Insights Into Luxury Tourism: the Case of Elounda, Crete
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PEER-REVIEWED RESEARCH ARTICLE 2020, 2(2): 62-70 https://toleho.anadolu.edu.tr/ FACULTY OF TOURISM INSIGHTS INTO LUXURY TOURISM: THE CASE OF ELOUNDA, CRETE Nikolaos Trihasa,*, Georgia Panagiotakib, Anna Kyriakakic aDepartment of Business Administration and Tourism, Hellenic Mediterranean University, Heraklion, Greece. ORCID: 0000-0001-9084-4036 / e-mail: [email protected] bDepartment of Tourism Business Administration (M.Sc.), Hellenic Open University, Patras, Greece. ORCID: 0000-0002-0656-120X / e-mail: [email protected] cSchool of Business, University of the Aegean, Chios, Greece. ORCID: 0000-0001-6792-2876 / e-mail: [email protected] KEYWORDS ABSTRACT Luxury tourism Luxury tourism is one of the fastest-growing market segments in the hospitality and tourism industry. 5-star hotels Luxury tourists are undoubtedly the target of many tourism businesses worldwide, as evidenced by the large Crete investments made in recent years especially in the private sector, while the competition between luxury tourism destinations has been particularly intense. Elounda is one of the most popular tourist destinations Greece in the world for luxury vacations, having the largest concentration of 5-star hotels in Greece. The aim of this research is to investigate the current status and the characteristics of luxury tourism development in Elounda, as well as the prospects for the future. In order to meet the above objective, qualitative research was conducted using semi-structured, in-depth interviews with the managers of nine 5-star hotels in Elounda. Findings and discussion of this study are useful to tourism professionals, academic researchers and other stakeholders interested in luxury tourism. 1. Introduction Luxury tourism is one of the fastest-growing political and economic life (Trihas, Zouganeli, market segments in the global tourism industry, with & Antonaki, 2012). Elounda is home to some of the advantage of being little affected by the global economic downturn. According to available data place with the highest concentration of Greece’s (Xenia, 2008), luxury tourism accounts for about the5-star finest hotels. hotels Most and of resorts these hotelsin the belongworld. Itto islarge the 3% of total international tourist arrivals, however, hotel groups (e.g. Marriott, Leading Hotels, Relais in terms of revenue it accounts for about 25% of & Chateaux, Small Luxury Hotels). Elounda is international tourism revenue. These percentages characterized as ‘the epitome of a luxurious holiday’ increase from year to year. It is easy to understand (Trihas & Konstantarou, 2016). The visitors have the that luxury tourists are a very attractive segment of opportunity to choose between bungalows, suites the market for tourism businesses and destinations. and villas with sea-view, modern and contemporary However, due to the high demands and expectations design and specialized facilities. Swimming pools, of luxury tourists, attracting them is not an easy task, as it requires high investments for the development and non-heated, spa and thalassotherapy centers, of appropriate infrastructure. Nevertheless, there indoortennis and outdoor,golf courses, simple private or overflowing, beaches, privateheated are already established luxury holiday destinations, heliports, award-winning gourmet restaurants give a and the competition between them is intense. In complete picture of the area’s luxury tourist product. recent years, Greece has entered the map of luxury While there is a growing volume of literature about luxury tourism, there is a lack of empirical Elounda, Mykonos and Santorini being recognized studies focusing in the Greek context. This paper tourisminternationally dynamically, as luxury with destinations. specific areas such as Elounda is a small town on the northeast coast existing literature, as it attempts an analysis of of the island of Crete, Greece. It skyrocketed in comesluxury tourismto partly and fill luxury this gap tourists, and contribute using Elounda to the in Crete as a case study. Crete was built there. A building boom of luxury the late 60s when the first luxury 5-star hotel of *Corresponding Author. into the lively cosmopolitan resort it is today, the Received 11.06.2020; Received in revised form 18.08.2020; Accepted 24.08.2020 accommodationmost luxurious in turned Greece, this hosting small some fishing of the village most This article is licensed under aCreative Commons Attribution 4.0 International License. prominent representatives of the world’s social, e-ISSN: 2687 - 3737 / © 2020 The Authors. Published byAnadolu University. Insights into Luxury Tourism: The Case of Elounda, Crete 2. Literature Review Several attempts have been made over the years to emphasize