Wetland-Archaeology in the Alpine Space. Overview and actual research issues.

First indications of prehistoric sites in lakes of Switzerland go back more than 200 years and in 1854 Ferdinand Keller (1800-1881) published his famous book The Celtic Pile Dwellings in Swiss Lakes. Since these times, large-scale rescue excavations as well as survey and research projects have extended our knowledge about Neolithic and Bronze Age settlements in lakes, bogs and rivers around the European Alps. In 2011 a representative choice of 111 sites out of nearly 1000 in six countries around the Alps (Austria, France, Germany, Italy, Slovenia and Switzerland) were recognized by the UNESCO World Heritage committee as serial World Heritage. The lecture will give a general overview on prehistoric lake dwellings around the Alps (distribution, types of lakes/bogs and environment of sites, chronology/cultural units in the time scale 5300 to 800 BC) and present examples of well-documented settlement structures. The intense use of dendrochronological dating allowed the building up of a well-fixed chronological framework. In some cases dendrochronology is the basis for year-by-year reconstructions of prehistoric village biographies and detailed insights in the life cycle of early agrarian settlements. Beside these local events the grouped repartition of lake dwelling remains on the time scale makes a more global correlation between Holocene lake levels and the preservation of archaeological layers likely.

NEENAWA: Network in Eastern European Neolithic and Wetland Archaeology: first steps.

Neolithic and Bronze Age wetland sites around the Alps (so called pile-dwellings, Pfahlbauten or palafittes in German/French) are of outstanding universal value (UNESCO-world heritage since 2011). Typical sites are in lakes, rivers and bogs, dating between 5300 and 800 BC. Of common character is the perfect conservation of wood, textiles from plant fabrics and many other organic materials. Larger quantities of sub-fossilized wood, as in the peri-alpine sites, offer the possibility of high-precision dating by dendrochronology. Research in these wetland sites started in the mid-19th century. Through large scale rescue excavations since the 1970s and the evolution of underwater archaeology in the same period the Swiss accumulated a thorough experience with these specific sites. Research in wetland sites is shared between cantonal institutions and universities and led to a worldwide unique accumulation of knowledge. Comparable sites exist outside of the Alpine area, but in much smaller quantities. Regions like Russia (small lakes in NW-Russia) and Macedonia (medium size lakes in the border zone of Macedonia, Albania and Greece) have a high scientific potential; rivers in Ukraine are supposed to have the same type of sites.

Archaeology in Switzerland between lakes and mountains.

Switzerland has an extraordinarily rich archaeological heritage from the Neolithic and the Bronze Age, dating back nearly 7000 years. Since the mid-19th century, the first pile dwellings were discovered in the lakes of the Central Plateau. Since 2011 these sites are part of the UNESCO world heritage „Prehistoric pile-dwellings around the Alps“. Not only lakes, but also Swiss mountains preserve extraordinary archaeological remains: from an alpine pass in the Bernese Alps prehistoric objects are melting out from the ice. Perfect preservation conditions and modern archaeological methods allow exploring the development of early agrarian societies in this part of the world. We can reconstruct their settlements and follow their exchange with other communities. Archaeology under water and in alpine environments allows fascinating insights into the beginnings of our history.

Ground beetle (Carabidae) abundance data from north-eastern Australian rainforest, between June 2008 - January 2010, using pitfall traps

Understanding how the environment influences patterns of diversity is vital for effective conservation management, especially in a changing global climate. While assemblage structure and species richness patterns are often correlated with current environmental factors, historical influences may also be considerable, especially for taxa with poor dispersal abilities. Mountain-top regions throughout tropical rainforests can act as important refugia for taxa characterised by low dispersal capacities such as flightless ground beetles (Carabidae), an ecologically significant predatory group. We surveyed flightless ground beetles along elevational gradients in five different subregions within the Australian Wet Tropics World Heritage Area to investigate (1) whether the diversity and composition of flightless ground beetles are elevationally stratified, and, if so, (2) what environmental factors (other than elevation per se) are associated with these patterns. Generalised linear models and model averaging techniques were used to relate patterns of diversity to environmental factors. Unlike most taxonomic groups, flightless ground beetles increased in species richness and abundance with elevation. Additionally, each subregion consisted of distinct assemblages containing a high level of regional endemic species. Species richness was most strongly positively associated with the historical climatic conditions and negatively associated with severity of recent disturbance (treefalls) and current climatic conditions. Assemblage composition was associated with latitude and current and historical climatic conditions. Our results suggest that distributional patterns of flightless ground beetles are not only likely to be associated with factors that change with elevation (current climatic conditions), but also factors that are independent of elevation (recent disturbance and historical climatic conditions). Variation in historical vegetation stability explained both species richness and assemblage composition patterns, probably reflecting the significance of upland refugia at a geographic time scale. These findings are important for conservation management as upland habitats are under threat from climate change.

