Tourism industry of Greece Essay

Introduction

Greece has enjoyed a repute as one of the premier touristry finishs in the universe during the last two decennaries. Despite the fact that Greece ‘s touristry sector is set for a twosome of hard old ages in front with the planetary economic downswing and the international fright of the H1N1 virus hitting the industry hard, farther endangering the state ‘s delicate economic system, Greece has no option but to stay optimistic about its touristry development.

Greece continues to be a preferable touristry finish because of its safe, low-crime, tourist-friendly environment. In add-on, the successful Olympic Summer Games that Greece hosted in 2004 brought increased optimism sing the hereafter of the Grecian touristry sector. Indeed, since the travel and touristry market affects, straight and indirectly, all sectors of the Greek national economic system, the World Travel & A ; Tourism Council ( WTTC ) estimates that the existent impact of the industry accounts for 14.5 % of Greece ‘s GDP and represents over 16.5 % of entire employment.

This survey is divided into four chapters. The first chapter of the undertaking defines touristry and outlines the significance and importance of touristry utilizing stuff of authoritative text. Produces different definitions of Tourisms and assist us to understand Tourism as an International Phenomenon, every bit good as the Tourist merchandise itself. We besides discuss the political significance, educational significance, cultural significance and economic and societal significance of Tourism.

The 2nd chapter attempts to analyse and measure the current state of affairs of the Grecian tourer industry and in item produce a statistical analysis which shows the market construction, the types of vacations, the vacation installations and the different types of tourers in Greece.

The 3rd chapter focuses on the chances and new tendencies of the Grecian Tourist industry and on the different strategic aims and be aftering enterprises necessary for a competitory tourer industry. It is a fact that touristry is cardinal to the Grecian economic system and gross from the industry helps to countervail an otherwise inauspicious balance of payment because of the absence of heavy and competitory industry and the present and unfortunately durable crisis in the transportation industry. Bearing in head and despite the ever-changing tourer environment ( strong euro, weak British sterling and American dollar ) the hereafter of the industry is optimistic and the prognosiss favourable but booby traps are ever at that place.

It is besides tried to give a image of the altering face of touristry in Greece, its possible and its hereafter by discoursing the alternate signifiers of Tourism. With the term «alternative tourism» or «tourism of specified interests» we define the summing up of the completed touristry services, which are characterized by specialised work harmonizing to the specific demands and penchants of their imposts, use to a specialized populace and count on ecologically allowable and mild activities, while they show off the natural beauties of the landscape without destructing it. Such kind of touristry is the Rural Agrotourism, the Cultural, Ecological Tourism e.t.c

The Forth chapter discusses a selling analysis and planning, that focuses on the features of the Greek islands and Greek coastal line, utilizing the information, information and analysis of the old chapters.

Finally the decision summarizes the chief points of all chapters and outlines the different factors which are really of import and which dictate the touristry development in Greece. Tourism development is a really sensitive topic with several uncertainnesss. In add-on, sufficient attending is non ever given to the assorted jobs that arise nor to the integrating of touristry into the whole economic system and society.

Chapter 1

DEFINITIONS AND SIGNIFICANCE OF TOURISM

Introduction

The first chapter of the undertaking defines touristry and outlines the significance and importance of touristry. Produces different definitions of Tourisms and assist us to understand Tourism as an International Phenomenon, every bit good as the Tourist merchandise itself. We besides discuss the political significance, educational significance, cultural significance and economic and societal significance of Tourism.

Specifying Tourism

In a undertaking covering with touristry, it is reasonable to get down by specifying Tourism, before we go on to analyze the different signifiers which touristry can take and the statistics related to it. In fact, the undertaking of specifying touristry is non every bit easy as it may look and can be instead confounding and complicated.

While it is comparatively easy to hold on proficient definition of peculiar classs of touristry or tourer, the wider construct is unclear. First, it is of import to acknowledge that touristry is merely one signifier of diversion, along with athleticss activities, avocations and all of these are discretional utilizations of our leisure clip. Tourism normally incurs outgo, although non needfully so. A bicycler or a tramp, out for a bivouacing week-end, transporting his ain nutrient, may lend nil to the touristry gross of a part.

Tourism is farther defined as the motion of people off from their normal topographic point of abode. But once more, we must stipulate how far people must be expected to go before they can be counted as tourers.

One of the first efforts to specify touristry was that of Professors Hunziker and Krapf of Berue University. They said that touristry should be defined as “ the amount of phenomena and relationships originating from the travel and stay of non­residents, in so far as they do non take to lasting abode and are non connected to any earning activity ” . This definit­ion helps to separate touristry from migrating, but it makes the premise that it must needfully include both travel and remain, therefore preventing twenty-four hours Tourss. The failing of this definition is that it appears non to include concern travel, because it is connected with an income activity, even if that income is non earned in the finish state.

In 1937 the League of Nations recommended a definition of “ tourer ” as one who travels for a period of 24 hours or more in a state other than that in which he normally resides. This was held to include individuals going for pleasance, domestic grounds or wellness, individuals going to a meeting or on concern and individuals sing a state on a sail degree ( even if for less than 24 hours ) . The rule failing here is that it ignores the motion of domestic touristry. At the United Nations Conference on International Travel and Tourism, held in Rome in 1963 they considered recommendations put frontward by the IOUTO ( now the World Tourist Organizations ) and agreed to the term “ visitants ” to depict “ any individual sing a state other than that in which he has his usual topographic point of abode, for any ground other than following an business, remunerated from within the state visited ” .

This definition was to cover two types of visitants.

  1. Tourists who are classed as impermanent visitants remaining at least 24 hours, whose intent could be classified as leisure ( whether for diversion, wellness, athletics, vacation, survey or faith ) or concern, household, mission or meeting ;
  2. Sightseers, who were classed as impermanent visitants remaining less than 24 hours, including sail travellers but excepting travellers in theodolite.

A working party for the proposed Institute of Tourism in Britain ( now Tourism Society ) attempted to clear up the construct and reported in 1976: “ Tourism is the impermanent short-run motion of people to finishs outside the topographic points where they usually live and work, and activities during their stay at these finishs ; it includes motion for all intents, every bit good as twenty-four hours visits or jaunts. ”

This broader definition was reformulated somewhat without losing any of its simpleness at the International Conference on Leisure – Diversion – Tourism, held by the Tourism Society in Cardiff in 1981: “ Tourism may be defined in footings of peculiar activities selected by pick and undertaken outside the place environment. Tourism may or may non affect nightlong corsets off from place. ”

Significance of Tourism

Tourism brings together people of different states and backgrounds, has a political significance, educational significance, cultural significance and economic and societal significance. The grade of significance achieved depends on the chances offered to tourers to run into freely with subjects of the host states and the ability to discourse in the relevant linguistic communications. In the ideal state of affairs, touristry enhances awareness, cognition and finally under­standing between people of different nationalities. The importance of touristry was underlined by the United Nations declaration that “ Tourism is a basic and most desirable human activity meriting the congratulations and encourage­ment of all people and all authoritiess. ”

In making a better grasp of other people ‘s ways of life and establishments touristry may make good will for a state. Each twelvemonth many tourers travel to take part in peculiar events runing from Congress to athletic events. Their visits besides provide chances to better co-operation every bit good as to project an image of a state to the outside universe.

When going off from place, tourists come into contact with the topographic points they visit and with the people populating at that place and societal exchange takes topographic point. Their presence and their societal background affect the societal construction and manner of life at the finish. Tourists are in bend affected by the experience and frequently carry back place with them new wonts and a new mentality on life.

Tourism has an educational significance. In the widest sense it has wholly good effects which bring con­tact between people of different races and nationalities. In a narrower sense, much tourer activity takes the signifier of survey trips and attending at classs and conferences with specified educational purposes in position.

Tourism is frequently accompanied by cultural exchanges and by cultural enrichment of those who travel every bit good as those at the having terminal. Cultural factors attract tourers to finishs – architecture, historical memorials and place of births of celebrated people- are some topographic points visited by tourers ; festivals and exhibitions rely to a great extent on visitant traffic for their audience and attending.

In conveying together people of different backgrounds from different states it hence has a political and societal significance. But the multiplex significance of touristry does non originate merely when people visit other states. Internal, domestic touristry promotes similar interaction, between people and topographic points to that cognition and consciousness which may heighten apprehension.

The chief economic significance of touristry – therefore money earned in topographic points of normal abode is spent in topographic points visited – is common to all touristry, whether international or domestic. Each twelvemonth vast amounts of money are transferred from the economic systems in which they are earned, to economic systems in having countries where they provide a beginning of income, a agency of support and comfortss for the resident population. The outstanding economic consequence of touristry prevarications in the buying power generated in having countries through the outgo of visitants who tend to pass at a much higher rate than when they are at place. The flow of money generated by tourer expend­iture finds its manner into the overall economic system of the tourer finish as the money is turned over and re-spent.

But international tourer outgo introduces an extra facet of economic significance as states which are separate political and economic entities have to equilibrate their transact­ions with the remainder of the universe. International touristry, there­fore, enters into the balance of payments histories of single states and is of major significance in international trade for states which generate tourer traffic, it represents an import in much the same manner as do the importation of ware. For states having tourer traffic, it represents an export in much the same manner as do the exports of ware. Globally, touristry constitutes a major point in the universe which has shown a much faster rate of growing in recent old ages than universe trade in goods. Tourism as a beginning of employment is peculiarly of import for countries with limited alternate beginnings of employ­ment.as is frequently the instance in non-industrial countries like Greece, lacks in natural resources other than diverse and scenic attractive forces.

In add-on to being a beginning of income and employment, touristry is often a beginning of agreeableness for the resident population of the tourer finish. The proviso of income, occupations, and comfortss for the resident population may be regarded as the chief three good effects of touristry which applies to a greater or lesser extent to any tourer finish.

They are of peculiar significance to developing states like Greece and to rural parts of the state. In comparing with other signifiers of economic development an betterment in life criterions may be generated through touristry and its outgo comparatively rapidly. No sophisticated engineering is required to set up the basic installations. As much of the industry is labor-intensive, touristry can absorb unemployed labour resources, which is peculiarly valuable in countries with excess unskilled labor. Many operational accomplishments are comparatively simple and can be quickly developed by dwellers. To state this, is non to minimise the sum and quality of planning required to set up a tourer industry in a new country but to bespeak some of the advantages and attractive forces it may hold as compared with other types of developments.

The challenge is clear for a part to make up one’s mind:

  1. Whether it wishes to go a tourist finish.
  2. How to maximise the economic and other advantages of touristry.
  3. How to pull off the jobs and alterations from the growing and development of touristry.

Chapter 2

Greek TOURISM ANALYSIS

Introduction

The 2nd chapter attempts to analyse and measure the current state of affairs of the Grecian tourer industry and in item produce a statistical analysis which shows the market construction, the types of vacations, the vacation installations and the different types of tourers in Greece. The statistical information that will be collected from the different beginnings is traveling to be analyzed in order to stipulate the features of Grecian touristry, and the penchants and specifics of the tourers. Further on in the undertaking this information will be used in order to carry on a development program for the Greek s touristry and a selling analysis. Particular attending will be given to the islands and coastal countries of Greece.

TOURISM DEVELOPMENT IN GREECE

GENERAL CHARACTERISTICS

In Greece the Tourism development started after the terminal of the Second World War. The touristry reachings from 210.000 in 1956 were increased to 8.351.000 in 1988 and to 18,754,593 in 2007. The 85 % of the touristry motion takes topographic point on May-October while the full months, when the 50 % of the tourers visits our state, are July, August and September which demonstrates intensively the seasonal feature of touristry in Greece. The particular informations concern chiefly coast countries and islands, which either are specialized in foreign touristry and possess large hotel units, or are specialized in local touristry, chiefly under the signifier of summer abode. The visitants in Greece come chiefly from Europe and particularly, from states of the European Union ( Germans and British ) and, in a smaller per centum, from N.America. Therefore, we notice the dependance on the international touristry in our state. The chief touristry finishs are: Rhodes, Corfu, Crete, Calchidiki, Mikonos and Santorini every bit good as Attica ( Athens ) – nevertheless recently there is a series of other smaller finishs.

The big figure of islands, the archeological and historical sites in combination with the first-class conditions conditions, constitutes some of the most of import elements of Grecian touristry, which have played a important function in the state ‘s attempt to pull more international tourers and set up Greece as a state unique in welcoming and supplying cordial reception services to them. However, all the elements of touristry mentioned above combined with constitutions, substructure and an ‘ideal ‘ image of touristry in the state have certain vulnerable points, which should be attributed to the uncontrolled, unscheduled and sometimes lawless touristry development of the state dating back to the ’70s and early ’80s.

Despite all jobs, nevertheless, touristry has managed to set Greece in the list of those host states, which attract the greatest Numberss of international tourers and have the largest gross from touristry while its part to the gross national merchandise is about between and 10 % , and to the domestic merchandise about 14 % .

