UGB301 Dissertation
TOURISM
INDUSTRY OF GREECE
(GREEK ISLANDS
By John Bubaris
Declaration
‘ No component of the work referred to in this project
has been submitted in support of any application for another qualification for
this or any other University or Institute
of Learning
Signed and Date
SYNOPSIS
Tourism is Greece
CONTENTS
CONTENTS
INTRODUCTION
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1.0 LITERATURE REVIEW
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1.1 Defining tourism
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1.2 Significance of tourism
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1.3 Greek Tourism Analysis
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1.3.1 Tourist Development
in
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1.3.2 Economic and Tourism
development of the Greek islands and Coastal line areas
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2.1 Greek statistical data Analysis
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2.1.1 General
tourism characteristics Analysis
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2.1.2 Tourist characteristics Analysis
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2.2 Prospects of tourist industry and alternative forms of tourism
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2.2.1 Prospects of Greek tourist industry
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2.2.2 The changing
face of tourism – Alternative forms of tourism
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2.3 Marketing Analysis
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2.3.1 Tourism marketing concept elements and
principals
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2.3.2
SWOT analysis of Greek tourism
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2.3.3
Objectives and elements of a marketing strategy for the Greek islands and the
Coastal line areas
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3.0
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4.0
CONCLUSION
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5.0
REFERENCES - BIBLIOGRAPHY
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INTRODUCTION
This study is divided into three chapters, and each chapter is divided
into parts. The first part of the literature review defines tourism and outlines the significance and
importance of tourism using material of classic text. Produces different
definitions of Tourisms and help us to understand Tourism as an International
Phenomenon, as well as the Tourist product itself. We also discuss the political significance, educational
significance, cultural significance and economic and social significance of
Tourism.
The second chapter consists of a data analysis part, that tries to analyze and appraise the current situation
of the Greek tourist industry and in detail produces a statistical analysis
which shows the market structure, the types of holidays, the holiday facilities
and the different types of tourists in Greece
The second part of this chapter focuses on the prospects and new trends of the Greek Tourist industry and on
the different strategic objectives and
planning initiatives necessary for a competitive tourist industry. It is a
fact that tourism is fundamental to the Greek economy and revenue from the
industry helps to offset an otherwise adverse balance of payment because of the
absence of heavy and competitive industry and the present and unfortunately
long-lasting crisis in the shipping industry. Bearing in mind and despite the
ever-changing tourist environment (strong euro, weak British sterling and
American dollar) the future of the industry is optimistic and the forecasts
favorable but pitfalls are always there.
It is also tried to give a
picture of the changing face of tourism in Greece
The next chapter includes a
marketing analysis and planning, that focuses on the characteristics of the
Greek islands and Greek coastal line,
using the information, data and analysis of the previous chapters.
The third chapter includes a case study that is based on a Greek Island
of the Aegean called Chios . A brief
description of the island is carried out, followed by the analysis of the
tourist dependability the island
has, making tourism very profitable
for the local companies. The islands
strengths, weaknesses, opportunities and threats are presented conducting a
SWOT analysis and finishes with a conclusion summarizing what the case
study was about in essence.
Finally the conclusion
summarizes the main points of all chapters and outlines the different factors which are very important and which
dictate the tourism development in Greece
1.0 LITERATURE REVIEW
The first
chapter of the project defines tourism and outlines the significance and
importance of tourism. Produces different definitions of Tourisms and help us
to understand Tourism as an International Phenomenon, as well as the Tourist
product itself. We also discuss the political significance, educational
significance, cultural significance and economic and social significance of
Tourism.
1.1 Defining
Tourism
In a project dealing with
tourism, it is sensible to begin by defining Tourism, before we go on to
examine the different forms which tourism can take and the statistics related
to it. In fact, the task of defining tourism is not as easy as it may appear
and can be rather confusing and complicated.
While it is relatively easy
to agree on technical definition of particular categories of tourism or
tourist, the wider concept is ill-defined. Firstly, it is important to
recognize that tourism is just one form
of recreation, along with sports activities, hobbies and all of these are
discretionary uses of our leisure time. Tourism usually incurs expenditure,
although not necessarily so. A cyclist or a hiker, out for a camping week-end,
carrying his own food, may contribute nothing to the tourism revenue of a
region.
Tourism
is further defined as the movement of people away from their normal place of
residence. But again, we must specify how far people
must be expected to travel before they can be counted as tourists.
One of the first attempts
to define tourism was that of Professors Hunziker and Krapf of Berue
University. They said that tourism should be defined as "the sum of phenomena and relationships arising from the travel
and stay of nonresidents, in so far as they do not lead to permanent residence
and are not connected to any earning activity". This definition helps to distinguish
tourism from migrating, but it makes the assumption that it must necessarily
include both travel and stay, thus precluding day tours. The
weakness of this definition is that it appears not to include business travel,
because it is connected with an income activity, even if that income is not
earned in the destination country.
In 1937 the League of Nations recommended a definition of "tourist" as
one who travels for a period of 24 hours or more in a country other than that in which he usually resides.
This was held to include persons traveling for pleasure, domestic reasons or
health, persons traveling to a meeting or on business and persons visiting a
country on a cruise level (even if for less than 24 hours). The principle weakness here is that it
ignores the movement of domestic tourism.
At the United Nations Conference on International Travel and Tourism,
held in Rome in 1963 they considered
recommendations put forward by the IOUTO (now the World Tourist Organizations)
and agreed to the term "visitors"
to describe "any person visiting a
country other than that in which he has his usual place of residence, for any
reason other than following an occupation, remunerated from within the country
visited”.
This definition was to
cover two types of visitors.
a) Tourists who are classed as temporary
visitors staying at least 24 hours, whose purpose could be classified as
leisure (whether for recreation, health, sport, holiday, study or religion) or
business, family, mission or meeting;
b-) Excursionists, who are classed as
temporary visitors staying less than 24 hours, including cruise travelers but excluding
travelers in transit.
A working party for the
proposed Institute of Tourism in Britain (now Tourism Society) attempted to
clarify the concept and reported in 1976: "Tourism is the
temporary short-term movement of people to destinations outside the places
where they normally live and work, and activities during their stay at these destinations; it includes movement for all purposes, as
well as day visits or excursions."
This broader definition was
reformulated slightly without losing any of its simplicity at the International
Conference on Leisure - Recreation - Tourism, held by the
Tourism Society in Cardiff
1.2 Significance
of Tourism
Tourism brings together
people of different countries and backgrounds, has a political significance, educational significance, cultural significance
and economic and social significance. The degree of significance achieved
depends on the opportunities offered to tourists to meet freely with nationals
of the host countries and the ability to converse in the relevant languages. In
the ideal situation, tourism enhances awareness, knowledge and ultimately understanding
between people of different nationalities. The importance of tourism was
underlined by the United Nations resolution that "Tourism is a basic and most desirable human activity deserving
the praise and encouragement of all people and all governments."