Table 1: Soil chemical properties of the analysed depth profiles in the Venice lagoon

Visual traces of iron reduction and oxidation are linked to the redox status of soils and have been used to characterise the quality of agricultural soils.We tested whether this feature could also be used to explain the spatial pattern of the natural vegetation of tidal habitats. If so, an easy assessment of the effect of rising sea level on tidal ecosystems would be possible. Our study was conducted at the salt marshes of the northern lagoon of Venice, which are strongly threatened by erosion and rising sea level and are part of the world heritage 'Venice and its lagoon'. We analysed the abundance of plant species at 255 sampling points along a land-sea gradient. In addition, we surveyed the redox morphology (presence/absence of red iron oxide mottles in the greyish topsoil horizons) of the soils and the presence of disturbances. We used indicator species analysis, correlation trees and multivariate regression trees to analyse relations between soil properties and plant species distribution. Plant species with known sensitivity to anaerobic conditions (e.g. Halimione portulacoides) were identified as indicators for oxic soils (showing iron oxide mottles within a greyish soil matrix). Plant species that tolerate a low redox potential (e.g. Spartina maritima) were identified as indicators for anoxic soils (greyish matrix without oxide mottles). Correlation trees and multivariate regression trees indicate the dominant role of the redox morphology of the soils in plant species distribution. In addition, the distance from the mainland and the presence of disturbances were identified as tree-splitting variables. The small-scale variation of oxygen availability plays a key role for the biodiversity of salt marsh ecosystems. Our results suggest that the redox morphology of salt marsh soils indicates the plant availability of oxygen. Thus, the consideration of this indicator may enable an understanding of the heterogeneity of biological processes in oxygen-limited systems and may be a sensitive and easy-to-use tool to assess human impacts on salt marsh ecosystems.

Geomorphological analysis and evolution of an altered floodplain drainage system. The case of the Partido Stream (Spain)

The Partido Stream is a small torrential course that flows into the marsh of the Doñana National Park, an area that was declared a World Heritage Site in 1994. Before 1981, floods occurred, and the stream overflowed onto a floodplain. As an old alluvial fan, the floodplain has its singular orography and functionality. Fromthe floodplain, several drainage channels, locally called caño, discharged into themarsh. The Partido Streamhad themorphology of a caño and covered approximately 8 km from the old fan to the marsh. The stream was straightened and channelised in 1981 to cultivate the old fan. This resulted in floods that were concentrated between the banks in the following years, which caused the depth of water and the shear stress to increase, thus, scouring the river bed and river banks. In this case, the eroded materials were carried towards the marsh where a new alluvial fan evolved. Control measures on the old fan were implemented in 2006 to stop the development of the new alluvial fan downstream over the marsh. Thus, the stream would partially recover its original behaviour that it had before channelisation, moving forwards in a new, balanced state. The present study describes the geomorphological evolution that channelisation has caused since 1981 and the later slow process of recovery of the original hydraulic-sedimentation regime since 2006. Additionally, it deepens the understanding of the original hydraulic behaviour of the stream, combining field data and 2D simulations.

Building resilience to water scarcity in Southern Spain: A case study of rice farming in Doñana protected wetlands

Agricultural water management needs to evolve in view of increased water scarcity, especially when farming and natural protected areas are closely linked. In the study site of Don?ana (southern Spain), water is shared by rice producers and a world heritage biodiversity ecosystem. Our aim is to contribute to defining adaptation strategies that may build resilience to increasing water scarcity and minimize water conflicts among agricultural and natural systems. The analytical framework links a participatory process with quantitative methods to prioritize the adaptation options. Bottom-up proposed adaptation measures are evaluated by a multi-criteria analysis (MCA) that includes both socioeconomic criteria and criteria of the ecosystem services affected by the adaptation options. Criteria weights are estimated by three different methods?analytic hierarchy process, Likert scale and equal weights?that are then compared. Finally, scores from an MCA are input into an optimization model used to determine the optimal land-use distribution in order to maximize utility and land-use diversification according to different scenarios of funds and water availability. While our results show a spectrum of perceptions of priorities among stakeholders, there is one overriding theme that is to define a way to restore part of the rice fields to natural wetlands. These results hold true under the current climate scenario and evenmore so under an increased water scarcity scenario.

