Πρακτικά Συνεδρίων

This paper builds on the Social Norm Approach (SNA) which emphasises the role of norms in shaping attitudes, intentions and behaviour, in order to ground a socially desired behaviour change favouring, for example sustainability. Indeed, environmental sustainability may be regarded as a collective challenge that can only be achieved if a sufficient number of residents cooperate. Hence, the community plays a crucial role to effect lasting changes towards a more ecocentric behaviour. However, higher levels of awareness and knowledge of environmental issues among the general public have not led to the implementation of actual sustainable practices. This study aims to investigate the association of ecocentric attitude with the costs and benefits of urban tourism development. Drawing from a sample of residents in the city of Larissa (Thessaly region), ecocentric attitude shapes the profile of tourism development, recognising higher economic and social benefits, as well as higher costs on natural and cultural environment.

During the last two decades tourism in Greece has become a mass industry concentrated in the island areas. Although they were not part of the more developed regions of the country, tourism in its current structure contributes to the strengthening of interregional disparities in Greece. In addition, in the centers of mass tourism socio -economical unsustainable mend and supply structures evolved. Simultaneously, a question was raised whether the domestic tourism market can increase, and can it offer a socio - economic alternative to the further expansion of international mass tourism. Thus, the so far little developed Center and Northern Greece, with an abundance of historical sites and natural highlights, can offer new destinations for domestic travelers while contributing to a sustainable development of these regions. As a precondition a national domestic tourism policy, stable prices and a strong promotion of the new destinations are essential in these turbulent economic times.

In today’s global, informational economy of rapid change, opportunities and threats arise equally for tourism organisations as well as tourism destinations. Unexploited Emerging Consumer Markets (ECM’s) on the one hand, and fragmented, dominated markets in the western world on the other call for a more than ever need for competent and effective management and strategy. ‘As tourism destinations become more substitutable due to increasing competition in global tourism markets, destination personality is seen as a viable metaphor for building destination brands and crafting a unique identity for tourism places’ (Caprara, Barbaranelli, and Guido 2001). Following this latter, the purpose of this study is firstly to identify and clarify how Greece's destination personality and branding is perceived by respondents who have visited the country as well as by those who have not and secondly to analyse the relationship between tourists intention to recommend due to the experiences offered to them during their stay. The contribution of the study hopefully will provide nutrition to improve the marketing strategy of the destinations and to provide data for further research regarding the perception of destination personality both on the pre-purchase and post- consumption phase. Keywords: Destination Branding, Brand Personality, Tourism Planning, Experiential Tourism, Consumer Behavior JEL: M31, L83

Η παγκόσμια οικονομία διέρχεται τη χειρότερη κρίση και αυτό οφείλεται στην παγκοσμιοποίηση των αγορών. Η προτεινόμενη μελέτη αποτελεί μια προσπάθεια καταγραφής των κοινωνικών επιπτώσεων της παγκόσμιας οικονομικής κρίσης που βιώνουμε. Για αυτό το λόγο παρουσιάζονται οι κοινωνικές, οι ψυχολογικές, οι εργασιακές και οι πολιτικές επιπτώσεις της οικονομικής κρίσης στην Ελλάδα. Επίσης, θα παρουσιασθεί ο τρόπος με τον οποίο αντιλαμβάνονται οι πολίτες την κρίση, με σκοπό να διαπιστώσουμε κατά πόσο επηρεάζεται το κράτος πρόνοιας και η διαδικασία της Ευρωπαϊκής ολοκλήρωσης. Τελικά ποιο είναι το μοντέλο του σύγχρονου κράτους πρόνοιας που πρέπει να καθιερωθεί στην Ελλάδα; Ποιά πρέπει να είναι τα χαρακτηριστικά αυτού και ποιες θα είναι οι προοπτικές του; Ποιες είναι οι επιπτώσεις στο ανθρώπινο δυναμικό των επιχειρήσεων; Πως διαμορφώνονται οι σχέσεις μεταξύ των κοινωνικών ομάδων; Τα συμπεράσματα είναι ιδιαίτερα σημαντικά και η όποια αξιοποίησή τους θα συμβάλλουν ουσιαστικά στην κατανόηση των επιπτώσεων της οικονομικής κρίσης και της αντιμετώπισής τους.

The development of social media has been reported to have reshaped the tourism industry, as in general revolutionary information and communication technologies have deeply affected the society and its overall functioning. Facebook and Tripadvisor are two of the applications mostly discussed that do have an important impact on the image of the companies associated with the sector. The contribution of Greek tourism in the country's economy has been highlighted several times over the years. However, not all the regions contribute equally. More specific, coastal areas and islands that represent the core Greek tourist product, sea and sun, are the most popular ones whereas the rest of the Greek territory remains 'unexploited' in tourism terms. Through this study is attempted, two hot issues, such as social media and experiential tourism, to be approached and to conclude in whether a digital investment to promote experiential tourism would be a valuable one to generate tourism flow to sense and feel the taste of Greek tourism reality as an alternative of casual tourism marketing. In order to answer that, relevant literature has been reviewed. The current situation has been described, involving the promotion of Greece as destination and tourism-related enterprises using ICTs and social media. The factors affecting the effectiveness of the investment, like economic circumstances, the geography and culture of the region are also examined.

The development of social media has been reported to have reshaped the tourism industry, as in general revolutionary information and communication technologies have deeply affected the society and its overall functioning. Facebook and Tripadvisor are two of the applications mostly discussed that do have an important impact on the image of the companies associated with the sector. The contribution of Greek tourism in the country’s economy has been highlighted several times over the years. However, not all the regions contribute equally. More specific, coastal areas and islands that represent the core Greek tourist product, sea and sun, are the most popular ones whereas the rest of the Greek territory remains 'unexploited' in tourism terms. Through this study is attempted, two hot issues, such as social media and experiential tourism, to be approached and to conclude in whether a digital investment to promote experiential tourism would be a valuable one to generate tourism flow to sense and feel the taste of Greek tourism reality as an alternative of casual tourism marketing. In order to answer that, relevant literature has been reviewed. The current situation has been described, involving the promotion of Greece as destination and tourism-related enterprises using ICTs and social media. The factors affecting the effectiveness of the investment, like economic circumstances, the geography and culture of the region are also examined.