ECONOMIC AND TOURISM DEVELOPMENT OF THE GREEK ISLANDS AND COASTAL AREAS

Geographically, the legion Grecian islands have their ain peculiar features. It would be no hyperbole to back up the position that insular Greece has a ‘Polynesian character ‘ , since 20 % of its land consists of large, medium and little, developed or developing, inhabited or uninhabited islands. Greece has 227 inhabited islands in all, 164 of which are in the Aegean Sea. Harmonizing to the official nose count of the National Statistical Organization of Greece, in 1991 merely 78 of these islands were inhabited by more than 100 people and 1600 Km coastal line.

Despite the fact that there has late been a turning concern about the economic development and modernisation of the state ‘s parts, it can non be supported that considerable achievements have been made toward that way. Particularly as concerns the islands, it should be pointed out that the attempt for their economic development and growing has ever focused on touristry, chiefly due to an inability to spread out present economic activities or develop new 1s.

The Grecian islands of the Aegean Sea and the Ionian Sea and the coastal line countries have doubtless set rather important touristry ends and are greatly attractive to tourers. The touristry development on those countries is of two sorts, there are those, such as Crete, Rhodes, Chalkidiki and Corfu, which seek to pull tourers, box tour purchasers, and others which seek to pull single tourers, non bundle circuit purchasers, going normally from one island to the following, from one topographic point to an other.

There are Grecian islands, which have achieved both economic and touristry development faster than others. Most of them are portion of an insular composite and, of course, income per capita and hence the criterion of life of the dwellers is higher compared to other islands. By and large talking, touristry in most Grecian islands is a underdeveloped economic activity, and those involved straight or indirectly in the production and publicity of touristry goods and services, i.e. touristry demand, take advantage of it.

However, apart from touristry, certain islands have developed other economic activities every bit good. That means touristry on those islands has non been developed one-sidedly against other economic activities, but in a balanced and harmonious manner.

Undoubtedly most of the Grecian islands should develop new economic activities wherever possible, every bit good as alternate signifiers of touristry, which can lend to beef uping their economic systems and by and large to a farther economic development and development. Those islands, nevertheless, which have a limited economic activity and no possibility of development or enlargement, should concentrate on a touristry development within their bounds. To accomplish this, nevertheless, certain requirements will hold to be set. In other words, what they need is the necessary touristry substructure and superstructure, and so they will hold to take the right alternate signifier of touristry development.

Greek TOURISM STATISTICAL DATA ANALYSIS

General Tourism Characteristics analysis

  1. Entry Points analysis
  2. The statistical informations by G.N.T.O ( Greek National Tourist Organization ) was carried out at the Grecian airdromes ( Athens, zakynthos, Iraklio, Thessalonica, Kavala, Kerkyra, Kefallinia, Kos, Mykonos, Rodos, Samos, Thira, Skiathos, Chania, Other Places ) , the Grecian haven ( Elefsina, Igoumenitsa, Iraklio, Thessaloniki, Kerkyra, Patra, Rodos, Pireas, Other Places ) , the route traversing points ( Doirani – Kilkis, Evzoni- Kilkis, Kakavia -Ioannina, Kastaneae -Evros, Kipi- Evros, Krystallopogi – Florina, Niki- Florina, Ormenio – Evros, Promachon- Serres, Sagiada – Thesprotia ) and the train Stationss ( Dikea – Evros, Idomeni- Kilkis, Promachon- Serres, Pythio- Evros ) . In this manner, the study covered all those tourer who came to the state by air, by sea, by train and by route.

    Of the entire tourer in 20007 68,51 % ( in 2006 71.76 % ) came by plane, 24,86 % ( in 2006 21,45 ) by route, 6,09 ( in 2006 6,30 ) by boat and the staying 0,54 % ( in 2006 0,49 ) by train.

    The airdromes of Athens and Iraklion showed the greatest sum of traffic ( 22,10 % and 11,91 % severally ) . Following in order of magnitude were Rhodes ( 7,91 % ) and Corfu ( 4,79 % ) .

  3. Foreign tourers by nationality and state of lasting abode analysis
  4. Arrivals from Europe, which holds the biggest portion of the tourer market ( 92.7 % ) , showed an addition by 9.9 % in comparing with 2006. Arrivals from the European Union increased by 20 % . This growing arises from the fact that the sum of the European Union includes for 2007, the two member provinces, Bulgaria and Romania. The bulk of aliens, who are EU citizens, like 2006, came from the UK ( 15 % ) , Germany ( 12.9 % ) and Italy ( 6.6 % ) . In comparing with the old twelvemonth and taking into history the portion they hold in the entire reachings, the highest addition is presented in the two members, Bulgaria ( 62.4 % ) and Romania ( 83.1 % ) . Refering the other European Union states, there are some minor alterations in Germany and UK, a singular addition by 5.9 % in Netherlands and a decrease by 2.6 % in Italy. In the other continents there is a important addition in the states of America ( 12.9 % ) and singular decreases in Asia ( -6.1 % ) , Africa ( -9.3 % ) and Oceania ( -6.1 % ) .

  5. Purpose of visits ( Principal ground ) analysis
  6. Holidays, concern or sing friends and/or relations are the chief factors which resolutely influence the determination of travel. The study informations suggests that 83 % of tourers came to Greece merely for vacations. With respect to the nationality of those who declared “ vacation ” the information attributed the highest per centum to the Norwegians ( 92 % ) followed by the Austrians ( 91 % ) , the Swiss and the British ( 89 % ) , the Dutch ( 83 % ) and so on.

    Business as an sole ground for sing Greece accounted for merely 7 % -of all respondents. Visiting relations or a combination of vacations and sing relations were grounds cited largely by Americans, ( 8 % ) and Australians ( 7 % ) and more specifically individuals of Greek beginning who come to pass their vacation and at the same clip sing their relations.

  7. Type of adjustment analysis
  8. The study showed that 63 % of all tourers stayed in hotel-type adjustment ( this included flats ) . 29 % in Villa, rented suites and campgrounds, 4 % with friends and relations and the staying 3 % in other topographic points ( ship, under the stars, etc. etc, ) and 1 % were transit riders.

    Foreigners ‘ penchants with respect to category of hotel showed 33 % choosing for luxury ( five star and? ‘ category hotels ) , about 30 % for intermediate category hotels and the balance for lower category hotels.

    In footings of nationality, 58 % of the British stayed in hotels and the remainder in Villas, rented suites and campgrounds. Of the British who stayed in hotels, 32 % chose luxury and ‘A ‘ category hotels and 26 % chose intermediate category hotels. A important per centum 13 % ) stayed in equipped flats while 10 % plumped for Villa and state houses.

