Spa-goers’ Characteristics, Motivations, Preferences and Perceptions: Evidence from Elounda, Crete

Spa and wellness tourism is one of the fastest-growing market segments in the hospitality and tourism industry. The aim of this study is to investigate and identify spa-goers’ characteristics, motivations, preferences and perceptions, providing a better understanding of the main features of this type of tourists’ behavior and expectations from a spa and wellness centre. Primary quantitative research was conducted via a structured questionnaire in a sample of 123 spa customers at Elounda in Crete. The results of the study revealed a number of important factors that influence them when choosing a spa, namely the cleanliness and the maintenance of a spa, the staff knowledge and hygiene, the personnel behavior and courtesy, and the quality of services. In addition, the main reason for visiting the spa is for stress relief/relaxation, followed by physical health improvement and beauty treatments. Findings and discussion of this study are useful to industry practitioners (spa and wellness service providers who wish to develop appropriate marketing strategies and enhance customer satisfaction) and academic researchers interested in spa and wellness tourism

The EU Political Framework for SDGs 2030 and its Implications to Greece in Political CSR and Development Activities

Business innovation, job creation, environmental sustainability and good governance are fundamental issues for sustainable development (SD) in European Union (EU). SD and policy making in EU is vital for Sustainable Development Goals (SDGs) fulfillment by 2030, especially if we take into account the asymmetries and the need of cohesion among member states including Greece. The lack of cohesion and the asymmetries indicate the necessity of a horizontal harmonization. Despite the fact that is not a policy topic such as defense or foreign policy which are quite high at national policy agendas, it is a topic that can bring member states together and increase cohesion, according to nonfunctional perspectives. Moreover, the fact that SDGs are based on 17 Goals and numerous indicators provides a significant opportunity for hybrid policy instruments and realms that associated with poverty, good governance and corporate citizenship. What is also interesting is that EU has a policy plan since 2016 as well member states and regions. The aim of this paper is to further examine the European policy framework for SDGs 2030 with a special reference to Corporate Social Responsibility (CSR) policy making process in Greece. In particular, this paper has a special emphasis on sectors such as tourism, in order to seek the relationship between CSR and SD in policy planning by 2030 (e.g. European Regional Development Fund). Tourism as a policy field is based on a twofold analysis from state initiatives towards development (protocols, infrastructures, regulations) and private sector responsible entrepreneurship. Therefore, it is an interesting field of political analysis because it tests the state’s adaptation in international challenges (e.g. climate change, unemployment, poverty, COVID-19), whilst at the same time is linked with business sector activities and development planning

Wine Tourism in Island Destinations: The Case of Crete

Wine tourism is a type of special-interest tourism which has recorded a remarkable growth over the past few years, creating challenges and opportunities for wineries and wine regions to diversify and gain a competitive advantage. Many wine regions around the world – including several island destinations such as Tenerife, Sicily, Santorini, Corsica, Sardinia – have recognised the economic benefits of wine tourism, although much effort is needed to transform a wine region into a wine tourism destination. Within this framework, this paper aims to explore the level of wine tourism development in the Greek island of Crete. To achieve this objective, a survey was conducted in the wineries which participate in ‘Wines of Crete’, a network of 32 wineries operating in the island. Results indicate that most wineries in Crete have engaged in wine tourism, providing multiple experiences to their visitors, as their owners recognise significant benefits to their wineries and the island. However, they have not managed yet to exploit the full potential of wine tourism, proposing specific measures for its further development. Findings and discussions of this study are useful both to wine industry practitioners and to academic researchers interested in wine tourism

Efficient e-Marketing in Tourism through a Novel Customer Relationship Management Model

This paper proposes an efficient customerrelationship management model based on technologicalconvergence of emerging next generation networks, such asinteractive digital television and network multimedia systems.The proposed research approach is exploited in tourism sectorfor effective destination management, enabling for personalizede-marketing strategies and facilitating marketers to accomplishoptimum marketing data analysis. The proposed researchapproach is evaluated for its applicability and usefulness byinterviewing a sample of Destination Marketing Organizationmanagers. The findings of this research provide useful practicalimplications

Aspects of sustainability in the destination branding process: a bottom-up approach

The concept of sustainability is based on the premise that the inhabitants of a destination should be involved in the way that destination is managed and promoted. At the same time, the literature of place branding emphasizes the important role of local stakeholders in the creation of a true and reliable place brand. In fact, the process of developing a destination brand begins with the aim of shaping the identity of a destination; what the destination stands for. The sustainable dimensions of the destination branding process are explored, while focus groups and structured questionnaires are used to evaluate the usefulness of projection techniques in the process of building a brand identity. It seems that the use of the personification technique could work as an effective destination positioning exercise and as an alternative proposal to the outdated clichés used in tourism promotion

