǯȱ ȱ ǻǯǼȱ ȱĴȱȱȱǯȱǰȱDZȱȱǯ ǰȱǯǯǯȱȱǯǯȱȱǻŘŖŖŖǼȱȁȱȱDZȱȱ¢ȱȂǰȱ Tourism ManagementǰȱŘŗǻŗǼǯȱ ǰȱ ǯǯǯȱ ȱ ǯǯȱ ȱ ǻŘŖŖřǼȱ The Competitive Destination: A Sustainable Tourism Perspective.ȱǰȱDZȱȱǯ ǰȱ ǯǯȱ ǻŗşŜŖǼȱ The Stages of Economic Growth: A Comparative Manifest. Cambridge: ȱ¢ȱǯȱ ȱǯȱǻŘŖŖŖǼȱȁȱȱȱȱȱȱȱȱ DZȱȱ ȱȱ¢Ȃǯ Tourism ManagementǰȱŘŘǯȱ ȱǻŗşşřǼȱHuman Development Report.ȱ ȱȱǭȱ¡DZȱ¡ȱ¢ȱǯ Řś HELAND Project ŘŜ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ Tourism, Globalization and Identity - Mdina as a Maltese Case Study George Cassar University of Malta Nadia Theuma University of Malta Sarah Faith Azzopardi University of Malta Giuseppina Cardia University of Malta Abstract Malta, a small island in the middle of Mediterranean, is a melting pot of cultures and identities. For its size and its population, the Maltese archipelago attracts over 1.7 million tourists a year (MTA, 2014). This is a sign of globalization at its best and impacts on the Maltese islands, its culture and its identity. Glocalization is therefore an element which has become evident and which needs to be studied and assessed if Maltese society is to safeguard its cultural and natural heritage for posterity. This paper looks at one of the classical tourism destinations in Malta - Mdina, the old and past capital of the island. The small, walled town of Mdina receives about 1.5 million tourists a year, not counting domestic visitors. One can realize how big an impact this creates on the restricted space and resources, and the 237 residents of Mdina, but also on the business community that operates there. Being a historic yet residential town, Mdina's business community views the invasion of tourism as an opportunity for profit and expansion of their business enterprise. On the other hand, the residents have to keep up with all the forms of pollution-noise, waste, overcrowding, and lack of privacy- that tourism brings with it. How much more can Mdina take if it wants to safeguard its culture and identity while continuing to be a magnet for the ever-growing tourism industry in Malta? The dilemma is clear and needs our attention. Keywords Cultural Tourism; Sustainability; Mdina; Globalisation Řŝ HELAND Project ŘŞ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ ǰȱ£ȱȱ¢ȱȭ Mdina as a Maltese case study Introduction ȱęȱȱ ȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱǯȱ ȱ ȱȱȱȱȱȱ¡ȱȱȱĴȱȱȱ ȱȱȱ¢ȱ ȱ ¢Ȃȱȱ¢ȱȱȱȱǻǰȱŘŖŖřǼǯȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱĴȱşśƖȱȱȱȱȱȱȱȱǰȱ ȱ ȱŘŖŗŚȱȱŗǯŝȱǯȱ¢ȱȱȱȱȱȱǰȱȱ ȱęȱ ǰȱȱȱȱȱȱȱȱȱȱȱŘŖȱ¢ǰȱ ȱȱ ȱȱǻŗşşŚǼȱȱȱęȱęȱȱȱȱȱȱȱȱȱ ȱǯȱȱǰȱȱȱȱȱ ȱȱ ȱȱȱ HELAND project and applying the ETIS sustainable tourism indictor system, aims to present the impact of an ever growing global tourism phenomenon on this community analysing the reactions of the residential population and the business community within the city. ȱȱȱȱȱȱȱȱ ȱȱěȱȱȱȱǯȱ ȱȱȱȱȱȱȃęȱȱȱȱȱȱ ȄȱǻǰȱŘŖŖŘǼȱ ĴȱřŚřȱȱȱȱȱŘŖŗŚȱǻǰȱŘŖŗśǼǯȱȱ ȱȱ growth in tourism numbers between the Northern rim and the Southern and Eastern rim, this region has sustained a major increase in inbound travel unparalleled by other regions in the ȱȱ ȱŗşşŖȱȱŘŖŗŖȱǻǰȱŘŖŗŗǼȱȱ¢ǯȱȱȱȱ ȱȱȱ ȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱ of the region. 4HEmAGOF-DINAmYINGOVERTHEMAINENTRANCETOTHECITY Řş HELAND Project Literature Review Prior to delving deeper into the impacts of global tourism on the community of Mdina, it is worth understanding some of the main arguments raised on the topic of tourism impacts on Mediterranean communities. Physical pressures and unrest between locals and tourists within the Mediterranean is perhaps one of the more salient impacts. The sheer volumes on beaches and at historic centres are ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱ ŗşşŚǰȱ ǰȱ ŘŖŖŘDzȱǰȱŗşşŜDzȱ£ȱŘŖŗŖǼǯȱ ȱȱȱȱȱ ȱȱǯȱ ȱǻŗşşŜǼǰȱȱȱȱȱCoping with Tourists, argued that local communities have developed coping mechanisms with which to protect their social integrity and cultural ¢ǯȱ ȱ ǻŗşşŜǼǰȱ ȱ ǻŗşşŜǼȱ ȱ Ĵȱ ǻŗşşŜǼȱ ȱ ȱ ȱ ȱ ȱ mechanisms that enable them to enjoy their own culture or leisure habits without sharing these with foreign visitors whose presence would mar the experience of the cultural activity for the residential population. ȱ ȱ Ěȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ £ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǰȱ ŗşŞŖǼǯȱ ȱ ȱ ȱ ¢ȱ aspect of society such as, but not only, religion and the family. Tourism has, however, challenged ȱȱȱȱȁȂȱȱȱȱǯȱ Although in Islamic culture, travel plays an important role as it is part of the Islamic religious ȱȱȱȱȱǻǰȱŗşŞşǼǰȱȱȱȱȱȱȱ¢ȱȱ ȱȱȱȱȱǰȱ¡ȱȱǰȱȱĞȱȱěǯȱȱ¡ȱȱ North African governments, such as that of Algeria, resisted the development of tourism for decades due to the potential impacts this would have on the country’s cultural identity (Zoubir, ŘŖŖŗǼǯȱȱȱȱȱȱȱȱŘŖŗŗǰȱȱȱ £ȱȱȱȱ and Egypt had a thriving tourism economy based on mass tourism. The accompanying factors of hedonism, permissiveness and limited cross-cultural interaction and communication were not seen in a positive light. Tunisia and Egypt have opted to develop tourism by isolating it from mainstream society by constructing enclaves in which the two separate lives of the European visitor and the local service provider run parallel. This contact is not without its ǯȱȬȱȱȱȱǰȱȱȱěȱ ȱȱȱ ǰȱ ěȱȱǯȱǰȱȃȱ ¢ȱȱ ¢ȱěȱȱȱ ȱȱ¢ȱȱȱȱ¢ȱȱȱȱȄȱǻǰȱŘŖŖŗDZȱŘŖŚDzȱȱȱ ȱ ȱ ǰȱ ŗşşşǼǯȱ ǰȱ ȱ ǻǯǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ been a return to the veil as a symbolic protest against the moral decadence brought about by tourism. Tourism has also brought about a re-evaluation of the social fabric. In Mediterranean societies, ȱ ȱ Ğȱ ęȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǯȱ ȱ ǰȱ ȱ ȱ ęȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ęǯȱ ȱ ȱ ȱ ȱ¢ȱȱȱȱ£ȱȱ ȱȱǰȱȱ¢ȱȱȱ řŖ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ about a change in these structures. Primarily, women could earn a wage, implying that both ȱȱ ȱȱȱę¢ȱȱȱ¢ǯȱ ǰȱȱȱȱ that women employed within the tourism sector earn less than their male counterparts, or ¢ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱ ŗşşŚǼǯȱȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱ¢ȱǻȱȱȱȱŗşşŜǼǯ ȱȱǰȱȱȱȱȱȱ ȱȱĞȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱ ȱ ǯȱȱȱȱȱȱȱ¢ȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱ¢ȱǯȱȱȱȱȱȱȱ¢ǰȱȱȱȱ businesses run by women were set up with the assistance of female politicians (Cyprus ȱ ¢ǰȱ ǯǼǯȱ ȱ ȱ ěȱ ȱ ȱ ȱ ȱ ǰȱ thus creating an alternative tourism experience that generates income and helps to sustain an activity that would have otherwise been lost. ȱȱȱȱȱȱȱȱȱȱęȱǯȱ¢ȱ tourism has led to the creation of employment and it brings about economic and social development through the encouragement of education and training. Tourism has also been ęȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǯȱ ȱ ȱ ¡ȱ ȱ Ğǰȱ ȱ ǰȱ ȱ ȱ ȱ ¡ǰȱ ȱ ȱ ȱ ¢ȱ ǻȱ ȱ ǰȱ ŗşşşǼǰȱ ȱ ȱ ȱ ȱ Ğ ǻǰȱ ŗşşŝǼȱ ȱ ȱ ȱ Ğȱ ǻ ȱ ŘŖŖŗǼǯȱ ȱ ȱ ȱ ȱ (ibid.) caution against the possible temptation of replacing traditional designs in order to ȱȱȱȱȱ ȱȱȂȱȱȮȱ¡ȱȱȱȱ ȱ¢ȱȱȱȱȱȱȱ ȱȱȱǻǰȱŘŖŖŗDZȱ ŝŚǼǯȱȱȱȱȱȱĚȱȱ ȱȱȱȱȱȱȱȱȱ economic prosperity, yet at the same time it needs to allow for the continuity and sustainability ȱȱǯȱ ȱȱ ȱȱȱěȱ¢ȱȱ¢ȱȱȱǰȱȱȱȱ ȱȱȱȱȱȱȱǯȱ£ȱǻŗşşŗǰȱŗşşśǼȱȱȱȱȱ events are a means through which economic activity could be developed, moreover, festivals and events help tourism destination to promote themselves and assert their cultural identity. ȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱ ȱȱ allow visitors to experience a range of festivals and events ranging from religious to cultural ǻȱ ǰȱ ŗşşŗDzȱ ȱ ȱ ȱ ȱ ǰȱ ŘŖŖŚDzȱ ȱ ǰȱ ŘŖŖŚǼǯȱ Again, the danger that such events can become corrupted due to the over commercialisation ȱȱȱȱȱȱȱǻ ǰȱŗşŞşDzȱǰȱŘŖŖŗǼǯ ȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ¢ǯȱ ȱ ȱȱȱǻŘŖŖŖǼȱȱȱȱ¢ȱȱȱȱȱȱȱ ǯȱȱȱȱȱȱ¢ȱĴȱȱȱȱȱȱ ȱ ȱȱ¢ȱ¢ȱȱȱǻǰȱŗşşşǼǯȱȱŘŖŗŖǰȱȱȱȱȱ ȱȱȱȱȱ ȱ¢ȱȱ ȱȱȱȱȱȱȱ řŗ HELAND Project ȱȱ¡ȱȱȱȱȱ¢ȱǻȱǰȱŘŖŗŗǼǯȱȱȱȱ ȱȱȱȱȱȱȱȱȱěȱ¢ȱȱ¢ǯȱȱǰȱȱ¡ǰȱ restaurant culture was an alien concept since food was mostly consumed at home. Thus with the onset of mass tourism activity, visitors were provided with a predominantly British or continental cuisine, whilst Maltese cuisine continued to thrive in the home. However, the ¡ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱȬȱ ȱȱ¢ȱȱǻǰȱŘŖŖŚǼǯȱ¢ǰȱȱǻŗşşşǼȱȱ ȱȱǰȱ an interest by visitors for healthy vegetarian diets has urged local chefs and restaurant owners to revisit traditional Mallorcan cuisine leading to its revival. Moreover, food tourism presents an alternative route to the development of niche tourism, at the same time sustaining local economic structures. In analysing wine tourism events in Apulia (Puglia) in Italy, Novelli, ǻŘŖŖŚǼȱȱ ȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱ ȱȱȱȱ time promoting wine-related activities with visits to cellars and wine production structures. This section has outlined the main physical, social and cultural impacts of tourism on communities with a focus on the Mediterranean region. It is evident that due to its rapid ȱȱȱǰȱȱȱĞȱ¢ȱȱȱȱȱǯȱȱ ȱȱȱȱȱȱȱȱȱȱěǯȱǰȱȱȱ ȱ ȱȱȱȱȱȱęȱȱȱȱȱȱȱȱȱ of cultural identity which would have otherwise been lost. Two important annual tourism events organised in Mdina and its environs Left: The Medieval Mdina Festival which evokes Mdina’s historical past Right: The Mdina Grand Prix which brings together vintage cars that take part in a race in the streets outside the walls of Mdina řŘ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ Methodology The study conducted for this paper is based on the European Tourism Indicators System (ETIS) ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ǻ¢ȱ ȱȱȱȱȱ¢Ǽǯȱȱȱȱȱȱ ȱȱȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ȱ ¢ǰȱ ŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱǰȱǰȱȱȱȱȱ ȱȱǯȱȱȱȱȱŜŝȱȱǻŘŝȱȱȱŚŖȱǼȱȱȱ ȱ¢ȱDZȱȱDzȱȱȱDzȱȱȱȱ Dzȱǰȱȱǯȱȱ The study conducted in Mdina included a tourism impact study which was carried out between ¢ȱŘŖŗŚȱȱ¢ȱŘŖŗśǯȱȱȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱěȱȱȱ Mdina including the police, the Local Council, residents, the business community, cultural Ĵȱȱǯȱȱȱ¢ȱǰȱŘřŞȱǰȱȱ¢ȱȱ international visitors, were selected using the random sampling method at various entry/exit ȱȱȱǻȱȱ¢ȱřȱ¢Ȧ¡ȱȱȱȱ ȱ¢ǼǯȱȱřŞȱȱ ȱȱȱȱǯȱȱȱȱȱȱȱ Ěȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ǰȱ ȱ ȱ ǰȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵǰȱ řŜȱ Ȭȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱȱ¢ȱȱȱ ȱȱ ȱǰȱȱȱȬȱ ȱȱ ȱ ȱ ę¢ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱȱ ȱȱȱȱ¢ȱȱȱȱȱȱȱ Science (SPSS). Mdina: A Silent City, a Jewel in the Crown, a Museum Town, or a Living City? ǰȱȱȱ¢ȱȱ¢ȱȱȱęȱ ǯȱ¢ȱȱȱȱȱȱ ǻȱȱŝŖŖȱǼǰȱȱȱȱȂȱǰȱȱ¢ǰȱ ȱȱȱȱȱȱȱ of St John. The Order being a maritime power opted to move the seat of administration to the ȱȱȱȱȱȱȱȱȱ ǯȱȱ¢ȱęȱȱȱ¢ȱȱ ȱȱȱȱȱȱĴǯȱȱȱȱȱȱȱȱȱȱ ¢ǰȱ ȱ Ĵȱ ȱ şŖƖȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ¢ȱ ǻǰȱ ŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ Ě¡ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ Řřŝȱ ȱ ǻȱ ŘŖŗŗǼǰȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ řŘśȱ ȱ ȱ ŗşşŘǯȱ ȱ ȱ ȬŗşşŖǰȱȱȱȱǻŗşşŚǼȱȱȱȱȱȱȱȱȱ ȱ¢ȱ ȱȱȱȱęȱȱ¢ȱȱ¢ȱȱȱȱȱ without being given any compensation neither by the government nor by the tour operators. ¢ȱ¢ȱ ȱȱǰȱȱȱȱȱȱȱȱ¢ȱŘśƖȱ ȱ ȱȱȱȱ¢ȱȱȱřŜśƖȱȱȱǯ řř HELAND Project ǯȱ ŗȱ ȱ ȱ ȱ Ěȱ ȱ ȱ ȱ ȱ ȱ ŗŗŖȱ ¢ǯȱ ȱ ȱ ¢ȱȱȱ ȱȱ¢ȱȱęȱ ȱȱȱ¢ȱ¡ǯȱ Ȃȱȱȱ ȱěȱȱȱ¢ȱȱȱȱ¡¢ȱ to Ta’ Qali military airdrome used especially during World War Two, the nearby Mtarfa living ȱ ȱ ¢ȱ ȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ǯȱ ȱȱȱ ȱȱ ¢ȱȱȱęȱȱ ȱȱ ȱȱ ȱȱȱ for Tuberculosis patients, and people felt this to be a threat to their health. Mdina started to ȱȱ¢ȱȱȱȱȱȱŗşśŝȱ ȱǻȱŘŖŖŘǼǯȱȱȱ ȱ ȱȱȱĞȱȱȱȱȱǻȱȱȱŗşşŚǼǯ #ENSUS9EAR 0OPULATION Figure 1: Population in Mdina since 1901 (Source NSO: Overview of total population of Mdina: Census since 1901) ȱ ȱ ȱ ȱ ȱ ¢ȱ Ğȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱȱ¢ȱȱǯȱǯȱŘȱȱȱȱ ȱȱȱŗşşŚȱȱ ȱŘŖŗśǯȱȱȱȱȱȱȱȱȱȱȱ ¢ȱǯȱ There has been a major increase in tourism-related facilities, whilst those facilities that served the local resident population have ceased to exist. Moreover, despite an increase in outlets ȱǰȱȱȱȱ ȱȱȱȱĞȱȱȱ ȱǻȱ ǼȱȱȱȱǯȱȱȱȱȱȱȱȱȱȱĴȱ is a positive one since the outlets that have started to operate in these years are ones that are intrinsically related to the city itself, hence giving the visitors an enhanced experience of the place. řŚ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ 1994 2015 % increase or decrease Hotels 1 2* + 200% Bars / Catering Establishments 2 7 +350% Restaurants 3 11 +367% Souvenir/Gift Shops 4 10 +250% Heritage Attractions 4 12 +300% Chapels/ Churches/ Cathedral 4 4 = Tourist Information Offices 0 1 +100% Police Station 1 1 = Grocery Shop 1 0 -100% Traditional Crafts / Artisans 2 1 -50% Petrol Service Station** 2 2 = FACILITIES 4HESECONDHOTELISLOCATEDOUTSIDETHE-DINAWALLSANDWASESTABLISHEDPOST 3ITUATEDOUTSIDETHEWALLEDCITY Figure 2: Facilities within the walled town of Mdina in 1994 and 2015 (Sources: Boissevain and Sammut (1994); Theuma et al (2015)) ȱęȱȱȱȱȱȱȱȱȱŗşşŘȬŗşşŚȱ ȱȱȱȱȱ concern for the residents. These events created major disturbances and were deemed to be an ȱȱȱ¢ȱȱȱȱǻȱȱǰȱŗşşŚDzȱȱŗşşŜǼǯȱ Today Mdina is host to two major events that have somehow become synonymous with the ¢ȱ ǯȱ ȱ ęȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ re-enactors and is intended to highlight Mdina’s medieval past. The event has now become a ȱę¡ȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱȱȱȱ input from the Local Council, something that the previous festivals did not. ȱȱȱȱȱȱȱȱ¡ȱȮȱȱȱ¢ȱȱȱȱȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱĴȱȱȱȱȱȱȱȱȱȱ ǰȱȱ Mdina added value. ȱȱȱĴȱȱȱȱȱȱ¢ȱȱ ¢ȱȱȱȱȱ ǰȱȱȱȱ¢ȱȱȱǻȱȱǰȱŘŖŗśǼǯȱȱȱȱȱ ȱȱȱȱȱĴȱȱȱ¢ȱȱȱȱǰȱȱȱ the monitoring of the situation is still advocated, it appears that there is consensus among the ȱ ȱȱ¢ȱȱȱȱȱȱȱȱȱ¢ȱȱȱ¢ȱȱȱ ǯȱȱȱȱȱȱȱȱȱȱŘŖȱ¢ȱȱȱȱȱȱ is in favour of, rather than against, such events and this has enabled the city to endorse and ȱȱȱĴǯȱ řś HELAND Project There are a number of major issues that need to be addressed but which are beyond the scope ȱ ȱ ǯȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Dzȱ ǰȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȁȱ Ȃȱ ȱ ǯȱ Ȃȱ concern as a cultural city being presented as a tourism product focusses on the authenticity ȱ ȱ ěǯȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ ǯȱǰȱ ȱȱȱȱǰȱȬȱȱȱȱȱȱȱȂȱ ȱȱȱȱǰȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱ ȱ Ȃȱ ȱ ǯȱ ȱ ¢ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ representation of the reconstructions of the city’s historical past which are intended to bring ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ¢DZȱȁȱȱȬȱȱ¢ȱ£ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱǰȱȱȱĴȱȱȱǵȂȱ The commercial nature of the tourism industry and the inaccurate depiction of the cultural ȱȱȱȱȱȱȱȱ¢ȱȱ¢ȱȱȱ oriented manifestations. Despite the strong role that tourism has in Mdina, the locality does not have a tourism sustainability plan and it is not represented by a pilot site management organisation. There are ŚŗƖȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱ ȱȱ¢ǯȱȱȱȱȱ¢ȱ ǰȱȱȱȱȱ ęȱȱȱȱȱȱȱ ȱȱȱȱȱȱDzȱ hence the fact that members of the community feel that they are participating indicates that ȱ¢ȱȱ ȱȱȱȱȱȱȱȱȱȱ¢ȱȱ ¢ǰȱ¢ȱĴȱȱȱǯȱ ȱȱ¢ȱȱȱȱŗşşŖǰȱȱȱȱ¢ȱȱ ȱȱ with the way tourism activity was carried on within their locality. Residents complained Ĵ¢ȱȱȱȱĚ ȱȱȱȱȱȱ¢ȱ¢ǰȱȱȱȱȱ ȱ ȱ ȱ ȱ £ȱ ȱ ǻǯȱ ¢ǰȱ ŘŖŖŘǼǯȱ ȱ ȱ ȱ ȱ ȱ ȃ ȱ ȱ ȱ ȄȱǻȱȱǰȱŗşşŚǼǯȱȱȱȱ ȱȱȱȱ ǰȱȱȱ¢ȱȱǰȱǰȱ¢ȱȱęȱ ȱȱȱȱ ¢ȱȱ ȱȱȱěȱȱȱȱȱǯȱȱȱȱȱȱȱ ȱȱȱȱȱǰȱȱȱŞŚǯŚƖȱȱȱȱęǰȱȱȱ ȱ ȱŝŞǯŗƖǰȱȱȱǰȱȱȱȱ ȱŝśƖǰȱ ȱȱ ȱȱȱ ŝŗǯşƖǯȱȱȱȱȱȱ ȱȱȱȱȱȱ ǰȱȱ ȱ ȱȱȱȱȱȱȱǻŚŜǯŘƖǼȱȱ¢ȱȱ ȱȱȱȱ¢ȱ Mdina has lost its traditional businesses - the Guilders shop has closed down and the city is also losing its peace due to the large number of tourists every day řŜ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ ȱęȱ ȱȱȂȱȱȱȱȱȱȱȱȱ ȱ ǯȱȱ řŞǯśƖȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ¢ȱ ȱȱ¢ȱȱ¢ȱǯȱ¢ǰȱŗśǯŚƖȱ¡ȱȱȱ disagreement with the statement. ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱȱȱȱȱȱȱȱĚȱȱȱȱȱǻǯȱřǰȱǯȱ ŚǼǯȱȱȱȱȱȱȱȱ ȱȱȱǰȱȱȱȱ ȱ ȱ ȱ £ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ¢ǰȱȬȱǰȱȱȱȱĴǯȱ 0LEASEMENTIONBIGGESTEVENTSHELDIN-DINA &REQUENCY 0ERCENTAGE Medieval Festival 29 87.9 Religious Feasts 15 45.5 Concerts 11 33.3 Shooting of Movies 8 24.2 Activities in local council premises 3 9.1 Figure 3: Most popular cultural tourism events in Mdina 90 80 70 Percentage 60 50 87.9 40 30 45.5 20 33.3 24.2 10 9.1 0 Medieval Festival Religious Feasts Concerts Shooting of Movies Activities in local council premises Please mention biggest events held in Mdina Figure 4: Most popular cultural tourism events in Mdina řŝ HELAND Project ȱȱȱ ȱȱȱ ȱȱȱȱȱȱȱȱȱ ȱǰȱŜŚǯřƖȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱ ǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱ£ȱ ¢ȱȱȱȱȂȱȱ¢ȱȱȱ¢ȱȱȱ¢ȱȱ mostly advertised and visited by tourists, on the other hand the ceremonies and events that ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȁȱȂȱ ȱ¢ȱȱȱȱȱǯȱȱȱȱȱȱ ȱȱ ȱDZȱȁȱ Ȃȱȱȱȱ ȱȱ£ȱ£ȱěȱȱȱȱȱȱ true to the local cultural traditions of the place?’ )NDICATEWHICHEVENTSAREBASED ONTHELOCALTRADITIONANDCULTURE &REQUENCY 0ERCENTAGE -EDIEVAL&ESTIVAL 2ELIGIOUS&EASTS 3HOOTINGOF-OVIES #LASSIC#AR2ACE &LOWER&ESTIVAL Figure 5: Cultural tourism events based on local tradition and culture 60 Percentage 50 40 64.3 30 42.9 20 10 14.3 14.3 7.1 0 Religious Feasts Medieval Festival Flower Festival Classic Car Race Shooting of Movies Indicate which events are based on the local tradition and culture Figure 6: Cultural tourism events based on local tradition and culture řŞ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ The Visitor During the data collection phase, the sample of respondents was derived from various parts ȱȱ ǯȱȱȱȱǻŘśƖǼȱ ȱȱȱȱȱȱȱȱȱȱ ¢ȱ ǻŘŖǯŚƖǼǯȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱȱȱȱǻŚƖǼǰȱȱǻŘƖǼǰȱȱȱǻŗƖǼȱȱȱǻŖǯśƖǼǯȱ ȱȱȱȱ¢ȱĚȱȱȱȱȱȱȱȱǯȱ ȱȱȱȱȱǰȱŘŘƖȱȱȱ¢ȱȱȱȱȱȱȱ řŖȱ¢ǰȱ ȱŞřƖȱȱȱȱȱȱ¢ȱȱȱ¢ȱ ȱ¢ȱęȱ ȱȱ experience in Mdina. Although Mdina has two accommodation facilities, one within the city walls and one just outside the walls close to the town of Rabat, most of the visitors to Mdina are day visitors ȱȱȱȱȱȱȱȱȱ ǯȱȱȱ ȱȱȱşŞǯřƖȱ¢ȱ ȱȱŖǯŝƖȱȱ¢ǯȱȱȱȱȱȱȱřȱȱȱȱ¢ǰȱ ȱȱ ȱ¢ȱŝƖȱǻȱŖǯŝƖȱȱȱǼȱ ȱȱśȱȱȱǯȱȱ ȱ ȱȱ¢ȱȱȱěȱȱȱ¢ȱ ǯȱǯȱŝȱȱȱȱȱȱ¢ȱȱ in Mdina. Time spent (hrs) Percentage of Visitors ORMORE TOTAL 100 Figure 7: Time spent in Mdina The Vilhena lions and the baroque entrance of Mdina řş HELAND Project ȱ ¡ȱ ȱ ȱ ǰȱ ǰȱ ȱ ȱ ǰȱ ǰȱ entertainment, and entrance to museums, amongst others. The total per capita expenditure ȱȱȱȱȱȱȱȱȱǧşŗŖȱǻȱŘŖŗŚǼǯȱȱȱȱȱȱ ȱ¢ȱ trippers, our data does not include average spend on accommodation within or outside the ¢ǯȱȱ¡ȱ¢ȱȱȱȱȱ ȱǧŘŖŖȱȱȱȱǧŘśǰȱ ȱȱ ¢ǰȱȱȱŝŘƖǰȱȱȱ¢ȱȱȱȱǧŘśȱȱȱȱȱǯȱȱ might be explained in relation to the relatively short stay by tourists with most remaining on ȱȱȱřȱȱ ȱ¢ȱ¢ȱ ȱ¢ȱȱȱȱ¢ȱȱǯ ȱȱȱ ȱȱȱȱȱȱȱ¢ǯȱǯȱŞȱȱǯȱşȱ¢ȱ ȱȱ ȱȱȱȱ¢ȱȱȱȱŗȱǰȱȱśȱȱȱǰȱȱ¢ȱ ȱȱȱȱȱȱǧŘśȱȱǯȱ¢ȱŚȱǻŗǯŜŞƖǼȱȱȱȱŘřŞȱ ȱȱ visitors. (OWMUCHDIDYOUSPENDPERPERSONPERDAY DURINGYOURSTAYIN-DINA INCLTRANSPORTACCOMMODATIONFOODDRINK SHOPPINGENTERTAINMENTOTHERSERVICES ,ENGTHOFSTAYAT-DINA 6ISITORSPENDING LESS THAN_ __ _OR MORE HOUR HOURS HOURS HOURS HOURSORMORE 4OTAL Figure 8: Length of stay and average spend 80 60 Percent 4OTAL 40 20 0 less than 25 euros 25-50 euros 50 euros or more Expenditure per visitor in euros Figure 9: Average spend per visitor ŚŖ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ǻŚŖǯŝƖǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻŘŚƖǼǯȱ ȱ ȱ ȱ ȱŗşǯŗƖȱȱȱȱȱȱ ȱȱȱ ȱȱȱǯȱȱ ȱ ȱ ¢ȱ ŗŗǯŚƖȱ ȱ ȱ Dzȱ ȱ ȱ ¢ȱ ŚǯśƖDzȱ ȱ ȱ Ȃȱ ȱ ǻ ȱȱȱ¢ȱǼȱ ȱȱ¢ȱŘǯŗƖǯ Employment in Tourism ȱȱȱȱȱȱ¢ȱȱŚśŜȱȱȱȱȱ DZȱ ŜşƖȱȱ¢ȱȱȱȬȱǰȱŘŜƖȱȱȱȬȱDzȱŚǯŞƖȱȱȱ¢ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ŖǯŘƖȱ ȱ ȱ ¢ȱ ȱ ęȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻśŝǯŗƖǼDzȱ řŚǯřƖȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǰȱ ȱ řǯřƖȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱǯȱȱȱȱȱ¢ǰȱřŚǯřƖȱȱȱȱȱ ¢ȱȱ¢ȱȱȱǰȱ ȱŚŞǯŜƖȱȱȱȱȱ ȱ¢ȱȱȱDzȱŗŚǯřƖȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱ ȱŘǯşƖȱȱȱȱ¢ȱ¢ȱ in customer relations. The paper has so far focused on the relationship of locals with tourism activity in the city ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱȱĴȱȱȱȱǰȱȱȱȱȱȱ and sustainability issues. Religion is a central activity which represents the people of Mdina best - the interior of St Paul’s Cathedral (Photo by: Mario Galea - viewingmalta.com) Śŗ HELAND Project Tourism Related Establishments ȱȱȱȱ¢ȱ ȱȱȱȱȱȱĴȱ¢ȱȱ ȱȱȱȱȱȱȱǯȱȱȱȱȱȱ ȱ ȱ ȱ ȱ DZȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱȱǰȱȱȱȱǻȱȱ ȱȱȱȱǼDzȱȱȱȱ ȱ ȱȱȱȱ¢ȱȱȱȱDzȱȱȱȱȱ ȱȱ ȱȱȱǯȱȱ¢ȱ ȱȱȱȱȱȱȱǰȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ŚŖȬŜŖƖǰȱ ȱ ȱ ȱ ǰȱ ŘŖȬŚŖƖȱ ȱ ȱȱǰȱȱŖȬŘŖƖȱȱȱȱȱ¢ȱȱȱȱǰȱȱ and Dingli. ȱȱȱǰȱȱȱȱĴǰȱȱȱȱȱȱ ȱ ȱȱȱȱȱȱȱȱȱȦȱȱęȱȱ part of their tourism management and Corporate Social Responsibility (CSR) policy. Results ȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱ ȱ ȱ¢ȱŘśƖȱȱȱ ȱȱȱ¢ȱ¢ȱȱȱȱ¢ȱȱȱǰȱ ȱřŗǯŜƖȱȱȱ ȱȱ¢ȱȱ ȱȱȱȱȱŘŜǯřƖȱȱ ȱ ȱ ȱ ¢ǯȱ ȱ ŗŖǯśƖȱ ǰȱ ȱ ȱ ȱ ȱ ȁȂȱȱȱȱȱȱȱȱȱ ȱȱȱǯȱ ȱȱȱȱ ¢ȱȱȱǰȱȱȱȱȱȱ ¢ȱȱȱ¢ȱ ȱ¢ȱŗŝƖȱȱȱ¢ȱȱȱȱ activities. Such cooperative activities include involvement in associations of tourism enterprise and common promotional advertising programmes. ȱȱȱ¢ȱěȱȱȱ sustainability measures from a community point of view is not mitigated by local authorities since, from the in-depth interview with the Local Council it resulted that Mdina does not have initiatives or policies in place to promote the purchase of local trade products and/or fair products and services. The Medieval Mdina Festival 2011 (Photo by: Ray Attard - viewingmalta.com) ŚŘ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ When it comes to the internal environment of these same organisations, such concerns were ȱ ǯȱ ȱ ǰȱ ŜşǯŚƖȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱ ȱŜŜǯŝƖȱ ȱȱ¢ȱȱȱȱǯȱ Despite the positive environmental culture within organisations, renewable energy sources ȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱĴȱęȱ ȱ ȱ¢ȱȱȱȱȱǰȱȱȱȱȱǰȱŞŜƖȱȱ they do not have any such environmental systems. It was however pointed out, that Mdina, ȱȱ¢ȱȱȱȱȱȱȱȱĜȱȱȱȱȱ¡ȱ¢ǰȱ such as solar panels, due to visual pollution. Also, the Planning Authority of Malta had strict ȱȱ ȱȱȱĴȱȱȱ ȱȱȱȱȱȱǯȱȱ Conclusion Mdina is a city with many facets. It is a tourist destination of the highest order. It is also a residential city where people go about their daily life. It is a small walled city and therefore ȱȱȱȱĴȱ ȱȱ¡ǯȱȱȱȱȱȱȱȱȱ which are not always easy to remedy. It is evident that Mdina is now bearing the brunt of its ȱ¢ȱȱȱĴDzȱȱȱȱǯȱȱȱȱȱȱ with pressures which they did not bring about themselves but which they have to live with ȱ ¢ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱȱ ȱȱȱȱȱȱ¢ǯȱȱȱȱȱ ȱȱȱ would be able to continue to weather the pressure of people, needs, and exigencies created by an all year round strong and aggressive tourism activity. /NEMEDIEVALCORNERIN-DINA0ALAZZO3ANTA3OlA Śř HELAND Project References ȱǰȱǯȱȱǰȱǯȱǻŗşşŜǼȱȁȱȱǵȂȱTourism ConcernǰȱŘŖǰȱǯŗŖȬŗŗǯ ǰȱ ǯǯȱ ǻŗşşśǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ Nutrition and Food Science, şśǻřǼǯȱȱ ȱ ĴDZ ǯȬ¢ǯȦȦŖŗŝşśŗǯȱ ȱ ȱ Řnd September ŗşşşǯ ǰȱǯȱǻŗşşŜǼȱȁȱȱȱ£DZȱȱ¡ȱȱȂǯȱȱǯȱȱǻǯǼȱ ȱ ȱDZȱǧȱȱȱȱǯȱ¡DZȱǯȱǯȱŗŗŘȬŚŘǯ ǰȱǯȱȱǰȱǯȱǻŗşşşǼȱȁȱȱȱȱȱȱ¢ȱȱȂǯȱ In M. Robinson and P. Boniface (eds.) ȱ ȱ ȱ Ě. Wallingford and New DZȱǯȱǯȱŗŞŗȬŘŖŚǯ ǰȱ ǯȱ ǻŗşşŗǼȱ ȁǰȱ ¢ȱ ȱ ¢DZȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ villages’. Journal of Mediterranean StudiesǰȱŗǰȱǯȱŞŝȬŗŖŖǯ ǰȱǯȱǻŗşşŜǼȱȁȂǯȱȱCoping with Tourists: European Reactions to Mass Tourism. ¡DZȱȱǰȱǯȱŗȬŘŜǯ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŗşşŚǼȱ Mdina: Its Residents and Cultural Tourism. Finding and Recommendations. Report. Malta: Med-Campus Euromed Sustainable Tourism Project. ȱ ȱ ȱ ȱ ȱ ǻŘŖŖŚ) Festivals and Celebrations in Bethlehem 2005. Palestine: Centre for Cultural Heritage Presentation. ǰȱǯǯȱǻŗşşŜǼȱȁȱDZȱȱȱȱȱȱȱȱȱ of el Rocio in Southwestern Andalucia’. In J. Boissevain (ed.) Coping with Tourists: European Reactions to Mass Tourismǯȱ¡DZȱȱǰȱǯȱŘŝȬśśǯ ȱǯǯȱǻŘŖŖŗǼȱȁȱȱȱȱȱȱ¢ȱȂǯȱȱǯȱȱ ȱ ǯȱ Ĵȱ ǻǯǼȱ Malta and the Arts: Perspectives for the New Millennium. Proceedings of a ȱǯȱǰȱĴǰȱȱŗȱȮȱŗśthȱȱŗşşşǯȱDZȱ¢ȱȱǯȱ ǯȱŝřȬşǯ ǰȱǯȱǻŗşŞŖǼȱPeople of the Mediterranean. London: Routledge. ǰȱǯ ǯȱǻŗşŞşǼȱȁȱȱDZȱĴǰȱȱȱȂǯȱAnnals of Tourism Research, ŗŜǰȱǯȱśŚŘȬŜřǯ ǰȱǯȱǻŘŖŖŘǼȱȁȂȱĴȱ¢ȱȱȱȱȱȱȱȱȱȂǯȱ The Sunday Times şthȱǰȱǯȱŗŞǯ £ǰȱǯȱǻŗşşŗǼȱFestivals, Special Events and Tourismǯȱ ȱDZȱȱȱǯ £ǰȱǯȱǻŗşşśǼȱȁȱȱȱȱȱȂǯȱȱǯȱǯȱȱȱ T. Baum (eds.), Island Tourism: Management, Principles and Practice, Chichester: John Wiley and ȱǰȱǯȱŗŚşȬŜśǯ ǰȱǯȱǻŗşŞşǼȱȁȱ¢ȱȱDZȱȱȱȱȱȂǯȱȱ ǯȱȱǻǯǼȱHosts and Guests, the Anthropology of TourismȱǻŘndȱǯǼǰȱDZȱ¢ȱȱ ¢ȱǰȱǯȱŗŝŗȬŞśǯ ǰȱ ȱ ȱ ȱ ǰȱ ǯȱ ǻŘŖŖŖǼȱ ȁȱ ȱ ȱ Ȯȱ ȱ ȱ ȱ Image’. International Journal of Tourism ResearchǰȱŘǰȱǯȱŘŞŗȬşřǯ ŚŚ ǰȱ£ȱȱ¢ȱȭȱȱȱȱȱȱ¢ ǰȱǯȱȱ ǰȱǯȱǻŗşşŚǼȱǻǯǼȱTourism: a Gender analysisȱ ȱDZȱȱ¢ȱȱ Sons. ǰȱǻŘŖŗŗǼȱȁȱȱȱDZȱȱȱȱŘŖřŖȂǰȱȱȱǯȱ ŗȦ¢ȱŘŖŗŗȱǻȱ¢ȱŘŖŗřǼǯ ǰȱ ǯȱ ǻŗşşŜǼǰȱ ȁȱ ȱ ȱ ĴDZȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȂǯȱȱǯȱȱȱǯȱȱǻǯǼȱAnthropological Perspectives on Local DevelopmentǯȱDZȱǰȱǯȱŗŚŗȬŗśşǯ ǰȱǯȱǻŘŖŖŗǼȱOasis Siwa: from the inside, traditions, customs and magic. Al Katan: The Author. ǰȱǯǯȱǻŘŖŖŗǼȱȁȱȱȱȱȱ Ğȱȱȱȱȱ Islands’. Tourism GeographiesǯȱřǻŗǼǰȱǯȱŘşȬśŗǯ ǰȱ ǯȱ ȱ ǰȱǯȱ ǻŗşşŞǼȱ Tourism Promotion and Power: Creating Images, Creating Identities. London: John Wiley and Sons. ȱǻŘŖŗřǼȱTourism in Malta Edition 2013. Malta: Malta Tourism Authority. ȱǻŘŖŗŚǼȱTourism in Malta Edition 2014. Malta: Malta Tourism Authority. ȱ ǯȱ ǻŘŖŖŚǼǰȱ ȁȱ ȱ DZȱ ǰȱ ¢Ȃǯȱ ȱ ǯȱ ǰȱ ǯȱ ǰȱ ǯȱ ȱ ȱ ǯȱ ȬĴȱ ǻǯǼȱ Festival and Events Management. Amsterdam: ǰȱǯȱřŘşȬŚśǯ ĴǰȱǯȱǻŗşşŜǼȱȁȱȱȱǵȱȱȱȱǻǼDZȱȱȱȂǯȱȱ J. Boissevian (ed.) Coping with Tourists European Reactions to Mass Tourism. Oxford: Beghan, ǯȱŞŚȬŗŗŗǯ ǰȱǯǯȱǻŘŖŖŗǼȱȁȱ¢ȱȱȱȱȱDZȱȱȱȂǯȱ ȱǯȱǰȱǯȱȱȱǯȱȱǻǯǼȱTourism in the Mediterranean: Facets of Socioeconomic Development and Cultural ChangeǯȱDZȱǰȱǯȱŘŗŗȬŘśǯ £ǰȱǯȱǻŘŖŗŖǼȱEnvisioning Eden. Mobilising Imaginaries in Tourism and Beyondǯȱ ȱȱȱ ¡DZȱȱǯȱ ǰȱ ǯȱ ǻŗşşŝǼȱ ȁ£DZȱ ȱ ȱ ǵȱ ȱ ȱ ȱ £Ȃǯȱ ȱ ȱȱȱȱȱȱ ǰȱȱȱȱǰȱŞȮŗŖȱ ¢ȱŗşşŝǰȱĴǰȱǯ ǰȱ ǯȱ ǻŘŖŖŘǼȱ ȁ¢ȱ ȱ ȱ ȱ ȱ DZȱ ȱ ȱ ȱȂǯȱȱȱǰȱ¢ȱȱ¢ǯ ǰȱ ǯȱ ǻŘŖŖŚǼȱ ȁȱ Ȃȱ ȱ DZȱ ȱ ȱ Ȃǯȱ ȱȱȱȱŜthȱȱ ǰȱŗȮř ȱŘŖŖŚǰȱ¢ǰȱ¢ǯ ȱ ǻŘŖŗśǼȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǰȱ ǻǼȱ ǯǯȱ ǯȱ ŗśŖřśȱ ǻŘŝȱ ¢Ǽǯȱȱ ȱ ĴDZȦȦǯ ǯȦȬȦŘŖŗśȬ ŖśȬŘŝȦ ȬȬȬ¢ȬȬsȱȱȱŘŘndȱȱŘŖŗśǯȱȱ ¢ǰȱǯȱǻŘŖŖŘǼȱThe Tourist Gaze: Leisure and Travel in Contemporary SocietyȱǻŘnd ed.). London, ¢ȱȱȱ ȱDZȱǯ ǰȱǯȱǻŗşşşǼȱA Mediterranean Feast: The story of the Birth of the Celebrated Cuisine of the Mediterranean