School of Environmental Studies, Geography and Applied Economics School of Digital Technology

Department of School of Management Science

IREST (Institut de Recherche et d’ Etudes Supérieures du Tourisme) Université Paris I Panthéon – Sorbonne

Lefkada Sustainable Tourism Destination Master Thesis

Panagiota Anagnostopoulou

Athens, 2019

Examining Committee

Supervisor: Paris, Tsartas Professor of Tourism Development, Department of Home Economics and Ecology, Harokopio University of

Examiner: Harry, Coccossis Professor of Spatial and Environmental Planning, Department of Planning and Regional Development, University of Thessaly

Examiner: Evangelia, Georgitsoyanni Professor in History of Art & Civilization, Department of Home Economics and Ecology, Harokopio University of Athens

2 Ethics and Copyright Statement

I, Panagiota, Anagnostopoulou hereby declare that:

1) I am the owner of the intellectual rights of this original work and to the best of my knowledge, my work does not insult persons, nor does it offend the intellectual rights of third parties.

2) I accept that Library and Information Centre of Harokopio University may, without changing the content of my work, make it available in electronic form through its Digital Library, copy it in any medium and / or any format and hold more than one copy for maintenance and safety purposes.

3 Acknowledgements

First and foremost I would express my respect and gratefulness to my supervisor and president of Master Program, Prof. Tsartas Paris, for his continuous push and support. Thank you for always finding time in your busy schedule to meet and advise me. I would like to also thank Prof. Harry Coccossis not only as a second supervisor, but also for his advices and tips for my essays. I would like to thank all the supervisors of local authorities, Hotel and Rental Room Associations, all the property-owners and every participant from island in helping me conduct my research, the Regional Unit of EOT in for providing me the statistics for the Region and a key person from Region of Ionian islands by presenting me important elements for my research. Secondly, my family and my parents, especially my mum whose whole life is dedicated to me and my sister by sacrificing many times her inner wills. Thank you for encouraging all my plans and always being next to me, no matter where I am or what I am willing to follow as a life path. I want to thank my friends and my sister for supporting me from the beginning till the end of this significant part of my life. Moreover, I would like to thank a special group of people in master degree the Oi Eklektoi team, that became my friends over the year. It might have been possible to do all this without you, but it would have been way less fun. Thank you for all the moments we share together and I hope we not lose each other. And last, but not least a great thanks to Professors Anastasios and Alkiviadis Panagopoulos, who secretly influenced me my whole life by being role models, encouraging moving forward and believe in me.

This thesis is devoted to my beloved grandfathers, Georgios and Nikolaos Katsigiannis, whose origins are from Lefkada island, the small village of Athani. They loved the island and its nature, even the circumstances was not the ideal ones. Thank you for everything you left to us as inheritance and mostly the strong bond of family.

4 TABLE OF CONTENTS Abstract in Greek ...... 7 Abstract in English ...... 8 LIST OF FIGURES ...... 9 LIST OF TABLES ...... 10 Abbreviations ...... 11 Introduction ...... 12 1. Chapter 1. Literature review ...... 13 1.1 Sustainable development ...... 13 1.2 Tourism ...... 15 Tourism in ...... 16 1.3 Destination ...... 19 1.3.1 Destination Management Organizations (DMOs) ...... 21 1.4 Sustainable Tourism Destination ...... 22 2 Chapter 2. Lefkada islands analysis ...... 24 2.1 Lefkas analysis ...... 24 2.1.1 Natural resources and assets ...... 25 2.1.2 Cultural resources and assets...... 27 Architecture...... 27 Attractions & Archeological sites ...... 28 Museums & Libraries ...... 30 Religion ...... 33 Arts & Literature ...... 35 Crafts ...... 36 Festivals ...... 36 Gastronomical identity ...... 38 2.2 ...... 39 2.2.1 Cultural resources ...... 39 Accessibility ...... 40 Services ...... 40 2.3 ...... 40 2.3.1 Cultural resources ...... 40 Accessibility ...... 40 Services ...... 41 2.4 ...... 41 2.4.1 Cultural resources ...... 41 Accessibility ...... 41 Services ...... 41 2.5 Other islands ...... 41 ...... 41 ...... 42 Agios Nikolaos Islet ...... 42 3 Chapter 3. Tourism in Lefkada islands ...... 42 3.1 Tourism evolution in Lefkada ...... 43 3.2 Tourism in numbers ...... 44 3.3 Market analysis ...... 45 3.3.1 Human resources ...... 45 3.3.2 Stakeholders ...... 46 Primary stakeholders ...... 46 Secondary stakeholders ...... 47 3.3.3 SWOT Analysis ...... 48 Strengths ...... 48 Weaknesses ...... 48 Opportunities ...... 48 5 Threats...... 48 3.3.4 Problems in destination ...... 49 Accessibility ...... 49 Seasonality ...... 49 3.4 The necessity of sustainability ...... 50 4 Chapter 4. Research Methodology...... 50 4.1 Participants ...... 51 4.2 Materials ...... 52 4.3 Procedure ...... 53 4.4 Data Analysis ...... 53 4.5 Observations ...... 61 5 Chapter 5. Lefkada islands: sustainable destination ...... 62 5.1 Proposal...... 62 5.1.1 Destination nexus ...... 63 Ecotourism ...... 63 Coastal and Marine tourism ...... 66 Cultural tourism...... 69 Religious tourism ...... 71 5.1.2 Policies, Standards and Guidelines ...... 73 Conclusion ...... 74 Bibliography and References...... 75 Personal Communications ...... 80 Appendix ...... 81

6 Abstract in Greek

Η παρούσα διπλωματική εργασία συντάσσεται στα πλαίσια του Διεθνούς Προγράμματος Μεταπτυχιακών Σπουδών «Sustainable Tourism Development: Cultural Heritage, Environment, Society» και στοχεύει στην ανάλυση της στρατηγικής του βιώσιμου τουριστικού προορισμού για το σύμπλεγμα των Νησιών της Λευκάδας – των μεγαλύτερων νησιών Λευκάδα, Μεγανήσι, Κάλαμος, Καστός, αλλά και των μικρότερων που τα περιβάλλουν. Έχοντας την εμπειρία της ζωής στο νησί της Λευκάδας, το καλοκαίρι αλλά και τον χειμώνα, οι ευκαιρίες για να διερευνηθεί το ζήτημα του προορισμού είναι ποικίλες και οφείλεται να γίνει προσέγγιση από μια βιώσιμη παράμετρο. Τα Νησιά της Λευκάδας είναι ένας προορισμός με μεγάλη δυνατότητα να αναπτυχθεί βιώσιμα μέσω της βιώσιμης τουριστικής ανάπτυξης. Οι καθημερινές προκλήσεις είναι πολλές και διαφορετικές, αλλά οι υπάρχοντες φυσικοί και πολιτιστικοί πόροι είναι αρκετοί ώστε να μπορούν να βοηθήσουν στην αντιμετώπιση αυτών των προβλημάτων και να αξιοποιηθούν για την ανάδειξη μιας διαφορετικής ελκυστικής πλευράς του προορισμού. Η τοπική ταυτότητα αποτελεί το συγκριτικό πλεονέκτημα αυτού του προορισμού καθώς παρουσιάζει ένα πολυδιάστατο περιβάλλον. Με αυτή τη διπλωματική εργασία, δίνονται συγκεκριμένες οδηγίες και προτείνονται αλλαγές που θα πρέπει να γίνουν ώστε να υπάρξει ένα επιτυχημένο στρατηγικό σχέδιο προορισμού. Η πρόταση βασίζεται σε αξιόπιστη βιβλιογραφική ανασκόπηση, σε ανάλυση των φυσικών και πολιτιστικών πόρων του προορισμού και σε πρωτογενή έρευνα που διεξήχθη με τη χρήση ερωτηματολογίου. Οι προτάσεις που αναφέρονται έχουν ως στόχο τη διαφοροποίηση του τουριστικού προϊόντος των Νησιών της Λευκάδας από άλλους παρόμοιους τουριστικούς προορισμούς, αλλά και τη δημιουργία ανταγωνιστικού πλεονεκτήματος για τον προοριμό στην τουριστική αγορά .

Keywords: Λευκάδα, νησιά, πολυνησιωτικότητα, προορισμός, βιωσιμότητα, τουριστική ανάπτυξη

7 Abstract in English

This master thesis in the context of the International Master in Sustainable Tourism Development: Cultural Heritage, Environment, Society is analyzing the approach of the complex of Lefkada islands – the big islands Lefkas island, Meganisi, Kalamos, Kastos and the surrounding islets – to become sustainable tourism destination. Influenced by the experience of islands’ life either in summer or in winter, found a great opportunity to research this issue and approach the destination from a sustainable parameter. Lefkada islands is a destination with a great potential to grow sustainably through tourism development. The challenges are various but the current rich natural and cultural resources could help to overcome the problems and focus on the positive aspects of the destination. Local identity is the key to success, while talking to a multi-dimensional environment. By this thesis are given specific directions and proposed changes that have to be done in order to have a successful strategic destination plan. The proposal is based on a reliable literature review, destination analysis of resources and assets and a primary research conducted by the use of questionnaire. The changes are mentioned have as a goal to diversify the offering tourism product of Lefkada islands from other similar ones and create a competitive advantage for the destination.

Keywords: Lefkada, islands, insularity, destination, development, management, sustainable, tourism, DMO, nexus

8 LIST OF FIGURES

1 Sustainable development ...... 14 2 Sustainable Development Goals ...... 15 3 (2015-2018) ...... 18 4 Contribution to regional development (INSETE Intelligence)...... 19 5 Cycle of evolution for tourist area ...... 20 6 Sustainable tourism development ...... 22 7 Brand logo for Lefkada islands destination (Chamber of Lefkada) ...... 42 8 Aktio Airport Flights per Month (2010-2018) ...... 45 9 Destination Problems...... 56 10 Operational months for businesses and organizations...... 57

9 LIST OF TABLES

1 Tourism figures in Greece (SETE, 2014) ...... 18 2 Important Churches in Lefkas ...... 35 3 Evolution in Rental properties (INSETE Intelligence) (Conference proceedings: 1st Lefkadian Conference, 1999) ...... 44 4 Arrivals-Overnights-Occupancy in Lefkada islands (INSETE Intelligence) ...... 44 5 Aktio Airport Arrival per month (2010-2018) (INSETE Intelligence) ...... 45 6 Admissions to Museums / Archeological sites (2010-2018) ...... 45 7 2-way table for gender and place of residency ...... 54 8 2-way table for gender and type of organization ...... 54 9 2-way table for age and type of organization ...... 55 10 2-way table for educational level and residency ...... 55 12 Ecotourism activities in Lefkada islands ...... 65 13 Coastal & Marine tourism activities in Lefkada islands...... 68 14 Cultural Activities in Lefkada islands ...... 71

10 Abbreviations

CTM Coastal and Marine Tourism CUHC Central Union of Hellenic Chambers DMO Destination Management Organization E.O.T. National Greek Tourism Organization EU European Union F&B Food and Beverage GDP Gross Domestic Product GNTO National Greek Tourism Organization ICH Intangible Cultural Heritage ISO International Organization for Standardization HACCP Hazard Analysis and Critical Control Points HCH Hellenic Chamber of Hotels KPIs Key Performance Indicators LCK Local Community of Kastos LCKl Local Community of Kalamos MA Municipality of Appollonion ME Municipality of Ellomenos MK Municipality of Karya ML Municipality of Lefkada MM Municipality of Meganisi MS Municipality of Sfakiotes NGO Non-Governmental Organizations O.T.A. Regional and Local authorities OECD Organization for Economic Co-operation and Development OSEED Federation of Business Associations Rooms to let and Apartments, Regional Unit of Lefkas SDGs Sustainable Development Goals SETE Greek Tourism Confederation SIT Special Interest Tourism UN United Nations UNESCO United Nations Educational, Scientific and Cultural Organization UNWTO United Nations World Tourism Organization VAT Value Added Tax WTO World Trade Organization

11 Introduction

From the theoretical and analytical perspective, many Greek destinations are going through a phase of a mature mass tourism and so is the case with the coastal zones. Lefkada islands is one of the really few destination in the Ionian islands that have not been greatly influenced - most of the times with negative consequences for the local society - by mass tourism. But the reason why tourists visit Lefkada islands must change within the framework of the theories about the transformation of tourism destination by focusing on SIT products although tourists associate Lefkada islands with sun, sand and sea tourism. Tourism is a competitive economic activity and as a result, the destinations must keep up-to- date with high standards, such as high quality of amenities and services. This practice will result in a differentiation from competitive tourism destinations, which will favor the whole area. Reshaping the islands’ tourism identity on a sustainable perspective is crucial and O.T.A. will play the significant role of DMO in Regional Unit of Lefkada. There is an urgent need for common tourism strategy based on the quality of inhabitants’ life and the authenticity of the destination. By authenticity the original identity of the Lefkada islands is meant to be promoted and amplified. In more detail, the first chapter of the thesis presents a literature review on definitions and meanings of sustainability, tourism, tourism in the case of Greece, a conceptual approach of destination, analysis of the Destination Management Organizations (DMOs), and how a sustainable tourism destination is created. The second chapter provides an analysis of the islands of Lefkada. Firstly, an analysis of the island's resources is conducted such as architecture, museums, attractions, arts and literature, religion, gastronomy, then an analysis of the smaller islands of Meganisi, Kalamos, Kastos and then the even smaller ones such as Scorpios. The third chapter examines tourism in the Lefkada Islands. Initially the history of the tourism revolution, some statistics for a better understanding of the case, references to resources and human resources and a SWOT Analysis. Lastly, the problems of the region and the reasons why sustainability is considered necessary are studied. The fourth chapter presents the research done on the thesis. The methodology was conducted through a questionnaire followed by data analysis. Finally, the chapter five presents the proposals for future sustainable tourism development, policies, assessment process and conclusions.

12 1. Chapter 1. Literature review

Literature review is analyzed in this chapter. In this part, significant concepts are analyzed in order to form an overall picture of sustainability, tourism and destinations. Consequently, the formulation of a sustainable tourism destination is the prerequisite for the sustainable development in tourism sector.

1.1 Sustainable development

Sustainable development is a process of change in which the exploitation of resources, the direction of investment, the orientation of technological development, and institutional change are all in harmony and enhance both current and future potential to meet human needs and aspirations (WCED, 1987). This definition is established and promoted to the great extent from the UN during the last thirty years, but sustainability as a notion emerged two centuries ago.

The discussion about sustainability sparked in middle of 18th century, when Malthus and William Stanley Jevons faced the problem about resources scarcity. Since then, many concerns about the limitation of resources have been expressed, especially, about natural resources and species loss because of population rise (Baker, 2016). Its interpretation stems from an anthropocentric approach and ends up to a more eco-centric one for every human activity in society and technology. For achieving such a long-term process, policy formulation is the key to success and the engagement of government is prerequisite. Throughout the last 30 years, the UN focus on sustainable development making declarations and organizing forums, conferences and various informative activities to enlighten human societies about this new context, otherwise the negative consequences will follow not complying with these guidelines and principles. The concept of sustainable development offers a framework to integrate environmental policies and development strategies. Rich and poor countries must integrate this concept on their strategic plan and allocate it properly to regional and local level in order every inhabitant become aware of the concept and its intention. From time to time, the engagement of human beings in the concept of sustainability is obvious. In order to understand the whole context of sustainable development, priority must be given to the needs of both present and future generations (Brundtland , 1987). Sustainability is a long-term goal and needs strategic plan with targeted actions in order the process yields a more sustainable world. Due to complexity of multi-dimensional context, the definition of sustainability has a three-level approach, which contains the pillars of environment, society and economy (Ekins, 2000).

13 The social dimension is related to human mores and values, relationships and institutions. The impacts on the social structure are produced by imbalances in terms of per capita income derives from external investments. The economic pillar concerns the allocation and distribution of scarce resources. In that approach on environmental issues there are often conflicting interests of local or external groups which seek quick profit in short-term activities. It is also needed within the ethics of sustainability. The environmental dimension is based on the long-term development without the depletion of resources. Through this pillar, a decision-making policy is built to protect the physical landscape and natural resources. As a result, it involves both the contribution of society and economy that affect the environment and natural resources (Ioannides, Apostolopoulos , & Sonmez, 2001).

Society

Sustainability

Environment Economy

1 Sustainable development

Europe faces a period of transformation as the global system moves on. EU is making a great effort to promote growth strategy based on sustainable development with goal to burrow through that radical changes smoothly. The core value of that strategy is to involve all scientific fields in the process by giving to each an important role to be committed. As a result, three priorities for growth have set, smart, sustainable and inclusive. Smart growth means developing an economy founded on knowledge and innovation. Sustainability is about using available resources in a more efficient, greener and competitive economy. As for inclusive growth, EU is willing to foster a high-employment economy by enforcing the social and territorial cohesion. (EUROPE 2020, 2010) The UN have the endeavor to establish a global sustainable development, developed a shared blueprint, among its members, for peace and prosperity for people and the planet, now and into 14 the future. In 2015, all the UN Member States adopted the blueprint and committed to the 2030 Agenda for Sustainable Development. The core of the Agenda is the 17 Sustainable Development Goals (SDGs), which are an urgent call for action by all countries – developed and developing – in a global partnership. Goals address global challenges, such as poverty, inequality, climate change, peace and justice. It is important to be achieved all by 2030 (UN: Sustainable Development Goals). Solidarity towards nature and towards people is a key to activate people to rediscover the concept of acting gratuitously for the sake of future generations. This dynamic concept can be used in every scientific field that claims for a holistic sustainable development, such as tourism sector.

2 Sustainable Development Goals

1.2 Tourism

According to UNWTO’s definition, tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. These people are called visitors (which may be either tourists or excursionists; residents or non- residents) and tourism has to do with their activities, some of which imply tourism expenditure (UNWTO, Glossary). Moreover, as tourist is considered the visitor (domestic, inbound or outbound), if his/her trip includes an overnight stay. Two other important definitions in the sector are domestic tourism and international tourism. Domestic tourism refers to a traveler visiting a destination in his/her country of residence for at least 24hrs but less than one year for the purpose of recreation, holiday, sports, business, meeting, conventions, study, visiting friends or relatives, health, mission work, or religion (Smith, 1989, p. 20). International tourism comprises inbound tourism plus outbound tourism, that is to say, the

15 activities of resident visitors outside the country of reference, either as part of domestic or outbound tourism trips and the activities of non-resident visitors within the country of reference on inbound tourism trips (UNWTO, Glossary). The notion of tourism has its origins in ancient times, when the movements in Egypt had cultural (i.e. organized trips to Pyramids) and commercial aspirations and health and sports intentions in Greece (i.e. Ancient Olympic Games). During the Roman times, the first infrastructure was emerged by constructing roads for safe journeys and some kinds of hotels, which were classified according to the wealth of visitor. The intensity in tourism activity occurred between 15th and 19th century, during Grand Tour period. There were journeys for the English rich people who were willing to meet other cultures and visit mostly monuments and museums. The main destinations were Italy and France and later on, Greece and Middle-East.