In creating a better appreciation of other people's ways of life and
institutions tourism may create goodwill for a country. Each year many tourists
travel to participate in particular events ranging from congress to athletic
events. Their visits also provide opportunities to improve co-operation as well
as to project an image of a country to the outside world.
When traveling away from
home, tourists come into contact with the places they visit and with the people
living there and social exchange takes place. Their presence and their social background
affect the social structure and way of life at the destination. Tourists are in
turn affected by the experience and often carry back home with them new habits
and a new outlook on life.
Tourism has an educational significance. In the widest
sense it has altogether beneficial effects which bring contact between people
of different races and nationalities. In a narrower sense, much tourist
activity takes the form of study trips and attendance at courses and conferences
with specified educational aims in view.
Tourism is often accompanied by cultural
exchanges and by cultural enrichment of those who travel as well as those at the receiving end. Cultural factors
attract tourists to destinations - architecture, historical monuments and birthplaces of famous people- are
some places visited by tourists;
festivals and exhibitions rely heavily on visitor traffic for their
audience and attendance.
In bringing together people
of different backgrounds from different countries it therefore has a political and social significance. But the
manifold significance of tourism does not arise only when people visit other
countries. Internal, domestic tourism promotes similar interaction, between
people and places to that knowledge and awareness which may enhance
understanding.
The main economic significance of tourism - thus money earned in places
of normal residence is spent in places visited - is common to all tourism, whether international or domestic. Each year vast sums of money are
transferred from the economies in which they are earned, to economies in
receiving areas where they provide a source of income, a means of livelihood
and amenities for the resident population. The outstanding economic effect of
tourism lies in the purchasing power generated in receiving areas through the
expenditure of visitors who tend to spend at a much higher rate than when they
are at home. The flow of money generated by tourist expenditure finds its way
into the overall economy of the tourist destination as the money is turned over
and re-spent.
But international tourist
expenditure introduces an additional aspect of economic significance as
countries which are separate political and economic entities have to balance
their transactions with the rest of the world. International tourism, therefore, enters into the balance of payments
accounts of individual countries and is of major significance in international
trade for countries which generate tourist traffic, it represents an import in
much the same way as do the importing of merchandise. For countries
receiving tourist traffic, it represents an export in much the same way as do
the exports of merchandise. Globally,
tourism constitutes a major item in the world which has shown a much faster
rate of growth in recent years than world trade in goods. Tourism as a source
of employment is particularly important for areas with limited alternative
sources of employment .as is often the case in non-industrial areas like
Greece, deficiencies in natural resources other than diverse and scenic
attractions.
In addition to being a source of income and employment, tourism is
frequently a source of amenity for the resident population of the tourist
destination. The provision of income,
jobs, and amenities for the resident population may be regarded as the main
three beneficial effects of tourism which applies to a greater or lesser extent
to any tourist destination.
They are of particular
significance to developing countries
like Greece
1.3 Greek Tourism Analysis
This part tries to analyze and appraise the current situation of the Greek tourist
industry and in detail produce a statistical analysis which shows the market
structure, the types of holidays, the holiday facilities and the different
types of tourists in Greece
1.3.1 TOURISM DEVELOPMENT IN GREECE
In Greece 210.000 in 1956 were
increased to 8.351.000
in 1988 and to 18,754,593 in 2007.
The 85% of the tourism movement takes place on May-October while the full
months, when the 50% of the tourists visits our country, are July, August and
September which demonstrates intensively the seasonal characteristic of tourism in Greece Greece
come mainly from Europe and especially, from
countries of the European Union (Germans and British) and, in a smaller
percentage, from N.America. Thus, we notice the dependence on the international tourism in our country. The main
tourism destinations are: Rhodes, Corfu, Crete, Calchidiki, Mikonos and
Santorini as well as Attica (Athens
The large number of islands, the archaeological and
historical sites in combination with the excellent weather conditions,
constitutes some of the most important elements of Greek tourism, which have played a significant role in the country's
effort to attract more international tourists and establish Greece
Despite all problems, however, tourism has managed to
put Greece in the list of those host countries, which attract the greatest
numbers of international tourists and receive the largest revenue from tourism
while its contribution to the gross national product is approximately between
and 10%, and to the domestic product approximately 14%.
1.3.2
ECONOMIC AND TOURISM DEVELOPMENT OF THE GREEK ISLANDS
Geographically, the
numerous Greek islands have their own particular characteristics. It would be
no exaggeration to support the view that insular Greece Greece has 227 inhabited islands in all, 164
of which are in the Aegean Sea . According to
the official census of the National Statistical Organization of Greece, in 1991
only 78 of these islands were inhabited by more than 100 people and 1600 Km coastal line.
Despite the fact that
there has recently been a growing concern about the economic development and
modernization of the country’s regions, it cannot be supported that
considerable accomplishments have been made toward that direction. Especially
for the islands, it should be pointed out that the effort for their economic
development and growth has always focused on tourism, mainly due to an
inability to expand present economic activities or develop new ones.
The Greek islands of
the Aegean Sea and the Ionian Sea and the
coastal line areas have undoubtedly set quite significant tourism goals and are
greatly attractive to tourists. The
tourism development on those areas is of two kinds, there are those , such as
Crete, Rhodes, Chalkidiki and Corfu, which seek to attract tourists, package
tour buyers, and others which seek to attract individual tourists, non package
tour buyers, travelling usually from one island to the next, from one place to
an other.
Undoubtedly most of the Greek islands should develop new economic
activities wherever possible, as well as alternative
forms of tourism, which can contribute to strengthening their economies and
generally to a further economic development and evolution. Those islands,
however, which have a limited economic activity and no possibility of
development or expansion, should focus on a tourism development within their
limits.
2.0Research Methods – Analysis and
findings
2.1 GREEK TOURISM
STATISTICAL DATA ANALYSIS
2.1.1 General Tourism Characteristics analysis
1) Entry Points analysis
The statistical data by G.N.T.O
(Greek National Tourist Organization) was carried out at the Greek airports, the Greek seaports, the road
crossing points and the train stations. In
this way, the survey covered all those tourist who came to the country by air,
by sea, by train and by road.
Of the total tourist in 20007 68,51% (in 2006 71.76%) came by plane, 24,86% (in 2006 21,45) by road, 6,09 (in 2006 6,30) by boat and the remaining 0,54% (in 2006 0,49) by train.
The airports of Athens and
Iraklion showed the greatest amount of traffic (22,10% and 11,91% respectively). Next in
order of magnitude were Rhodes (7,91%) and Corfu (4,79%).
