Conimbriga's local compromise. Drivers for resident attachment.

This report is associated with the following publication:

Recuero-Virto, N. , Punzón, J. G., López, M. F. B., & Figueiredo, J. (2019). Perceived relationship investment as a driver of loyalty: The case of Conimbriga Monographic Museum. Journal of Destination Marketing & Management, 11, 23–31. https://doi.org/10.1016/j.jdmm.2018.11.001
For more information, please visit: https://doi.org/10.1016/j.jdmm.2018.11.001

1. RESEARCH
LOCAL COMPROMISE
CONIMBRIGA’S
LOCAL
COMPROMISE
CONIMBRIGA
ISBN: 978-84-617-6435-8

2. In this report you can find the results of the research completed to assess residents’ compromise within Conimbriga
(Portugal).
LOCAL COMPROMISE
LOCAL COMPROMISE 4
SAMPLE PROFILE 5
ANALYSIS INPUTS 12
SWOT 36
ACTION PLAN 37
2

3. SWOT
SAMPLE PROFILE
ANALYSIS INPUTS ACTION PLAN
CONTENTS
3
CONIMBRIGA
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
PORTO
VISEU
GUARDA
COIMBRA
CASTELO BRANCO
LEIRIA
SANTARÉM
PORTALEGRE
ÉVORA
VIANA DO
CASTELO
BRAGA
VILA REAL
BRAGANÇA
PORTO
AVEIRO
BEJA
SETÚBAL
LISBOA
FARO
AÇORES
PONTA DELGADA
MADEIRA
FUNCHAL
LOCAL COMPROMISE

4. The purpose of the research was to measure the level of residents’
compromise within the Museum and Ruins of Conimbriga.
The study began on March 2, 2016 via a face-to-face survey to
visitors of the Museum and Ruins of Conimbriga. This questionnaire
included the following criteria to assess the of residents’
compromise within the Museum and Ruins of Conimbriga.
•Community attitude
The questions try to find out if residents feel attached to the
place, and if they like the place where they are living.
•Community advocacy
This dimension measures if locals feel involved in tourism decisions.
•Perceived benefits & costs
These questions evaluate if locals feel that benefits increase more
than the cost of living.
•Socio-economic & environmental effects
This dimension examines if residents perceive a positive
performance of tourism outputs.
•Support for tourism development
These questions find out if residents will recommend the visit to
Conimbriga
INTRODUCTION
4
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE

5. SAMPLE PROFILE
INFORMATION COLLECTION
2nd of March 2016
to the 21st of May 2016
DATES:
381 residents
SAMPLE:
5
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE

6. SAMPLE
381 residents
of the
respondents are
graduate or
undergraduate
37%
have visited it 2
to 8 times
53%
23%
are women
59%
are employed
47%
are between 20
to 29 years old
SAMPLE PROFILE
6
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
LOCAL COMPROMISE

7. SAMPLE PROFILE
OCCUPATIONAGEGENDER
7
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
LOCAL COMPROMISE

8. SAMPLE PROFILE
Nº OF TIMES VISITED
8
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
INFORMATION COLLECTION
CONIMBRIGA
EDUCATION
LOCAL COMPROMISE

9. ANALYSIS INPUTS
ANALYSIS INPUTS
12
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE
COMMUNITY
ADVOCACY
SOCIO-ECONOMIC &
ENVIRONMENTAL
EFFECTS
TOURISM
DEVELOPMENT
PERCEIVED
BENEFITS &
COSTS
COMMUNITY
ATTITUDE

10. INPUTS DEL ANÁLISIS
ANALYSIS INPUTS
CONIMBRIGA
Community attitude
LOCAL COMPROMISE

11. 15
QUESTIONS
AVERAGES (out
of 10)
1I like the community where I live. 8,7
2I feel safe here 8,6
3This is a beautiful community. 8,9
COMMUNITY ATTITUDE
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
8,7
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
COMMUNITY ATTITUDE

