Agata Stefanowska, Maria Lipko-Kowalska
Józef Piłsudski University of Physical Education in Warsaw
Organisations (RTOs) and Local Tourism Organisations (LTOs) are mainly designed to help increase the interest in Polish cities, regions and tourism products among both Polish and foreign tourists (Statute of the Polish Tourist Organisation). This paper focuses on LTOs whose main task is to establish a common promotion system based on the collaboration of local authorities (communes, counties), the tourism industry, and other parties interested in tourism development. Furthermore, LTOs create, develop and promote tourism products, as well as update information on tourist attractions and products and run local tourist information points. LTO members include local self-government entities, tourism entities, other parties interested in tourism development and private individuals. LTOs are designed to stimulate local development by supporting marketing activities – the driving force of the tourism industry.
The entire three-tier national promotion system is strictly dependent on the cooperation of POT, RTOs and LTOs. This cooperation allows to combine creativity and promotional activities at the local level with POT’s promotion strategy and funds (Marczak, 2011). Currently, all voivodeships in Poland have an RTO as well as several to 10+
LTOs. There are a total of 130 LTOs (according to POT data from 2013) unevenly distributed in Poland. The highest numbers of LTOs are found in the Zachodnio-Pomorskie, Pomorskie, Małopolskie and Mazowieckie Voivodeships:
some of the regions with the greatest tourism potential according to an analysis commissioned by the Tourism Department of the Ministry of Economy, Labour and Social Policy (Barteczko et al., 2003).
Unfortunately, few papers refer to the functioning of these organisations. Fifteen years after the introduction of the hierarchical system in Poland, the functioning of LTOs, i.e. organisations operating at the lowest, local level was analysed.
This paper aims to assess the condition of the tourism economy at the local level and the role of LTOs in its development. The following research questions were posed:
4. Is tourism developing in the regions and what are the factors that determine its development?
5. What are the main barriers to regional tourism development?
6. To what extent do LTOs contribute to regional tourism development?
Material and methods
A two-step survey was conducted. All LTOs registered in Poland (according to POT data) (Polish Tourist Organisation) were included in the first stage. Members of the LTOs that completed the first stage took part in the second stage. In both cases, the questionnaires were available via the internet (www.ankietka.pl). In the first stage, requests were sent to each of the 130 LTOs asking to complete the questionnaire. The questionnaire was filled out by 30 organisations (23%). In more than 30 cases, the e-mail addresses on the organisations’ official web pages turned out to be inactive which gives a flavour of the functioning of these entities that are designed to promote tourism in the region. Subsequently, members of the 30 organisations that participated in the first stage were asked to fill out another questionnaire for a more detailed analysis. The member database was created based on the data available on the LTOs’ web pages; questionnaires were made available to 500 addressees but only 88 entities took part in the study (18%). In summary, to statistical analysis were taken into account: 30 Local Tourism Organisations and the 88 members of the Organization. The research was conducted between March and November 2013.
Survey questionnaires were prepared exclusively for the purpose of this study. Both questionnaires were drafted in a way that made it possible to compare the opinions of both groups.
The chi-squared test (logarithmic form) was performed for qualitative variables and for ordinal variables, the Mann–Whitney U test for two independent groups. However, no significant differences were found in the analysis, therefore the study results presented here reflect the opinions of both study groups.
LTOs were characterised for location, size (number of members) and length of time in operation. The study comprised mostly the smallest organisations up to 25 members and those with several to 10+ years of experience (founded by 2005, with the oldest organisation founded in 1997). With regard to location, LTOs from the north of Poland were the most numerous: from the Warmińsko-Mazurskie, Zachodnio-Pomorskie and
Pomorskie Voivodeships (48% combined), while the centre of Poland was least represented (Mazowieckie Voivodeship: 3%, Łódzkie and Świętokrzyskie Voivodeships: 0%).
In the second part of the study, LTO members were characterised for LTO membership and the starting date of membership. The majority of members declared having joined the organisation in the years 2006-2010 (43%) and 2011-2013 (31%). Over a quarter of those surveyed (26%) joined the organisation before 2006.
