greeks’ consumer behaviour in tourism

Tziora Nektaria

CONSUMER BEHAVIOUR IN TOURISM

CASE STUDY: GREECE

2

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

3

TOURISM MODELS

Mass Tourism vs. Sustainable Tourism

Homogenization vs. Differentiation

Packaged Holidays vs. Individual Experiences

From 4S to 4E Environment, Education, Events, Entertainment

4

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

5

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.

6

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)

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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

8

AN EMPIRICAL RESEARCH

HIGHLIGHTING GREEK TOURIST BEHAVIOUR

Is Tourism & Traveling still a priority for the Greek people?

What really drives Tourist Behaviour?

Are sustainable Tourism Models on the Rise?

9

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

10

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+)

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1. HOLIDAY TYPESMost important type of Holiday

Summ

er h

olid

ays

Wee

kend o

r 3d

ays bre

aks

Win

ter hol

iday

s

Christ

mas

/Eas

ter hol

iday

s

Busines

s / E

ducation

al trips

0

20

40

60

80

100

120

100

40

1024

14

12

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

How important are these factors by holiday plan-

ning?

DestinationAccomodationDurationMeans of transportDegree of personalized customer service

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Preference for Quality & Independence

8%

50%

37%

5%

Preferred Means of Transport.

Organized coach/bus tours

Road trips

Travel by plane

Cruises

A chained brand/well known hotel

Thematic park

Medium to low scale hotel/ hostel

Camping

Self-catering appartment

Sublend a room

Stay with friends/relatives

45.60%

1.60%

16.00%

8.80%

20.80%

1.60%

5.60%

Preferred Type of Accom-modation

14

Interest in packaged Holidays

93%

7%Being able to cus-tomize your holiday package to suit your needs and wishes Not having to think of anything resting assure that your travel agency will plan every detail of your holidays

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2. TRAVEL MOTIVATION

Sun and Sea

Health and rejuvenation

Sport events

Religion

Visiting friends and relatives

Back to nature

Escape from the daily routine

Adventure, eg canoe, kayak

Other

65.60%

25.60%

2.40%

2.40%

19.20%

11.20%

80.00%12.80%

5.60%

Most significant travel motivator

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Tourism Models TrendsPast – Present - Future

Sun Sea and Sand

Friends and Relatives

Culture and Sightseeing

Adventure tourism

10 30 50 70 90 110

Sun Sea and Sand

Friends and Rela-

tives

Culture and

Sightsee-ing

Adventure tourism

5 years ago

103 39 41 17

this year

92 48 35 6

next year

77 38 51 20

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3.DESTINATION SELECTION

Quality level of offered services

Cost/price

Environmental concerns/sensitization

Value for money

Offering personalized customer service

Other

28.80%

64.80%

3.20%

58.40%

7.20%

1.60%

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4. SPECIAL INTEREST TOURISM

13%

87%

Are you familiar with the term

Special Interest Tourism (SIT)?

Yes (Y)No (N)

31%

69%

Have you ever tried some form of

SIT ?

Yes (Y)No (N)

19

27%

9%

45%

18%

Why haven't you tried so far any Alternative Tourism Package?

High cost/ex-tremely ex-pensive Not available where I live My travel mates aren't interested in such forms of tourism Other

Yes (Y) No (N)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Satisfaction Degree of S.I.T.

Would you recommend it to friends?Would you try some-thing similar again?

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5. THE ROLE OF BUDGET

0

40

80

120

NOYES

21

Main Reason for not taking a Holiday

Pers

onal

/ Fam

ily re

ason

s

Fina

ncia

l rea

sons

Lack

of t

ime

No m

otivat

ion

Other

17.60%

64.80%

9.60%4.80% 3.20%

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6. THE ROLE OF TIME

7%3%

33%

7%

50%

Holidays Frequency in one Year for People

with 0-500€ monthly Income

3-4 times5 or moreTwiceNeverOnce

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7. TOURISTS’ PROFILES

LonerGregarious

CautiousAdventurous

0

5

10

15

20

25

30

3

26

3

26

Personality Type that is famil-iar with S.I.T.

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Daily Lifestyle & Tourist Choices

as a Hobby as a Tourist Motive0%

5%

10%

15%

20%

25%

30%

26%

3%

Food & Wine

25

Eco-awareness & Nature-Lovers

40.80%

3.20%

26

Escapism is feminine

Men Women

18.75%

81.25%

Seeking Adventure

Men Women

40.80%

59.20%

Wanting to Escape

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Consumer Awareness

Are you aware of your influence as a consumer of tourist products and services?

53.60%

69.60%73.60%

46.40%

30.40%26.40%

YES NO

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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)

29