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INTERACTION BETWEEN LOW-COST AIRLINES AND THE DEVELOPMENT OF TOURIST DESTINATIONS

Vlado Suac & Boena Krce Mioid & Tamara Milkovid

University of Zadar - Croatia

BASIC ASSUMPTIONS
a successful tourist destination is supposed to satisfy the needs of its clients clients needs are recognized by indentifying their profile tourism is an act of travelling low-cost carriers (LCC) as a relatively new means of transport LCC destinations (not) adapted to the needs of LCC clients

Tourists
to make the most of their holidays, it is in their interest to travel shortly, which also includes the types of transport, and their convenience and availability.

Major trends in European tourism


shorter travelling shorter stay new forms of tourism implementation of e-business new business models in air traffic

Low cost airlines


a relatively new phenomenon in global air traffic specific business adaptability quick progress and significant position in global airline market

City of Zadar
Mediterranean region Long tradition in tourism Natural and cultural attractions Good transport links In 2010 Zadar tourism achieved 971,092 tourist arrivals (6,223,824 nights) Growth of 8.65% (6.73%)

Zadar airport
Number of tourists from the United Kingdom and Ireland in Zadar, in the period from 2003 to 2009
10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 2003 2004 2005 2006 2007 2008 2009 United Kingdom Ireland

started operating with low-cost airlines in 2002 continuous strong increase in passenger numbers (30.56% in 2010)

Source: Authors analysis of the Zadar Tourist Board internal data

RESEARCH
period: 25 August - 15 September 2010 place: Zadar Airport objective: profile and motivations of tourists sample: 256 respondents methods: questionnaire (27 questions, 19 closed, 3 open and 5 questions in Likert scale with a 5 degree range)

LCC tourists vs. average tourists profile


significant differences between two groups average stay in days: 4.57 vs. 6.40 individualized and flexible vacation vs. organized and fixed primary source of information: Internet (50.78%) vs. previous visits (31.5%) dominant age approximately equal: 26-45 (59.9%)

average monthly income: higher with LCC tourists previous visits: - first time: 73.4 % (LCC) vs. 14.0 % - third time or more: 8.6 % (LCC) vs. 73.3 %

- Zadar as a destination without loyalty strategy for LCC clients

Average ratings for motives and travel companions


Business trip Visiting friends and relatives Vacation with the sun and sea Vicinity of destinatio n Low costs of vacation Low costs of transport Artistic and cultural facilities Sports facilities Natural beauties Entertainment facilities Healthy food and known gastronomy Good weather and climate Other

alone with parents with relatives with partners with children with friends with partner and children with partner and friends

1,00

2,20

3,87

2,40

1,93

2,33

1,93

1,47

2,33

1,73

1,73

3,13

0,53

0,5

4,75

2,5

2,75

2,25

3,5

3,75

2,75

4,75

0,5

0,5

3,75

2,5

2,5

2,25

0,5

2,5

1,5

1,5

2,5

0,95

1,57

4,24

3,06

2,87

3,18

2,93

1,68

3,54

2,54

2,62

4,24

0,38

0,4

4,8

2,6

1,8

2,2

3,4

2,2

3,8

1,09

1,44

4,17

2,93

2,83

2,81

2,73

1,81

3,40

3,15

2,39

4,01

1,09

1,1

1,6

4,5

3,2

3,4

3,2

2,2

3,5

2,9

4,8

0,5

0,8

1,7

3,8

2,9

1,7

2,7

1,8

1,3

2,4

2,5

2,7

0,7

most important motives for Zadar as a tourist destination:


leisure, sun and sea climate low travelling costs

Analysis based on t-test showed


no connection between
low travel costs and vicinity of destination, sports facilities, art , culture and entertainment low accommodation costs and vicinity of destination, sports facilities, art, culture and entertainment vicinity of destination and low travel costs, low accommodation costs, art , culture and entertainment

Analysis based on t-test showed


no significant correlation between travel companions and travel motives. exception:
those travelling with partners are motivated by the vicinity of destination and entertainment facilities

Activities in the destination (Likert scale)


Activities Restaurants Cafe bars Beaches Attractions in Zadar area Market National parks Discos Souvenir shop Cultural events Concerts Museums Sports events Casinos Cinemas Mean 3,95 3,93 3,78 3,05 2,56 2,38 2,32 2,24 2,2 2,08 1,61 1,33 1,23 1,19 Standard deviation 1,26 1,28 1,47 1,39 1,32 1,48 1,69 1,36 1,32 1,61 1,01 0,9 0,76 0,61 Median 4 4 4 3 3 2 1 2 2 1 1 1 1 1 Mod 5 5 5 4 1 1 1 1 1 1 1 1 1 1

CONCLUSION
destinations should adapt to clients needs LCC destinations should improve:
hospitality and catering services beach facilities variety of events and attractions higher time density of tourism products