Acoustic study of the Compañía de Jesús church. Characterization by means of objective and subjective parameters

This work shows the objective results of the acoustic quality of the Compañia de Jesús Church in Cordoba, Argentina. The acoustics of this Temple, built by the Orden Jesuita (Jesuit Order) two centuries ago and declared a World Heritage Site by UNESCO in 2000, is currently considered optimal by musicians as well as general public. In the second half of XVI century, with the Catholic reform, the need for improved speech intelligibility was given priority, being the Jesuit one of the orders that gave most importance to the construction of their temples. This church has constructive and spatial characteristics consistent with those needs. With the purpose of carrying out the acoustic assessment of the precincts, a work methodology that allowed comparing the results obtained from objective measures was developed by means of implementation of field measurements and space modeling, with subjective appreciation results, by developing surveys, with the aim of characterizing acoustically the sound space. This paper shows the comparison between the subjective results and objective criteria, which allowed important conclusions on the acoustic behavior of the temple to be obtained. In this way interesting data were obtained in relation to the subjective response of the acoustics of the church.

Acústica de las iglesias jesuíticas como parte del patrimonio integral en Córdoba y San Ignacio Miní

En esta investigación se aborda el tema del comportamiento acústico de las Iglesias Jesuíticas de la ciudad de Córdoba (Argentina) y San Ignacio Mini ubicada en la localidad de San Ignacio, provincia de Misiones (Argentina), construidas hace dos siglos atrás y declaradas Patrimonio de la Humanidad, con el objetivo de evaluar los parámetros que determinan la comprensión de la palabra y la aptitud de cada una de las iglesias para el canto y la música religiosa. En una primera etapa la investigación se orientó a profundizar en las características constructivas interiores de cada templo y a proponer una metodología de análisis para comparar los resultados de las mediciones objetivas, realizadas mediante la implementación de mediciones in situ, con los resultados de las apreciaciones subjetivas resultantes de la elaboración de encuestas, a los fines de caracterizar acústicamente cada espacio sonoro. Se seleccionaron, para la caracterización objetiva de cada templo, aquellos parámetros que permiten sintetizar las propiedades acústicas relacionadas con la música y la palabra, y aquellos que posibilitan medir la proporción efectiva de las primeras reflexiones, consideradas como índices subjetivos de la capacidad de distinción del sonido por parte del oyente. Se comparan los valores alcanzados con las preferencias subjetivas obtenidas en las encuestas de opinión. Se relevaron tiempos de reverberación altos en todas iglesias, fuera de los considerados óptimos para cada recinto. Se analizaron los índices de calidad y se comprobó cómo influyen los diferentes materiales en el comportamiento acústico de cada recinto. Para la evaluación subjetiva se implementó una encuesta ya validada en la que se privilegió la fácil asociación entre parámetros acústicos y psicoacústicos, esto posibilitó encontrar aquellos parámetros objetivos, simulados con público, que estuviesen fuertemente relacionados con el juicio subjetivo, así como aquellos con menor correlación. La búsqueda y relevamiento de material grafico, fotográfico y otros documentos históricos posibilitó la reconstrucción de cada iglesia para su modelización y la evaluación del comportamiento de todos los templos con la presencia de feligreses, no habiéndose podido realizar mediciones bajo esta condición. El interés por obtener datos acústicos más precisos de la Iglesia San Ignacio Mini, que actualmente se encuentra en ruinas, llevó a utilizar herramientas más poderosas de cálculo como el método de las fuentes de imagen “Ray Tracing Impact” por medio del cual se logró la auralización. Para ello se trabajó con un archivo de audio que representó la voz masculina de un sacerdote en el idioma jesuítico-guaraní, recuperando así el patrimonio cultural intangible. ABSTRACT This research addresses the acoustic behavior of the Jesuit Churches in Cordoba City (Argentina) and San Ignacio Mini (located in the town of San Ignacio, Misiones, Argentina), built two centuries ago and declared World Heritage Sites, with the objective to evaluate the parameters that determine the speech comprehension and the ability of each of the churches for singing of religious music. The first step of the work was aimed to further investigate the internal structural characteristics of each temple and to propose an analysis methodology to compare the objective results of in situ measurements with the subjective results of surveys, in order to characterize acoustically each sound-space. For the subjective characterization of each temple, those parameters that allow synthesizing the acoustic properties related to music & speech and measuring the subjective indices for the recognition of sounds, were selected. Also, the values were compared with the ones obtained from the surveys. High reverberation times were found in all churches, which is not considered optimal for the enclosed areas of the temples. The quality indices were analyzed and it was found how the different materials influence in the acoustic behavior of each enclosure. For subjective evaluation, a survey was implemented (that was previously validated) where the association between acoustic and psychoacoustic parameters was privileged; this allowed to find those objective parameters who were strongly related to the subjective ones, as well as those with lower correlation. Photographic and graphic material and other historical documents allowed the reconstruction of each church for its modeling, and also the evaluation of the performance of all the temples in the presence of their congregation. The interest in obtaining more accurate acoustic data of the San Ignacio Mini Church, which is now in ruins, led to the use of most powerful methods, as for example the image-sources "Ray Tracing Impact" method. For this, an audio archive was used, representing a male voice of a priest in the Jesuit-Guaraní language; recovering in this way intangible cultural heritage.

