Benchmarking of International Visitor Expenditure Surveys and design a proposal for Guatemala application.

1. Benchmarking of International Visitor
Expenditure Surveys and design a
proposal for Guatemala application.
Julio Estanislao Cuc
MTEE 2010
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2. Introduction
International Tourism, Basic Definitions, Tourism Expenditure
Measurement, Tourism Statistic System, Methods and Models,
International Visitor Survey.
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3. International Tourism
 Tourism comprises the activities of
persons traveling to and staying in
places outside their usual
environment for not more than
one consecutive year for leisure,
business and other purposes.
 A Traveler is someone who moves
between different geographic
locations for any purpose and any
duration.
 Domestic travel
 Inbound travel
 Outbound travel
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4. Basic Definitions
• With overnight
• Domestic
accommodation
• Inbound
• Outbound
• Same day
visitor
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5. Basic Definitions
 Tourism expenditure refers to
the amount paid for the
acquisition of consumption
goods and services, as well as
valuables, for own use or to
give away, for and during
tourism trips.
 The OECD and UNWTO defied
the tourism expenditure as a
expenditure made by, or on
behalf of, the visitor before,
during and after the trip and
which expenditure is related
to that trip and which trip is
undertaken outside the usual
environment of the user.
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6. Basic Definitions
• With overnight
• Domestic
accommodation
• Inbound
• Outbound
• Same day
visitor
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7. Tourism Expenditure Measurement
 And Vanhove (2005) identified four main categories of the
components of visitor consumption:
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8. Tourism Expenditure Measurement
 Vanhove (2005) The economic importance of the sector
in terms of value added, employment, exports and
imports.
 Mihalic (2002) The consumption of tourism is the centre
of the economic measurement of tourism.
 Frechtling (2006) the measurement of the economic
benefits along with related costs of tourism could help
marketers, planners, and others with an interest in visitor
activities.
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9. Tourism Statistics System
 Harmonize the main observation and measure tourist
statistics instruments and methodologies in the tourism
activity because it will allow us to compare macroeconomic
indicators between countries.
 It is the basis for other statistics instruments and
methodologies such as: Tourism Satellite Account and others
macroeconomic indicators.
 In Guatemala there is not a statistical system that allow us to
estimate the visitor expenditure in all activities related to
tourism sector.
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10. Tourism Statistics System
 Tourism sector:
 Amalgam of services that the
visitor consumes
 Tourism and non-tourism goods
and services
 At the destination and country of
origin.
 How we can measure the
international visitor expenditure
when the visitor consumes
tourism and non-tourism goods
and services and some of these
goods and services have been
consumed outside of the
country?
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11. Methods and Models for measure the
visitor expenditure
Seasonal
Cost Factor
Existing Data Difference
Model
Model
Supply side
Expenditure
Visitor Surveys Judgmental
Ratio Model
model
Tourism
Central Bank Direct
Establishment
Data Observation
Surveys
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12. International Visitor Surveys
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13. International Visitor Survey
 Lovejoy (2003) argues that the best way to measure the
impact of visitor spending is to use surveys.
 Wilton and Polovitz (2006) indicate that to obtain visitor-
spending data, surveying actual visitors is the most
straightforward method.
 The survey often is reported in lump sums total group or
per-day expenditure for various visitor groups or
individual. (Wilton and Polovitz, 2006)
 Related to the recall bias many researchers have been
analyzed the difference between the exit surveys and
daily expenditure records two popular techniques for
estimate the tourist expenditure.
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14. Data & Methodology
Benchmarking and Tourism, TSS Central America, IVS sample
countries, IRTS UNWTO.
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15. Benchmarking & Tourism
 Benchmarking is defined as the continuous measurement
and improvement of an organization's performance is
not just a comparison analysis, the method tries to
identify the differences in process, procedure, methods
and techniques and improve the performance and
quality. (Kozak, 2002)
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16. Data
 TSS - Central America:
 Guatemala
 El Salvador
 Belize
 Honduras Multi – destination tourism
 Nicaragua
 Costa Rica
 Panama
 IVS - Countries analyzed:
 Spain
Mature destinations
 UK
 El Salvador
Similar destinations
 Mexico
 Thailand Exotic destination
 New Zealand Emerge destination
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17. Methodology
 First we analyzed the Actual Tourism Statistics System in
Central America Region in terms of method applies and
information collected.
