1. How the resort of Puerto Pollensa in Mallorca is establishing itself as a winter tourism destination By Hannah Logan BA (Hons) Travel and Tourism Management

2. Purpose Why Mallorca? Inform of the main issues that were discovered in the research DESEASONALISATION

3. Research Location

4. Aims of the Research To critically evaluate the impact of the ‘mass tourism’ image on the Balearic Island of Mallorca and the way the island is portrayed in the winter season in the resort of Puerto Pollensa Investigate suppliers responses to the changing demand by the British market for products at a specific location in Mallorca Explore how tourism products are affecting the Balearic Island of Mallorca in the low season in the north east resort of Puerto Pollensa

5. Previous Literature The literature focused on these key areas:  Butler’s Model  Mallorca’s Tourism Product  Seasonality  Behaviour of the British Consumer  Niche Tourism

6. Methodology Theoretical Approach Qualitative Research In-depth Interviews (recorded) Conversations Observations

7. Limitations Questions to suppliers before the interviews took place LANGUAGE BARRIER Insufficient data from the public sector

8. Findings Seasonality Deseasonalisation Legalities Staffing Issues Operating months in the winter Short break market Puerto Pollensa’s Winter Tourist Classification Reasons why tourists visit Puerto Pollensa in the off season months Puerto Pollensa’s Tourism Product Traditional Forms of Tourism Income generated in the Balearic Islands from tourism products New tourism Products Puerto Pollensa’s Destination Lifecycle

9. Puerto Pollensa

12. Recommendations Introduce a BSC Short Break Market Be aware of the changes from the demand side Product Diversification Suppliers working together Be aware of competition

13. Model for the Future Attract New Markets DEMAND ☼Deliver demand service ☼Aware of changing markets ☼Alternative forms of tourism Seasonal Extension AIM = Deseasonalisation, boosting winter tourism Government Issues SUPPLY ☼Reinvigorate Tourist Numbers ☼Encourage suppliers to open in shoulder season (incentives) ☼Labour Reorganisation ☼Legalities of workforce ☼Overcome contract length Diversification INNOVATION ☼Product innovation & transformation ☼Resort Adaptation Correct Marketing COMMUNICATION ☼Alternative image for winter season ☼Customers aware of different products available in winter