from the Merchants of Venice to the Corsairs with more than 500 Recipesǯȱ ȱDZȱ William Morrow and Company. Śś HELAND Project ȱǰȱǯȱǻŘŖŗŗǼȱȁȱȱȱȱ¢DZȱȱȱȱȱ sustainable resource for the Mediterranean area’. Public Health NutritionǰȱŗŚǻŗŘǼǰȱǯȱŘřŚŜȬşȱ ǻǼȱDZŗŖǯŗŖŗŝȦŗřŜŞşŞŖŖŗŗŖŖŘŜŗŞ ǰȱ ǯ ǯȱ ǻŘŖŖŗǼȱ ȁȱ ȱ ¢ȱ ȱ ȱ ȱ ǯȂȱ ȱ ǯȱ ǰȱ ǯȱ ȱȱǯȱȱǻǯǼȱTourism in the Mediterranean: Facets of Socioeconomic Development and Cultural ChangeǯȱDZȱǯȱǯȱŘŗŗȬŘśǯ ŚŜ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon Andre Azouri Lebanese University - Faculty of Tourism and Hospitality Management Ghada Salem Lebanese University - Faculty of Tourism and Hospitality Management Ali Khreis Lebanese University - Faculty of Tourism and Hospitality Management Marwan Azouri Toulouse Business School, France Abstract In a world where innovation has a life cycle that is faster than giving birth to a child, going from railroad, electricity, telephone, automobile to the Internet has been the most important innovation in our century (Hoffman, 2000). All of the innovation throughout the years and decades has impacted the lifestyle of all the people living on planet Earth and more especially the business world. Nowadays, Internet has become part of the life of each human being where they rely on it for working, learning, leisure, socializing, entertainment and shopping. In this research paper, we focalize on the fact that the Internet has become an essential part of any leisure or business trip we are planning. The research compares and analyzes the impact of social media, emerging new technologies and e-tourism on the sustainable tourism and tourism sector in the Middle East, taking the example of Lebanon. This research is divided into different parts: a literature review, an interview and a focus group analysis of this interview held in the Lebanese University. Keywords Social Media; E-Tourism; New Technologies; Tourism; Sustainable Tourism; Middle East Śŝ HELAND Project ŚŞ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon Introduction ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǯȱ ȱ ȱ us years and decades to develop trains, railroads, cars, and to understand the power of the ǯȱ ȱȱȱȱ¢ǰȱȱȱȱȱǰȱĞ ȱȱȱȱȱ daily basis, phone on a monthly basis, cars … Innovation has impacted the life style of all the people living on the blue planet, the way of living has changed from groups to individuals living with a smartphone interacting with other people even if they are miles apart. Businesses ȱ ȱȱȱȱȱȱȱȱȱȱDzȱ ȱȱȱȱ era where the Internet has become a way of life and a life support for every single person ǻ ǰȱȱȱ ǰȱŘŖŖŜǼǯȱȱ ȱȱȱĴȱȱȱȱǰȱ ȱ ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱȱȱǰȱ ȱȱȱ ȱ ȱȱȱȱ ȱǯȱȱȱȱȱȱȱǰȱ or TripAdvisor has impacted this sector in a positive and negative way. In other words, if we ȱȱȱȱ¢ȱȱȱǰȱ ȱ¢ȱ ȱ ȱȱ ȱȱȱ ȱȱ¡ȱ are, because prior to our physical visit we can visit this country or site virtually. So no more ȁȱȂȱȱȱȱȱȱ ȱȱȱ ȱ ȱȱȱ was the only way to see where we are going. We went from passive internet presence to an interactive user-generated content where each individual is free to submit any idea or advice ȱȱȱ¢ȱȱȱȱ ȱǻȂ¢ǰȱŘŖŖśǼǯȱ ¢ȱ¢ȱǰȱ¢ȱ ȱ have imagined the possibility of valuing a virtual company based on the internet for more ȱŗȱȱǯȱȱ ȱȱȱȱŗǯŞȱȱȱȱ ȱȱ ¢ȱȱ¢ȱȱȱȱȁȂȱ¢ȱ ȱȱȱȱȱȱǯȱȱ is why social media has become a crucial factor in the development of the tourism sector and especially in its sustainability. Collecting information, deciding on the destination we target, ȱ ȱȱĚȱ¢ȱȱȱȱȱȱȱȱǰȱȱȱ ȱȱ ȱȱȱȱȱǻǰȱȱȱǰȱŘŖŗŘǼǯȱ ȱȱȱȱȱȱȱȱȱ ǰȱ ȱȱęȱȱȱ ȱ ȱ Ȧȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ǰȱ Ğǰȱ ȱ ȱ ȱ ǻȱȱȱȱǰȱŘŖŖŞǼǯȱȱ¢ȱȱ£ȱ ȱȱȱ ȱȱȱ ȱȱȱȬȱȱǰȱȱ¢ȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭ ȱ ǰȱ ȱ ¢ȱ ȱ ęȱ ȱ ȱ ȱ ȱ ȱ ȱ¢ȱȱȱȱȱȱȱ¢ǰȱȱ ȱ¢ȱȱęȱȱȱ ȱȱȱȱ ȱȱ¢ȱȱ ȱǻȱȱǰȱŘŖŖŝǼǯȱȱ can now witness a perfect and immense bond among new technologies as social media and tourism, whereas the success of the tourism sector and its sustainability depend on the success of the company’s and / or the country’s presence on the web. Śş HELAND Project ǰȱȱȱǰȱ ȱȱȱȱ¢£ȱȱȱȱ ȱȱȱȱ media on the micro and macro environment of a touristic destination based in the Middle East, ȱę¢ȱȱȱȱȱǰȱȱȱ ȱȱȱȱȱ ȱ ȱȱ its archaeological sites, caves, Roman and Phoenician presence and for its pine forest that is one of the few pine forests that are still intact in the region. We are going to start with a literature review of social media and new technologies, e-tourism and sustainable tourism, followed by an analysis of an interview that will be conducted in the ȱȱǯ Literature Review ȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱǻŗşşŝǼȱ has come to the conclusion that sustainability and sustainable development that are applied ȱȱȱ ¢ȱȱȱȱȱ ¢ȱȱęȱȱȱ¢ȱȱȱ ȱȱ ȱȱ ȱȱȱ ȱȱȱȱȱȱȱȱęȱ ȱȱȱȱȱȱȱ¢ǯȱȱȱȱȱ ȱȱ ȱȱ about a prism of sustainability which includes four dimensions: environmental, economic, social and institutional. The following prism is an updated version of the traditional way how sustainable tourism was considered and which was developed following a three dimensions ȱǻȱȱȱŘŖŖŖDzȱǰȱȱȱǰȱŘŖŖŖǼǯȱ Economic Environmental Social Institutional Figure 1: The prism of sustainable tourism śŖ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon This prism will allow us to establish the sustainability indicators and the possibility to adapt ȱȱȱȱȱȱ¢ȱȱȱȱȱȱȱȱ a sustainable tourism in their region. The standards and indicators of sustainable tourism ȱȱȱȱȱȱȱȱ ȱ ȱ ¢ȱ ȱ £ǰȱ ȱ¡ǰȱȱȱȱȱȱȱǯȱǰȱȱȱ ȱ ȱȱȱȱȱ¢ȱȱȱȱȱȱȱ ȱDzȱ this will be elaborated more later on in this research. ȱȱ ȱ ǰȱ ȱ ȱ ę¢ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ¢ȱ ȱ communication among people, and allowed them to communicate via a virtual portal or a new communication channel called smartphone, which has transformed the web into a new social ȱȱȱǻ ǰȱȱȱǰȱŘŖŗŚǼǯȱȱ That is why we are going to revise a literature review on two factors of new technologies ȱǰȱȱȱȱȱǰȱȱȱ¢ȱȱǯ ȱȱ ȱȱȱȱȱ ȱȱȱȱȱ ȱĞȱȱȱȱŘǯŖǯȱȱ ȱȱ passive internet presence to an interactive user-generated content where each individual is ȱȱȱ¢ȱȱȱȱȱȱȱ¢ȱȱȱȱ ȱǻȂ¢ǰȱŘŖŖśǼǯȱȱ ȱ ¢ȱȱȱȱěȱ ȱȱȱŗǯŖǰȱ ȱ ȱȱȱȱȱ ȱǰȱȱȱȱŘǯŖǰȱ ȱȱȱȱȱȬȱǰȱȱȱȱ ȱŗǯȱ Web 2.0 Web 1.0 Google AdSense DoubleClick Ofoto Flickr BitTorrent Akamai Napster mp3.com Britannica Online Wikipedia personal websites blogging upcoming.org and EVDB evite domain name speculation search engine optimization page views cost per click screen scraping web services participation publishing wikis content management systems tagging (folksonomy) directories (taxonomy) syndication stickiness Table 1: The core differences between Web 1.0 and Web 2.0 śŗ HELAND Project ȱȱȱȱȱȱ¢ȱȱ ¢ǰȱȱȱȱȱȱ ȱȱĞȱȱȱ ȱȱȱȱ ȱǯȱȱȱȱȱȱ¢ȱ if we need to sell our product around the world. In term of tourism agencies that are dedicated ȱ ǰȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ǻŘŖŗŗǼȱ ȱ £ȱȱřŖȱěȱęȱȱȱǯȱȱȱȱȱȱ ȱȱȱȱ ȱęȱȱȱȱȱȱ ¢ȱȱȱȱȱȱȱȱȱ crucial. ŗǯȱȱ Řǯȱȱ ȱ ȱ ǰȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ information technologies. ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ěȱ ȱ ¢ȱ ȱȱȱȱȱ¢ȱǰȱ ȱȱȱȱȱěȱȱȱȱ people. ȱȬȱȱǻǼȱȱȱȱ ¢ȱȱȱȱȱȱ ȱ they need to shop, due to the fact that other consumers have shared information about the product or service, they also shared the pros and cons of the product or service which will ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ğȱ ¢ȱ ǯȱ ȱ ȱȱȱȱȱ¢ȱȱ¢ȱȱȱȱȱȱȱ¡ȱȱȱȱ ȱȱǻǰȱȱȱ£ǰȱŘŖŗŘǼǯȱ ȱȱ ȱ ȱȱ ȱȱȱȱǰȱ ȱȱȱȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǰȱ ȱ ȱ £ǰȱ ŘŖŗŘǼǯȱȱȱȱȱȱěȱ ¢ȱ ȱȱ ȱȱ ȱ ȱ ȱȱȱȱȱȱǻȱȱȱ¢ǰȱŘŖŗřǼǯȱ ȱȱȱȱȱ ȱȱ¢ȱȱǰȱ ȱȱ£ȱȱ ȱȱ ȱ ȱȱȱȱȱ ȱȱǯȱ The Lebanese Ministry of Tourism is encouraging people to visit Lebanon and its touristic ȱȱȱȱȱȱȱȱȱȱȱǻ¢ȱȱǰȱŘŖŗřǼǯȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱǰȱ ȱȱȱȱȱǯȱȱȱȱęȱȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ěȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ȱ ¢ǰȱ ŘŖŗřǼǯȱ ȱ ȱȱȱȱȱ ȱȱȱȱȱȱȱǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱ ȱ ȱȱȱȱ a positive way, helping customers or travellers to have an insight on the destination they are ȱȱȱȱȱȱȱȱ¢ȱȱDzȱȱ ȱȱȱȱ ȱȱ ȱȱȱ ȱȱȱ ȱȱȱ ȱȱȱȱ ȱȱȱǻȱ ȱǰȱŘŖŖŞǼǯȱȱȱ ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱ¢ȱǰȱȱȱȱȱȱȱȱȱȱ ǻȱȱȱ¢ǰȱŘŖŗřǼǯȱ śŘ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon Ȭȱȱ ȱȱȱȱȱȱȱȱǰȱȱ ȱ ȱȱȱȱȱȱ and social media have produced an essential contribution to the development of tourism and ¢ȱ ȱ Ȭǯȱ Ȭȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ȱ ȱ ęȱ ȱȱ ¢ȱȱ¢ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱ Ȯȱȱ ȱȱȱȱǻǰȱǰȱȱȱǰȱŘŖŖŖǼǯȱȬǰȱ ȱȱ ȱȱ ȱȬǰȱȱȱȱȱȱȱȱ ȱȱȱȱęȱȱ ȱȱŘŖŖśȱ¢ȱȱȱȱȱ¢ȱȱǯȱȱȱȱȱ on a user-generated content that helps customers understand the value of the product they ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ěȱ ȱ ¢ȱ ȱ ȱ ȱ ǯȱȱȱȱȱȱȱȱȱ ȱ ȱ ȱȱȱȱ decide whether or not they will eventually visit a particular destination they had thought of visiting. E-tourism will reengineer the processes of tourism, which implies a new way of using ȱȱȱȱȱȱȱȱȱ ȱȱ£ȱȱȱ ȱȱǯȱȬȱȱȱȱȱȱ¢ȱǰȱȬǰȱȬęǰȱȬ ǯȱ ȱȱȱȱȱȱ¢ȱ ȱ ȱȱ£ȱ ȱĞȱȱ¢ȱȱȱȱȱȬ ȱǻǰȱŘŖŖřǼǯȱȱȱȱȱȱȱ of e-tourism implies the development of a trusted transaction process and partners to help customers to trust the system. Two views of the Bkassine region śř HELAND Project Methodology In this part of our article, we are going to present our research strategy for the data collection, ȱ ȱ ȱȱȱǯȱĞȱȱȱȱȱȱ¡ȱȱȱ¢ǰȱ ȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ the characteristics of the variables and the relationship among them, and the procedure we applied for data collection, sampling, and data treatment. ȱ¡ȱ Lebanon is considered to be an unstable country due to the uprising of the extremist movement ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ¢ȱ perspective, in the north we have Syria, a country which has been devastated by war since many years, and in the south we have Israel which has been occupying the Palestinian lands since decades. If we consider the micro geography analysis we have an ethnic and religious country, with a large concentration of Sunnites in the north and a concentration of Shiites in ȱǯȱȱȱȱǰȱȱȱȱȱȱǯȱȱ¢ȱȱȱȱ ȱ¢ȱȱȱȱȱęȱȱȱ¢ȱȱȱȱȱȱȱȱȱ the rest of the world. Our research will also be based on the help of the HELAND project that ȱȱ¢ȱȱȱȱȱǰȱ ȱȱşȱȱ ȱŜȱȱǯȱȱ ȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱȱǯȱ Data collection ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ used a primary source of data collection and administered individual interviews based on ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱ¡ȱǯȱȱ ȱ ȱȱȱśŖȱȱ ȱȱȱȱǯȱ Sampling The following study has been conducted to understand the impact of new technologies ȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱ ȱ ȱȱȱ archaeological sites, caves, Roman and Phoenician presence and for its pine forest that is one of the few pine forests that are still intact in the region. We used a probability sample that was ¢ȱȱȱȱȱȱǯȱȱȱ ȱȱȱȱ ȱȱǰȱȱȱŘŚȱȱŜŚǯȱȱȱȱȱȱȱȱśŖȱȱ ȱ ȱȱȱȱȱȱȱȱȱȱŚŖƖȱȱȱȱȱȱȱȱ ŜŖƖǯȱ Data treatment ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢£ȱ ȱ ȱ ȱ¢ǯȱȱȱȱ¢ȱȱȱȱǰȱȱȱȱȱ¢ȱ DZȱ¢ȱƽƺŘǰȱƽƺŗǰȱȱȱȱƽŖǰȱƽŗǰȱȱ¢ȱ ƽŘȱǻȱȱǰȱŘŖŖŝǼǰȱȱ ȱȱȱȱǯȱ śŚ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon ȱ The dependent variable has been considered as follows: the tourism and sustainable tourism. ȱȱȱȱȱȱ¢ȱȱȱȱȱȱDZȱ¢ȱǰȱ disagree, neither agree nor disagree, agree, and strongly agree. The independent variable has been considered as follows: the new technologies. It has also ȱȱ¢ȱȱȱȱȱȱDZȱ¢ȱǰȱǰȱȱȱȱ disagree, agree, and strongly agree. ¢¢ȱȱȱȱ ȱȱȱ¢ȱȱȱǰȱ ȱȱȱȱ ȱDZȱȱęȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱǯȱȱȱ ȱȱȱȱȱ ¢ȱȱȱȱȱȱ ȱDZȱŗǯȱȱȱȱǰȱŘǯȱ ȱȱȱȱǰȱřǯȱȱǯȱȱȱȱȱȱ ȱȱ ȱęȱ¢ȱȱȱȱȱ¢ȱȱǯ -ICROENVIRONMENT -ACROENVIRONMENT $OYOUAGREETHATADVERTISINGTHEREGIONON $OYOUAGREETHATADVERTISINGTHEREGIONON SOCIAL MEDIA HAS A POSITIVE IMPACT ON SOCIAL MEDIA HAS A NEGATIVE IMPACT ON TOURISM1 TOURISM1 $O YOU AGREE THAT THE DESCRIPTION OF THE $O YOU AGREE THAT THE DESCRIPTION OF THE CHARACTERISTICS ANCIENT CITY PINE FORESTc CHARACTERISTICS ANCIENT CITY PINE FORESTc OFTHEREGIONONNEWTECHNOLOGIESTOOLSWILL OFTHEREGIONONNEWTECHNOLOGIESTOOLSWILL HAVEAPOSITIVEIMPACTONTOURISM1 HAVEANEGATIVEIMPACTONTOURISM1 $O YOU AGREE THAT THE ECONOMICAL $O YOU AGREE THAT THE USE OF NEW SUBVENTIONS GIVEN BY THE MUNICIPALITY OF TECHNOLOGIES AS ONLINE BOOKING SOCIAL "KASSINE ARE ENOUGH TO ENSURE A POSITIVE MEDIAORONLINEFEEDBACKCOULDHELPATTRACT DEVELOPMENTOFTHETOURISMSECTOR1 MORETOURISTSTOTHEREGION1 $O YOU AGREE THAT THE INFRASTRUCTURE OF THE $OYOUAGREEONTHEFACTTHATTHECULTUREOF REGION IS DECENT ENOUGH TO ENSURE A THE REGION SHOULD BE MORE PREPARED TO POSITIVE IMAGE FOR THE TOURISTS THAT ARE ACCEPT THE DIFFERENT TYPE OF TOURISTS VISITING VISITINGTHEREGION1 THEREGION1 $O YOU AGREE ON THE FACT THAT THE MUNICIPALITY IS NOT USING ENOUGH RESOURCES TODEVELOPITSONLINECOMMUNITY1 $OYOUAGREETHATTHEREGIONOF"KASSINEIS ASUSTAINABLETOURISTICPLACE1 Table 2: The questionnaire for the individual interview śś HELAND Project The Bkassine Festival 3OURCEWWWFACEBOOKCOM"KASSINE6ILLAGE/FlCIAL0AGE Left: The street in Bkassine village leading to Mar Takla church 3OURCEWWWFACEBOOKCOM"KASSINE6ILLAGE/FlCIAL0AGE Right: The interior of Mar Takla church showing the main entrance śŜ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon Results ȱȱ ȱ ȱȱȱȱȱȱŗŖȱǰȱȱȱȱȱ ȱǯȱȱ ȱȱȱȱ ȱǰȱȱȱȱȱǰȱȱȱ the following topics: social media, new technologies, cultural changes, sustainable tourism, ȱǯȱȱȱȱȱȱȱȱ ȱŗȱȱ¢ȱǰȱŘȱǰȱ řȱȱȱȱǰȱŚȱǰȱȱśȱ¢ȱǯȱ The results of the individual interview came out as following: 1UESTION 4OTAL 1 1 1 1 1 1 1 1 1 1 Table 3: Results of the individual interview ȱȱȱȱȱȱȱ¢ȱȱȮȱȱǰȱȱǰȱ sustainable tourism and economics: 1 = SD 2 = D 3 = D / A 4 = A 5 = SA Table 4: Categories represented by the questions The fountains area acts as a link between the village and the forest - areas around the traditional village fountains need to be renovated and developed into public resting areas with views on the forest śŝ HELAND Project ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱ ȱȱȱȱȱȱȱ ȱȱȱǯȱ It was as follows. 