Análisis de la cadena de valor, canales cortos de comercialización y horticultura multifuncional como opciones de puesta en valor: Caso de la Huerta de Aranjuez

La Vega de Aranjuez ha sido desde hace siglos conocida por la notoriedad de sus jardines y huertas históricas y también, en épocas más recientes, por ser la despensa de Madrid. A mediados del siglo XX, sin embargo, con las transformaciones que el sector agrario ha experimentado no sólo a nivel local, sino a escala global, empezó un proceso de declive que se ha acentuado en los últimos años. Paralelamente, en el año 2001, la Unesco declara el Paisaje Cultural de Aranjuez, como Patrimonio de la Humanidad con un valor universal excepcional. Parte de lo que sustenta este reconocimiento a nivel internacional radica en las peculiaridades del paisaje que conforma la actividad agraria. El cambio de orientación, eminentemente hortofrutícola hacia cultivos extensivos y superficies en barbecho, y la pérdida de importancia del sector, no han pasado desapercibidos para la administración local y han sido varios los intentos de recuperación y dinamización del sector en los últimos años. La investigación de la que es objeto esta Tesis Doctoral surgió por iniciativa del Ayuntamiento de Aranjuez, que en al año 2010 deseó conocer la situación del sector hortícola en el municipio, para lo cual, encargó un estudio a la UPM-ETSIA. Para conocer la realidad desde una perspectiva integral, se planteó abordar el análisis desde la perspectiva de Cadena de Valor. Las implicaciones de este concepto, su evolución y su papel como instrumento de análisis de la cadena alimentaria, han sido revisadas y presentadas en el epígrafe del Marco Conceptual. Por cadena de valor se entiende el conjunto de procesos desde el consumidor, a través de los proveedores que proporcionan productos, servicios e información que añaden valor hacia los clientes (Lambert & Cooper, 2000; Chen, 2004). Para el análisis de la situación del sector hortícola en Aranjuez, se procedió en varios pasos, los cuales constituyeron la primera fase de la investigación y contemplaron lo siguiente: 1. La identificación de los problemas y de las demandas de los actores de la cadena, realizando cortes transversales en el mercado a distintos niveles para conocer los puntos de vista de los operadores de la cadena (Gunasekaran & Patel ,2004; Rojas, 2009; Schiefer, 2007). Para ello se diseñaron cuestionarios y se dirigieron a representantes de cinco eslabones de la cadena presentes en el caso de estudio: Agricultores (15), Mayoristas (11), Detallistas (55), Consumidores (85) y Restaurantes (36), tanto en Aranjuez como en Madrid (un total de 202). 2. Análisis D.A.F.O de cada uno de los eslabones y de la cadena completa, como herramienta para identificar y sintetizar la problemática y las potencialidades del sector. 3. Análisis global de la Cadena de Valor mediante el Método de Organización Sectorial, según Briz, de Felipe y Briz (2010), el cual permite estudiar aspectos de la estructura, la conducta y el funcionamiento de la cadena. 4. Jornada de análisis por parte de un Panel de Expertos en la sede de la Fundación Foro Agrario, en la cual se presentaron las conclusiones del análisis de la cadena de valor y se plantearon estrategias para la dinamización del sector. Con los resultados del análisis en esta primera fase de la investigación, se obtuvo una panorámica de la cadena de valor. Algunos de los aspectos más destacados son los siguientes: • El eslabón productivo en Aranjuez está muy atomizado y trabaja por lo general de forma independiente. Cultiva hasta veinte productos hortícolas diferentes, entre los cuales los frutales están casi en desaparición y hay poca presencia de producto ecológico. Le preocupan los precios poco estables y bajos y por lo general no trabaja con contratos. •El eslabón mayorista prácticamente carece de presencia en Aranjuez y está representado en su mayoría por operadores de Mercamadrid, los cuales demandan mayores volúmenes y mejor normalización de los productos hortícolas procedentes de Aranjuez. • El eslabón detallista consultado es diverso (con representación de comercios minoristas, supermercados e hipermercados) y también demanda mayores volúmenes de producción y mejoras en la normalización. Un 80% conoce los productos de Aranjuez, especialmente el espárrago y la fresa-fresón citados en un 74% y 63% de los casos respectivamente. • En el eslabón de consumidores, el 79% de los encuestados da importancia a la procedencia de los productos hortícolas y un 82% conoce los productos de la Huerta de Aranjuez, siendo los más consumidos el espárrago y el fresón. Un 42% de los encuestados compra producto ecológico por razones de salud, sabor y buscando la ausencia de químicos. • El eslabón de restaurantes es un gran consumidor de hortalizas, la gran mayoría de los productos incluidos en el análisis se oferta en más del 75% de los casos. Las más presentes son tomate y espárrago. La fresa y el fresón (en un 83% de los casos), y el espárrago (72%) seguido de la alcachofa (44%) son los productos de Aranjuez que más se conocen en el conjunto de los restaurantes entrevistados. El 75% de los restaurantes prefiere el producto fresco frente al procesado o congelado. La mayoría de los restaurantes locales (92%) estaría dispuesto a incluir en su carta una diferenciación para los productos de Aranjuez. Sin embargo, en el resto de restaurantes el porcentaje es mucho menor (21%). Entre las conclusiones del análisis se evidenció que un 52% de las ventas de los agricultores se realizaba sin intermediarios y un 69% de los consumidores se manifestaba interesado en adquirir productos de Aranjuez directamente