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Chapter 3 the Tourism Marketing School of Social Sciences Master in Business Administration (MBA) Postgraduate Dissertation “Strategic Marketing Plan of Tourism. The Case Study of Prefecture of Achaia” Ioanna Papanikolopoulou Supervisor: Apostolos Giovanis Patras, Greece, September 2019 Theses / Dissertations remain the intellectual property of students (“authors/creators”), but in the context of open access policy they grant to the HOU a non-exclusive license to use the right of reproduction, customisation, public lending, presentation to an audience and digital dissemination thereof internationally, in electronic form and by any means for teaching and research purposes, for no fee and throughout the duration of intellectual property rights. Free access to the full text for studying and reading does not in any way mean that the author/creator shall allocate his/her intellectual property rights, nor shall he/she allow the reproduction, republication, copy, storage, sale, commercial use, transmission, distribution, publication, execution, downloading, uploading, translating, modifying in any way, of any part or summary of the dissertation, without the explicit prior written consent of the author/creator. Creators retain all their moral and property rights. “Strategic Marketing Plan of Tourism. The Case Study of Prefecture of Achaia” Ioanna Papanikolopoulou Supervising Committee Supervisor: Co-Supervisor: Apostolos Giovanis Lamprini Piha Patras, Greece, September 2019 Ioanna Papanikolopoulou, “Strategic Marketing Plan of Tourism. The Case Study of Prefecture of Achaia” “To my daughters Aggeliki and Theodora and to my lovely husband.” Postgraduate Dissertation iv Ioanna Papanikolopoulou, “Strategic Marketing Plan of Tourism. The Case Study of Prefecture of Achaia” Abstract The tourism is undoubtedly one of the main economic sources of Greece, contributing decisively to its development and prosperity. The ancient Greek and Roman civilization, our history, the sun and the sea, the thousand of islands, the abundant artistic and cultural activities, the rich national and local traditions and our religion reflect on a very wide range of tourist activities attracting millions of visitors every year from abroad as well as inside Greece. However, the endless Greek beauty does not have to preserve Greece as a timeless and value tourist power. There is a need for a lasting strategic business plan that will create the appropriate tourist conditions. The marketing is a main scientific tool which is necessary to achieve economic growth and survival of a touristic destination. This plan should be evaluated and adapted constantly. This dissertation deals with the strategic tourism marketing plan of Prefecture of Achaia which aims to promote and advertise the region as a tourist destination. With the help of the Strategic Marketing Plan, the strengths and the weaknesses of the region as well as the opportunities and threats will be examined. Through the marketing mix, a scientific approach will be made to the topic, with the aim of more effective visibility, upgrading of the tourist product and, more generally, the attraction of more visitors. The implementation of the strategic marketing plan in the Prefecture of Achaia will create a more competitive destination. Τhe proposed project could be a useful tool for all stakeholders involved in the tourism of the Prefecture of Achaia, with a view to highlighting and promoting the positive aspects of the region in order to lead the region to further growth and prosperity. Keywords Tourism, Tourist Marketing, Strategic Marketing Plan, Prefecture of Achaia Postgraduate Dissertation v Ioanna Papanikolopoulou, “Strategic Marketing Plan of Tourism. The Case Study of Prefecture of Achaia” Περίληψη Ο τουρισμός αποτελεί αναμφίβολα μία από τις κύριες οικονομικές πηγές της Ελλάδας, συμβάλλοντας αποφασιστικά στην ανάπτυξη και την ευημερία του. Ο αρχαίος ελληνικός και ρωμαϊκός πολιτισμός, η ιστορία μας, ο ήλιος και η θάλασσα, τα χιλιάδες νησιά, οι άφθονες καλλιτεχνικές και πολιτιστικές δραστηριότητες, οι πλούσιες εθνικές και τοπικές παραδόσεις και η θρησκεία μας αντανακλούν ένα ευρύ φάσμα τουριστικών δραστηριοτήτων που προσελκύουν εκατομμύρια επισκέπτες κάθε χρόνο από το εξωτερικό καθώς και από την Ελλάδα. Ωστόσο, η ατελείωτη ελληνική ομορφιά δεν χρειάζεται να διατηρήσει την Ελλάδα ως μια διαχρονική και αξιόλογη τουριστική δύναμη. Υπάρχει ανάγκη για ένα μακροπρόθεσμο στρατηγικό επιχειρηματικό σχέδιο που θα δημιουργήσει τις κατάλληλες τουριστικές συνθήκες. Το μάρκετινγκ είναι ένα βασικό επιστημονικό εργαλείο που είναι απαραίτητο για την οικονομική ανάπτυξη και την επιβίωση ενός τουριστικού προορισμού. Το σχέδιο αυτό πρέπει να αξιολογείται και να προσαρμόζεται συνεχώς. Αυτή η διατριβή ασχολείται με το στρατηγικό