  9. Average continuance of stay analysis
  10. In ciphering the length of stay in Greece we took into consideration the tourers ‘ day of the months of reachings and goings. An analysis of the relevant information showed that the largest per centum of tourers ( 35 % ) stayed in Greece for between 11 and 14 yearss, whereas 18 % stayed for 15 to 21 yearss, 36 % for less than 10 yearss and the staying 11 % for more than 22 yearss. From this distribution we calculated that the mean length of stay in each stage of the study was I4 yearss.

    The mean continuance of stay has risen by about 1.5 yearss over the last 6 old ages. This is because over this clip period the figure of tourers geting on charter flights has increased and most of them remain for more than 13 yearss. The length of stay varied harmonizing to nationality, therefore 53 % of British, 48 of Norwegians, 47 % of Swiss and 38 % of Germans stayed in Greece for about 2 hebdomads.

  11. Average outgo per individual in ˆ analysis
  12. During his stay in Greece, harmonizing to statistics from the Bank of Greece, each alien spends an norm of 74,3ˆ per twenty-four hours and 847,3ˆ per stay.

    It is interesting to look at the mean day-to-day expend­iture by nationality. Below, I present the per centum of the assorted nationalities per class of mean day-to-day outgo and outgo per stay.

TOURISTS ‘ CHARACTERISTICS ANALYSIS

  1. Sexual activity and age analysis
  2. The distribution by gender of the studies respondents showed 9 % instability in favours of the work forces. Therefore, out of the entire figure 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 ruling with 32 % and 38 % severally.

    The distribution by gender and age produced a different image, 41 % of male respondents were in the 26-40 age bracket, whereas 30 % were aged 41 to 65. Conversely, 33 % of adult females were between 16 and 25 old ages of age, while 36 % were between 26 and 40 old ages.

    Male tourers from the following- states outnumbered their female compatriots by the undermentioned ratios:

    Jugoslav: 77.3: 32.7

    Dutch: 57·3: 42.7

    Austrians: 57.2: 42.8

    Italians: 55-3: 46.6

    British: 55.1: 44·9

    Germany: 55.1: 44.9

  3. Occupational Grouping analysis
  4. In the analysis of the business groupings, usage was made of the international dual figure coding system to place peculiar types of businesss. More specifically, the undermentioned occupational groupings were used:

    Groups Occupation

    0 Engineers, Chemists, Teachers, Agronomists, Doctors,
    Lawyers, Economists, ·Accountants, Journalists, Artist
    ( Commercial, applied and all right humanistic disciplines ) .

    1 Directors and Senior Cadres ( In public authorization organisations and concerns ) .

    2 Office employees ( In the Civil Service organisations and concerns ) .

    3 Traders and gross revenues people.

    4 Students

    5 Unspecified professions.

    6 Those engaged in the communications sectors ( Seamen, Airline forces, route and inveigh conveyance workers, Post Office and telephone workers, etc. , etc. )

    7 Craftsmen ( and blue collar workers ) .

    8 Those employed in the service industries ( Barbers, lensmans, hotel staff, etc. )

    9 Other unclassifiable businesss ( Armed Forces, etc )

    37 % of the British tourers fall into Group? ( Engineers and professionals ) and 14 % into Group 4 ( Students ) . This means that more than half of the entire figure of tourers sing Greece belongs to the occupational grouping with an above-average degree of civilization. Group 2 members ( Office employees ) besides accounted for a important portion ( 14 % ) of all tourers. The staying occupational groupings represented 35 % of the sum and their distribution was virtually unvarying.

  5. Tourist penchants by business and type and category of adjustment analysis
  6. The consequences of the study showed 37 % of the managerial category stayed in four star hotels, whereas 21 % stayed in five star hotels. Students, non out of the blue, showed a pronounced penchant ( 39 % ) for pensions, inns, get oning houses, rented suites and campgrounds.

    A ‘ Class hotels absorbed 33 % of those respondents who did non stipulate professions ( groups ) and 28 % of trade and gross revenues people.

    34 % of office staff, craftsmen and labourers stayed in intermediate category adjustment, whereas the several figure for those in the technology sector, the professional and the Civil Service was 31 % . Of the freelance, 7 % stayed with friends and relations, while 5 % of those engaged in the conveyance and adjustment industry stayed in other signifiers of housing ( ships, etc. )

  7. Cost of stay analysis
  8. More than half ( 55 % ) of all the tourers polled come to Greece on a packaged vacation. 66 % of the British asked to notice on the cost of their stay in Greece found it sensible and within their budget, 25 % thought it low ( inexpensive ) and merely 5 % found it high ( expensive ) .

  9. Reasons for taking Greece as a vacation finish analysis
  10. The clime and the classical sights were the chief grounds ( 75 % ) given by British queried for taking Greece for a vacation.

  11. Publicity media and other factors act uponing tourers ‘ pick of Greece on their first visit analysis
  12. An analysis of the information shows that 32 % of the tourers sing Greece for the first clip acquired information on.the state from friends and relations. This decision is peculiarly important as it shows that a big proportion of first-time visitants to Greece travel place satisfied and urge Greece as an ideal vacation finish to their friends and relations.

    The 2nd most of import beginning of information was travel agents, who influenced 40 % of the British.

    Publicity ( Newspapers, magazines, wireless, Internet etc. ) acquainted 49 % of all British with Greece, other beginnings ( Posters, books etc. ) accounted for 7 % ·

    Finally, 17 % had heard about Greece from more than one beginning ( e.g. , friends, cyberspace and media ) .

  13. Topographic points visited and stayed at analysis
  14. The statistics say, 33 % stayed in the greater Athens country, ( Athens, Piraeus, Attica coasts, Saronic Gulf Island ) . Other chief countries of penchant were Rhodes ( 25 % ) , Crete ( 21 % ) the Peloponnesian and Ionian Islands ( Corfu excepted ) 17 % . The Cyclades 14 % and Corfu 14 % . The favourite finishs of the British continues to be Corfu ( 40 % ) followed by Rhodes ( 26 % ) , Crete ( 19 % ) and the Athens part ( 15 % ) .

  15. Tourist Mobility within Greece analysis
  16. As respects tourist mobility during the period of the study, the followers was observed: Every tourer polled on norm visited and stayed in 1.5 topographic points. More specifically 66 % of the tourers visited and stayed in merely one country, 19 % stayed in two and the staying 15 % ‘ in three and more than three countries.

