Public Opinions of Stakeholders of Benidorm (Spain)

Abstract

Benidorm is identified as one of the main tourist destinations in Spain, proved by its number of hotels, close to 150 with 60.000 beds. In addition, this city provides 350.000 apartments for tourists, considered their second residence. Benidorm is geographically located in the southeast cost of the Iberian Peninsula, surrounded by the Mediterranean Sea and well known as Costa Blanca. The early development of Benidorm as a tourist destination started in the 50’s and through the years, Benidorm has been forced to adapt its self to new requirements of its main visitors. Therefore, due the number of years that Benidorm is known as a holiday destination and adding the current economic crisis, this city has to face important changes in order to continue being considered a successful and updated tourist destination in Spain. This article focuses its main objective to understand the problems and aspects to be improved. To do so, the authors have done close to 30 interviews to stakeholders directly involved within the tourism industry. From the responses obtained, the authors have done a depth analysis concluding that Benidorm needs to act in different but significant aspects. For example, the image should be improved, needing important investments. It is important to emphasize the riskiness described by the interviewees with reference to the dependence of Benidorm to two types of tourists, English visitors and the senior tourists. Additionally, the number of hotels in Benidorm is considered a privilege but the quality of the service provided is far from exceeding the expectations. And last but not least, in relation to those human resources working for the tourism industry, the responses were unanimous, failing in terms of qualification and salaries.