σχέδιο μάρκετινγκ του τουρισμού της Νομαρχίας Αχαΐας, το οποίο αποσκοπεί στην προώθηση και προβολή της περιοχής ως τουριστικού προορισμού. Με τη βοήθεια του στρατηγικού σχεδίου μάρκετινγκ, θα εξεταστούν τα δυνατά σημεία και οι αδυναμίες της περιοχής καθώς και οι ευκαιρίες και οι απειλές. Μέσω του μάρκετινγκ, θα γίνει επιστημονική προσέγγιση στο θέμα, με στόχο την αποτελεσματικότερη προβολή, την αναβάθμιση του τουριστικού προϊόντος και, γενικότερα, την προσέλκυση περισσότερων επισκεπτών. Η εφαρμογή του στρατηγικού σχεδίου μάρκετινγκ στο νομό Αχαΐας θα δημιουργήσει έναν πιο ανταγωνιστικό προορισμό. Το προτεινόμενο έργο θα μπορούσε να αποτελέσει χρήσιμο εργαλείο για όλους τους εμπλεκόμενους στον τουρισμό του Νομού Αχαΐας παράγοντες, με στόχο την προβολή και προώθηση των θετικών πτυχών της περιοχής, προκειμένου να οδηγήσει την περιοχή στην περαιτέρω ανάπτυξη και ευημερία. Λέξεις – Κλειδιά Τουρισμός, Τουριστικό Μάρκετινγκ, Στρατηγικό Σχέδιο μάρκετινγκ, Νομός Αχαΐας. Postgraduate Dissertation vi Ioanna Papanikolopoulou, “Strategic Marketing Plan of Tourism. The Case Study of Prefecture of Achaia” Table of Contents Abstract ................................................................................................................................. v Περίληψη.............................................................................................................................. vi List of Figures ...................................................................................................................... ix List of Tables ......................................................................................................................... x List of Abbreviations & Acronyms ...................................................................................... xi Part A. Introduction .............................................................................................................. 1 Chapter 1 Introduction .......................................................................................................... 1 1.1 The Subject of work ............................................................................................... 1 1.2 Methodology ........................................................................................................... 1 1.3 The structure of work ............................................................................................. 2 Part B. - Literature Review ................................................................................................... 4 Chapter 2 Theoretical Approach of Tourism ........................................................................ 4 2.1 Conceptual determination of Tourism and the Tourists. ............................................. 4 2.1.1 The definition of Tourism .................................................................................... 4 2.1.2 The definition of the tourists and their characteristics. ........................................ 5 2.2 Historical Evolution of Tourism ................................................................................. 6 2.3 Types of Tourism ........................................................................................................ 8 2.4 Impact of Tourism ....................................................................................................... 9 2.5 Categories of Tourism ............................................................................................... 11 2.6 The Importance of Tourism in Greece. ..................................................................... 12 Chapter 3 The Tourism Marketing ...................................................................................... 15 3.1 The meaning of Marketing ........................................................................................ 15 3.2 The meaning of Tourism Marketing ......................................................................... 17 3.3 The marketing research. ............................................................................................ 19 3.3.1 The concept of marketing research. ................................................................... 19 3.4 Segmentation of the tourist market. .......................................................................... 20 3.5 Marketing mix in Tourism. ....................................................................................... 21 3.6 Strategic Marketing Planning in Tourism. ................................................................ 22 Chapter 4 The Prefecture of Achaia .................................................................................... 25 4.1 Geographical and morphological features. ............................................................... 25 4.2
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