Template-Type: ReDIF-Article 1.0
Author-Name: Germán Ortega Palomo
Author-Name: Victoria Eugenia Chamorro Martínez
Title:  Comercialización del patrimonio histórico: Análisis de los primeros 100 años en el mercado del Conjunto Monumental de la Alhambra y Generalife (1909 - 2008).
Abstract: Resumen:Este trabajo se centra en el análisis del proceso de comercialización de la Alhambra, así como de la evolución de las variables demanda, precio e ingresos desde 1909 a 2008. Para ello, se ha realizado una investigación en el Archivo de la Alhambra a partir de la cual se ha podido estudiar el comportamiento de dichas variables. El análisis ha confirmado la existencia de tres etapas bien diferenciadas que, contextualizándolas bajo el enfoque del Ciclo de Butler, se pueden identificar determinadas claves que ayuden a optimizar las políticas de comercialización del patrimonio histórico. Las conclusiones obtenidas pueden ser extrapolables a otros sitios patrimoniales de similares características realizando un paralelismo en función del grado de desarrollo en que se encuentre.Abstract:IntroductionWorld Heritage sites have practically become tourist destinations in themselves, moving huge volumes of demand (Lara de Vicente & López Guzmán, 2004). The rise of cultural tourism has led managers of historical heritage to have to consider marketing policies that optimize the income generated, while preserving the sustainability of these assets at the same time (Velasco, 2009). However, the tourist exploitation of historical heritage also implies a series of negative effects (Laguna, 2005; Santana 2008; Martos, 2013, D´eramo, 2014) that have to do with overcoming carry capacity limits and, in consequences, progressive degradation of their values (Troitiño, 2003, García & de la Calle, 2012). It is for this reason that optimally managing what, how and when is sold, in addition to guaranteeing an important economic flow, can have important repercussions in terms of the sustainability of the site, since it can contribute to avoiding excessive space-time concentration, which maintains a stable influx of visitors but it does not lead to collapse and saturation of space (Velasco, 2009; Ruiz & Pulido, 2015).There are many works that support the important economic impact that World Heritage sites can generate over destinations (Lara de Vicente & López Guzmán, 2004; Viu, Fernández & Caralt, 2008; Song et al, 2013). There are also abundant papers that address the economic tourist commercialization of the historical heritage from the marketing perspective, fundamentally focused on the analysis of the promotion and communication strategies or on the study of the tourist's perception and the image generated or projected (Lee, 2005; Roque et al, 2012; Martos, 2013; Kikuchi et al., 2013; King & Halpenny, 2014; Sun, 2014; Correia & Brito, 2014; Caro, Luque & Zayas, 2015; Campillo-Alhama & Martínez-Sala, 2019). However, few point to the possibility of studying the commercialization process as a method to reconcile economic impact with the conservation of the site.This paper focuses on the analysis of the Alhambra and Generalife commercialization process throughout the first 100 years in the market (1909-2008). For this, we have proposed a theoretical framework in which the historical heritage has been reviewed as a good for cultural consumption, the commercialization of cultural goods in general, as well as the controversy surrounding price policies in the culture market. Then, a research has been carried out in the Archive of the Alhambra which has allowed studying all the changes have taken place on the different type of tickets which have been commercialized at the monument. In order to analyze this process, the three classic variables that determine a market have been studied: demand (measure by number of visitors), supply (measure by income generated accounting in the annual budget) and price. The development of this methodology research has been a great challenge due to the amount, heterogeneity and dispersion of data with which it has had to work. In addition, it has also been an added difficulty to have to make a deep immersion in the internal budgetary functioning of the managing entity of the Monument, whose structure and legal form has been mutating throughout the analysis period. That empirical work has been nourished almost exclusively from the sources in the Archive of the Alhambra, from which statistical series that constitute the basis of the work have been reconstructed. The sources consulted have been visitor registration books and statistics, reports on ticket typologies or changes in rates (published at Gaceta de Madrid, BOE and BOJA), annual performance reports, as well as box office counts and annual settlements of income and expenses, corresponding to the period between 1909 and 2008. All this information has been synthesized in an annex that contains a large amount of information on the different economic variables.In the case of the Alhambra and Generalife, being able to analyze the evolution of the commercialization process during such a long period of time, allows us to draw conclusions about the importance of applying adequate price policies depending on the development of put in value process, the degree of touristic development and the marketing phase (in term of Butler´s tourism life cycle model) of the cultural asset. Although it is true that between 1909, where there was almost no tourist activity, and 2007 - 2008, years in which tourism reached a record high prior to the financial crisis, the scenario and its circumstances have evolved substantially, which does not inhibit (with certain precautions) the comparative capacity with the different phases of the product cycle, as well as identifying what factors affect the evolution of demand and of the income received by this emblematic Monument.Specifically, from the analysis of the results obtained after this research, has confirmed the existence of three well-differentiated stages,
Classification-JEL: R1
Keywords: Bienes Culturales.Economía de la Cultura.Marketing Turístico.Gestión Del Patrimonio Histórico.Análisis Histórico-Económico., Cultural Asset.Cultural Economy.Tourism Marketing.Heritage Management.Historical-Economic Analysis.
Pages: 85-119
Volume: 3
Year: 2022
File-URL: http://www.revistaestudiosregionales.com/documentos/articulos/pdf-articulo-2638.pdf
File-Format: Application/pdf
Handle: RePEc:rer:articu:v:3:y:2022:p:85-119