Abstract
Flamenco is an art born in and inextricably associated with Andalusia in the south of Spain. The purity, the feelings it transmits, and the originality of its expression have made it known worldwide and it has been declared an Intangible Cultural Heritage by the UNESCO. This declaration, combined with the Spain’s tourist boom in the last years, has transformed this exclusive art into an important tourist industry with all the entailing perils for its survival. By means of the Lean Canvas model, combined with a survey of a panel of flamenco experts (especially artists), this study analyzed the fundamental factors that are key to developing a tourism product that, while respectful of its essence, offers tourists a genuine and quality product.
Highlights
The public interest in art, history, and culture in general has led the tourism industry to recognize the potential market niche of cultural tourism
By means of the Lean Canvas model, combined with a survey of a panel of flamenco experts, this study analyzed the fundamental factors that are key to developing a tourism product that, while respectful of its essence, offers tourists a genuine and quality product
Cultural tourism fosters encounters between different customs and populations, giving rise to cultural contact [2]
Summary
The public interest in art, history, and culture in general has led the tourism industry to recognize the potential market niche of cultural tourism. Cultural tourism cannot compete with Spain’s sun and beach tourism. In 2016, for instance, 64.5 million of Spain’s 75 million foreign tourists were attracted by the sun and beach, while 9 million were drawn by cultural tourism [1]. Offers varied cultural tourism of quantity and quality, with tangible and intangible resources including historical, artistic and architectural heritage, museums, gastronomy, handicrafts, folklore, etc. Cultural tourism fosters encounters between different customs and populations, giving rise to cultural contact [2]. Tourism is an essential industry for certain countries [3]. Spain’s expected growth for tourism in 2019 is 1.2%, higher than the average of other sectors. Cultural tourism in recent years has tended towards a more selective tourism that, properly managed, avoids damaging the environment or the image of the destination
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