Tourism in Greece: Strategic Analysis and Challenges (original) (raw)
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Tourism in Greece: strategic analysis and challenges by Professor Dimitrios Buhalis
Current Issues in Tourism, 2001
This paper provides a strategic analysis of the competitiveness of Greek tourism. It illustrates the importance of tourism as an economic activity and analyses the current situation and structural problems of Greece as a destination. Although Greece offers unique nature, culture and heritage, the lack of differentiation of the tourism product as well as competitive disadvantages in marketing and planning cause an over-dependence on intermediaries for the promotion and distribution of the tourism product whilst jeopardising its quality. This affects the profitability and competitiveness of both the destination and its small and medium-sized tourism enterprises. The paper proposes a grand strategy as well as numerous strategic directions, objectives and tasks aiming to demonstrate the way ahead for Greek tourism. Several major opportunities emerge through the Olympic Games in 2004 as well as the major projects currently being undertaken which will enhance the infrastructure of the country. It is argued that a consistent tourism policy based on professional development and implemented through a Master Plan is urgently required. Strategies and methodologies need to be identified, whilst private enterprises need to increase their cooperation locally in order to enhance the quality and competitiveness of the product.
Buhalis, D., 1999, Tourism in the Greek Islands: The issues of peripherality, competitiveness and development, International Journal of Tourism Research, Vol.1(5), pp.341-359.
Annals of Tourism Research, 2004
This paper examines the directions and methodological practices of tourism research carried out in Greece over the last three decades, highlights critical issues in the developmental path of this study in the country, and makes certain proposals concerning its future orientation. Although the reviewed published works are informed by disciplinary methods and theories, it is the anthropological approach that guides this paper’s interpretations. Further, a preliminary analysis of tourism representations illuminates the local-global relationships. In addition, this exploration demonstrates how Greece’s tourism identity is shaped by powerful discourses embedded in historical, political, and ideological processes.Les recherches de tourisme au sujet de la Grèce. Cet article examine les directions et les pratiques méthodologiques des recherches de tourisme qui ont été réalisées en Grèce dans les trente dernières années, souligne des questions critiques dans le chemin de développement de cette matière dans ce pays et fait certaines suggestions au sujet de son orientation future. Quoique les ouvrages publiés qui sont examinés sont fondés sur des méthodes et des théories disciplinaires, c’est une approche anthropologique qui guide les interprétations de cet article. De plus, une analyse préliminaire des représentations du tourisme éclaire les relations globales/locales. Et cette exploration démontre comment l’identité du tourisme en Grèce est formulée par des discours puissants qui font partie des processus historiques, politiques et idéologiques.
TOURISM RESEARCH ON GREECE: A Critical Overview
Annals of Tourism Research, 2004
This paper examines the directions and methodological practices of tourism research carried out in Greece over the last three decades, highlights critical issues in the developmental path of this study in the country, and makes certain proposals concerning its future orientation. Although the reviewed published works are informed by disciplinary methods and theories, it is the anthropological approach that guides this paper's interpretations. Further, a preliminary analysis of tourism representations illuminates the local-global relationships. In addition, this exploration demonstrates how Greece's tourism identity is shaped by powerful discourses embedded in historical, political, and ideological processes.
A Strategic Analysis of the Greek Leisure Tourism: Competitive Position, Issues and Challenges
Mediterranean Journal of Social Sciences, 2015
All Mediterranean countries adopted and implemented more or less the same model of tourism development based on 4Ss (Sun, Sea, Sand and Sex). The main purpose of this paper is to analyse the experience of developing leisure tourism in Greece in order to draw some useful lessons for other countries and tourism destinations. To address the research aim this paper adopts the approach of strategic analysis. This approach illustrates the importance of tourism as an economic activity and analyses the current situation and structural problems of Greece as a destination. Although Greece has a wonderful range of natural, cultural and heritage resources, the lack of differentiation of the tourism offering as well as competitive disadvantages in the fields of governance, planning and marketing caused an over-dependence on tour operators for the promotion and distribution of its tourism offering. The same factors compromised the quality of tourism services having involved a vicious circle. This situation has a negative impact on the sustainability and competitiveness of the destination and tourism industry. Therefore, the paper assesses the Greek experience with the aim to identify the crucial issues and challenges. This evaluation permits to take some lessons from the Greek experience, beneficial to other destinations willing to develop tourism, and to formulate some recommendations.