4OPICS 1UESTIONSRELATED #ULTURALCHANGES 1 3OCIALMEDIA 1AND %CONOMICS 1AND .EWTECHNOLOGIES 1AND 3USTAINABLETOURISM 1 Table 5: Response rate and percentage 1 0% Q1 2 4 0% 0% 3 23% 5 67% Q3 5 60% 2 0% 4 10% 2 1 7% 0% 3 13% 3 13% 2 20% 4 20% śŞ Q2 5 0% 3 23% 1 77% 4 7% Q4 5 0% 1 60% The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon Q5 5 0% 3 7% 1 0% Q6 1 0% 3 5 27% 20% 4 20% 2 73% 1 0% Q7 5 20% 4 53% 2 7% 3 0% 5 4 13% 7% Q9 Q8 1 2 0% 0% 3 80% 4 73% 1 0% 2 0% 2 0% 3 13% 1 0% 4 10% Q10 3 7% 5 43% 4 40% 5 77% śş 2 10% HELAND Project ȱȱȱȱȱȱȱ ǰȱ ȱ¢£ȱȱ ǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱ ȱȱȱǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱȱǰȱ ȱ ȱȱȱȱȱȁȂȱȱǻȱȱ ȱǼǰȱ ȱȱȱȱȱȱȱȱȱȱǯȱȱȱȱ economic characteristics, we found that there is a high disagreement with the municipality ȱȱȱȱȱȱȱ ȱȱǰȱ ȱȱ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱȱȱĴȱȱǯȱȱȱǰȱȱ ȱȱȱ ȱȱ¢ȱȱȱȱȱȱȱȱȱȱĚȱȱȱȱȱ ȱǯȱȱȱȱřŖȱ ȱǰȱŘŖȱȱ ȱȱȱȱȱ is a region that is following the path of sustainable tourism. As for the social media and new ǰȱȱȱȱŜśƖȱȱȱȱ ȱ ȱȱ ȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱ are willing to invest more in social media to advertise the region. In fact, they do believe that ȱȱȱ ȱȱȱȱ ¢ȱȱȱȱȱĴȱǯȱȱȱ ȱȱȱ ȱ¢ȱȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱǯȱ Jezzine water falls ŜŖ The Impact of New Emerging Technologies on the Tourism Sector: Evidence from Lebanon Conclusion This article has demonstrated that the impact of new technologies on tourism and sustainable tourism is enormous, along with the willingness of the residents of the region under study to ȱȱȱȱȱȱ ȱȱȱȱȱǰȱȱȱ ȱȱȱĴȱȱȱȱȱǯȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱ ȱȱ¢ȱȱȱǰȱȱȱ improvement of the infrastructure of the region to absorb a higher number of tourists in the coming years. We have seen that the major impacts on tourism and sustainable tourism are mainly the results of this new era where new technologies are ruling the world. Social media has a huge ȱȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱȱǯȱ The initial challenge of this paper was to create awareness in the future for regions in the ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ revolving around the use of new technologies that has a huge impact on the macro and the micro environments. In other words, it is about the use of social media in advertising the sites that could be visited by tourists, both on a wider as also on a more local level. ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ęǰȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ǰȱ ¢ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ǯȱ ¢ǰȱ ȱ data is collected via an individual interview, which could lead to erroneous information. The ȱ£ȱ ȱȱȱȱȱȱȱȱ£ȱȱȱȱȱǯȱ¢ǰȱ ȱȱȱȱȱȱȱ ȱǯȱǰȱȱȱȱȱȱ administered to a larger population in order to get more critical and more precise answers, which balance out the erroneous information and the dishonest respondents. Besides, we can ȱȱȱȱȱȱȱȱĴȱȱȱȱȱ ȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱĴȱȱȱȱȱǯ Bkassine Pine Forest Ŝŗ HELAND Project References ǰȱǯǰȱǰȱǯȱȱ ǰȱǯȱǻŘŖŖŜǼȱȁȱȱȱȂǯȱ ǯȱ£ȱȱ R. Wensley (eds) Handbook of Marketing.ȱȱǰȱDZȱȱȱǯȱ ǰȱǯȱǻŘŖŖřǼȱeTourism: Information Technology for Strategic Tourism Management. London: Pearson. ȱȱȱȱȱǻŘŖŖŞǼȱȁȱȱ¢ȱ¢ȱȱȱȱȱȱȱ ęȱ Ğȱ ȱ ȱ ȱ ȱ ȱ ęȱ ȱ ȱ ȱ ȱ ȱ Ȃǯȱ ȱ ǰȱ DZȱ ȱ ȱ ȱ ȱ ǰȱ ¢ȱ ȱ ȱ ǯȱ ȱ ȱ ĴDZȦȦ ǯǯȦȦŘŖŖŞȬȬȬȬȬǯ ǯȱǻDZȱŘŖŖşǰȱȱŗśǼǯ ǰȱ ǯǰȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖŖǼȱ ȁȱ ȱ ȱ ȱ ȱ development: research meets practice in a Scandinavian context’. Planning Theory and Practice, ŗǻŘǼǰȱǯȱŘŜŖȬŝŘǯȱ ǰȱǯǰȱǰȱǯȱȱȱǯȱǻŘŖŗŘǼȱȁȱȱȱȱȱȱȱ¢ȱ ȱȱȂǯȱȱǯȱǰȱǯȱȱȱǯȱȱǻǼȱInformation and Communication Technologies in TourismǯȱDZȱȬǯȱ ǰȱǯǯǰȱǰȱǯȱȱǰȱǯǯȱǻŘŖŗŚǼȱȁȱȱȱȱȱDZȱ ȱȱȱ¢ǵȱȱȱ ȱ¡¢ȱȱȂǯȱInternational Journal of Information ManagementǰȱřŚǻŘǼǰȱǯȱŗŘřȬřŘǯȱ ěǰȱǯȱǻŘŖŖŖǼȱȁȱȱ ȱȱȱDZȱȱȱȱȱȱȱ ȱȱȱȱȂǯȱMarketing ScienceǰȱŗşǻŗŖǼǰȱǯȱŗȬřǯȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖŝǼȱ Management Information Systemsȱ ǻŗŖthȱ ǯǼǯȱ ȱ ȱ River, NJ: Prentice Hall. Ȃ¢ǰȱǯȱǻŘŖŖśǼȱȁȱȱȱŘǯŖDZȱȱĴȱȱȱȱȱȱ¡ȱ ȱȱĞ ȂȱǻǼǯȱȱȱĴDZȦȦ ǯ¢ǯȦȦȦ¢Ȧ Ȧ ȦŘŖŖśȦŖşȦřŖȦ ȬȬ ȬŘŖǯǯȱ ǰȱǯȱȱǰȱǯȱǻŘŖŗŘǼȱȁ ȱȱȱȱŘǯŖDZȱ¢ȱȱ ȱȱȱȱ¢Ȃǯȱȱǯȱǰȱǯȱǰȱȱǯȱ£ȱǻǼȱSocial Media in Travel, Tourism and Hospitality: Theory, Practice and CasesǰȱǯȱŘŜŗȬŞŖǯȱ¢ǰȱDZȱǯȱ ǰȱǯǰȱǰȱǯȱȱ£ǰȱǯȱǻǼȱǻŘŖŗŘǼȱSocial Media in Travel, Tourism and Hospitality: Theory, Practice and Casesǯȱ¢ǰȱȱǯȱ ǰȱ ǯǯȱ ȱ ȱ ¢ǰȱ ǯȱ ǻŘŖŗřǼȱ ȁȱ ȬȬȱ ȱ ȱ ȱ ȱ ȱDZȱȱȱȱ Ĵȱ¢ȱȂǯȱElectronic Commerce ResearchǰȱŗřǻŗǼǰȱǯȱŗŖřȬŘŚǯȱ ǰȱǯǰȱǰȱǯǰȱǰȱǯȱȱǰȱ ǯǯȱǻŘŖŖŖǼȱElectronic commerce: A managerial perspective. New Jersey: Prentice Hall. ǰȱǯȱ ȱ ǰȱ ǯ ǯȱ ǻŘŖŖŖǼȱ ȁȱ ȱ ȱ ¢ȱ ¢ȱ Ȃǯȱ Environmental Impact Assessment ReviewǰȱŘŖǻřǼǰȱǯȱřŞŗȬşŘǯ ŜŘ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Jad Abou Arrage Lebanese University - Faculty of Tourism and Hospitality Management Ali Khreis Lebanese University - Faculty of Tourism and Hospitality Management Amal El-Kurdi Lebanese University - Faculty of Tourism and Hospitality Management Maha Mikhael Lebanese University - Faculty of Tourism and Hospitality Management Fahd Nasr Lebanese University - Faculty of Tourism and Hospitality Management Abstract The application of the Sustainable Development Concept (SDC) in the tourism industry has been debated for over twenty years. Many studies have been conducted on the social, environmental and economic sustainability of tourism destinations. However, little comprehensive research has taken into consideration the holistic approach of sustainable landscape and heritage management. This paper reports on testing a holistic tourism sustainability analytical framework in ten Lebanese landscapes and tourism destinations distinguished by their rich and diverse cultural and natural heritage. The studied areas offer many types of tourism services and activities with different management approaches. The analytical framework tackles four dimensions of sustainability: economic, social, environmental, and management, with emphasis on the ecological issues and on the role of local communities and municipalities in managing and sustaining their tourism resources. The study was conducted between February 2013 and February 2014. In-depth interviews were carried out with 16 stakeholders in 10 different sites. The stakeholders are involved in the management, preservation, as well as the tourism services provision of the sites. The research findings confirm the value of using a holistic sustainability measurement tool particularly in terms of balancing the environmental, social, economic, and management dimensions of sustainable tourism. The results highlight several concerns in achieving sustainable tourism management of cultural and natural landscapes in Lebanon. Keywords Sustainable Development; Sustainable Tourism; Sustainability Indicators; Landscape Management; Destination Management Ŝř HELAND Project ŜŚ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Introduction Tourism literature is replete with accounts of adverse social, economic, cultural and environmental impacts, caused by mass tourism. The list of observed impacts ranges from £ȱĚǰȱȱȱȱǰȱȱ¡ȱȱȱȱȱ social dislocation, destruction of heritage, and severe environmental damages (Hall & Page, ŘŖŖŘDzȱ ǰȱ ŘŖŖřDzȱ ǰȱ ŘŖŖśDzȱ £ȱ ȱ ǰȱ ŘŖŖŝǼǯȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱȱȱȱ£ȱȱȱȱ ȱȱȱȱȱȱȱ management and the development of infrastructure can contribute to the degradation of the natural and cultural resources. However, if correctly planned and managed, tourism can also contribute to environmental protection and conservation of biodiversity, and to the sustainable ȱȱȱȱǻ££ȱȱǰȱŘŖŗŗǼǯȱ In the last three decades many concerns surfaced about the physical environment of destinations used for tourism. Mass tourism activities in the Mediterranean basin are causing irreversible damages on the natural and cultural landscape. Mediterranean regions are systematically ȱȱĴǯȱǰȱȱȱȱȱǰȱȱȱ¡ȱ ȱǰȱ ȱȱ ȱȱȱȱĴȱȱǯȱȱȱ¡ǰȱȂȱ rural areas are experiencing important changes on many levels. The local communities and Ȃȱȱȱȱȱ ȱȱȱęȱĚȱȱȱ¢ǰȱ and ecological, economic and social values in the future. Sustaining these values while using them in the tourism industry cannot be achieved without building a common understanding of sustainable landscape and tourism management. The management of tourism destinations ȱ ȱ ȱ ǰȱ £ȱ ȱ ȱ ȱ ȱ ęȱ ȱ ȱ ǯȱ Therefore, the monitoring and evaluation of the impacts of tourism on the landscape, through a clear list of sustainability indicators, is a necessity. Nowadays, such an approach cannot be implemented without the use of new technologies ȱȱȱȱȱȱǰȱȱȱȱȱȱȱȱȱȱȱ ȱȱǰȱȱȱȱȱȱǯȱǰȱ the aim of this paper is twofold. a. To understand the gap that still seems to exist between tourism development and sustainable landscape management in Lebanon. b. To show how local communities and municipalities can use sustainable tourism indicators in order to assess their actual situation and to base their future decisions and actions on new innovative approaches in heritage and landscape management. Ŝś HELAND Project The olive terrace in the Bkassine region - a landscape worthy of conservation ȱȱȱȱȱȱȱȱ¡ȱȱȱȱ¢ȱěȱȱȱȱȱȱ sustainability between protected landscapes and non-protected ones. The hypothesis is: ȃȱȱȱȱȱȱȱȱȱȱȱȱȱȱ ȱȄǯȱ Conceptual linkages: landscapes, tourism and sustainability The relationship between landscape and tourism is essential. This relationship emerges from the tradition and practice of both cultural geography and tourism studies and from the sociocultural evolution of the landscapes of tourism per seȱǻǰȱŘŖŖŘDzȱǰȱŘŖŖśǼǯ The increasing human population and pressure on land use is damaging natural and cultural ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ęȱ ȱ ȱ Ȃȱ ȱ ęȱ landscapes. The conditions of these natural environments and man-made landscapes are ¢ȱȱȱȱȱ¢ȱȱĴȱȱȱǯȱ ǰȱ the tourism industry has traditionally constituted a source of pressure on natural resources. ¢¢ȱȱȱȱȱȱȱȱȱ ȱȱȱ¢ȱ ȱ ȱ ȱ ȱ ȱ ěȱ ȱ ȱ ¢ȱ ȱ ȱȱȱȱȱȱǯȱǰȱȱȱȱȱ ȱȱ a sustainable use and management of landscapes are becoming increasingly critical, especially ȱȱȱ¢ȱǻ ¢ȱȱǰȱŘŖŖşDzȱȱȱǰȱŘŖŖşDzȱȱŘŖŖŚǼǯȱ Landscapes are an abundant natural resource and form an important basis for the tourism ¢ȱ ǻ·£ǰȱ ŘŖŖŘǼǯȱ ȱ ȱ ȱ ǻŘŖŖşǼȱ ęȱ Ȭȱ ȱ ȱ ȃȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ able to achieve multiple societal needs including energy and food production, management of ǰȱȱȱ¢ȱȱȱȱȱ ȱ¢ȱȱ¢ȱȱ ŜŜ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ȱDzȱȱȱȱȱ¢ȱȱȱDzȱȱȱ ȱȱȱǯȄȱ ǰȱȱȱȱȱȱ of tourism and recreational activities can easily disturb fragile landscapes that may eventually ȱȱȱȱĴǯȱ The concept of landscape health is based on principles of landscape ecology and function. ȱ ȱ ȱ ęȱ ¢ȱ ȱ ¢ȱ ȱ ȱ DZȱ ǻǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ¢ȱ Dzȱ ǻǼȱ ȱ ǰȱ ǰȱ and shelter, for sustaining populations of all native animals, plants and microorganisms at ȱȱȱȱȱDzȱǰȱǻǼȱȱȱ ȱȱǰȱǰȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱ ŘŖŖŖǼǯȱ ȱ ȱ ȱ ǻŘŖŖŚǼǰȱ ȱ ȱȱȱȱĞȱȱȱȱȱȱȱȱ in their planning, management and sustainable development. ȱȱ¢ȱȱȱ¢ȱȱȱȱ¡ǰȱȱęȱȱǰȱȱ ȱȱȱȱȱ£ȱȱ£ȱȱȱ¢ȱȱȱ ȱ¢ȱȱǻǰȱŘŖŖśǼǯȱ ȱȱȱȱȱȱȱȱȱ¢ȱĴȱȱ ȱȱȱǰȱȱȱęȱȱȱǯȱȱ ¢ȱȱęȱ ȱȱȱ ȱ¢ȱȱȱȱȱȱ£ȱǻǼǯȱȱ¢DZȱ ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that ǰȱȱȱȱȱȱȱęȱ ȱȱȱ integrity, essential ecological processes, biological diversity and life support ¢ȄȱǻǰȱŘŖŖŗǼǯȱ Sustainable tourism includes the safeguarding of the cultural heritage - traditional buildings in Bkassine kept in pristine condition Ŝŝ HELAND Project Thus, sustainability in the context of tourism means regulating the use of tourist resources so that they are not consumed, depleted, or polluted in such a way as to be unavailable for the use of future generations of tourists. Sustainable tourism is also oriented toward the economic ¢ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ȱ ȃȱ ¢ȱ ȱ Ȅȱ ȱ ȃȱȄǯȱȱȱȱȱȱȱȱȱȱȱĚȱȱȱȱ ȱȱȱȱȱ¢ȱȱ ȱ¢ȱȱȱȱȱ¢ȱ ȱȱȱȱǻȱǭȱǰȱŘŖŖŝDzȱǰȱŗşşśDzȱ ȱŘŖŖŖDzȱȱǭȱ¢ǰȱ ŘŖŗŘDzȱȱǭȱ¢ǰȱŘŖŖŞǼǯȱ XàĴȱȱãȱǻŘŖŖşǼȱȱȱȱ¡ȱȱȱȱȱ resources for an economic boost to many peripheral communities. However, the natural ecosystems are extremely vulnerable. It is therefore of vital importance for such communities to plan the growth of tourism along sustainable lines. To achieve sustainable tourism development in fragile environments, tourism should be maintained in a way that would not cause negative disturbance to nature, culture, society and economy. Therefore, tourism development is sustainable only when none of the core components are neglected (Baros & ǰȱŘŖŖŝDzȱȱȱǰȱŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ Ȭȱ ęȱ ȱ ǰȱ ȱ ȱ ȱ ȱ planning