''Socio- cultural impacts and a typology of responsible tourists: the case of the Township of Taganga, Santa Marta, Colombia.

''

Thesis by Paraskevas Katsionas Student at the NHTV University of Applied Sciences Breda, The Netherlands Master in Tourism Destination Management December 2011

I hereby declare that this dissertation is wholly the work of Paraskevas Katsionas. Any other contributors or sources have either been referenced in the prescribed manner or are listed in the acknowledgements together with the nature and the scope of their contribution.

The author: Paraskevas Katsionas Student Number: 052302 14th of December 2011

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-EXECUTIVE SUMMARY-

Taganga, a small Colombian fishing village on the Caribbean coast of the country, has become a very popular destination for national and international tourists. Tourism has started developing in Taganga after the 1950s when a road was built to connect the village with Santa Marta, the closest big city in the area. The last decades, Taganga has become more popular because of the beauty of the place, the numerous small beaches where tourists can go and do various activities, the proximity to 'The Lost City'' and ''Tayrona Park'' and in general the stability that the region has in comparison to few decades before. Like at any destination on the world, together with the tourism activity the impacts of tourism came up at the destination. The socio- cultural impacts of tourism in Taganga and their relation to selected market segments is the topic of this thesis. Various methods of research have been applied in a period of approximately two months, from the 16th of June 2011 until the 19th of August 2011. Primary and secondary data have been collected through desk research, 13 unstructured interviews, observations and a questionnaire development while being at the destination for the field research. In the end, the analysis of the results provides conclusions about the relation of market segments present in Taganga to specific negative socio- cultural impacts, which are a challenge for the local community and the socially and culturally friendly further tourism development of the destination. These conclusions could be used as a basis for applying selective marketing for tourist destinations.

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-PREFACE-

In June of 2011, I went to Colombia to write my thesis about the social and cultural impacts of tourism and their relation to specific types of visitors. It was my second visit after having been there in May 2009. Taganga is a fantastic and beautiful place as a tourist destination. In addition, the way the town has developed recently is quite interesting. From April 2011 until mid August of 2011, two months of desk research and two months of field research have been a unique experience of learning while living at the destination. This thesis would not be finished without the support, the inspiration and the motivation of my supervisor Jos van der Sterren, my good friends in Colombia Seweryn Zielinski, Erika Angarita Hormaza, Myra Villanueva, Camilo Botero and all of my friends and family back to Europe who believed in me.

Paraskevas Katsionas NHTV, Breda December 14th, 2011

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LIST OF FIGURES AND TABLES

Figures Figure 1: Map of Taganga and the area surrounding area Figure 2: Tourism impacts according to Kreag Figure 3: Social and Cultural Impacts of tourism Figure 4: Positive and Negative Socio- cultural Impacts according to Kreag Figure 5: Positive and Negative Socio- cultural Impacts according to Tsartas Figure 6: Positive and Negative Socio- cultural Impacts according to Gjerald

Tables Table 1: Nationality of tourists in Taganga Table 2: Types of tourists in Taganga Table 3: Level of Spanish language ''low impact'' segment Table 4: Alcohol abuse ''low impact'' segment Table 5: Consumption of drugs ''low impact'' segment Table 6: The casual sex with local residents ''low impact'' segment Table 7: The average time that tourist spends with locals '' low impact'' segment Table 8: The knowledge of tourists about specific topics related to local culture and customs ''low impact'' segment Table 9: Nationality ''low impact'' segment Table 10: Gender and Age ''low impact'' segment Table 11: Size of the party ''low impact'' segment [5]

Table 12: Education Completed ''low impact'' segment Table 13: Travel experience ''low impact'' segment Table 14: Type of tourists '' low impact'' segment Table 15: Level of Spanish language ''medium impact'' segment Table 16: Alcohol abuse ''medium impact'' segment Table 17: Consumption of drugs ''medium impact'' segment Table 18: The casual sex with local residents ''medium impact'' segment Table 19: The average time that tourist spends with locals '' medium impact'' segment Table 20: The knowledge of tourists about specific topics related to local culture and customs ''medium impact'' segment Table 21: Nationality ''medium impact'' segment Table 22: Gender and Age ''medium impact'' segment Table 23: Size of the party ''medium impact'' segment Table 24: Education Completed ''medium impact'' segment Table 25: Travel experience ''medium impact'' segment Table 26: Type of tourists '' medium impact'' segment Table 27: Level of Spanish language ''high impact'' segment Table 28: Alcohol abuse ''high impact'' segment Table 29: Consumption of drugs ''high impact'' segment Table 30: The casual sex with local residents ''high impact'' segment Table 31: The average time that tourist spends with locals '' high impact'' segment Table 32: The knowledge of tourists about specific topics related to local culture and customs ''medium impact'' segment [6]

Table 33: Nationality ''high impact'' segment Table 34: Gender and Age ''high impact'' segment Table 35: Size of the party ''high impact'' segment Table 36: Education Completed ''high impact'' segment Table 37: Travel experience ''high impact'' segment Table 38: Type of tourists '' high impact'' segment Table 39: Tourist segment profiles and characteristics

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CHAPTER 1 INTRODUCTION.............................................................. .10

1.1 Tourism in Colombia........................................................................................................ 10 1.2 Taganga: small fishermens paradise? .............................................................................11 1.3. Tourism development in Taganga ..................................................................................12 1.3 Research Goal and Research Questions ..........................................................................14

CHAPTER 2 TOURISM IMPACTS AT DESTINATION LEVEL....................... ......17

2.1. Introduction ...........................................................................................................................17 2.2 Impacts and tourism development......................................................................................... .17 2.2.1 Socio-cultural Impacts .........................................................................................................19

2.2.2 Market Segmentation in Tourism........................................................................................... 25 2.2.3 A priori and a posteriori market segmentation.............................................................. ....27 2.2.4 Typology of Tourists ...............................................................................................................27 2.2.5 The relation between socio- cultural impacts, market segmentation and typology of tourists ............................................................................................................................................................27 2.2.6 Conclusions and relevance to the case of Taganga................................................................. 28

CHAPTER 3 METHODOLOGY................................................................................. 30
3.1 Desk Research .........................................................................................................................30 3.2 Observations........................................................................................................................... 31 3.3 Unstructured Interviews........................................................................................................... 32 3.4 Questionnaire.......................................................................................................................... 33

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CHAPTER 4 SOCIO-CULTURAL IMPACTS IN TAGANGA ....................................37

4.1. 4.2. 4.3. 4.4 4.4.1 Tourism impacts in Taganga ...............................................................................................37 Tourism demand developments .........................................................................................39 Discovering tourism segments in Taganga.......................................................................... 40 Social and cultural impacts in Taganga by tourist behavior - A posteriori segmentation. 44 Socially and culturally sustainable tourists- low impact group....................................... 44

4.4.2 Socially and culturally medium sustainable- medium impact group ...................................49 4.4.3 Socially and culturally unsustainable- high impact group ...................................................53 Tourist types ......................................................................................................................................56

CHAPTER 5 HIGH AND LOW IMPACT TOURISM SEGMENTS IN TAGANGA..................................................................................................................... 59 CHAPTER 6 CONCLUSIONS....................................................................................... 64 - LIST OF REFERENCES ..............................................................................................66 - APPENDICES .............................................................................................................69

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CHAPTER 1

INTRODUCTION

1.1 Tourism in Colombia

Tourism is one of the fastest growing sectors of the Colombian economy and it is the second most important source of foreign export (Proexport, 2008). Yet, the industry is still to reach an important development stage, as 13.5 million of international tourist arrivals are not near enough compete with top South American destinations. Thus, in 2009 Colombia ranked only the sixth on the list of tourism inbound countries in the region (Proexport, 2010).

Nevertheless, in 2007 the country received almost 13.5 % more tourists than in 2006 (Proexport, 2007). This positive trend continued the following year when Colombia registered 2.2 % more arrivals, despite the economic crisis affecting the global tourism industry (Proexport, 2008). The year 2009 was a disaster for the worlds tourism, witnessing a 4% average decrease in arrivals almost on every continent (Kester, 2010). Despite the collapse on the global level and 3% negative growth in South America (Kester, 2010), Colombia managed to maintain a 9.7% tourism growth rate (Proexport, 2010), impossible to be achieved by its direct competitors.

The Caribbean coast is the leading tourism receptive region in Colombia (Banco de la Republica, 2008). Nonetheless, the majority of small emerging destinations in this region are not prepared for the industry. These destinations tend to grow rapidly, without any control over the type and pace of development. Local communities see tourism as a source of income, as well as an economic alternative to artisanal fishing, which has been gradually decreasing due to overfishing, water pollution, and degradation of mangroves and coral reefs. Regardless tourisms potential to improve the well being of local communities, the benefits are often overweighed by the costs of competition for scarce natural resources (Dolnicar, 2006), conflicts within the community (Moscardo, 2005), loss of land and control over type of development (Boonzaier, 1996; Harrison & Price, 1996), rises in the cost of living (Moscardo, 2008; UNWTO, 2004), and irresponsible and unethical tourist behavior [10]

(Butler, 1990; Ko & Stewart, 2002; Lee, 1999, Mallari & Enote, 1996), to name only the most common ones. It has to be noted that many of these impacts are related to host-guest interactions. As pointed by Moscardo (2008) or Pearce, Moscardo& Ross (1996), tourists often seem to cause more damage than bring benefit. However, do all types of tourists have the same impact on a host population?

1.2 Taganga: small fishermens paradise?

The Township of Taganga is located in the Department of Magdalena 2.5km from the city of Santa Marta, on the Caribbean coast of Colombia. This small fishermen village used to be entirely inhabited by indigenous community, descendents of Pre-Columbian Tayrona civilization from Sierra Nevada de Santa Marta Mountain Range (Reichel-Dolmatoff, 1954). Despite gradually increasing influx of people from outside of the village, the majority of over 5500 inhabitants of Taganga (Municipality of Santa Marta, 2009) show some evidence of blood relation with that ancient civilization. According to Reichel-Dolmatoff (1954), due to complete isolation from modern civilization in 1949 Tagangan culture was still corresponding to that of XVI centurys Tayronas. In 1953 a road connecting Taganga with Santa Marta was built, opening the village to the outside world. As a result, the organization of the community changed substantially, ending with its geographic and cultural isolation maintained until then (Silva, 2007). Nowadays, the community to lesser extend illustrates evidence of their cultural heritage, mostly reflected in artisanal fishing and traditional values. One the one hand, Tagangans have kept many of their ancestors traditions; on the other hand, the community has been in the process of constant acculturation. Consequently, young generation believes in different values and is more likely to choose the commerce and tourism over less profitable traditional activities (Silva, 2007).

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Figure 1: Map of Taganga and the area surrounding area

Source: Zielinski (2010)

As the resources for fishermen are reaching their limits because of the increasing number of fishermen in Taganga, among other environmental factors (Cortina & Herrera, 2004), over 37% of locals is dedicated to tourism-related activities, rather than to fishing and those two activities are the main source of income because of the geophysical characteristics of the Township (Zielinski, 2010).

1.3. Tourism development in Taganga

The first tourists had visited Taganga in the 1950s and had been accommodated by the locals in tents and houses. In the 1970s the first hotels were built on the beach of Taganga [12]

and they were followed by other tourism enterprises. Tourism growth was fast and within a period of few years more tourists were visiting Taganga, new enterprises were emerging and this entire phenomenon found the locals unprepared for an uncontrolled and fast tourism development.

Within the last two years tourism development has accelerated, generating many social and cultural issues to the local society. Nowadays, Taganga offers over 800 beds dispersed among 21 formal accommodations, and over 100 beds in informal establishments. The great majority of the accommodations are hostels that attract mostly the segment of independent and backpack travelers. Between 2007-2010 over ten hostels were built, four more are almost ready, resulting in a 35% bed capacity growth in just 3 years (Zielinski, 2010).

The popularity of the destination is constantly rising and is affected by the total increase of tourism arrivals in Colombia (Proexport, 2009). In 2009 30,000 visitors visited the village with a total number of 180,000 overnights. In addition to those numbers, Taganga attracts high number of daily visitors from the city of Santa Marta and the popular resort town of Rodadero.

Now Taganga is in its mid-development stage, according to Butlers (1980) Tourism Area Life Cycle (TALC) model and it has reached its limits of physical expansion (Zielinski & Botero, 2010). The area is mountain- locked and limited so it seems that the consolidation stage will be reached very soon. One of the main issues that have been created by the fast tourism development is the shortage of water, having locals and tourists using the scarce water resources of the community (Figueroa, 2010). Another issue is the morality of the tourists that visit Taganga and a survey revealed that 36% of the households of Taganga perceive tourism to be harmful to moral standards. The same survey reveals that drugs, prostitution and the presence of backpackers have been identified by 15, 5% and 10, 3% of the respondents respectively as the main issues from the current development of tourism (Figueroa, 2010).

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Concluding, drugs, unethical behavior, alcohol abuse and casual sex employed by backpackers are few issues created by the uncontrolled tourism development of the destination while physical and social carrying capacities are facing an enormous stress (Zielinski, 2010).

1.3 Research Goal and Research Questions

According to a research in 2010 by S. Zielinski for the establishment of a strategy for the sustainable tourism development of the Township of Taganga, the social and cultural impacts of the tourism development that have been found, were mainly negative and namely were the following (Zielinski, 2010): - Modification of men's and women's roles - Division inside the community - Loss of traditional values - Hippism, alcoholism, drug addiction and depression - Competition for water resources - Transformation of the traditional economy - Sex tourism The above mentioned study concluded that further research was needed towards tourist attitudes and their impacts on the destination. This thesis specifically zooms into the negative impacts that are caused directly by the tourist behavior and activities at the destination which are: drugs and alcohol abuse and casual sexual encounters between tourists and locals. The thesis attempts to show that there is connection between specific types of tourists that share common sociodemographic background and the socio-cultural impacts in the local community. Since previous research was taking the perspective of local businessmen and the community in 2010this thesis is focusing on the perspective of tourists, their behavior at the destination and their main activities.