The tourism, as it is known today, was formulated at the end of 19th century and early 20th century, after the 1st industrial revolution. The 1950s is considered a milestone due to the massive development of leisure, especially summer tourism. The reason for such a development was the extension of the employees’ vacation time. Thanks to Léon Blum, the three-time Prime Minister of France, who established the first ever summer vacation in history. From 1980 till 2018, tourism has become the biggest sector of exterior development in the world. In the last decade, there has been a revolution in tourism, which is based on transforming a framework without focusing on massive tourism and 4Ss (sun-sand-sea-sex). The tourism product is enriched with different sub-products, known as SIT (Special Interest Tourism). Thematic tourism activities that transform and enhance the initial motives of tourist by focusing on experiential tourism. Through experiential tourism, the tourist is willing to be part of the local community, interact and live like a local. For example, the tourist wants to collect moments, impressions and small unique adventures and at the time being acquainted with cultural heritage, traditions, architecture, gastronomy, landscape and all the elements that combine the blend of each destination.

Tourism in Greece In Greece, between 1950 and 1965, there had been a general belief that the country’s economy had to be based on industrial activity and almost nobody wanted to deal in tourism. In 1965, the State started considering tourism as an essential sector for the Greek economy and created a concrete suggestion to develop tourism. The challenges were myriad, no previous infrastructure, no private investments and many industries bankrupt. Besides, during this period, it is noticed the biggest wave of immigration from Greece to foreign countries (, Belgium etc.). It was also the years that Xenia hotels constructed with public funding.

16 From 1965 till 1985, even when Greece was under dictatorship, the tourist flows increased because of initiative of charter flights and the introduction of all-inclusive packages by tour operators. These reasons emerged the need for the construction of airports all around Greece (Athens, Salonika, Rhodes and Heraklion). Rapid increase also happened due to massive tourism which offered the option of hotels down to the sea, such as in and . Since 1985, many things have evolved regarding the infrastructure, the legislative context and the contribution of tourism in the Greek economy. As the numbers show below, Greece has become a very touristic, competitive country in global market. The characteristic of Greek tourism evolution is the paradox of Greece. According to this paradox, the 85% of tourism businesses belong to and they are family-run. Moreover, this evolution has also improved female employment as the numbers are really high at a national level. On the contrary, challenges, such as a heavy concentration of tour operators and tourists at specific destinations still exist. This creates a major problem to the destinations, as a result of overtourism lately. Another alarming phenomenon is the shifting of an active agricultural force to new openings in tourism industry because it is generally believed that is the easiest way to earn money than working in farming or husbandry. The economic factor, multiplier, shows that in agriculture if it is spent 1€ it gives back 0.5€, but in tourism if it is spent 1€, it returns 1.5-4€. The last 5 years were significant for the national economy, considering that Greece has been facing an economic crisis since 2008, when the MOU period started and the Economic Adjustment Program was signed. An increase in tourism rates has happened since then, but this increase is not based on a state or local strategic tourism development plan, but in a series of coincidences that have occurred in global tourism market, such as the increase of low-cost flights and the tendency of more frequent trips abroad. Furthermore, the contribution of tourism to the Greek economy is substantially greater, as the official figures ignore the black or informal economy (para-economy), estimated to be higher (Buhalis, Strategic use of information technologies in the tourism industry, 1998).

17 Annual Value Figure 2008 (MOU 2016 2017 2018 signed)

GDP contribution 16.8% 18.6% 27.3% 30.9% Employment contribution 18.7% 23.4% 24.8% 25.9% Employment 854,400 860,315 934,599 988,600 International tourist receipts 11.6 b 12.7 b 14.2 b 15.6 b International tourist arrivals 15.9 MN 24.7 MN 27.2 MN 30.1 MN Average per capita tourism 730 € 514 € 522€ 520€ expenditure World market share 1.7% 2% 2% - European market share 3.3% 3.1% 4% - Seasonality (July-August- 50% 56% 57.3% 54.% September) Hotel capacity 715,857 beds 788,553 806,045 798.650 beds beds beds

1 Tourism figures in Greece (SETE, 2014)

Tourism in Greece (2015-2018) 35

30

25

20

15

10

5

0 2014 2015 2016 2017 2018

GDP Rate (%) Employment Rate (%) Tourist arrivals (cruise passenger icluded)

3 Tourism in Greece (2015-2018)

18

4 Contribution to regional development (INSETE Intelligence) 1.3 Destination

According to (WTO, 2007), destination is a physical space in which visitor spends at least one overnight. It includes tourism products such as support services and attraction, and tourism resources within a day’s return travel time. It has physical and administrative boundaries defining its management, and images and perceptions defining its market competitiveness. The destination appeal and experiences are shaped by attractions, amenities, accessibility, human resources, image, and price. Destinations usually include businesses, administrative bodies, local people and visitors (Coban & Yildiz, 2019). As a result, destination is a system that contains all the elements below: • tourism attractions (natural and cultural resources) • services • accessibility • system of stakeholders • economic context • image of a place • participation of the inhabitants • tourists 19 A successful destination, according to (Buhalis, 2000), must contain the 6As of tourism destinations, which are: 1. Attractions: natural (i.e. waterfall), artificial (i.e. theme park), and/or cultural (i.e. festival). 2. Accessibility: transport systems consisting routes, terminals and public transport. 3. Amenities: services facilitating stay, accommodation, catering and leisure/activities. 4. Available Packages: ‘intermediaries to direct tourist attention’, i.e. information center. 5. Activities: which motivates tourist visitation to a specific place, 6. Ancillary Services: which are secondary to tourist needs (i.e. banks, postal, medical, etc.). The satisfaction of the tourists and the natural resources of the destination are strongly related. The tourist attraction level reduces, when irreversible damage happens to natural assets of the destination. The preference of tourists for a destination is shown through the tourist area cycle of evolution. The cycle describes the change process of a destination from the early exploration and involvement stages, to finally the stagnation. Every tourism destination has a limit to its growth

5 Cycle of evolution for tourist area and the stagnation stage implies that this limit has been achieved. The situation that prevents from growth is known as carrying capacity and represents the static zone of a destination in the scale of development (Butler, 1980). Defining destination management, there are different approaches of what this process is all about. The first one considers that Destination Management is the process of leading , influencing and coordinating the management of all the aspects of a destination that contribute to a visitor’s experience, taking into account of the needs of visitors, local residents, businesses and the 20 environment (VisitEngland, 2012; Coban & Yildiz, 2019). Besides, destinations are created by a set of products and resources which include many stake- holders. Thus, the coordination of these stakeholders' efforts is of great importance (Maráková & Medveďová, 2016). It is also emphasized the importance of destination and its complexity which might be because of the complexity of the relationships between stakeholders.

1.3.1 Destination Management Organizations (DMOs)

Every destination in order to work perfectly and be managed professionally, needs a Destination Management Organization (DMO). In a basis, DMOs are not-for-profit organizations, charged with representing a specific destination and helping the long-term development of communities through a travel and tourism strategy. It is usually a membership organization bringing together the local government (Municipality and Regional authority) with businesses that rely on tourism and strive for revenue (WTO, Indicators of Sustainable Development for Tourism Destinations: A Guidebook, 2004). DMOs, abroad, are often called convention and visitor office. The context of DMOs is complex and combines different scientific fields, mostly managerial, for one goal, the tourism development. The tasks of DMO are presented below: • marketing, promotion and publicity of destination • administration of a Destination Management System • provision of business support and advice • development of new tourism products and packages • encouragement in partnerships towards destination management • stakeholders management • economic development by raising revenue, income and streams • creation and management of specific tourism projects • representation of destination tourism industry The main financial sources of the DMO are from state funds, local government financial support, indirect taxes (i.e. hotel taxation), membership fees and income from promotional campaigns. The key element that could make a DMO successful is to develop a destination development model by engaging all the stakeholders to have an active role not only to the execution of the plan, but also on the stage before, during the decision process. While establishing this model, it is necessary to determine what resources the region possesses and how they should be emphasized in order to advance ahead of the competition and if necessary, DMOs should brainstorm with stakeholders to create possible solutions. In the brainstorming, it is vital to listen to every idea with no judgment and build new ideas on each idea (Coban & Yildiz, 2019). 21 Considering all these above, DMO’s roles are divided in two important pillars, the external destination marketing and the internal destination management in order to manage the destination effectively and efficiently.

1.4 Sustainable Tourism Destination

Sustainability approach considers society and culture as different pillars for effective analysis. In this case, in the social approach the levelling-off in the behavior of local inhabitants is added and in the cultural, the enhancement of the value of unique traditions, history and folklore for which the competition is at a minimum. Attention is required in case of improving the local identity by focusing on tourism, because it may lead to the infiltration of exogenous cultural elements that will harm the authenticity of image and lifestyle in local society (Ioannides, Apostolopoulos , & Sonmez, 2001). Furthermore, sustainability rests on active citizen participation ( Kadt, 1990), without a host society’s active participation in the planning process, sustainable development strategies cannot be effective. (McCool & Stankey, 1999)

Society

Environment Sustainability Culture

Economy

6 Sustainable tourism development

Development is a process that can be steered towards sustainability. So, there is a huge gap between economic profitability and adaptation to the environment in order to create an economically and environmentally sustainable destination (Aronsson, 2001). It is time to focus on a more sustainable tourism development in order to continue having great results in numbers, but also providing prudent experiences to tourists. The success of sustainability in destination derives from knowing the main concerns that could harm the sustainable tourism development. As socio-economic concerns are supposed to be the

22 labor shortages, the excessive hikes in property values and the overall rising cost of living, especially in places that very attractive as destination. The socio-cultural concerns are defined as increasing incidents of crime and vandalism and breakdown of cultural norms. The continuous increased movement of people has led to increase of numerous and various problems. Tourism is one of the major reasons for that mobility. The environmental problems in respect of other two aspects are more crucial and most of the times irreversible. Referring to some of those are the aesthetic pollution as a result of over-development (i.e. urban environments and coastal zones with tense construction), threatened natural resources like fauna, flora, fresh water supplies and agricultural lands addressing to biodiversity loss and climate change and loss of open spaces. According to UNWTO, the rapid increase of tourism in the next 10 years is inevitable. Considering the advantages that tourism can offer globally to the societies, it is a great opportunity that increase. On the contrary, what is going to happen with the numerous consequences of the phenomenon. The solution given by researchers is to focus on the transformation of tourism product. As a result, responsible tourism is the key for succeeding that transformation smoothly. Destinations, through responsible tourism will be prevented from that unpleasant effects. On the tourism bibliography, the notion of responsible tourism is referred as alternative tourism or special interest tourism (SIT), but the need now is to establish that form of tourism as the main activity and not as an alternative solution. So, the politically correct notion to be used is responsible tourism. Responsible Tourism was defined in Cape Town in 2002 alongside the World Summit on Sustainable Development. Responsible Tourism is about making better places for people to live in and better places for people to visit. Responsible tourism by definition is tourism that minimizes negative social, economic and environmental impacts and generates greater economic benefits for local people. The great challenge of succeeding the aforementioned goal is based on prerequisites that are not preexisting and simultaneously making up the ultimate goals of responsible tourism. In case of overcoming that challenge and achieving the goals, responsible tourism activities lead to long-term sustainable development (Tsartas P. , Τουρίστες, ταξίδια, τόποι: Κοινωνιολογικές προσεγγίσεις στον Τουρισμό, 1996). Some of the characteristics referred above, are: • the conservation of natural environmental resources and assets • the concurrent development of all different sectors of economy • the constant feedback to reinforce the employability and local productivity through innovative and developmental initiatives

23 • the conservation of the dynamic equilibrium between the various elements and the norms that comprise the social structure • the search of methods and techniques that contribute to an autonomous, lucrative and self-sufficient local economy • the augmentation of active participation of inhabitants in the processes of planning and configurating activities for achieving the developmental goals Responsible tourism is applied to destination by using different special interest tourism forms based on the destination resources and assets, such as marine tourism, cultural tourism, religious tourism and ecotourism. A combination of four or five different SITs and massive tourism in specific guidelines would bring to the destination a remarkable sustainable tourism development.

2 Chapter 2. Lefkada islands analysis

Lefkada islands is a destination characterized by multi-insularity. It is located almost in the middle of the and contains the islands of Lefkas (38°43′04″N 20°38′38″E), Meganisi (38°38'4"N20°46'22"E), Kalamos (38°37′56″N20°54′53″E), Kastos (38°34′09″N 20°55′05″E), Madouri (38°42′25″N 20°43′29″E), Skorpios (38°41′30″N 20°44′30″E), Sparti and the islets of Agios Nikolaos, Skorpidi, Kythros, Thilia and Sesoula and even more. In this chapter the elements of the destination, such as location, natural environment, cultural environment and stakeholders that influence its image, are analyzed. Lefkada islands are part of the Ionian Islands, known as Eptanisa, the insularity complex in the Ionian Sea. In order to be analyzed effectively, Lefkada islands will be divided in Lefkas (the island of Lefkada) and Tilevoides or Tafii islands, which are the islands and isles between Lefkada and the coastline of Aetolia- region. The majority are that small that there are no residents. Apart from Tilevoides, there are also other islets that are part of Lefkada islands, such as Sesoula and Agios Nikolaos. According to State administration, all these islands belong to the Regional Unit of Lefkada, part of the Region of the Ionian Islands. The Regional Unit of Lefkada boasts rich natural and cultural resources, a high standard of living, and also a competitive advantage as a destination all over the year.

2.1 Lefkas analysis

Lefkas is the fourth biggest island of Eptanisa and the biggest of the complex of Lefkada islands. Its acreage is 302.5 km2. According to the (Greek Census, 2011), Lefkas has 22,928 population and the majority of them work in tourism and public sector, with only few people participating in the agricultural field. It is located in the middle of the Ionian Sea, among Kefalonia, , Corfu, and the mainland, Aetolia-Acarnania. The name, Lefkas, was given from the 24 sharp, white (lefka in Greek), rocky mountains in the west side. Lefkas is also known as the capital city of the island, which is located in the northeast side and it is connected by a 50-meter navigable bridge, with the mainland of Greece and the Regional Unit of Acarnania. It is one of the scant islands in Greece that it is accessible by car, without using a boat.

2.1.1 Natural resources and assets

The climate in Lefkas is temperate and it is characterized by long sunny spells, mild, rainy winters and hot summers with cool winds. The island is totally covered with rich flora and multiple natural resources. The north-east side of Lefkas is characterized by lowlands and valleys. On the other hand, the south-west side is a sharp mountainous area with scarce water resources. The lowland areas covers only the 12% of the total acreage and they are fertile. One of them is the valley of Sfakiotes where vineyards and olive trees are cultivated. The most important plain of the island, Elaionas with its impressive lagoon is being transformed during the tidal periods. Lefkas is a migratory bird station in the autumn and winter months with a large population of avifauna, a variety of birds, found in the lagoons in the town of Lefkas and Gira Lagoon a favorite migratory stop and very important wetland habitats, which makes for interesting birdwatching spots. Either by cycling along the perimeter of the lagoon or walk, the whole area is teeming with pelicans, flamingos and ducks standing nearby the water (Lefkada Slow Guide, 2019). On the other side, the highland areas are suitable for husbandry, cottage industry and all-year tourism. There is no big lake in the island, but there are some winter lakes. One such is the Livadi lake near Eglouvi village, which has benefited the surrounding area with agricultural activities. The sharp 32-kilometer coastline starts from the cove of Agios Ioannis in the northern edge and ends in the southern end-point, the cape of Doukato, which used to be a popular destination for pilgrims visiting the vanished temple of Apollon during the ancient times. There is only one point that forms an inlet, 7 km from Agios Ioannis cove. There the village of is located. One of the most touristic villages on the island preserving the traditional architecture of the island. The other villages across the west side overlooking the sea are hidden in the mountains. The only thing someone can notice is a smidgeon of deserted vineyards and olive trees that used to flourish on the rock mountains. They are visible because of the technique the peasants used to divide the land in horizontal zones that looked like big stiles, known as lithies or xerolithies. Xerolithia, is the art of dry stone walling, is enlisted in UNESCO list as an Intangible Cultural Heritage that needs to be protected (UNESCO ICH). On the other hand, these villages have the best view to the sea and the advantage that were protected from pirates and invasions (Partsch, 1889). Water is one of the most important natural resources that is necessary for the rise and development of any biological and human activity. Waters in Lefkas and generally in Greece are

25 under increasing pressure from the continuous growth in demand for sufficient quantities of good quality water for all purposes. The concept of water resources is multidimensional. It is not limited only to its physical measure (hydrological and hydrogeological), the ‘flows and stocks’, but encompasses other more qualitative, environmental and socio-economic dimensions. Water resources have a great potentiality. When in mountainous areas water resources can transform arable land into watering lawns, which is highly important, taking into consideration that environmental space for arable land decreases not only in quantity but also in quality as the year passes (Conference proceedings: 1st Lefkadian Conference, 1999). On the mountainsides, there are various gorges and small mountain valleys. A really known one in Lefkas is the gorge of Melissa on the Municipality of Sfakiotes with its signposted trails traversing stone and wooden bridges, old mills, wells and rich vegetation. A fairy-tale beauty, full of ancient oak, plane, elm, cypress and olive trees skirted by wild and endemic flowers. An important part of Lefkas ecosystem, Melissa Gorge offers wildlife admirers the opportunity to admire swooping falcons and hawks, cuckoos, ferrets, foxes, birds, woodcocks, badgers, weasels, porcupines, wood pigeons, partridges, bee-eaters, grouse, magpies, oriole, vipers and so on. Along the bank of the river proof of the island’s commercial history such as watermills, wooden and stone bridges is observed (Lefkada Slow Guide, 2019). Moreover, one of the most beautiful places in the mainland with unique fauna, is the forest of Skari or Skaron, close to Nikiana a big village of the eastern side of Lefkas, where a rare type of oak thrives. Lefkas has abundant underground water storage which is one of the principal reasons why a major part of the island is lush with vegetation. The high mountains that abound in Lefkas are the sources for many waterfalls that cascade through the mountainous terrain and finally ending up into the sea. One such gorgeous cascading waterfall is the Dimossari waterfall that can be found on the outskirts of , a big seaside village. Nydri is also considered as the first destination in the island during the early Lefkadian tourism development period. The waterfall ends up into a gorge which is replete with white rocks. During the summer season, when the temperature gets really hot, tourists come to the Dimosari Waterfalls to relieve from the sweltering heat and many of them can be seen swimming in the crystal waters of the lakes which can be found among the rocky contours. A myriad variety of the coastline, with countless beautiful small beaches, charming bays and coves, stunning endless beloved azure waters and remarkable tourist sights, all consist of great opportunities for tourism growth. The most known beaches are , Egremni, Gialos beach, Megali Petra, Kathisma, Agios Nikitas, Agiofili, Agios Ioannis (Agiannis) and Mylos. In addition to this, the rich marine life including rare biodiversity of marine fauna, and thousands of

26 species of fish, invertebrates and marine mammals, can help the development of marine and fishing tourism in Lefkada.