tools with which they can monitor the impact of tourism with regard to environmental, ȱȱȱ¢ǯȱȱȱȱ¢ȱȱ¢ȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱ£ȱȱǯȱȱȱ is to provide the infrastructure that tourists need, as well as to identify viable strategies for ȱȱȱȱȱȱǻXàĴȱǭȱãǰȱŘŖŖşǼǯȱ ȱȱȱȱȱȱŗşşŘȱȱ ȱȱȱȱȱȱȱȱ tourism, tourism practitioners and scholars have carried out a good number of studies so as to understand how tourism sustainability will be objectively achieved, assessed and measured. ȱ ǻŘŖŖśǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢Ȃȱ ȱ contemporary objectives, then the industry needs to be able to measure its performance and impacts in this area. Several studies on tourism sustainability indicators assume the existence of an integrated relationship between the social, economic, and environmental dimensions. Therefore, managers of destinations should adopt sustainability principles to underpin tourism development. This is consistent with the widespread view that destinations should measure ȱȱȱ¢ȱȱȱȱȱ¢ȱȃ¢Ȅȱȱǰȱ ¢ȱęȱȱȱ economic measure, or more broadly as incorporating the economic, social and environmental ȱǻ ¢ȱȱǰȱŘŖŖşǼǯȱȱȱ ȱǻŘŖŗřǼȱȱȱ ȱ ȱȱȱȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ¢ȱ Ĵȱ ȱ ȱ ȱ ȱ ǰȱ ¢ȱ ȱ ȱ ȱ £ǯȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ an important role in tourism management through their planning activities, policies and ȱ ǻǰȱ ŘŖŖŖDzȱ ǰȱ ŘŖŖŘDzȱ ǰȱ ŘŖŖŚDzȱ ȱ ǭȱ ǰȱ ŘŖŖŝDzȱ ££ȱ ȱ ǰȱ ŘŖŗŗǼǯȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǰȱ ŘŖŖşDzȱ ǰȱ ŘŖŖşǼǯȱ ǰȱ ȱ ȱ three main dimensions of sustainability, the management and governance dimensions will ȱȱȱȱȱ¢ȱǻǯŗǼǯȱ ŜŞ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Figure 1: Integrated approach of tourism sustainability indicators ȱȱȱǰȱ££ȱȱȱǻŘŖŗŗǼȱȱȱȱ¢ȱȱ ȱȱȱȱ£ȱȱȱȱȱȱ ȱȱ¢ȱȱȱ social development. The misuse of the natural resources can cause a degradation of the tourist ȱ ȱ ȱ ǰȱ ȱ ȱ ę¢ȱ ȱ ȱ ȱ ǯȱ ǰȱ ȱ sustainability plays an important role in sustainable tourism because it is the precondition and ȱȱǻǰȱŘŖŖşǼǯ To understand how the sustainable tourism model may function in this context, this study ȱęȱĴȱȱȱȱȱȱ¢ȱǰȱ¢ȱȱ ȱȱȱȱȱǯȱȱŘŖŖŚȱȱȱȱȱȱ ȱȃȱȱ ȱȱ¢ȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱȱȱȱȱȱȱȄȱǻǰȱŘŖŖŚǼǯȱ ǰȱ ȱ £ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¡ȱ ǯȱȱȱȱȱȱȱȱȱȱȱȱȱĜȱ ¢ǰȱȱ information for tourism policies should be provided, especially for a highly fragmented ȱ ǰȱ ȱ ȱ ȱ Ğȱ ȱ ¢ȱ ȱ ǯȱ ¢ǰȱ ȱ are supposed to streamline statistical systems and data collection, in an industry where the ȱȱȱȱȱȱĞȱǯȱ¢ǰȱȱȱȱȱǰȱ ȱȱȱ¢ǰȱȱ ȱȱȬȱǰȱȱȱȱȱȱ ȱ¢ȱȱǻǰȱŘŖŖśǼǯ The playing of lights on the Mar Takla church during the Bkassine Festival Ŝş HELAND Project Methodology of work and research design ȱ ¢ȱ ȱ Ȭȱ ȱ Ȭ¢ȱ ȱ ȱ ȱ ȱ ȱ¢ȱȱǯȱȱ ȱȱ ȱ¢ȱŘŖŗřȱȱ¢ȱ ŘŖŗŚȱ¢ȱȱ ȱȱȱȱ¢ȱȱȱȱ ¢ȱȱǻ Ǽȱ ȱȱȱ¢ǯȱȱ ȱȱȱȱ¢ȱȱȱȱ ȱȱǻǼȱȱşȱȱȱŜȱȱȱȱ ȱȱ ȱȱŚŖȱȱǻŘŖŗŘȬŘŖŗśǼǯȱȱȱȱȱȱȱȱȱ¡ȱȱ ȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱ ǯȱ ȱȱȱȱȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱęȱȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ technologies, and the adoption of innovative policies. ȱ ȱ ȱ ȱ ȱ ȱ ęȱ ǰȱ ŗŖȱ ȱ ȱ ǰȱ ȱȱȱǰȱ ȱǯȱȱȱȱȱȱȱȱȱ ȱęȱȬȱȱȱȱȱȱȱȱȱȱ rural tourism sector in Lebanon. To assess and measure the sustainability of each site, a set ȱȱ ȱȱȱȱȱȱǰȱȱȱȱȱŗǯȱȱ dimension contained a number of criteria based on the following considerations: ŗǯȱȱ ȱ Řǯȱȱ řǯȱȱ Śǯȱȱ ȱ ȱȱȱ¢£ȱȱ¢ȱȱȱȬȱȱȱȱ tourism development and management. Tourism is a people-oriented business and ȱ ȱ ȱ ȱ ¢ȱ ǯȱ ȱ ȱ ȱ ȱ potential tourism management schemes and procedures for a destination is critical in determining to what degree a community can meaningfully participate in the development of sustainable tourism. ȱȬȱȱȱȱ¢Ȃȱȱȱȱȱ the tourism activities within its landscape. ȱ ȱ ȱ ¡ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ economy and its potential to address rural development problems such as employment, income generation, and poverty alleviation. ȱ ȱ ȱ ȱ ȱ Ěȱ ȱ ȱ ǰȱ ǰȱȱȱȱȱȱȱȱȱȱęȱȱȱ protection and biodiversity conservation. Each of the four dimensions gives rise to a number of indicators as essential factors in assessing and measuring tourism sustainability. These indicators are derived from a considerable amount of literature on the various positive and negative impacts of tourism and from various tourism ¢ȱ ȱ ȱ ¡ȱ ǻǰȱ ŗşşřDzȱ ǰȱ ŗşşśDzȱ ǰȱ ŗşşŞDzȱ ǰȱ ŘŖŖŚDzȱ ǰȱŘŖŖśDzȱ£ȱȱǰȱŘŖŖśDzȱǰȱŘŖŖśDzȱȱǭȱǰȱŘŖŖŝDzȱǰȱŘŖŖŞDzȱȱǭȱ ǰȱŘŖŗŖDzȱǰȱŘŖŗřDzȱǰȱŘŖŗřǼǯȱ ȱĞȱȱȱŞŞȱȱ ȱȱȱȱęȱȱȱȱęȱȱ ȱ ȱȱȱśŗȱǯȱȱęȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱȱȱǰȱ¢ȱȱȱȱȱ¢ǯȱ ŝŖ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ȱ ŗǰŘǰřǰŚǰȱ ȱ śǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱ¢ǰȱ ȱěȱ ȱ¢ȱ ȱǯȱȱȱȱȱȱ ȱȱ ȱȱ ȱDZȱ ȱ Ŗȱȱȱ¡ȱ ȱ ŗȱȱ¡ȱȱȱȱ ȱ Řȱȱ¡ȱȱ ȱȱȱǯȱ ȱȱȱȱȱǰȱȱȱȱ ȱȱ ȱȱ ȱDZȱ Ŗȱȱȱȱ ȱ ŗȱȱȱȱ ȱ Řȱȱȱȱ ȱ řȱȱ¢ȱǯȱ Each dimension was weighted in percentage, depending on its total score, in a way to have an ȱ¢ȱȱȱŗŖŖƖǯȱ Table 3 Indicators for Environmental Sustainability Table 1: Indicators for Management Sustainability Table 2: Indicators for Economic Sustainability ŝŗ HELAND Project Table 3: Indicators for Environmental Sustainability ŝŘ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Table 4: Indicators for Socio-cultural Sustainability Table 5: Overall Sustainability ȱ ¢ȱ ŘŖŗřȱ ȱ ȱ ŘŖŗřǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱŗŖȱęȱȱȱȱŗŖȱȱȱȱȱǯȱȬȱȬȱ ȱ ȱȱ ȱŗŜȱ¢ȱǰȱȱȱȱȱȱȱ ǯȱȱ£ȱȱȱȱȱǰȱȱ ǰȱȱǰȱȱȬȱǯȱ ȱȱŘŖŗřȱȱ ȱŘŖŗřǰȱȱ¢ȱȂȱ ǰȱȱęȱǰȱȱȱȱȱ were transcribed and entered into the analytical model for processing. ŝř HELAND Project Landscapes and tourism in Lebanon: between degradation and conservation ȱȱȱȱǰȱȱȱȱ¢ȱ ¢ȱȱȱȱȱ£ȱ ȱȱǻ£ȱȱǰȱŘŖŗŘǼǯȱȱȱǻŗŖǰŚśŘȱȱǼǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱǯȱȱȱȱ ȱȱȱȱȱȱ¢ȱȱȱǰȱ£ȱ¢ȱȱȱ ȱȱȱȱ ȱǰȱĴȱǰȱȱȱȱȱȱ ȱȱȱǰȱȱǰȱȱ¢ǯȱȱȱȱȱȱȱ ȱȱ¡¢ȱȱȱȱȱȱȱ¢DZȱ¢ǰȱ¢ǰȱ ¢ȱ ȱ ȱ ȱ Ĵǯȱ ȱ ǰȱ ȱ ȱ ȱ ǰȱ ǰȱ wide and narrow valleys, inland plain, and rivers provide a climatic diversity that harbours a wealthy biodiversity with many endangered and endemic species. ¢ȱěȱ¢ȱȱȱǰȱȱȱȱȱȱȱȱ are facing tremendous challenges. Land management practices contribute to the erosion of the ¢Ȃȱȱȱȱȱǻǰȱǰȱǰȱǰȱǰȱȱǰȱ valleys, etc.). Landscape degradation problems are pertinent for rural and mountain areas, where ȱȱ¢ȱȱȱȱȱȱȱȱȱĴȱȱǯ ȱȱȱȱȱȱȱȱ¢ȱȱ£ȱȱ ȱĞȱȱȱȱȱȱȱȱȱȱȱǯȱȱ ȱ ǻŗşŝśȬŗşşŖǼǰȱ ȱ ȱ ȱ ȱ ȱ ǻŗşŝŞȬŘŖŖŖǼǰȱ ȱ ȱ ȱȱȱȱȱȱȱȱ¢ȱǻŗşşŖȬŘŖŖŜǼǰȱȱȱ řřȱ¢ȱȱȱ¢ȱŘŖŖŜȱȱȱȱȱȱȱ¢ǰȱȱȱ ȱ¢ȱȱȱȱȱȱǻ£ȱȱǰȱŘŖŗŘǼǯȱ A very old olive tree in the Bkassine region which goes back thousands of years ŝŚ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ęĞ¢ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱȱ¢ȱȱ£ȱǰȱȱȱȱȱȱȱȱȱȱ¢ȱ and multi-functionality. Over the years, the landscapes of Lebanon have been threatened by a multitude of factors that have caused the loss of biodiversity, the fragmentation or ȱȱǰȱȱȱȱȱěȱȱȱȱȱ¢ȱȱ ȱȮȱȱ ǰȱȱǰȱ£ǰȱȱȱȱ discharge of wastewater and solid waste. Among these human activities, uncontrolled tourism infrastructure development and mass tourism forms constitute an increasing pressure and threat on the natural and cultural resources. ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ŗşşŘȱ ȱ ŘŖŗřȱ ȱ ¢ȱ ȱ Environment, the Ministry of Agriculture, and the Ministry of Tourism designated a number ȱȱǯȱȱŘŖŗřǰȱ¡ȱęȱȱȱȱȱȱȱŗřȱ ȱǰȱřȱȱȱȱȱǰȱŘŚȱȱǰȱśȱ ȱǻȱ ¢ȱȱȱȱ¢ȱȱȱȱǼǰȱŗŘȱȱǰȱ ŗŚȱȱǯȱȱǰȱȱȱȱȱȱŜƖȱȱȱȱ¢ǯȱȱ ȱȱȱȱȱȱȱǻǰȱ¢ǰȱȱǰȱȱ ǰȱǰȱęȱȱǰȱǯǼȱȱ ȱ¢ȱȱȱȱȱ are facing many challenges. Most of these sites constitute an important asset for the tourism industry in Lebanon, in particular rural and nature-based tourism. The tourism industry in Lebanon has always been an important economic sector constituting ȱȱȱȱȱȱȱȱ¢ǯȱ ȱŗşşŖȱȱŘŖŖŘȱȱȱȱ itself in parallel with the reconstruction of the basic infrastructure of the country. Tourism services and activities grew mainly in urban and coastal cities, while they remained neglected ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ŘŖŖŘǰȱ ȱ ȱ ȱ ȱ ȱ situation in the last ten years, the Lebanese tourism industry witnessed positive changes. New ȱȱȱȱȱ ȱȱ¢ȱȱȱȱȱȱ¢ǯȱȱ and adventure based tourism are developing in many rural areas and natural landscapes. ȱęȱȱȱǰȱȱȱȱȱȱȱȱȱ ȱȱ domestic and international tourists in the near future. Tourism development in rural areas ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱȱ¡£ȱ ęȱȱȱǯȱ The application of the Sustainable Development Concept (SDC) in the public sector in ȱȱȱȱȱȱęǯȱȱȱȱęȱ¢ǰȱȱȱȱȱ municipalities initiated local development projects with support from local and international ǯȱ ǰȱȱȱȱĴȱȱȱȱǯȱ¢ȱ ȱȱ integrate sustainable development dimensions in long term visions and policies, especially when it comes to landscape management and tourism development. Moreover, the SDC is ȱ¢ȱĚȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱ ǯȱȱȱ¡ǰȱȱ¢ȱ ȱȱȱŗŖȱȱȱȱȱȱ in Lebanon used as tourism destinations. The studied sites are spread all over the country: eight are located in mountainous areas on the Western slopes of Mount Lebanon facing the ŝś HELAND Project ȱ Dzȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ěȱ ȱ ȱ several types of touristic services and activities (cultural, nature-based, adventure and sport, ǰȱȱȱǼǰȱ ȱěȱȱ ȱĴǰȱȱ ¢ǰȱȱȱǯȱȱŜȱ ȱȱȱȱȱȱŗŖȱǯ Table 6: Characteristics of the studied landscapes and tourism destinations ŝŜ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Results, presentation and discussion ȱ¢ȱęȱȱȱȱȱ ȱȱȱęȱ ȱȱȱȱȱ ŗŖȱȱǯȱȱŝȱȱȱŘȱ ȱȱȱ¢ȱǯȱ Table 7: Comparison of the management sustainability Figure 2: Comparison of the management sustainability ŝŝ HELAND Project The Shouf Biosphere Reserve Baatara Pothole ŝŞ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ȱȱȱȱǻǼǰȱȱȱȱȱȱȱǻǼǰȱ ȱ¢ȱȱǻǼȱȱ¢ȱȱȱ¢ȱǻŗŞǯśȦŘŖǰȱŗŜǯŘȦŘŖǰȱȱ ŗŝǯŝȦŘŖǼǯȱȱǻǼȱȱȱǻǼȱȱǰȱ¢ǰȱ¢ȱ ȱȱ ȱ ȱ¢ȱǻřǯŗȦŘŖȱȱśǯŚȦŘŖǼǯȱȱȱȱȱ¢ǰȱȱ¢ȱȱ ȱȱȱȱȱȱȱęȱȱȱȱȱȱǰȱȱ ȱȱȱȱȱDzȱ ȱȱȱȱȱȱęȱȱ¢ȱȱȱȱ ȱǯȱȱŞȱȱȱřȱ ȱȱȱ¢ȱǯȱ Table 8: Comparison of the economic sustainability Figure 3: Comparison of the economic sustainability ŝş HELAND Project ȱȱȱȱȱȱȱǻǼȱȱ¢ȱȱȱ¢ȱ ǻŗřǯśȦŗśȱ ȱ ŗŘǯŞȦŗśǼǯȱ ȱ ȱ ǻǼȱ ȱ ȱ ¢ȱ ǻǼȱ ȱ ȱ ȱ ¢ȱǻŚǯśȦŗśȱȱŜȦŗśǼǯȱȱȱǰȱȱ¢ȱȱȱȱȱȱȱȱ ęȱȱȱȱȱȱǯȱǰȱ ȱȱȱȱȱęȱ from the highest protection scheme by law and has the highest economic sustainability level, ȱȱ ȱȱęȱȱȱ¢ȱ ǰȱȱȱȱȱ¢ȱ ȱǻşȦŗśǼǯȱȱşȱȱȱŚȱ ȱȱȱ¢ȱǯ Table 9: Comparison of the environmental sustainability ŞŖ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon Figure 4: Comparison of the environmental sustainability Tannourine Cedars Forest Nature Reserve Şŗ HELAND Project Kfardebiane village Ammiq Wetland ŞŘ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon None of the studied sites have a very good environmental sustainability level. The Shouf ȱǰȱȱȱȱȱǰȱȱ¢ȱȱȱȱ ȱ¢ȱǻřŘǯřȦŚřǰȱŘŜǯşȦŚřǰȱȱŘşǯŘȦŚřǼDzȱȱȱǻǼȱȱȱȱ ȱ ¢ȱ ǻŘŘǯřȦŚřǼǰȱ ȱ ȱ ȱ Ŝȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¢ǯȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ǰȱǰȱǰȱȱȱȱȱȱ¢ȱ ȱȱ¢ȱȱDzȱ ȱȱ ȱ ȱ ȱȱ ȱȱ¢ǰȱȱǻŘǯřȦŚřǼȱȱȱǻśǯŚȦŚřǼǰȱȱȱęȱ ȱ¢ȱȱȱǯȱǯŗŖȱȱǯśȱ ȱȱȱ¢ȱǯ Table 10: Comparison of the socio-cultural sustainability Figure 5: Comparison of the socio-cultural sustainability Şř HELAND Project ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¢ȱ ǻŗŞǯŘřȦŘŘǼǯȱ ȱ ȱȱǻǼȱȱ¢ȱȱȱȱȱ¢ȱǻŗŜǯŗȦŘŘȱȱŗŜǯşȦŘŘǼǯȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ¢ǯȱȱ ȱ ȱ ȱ ȱ ȱȱȱȱȬȱ¢ǰȱ ȱȱȱǻǰȱǰȱǰȱǼȱȱ Ȭȱ ǻȱ ȱ Ǽȱ ǯȱ ǰȱ ȱ ȱ ǰȱ ȱ ¢ȱ ȱ rejected. The overall sustainability measure, with the four dimensions combined, shows that SBR has ȱȱȱȱ ȱȱȱȃ¢ȱȄȱȱ ȱǰȱǰȱ and economic dimensions are being managed in a professional way with a clear strategy and ǯȱȱȱȱȱȱȱȃȄȱȱȱȱȱ¢ȱ ǯȱȱȱȱȱǰȱȱǰȱȱȱȱȱȱȃȄȱ¢ȱǯȱȱ ȱȱȱ¢ȱȱȱǰȱȱȱȱǰȱȱ ȱȱȱȃȄȱǻȱ ŗŗǼǯȱ Table 11: Comparison of the overall sustainability Qadisha Valley ŞŚ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ȱŗŘȱ ȱȱ¢ȱȱȱ ȱȱȱȱȱȱȱȱ ŗŖȱȱȱȱȱŚȱȱǰȱȱ ȱȱȱȱ¢ǰȱȱȱ ¢ȱǻśŖǯŚƖǼȱȱȱȱȱǻŗşǯŖǼǯ Table 12: Sustainability ranking for the 10 visited landscape sites ȱȱȱȱȱŗŘȱȱȱȱ ȱȱȱȱȱȱȱ ȱ¢ǯȱȱȱ¢ȱȱ ȱǻȱȱǼȱȱȱȱȱȱ three. Landscapes protected by decisions and decrees, and protected private owned lands ȱ ȱ ȱ ȱ Śȱ ȱ Şȱ ȱ ȱ ȱ ȱ ȱ ¢ǯȱ ¢ȱ ǰȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ¡ȱ ȱ ȱ ȱ ȱ Řǯȱ ȱ ȱ ȱ landscapes containing public and private owned lands without any form of protection are ȱȱȱĴȱ ȱ ȱȱ¢ǯȱ Baskinta village Şś HELAND Project Taanayel farm 4HElRSTPRINTERYINTHE!RABWORLD"CHARREH#EDARS&OREST ŞŜ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ěȱ ȱ management of tourism destinations and the protection of landscapes in Lebanon. Actually, the Lebanese legislation does not include any law or mechanism for the protection of private owned lands. Therefore, private land ownership can be a major obstacle that hinders the protection of very important landscapes. Moreover, the absence of strategic management plans at the local level of the municipalities is leading to uncontrolled and chaotic development resulting in the deterioration of the physical and natural aspects of many landscapes. Conclusion and recommendations This study examined the usefulness of a tourism sustainability evaluation matrix, formed ȱ Śȱ ȱ ȱ ȱ ȱ ȱ śŗȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ sustainable management. The successful application of this tool depends on the availability of ȱȱȱȱȱȱȱȱȱȱȱȱȱȱȱ to date information about the landscapes they are managing or using for tourism purposes. ȱȱȱȱȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱ¢ȱȱȱęȱȱȱȱȱȱȱȱȱȱ advancement in the tourism industry, especially in terms of technology