The aim of this thesis is to provide decision makers with evidence to avoid socio-culturally unsustainable market segments. Results could be used for selective marketing that concerns the future tourism development of the destination as Taganga is becoming more popular, [14]

attracts more visitors and it gets integrated with neighboring places of touristic interest as one destination.

The research goal of this thesis is:

''to relate negative socio-cultural tourism impacts to current tourism market segments in Taganga. In order to compare tourist behavior of different segments and related negative impacts, primary research was conducted during as well as after the peak season in 2011. The research is focusing on the background of the visitors, as well as on their activities at the destination. The socio- demographic background of the visitors was used for profiling the tourists and see if they share common socio- demographic characteristics so as to provide conclusions and categorize them. Their main activities at the destination will prove that the socio- demographic characteristics of different types of visitors in Taganga, are strongly related to the negative socio- cultural impacts of tourism in the local community. In order to reach the goal of the paper answers to the following research questions are provided after the completion of the primary and secondary research: What is the recent debate on socio-cultural impacts of tourism development? How is the relationship between socio-cultural impacts of tourism and tourist segmentation and typologies? What are major socio-cultural impacts of tourism development in Taganga? What types of tourists have visited Taganga? How are the socio-cultural impacts in Taganga of drug abuse, alcohol abuse and sex tourism related to specific types of tourists?

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The thesis is structured in the following way: Chapter 2: introduction to tourism impacts, socio- cultural impacts of tourism, market segmentation and typology. All of these terms are explained and also the recent debate is provided, as well as their relevance to the case of Taganga. Answers to the first three research questions are provided. Chapter 3: the methods that have been used for this thesis are analyzed and evaluated together with the limitations. Chapter 4: analysis of the major socio- cultural impacts of tourism development in Taganga. Answers to the third research question are provided. Chapter 5: the types of visitors are being presented according to the results of primary and secondary data that have been collected during the research. Chapter 6: the most important negative socio- cultural impacts in Taganga are selected and their relation to specific types of tourists is being justified by the results of the research. Chapter 7: general conclusions of the research are provided. - References - Appendices

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CHAPTER 2 2.1. Introduction

TOURISM IMPACTS AT DESTINATION LEVEL

This chapter tries to provide answers to the first three research questions of this thesis , after getting an insight on the studies that have been done by researchers and scholars and then relating them to the case of Taganga in Colombia. A different approach from the tourist behavior and activities at the destination and their relation to specific socio- cultural impacts has been applied in this research.

2.2 Impacts and tourism development

For decades tourism as a major industry influences destinations worldwide by even being their major industry. Economic activity has been increased by creating jobs in small and bigger destinations, contributing to the local communities by improving their economies. Most people just focus on the economic contribution on the local communities but there are also other impacts on a community from the tourism development (Kreag, 2001). According to Kreag (2001) tourism impacts which may be positive or negative can be divided in seven general categories:

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Economic Impacts

Environmental Impacts

Social and Cultural Impacts

Crowding and Congestion

Community Attitude

Services

Taxes

Figure 2: Tourism impacts

Source: Kreag (2001)

The concept of economic, socio-cultural and environmental impacts of tourism has been well-documented in tourism literature (Ko & Stewart, 2002; Moscardo, 2008). If there is a domain of tourist research associated with developing countries and destinations then it is the socio-cultural impacts that tourism has on these destinations (Mbaiwa, 2005).

The positive and negative effects of tourism development have been subjects of many studies since mid 1980s. However, as Van Egmond (2007) points out, very few authors focused their research upon type of tourists attitudes and behavior in relation to sustainability issues. For example, Dolnicar & Leisch (2008) determined different tourist segments based upon their ecological footprint, but their research did not contemplate the socio-cultural impact generated on a host population, as it was not destination-specific. As a result, the sustainability studies of different market segments are not only scarce, but also dominated by a global search for a better tourist, often omitting that those desired segments may be already present at the destination, although in small numbers.

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2.2.1

Socio-cultural Impacts

Generally speaking the main motivation for travelling which used to be just relaxing has changed and the most of the tourists today prefer to combine relaxation with other activities engaging more their body and mind in the everyday life of their destination. Every culture is different and the curiosity about our world and the different societies that live in it is a strong motivation to travel as well (Ramchander, 2004).

As Mbaiwa (2005) states socio-cultural impacts in tourism result from the interaction between hosts, or local people and guests , or tourists. Socio-cultural impacts could be the people impacts of tourism on both local people and tourists of a destination. According to Haralambopoulos & Pizam (1996) the social and cultural impacts of tourism are the ways in which tourism is contributing to changes in value systems, individual behavior, family relationships, collective lifestyles, moral conduct, creative expressions, traditional ceremonies and community organization. The social and cultural impacts can be divided in six main categories: impact on population structure, transformation forms and types of occupations, transformation of values, influence on traditional lifestyle, modification of consumption patterns, and benefits to tourists (Haralambopoulos & Pizam, 1996).

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Impact on population structure Transformati on forms and types of occupations

Change of consumption patterns

Social and Cultural Impacts

Benefits to tourists Transformati on of values

Influence on traditional lifestyle

Figure 3: Social and Cultural Impacts of tourism

Source: Haralambopoulos & Pizam (1996)

The graph that is presented above shows the six main categories that comprise social and cultural impacts according to Haralambopoulos & Pizam (1996) and are equally important for the host community.

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Social and cultural impacts can be an asset (positive) or a threat (negative) for a community that is based on economically on tourism activity (Kreag, 2001).

The seven main socio- cultural impacts that have been found in Taganga by S. Zielinski in 2010 belong to the six main categories that are presented by Haralambopoulos & Pizam in 1996. The modification of men's and women's roles, the division inside the local community, the loss of traditional values, the hippism, alcoholism, drug addiction and depression, the competition for water resources, the transformation of the traditional economy and sex tourism are all parts of the six main categories presented in the graph of this subchapter.

The key to socio-cultural impacts appears to be the relationship between the host and the guest (Ramchander, 2004). The relationship between hosts and guests from different cultural backgrounds has been characterized by Ramchander (2004) by stating that interactions between tourists and hosts from two different cultures are an intercultural contact and the interactions between tourists and hosts from more than two different cultures are a cross-cultural contact.

As Kreag (2001) states these interactions can impact creative expressions by providing new opportunities (positive) or stifling individuality with new restrictions (negative).Increased tourism can push a community to adopt a different moral conduct such as improved understanding between sexes (positive) or increased illicit drug use (negative). Safety and health facilities and staffing tend to increase at the same time safety problems such as crime and accidents increase.

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Kreag (2001) presents the following main positive and negative socio-cultural impacts after a general elaboration of tourism impacts in his article:

POSITIVE Improvement of the quality of life Encounters experience) Positive changes in customs and values Promotion of cultural exchange Understanding of different communities Preservation of cultural identity of the host population Increase of demand for historical and cultural exhibits Greater tolerance of social differences Satisfaction of psychological needs with visitors (educational

NEGATIVE Excessive drinking, alcoholism, gambling Increased underage drinking

Crime, drugs, prostitution Increased smuggling Language and cultural effects Unwanted lifestyle changes

Displacement of residents for tourism development Negative changes in values and customs Family disruption Exclusion of locals from natural resources New cliques modifying social structure Natural, political and public relations calamities

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Figure 4: Positive and Negative Socio- cultural Impacts Source: Kreag (2001)

A case study by Tsartas (2003) on the tourism development and its impacts on the coastal and insular areas of the Greek islands provides the following social and cultural impacts:

POSITIVE Cultural Exchange Improvement of the status of women and young people in local society Awareness development Active participation of young people and women in activities related to tourism of sustainable tourism

NEGATIVE Problems of morals and nudism Low quality of tourism

Vagrancy and bad influences to the young

Changes in customs and manners

Destruction of families Increased freedom of the young people Drunkenness Disputes

Figure 5: Positive and Negative Socio- cultural Impacts Source: Tsartas (2003)

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From another case study by Gjerald (2005) in Finnmark, Norway the following social and cultural impacts were identified by the residents:

POSITIVE Quality of life Acculturation, cultural exchange Perspective Status and community pride

NEGATIVE Quality of life Demonstration effect Crime and alcohol Acculturation Conflicts

Figure 6: Positive and Negative Socio- cultural Impacts Source: Gjerald (2005)

The socio- cultural impacts of tourism development at a destination are the changes on the social and cultural evolution of the host community that are caused by the tourist activity and the encounters between hosts and guests. These impacts can be negative or positive, but in Taganga are mainly negative and that is why this research analyses the relation between tourism market segments and socio- cultural impacts.

The negative impacts that are presented by the two case studies in different destinations and the piece of work of Kreag (2001) on tourism impacts are similar to the most important [24]

negative social and cultural impacts in Taganga in 2010. In this thesis the relation between the negative socio- cultural impacts in Taganga and types of visitors is provided from the perspective of the tourist activities and behavior at the destination.

2.2.2 Market Segmentation in Tourism Market segmentation aims to divide markets comprised of individuals into groups whose characteristics are relatively homogeneous within each set or segment and heterogeneous between segments based on an identified set of variables. Segmentation has been accepted by marketers with enthusiasm by being a tool of prediction of market needs and identification of consumer behaviors (Fuller, Hanlan & Wilde, 2005).

According to Sarigollu & Huang (2005), market segmentation is widely implemented in the tourism industry, using visitor demographics, psychographics, behavior and benefits so as to group them. Benefits segmentation has been proved that provides better prediction about tourist behavior than demographic and geographic segmentation and is becoming really popular in tourism industry researches (Sarigollu & Huang, 2005).

Dolnicar & Leisch (2008) have applied market segmentation in their research in order to propose selective marketing techniques for the sustainable management of destinations. By focusing on the environmental impacts they segmented in their study 1000 individuals of the adult population of Australia in three types of visitors of Small, Medium and Large Environmental Footprint. For their study they used questionnaires to identify the profile, the preferences and the behavior of the population and the results of the survey indicated that individuals with past pro- environmentally friendly behavior represent groups that share the same psychographic, behavioral and socio-demographic personal characteristic There is an agreement among scholars that different destinations attract different tourist segments (Butler, 1990; Cohen, 1979; Swarbrooke, 1999). Much research has been done on tourists motivations to travel or to engage in certain activities (e. g. Andreu, Kozak, Avci & Cifter, 2006; Galloway, 2002; Kozak, 2002; Bieger & Laesser, 2002) as well as on their [25]

perceptions (e.g. Jensen & Korneliussen, 2002) and spending patterns (e. g. Becken & Simmons, 2008; Caserta & Russo, 2002; Diaz-Perez, Bethencourt-Cejas & Alvarez-Gonzalez, 2005; Divisekera, 2010).

These differences among individuals are the reasons for a possible segmentation strategy, after the field research at the destination, employed to attract tourists from particular target markets sharing similar characteristics (Tkaczynski, Rundle-Thiele & Beaumont, 2010). The segmentation is usually based on geographic, demographic, psychographic and behavioral characteristics (Kotler, 1980) that indicate markets demonstrating a potential to generate most economic benefit. However it has to be noted that segmentation based on economic benefits of different markets may be desirable for western destinations, but not necessarily it is for traditional destinations in developing countries. The latter differ in terms of the cultural fragility of host communities, traditional values that reject certain behavior, scarce natural resources often used for family subsistence, and limited water supply and waste disposal (Dolnicar, 2008; Moscardo, 2008).

Due to these factors, the economic benefit is just one of the indicators that favor one type of tourist over another, but as noted by Van Egmond (2007: 114), the positive economic impacts do not have to go hand in hand with positive social and cultural impacts. High spenders who choose foreign owned luxury hotels over local businesses and who do not respect local values, may be seen as less beneficial to a local community than other types of less spending tourists. In short, a desired type of tourist to traditional destinations in developing countries is destination-specific and it does not necessarily reflect the general profile of a responsible visitor.

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2.2.3 A priori and a posteriori market segmentation A priori market segmentation approaches used in studies are those when the segments are already known while with a posteriori market segmentation approaches the segmentation is done after the analysis of the data concerning segments that were previously unknown. An a priori market segmentation is based on the discretionary selection of data and an a posteriori can be based on empirically created segments (Bieger & Laesser, 2002).

2.2.4 Typology of Tourists McMinn & Cater (1998) state that tourism typology has two main advantages. It enables a more detailed appreciation of the relationships between tourist consumption and the sociocultural, economic and physical fabric of the destination area, and thus should facilitate the formulation and implementation of more focused policies which consequently target specific issues. 2.2.5 The relation between socio- cultural impacts, market segmentation and typology of tourists Market segmentation has been applied in researches focusing on the environmental footprint of the tourists (Dolnicar & Leisch, 2008), the tourist benefits (Sarigollu & Huang, 2005; Grace Yan et al, 2007), the per diem per tourist spending (Erdogan & Galip, 2007) and the destination preference (Konu, Laukkanen & Komppula, 2011).

Typology based on tourist activity by Mehmetoglu (2007) provides recommendations for the management of attractions and destinations by segmenting the tourists according to their motivations first and secondly according to their activities at the destination.

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2.2.6 Conclusions and relevance to the case of Taganga.