del campo a su casa. Se identificó de esta manera que el acortamiento de la cadena se está utilizando como una forma de crear valor. Para profundizar en este aspecto, se planteó una segunda fase en la investigación. Además de estudiar diversos aspectos de los canales cortos de comercialización, se planteó estudiar el enfoque multifuncional de la horticultura, como estrategia para poner en valor la Huerta ribereña. Para dar una coherencia con la fase anterior, el planteamiento se realizó también desde la perspectiva de la cadena de valor, orientando la consulta hacia el eslabón consumidor. De esta manera, se realizó una consulta mediante cuestionario a 221 consumidores sobre diferentes aspectos relativos a los Canales Cortos de Comercialización (CCC) y la Horticultura Multifuncional (HM)1, lo cual permitió realizar un análisis cuantitativo de diferentes variables. Para completar la visión integral de la cadena corta, se seleccionaron 6 proyectos significativos que son ejemplos de diversas tipologías de canales cortos de comercialización en Aranjuez y Madrid, como representantes del denominado eslabón de “Promotores de CCC” y se consultó también a la Asociación de Productores de la Huerta de Aranjuez, constituida formalmente en el año 2014, como representante del eslabón Productor. Para la obtención de información, la cual tiene un carácter cualitativo en el caso de estos dos eslabones de la cadena, se realizaron cuestionarios y Estudios de Caso de cada proyecto. Los cuestionarios de esta segunda fase de consulta a los eslabones de la cadena corta contuvieron cuestiones relativas a los canales cortos de comercialización, tanto a nivel general (concepto de canal corto, puntos fuertes y ventajas que aportan, dificultades para su desarrollo, factores clave para su éxito) como para el caso concreto de la Huerta de Aranjuez (perfil del consumidor, factores implicados en la compra de verduras, utilización de diversas modalidades de canal corto, relación con las tecnologías de la información y comunicación (TICs) y la producción ecológica o la importancia del factor confianza). También aspectos relacionados con la Horticultura Multifuncional, como son, la valoración de diferentes actividades o proyectos de carácter agro-turístico, educativo, social o terapéutico, o la percepción del consumidor de las actividades de huerta como fuente de bienestar y como agente satisfactor de diversas necesidades humanas. Para completar la visión sobre estos dos temas, CCC y HM, se realizó una consulta mediante cuestionario a Expertos en el campo de los canales cortos de comercialización, procedentes del ámbito académico, y a Profesionales en activo trabajando en proyectos de horticultura social y terapéutica. La información aportada, aunque tiene carácter cualitativo, complementa el estudio ofreciendo la perspectiva académica en el caso de los canales cortos y amplía la información sobre la horticultura multifuncional, tratando cuestiones relativas al desempeño profesional o a la formación existente en España en el campo de la horticultura social y terapéutica. Los resultados de esta segunda fase de la investigación, entre otras cuestiones, evidenciaron que: • Los canales cortos de comercialización implican mucho más que la simple reducción de intermediarios y comprenden una gran diversidad de tipologías. • Los casos estudiados, están enfocados en su mayoría al producto ecológico y su funcionamiento está muy fundamentado en el uso de TICs y en el factor confianza. • En relación a la compra de verduras en el ámbito de los canales cortos, son aspectos muy valorados por el consumidor la calidad del producto, la rapidez y frescura con la que llega del campo a la mesa y que el Producto sea recogido en su punto óptimo de maduración. • Las actividades en el ámbito de la horticultura multifuncional son valoradas positivamente por los consumidores, siendo las más puntuadas las de huerto educativo, huerto terapéutico, seguidas de visitas guiadas y degustaciones de productos de huerta en restaurantes. • Por lo general existe una valoración muy alta de la huerta como fuente de bienestar y de satisfacción de necesidades humanas básicas, especialmente las de una alimentación saludable y de conexión con la naturaleza. Para terminar esta síntesis de la investigación realizada, se presentan las principales conclusiones a nivel global de la Tesis, que son las siguientes: 1. La metodología de cadena de valor ha resultado adecuada para conocer la complejidad y el funcionamiento del sector hortícola arancetano desde una perspectiva integral. 2. La Huerta de Aranjuez cuenta con importantes fortalezas, sustentadas en la calidad de sus suelos y en la fama que mantienen sus productos, pero también debilidades. Esto supone poco volumen de producción, que dificulta la relación con mayoristas y grandes detallistas. 3. El acortamiento de la cadena, mediante canales cortos de comercialización se ha identificado como una forma de creación de valor en la cadena. Existen oportunidades de abastecimiento a consumidores de Madrid mediante canales cortos, sin embargo, las modalidades que requieren mayor organización o requisitos de producción ecológica todavía no están desarrolladas. 4. La producción ecológica podría ser una estrategia para crear valor pero todavía es un método de cultivo muy minoritario en la cadena productiva arancetana. 5. Las peculiaridades de la Huerta de Aranjuez propician la puesta en práctica del enfoque multifuncional de la horticultura como vía de desarrollo económico. Los resultados apuntan a una posible demanda de servicios que contemplen actividades de horticultura de carácter educativo, terapéutico y agro-turístico, conducidas por profesionales. Existe una percepción positiva sobre el potencial de la huerta como fuente de bienestar y de satisfacción de necesidades humanas básicas. 