and innovation. ȱȱȱȱ¢ȱ¢ȱ ȱ ȱȱȱȱ the relationship between landscape protection and the level of tourism sustainability. It was important in demonstrating, that sustainability-oriented management is possible in any ȱȱȱǯȱȱȱȱȱȱ¢ȱȱȱ ȱȱǰȱ¢ȱȱȱȱȱȱȱǯȱ £ȱȱȱȱȱȱȱ ȱȱȱȱȱȱ ȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱȱǯȱ ǰȱ ǰȱ ¢Ȭǰȱ ȱ ěǰȱ ȱ ȱ ȱ ȱ ȱ ȱ concerned with those landscapes cannot continue assisting to the same trends without reacting, ȱȱȱǯ ȱȱȱȱȱȱȱȱȱȱȱ management approach in order to avoid and reduce negative impacts on the cultural and ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ǯȱ A sustainable strategic orientation for landscape management and tourism exploitation ȱ ȱ ȱ ȱ £ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ activities, professional public and corporate governance with local participation, visionary long-term management, development of innovative and adaptive policies and the use of new technologies. ȱȱǰȱȱȱ¡ǰȱȱ¢ȱȱȱȱȱȱȱȱ rather than to simply regard future events as beyond their control. In an increasingly turbulent and rapidly changing world, innovation and development driven by both internal and external ȱ ȱ ǰȱ ȱ ȱ ȱ ęȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱǰȱ ȱȱĜ¢ȱȱȱǯȱȱ is according to how the country will manage its natural heritage that the pace is set for rural and nature-based tourism in the future. Şŝ HELAND Project References ǰȱǯȱǻŘŖŖŘǼȱȁȱȱȱȱȱȱȱȱȂǯȱThe Journal of Tourism StudiesǰȱŗřǻŘǼǰȱǯȱśřȬŜŘǯȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖŝǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ tourism’. Anatolia: An International Journal of Tourism and Hospitality ResearchǰȱŗŞǻŘǼǰȱǯȱřŚşȬśśǯȱ DZȱŗŖǯŗŖŞŖȦŗřŖřŘşŗŝǯŘŖŖŝǯşŜŞŝŘŗŗȱ ££ǰȱ ǯǰȱ ǰȱ ǯǰȱ Ȭǰȱ ǯǯǰȱ ¥ǰȱ ǯȱ ȱ øȬǰȱ ǯǯȱ ǻŘŖŗŗǼȱ ȁȱȱ¢ȱȱȱȱȱ¢DZȱȱȱ¢ȱȱȱ (Italy)’. Local Environment: The International Journal of Justice and SustainabilityǰȱŗŜǻŘǼǰȱǯȱşřȬŗŗřǯȱ DZȱŗŖǯŗŖŞŖȦŗřśŚşŞřşǯŘŖŗŗǯśśŞŖŝśȱ ǰȱ ǯȱ ǻŘŖŖśǼȱ ȁȱ ȱ ȱ ȱ ȱ DZȱ ȱ ȱ Ȃȱ perspective’. Journal of Cleaner ProductionǰȱŗřǰȱǯȱŞşȬşŝǯȱDZŗŖǯŗŖŗŜȦǯǯŘŖŖřǯŗŘǯŖŘŚȱ ǰȱǯȱǻŗşşśǼȱTravel geography. Harlow, Essex: Pitman Publishing. ǰȱǯȱȱǰȱǯȱǻŘŖŖŝǼȱIs the concept of sustainable tourism sustainable? Developing the sustainable tourism benchmarking tool.ȱȱȱȱȱȱȱǯȱ ȱȱȱDZȱǰȱȱǯȱ ǰȱǯȱǻŘŖŖşǼȱȁȱȱȱDZȱȱȱȱȱȱȱ visions’. Journal of Sustainable TourismǰȱŗŝǻśǼǰȱǯȱśŞřȬŜŖřǯȱDZŗŖǯŗŖŞŖȦŖşŜŜşśŞŖşŖŘŞśśŞřŜȱ ǰȱǯȱǻŘŖŖśǼȱȁȱȱȱȱȱȱȱȱȱȂǯȱ Current Issues in TourismǰȱŞǻŘȬřǼǰȱǯȱŗŚŖȬśŚǯȱDZŗŖǯŗŖŞŖȦŗřŜŞřśŖŖśŖŞŜŜŞŘŗŖȱ ¢ǰȱ ǯǰȱ ǰȱ ǯǰȱ ǰȱ ǯǰȱ ǰȱ ǯȱ ȱ Ĵǰȱ ǯȱ ǻŘŖŖşǼȱ ȁȱ ȱ enterprise management for a tourism future’. Tourism ManagementǰȱřŖǰȱǯȱŜřȬŝŚǯȱDZŗŖǯŗŖŗŜȦ ǯǯŘŖŖŞǯŖŚǯŖŖŘȱ ǰȱǯǯǯȱǻŘŖŖşǼȱȁȱȱȱȱȱȱȱȱȱȱ areas’. Journal of Sustainable TourismǰȱŗŝǻŘǼǰȱǯȱŘřŗȬŚŞǯȱDZŗŖǯŗŖŞŖȦŖşŜŜşśŞŖŞŖŘŚşśŝŘśȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖŝǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ Ȃȱ£ȱȱȱ¢ȂǯȱLocal EnvironmentǰȱŗŘǻŗǼǰȱǯȱ ŝřȬŞŜǯȱ ȱǻŘŖŗřǼȱEuropean Tourism Indicator System Toolkit for Sustainable DestinationsǯȱȱDZȱ ȱȱȱ¢ǯȱ ǰȱǯǰȱĴǰȱǯǰȱ¢ǰȱǯǰȱǰȱǯǰȱ ǰȱǯǰȱǰȱǯǰȱ¢ǰȱǯǰȱǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŖşǼǯȱ ȁȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ sustainability in north Australia: lessons from a decade of cooperative research’. Landscape EcologyǰȱŘŚǰȱǯȱŗŗřśȬŚřǯȱDZŗŖǯŗŖŖŝȦŗŖşŞŖȬŖŖŞȬşŘřŜȬś £ǰȱǯǰȱ¡ǰȱǯǰȱǰȱǯȱȱ¢ǰȱǯȱǻŘŖŖśǼȱLinking Communities, Tourism & Conservation: A Tourism Assessment Process. Washington DC: Conservation International and ȱȱȱ¢ǯȱ ǰȱǯǯȱǻŘŖŖśǼȱȁȱȱȱȱ¢ȱȱDZȱȱȱ approach’. Tourism Management ŘŜǰȱǯȱŚřŗȬŚśǯȱDZŗŖǯŗŖŗŜȦǯǯŘŖŖřǯŗŘǯŖŖřȱ ŞŞ Heritage and Landscape Sustainable Management in the Tourism Industry: Case studies from Lebanon ǰȱǯǯȱȱǰȱǯǯȱǻŘŖŖŘǼȱThe geography of tourism and recreation: environment, place and space. London: Routledge. ǰȱǯȱǻŘŖŖŚǼȱȁȂȱĴȱ ȱȱDZȱȱȱ ȱ ȱ implications for tourism planning’. Journal of Planning LiteratureǰȱŗŞǻřǼǰȱǯȱŘśŗȬŜŜǯȱ ǰȱǯȱǻŘŖŖŖǼȱEnvironment and Tourism. London: Routledge. ǰȱǯȱǻŘŖŖşǼȱȁȱȬ¢ȱȱȱȱ¢ȱȱȱDZȱȱȱ ¢ȱȱħȱ¢ǰȱȂǯȱInternational Journal of Sustainable Development & World Ecology, ŗŜǻŘǼǰȱǯȱŗŗŝȬŘŜǯȱDZŗŖǯŗŖŞŖȦŗřśŖŚśŖŖşŖŘŞŖŞŜŘŞȱ ǰȱ ǯǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗŖǼȱ ȁȱ ȱ ȱ Ȃǯȱ Glasnik Srpskog geograf skogdrustvaǰȱşŖǻŗǼǰȱǯȱŘŝŝȬřŖśǯȱDZŗŖǯŘŘşŞȦŗŖŖŗŘŝŝȱ ǰȱǯǯȱǻŘŖŗřǼȱȁ¢ȱȱȱȱȱȱȱȂǯȱCurrent Issues in TourismǰȱŗŝǻŚǼǰȱǯȱŘşŝȬřŖŘǯȱDZŗŖǯŗŖŞŖȦŗřŜŞřśŖŖǯŘŖŗřǯŝşŝřŞŜȱ ǰȱ ǯǯȱ ȱ ¢ǰȱ ǯǯȱ ǻŘŖŗŘǼȱ ȁȱ ȱ ȱ ȱ ȱ resource management: a case study of Machu Picchu, Peru’. Journal of Sustainable Tourism, ŘŖǻŝǼǰȱǯȱşŗŝȬřŞǯȱDZŗŖǯŗŖŞŖȦŖşŜŜşśŞŘǯŘŖŗŘǯŜŜŝŘŗŝȱ ǰȱǯǯȱȱǰȱǯǯȱǻŘŖŖşǼȱȁȱȱDZȱ ȱȱȱęȱ of ecology inform the design of the landscape?’ Frontiers in Ecology and the Environment,ȱŝǻŚǼǰȱ ǯȱŘŗŘȬŘŖǯ £ǰȱ ǯǰȱ ¢ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗŘǼȱ ȁ ȱ ȱ ȱ Ȭȱ diversity in coastal Lebanon: A landscape approach’. Journal of Marine and Island Cultures, ŗǰȱ ǯȱŘŝȬřŝǯȱ £ǰȱǯǰȱǰȱǯǰȱ¢ǰȱǯȱȱǰȱǯȱǻŘŖŗŘǼȱLandscape Approach to Bio-Cultural Diversity Conservation in ȱDZȱȱȱȱȱȬȱĴǰȱȱ and Prospectsǯȱ ȱ DZȱ ĴDZȦȦ ǯǯȦȦȬȬȬ ȬĴȬȬȦȬȬȬȬȬ¢Ȭ conservation-in-rural-lebanon ǰȱ ǯȱ ǻŘŖŖřǼȱ Tourism impacts, planning and managementǯȱ DZȱ Ĵ ȱ Heinemann. ǰȱ ǯǯȱ ȱ ¢ǰȱ ǯǯȱ ǻŘŖŖŞǼȱ ȁDZȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȂǯȱȱǯǯȱȱȱǯǯȱ¢ȱǻǼǰȱTourism, recreation and sustainability ǻŘndȱǯǼǰȱǯŗȬŗŜǯȱDZȱȱǯȱ ǰȱǯǯǰȱ¢ǰȱǯǯǰȱ ǰȱǯǯǰȱ ǰȱ ǯǯǰȱ ǰȱ ǯǰȱ ǰȱ ǯǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗřǼȱ ȁȱ ¢DZȱ ȱ ȱ ȱ ȱ Ȭ¢ȱ ȱ ¡Ȭȱ approach to a regional sustainable tourism project’. Journal of Sustainable TourismǰȱŘŗǻřǼǰȱǯȱ řśśȬŝśǯȱDZŗŖǯŗŖŞŖȦŖşŜŜşśŞŘǯŘŖŗŘǯŝŖşŞŜŘȱ ǰȱǯǰȱĞǰȱǯȱȱ ǰȱǯǯǯȱǻŘŖŗřǼȱȁ¢ȱ¢ȱȱȱȱ DZȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ model’. Journal of Sustainable TourismǰȱŘŗǻśǼǰȱǯȱŜşśȬŝŗśǯȱDZŗŖǯŗŖŞŖȦŖşŜŜşśŞŘǯŘŖŗŘǯŝřŝŝşşȱ ȱ ǻŘŖŖŞǼȱ Conducting Sustainability Assessmentsǯȱ DZȱ £ȱ ȱ ȱ Cooperation and Development Publishing. Şş HELAND Project XàĴǰȱǯȱȱãǰȱǯǯȱǻŘŖŖşǼǯȱȁȱȱȱȱȱȱ¢ȱ for tourism development in fragile environments: a case study from SE Iceland’. Scandinavian Journal of Hospitality and TourismǰȱşǻŗǼǰȱǯȱŘŘȬřŞǯȱDZŗŖǯŗŖŞŖȦŗśŖŘŘŘśŖşŖŘŝŜŗśŖŚȱ ·£ǰȱ ǯǯȱ ǻŘŖŖŘǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ Ȭ ȱ photographs: planning rural tourism in Extremadura, Spain’. Landscape Researchǰȱ ŘŝǻřǼǰȱ ǯȱ ŘşŝȬřŖŞǯȱDZŗŖǯŗŖŞŖȦŖŗŚŘŜřşŖŘŘŖŗŚşśřşȱ ǰȱ ǯȱ ǻŘŖŖŖǼȱ ȁĚȱ ȱ ȱ ȱ ȱ ȬDZȱ ȱ ¢ȱ ȱ authoritative opinion’. The Journal of Tourism StudiesǰȱŗŗǻŘǼǰȱǯȱŘȬŗŚǯȱ £ǰȱǯǰȱǰȱǯȱȱǰȱǯȱǻŘŖŖŝǼȱȁȱȱȱȱȱ sustainability assessments for tourism destinations: a comparative review’. Journal of Sustainable TourismǰȱŗśǻŚǼǰȱǯȱřŜşȬŞşǯȱDZŗŖǯŘŗŜŝȦŜśşǯŖȱ ǰȱ ǯȱ ǻŘŖŖŚǼȱ ȁ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ landscapes’. Journal of Environmental Planning and ManagementǰȱŚŝǻřǼǰȱǯȱřŜśȬşŘǯȱDZŗŖǯŗŖŞŖȦŖ şŜŚŖśŜŖŚŘŖŖŖŘŗŜśŗşȱ ǰȱ ǯǯȱ ǻŘŖŖŘǼȱ ȁȱ ȱ DZȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǵȂȱ Tourism GeographiesǰȱŚǻřǼǰȱǯȱŘŘŝȬśŚǯȱ ǰȱǯǯȱǻŘŖŖśǼȱȁ ȱ¢ȱȱȱ¢DZȱȱȱȱȱȱȂǯȱ Landscape ResearchǰȱřŖǻŘǼǰȱǯȱŘŘŗȬřşǯȱDZŗŖǯŗŖŞŖȦŖŗŚŘŜřşŖśŖŖŖŚŚŚŖŞȱ ǰȱ ǯǰȱ ǰȱ ǯǯǯǰȱ ¢ǰȱ ǯǰȱ ǰȱ ǯȱ ȱ ǰȱ ǯǯȱ ǻŘŖŖŖǼȱ ęȱ ȱ measuring the health of savanna landscapes: a north Australian perspective. Australia: Tropical ȱȱȱǰȱȱ ȱ¢ǯȱ ȱ ǻŗşşřǼȱ Indicators for the sustainable management of tourism. Report of the International ȱȱȱȱȱȱȱȱȱȱĴȱȱȱ OrganizationǯȱDZȱȱȱ£ȱȱ¢ǰȱȱȱ¢ȱ Canada. ȱ ǻŗşşśǼȱ What tourism managers need to know: A practical guide to the development and use of indicators of sustainable tourismǯȱ Ĵ DZȱ ȱ ȱ ȱ ǰȱ ȱ ȱ £ǯȱ ȱǻŗşşŞǼȱGuide for local authorities on developing sustainable tourism. Madrid: World Tourism £ǯȱ ȱ ǻŘŖŖŗǼȱ Actions in assisting developing countries to implement Agenda 21 undertaken by the World Tourism Organization since 1992ǯȱ ȱ ȱ £ǰȱ ȱ ǯȱ Ȧ ȦŘȦřǼǯȱ ȱǰȱDZȱǯȱ ȱǻŘŖŖŚǼȱIndicators of Sustainable Development for Tourism Destination: A Guidebook. Madrid: ȱȱ£ǯ şŖ " " . . . - : . - . : : :( ) . . : . Editorial Note As from September 2014 the Heland team was made up of: Project Manager: Dean Dr Amal Abou Fayad Technical Staff: Dr Ghada Salem Dr Andre Azouri Eng. Ali Khreis Financial Officer: Mrs Hoda Fakih Master Students: Hanan Daher Elie Abou Fayad Simone Abou Fayad şŗ HELAND Project şŘ . - . ( ) . . şř HELAND Project ( ) . ( ) . . ( ) . . . ( ) ( . ) . . ) ( . . ( . . ) ( . şŚ ) . . . . . ( ) . . . . . - . ( )" " . . . . şś HELAND Project . . / / ) ( ) .( . . . . . ( ) . . "- -" "- . -" . . . şŜ . . . . . . " " " . " . ( ) . . / / . . . " " " " " . . . şŝ " " " - HELAND Project . . " : " ( ) " . . ( ) . ! (... ) / . . " .( " )" " . " " ( ) " " ( ) " ": . ( " )" " " ( ) " " " " . . şŞ . . . . . . ( ) . " " . .( ( ) ) . ... . . . şş HELAND Project - - . . . . . . . . ŗŖŖ . : . . " " " " . ! " " . . " ( ) : . . : . " ( ) " . . ŗŖŗ HELAND Project - . . ( ) . . . ." ŗŖŘ " Sustainable Tourism Impacts in the City of Madaba, Jordan Sustainable Tourism Impacts in the City of Madaba, Jordan Monther M. Jamhawi Jordan University of Science and Technology Abdulla Al-Shorman Yarmouk University Zain A. Hajahjah Jordan University of Science and Technology Roaa J. Zidan Applied Science University, Amman Abstract This paper assessed the indicators that are most likely to affect sustainable tourism in the region of Madaba, one of the most attractive sites in central Jordan. The indicators were classified into 5 sub-groups and include managerial, economic, social, cultural and environmental impacts. The methods of the study relied on structured questionnaires that were distributed among stakeholders and locals. The results show that the carrying capacity at the attraction sites is very high (high tourist flow in a small area). The wastewater, water and energy management is severely impacted as well as transportation. The social impact is also very high and it is substantially contested by the inelastic cultural norms and traditions especially when tackling female inequality and empowerment. Keywords Madaba; Sustainable Development; Sustainable Tourism Indicators; Tourism Impacts ŗŖř HELAND Project ŗŖŚ Sustainable Tourism Impacts in the City of Madaba, Jordan Sustainable Tourism Impacts in the City of Madaba, Jordan Introduction ȱ ȱ ȱ ǰȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱǰȱȱȱ ȱěȱȱȱȱȱǰȱȱȱȱ ȱ ȱ ȱ ȱ ǰȱ ǰȱ ȱ ȱ ȱ ȱ ǻȱ ȱǰȱŘŖŗřDzȱǰȱŗşşŞDzȱȱȱȱǯǰȱŘŖŖşǼǯȱȱȱȱȱȱ aware of the negative impacts of tourism on the environment, societies and cultures. At the ȱǰȱȱȱ¡ȱȱȱęȱ ȱȱȱȱȱȱȱȱ ¢ȱȱȱ ȱȱęȱǰȱȱȱȱȱȱȱǻ£Ȭȱ ¢ǰȱ ǰȱ £¤£ȱ ȱ ǰȱ ŘŖŗŘǼǯȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱȱȱȱȱęȱ ȱȱǰȱ¢ȱȱ¢ȱǻǰȱŘŖŗŖǼǯȱȱȱȱ£ȱ ǻǼȱęȱȱȱȱȱ ȱȱȱȱȱȱȱȱȱ host regions, while protecting and enhancing the opportunity for tourists and protecting the ȱȱǻǰȱŘŖŖŚǼǯȱȱȱȱȱȱȱȱȱ ǰȱǰȱȱȱȱ ȱȱȱȱȱȱȱęȱ ȱ maintaining cultural integrity, essential ecological processes, biological diversity, and life ȱ¢ȱǻȱȱȱǯǰȱŘŖŖşǼǯ Because tourism is a growing industry it has brought several negative impacts on the natural ȱȬȱȱȱȱȱĴȱǻ ȱȱ ǰȱŗşşŞDzȱ ęȱ ȱǰȱŗşşŞDzȱȱȱ¢ǰȱŘŖŖŜǼǯȱȱȱȱȱȱȱ ȱȱȱ¢ȱȱȱȱȱȱ¢ȱȱ ȱȱȱȱ¢ȱȱȱȂȱ ¡ȱǻ ȱȱǰȱŗşşřDzȱǰȱŗşşŝǼǯȱȱȱȱȱǰȱ prepared and experienced in a way that sustains the local community, its culture, environment ȱ ¢ȱ ȱ ȱ ȱ ęȱ ǻȱ ȱ ǰȱ ŘŖŗŚǼǯȱ ȱ ȱ ¢ȱ ęȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ěȱ ȱ ȱ ǰȱ ȱ ȱ ¢ǰȱ ĴȱȱȱȱȱȱȱǰȱȱȱĴȱ¢ȱȱȱǻ¢ǰȱ ȱȱ¢ǰȱŘŖŖŘDzȱ ǰȱ¢ȱȱǰȱŗşşŝDzȱǰȱŗşşśDzȱȱȱ ǰȱŗşşŚDzȱǰȱȱȱǰȱŗşşŖDzȱǰȱŗşşŘDzȱȱȱ¢ǰȱŘŖŗŖǼǯ As the concept of sustainability expands into new territories, such as tourism, the need to implement and develop indicators in practice are crucial for the developmental process and ȱȱȱǰȱȱȱȱǯȱȱȱȱȱ ȱȱȱȱȱǻǼǰȱȱȱȱȱȱȱ ȱȱǻǰȱŘŖŖŝǼǯȱ¢ȱȱȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱ¢ȱȱȱȱȱȱȱȱ ȱȱȱ ȱȱȱȱȱȱǻǯǼǯȱȱȱǻŘŖŖŝǼȱȱȱDZȱȃ ȱ ȱ ȱ ȱǰȱȱȱ ȱ ȱȄǯȱȱȱȱĚȱȱȱȱȱ indicators as a method to facilitate the communication of ideas, thoughts and values. Moreover, ŗŖś HELAND Project they result in policy actions in response to problems highlighted by such indicators. Sustainable ȱ ȱ ¢ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ȱ ȱ ȱ objectives, while at the same time serve as an early warning tool for potential environmental, ȱȱȱȱǻ ȱǭȱǰȱŗşşŝǼǯȱȱȱȱȱȱ ȱ¢ȱȱ¢ȱȱǰȱȱȱĚȱȱȱ approach that is at the heart of sustainability in order to gain a true understanding of human ȱǻ ȱǭȱǰȱŗşşŝǼǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ěȱ ȱ ǻǰȱ ȱ ȱ Ǽȱ ȱ ȱ ȱ ȱ ȱ ȱ community are interconnected. In general, sustainable indicators can be distinguished from simple environmental, economic, and social indicators by the fact that they are integrating, ȱǰȱǰȱȱȱ ȱȱȱȱȱȱȱȱ ¢ȱǻǰȱŗşşŜǼǯȱȱȱȱȱȱȱǰȱȱȱȱ ȱȱȱȱ ȱȱȱęȱ ȱȱǻ¢ǰȱǰȱȱ ǰȱŘŖŗŗǼǯȱ The notion of sustainable tourism and its applications is still relatively new in Jordan, and ȱȱȱȱȱȱȱȱǰȱȱ¢ȱȱȱǯȱȱ mentioned previously, assessing the sustainable indicators of tourism may bring returns in the ȱȱȱĴȱ¢ȱȱȱ¢ȱǯȱȱȱ¢ȱȱȱȱ ȱ ȱȱȱȱ¢ȱȱȱĴȱȱȱȱȱ¢ȱǻǰȱ archaeological, cultural, religious, etc.). The city of Madaba is one of these sites, and holds the ȱȱȱĴȱȱȱȱȱȱǰȱǰȱȱȱȱ tourism. The impact of tourism has not been investigated and sustainability is far beyond the ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ¢ȱȱȱ¢ǯȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱ¢ǯȱȱȱ¡¢ȱȱȱȱȱȱȱȱȱȱȱȱ available data and resources, multiple indicator systems were used to establish the database of the study. The Church of St George Square, Madaba ŗŖŜ Sustainable Tourism Impacts in the City of Madaba, Jordan The Study Area - Madaba City ȱ¢ȱȱȱȱȱȱȱȱȱDzȱȱȱȱȱȱȱ ȱ¢ȱȱęȱȱȱȱȱȱǰȱ ǰȱ ȱ ǰȱȱȬǰȱȱȱȱǯȱȱȱȱȱŘŖȱȱ ¢ȱȱȱȱ¢ȱ ȱǯȱȱȱ¢ȱȱȱ ȱȱȱȱ¢ȱ£DZȱ ǰȱǰȱǰȱǰȱ¢£ȱȱ¢¢ǯȱȱȱȱȱȱȱȱ ŚśŖŖȱǯȱȂȱȱȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱǻǰȱŘŖŖśǼȱȱȱ¢ȱȱǯȱȱȱȱȱ period, Christianity was established in the Madaba region, as it became the seat of the bishop ȱȱȱȱȱȱȱśth century. ȱ ȱ Ĵȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ Ğȱ ȱǯȱȱȱȱȱȱȱȱ ȱȱȱȱ£ȱ¢ȱ ȱ£ȱȱȱȱȱȱȱȱȱȱǻǰȱŘŖŖśǼǯȱ Accordingly, this represents the overlapping and co-existence of many archaeological sites in ȱ¢ǯȱȱȱȱȱĴȱȱȱ¢ȱȱȱȱȱȱȁȱȱȱȂȱȱ contains the most preserved mosaic map of the Holy Land. There are religious buildings that ȱȱȱȱ ȱȱȱȱȱǰȱ ȱȱĴȱȱȱ ȱ ȱȱǯȱ¢ǰȱȱȱȱǰȱȱȱȱȱ¢ȱȁǯȱȂǰȱȱ ȱ ȱ ȱ ȱ ¢Dzȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ŗşth and early ŘŖth centuries, such as the houses of the Twal, Jumean, Karadsheh, and Hamarneh families, ǻǰȱŘŖŖŝǼȱȱȱȱȂȱȱǯ Aerial photo of Madaba showing its Main Ring Road (Source: MOTA, 2005) ŗŖŝ HELAND Project Materials and Methods ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱŗǯȱȱȱȱȱȱȱȱȱǰȱ residents, visitors, and managers. The tourism impact indicators were divided into four main categories: • Ȋȱ Ȋȱ • management (sustainable tourism public policy, management in tourism enterprises, customer satisfaction, and information and communication), ¢ȱǻȱĚ ǰȱȂȱǰȱ¢ȱȱ¢ȱȱ¢ǰȱ health and safety, and tourism supply chain), ¢ȱ ǻȱ ǰȱ ȱ ǰȱ ȱ ¢ǰȱ ¢ǰȱ ȱ ȱ identity), and environment (transport impact, climate change, waste management, sewage treatment, water management, energy use, and biodiversity). These indicators were selected based on the WTO manual for sustainable tourism indicators ȱȱ¢ȱȱȱȱDzȱȱȱȱȱȱȱȱ ȱȱȱȱȬȱ¡ȱȱȱ¢ȱǯȱȱȱ ȱ ȱ Ğȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ǰȱ ȱ Ě ǰȱ ȱ ǰȱ ȱ ȱ ǯȱ ȱ ȱ Figure 1: The methodological framework ŗŖŞ Sustainable Tourism Impacts in the City of Madaba, Jordan ȱȱȱȱȮȱǰȱǰȱȱȱȱȱȱȱ ȱȱȱȱǻȱŗǼǯȱȱȱȱȱȱǻŗŖŖȱȱŘŖŝȱ¢Ǽȱ ȱȱ¢ȱȱȱȱȱȱ¢ǯȱȱȱ£ȱȱȱǻǯȱƽȱŗŖŖǼȱ was calculated according to the following formula: Where: Z = Z value (1.96 for 95% confidence interval) p = Percentage of picking a choice, expressed as decimal (0.5 in this study) C = Confidence interval, expressed as decimal (0.1 in this study) ȱ¢ȱ ȱȱȱȱȱȱȱȱȱŘŖŗŚǯȱȱȱȱ ȱ ¢ȱȱȱȱĞ ȱǯȱ Stakeholders Enterprises Entertainment Hotels Restaurants Others Residents Visitors Management The number of distributed Questionnaire 12 10 25 3 Total Three Main Organizations: Ministry of Tourism and Antiquities (MoTA); Department of Antiquities of Jordan (DoA); Greater Madaba Municipality(GMM) Table 1: Targeted Organizations Madaba Governorate Circle ŗŖş HELAND Project The Results and Discussion ȱȱȱȱȱ ȱęȱ ȱȱȱȱȱĚȱȱȱ ȱȱȱȱǯȱȱȱȱŞƖȱȱȱȱ£ȱȱȱ ȱ ȱ ȱ ȱ ¢ȱ ǯȱ ǰȱ ȱ ȱ ȱ £ȱ have sustainability reports according to international standards. Residents’ satisfaction is an ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻȱ ȱ ǰȱŘŖŗŗǼǰȱȱ¢ȱȱȱ ȱȱȱȱȱȱȱȱ Ĵȱȱǰȱ¢ȱȱȱȱȱȱȱȱȱȱ¢ȱ ȱȱ¢ǯȱ¢ȱȱȱ¢ȱȱȱȱ¢ȱȱȱȱ ȱȱȱȱȱ ȱǻ ęǰȱȱȱĚ¢ǰȱŘŖŗřǼǯȱȱ ȱȱǰȱȱ¢ȱȱȱȱǻŞŝƖǼȱ ȱęȱ ȱȱ¡ȱȱ ȱ¢ȱȱȱǻȱŘǼǯȱȱŞŚƖȱ¡ȱȱ ȱȱȱȱ ȱȱȱȱǰȱȱŞŘƖȱȱȱȱ¡ȱȱȱ ȱȱȱȱ expectations. Tourists’ satisfaction plays an important role in the survival and future of any ȱȱȱȱǻ¢ǰȱ¢ȱȱǰȱŘŖŖŝǼǯȱȱȱȱȱ ȱȱȱĴȱȱȱȱ¡ȱȱǻûȱȱǰȱŗşşŞDzȱǰȱ ŗşşřǼǰȱ ȱȱ ȱȱȱȱȱȱȱȱȱȱȱȱ ǯȱ ȱȱȱȱ¢ȱǰȱȱȱȱŝŜƖȱȱȱǻśŖȱDZȱŗŘȱ ǰȱŗŖȱǰȱŘśȱȱȱřȱȱ¢ȱȱǼȱȱȱ ¢ȱěȱȱǯ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ŗǰşŘşǯ ȱȱȱȱȱȱȂȱ¢ȱȱȱ¡¢ȱŗřƖȱȱ ȱȱǯȱȱȱȱȬ¢ȱȱȱȱȱȱ ȱȱ ȱȱȱ ȱȱȱȱȱȱȱ¢ȱȱ¢ȱȱȱȱȱ ǻǼȱȱȱȱ¢ȱȱȱŘŖŗřȱȱŘŖŗŚǯȱǰȱȱ ȱ ȱȱȱȱȱ of tourists in Madaba in the high season during the period between April and May increased ȱŘŖŗŚǯȱ According to MOTA, the average length of stay of tourists from January to September was ŗǯşśȱ¢ȱȱŘŖŗŚǰȱŗǯşŗȱ¢ȱȱŘŖŗřǰȱȱŗǯŚȱ¢ȱȱŘŖŗŘǯȱȱȱȱŗǯŞȱȱ ȱȱ ¢ȱ Ȭ¢ȱ ȱ ȱ ȱ ¢ȱ ŘŖŗŚǯȱ ȱ ǰȱ Şȱ ǰȱ ȱ ŗŝȱ ȱ ȱ -ONTH Foreign Jordanian 2ELATIVE#HANGE Total Foreign Jordanian Total Foreign Jordanian Total January 9.46 64 9.52 10.46 32 10.50 10.6% -50.0% 10.2% February 12.00 42 12.04 14.07 24 14.10 17.3% -42.9% 17.1% March 21.13 68 21.20 23.54 64 23.60 11.4% -5.9% 11.4% April 28.59 601 29.20 33.94 258 34.20 18.7% -57.1% 17.1% May 22.30 58 22.36 28.60 198 28.80 28.2% 241.4% 28.8% June 10.26 34 10.30 14.12 56 14.18 37.6% 64.7% 37.7% 4OTAL 103.76 867 104.63 124.76 632 125.39 20.2% -27.1% 19.8% Table 2: The total number of tourists who visited Madaba in the high season (Source: MoTA, 2013-2014) ŗŗŖ Sustainable Tourism Impacts in the City of Madaba, Jordan ȱȱȱȦȱȱȱȱǯȱȱ¢ȱȱȱ ȱȱȱȱȱȱȱ¢Dzȱȱȱȱȱȱȱ ȱȱȱȱȱ¡ȱȱȱȱȱ¢ȱǻ£Ȭȱȱ¢ǰȱŘŖŖŞǼȱ because the tourist product must adapt itself to the amount of time the tourist has available ȱ ȱ ȱ ǻȱ ȱ ǰȱ ŘŖŖŚǼǯȱ ȱ ¢ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ Ĵȱ ȱ ȱ ȱ ¢ǰȱ ȱ ȱ ȱ ȱ economic impact. This is also supported by the number of arrivals to hotels at the study area. ȱȱǰȱȱȱȱŜǰŘŝŝȱȱȱǻŗŘǰşŖŞȱǼȱ ȱȱȱȱ¢ȱ ŘŖŗŚȱȱǰȱŗśǰşŞşȱȱȱǻŘřǰŗŚŞȱǼȱȱŘŖŗřǰȱȱŘŗǰřŖŚȱȱȱǻřŚǰŝşşȱ ǼȱȱŘŖŗŘǯ %NTERPRISE4YPE %NTERTAINMENT )NVOLVEINTHEMANAGEMENTS COOPERATIVEMARKETING $ONOTINVOLVEINTHEMANAGEMENTS COOPERATIVEMARKETING .UMBER 0ERCENTAGE .UMBER 0ERCENTAGE (OTELS 2ESTAURANTS /THER 4OTAL Table 3: Involvement in the managements/cooperative marketing ȱŞŘƖȱȱȱȱȱ¢ȱȱȱȱȱǰȱǰȱȱ fair trade goods and services in Madaba. Madaba is covered by a policy that promotes local, ȱ Ȧȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ŜŜƖȱ ȱ ȱ ȱ ȱ ȱȱȱȱŘśƖȱȱȱȱȱȱȦȱǯȱȱ¢ȱȱ ȱ ŚŚƖȱ ȱ ȱ ȱ ȱ ęȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱȱȱȱȱȱȱȱȱ ȱȱȱŚǯ 4OURISM%NTERPRISES -EN 7OMEN -ALE.UMBER 0ERCENTAGE %NTERTAINMENT%NTERPRISES (OTELS 2ESTAURANTS /THERS &EMALE.UMBER 0ERCENTAGE Table 4: Percentage of men and women employed in the various tourism enterprises Madaba’s Archeological Park ŗŗŗ HELAND Project ȱȱȱȱŚǰȱȱȱȱȱ¢ȱȱȱ¢ȱȱȱ¢ȱǯȱ ȱȱ£ȱȱ¢ȱȱȱȱȱȱȱȱǻǰȱ ŗşşŝDzȱ ¢ǰȱ ŘŖŖŝDzȱ ǰȱ ŘŖŖŝDzȱ ǰȱ ȱ ȱ ǰȱ ŘŖŗřǼǯȱ ȱ ȱ ȱ ȱ cultural ground and process that shape and is shaped by gendered representations of places, ǰȱȱȱȱǻǰȱŘŖŖŖǼǯȱȱǰȱȱȱȱȱȱȱ Ȃȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ¢ȱ ȱ ȱȱȱȱĴȱȱȱ ȱȱȱȱ ǯȱȱȱȱȱ¢ȱ ¢ȱȱǻŘŖŗŗǼȱȱ ȱȱȱȱȱȱȱȱȱ ȱȱȱȱ ę¢ȱ ȱȱȱȱǰȱ ȱȱȱȱ ȱȱȱȱǯȱ ȱȱȱȱ¢ȱȱȱȱȱȱ ȱȱȱȱȱȁȱ Ȃȱȱȱȱȱȱȱ ȱȱȱśǯ 4OURISM%NTERPRISES -EN .UMBER 0ERCENTAGE 7OMEN .UMBER 0ERCENTAGE %NTERTAINMENT%NTERPRISES (OTELS 2ESTAURANTS /THERS Table 5: Percentage of tourism enterprises where the general manager position is held by a female or a male Madaba Municipality Circle ŗŗŘ Sustainable Tourism Impacts in the City of Madaba, Jordan The gender disparity in Madaba, which is culturally constructed, lowered the average wages of ȱȱȱȱȱǯȱȱȱ ȱȱȱȱ ȱȱȱ¢ȱŘŖŗŘȱȱ ŘŖŗřȱȱȱȱȱ ȱȱȱŜȱȱŝȱǻȱȱȱ¢ȱŘŖŗŚȱ ȱȱȱȱ the public at the time of writing). 0ILOTAREALEVELABOVEYEARSOLD %UROS %UROS %UROS %UROS %UROS - & - & - & - & - & Table 6: The gross wages for men and women in all sectors for the year 2012 (Source: MoTA) 0ILOTAREALEVELABOVEYEARSOLD %UROS %UROS %UROS %UROS %UROS - & - & - & - & - & Table 7: The gross wages for men and women in all sectors for the year 2013 (Source: MoTA) ȱ ȱ ȱ ŗŖŖȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ identity of Madaba. Most of the reviewed respondents perceived tourism as improving and maintaining the identity of Madaba. However, place identities should be reconstructed to ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ǻ¢ǰȱ ŗşşśǼǯȱ ȱěȱȱȱȱ¢ȱȱ¢ȱȬȱǻǰȱŘŖŖŚǼǰȱ ȱȱȱ ȱ¢ȱȱȱȱǻ ęȱǰȱŗşşŞǼȱȱȱȱǻǰȱŗşŞşDzȱ ǰȱŘŖŖŘǼǯȱȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱ ¢ȱȱȱȱȱȱęȱǻ ǰȱŗşŝŝǼǯ One of the markets in Madaba aimed for tourists ŗŗř HELAND Project ȱȱȱȱȱȱȱ¢ȱȱȱȱȱǯȱȱśŞƖȱȱ ȱȱȱȱȱȱǰȱŗŞƖȱȱȱǰȱŗŚƖȱȱ ȱȱǰȱȱ¢ȱŗŖƖȱȱȱ¡ǯȱȱȱȱȱ¢ȱȬ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Řȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ǰȱ ȱ it vulnerable to tourist overuse and overdevelopment, which poses extra burdens on the ¢ȱ ¢ȱ ȱ ȱ ȱ ǻǰȱ ŗşŞŝǼǯȱ ȱ ȱ ȱ ǰȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱȱȱǰȱȱȱȱ that the infrastructure at the site is modest. Previous studies have shown that transportation at ȱȱ¢ȱěȱȱ¢ǰȱȱȱǰȱĚȱȱ¡ȱ ȱȱ¢ȱǻǰȱŘŖŖśǼǰȱ ȱȱ¢ȱȱȱȱȱ¢ȱȱǯ The entrance to the Shrine dedicated to the Beheading of St John the Baptist ŗŗŚ Sustainable Tourism Impacts in the City of Madaba, Jordan None of the enterprises are involved in any form of climate change mitigation schemes. There are currently no climate change adaptation strategies or planning conducted by any ȱȱȬȱ£ǯ The data regarding the waste volume produced by Madaba or the volume of recycled waste is ¢ȱȱǯȱ ǰȱȱ¢ȱ ȱȱ¢ȱŞƖȱȱȱȱ ȱȱȱěȱ¢ȱȱ ȱȱȱȱȱǰȱȱȱȱ enterprises is actually considering this issue. Data on the percentage of sewage treated at a secondary level prior to discharge in the pilot site is not available and could not be gathered from surveys. The percentage of commercial accommodation connected to the central sewage system and/or employing tertiary sewage treatment is not available either. Many tourists have no perception of the status of Jordan’s water supply and consume more water when compared to local usage. The percentage of tourism enterprises in Madaba that have switched to low¢ȱȱȱşŚƖǯȱ¢ȱŚƖȱȱȱȱȱ ȱȱȱ¢ǯȱȱȱ currently no plans for the protection, conservation, and management of local biodiversity and landscapes. In addition there are no biodiversity management and monitoring plans or even measures to combat light and noise pollution. Conclusion ȱ ¢ȱ ȱ ęȱ ȱ ȱ ȱ ȱ DZȱ ǰȱ ǰȱ ǰȱȱȱǯȱ¢ȱȱȱȱȬȱ ȱȱȱ because of the unavailability of data and/or a measure, and include waste management, sewage treatment, and biodiversity management. The carrying capacity of the site is very high (i.e. the ¢ȱȱȱĚ ȱȱȱȱȱǼǰȱ ȱȱȱȱȱ ǰȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ Ĵȱ ¢ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ě ǰȱ ȱ ȱ ¢ȱ ȱ ¡¢ȱ Řȱ ¢ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ measures of safety but which need to be upgraded continuously. The transportation impact is very high in the city mainly due to the extensive use of rented cars by tourists and the modest infrastructure. There are no measures to combat climate change in this particular region of the ¢ǯȱȱȱȱǰȱȱ¢ȱȱȱȱ¢ȱȱȱ¢ǰȱ ȱȱǰȱ traditions and culture dominate the collective behaviour of the residents and how they deal ȱȱȱȱȱȱȱǯȱȱȱȱȱ ȱ¢ȱȱȱ ȱǰȱ ȱ¢ȱȱ ȱȱȂȱĴǰȱȱȱ¢ȱ at the city of Madaba. 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Journal of Travel Research, řŘǻŘǼǰȱǯȱŘşȬřŚǯ ȱǻŘŖŖśǼȱDetailed Description of The City Revitalisation Program.ȱDZȱȱȱǯ ȱǻŘŖŖŞǼȱȱȱ ĴǯȱȱȱȱĴDZȦȦ ǯǯȦȦǵƽŗŘřȱȱ ǻȱȱŘŜȱȱŘŖŗřǼǯȱ ȱǻŘŖŗŘǼǯȱTourism Statistical Newspaper for 2012. ęǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŗşşŞǼǯȱ Tourism and sustainability: New tourism in the third world. London: Routledge. ǰȱǯȱȱǰȱ ǯȱǻŘŖŗŗǼȱȁȂȱȱ ȱ¢ȱĴȱȱ support for tourism’. Journal of Hospitality and Tourism Research, řśǻŘǼǰȱǯȱŗŝŗȬşŖǯ ǰȱǯǰȱǰȱǯȱȱǰȱǯȱǻŗşşŖǼȱȁȱȱȱȱȂǯȱAnnals of Tourism Research, ŗŝǻŚǼǰȱǯȱśŞŜȬşşǯ ǰȱǯȱǻŗşşŘǼȱȁȱȱȱȱȱȱȱȱȱȱ¢ȂǯȱJournal of Travel Research, řŖǻřǼǰȱǯȱŗřȬŗŝǯ ǰȱǯȱǻŗşşŝǼȱTourism and sustainability: Principles to practice.ȱ ȱDZȱȱǯ ¢ǰȱǯǰȱǰȱǯȱȱǰȱȬǯȱǻŘŖŗŗǼǯȱSustainable Tourism Indicators: Selection ȱȱ¢ȱȱȱęȱǯ Montreal: CIRANO. ȱ ǻŘŖŗŖǼȱ Stepping towards sustainability – a manual for sustainable tourism suppliers and suppoters. Thailand: TEATA. ǰȱ ǯȱǻŘŖŖŝǼȱȁȱDZȱȱȱȂȱȱȱ¢ȂǯȱJournal of Tourism and Cultural Change, śǻŘǼǰȱǯȱŞŝȬŗŖśǯ ȱǻŘŖŖŝǼȱIndicators of Sustainable Development: Guidelines and Methodologies.ȱ ȱDZȱ ȱȱȱȱȱǯ ŗŗŝ HELAND Project ¢ǰȱǯȱǻŗşşśǼȱConsuming places. London: Routledge. ȱǻŘŖŖŝǼȱMadaba Commercial Storefront Guidelines.ȱǯ ǰȱǯȱȱǰȱǯȱǻŘŖŗřǼȱȁȱȱȱȱęDZȱȱ tourism stimulate economic growth in more competitive destinations?’ Tourism Managment, ŚŖǰȱǯȱŗřŝȬŚŖǯ ȱǻŘŖŖŚǼȱIndicators of Sustainable Development for Tourism Destinations: A Guidebook. Madrid: ȱȱ£ǯ ûǰȱǯȱȱǰȱǯȱǻŗşşŞǼȱȁȬȱȂǯȱCornell Hotel and Restaurant, řşǻŜǼǰȱŜŖȬŝŗǯ ŗŗŞ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ Gender Equality in the Tourism Industry: A Case Study from Madaba, Jordan Monther M. Jamhawi Jordan University of Science and Technology Abdulla Al-Shorman Yarmouk University Zain A. Hajahjah Jordan University of Science and Technology Yasmin Okour Jordan University of Science and Technology Marwa Alkhalidi Yarmouk University Abstract The traditional cultural values in many localities may interfere with female participation in the tourism industry and even lead to inequality. Gender equality is considered as one of the indicators for the socio-cultural sustainability of tourist sites. Hence, female equality in one of the attraction sites in Jordan (Madaba) was evaluated using structured questionnaires and interviews. The results show that the tourism sector provides limited access to women's employment and opportunities for creating self-employment in small and medium-sized income generating activities in the region of Madaba, thus creating few paths towards the elimination of poverty among women and local communities in the study area. Inequality was very evident even in other industries due to cultural pressure. This study recommends collaboration among all the stakeholders - national and local governmental authorities and non-governmental bodies, industry, local communities, and community-based tourism initiatives to increase women's participation in the tourism industry and alleviate inequality. Keywords Jordan; Madaba; Women; Tourism; Inequality ŗŗş HELAND Project ŗŘŖ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ Gender Equality in the Tourism Industry: A Case Study from Madaba, Jordan Introduction ȱȱȱȱȱȱȂȱ¢ǰȱȱȱȱǰȱȱȱ¢ȱ ȱȱǰȱȱȁ¡Ȃȱȱȱȱȱȱȱȱȱȱǯȱȱęȱ ȱȱȱěȱȱȱȱȱȱȱȱǰȱȱȱ behavioural expectations that are at the same time changeable over time (Jucan and