According to the previous study by Zielinski (2010) confirmed by the authors primary research, only a small handful of socio cultural impacts still has a substantial negative impact on the community. In spite of the effects of the constant acculturation process, which led the community to adopt modern social norms, the ancestral traditional ties are still strong in Taganga and some impacts have more devastating effect on the community than others. It should be noted that some of the impacts caused by certain types of tourists would be considered equally destructive at any small, early/mid development destination set in a traditional context. Hippies arrived in Taganga around fifty years ago when they were looking for beaches without tourists around the area of Santa Marta. When they discovered Taganga by using the water taxis they started using the place to consume hallucinogenic drugs and marijuana because there was no risk of getting cut when they were there by the local authorities (Zielinski, 2010). Taganga by being a hippy enclave attracted more tourists and especially backpackers. This situation brought money to many locals, not only through tourist enterprises but also through drug trafficking and sex tourism, which were a result of the specific tourist activity that was taking place there. The three socio- cultural impacts that affect the local community mostly are: alcohol abuse, drug abuse and sex tourism. They have been identified by the community as important because according to the local community drugs have brought more crime, involved many children in trafficking, junkies walk in the streets of Taganga, people are more afraid to go out at night and it is not so quiet and tranquil anymore. Alcohol, has a bad effect on children and many locals turn to alcoholics because they are not informed at all about the effects of a spirit and get addicted easier than people in western societies. Sexual contact of foreigners with Tagangan girls is really seen very negatively by the community. There were cases of unwanted pregnancy and there is an increased risk of HIV and sexually transmitted deceases. Although some of the impacts might sound exaggerated, it is the perception of the community that defines the importance of these impacts and to the lesser extend the reality. [28]

When linking to the first research question it can be concluded that the recent debate on socio- cultural impacts of tourism development is extensive and interesting as this type of tourism impacts affect positively or negatively both the local community of a destination and the tourists. The socio- cultural impacts of tourism change the individuals that are involved in the ''host'' and ''guest'' encounters and that is why are so important and attractive for researchers. Many scholars and researchers wrote scientific articles and have done case studies on these impacts and the outcomes were valuable not only for the future tourism development of destinations but also for understanding the effects of tourism development on people. Concluding for the second research question, market segmentation in combination with tourist typology have been applied in researches related to the impacts of tourism, mostly the environmental impacts, the tourist benefits, the socio- economic impacts, the tourist motivations for travelling and also the tourist destination preferences. There is a gap about the socio- cultural impacts of tourism development at destinations and there is no research that has been done about this kind of impacts in combination with tourist typology and market segmentation. Taganga as a destination that has been affected socio- culturally a lot by the tourism development, has a local community that has the ideal historical and cultural background, so researchers could try to apply market segmentation, typologize the tourists according to their socio- cultural impacts and provide conclusions about selective marketing and future destination development strategies. In order to analyze the above from the perspectives of tourists, for the specific case of Taganga, more detailed primary data analysis will be gathered. Therefore in the following chapters the analysis of the field research and the methods that have been applied will be provided, primary and secondary data will be analyzed and conclusions will be drawn for the application of market segmentation and tourist typology according to the socio- cultural footprint of tourist activity in Taganga.

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CHAPTER 3

METHODOLOGY

This research defines the social and cultural impacts of each market segment that is present in Taganga and took place in a specific period of the year, from 16th of June of 2011 until 19th of August of 2011. The research methods that have been applied are presented and analyzed in the following paragraphs. 3.1 Desk Research

Desk research has been conducted to find information about tourism impacts and sociocultural impacts at destinations. In addition, by desk research, case studies on segmentation of markets and typology of tourists according to their behavior and activities at the destination have been found and used as a theoretical basis for the research in the field. By desk research an a priori market segmentation approach has been applied in Taganga dividing the market in International Backpackers, National Independent Travelers, and International Independent Travelers. This division has been used in the questionnaire that has been delivered to tourists in Taganga. The tourists not only could chose what type of tourist do they consider their selves, but give alternative answers as well. The ''a posteriori'' segmentation that Dolnicar and Liesch (2008) used in their study on the environmental footprint of tourists has been used in this thesis to analyse the results of the questionnaire and provide conclusions by dividing the tourists in three groups according to their answers. In 2009, an extensive research on a sustainable tourism development strategy has been done by Seweryn Zielinski, providing detailed and valid information for every aspect of tourism development in Taganga. This research has been used as a basis for gathering information about the social and cultural impacts of tourism in Taganga. This topic has been analyzed from the perspective of the tourism enterprises and the local community of the destination, a fact that has given the overview of the situation over there and the opinion of the locals and the tourism entrepreneurs.

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Desk research has been a successful method for this thesis as answers to the first three research questions have been provided and the basic information to support the creation of the questionnaire and the validity of its results has been collected. Moreover, information from Seweryn Zielinski's thesis about Taganga in combination with the results of the case studies in market segmentation was crucial and supportive for understanding the types of tourists that were already present in Taganga and for the '' a posteriori'' segmentation of tourists after the questionnaire distribution. Both of the segmentation methods that have been found by desk research were applicable in the case of Taganga as they were also the basis to collect the answers to the last two research questions.

3.2 Observations Observations on the behavior of the tourists and on the behavior of the locals have been applied so as to have an image of Taganga as a destination. To see what tourists do in Taganga, how they behave and what type of encounters do they have with local community. Observation method has been used to collect supportive information for the results of the questionnaire and desk research. Participant observations have been applied as well so as to have an image of tourists activities. Going out in Taganga where tourists go and visit the beaches of the Township like they do the possibility to involve in a tourist's routine in Taganga was possible and comprehend the relation between the behavior of tourists, their activities and the socio- cultural impact on the local community. Valuable information has been collected for the answers of three research questions concerning the major sociocultural impacts of tourism in Taganga, the types of tourists that have visited Taganga and how are socio - cultural impacts over there related to specific types of tourists.

The main limitation of this method could be considered the small period of time that has been applied which was two months and a half. The longer the time of the observations the

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more valid results can be provided but the results f the observations in Taganga match with the results of the other research methods that have been applied in this thesis.

3.3 Unstructured Interviews

Thirteen unstructured interviews-discussions took place with tourists, a hippy-artisan and a local guy that organizes parties in Taganga and has connections with the hippy enclave and its activities. In addition one unstructured interview took place with a university lecturer who has lived in Taganga for a long period of time and another one with a local restaurant owner. Names are not mentioned and were not asked so as to approach the interviewees in a more comfortable way for them and show confidentiality and discretion. This resulted in collecting valuable detailed information about the main tourist activities in Taganga, either legal or illegal. Special focus has been given on the activities of the tourists, their travel experience, what type of tourist were they considering themselves and why, their income, their ability to communicate with the locals and how were the encounters they had with them and finally the knowledge they had about the uniqueness of the local culture of Taganga. This information has been used to add more value on the results of the questionnaire, the observations and the desk research.

This method had time limitations like observations and few times the interviews were a challenge as the information provided by the interviewees was questionable and had to be crosschecked with the results of the other research methods. A lot of times the tourists were too busy to spend time for a conversation and also there were tourists that did not like few topics of the discussion and did not want to give clear answers, like the topics concerning the drug and alcohol abuse and sex tourism in Taganga.

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The unstructured interviews that did not provide clear and as honest and valid as possible answers, have not been taken into consideration.

3.4 Questionnaire A questionnaire has been developed and delivered to tourists that were present in Taganga daily, during the period between July and August 2011. The questionnaire has been applied in that period every 3 to 4 days to guarantee better representation of the sample. The sample size of the questionnaire has been decided to be 320 (n=320), after the calculation made by taking into account the average monthly tourist arrivals in Taganga (Zielinski, 2009) and using standard sample calculation with Confidence Level of 95% and Confidence Interval of 5.

The questionnaire has been applied at the most frequented places in Taganga at different times of the day, namely: the main beach, the beachfront and Playa Grande. This is to avoid errors that could provide collection of data in places such as bars, restaurants and hotels, frequented only by specific segments. The respondents have been chosen randomly, avoiding gender, age and race discrimination. The questionnaire has been provided in Spanish for national and in English for foreign tourists. Only tourists that had stayed for at least 2 nights have been taken into consideration, as they were able to respond to specific questions that could not be answered by newcomers who had had only a brief glimpse of Taganga.

The questionnaire consisted of mostly closed questions, although few open questions have been included to collect specific information. The questions addressed the nationality, gender, age, level of education, income, the type of tourist that visitors consider themselves and why, their trip motivation, their experience as travelers and the size of the party of tourists. Additionally, there have been questions focusing on their length of stay in Taganga, their interests, their activities and their encounters with the community of Taganga. The objective of these questions is to provide independent variables about general [33]

characteristics of each segment. The answers are providing the information needed to understand better the segments, thus to be able to apply selective marketing.

The second part of the questionnaire has focused on the behavior of the tourists, their activities and their encounters in Taganga; all of them were related with the socio-cultural impacts on the community. The questions have been based on tourists behavior rather than on motivations, since recent studies demonstrate that the relation between motivation and behavior to act based on that motivation is weak (Mehmetoglu, 2007). Some of the questions have been based on knowledge of the tourists about specific subjects, which is strongly related to their responsible behavior (Sarigollu& Huang, 2005). Topics for questions focusing on major socio-cultural impacts from the tourist development in Taganga have been:

o o o o o o

The level of the Spanish language spoken by tourists The level of alcohol consumption and the behavior related to it The consumption of drugs in Taganga The casual sex with local residents The average time that tourists spend with locals and the type of that relations Knowledge about specific topics related to the local culture and customs

For all of the questions of this type, the 1 to 5 likert-type scale has been used, apart from the question related to casual sex with locals which has been a Yes or No question. In this case No counted as 1 and Yes as 5 for the use of this result. The likert has been chosen because it not only provides the possibility to analyze each item separately, but also item responses may be summed to create a score for a group of items, which is crucial to define the most responsible segments.

The results of the questionnaire has been used to present how strongly related are the major socio-cultural impacts from tourism development in Taganga to specific types of tourists. First, the summated scales for selected responsible behaviors during the vacation [34]

have been used as the dependent variable for the model. Then, the sample population has been equally divided into three groups, namely: low impact, medium impact and high impact. In this way the first 33% of the respondents who scored highest, belong to the low impact group, while the 33% of those who scored least on the scale, belong to the high impact group. The smaller the proportion, the more homogeneous has been the members of the low impact group with respect to their socio-culturally friendly behavior. This method has been used with success by Dolnicar & Leisch (2008). Finally, within the low impact group, proportions of different segments (backpackers, independent travelers, etc.) has been defined.

The next step was to associate the dependent variables to the independent sociodemographical and motivational variables. This has been done by using frequencies for each category for each segment, using the Chi-squared tests to define correlated variables. These results have been analyzed by using the SPSS 19.0 statistics software that can automatically define sub-segments from each segment based on the correlated variables (motivations or socio-demographics).

The short period of time that the survey took place can be considered a limitation for this type of research. Additionally, there was missing information in answers given by tourists and there were tourists that did not want to give answers to specific questions. Fortunately they were really few and the solution for the missing information was the delivery of more questionnaires and only the most valid ones have been take into consideration. All in all, this method was the most important as answers to the research questions about major socio- cultural impacts of tourism development in Taganga, the types of tourists that have visited Taganga and the relation of socio- impacts with specific types of tourists have been found and with the supportive information of the other research methods, conclusions was possible to be formed and the research goal has been reached.

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Evaluation of the used methods of research Summing up for the methodological framework of this thesis, the methods that have been used so as to collect primary and secondary data, had positive results. Especially, the outcome of the questionnaire- survey which showed that the combination of typology and market segmentation according to the socio- cultural effect from the activities and the behavior of tourists at the destination was applicable, was uncertain before its delivery and the elaboration of the answers that tourists have given. The data that has been collected during the field research are supportive to the data that has been collected before. After the analysis of the data, all of the research questions of this thesis have been answered. The following chapters include the details and the conclusions of the results of the field research in Taganga, therefore they provide at the same time the answers to the last two and more important research questions.

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CHAPTER 4

SOCIO-CULTURAL IMPACTS IN TAGANGA

4.1.

Tourism impacts in Taganga

An extensive research in 2010 presents the following major socio- cultural impacts of tourism development in Taganga (Zielinski, 2010): Loss of traditional values: according to Tagangan tradition, men were responsible for fishing and women for the finance of the family. Since the tourism developed in Taganga and men started to work in jobs related to tourism and make money they took control over the finance of the families. As a result, they became also the intermediaries for the sales of the fish, a role that local women had. Division inside the community: with a lot of locals working for tourism and taking over the bars, restaurants, kiosks and other businesses that benefit from tourism activity, a big part of the local population has no access to these financial resources. This situation creates division within the community for the unequal distribution of the community's tourism income. Hippism, alcoholism, drug addiction and depression: the hippism phenomenon, the big influx of tourists that wanted to abuse alcohol and drugs without worrying about the local authorities because it was possible in Taganga caused various psychological and learning problems to the local community. The locals had to encounter hippies and tourists under the effect of psychoactive drugs and tolerate the drug trafficking at the same time. In addition, the young population of Taganga was prone to this situation and for economic mainly but also for other reasons got involved not only in drug trafficking but also in drug and alcohol abuse. Competition for water resources: the quality of life in the community has been lower than before the tourism development, because there is a shortage in water supply and as a result conflicts within the community may occur. Transformation of the traditional economy: tourism was the first alternative economic activity in the community of Taganga and before that, the local economy was collective. Competition emerged in the community and community ties are not so strong as in the past.