2) Foreign tourists by nationality and country of permanent residence
analysis
Arrivals from Europe ,
which holds the biggest share of the tourist market (92.7%), showed an increase
by 9.9% in comparison with 2006. Arrivals from the European Union increased by
20%. This growth arises from the fact that the total of the European Union
includes for 2007, the two member states, Bulgaria
and Romania UK (15%), Germany
(12.9%) and Italy Bulgaria
(62.4%) and Romania Germany and UK , a remarkable increase by 5.9% in Netherlands and a reduction by 2.6% in Italy America (12.9%) and remarkable reductions in Asia
(-6.1%), Africa (-9.3%) and Oceania (-6.1%).
3) Purpose of visits
(Principal reason) analysis
Holidays, business or visiting friends and/or
relatives are the main factors which decisively influence the decision of
travel. The survey data suggests that 83% of tourists came to Greece
Business as an exclusive reason for visiting Greece
4. Type of accommodation analysis
The survey showed that 63% of all tourists stayed in hotel-type accommodation (this included
apartments). 29% in villas, rented rooms and campsites, 4% with friends and relatives
and the remaining 3% in other places (ship, under the stars, etc. etc,) and 1% were transit passengers.
Foreigners' preferences
with regard to class of hotel showed 33% opting for luxury (five star and Ά’ class hotels), approximately 30% for intermediate class hotels and the remainder for lower class hotels.
In terms of nationality, 58% of the British stayed in hotels and the rest in villas, rented rooms and
campsites. Of the British who stayed in hotels, 32% chose luxury and 'A' class hotels and 26% chose intermediate class hotels.
A significant percentage 13%) stayed in furnished apartments while 10% plumped for villa and country houses.
5) Average duration of stay analysis
In calculating the length
of stay in Greece Greece
The average duration of
stay has risen by approximately 1.5 days over the last 6 years. This is because over this time period the number of tourists
arriving on charter flights has increased and most of them stay for more than 13 days. The length of stay varied according to nationality, thus 53% of British, 48% of Norwegians, 47% of Swiss and 38% of Germans stayed in Greece
6. Average expenditure per
person in € analysis
During his stay in Greece
It is interesting to look
at the average daily expenditure by nationality. Below, I present the
percentage of the various nationalities, average length of stay, per category of average daily expenditure and expenditure per stay.
Average Length of Stay
|
Expenditure (€)
Per
stay per day
|
||
France
|
10,5
|
831,4
|
78,8
|
Netherlands
|
9,3
|
884,6
|
94,9
|
Germany
|
11,5
|
864,6
|
75,4
|
Italy
|
11,2
|
1.027,2
|
92,0
|
United Kingdom
|
11,9
|
843,4
|
70,8
|
Ireland
|
13,5
|
1.143,7
|
84,6
|
Denmark
|
8,9
|
706,8
|
79,3
|
Greece
|
12,8
|
554,2
|
43,2
|
Belgium
|
8,7
|
824,2
|
94,3
|
Norway
|
11,1
|
796,9
|
71,9
|
Sweden
|
8,9
|
571,7
|
64,2
|
Finland
|
7,3
|
515,7
|
70,7
|
Austria
|
9,9
|
794,0
|
80,1
|
Switzerland
|
9,2
|
853,8
|
92,9
|
Russia
|
11,3
|
1.067,8
|
94,7
|
United States Of America
|
21,5
|
997,4
|
46,4
|
Israel
|
5,7
|
475,8
|
83,4
|
Other Countries
|
12,5
|
882,0
|
70,4
|
2.1.2 Tourists’ Characteristics Analysis
1) Gender and age analysis
The distribution by gender of the surveys
respondents showed 9% imbalance in favors of the
men. Thus, out of the total number of respondents, 54·5% were male and 45.5% female. The distribution by age
statistics shows the 16-25 and the 26-40 age brackets predominating with 32% and 38% respectively.
The distribution by gender and age produced a different picture, 41% of male respondents were in
the 26-40 age bracket, whereas 30% were aged 41 to 65. Conversely, 33% of women were between 16 and 25 years of age, while 36% were between 26 and 40 years.
2)
Occupational Grouping
analysis
In the analysis of the occupation groupings,
use was made of the international double digit coding system to identify
particular types of occupations. More specifically, the following occupational groupings were used:
particular types of occupations. More specifically, the following occupational groupings were used:
Groups
|
Occupation
|
0
|
Engineers,
Chemists, Teachers, Agronomists, Doctors,
Lawyers, Economists, ·Accountants, Journalists, Artist (Commercial, applied and fine arts). |
1
|
Managers and Senior Cadres (In public authority organizations and
businesses).
|
2
|
Office employees (In the
Civil Service organizations and businesses).
|
3
|
Traders and sales people.
|
4
|
Students
|
5
|
Unspecified professions.
|
6
|
Those engaged in the
communications sectors (Seamen, Airline personnel, road and rail transport
workers, Post Office and telephone workers, etc., etc.)
|
7
|
Craftsmen (and blue
collar workers).
|
8
|
Those employed in the service industries (Barbers, photographers, hotel
staff, etc.)
|
9
|
Other unclassifiable occupations (Armed Forces, etc)
|
37% of the British tourists fall into Group Ο (Engineers and professionals) and 14% into Group 4 (Students). This means that more than half of the total number
of tourists visiting Greece
3) Tourist preferences by occupation and type and class
of accommodation analysis
The results of the survey showed 37% of the managerial class stayed in four star
hotels, whereas 21% stayed in five star hotels. Students, not unexpectedly, showed a marked
preference (39%) for pensions, hostels, boarding houses, rented
rooms and campsites.
A' Class hotels absorbed 33% of those respondents who
did not specify professions (groups) and 28% of trade and sales people.
34% of office staff, craftsmen and laborers
stayed in intermediate class accommodation, whereas the respective figure for
those in the engineering sector, the professional and the Civil Service was 31%. Of the self-employed, 7% stayed with friends and
relatives, while 5% of those engaged in the transport and
accommodation industry stayed in other forms of lodging (ships, etc.)
4) Cost of stay analysis
More than half (55%) of all the tourists polled
come to Greece on a packaged holiday. 66% of the
British asked to comment on the cost of their stay in Greece found it
reasonable and within their budget, 25% thought
it low (cheap) and only 5% found
it high (expensive).
5) Reasons
for choosing Greece
The climate and the classical sights were the principal reasons (75%) given by British queried for choosing Greece
6) Publicity
media and other factors influencing tourists' choice of Greece
An analysis of the data
shows that 32% of the tourists visiting Greece Greece go home
satisfied and recommend Greece
The second most important
source of information was travel agents,
who influenced 40% of the British.