Jucan, ŘŖŗřǼǯȱȱȱȱȱ¢ȱȱ ȱȱȱǰȱǰȱȱ ȱ ȱǻǰȱŘŖŖřǼǰȱ ȱ¢ȱěȱȱȱȱȱǰȱȱȱ ¢ȱ ǻǰȱ ŘŖŖŘǼǯȱ ȱ ȱ ȱ ¢ȱ ȱ ¢ȱ ǻȱ ȱ ǰȱ ŘŖŖŖǼǰȱ ȱ Ȃȱ ȱ ȱ ȱ ȱ ¢ȱ ǯȱ ȱ ǻŗşşŖǼȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ¢ȱ ěȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱȱǻǰȱŗşşŝDzȱǰȱŗşşŝDzȱǰȱŗşşśDzȱ ȱ ȱ ǰȱ ŗşşŜDzȱ ȱ ȱ ǯǰȱ ŗşşŚǼǯȱ ǰȱ ȁ¢ȱ ȱ ¢Ȃȱ ¢ȱ ȱȱȱȱȱȱ ȱȱȱǻǰȱŗşŞşǼǰȱ ǰȱ ǰȱěȱȱȱȱȱȱȱȱȱȱȱȱ ȱ ǻǰȱŗşŝŖǼǯȱ ȱȱȱȱȱȱĚȱ ȱȱȱȱȱȱȱȱ enterprise, such as tourism, which places enormous pressure on women, at the expense of ȱ ¢ȱ ȱ ¢ǯȱ ȱ ȱ ȱ ȱ ȱ ǰȱ ȱ ȱȱ ¢ǰȱ ȱ been portrayed as frail and dominated by male relatives, a cultural phenomenon which ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱ¢ȱǻȱȱǯǰȱŗşşŝǼǯȱȱ¢ǰȱȱȱȱȱ ȱȱȱ£ȱǻǼǰȱȱȱȱȱȱȱȱ ȱ¢ȱȱ ȱȱȱȱȱȱȱȱ ǯȱȱǰȱ women’s empowerment in tourism increases their economic opportunities which helps them ȱȱ¢ȱȱ¢ȱǻȱȱǰȱŘŖŗřǼǯȱȱǻŘŖŗřǼǰȱȱ¡ǰȱȱ that the tourism industry in Jordan is male-dominated, particularly in the upper echelons of management. ¢ȱȱȱȱȱęȱȱȱȱŘŗȱ¢ǰȱȱȱȱȱȱȱȱ ȱȱȱ ȱŗśǯřƖȱǻȱȱȬǰȱŘŖŗŗǼǰȱ ȱȱȱȱȱȱęĞȱ ȱȱȱȱ ȱǻȱȱǰȱŘŖŗŘǼǯȱȱ¢ȱȱ ȱ were employed in the education and health sectors. Nevertheless there is a trend toward more ȱȱȱȱȱ¢ȱȱǯȱȱŗȱ ȱȱȱȱ ȱȱȱȱȱȱȱȱ¢ȱŗşşŖȬŘŖŗŗǯȱȱȱȱ ȱȱȱȱȱ ȱȱȱŗşşŖȱȱŘŖŗŗǯȱ¢ǰȱȱ¢ȱȱȱ¡ȱȱȱȱ ȱȱȱȱȱĴȱȱȱȱȱȱȱ¢ȱȱȱ ȱȱȱ¢ȱ ȱȱȱ¢ȱȱȱȱǯ ŗŘŗ HELAND Project Women in the Labour Force (% of Total labour Force) :RPHQ¶V/DERXU 0HQ¶V/DERXU Participation Rate Participation Rate (% of Female (% of Male Population Population Aged 15+) Aged 15+) Year Total Labour Force 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Average Table 1: Participation Rates in the Labour Force in Jordan, 1990-2011 ŗŘŘ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ŗśȱ ȱ ȱ ȱ is economically active – all the people who supply labour for the production of goods and ȱȱȱęȱȱǻȱǼǯ Study area ȱ¢ȱȱȱȱȱȬȱȱȱȱȱřŖȱȱȱǰȱ ȱȱȱȱȱŗřŖǰŖŖŖȱȱȱȱȱŘǰŖŖŞȱŘ. Madaba has a promising future in the tourism sector generating a considerable income of foreign currency, infrastructural development, and opportunities for new management and educational experience, all of which contribute positively to the social and economic development of the city. The city of Madaba ȱ£ȱ¢ȱȱȱ¢ȱȱĴȱǯȱȱȱȱȱȱ Ȭȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ěȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱȱȱǰȱ ǰȱ ȱǰȱȱȬǰȱ ȱȱȱǯȱ ¢ǰȱȱ ȱȱȱȱ¢ȱ£DZȱǰȱǰȱ ǰȱ¢£ȱȱǯȱȱȱȱȱȱȱȱŚśŖŖȱǯȱȱĚȱȱȱ¢ȱ ȱȱȱȱȱǻǯȱŞŖŖȱǼǰȱȱȱ ȱȱǻǯȱřŖŖȱǼǯ Figure 1: Map of Jordan with the location of Madaba (in red) ŗŘř HELAND Project Materials and Methods ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ Řśȱ tourism-related agencies and institutions in the study area (the city of Madaba). Interviews with families and individuals (women and men) were also conducted to obtain information about tourism in a socio-cultural context so as to draw a clear picture about gender and how ȱȱȱȱȱ¢ȱǯȱȱ¢ȱ£ȱŜȱȱȱȱ¢DZȱȱ ȱ ȱȱȱ ȱȱȱȱȱȱȱǰȱ¢ȱ hierarchy, education level, wages, rate of employment, and the institutional mechanisms that were adopted to empower women. The data collection was performed on two levels - national ǻȱȱǼȱȱȱȱ¢ȱǻȱȱ Ǽǯȱȱȱ ȱ ȱ¢ȱȱȱȱĞ ȱǯȱ Results ȱȱȱȱȱ¢ȱŘŖŗŘȱǰȱŘŖŗřǰȱȱŘŖŗŚȱ ȱȱȱȱȱ ȱ ȱ ȱȱȱ¢ȱȱȱȱȱŘŚşȱȱȱŗǰŘŗŚȱȱȱŘŖƖȱȱȱ ǯȱ ȱ¢ȱȱ ȱȱȱȱřŖȬřşȱǻŚřƖǼǰȱ ȱĚȱȱȱȱȱȱ ȱȱǻȱŘȱȱřǼǯ Crafts on sale for tourists exhibited along Artisan Street ŗŘŚ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ Age vs Gender, 2012 ŐĞsƐ͘'ĞŶĚĞƌ͕ϮϬϭϮ ϰϱ ϰϬ ϯϱ ϯϬ ϮϬϭϮEĂƚŝŽŶĂů>ĞǀĞůddŽƚĂů& Ϯϱ ϮϬϭϮEĂƚŝŽŶĂů>ĞǀĞůddŽƚĂůD ϮϬ ϮϬϭϮWŝůŽƚƌĞĂ>ĞǀĞůůdŽƚĂů& ϭϱ ϮϬϭϮWŝůŽƚƌĞĂ>ĞǀĞůůdŽƚĂůD ϭϬ ϱ Ϭ ϭϱͲϭϵ ϮϬͲϮϰ ϮϱͲϮϵ ϯϬͲͲϯϵ ϰϬͲϰϵ ϱϬͲϱϵ ϲϬн Figure 2: Age vs gender in Madaba area compared to the national level for the year 2012. Age vs Gender, 2013 ŐĞsƐ͘'ĞŶĚĞƌ͕ϮϬϭϯ ϰϱ ϰϬ ϯϱ ϯϬ ϮϬϭϯEĂƚŝŽŶĂů>ĞǀĞůddŽƚĂů& Ϯϱ ϮϬϭϯEĂƚŝŽŶĂů>ĞǀĞůddŽƚĂůD ϮϬ ϮϬϭϯWŝůŽƚƌĞĂ>ĞǀĞůůdŽƚĂů& ϭϱ ϮϬϭϯWŝůŽƚƌĞĂ>ĞǀĞůůdŽƚĂůD ϭϬ ϱ Ϭ ϭϱͲϭϵ ϮϬͲϮϰ ϮϱͲϮϵ ϯϬͲͲϯϵ ϰϬͲϰϵ ϱϬͲϱϵ ϲϬн Figure 3: Age vs gender in Madaba area compared to the national level for the year 2013. ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ęȱ ȱ ȱ ǯȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱǰȱȱȱ ȱȱȱȱ¢ȱŘŖŗŗȬŘŖŗŚǰȱȱ¢ȱ graduates preferred geology and environmental sciences instead of history, for example, as a ȱȱ£ȱ ȱȱȱ¢ȱȱ¢ȱȱǻȱŚǼǯ ŗŘś ŗŘŜ tĂƚĞƌĂŶĚŶǀŝƌŽŶĞŵĞŶƚĂůŶŐŝŶĞĞƌŝŶŐ >ĂŶĚ͕tĂƚĞƌΘŶǀŝƌŽŶŵĞŶƚ tĂƚĞƌƌĞƐŽƵƌĐĞƐĂŶĚŶǀŝƌŽŶŵĞŶƚĂůDĂŶĂŐĞŵĞŶƚ 'ĞŽůŽŐLJĂŶĚĞŶǀŝƌŽŶŵĞŶƚĂů^ĐŝĞŶĐĞƐ ŶǀŝƌŽŶŵĞŶƚĂůŶŐŝŶĞĞƌŝŶŐ hƌďĂŶWůĂŶŶŝŶŐ ,ŝƐƚŽƌLJ ŶƚŚƌŽƉŽůŽŐLJ WůĂŶŶŝŶŐĂŶĚWƌŽũĞĐƚDĂŶĂŐĞŵĞŶƚ dŽƵƌŝƐŵ^ĞƌǀŝĐĞDĂŶĂŐĞŵĞŶƚ ,ŽƚĞůƐĂŶĚdŽƵƌƐDĂŶĂŐĞŵĞŶƚ Ő dŽƵƌŝƐƚ'ƵŝĚĂŶĐĞ ƵůƚƵƌĂů,ĞƌŝƚĂŐĞĂŶĚDƵƐĞŽůŽŐLJ ŽŶƐĞƌǀĂƚŝŽŶ^ĐŝĞŶĐĞ ƌĐŚĞŽůŽŐLJ ƵůƚƵƌĂůZĞƐŽƵƌĐĞƐŽŶƐĞƌǀĂƚŝŽŶ HELAND Project DĂũŽƌsƐ'ĞŶĚĞƌ͕ϮϬϭϭͲϮϬϭϰ D Major vs Gender, 2011-2014 ϯϱϬ ϯϬϬ ϮϱϬ ϮϬϬ ϭϱϬ ϭϬϬ ϱϬ DĂůĞƐ Ϭ &ĞŵĂůĞƐ Figure 4: University major of women at Madaba region compared to men (2011-2014) A mosaic of the beheading of St John the Baptist on the door of the Church dedicated to him ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ ȱ¢ȱȱ ȱ ȱȱȱȱ¢ȱȱȱȱȱȱȱȱ ȱȱȱȱȱȱȂȱȱǻȱśǼǯ ĚƵ ƵĐĂƚŝŽŶĂů>ĞǀĞůsƐ'ĞŶĚĞƌ͕ϮϬϭϰ Educational Level vs Gender, 2014 ϳϬ ϲϬ ϱϬ ϰϬ ϯϬ DĂůĞ ϮϬ ĨĞŵĂůĞ ϭϬ Ϭ ,ŝŐŚ >ŽǁĞƌ ƚŚĂŶŚŝŐŚ ƐĐŚŽŽů ƐƚƵĚĞŶƚƚ ƐĐŚŽŽů ŝƉůŽŵĂ ĂĐŚĞůŽƌƐ ,ŝŐŚĞƌ ƚŚĂŶ ďĂĐŚĞůŽƌƐ dŽƚĂů ĚƵĐĂƚŝŽŶĂů>ĞǀĞů Figure 5: Gender and education level in the area of Madaba ȱȱȱ¢ǰȱȱȱȱȱ ȱȱ¢ȱȱȱȱǰȱ which means that outdoor tourism jobs are mostly limited to males. : Position vs Gender, 2014 Job:ŽďWŽƐŝƚŝŽŶsƐ'ĞŶĚĞƌ͕ϮϬϭϰ ϯϬ džŝƐdŝƚůĞ Ϯϱ ϮϬ ϭϱ ϭϬ ϱ DĂůĞ Ϭ ĨĞŵĂůĞ :ŽďƉŽƐŝƚŝŽŶ Figure 6: Job position in Madaba region by sex ŗŘŝ HELAND Project ȱ¢ȱȱ¡ȱȱȱěȱ¢ȱǰȱȱȱȱȱȱȱ¡ȱ than women. zĞĂƌŽĨdžƉĞƌŝĞŶĐĞsƐ Year of Experience vs Gender, 2014 'ĞŶĚĞƌ͕ϮϬϭϰ ϳϬ ϲϬ ϱϬ ϰϬ DĂůĞ ϯϬ ĨĞŵĂůĞ ϮϬ ϭϬ Ϭ ϬƚŽϱ ϲƚŽϭϬ ϭϭƚŽϭϱ ϭϲƚŽϮϬ хϮϭ dŽƚĂů Figure 7: The years of experience in Madaba region by sex. ȱ ȱȱȱȱȱ ȱȱȱ¢ȱ ȱȱȱ ǯȱȱ¡ǰȱ ȱȱ ȱ ȱȱȱȱȱȱ ȱ¢ȱȱǻȱŗŗŗȬŘŘŗȱǼȱȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ǻřřřȬśśŚȱ Ǽȱȱ ȱȱȱśȱȱŜDzȱȱȱ¢ȱĚȱȱȱȱȱǯȱ !NANCIENTMOSAICFEATURINGAlSHFOUNDIN-ADABAMUSUEM ŗŘŞ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ W WŝůŽƚtĂŐĞƐsƐ͘'ĞŶĚĞƌ͕ϮϬϭϮ Pilot Wages vs Gender, 2012 ϲϬ ϱϬ ϰϬ ϯϬ ϮϬ ϭϬ Ϭ D & D & D & D & D & фϭϭϭ͘ϭƵƌŽƐ ϭϭϭ͘ϭͲ ϮϮϭϭ͘ϭ ϮϮϮ͘ϮͲ ϯϯϮ͘Ϯ ϯϯϯ͘ϯͲ ϱϱϰ͘ϰ хϱϱϱ͘ϱƵƌŽƐ ƵƌŽƐ ƵƌŽƐ ƵƌŽƐ WŝůŽƚĂƌƌĞĂůĞǀĞů;ĂďŽǀĞϭϱLJĞĂƌƐŽůĚͿ Figure 8: Wages vs gender in the study area for the year 2012 Pilot Wages vs Gender, 2014 Figure 9: Wages vs gender in the study area for the year 2014 ȱ¢ȱȱȱȱ¢ȱȱȱŘŖƖȱȱȱȱȱ¢ȱŘŖŗŘȱȱŘŖŗřȱ ȱǰȱ ǰȱȱĴȱȱȱȱȱȱ ȱȱŗŝƖǯ An inscription on a stone slab exhibited in Madaba museum ŗŘş HELAND Project !CAPITALFROMA#HRISTIANEDIlCE Part of the facade of the church dedicated to St John the Baptist ŗřŖ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ Discussion ȱ ȱȱȱȱȱǰȱȱȱȱȱȱ¢ȱ in the Madaba area is similar to that across the country, which is below that of men. There is a general trend in the region of Madaba towards hiring educated women in the tourism industry, ěȱȱȱȱȱȱ ȱȱȱȱǯȱȱȱ¢ȱ¡ȱ¢ȱȱ¢ȱȱ ȱ ȱ¢ȱȱȱȱȱ¢Dzȱ ȱȱȱȱȱȱȱȱ ȱȱȱ¢ȱȱȱ ȱǯȱȱȱȱȱȱȱȱȱ from outsiders as is imposed by their families and Jordanian culture. In fact, gender is socially constructed, where people perceive gender in a way that is socially and unconsciously woven in their minds. Accordingly the sum of the behaviours in society has to be performed in parallel ȱȱȱǯȱȱ¡ǰȱ ȱȱȱ¢ȱȱȱȱȱȱ ȱ ȱ the approval of their parents, and there are constraints on their mobility primarily arising from the social norms. Such standards would be an extra burden on women especially in this type of jobs, where women have to be extensively exposed to the public and deal more with outsiders. ȱ ȱ £ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǻǰȱ ȱȱǰȱŘŖŗřDzȱ¢ǰȱŘŖŖŝDzȱǰȱŘŖŖŝDzȱǰȱŗşşŝǼǯȱȱȱȱ ȱ cultural process that shapes, and is shaped by, gendered representations of places, people, ȱ ȱ ȱ ǻǰȱ ŘŖŖŖǼǯȱ ȱ ȱ ȱ Ȭȱ ȱ ȱ ȱ ȱ ǻǰȱ ŘŖŖŗDzȱ ǰȱ ŘŖŖŗǼǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱȱȱȱDzȱȱȱȱ¢ȱǯȱ¢ǰȱ ȱ¢ȱ ȱȱȱȱȱȱȱȱȱ¢ȱȱȱȱȱǯȱ This process, in turn, possesses further gender disparity in employment in the tourism sector. Based on the above results, some facts about women’s positioning in the tourism industry in terms of hierarchical levels have been established. It appears very clear that the situation in ȱȱ¢ȱȱȱȱȱȱȱȱȱǯȱȱȱ¢ȱȱ ǰȱȱȱȱęȱ£ȱȱȱȱȱȱȱȱȱȱ ȱȱǯȱ £¢ǰȱ ȱȱȱȱȱȱěȱȱȮȱ ȱ ¢ȱ ȱǰȱ ȱȱȱ¢ȱǯȱ¢ǰȱȱ¢ȱȁȱ pyramid’ is prevalent in the tourism sector – lower levels and occupations with scarce career ȱȱȱȱ¢ȱ ȱȱ¢ȱȱȱȱȱ up by men. ȱȱ¢ȱ ȱȱȱȱȱȱȱȱȱȱȱȱ region, largely similar to the situation in the rest of the country. Among these there are culturally imposed gender stereotyping, traditional gender roles and gender identity. Women are seen ȱȱȱȱęȱȱȱ¢ȱȱȱȱȱęȱȱ¢ǯȱȱ addition, traditional gender roles in the Arab culture assign to women the main responsibilities ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ǰȱ ȱ ȱ Ğȱ ȱ ȱ ȱ modest labour, part-time or even seasonal employment but also with a very high turnover. In Jordan there is no evidence of any upward transformation in the social image of women and ȱ ȱȱȱ¢ȱȱȱȱǯȱȱȱ ȱęȱ¢ȱȱȱ ȱ£ȱȱȱŘŖŖŗȱǻǰȱŘŖŖŗǼǰȱ ȱȱȱȱ¢ȱȱȱȱ ŗřŗ HELAND Project Mosaics and architecture going back to the past of Madaba ȱȱȱĴȱȱȱ ȱȱȱȱ ǯȱȱȱȱȱ¢ȱ¢ȱȱ ǻŘŖŗŗǼȱ ȱȱȱȱȱȱȱȱȱ ȱȱȱȱ ȱȱȱ men, which creates challenges for women in the tourism sector. It is contrary to the study by Itani ȱǯȱǻŘŖŗŗǼȱ ȱȱȱȱȱȱȱȱȱ ǰȱȱȱȱȱ ȱȱȱȱȱ ȱȱȱȱȱȱȱȱǯ ŗřŘ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ The entrance of the Madaba visitors’ centre ȱȱȱȱ ȱȱȱȱǻŗşśŘǼȱȱȱŜǰȱȱȱȱ ȱ ȱȱȱ ǯȱȱ¡ȱȱȱȱȱȱȱȱ¢ȱ on gender, and leadership opportunities are by law not limited to men. Moreover, the government ȱ ȱ ȱ ȱ ¢ȱ ¢ȱ ȱ Ĵȱ ȱ ȱ ȱ Ĝȱ ȱ ȱ ȱ ȱ ǯȱ ǰȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱȱȱȱȱȱȱȱ ȱȱȱȱ¢ȱǻǰȱŘŖŖŜǼǯ Conclusions Although tourism in Jordan is still a growing industry, it has demonstrated its potential for ȱ ȱ ȱ ȱ Ȭȱ ȱ ȱ ęȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ǯȱ ¢ǰȱ ȱ ȱ sector provides limited access to female employment and opportunities for creating Ȭ¢ȱ ȱ ȱ ȱ Ȭ£ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Madaba, thus presenting limited routes for the elimination of poverty among women and local communities in the study area. However, there are a number of conditions under ȱ ȱ ȱ ȱ ȱ ȱ ȱ ě¢ǯȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȯȱ ȱ ȱ ȱ ȱ ȱ ȱ Ȭȱ ǰȱ industry, local communities, and community-based tourism initiatives. However, the tourism ¢ȱȱȱȱȱȱȱȱ¢ȱȱȁȂȱȱȱȱěȱ ȱȱȱȱ ǯȱȱȱȱ ȱ£ǰȱȱȱ ȱȱȱȱ nature (i.e. religious tourism, cultural tourism, ecotourism, etc.), the tourism industry in this ȱ ȱ ěȱ ȱ Ȭȱ Ě¡¢ǯȱ ǰȱ ȱ ǰȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ęȱ from initiatives and strategies in the tourism sector as models for their own development. ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ necessary base for the further advancement of women, which is an already established ȱ ǯȱ ȱ ¢ȱ ȱ ȱ ȱ ¢ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ȱ ǯ ŗřř HELAND Project References ǰȱǯȱǻŗşşśǼȱGendered Work: Sexuality, Family and the Labour Market. Milton Keynes: Open ¢ȱǯ ǰȱǯȱǻŘŖŖŖǼȱȁȱȱȱȱȱDZȱȱȱȱ ȱȃȄȱȱȱȱȂǯȱLeisure Studies, ŗşǰȱǯŗŘŝȬŚŚǯ ǰȱ ǯȱ ǻŘŖŖŗǼȱ ȁ£ȱ ȱ ȱ ȱ ǰȱ ȱ ȱ DZȱ ȱ ȱ ȱȱǻȱǼǵȂȱTourist Studies, ŗǻŘǼǰȱǯȱŗřřȬŚŝǯ ǰȱǯȱǻŘŖŖřǼȱGender and leisure. Social and cultural perspectives. London: Routledge. ǰȱǯȱǻŘŖŗŗǼȱJordan’s Accession to WTO: A Socio- Economic Challenges for Women in the Tourism Sector.ȱDZȱȱ¢ǰȱǯ ǰȱǯǰȱǰȱǯȱȱǰȱǯȱǻŗşşŝǼȱȁ¢ȱȱȱȱȱȂǯȱ International Journal of Contemporary Hospitality Management, şǻśǼǰȱǯȱŘŘŗȬşǯ ǰȱǯȱǻŗşŝŖǼȱWoman’s Role in Economic Development.ȱDZȱȱȱ ǯ ǰȱ ǯȱ ǻŘŖŖŜǼȱ ȁȱ ȱ ȱ ȱ ȱ ȱ ȱ ¢ȱ ȱ ¢Ȃǯȱ ǯȱ Ĵǰȱ ȱ ǯȱ ęȱ ǻǼȱ Women and Gender Equity in Development Theory and Practice: Institutions, Resources and Mobilization.ȱDZȱȱ¢ȱǯ ǰȱ ǯǰȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗřǼȱ ȁȱ ȱ ȱ DZȱ ȱ ȱ ȱ ȂǯȱAnnals of Tourism Research, ŚřǰȱǯȱŚřśȬśśǯ ǰȱ ǯȱ ǻŗşşŝǼȱ ȁȱ ȱ ȱ Ȃǯȱ ȱ ǯȱ ȱ ȱ ǯȱ ¢ȱ ǻǼȱ Touring Cultures: Transformations of Travel and Theory. London: Routledge. ǰȱǯȱǻŘŖŖŘǼȱȁȱ¢ȱǯȱȱȂǯȱȱǯȱȱȱǯȱȱ (eds) Tourism. Between place and performanceǯȱ ȱDZȱȱǯ ǰȱ ǯȱ ǻŘŖŖŗǼȱ Bananas, Beaches and Bases: Making Feminist Sense of International Politics. London: Pandora. ¢ǰȱǯȱǻŘŖŖŝǼȱȁ£ȱ ȱȱȱ DZȱ¢ȱȱǵȂȱAnnals of Tourism Research, řŚǻŘǼǰȱǯȱŚŝŝȬşŜǯ ǰȱ ǯǰȱ ǰȱ ǯȱ ȱ ǰȱ ǯȱ ǻŘŖŗŗǼȱ ȁȱ ȱ ȱ ȱ DZȱ Motivations and frustrations’. Equality, Diversity and Inclusion: An International Journal, řŖǻśǼǰȱ ǯȱŚŖşȬŘŚǯ ǰȱǯȱǻŗşşŝǼȱȁŗşşŝȱȱȱ £ǵȱ¡ȱȱȱȱ¢Ȃǯȱ Tourism Management, ŗŞǰȱǯȱŘŘśȬřŚǯ ǰȱǯȱȱǰȱǯȱǻŘŖŗřǼȱȁȱȱȱȱȂǯȱSocial and Behavioral Sciences, şŘǰȱǯȱŚřŝȬŚŚǯ ǰȱ ǯȱȱȬǰȱ ǯȱǻŘŖŗŗǼȱObstacles hindering women’s labour force participation in Jordan. A report for Al-Manar Project. Amman: National Center for Human Resource Development. ŗřŚ ȱ¢ȱȱȱȱ¢DZȱȱȱ¢ȱȱǰȱ ǰȱǯȱȱ ǰȱǯȱǻŗşşŜǼȱȁȱȱDZȱȱȬ ȱ Ȃǯȱ Tourism Management, ŗŝǻŘǼǰȱǯȱşŜȬŗŖŘǯ ǰȱǯǰȱǰȱǯȱȱ ǰȱǯȱǻŗşşŚǼǯȱȁDZȱȱȂǯȱȱǯȱȱ and D. Hall (eds) Tourism: A Gender Analysis. Chichester: John Wiley & Sons. ǰȱǯȱǻŘŖŗřǼȱȁȱȱȱȱ¢DZȱ ȂȱȱȱȱǵȂȱInternational Journal of Academic Research in Business and Social Sciences, řǻŗǼǰȱǯȱśŝřȬŞŖǯ ǰȱǯȱǻŗşŞşǼȱȁȱȱȱDZȱȱȱȱȱȂǯȱ World Development, ŗŝǻŗŗǼǰȱǯȱŗŝşşȬŞŘśǯ ǰȱǯȱȱǰȱǯȱǻŘŖŖŖǼȱȁȱȱȱ£DZȱȱȱȂǯȱ Annals of Tourism Research, ŘŝǻŚǼǰȱǯȱŞŞŚȬşŖśǯ ǰȱǯȱǻŗşşŖǼȱȁȱȱȱȱDZȱȱǰȱȱǰȱȱȱ ȂǯȱȱǯȱȱǻǯǼȱHosts and GuestsǯȱDZȱ¢ȱȱ¢ȱǯ ȱ ȱ ȱ ǻŘŖŗŘǼȱ World development indicators. Available at ĴDZȦȦǯ ǯȦ data-catalog/world-development-indicators ǰȱ ǯȱǻŘŖŖŝǼȱȁȱDZȱȱȱȂȱȱȱ¢ȂǯȱJournal of Tourism and Cultural Change, śǻŘǼǰȱǯȱŞŝȬŗŖśǯ ŗřś HELAND Project ŗřŜ
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