performed by DMOs for promoting Athens and to evaluate the strategic role of DMO’s Identify the importance of destination marketing through its application in the Greek Tourism Industry and the particular case of Athens Portrait the opinions and activity planning of Greek DMO’s Executives Provide insights and new trends of high informational value about the Tourism Industry in Athens Highlight the latest incentives and programming concerning the city’s future developments Identify the key problems that Athens faces as a tourist destination and to recommend points for improvement
is one of the most important sectors of the country’s economy it terms of value (Hellenic Statistical Authority, 2014). 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
Creation of high quality published material & participation in international tourism fairs Development of network synergies with airline companies, and international tourism organizations.
Contribution to employment 18,3 % Employment 688.800 International Tourist Receipts 10 billion Euros International Tourist Arrivals 15,5 millions Average per Capita Tourism Expenditure 646 Euros European Market Share 2.9 % World Market Share 1,5 % Hotel Capacity 9670 Hotels, 771,271 beds Source: Association of Greek Tourism Enterprises, 2013
Satisfaction of the travel cost Integrated tourism product Tourism product attributes Tourism product management Buhalis (2001) Enhance the satisfaction of tourist and delight the visitor Strengthen long term competitiveness and profitability of the local tourism industry and of the local small and medium-sized tourism enterprises Develop the sustainability of the destinations and ensure prosperity of host population Stankovic et al. (2012) Organization of cultural and sport events Lopes (2011) Demographic features of the tourists Echtner and Ritchie (2003) Scenery and natural attractions Pricing strategies Hospitality and friendliness Tourist activities Nightlife and entertainment Sport facilities / General facilities National parks and museums Local infrastracture and transportation Accommodation
complete, detailed description Researcher may only know roughly in advance what he/she is looking for Recommended during earlier phases of research projects. The design emerges as the study unfolds Researcher is the data gathering instrument Data is in the form of words, pictures or objects Subjective – individuals interpretation of events is important, uses participant observation, in-depth interviews, etc Qualitative data is more 'rich', time consuming and less able to be generalized Researcher tends to become subjectively immersed in the subject matter
about the popularity of Greece as a tourist destination? Question 2: What do you think about the popularity of Athens as a tourist destination? Question 3: What have you done as an organization to promote Athens ? Question 4: Do you think Athens can become more popular destination in the near future? Question 5: What are the main problems & challenges of Athens as a tourist destination? Question 6: What activities does your organization apply for Athens? Question 7: Which improvements, your organization should make to increase efficiency ? Question 8: What do you think about the role of DMOs in promoting tourism ? Question 9: What can we learn of DMOs in other countries? Question 10: Destination Marketing, can help Athens to develop touristic offers ? Question 11: How do you manage the tourist product of Athens, except for marketing? Do you pay attention to sustainable tourism issues?
small. A bigger sample would probably enhance the reliability of the research Qualitative research is not allowing the measure of the examined problems The analysis may be influenced by factors which were not mentioned in this project In some cases participants may refused to speak against their organizations
and 2 were females 3 participants had a bachelor degree and 3 had obtained also a Master Degree 3 of the participants had more than 10 years of working experience in the tourism industry
tourist in visiting are the natural beauty, the clean seas, the sunlight and the historical monuments and archaeological sites of the city DMOs are trying to change the position of Athens to a destination which can offer high level cultural tourism Participants mentioned that Athens for the moment has limited congress tourism initiatives
again to increase. 2014 seems to be a year with many prospects The average stay per guest in Athens is near 2 nights Occupancy of the Hotels in Athens in 2013 was close to 50 % The average price of hotel rooms in Athens in 2013 was approximately 70 Euros and the revenue per available room 45 Euros
is a visit to the Acropolis and the Parthenon, as well as in the Acropolis museum. Other popular activities are a walk in the city center, shopping, and a visit in the national archeological museum. Most of the tourists are not informed regarding the events which are running in the city. The main reason that dissuades visitors from participating in local cultural events, is the language
Participation in international tourism fairs Creation of network synergies with airline companies, and DMOs from other countries Joint promotion activities Online promotion activities and creation of online portals which promote the touristic activities in Athens Development of a membership program for firms Creation of promotional products such as umbrellas, bags, blocks, postcards and other souvenirs Conduction of market research studies for evaluating the current activities and designing future actions
guides for Athens, thematic brochures, maps, special editions (albums, anniversary editions, series posters, etc.) Publish material includes high-quality photos and translations from texts of famous Greek authors ACVB have produced printed promotional material for Athens as a destination City Break, thematic forms (Sightseeing, 1-2-3 days in Athens, lifestyle, Daytrips), visitor guides and maps, which have been distributed to more than 150,000 tourists. In the same spirit a video with the title “You in Athens” was created by the GNTO which contained the experiences of tourists who had already visited Athens
promoting Athens. The most representative of these fairs are the ITB, the World Travel Market (WTM), the IMEX and EIVTM. Hold meetings with hosted buyers and trade visitors and distribute large volumes of information material for Athens and its touristic services. Establish international collaborations with airline companies, World Tourism Organization (UNWTO), International Destination Marketing Association, European Economic and Social Committee (EESC), Organization for Economic Cooperation & Development (OECD), Student Travel Confederation, cultural organizations, museums and institutions in the field of communication