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Sex tourism: young women not only from Taganga but also from the region around, attracted by foreign tourists go to Taganga to make money through prostitution.

From a survey that has been conducted from the perspective of the local tourism enterprises in Taganga, 37% of them identify prostitution and drugs as the main concern for the tourism development in Taganga. 52.9% of the participants agreed that the tourists look for prostitution in Taganga (Zielinski, 2010). Prostitution together with drug and alcohol abuse, could be caused and supported by the tourist behavior and activities at the destination.

During the last two years, tourism markets visiting Taganga have changed. The town has attracted more tourists, according to observations and unstructured interviews in the field a fact that led to more investments like hostels and other accommodation units which are under construction (picture 1 and picture 2, in appendices). These developments occur because of the increasing popularity of the destination among travelers and the development of the Colombian tourist industry the last few years.

More hostels, restaurants, travel agencies have been built and the most of them are owned by foreigners. A brand new hostel, the second largest in Taganga just opened this year and is owned by Israelis and its target group is the Israeli backpackers. A travel agency that promotes adventure trips in The Lost City and Tayrona Park has been established in the main promenade and beachfront of Taganga.

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4.2.

Tourism demand developments

Not only more tourists visit Taganga, they are also representing different segments. From a popular destination to backpackers and a hippy enclave (Zielinski, 2010), Taganga now is attracting families, couples and older people of the age of 50 and over. During the day, tourists spend time at the main beach of Taganga; divers go for diving the whole day while the beach Playa Grande, which is a 20 minute walking distance from Taganga, is busy with visitors from morning until 5pm. Around 6pm the main promenade of Taganga is full of people that want to experience the beautiful sunset and then the restaurants, bars and clubs get busy. An important observation is that a lot of people, locals and foreigners, during the day but more during the night were offering drugs in the main streets of Taganga. In addition, young tourists and locals were using drugs at the main clubs of Taganga and also were consuming a lot of alcohol. Comparing to the situation two years ago, the nightclubs try to attract both locals and tourists and also the drug use has been increased and this is obvious all over Taganga. Another observation in types of visitors in Taganga is the young women from Europe and to be more specific from UK and Ireland, who were visiting Taganga to hang out and have a casual relationship with local guys. This type of sex tourism is something totally new for Taganga and something to add on the results of the survey about sex tourism in Taganga by Seweryn Zielinski in 2010.

By observing the tourist activity in Taganga, someone can notice directly the negative sociocultural impacts which are the focus of this thesis. As the local community is mostly affected in a negative way, it is interesting to look who of the tourists cause this effect. As mentioned before, locals and tourists are involved in selling and consuming drugs. Also, alcohol abuse is excessive and it is very obvious if someone go out at the biggest and most popular nightclub of Taganga ''Sensation''. Mostly young tourists and locals hang out at this location. It is very popular for local youngsters who look for casual encounter with a tourist, the most of the times with a price.

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4.3.

Discovering tourism segments in Taganga

From the 13 unstructured interviews that took place in Taganga, 11 of them with tourists, 1 with a local university lecturer at the University of Magdalena and 1 with a local restaurant owner in Taganga, concerning the major socio- cultural impacts caused by tourist behavior and activity the following conclusions can be formed: the impacts are mostly negative the impacts are: drug abuse, alcohol abuse and casual relationships the locals think and act in their encounters with tourists so as to make profit the locals imitate the tourist behavior and activities that cause these sociocultural impacts

Similarly, it becomes more clear that these major impacts are related to specific types of visitors that share similar socio- demographic characteristics like age and nationality. By comparing the results of the questionnaire and the information from the unstructured interviews these visitors are involved in similar activities and specific behavior while they are in Taganga. Tourist typology has been applied in studies in order to provide recommendations for the management of attractions and market segmentation to identify the impact that specific market segments have on destinations and form policies for the future development based on selective marketing. In this way types of visitors that are desirable for the destination can be targeted. In Taganga, a mainly backpacker destination, the socially and culturally unsustainable tourists are not desirable as the impacts of their activities on the local community are negative. As the results of the field research show that new types of tourists arrive in Taganga, mainly couples and families, a further segmented research on tourists in Taganga has been applied so as to provide the groups of tourists, the activities and behavior they are related to and also the relation they have to the negative impacts that affect the local community.

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While there are several socio- cultural impacts in the local community of the Township of Taganga, only a few of them are related to specific types of visitors and their activities. In order to get a broad picture of tourism activities, a survey was implemented to a varied number of persons from different backgrounds. The tables 1 to 5 in appendices show an overview of the general characteristics of nationality, gender and age, travel experience and completed education of the survey sample . An a priori segmentation is being attempted by asking the participants of the survey what type of tourist do they consider themselves. The purpose is to see if there is any connection with their background and the type of tourist that they consider they are. Tourist types From the people that have been interviewed, eleven of them are tourists, one is a local restaurant owner and one a local university lecturer. The most of the tourists in Taganga Independent travelers are older than the backpackers, they know more about the local culture, they focus less on the nightlife of the destination and they do not abuse alcohol or drugs. The most of them have a stable job and a career back home and go on holidays to relax, learn something new and enjoy. Their encounters with the local community are typical but the most of the independent travelers in Taganga can communicate in Spanish while the most of the backpackers cannot. Socio- cultural impacts Independent travelers are older than the backpackers, they know more about the local culture, they focus less on the nightlife of the destination and they do not abuse alcohol or drugs. The most of them have a stable job and a career back home and go on holidays to relax, learn something new and enjoy. Their encounters with the local community are typical but the most of the independent travelers in Taganga can communicate in Spanish while the most of the backpackers cannot. From the backpackers that have been interviewed, almost all of them were from UK, Australia and Israel. They were in Taganga to go out at nightclubs, rave parties and relax. They admitted that when they go out, their purpose is to get drunk, use some drugs and maybe have casual sex with a local.

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The conclusion from this chapter and the results of the survey is that ''Yes'', after the tourist typology, a segmentation is possible and there are specific groups of visitors that share similar socio- demographic characteristics and they are the same type of visitor. The segments can be created according to the volume of the negative socio- cultural impacts, in case of Taganga, alcohol abuse, drug abuse and sex tourism which are the most important negative impacts for the local community. The profile and the details of the segments are presented in the following chapter.

- For the following paragraphs Tables can be found in Appendices

The biggest tourism generating countries for Taganga during the period of June 2011 until the end of August 2011 and according to the results of the survey in that has been delivered are the following(Table 1):

United Kingdom with 47 respondents and 14.3% of the total number of respondents. The national Colombian market with 34 respondents who are the 10.3% of the total number of respondents. Germany with 27 respondents or 8.2 % of the participants France with 26 or 7.9% of the tourists USA and the Netherlands with 21 or 6.4 % of the participants and Israel with 20 participants or 6.1% of the total number of the tourists

Though it is not a representative sample, it appears from the above that 59.6% of the participants which is more than the half of them and their presence is intense at least in numbers according to the table above. The identification of nationality of the tourists provides which are the most important markets and from where the people that affect the destination and the local society positive or negative come from. [42]

52.9 % 174 of the respondents were men while 47.1 % or 155 were women. Average age is low: 252 (%) of respondents is in the age group of 18-32 years old. These two variables play an important role and it is related to the activities at the destination as well as with the purpose of visit . Most tourists that took part in the survey completed postgraduate and undergraduate studies. They comprise the 77.1% of the respondents. 20.2% or 67 of the respondents have completed secondary education and only 5 or 1.5% of the respondents have completed primary education. There is a missing information of 4 respondents who did not stated their level of completed education. More than half of respondents (54.3%) have a travel experience of over a year in their lifetime and only 23.3% or 76 have a less than six months of travel experience. Travel experience is related to responsible tourist behavior and attitude Table 2: Types of tourists in Taganga

Types of tourists

Type of tourist Cumulative Frequency Percent Valid Backpacker Independent traveler Packaged (Organized tourist) Total 329 100.0 100.0 187 131 56.8 39.8 3.3 Valid Percent Percent 56.8 39.8 3.3 56.8 96.7 100.0

tourist 11

Source: Author

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187 or 56.8% of tourists consider themselves backpackers and 131 or 39.8% independent travelers. 11 tourists or 3.3% of the total participants were package tourists and booked their holidays at a travel agent. As backpackers and independent travelers comprise the 96.6% of the participants, these two groups have been used for the a posteriori segmentation of low, medium and high socio- cultural impacts group in Taganga. This table provides the ''a priori'' segmentation of this thesis where tourists have been asked to typologize themselves as ''backpackers'', ''independent travelers'' or something else. The results of this table confirm that the ''a priori'' segmentation according to tourist typology in Taganga is possible to be done and successful.

4.4

Social and cultural impacts in Taganga by tourist behavior - A posteriori

segmentation According to the activities and their behavior at the destination, the participants of the survey are divided in three groups, the socio- cultural sustainable one or the low impact group, the medium sustainable or the medium impact group and the unsustainable or high impact group. There are differences between the backgrounds and the general characteristics of the tourists of each group which is interesting and can be used for forming conclusions about specific types of visitors who are related with specific behaviors and preferences at the destination.

4.4.1

Socially and culturally sustainable tourists- low impact group

Level of Spanish language of the tourists (Table 3) 65 persons of the socially and culturally sustainable tourists for Taganga are native Spanish speakers or fluent in Spanish. This is 52.8% of this group and together with those who can speak very well, or are fluent as well, represents the 86.9% of the group. The most of them can communicate with the locals, exchange opinions and ideas and can learn easier about the local culture and have a better insight in the local society. They can understand more

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than the tourist who cannot speak any Spanish and expects from the locals to speak English or any other language.

Alcohol Abuse (Table 4) 99.2 % of the group does not go out to get drunk and 96% stated that they consume regular amounts of alcohol when they go out in Taganga like a couple of drinks and their purpose is not to get drunk but relax and enjoy their holidays. Alcohol consumption for them is not the most important thing when they are on holidays or when they go out and they always avoid overconsumption. The most of them follow a healthy way of life in general.

Consumption of drugs in Taganga (Table 5) 91.1% of the group did not use any substance in Taganga while 6.5% used occasionally and 2.4% regularly. The tourists that chose yes were discreetly asked for few more details like if they were just smoking or using also cocaine because it is very popular and there is a big difference on the effects and the social tolerance between these two drugs. All of the people that form this group answered that smoked only marijuana and never used cocaine or never tried to find some.

The casual sex with local residents (Table 6) None of the culturally sustainable group had casual intercourse with locals and especially prostitutes. This can show that the clients of the local prostitutes or women that are looking for casual sex in Taganga are not part of this low impact group as not even one person gave a positive answer on this question.

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Average time spent with locals (Table 7) The biggest part of this segment which is 86.2%, has typical or just the necessary encounters with the local community while the rest hang out also with the locals and spend more time with them. In both cases the impact is positive in combination with the above results.

Awareness about specific topics related to local culture and customs (Table 8) 67.5% of this group had a lot of knowledge about the destination, the local culture, the history of the place and its development. In total, 95.9% were at least aware of specific topics related to the local culture and customs and only 4% had no knowledge about Tagangan customs and the local culture.

SOCIAL AND DEMOGRAPHIC CHARACTERISTICS

Nationality (Table 9) 24 persons or 19.5% of the socially and culturally sustainable tourists are national visitors mainly from the capital of Colombia Bogota, then Swiss tourists with 9.8 %, Germans with 8.9%, Dutch with 8.1%, 7.3% are French tourists, Spanish are 6.5%, from Argentina 5.7% as well as from the USA, 4.9% are from Chile and 3.3% from Austria. These are the ten most popular nationalities where the sustainable tourists are coming from. Altogether represent the 79.7% of the sustainable tourists in Taganga and the most important market is the domestic.

Gender and Age (Table 10) 70 (57%) persons from this segment are women while 53 (43%) men. 57 (46.3%) participants are from the age group of 26-32, 23 (18.7%) from the age group of 33-39, 20 (16.3%) from the age group of 18-25 while 20 (16.2%) persons are at the age groups of 40-46, 47- 53 and 54-60. [46]

Size of the party (Table 11) It is noticeable that 31.7% or 39 members of the sustainable or low impact segment came to Taganga with their boyfriend/ girlfriend or husband/wife. Also 21.1% or 26 members came with their families and 24 or 19.5% of the segment. Families and couples are socially and culturally sustainable for Taganga and they are more than the half of the segment.

Education completed (Table 12) More than 70% of the segment has at least a bachelor degree so this group is educated and the most of them (53 or 43.1%) have completed a postgraduate course.

Travel experience (Table 13) More than the half of the participants of this group has a travel experience of over a year in their lifetime which in combination with the above characteristic can give two very important elements of the profile of a socially and culturally sustainable tourist. Such a tourist could be experienced with travelling and well educated.

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Type of tourist

Type of tourist Cumulative Frequency Percent Valid Independent traveler Backpacker 72 44 58.5 35.8 5.7 Valid Percent Percent 58.5 35.8 5.7 58.5 94.3 100.0

Package tourist (Organized 7 tourist) Total 123

100.0

100.0

Table 14: Type of tourists, ''low impact'' segment

Source: Author

When the respondents of this segment were given the chance to typologize themselves as independent travelers or backpackers, 72 (58.5%) of them said independent travelers while 44 (35.8%) said backpackers. 7 of them and all Colombians had booked their trip through a travel agency or tour operator so they were package tourists.

When the independent travelers were asked to explain why they were typologizing themselves like that, the reasons were: less partying while on holidays, travelling while having a higher income and not looking anymore for budget travelling, getting older, focusing more on relaxation and less on adventure. In the past they claimed they were backpackers, travelling cheap, sleeping anywhere and having just a bag on their back looking for adventure and new experiences.

