Consumer behaviour in tourism Case study: Greece

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Consumer behaviour in tourism Case study: Greece Tziora N. – Papacharalabous Ch.

PLANNING FOR THE FUTURE Tourism is the most important economic Industry in Greece The Impact of economic Crisis on Tourism Consumer Behaviour and Tourism Marketing Tziora Nectaria - Papacharalabous Charalabos

TOURISM MODELS Mass Tourism vs. Sustainable Tourism Homogenization vs. Differentiation Packaged Holidays vs. Individual Experiences From 4S to 4E Environment, Education, Events, Entertainment Tziora Nectaria - Papacharalabous Charalabos

Plog’s Model of Traveler Types The Psychocentric Tourist a.k.a. “the Repeater” Non adventurous Complete relaxation Pre-organized itinerary Prefer familiarity and The mid-centrics The Allocentric Tourist a.k.a. “the Wanderer” Seek variety and experience Travel at own pace Interested in authenticity and local cultures Tziora Nectaria - Papacharalabous Charalabos

The Push and Pull Travel Motives: Demand and Supply Psychogenic Needs Escapism Social Interaction Being with the Family Entertainment Pure Relaxation Adventure Novelty etc. Destination Attributes Beautiful Scenery Historic & Cultural Resources Accommodation & Transportation Recreational Activities Festivals & Events etc. Tziora Nectaria - Papacharalabous Charalabos

Tourism Statistics More & Shorter Trips 2 out 3 stay at Friends & Relatives Homes Cut back on other Expenses than lose out on their Holiday Peer Travelers influence Destination & Transportation Choice Heightened Interest in Niche Markets (VFR, Creative Tourism, Wellness & Spa) Tziora Nectaria - Papacharalabous Charalabos

Special Interest Tourism Alternative Tourism, including Rural, Cycle, Wine & Food, Aboriginal Varied Tourism Product for varied Market Segments Priority of the Greek Tourism Development Strategy, esp. Maritime and Coastal Tourism Challenges and Opportunities for Sustainable Tourism Development Tziora Nectaria - Papacharalabous Charalabos

HIGHLIGHTING GREEK TOURIST BEHAVIOUR AN EMPIRICAL RESEARCH Is Tourism & Traveling still a priority for the Greek people? What really drives Tourist Behaviour? Are sustainable Tourism Models on the Rise? Tziora Nectaria - Papacharalabous Charalabos

Methodology Online Questionnaire with Limesurvey Distributed through Facebook, LinkedIn, E-mail 7 thematic Sub-Categories Question types: Likert scale, ranking, dichotomous, multiple choice Convenience Sample: 125 people Tziora Nectaria - Papacharalabous Charalabos

Demographic Data Gender:74 Female, 51 Male Age group:20(18-25), 48(26-35), 35(36-45), 19(46-55), 3(56-65) Marital status: 64 Single, 50 Married, 11 Divorced, 35 with minor children Education:13 Vocational Training, 41 University Degree, 49MSc, 13PhD Profession: 13 Students, 26 Employees, 54 Public servants, 19 Self employed, 12 Unemployed, 1 Pensioner Monthly income: 30(0-500), 36(501-1000), 45(1001-1500), 11(1501- 2000), 3(2001+) Tziora Nectaria - Papacharalabous Charalabos

1. HOLIDAY TYPES Most important type of Holiday Tziora Nectaria - Papacharalabous Charalabos

Tziora Nectaria - Papacharalabous Charalabos

Preference for Quality & Independence Tziora Nectaria - Papacharalabous Charalabos

Interest in packaged Holidays Tziora Nectaria - Papacharalabous Charalabos

2. TRAVEL MOTIVATION Tziora Nectaria - Papacharalabous Charalabos

Tourism Models Trends Past – Present - Future Tziora Nectaria - Papacharalabous Charalabos

3.DESTINATION SELECTION Tziora Nectaria - Papacharalabous Charalabos

4. SPECIAL INTEREST TOURISM Tziora Nectaria - Papacharalabous Charalabos

Tziora Nectaria - Papacharalabous Charalabos

5. THE ROLE OF BUDGET Tziora Nectaria - Papacharalabous Charalabos

Main Reason for not taking a Holiday Tziora Nectaria - Papacharalabous Charalabos

6. THE ROLE OF TIME Tziora Nectaria - Papacharalabous Charalabos

7. TOURISTS’ PROFILES Tziora Nectaria - Papacharalabous Charalabos

Daily Lifestyle & Tourist Choices Tziora Nectaria - Papacharalabous Charalabos

Eco-awareness & Nature-Lovers Tziora Nectaria - Papacharalabous Charalabos

Escapism is feminine Tziora Nectaria - Papacharalabous Charalabos

Consumer Awareness Tziora Nectaria - Papacharalabous Charalabos

CONCLUSIONS People need Holidays Tourism driving Forces Socio-economic and Cultural Influences Personality Attributes Towards a sustainable Tourism Need for Education, Awareness & Sensitization, Targeted Promotion (Trendsetting) Tziora Nectaria - Papacharalabous Charalabos

Tziora Nectaria - Papacharalabous Charalabos

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