6. La puesta en marcha de proyectos empresariales en el ámbito de la horticultura social es una apuesta interesante para crear valor en la huerta que ha sido valorada positivamente por los eslabones de la cadena corta consultados. 7. El campo de la Horticultura Multifuncional que contempla aspectos educativos, sociales y terapéuticos conforma una disciplina con posibilidades de desarrollo que en la investigación se perciben como limitadas por la falta de profesionales y su acceso a una formación adecuada en España. El estudio de los Canales Cortos de Comercialización y de la Horticultura Multifuncional como vías de puesta en valor en el caso de la Huerta de Aranjuez ha tenido un carácter exploratorio y en gran parte cualitativo en esta Tesis Doctoral. Ambos conceptos han desvelado cierta complejidad y requieren de un mayor conocimiento en diversos aspectos para su puesta en práctica con éxito. Se abre, por tanto, un campo para futuras investigaciones que profundicen en estos ámbitos. ABSTRACT La Vega de Aranjuez has been known for centuries for the reputation of its orchards and historic gardens and, more recently, as the pantry of Madrid. However, in the mid-twentieth century, with the transformations in agriculture, not only locally, but globally, began a process of decline that has been accentuated in recent years. Meanwhile, in 2001, Unesco declared Aranjuez Cultural Landscape, as a World Heritage Site with outstanding universal value. Part of what underpins this international recognition lies in the peculiarities of the landscape created by farming. The shift, from an eminently horticultural vocation to extensive field crops and fallow surfaces, and the loss of importance of the sector, have not gone unnoticed for local authorities and have been several attempts at recovery and revitalization of the sector in recent years. The beginning of this research came at the initiative of the municipality of Aranjuez, which in 2010 wanted to know the situation of the horticultural sector, for which he commissioned a study by the UPM-ETSIA. To know reality from an integral perspective, it was proposed to approach the analysis from the perspective of value chain. The implications of this concept, its evolution and its role as an instrument of analysis of the food chain, have been reviewed and presented in Chapter 3.2. The value chain concept refers to all the processes from the consumer, through suppliers who provide products, services and information that add value to customers (Lambert & Cooper, 2000; Chen, 2004). For the analysis of the situation of the horticultural sector in Aranjuez, which constituted the first phase of research, it proceeded in several steps: 1. Identifying the problems and demands of the actors in the chain, making transverse cuts in the market at different levels to meet the views of the chain operators (Gunasekaran & Patel , 2004; Rojas, 2009; Schiefer, 2007). Questionnaires were designed for it and went to representatives of the five links in the chain: Farmers (15), Wholesalers (11), Retailers (55), Consumers (85) and Restaurants (36), both in Aranjuez and Madrid (a total of 202). 2. SWOT analysis of each chain actor and of the whole supply chain, as a tool to identify and synthesize the problems and potential of the sector. 3. Analysis of the whole supply chain by Industrial Organization Method according to Briz et al. (2010), which allows to study aspects of the structure, conduct and performance of the chain. 4. Analysis by a Panel of Experts at Foro Agrario Foundation headquarters, where the conclusions of the analysis were presented and strategies for the revitalization of the sector were raised. The results of the analysis in this first phase of the research, presented an overview of the value chain. Some of the highlights are: - The productive sector in Aranjuez is very fragmented and usually works independently. With a wide variety of horticultural products (up to 20), fruit crops almost disappearing and little presence of organic product. Is concerned about the unstable and low prices and usually does not work with contracts. - The wholesale sector with virtually no presence in Aranjuez is represented mostly by Mercamadrid operators, who demand higher volumes and better standardization of horticultural products from Aranjuez. - The retailer sector is diversified (with representation from retailers, supermarkets and hypermarkets) and also demand higher production volumes and improved standardization. 80% know the products of Aranjuez, especially asparagus and strawberry-strawberry cited by 74% and 63% of cases respectively. - Among the consumers, 79% give importance to the origin of horticultural products and 82% know the products from Aranjuez, the most consumed asparagus and strawberries. 42% buy organic products for health, taste and absence of chemicals. - Restaurants are big consumers of vegetables, most of the products included in the analysis is offered in over 75% of cases. The most: tomato and asparagus. Strawberry (83% of cases), and asparagus (72%) followed by the artichoke (44%) are the products of Aranjuez more known in all the surveyed restaurants. 