12. INPUTS DEL ANÁLISIS
Community advocacy
ANALYSIS INPUTS
CONIMBRIGA
LOCAL COMPROMISE

13. 20
COMMUNITY ADVOCACY
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
COMMUNITY ADVOCACY
LOCAL COMPROMISE
QUESTIONS
AVERAGES (out
of 10)
1I participate in sustainable tourism-related activities 4
2I support research for the sustainability of this community 6
3
I am involved in the planning and management of sustainable tourism in this
community
4
4
I am involved in the decision-making for the sustainable tourism of this
community
3
4

14. Perceived benefits & costs
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
LOCAL COMPROMISE

15. Has been measured through
Perceived benefits & costs
PERCEIVED COSTS
PERCEIVED BENEFITS
19
ANALYSIS INPUTS
PERCEIVED BENEFITS & COSTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE

16. 20
PERCEIVED BENEFITS
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
PERCEIVED BENEFITS & COSTS
QUESTIONS
AVERAGES (out
of 10)
1
Because Conimbriga receives visitors, the employement opportunities have
increased.
5,9
2... shopping (crafts, souvenirs, food, housing, etc.) has increased 6,3
3… the visitor expenditure in Trujillo has increased. 6,4
4… business for local people and small businesses have increased. 5,8
5... new leisure and tourism businesses have appeared. 6,2
6... the conditions of roads and other public facilities have improved. 5,8
7... people want to preserve local culture. 7,4
8… local residents are developing cultural activities. 6,2
9… the cultural exchange between visitors and residents has increased. 6
10… local residents feel more identified to Coimbra. 6,4
6,2

17. 21
PERCEIVED COSTS
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
PERCEIVED BENEFITS & COSTS
QUESTIONS
AVERAGES (out
of 10)
1
Because Conimbriga receives visitors, the prices of goods and services have
increased.
5,3
2... environmental pollution has increased. 4,8
3... conflicts between visitors and residents have increased. 3,5
4,5

18. 22
ANALYSIS INPUTS
62%
PERCEIVED BENEFITS
45%
PERCEIVED COSTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
5,3
CONIMBRIGA
LOCAL COMPROMISE
PERCEIVED BENEFITS & COSTS

19. Socio-economic & environmental effects
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
LOCAL COMPROMISE

20. Has been measured through
Socio-economic & environmental
effects
ENVIRONMENTAL IMPACTS
SOCIO-ECONOMIC EFFECTS
19
ANALYSIS INPUTS
SOCIO-ECONOMIC & ENVIRONMENTAL EFFECTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE

21. 20
SOCIO-ECONOMIC EFFECTS
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
SOCIO-ECONOMIC & ENVIRONMENTAL EFFECTS
QUESTIONS
AVERAGES (out
of 10)
1Tourism holds great promise for Coimbra’s economic future. 8,3
2Tourism provides many worthwhile employment opportunities for residents. 7,5
3Tourism has already improved the economy of Coimbra. 7,6
4
By creating jobs and generating income,tourism promotes an increase in the
social well-being of residents.
7,5
7,7

22. 21
ENVIRONMENTAL IMPACTS
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
SOCIO-ECONOMIC & ENVIRONMENTAL EFFECTS
QUESTIONS
AVERAGES (out
of 10)
1
The development of tourism has generally improved the standard of living of
Coimbra.
7,4
2
Residents are satisfied with the manner in which tourism development and
planning is currently taking place.
6,4
3Tourism development protects the environment in Conimbriga. 6,6
6,8

23. 22
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE
SOCIO-ECONOMIC & ENVIRONMENTAL EFFECTS
77%
SOCIO-ECONOMIC
68%
ENVIRONMENTAL
7,25

24. Support for tourism development
ANALYSIS INPUTS
ANALYSIS INPUTS
CONIMBRIGA
LOCAL COMPROMISE

25. Has been measured through
Support for tourism development
WORD OF MOUTH
OPINION
19
ANALYSIS INPUTS
SUPPORT FOR TOURISM DEVELOPMENT
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE

26. 20
OPINION
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
SUPPORT FOR TOURISM DEVELOPMENT
QUESTIONS
AVERAGES (out
of 10)
1I’d like Conimbriga to attract more tourists 9
2I’d like Conimbriga to add more culture-based attractions 8,9
3Conimbriga should invest more in developing tourism 8,9
4
Local taxes should be used to support Conimbriga's tourism development
between others
8,4
5Coimbra should think of all types of tourism development 8,8
8,8

