CHAPTER III

3.1 - Changes the early nineties to today

As already examined in previous chapters, the first half of aristocrats and prominent personalities have begun to flow in Portofino, transforming the village from a simple fishing village to undisputed and chosen exclusive resort: the affirmation of the tourist town growing outward over the years through the creation and improvement of facilities and complementary, but mainly thanks to the presence of an environmental and cultural heritage and only then would draw tourists from all over the world. The massive movement of people and capital to Portofino comes ~ a fine spring and summer, with flows of arrivals and presences especially important between May and September.

If the mid-nineties and today, tourism has undergone very significant changes related to the flowering of global culture, supported by the spread of mobile telephony and Internet phenomena responsible for an exponential increase in trade and movement of goods and people times and distances children, in the case under consideration, however, attended by high-income tourists and a strong propensity for consumption, while reducing the demand went numerically in terms of arrivals and presences, on the other the local economy is being developed based on the presence ever more massive business representative of multinationals that have transformed the square of Portofino in a prestigious showcase of Griffes able to meet the needs ever more Elitarie.

The Nineties are regarded by traders portofinesi "the years of American": the U.S. Indeed, in the case of international tourism, were the first component of this plan to Portofino and because the dollar was in those years still a strong currency than the Italian lira The village had been very positive economic impact. Ever in the nineties the other components of the application consisted of British, French and Germans, whose increase was determined by other factors, such as the heated competition between international airlines, caused by the phenomenon of deregulation (which had led to a lowering of rates), and by continuing political crises in other coastal areas of the Mediterranean (Croatia, Egypt, Tunisia, Algeria), where security conditions had deteriorated or become even foreclosure for tourism [37] .

With the advent of the new millennium has brought to the fore the entry into force of the euro as the currency of the European Union and the series of terrorist attacks (the more glaring than 11 September 2001 the "Twin Towers" American ), The global economic framework and with it changed the structure of tourism demand because after these events, America, in a climate of terror, has sub "to a severe economic crisis marked by an immediate devaluation of the dollar, which in turn curbed the desire to plan long-haul travel. And cos' Portofino, as do many other popular tourist destinations, has seen the fall heavily Tourist component that until then had supported greater local economy, with a consistently negative trend. It is no coincidence, although in 2004 the U.S. economic recovery appeared to begin to give positive signs on local tourism, as it is estimated that the slight recovery in the dollar and the decrease in unemployment could facilitate the resumption of passenger traffic with the arrival of thousands of American tourists, the season is uncertain confirmed from all points of view and because of the high costs of services, both to terrorist threats aimed also to Italy. This, in 2005 lasted for ~ depends not only on factors of global nature but also by local factors, such as lack of a genuine promotion of the tourism product by the Liguria Region tourism in the United States of America [38] . One case concerns the UK, a country that has kept the pound sterling as its currency and thus did not suffer economic crises, thus increasing "its tourist flows to the places under investigation, unlike Germany which has suffered strong contractions.

From 2002 to now the international tourist demand become very unstable and fragmented, throwing light and shadows on tourism, but next to the American crisis and national and international markets, sees the presence each year of ever more numerous Russian tourists, new thing could represent an important perspective for the future, next to streams fed by British, French and Spanish.

The national tourism made up of aristocratic people, entrepreneurs and designers known decreased with the new millennium, as the holiday Milanesi, Romans and Piedmont, dell'abituale last two months have scaled down the formula weekends during the months summer precisely because of the high cost of rent and services in the village and therefore less competitive with those offered by other international Mediterranean destinations such as Spain and Greece. The hiking, by contrast, grew from year to year for the frequent presence of celebrities and prominent personalities who have made Portofino a status symbol and synonymous with luxury and wealth, as a result of various events recounted chronicles in national newspapers occurred in the village and about famous people.

3.2 - The hotel industry: arrivals and presences.

By comparing the average annual total arrivals between the second half of the nineties and the early years of the Two thousand, the target of the investigation there is a decrease of -6.7% In particular there is a change in the negative component of national -7.4% And -4.2% of the foreign (Tab.5). Scramble for ~ foreign arrivals by nationality there are different situations: when in the nineties the United States of America had a prominent role along with Britain, France and Germany, in the new millennium even if numerically these states remain those with the more videos, you notice a negative variation of the American -17.83%, the German component of -43.77% and -2.62% of the French. Britain, by contrast, increased arrivals of 33.88% (Fig.27).

Compared to the nineties Duemila sees the increase in arrivals of other nationalities such as Russia with a variation of 61.58%, Spain (35.26%), Sweden (39.64%) and the countries of the Middle East ( 17.08%). Then analyzing the various other cases there are mixed: there are in fact negative variations from one decade to another with regard to countries like Norway, Austria, Japan, Australia, Belgium, Brazil and Argentina, and increases instead for the Netherlands, the Netherlands, Switzerland and Canada. The remaining countries [39] Finally, record of an increase of 14.82% (Table 6).

Considering then the tourist hotel on the basis of average attendance

Portofino annual registered during the second half of the nineties and the first half of Duemila there is a situation slightly better than total arrivals since the average variation between the years made the comparison shows a decrease of -4.94%.

Scramble presences in the two components (national and international) notes that while the first registered a decrease of -19.57%, the second is even a slight increase of 0.21% and then a reversal of trend compared to arrivals (Table 7).