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Backpackers claimed that the reasons they identified themselves with this term is that they look for new experiences, they travel always cheap, they do not care about the type of accommodation, they focus more on meeting new people and going to new places, and last but not least gaining new experiences.

4.4.2 Socially and culturally medium sustainable- medium impact group

SOCIAL AND CULTURAL IMPACTS

Level of Spanish language of the tourists (Table 15) The biggest percentage of this segment (30.6%) or 34 tourists have a small knowledge of the Spanish language while 29 or (26.1%) are fluent or native speakers. Only 9 tourists or (9.1%) cannot speak any Spanish and the communication was a challenge for them in Taganga.

Alcohol Abuse (Table 16) There is a moderate image of alcohol consumption in this segment. 50 (45%) of the respondents do not go out to get drunk and 62 (55.9%) they drink an average amount of alcohol when they go out. As they stated they do not drink too much so as to get drunk but few drinks is ok. Additionally they have never been involved in misbehavior which was caused by alcohol consumption. Only 6 (5.4%) of them overuse alcohol and go out to get drunk as they stated.

Consumption of drugs in Taganga (Table 17) 69 (62.2%) individuals did not use any kind of drugs in Taganga and the rest of the respondents did some use and the most of the times was marijuana. Only 6 (5.4%) used drugs a lot and in a regular basis who were the same 6 that stated the overuse of alcohol and went out intending to get drunk.

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The casual sex with local residents (Table 18) 3 (2.7%) respondents of this segment had casual sex with locals in Taganga and the rest 106 (95.5%) did not. This segment presents the first cases of prostitution and casual sex with locals in Taganga.

The average time that tourist spends with locals (Table 19) 63 (52.2%) spend no time at all or just a few time for the typical encounters in Taganga with the locals. 21 (20%) stated that spend a lot of time with locals and their encounters are not limited in the relation of customer and host but also hang out with locals.

Knowledge of tourists about specific topics related to the local culture and customs. (Table 20) 98 (88%) respondents of this segment are at least a bit aware of topics related to the local culture and customs and they know that there are behaviors that could be insulting so they are careful and try to respect as much as they can the locals. Only 12 (11%) have no idea about this topic and there is one respondent that preferred not to answer this question.

SOCIAL AND DEMOGRAPHIC CHARACTERISTICS

Nationality (Table 21) 87 persons (74.7%) of the medium sustainable or medium impact segment come from France, UK, Germany, the Netherlands, Israel, Australia, Colombia, Ireland and Belgium. Apart from Ireland and Belgium the rest of the countries are the main tourists generating markets for Taganga according to this specific research.

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Gender and Age (Table 22) 58 (52.3%) people of this segment are men and 53 (47.7%) women. The most of the medium sustainable tourists or medium impact segment, 91 (82%) persons are in the age groups of 18-32. The rest of the tourists of this segment are between the ages of 33-46 years old.

Size of the party (Table 23) 32 (28.8%) of the tourists visited Taganga with a friend and 29 (26.1%) arrived alone. 28 (25.2%) were couples, 18 (16.2%) with groups of more than 2 friends and only 4 (3.6%) with their families.

Education completed (Table 24) Most of the medium impact tourists have completed post graduate studies and in total 88 (71.2%) tourists have completed higher education studies. A significant number of 22 (19.8%) are not highly educated.

Travel experience (Table 25) 89 (80.2%) have a minimum travel experience of 6 months in their lifetime so the biggest part of this segment is familiar with travelling . But a significant amount of 21 (18.9%) tourists have a travelling experience of less than 6 months.

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Type of tourist Type of tourist Cumulative Frequency Percent Valid Backpacker Independent traveler 70 37 63.1 33.3 3.6 Valid Percent Percent 63.1 33.3 3.6 63.1 96.4 100.0

Package tourist (Organized 4 tourist) Total 111

100.0

100.0

Table 26: type of tourists,'' medium impact'' segment

Source: Author

In this segment as well the majority of the respondents identified themselves as backpackers or individual travelers. Only 4 (3.6%) of the tourists used a tour operator or travel agency to visit Taganga and identified themselves as package tourists. In this segment the most of the respondents identify themselves as backpackers who are the 63.1% (70 persons) of the segment, almost the two thirds of the group. 37 (33.3%) respondents were considered themselves as independent travelers.

The reasons of the self identification or self consideration were the same as the previous group of sustainable or low impact tourists. Higher income, more relaxing holidays, focusing less on the nightlife of the destination and having a career were the main points of the independent travelers, and backpackers mentioned adventure, new places, new people and experiences, less money to spend while travelling, but travelling for a longer period of time, and partying.

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4.4.3 Socially and culturally unsustainable- high impact group SOCIAL AND CULTURAL IMPACTS

Level of Spanish language of the tourists (Table 27) The social and cultural unsustainable segment or high impact group of tourists in Taganga have little knowledge of the Spanish language. 74 (78%) of the segment cannot speak Spanish at all or has the knowledge of just few basic phrases. Only 8 (8.5%) individuals can speak fluently or Spanish is their mother tongue.

Alcohol Abuse (Table 28) 85 (89.5%) tourists go out in Taganga to get drunk, at least few times the 23 of them, and the rest they do it regularly. 94 (98.9%) of them stated that they consume from average to big quantities of alcohol when they go out. The overuse of alcohol is obvious in this segment, a fact that leads a lot of times to inappropriate behavior.

Consumption of drugs in Taganga (Table 29) 29 (30.5%) respondents of the unsustainable segment have done an average use of drugs in Taganga, mostly marijuana. 33 (34.7%) of this group used any kind of drugs they could find and also were looking for drug abuse in Taganga. 18 (18.9%) persons of this group did not use any drugs in Taganga and did not intend to.

The casual sex with local residents (Table 30) 14 (14.7%) people had casual sex with a local in Taganga while 77 (81.1%) did not. 4 (4.2%) respondents did not want to state anything on this question and are missing information.

[53]

The average time that tourist spends with locals (Table 31) The biggest part of the segment, 82 (86.3%) spends few time with the locals and for specific or typical reasons when necessary. 8 (8.5%) persons spend a lot of time and even hang out with locals while 5 respondents did not want to give any information about their encounters and time that they spend with locals.

Knowledge of tourists about specific topics related to the local culture and customs (Table 32) 24 (25.3%) tourists of this segment do not have any knowledge about topics related to the local culture and customs while 70 (73.8%) stated that are aware and they try to be careful with their behavior so as not to show disrespect to the local community.

SOCIAL AND DEMOGRAPHIC CHARACTERISTICS

Nationality (Table 33) 28 of the social and cultural unsustainable tourists come from the United Kingdom and they are the 29.5% of the segment. Secondly, 11 (11.6%) Australians and 11 (11.6%) Israelis are the next most unsustainable tourists for Taganga. These three nationalities comprise more than the half of this high impact group. 9 (9.5%) Irish, 6 Germans (6.3%), 5 tourists from the USA and 3 (3.2%) from Canada can be added on the top three nationalities and cover almost the 80% of the unsustainable respondents.

[54]

Gender and Age (Table 34) 63 (66.3%) tourists of this segment are men while 32 (33.7%) women. 84 (88.4%) persons of this segment are at the age group of 18-32 years old. In this segment the first age group is the one of 18-25 years with almost the half of the respondents (48.4%). At the rest of the age groups of the ages 33- 53, there are only 10 (10.6%) tourists of this segment, and 1 person did not want to state his/her age.

Size of the party (Table 35) Only 16 (16.9%) tourists of this group came to Taganga as couple or families. The rest came firstly with a friend (30 persons or 31.6%), secondly alone (26 persons or 27.4%) and thirdly with two or more friends (23 persons or 24.2%).

Education completed (Table 36) 38 (40.0%) social and cultural for Taganga unsustainable tourists have completed undergraduate studies while 28 (29.5%) have post graduate degree and other 28 (29.5%) just finished secondary education. 1 person has completed only primary education.

Travel experience (Table 37) 48 (50.5%) tourists have a travel experience of over a year and 28 (29.5%) between 6-12 months. Unsustainable tourists or high impact group for Taganga are quite experienced with travelling like the other two segments as only a 20% (19 tourists) of them has a travel experience of less than 6 months in their life.

[55]

Type of tourist Type of tourist Cumulative Frequency Percent Valid Backpacker 73 76.8 23.2 100.0 Valid Percent Percent 76.8 23.2 100.0 76.8 100.0

Independent traveler 22 Total 95

Table 38: type of tourists, ''high impact'' segment

Source: Author

The unsustainable segment or the high impact group when they were given the choice to typologize themselves, 73 (76.8%) of them stated that they are backpackers because they travel with few things with them, they look for adventure, they like partying at the destinations they visit and also to meet new people, locals and not, and gain new experiences. The rest 22 (23.2%) which is however a significant amount identified

themselves as independent travelers because of being a bit more organized than in the previous years and not for so long and cheap as before. Their activities at the destinations as they mentioned are more or less the same as in the past but less intense. Tourist types The Israeli market is one of the biggest of Taganga as Israeli young tourists visit the destination after completing their military service in their motherland. When they come here they want mainly to relax and have fun and together with young English and Australian tourists get involved in alcohol, drug abuse and also are looking for casual encounters with locals.

[56]

The most of the tourists of this type, are young between 18-24 years old, look for adventure and focus on the nightlife of the destination, and are not aware that their behavior might be harmful and have a negative socio- cultural impact on the local community. So the socio- cultural impacts that are related to these type of visitors, and that is young backpackers mainly from UK, Australia and Israel are the following: o o o drug abuse alcohol abuse sex tourism

From the people that have been interviewed, eleven of them are tourists, one is a local restaurant owner and one a local university lecturer. The most of the tourists in Taganga Independent travelers are older than the backpackers, they know more about the local culture, they focus less on the nightlife of the destination and they do not abuse alcohol or drugs. The most of them have a stable job and a career back home and go on holidays to relax, learn something new and enjoy. Their encounters with the local community are typical but the most of the independent travelers in Taganga can communicate in Spanish while the most of the backpackers cannot. Socio- cultural impacts Independent travelers are older than the backpackers, they know more about the local culture, they focus less on the nightlife of the destination and they do not abuse alcohol or drugs. The most of them have a stable job and a career back home and go on holidays to relax, learn something new and enjoy. Their encounters with the local community are typical but the most of the independent travelers in Taganga can communicate in Spanish while the most of the backpackers cannot. From the backpackers that have been interviewed, almost all of them were from UK, Australia and Israel. They were in Taganga to go out at nightclubs, rave parties and relax. They admitted that when they go out, their purpose is to get drunk, use some drugs and maybe have casual sex with a local.

The conclusion from this chapter and the results of the survey is that ''Yes'', after the tourist typology, a segmentation is possible and there are specific groups of visitors that share [57]

similar socio- demographic characteristics and they are the same type of visitor. The segments can be created according to the volume of the negative socio- cultural impacts, in case of Taganga, alcohol abuse, drug abuse and sex tourism which are the most important negative impacts for the local community. The profile and the details of the segments are presented in the following chapter.

[58]

CHAPTER 5

HIGH AND LOW IMPACT TOURISM SEGMENTS IN TAGANGA

From the results of the three different field research methods that have been used for research in Taganga, specific types of tourists are strongly related to the social and cultural impacts at the destination. There are similarities and differences on the activities and the socio- demographic background of the three groups of low impact or sustainable tourists, medium impact or medium sustainable tourists, and high impact or unsustainable tourists. The biggest differences on the background of the visitors and activities at the destination are between low impact and high impact tourists. Similarities have been found mainly between the Medium sustainable group with the two other groups. The most representative characteristics and activities of each group are presented briefly in the following table

Sustainable Spanish language Alcohol abuse Drug abuse Fluent No No

Medium Sustainable Basic knowledge Few cases Few cases,

Unsustainable No knowledge Yes

only Yes,

all

kinds of

marijuana Prostitution/casual sex Time spent with locals No Few cases

available drugs Yes

Little/ For typical Little/ For typical Little/ reasons reasons Yes reasons

For

typical

Aware of local culture

Yes

No, but interested

[59]

Socio-

demographic

characteristics Nationality Colombia, Switzerland, Germany Average Age Size of party Education 26-39 Couples, Families Postgraduate, Undergraduate France, UK, Germany 18-32 With a friend, Alone Postgraduate, Undergraduate UK, Australia, Israel 18-32 With a friend, Alone Undergraduate, SecondaryPostgraduate Travel experience Tourist type Over a year Independent travelers 6 months or less Backpackers Over a year Backpackers

Table 39: Tourist segment profiles and characteristics

Source: Author

By taking into account the relation between socio demographic characteristics and activities tourist profiles could be created from the three groups so as to have a clearer image of the types of tourists and their activities in Taganga.

[60]

SEGMENT A

Sustainable- low impact group

A social and cultural sustainable tourist in Taganga according to the results of the research could be possibly Colombian, Swiss or German, between 26-39 years old and be a couple or a family. This type of tourist is well educated with Postgraduate studies or Undergraduate. He or she has a travel experience of over a year, and defines himself or herself as independent traveler. The budget is higher than when they were younger; the most of them have a career back home and go on holidays to relax. The above socio- demographic characteristics are strongly related to their activities at the destination. As Colombia, Switzerland and Germany are the countries from where this type of tourists comes from, these tourists as well- educated and national speakers from Colombia can communicate with the locals and their encounters are always positive. There is no interested in abusing alcohol or drugs as the tourists visit Taganga as couples or families. Prostitution and casual sex with locals is also out of their activities for the same reason. They are interested in different cultures and aware of the local community that is why before they go to Taganga they got information about the place; they knew the differences of the local culture and its uniqueness in the region and were aware of behavior that could be insulting.

