Overtourism, optimisation, and destination performance indicators: a case study of activities in Fjord Norway

Abstract

Many global tourist destinations have experienced growth in arrivals. This has triggered various conflicts in destinations and sparked debates as to how to deal with what is increasingly referred to as 'overtourism'. Most Destination Marketing Organisations (DMOs) pursue strategies to stimulate arrivals even further. Pro-growth discourses are reinforced by lead bodies such as the World Tourism Organisation (UNWTO). However, maximisation strategies based on higher numbers of tourists increasingly cause conflicts with local residents, whereas simultaneously undermining climate change mitigation pledges as negotiated in the Paris Agreement. New approaches to destination management based on optimisation are therefore warranted. Drawing on a survey of international tourists (n ¼ 5,249) in southwestern Norway, this article discusses whether 'activities', i.e. the development of local, small-scale and ideally more sustainable experiences, can contribute to economic growth without necessarily increasing numbers of arrivals. Results confirm that destinations should seek to better understand their markets, including length of stay, spending, and/or activity intention, to identify profitable markets. Ultimately, such knowledge may help addressing overtourism conflicts while building tourism systems that are more economically, socially, and environmentally resilient.

Global trends in length of stay: implications for destination management and climate change

“…As an example, more recent changes in LOS may be explained with structural changes in destinations, such as the availability of cheaper accommodation and associated changes in visitor types. For example, a study of leisure travellers in Western Norway indicates that AirBnB leisure tourists stay significantly shorter (8.6 nights) than the average traveller (11.0 nights) (Oklevik et al, 2018). Where the share of AirBnB accommodation grows in comparison to other accommodation, it may consequently be expected that LOS declines.…”

“…Various recent studies have revealed potential to positively influence LOS, for instance by increasing market shares of nationalities with a potential to stay longer ( G€ ossling et al, 2016), or by offering opportunities to participate in activities to visitor groups that have signalled interest to stay longer (Oklevik et al, 2018). Where LOS can be increased, possibly in connection with a reduction in the average distance travelled by visitors, this may imply a reduction in operational cost for businesses, as well as, for destinations, an opening to meeting the objectives of the Paris Agreement by reducing greenhouse gas contributions.…”

“…LOS affects spending, service offers, as well as the character and availability of activities (e.g. Baum & Lundtorp, 2001;Oklevik, G€ ossling, Steen-Jacobsen, Hall, & Grøtte, 2018; and also influences patterns of infrastructure and resource use. Where LOS is short, transport infrastructure requirements grow in comparison to accommodation infrastructure, as greater tourist volumes require additional airport capacity or other transport infrastructure.…”

“…It also raises the question as to whether it is still meaningful for destinations to seek to increase LOS. Should such efforts be considered inopportune at a time when radical innovations, such as global booking platforms, contribute to a decline in LOS (Oklevik et al, 2018)?…”

“…Tussyadiah and Pesonen (2016) found that AirBnB offers led to an increase in travel frequency as well as length of stay, though on the basis of Likert-scale stated preferences. In contrast to these studies, a survey among international tourists in South-West Norway (n ¼ 5300) found that AirBnB guests stayed for significantly shorter periods than the average visitor (Oklevik et al, 2018). Another potential factor influencing LOS are changes in tourist time budgets and the emergence of new constraints in the capacity to take extended periods of leave from employment (Hall, 2005).…”