Publicity (Newspapers, magazines, radio, Internet etc.) acquainted 49% of all British with Greece
Finally, 17% had heard about Greece
7) Places visited and stayed at analysis
The statistics say, 33% stayed in the greater Athens area, (Athens , Piraeus , Attica
coasts, Saronic Gulf
Island Corfu excepted) 17%. The Cyclades 14% and Corfu
14%. The favorite destinations of the
British continues to be Corfu (40%) followed
by Rhodes (26%), Crete (19%) and the Athens
8) Tourist Mobility within Greece
As regards tourist mobility during the period of the survey, the
following was observed: Every tourist
polled on average visited and stayed in 1.5 places. More specifically 66% of the tourists visited and
stayed in only one area, 19% stayed in two and the remaining 15%' in three and more than
three areas.
In terms of nationality, 87% of the British stayed in one area. This
virtual immobility on the part of the British is due to the fact that as the
majority of British holiday makers come to Greece
Following the British in
the immobility stakes are the Japanese (85%) the Norwegians and the Swedes (84%), the
Yugoslavs (77%) and the Austrians with (72%). Finally, more than one area
was visited by the Spaniards (72%), the Canadians (70%), the Americans (64%), the French (62%), the Italians (52%) and so on.
9) Previous visits analysis
58% of the tourists surveyed
were visiting Greece for the
first
time since a 2007,
whereas
the remaining 42% had been to Greece Greece
Of the tourists who had
visited Greece
The greatest number of repeat
visits to Greece was made by
the Yugoslavs, of whom 66% had visited Greece
Following them, in terms of
% of the total number of a
country visitors were the British (53%), the Austrians (50%), the Swedes (45%),
the Germans, Swiss and Dutch with 44% and so on.
10)
Foreign Tourists'
Impressions analysis
Judging by the answers given to the relevant questions, as well as the
opinions and impressions noted by the respondent, it appears that a large
majority (67%) had no complaints about Greece
The complaints registered
were diverse to categorize neatly. However, the most frequent complaint had to do with the hotels breakfast, the state of some public facilities, generally
toilets in railway stations and elsewhere, dirty beaches, etc. Dissatisfaction was also noted with the poor condition of the means of public transport,
delays, a lack of consistence in tour operator and travel agencies'
arrangements and museum opening times.
2.2 Prospects of the Greek tourist
industry and alternative forms of tourism
The next part of the
project focuses on the prospects and new
trends of the Greek Tourist industry and on the different strategic objectives and planning initiatives necessary
for a competitive tourist industry.
A picture of the
changing face of tourism in Greece
The
major goals of Greek tourist policy are the creating of a competitive and
efficient tourist industry and the balanced development of tourism in relation
to other sections of the economy.
Some
of the strategic aims that policies should be aiming to include:
·
Increased competitiveness.
·
Upgraded services.
·
Introduction of incentives
to encourage the development of new poles of tourist attraction.
·
Reshuffling of tourist
supply and demand to new outlying areas
·
Protection of cultural
environment. .
·
Ending development in
saturated areas.
·
Extending the tourist
season.
·
Promoting of new forms of
tourism.
·
Strengthening of domestic
and social tourism.
·
Updating the legislative framework governing the
tourist sector.
·
Reorganization and
decentralization of the national tourist services.
·
Education and training of
tourist personnel.
·
The intensification of
advertising, promoting tourism both within Greece
It is obvious that the
above strategic aims that policies reflect an attempt to confront problems
already existing in Greek tourism which are related to the seasonal and
regional distribution of demand, the
rendering of services and the way that tourist sector is organized and run.
Mechanisms for making these
goals a reality take the form of legislative and economic measures referring to
administrative organization, incentives to stimulate private investments and
tourist development projects.
The European and national guidelines regarding tourist development
provide the general framework for reinforcing investment in the tourist
sector. The number of investments coming under this framework in the past decade is considered more than satisfactory.
European and national incentives and the Greek banking system offer
support to such investments.
As far as these provisions
are concerned, the G.N.T.O. (Greek
National Tourism Organisation) feels that investments should be
directed at:
·
Strengthening tourist
establishments which contribute to the development of special forms of tourism
·
Enriching facilities
offered (supplementary cultural installations etc.)
·
Boosting frontier
districts.
·
Encouraging the creation of
tourist enterprises by local authorities and organizations.
·
Discouraging the creation
of new
sites in saturated areas through
the denial of applications or withholding of financing.
·
Incentives to convert
traditional building into tourist accommodation.
·
The awarding of loan should
also depend on the viability of the units, the suitability of the enterprises
and the usual criteria employed to evaluate tourist investments.
2.2.2 THE CHANGING FACE OF TOURISM – ALTERNATIVE FORMS OF
TOURISM
Tourism seems to be changing as far as the demands of world tourism is concerned. The tourist-consumer is no longer satisfied simply with the lure of hot sun and clean seas and is steadily moving towards other ways of spending his/her spare time.
Under these circumstances,
the contemporary tourist industry has no choice but to start to exploit new
possibilities and to promote options that have been overlooked in the past,
such as alternative forms of tourism that focus on interest in ecology, rural
life, education, culture, history,
mountaineering and so forth.
In Greece
In
doing so, the policy makers on tourism must aim to:
·
Offer foreign tourists
higher quality holidays, that recreation will give them the chance to establish
a more positive contact with natives as well as a closer and substantial
acquaintance with the Greek people, their customs, way of life and traditions.
·
Contribute to the
preservation of the natural and cultural heritage of the country,
The development of alternative forms
of tourism is the answer to the above question. The different parties involved in Tourism
development such as the state, tourist agencies and the tourist business have
come to realize that alternative tourism is an industry in the sense of a
modern activity, deliberately organized with the aim of producing a marketed
product.
The
most central element is probably community participation, which is felt to be a
prerequisite for the sustainability of all tourism projects. The positive
development is furthermore enhanced by the fact that local people are becoming
increasingly aware of the dangers posed by environmental degradation.
Tourism should be promoted only in so far as it brings
the host population the desired economic benefits, above all in the form of
incomes and jobs, where this benefit is of a durable nature and does not have
an adverse effect on the other qualities of life. A successful tourism program
must furthermore bring direct assistance, contribute to the well being and
improve the quality of the life of the population involved.
The special and
alternative forms of tourism may be developed in Greece are analysed below with
some of the prerequisites – strategic aims, which should be in force in order
these alternative forms of tourist materialised and produce results.
a) Ecological tourism
Common features of all the special alternative forms
of tourism are the possibility for their harmonious integration into the
environment and their emphasis on the human factor. To be more specific, the
development of ecological tourism provides is the promotion of Greece
Furthermore, within, the framework of a program of Ecological tourism,
the
creation of a Centre for Ecological Research in places of Ecological interest will assist both research and education, in addition to tourism, by attracting groups from universities and other organizations with special interest in ecology and the environment.
creation of a Centre for Ecological Research in places of Ecological interest will assist both research and education, in addition to tourism, by attracting groups from universities and other organizations with special interest in ecology and the environment.