    In footings of nationality, 87 % of the British stayed in one country. This practical stationariness on the portion of the British is due to the fact that as the bulk of British vacation shapers come to Greece on organized charter flights, they do non remain far from their resort country.

    Following the British in the stationariness bets are the Japanese ( 85 % ) the Norwegians and the Swedes ( 84 % ) , the Yugoslavs ( 77 % ) and the Austrians with ( 72 % ) . Finally, more than one country was visited by the Spaniards ( 72 % ) , the Canadians ( 70 % ) , the Americans ( 64 % ) , the Gallic ( 62 % ) , the Italians ( 52 % ) and so on.

  17. Previous visits analysis
  18. 58 % of the tourers surveyed were sing Greece for the first clip since a 2007, whereas the staying 42 % had been to Greece more than one time earlier. This fact is peculiarly important as these people constitute a life and product­ive advertizement of Greece abroad with all that entails in footings of positive and good tourer flows.

    Of the tourers who had visited Greece before since 2007, 17 % were returning for the 2nd clip, 11 % for the 3rd clip, 6 % for the 4th clip and the staying 8 % for the fifth or more clip.

    The greatest figure of repetition visits to Greece was made by the Yugoslavs, of whom 66 % had visited Greece more than one time before.

    Following them, in footings of % of the entire figure of a state visitants were the British ( 53 % ) , the Austrians ( 50 % ) , the Swedes ( 45 % ) , the Germans, Swiss and Dutch with 44 % and so on.

  19. Foreign Tourists ‘ Impressions analysis
  20. Judging by the replies given to the relevant inquiries, every bit good as the sentiments and feelings noted by the respondent, it appears that a big bulk ( 67 % ) had no ailments about Greece, while 33 % celebrated lacks in assorted tourer services.

    The ailments registered were diverse to categorise neatly. However, the most frequent ailment had to make with the hotels breakfast, the province of some populace installations, general­ly lavatories in railroad Stationss and elsewhere, soiled beaches, etc. Dissatisfaction was besides noted with the hapless status of the agencies of public conveyance, holds, a deficiency of consistency in circuit operator and travel bureaus ‘ agreements and museum gap times.

From the amount of all the remarks on the assorted tourers services rendered the followers are worthy of note:

  1. A evaluation of ‘Very Good ‘ was awarded by 33 % ; of the respond­ents to Greek hotels, by 13 % to eating houses and tap houses, by 10 % to tourist stores, by 7 % to travel bureaus, by 27 % to agencies of conveyance and by 6 % to criterions of hygiene and other tourer services.
  2. A evaluation of “ Good ” was given by 27 % of the respondents to hotels, by 13 % to eating houses and tap houses, by 12 % to tourist stores, by 8 % to travel bureaus, by 23 % to agencies of conveyance, by 8 % to criterions of hygiene and by 9 % to other tourer services.
  3. A evaluation of ‘Average ‘ was given by 30 % to hotels, by 7 % to eating houses and tavernas, by 12 % to tourist stores, by 7 % to travel bureaus, by 20 % to agencies of conveyance, by 17 % to criterions of hygiene and by 7 % to other tourer services.
  4. Finally, ‘Poor ‘ evaluation was given to hotels by 27 % , to eating houses and tavernas by 2 % , to go bureaus by 6 % , to criterions of hygiene by 33 % , to tourist stores by 7 % and to other tourer services by 4 % .

In footings of nationality, the most satisfied were the Gallic ( 78 % ) , followed by the Swedes ( 76 % ) , Austrians ( 75 % ) , Italians ( 74 % ) , the Belgians and Norwegians ( 73 % ) and the Swiss and Nipponese ( 70 % ) .

On the other manus, the least satisfied were the Spaniards ( 44 % ) , Dutch ( 42 % ) , Germans ( 40 % ) , the British ( 39 % ) and other nationalities.

Finally, the distribution of ailments made by tourers differed harmonizing to the issue points covered by the study. More specifically, the smallest % of ailments ( 19.8 % ) was registered at the route boundary line point. Following were the airdromes of Rhodes ( 27.6 % ) , Iraklion ( 33·8 % ) , the haven of Patra ( 34, 6 % ) , Athens airdrome ( 36.2 % ) and in conclusion the airdrome of Corfu ( 30.7 % ) .

Chapter 3

PROSPECTS OF THE GREEK TOURIST INDUSTRY AND ALTERNATIVE FORMS OF TOURISM

Introduction

The 3rd chapter focuses on the chances and new tendencies of the Grecian Tourist industry and on the different strategic aims and be aftering enterprises necessary for a competitory tourer industry.

A image of the altering face of touristry in Greece, its possible and its hereafter will be proposed, by discoursing the alternate signifiers of Tourism. With the term «alternative tourism» or «tourism of specified interests» we define the summing up of the completed touristry services, which are characterized by specialised work harmonizing to the specific demands and penchants of their imposts, use to a specialized populace and count on ecologically allowable and mild activities, while they show off the natural beauties of the landscape without destructing it. Such kind of touristry is the Rural Agrotourism, the Cultural, Ecological Tourism e.t.c

PROSPECTS OF THE GREEK TOURIST INDUSTRY

The major ends of Greek tourer policy are the making of a competitory and efficient tourer industry and the balanced development of touristry in relation to other subdivisions of the economic system.

Some of the strategic purposes that policies should be taking to include:

  • Increased fight.
  • Upgraded services.
  • Introduction of inducements to promote the development of new poles of tourer attractive force.
  • Reshuffling of tourer supply and demand to new outlying countries
  • Protection of cultural environment. .
  • Ending development in concentrated countries. ‘
  • Widening the tourer season.
  • Promoting of new signifiers of touristry.
  • Strengthening of domestic and societal touristry.
  • Review the updating of the legislative model regulating the tourer sector.
  • Reorganization and decentalisation of the national tourer organisation services.
  • Education and preparation of those come ining or involved in the tourer industry.
  • The intensification of advertisement, advancing touristry both within Greece and abroad.

It is obvious that the above strategic purposes that policies reflect an effort to face jobs already bing in Greek touristry which are related to the seasonal and regional distribution of demand, the rendition of services and the manner that tourer sector is organized and run.

Mechanisms for doing these ends a world take the signifier of legislative and economic steps mentioning to administrative organisation, incentives to excite private enterprises and tourer development undertakings.

The European and national guidelines sing tourer development provide the general frame­work for reenforcing investing in the tourer sector. The figure of investings coming under this model in the past decennary is considered more than satisfactory.

European and national inducements and the Greek banking system offer support to such investings.

Equally far as these commissariats are concerned, the G.N.T.O. ( Grecian National Tourism Organisation ) feels that investings should be directed at:

  • Strengthening tourer constitutions which contribute to the development of particular signifiers of touristry ( Agrotourism, cultural, ski centres, etc )
  • Enriching installations offered ( auxiliary cultural installings etc. )
  • Hiking frontier territories.
  • Promoting the creative activity of tourer endeavors by local governments and organisations.
  • Detering the creative activity of new sites in concentrated countries through the denial of applications or withholding of funding.
  • Incentives to change over traditional edifice into tourer adjustment.
  • The awarding of loan should besides depend on the viability of the units, the suitableness of the endeavors and the usual standards employed to measure tourer investings.

THE CHANGING FACE OF TOURISM – Option FORMS OF TOURISM

Tourism seems to be altering every bit far as the demands of universe touristry is concerned. The tourist-consumer is no longer satisfied merely with the enticement of hot Sun and clean seas and is steadily traveling towards other ways of disbursement his/her trim clip.

Under these fortunes, the modern-day tourer industry has no pick but to get down to work new possibilities and to advance options that have been overlooked in the past, such as alternate signifiers of touristry that focal point on involvement in ecology, rural life, instruction, civilization, history, mountain­eering and so forth.

In Greece, over the past few old ages, an effort is being made to alter the individuality of touristry by switching the accent from foreign exchange to development of the human centered component, while at the same clip continuing along conventional lines. With the development of these alternate signifiers of touristry, the human dimension and its cultural and civilizing functions are stressed.

In making so, the policy shapers on touristry must take to:

  • Offer foreign tourers higher quality vacations, that diversion will give them the opportunity to set up a more positive contact with indigens every bit good as a closer and significant familiarity with the Grecian people, their imposts, manner of life and traditions.
  • Contribute to the saving of the natural and cultural heritage of the state,

The development of alternate signifiers of touristry is the reply to the above inquiry. The different parties involved in Tourism development such as the province, tourer bureaus and the tourer concern have come to recognize that alternate touristry is an industry in the sense of a modern activity, intentionally organized with the purpose of bring forthing a marketed merchandise. ( bibliography )

The most cardinal component is likely community engagement, which is felt to be a requirement for the sustainability of all touristry undertakings. The positive development is moreover enhanced by the fact that local people are going progressively cognizant of the dangers posed by environmental debasement.

Tourism should be promoted merely in so far as it brings the host population the desired economic benefits, above all in the signifier of incomes and occupations, where this benefit is of a lasting nature and does non hold an inauspicious consequence on the other qualities of life. A elaborate study about the effects of the undertaking ( a cost/benefit analysis, including the economic, societal and environmental effects ) must be submitted before its execution.

A successful touristry plan must furthermore bring direct aid, contribute to the well being and better the quality of the life of the population involved. This is the key to bridge the spread between consciousness and action. The solutions recommended must be able to fulfill the indispensable demands for socio-economic endurance, and the demand for better protection and direction of environmental resources must be made more apprehensible and more acceptable to populations, touristry policy shapers and concern.

The particular and alternate signifiers of touristry may be developed in Greece are analysed below with some of the requirements – strategic purposes, which should be in force in order these alternate signifiers of tourer materialised and produce consequences.

  1. Ecological touristry
  2. Common characteristics of all the particular alternate signifiers of touristry are the possibility for their harmonious integrating into the environment and their accent on the human factor. To be more specific, the development of ecological touristry provides is the publicity of Greece ‘s rare home grounds, therefore guaranting their protection. Contrary to popular belief, the develop­ment of touristry in sensitive environments can lend towards the saving of their ecological balance, while disregard, far from being good, leads to their debasement and eventual devastation.

    Furthermore, within, the model of a programme of Ecological touristry, the creative activity of a Centre for Ecological Research in topographic points of Ecological involvement will help both research and instruction, in add-on to touristry, by pulling groups from universities and other organisations with particular involvement in ecology and the environment. Another characteristic of a programme of Ecological Tourism is the “ resurgence of historic waies ” in territories of peculiar ecological and historical significance.

    Obviously, Ecological touristry is besides directed at functioning many other groups of tourer, such as nature lovers, mountain climbers and others with similar educational motivations. It should be noted the specific parts of natural beauty particularly the cragged 1s and the islands face serious economic and demographic jobs. I believe that the upgrading of these parts for touristry will stop their long permanent isolation and will assist to convey about a rise in their criterion of life, making the stipulations necessary for the returning of younger people by making successful concern in touristry.

    Besides tremendous are the possibilities of advancing hike as a signifier of touristry that respects and enhances the environment. This activity has non been explored in Greece though, it has been developed in other states holding fewer environmental resources.

    The G.N.T.O ( Greek National Tourism Organisation ) , the Ministry of Agriculture and interested non-profit doing groups ( jaunt nines, mountaineering associations ) can seek ways of developing and advancing ecological touristry.

    Strategic purposes:

  • Supplying particular installings to develop ‘active ‘ vacations ‘ with specific activities, like bird-watching, mountain-cycling, trekking, kayaking, canoeing ; mountaineering ; hang-gliding ; skin-diving ; snorkelling etc.
  • Detecting ‘virgin ‘ countries which have non enjoyed high tourer development as yet.
  • Educating and developing bodyguards.
  • Planing, advancing and projecting particular nature-exploring paths.
  • Supplying publicity activities ( e.g. guide-material ) of tourer countries of an ecological dimension.
  • Implementing undertakings for advancing and utilising ecological
  • Specifying and finishing paths ( waies, road-marking, signposting, observation stations, mountaineering shelters ) .
  • Showing regard for and supplying protection of local and environmental substructures.
  • Forming an institutional model to promote environmental developing enterprises.

  • Rural touristry – Agrotourism
  • One of the focal point points of Greece ‘ s tourer policy in the last few old ages has been to come to footings with the job of seasonality, the geographic redistribution of tourer mobility and the publicity of new parts. One manner that can be achieved is by concentrating on the development of alter­native signifiers of touristry and rural touristry falls under this header.