2.1.2 Cultural resources and assets

The contemporary landscape of Lefkas has undergone many changes in different periods in order to form its existing shape. The biggest changes have happened on the manmade landscape, especially the cultural landscape. As cultural landscape all the tangible and intangible elements that have been created by human action and experience are considered. It reveals the identity of the area and the quality of life. Moreover, cultural landscape, as natural one, is the most significant medium to interpret relationships between tourists and visited location. As a result, the landscape features as a primary pole of attraction and contains architecture, attractions and archeological sites, museums, churches, crafts and customs (Aesopos, 2015) (Terkenli, 1996).

Architecture The city of Lefkas is an example of Medieval urban planning that expresses the feudal management type during the ages of Venetian Domination, when the biggest part of the urban tissue was constructed. The main square with the church of Agios Spiridon and the main road is the center of the city, called pazari and it means commercial place. Northern of pazari, there is a ring-shaped neighborhood that it is connected with small alleys with the main road. The small roads and alleys formulate beams starting from the center and leading to squares where there is always a church. The Neapoli neighborhood is the newest part of the city in the south side and was constructed after the earthquake of 1948. It was the beginning of the city expansion that also continues to expand the city limits. Outside the city there are also significant architecture examples, such as traditional settlements and house construction techniques (Malakasis, 1984). Lefkas traditional settlements: Syvota village in the southeast side and Agios Nikitas in the west side are the two officially characterized traditional settlements in the Regional Unit of Lefkada. Except for these two, there are many villages and settlements, mainly in highlands, which have preserved their traditional elements of Lefkadian architecture and construction. The remark of that significant architecture is the use of austere building materials attuned to the landscape, which represents the respect for the nature the Lefkadian population has had for centuries. These elements can be found on the settlements of Alexandros, Kolyvata, Platystoma, Asprogerakata and Sfakiotes, Spartohori, Vafkeri, Exanthia and Niohori. Two of them are great examples of Lefkadian architecture. The first is Drymonas village, founded on a hillside in the west side comprising of two-floor buildings with an important antiseismic cribbing. The other example is the abandoned settlement of

27 Roupakias where the stone farmhouses were built on a sharp hillside as a reminder of a glorious past (RUL, 2011). Building construction technique The Lefkadian structural system is a great example of antiseismic construction, unique in Greece and Europe. The earthquakes and the tenuous land on which the city of Lefkas was built created a new formula of building construction, resistant to forceful vibrations. The first step of the process was to cover the whole trunks of groves with pitch and tar, which would support the building foundation at its length and width. These trunks had to bear for almost eight weeks in the mire of Lefkas lagoons. The advantage of this method was that the building could move as a whole. The second step after the foundation was the building of stone walls all around the basement. Because of the frequent earthquakes, the second floor faced many damages anytime the phenomenon happened. As a result, it was decided that the up-floor building material had to be lightweight, so the stone was replaced by sheet iron. Sheet iron as material was not that attractive, so the residents decided to color them. This technique is still obvious in the city of Lefkas and there is a need for state programs to preserve these buildings and renovate them (Papadatou, 1999). The list of these unique houses in Lefkas is long, but there is an urgent need for their preservation, because their current condition is not the acceptable for buildings that reveal the local identity. Some of them are (Sklavenitis, 2019): • the Lempesis house (K. Kalkani and G. Messini) • the former build of Public Power Corporation (P. Giannoulis square) • the Fagottobooks shop (Zakynthinou street) • the Orpheus Folklore Museum (Stefanitsi street) • the Public Library of Lefkas • the Mamaloukas residence

Attractions & Archeological sites Lefkas has a history that counts thousands of years. The excavations, mainly from Dörpfeld, have brought to the spotlight many archeological treasures that reveal the long history of the island. Dörpfeld was an archeologist who had a theory that Homeric Ithaca was Lefkas island. He tried to justify his theory by numerous excavations all around the island. Apart from the ancient findings, there are many ruins in strategic positions all around the island from the period of WWII and the Italian occupation. Many attractions and archeological sites play an important role on the cultural identity and can share a story with the visitors. Older and moderner sites are standing in different areas of Lefkas attracting the interest of locals and visitors. Angelos Sikelianos bridge 28 The wooden bridge at the entrance of the city upon the canal, diavlos, has become the hallmark of Lefkas city. During sunset in the afternoon, there is a harmonious synthesis among lagoon, Agios Ioannis beach and the horizon. Garden of the Poets or Boschetto The municipal garden, in Italian is Boschetto, hosts the busts of prominent poets and writers, who were born and/or lived in Lefkas. Central square (Ethnikis Antistasis square) All the buildings around the square are great examples of unique Lefkadian architecture. It is the meeting point for the inhabitants during the day. Its remark is the Pentofanato, a lantern with five lamps, which is the sole source of public lighting at the square. The Castle of Santa Maura Around 1300 AD, the initial fortress was built which was target for sieges. As a result, it passed through numerous architectural transitions. During the Medieval times, it served as the capital of the island. It was considered impenetrable because of its defensive morphology and the position in the sea. Inside the castle, there is the chapel of Santa Maura that was built in the 19th century. Windmills In the area between Gira lagoon and Agios Ioannis beach, there are five windmills from the seven that used to be. Till 1954, they worked properly milling cereals. Ancient Nirikos

In the early 20th century, excavations revealed in the location between Lefkas city, Kariotes and Lygia villages a great area with archeological findings. Part of these findings were a walled town, two cemeteries and many other monuments which dig up a town that used to be the capital of the area. There is also findings of a stone bridge that might connect the Lefkas island with the mainland, Acarnania. Ancient theater of Kulmos In the slope of the hill of Kulmos, 2km eastern the city of Lefkas the ancient theater of Lefkas is located. Recent archeological excavations brought it into the spotlight. It may be an ancient theater of large dimensions. The theater had 10,000 seats approximately and there is no other similar in the Ionian islands. A further investigation is needed to bring more details about the period and its use. Alexandros salt marsh Very close to the ancient town Nirikos, in the village of Kariotes, there is a protected, by Natura 2000, area of Alexandros salt march or pans. Their use sparked in 1684, when the Venetians were

29 willing to produce their own high-quality salt. Alexandros salt pans had been operating till 1989 and since then they are deserted. Pig Cave (Hirospilia) In a cave south of Evgiros village, it was identified by Dörpfeld that there was the pigsty of Eumaeus based on the legendary author and its epic poem . Many findings were revealed which are kept at the Archeological Museum of Lefkas and they are mostly tools and pottery. Former NATO base at the plateau of Agios Donatos Near the old sand mines, there is the site Ammokampos where was built a NATO base for telecommunication facilities connecting with Italy and Greece NATO bases, in 1962. The construction was built with Ametican standards and divided in two sectors. The first one was contained the radio station with four giant antennas and the second was the camp for the soldiers. In the beginning of 1990s, the evolution of telecommunications made the base unnecessary for NATO use. Nowadays the complex is abandoned, but accessible for visitors and because of its position the panoramic is breathless. Cape Lefkatas or Kavos tis Kyras Cape Lefkatas with its lighthouse lies on the peninsula of Nira in the southwest edge of Lefkas. It is said that nearby was standing the ancient temple of Apollon, where was organized religious ceremonies and even human sacrifices. There are many legends about the Cape that connect it with the eternity and unfulfilled love. The most famous if the one of lyric poetess who had decided to fall down the mull because of her love to Phaon.

Museums & Libraries On Lefkas island, there are not many or big museums, but there is a great ambition of some local individuals to protect the Lefkadian history, arts and traditions. As a result, the museums are either public but with no important exhibits or private small ones with some unique items. As private museums also those which belong to Cultural NGOs are considered. The museums outside the Lefkas city are open only during the summer period, from May to October and these in Lefkas city are changing their schedule during winter time because of the low number of visitors. According to (Go Lefkas), (Fagotto Books) (Angelos Sikelianos Museum) and (Lefkaditiki Gi), below there is a small presentation of Lefkas museums and libraries. Archeological Museum of Lefkada The Archeological Museum is housed on the ground floor of the Cultural Centre of Municipality. It is small but it gives important information about the area, its changes that transform the Lefkas throughout the different historical periods and the activities the inhabitants 30 used to participate. The biggest part of the exhibition exists thank to Wilhelm Dörpfeld, a German archeologist, who during the early 20th century tried to justify his theory. The theory was about Homer’s Ithaca, which Dörpfeld believed that it was the modern Ithaca, but Lefkas. He played a great role on starting analyzing and searching for details the Lefkadian history (Lefkas Cultural Center). Angelos Sikelianos Museum The museum is located in the house where the poet was born. The most visited museum in the island, it presents the life and personality of the lyric poet. The house renovated and prepared for being a museum by the National in 2009 and was donated to the Municipality of Lefkas in October of 2017. In the museum there are special exhibits such as woven fabrics, hand- made clothes that Eva Palmer-Sikelianos weaved for herself and for the ’s Festivals, correspondence between Angelos and Eva, photographic material and recorded recitations in the voice of the poet himself (Angelos Sikelianos Museum). Historical Center Lafcadio Hearn Historical Center is also housed in the Municipality’s Cultural Center. In the exhibition by using audiovisual techniques, visitors have the opportunity to learn more about the life of Lafcadio Hearn, the National poet of Japan who was born in Lefkas in 1850. He was an open-minded poet whose writings and texts are displayed on the Historical Center. Orpheus Folklore Museum The museum exhibits items from the everyday life in the island and mainly from rural life. There are also some traditional costumes. It is located in one of the alleys behind the main square on the west side. Antiques Exhibition or Phonograph Museum The Phonograph Museum is a creation of the local collector Takis Katopodis (Delimaris). Its collection includes phonographs, records, decorative objects, coins, photographs and much more items of everyday life in the island. It is a small-sized private museum and it is located in an alley behind the Pazari. Folk Festival Museum Another museum that is housed in the Cultural Center of Municipality and its display contains traditional costumes, musical instruments and other traditional items from various counties that had participated in the Folklore Festival of Lefkas for more than 50 years. It is a great evidence that the island has created multi-cultural partnership all over the world. Museum of the Philharmonic Society of Lefkada

31 The Philharmonic Society is the oldest club in the region and the second oldest Symphony

Orchestra society in Greece, since 1850. It performed in two significant events in 19th century, on the Union of the Ionian Islands with Greece in 1864 and in the 1st Modern Olympic Games of Athens in 1896. The Society’s building is at the center of Lefkas city. On the ground floor of the building is housed the museum, in which are exhibited musical instruments, old band uniforms and other objects in respect of music. Ecclesiastical Museum It is hosted on the premises of the Faneromeni Monastery with many exhibits from the monastery and other churches of the island. Maritime Museum It is also located in the Faneromeni Monastery with replicas of ships, constructed and donated by Nikolaos Thanos (Morinas). Museum of Gramophone, Phonograph and Radio In Karya village, since 2015, the collector Christos Vlachos (Zlumis) established a small private museum, which exhibits rare old gramophones, phonographs, radios, turntables, jukeboxes and thousands of discs. Museum of Lefkada’s Embroidery “Maria Koutsochero” Maria Stavraka, known as Koutsochero, was the ambassador of the traditional technique of embroidery, the karsaniki stitch. She tried to spread rapidly to the other embroiderers of the village and became known throughout Greece, decorating even the king’s palace. The museum displays a range of old objects and equipment for embroidery. It is located in Karya village at a traditional house. Museum of the “Apollon” Music and Literature Club In 2012, the Apollon Cultural Club in Karya opened for the audience a small museum that exhibits traditional costumes of Lefkas and historical material about the activities of the Club, since 1956. Apollon Cultural Club is one of the most active NGOs in the area of Lefkada islands. Its intention is to preserve the local identity and promote it outside of the island’s boarders. Kontomihio Folklore Museum In the honor of Pantazis Kontomihis, a local philologist who studied and searched the history, culture and the traditions of Lefkas, in 2004 opened its doors the renovated old school of Kavalos village. The exhibition of the museum contains many different objects and tools from traditional professions and traditional textiles and costumes, as well. Land of Lefkas (Lefkaditiki Gi) Winery

32 A building complex on the road between Nydri and Vassiliki, houses a modern winery open to public. Since 2000, the visitors have had the opportunity to experience a guided tour about the procedure of wine production by visiting the vineyards and the winery in which the fermentation and bottling is happening. At the end, visitors arrive at the tasting hall where they can taste the local varieties of wine . Fabbrica Oil Museum In Syvros village, there is an olive oil museum which is housed on a building complex that contains warehouses, houses and a listed monument as the old olive oil mill has been declared since 1997. The old mill has been renovated in order to be exhibited presenting the traditional technique of olive press. Visitors have also the opportunity to taste olive products. Libraries of Lefkada As the island of poets, writers and philologists, Lefkas has a great collection of local, regional and national archives in its Libraries. The Public Library of Lefkas, apart from a great architectural building (1905) in which is housed, the Library also hosts the Collection of Post-Byzantine Icons and Church Relics on the first floor. At Charamoglios Library there is a great amount of works that treat around 70 subjects about Lefkada and Lefkadian history with the earliest material dated to 1420. The Nikos Svoronos Library contains books and personal belongings of Nikos Svoronos, a known historian from Lefkas.

Religion The dominant religion in Lefkada islands is the Christianity, especially the Eastern Orthodox Church. The religious Orthodox history in Lefkada begins in 65 AD. In the small church of Saint (Agios) Ioannis Antzousis, which is defined as the oldest orthodox monument, Paul the Apostle and Akylas had a stop on their way to Nikopolis. He talked to inhabitants about Christ and convinced many of them to embrace the new faith. In 324 AD, the asceticism emerged as a concept, when five of Holy Fathers decided to become monks, the three of them at the retreat of Agii Pateres, on the mountain of Skari, and the other two at the monastery of Phaneromeni. During Byzantine period there are not enough existing records to collect information about the Church.

In 14th century, the Franks tried to influence Lefkadians to renounce their faith, but the trial was not successful at all. In 1470, Helena Palaiologina Brankovic restored the monasteries on the island and rebuilt the church of Santa Maura in the castle. In 1864 the Church of the Ionian Islands and the unit of Lefkada was united with the Greek Orthodox Church. At the islands are still important religious monuments. Monastery of Faneromeni

33 The monastery of the island’s patroness saint (Virgin Mary, in Greek Panagia Faneromeni) is located on the hill above Lefkada city and its panoramic view of the city is amazing. During ancient time, it used to be the worship site of Artemis (the goddess of hunting). In 65 AD, it was turned into the first “house of prayer”. After many catastrophes throughout the centuries, the monastery took its current form during the years of the Venetian Rule (1684-1797). It is still the most important center of religion, for Lefkadians. The monastery houses 9 monks and 1 novice. Monastery of Agios (Saint) Nikolaos in Nira It is isolated at the southwest peninsular of the island, before the cape of Lefkatas. It was built after the Crusaders passed from the island with the body of Saint Nicholas in May 1087. The monastery gained power by the contribution of area residents and played an important role for the local society. The church and the surrounding buildings were renovated many times before, due to intensity of earthquakes. The temple dated back to 1799, while the poster of Saint Nicholas, which is the oldest signed in the island, was painted in 1699. Outside the church there are some old stone beehives that reveal the activity of inhabitants with apiary maybe since Mycenean civilization. After years of being abandoned, the monastery was recently renovated and has been running, since 2013. Retreat of Agii Pateres in Skari Above Nikiana, at Skari, the retreat were built within a mountain rock and alongside is the cave, where the three Holy Fathers were buried. Nowadays, this cave hosts a small church and there is a spring of water coming out of one of the graves, which is considered as blessed. There is also the round leaden Seal of the Holy Fathers with the images of the three Holy Fathers engraved on it. Monastery of Kokkini Ekklisia (Red Church) in Platystoma It is also located in the mountain of Skari, just outside the village Platystoma. The first small temple was built in 1478 with red clay and stones, and that is the origin of its name Red Church. The church is dedicated to the Annunciation to Virgin Mary. It was an important religious center of the island and today there is under reconstruction. Monastery of Asomaton (Archangel Michael) in Vafkeri It is at the village of Vafkeri. It was founded in the 16th century by a wealthy family from Vafkeri. It was a rich monastery that prospered during the 18th century. There are some important wall paintings from 16th and the 17th century that are still preserved. Other churches The list of churches and abandoned monasteries is really long in the islands. Even in smaller ones. Most of the churches have a great history and their architecture is significant for the region.