 Identify the structure for design international surveys
according to the International Recommendations for
Tourism Statistics of the UNWTO.
 Analysis of the Sampling method, Methodology applied,
and Structure and Classifications of the International
Visitor Surveys of the countries chosen as a sample.
 Design the proposal. Sampling, Methodology and
Questionnaire.
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18. Results
TSS Central America, IRTS UNWTO, IVS Sampling, IVS Methodology,
IVS Structure and Classifications.
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19. Actual TSS in Central America
• Guatemala • Immigration/ • Number of
• Belize Migration arrivals
• Honduras Department
• El Salvador • Foreign
• Nicaragua • Central Bank exchange
receipts
• Costa Rica
• Panama • Visitor Survey
(Guatemala • Visitor Profile,
and El average
Salvador) expenditure.
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20. International Recommendations for
Tourism Statistics UNWTO
• Tourist (overnight visitors), Excursionist (same day
visitor) Other Inbound Travelers* • Country of Residence of the visitor
• Business and Professional, Holiday, Leisure and • Air, Water, Land, On foot.
Recreation, Visit Friends and Relatives, Education and
Training, Health and medical care, Religion /
Pilgrimages, Shopping, Transit, Other
• Sex, Age, Economic Activity Status, Occupation, • Market basis, Non-market basis, Owner occupied vacation
Annual household, family or individual income, homes, Other.
Education
• Cultural and History, Ecotourism, City Tourism, Sun
and Sand Tourism, Agro-tourism, Health Tourism, • Consumption delivered before and during the trip.
Winter Tourism, Summer Break.
• Package travel, package holidays, and package tours.,
Accommodation, Food and Drink, Local Transport,
• Number of nights International Transport, Recreation, culture and sporting
activities, Shopping, Others.
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21. International Visitor Surveys Sampling
• Stratified cluster sample with quotas,
New Zealand error of 6%, age 15yo. And older.
• Random sampling of entry/exit
United Kingdom passenger.
• Random sampling stratified by country
Spain of residence, entry mode, and borders.
• Quota sampling by market share of
Thailand country of residence. C.L. 95%
• Stratified by type of visitor, tourist and
Mexico excursionist.
• Quota sampling by type of visitor, tourist
El Salvador and excursionist.
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22. International Visitor Surveys Methodology
New Zealand • Three stages of Weighting methodology and exit
interviews face to face.
United Kingdom • A quarter of million interviews face to face chosen
systematically at fixed intervals and 8 stages of weighting.
Spain • Exit face to face interviews with minimal monthly quotas
by country of residence.
Thailand • Face to face interviews in the main airports and borders.
Mexico • Face to face interviews in the main airports, ports and
borders.
El Salvador • Face to face interviews at the main borders and
international airport.
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23. International Visitor Survey Structure and
Classification
• New Zealand • Type of visitors
• United Kingdom • Main purpose of tourism trip
• Spain • Characteristics of the visitor
• Thailand • Type of product
• Mexico • Duration of the trip or visit
• El Salvador • Country of origin
• Mode of transport
• Type of accommodation
• Tourism expenditure timing
• Classification of Ind. Consumption by
purpose.
• Satisfaction Level
• Others: Internet Use, Quality of
services
Mexico, UK , Thailand and El Salvador do not include the
satisfaction level in their IVS. Mexico and UK conduct other survey
for measure the satisfaction level.
Spain and New Zealand include other fields such as the Internet
use and quality of the services.
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24. Proposal
Tourism in Guatemala, Sampling, Methodology, Questionnaire.
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25. Tourism in Guatemala
 Guatemala is recognize as a
great Cultural destination for its
legacy of Maya culture and for
its large richness in history and
nature, is located in a privilege
spot right in the center of
America continent and this
makes it an important
commercial as well as tourism
center.
 Guatemala has an extension of
108,889 km2 witch are home to
a population of 13,002,206.
There is an exquisite cultural mix
of 22 Maya ethnics groups,
Ladinos and Garifunas.
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26. Tourism in Guatemala
International Visitors Arrivals
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Series1 826240 835,492 884,190 880,223 1,181,526 1,315,646 1,502,069 1,627,552 1,715,426 1,776,069
The affluence of tourism have been increased from 2000 to 2009 in
115%.
