1. An Exploratory Analysis of ECoC Tourism as a Niche Product in Cultural Tourism Tamara Rátz, PhD Kodolányi János University of Applied Sciences, Hungary Research supported by the Bolyai János Research Scholarship of HAS

2. Research background 3-year research project – „Creativity and its added value in niche tourism – following and creating trends in Hungary” Niche tourism in Hungary –Destination-specific concept? –Transformation of traditional products Demand for niche tourism products Success factors in niche tourism development –From idea to product (case studies) Lessons to learn for increasing competitiveness

3. Research methods Questionnaire survey (n=300) –49.7% visited Pécs in 2010 specifically for the ECoC programme –Higher than general interest in cultural activities –50.7% male, 49.3% female –42.3% with BSc/MSc degree or higher –60.0% with average income (20-20% lower and higher than average)

4. Cultural consumption of respondents Tourism 5=always 4=often 3=occasionally 2=rarely 1=never Everyday life 5=once a month 4=3-4 times/year 3=1-2 times a year 2=every few years 1=never

5. Significance of culture in tourism for respondents High importance of cultural experiences in leisure travel (4.0) Willingness to travel for specific events: –326 km –8,5 hours Willingness to travel for visiting famous cultural destinations: –711 km –11,2 hours

6. Cultural destinations to visit 23.6% 19.5% 12.6% 11.5% 5.2% 4.6% 4.0% 3.4% 2.3% 86.8%

7. Cities to visit in Europe in 2013 826 responses Paris (19.6%) London (17.3%) Rome (10.1%) Prague (6.5%) Barcelona (6.0%) Neither Košice, nor Marseille were mentioned 59.5%

8. Interest in ECoC cities (2007-2013) Sibiu 8.3% visited 0.0% in 2007 14.7% planning to visit Associations –Transylvania –German and Hungarian culture –Education –Common heritage

9. Interest in ECoC cities (2007-2013) Linz 24.3% visited 26.7% in 2009 25.7% planning to visit Associations –Danube –Welcoming –Orderly, clean –Linzer –Museums

10. Interest in ECoC cities (2007-2013) Essen 1.7% visited 0.0% in 2010 18.0% planning to visit Associations –Ruhr region –Beer –Industrial –ECoC –German culture

11. Interest in ECoC cities (2007-2013) Pécs 80.3% visited 59.3% in 2010 67.7% planning to visit Associations –ECoC –Zsolnay ceramics –Turkish heritage –University –Basilica

12. Interest in ECoC cities (2007-2013) Tallinn 3.3% visited 1.7% in 2011 9.3% planning to visit Associations –Nothing at all –Baltic state –Cold –Fortress –Russian/Soviet

13. Interest in ECoC cities (2007-2013) Turku 0.0% visited 0.0% in 2011 8.7% planning to visit Associations –Nothing at all –Cold –Relatives –Sauna –Turkish/Asian

14. Interest in ECoC cities (2007-2013) Guimarães 0.0% visited 0.0% in 2012 6.7% planning to visit Associations –Nothing at all –Unknown –Exotic –Mediterranean

15. Interest in ECoC cities (2007-2013) Maribor 14.8% visited 33.3% in 2012 19.7% planning to visit Associations –River Drava –Sea –Slovenian culture –Wine-tasting –Sports

16. Interest in ECoC cities (2007-2013) Košice 8.2% visited 22.9% planning to visit Associations –Cathedral –World War 2 –Beer –Common heritage –Ferenc Rákóczi –Closeness

17. The attraction of ECoC cities No relationship between visit to Pécs in 2010 and agreement Mean Std. Dev. Being ECoC significantly increases a city's attraction for me 3,41,3 I prefer to visit (former or current) ECoCs 2,71,3 The ECoC cities are likely to have a rich cultural product 3,71,0 The ECoC cities offer creative, exciting cultural programmes also in the long run 3,51,2 To visit a current ECoC is a special experience for me 3,61,2

18. Impacts of being ECoC on Pécs Mean St. Dev. Has become a better place3,81,0 Has become a more creative city3,71,0 Has become a more exciting city3,60,9 Has become a more international city3,81,0 Has become a more visited city4,00,9 Has become a more colourful city3,80,9 No relationship between visit to Pécs in 2010 and perception

19. Conclusions Culture generally is attractive for respondents ECoC status itself has a limited added attraction  Significance of cultural heritage, milieu and programmes Generally positive perception of the transformation of Pécs (irrespective of personal experience) The existence of ECoC tourism as a niche product could not be verified

20. Thank you for your attention!