An economic analysis of foreign tourism to Greece. An examination of the growth and structure of foreign tourism to Greece 1960-84 with a planning model and marketing policy recommendations.

摘要

Tourism - in particular its determinants and effects - is an issue presently attractingudmuch attention worldwide.udInternational tourism is considered to be the largest single item of the world'sudforeign trade and for some countries it is the most important export industry andudearner of foreign exchange. In addition to its economic significance, tourismudcontributes to the quality of life. It produces intangible benefits which are directlyudrelated to the physical and psychological health of people, and the enjoyment of theudright to rest and free time. This applies with equal validity to both domestic andudinternational tourism; the latter establishing international economic, political andudsocio-cultural links, as well as strengthening the domestic character of a nation. Atudthe individual level, tourism satisfies the need to travel in search for relief from theudstress of work and the routine of daily life in the big urban centres. At macroud(country) level, tourism is, therefore, a human and economic activity which concernsudmost of us in many parts of the world, directly or indirectly.udOne country for which foreign tourism is of considerable importance is Greece.udIn order to identify likely supply constraints (e. g. tourist accommodation and basicudinfrastructure) and to establish the major market segments of Greek tourism, theudgrowth and structure of foreign tourism in Greece between 1960 and 1984 isudexamined. Special attention is given to the magnitude of tourism in Greece and itsudeconomic effects on the national economy. The non-economic effects of tourismudare also considered. This is followed by the construction of a tourist profile so thatudthe types of foreign visitors that go to Greece are identified. Subsequently, anudeconometric model is developed and empirical results provided to explain foreignudtourist arrivals in Greece and to assess the impact of promotional expenditure byudthe Greek National Tourist Organisation in a number of foreign tourist generatingudmarkets. Finally, a tourism marketing planning model is devised which highlightsudthe main variables affecting the international tourism marketing policies of theudGreek National Tourist Organisation and, in particular, empirical results are used inudconjunction with- a tourism market choice matrix for selecting market targetingudstrategies.udThe major conclusion emerging from the research is that as the tourist industry inudGreece is of vital importance, the adoption of a strategic, interdisciplinary andudintegrated tourism planning process along with the establishment of a tacticallyudorientated task unit could provide important improvements in the effectiveness andudcontribution of tourism in Greece.udA few proposals regarding future policies by the Greek authorities are made, such asudthe establishment of a co-ordinating body orchestrating the efforts of theudappropriate groups relevant to the multifaceted nature of tourism.