    Agroturism has a long tradition in Greece. There is a lasting working squad dwelling of representatives of authorities bureaus and other organisations which had already started programmes for rural touristry or which were analyzing the feasibleness of such programmes. The undertaking of this squad is to lucubrate the legal model, general out­lines and development inducement for rural touristry every bit good as to consolidate the relevant programmes of the assorted parties for the intent of co-coordinating them and including them in the national programme for rural touristry. Assorted programmes already being conducted by the Ministry of Agriculture, the Ministry of Youth and the Council of Sexual Equality, in the Zagoria ( 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 Fetra on the island of Lesvos and still the best Women ‘s Agrotourist Co-operative today. It is composed of 30 adult females who have rearranged their places in order to lease suites to visitants. The Co-operative besides has a eating house functioning traditional Grecian dishes prepared by the adult females them­selves. At the same clip, once more in Mitilni, the first Rural Co-operative Tourist and Travel Bureau was founded by the Union of Agricultural Co-operatives of Lesvos. It is deserving observing that the programme to put up the Bureau was financed as theoretical account activity by the EU, which covered the cost of supplying the office, running disbursals for the first twelvemonth, promoting and advertisement.

    The three most of import adult females ‘s Agrotourist Co-operatives are in Mitilini, in Chios and in the small town of Ambelakia in Thessaly. They contain a sum of 419 beds ( 280 in Petra, 55 in Ambelakia and 64 in four small towns in Chios ) .

    Strategic purposes:

    • Carry throughing a traditional standardization of agricultural green goods and making lasting exhibits of biological merchandises.
    • Supplying get oning adjustments, local cultural activities, out-of-door activities, information to tourers.
    • Raising diversion marquees and reconstructing traditional edifices.
    • Roll uping undertakings of agricultural touristry.
    • Reorganizing domestic traditional activities, like: stock-breeding ; dairy produce ; production-standardisation of traditional pastries ; traditional handcrafts ( woven, needlework points etc. )
    • Resuscitating traditional colonies, old sign of the zodiacs etc.
    • Showing apprehension and being sensitised in regard of the value of nature, its resources and of how it should be protected.
    • Making ‘green bundles of touristry ‘ on the portion of circuit operators.

  • Cultural and Educational Tourism
  • The development of educational touristry is another primary mark with a model of the particular inducements introduced to advance a series of instruction related activities. It involves the creative activity of programmes of guided Tourss of museums and archeological sites for big groups such as foreign school kids, irrespective of their field of survey, outside the peak period. For this programme to win, the co-operation of the Guides Union, Travel Agents with G.N.T.O. ( Grecian National Tourism Organisation ) , is indispensable.

    A series organisations and bureaus ‘ that can be the mark beginning of educational touristry. These bureaus include cultural foundations abroad, cultural associations and schools where Grecian history and archeology are taught. Greece has to do an stock list of foreign cultural foundations possessing sections of Greek archeology and the proper cultivation of these elements is expected to bring forth positive consequences. In the interim, the policy continues of offering promotional admittances to archeological sites and museums for groups from classical secondary schools and free guided Tourss by foreign and Grecian university professors of archaeology and ushers.

    Strategic purposes:

    • Organizing Grecian linguistic communication and literature classs every bit good as cookery, vino, local handcraft and embellishment classs.
    • Making cultural engagement, interchanging experiences, puting up new cultural, activities, take parting in theatrical public presentations.
    • Participating in scientific research strategies in archeological sites every bit good as in museums.
    • Specifying and be aftering historical and cultural paths or waies.
    • Roll uping cultural undertakings ( i.e. , refering pupils from foreign universities or/and colleges ; jaunts of foreign schools ) and supplying cultural experiences ( i.e. undertakings of preparation on and introducing with cultural heritage, developing co-operation webs ) .
    • Protecting, utilising, reforming, reconstructing and step ining in memorials and sightseeing musca volitanss, archeological sites etc.
    • Renovating singular public edifices and making ‘museum-styled ‘ premises.
    • Permuting visitants ‘ involvement from great plants of art to representations of the day-to-day, ‘popular ‘ involvement that are regarded as every bit of import objects of esteem.
  • Watering place
  • Greece possesses spa towns of some note and the relevant installations have existed for a figure of old ages. It has been observed that, in recent old ages, the figure of tourers willing to incur outgo on history of their well-being, every bit good as healthy and natural groceries, has steadily increased.

    Strategic purposes:

    • Making particular installations ( balneotherapy ; thalassotherapy, mud-bath therapy, watering place ) , particularly, there where thermic spas exist.
    • Renovating and spread outing already bing thermic watering place.
    • Supplying upgraded services, specialised medical forces and staff back uping thermic watering place.

  • Marine touristry
  • Modern signifiers of marine touristry include:

    Cruises, that have already developed over a figure of old ages in Greece and spread to travel to foreign ports, given that Greek sail boats make up 1/3rd of the universe fleet of such vass.

    Yachting, the development of which strengthens parallel activities in the economic system, such as shipyards.

    Marinas, an country in which Greece is dawdling behind other Mediterranean states, every bit good as Turkey, that basically exploits the same sea countries, in footings of the assortment and quality of installations.

    Sea and Under-water Activities The Greek under-water scene, with its wealth of archeological resources represents a pole of attractive force to both Greek and foreign frogmans, whether they are scientists or excursionists. It should be pointed out that because of the demand to protect our submersed antiquities and marine life, the usage of aqua lungs is permitted merely in certain specified countries. Under-water fishing with spear guns is allowed everyplace, provided that fishermen are non equipped with aqualungs.

    Strategic purposes:

    • Introducing activities advancing sea touristry.
    • Reinforcing the administration of day-to-day sea jaunts, sails, sightseeing by private and hired vass and regattas.
    • Increasing fishing shelters.
    • Organizing sea athleticss.
    • Offer installations and services in marinas and supplying quality installations and services at competitory monetary values.
    • Reinforcing coastal connexions.
    • Constructing enhancement undertakings at the already existing seaports.

  • Nudism
  • As portion of the run to advance and develop particular signifiers of touristry, a jurisprudence was passed authorising naturism in organized naturist centres. This jurisprudence provides for both the initiation of new nudist centres and the transmutation of exist­ing tourist units into such centres.

  • Tourism for the disableds and 3rd age
  • Another type of specialised touristry that Greece is seeking to advance is directed at the disableds and retired people. Its mark is to heighten the constitutions that are already equipped to function disabled tourers and pensionaries every bit good as to make programmes aimed at this particular patronage.

    Besides being examined is the preparation of particular guidelines that new hotels will hold to follow in order to do their premises accessible to disabled people, such as the install­ation of inclines, lifts and other particular equipment.

    A characteristic component of the Grecian part is the harmoniousness between the natural scenery and the part ‘s religious and cultural tradition. One of the chief factors behind the impairment and threatened loss of this harmonious environment, natural and religious, is the dominant signifier of mass touristry.