Results
The development of tourism in the region is among the primary goals of LTO activity. Survey participants were asked to assess tourism development in their area. In most areas, respondents declared that tourism was developing:
more than half of those surveyed (58%) indicated slight development, while 26% of respondents indicated very fast tourism development. Few respondents indicated regression in this field (8%).
In other cases, the situation has not changed (8%).
The more detailed study carried out among LTO members assessed the level of tourism development depending on the stages of tourist area evolution (based on the Butler model) (Butler, 1980) (table 1). According to 26% of respondents described their area as having a stabilised and developed tourism industry with a steady number of visitors (consolidation stage). Almost 23% of respondents declared that tourist flow was limited due to poor accessibility and insufficient infrastructure. The few tourists that did visit the area were adventure seekers who did not tolerate organised tourism (exploration stage). The same number of respondents observed tourism development in their region, stating that significant changes were taking place in the structure and balance of powers in the industry, and that new, external enterprises were emerging on the market.
Tourist numbers increased during the season, even exceeding the number of residents (development stage). Slightly fewer respondents declared that their area was rejuvenated through different tourist-attracting measures (rejuvenation stage).
Less than 10% of those surveyed observed declining tourist interest that called for maintaining tourist flow (stagnation stage).
Tourist attractions and natural values are among the main factors that determine regional tourism development.
Table 1. Stages of tourist area evolution in the opinion of LTO members
Stage Number %
Exploration 20 23
Development 20 23
Consolidation 23 26
Stagnation 7 8
Rejuvenation 18 20
Total 88 100
Source: own research
Respondents were asked to assess both of these elements on a scale of 1 to 5. The surveyed organisations were found to operate in attractive tourism destinations: 73% of respondents assessed the tourist attractions in their region as good or very good relative to Poland as a whole. At the same time, only 4% of respondents assessed those as bad or very bad. Natural values were also assessed positively with over 90% of respondents declaring that those were an important or very important factor that could have a positive effect on the tourist flow in the area (table 2).
Table 2. Assessment of tourist attractions and natural values in the area of LTO activity compared with the values in all of
Poland (in LTOs and LTO members opinion) Tourist attractions Natural values
Number % Number %
Very good 31 26 60 50
Good 55 47 49 42
Average 28 24 8 7
Bad 3 2 1 1
Very bad 1 1 0 0
Total 118 100 118 100
Source: own research
The importance of natural values in areas of LTO activity was also highlighted by the fact that most respondents pointed to nature as the main advantage of the area of their organisation’s activity. Providing the possibilities for outdoor activities was another important factor and heritage sites were the third, less significant factor. The remaining answers were indicated by less than 10% of respondents (table 3).
Survey participants were also asked to indicate the single most popular form of tourism in their
area. Respondents indicated active tourism (42%
of answers), followed by leisure tourism (27%).
Almost 17% indicated cultural tourism and 11%, agritourism.
Table 3. Greatest advantage of LTOs’ area of activity (in LTOs and LTO members opinion)
Number %
Nature 51 43
Active leisure possibilities 36 31
Heritage sites 13 11
Large sports/cultural events 7 6
Other 7 6
Health features of the area 4 3
Total 118 100
Source: own research
The tourism economy of a region is shaped not only by positive factors, but also by barriers that hamper development. Respondents were asked to indicate the main barriers that prevented or impeded tourism development in their area. This was an open-ended question; the answers included both general remarks that were repeated by many respondents, and very detailed answers regarding the problems of a particular region or organisation.
The most commonly cited barrier was the lack of funds for tourism development or the lack of entrepreneurs willing to invest in the region. The lack of adequate promotion, and consequently, an unattractive image of the region seemed equally important. The dominant barriers also included the lack of adequate tourism infrastructure and poor accessibility (e.g. “lack of airport, road quality”), as well as the lack of collaboration in the region (“insufficient intersectoral cooperation: self-governments, entrepreneurs and social partners”,
“lack of shared offer for tourists”).