34 Lefkas city Presentation of the Blessed Virgin Mary church (1720) Agios Minas (1707) Pantocrator church (1699) Agios Nikolaos church (1687) Nativity of the Theotokos or Virgin Mary of Foreigners (1836) Agioi Anargyroi church(1725)

Evangelistria church, the Cathedral (19th century) Outside the city Agio Donatos church at Eglouvi Agios Ioannis (Theologos) church at Rodaki Agios Spyridonas and Agia Paraskevi church at Karya Agios Spyridonas church at Lazarata Agia Kyriaki church at Geni Agios Kyrikos chapel at Athani

2 Important Churches in Lefkas

Arts & Literature Lefkada islands, especially Lefkas is known as the mother of poets and artists. There are numerous of distinguished Lefkadian citizens, who not only succeeded in their careers, but also contributed to the development of the local society and in the shaping of island’s identity. Some of the poets are presented here: (1824-1879) was born in Lefkada and studied law in Geneva and Paris and wrote poetry, books about history and folklore, some prose pieces, as well. His writings had two thematic pillars, one was nature and the other patriotic to encourage his fellow citizens to believe in freedom . All his life, he was living permanently either the town of Lefkada or the family-owned island of Madouri, apart from the times he were going to Athens for meetings, conferences and other activities he had as a poet. He represented Lefkas for several years in the parliament of the Ionian Islands, since 1854. He was elected to the National Parliament where he delivered a momentous salutation on behalf of the Ionian Islands for their first participation in the Greek Parliament, causing a frenzy of national enthusiasm (Lefkada Slow Guide, 2019). Lafcadio Hearn (1850-1904) was born in Lefkada of an Irish father, who was a doctor-major in the British army, and his mother was from Kythera. He grew up in Dublin by an eccentric aunt after his parents separation. In 1889, he decided to emigrate to Ohio in Japan, where he worked as a journalist. He is consider as the National Poet of Japan because of his contribution to the preservation and promotion of Japanese folk legends and traditions (Lefkada Slow Guide, 2019). 35 Angelos Sikelianos (1884-1952) was writing poetry blended and Christian values and he became a major Greek poet and conceiver of the Delphic Idea with his vision to make Delphi a universal center for fraternity of peoples. He made a great effort to recapture the Delphic Festivals based on ancient . With the help of his wife Eva Palmer, they organized the Festivals in 1927 and 1930 (Lefkada Slow Guide, 2019). Nanos Valaoritis (1921-2019) was a surrealist poet, author, playwright and university professor. He was the first to translate Greek poets of the 30s into English. Even he passed many years abroad because of his professional responsibilities, he had an active role on the Lefkadian society by contributing his knowledge and love for his birthplace (Lefkada Slow Guide, 2019). Finally, one of the few Lefkadan women, who became worldwide is Agni Baltsa born in 1944. She is an important Greek mezzo-soprano with an international career. Her first appearance was in the Opera of Frankfurt in “The Marriage of Figaro” in 1968.

Crafts During the previous century and before, Lefkas was an island with self-sufficiency. Its residents tried to plant seeds and create things by themselves in order to have everything avoiding the rugged connection with the mainland of Greece. As a result, inhabitants developed a high quality of craftworks. The most known is the stitch from Karya or Karsaniki velonia, which is an embroidery technique to decorate the cloths. Its origin is from the mountainous Karya village from where it took also its name. There is an effort to enlist the stitch from Karya to UNESCO ICH list in order to protect it from been vanished. Moreover, Lefkadian hand-woven textiles are really high quality. Unfortunately, nowadays, there is a great obsolescence for the traditional and folklore techniques, because the new generations rarely accept the “old” items, they prefer new modernized products or decoration stuff.

Festivals Lefkas was the first city in Greece that took the initiative and organized the first Festival, the Literature and Art Festivals in 1955 – when the Athens & Epidaurus Festival started, as well. After that milestone for the cultural identity of the island, many other festivals, feasts and events have been established, especially during summer, most of them based the customs of the area. Below, they are presented the most known. Literature and Art Festivals The Literature and Arts Festivals have given to the Lefkadian residents the opportunity to touch important issues, such as culture, arts, architecture, development and lectures, theatre performances and concerts. The Festivals are organized abiding every August. In the past, various 36 of exceptional moments have been organized. The most significant one was in 1964, when the unplanned appearance of Maria Callas surprised the local society. It was her last performance in the Greek statewide. Nowadays, the Festivals have been remain stable without attracting the interest of neither inhabitants not tourists. The participation is really low and the majority are elderly people who have grown up with this institution (Lefkada Slow Guide, 2019). International Folklore Festival The International Folklore Festival was established in 1962. Since then, every August for one week at the end of the month, the Lefkas island, especially the city, lives in multi-cultural essence. People with their national costumes from all over the world are dancing, signing and demonstrating their unique identities. The schedule is full of performances that are not taking place only in the city but the groups are performing all around the Lefkada islands. Even if it is a great opportunity to attract more visitors and create a brand name upon that Festival, unfortunately, there is no investment on money, but more essential on time. The pattern is still the same since its first performance. The biggest issue is that the groups are hosted by Municipality are staying in school buildings without any special service or amenities, only the basics. This is the most important reason that International Folklore Festival does not attract worldwide dancing groups, which prefer to be hosted in other islands where the festivals are well-organized and respect their needs. Rustic wedding In the beginning of August in the village of Karya, it takes place the performance of an important custom for Lefkas. The Resurrection of Rustic Lefkadian wedding is a 3-day feast, where the local cultural club presents the customs of the wedding ceremony procedure, since 1954. In the first day they are presented the customs of matchmaking, engagements, hair washing, preparation of sourdough and dowry marking. In the second day, the reenactment of the traditional wedding and the feast take place in the village square. In the third day, the event concludes with the preparation of the wedding-pie, the traditional olive oil pie of Lefkada (Lefkada Slow Guide, 2019). Varkarola Varkarola is a Ionian traditional custom in which a small boat decorated with lanterns sails across the canal of the western beach while the island choir sings nostalgic songs on its deck. It takes place every July and August (Lefkada Slow Guide, 2019). Carnival On the last Sunday of Carnival, the inhabitants have established a great parade. In the parade, the masked groups of people with different themes are strolling the alleys of the city creating a magical mood of cheerfulness.

37 Festival of Lefkadian Gastronomy Every July in the city center the Festival of Lefkadian Gastronomy is hosted in order to promote and showcase the gastronomical identity of Lefkada, supporting the local products and producers. The tourist have the opportunity to experience traditional Lefkadian recipes.

Gastronomical identity The art of cookery in Lefkas has a great history back to the ancient times. The recipes and techniques are revealing a lot about the lifestyle of the island and its traditions. Local people had paid a great attention on what products the land was able to produce for them. The island’s principal product has always been olive oil (olive cultivation accounts for 50% of the agriculture). There is some good wine from local grape varieties but little in the way of cereals – wheat production once sufficed for bread-making only. This is because the terrain is for the most part mountainous, with minimal level land, so that soil is laboriously shored up by terracing with dry- stone walling: this is what gives the scenery its characteristic charm. It also excludes any mechanical cultivation processes, and means that with the additional lack of irrigation, growing of vegetables is not extensive. The same goes for pulses, a staple food for the islanders: the small family production of beans, broad, runner or string beans etc. used to be eaten when fresh and the surplus dried for winter. The plateau of Egklouvi is famous for its lentils, which are particularly tasty, extensively cultivated. Lentils are cooked with garlic and oregano to a thick creamy consistency. (Lefkada Slow Guide, 2019; Voutsina, 2009). The Lefkadian gastronomy is characterized with simplicity and easiness in the cookery. This is because people uses to work in agriculture so they wanted something easy and fast to eat in order to go back to farming. The pies are really delicious filled with aromatic greens, garden or wild. They are also very good when made with rice (rizopita) or pasta (macaronopita), with eggs and milk, olive oil and cheese, and there is also ‘briami’ , a pie with thick green courgettes, and many more recipes (Voutsina, 2009). Fish and seafood are enjoyed in all the coastal villages, because of the easy access to the sea. Molluscs are special favourites: squid, or cuttlefish cooked in its ink with rice, pasta or potatoes, octopus stewed or grilled, calamar with rice, or fried, while shellfish, mussels, conches and cockles, usually cooked with rice. For those who live in highland villages, they consume salted codfish and sardines (Voutsina, 2009). Moreover, the meat is cooked with pasta, rice or potatoes, and as soup. In the villages, meat is consumed more rarely than in the town where it is available from butcher shops. Lefkadian salami is well-known with its garlic and whole peppercorns has been exported since olden times (Lefkada Slow Guide, 2019).

38 Some other local products are lathyria (beans) of Karya cultivated without pesticides and fertilizers. Lefkas is really known for its unique honey derived mostly from thyme at the southwestern villages of Dragano and Athani. There are smaller quantities of other trees, such as orange tree (Go Lefkas). The sweet options are made mostly by honey, such as Pasteli, with almonds, and mandolato (nougat). Ladopita, olive oil pie, is special product for the area because it is used in many different events, as treat (Go Lefkas). Nowadays, mostly old women are trying to keep those traditions and authenticity of the Lefkadian gastronomy. There are only few younger women but the general tendency of the population for globalization, fades that effort of keeping the traditional cooking techniques alive.

2.2 Meganisi

Meganisi is the third biggest island of the destination Lefkada islands, with acreage 23.07 km2 and 301-meter altitude the peak of Rahes. But, considering the population, which is 1,041 people, it is the second one. Even if it is mainly an island with low elevation, its three settlements, Vathi, Katomeri and Spartohori, are located in the north side of the island. Meganisi has its own local governance, the Municipality of Meganisi based on Katomeri. The water resources are limited and the wells hold stagnant water. The island characteristics are the picturesque coves, the pure nature, the locals’ spirit of hospitality (philoxenia in Greek) and the even-tempered lifestyle (RUL, 2011). Meganisi has the longest coastline in Greece, depending on its size. It is really famous for the small shores. Ai Giannis, Spilia, Pasoumaki, Ambelakia, Atherinos, Faros, Limonari, Elia, Loutrolimni and Bereta are the most known beaches at the island. There are also three significant caves of Papanikoli, Giovani and Demona, in which the access is only through sea.

2.2.1 Cultural resources

The villages of Meganisi are example of a well-preserved traditional architecture with the small rural stone houses and the narrow alleys, even the tourism in the island is comparably high. In the island, there are scattered windmills on the hillsides, which functioned during 19th and 20th century. Another remark is the stone wells with berms. In the island, there is one monastery of Agios Ioannis, the Forerunner and the churches of Agioi Konstantinos and Eleni and Agios Nikolaos (Lefkada Slow Guide, 2019). Meganisi has its own Municipal Library which is managed by Cultural Centre of Tafioi. The Cultural Center is also responsible for the cultural events, mainly during summer, in order to promote the local traditions and customs, by doing partnerships with the cultural NGOs of Lefkas and ML (Municipality of Meganisi, 2018).

39 Accessibility The distance from Lefkas is 4 nautical miles from Nydri town. The only connection is happening by speedboat from Nydri to Spilia in Spartohori and to Vathi. In the winter, the schedule is 2 or 3 times a day, but during summer the routes are 6 times daily. There is a shuttle bus every day that connects the villages.

Services Meganisi has 22 properties (hotels, rooms to let and villas), 8 food and beverage businesses (restaurants, cafes and bars), 2 souvenir sellers and 1 rental vehicles and boats.

2.3 Kalamos

A 25-km2 green mountain full of pine trees in the sea is the island of Kalamos with 745-meter apex. The second island based on acreage, has 2 settlements. According to (Greek Census, 2011), the population is 529 and their main activity is mariner, Kalamos is the third of Lefkada islands. The main village is extended across the port and its characteristic is that the houses were built very close to each other with alleys among them (LCKl, 2016). On the way to Episkopi through a variable ecosystem, there is a small beach of Agios Konstantinos. Episkopi, the second settlement is located in southern side, has its own small cove. The west side is full of wild natural ecosystem and is inaccessible. Moreover, the islet of Fermekoula is shelter for monachus-monachus seals. Myrtia, Asprogiali, Agrapidia, Pefki, Kefali, Kedros, Alexaki, Kipi and Trahilos are the most known beaches, which are mainly accessible through sea. Furthermore, Halasma is a basin surrounded by rocks (Fagotto Books, 2019).

2.3.1 Cultural resources

Kalamos, because of its scarce connection with other islands or the mainland, had not been developed that much. It keeps its pure natural identity, but the cultural landscapes are not negligible. There are many picturesque, small and old chapels, with the most remarkable the chapel of Agia Paraskevi on the top of the mountain has an amazing view to the Ionian Sea. Agios Donatos chapel is also attractive on the beach of Agios Konstantinos. The old church of Agios Ioannis and the lighthouse are also two important buildings for the island. Kastromonastiro is the castle of the island with significant walls, probably from Byzantine time. Porto Leone, at the southeast side, is a small abandoned settlement that is coming in harmony with an inlet (CUHC).

Accessibility In the east side of the island, there is the port of Kalamos, which connects the island with Mytikas, the only connection with another land. The route is twice daily. The marine is really attractive for yachts, especially during summer.

40 Services Kalamos has 7 properties (rooms to let and villas), 9 food and beverage businesses (restaurants, cafes and bars) and 1 souvenir seller (LCKl, 2016).

2.4 Kastos

Kastos is the smallest inhabited island of Lefkada islands. Southeast of Lefkas and just one nautical mile away from Kalamos, Kastos has totally different natural landscape. Its acreage is 6 km2 and geographical features are low elevation and sparse germination with mainly grain, olive trees and vineyards. The population is 80 inhabitants (Greek Census, 2011) and is assembled at the village of Kastos at a picturesque cove. Sarakiniko is a natural inlet on the western side with a pier. A small sea cave with sand, known as Fokotrypa, is founded on the north side of the island (CUHC). Ambelakia, Fyki, Vali, Kilada, Agios Emilianos, Limni, Kamini and Vrisidi are really small ashores with azure waters (OSEED Lefkas, 2011).

2.4.1 Cultural resources

The structure of the village is in harmony with the natural landscape, with two-floor stone houses, colorful shutters, red-tile roofs and wooden balconies. On the island, there are old oil presses and the one windmill, had worked till 1949, in the whole RUL that its mechanism is preserved (RUL, 2011). The church of Agios Ioannis the Forerunner (19th century) is built on an Early Christian arched tomb. Northern of the settlement, there is the chapel of Agios Emilianos. Since May 2018, on the island is in function the small private museum Kastos Marine Museum “Home of the fine whale”, in which the is the unique showpiece, the exoskeleton of a fine whale (Balaenoptera physalus) casted up in autumn 1979 (Go Lefkas).

Accessibility Kastos is accessible by the small port of Mytikas. The internal commute is on foot or by boats because there are no vehicles on the island.

Services Kastos has 4 properties (rooms to let and apartments) and 7 food and beverage businesses (restaurants, cafes and bars).

2.5 Other islands

There are smaller islands which are important for the destination. Those are Skorpios, Madouri and Agios Nikolaos islet.

Skorpios The small island, which had been known worldwide in 1963, when Aristotelis Onassis bought it. During Onassis ownership the island was visited by politicians, members of royal families, 41 tycoons and artists from all over the world. He decided to plant thousands of trees and built houses for the members of his family and their visitors. In 2012, the house sold to a Russian famous family.

Madouri It is also a private island and it pertains to Valaoriti’s family. An important building on the island is the house of the poets Aristotelis and later on Nanos Valaoritis, who played a significant role not only on the cultural identity of the islands but, mainly Aristotelis, reformed a whole generation with their writing.

Agios Nikolaos Islet Before the entrance of Lefkas, the islet of Agios Nikolaos used to be the retreat for the poet Angelos Sikelianos and his wife, Eva. Even early, it used as Lazaretto. On the islet, the chapel of Agios Nikolaos is built on the ruins of an ancient sanctuary dedicated to .

3 Chapter 3. Tourism in Lefkada islands

Lefkada islands is considered as a destination the last 7 years with the initiative of Chamber of Lefkada to create a bold brand not only for Lefkas, but also capitalizing the whole complex of islands. Till then every island tried to promote by itself without any common strategy or brand name. The brand package is still not active because there is a need of O.T.A. to be promoted under the aegis of local and regional government.

7 Brand logo for Lefkada islands destination (Chamber of Lefkada)

The tourism image that the key actors of the Lefkada islands’ DMO is really unstable and the statistics are not the representative ones. This happens because there is not a responsible authority to count the basic tourism KPIs, such as employment contribution, hotel capacity, international arrivals and receipts, seasonality, average per capita tourism expenditure and number of visitors in cultural events and museums. Numbers that are essential to create a strategic destination development plan.

42 3.1 Tourism evolution in Lefkada

The tourism development in Lefkada is defined at the end of 70s and at the beginning of 80s. The very first shred of tourist flows were appeared in 1954 during the initiative conference “Feasts of Speech and Arts”, the first conference in Greek territory. The first core of tourism development created in Nydri, which was already known since 60s, when Aristoteles Onassis bought the island of Scorpios (1963). Important years were following for Lefkada, which till then was not a famous island, at all. The different periods of tourism evolution in Lefkada are provided below: 1965-1967 Primary limited public construction for tourism infrastructure was occurred by funds of E.O.T. 1967-1975 There was no significant activity in tourism sector, except for some private investments. The explication was based through a high probability on the failure of tourism policy that State tried to apply for regional development and support of developing areas, such as Lefkada.

1975 The island of Lefkada was enlisted in the 2nd tourism zone, a categorization system of State that shows the tourism development of an area. There was an increase in hotelier force, number of rental rooms and number of tourist. A significant drift in tourism sector happened then. 1978 Marine tourism emerged with focusing on yachting. Small boats can be leased by tourists to sail among Lefkada islands 1985 Rapid development was occurred till then, but after that a stagnation phase followed. That stagnation in tourism was caused by the absence of basic infrastructure, such as marines, supplement stations and moorings, while the competitive destinations had more services and amenities to offer. 1986 A remarkable year, because in Lefkas island was established the 50-meter navigable bridge of Agia Mavra. 1990 The remoted villages and small islands acquired water network, till then it used wells to extract water for their everyday needs. This period, the road for Porto Katsiki and Egremni, the most famous beaches, is constructed. Today Lefkas is still developing its infrastructure and the services provided by the properties. (Conference proceedings: 1st Lefkadian Conference, 1999, pp. 92-100) Generally, Lefkada islands have an advantage of slow tourism development, even the numbers of properties has rapidly increased, the mass tourism influence is noticeable the last five years. It is a competitive superiority compering to other big islands, like Corfu, Rhodes and Santorini, that 43 have influenced from mass tourism development. Lefkada islands could focus on the beauty of nature and its cultural heritage in order to distinguish from the competitiveness in tourism sector.

