The role of summer markets in promoting authenticity and social sustainability of the regions: The case of La Santa market (Catalonia, Spain)

Abstract

The greatest challenge for tourist destinations is to make themselves unique, to bet on cultural identity, with ethical values and sustainability, and to be successful over time. This is of particular interest in sun and beach tourism areas. Otherwise, in recent years, seasonal food and leisure markets have undergone significant growth as a strategy to promote regional authenticity and participation in local communities. The management of this ephemeral food markets tend to be associated to social sustainability, with a focus on issues such as the welfare of the local population; the conservation of cultural heritage; community participation in the development and planning of tourism; and health, hygiene and safety. This paper analyzes the relevance of these social sustainability matters to La Santa Market, a summer food and leisure event located in a beach and sun town in La Costa Brava (Catalonia). Using non-probability purposive sampling, the qualitative methodology is based on semi-structured interviews with 20 different stakeholders in this event. Secondary data on the economic situation and “grey” literature on this market are also used. The results reveal constant, positive involvement of the local community and private organizations in enhancing the La Santa Market experience, which is now an essential item on their summer agendas. This paper contributes to the literature acknowledging the potential of summer food markets to boost the economic and social sustainability of a coastal community. The results are useful for helping public and private sectors in the region to identify the strengths and the weaknesses of the role of local food products at summer markets to thus reinforce their authenticity and sociocultural value