    At the same clip there are countries in rural territories and on the islands that have yet to the full to work the tourer traffic by air, therefore presenting a dual hazard:

    • On the one manus, this under development of touristry is a factor in the deficiency of economic growing and socioeconomic retardation of these countries.
    • On the other manus, there is the danger of sudden, highly rapid and basically unmanageable development of local tourer resources, which is likely to turn out damaging for the natural, cultural and societal environment and for go oning development of the part.

    To cover with this job, it is of import:

    • To develop alternate tourer theoretical accounts, compatible with the societal, cultural and environmental character of the Mediterranean country.
    • To locate tourer motion within a wider scheme of go oning development of the rural and island countries.

    Chapter 4

    Selling Analysis

    Introduction

    The Forth chapter discusses a selling analysis and planning, that focuses on the features of the Greek islands and Greek coastal line, utilizing the information, information and analysis of the old chapters.

    TOURISM MARKETING CONCEPT, ELEMENTS AND PRINCIPLES

    If we examine specialised bibliography we find a series of statements, positions, waies sing Tourism Marketing, finish selling, rational scheme Marketing development and puting purposes.

    Kotler ( 1998 ) discoursing Tourism Marketing, and in peculiar about merchandise placement, states that positioning of a touristry merchandise is the method used to specify it in the heads of possible consumers, based on of import for them merchandise features and in relation to competitory merchandises. He goes on, stating that consumers are overtaken with information about merchandises and services and in their demand to simplify the determination procedure they «position» the merchandises and services in their heads.

    Rational application of marketing rules does non let merchandises to be left to opportunity. «A touristry finish can be seen as one of tourer industry ‘s merchandises. It is a unambiguously complex merchandise, composed of, among other factors, country clime, substructure and superstructure, services, natural and cultural features every bit good as image» . ( Telisman – Kosuta, 1989 ) .

    Merchandise positioning consists of three stairss: a ) distinguish / find a figure of possible competitory advantages to establish placement on, B ) choose the appropriate competitory advantage, degree Celsius ) promote efficaciously the chosen placement in carefully selected mark – markets.

    Mayo ( 1973 ) , who studied the image of finish countries in concurrence to traveller behavior, argued that the image of an country – finish is principle factor when we choose a finish. Furthermore, he noted that what matters more is non the truth in the image presented but what hold true in the head of the client – tourer.

    Merchandises have personal and societal significance for the purchaser. Therefore, under the image each possible tourer has for a state underlies a package of motivations. It could be said that the relation and the amount of these motivations define the cardinal motive fiting the image held by each finish, organizing a peculiar behavior by the possible tourer and pressing the purchasing determination ( Vitouladiti, 1990 ) .

    Given the fact that each possible tourer could stand for a alone market section – mark, due to assorted demands, motivations and wants ( Kotler, 1988 ) we understand the cleavage of the market based on standards beyond those used for the traditional attack ( such as age, sex, geographical beginning etc ) .

    In respects to puting aims, these are normally a combination of what we want and what choices we seem to hold after analysing the external and internal environment.

    Outside the specification of some economic aims we should non pretermit Marketing aims such as the choice of peculiar mark – markets, merchandise betterment, market enlargement, creative activity of new merchandises, purchaser – tourer information etc.

    In respects to strategic picks, these should change in relation to the aims set by each finish or touristry endeavor.

    Despite all this, the basic elements doing up the Marketing scheme remain common and are, specifying the country of action, specifying the beginning works, mark groups, merchandise policy, pricing, distribution and publicity.

    In the following subdivision it will be attempted to specify aims and scheme waies for the island and coastal parts of Greece.

    SWOT ANALYSIS OF GREEK TOURISM

    The cognition of the touristry merchandise, organized development, market designation, acknowledgment of client – tourer demands and features, predictions are the basic elements of a complex process of Tourism Marketing.

    Selling is the agencies used to happen the methods needed to pull and near the consumer – tourer and the touristry market in general. It is besides the agencies leting a public or private organisation to derive control and gather information on the amount of factors of the merchandise being offered every bit good as its productivity.

    The characterists and the development of the touristry sector require methodical attack on Marketing construct, which could be defined as «the systematic and co-ordinated version of touristry industry policies every bit good as single and authorities touristry policy in local, regional and international degrees, supplying maximal satisfaction to the demands of specific groups defined as consumers, deriving a net income at the same time» ( Krippendorf, 1972 ) .

    Among all the definitions of Marketing this 1 has been chosen deliberately, because it mentions all the necessary combinations of actions of all parties.

    Greece, being a, chiefly, touristry finish should cognize all of the above, take advantage in the best possible mode ( both on portion of economic public presentation every bit good in the protection of its environment ) of it ‘s touristry possibilities and acknowledge the necessity in using these rules.

    Tourism activities in Greece concern chiefly the development of the island and costal parts and to a lesser extent the mainland. Both of these parts present a series of features, jobs and possibilities.

    Mentioning Marketing above and holding already defined my thought procedure I shall go on utilizing its context and construction to set up foremost a model for any advantages – disadvantages of the parts under scrutiny every bit good as present any possible chances for development or related menaces. After this, and ever within a selling oriented position I shall specify the aims and the strategic waies utilizing principle based on placement, image, aim – markets, competitory advantages, benefit cleavage etc.

    In this manner I shall try to turn out the possibilities offered by comprehensive Marketing attack, non restricted in strategic planning but besides in respects to categorization, grouping and therefore rating of informations of the old chapters.

    Basically, the above mentioned treatment model, of strengths – failings, chances – menaces is S.W.O.T. analysis, one of the chief elements of Marketing Strategic Planning.

    Each state involved in touristry owes to analyze affairs refering S.W.O.T. analysis in order to hold continued grasp of its internal and external environment and utilize it as base for its touristry development activities.

    Greece, a touristry finish facing intense competition along with the emerge of new engineerings needs to use the Marketing construct exhaustively, incorporating at first attacks such a S.W.O.T. analysis.

    As already mentioned, this state depends chiefly on the development and development of insular parts, while at the same clip it records less than optimistic statistics, every bit far as grosss and analysis of visitant profiles are concerned.

    Greece is cognizant of the fact that touristry market has began to look for alternate signifiers of touristry while at the same clip it finds that it ‘s mountain and particular parts are missing in development.

    Consequently, we realize how pressing is the demand, now more than of all time, for a particular tool to assist happen waies, non partly, but methodically and comprehensively.

    At first I am traveling to execute a SWOT analysis for the islands and coastal countries of Greece.

    SWOT analysis

    Internal environment

    Strengths – Advantages

    There are more than 2000 islands in the Aegean Sea and 14000 Km of coastal countries, pulling a significant figure of tourer reachings and nightlon