3.2 Tourism in numbers

Tourism is a major source of income for Lefkada islands. As it mentioned before, Lefkada islands are not keeping any formal evaluation tracking, but some ambiguous data from different resources. Year Rental rooms & Hotels Apartments (beds)

1982 957 6

1993 2893 38

2019 1253 99

3 Evolution in Rental properties (INSETE Intelligence) (Conference proceedings: 1st Lefkadian Conference, 1999)

Since 1997, the most of property owners had been mainly local inhabitants, who operated them as a secondary occupancy for supplementary income. The management of the property was responsibility of the family and no externals were involved.

LEFKADA 2010 2011 2012 2013 2014 2015 2016 2017 2018

Foreign arrivals 17.980 19.168 22.017 28.593 23.624 28.682 29.403 38.823 44.667 Domestic Arrivals 61.528 60.149 38.117 43.846 39.176 37.306 27.280 22.947 20.150 Foreign overnights 107.234 119.707 144.039 182.798 155.071 176.110 187.711 244.952 269.738 Domestic overnights 172.754 174.864 107.892 118.457 103.289 102.107 85.410 75.363 62.568 Occupancy 42,6% 40,7% 34,1% 39,9% 34,1% 34,2% 32,6% 37,0% 37,5% 4 Arrivals-Overnights-Occupancy in Lefkada islands (INSETE Intelligence)

Aktio Airport Arrivals TOTAL

Ja Fe Ma Ap May Jn Jl Au Se Οc Νo De

2018 0 0 182 2.636 30.760 51.928 71.302 59.606 51.327 12.802 37 0 280.580

2017 0 0 0 2.616 29.211 49.373 68.653 59.298 48.068 13.485 0 0 270.704

2016 2 0 2 1.989 25.440 40.097 56.366 50.086 40.609 11.717 0 0 226.308

2015 0 3 5 1.027 21.369 37.814 45.320 46.019 32.018 6.552 2 0 190.129

2014 0 0 9 2.046 19.739 36.097 40.933 41.460 29.596 6.101 5 0 175.986

2013 0 0 0 841 17.955 32.497 34.765 33.182 29.089 6.160 0 0 154.489

2012 5 4 144 898 15.498 28.219 35.456 29.197 27.594 5.012 0 0 142.027

2011 0 0 0 1.798 18.725 27.804 35.093 29.877 25.312 5.449 0 0 144.058

2010 0 0 113 269 22.600 26.930 31.948 31.263 24.485 5.989 0 0 143.597

44 5 Aktio Airport Arrival per month (2010-2018) (INSETE Intelligence)

Admissions to Museums / Archaelogical sites 2010-2018

Regional Areas Aktio2010 Airport2011 Flights201 2per Month2013 (20102014 -2018)2015 2016 2017 2018 Museums 3.029 3.303 4.226 4.072 4.948 4.538 5.426 5.997 7.269 Le450,000fkada Archaelogical sites 0 0 0 0 0 0 6.542 6.897 7.288 400,000 6 Admissions to Museums / Archeological sites (2010-2018) 350,000

300,000

250,000

200,000

150,000

100,000

50,000

0 January February March April May June July August September Οctober Νovember December

2010 2011 2012 2013 2014 2015 2016 2017 2018

8 Aktio Airport Flights per Month (2010-2018)

It has to be noted that the museums in Lefkada islands are counting as admissions only the school trips and not the single visitors. As it mentioned before in Lefkada islands there is not any existing tracking system to count and assess the tourism numbers.

3.3 Market analysis

Market analysis is really important part of the DMO. After an extensive research of specific elements, the actors of DMO have an overall image for the destination and what it goes well or wrong. Through market analysis, the data are collected is about human resources, stakeholders, an analysis about strengths, weaknesses, opportunities and threats (SWOT Analysis) for the destination and are mentioned important problems that have been considered.

3.3.1 Human resources

Over the past years, the aggregate average labor force participation rate in Lefkada has barely changed when a significant percentage of capable and qualified human resources are into the labor force. Despite the acceleration in population aging the island over the past decade, aggregate labor force participation rates show divergent trajectories. Headline numbers also hide strikingly different shifts in the labor force attachment of different groups of workers; participation has increased among prime-age women and, more recently, older workers, but it has fallen among the young and among prime-age men. Changes in national labor market policies and institutions may

45 also reflect the evolution of societal and cultural attitudes toward work that influence observed trends in labor supply beyond their impact on policies. In Lefkada both scientific and labor force is heavily qualified inside and in the suburbs of the island, while a large scale of island’s young population is actively searching of job opportunities away from Lefkada, as the majority of Greece young’s population, as well. As a result, there is a large decrease of active working population, higher unemployment rates and unspecialized labor force (Conference proceedings: 1st Lefkadian Conference, 1999).

3.3.2 Stakeholders

A great challenge that DMO is responsible to confront is the coordination not even the institutions are part of the process, but also other stakeholders who are involved in the process of destination management, such as local people and NGOs. As stakeholders are defined the actors which may have a direct or indirect role in managing a destination and a destination’s management could have an impact on many people and organizations (Sternberg, 1999). The stakeholder analysis is needed to represent clearly all the actors of the process and give them specific roles and responsibilities. As primary stakeholder are considered those who are dealing with destination management and as secondary those who they experience the destination for limited time (Coban & Yildiz, 2019) Lefkada islands’ stakeholders are various and their motives and influence are differentiated from actor to actor. Below, there is an analysis of stakeholders and their importance on planning and implementation of the tourism destination process.

Primary stakeholders 1. Region of Ionian Islands and especially RUL is the key actor in the process of DMO, which also has the majority of its shares. Regional governance is the authority, which is responsible for the development of its territory by capitalizing on EU and State funds and also prioritizing which infrastructure and campaign must be done. Moreover, its obligation is to understand the needs of the area and planning according to them. But, to succeed that there is a big need of collecting and tracking data and statistics for different aspects of the destination. For instance, RUL must collect the KPIs from the hotels in order to observe the level of the offering tourism product and its demand. 2. Municipality of Lefkada and Municipality of Meganisi are the second most important actors. They are the authorities that managing the issues of the islands and its resources. Municipalities have mostly administrative role and not managerial that much, because they connect local society with Regional and State authorities.

46 3. E.O.T. and basically Regional Branch of E.O.T in Ionian islands. The main responsibility of that organization is to manage the tourism activity on a destination and either supervising the DMO about big projects or advising upon the KPIs of destination, current trends and tourism marketing activities. 4. Fraport as it has been the owner of the Aktio Airport, the main connection of the destination by flight. Its role is very important because seasonality is a phenomenon based on charter flights during summer. 5. Associations and federations of tourism businesses are the OSEED in Lefkas, the Chamber of

Lefkas and the Hotels Association of Lefkada. Chamber of Lefkada has the key role among the association because it connects the tourism business with businesses in other sectors. OSEED and Hotel Association are responsible to transmit the tourism education to the tourism industries but also informing them about the current and future trends. They are part of a national network that are able to influence the tourism market and formulate it. 6. Cultural and other NGOs. The non-governmental organizations are responsible to turn into actions the intangible principles, traditions and values that pulsate the island Cultural NGOs aim to address and promote the cultural dimensions of Lefkada through relevant activities and projects. Their main point of interest is to maintain the artistic and folklore tradition of the island, its cultural heritage. They usually face sustainability problems, due to the lack of appropriate housing and sufficient monetary contribution coming from the annual membership fees. In addition to this comes the low level of economic management since the most attached members of the associations lack of master knowledge and have not enough support by the responsible local authorities of Lefkas. In Lefkas, apart from the cultural NGOs are also environmental and sports clubs that play an important role on the social tissue. 7. Community members. All the inhabitants of the Lefkada islands who are living permanently or seasonally there, have the major influence on the identity of the destination. As a result, they have to be involved from the planning process till the execution of the strategic development model. They can give a different perspective and also educate them to interact with tourists. This point is very important because there is not discussion for slow tourism and sustainable destination without the engagement of tourists with the local society.

Secondary stakeholders 1. Tourists are part of the secondary stakeholders because even if they play an important role for destination, they are not responsible for its strategic plan or how the destination will be developed. 2. Region of Western Greece. The Regional authority of Western Greece is an actor with whom there is a need to have strong and collaborative relations, because the road system, the 47 highways and the port of Mytikas are the ways to reach Lefkada islands, been constructed, managed and maintained by this government.

3.3.3 SWOT Analysis

Strengths Weaknesses - easy access by car - lack of tourism assessment to identify its impacts - high number of cultural activities (especially - most of the cultural sites are in bad conditions during summer) - seasonality (June – July – August) - new hospital - access by plan only through airport (summer - many active cultural organizations (music- chart flights mainly) choirs and bands, dance-folklore) - low number of activities and organized experiences - well-organized Marine in Lefkada city provided - new port in Vasiliki town - lack of appropriate investment of tourism taxation - great combination of natural and cultural (tourist tax per night) by Municipality landscape - lack of official DMO by local and regional government - multi-insularity safety in sailing - bad waste management, no recycling - safety in a good level - lack of conservation awareness by local society tendency to throw out everything old, even if it works - lack of tourism report system and no official statistics for the islands separately - no well-trained labor force

Opportunities Threats - second-home phenomenon - tourism unemployment in low season - counterurbanization phenomenon in the city - earthquakes of Lefkada (mainly) young people are - landslides in coastal zone during raining days moving back to live and work - relatively scarce water resources (all islands) - EU funds for agriculture (sector - high garbage production underestimated for years) - marine pollution by agricultural and residential waste - EU funds for tourism activities and boat sewage - Islands’ position among the Ionian islands (in - fires the middle) - floods in villages on the coastline (i.e. Vlyho) - global demand for diverse tourism products, - poor quality of services apart from 4Ss 48 - increase in flights to/from Preveza airport - VAT percentage for tourism activities - boat connection with other Ionian islands - research for constructing hydroplane port

3.3.4 Problems in destination

The destination of Lefkada islands faces crucial problems according to the standards of being a sustainable tourism destination, such as accessibility and seasonality. The last years have been actions for improving those standards. For example, there was two years ago a basic renovation of the road system for the remote villages.

Accessibility The accessibility of the destination is governed by a variety of influences including the frequency, ease and quality of automobile, air, bus, train, sea access; aviation regulations; visa requirements etc. The transport system also plays an major role considering safety concerns, comfort levels and journey time (Dwyer & Kim, 2010). Lefkada islands are generally considered accessible as destination but accessibility depends on the islands. Analyzing the bigger ones, Lefkas is one of the most accessible islands in Greece, because the connection is happening through road and a bridge, which is free. The internal road system of the island is not the greatest but there have been many improvements in order to have an easy access to small villages and settlements. On the other hand, the smaller islands are accessible only by boat. The routes differ from island to island. Meganisi is easily accessible having at least three routes per day even winter. The challenge is with the smaller ones Kalamos and Kastos, to which the access is not happening from Lefkas or Meganisi but from the mainland Aetolia-Acarnania and the port of Mytikas. The access is daily but this phenomenon drives at the conclusion that the local and regional authorities are not considering those islands as parts of the RUL and the destination of Lefkada islands. Through that statement, the residents of Kalamos and Kastos are developing a negative competitiveness with Lefkas and Meganisi trying to show off. This challenge must be minimized in order the DMO succeed a collaborative environment with the local society.

Seasonality It is a fact that seasonality is a phenomenon that characterizes many regions and islands of Greece but also abroad. It is a main characteristic not only in the Aegean and Ionian Seas but generally in the Mediterranean area. Specifically, Lefkada is considered part of those islands. Tourism in the region begins timidly in the mid of May and culminates in July and August mainly.

49 As a result, most businesses operate seasonally, and the island is deserted during the winter months. One of the goals of sustainable development is to combat this phenomenon as it negatively impacts not only the residents but also the island itself. Creating a strategic plan aiming to focus on activities for all over the year, Lefkada islands would have the opportunity to develop separated from the phenomenon of seasonality. Flights from Aktio, mainly operate from April to October and contribute positively to the development of the island but under no circumstances is such action enough to ameliorate the twelve-month operation. Seasonality in Lefkas cannot be justified due to accessibility as the island is not ship dependent as it is also accessible by road. Meganisi also has a great potential to become an annual destination, even if the access is by ship, the routes are frequent during the winter, as well.

3.4 The necessity of sustainability

Analyzing above all the important elements of the destination and its natural and cultural resources, it is obvious that there is a great need for sustainable tourism development. The tourism movement of “slow tourism” is the way that Lefkada islands should be developed the next decades. Slow tourism is a trend to come against mass tourism or fast tourism development that creates several irreversible problems. Through slow tourism, the visitors have the opportunity to experience and connect with the local society and its essence (Tsartas & Lytras, 2017).

4 Chapter 4. Research Methodology

The research procedure is based on the questionnaire analyzed above. Questionnaire is a written list of questions that people are asked so that information can be collected (Cambridge Dictionary, 2019). The type of the questionnaire is mixed method, because it contains mainly close questions that are part of quantitative research method, but there are some very few open research questions which are part of qualitative research method. The qualitative approach collects the participants’ interpretation upon the issues, while the quantitative approach tests or verifies theories and explanations by identifying variables in every question or hypothesis (Cresswell, 2009). The methodology steps and the data results are been analyzed below. The goal of the current research is to approach the tourism actors of the Lefkada islands and collecting information about the situation on tourism field in the islands. The research objectives are three: • perceive the level of understanding about sustainable tourism from the people who are involved with tourism activities

50 • prove that if seasonality depends on the main occupation that the tourism businessmen have. Specifically, based on the observations and literature review, it is obvious that if people are working in tourism sector as secondary occupation, they are not willing to expand the touristic season more than three of four months, and • examine how the problems of the destination are allocated to different areas. For instance, if the problem of waste management influence only the city of Lefkas or ME is influences, as well.

4.1 Participants

In the current research participated 67 individuals who are involved in tourism industry and representatives of regional and local authorities and cultural NGOs in Lefkada islands. The questionnaire was answered by 44 (65.7%) males and 23 (34.3%) females. The age of the participants was maximum 73 years old. Specifically, 33 (49.3%) of them were between 39-54, 19 (28.4%) of them were between 23-38, 14 (20.9%) of them were between 55-73, while only 1 (1.4%) of them was under 22. Considering the educational level of the participants, 15 (22.4%) have finished the secondary education, 8 (11.9%) are holders of College degree or Job training certificate, 23 (34.3%) have finished higher educational institutions (University), 14 (20.9%) are Master degree holders, 5 (7.5%) are Doctors of Philosophy and 2 (3%) have selected the option of other. The majority of the participants, 52 (77.6%) individuals, are living on Lefkas island, besides the 14 (21%) participants are not living in any of the Lefkada islands and only 1 (1.4%) is living in Meganisi island. According to the research, 59 (88.1%) come from Lefkas, when 8 (11.9%) have no origin with Lefkas. Examining the basic elements of the businesses and organizations, the research focused on the Municipality of basis, the years of business operating, how many people are working in and the kind of organization or business. According to the basis of the businesses and organizations based on the division of Municipalities before the application of , 19 (28.4%) are established in Lefkas city, 6 (9%) are founded in the greater area of Lefkas city in the former ML, 16 (23.9%) have their base in ME, 22 (32.9%) are located in MA, while in MK are 2 (2.9%) businesses and/or organizations and 2 (2.9%) in MM, as well. The ages of organizations operating in Lefkada islands are various with the majority of them to be open for over 15 years with 38 (56.7%) answers, while the rest are floating for 1-5 years are 12 (18%), 6-10 are 9 (13.4%) and 11-15 are 8 (11.9%). Considering the personnel is working on the businesses and organizations, 1-5 people are working in 48 (71.6%) businesses, 6-10 people in 13 (19.4%) businesses, >15 people in 5 (7.5%) businesses while in only 1(1.5%) business are working

51 11-15, so it is obvious that Lefkada islands is comprised of small-medium enterprises, which in the Greek reality means that are family-run businesses. The last part of the common questionnaire is the category of business and organizations. Deciding the option O.T.A., Chamber, Marine, Associations, Museums, Cultural NGOs and clubs or other, it led to the inventory no1, which in total participated 12 (17.9%) organizations, 4 (6%) O.T.A., 4 (6%) Associations and Chamber, 3 (4.4%) Cultural NGOs and Clubs and only 1 (1.5%) other option. On the other hand, to the inventory no 2 were led 55 (82.1%%) tourism businesses, for which 41 (61.2%) are rental properties, 4 (6%) other touristic companies, such as rental cars and boats, and 10 (14.9%) F&B businesses.

4.2 Materials

In current research project, multiple materials have been used in order to examine sustainable tourism in terms of stakeholder’s contribution in Lefkada islands. First, there has been a demographic questionnaire regarding the gender, age, education level, permanent residency, municipality of participants and also variables about their place of action such as whereabouts, personnel employed, years of action and category of business. For this purpose, were used closed type questions with multiple category choices. Following answer these questions, participants were called to complete the second part of research, according to the answer given at the last question of the first part. So, the ones who worked in organizations of public sector - specialized in local and regional authorities – cultural and environmental NGOs, tourism associations, chamber and museums were asked to answer a specific inventory. This inventory was custom- made by the author and consisted of 11 questions, 9 of them closed-type and 2 open. What was measured was tourism development from their scope regarding the existence of strategic action plan and its content, the cooperation between local businesses and authorities, whether there is control over outcomes of this cooperation, obstacles for practice of sustainable tourism, crisis management plan, financial control , quality of tourism product offered and possible special interest tourism types and proposals. On the other hand, these who worked in local businesses, such as rental vehicles and boats, rental properties and F&B were called to fill another inventory, consisted by 15 questions, 7 of them are the same with the previous mentioned inventory. The rest of them were about the type of business they own, whether it is their primary occupation, months of business activity (seasonality), nationality of tourists, use of external business fund programs (for example ESPA) and cooperation with other local tourism businesses. The research questionnaire was formulated depending scientific resource (Tourism Observatory South Aegean).