SEGMENT B

Medium sustainable- medium impact group

A tourist from this segment could come from France, UK or Germany, be between the ages of 18-32, younger than a sustainable tourist, and visit Taganga with a friend or alone instead of families or girlfriend/ boyfriend and husband/wife. The level of education is the same with the one of the first group but a medium sustainable tourist is less experienced in travelling [61]

as it is only 6 months or less. A medium sustainable tourist in Taganga is self defined as a backpacker.

A medium sustainable tourist has a basic knowledge of Spanish so the communication with the locals has difficulties. The consumption of alcohol is average and sometimes could lead to alcohol abuse. The use of drugs is limited to smoking marijuana few times and there are also few cases of casual sex in Taganga. These tourists do not spend time with locals but only when it is necessary. They are aware that the local culture is different but they do not have any specific knowledge about it and try to show respect as much as they can. From their activities it can be concluded that there are cases of negative impacts to the local community, something that can be caused by the lack of knowledge about what is right and what is wrong for the loc`1als. SEGMENT C Unsustainable- high impact group

British, Australians and Israelis are the unsustainable tourists or high impact group for Taganga and their age is the same to the medium sustainable segment, that is between 1832 years old. They visit the destination with a friend or alone and they are less educated than both of the previous groups. The most of them have completed undergraduate studies and then same number of individuals of this group has completed postgraduate and secondary education.

They are experienced in travelling like the sustainable tourists and they have experience of over a year in their lifetime. They define themselves as backpackers because of their way of travelling and their activities at the destinations. They are very flexible, they look for adventure and entertainment when they travel and their trips are longer than those of the previous groups. The most of the unsustainable tourists cannot speak Spanish and the proper communication and understanding of the local community is a challenge. They abuse alcohol when they go out in Taganga and from observations their behavior is inappropriate as well. The use of any kind of drugs, mostly of cocaine and marijuana is daily and usual as

[62]

well as the casual relationships with locals. The time that they spend with locals is limited to the activities that have a negative impact on the community. In addition, they have no knowledge about the local culture like the medium impact group, but they want to show respect to the local community. Judging from their activities in Taganga, a high level of ignorance and indifference can be noticed as this type of tourists are not interested in getting information about Taganga before their visit. Observations and unstructured interviews show that once they arrive at the destination they are interested in specific activities that have only negative impact on the local community. In this chapter the tourists have been divided in three segments depending on how strong are the main negative socio- cultural impacts from their behavior and their activities in Taganga, as Dolnicar & Leisch (2008) did for the environmental footprint of tourist activities and behavior at a destination. Each segment can provide us with the socio- demographic characteristics and the type of the visitors, backpackers or independent travelers. Thus, the ''low impact'' group or socio- culturally sustainable for the community has knowledge for the community, can communicate easier and its activities and behavior do not have relation with the negative socio- cultural impacts in Taganga. Within the ''medium impact'' group or medium sustainable are the first cases that can cause these negative impacts on the Tagangan community whilst the third ''high impact'' or unsustainable group is the one that gives the characteristics of the visitors that cause the main negative socio- cultural impacts in Taganga. The profiling of the segments was possible because the results of the survey were valid and in combination with the rest of the primary and secondary data that have been collected for the purpose of this thesis offer valuable conclusions and answers to all the research questions and the research goal. The next chapter provides the general conclusions of the research and the answers to the research questions.

[63]

CHAPTER 6

CONCLUSIONS

The connection between socio- cultural impacts, tourist segments and typology has been presented in this thesis. Taganga, a destination that is constantly developing, is the perfect case to identify this connection after applying the appropriate methodology and getting the positive results. The local community is ideal to examine the socio- cultural impacts of tourism because it has changed a lot from the beginning of tourism development until nowadays. The negative impacts are the main issue of the destination as previous researches and the current research showed and selective marketing strategies could be created by using the results and the data of this thesis. In this way more socio- culturally friendly tourism development with respect to the local community and its issues could be planned by tourism stakeholders in the region because Taganga is becoming a bigger destination by integrating neighboring beaches and parks in the area. Talking about the first research question, as mentioned above, the debate on the impacts on tourism is extensive and especially on the socio- cultural impacts, because these impacts affect in a negative or positive way, both the host community and the tourist, always depending on the case and the destination. In Taganga, the host community is affected mainly in a negative way. Regarding the second research question, during the collection of the data for this thesis, literature and scientific papers have been found about tourism impacts, mainly about environmental and socio- economic impacts; tourist typology according to motivations or behavior; and market segmentation according to the tourist impacts on destination, but not for socio- cultural impacts. The purpose of this thesis is also to provide data regarding the socio- cultural impacts, tourist typology and market segmentation, applied on a destination like Taganga. The major socio- cultural impacts of tourism development and the most important on the local community of Taganga are: alcohol abuse, drug abuse, and sex tourism which are negative and crucial for the well being of the local community and culture.

[64]

Taganga, as a traditional backpacker destination is full of young travelers who go on holidays to look for some adventures. Moreover, older tourists who focus less on ''having fun'', and identify themselves as independent travelers, by differentiating themselves from the backpackers mostly in activities and behavior in Taganga, comprise the second type of visitors at the destination. There were really few tourists who identified themselves as package tourists but were not taken into consideration for the typology because of the small quantity as a sample. So, the main types of visitors in Taganga, as an answer to the third research question, are two: ''Backpackers'' and ''Independent Travelers''. The three main and negative socio- cultural impacts in Taganga are related to specific types of tourists. According to the results of the primary and secondary data, this thesis reconfirms that, alcohol abuse, drug abuse and sex tourism are the main socio- cultural issues in Taganga, like previous researches concluded as well, Zielinski (2010), and additionally concludes that these impacts are related to specific types of tourists. The field research and the data that has been collected through a specific methodology, connect socio- demographic characteristics and types of visitors with the three impacts. In this case it could be stated that the ''high impact'' or socio- culturally unsustainable group that causes these impacts is comprised mostly by: Backpackers as a type of visitor, who come from United Kingdom, Australia or Israel, are between the age of 18-32, visit Taganga with a friend or alone, are less educated than the other two groups, and they are not aware of the local culture while the two other segments are. The activities, drug abuse, alcohol abuse and occasionally sex tourism are strongly proved to be related to this segment. Concluding, the relation of negative socio- cultural impacts in Taganga to current tourist segments has been achieved as the results of the field research were clear and uncovered this relation. The local stakeholders could take more into consideration these impacts, specifically from who they are caused and in the future it may be possible to form tourism development strategies for protecting the local communities, especially when their culture and history are unique like the Township of Taganga.

[65]

- LIST OF REFERENCES

(2004). Indicators of Sustainable Development for Tourism Destinations: A Guidebook. Madrid: World Tourism Organization. Andreu, L., Kozak, M. & Avci, N. (2006). Market segmentation by motivations to travel: British tourists visiting Turkey.. Journal of Travel & Tourism Marketing, 12 (1), 23-46. Bieger, Thomas and Christian Lsser (2002). "Market Segmentation by Motivation: The Case of Switzerland." Journal of Travel Research, 41(1): 68-76. Brougham, J. E. & Butler, R. W. (1981). A segmentation analysis of resident attitudes to the social impact of tourism . Annals of Tourism Research, 8 (4), 569-590, Caserta, S. & Russo, A. P. (2002). More means worse: asymmetric information, spatial displacement and sustainable heritage tourism.. Journal of Cultural Economics, 26 , 245-260. Cohen, (1979). A phenomenology of Tourism Experience.. Sociology, 2 , 180-201. Cortina, M. & Herrera, J. (2004). Contribucion a la pesca artesanal al desarrollo socioeconomico del Corregimiento de Taganga. Santa Marta: Unpublished undergraduate thesis, Universidad del Magdalena. Dolnicar, S. & Leisch, F. (2008). Selective marketing for environmentally sustainable tourism,. Tourism Management, 29 (4), 672-680. Egmond Van, T. & (2007). Understanding Western Tourists in Developing Countries. Wallingford: CAB International. Erdogan, K. & Galip, A. (2007). An analysis of seasonality in monthly per person tourist spending in Turkish inbound tourism from a market segmentation perspective. Tourism Management, 28, 227237.

Figueroa, Y. M. (2010). Sostenibilidad Economica Del Turismo En Taganga-Santa Marta (Caribe Colombiano). San Andres, Colombia: Unpublished master thesis, Universidad Nacional de Colombia. Fuller, D., Hanlan, J. & Wilde, S. (2005). Market Segmentation Approaches: Do They Benefit Destination Marketers? Coffs Harbour: Centre for Enterprise Development and Research. Division of Business, Southern Cross University.
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Galloway, G. (2002). Psychographic segmentation of park visitor markets: evidence for the utility of sensation seeking.. Tourism Management, 23 (6), 581-596. Gjerald, O. (2005). Sociocultural Impacts of Tourism: A Case Study from Norway. Journal of Tourism and Cultural Change, 3 (1), 36-58. Haralambopoulos, N. & Pizam, A. (1996). Perceived Impacts of Tourism: the Case of Samos. Annals of Tourism Research, 23 (3), 503-526. Jensen, O. & Korneliussen, T. P. (2002). Discriminating perceptions of a peripheral 'Nordic destination 'among European tourists.. Tourism and Hospitality Research, 3 (4), 319-330.
Kester, J. G. (2010). 2009 International tourism results and prospects for 2010.. Retrieved April 11, 2011 from www.cstfirenze.it/dbsite_on_line//attachments.php?file=./../2010..

Ko, E. & Stewart, W. (2002). A structural equation model of residents 'attitudes for tourism development.. Tourism Management, 23 (5), 521-530. Konu, H., Laukkanen, T. & Komppula, R. (2011). Using ski destination choice criteria to segment Finnish ski resort customers. Tourism Management, 32 , 1096-1105. Kotler, P. (1980). Principles of Marketing. Englewood Cliffs, NJ: Prentice Hall. Kozak, M., & (2002). Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23 (3), 221-232. Kreag, G. (2001). The Impacts of Tourism. Minnesota: Minnesota Sea Grant. Mbaiwa, J. E. (2005). The Socio-cultural Impacts of Tourism Development in the Okavango Delta, Botswana. Journal of Tourism and Cultural Change, 2 (3), 163-185. McMinn, S. & Cater, E. (1998). TOURIST TYPOLOGY: Observations from Belize. Annals of Tourism Research, 25 (3), 675-699. Mehmetoglu, M. (2007). Typologising nature-based tourists by activityTheoretical and practical implications. Tourism Management, 28 651-660. Moscardo, G. (2008). Community Capacity Building: an Emerging Challenge for Tourism Development. Oxford: Oxford University Press. Proexport Colombia- Tourism, Foreign Investment and Exports Promotion (2010). Retrieved March 27, 2011 from http://www.proexport.com.co/

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Reichel-Dolmatoff, G. (1954). Datos historicos culturales sobre las tribus de la antigua gobernacion de Santa Marta. Bogota, Colombia: Banco de la Republica. Sarigollu, E. & Huang, R. (2005). Benefits Segmentation of Visitors to Latin America . Journal of Travel Research, 43 , 277-293. Silva, F. (2007). Pensando la regin: Etnografias proprias para la construccion de un discurso regional. Santa Marta, Colombia: Universidad Del Magdalena. Swarbrooke, J. (1999). Sustainable Tourism Management. Wallingford: CAB International. Tkaczynski, A. & Rundle-Thiele, S. (2010). Destination Segmentation: A Recommended Two-Step Approach.. Journal of Travel Research, 49 , 139-152. Tsartas, P. (2003). Tourism Development in Greek Insular and Coastal Areas: Sociocultural Changes and Crucial Policy Issues. Journal of Sustainable Tourism, 11 (2-3), 116-132. Zielinski, S. (2010). Sustainable Tourism Development Strategy for the Township of
Taganga, Santa Marta, Colombia.

