The environmental deterioration of Mar Menor has a direct impact on the profitability of tourist establishments and A thesis from the UPCT has quantified the relationship between the level of clarity of the water and the price of accommodation. Each milligram per cubic meter of chlorophyll decreases the price per night by almost one euro, 95 cents, according to data from Ricardo Teruel’s doctoral research.
“This price effect is even more pronounced in accommodations that are not in La Manga, where there is the possibility of bathing in the Mediterranean “, explains the new doctor by the Polytechnic of Cartagena, which used the images of the Senitel 3 satellite of the European Space Agency to compare the spatial and geographical evolution of pollution levels in relation to the price of accommodation offers on the Airbnb platform.
“The results show how the offers close to highly contaminated points suffer greater impacts on their price”, explains the director of the thesis, María Luz Maté, professor at the Faculty of Business Sciences UPCT, according to sources from the educational institution in a statement.
The thesis has also measured how Twitter comments about the situation of the Mar Menor affect the price of the offers. “Offers near areas with negative comments also suffer a negative impact on prices, causing them to fall further,” the researchers note. Specifically, negative comments for each night’s rental lowered the price between 1.72 and 1.84 euros per night during the years 2017, 2018 and 2019.
Develop sustainable strategies
The doctoral research also includes an analysis of the ecological management strategies of Barcelona hotels, finding that specialization through sustainability initiatives contributes to improving the results of these eco-hotels because it allows them to differentiate themselves from the competition. “Not developing sustainable strategies in the Mar Menor area means wasting these competitive advantages.”