52 4.3 Procedure

The first part of questionnaire distribution was through key people who could find property- owners to answer. The distribution happened by the link of the online questionnaire on Google forms and through printed material of the questionnaire, which was mainly for restaurants and taverns, who are not so familiar with the technology. Beside, meetings with the tourism Association representatives and O.T.A. were schedule in order to ensure that the questionnaire will be fulfilled. The Association representatives were positive for meeting and participating to the research. The meetings were performed and fulfilled the online questionnaire, while during the process they expressed their ideas for a better destination management. One more important meeting was with the owner of the Fagottobooks publisher, who apart from his indirect involvement with tourism by issuing maps and tour guides, he was open to provide information about Lefkas and its cultural landscape, events, distinguished artists etc. The challenge was with O.T.A, which were recently elected and did not have time for any meeting. The second phase of the distribution started on 2nd of November, when the number of answered questionnaires was significant low, only 29 in total. In that phase, a long search occurred for finding contact details for property owners. Visiting the websites of the Associations, there were contact lists with 697 (655 from the (OSEED Lefkas) and 42 from the Hotel Association) property details, but have only phone number. As a result, after an 8-hour process through searching the web by telephone number, were collected 250 e-mails to which the questionnaire was forwarded but 32 was mail failures. On the other hand, through social media and phone calls were contacted the Cultural NGOs and Museums. These two categories had the willingness to provide information about the research, but they did not have any document which statistics or a method to count the visitors number in museums and in cultural events. Many of them acknowledge that there is no computer or internet interaction on behalf of the organizations. So, only few answered the questionnaire. Generally, completing the process of questionnaire collection, there is the opinion that people in small communities prefer to invest time to them to give their help upon an issue. In that case, secondary stakeholders and people who are not taking decisions, they were open to help and provide information, especially after contacted through phone call, while the authorities and people who are in key positions for the DMO had limited time to participate in the research.

4.4 Data Analysis

53 Residency Lefkas Meganisi None Total Gender island male 35 0 9 44 female 17 1 5 23 total 52 1 14 67 7 2-way table for gender and place of residency

The table is giving information about the place of residency for the participants

comparatively with their gender. It is observed that the majority of the control group is living in

Lefkas city (52 people), in which the males are almost double (35 males) than females (17

females). The number of people that are living out of the Lefkada islands (14 people) is also

significant considering that they own businesses which are located in the island complex. In this

category, the males (9 males) are double compering the females (5 females), as well as, in

Lefkas city.

Type of O.T.A. Chamber, Accom Other F&B Cultural & Other Total organization Marine, modati touristic Business Environmental Gender Museums, on businesses es NGOs Associations male 4 3 24 3 8 1 1 44 female 0 1 17 1 2 2 0 23 total 4 4 41 4 10 3 1 67 8 2-way table for gender and type of organization

This table provides information about the participants’ allocation compering the type of organization with their gender. The data reveal that in every type, apart from Cultural & Environmental NGOs (1 male and 2 females), the males are much more than females. The three more obvious cases are in the accommodation type, where males (24 males) are less than double of females (17 females), in F&B the males (8 males) are 4-times more than females (2 females) and in O.T.A. where there is no female working in high-level positions (4 males).

54 Type of O.T.A. Chamber, Accom Other F&B Cultural & Other Total organization Marine, modati touristic Business Environmental Ages Museums, on businesses es NGOs Associations <22 0 0 0 0 1 0 0 1 23-38 0 1 12 3 2 1 0 19 39-54 2 1 22 1 6 1 0 33 55-73 2 2 7 0 1 1 1 14 total 4 4 41 4 10 3 1 67

9 2-way table for age and type of organization

The table above provides information about the participants’ allocation compering the type of organization with their age. It is obvious that the most active age group is 39-54 (33 participants), the second active age group is 23-38 (19 people). In all types of organizations and businesses it is obvious that the mainstream age group is 39-54. Residency Lefkas island Meganisi None Total Educational level secondary education 14 1 0 15 continuing education 5 0 3 8 academic degree 20 0 3 23 master degree 7 0 7 14 doctoral degree 4 0 1 5 other 2 0 0 2 total 52 1 14 67 10 2-way table for educational level and residency

This table shows the allocation of participants to residency places depending on their educational level. It is noticeable that the education level of the control group that lives in Lefkas island is mainly an academic degree holders or they have finished the secondary education. This great division could be considered as a gap among the island residents’ mindset. There is a need of different approach for people who have just finished secondary education (14 people) and these who have completed the tertiary education (20 people). On the other hand, it is significant that the people who live outside the Lefkada islands (78.6% have completed the tertiary) are more “educated” compering these who live in the complex (60% have completed the tertiary).

55 Other Roads Contamination 9% 15% 0%

Water Access 17% 7%Safety 1%

Investment 10%

Phenomena 2% Waste Illigality 23% 9% Health 7%

9 Destination Problems

According to the answers of the participants the five problems that Lefkada islands destination faces are the waste management (23%), the scarcity of water resources (17%), the road network (15%), the lack of investments (10%) and the problem with business illegality or black market (9%).

Other Cultural CMT 3% 12% 18% Religious 9%

Ecotourism Event 12% 12%

Cruise 8% Gastronomy 12% Agritourism 14%

Cultural Religious Event Gastronomy Agritourism Cruise Ecotourism CMT Other

The participants in the question of the special interest tourism types the show preference in most of the types. The more recent answers were coastal and marine tourism (18%), agritourism (14%) and in the same scale are ecotourism, cultural, event and gastronomy tourism (12%). This graph reveals the great potential of the destination in different types of tourism.

56 Operational months

100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

Operational months

10 Operational months for businesses and organizations

The chart above shows the seasonality of the businesses and organizations that answered the questionnaire. The months of 100% open businesses are June, July, August and September, while the half of them are also open April (48.21%), May (89.29%) and October (71.43%). The percentages for the remaining months are not that significant in order to mention them. It is important to mention that the quantitative data through open questions was not required to fulfil, as a result many of the participants did not complete them. So there is not enough material to be analyzed in order the data to be valid. t-test Finding the percentage of the year that each interviewee’s enterprise operates in terms of tourism.

Occupation Year Percentage 1 0.5 1 0.5 1 0.416666667 1 0.333333333 1 0.583333333 1 0.583333333 1 1 1 0.583333333 1 0.5 1 0.5 1 0.916666667 1 0.666666667 1 0.583333333 57 1 0.5 1 0.416666667 1 0.5 1 0.583333333 1 0.416666667 1 0.583333333 1 0.5 1 0.416666667 1 0.333333333 1 0.583333333 1 0.583333333 1 0.416666667 1 1 1 0.583333333 1 0.666666667 1 0.583333333 1 1 1 1 1 0.5 1 0.583333333 1 0.416666667 2 0.583333333 2 0.416666667 2 0.5 2 1 2 0.416666667 2 0.5 2 0.333333333 2 0.583333333 2 0.666666667 2 0.5 2 0.5 2 1 2 0.333333333 2 0.416666667 2 0.5 2 0.416666667 2 0.416666667 2 0.5 2 0.5 2 0.583333333 2 0.416666667 Next step is the division of the observations into two groups. The first one is characterized by occupation value 1 (concerning all those who are primarily engaged in tourism), while the second

58 is occupation value 2 (concerning all those who do not have tourism as the main occupation (but work in both the private or public sectors). The resulting groups are as follows: Group 1 Group 2 50.00% 58.33% 50.00% 41.67% 41.67% 50.00% 33.33% 100.00% 58.33% 41.67% 58.33% 50.00% 100.00% 33.33% 58.33% 58.33% 50.00% 66.67% 50.00% 50.00% 91.67% 50.00% 66.67% 100.00% 58.33% 33.33% 50.00% 41.67% 41.67% 50.00% 50.00% 41.67% 58.33% 41.67% 41.67% 50.00% 58.33% 50.00% 50.00% 58.33% 41.67% 41.67% 33.33% 58.33% 58.33% 41.67% 100.00% 58.33% 66.67% 58.33% 100.00% 100.00% 50.00% 58.33% 41.67% Then, the data are imported into SPSS Statistics. An Independent-Samples t-test is then conducted to investigate if there is a statistical difference between the mean percentages of the two groups. We use two variables: a. The percentage of annual activity in tourism for each respondent b. Occupation, where 1 = Main and 2 = Not main

59 The test runs using the annual percentages as a test variable and the variable occupation as a factor. The following results are obtained:

Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval Sig. of the Difference Si (2- Mean Std. Error Lo Upp F g. t df tailed) Difference Difference wer er percen Eq tage ual - varianc .0 .8 1.0 .05555 .158 53 .282 .051096 .04692 es 51 22 87 6 040 9 assum ed Eq ual - varianc 1.1 44. .05555 .157 .276 .050388 .04596 es not 03 416 6 079 7 assum ed

Since Levene's test gives Sig> 0.05 (or 0.822), the fluctuations of the two samples are not statistically different. Because of this acceptance, we consider the first line of results for the t-test. Concerning the t-test, we arrive at Sig> 0.05 (or 0.282). This shows that there is no statistical difference in the average occupation rate with tourism of those who do not have tourism as the main tourist activity. Returning to data, it is observed that the group of those who do not mainly work in the tourism sector. In this group it noticed that there are two cases of respondents who claim that they do not primarily work on tourism but immediately work on it all twelve months of the year. It is argued that these observations will be removed as 'outliers' or as special observations in order to investigate whether a statistical difference would occur if they are not taken them into account. The observations are removed. Returning to the Independent-Samples t-test, the results are presented as follows:

Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Si Mean Std. Difference Si g. (2- Differenc Error Lowe Uppe F g. t df tailed) e Difference r r percent Eq age ual varianc 3.1 .0 2.2 .0 .1052 .04579 .0133 .1971 51 es 90 80 99 26 63 0 36 90 assum ed

60 Eq ual varianc 2.7 49.7 .0 .1052 .03794 .0290 .1814

es not 74 65 08 63 1 48 78 assum ed Through the Levene's test it is chosen to proceed marginally with the first line of t-test results. The t-test showed Sig <0.05 (0.026). This means that by removing the two observations mentioned before, the result changes. There is now a statistical difference in the average occupation rate with tourism, between those who mainly work in the tourism sector and those who do not have tourism as their main activity.

4.5 Observations

This part of the research is based on the authors experience through living the destination’s tourism market for the last 5 years, by: • observing people’s reactions and their involvement in several activities • participating in various discussions, such as cultural, social, environmental and political, and • interacting with local societies and tourists who visit the island for the first time or in a continuous basis. A reason why Lefkada islands are not developed as sustainable destination is the mindset of resembling to other famous tourism destinations, such as and Santorini. Having discussions with many locals, it was obvious that they are focusing on that and not to create a differentiated brand name by promoting the unique local identity and its traditions. According to Eva Palmer’s autobiography, the hospitality spirit of the local people is evident in every village she visited. Nowadays, the easy way of earning money by tourism and the big inflows of foreign residents have tampered people’s mindset about hospitality, this unique characteristic that Greek people are proud of and refer to it because of its existence in ancient ages. On the other hand, the seasonality is a dependent variable to secondary employment that tourism offers to local inhabitants. The majority of properties are operated by individuals whose main occupation is in private or public sector and most of the times has no connection with tourism field. Finally, there is a great absence of vision from the perspective of O.T.A., which are having a more executive role than managerial. Without being based on a long-term strategic plan, the regional and local authorities focus only on single actions, which at the end they do not have any contribution on the sustainable development of the destination.

61 5 Chapter 5. Lefkada islands: sustainable destination

The biggest challenge in reshaping the tourism product of the Lefkada islands destination is how the restructure could success to combine development towards competitiveness and sustainability. Below, it is presented an analytical proposal by focusing on four special interest tourism forms, which are considered the essential for achieving the decrease of seasonality and the attraction of more qualitative tourists.

5.1 Proposal

First of all, there is a great need for DMO establishment for Lefkada islands destination. It is time for a strategic development plan considering the natural and cultural resources and assets. The second need is policy creation and implementation with specific guidelines in order to protect and preserve destination’s various landscapes. Not only the literature review, but also the destination analysis shows that the involvement of stakeholders could give to the destination an extra point to differ from the competitive tourism market. The idea of creating Municipal Cultural Centers has been mentioned before in several conferences and meetings about Lefkada islands, but now it is high demand to organize and establish this concept. Under the leadership of Lefkas Cultural Center, it could exist 8 smaller cultural centers, as the former Municipalities of Lefkas, Ellomenos, Karya, Sfakiotes, Apollonion, Meganisi and the Local Communities of Kalamos and Kastos. The centers’ role and responsibilities are: • organizing events in a more concerted way under a collaborative spirit of all stakeholders • make synergies among the stakeholders for various projects • renovating and elevating the use of former elementary schools that every village used to have and now are abandoned • establishing small libraries and conservatory – focusing on folklore dancing, music and choral performances – for the local communities to have the opportunity to be engaged with the literature and arts The sub-Cultural center will bring the advantage to the destination to attract more and more not even tourists but also permanent residents. Taking into consideration the proposed idea above, in Lefkada islands destination, there is a great gap on tourist management. There is not any organization to provide tourists the essential information for the destination or some recommendations on what to do during his/her stay. As a result, the proposal of this current thesis is to establish a Tourist Office concept, under the

62 leadership of the sub-cultural centers. In these Offices every former Municipality would have its information center that would belong to the main management of the Lefkas Cultural Center in the city of Lefkas. The main responsibilities are going to be the collaborative network of tourism businesses, the information and the reception of tourists, the area’s promotion implementation and the control of illegal tourism activity.

5.1.1 Destination nexus

The model that Lefkada island destination needs to use it the destination nexus. By this model, the DMO is analyzing the resources and focuses on four or five special interest types through which is capitalizing its natural and cultural resources to attract more and more people and in different period of the year. In the case of Lefkada islands, according to the research above, the focused SITs are ecotourism, CMT, cultural tourism and marine tourism. The success of this nexus is contributed by mass tourism but under specific guidelines and destination policy.

Ecotourism Ecotourism is the form of special interest tourism that is based on the nature and the ecosystem. The ecosystem is the system where various life forms – species of fauna and flora – interact and be developed by living in a common environment (Komilis, 2001). Ecology is the science which analyze these relationships and interactions. Through ecotourism, the activities based on the notion of sustainability are accomplished not only by economic development but also protecting and promoting the natural and cultural resources and assets. According to (Ceballos-Lascuráin, 1996), ecotourism is defined as an environmentally- responsible travel activity in unspoiled natural landscapes, with aim to experience and appreciation of the nature and its assets. Ecotourism includes various of activities focused on a great range of different environmental resources. The experiences through these activities are divided in two categories: the first category is the direct experiences, in which the tourist actively participates in various activities. On the other hand, the indirect experiences or substitutional activities are defined the experiences the tourist does not take active role in the activities but he/she takes pleasure in observing the fauna and flora of the landscape. The different types of ecotourism depend on the characteristics of the specific lands or areas. The first type is connected with the first category of experiences and related with not only adventure travels which are demanding physical stamina, such as passthrough chines and gorges, but also outdoor activities in unspoiled landscape. The observation (photo-shooting), identification and apprehension of the distinctness of wildlife is also part of the first type of ecotourism. On the contrary, the second type is more anthropocentric and it is about meeting and experiencing local societies by participating on their everyday activities and events. Farm tourism which is part of

63 agritourism can be also considered as ecotourism type, because the individual is able to experience nature in a different aspect by visiting ecomuseums and botanic gardens or staying in a farm or a ranch (Komilis, 2001). The types of ecotourists are separated into categories (i) based on their knowledge and the intensity of their activity, and (ii) based on physiographical characteristics. According to their activity, there are three types of tourists: • rough tourist, individual who select intense and adventurous activities in the landscape • smooth tourist, the one who observes and apprehends the natural environment, mainly through traveling and excursions • specialist, he/she travels for either educational reasons or hobbies (Mowforth & Munt, 2003) (Ruschmann , 1992) (Budowski, 1992) Analyzing (Ballantine & Eagles, 1994), tourist presents some significant physiographical characteristics, such as: • environmental ethic • urgency feeling to be active in order to preserve the environment • self-encouragement is the way of being active • orientation is characterized of bio-centric aspect and not anthropocentric • fighting to protect the wildlife in the environment are going to visit or have connected before • anticipating edification for the conditions and the attributes upon environmental resources (Komilis, 2001) In case of Lefkada islands, there is a great potential to develop such a SIT tourism. Before starting promote strategically the DMO this form of tourism, there is a strict legislative context, in which the consequences of no respecting the environmental resources and assets would be enormous. The promotion has to be targeted to audience that are willing to participate by protecting the natural landscape. The development must be under the slow tourism and not focusing on rapid development from year to year. First of all, there are a need of analyzing the current environmental resources and assets in order to have a baseline for development. Next step is to define the criteria of development in every area and evaluation measurements to check if the development is sustainable or not. As a result, there is a big need to divide the destination into specific activities:

64 Activity Municipality Kind of ecotourism Period for interest

Melissa gorge MS adventure travels Spring & Autumn Forest of Skari ΜΕ adventure travels Spring-Summer-Autumn Dimossari waterfalls ME eco-interest point Spring-Summer-Autumn Kastos footpath LCK eco-interest point All year Kalamos – Episkopi footpath LCKl eco-interest point All year Birdwatching at Lefkas and ML observation of Autumn-Winter-Spring Gira lagoons wildlife Lefkas city surroundings ML eco-interest point All year (Gira, Agios Ioannis & Mills) Former NATO base at the MK eco-interest point All year plateau of Agios Donatos Ligia, Katouna & Waterfall of ΜΜ adventure travels Spring-Summer-Autumn Episkopos footpath Fermekoula (shelter for LCKl observation of Spring-Summer monachus-monachus seals) wildlife Winery visiting ME farming tourism Spring-Summer-Autumn Olive press visiting MM farming tourism Autumn-Winter Apiary activities MA farming tourism Spring-Summer-Autumn

11 Ecotourism activities in Lefkada islands

Generally, some important points for ecotourism activities: • The best period is Spring and Autumn, because during summer till mid-September, the weather is quite warm and may be difficult to enjoy the footpaths and the natural sceneries. • The footpaths in Lefkada islands are numerous counting 30 in Lefkas, 2 in Meganisi, 2 Kalamos and 1 in Kastos (Out, 2017). • In Lefkada islands, as it mentioned before the agriculture sector is not that developed. Despite of the general opinion that Lefkada islands could be an agritourism destination – the research showed that there is a significant percentage, who believe that agritourism can be developed - there is not any appropriate infrastructure to provide the essential experience to visitors. As a result, above are included some farm tourism activities but in the context of small interest as activity.

65 • Due to a remarkable number of dogs, snakes, scorpions and bees, there is a great need for DMO to inform the ecotourism visitors about them and how to protect themselves in any case. Moreover, it could be a good idea to train the local inhabitants in case of emergency how to react and provide the first aid.