75% of the restaurants prefer fresh product against processed or frozen. Most local restaurants (92%) would be willing to include in their menu a differentiation for products of Aranjuez. However, for those restaurants from Madrid the percentage is much lower (21%). Among the conclusions of the analysis it showed that 52% of sales were realized from farmers without intermediaries and 69% of consumers expressed interest in acquiring products directly from field to table. It has been identified that the shortening of the chain is being used as a way to create value. To deepen this aspect, a second phase investigation arose. Besides studying various aspects of the short supply chains, it was also proposed to study the functional approach of horticulture as a strategy to add value. To provide consistency with the previous phase, the focus was also conducted from the perspective of the value chain, directing the query to consumers. Thus, again it was used the questionnaire as a methodological tool, and 221 consumers were asked about different aspects of the Short Suppy Chains (SSC) and Multifunctional Horticulture (MH)2, which allowed a quantitative analysis of several variables. To complete the comprehensive view of the short chain, 6 significant projects were selected as examples of different types of short supply chains in Aranjuez and Madrid, representing "SSC Promoters" and also the “Asociación de Productores de la Huerta de Aranjuez”, formally constituted in 2014, was asked representing the productive sector. The Study Case and again the questionnaire were elected as methodological tools in a qualitative analysis. The questionnaires of this second phase of research contained short supply chain issues, as a general topic (short supply chain concept, strengths and advantages they bring difficulties for its development, key factors success) and also refered to the case of Aranjuez (consumer profile, factors involved in the purchase of vegetables, use of several types of short supply chains, relation with information and communication technologies (ICTs) and organic production or the importance of trust in short supply chains). It also contemplated aspects of multifunctional horticulture, such as the valuation of different activities (agro-tourism, educational, social or therapeutic horticulture) and consumer perception about horticultural activities as a source of welfare and satisfactor of human needs. To complete the vision of these two issues, SSC and MH, experts in the field of short supply chains and professionals working in the field of social and therapeutic horticulture were asked. The qualitative information provided, complements the study offering a new perspective in the value chain analysis, such as those relating to job performance, the difficulties encountered or training existing in our country in the field of social and therapeutic horticulture. The results of this second phase of research showed that: Short supply chains involve much more than simply reducing intermediaries and cover a wide range of types. The cases studied are mostly focused on ecological product and its operation is heavily based on the use of ICTs and the trust factor. In connection with the purchase of vegetables in the field of short supply chains, product quality, speed and freshness with which comes from the field to the table and products picked at its peak maturation, are aspects highly valued by the consumer. Activities in the field of multifunctional horticulture are positively valued by consumers, the most scored: the educational garden, therapeutic garden, followed by guided tours and tastings of vegetables from Aranjuez in restaurants. Horticultural activities were highly valuated as a source of welfare and satisfaction of human needs, especially those of healthy eating and connection with nature. To complete this summary, the main conclusions of the research are presented as follows: 1. The value chain approach has been adequate to meet the complexity and operation of the horticultural sector in Aranjuez from a holistic perspective. 2. La Huerta de Aranjuez has important strengths, underpinned by the quality of its soils and fame that keep their products, but also weaknesses. This implies low volume of production, which makes difficult the link with wholesalers and large retailers. 3. The shortening of the chain by short supply chains has been identified as a way of creating value in the chain. Opportunities exist to supply consumers from Madrid by short supply chains, however, methods that require greater organization or requirements of organic production are not yet developed. 4. Organic production could be a strategy to create value but is not generally being implemented in the production chain. 5. The peculiarity of the Huerta de Aranjuez favours the implementation of the multifunctional approach as a means of economic development. The results point to a possible demand for multifunctional horticulture that include educational, therapeutic and agro-tourism activities. There is a positive perception of the potential of horticultural activities as a source of welfare and satisfaction of basic human needs. 6. The implementation of business projects in the field of social horticulture are an interesting way to create value that has been highly valued in the short supply chain. 7. The field of Multifunctional Horticulture which includes educational, social and therapeutic aspects, forms a discipline with possibilities of development, which in research are seen as limited by the lack of professionals and access to adequate training in our country. The study of Short Supply Chains and Multifunctional Horticulture as strategies to create value in the case of the Huerta de Aranjuez has an exploratory character and largely qualitative in this research. Both concepts have revealed some complexity and require greater knowledge in various aspects for successful implementation. It opens therefore a field for future research to deepen in these areas.