27. 21
WORD OF MOUTH
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
… has been rated in
CONIMBRIGA
LOCAL COMPROMISE
SUPPORT FOR TOURISM DEVELOPMENT
QUESTIONS
AVERAGES (out
of 10)
1
I will tell more people about the tourist attractions in my home area than in
other regions.
8,1
2
When I tell others about the tourist attractions in my home area, I tend to talk
about them in great detail. .
8
3I only have good things to say about the tourist attractions in my home area.7,4
7,8

28. 22
ANALYSIS INPUTS
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
CONIMBRIGA
LOCAL COMPROMISE
SUPPORT FOR TOURISM DEVELOPMENT
88%
OPINION
78%
WOM
8,3

29. INPUTS DEL ANÁLISIS
32
COMMUNITY
ADVOCACY 40%
PERCEIVED BENEFITS
PERCEIVED BENEFITS
& COSTS 62%
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ANALYSIS INPUTS
COMMUNITY
ATTITUDE 88%
SOCIO-ECONOMIC
& ENVIRONMENTAL
EFFECTS 77%
CONIMBRIGA
ANALYSIS INPUTS
SUPPORT FOR
TOURISM
DEVELOPMENT
88%
LOCAL COMPROMISE
PERCEIVED COSTS
45%
SOCIO-ECONOMIC
68%
ENVIRONMENTAL
OPINION
78%
WORD OF MOUTH

30. 8,8
COMMUNITY ATTITUDE
COMMUNITY ADVOCACY
PERCEIVED BENEFITS & COSTS
Special attention to
01
COMMUNITY ADVOCACY
PERCEIVED BENEFITS & COSTS
Boost
02
COMMUNITY ATTITUDE
SUPPORT FOR TOURISM DEVELOPMENT
Stands out
03
5,3
PERCEIVED BENEFITS & COSTS
4,0
COMMUNITY ADVOCACY
33
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ANALYSIS INPUTS
7,25
SOCIO-ECONOMIC & ENVIRONMENTAL EFFECTS
CONIMBRIGA
ANALYSIS INPUTS
8,3
SUPPORT FOR TOURISM DEVELOPMENT
LOCAL COMPROMISE

31. S
O
W
T
Threats
•Environmental impact
•Residents are satisfied with the manner
in which tourism development and
planning is currently taking place.
•Tourism development protects the
environment in Conimbriga.
•The development of tourism has
generally improved the standard of
living of Coimbra.
•Socio-Economic effects
•Tourism provides many worthwhile
employment opportunities for residents.
•By creating jobs and generating
income,tourism promotes an increase in
the social well-being of residents.
Weakness
•Community advocacy
•I participate in sustainable tourism-related
activities.
•I am involved in the planning and
management of sustainable tourism in this
community.
•I am involved in the decision-making for the
sustainable tourism of this community.
•Perceived costs
•Because Conimbriga receives visitors,
environmental pollution has increased.
•Because Conimbriga receives visitors,
environmental pollution has increased,
conflicts between visitors and residents have
increased.
Opportunities
•Support for tourism development
•I’d like Conimbriga to attract more tourists.
•I’d like Conimbriga to add more culture-
based attractions.
•Conimbriga should invest more in developing
tourism.
•Coimbra should think of all types of tourism
development
SWOT
37
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
SWOT ANALYSIS
Strengths
•Community attitude
•This is a beautiful community.
•I like the community where I live.
•I feel safe here.
CONIMBRIGA
LOCAL COMPROMISE

32. 01 04 07
02 05 08
03 06 09
ACTION PLAN
TRAINING EMPLOYEES IN
MARKETING STRATEGIES
IMPROVE MARKET RESEARCH
PROPOSE SERVICES LINKED TO
NEW TECHNOLOGIES
IMPROVE SOCIAL NETWORKS
GENERATE CUSTOMER & EMPLOYEE
ENGAGEMENT
STRENGTHEN TRAINING AND
FINANCIAL ADVICES
BOOSTS VISITOR EXPERIENCES
PROMOTE DIALOGUE WITH VISITORS
38
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
PROPOSAL OF INITIATIVES
CREATE NEW SERVICES FOR
VISITORS
CONIMBRIGA
LOCAL COMPROMISE