European destinations Enhance the brand name of Athens Develop a communication campaign which will focus in maximization of marketing effectiveness Continue to cooperate with tour operators, travel agents, foreign DMOs Develop core communication strategy for the city Increase participation in international tourism fairs Sponsor selected events in Greece and abroad Open new markets & promote domestic tourism
a tourist destination Tourism companies have to face a very high taxation. Value Added Tax (VAT) in Greece is relatively high (23 %) and this makes Athens an expensive destination
between June and September The limited seasonality affects the amount of the tourism revenues Become more clean and organized as well as complete the major projects of construction Redevelopment of the city center and the construction of the metropolitan park at the area of old airport
as well as an improvement in the public transportations inside the city The coastal front of the city should be connected more easily with the city center allowing visitors to be transported from Acropolis to the beach and conversely
Construction of peripheral airports Opening the retail stores on Sundays especially in the touristic periods & places Arrangements for the debts of tourism enterprises to pension funds
tourism market Enhance the movement of tourists between cooperating countries Develop an advanced know-how in destination marketing which in some cases can be adopted from Greek DMOs
UK, France, Holland, Italy, USA, Russia, Balkans and Israel Focus in seaside leisure tourism and convention tourism. Not a coordinated effort for the promotion of other types of tourism
the next three years is to enhance the tourism in the main cities of Greece and especially in Athens The communication strategy for Athens in the next years will be based in 5 modules which represent the key sectors of the Greek Tourism: 1) cultural tourism, 2) health tourism, 3) luxury tourism, 4) city break tourism and 5) convention tourism Target the tourist emerging markets of China, Russia, Turkey and USA, Brazil and India
strategic role & have established strong and long term relationships with DMOs abroad Partnerships allow the Greek DMOs to be updated concerning the trends of the global tourism market as well as to enhance the movement of tourists between cooperating countries
Greece is satisfactory Promotion of Athens requires a more concerted effort between the public and the private stakeholders which are involved in the tourism industry Multiply the benefits for businesses, the state and the society in general
future studies can conduct more personal interviews The sample included only executives who were working in DMOs. Other papers can conduct interviews also with tourists, tourism consultants, and tourism entrepreneurs The dissertation was based only in Athens. Future projects can compare the role of the DMOs in different destinations Other papers can also use quantitative research approaches
experiential learning means learning from experience or learning by doing. Experiential education first immerses learners in an experience and then encourages reflection about the experience to develop new skills, new attitudes, or new ways of thinking.” Compartmentalized learning doesn’t reflect the real world, while as the experiential classroom works to create an interdisciplinary learning experience that mimics real world learning (Wurdinger, 2005)
goals, you can achieve anything Persistence pays Just push yourself Enjoy what you do, it is much easier to excel Gain new colleagues, partners and business friends to share academic & personal thoughts
thesis, at least most of it! I am the type of person who loves to learn and always seeks to obtain more knowledge in and out of the classroom I am especially passionate about learning things that pertain to my major and my future career
literature Previous research on topic Reflecting on the experiences of this thesis, I am reflecting on a journey, my personal journey into the world of destination marketing…
learning about the destination marketing disciplinary and the Greek tourism market The information I read was of great value Independent study was task-oriented Demand of my academic view and critique of things
collaboration in urban destinations Angella, F., Go, F., (2010), Tale of two cities’ collaborative tourism marketing: Towards a theory of destination stakeholder assessment, Tourism Management Vol.30, pp.429–440 Bell, J. (2005), Doing your Research Project, Buckingham, Open University Press. Blumberg, K. (2005), “Tourism Destination Marketing –A Tool for Destination Management? A Case Study from Nelson/Tasman Region, New Zealand”, Asia Pacific Journal of Tourism Research, 10(1): 45-57 Bornhorst, T., Ritchie, B., & Sheehan, L. (2010), “Determinants of tourism success for DMOs & destinations: An empirical examination of stakeholders’ perspectives”, Tourism Management, 31, 572–589 Buhalis D. and Deimezi O., 2004, “E-tourism developments in Greece: Information communication technologies adoption for the strategic management of the Greek tourism industry”, Tourism and Hospitality Research, 5 (2): 103-130. Buhalis, D. (2001), Tourism in Greece: Strategic Analysis and Challenges, Current Issues in Tourism, Vol. 4, No. 5, pp.440-480 Buhalis, D., & Michopoulou, E. (2011), “Information-enabled tourism destination marketing: addressing the accessibility market”, Current Issues in Tourism, 14(2): 145–168 Chaitip, P., Chaboonsri, C., Kovacs, S., Balogh, P. (2008), A STRUCTURAL EQUATION MODEL: GREECE’STOURISM DEMAND FOR TOURIST DESTINATION, Applied Studies in Agribusiness and Commerce, Vol. 1., pp. 75-83
chanc, elia locardi, christophe anagnostopoulou, ioannisdg, ihashb33r, totororo-roro,dimakk, ekounoupamelissa, chartouliarissa, darrellg, lucie, showinmyeyes From Google image with the use of presentation titles, as search keywords
the highest standards, inspired and motivated me Prof. Ioanna Tsoka, who carefully analyzed the theoretical and research grounds for the study Dr. George Papadakis, who expressed great trust in my skills and character My friends and colleagues: Venia, Nikitas, Romina, who inspired my final efforts despite the enormous work pressures The executives from the DMO’s Mediterranean college administration staff I appreciate your help
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