Coastal and Marine tourism Coastal settings have always been important for human societies. They have formed a basis for settlement and transport and have provided access to an important food source. In addition, these settings have been valued locations for recreation, and travel to coastal areas for leisure has been a common trend throughout human history (Orams & Lück, 2013). In the past four decades the use of marine ecosystems and adjacent coasts for recreation has mirrored the massive growth of tourism as a global phenomenon of the late twentieth century. Initially driven by the sea, sand, and sun desires of citizens from northern latitude developed nations, who sought to escape the winter, coastal settings in warmer tropical and subtropical climates have been synonymous with mass tourism development. While beach-based holidays at hotels, resorts, and clubs provided near-shore marine recreational opportunities, the trend towards more diverse and geographically remote coastal and marine tourism (CMT) destinations did not begin until the last two decades of the twentieth century. The marine tourism is considered as specialized form of tourism which demands knowledge and protection of marine landscape. Apart from the sea and the coastline, other forms of sea navigation are also included in marine tourism, such as yachting and cruises (Mira & Mylonopoulos, 2005). Technology has also had a major influence on this growth as the invention of new ways of getting on, in, and under the sea has provided new opportunities to utilize previously inaccessible locations. Important examples include the self-contained underwater breathing apparatus (scuba); robust, safe, and relatively affordable vessels (kayaks, surf-craft, boats, personal watercraft), and new activities which harness the wind and/or waves (kiteboarding, windsurfing, wakeboarding). (Orams M. , 1999) (Lück, 2014). In theory, preservation and development goals are nicely balanced in sustainable tourism development. In the practice of management, we find these goals are mixed in government portfolios in different proportions, depending on the abundance and status of the resources at stake, potential tourism and other demands, and the designs for living of traditional peoples. Complicating matters, we discover that the formal names of individual marine protected areas (e.g. national park, sanctuary, biosphere reserve) are not consistently associated with ranges of human uses and intensity levels permitted. Keenly aware of this terminological problem, M. Carolyn Stewart focuses on institutional variability. Borrowing from the vocabulary of the International

66 Union for the Conservation of Nature and National Resources, Stewart shows that idealized types of marine conservation regimes differ by ethic, objectives, and regulations. This conceptual contribution is augmented with references to regimes throughout the Pacific (e.g. in the Philippines, the Galapagos Islands, New Caledonia, Australia) which endorse marine tourism in different ways, and a practical discussion of the importance of community involvement in the management endeavor (Miller, 1993). Regarding coastal tourism, most coastal tourism activities include the development of second homes and seaside resorts, the pattern of construction is likely to cause damage to the coastal environment. Houses, resorts, hotels, and other hard infrastructures contribute to shoreline changes, water pollution, deteriorate fresh water catchment that leads to seawater intrusion and solid waste. Over the last few decades, the tendency to build new tourism facilities and infrastructure in the fragile coastal zone is still growing. Tourism activities in the waters, such as diving, snorkeling, swimming and other water tourism activities, pose a threat for the coral reef ecosystem and decrease the live coral coverage, resulting in a decrease of its function. The physical function of coral reefs is as a wave damper while the ecological functions to provide environmental services for other ecosystems (Tegar & Gurning , 2018). On the contrary, yachts which represent the largest segment of marine tourism - are responsible for high levels of water pollution (due to waste disposal practices) as well as air pollution (mainly due to gas emissions of cruise ships). At the same time, other marine tourism activities (such as daily trips, underwater fishing, etc.), due to the spatial pattern they follow (close to urban environments and as close as possible to the shoreline), also contribute to the degradation of coastal waters, especially those found close to cities (Tegar & Gurning , 2018). There are numerous activities depending the criteria that every activity is taking place in order to categorize them have to analyze the types of CMT. The types are: • Coastal tourism • Submarine tourism • Marine natural tourism • Piscatorial tourism • Marine cultural tourism • Marine sport tourism • Yachting • Cruise tourism Lefkada islands have many prospects for further development to their marine tourism. Its flagship location in combination with the region's unique waters are of great value for future

67 sustainable investment. The yacht category is high income tourism type which can be further developed, providing the region with tourist promotion and advertising and at the same time openings for future investments. This particular category has the potential to evolve and not only take place during the summer time but all year round, developing a type of marine event tourism, educating and consulting stakeholders from all over the world. Activity Municipality Kind of CMT Period for interest

Surfing in Vasiliki bay MA coastal tourism Spring-Summer-Autumn Windsurfing in Agios Ioannis ML coastal tourism Spring-Summer-Autumn Water sports in Nydri ME coastal tourism Spring-Summer-Autumn Scuba diving in marine caves MM submarine tourism Spring-Summer of small islands and islets LCK, LCKl Kastos Marine Museum Home LCK marine cultural Spring-Summer of the fine whale tourism Maritime Museum in MM marine cultural Spring-Summer-Autumn Faneromeni Monastery tourism Yachting Facilities in Lefkas ML yachting Spring-Summer-Autumn Marine Daily tour boats from Nydri ME yachting Spring-Summer-Autumn

12 Coastal & Marine tourism activities in Lefkada islands

Coastal and Marine tourism is very important for Lefkada islands to diversify as destination. In order to achieve this, there is a strategic planning by marine experts who would capitalize on the opportunities of the natural environment by protecting it in cases of crisis. The proposals for that section have to be considerable by DMO of Lefkada islands: • Capitalizing on the theory of Dörpfeld, it could be organized a marine cultural route representing The adventures of , as the archeologist considered it might be. An adventure across the Ionian Islands, it could be a great experience for people that admire and the ancient myths. • It is logically inevitable to create a management blueprint for the daily tour trip boats, which number has increased since 2015, when a big earthquake happened and made damages in the paths that many famous beaches were connected with the main road, such as Egremni beach. As a result, the access to these beaches is only through sea. More and more boats are starting every day during summer to 4 or 5 specific beaches

68 and without having a Regional Marine Plan, the boats, most of the times, do not respect the bathers by putting their lives in danger when they approach very close to the beach. • Even if it is general belief that cruise tourism is an appropriate form of CMT and it may be enable the destination with more visitors, there are many gaps not only in the planning on how the destination will handle such a big inflow, but also the current infrastructure is not the essential to provide the services are demanded by cruise tourists. Another important aspects is that Lefkas, which is the only island of the complex that might be considered for this type of tourism, may have several negative consequences. The reason is that the marines and the port of the island have not the ideal depth for a cruise ship to be stranded and for the water to be refreshed in a high-frequency. As a result, the water pollution would be inevitable.

Cultural tourism The twenty-second session of the (UNWTO) General Assembly in Chengdu, China (11 to 16 September 2017), adopted the following definition for cultural tourism: Cultural tourism is a type of tourism activity in which the visitor’s essential motivation is to learn, discover, experience and consume the tangible and intangible cultural attractions/products in a tourism destination. These attractions/products relate to a set of distinctive material, intellectual, spiritual and emotional features of a society that encompasses arts and architecture, historical and cultural heritage, culinary heritage, literature, music, creative industries and the living cultures with their lifestyles, value systems, beliefs and traditions. Cultural Tourism is that type of tourism activity in which the main motivation of the visitor is to visit cultural sites in order to learn, discover and experience the cultural heritage of each tourist destination. These cultural attractions relate to a group of distinct material, intellectual, spiritual, and emotional characteristics of a society that includes arts and architecture, historical and cultural heritage, gastronomic heritage, literature, theater, music, photography, creative arts and cultures. their values systems, beliefs and traditions. Cultural tourism includes cultural heritage areas / sites and activities that have been inherited and preserved from the past, referring to other epochs, achievements and lifestyles. It is distinguished by material (cultural heritage buildings, architectural sights, world heritage sites, national and historical monuments), intangible (literature, art, philosophy, folklore, singing), cultural and artistic attractions (sights), cultural heritage with historical faces. Cultural thematic route is the set of natural or artificial attractions based on a specific thematic framework. Themes can provide education and recreation at the same time. Cultural event - festival - folklore. As such, any organized activity of the tourist contributing to a personalized and authentic experience, with all kinds of active involvement or involvement with

69 the arts, heritage or special features of a place or a thematic / cultural event (Ministry of Culture and Sports). Cultural tourism has a long history, and with its roots in the Grand Tour is arguably the original form of tourism. It is also one of the forms of tourism that most policy makers seem to be betting on for the future. The World Tourism Organization, for example, asserted that cultural tourism accounted for 37% of global tourism, and forecast that it would grow at a rate of 15% per year. Such figures are often quoted in studies of the cultural tourism market (e.g. Bywater, 1993), but are rarely backed up with empirical research (Richards, 2003). In theoretical terms, the relationship between tourism and culture illustrates that the current cultural tourism market represents the latest phase in a long-standing process of convergence between culture and tourism (Richards, 2003). In the past, culture and tourism were being separate spheres of social practice, undertaken by distinct social groups at specific times. As (Urry, 1995) has noted, however, the barriers between culture and tourism are disappearing as a result of two parallel processes: The culturization of society and the culturization of tourist practices. One reason why cultural tourism is a useful development tool for so many regions are the fact that every place has culture it can develop - unlike the development of beach tourism, which requires at least a coastline. The plentiful supply of cultural objects can also create major funding problems relating to the upkeep of historic structures and cultural venues. The solution to the funding problem may also be seen in the development of cultural tourism (Richards, 2003). Lefkada islands, as a cultural tourism destination has every opportunity to promote in the best possible way its traditions and customs. As mentioned above, the organization committee needs to implement a serious strategic management plan conducted by all stakeholders on the island and before they can make such a move, they should be able to host future cultural tourists. Festivals, customs, traditions, gastronomy festivals and architecture should be the first priority for the DMO’s strategic planning, because cultural sector is manageable all over the year and could play important role for developing a yearly destination. The museums and archeological sites of the destination could also play a role for the strategic planning, but not a main one. This is noted due to the fact that other competitive destination have stronger cultural resources as these, so Lefkada islands could not be competitive destination. Activity Municipality Kind of Cultural Period for interest

Folklore Festival ML festival Summer Architectural route in ML architecture All year the Lefkas city Lefkadian poets amble ML literature and arts All year

70 Architectural route in ME, MK, architecture Autumn-Winter highland settlements MS, MA Architectural route in LCK architecture Spring-Summer-Autumn Kastos Agios Nikitas ML architecture All year traditional settlement Gastronomy Festival ML festival Summer (proposed winter) Rustic Wedding MK event - custom Summer Varkarola ML event Summer Panigiria Everywhere event Summer Stitch of Karya MK custom All year

13 Cultural Activities in Lefkada islands

There are lots of improvements that must happen in order to create a high-standard cultural tourism. There is a great potentiality that Lefkada islands have upon their cultural activities and mostly on Intangible Cultural Heritage. Some basic changes are mentioned above that would make a big change on the offering cultural tourism product of the destination. Considering the Folklore Festival, it is not acceptable to have such a long-history festival and not to be the hallmark for the destination. The Festival has to modernize in several aspects, such as the accommodation provided and services that the host groups are getting.

Religious tourism It is estimated that there are approximately six hundred million national and international religious and spiritual voyages in the world, of which 40% take place in Europe and over half in Asia. According to (UNESCO), 60% of the world’s population practices a religion and these believers form the demographic base of religious tourism. Religious tourism is a type of tourism exclusively or strongly motivated by religious reasons. This is one of the oldest forms of tourism. It can also be referred to as faith tourism or spiritual tourism. People go on religious holidays to confirm, deepen or reflect upon their faith. They would like to: connect personally to a holy place, better understand and appreciate a religion, feel free from worry and find peace and meaning in life. Some examples of religious tourism activities are religious tourist attractions, pilgrimages, monastery visits and guest stays, retreats and faith-based camps, religious conventions and rallies, leisure (fellowship) vacations, Important aspects of a religious holiday generally include:, an interesting program accommodation that strengthens the experience encounters with other religious tourists (fellowship) and meeting local people (CBI).

71 According to (UNWTO), Religious tourism is one of the fastest growing segments of the travel industry. The (UNWTO) estimates that 300 million tourists visit the world’s major religious sites each year (one fourth of all international tourist arrivals) and that 600 million national and international religious voyages are undertaken annually. This growth in religious tourism brings an unprecedented potential to foster inclusive and sustainable development – creating jobs and livelihoods, allowing infrastructure and investment and stimulating local culture, crafts and food. This not only helps communities value their unique cultural and religious contribution, building pride and self-esteem, but can increase economic opportunity and build the foundations for peace. Religious tourism can also promote a culture of peace by encouraging intercultural and interfaith dialogue and understanding. Common values of tolerance and co-existence can be shared and promoted alongside pilgrimage principles of sacred hospitality, openness and welcome to the stranger. Religious tourism is a key agent of peace. It is a transformative force that breaks down cultural barriers and builds bridges between people, communities and nations. Leveraging the growing interest in religious tourism is crucial in building cultural dialogue, mutual understanding and peace. – Taleb Rifai, Secretary-General, (UNWTO) Religious tourism in its current form is a relatively new phenomenon, having emerged as a result of the decline in religious practice, secularization of societies, the growing popularity of trips by car or bus and, in some countries, the reduction in the practice of traditional pilgrimages (Santos & Da Graca , 2003). The term religious tourism embraces a category of travelers between pilgrims and tourists on the one hand (Cohen, 1998), and between pious and pleasure travelers with knowledge-based motivation on the other hand. Religious Tourism: Religious Tourism is the set of all tourist activities related to traveling by individuals or organized groups to places, places and monuments of religious importance for reasons of religious, cultural, educational and informational interest. Pilgrimage Tour: All the above activities when centralized or pilgrimage, and / or religious services / events, and / or worship service. Religious tourism or otherwise pilgrimage tourism is one type of tourism which includes visits of tourists - pilgrims to places of religious interest such as monuments, churches and religious graves. However, it should not be judged by a strict theological criterion because groups of people who do not belong to one are also seen to be interested religious group. It is a fact Pilgrimage has always been a motive for organizing or touring excursions and attracted people of different nationalities and solar spectrum (mainly certain senior citizens). The attractiveness of travel It was mainly due to either the religious or the historical value of the monuments, while past religious

72 events that took place in various ways places became the reason for the increase in tourism in these places. Modern tourism, therefore, owes much to the religious tradition and is critical further features of destinations such as historical events, landscapes, architecture of residential wealth etc. The economic impacts of religious tourism are various: • Increase of employment • Development of proper infrastructure • Increase of revenue tax • Improvement of road network • Health and welfare infrastructure • Lengthening the tourist season • Revitalizing the local economy Religious tourism has been gaining ground and its audience keeps on increasing rapidly. The division of the audience group is an essential factor to categorize the needs and the preferences of each group. Furthermore, religious tourists could be a problem-solver towards the seasonality affecting Lefkada islands. Lefkada islands having a wide range of religious attractions, there is a great opportunity to be considered as a religious tourist destination. In order to achieve thus, DMO and O.T.A. should take seriously into consideration how to reach tourists from all over the world to come and visit destination’s religious heritage. Cooperation with foreign organizations and religious denominations can ameliorate the inflows of tourists with religious interest, who would like to experience the Islands’ religion and religious traditions.

5.1.2 Policies, Standards and Guidelines

It is important to adjust the guidelines of Agenda 21, as it was presented in Declaration of Rio (1992) by strengthening and appropriate coordinating mechanisms for integrated management and sustainable development of coastal and marine areas and their resources. Consultation is required by involving the academic and private sectors, non-governmental organizations, local communities, resource user groups, and indigenous people to ensure the prosperity of local communities (Agenda 21, 1992). It is proposed through a specific process of Forum about the sustainable tourism development in Lefkada islands to engage local society and influence all the stakeholders to make a commitment upon implementation of the development agenda. This agenda must be conducted and applied for sustainable tourism in islands but through localized Codes of ethics and Policies, otherwise having just a plan will not yield any change in the mindset and attitude of locals upon sustainability. These Codes must contain regulations for changing the society lifestyle. A tourism sustainability assessment has to be identified and how the assess is 73 going to be for the destination and its sustainable development. Some approaches for destination sustainability assessment are the identification of various dimensions and key indicators in order to create a control system, while the evaluation of this outcome is the most crucial part of the process.

Conclusion

In the context of crisis and deep global economic and social transformation which affects the tourism sector to its full, it is the right time for the local authorities and government to take the responsibility to engage local society, entrepreneurs, organizations and every stakeholder for adopting a sustainable tourism development mindset and making them adhered to a clear strategic program with specific actions for sustainability, conservation and development. Striving for sustainable tourism development, there is a matter of preserving the current landscape, the existing natural, socio-cultural, economic and technological resources and aspects to safeguard the continuity of human-race existence (Tsartas P. , Τουρίστες, ταξίδια, τόποι: Κοινωνιολογικές προσεγγίσεις στον Τουρισμό, 1996). The seasonality issue is going to be competed through cultural and religious tourism and using ecotourism and CMT to provide high quality services and experiences to tourists. To sum up, the changes that need to be done are: • policy-making: in which landscape protection will be achieves by new forms of responsible tourism, eliminating seasonality and establishing internal management tools to audit every environmental and cultural analysis • marketing improvement: new tourist packages creation is needed in order to compete the foreign competition • technological innovations: innovations for strategic resources allocation are needed in order to avoid the depletion of them, new techniques are also essential to modernize and promote human exploitation activities, i.e. agriculture and fishing All the changes have as a goal to diversify the offering tourism product of Lefkada islands from other similar ones and create a competitive advantage for the destination.