[68]

- APPENDICES

- Survey on tourists in Taganga, English version

1. Nationality 4. Do you travel A. Alone (1) 2. Gender Male Female 3. Age

B. Wih a girlfriend/boyfriend, husband/wife D. With 2 or more friends Secondary 10,000 20,000 Undergraduate E. With family (2 or more) Postgraduate

C. With a friend 5. Finished Education

Primary

6. Income level (USD)

<10,000

20,000 - 40,000

>40,000

7. Travel experience A. Less than a month

How much time have you spent all together traveling/living abroad? B. Between 2 - 5 C. 6 - 12 months months

D. Over a year

8. How many NIGHTS in TOTAL are you planning to stay in Taganga? 9. Do you speak spanish? (1=not at all, 2=little, 3=some, 4=a lot, 5=I'm fluent) 10. What type do you consider yourself in this trip? Why do you consider yourself this type? 11. What are your main activities in where 1 = I don't do it, Taganga? C. Go out, A. Hiking 1 2 3 4 5 1 2 3 4 5 partying D. Consuming 1 2 3 4 5 B. Diving / 1 2 3 4 5 drugs snorkeling E. Going to the beach 1 2 3 4 5 G. Other 1 1 2 3 4 5 H. Other 2 -

Nights 1 2 3 4 5

A. Backpacker

B. Independent traveler

C. Package tourist

5 = I do it a lot F. Getting drunk G. Relaxing, doing nothing 1 1 2 2 3 3 4 4 5 5

1 1

2 2

3 3

4 4

5 5

12. When you go out, how much alcohol are you likely to consume? 1= not at all, 5= a lot

13. Have you had casual sex with a local in Taganga? Yes No 14. How much time do you spend with locals in Taganga? 1 = no time at all, 5 = a lot of 1 2 3 4 time 15. I am aware of the traditional culture of Taganga, so I avoid behavior that could be disrespectful for the host 1 2 3 4 community where 1 = I don't agree, 5 = I fully agree

[69]

- Survey on Tourists in Taganga, Spanish version

1. Nacionalidad Ciudad de procedencia: 4. Usted viaja A. Solo (1) B. Con novio/novia o esposo/esposa D. Con 2 o ms amigos
E. Con familia (2 o ms pers)

2. Genero

Hombre

Mujer

3. Edad

C. Con un amigo/a 5. Educacin terminada 6. Nivel de ingreso anual (USD) 7. Experiencia de viaje A. Menos de 1 mes

Primaria

Secundaria 10,000 - 20,000

Pregrado 20,000 - 40,000

Posgrado >40,000

<10,000

Cuanto tiempo en su vida usted pas viajando o viviendo en el extranjero? B. Entre 2 - 5 meses C. 6 - 12 meses Noches 1 2 3 4 5
D. Ms de 1 ao

8. Cuntas noches en TOTAL usted se va a quedar en Taganga?

9. Usted habla espaol? (1=nada, 2=muy poco, 3=algo, 4=mucho, 5=con fluidez)

10. Que tipo de turista se considera? C. Turista de paquete (organizado) 11. Cules son sus actividades en Taganga?
A. Caminatas

A. Mochilero

B. Viajero independiente

donde, 1= no lo hago nunca, 5= lo hago mucho 1 1 1 5 2 2 2 3 3 3 4 4 4 5 5 5

F. Emborracharse

1 1

2 2

3 3

4 4

5 5

C. Salir a festear D. Consumir drogas E. Ir a las playas 1 2 3 4

1 1

2 2

3 3

4 4

5 5

B. Buceo H. Otro 1 -

G. Relajarse, hacer nada

I. Otro 2 -

1 1 1

2 2 2

3 3 3

4 4 4

5 5 5

12. Cuando usted sale en la noche, cuanto alcohol consume? Donde, 1= nada, 5= mucho 13. Ha tenido sexo casual con la gente local en Taganga?

No

14. Cunto tiempo pasa con le gente local en Taganga? 1 = nada, 5 = mucho tiempo

15. Soy conciente de la cultura tradicional de Taganga, por eso evito comportamientos que podran ser irrespetuosos para la gente local. 1 = no estoy de acuerdo, 5 = Estoy totalmente de 1 2 3 4 acuerdo

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- Tables

Table 1: Nationality Cumulative Frequency Percent Valid UK Colombia Germany France Netherlands USA Israel Australia Ireland Switzerland Spain Argentina Chile Belgium Austria 47 34 27 26 21 21 20 18 17 17 12 10 10 9 8 14.3 10.3 8.2 7.9 6.4 6.4 6.1 5.5 5.2 5.2 3.6 3.0 3.0 2.7 2.4 Valid Percent Percent 14.3 10.3 8.2 7.9 6.4 6.4 6.1 5.5 5.2 5.2 3.6 3.0 3.0 2.7 2.4 14.3 24.6 32.8 40.7 47.1 53.5 59.6 65.0 70.2 75.4 79.0 82.1 85.1 87.8 90.3

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Canada Italy New Zealand Brasil Dennmark South Africa Croatia Equador Finland Norway Panama Russia Sweden Total

7 5 5 3 3 2 1 1 1 1 1 1 1 329

2.1 1.5 1.5 .9 .9 .6 .3 .3 .3 .3 .3 .3 .3 100.0

2.1 1.5 1.5 .9 .9 .6 .3 .3 .3 .3 .3 .3 .3 100.0

92.4 93.9 95.4 96.4 97.3 97.9 98.2 98.5 98.8 99.1 99.4 99.7 100.0

Table 3:

Spanish level

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Cumulative Frequency Percent Valid 5 3 4 2 1 Total 65 24 18 14 2 123 52.8 19.5 14.6 11.4 1.6 100.0 Valid Percent Percent 52.8 19.5 14.6 11.4 1.6 100.0 52.8 72.4 87.0 98.4 100.0

Table 4:

Activities: Getting drunk Cumulative Frequency Percent Valid 1 82 66.7 Valid Percent Percent 66.7 66.7

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2 3 4 Total

24 16 1 123

19.5 13.0 .8 100.0

19.5 13.0 .8 100.0

86.2 99.2 100.0

Table 5:

Activities: Consuming drugs Cumulative Frequency Percent Valid 1 2 3 4 Total 112 8 2 1 123 91.1 6.5 1.6 .8 100.0 Valid Percent Percent 91.1 6.5 1.6 .8 100.0 91.1 97.6 99.2 100.0

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Table 6:

Have you had casual sex with locals in Taganga? Cumulative Frequency Percent Valid Missing No . 121 2 98.4 1.6 Valid Percent Percent 100.0 100.0

Total

123

100.0

Table 7:

How much time do you spend with locals in Taganga? Cumulative Frequency Percent Valid 2 45 36.6 Valid Percent Percent 36.9 36.9

[75]

3 1 4 5 Total

35 26 9 7 122

28.5 21.1 7.3 5.7 99.2

28.7 21.3 7.4 5.7 100.0

65.6 86.9 94.3 100.0

Missing

99

.8

Total

123

100.0

Table 8:

I am aware of the traditional culture of Taganga, so I avoid behavior that could be disrespectful for the host community Cumulative Frequency Percent Valid 5 83 67.5 Valid Percent Percent 67.5 67.5

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4 3 2 1 Total

24 11 3 2 123

19.5 8.9 2.4 1.6 100.0

19.5 8.9 2.4 1.6 100.0

87.0 95.9 98.4 100.0

Table 9:

Nationality Cumulative Frequency Percent Valid Colombia 24 19.5 Valid Percent Percent 19.5 19.5

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Switzerland Germany Netherlands France Spain Argentina USA Chile Austria Israel UK Belgium Ireland Canada Italy New Zealand Australia Brasil Croatia Dennmark

12 11 10 9 8 7 7 6 4 4 4 3 3 2 2 2 1 1 1 1

9.8 8.9 8.1 7.3 6.5 5.7 5.7 4.9 3.3 3.3 3.3 2.4 2.4 1.6 1.6 1.6 .8 .8 .8 .8

9.8 8.9 8.1 7.3 6.5 5.7 5.7 4.9 3.3 3.3 3.3 2.4 2.4 1.6 1.6 1.6 .8 .8 .8 .8

29.3 38.2 46.3 53.7 60.2 65.9 71.5 76.4 79.7 82.9 86.2 88.6 91.1 92.7 94.3 95.9 96.7 97.6 98.4 99.2

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Panama Total

1 123

.8 100.0

.8 100.0

100.0

Table 10:

Age (Binned) Cumulative Frequency Percent Valid 26 - 32 33 - 39 18 - 25 40 - 46 54 - 60 47 - 53 Total 57 23 20 10 7 3 120 46.3 18.7 16.3 8.1 5.7 2.4 97.6 Valid Percent Percent 47.5 19.2 16.7 8.3 5.8 2.5 100.0 47.5 66.7 83.3 91.7 97.5 100.0

Missing

System

2.4

Total

123

100.0

Table 11: [79]

Size of the party Cumulative Frequency Percent Valid With girlfriend/boyfriend, husband/wife With family (2 or more) Alone With a friend With 2 or more friends Total 26 24 19 15 123 21.1 19.5 15.4 12.2 100.0 21.1 19.5 15.4 12.2 100.0 52.8 72.4 87.8 100.0 a 39 31.7 Valid Percent Percent 31.7 31.7

Table 12:

Education completed Cumulative Frequency Percent Valid Postgraduate 53 43.1 Valid Percent Percent 44.2 44.2

[80]

Undergraduate 47 Secondary Primary Total 17 3 120

38.2 13.8 2.4 97.6

39.2 14.2 2.5 100.0

83.3 97.5 100.0

Missing

2.4

Total

123

100.0

Table 13:

Travel experience Cumulative Frequency Percent Valid Over a year Less than a month 6 - 12 months 2 - 5 months Total 67 21 18 15 121 54.5 17.1 14.6 12.2 98.4 Valid Percent Percent 55.4 17.4 14.9 12.4 100.0 55.4 72.7 87.6 100.0

Missing

1.6

Total

123

100.0

[81]

Table 15:

Spanish level Cumulative Frequency Percent Valid 2 5 3 4 1 Total 34 29 23 16 9 111 30.6 26.1 20.7 14.4 8.1 100.0 Valid Percent Percent 30.6 26.1 20.7 14.4 8.1 100.0 30.6 56.8 77.5 91.9 100.0

Table 16:

Activities: Getting drunk Cumulative Frequency Percent Valid 3 50 45.0 Valid Percent Percent 45.0 45.0

[82]

2 4 1 5 Total

28 15 12 6 111

25.2 13.5 10.8 5.4 100.0

25.2 13.5 10.8 5.4 100.0

70.3 83.8 94.6 100.0

Table 17:

Activities: Consuming drugs Cumulative Frequency Percent Valid 1 3 2 4 5 Total 69 18 17 4 2 110 62.2 16.2 15.3 3.6 1.8 99.1 Valid Percent Percent 62.7 16.4 15.5 3.6 1.8 100.0 62.7 79.1 94.5 98.2 100.0

Missing

99

.9

Total

111

100.0

[83]

Table 18:

Have you had casual sex with locals in Taganga? Cumulative Frequency Percent Valid No Yes Total 106 3 109 95.5 2.7 98.2 Valid Percent Percent 97.2 2.8 100.0 97.2 100.0

Missing

1.8

Total

111

100.0

Table 19:

How much time do you spend with locals in Taganga? Cumulative Frequency Percent Valid 2 41 36.9 Valid Percent Percent 37.3 37.3

[84]

3 1 4 5 Total

26 22 17 4 110

23.4 19.8 15.3 3.6 99.1

23.6 20.0 15.5 3.6 100.0

60.9 80.9 96.4 100.0

Missing

99

.9

Total

111

100.0

Table 20:

I am aware of the traditional culture of Taganga, so I avoid behavior that could be disrespectful for the host community Cumulative Frequency Percent Valid 5 42 37.8 Valid Percent Percent 38.2 38.2

[85]

4 3 2 1 Total

36 20 10 2 110

32.4 18.0 9.0 1.8 99.1

32.7 18.2 9.1 1.8 100.0

70.9 89.1 98.2 100.0

Missing

99

.9

Total

111

100.0

Table 21:

Nationality Cumulative Frequency Percent Valid France 15 13.5 Valid Percent Percent 13.5 13.5

[86]

UK Germany Netherlands USA Colombia Australia Ireland Israel Belgium Argentina Austria Spain Switzerland Canada Chile Italy Brasil Dennmark Finland New Zealand

15 10 10 9 8 6 5 5 4 3 3 3 3 2 2 2 1 1 1 1

13.5 9.0 9.0 8.1 7.2 5.4 4.5 4.5 3.6 2.7 2.7 2.7 2.7 1.8 1.8 1.8 .9 .9 .9 .9

13.5 9.0 9.0 8.1 7.2 5.4 4.5 4.5 3.6 2.7 2.7 2.7 2.7 1.8 1.8 1.8 .9 .9 .9 .9

27.0 36.0 45.0 53.2 60.4 65.8 70.3 74.8 78.4 81.1 83.8 86.5 89.2 91.0 92.8 94.6 95.5 96.4 97.3 98.2

[87]

Norway South Africa Total

1 1 111

.9 .9 100.0

.9 .9 100.0

99.1 100.0

Table 22:

Age (Binned) Cumulative Frequency Percent Valid 26 - 32 18 - 25 33 - 39 40 - 46 Total 56 35 12 7 110 50.5 31.5 10.8 6.3 99.1 Valid Percent Percent 50.9 31.8 10.9 6.4 100.0 50.9 82.7 93.6 100.0

Missing

System

.9

Total

111

100.0

Table 23:

[88]

Size of the party Cumulative Frequency Percent Valid With a friend Alone With girlfriend/boyfriend, husband/wife With 2 or more friends With family (2 or more) Total 18 4 111 16.2 3.6 100.0 16.2 3.6 100.0 96.4 100.0 32 29 a 28 28.8 26.1 25.2 Valid Percent Percent 28.8 26.1 25.2 28.8 55.0 80.2

Table 24:

Education completed Cumulative Frequency Percent Valid Postgraduate 46 41.4 Valid Percent Percent 41.8 41.8

[89]

Undergraduate 42 Secondary Primary Total 21 1 110

37.8 18.9 .9 99.1

38.2 19.1 .9 100.0

80.0 99.1 100.0

Missing

.9

Total

111

100.0

Table 25:

Travel experience Cumulative Frequency Percent Valid Over a year 6 - 12 months 2 - 5 months Less than a month Total 62 27 12 9 110 55.9 24.3 10.8 8.1 99.1 Valid Percent Percent 56.4 24.5 10.9 8.2 100.0 56.4 80.9 91.8 100.0

Missing

.9

Total

111

100.0

[90]

Table 27:

Spanish level Cumulative Frequency Percent Valid 2 3 1 5 4 Total 46 28 13 7 1 95 48.4 29.5 13.7 7.4 1.1 100.0 Valid Percent Percent 48.4 29.5 13.7 7.4 1.1 100.0 48.4 77.9 91.6 98.9 100.0

Table 28:

Activities: Getting drunk Cumulative Frequency Percent Valid 4 38 40.0 Valid Percent Percent 40.0 40.0