Some respondents described the barriers to tourism development in great detail. These were often associated with LTOs’ ineffectiveness and inefficiency: “the lack of a tourism strategy (an idea for local tourism specificity, especially outside the strict summer season), lack of interest on the part of the local community and local authorities, simulated and senseless activities, and lack of usefulness (creating dangerous and unattractive bike routes, pitiful ads and marketing
efforts unadjusted to the dispersed small tourism facilities, complete lack of small public tourism infrastructure such as winter cross-country skiing trails, daytime camping sites, outdoor gyms, etc.)”.
Others highlighted Poland’s difficult economic situation which they believed was responsible for limited tourist flow, citing “the economic crisis”,
“unemployment” or “society’s impoverishment:
even large events fail to encourage visitors to stay long – tourists stay one or two days instead of one week like 2-3 years ago”.
Despite the multiple barriers described above, most respondents observed tourism development in their area. However, the extent to which it is LTO activity that contributes to regional tourism development seemed worth pondering.
Organisation members that took part in the study were therefore asked to assess the impact of LTOs on tourism development (table 4). Over half of those surveyed believed that LTOs influenced tourism development only partially, and for 25% of respondents held the view that LTOs had a very strong influence. Less than 10% of participants did not see any positive influence of these organisations.
Table 4. Influence of LTO activity on tourism development in the region according to members
Number % The LTO is very important for tourism
development 22 25
The LTO has some influence on
tourism development 48 55
I do not have an opinion 10 11 The LTO probably has no influence on
tourism development 6 7
The LTO has no visible influence on
tourism development in the region 2 2
Total 88 100
Source: own research
Since LTO members were not fully satisfied with the performance of their organisation, they were asked for opinions on how the quality and efficiency of LTO activity could be improved.
Respondents were instructed to rank the importance of the answers presented to them (most important: 1 point, least important: 5 points).
Better integration of organisation members ranked highest among the activities that required improvement, followed by promotional activities and the creation of new tourism products. The need to seek funds for tourism development more
effectively ranked fourth, while the need to establish tourist information centres was indicated as least important (table 5).
Table 5. Opinions of LTO members on the necessary measures to improve LTO functioning
Average SD Better integration of organisation
members 2.466 1.477
Better promotion of the region 2.682 1.291 Creating new tourism products in the
region 2.602 1.056
Better fund seeking for tourism
development 3.057 1.272
Establishing tourist information
centres 4.193 1.240
Source: own research
Discussion
Tourism is one of the sectors of the economy with the potential to substantially impact regional development. A number of Polish communes have acknowledged tourism as the principal determinant of socio-economic development due to its potential to boost local entrepreneurship, reduce unemployment, etc. (Krupa, Soliński, 2006).
Kozak (2010) emphasises that the development of the tourism economy has for a long time correlated strongly with the possibility of activating unused resources, consequently driving socio-economic development. This is associated with job creation, increased income, and the increased popularity of particular sites.
Respondents observed tourism development in most areas covered by this study. Most participants assessed this development as minor (58%), but 1 in 4 described it as very fast. Moreover, the areas of LTO activity were assessed for stages of evolution and were found to be highly diversified, therefore requiring different corrective measures for improvement. A quarter of the areas were in the consolidation stage where the situation of the tourism industry is stable and visitor numbers are steady. Regions in the exploration stage (22%) are characterised by poor accessibility and deficient infrastructure, and consequently, limited tourist flow. However, visitors constitute a unique group, typically made up of adventure seekers who reject organised tourism. Areas that are in the exploration stage must seek funds for promotional activities and improvements in infrastructure. The
development stage (23%) is the most dynamic:
external enterprises are common (potentially leading to conflicts in case of inefficient actions by the local administration) and at the same time tourist numbers are very high (possibly exceeding the number of residents). Here, efforts aimed at integrating the local community and conflict prevention – which are among the duties of LTOs – are especially important. The smallest number of areas (7%) was in the stagnation stage. This stage requires promotion and investments, a search for new markets, and a new positioning strategy to maintain tourist flow. Rejuvenation is the last stage of evolution (1 in 5 areas), observed where prior promotional activities and investments brought about the desired results.