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79 Personal Communications Spyros Zambelis: the manager of tourism office in RUL Spyros Kafarakis: the manager of Regional Branch of E.O.T. Sotiris Skiadaresis: the president of Chamber of Lefkada Manolis Thermos: the president of the Hotels Association of Lefkada and owner of Boschetto Hotel Dionysios Gazis: the president of Federation of Business Associations Rooms to let and Apartments, Regional Unit of Lefkas, Apartments and Villas and owner of Dionysios studios Aristomenis Katsigiannis: the vice president of Association of Rental Rooms, Apartments and Villas and owner of Alexaria Holiday Homes Nicolaos Thermos: the owner of Fagottobooks Publishers, Lefkada Slow Guide and Lefkadazin

80 Appendix

In this part are presented the Questionnaires used for the research. Ερωτηματολόγιο Νησιά της Λευκάδας: Βιώσιμος Τουριστικός Προορισμός

Η έρευνα αυτή γίνεται στα πλαίσια της Διπλωματικής εργασίας της φοιτήτριας Παναγιώτας (Νάγη) Αναγνωστοπούλου (AM 321801), για το Πρόγραμμα Μεταπτυχιακών Σπουδών: "International MSc Sustainable Tourism Development: Cultural Heritage, Environment and Society" του Χαροκόπειου Πανεπιστημίου, του Institute de Researche et d’ Etudes Supérieures du Tourisme» of Paris I - Panthéon Sorbonne (IREST) University και του Πανεπιστημίου Αιγαίου. Η έρευνα διεξάγεται ανώνυμα. * Απαιτείται απάντηση Γενικές ερωτήσεις 1. Φύλο *  ΑΝΔΡΑΣ  ΓΥΝΑΙΚΑ  ΑΛΛΟ 2. Ηλικία *  < 22  23 – 38  39 – 54  55 – 73  > 74 3. Μορφωτικό επίπεδο *  Δευτεροβάθμια Εκπαίδευση  Ανώτερη εκπαίδευση (ΙΕΚ, Κολλέγιο κτλ.)  Ανώτατη μόρφωση (ΑΕΙ/ΤΕΙ)  Μεταπτυχιακές Σπουδές  Κάτοχος Διδακτορικού διπλώματος  ΑΛΛΟ: ______4. Μένετε μόνιμα στα νησιά της Λευκάδας; *  Λευκάδα  Μεγανήσι  Κάλαμος  Καστός  ΟΧΙ 5. Έχετε καταγωγή από τη Λευκάδα; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 6. Πιστεύετε πως η Λευκάδα έχει προοπτικές βιώσιμου τουριστικού προορισμού; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 7. Πως αντιλαμβάνεστε τον όρο βιώσιμος τουρισμός; * ______81 ______8. Σε ποια περιοχή των νησιών της Λευκάδας εδρεύει η επιχείρηση ή ο οργανισμός στον οποίο εργάζεστε; Επιλέξτε τον Δήμο ή την Κοινότητα πριν την εφαρμογή του σχεδίου "Καλλικράτη". *  Πόλη Λευκάδας  Λοιπές περιοχές Δ.Λευκάδας  Δ. Ελλομένου  Δ. Καρυάς  Δ. Σφακιωτών  Δ. Απολλωνίων  Δ. Μεγανησίου  Κοινότητα Καλάμου  Κοινότητα Καστού 9. Πόσο προσωπικό απασχολείτε στην επιχείρησή ή στο σύλλογό σας; *  1-5  6-10  11-15  >15 10. Πόσα χρόνια δραστηριότητας έχει η επιχείρηση ή ο σύλλογος σας; *  1-5  6-10  11-15  >15 11. Κατηγορία επιχείρησης *  ΟΤΑ - Οργανισμός Τοπικής Αυτοδιοίκησης (Δήμος, Πνευματικό κέντρο και Περιφέρεια) ΕΝΟΤΗΤΑ 1  Επιμελητήριο, Μαρίνα Λευκάδας, Μουσεία, Σωματεία επαγγελματιών ΕΝΟΤΗΤΑ 1  Ξενοδοχείο, Ενοικιαζόμενα δωμάτια ή διαμερίσματα, βίλες κτλ. ΕΝΟΤΗΤΑ 2  Άλλες τουριστικές επιχειρήσεις (τουριστικά γραφεία, ενοικίαση σκαφών, αυτοκινήτων κτλ.) ΕΝΟΤΗΤΑ 2  Επιχείρηση μαζικής εστίασης (εστιατόριο, καφετέρια κτλ.) ΕΝΟΤΗΤΑ 2  Πολιτιστικοί σύλλογοι, Περιβαλλοντικές οργανώσεις κτλ. ΕΝΟΤΗΤΑ 1  ΑΛΛΟ ΕΝΟΤΗΤΑ 1 Α. OTA, Επιμελητήριο, Μαρίνα Λευκάδας, Μουσεία, Σωματεία επιχειρηματιών κ.ά. 1. Ο προορισμός διαθέτει πολυετή στρατηγική και σχέδιο δράσης για τουριστική ανάπτυξη; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 2. Αν ναι, η στρατηγική περιλαμβάνει περιβαλλοντικά, οικονομικά, κοινωνικά, πολιτιστικά, ποιοτικά, υγιεινή και ασφάλεια και αισθητικά θέματα;  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ

82 3. Πιστεύετε υπάρχει συνεργασία μεταξύ αυτοδιοίκησης, επιχειρήσεων και σωματίων για την χάραξη κοινής στρατηγικής πολιτικής; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 4. Υπάρχει σύστημα παρακολούθησης αποτελεσμάτων και επιπτώσεων; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 5. Ποια είναι τα 3 πιο σημαντικά προβλήματα που εμποδίζουν τα Νησιά της Λευκάδας να εξελιχθούν σε βιώσιμο τουριστικό προορισμό; *  Οδικό δίκτυο - Κυκλοφοριακή συμφόρηση  Προσβασιμότητα σε ΑμεΑ - έλλειψη υποδομών  Ασφάλεια και αστυνόμευση  Έλλειψη νέων επενδύσεων  Παράνομη επιχειρηματική δραστηριότητα  Υποδομές υγείας  Διαχείριση απορριμμάτων  Επάρκεια νερού - διακοπές στην υδροδότησης  Σεισμοί και φυσικά φαινόμενα  Ρύπανση θαλασσών 6. Υπάρχει κάποιο άλλο πρόβλημα που κατά τη γνώμη σας πρέπει να ληφθεί υπόψιν; ______7. Για τα παραπάνω προβλήματα, υπάρχει σχέδιο διαχείρισης κρίσεων και αντιμετώπισης (Crisis Management Plan); *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 8. Γίνεται συστηματική παρακολούθηση των οικονομικών αποτελεσμάτων τουρισμού; (δαπάνη ανά κεφαλή/διανυκτέρευση , εισόδημα ανά δωμάτιο, απασχόληση και επενδύσεις) *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 9. Κατά τη γνώμη σας, σε ποιο επίπεδο βρίσκεται η ποιότητα του προσφερόμενου τοπικού τουριστικού προϊόντος; *

10. Ποιες μορφές τουρισμού πιστεύετε πως μπορούν να αναπτυχθούν στα νησιά της Λευκάδας, εκτός από το κλασσικό μοντέλο ήλιος-θάλασσα; (έως 3 απαντήσεις) *  Πολιτιστικός τουρισμός (cultural tourism)  Θρησκευτικός τουρισμός (religious tourism)  Τουρισμός εκδηλώσεων και φεστιβάλ (event and festival tourism)  Γαστρονομικός Τουρισμός - Οινοτουρισμός (gastronomy and wine tourism)  Αγροτουρισμός (agritourism)

83  Οικοτουρισμός - Τουρισμός υπαίθρου (ecotourism - rural tourism)  Τουρισμός κρουαζιέρας (cruise tourism)  Θαλάσσιος τουρισμός (coastal and marine tourism)  ΑΛΛΟ: ______11. Θα θέλατε να προσθέσετε κάποιο σχόλιο ή πρόταση, σχετικά με την βιώσιμη τουριστική ανάπτυξη των Νησιών της Λευκάδας; ______Β. Τουριστικές Επιχειρήσεις 1. Τι είδος επιχείρησης διαθέτετε; * 2. Η επιχείρηση αυτή είναι η κύρια δραστηριότητα σας; *  ΝΑΙ  ΟΧΙ, απασχολούμαι και σε άλλο αντικείμενο του ιδιωτικού τομέα  ΟΧΙ, εργάζομαι και στο δημόσιο τομέα 3. Πόσους μήνες το χρόνο παραμένετε ανοιχτοί; (Σημειώστε ΜΟΝΟ τους μήνες που η επιχείρηση είναι ανοιχτή) * Όλο Ιανουάριος Φεβρουάριος Μάρτιος Απρίλιος Μάιος Ιούνιος Ιούλιος Αύγουστος Σεπτέμβρης Οκτώβρης Νοέμβρης Δεκέμβρης το χρόνο

4. Από ποιες 3 χώρες προέρχονται κυρίως οι πελάτες σας; ______5. Έχετε κάνει χρήση επιχειρηματικού προγράμματος ενίσχυσης, τύπου Leader I, II, ΕΣΠΑ 14- 20 κ.ά.; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 6. Αν ναι, σε ποιο πρόγραμμα είχατε ή έχετε ενταχθεί; ______7. Πιστεύετε υπάρχει συνεργασία μεταξύ αυτοδιοίκησης, επιχειρήσεων και σωματίων για την χάραξη κοινής στρατηγικής πολιτικής; *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 8. Συνεργάζεστε σε τοπικό επίπεδο με άλλες επιχειρήσεις τουριστικού ενδιαφέροντος; (π.χ. ενοικίαση αυτοκινήτων και σκαφών, εστιατόρια, ενοικιαζόμενα δωμάτια) *  Καταλύματα: ξενοδοχεία , ενοικιαζόμενα διαμερίσματα κ.ά.  Εστιατόρια, ταβέρνες, καφετέριες  Ενοικίαση αυτοκινήτων, ποδηλάτων, σκαφών  Τουριστικοί πράκτορες  ΑΛΛΟ: ______9. Ποια είναι τα 3 πιο σημαντικά προβλήματα που εμποδίζουν τα Νησιά της Λευκάδας να εξελιχθούν σε βιώσιμο τουριστικό προορισμό; *  Οδικό δίκτυο - Κυκλοφοριακή συμφόρηση

84  Προσβασιμότητα σε ΑμεΑ - έλλειψη υποδομών  Ασφάλεια και αστυνόμευση  Έλλειψη νέων επενδύσεων  Παράνομη επιχειρηματική δραστηριότητα  Υποδομές υγείας  Διαχείριση απορριμμάτων  Επάρκεια νερού - διακοπές στην υδροδότησης  Σεισμοί και φυσικά φαινόμενα  Ρύπανση θαλασσών 10. Υπάρχει κάποιο άλλο πρόβλημα που κατά τη γνώμη σας πρέπει να ληφθεί υπόψιν; ______

11. Για τα παραπάνω προβλήματα, υπάρχει σχέδιο διαχείρισης κρίσεων και αντιμετώπισης (Crisis Management Plan); *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 12. Γίνεται συστηματική παρακολούθηση των οικονομικών αποτελεσμάτων της επιχείρησής σας; (δαπάνη ανά κεφαλή/διανυκτέρευση , εισόδημα ανά δωμάτιο, απασχόληση, επενδύσεις κ.ά.) *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 13. Κατά τη γνώμη σας, σε ποιο επίπεδο βρίσκεται η ποιότητα του προσφερόμενου τοπικού τουριστικού προϊόντος; *

14. Ποιες μορφές τουρισμού πιστεύετε πως μπορούν να αναπτυχθούν στα νησιά της Λευκάδας, εκτός από το κλασσικό μοντέλο ήλιος-θάλασσα; (έως 3 απαντήσεις)*  Πολιτιστικός τουρισμός (cultural tourism)`  Θρησκευτικός τουρισμός (religious tourism)  Τουρισμός εκδηλώσεων και φεστιβάλ (event and festival tourism)  Γαστρονομικός Τουρισμός - Οινοτουρισμός (gastronomy and wine tourism)  Αγροτουρισμός (agritourism)  Οικοτουρισμός - Τουρισμός υπαίθρου (ecotourism - rural tourism)  Τουρισμός κρουαζιέρας (cruise tourism)  Θαλάσσιος τουρισμός (coastal and marine tourism)  ΑΛΛΟ: ______15. Θα θέλατε να προσθέσετε κάποιο σχόλιο ή η πρόταση, σχετικά με την βιώσιμη τουριστική ανάπτυξη των Νησιών της Λευκάδας; ______

Οι απαντήσεις σας αποθηκεύτηκαν επιτυχώς. 85 Για απορίες, ερωτήσεις ή περαιτέρω πληροφορίες μπορείτε να επικοινωνήσετε μαζί μου: Αναγνωστοπούλου Νάγη (Παναγιώτα) Μεταπτυχιακή Φοιτήτρια MSc "Sustainable Tourism Development: Cultural Heritage, Environment and Society" e-mail: [email protected] κιν. +30 697 893 3235

Ευχαριστώ για το χρόνο σας!

Questionnaire Lefkada Islands: Sustainable Tourism Destination This research is been conducted in the context of the thesis of Panagiota (Nagi) Anagnostopoulou (AM 321801), for the postgraduate program: "International MSc Sustainable Tourism Development: Cultural Heritage, Environment and Society" of the Harokopio University, Institute de Researche et d 'Etudes Supérieures du Tourisme' of Paris I - Panthéon Sorbonne (IREST) and the University of the Aegean. The research is conducted anonymously. * Answer is required General Questions 12. Gender *  MALE  FEMALE  OTHER 13. Age *  < 22  23 – 38  39 – 54  55 – 73  > 74 14. Educational Level*  Secondary Education  Higher Education (IEK, College etc.)  Higher Education (ΑΕΙ/ΤΕΙ)  Postgraduate Studies  PhD  OTHER: ______15. Do you live permanently in Lefkada Islands? *  Lefkada  Meganisi  Kalamos  Kastos  NO 16. Is Lefkada your place of origin? *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 17. Do you think Lefkada has prospects for a sustainable tourist destination? *  YES 86  NO  I DO NOT KNOW/ I DO NOT ANSWER 18. How do you understand sustainable tourism; * ______19. In which area of the Lefkada Islands is the business or organization in which you work? Select the Municipality or Community before the implementation of the "Kallikratis" plan.*  Lefkada Town  Other areas of Lefkada  M.Elomenou  M.Karyas  M.Sfakioton  M.Apollonia  M.Meganisi  Community of Kalamos  Community of Kastos 20. How much stuff do you employ in your business or community/club? *  1-5  6-10  11-15  >15 21. How many years has your business or community/club been active? *  1-5  6-10  11-15  >15 22. Business Category *  ΟΤΑ – Local and Regional Authorities (Municipality, Cultural Center, Region) SECTOR 1  Chamber, Marina of Lefkada, Museum, Professional Associations SECTOR 1  Hotel, room or apartments, villas etc. SECTOR 2  Other tourism enterprises (tourist agencies, boat rental, car rental etc.) SECTOR 2  Mass Catering Enterprise (restaurant, coffee shops etc.) SECTOR 2  Cultural Centers, Environmental organizations etc. SECTOR 1  OTHER SECTOR 1 Α. OTA, Chamber, Marina of Lefkada, Museum, Business Unions etc. 12. Does the destination have a multi-annual strategy and action plan for tourism development? *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 13. If so, does the strategy include environmental, economic, social, cultural, quality, hygiene and safety and aesthetic issues?  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 87 14. Do you believe that there is co-operation between local authorities, businesses and bodies in drawing up a common policy strategy? *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 15. Is there any tracking system about collecting data for the outcomes and impacts? *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 16. What are the 3 most important problems that prevent Lefkada Islands from becoming a viable tourist destination? *  Road network – Traffic congestion  Accessibility for people of special needs – lack of infrastructure  Security and Safety  Lack of new investment  Illegal Businesses  Health infrastructure  Waste management  Water supply – water scarcity of water resources  Earthquakes and natural phenomena  Water Pollution 17. Is there any other problem that should be taken into consideration? ______18. For the problems above, is there a crisis management plan? *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 19. Are the financial results of tourism systematically monitored? (expenditure per head / overnight, per room income, employment and investment) *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 20. In your opinion, what is the quality of the offered local tourist product? *

21. What forms of tourism do you think can be developed in Lefkada Islands, in addition to the classic sun-sea model? (up to 3 replies)*  Cultural tourism  Religious tourism  Event and Festival tourism  Gastronomy and wine tourism  Agrotourism  Ecotourism - rural tourism  Cruise tourism  Coastal and marine tourism

88  OTHER: ______22. Would you like to add a comment or suggestion on the sustainable tourism development of Lefkada Islands; ______Β. Tourist Enterprises 16. What kind of business do you have? * 17. Is this business your main activity-business? *  YES  NO, I also work in another area of the private sector  NO, I work in the public sector 18. For how many months of the year do you remain open; (Mark ONLY the months that the enterprise is open) * All January February March April May June July August September October November December year

19. From which 3 countries do your customers mainly come from; ______20. Have you used a business aid program, like Leader I, II, ESPA 14-20 etc; *  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 21. If so, which program did you have or have joined ? ______22. Do you believe that there is co-operation between local authorities, businesses and bodies in drawing up a common policy strategy?*  YES  NO  I DO NOT KNOW/ I DO NOT ANSWER 23. Do you collaborate locally with other tourism businesses? (car and boat rental, restaurants, rooms to let)*  Rental properties: hotels, apartments for rent etc  Restaurants, taverns, cafes  Car, bicycle and boat rental  Tour Operators  OTHER: ______24. What are the 3 most important problems preventing Lefkada Islands from becoming a sustainable tourist destination? *  Road network – Traffic congestion  Accessibility for people of special needs – lack of infrastructure  Security and Safety  Lack of new investment  Illegal Businesses

89  Health infrastructure  Waste management  Water supply – water scarcity of water resources  Earthquakes and natural phenomena  Water Pollution 25. There is another problem that you think should be taken into consideration? ______

26. For the problems above, is there a crisis management plan? *  ΝΑΙ  ΟΧΙ  ΔΕΝ ΞΕΡΩ | ΔΕΝ ΑΠΑΝΤΩ 27. Are the financial results of tourism systematically monitored? (expenditure per head / overnight, per room income, employment and investment) *  YES  NO  I DO NOT KNOW/ I DO NOT ANWER 28. In your opinion, what is the quality of the offered local tourism product?*

29. What forms of tourism do you think can be developed in Lefkada Islands, in addition to the classic sun-sea model? (up to 3 replies)*  Cultural tourism  Religious tourism  Event and Festival tourism  Gastronomy and wine tourism  Agrotourism  Ecotourism - rural tourism  Cruise tourism  Coastal and marine tourism  OTHER ______30. Θα θέλατε να προσθέσετε κάποιο σχόλιο ή η πρόταση, σχετικά με την βιώσιμη τουριστική ανάπτυξη των Νησιών της Λευκάδας; ______

Οι απαντήσεις σας αποθηκεύτηκαν επιτυχώς. Για απορίες, ερωτήσεις ή περαιτέρω πληροφορίες μπορείτε να επικοινωνήσετε μαζί μου: Αναγνωστοπούλου Νάγη (Παναγιώτα) Μεταπτυχιακή Φοιτήτρια MSc "Sustainable Tourism Development: Cultural Heritage, Environment and Society" e-mail: [email protected]

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