33. Augment training free courses about
the Ruins and Museum in order to
boost their interest and so that they
can promote the place.
When there is a vacant try at first to
employ locals so they feel involved
and compensated.
Try to make locals understand the
importance of naming a
representative figure that protects
their interests. Call this representative
to meetings and try to fulfill residents’
needs and desires.
Boost social networks (Facebook,
Instagram, Pinterest, Tripadvisor).
Involve locals in taking pictures of their
daily work so tourists can get a picture
of Coimbra’s lifestyle.
Propose initiative to train locals, and
other stakeholders relative to the tools
to preserve heritage.
Periodically survey or conduct focus
groups to analyze residents’
perceptions about tourism
development in Coimbra, and
particularly their impressions about
tourism development at Conimbriga.
Budgeting, timing and the control of the results
have to be combined. The management team
should be trained in how to elaborate control
systems and contingency plans.
The excitement has taken the leading role in
designing experiences. Therefore, planning
Customer Journey Map should be based on
this premise.
Generate digital engagement through
Content Marketing strategies, create
platforms for virtual dialogue, promote
collaborative work, create spaces that
invite not only visitor participation but
also residents’ involvement, etc.
39
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ACTION PLAN
TRAINING LOCALS IN TOURISM
MARKETING STRATEGIES
EMPLOY RESIDENTS
INVOLVE LOCALS IN TOURISM
PLANNING
PROPOSE COURSES
CONDUCT MARKET
RESEARCHES
STRENGTHEN TRAINING AND
FINANCIAL ADVICES
BOOST LOCAL EXPERIENCES
PROMOTE DIALOGUE WITH LOCALS
CONIMBRIGA
PROPOSAL OF INITIATIVES
IMPROVE SOCIAL NETWORKS
LOCAL COMPROMISE

34. TimeLine 

Sections
MOMENT OF…
Planning tourism museum management based on
the results of the present research, following the
guidelines proposed in the action plan.

35. 0
1,5
3
4,5
6
JanFebMarAprMayJunJulAugSepOctNovDec
DATA CONFIDENTIALITY
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
The authorization of the publication
or dissemination of the data
provided is mandatory.
The information in this report is confidential for the
exclusive use of Conimbriga’s staff. Disclosure of the
information provided herein must be previously
communicated to the team Sustainable Tourism and
Cultural Heritage Project.

36. You do not know how to make the cultural resource offer
appealing? Neither how to improve visitor s’ experiences?
We outline the Marketing Mix of the 10 Ps of Cultural
Heritage Products Productos Patrimoniales for hyperlinked
tourists.
Besides, you want to actualize your knowledge and find
out what indoor and outdoor geo-localization, BYOD,
crowdcurating, desmarketing, among other matters.
Book for sale: "Marketing del Turismo Cultural" en
http://goo.gl/CDvkvo
To view index and some parts of the book:
https://goo.gl/Jkxfjf
#mkturismocultural
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
THE BOOK
42
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid

37. 43
Book for sale: "Marketing del Turismo Cultural" en
http://goo.gl/CDvkvo
To view index and some parts of the book:
https://goo.gl/Jkxfjf
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid

38. THE TEAM
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
#mkturismocultural
44
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
Nuria Recuero
Virto
José FigueiredoFrancis Blasco
López

39. NURIA RECUERO VIRTO
[email protected]
FRANCIS BLASCO LÓPEZ
[email protected]
JOSÉ FIGUEIREDO
[email protected]
TEAM
CONIMBRIGA’S PROPOSAL
45
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid

40. The SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT team thanks all employees of Conimbriga that have contributed in this research by
conducting the face to face interviews.
SUSTAINABLE TOURISM AND CULTURAL HERITAGE PROJECT
Santander Chair- Universidad Complutense de Madrid
ISBN:978-84-617-6435-8