Tourist attractions and natural values are among the main determinants of regional tourism development. Respondents assessed both of these factors as good or very good in comparison with all of Poland. Nature was most commonly cited as the number one asset in the region, followed by active leisure opportunities. This was consistent with the respondents’ choice of the most popular form of tourism in their region: active tourism.
However, it must be noted that the possibilities for tourism development in a region depend on a number of factors. Regional development should not be based only on natural resources, but first and foremost on good tourism products (Kozak, 2010). Respondents indicated the lack of funds to initiate investments, and insufficient infrastructure (which produces the need for new investments) as the main barriers to development. The lack of adequate promotion is another barrier in some regions: these areas are not perceived as attractive for tourists and do not have a recognised brand.
Alongside the integration of the local community and maintaining and running local tourist information points, the development and promotion of new tourism products is among the primary duties of LTOs. It is therefore worth pondering whether the system that has now been in place in Poland for 15 years does serve its purpose, i.e. whether or not LTOs actually contribute to tourism development at the local level. Study participants declared that LTOs did contribute to tourism development in the region, with 25% of respondents assessing the role of these organisations as crucial. When asked to specify the most important measures that could improve the
functioning of LTOs, organisation members indicated better integration within the organisation, better promotional activities and the creation of new tourism products. Indeed, better integration of organisation members may determine regional tourism development.
Stasiak (2007) views tourism as the sector of the economy that is particularly suited for close collaboration among the parties involved, and LTOs and RTOs contribute to the consolidation of the tourism milieu. To give an example, Stasiak (2007) presents UNWTO data whereby a tourist contacts 30-50 different tourism-related entities during a one-week trip. One of the critical problems of LTOs is the unawareness of the benefits of cooperation, despite the fact that the requirement for comprehensive cooperation in the tourism service sector results from the very nature of commercial offers (Fedyk, Morawski, 2007).
Czerniec (2011) mentions other issues that LTOs are challenged with, such as small funds, the demise of the public spirit, overlapping competences of local institutions, undetermined role of LTOs, and lack of support and communication between RTOs and LTOs. Studies by Zawiliańska (2010) confirm the importance of the integration of the local community as an indispensable element of tourism development in the region. The author analyses the situation of LTOs in the Polish Carpathians. The main problem of local organisations operating in this mountain region is being in the initial phase of development, which is associated with modest financial resources and the typically social nature of activities. Additionally, the will to conduct activities on a broader scale is hampered by the lack of integration among the local environment, especially the private and public sectors which hold the key to establishing large projects to promote the region (Zawiliańska, 2010).
Conclusions
This paper aimed to assess the condition of the tourism economy at the local level and the role of LTOs in its development. Based on the study results, the following conclusions were drawn:
1. Tourism development was observed in most of the studied regions although the regions were in different stages of evolution. Among the tourist attractions and natural values that were
positively or very positively assessed against the backdrop of the overall situation in Poland, nature was the key asset that determined tourism development, followed by providing the space for active recreation.
2. The main barriers to tourism development are associated with the limited funds allocated to this purpose, including the lack of adequate tourism infrastructure. Another group of problems is associated with the duties of LTOs which are not fully complied with. This includes the lack of appropriate promotion of the area and insufficient collaboration in the region.
3. Despite some aspects of LTO functioning that require improvement, particularly the integration of organisation members, regional promotion and the creation of new tourism products, these organisations do fulfil their primary task of contributing to tourism development in the region, if only partially.
Acknowledgements
This research was conducted within the framework of the Statutory Activity (Youth Subsidy) of the Faculty of Tourism and Recreation at the University of Physical Education in Warsaw.
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Agata Stefanowska stefanowska.agata@gmail.com
Małgorzata Gałązka
Akademia Wychowania Fizycznego Józefa Piłsudskiego w Warszawie