Innovation and Strategic Management for the Development of Tourist Destinations: Development of Nightlife and Residents’ Attitudes in Punta del Este (Uruguay)

Abstract

Nightlife is a controversial offer for its possible negative social impacts, but it is also important for its media impact and as an element of differentiation of the tourist destination. In the coastal resorts it is a very important offer as it complements the main offer. This paper seeks to determine the background of residents’ attitudes towards the offer of nightlife. To do this, the responses of a sample of 420 residents of the Maldonado-Punta del Este conurbation (Uruguay) who responded to a questionnaire with items measured with Likert scales are analyzed using Structural Equation Models. A first analysis, which presents costs and benefits of three types (economic, social and cultural) as a possible background of the degree of acceptance of this offer, did not detect significant relationships. In a second analysis, the mediation of the overall attitude towards tourism and the degree of acceptance of sun and beach tourism were proposed. In this second analysis it was found that: only economic benefits and cultural costs have significant effects on the overall attitude; the overall attitude has a significant effect on the acceptance of sun and beach tourism, but not on the acceptance of nightlife; and the acceptance of sun and beach tourism has a significant effect on the acceptance of nightlife. The acceptance of nightlife follows the same guidelines as its business development (it is a consequence of sun and beach tourism).