The internet as a promotion and distribution channel of tourism products in Greece: a study of its effects in business practices and consumer behaviors in the tourism network

Καθώς εισερχόμαστε στη νέα εποχή, την Εποχή της Πληροφορίας, οι τουριστικές επιχειρήσεις απαιτείται να κατανοήσουν τη σημασία της επιχειρηματικής χρήσης του διαδικτύου, να αντιληφθούν την αυξανόμενη χρήση του από τους τουρίστες, και τελικά να το αξιοποιήσουν ώστε να αποκομίζουν τα μέγιστα δυνατά οφέλη από τη χρήση του. Αυτό είναι ιδιαίτερα σημαντικό για τις ελληνικές τουριστικές επιχειρήσεις, καθώς ο ελληνικός τουρισμός ταλανίζεται από χρόνια διαρθρωτικά προβλήματα που σταδιακά τον οδηγούν σε απώλεια του ανταγωνιστικού του πλεονεκτήματος από άποψη σχέσης αξίας-τιμής, προβλήματα τα οποία εντάθηκαν και αναδείχθηκαν ακόμα περισσότερο από την πρόσφατη παγκόσμια χρηματοπιστωτική κρίση. Σκοπός της Διδακτορικής Διατριβής είναι να διερευνήσει το βαθμό χρήσης και αξιοποίησης του διαδικτύου στο ελληνικό τουριστικό κύκλωμα, συγκριτικά με άλλα παραδοσιακά μέσα προώθησης και διανομής των τουριστικών προϊόντων και υπηρεσιών. Για να επιτευχθεί αυτός ο σκοπός εξετάστηκε αρχικά η διαχρονική εξέλιξη της ανάπτυξης του διαδικτύου στην Ελλάδα, εστιάζοντας σε τρεις ομάδες ενδιαφέροντος: στο Ελληνικό Δημόσιο, στις ελληνικές επιχειρήσεις και στο γενικό πληθυσμό της χώρας. Ακολούθως μελετήθηκαν προηγούμενες έρευνες και μελέτες που εξετάζουν τη χρήση του διαδικτύου στην Ελλάδα για λόγους που σχετίζονται με τα ταξίδια και τον τουρισμό. Στη συνέχεια, εφαρμόστηκε μέσω τεσσάρων ποσοτικών ερευνών το Μοντέλο Αποδοχής της Τεχνολογίας (ΤΑΜ) σε διαφορετικούς συμμετέχοντες στο τουριστικό κύκλωμα της χώρας μας: παραγωγούς (ξενοδοχεία και γραφεία ενοικίασης αυτοκινήτων), μεσάζοντες (τουριστικά γραφεία) και καταναλωτές (τουρίστες - χρήστες του διαδικτύου). Το αποτέλεσμα που προέκυψε είναι μία συσχέτιση και σύγκριση των αντιλήψεων, επιλογών και προτιμήσεων των δύο πλευρών (προσφορά και ζήτηση), η οποία οδήγησε σε μια ολοκληρωμένη εξέταση της χρήσης του διαδικτύου στο τουριστικό κύκλωμα της Ελλάδας σε σχέση με τα παραδοσιακά κανάλια διανομής. Το σύνολο αυτών των διερευνήσεων επέτρεψε την εξαγωγή χρήσιμων συμπερασμάτων για την σημερινή κατάσταση και τις προοπτικές που διαγράφονται στο μέλλον σχετικά με το βαθμό υιοθέτησης του διαδικτύου στη χώρα μας για λόγους που σχετίζονται με τα ταξίδια και τον τουρισμό, ενώ παράλληλα οδήγησε στη διαμόρφωση ενός πλαισίου προτάσεων σε επίπεδο τουριστικών επιχειρήσεων και δημόσιων πολιτικών, που μπορούν να υποστηρίξουν την αποτελεσματικότερη χρήση του διαδικτύου στον τομέα του τουρισμού

Place Branding through Resource Integration and Gastro-Cultural Experiences: A Transnational Perspective

Place branding often builds upon gastro-cultural features. Yet, the convergence point between gastro-cultural place identity and the experience on offer could (and should) further benefit from contemporary studies in emerging fields, such as value co-creation and the identity-based approach to place branding. This study contributes towards this direction by examining the practices of relevant actors with main place branding authority. Drawing from their online information and presence, a thematic analysis of relevant brands in Greece and Turkey illustrates that operand and operant resource integration reflect the synergies developed between the gastronomic culture in, for, of the place. Further, actors’ intention to co-create the brand influences and is influenced by the brand. Theoretical and practical insights are derived from this study, which may direct future research and inform policymakers about sustainable, inclusive approaches