Contribution of individual to collective brands

Traditionally, literature estimates the equity of a brand or its extension but it pays little attention to collective brand equity even though collective branding is increasingly used to differentiate the homogenous products of different firms or organizations. We propose an approach that estimates the incremental effect of individual brands (or the contribution of individual brands) on collective brand equity through the various stages of a consumer hierarchical buying choice process in which decisions are nested: “whether to buy”, “what collective brand to buy” and “what individual brand to buy”. This proposal follows the approach of the Random Utility Theory, and it is theoretically argued through the Associative Networks Theory and the cybernetic model of decision making. The empirical analysis carried out in the area of collective brands in Spanish tourism finds a three-stage hierarchical sequence, and estimates the contribution of individual brands to the equity of the collective brands of “Sun, Sea and Sand” and of “World Heritage Cities”.

Direct versus indirect channels: Differentiated loss aversion in a high‐involvement, non‐frequently purchased hedonic product

Purpose – This article aims to investigate whether intermediaries reduce loss aversion in the context of a high-involvement non-frequently purchased hedonic product (tourism packages). Design/methodology/approach – The study incorporates the reference-dependent model into a multinomial logit model with random parameters, which controls for heterogeneity and allows representation of different correlation patterns between non-independent alternatives. Findings – Differentiated loss aversion is found: consumers buying high-involvement non-frequently purchased hedonic products are less loss averse when using an intermediary than when dealing with each provider separately and booking their services independently. This result can be taken as identifying consumer-based added value provided by the intermediaries. Practical implications – Knowing the effect of an increase in their prices is crucial for tourism collective brands (e.g. “sun and sea”, “inland”, “green destinations”, “World Heritage destinations”). This is especially applicable nowadays on account of the fact that many destinations have lowered prices to attract tourists (although, in the future, they will have to put prices back up to their normal levels). The negative effect of raising prices can be absorbed more easily via indirect channels when compared to individual providers, as the influence of loss aversion is lower for the former than the latter. The key implication is that intermediaries can – and should – add value in competition with direct e-tailing. Originality/value – Research on loss aversion in retailing has been prolific, exclusively focused on low-involvement and frequently purchased products without distinguishing the direct or indirect character of the distribution channel. However, less is known about other types of products such as high-involvement non-frequently purchased hedonic products. This article focuses on the latter and analyzes different patterns of loss aversion in direct and indirect channels.

Brasília, capital-patrimônio: sinergia para o desenvolvimento

Brasília impõe-se como um interessante caso a ser estudado. Distingue-se de todas as demais cidades do Brasil (e talvez do mundo), mas, ainda assim, reflete a quase totalidade das complexas questões que atingem qualquer grande cidade. A análise de seus processos de patrimonialização e de gestão territorial-patrimonial revela riqueza e singularidade históricas, além de revelar contradições e alta complexidade. O presente ensaio, de cunho teórico-exploratório, propõe-se a analisar o Plano de Preservação do Conjunto Urbanístico de Brasília – PPCUB, projeto de Lei Complementar proposto como política pública de proteção do patrimônio urbano, em busca de relações e conexões entre o contexto sociopolítico de construção da cidade ideal, seu desenvolvimento real e sua consagração como Patrimônio Mundial. Apenas por meio da sinergia de interesses e da ação conjunta dos diversos atores/agentes envolvidos na dinâmica urbana será possível transformar a excepcionalidade e o valor universal em acessibilidade territorial e valor local, dois pilares do desenvolvimento.

Economic and climate change pressures on biodiversity in southern Mediterranean coastal areas. MEDPRO Technical Report No. 24/February 2013

This paper establishes and measures key biodiversity and ecosystem health indicators and the number of world heritage sites in coastal areas at global level. It then estimates – econometrically – the indicators’ influence on the provision of tourism values through the marine ecosystem function as a harbour of biodiversity, and as a provider of amenity values and marine cultural identity. The report then focuses on the MEDPRO region, providing some estimates of the potential impact of climate change on these services for a given temperature increase scenario. Finally, the effect on ecosystemrelated tourism is computed for the four MEDPRO social economic scenarios. The analysis is enriched by some quantification of the potential costs of adaptation.