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27. Tourism in Guatemala
Foreign Exchange Receipts in millions of US$
1275.5 1298.0
1199.3
1012.2
868.8
770.1
612.2 599.7
535.3
492.7
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
In concept of foreign exchange receipt by tourism Guatemala
has a significant incremental since 2000 to 2009 it increased 142%
from 535,3 to 1298,0 millions of US$.
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28. Tourism in Guatemala
 Guatemala Tourism Board have been divided the country
by tourism regions and segments of specialized tourism for its
marketing strategy to enhanced the country’s comparative
and competitiveness advantages:
 Modern and Colonial  Bird-watching
 Highlands, Living Maya culture  Meeting, Conventions and
Incentives
 Peten, Adventure in the Mayan
world
 Cruises
 Izabal, The Green Caribbean
 Sport Tourism
 Las Verapaces, Natural
Paradise  Community Tourism
 The Pacific, Exotic and diverse
 Health and Wellness
 Western, Mystical and natural
 Spanish Language Schools
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29. Sampling and Methodology
 Sampling: Probabilistic sampling with an error plus and
minus +/- 6%. Cluster stratified sample by country of
residence or region (Europe, Latin America, North
America, Asia, etc.)
 Methodology: It recommends applying 3 stages of
weighting sampling for country of residence, mode of
entry and non-respondents. Create monthly quotas to
conduct exit surveys face-to-face in the main
international airports, ports and borders.
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30. Questionnaire
• Gender
• In which country have you lived in the last
12 months?
• What is your year of birth?
• What is your marital status?
• What best describes your current economic
activity status?
• What is the highest level of education you
have achieved?
• Which of the following ranges describes
your personal annual net income in US$?
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31. Questionnaire
• Which of these was your arrival point in Guatemala? Show Card A: Airports,
ports and land borders.
• Which was the main purpose of your visit?
• How did you organize your travel?
• How many persons (including you) are traveling with you?
• What type of accommodation did you use?
• What hotel regimen did you arrange?
• How many nights did you stay in Guatemala?
• Using this map, could you indicate the region visited and the number of nights
that you stayed in each place? And if you stayed in hotels please indicate the
category.
• Did you visit some of these protected natural areas?
• What type of activities did you do? (You can select more than one)
• This was your first time in Guatemala?
• When was your last visit in Guatemala?
• Included this trip, how many times have you visited Guatemala?
• Could you please indicate the five (5) main reasons that motivated your travel to
Guatemala?
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32. Questionnaire
• What was the total expenditure of your travel?
(Individually)
• Of your total travel expenditures, how much did you spend
in your country of origin?
• From this total what did you pay in your origin country?
• Could you indicate your expenditure in the following items
made in Guatemala? (You can indicate the amount or
percentage, Ignore the items included in your package
tour if you bought it in your country of origin)
• In terms of prices, how did you perceive the destination?
• How do you evaluate the quality-price relation of the
following groups? Answer from 1 (Worst) to 7 (Great)
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33. Questionnaire
• How do you evaluate your experience in Guatemala?
• If you have visited Guatemala before, do you think that
from a global perspective the country is:
• What is your global impression about your travel?
• What are you satisfaction level regarding to the following
issues? Evaluate from 1 = Worse to 7 = Excellent
• Do you think that you will visit Guatemala again in the
future?
• If you answered “no” above, could you mention 5
reasons?
• According to your perception Guatemala as a holiday
destination is:
• In this trip have you visited some of these countries before
or after Guatemala?
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34. Questionnaire
• Do you use Internet?
• Do you use the Internet for:
• Did you visit any of these sites?
(You could choose more than
one)
• Would you like to receive
information by e-mail about
promotions and discounts of
Guatemala?
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35. Conclusions
 The surveys should to conduct regarding to quality,
timeliness, costs and burden on respondents to achieve
the consistency and efficient principle on the statistical
system.
 Recently the IADB (Inter-American Development Bank)
starts the project “Harmonization of Tourist Statistics
System in countries of American Southern Cone”.
 Also the UNWTO is trying to harmonize the tourist statistics
worldwide through out the standardization of principles
and procedures allow compare each country.
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36. Questions?
MTEE 2009 – 2010
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37. ank you for your attention!!!
julio.cuc@gmail.com
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