Obviously, Ecological
tourism is also directed at serving many other groups of tourist, such as nature lovers, mountain climbers and
others with similar educational motives.
It should be noted the specific regions of natural beauty especially the
mountainous ones and the islands face serious economic and demographic
problems. The upgrading of these regions for tourism will end their long
lasting isolation and will help to bring about a rise in their standard of
living, creating the preconditions necessary for the returning of younger
people by creating successful business in tourism.
Also enormous are the
possibilities of promoting hiking as a form of tourism that respects and
enhances the environment. This activity has not been explored in Greece
The G.N.T.O (Greek National
Tourism Organisation), the Ministry of Agriculture and non-profit making groups (excursion clubs, mountaineering
associations) can seek ways of developing and promoting ecological tourism.
Strategic aims:
Ö Providing
special installations to develop 'active' holidays' with specific activities,
like bird-watching, mountain-cycling, trekking, kayaking, canoeing;
mountaineering; hang-gliding; skin-diving; snorkelling etc.
Ö
Discovering
'virgin' areas which have not enjoyed high tourist development as yet.
Ö
Planning, promoting
and projecting special nature-exploring routes.
Ö Providing
promotion activities (e.g. guide-material) of tourist areas of an ecological
dimension.
Ö Defining
and completing routes (paths, road-marking, signposting, observation posts, mountaineering
shelters).
Ö Showing
respect for and providing protection of local and environmental
infrastructures.
Ö
Forming an
institutional framework to encourage environmental training initiatives.
b) Rural tourism – Agrotourism
One of the focus points of
Greece’ s tourist policy in the last twenty years has been to come to terms with the problem of seasonality, the
geographic redistribution of tourist mobility and the promotion of new regions.
One way that can be achieved is by focusing on the development of alternative forms of tourism and rural tourism falls under this heading.
Agroturism has a long
tradition in Greece Epirus ),
Fetra (Mitilini), Pirgi (Chios), Western Crete and other parts of Greece
In June 1984
saw the start of the first Women's Agrotourist Co-operative in Petra
on the island
of Lesvos
The three most important women's
Agrotourist Co-operatives are in Mitilini, in Chios and in the village of Ambelakia
in Thessaly .
They contain a total of 419 beds (280 in Petra ,
55 in Ambelakia and 64 in four villages in Chios ).
Strategic
aims:
Ö Accomplishing a
traditional standardisation of agricultural produce and creating permanent
exhibits of biological products.
Ö Providing
boarding accommodations, local cultural activities, outdoor activities,
information to tourists.
Ö Reviving
traditional settlements, old mansions and restoring traditional buildings.
Ö Reorganising
domestic traditional activities, like: stock-breeding; dairy produce;
production-standardisation of traditional pastries; traditional handicrafts
(woven, needlework items etc.)
Ö Showing
understanding and being sensitised in respect of the value of nature, its
resources and of how it should be protected.
Ö Creating 'green packages of tourism' on the part of
tour operators.
c) Cultural and
Educational Tourism
The development of cultural
tourism is another primary target with a framework of the special incentives
introduced to promote a series of cultural related activities. It involves the
creation of programmes of guided tours of museums and archaeological
sites etc. For this program to succeed, the co-operation of the Guides Union, Travel Agents with G.N.T.O. (Greek National
Tourism Organisation), is essential. These may also include cultural
foundations abroad,
cultural
associations and schools where Greek history
and archaeology are taught, promotional admissions to archaeological sites and museums for groups
from classical secondary schools and free guided tours by foreign and Greek
university professors of archeology and guides.
Strategic
aims:
Ö Organising Greek language and literature courses as
well as cooking, wine, local handicraft and embroidery courses.
Ö Creating
cultural participation, exchanging experiences, setting up new cultural,
activities, participating in theatrical performances.
Ö Participating
in scientific research schemes in archaeological sites as well as in museums.
Ö Defining and
planning historical and cultural routes or paths.
Ö Compiling
cultural projects (i.e., concerning students from foreign universities or/and
colleges; excursions of foreign schools) and providing cultural experiences
(i.e. projects of training on and acquainting with cultural heritage,
developing co-operation networks).
Ö Protecting,
utilising, reforming, restoring and intervening in monuments and sightseeing
spots, archaeological sites etc.
Ö Renovating
remarkable public buildings and creating 'museum-styled' premises.
g) Spas
Strategic
aims:
Ö Creating
special facilities (balneotherapy; thalassotherapy, mud-bath therapy, spas),
especially, there where thermal spas exist.
Ö Renovating
and expanding already existing thermal spas.
Ö Providing
upgraded services, specialised medical personnel and staff supporting thermal
spas.
h) Marine tourism
Modern forms of marine tourism include:
Cruises, that have already developed over a number of
years in Greece
Yachting, the development of which strengthens parallel activities
in the economy, such as shipyards.
Sea and Under-water Activities The Greek under-water scene, with its wealth of archaeological resources represents a pole of
attraction to both Greek and foreign
divers, whether they are scientists
or sightseers. It should be pointed out that because of the need to protect
our submerged antiquities and marine life, the use of aqua lungs is permitted
only in certain specified areas. Under-water fishing with spear guns is allowed
everywhere, provided that fishermen are not equipped with aqua-lungs.
Strategic
aims:
Ö Introducing
activities promoting sea tourism.
Ö Reinforcing
the organisation of daily sea excursions, cruises, sightseeing by private and
chartered vessels and regattas.
Ö Increasing
fishing shelters.
Ö Organising
sea sports.
Ö Offering
facilities and services in marinas and providing quality facilities and
services at competitive prices.
Ö
Reinforcing coastal connections.
Ö
Constructing
enhancement projects at the already existing harbours.
i) Nudism
As part of the campaign to
promote and develop special forms of tourism, a law was passed authorizing
nudism in organized nudist centers. This law provides for both the founding of
new nudist centers and the
transformation of existing tourist units into such centers.
j) Tourism for the handicapped
and third age
Another type of specialized
tourism that Greece
A characteristic element of Greek regions is the
harmony between the natural scenery and the region’s spiritual and cultural
tradition. One of the main factors behind the deterioration and threatened loss
of this harmonious environment, natural and spiritual, is the dominant form of
mass tourism.
To deal with this problem, it is important:
-
To develop alternative tourist models, compatible with
the social, cultural and environmental character of the Mediterranean area.
-
To situate tourist movement within a wider strategy of
continuing development of the rural and island areas.