Taking into consideration the various areas of origin, both in the nineties than in the Duemila emerge again the primary role of the U.S. component followed by the other German, French and British. Japan, Australia and other countries are Swiss areas of origin numerically significant, while in Two thousand years of decreases were for the United States but especially for Germany and France, while Britain increases the attendance of 27.81% , Along with Canada (22.24%). Russia, promising the country, emphasizes its presence with an increase of 49.40% together with Spain (17.62%) while more or less stable situation of the Middle Eastern countries. Decreases can be observed instead for other countries like Japan, which suffers a negative variation of -49.50%, Norway (- 57%), the Swiss (-26.84%), Austria (-22.33%) And Belgium (-20.92%) (Fig. 28 and Tab.8).

L 'identikit of foreign tourists not represented by young, but mainly by people of average age because young people (apart from exceptional cases) could not ever afford to stay in hotels of high category for days to stay in a location that would provide them very little. In addition, the movement consists of foreign tourism for individual and not organized. Moreover, the ratio presences-arrivals springs that in the nineties that the new Mmillennio the average length of stay is on average two days.

The analysis component of the Italian region of origin highlights, both in arrivals and in attendance, the presence of more tourists coming primarily from Sydney, from Melbourne, from Piedmont and Tuscany, both in the nineties that in the early years Two thousand of. The regions of North constitute the largest component tourist: the Piedmont and Lombardy are among the first since failing to landlocked have to have the Liguria region as pi close in terms of shipping, while in South tourism demand to Portofino very low for reasons of distance, cost and because the regions are still wet from the sea and therefore do not require lengthy trips for bathing.

By comparing the arrival of the late nineties and the years 2003 - 2005 will see positive changes for all regions except California and between the two periods suffer a decrease of -27.5%. The same situation presents itself analyzing the attendance: in this case the Sydney the only region to record a negative variation of -37.9% (Tabb. 9-10 and Fig. 29).

 

[36] Another facility that would seem obvious but which appears to be of prime importance for a country as small Portofino parking: all hotels except the National and Eden have a park or garage available to customers.

[37] G. ROCCA, Space Tourism and Sustainable Development, Genoa, ECIG 2000, p. 211

[38] L. PECCERILLO - F. ORIO - P. THE STRONG, Portofino Coast Gazette monthly newsletter for members, Rapallo 2004, pp. 3-4.

 

[39] The remaining countries are registered under the name "Rest of the World".

 

[40] The first is a purely summer tourism and elitist, whose mobility à characterized by water rather than land, the second brings together all the visitors and / or residents of the resort, where the use of vessel takes place in the beam more or less restricted at the port of mooring or stop. Cf. G. ROCCA, Space Tourism and Sustainable Development, ECIG 2000, pp. 145-146.

Since 2004, is off the tourist information with new technologies and the Internet. To get it from the Web Portofino mistress World Site of Portofino www.portofino.it that distributes worldwide information on hotels, restaurants, tips with video, photographs and virtual 3D landscapes.

[41] This category includes ports, port or specific areas of economic importance internationally. These ports and ports in classes II and III of category I have the following functions: commercial, industrial oil, passenger service, fishing, tourist and recreational. Cf. F. BARTOLINI - F. THYME - G. CAVANENGHI, The Navigation Code, Sea, Air and Indoor, Piacenza, La Tribuna, 2003, pp. 1.265-1.266.

[42] In addition to the docks boats can moor to the surface buoy, the time limited access to craft from sunrise to sunset through the center channel to the port itself at speeds less than 3 knots: the units above the incoming sixteen meters should contact the Coast Guard, while those below should contact the service of the port town of Portofino. The maximum length of pleasure boats and pleasure craft ~ can not exceed 40 meters. Berths in addition to being prepared for boats in transit and recreational, are granted by the municipality in the form of buoy to vessels (mooring fishing) and to craft used for commercial purposes such as so-called taxi boat (berths from work). Source: Portofino Coast Guard, local maritime office.

[43] I Çparadisi tax, whose number varies according to estimates, from 60 to 90 units, are microterritori or the states whose tax laws are deliberately lax or nonexistent. You can talk about ~ been marketing its sovereignty by providing a favorable, a total deregulation of capital holders, irrespective of the latter.

[44] For example, the company Giorgio Mussini & C., the MAMI snc

[45] It was first attempted in 1891 with the transfer in the Mediterranean during the winter, smaller units of the fleet of Hamburg-American Line, whose clientele was made up of people looking for entertainment and new sensations. The same company also arrange ~ in 1910 the first cruise around the world with the Cleveland steamer which joined 650 cruise.

The period between the two world wars is the era of transatlantic whose passengers were formed by the rich bourgeoisie. In the Second World War the cruise, having suffered the backlash caused by aviation competition, now provided with means more fast and safe, undergoes an explosion: the owners do make-passenger ships used for the same service line and for the cruise.

Until the seventies the cruise was considered an exclusive product affected by high levels of price and a long average duration of the trip, and characterized by a refined and formal, in relation to an application made by a customer with an average income - High and not young age, in later years this form of tourism is again in a different way. It is no coincidence in those years is the CLIA (Cruise Lines International Association), an association created by the cruise companies and travel agencies affiliated with the aim of developing the industry. In 1974 comes the Carnival Cruise Lines with proposals to launch an image of fun and a clientele more young compared to standards of the past because with so-called fun ships of Carnival ships have been equipped with facilities always most modern and comprehensive in order to make the journey by ship half to get to know new places, cultures and civilizations. While previously sailed almost exclusively in the areas of origin of demand (Caribbean Sea and Mediterranean), as a result of deregulation have been introduced fly and cruise packages that allow easy access to ports of embarkation with lower costs than before, allowing the development of cruises of short duration (2-5 days). Cf. G. ROCCA, Tourism, Territory and Sustainable Development, Genoa, ECIG 2000, pp. 133-138

[46] Space in front of the port.

[47] Born in 1965 became famous thanks to the show "Love Boat", which has used its ships