comfort, relaxation, attention to detail conceptualize the term “luxury” given its subjective and demanding consumer standards (Bakker, 2005). nature and the extensive context in which it is Luxury tourism adds high added value to the applied. At the core of any effort is the wide range basic primary product (Dykins, 2016). Although of quality products and services that meet the the global economy is characterized by successive needs and expectations of a highly specialized and demanding consumer group (Hallott, 2013). The their holidays and are prepared to pay higher prices English word “luxury” derives from the Latin word fluctuations,for it (Park, Reisinger, many consumers & Noh, 2010). are seeking In 2019, luxury global on “luxus” and encapsulates the concepts of opulence luxury tourism market reached US$831 billion and extravagant lifestyle in order to satisfy desires with an expected growth of 7.3% until 2023 (CPP that quite often exceed the usual daily needs Luxury, 2019). At this point, it is worth focusing on (Dubois, Czellar, & Laurent, 2005). It suggests, inter the changes in luxury tourism over the years and alia, superiority, uniqueness, exclusivity and social the transition from “old luxury” to “new luxury”. status and is used to describe something majestic Initially, until the 1990s, this type of tourism was and emblematic with unlimited applications in the exclusive prerogative of the few (elite), while everyday life (Vigneron & Johnson, 2004). Moreover, such trips were made for reasons of impression according to Park and Reisinger (2009), luxury and prestige (Hallott, 2013). Nowadays, luxury goods give personal and social identity to those travel seems to be accessible by a larger group of who buy them and are characterized by creativity, consumers. The emergence of “new wealth” and the high quality, limited production and high prices. In greater professionalism with which this particular addition, crucial is the role of the brand name that tourist product is now treated (Brenner & Aguilar, accompanies luxury products as it presupposes all the above characteristics, while it can also form a Increased demand for luxury tourism as well as repetitive clientele, which arises as a result of trust 2002) contributed significantly in this direction. in them (Kapferer, 1997). wide range of luxury products and travel options Moving towards the concept of luxury tourism profits(Sukmawati, from Ernawati,it led the &tourism Nadra, industry2018). New to marketscreate a and taking into account that the meaning of luxury is are emerging beyond existing ones. Indicatively, constantly evolving, there is no commonly accepted China is the fastest-growing market with the highest demand for luxury products with an annual growth on the perceptions of each traveler. However, its rate of 20%, while it is expected to be the largest definition,essential components as it is interpreted are: a) differentlythe excellent depending service, luxury market in the coming years (D’Arpizio, Levato, b) the high quality, c) the exclusivity, and d) the rarity, characteristics that justify the high prices a noticeable difference between the old and the new that represent the value and level of services offered Prete,era of luxury.Del Fabbro, & Montgolfier, 2019). This is also (Kemp, 1998). In addition, it is a combination of The increasing demand for luxury tourism creates tangible products, services and experiences (Park & the need to explore the characteristics and behavior Reisinger, 2009). Based on the above assumptions, of tourists who choose this type of vacation. Luxury tourists are an important segment of the global travel the type of tourism that includes travel which onehas ascould its maincome purpose to the followingthe acquisition definition: of unique, It is smaller sales volume (Demir & Saribas, 2014). They authentic and quality experiences that are acquired andare nottourism seeking industry, the best generating price, but high the profitsbest product, with a mainly through the provision of personalized and which concerns the accommodation and the whole exclusive services usually at higher costs compared range of tourist services: service from travel agencies to other types of tourism (Xenia, 2008). According / tour operators, transfer to and from the airport to to IPK International (2017), this cost usually the destination, meals at sophisticated restaurants exceeds €750 per night and per person for a stay as well as activities and services inside and outside of 1-3 nights, or exceeds €500 per night and per the hotel (Yu & Littrell, 2003). Nevertheless, although person for a stay of more than 4 nights. Of course, luxury tourists have great purchasing power and the above amounts are a minimum expense which spend huge amounts of money on luxury vacations, they are focused