2.3 Marketing analysis
This
chapter discusses a marketing analysis and planning, that focuses mainly on
the characteristics of the Greek islands and Greek coastal
line,
using the information, data and analysis of the previous chapters.
2.3.1. TOURISM MARKETING
CONCEPT, ELEMENTS AND PRINCIPLES
If
we examine specialized bibliography we find a series of arguments, views,
directions regarding Tourism Marketing, destination marketing, rational
strategy Marketing development and setting aims.
Kotler (1993) discusses Tourism Marketing, and in
particular about product positioning,
states that positioning of a tourism product is the method used to define it in
the minds of potential consumers, based on important for them product
characteristics and in relation to competitive products. He goes on, saying that
consumers are overtaken with information about products and services and in
their need to simplify the decision process they «position» the products and services in their minds.
Rational application of marketing principles does not
allow products to be left to chance. «A tourism destination can be seen as one
of tourist industry’s products. It is a uniquely complex product, composed of,
among other factors, area climate, infrastructure and superstructure,
services, natural and cultural characteristics as well as image». (Telisman –
Kosuta, 1989).
Mayo (1973), who studied the image of destination
areas in conjunction to traveller behaviour, argued that the image of an area –
destination is principle factor when we choose a destination. Furthermore, he noted that
what matters more is not the truth in the image presented but
what hold true in the mind of the customer – tourist.
Products have personal and social significance for the
buyer. Thus, under the image each potential tourist has for a country underlies
a bundle of motives. It could be said that the relation and the sum of these motives
define the central motivation matching the image held by each destination,
forming a particular behaviour by the potential tourist and urging the buying
decision.
Given the fact that each potential tourist could represent
a unique market segment – target, due to various needs, motives and wants
(Kotler, 1993) we understand the segmentation of the market based on criteria
beyond those used for the traditional approach (such as age, gender,
geographical origin etc).
In regards to setting objectives, these are usually a
combination of what we want and what choices we seem to have after analyzing
the external and internal environment.
Outside the specification of some economic objectives
we should not neglect Marketing objectives such as the selection of particular
target - markets, product improvement, market expansion,
creation of new products, buyer – tourist information etc. In regards to strategic choices, these should
vary in relation to the objectives set by each destination or tourism enterprise.
Despite all this, the basic elements
making up the Marketing strategy are defining the area of action, defining the
source works, target groups, product policy, pricing, distribution and
promotion.
In the next section it will be attempted to define objectives and
strategy directions for the island and coastal regions of Greece
2.3.2 SWOT ANALYSIS OF GREEK TOURISM
The knowledge of the tourism product, organized
exploitation, market identification, recognition of customer – tourist needs
and characteristics, forecasting’s are the basic elements of a complex procedure of
Tourism Marketing.
Marketing is the means used to find the methods needed
to attract and approach the consumer – tourist and the tourism market in general.
It is also the means allowing a public or private organization to gain control
and gather information on the sum of factors of the product being offered as
well as its productiveness.
The characterists and the
evolution of the tourism sector
require methodical approach on Marketing concept, which could be defined as
«the systematic and coordinated adaptation of tourism industry policies as well
as individual and government tourism policy in local, regional and
international levels, providing maximum satisfaction to the needs of specific
groups defined as consumers, gaining a profit at the same time» (Krippendorf,
1972).
Among all the definitions of Marketing this one has been chosen intentionally, because it mentions all the necessary combinations of
actions of all parties.
Tourism activities in Greece
Mentioning Marketing above and having already defined
my thinking process I shall continue using its context and structure to
establish firstly a framework for any advantages – disadvantages of the
regions under examination as well as present any possible opportunities for
development or related threats. After this, and always within a marketing
oriented perspective I shall define the objectives and the strategic
directions using rationale based on positioning, image, target - markets, competitive
advantages, benefit segmentation etc.
In this way I shall attempt to prove the possibilities
offered by comprehensive Marketing approach, not restricted in strategic
planning but also in regards to classification, grouping and thus evaluation of
data of the previous chapters.
Basically, the above
mentioned discussion framework, of strengths – weaknesses, opportunities –
threats is S.W.O.T. analysis, one of the main elements of Marketing Strategic
Planning.
Each country involved in tourism owes to examine
matters concerning S.W.O.T. analysis in order to have a continued appreciation
of its internal and external environment and use it as base for its tourism
development activities.
Greece is aware of the fact that tourism market has
began to look for alternative forms of tourism while at the same time it finds
that it’s islands, mountain and special regions are lacking in development.
Accordingly, we realize how urgent is the need for a
special tool to help find directions, not partially, but methodically and
comprehensively.
At first I am going to perform a SWOT analysis for the
islands and coastal areas of Greece
SWOT
analysis
Strengths - Advantages
There are more than 2000 islands in the Aegean Sea and 14000 Km of coastal areas, attracting a
substantial number of tourist arrivals and overnight stays, representing the
principal tourist revenue resource for the country. They have a series of
advantages and positive characteristics, such as natural beauty, landscape,
natural environment, climate, cultural heritage, traditions, history – from
antiquity to this day – monuments, important archaeological sites, friendly
inhabitants, developed commercial activities, repeat visitors, development of
interpersonal relations between entrepreneurs and tourists, low cost of living,
traditional cuisine, enjoyment of the famous Mediterranean diet and a unique
advantage, the islands are so closed together that they can be used as
«stepping stones» for island hopping.
Weaknesses - Disadvantages
Despite the above mentioned advantages, the particular
island and coastal regions presents a series of weaknesses - disadvantages
concerning mainly the lack of marketing rationale (from both private and public
sectors), such as identification
of target - markets, strategy planning,
research activities and use of collected information, advertising and promotion. There are also
problems concerning organization, operation and management of tourism
businesses, especially those managed by families and those of small and medium
size.
All
the above contribute to the dependency of foreign tour operators and their
distribution channels, a problem which already has been extensively discussed
in the Greek tourism market.
Opportunities.
Knowledge and understanding of the external
environment is equally important with knowledge and understanding of the
internal environment because it shapes the frame into which important decisions
are taken, and which belong to the Marketing area and related activities.
The emerging
opportunities in the island and coastal region concern
mainly the growing tourism demand, as it is clearly seen in related statistics,
the EU supported human resource vocational training
programs, the Regional
Development programs, low cost of living
and transportation and the common European currency the euro.
Threats.
On
the other hand, there are facts that could be seen as threats, such as
uncontrolled development, oversupply and lack of needed infrastructure in some
of the island and coastal regions which developed rapidly. The result of
oversupply is intense competition (not restricted on the island but also among
the islands), reduction of prices and the arrival of mass tourism with the
known consequences on the image of the destination.
