Who Pays More for a Cultural Festival,Tourists or Locals? A Certainty Analysis of a Contingent Valuation Application

Cultural festivals are one of the most common representations of diversification strategies in tourist demand in cities boasting abundant historical heritage. The goal of this work is to estimate the economic value allocated by tourists and local residents to a classical music festival in the emblematic city of Santiago de Compostela (Spain). The contingent valuation method is used to ascertain whether there are any significant differences between the value declared and to study the sensitivity of the findings in a range of socio‐economic variables. Finally, the problems of hypothetical bias are explored, as are the possible implications for management of pricing policies. Copyright © 2011 John Wiley & Sons, Ltd.     

The relationship between business characteristics and ICT deployment in the rural tourism sector. The case of Spain

The deployment of information and communication technologies (ICT) is crucial for the competitiveness of rural tourism businesses. It is therefore important to know the relation between a firm's characteristics and ICT deployment. This study makes two hierarchical segmentations to predict the behaviour of these firms when deploying the Web and e‐mail. This work determines which characteristics are related to ICT deployment. Activity and category are the two characteristics that most effectively predict a firm's behaviour, whereas location and size are less effective. These results have implications for entrepreneurial behaviour and for public agents working in rural tourism. Copyright © 2009 John Wiley & Sons, Ltd.