[91]

5 3 2 1 Total

24 23 9 1 95

25.3 24.2 9.5 1.1 100.0

25.3 24.2 9.5 1.1 100.0

65.3 89.5 98.9 100.0

Table 29:

Activities: Consuming drugs Cumulative Frequency Percent Valid 3 1 4 2 5 Total 29 18 18 15 15 95 30.5 18.9 18.9 15.8 15.8 100.0 Valid Percent Percent 30.5 18.9 18.9 15.8 15.8 100.0 30.5 49.5 68.4 84.2 100.0

Table 30: [92]

Have you had casual sex with locals in Taganga? Cumulative Frequency Percent Valid No Yes Total 77 14 91 81.1 14.7 95.8 Valid Percent Percent 84.6 15.4 100.0 84.6 100.0

Missing

4.2

Total

95

100.0

Table 31:

How much time do you spend with locals in Taganga? Cumulative Frequency Percent Valid 3 37 38.9 Valid Percent Percent 41.1 41.1

[93]

2 1 4 5 Total

34 11 7 1 90

35.8 11.6 7.4 1.1 94.7

37.8 12.2 7.8 1.1 100.0

78.9 91.1 98.9 100.0

Missing

99

5.3

Total

95

100.0

Table 32:

I am aware of the traditional culture of Taganga, so I avoid behavior that could be disrespectful for the host community Cumulative Frequency Percent Valid 4 27 28.4 Valid Percent Percent 28.7 28.7

[94]

3 5 2 1 Total

25 18 13 11 94

26.3 18.9 13.7 11.6 98.9

26.6 19.1 13.8 11.7 100.0

55.3 74.5 88.3 100.0

Missing

99

1.1

Total

95

100.0

Table 33:

Nationality Cumulative Frequency Percent Valid UK 28 29.5 Valid Percent Percent 29.5 29.5

[95]

Australia Israel Ireland Germany USA Canada Belgium Chile Colombia France New Zealand Switzerland Austria Brasil Dennmark Equador Italy Netherlands Russia South Africa

11 11 9 6 5 3 2 2 2 2 2 2 1 1 1 1 1 1 1 1

11.6 11.6 9.5 6.3 5.3 3.2 2.1 2.1 2.1 2.1 2.1 2.1 1.1 1.1 1.1 1.1 1.1 1.1 1.1 1.1

11.6 11.6 9.5 6.3 5.3 3.2 2.1 2.1 2.1 2.1 2.1 2.1 1.1 1.1 1.1 1.1 1.1 1.1 1.1 1.1

41.1 52.6 62.1 68.4 73.7 76.8 78.9 81.1 83.2 85.3 87.4 89.5 90.5 91.6 92.6 93.7 94.7 95.8 96.8 97.9

[96]

Spain Sweden Total

1 1 95

1.1 1.1 100.0

1.1 1.1 100.0

98.9 100.0

Table 34:

Age (Binned) Cumulative Frequency Percent Valid 18 - 25 26 - 32 33 - 39 40 - 46 47 - 53 Total 46 38 6 3 1 94 48.4 40.0 6.3 3.2 1.1 98.9 Valid Percent Percent 48.9 40.4 6.4 3.2 1.1 100.0 48.9 89.4 95.7 98.9 100.0

Missing

System

1.1

Total

95

100.0

Table 35: [97]

Size of the party Cumulative Frequency Percent Valid With a friend Alone With 2 or more friends With girlfriend/boyfriend, husband/wife With family (2 or more) Total 3 95 3.2 100.0 3.2 100.0 100.0 30 26 23 a 13 31.6 27.4 24.2 13.7 Valid Percent Percent 31.6 27.4 24.2 13.7 31.6 58.9 83.2 96.8

Table 36 :

Education completed Cumulative Frequency Percent Valid Undergraduate 38 Secondary 28 40.0 29.5 Valid Percent Percent 40.0 29.5 40.0 69.5

[98]

Postgraduate Primary Total

28 1 95

29.5 1.1 100.0

29.5 1.1 100.0

98.9 100.0

Table 37:

Travel experience Cumulative Frequency Percent Valid Over a year 6 - 12 months 2 - 5 months Less than a month Total 48 28 17 2 95 50.5 29.5 17.9 2.1 100.0 Valid Percent Percent 50.5 29.5 17.9 2.1 100.0 50.5 80.0 97.9 100.0

[99]

APPENDIX 2

- Unstructured interviews

Conversation 1, 20th of June 2011 An Australian man of 35 years old who was on holidays in Taganga to relax and have fun before he goes back to his daily routine in Perth, Australia. He was direct and friendly explaining without second thought the reasons for going on holidays in Taganga and what he likes to do there. He went in Taganga to relax at the beach, enjoy the nice food at the restaurants and have fun. By having fun he meant smoking a lot of weed, using cocaine and also he mentioned that he had sex with local women who were prostitutes and he was looking for that. He could not speak any Spanish and he had no idea about the local culture, the way of living of the locals and their traditions. He was not aware of any behavior that could be not acceptable in Taganga or that could insult the locals. Conversation 2, 25th of June 2011 Australian man of 24 years old visiting Taganga for partying, and meeting new people, foreigners and tourists. The main activities were drug and alcohol consumption, relaxing at the beach and partying at the nightclubs of Taganga. He mentioned that he saw few young girls in their teens trying to offer sex for money to tourists like him. He could not speak Spanish and his encounters with the locals were few and only concerning the purchase of substances. Conversation 3, 7th of July 2011 This conversation took place in a bar- restaurant while having a beer with two Israeli male tourists, 23 and 24 years old. After finishing their military service in their homeland, Israelis travel around the world for a long time usually a year and one of the Israeli backpacker enclaves is Taganga. There are food places only for them as well as hostels, hotels and the biggest nightclub in Taganga, run by Israelis and promoted to Israeli backpacker Both of them were talkative, friendly and gave valuable information about their activities in Taganga. Also they gave useful information about the nightlife in Taganga and the relation between locals, Israeli stakeholders and drug consumption. There are private rave parties organized by few Tagangans in cooperation with Israelis at a small beach next to Taganga. [100]

Access is possible only by boat and invitations are given in advance to Israeli backpackers and other tourists as long as they are discreet. These parties are organized every week during high season and around two times per month during the low season. After getting invited, the persons interested have to pay 50.000 COP (fifty thousand Colombian Pesos) or 25 USD to arrive at the beach where the rave party takes place. Over there any kind of consumption is included in the price. Any kind of drugs is available and a lot of alcohol as well. Even an invitation has been given to attend a party like that during the conversation. Their activities in Taganga were mainly relaxing, partying and consuming drugs, but mostly with the people from their hotel, so other Israelis, and also trying to have relations with the local women. They could speak English just to communicate and not Spanish at all. They were not aware of the Tagangan culture and they had few encounters with Tagangans. Conversation 4, 10th of July 2011 A 24 year old American male tourist who visited Taganga after reading in travel blogs about The Lost City and Tayrona Park as well as about the most popular hostel in Taganga which is Casa Felipe, stated that he was going to stay only one night just to relax and enjoy the international and friendly environment of the hostel, and the next morning was going to visit the Tayrona Park. He was surprised that Taganga was a so vibrant place full of tourists and good nightlife. He was also interested to follow a course in the future at one of the diving schools and get the diving certificate as these schools are of the cheapest in Latin America. He could speak Spanish but he had no encounters with locals apart from the people that were working at the hostel. Conversation 5, 16th of July 2011 A 27 year old female from Chile, a hippy- artisan, came to Taganga to stay for a while and relax. Artisans while travelling they sell handmade bracelets, necklaces and clothes to cover the expenses of their trips. Additionally they sell food mainly vegetarian according to the hippy culture and organize from time to time spectacular dances and music shows in the centre of Taganga. Taganga is really popular to artisans and their activities at the destination include drug consumption, relaxing and selling their products to tourists. The relations with locals are good and that is why the most of them stay for a long period in Taganga. There is a house which is used as a hostel by artisans and everyone is welcome there to see how they

[101]

live and stay there for really low prices. She was native Spanish speaker and she had a lot of encounters with locals and tourists. Conversation 6, 23rd of July 2011 This conversation took place at the beach before the sunset. A Tagangan 24 year old guy was approaching and inviting young tourists to private parties in Taganga. He knew a lot about the activities and types of tourists in Taganga. He mentioned that the young tourists until 25 years mostly consume drugs and alcohol and they relax during the day at the beach. There are also few national tourists from Bogota the most of them who go to Taganga to spend a lot of money on dining and drinking at the bars while relaxing. The national tourists prefer to stay mainly in hotels or second houses. The foreign tourists over 25 are couples and visit Taganga for relaxing and doing nothing but enjoying the beach, the romantic sunset and take some rest. The last group is high spenders together with the national tourists. He mentioned also the hippies as cool and friendly people who make the place more interesting to visit. He referred to Israeli backpackers as nice connections for rave parties and a guarantee for consumption of illegal substances. Conversation 7, 25th July 2011 Two Irish 25 year old women stated that visited Taganga for one week, to relax, enjoy the beach, have fun and consume a lot of alcohol and drugs. One of them mentioned that her main reason was to gain experiences with local men, something that she had already achieved. They could not speak any Spanish and the encounters with the locals were really few and only for specific reasons. They did not know any details about the culture and the traditions of Taganga and they were not aware that their behavior could be insulting for the local society. Conversation 8, 26th July 2011 Two 19 year old English girls came to Taganga for one week and their activities were enjoying the food at the nice restaurants next to the sea, partying a lot, consuming alcohol and substances, socializing with foreigners but more with local men and relaxing at the beach doing nothing. They could not speak Spanish and the most of the time they had encounters with other tourists. Like in the previous conversation they did not know anything

[102]

about the local culture and about any behavior that could be insulting or disrespectful for the locals.

Conversation 9, 30th July 2011 Two young tourists of 25 years that were enjoying Playa Grande have been approached and took part also in the survey. It was their first time in Taganga and they were amazed by the destination. Their activities included snorkeling, diving as they like sports and healthy life, relaxing and dining. They had a high income of more than USD 40,000 and they were feeling comfortable talking about it and their lifestyle back home. They were young professionals in corporate business and able to travel and spend a lot. They prefer hotels as accommodation and not hostels as they can afford it. When they were asked if they knew that Taganga is a backpacker enclave they answered that they already knew it and they were fine with the attitude of other tourists and locals that are involved in socially and culturally unsustainable behavior as long as they were not personally and directly affected. They could speak Spanish so as to communicate with the locals and they were well informed about the uniqueness of the Tagangan culture because before their arrival in Taganga they tried to find some information about the place on the internet.

Conversation 10, 7th of August 2011 A conversation with a Dutch couple took place at a restaurant next to the beachfront. They visited Taganga with their child of 4 years to relax and enjoy the beach, the sea, the sunset and the local cuisine. Their accommodation was a hotel, they could speak Spanish, they knew that Tagangans are culturally different from other Colombians and they identified themselves as independent travelers because they were old enough and had a family, they could afford to stay in hotels and their activities and interests at the destination were different than the backpackers.

Conversation 11, 13th of August 2011

[103]

A Swiss couple of pensioners have been approached as they were enjoying the sunset at the beachfront of Taganga. They were over 50 years old and they were fluent in Spanish. They were staying at a hotel as they and their activities in Taganga were enjoying the nice weather, the beach, the sea, walking from Taganga to Playa Grande, snorkeling and dining an having drinks at the nice bars and restaurants of Taganga. They have been travelling around the world enough and they were very interested in the region of Taganga and were planning to visit The Tayrona National Park as well. They were aware of the local culture and history of the place and they managed to find information before their arrival. Conversation 12, 15th August 2011 A lecturer from the tourism department of the University of Magdalena had lived for two years in Taganga few years ago. Back then, as he stated the destination was being visited mainly by backpackers and hippies because it was easy and cheap to find, use drugs and have fun with other people. The accommodation units were few but in 2005 Taganga had been established as a backpacker's destination. From 2006 a massive development of accommodation units, bars, restaurants, travel agencies and diving centers took place. Taganga together with Playa Grande and other small beaches around started integrating as one destination. Big accommodation units are being created now in Playa Grande as more tourists from abroad and from Colombia visit Taganga. The main and most important socio- cultural impacts of tourist behavior and activities are negative and are: the alcohol abuse by tourists, drug abuse and sex tourism. These impacts have been affecting the local community since the first hippies and backpackers had arrived. These tourists come mainly from UK, Australia or Israel, they are young they consider themselves backpackers and are looking just for adventure, to meet new people, gain new experiences and have fun while being on holidays. They have little or no knowledge about the local culture and they are not aware that their behavior and activities could affect negatively the local community.

[104]

Conversation 13, 15th August 2011 A restaurant owner at the beachfront of Taganga explained during the conversation how tourism developed in Taganga, what kind of tourists go there and what are their main activities and their impacts on the local community. As mentioned before, there are more types of tourists than before but the main still remain the backpackers and the independent travelers. Independent travelers can be also national tourists and visit Taganga for diving, relaxing and enjoying the place. Backpackers are younger tourists who visit Taganga to have fun by going out, drinking and using drugs. He mentioned that the destinations has become really popular the last few years, the prices of land have been increased and local people mainly got negatively affected from a sociocultural perspective. Backpackers from UK, Australia and Israel are involved in illegal activities and firstly in alcohol and drug abuse, and secondly in casual relationships with locals.

APPENDIX 3 - Pictures Picture 1: New accommodation units in Taganga

[105]

Picture 2: New tourist developments in Taganga area

[106]