Another
negative fact, for the image and tourism development of the region, is
environmental pollution, whether as a result of lacking infrastructure or due
to indifference. Furthermore, the fires of the last few years and the recent shipwrecks
(Paros , Santorini), with all it’s negative
publicity, play a frustrating role in proper tourism development.
2.3.3 OBJECTIVES AND
ELEMENTS OF A MARKETING STRATEGY FOR THE AEGEAN ISLANDS
1. Developing a differentiated
product and improving the current one.
A basic, initial objective for the island and coastal
regions is to develop a differentiated product and to improve the
current one. Based on the SWOT analysis
and the above argument, marketing related strategic directions that could lead
to achieving this objective is positioning of the product.
Marketing
allows us to develop various positioning strategies. In this particular case
the best positioning could be based on competitive
advantage. Using the data of the previous chapters and the SWOT analysis and at
the same time realizing it’s usefulness, the competitive advantage is the
fact that we are dealing with the largest island group in the Mediterranean ,
with unique natural beauty combined with historical and cultural heritage.
Going
a step further on the same argument, I would suggest the combination of the above
mentioned competitive advantages to achieve a Unique Selling Proposition (USP) for the region. I believe that the
existence of such an extensive group of islands and coast with the addition of
such invaluable cultural heritage and historical background could work as the
foundation for the creation of a differentiated tourism product with historical
– cultural routes and tourism services taking advantage of recorded historical
– cultural routes and roads. The
existence of recorded historical inroads could become the Unique Selling
Proposition (USP) for groups of islands or even for individual areas.
Application
of this rationale makes us realize immediately the effect it is going to have
on the image of the region, to more positive directions.
As
already mentioned earlier, there is a problem with the existing infrastructure.
Improvement of the infrastructure is a necessary requirement, to support
development of a differentiated product, positioning, Unique Selling
Proposition and image, as well as a necessity for the improvement of the
currently offered product.
In
regards to the current supplied product, it has been mentioned earlier that it
is based mainly on the mass tourism model. It is the model being extensively
used in many Aegean islands, either because of balancing problems in the supply
and demand or because there is no other developmental planning on the part of
the public and / or the private sector. Despite all this, it is the main source
of revenue for these areas.
Any
proposal made should take into account the existing structure and it should not
try to ignore this fact. On the contrary, it should make every effort to reduce
negative environmental and social impact and propose «complementary» models
(Vitouladiti, 2000)..
2.
Identifying target - markets.
Based
on the prior objective and the proposed strategies, the need to attract new
target - markets, as well as the need to improve the existing ones becomes
immediately evident.
In
this case, the attraction of new target - markets must be based on Marketing
methods, in regards to examining the factors concerning motives, wants, consumer behaviors as well as steps in the buying
process and choice criteria for the final destination – product.
3. Pricing, distribution channels,
promotion.
Developing
a differentiated product, improving the existing infrastructures, attracting
new target - markets and improving the existing ones, not only contributes in
defining the next objectives (pricing, profit, distribution channels matters,
development of effective promotion) but it also points out strategic directions
for their implementation.
Strategic
directions to achieve these objectives can focus on attracting some tour
operators, those who deal with particular segments of the market and the upper
scale ones (better quality), helping not only in attracting a new market but
also breaking somewhat away from the dominate distribution channels of the mass
tourism tour operators.
Improvement
of infrastructures and development of the existing product shall contribute
significantly in renegotiations with the existing distribution channels,
demanding better prices, which, when seen together with the attraction of new
markets, can lead to increased profits.
Also,
the use of current technologies, i.e. Internet, can aid in redefining the
distribution channels since we will be able to approach the potential client
directly. They could also help in matters concerning promotion of the product,
presenting directly to the interested parties all the important characteristics,
points of attraction, historical monuments and basic information relating with
the proposed product, such as information about prices, accommodation
facilities, accessibility etc.
It
should be noted though that, whether we use traditional promotional methods or
new technologies, the strategy used to achieve the objectives must be directed
towards sending out messages which transmit information about the efforts being
made to differentiate, improve and change the image of the proposed product.
3.0 CASE STUDY
INTRODUCTION
In the following pages
I am going to present a case study concerning the Aegean island of Chios
This
particular case study is suitable for the presentation and examination of the
current situations as well as
development proposals and exploitation of the island from a tourist company or
a tourist developer point of view.
DESCRIPTION OF THE ISLAND
The island
of Chios Chios ) and includes one city, three
towns, fifty five villages and 101 hamlets.
Lush green “fragrant”
Chios , also known as the mastic
island, has much to offer to the traveller. It is probably Homer’s
birthplace, and it has an immense naval and intellectual tradition.
It was inhabited since the Neolithic era, has
known successive conquerors, was devastated by pirate attacks during the
Byzantine years, and after a short period of Venetian domination it came under
the Genoan commercial company Maona (for two centuries). It paid a high price
during the Greek Revolution, with the population massacre (1822), despite the
fact that the Chios didn’t participate
initially in the uprising, since they enjoyed special privileges given to them
by the Turks due to the mastic production.
In the south of Chios
the mastic lentisk has been cultivated for centuries; the tiny tree that
after being “pinched” by the locals, responds with “tears”, offering its bounty
of precious resin. Mastic, which is an exclusive Chios
product, has been cultivated on the island since the 1st century A.D. and
tradition has it that the lentisk started tearing down when the Saint Isidor
was tortured and martyred here by the Romans (250 A .D.). All the works in
regards to the tree, the resin collection and its clearing down, are manual
labour.
PRESENT TOURIST SITUATION
OF CHIOS
Tourism in Chios is not developed in comparison
with the rest of the Eastern
Aegean Islands Lesbos
8%.
It has been felt that
tourism can play an important role in the economic life of the island, after
the decline of the shipping industry. Chios
has not developed tourism, mainly because of the two following reasons: firstly, one third of the male
population used to work on the ships and secondly, the ship owners
wanted the island much to themselves and the inhabitants to be employed
largely by them.
From the previous analysis
we can see that tourism developed very rapidly over the last few years in Greece
So, in a sense, Chios
is lucky because has the opportunity to study different tourist development
projects and forms of Tourism and can exploit the experiences of the other
places to its benefit.
S.W.O.T Analysis
We have so far presented the basic characteristics of Chios . Those characteristics allow us now to proceed with
the island's SWOT analysis:
STREGTHS
·
The culture and history of Chios - important archaeological sites and monuments
·
The living traditions of the island
·
The natural environment of Chios –
clean seas
·
Tourism in Chios has most explicit
characteristics of alternative forms of tourism.
·
Large number of commercial shops and supermarket.
·
Short distance to Turkey
·
Quality agricultural produce
·
Dynamic local industrial companies of rural agricultural products
(citrus fruits, mastic gum, herds and spices e.t.c).
·
The long naval tradition.
·
Technical support from the University of the Aegean (Business School )
which is based in Chios .
