All A Bit Academic: Tourist satisfaction in Mallorca

Mallorca claims second spot in tourist satisfaction with sun and beach destinations. Only the Caribbean beats it. This is one of the findings from research by Jaume Garau at the University of the Balearic Islands in Palma. "The Diario" has gone quite big on reporting this research - both the things that satisfy tourists and those which dissatisfy.

On the face of it, coming second to the Caribbean and ahead of places like Turkey, Greece, France, the Canaries sounds like good news - and it probably is. But having come up with this finding, what will anyone do with the results?

The research itself is published in the "Annals of Tourism Research", though the comparative findings (between different destinations) are not included in the paper to be found there. They must be published separately. The comparison seems to have been made by asking interviewees at Palma airport to rate destinations they had been to in recent years (including Mallorca).

There are conclusions which might be thought to have practical consequences. While the island's sun and beach tourism gets approval from a German-British-Spanish research population, there is less satisfaction with other things, such as local cuisine, culture and historical places and nightlife. But a question that follows is to what extent does satisfaction imply interest. One could say that what Garau has revealed is precisely what many, including myself, have long argued, and that is that it is the core brand of the Balearics and Mallorca - sun and beach - which is of greater importance to the tourist than other aspects, like gastronomy or culture.

While the main findings have been reported in one article, another looks at what dissatisfies tourists. And this is potentially quite revealing, and especially for the distinction it draws between Mallorca tourism "veterans" and those new to the island or islands. Among the old-hands, it is the apparent deterioration in the physical landscape - too much construction, too much noise, too much traffic etc. - that is the cause of dissatisfaction. For the newbies, it is prices. The veterans, however, seem to have little problem with these. Significantly perhaps, the research was actually conducted in 2006, i.e. B.C. - before crisis. It would, in a hypothetical world, be interesting were the same population of tourism veterans to be asked their views now as to prices. But even without this, the research has at least applied some academic rigour to the contentious issue of prices, one that is normally only dealt with via anecdote.

What the researchers are at pains to point out is that unlike surveys which seek measures of satisfaction alone, theirs has included measures of dissatisfaction as well. It is these, they argue, that need to be taken into account in determining a tourist's intention to return. They also argue that dissatisfaction is not the opposite of satisfaction (bet you didn't know this) in referring to the fact that interviewees who express satisfaction can also express dissatisfaction about the same thing.

The problem with this research, as is typically the case with academia, is that its purpose is not necessarily meant to be practical. The overriding objective is to establish the excellence of the research, the methodology and the need to do more research. Extracting the practical is possible, but it isn't easy, and for this reason, though the research is probably quite important, one wonders if anyone much, outside of academia, will really take much notice.

* Joaquín Alegre and Jaume Garau, "Tourist Satisfaction and Dissatisfaction", Annals of Tourism Research, Vol. 37 No. 1 2010, Elsevier.


Any comments to andrew@thealcudiaguide.com please.