Current and Future Trends in Tourism and Hospitality. The Case of Greece
This paper identifies some of the current and future trends affecting the tourism and hospitality industry, including globalisation, guests' safety and security, the importance of offering outstanding services, the new technologies that enhance competitiveness, the population ageing that impacts directly on tourist demand and the correlation between price and value. Reference is also made to the trends in the development of tourism lodgings. Furthermore, the paper attempts to analyse the Greek tourism performance indicators for the last 10 years and suggest ways out of the recession for the tourism entrepreneurs. The suggestions to the hoteliers include careful analysis of the current and future trends and application of the proper adaptations, investing in exceptional services and sustainability of their lodging, as well as utilizing the new technologies and the social networks. Moreover, the hotel owners should consider the retirees as their potential guests and, finally, they must seek ways to retain effective, diverse and competent staff.
The article examines the integration of Greece in the system of international tourist operations during the period 1945-1974. Based on official statistics and other archival material of this period the essay casts light upon the structural and economic procedures that created the sui generis character of Greek tourism. It tries to present the key features of the Greek tourism sector and to capture the shifting dynamics of the industry through the main official numerical facts that were available at the time. The purpose is to sketch a broader picture of Greek tourism that allocates it in the social, economic and political parameters of that time as a constitutive element of Greek society as a whole. Keywords: tourism, spatial mobility, tourism policy, postwar Greek society, quantitative analysis
Sustainable tourism in Greece Problems for sustainable tourism development (2).doc
It is commonly accepted that tourism is the backbone of economic development of Greece. As a form of economic activity, tourism falls in services, which means that special attention is given the infrastructures existing in the quality of services. In Greece in recent years an effort to upgrade the tourism product has been made through the upgrading of services but also a shift from the model of mass tourism that prevailed in previous decades, to the model of sustainable tourism. The reason leading to this shift has to do with international trends in tourism and with the fact that Greece offers a unique 'puzzle' tourism resources are not limited to 3S (Sun, sand, sea) of mass tourism but can offer unique experiences in both summer and winter tourism. This paper has revealed that despite of the fact that sustainable tourism is accepted as a key mean of development, there are some issues such as with planning and implementation along with some wrong perceptions from the side of the entrepreneurs.
Tourism on the Greek Islands: Issues of Peripherality, Competitiveness and Development
The Aegean archipelago is the largest island complex in Europe, accommodating 500 000 Greek people, living on 95 inhabited islands. The region's economy depends heavily on tourism, as it is estimated that tourism's contribution varies between 50% and 90% of the Gross Regional Product. The Aegean has been an established destination since the 1960s, offering a great number of facilities. The traditionally built islands and the beautiful landscapes on the one hand, and the unspoiled sea on the other, make it a desirable destination. The major attractions are`sun, sand, sea, sex' types of products, often augmented to take advantage of the cultural, heritage, natural, and historical resources, as well as the events and festivals taking place in the area.
CHAPTER 1 - INTRODUCTION: Athens as an international tourism destination
The tourism industry in Greece is one of the most important sectors of the country’s economy it terms of value (Hellenic Statistical Authority, 2014). There are several public and private organizations which are involved in the tourism industry in Greece for promoting destinations such as the Destination Management Organizations (DMOs). In this context, the aim of this project is to evaluate the contribution of Athens DMO’s towards the rising popularity of the city of Athens as an international destination within the context of Destination Marketing. More specifically, the project has the following objectives: To identify the activities which are performed by DMOs for promoting Athens and to evaluate the strategic role of DMO’s. To identify the importance of destination marketing through its application in the Greek Tourism Industry and the particular case of Athens. To portrait the opinions and activity planning of Greek DMO’s Executives, who are considered to be experts in the tourism field. To provide insights and new trends of high informational value about the Tourism Industry in Athens. To highlight the latest incentives and programming concerning the city’s future developments. To identify the key problems that Athens faces as a tourist destination and to recommend points for improvement from the DMOs perspective.