WEAKNESSES
·
Lack of Tourist culture, a development and marketing strategy
·
Small tourist period (4 to 5 months)
·
Low level of tourist modernization.
·
Big number of relatively small tourist enterprises.
·
Lack of specialised employment.
·
Absence of tourist investments
·
Control of the local tourist market from big tour operators.
·
Relatively small seaport and airport
OPPORTUNITIES
·
Low tourist activity could be the island’s biggest opportunity for
development. Evidence from places with high tourist appeal like Rhodes, Corfu, Paros, Kos ,
etc., already show environmental and cultural problems, overcrowding, pollution, e.t.c, sometimes
irreversible.
·
Sustainable tourism development that will aim to the
continuous, parallel and balanced development of all the sectors of the local
economy and respect the cultural characteristics of the area to the benefit of
both locals and tourists.
·
Development of alternative
forms of Tourism such as agrotourism – local tourism, cultural tourism,
ecological tourism, sea and water tourism e.t.c.
·
The stimulation of local
crafts and other local popular art which would have a larger clientele and more
means of support
·
Encourage investments
·
Incentives to convert
traditional building into tourist accommodation.
·
Joint tourist projects
with neighbour Turkey
THREATS
·
Uncontrolled Tourist development and growth.
·
Unilateral growth of tourism.
·
Ccultural and social alteration
·
Damage of the environment
·
Intensity of competition. from countries such as Turkey
·
The uncertainty about the future developments of the world financial and
economic crisis, makes predictions on the Greek travel and tourism industry
during the forecast period particularly difficult.
CONCLUSION
An important step in strategic planning is to assess
concerns and needs of various sectors of the local community (different age groups,
the business sector, the educational and social services sector, and so on) and
to assess all the elements related to tourism and other options for economic
development and environmental conservation in Chios
4.0 CONCLUSION
Tourism in Greece goes
through a difficult period. The uncertainty about the future developments
of the world financial and economic crisis and the country's fragile economy make predictions on the Greek
travel and tourism industry particularly difficult. It is true though, that the
Greek tourism industry has proven to be a very resilient economic activity
during past difficult periods.
One of the ways to face this crisis, is to look for a new identity in
tourism, which will go beyond the limits of 'sea
and sun' and adopt other compementary and new forms of
tourism such as the alternative forms of
tourism. Obviously any destination aiming to attract
alternative forms of tourism should have certain characteristics. Several
types of alternative tourism as agrotourism, cultural tourism, ecological
tourism, are the result of the Greek and
European policies for regional development and the efforts to support of rural
incomes, but also manifest the expressed
need of an increasing percentage of tourists who now turn towards quality,
nature, peace and seek a different style life provided in areas such the Greek
island or Greek rural areas, by abandoning the predominate model of mass
tourism. It is probable that the model of the mass tourism has not a lot to
offer any more and in this way the turn to another sustainable model of tourism
development seriously to think about.
Marketing is the means used to
find the methods needed to attract and approach the tourist consumer. It is
also the means allowing a public or private organization to gain control and
gather information of the product being offered as well as it’s
productiveness.
Tourism activities in Greece Mediterranean , with unique natural beauty combined with
historical and cultural heritage.
5.0 REFERENSES - BIBLIOGRAPHY
BOOKS
Philip Scranton and Janet F. Davidson. (2007), The
business of tourism : place, faith, and history. Philadelphia : University of Pennsylvania
John Beech and Simon Chadwick, (2006). The business of
tourism management. Harlow : Financial Times
Prentice Hall
John
Tribe.(1997). Corporate strategy for tourism. London : International Thomson Business Press
Stelios Varvaressos, (1998). Tourism.
The case of Greece Athens , Greece
G. Igoumenakis – George N. Igoumenakis 2004. Tourist Marketing, general principles, INTERBOOKS
Panagiotis Komilis, Nikos Vagionis, 1999, Tourism
Planning, evolution, appraisal and application, Propobos)
Gerasimos Zaharatos, 2000, PACKAGE TOUR, Propobos)
Nikos G. Igoumenakis 1996, Tourist Marketing, ISBN:
960-390-006-0, INTERBOOKS
Thomas Sitaras, Christos Tzenos, 2007,
Introduction to the theory of Tourism, ISBN: 978-960-390-191-4, INTERBOOKS
Tsartas P., (1999) Sustainable Development and
Tourism: Considerations and Suggestions for a Different Type of Tourism
Development in the K. Laskaris, Sustainable Development – Theoretical
Approaches of an Important Meaning, Athens
Kotler,
Philip, 2010, Marketing
for hospitality and tourism, London
Kotler,
Philip, 1993, Marketing
places : attracting investment, industry, and tourism to cities, states, and
nations, New York : Toronto
: New York ; Oxford
: Free Press ; Maxwell Macmillan Canada
Krippendorf,
Jost, 1987, The holiday
makers : understanding the impact of leisure and travel, London
Morrison,
Alastair M, 2010, Hospitality
and travel marketing, Clifton Park , N.Y. : London
Morrison, Alastair M, 2010, Hospitality
and travel marketing, Clifton Park , N.Y. : London
JOURNALS
1. Title International journal of tourism research.
Bib Id 218278
ISSN 1099-2340
Location 911.35
2. Title Journal of sustainable tourism.
Bib Id 215986
ISSN 0966-9582
Location 911.35
3.Title
Tourism management.
Bib Id 216121
ISSN 0261-5177
Location 911.35
Stebbins, R. (1997), Internternational Journal of Tourism Research, Vol. 6, No.1, pp.17-28.
Statistical Bureau (2001).Greece.
CONFERENCE PAPPERS
ADOPTION OF THE SENSITIVE REGION AIMING TO ITS
SUSTAINABLE TOURISM DEVELOPMENT, Adamos
M. Adamou, Alexandros I. Argirokastritis, UNIVERSITY OF THE AEGEAN
International Scientific Conference on “Tourism on Islands and Specific
Destinations” December 14 – 16, 2000, Chios Island, Greece
TOURIST-DEPENDENT
SYMI: SUSTAINABLE FUTURE FOR A SMALL
ISLAND Human
Settlements Heriot-Watt
University , Edinburgh ,
Dimitris Antonoglou, Postgraduate student in “Tourism Planning, Policies and
Management” University of the Aegean .
UNIVERSITY OF THE AEGEAN International Scientific Conference “Tourism on
Islands and Specific Destinations” December 14 – 16, 2000, Chios Island , Greece
TOURISM ON ISLANDS AND SPECIFIC DESTINATIONS, Ourania
Vitouladiti, UNIVERSITY OF THE AEGEAN International Scientific
Conference on “Tourism on Islands and Specific Destinations” December 14 – 16,
2000, Chios Island , Greece
