Open access online journal JOURNAL OF TOURISM . RESEARCH Review of Tourism Sciences Volume 22 June 2019 Tourism Research Institute ISSN 2241 - 7931 Journal of Tourism Research, Volume 22 JOURNAL OF TOURISM RESEARCH V. 22 June 2018 1 Journal of Tourism Research, Volume 22 Published by: Activities for the Development of Tourism and Tourism Education Tourism Research Institute 13 Kydonion, 11144 Athens, Greece Tel: + 30 210 3806877 Fax: + 30 211 7407688 URL: www.jotr.eu www.dratte.gr Εmail: [email protected], [email protected] Editor: Laloumis Dimitris 2 Journal of Tourism Research, Volume 22 SCIENTIFIC COMMITTEE Dimitrios Buhalis Bournemouth University, UK Paris Tsartas University of Aegean, Greece Andreas Papatheodorou University of Aegean, Greece Stavrinoudis Theodoros University of Aegean, Greece Judit Grotte Budapest Metropolitan University, Budapest Célio Gonçalo Marques Polytechnic Institute of Tomar, Portugal Eunice Ramos Lopes Polytechnic Institute of Tomar, Portugal Peter Yannopoulos Goodman School of Business, Brock University, Canada Cleopatra Veloutsou University of Glasgow, UK Alexandru Nedelea Stefan cel Mare University of Glasgow, UK Axel Schnell University of Applied Sciences of Dusseldorf, Germany Gregory Papanikos University of Strathclyde, Glasgow, Scotland Stefanos Karagiannis University of Central Greece Dimitrios Stergiou Hellenic Open University Sandeep Kulshreshtha Indian Institute of Tourism & Travel Management, Greece Zoe Georgiadou Technological Education Institute of Athens, Greece Νicolas Mainetti LIut Aurillac Crcgm University of Auvergne, France Christos Ladias University of Central Greece Valia Kasimati Department of Economics, University of Bath, U.K. Dimitrios Laloumis University of West Attica, Greece Laurent Meriade University of Auvergne-CUFR Champollion ALBI, France Lambros Sdrolias University of Thesaly, Greece George Boskou Harokopeion University, Greece Konstantinos Marinakos Hellenic Open University Dionisia Frangou University of West Attica, Greece Dimitris Marnellos University of West Attica, Greece 3 Journal of Tourism Research, Volume 22 TABLE OF CONTENTS MULTILEVEL GOVERNANCE POTENTIAL FOR CULTURAL TOURISM IN GREECE – THE CASE OF THE REGION OF SOUTH AEGEAN 5 Dimitrios Skiadas, Sofia Boutsiouki & Eleftheria Ftaklaki TOWARDS THE SOCIAL SUSTAINABILITY OF MUSEUMS: APPLICATION ON THE NUBIAN MUSEUM IN EGYPT 23 Nashwa Fouad Attallah & Asmaa Mozammel HOTEL MARKETING PRACTICES EMPLOYED TO ENCOURAGE AND MANAGE ONLINE GUEST REVIEWS 34 Karam M. Ghazi ΤOURISM AND LITERATURE - COMPARISON BETWEEN CREEK AND BRITISH WRITES 55 Manola Maria SUPPORTING THE ENABLING FACTORS FOR SUCCESSFUL KNOWLEDGE SHARING ADOPTION BY THE EGYPTIAN TOURISM COMPANIES 63 Mahmoud Ahmed Aboushouk, Hala Hilaly & Nashwa Fouad Attallah THE ROLE OF PHOTOGRAPHIC TOURISM IN CONSTRUCTION OF AN EGYPT'S IMAGE AS A TOURIST DESTINATION 89 Rania Magdy Orabi ECONOMIC AND SOCIAL FACTORS AFFECTING THE PURCHASING POWER OF CUSTOMERS IN FAST-FOOD RESTAURANTS ((APPLIED IN MARSA MATROUH CITY)) 107 Dalal Abd-El Hady , Amr Abd-El Hameed & Samar Mohamed Shebl Nada 4 Journal of Tourism Research, Volume 22 MULTILEVEL GOVERNANCE POTENTIAL FOR CULTURAL TOURISM IN GREECE – THE CASE OF THE REGION OF SOUTH AEGEAN Dimitrios Skiadas1, Sofia Boutsiouki2 & Eleftheria Ftaklaki3 1Department of International and European Studies, University of Macedonia, 156 Egnatia, 54636 Thessaloniki, Greece, [email protected] 2Department of International and European Studies, University of Macedonia, 156 Egnatia, 54636 Thessaloniki, Greece, [email protected] 3Department of Sociology, University of the Aegean, Administration Building, University hill, 81100 Lesvos, Greece, [email protected] ABSTRACT The paper examines the prospects of multilevel governance in the case of cultural tourism strategy in Greece. Besides the analysis of the relevant EU policy framework and priorities, the paper analyses the Greek national strategy on cultural tourism. The paper uses the South Aegean Region as a case study and examines the potential implementation of a new governance model, of a multilevel and participatory nature, in the field of cultural tourism, capable of establishing a shared vision and a strong sense of ownership among regional and local actors. Key Words: Cultural tourism, Governance, Greece, EU 1. INTRODUCTION This paper explores the possibility of developing a multilevel governance model with regard to –especially cultural– tourism in Greece. The content is organised in the following parts: first, the EU policy framework regarding tourism is analysed and its main priorities over the years are highlighted. Then, the paper focuses on the basic characteristics of the Greek tourism policy and uses the region of South Aegean as a case study in order to examine the feasibility of multilevel governance in tourism development. Finally, the paper, based on the European and the national approach regarding a tourism policy agenda, attempts to designate a model of multilevel governance that would be able to deploy the existing advantages, as well as the potential of public and private stakeholders in the field of cultural tourism. 5 Journal of Tourism Research, Volume 22 2. EUROPEAN UNION AND CULTURAL TOURISM POLICY For many years tourism remained at the periphery of the European policy interest, although it is one of the most important sectors of activity due to its association with significant economic and social outcomes, as well as to its strong impact on the region’s image in the world. In 1984, the Council emphasised the need for the tourism dimension to be taken into consideration in the Community's decision-making process on the basis of consultation between member states and the European institutions. It also set the initial guidelines that would appear in the tourism policy framework during the following years, while it clarified that, although the main responsibility for tourism lies with the member states, the Commission could submit relevant proposals to the Council (Council of the European Communities, 1984). The change in the approach was evident; tourism was officially recognised as an action useful for the European integration process that should be dealt with by the member states and supranational institutions (Estol & Font, 2016). The first time that a European Treaty mentioned tourism was in 1992, after the Maastricht Treaty amendments. The Treaty for the European Union regards it as a policy field with significance for economic development and sustainable growth, as well as for the improvement of employment performance, living standards, social cohesion and solidarity among member states. As a result, the Council introduced a 3-year action plan for the development of tourism and set a budget of 18 million ECU, as well as the criteria of reference for the suitability of measures. Moreover, it made special reference to cultural tourism that could enhance the importance of cultural heritage and facilitate the better knowledge of cultures, traditions and ways of life of Europeans. Moreover, it recognised the need for initiatives supporting the development of new European cultural tourism routes in cooperation with state, regional and local authorities, the creation of networks of professionals (tourist operators, cultural institutions), and the exchange of experiences (Council of the European Communities, 1992). Linking culture with tourism in an EU context should not be a surprise. From the early 1970s onwards, the EEC institutions sought to develop, even without a legal basis in the Treaties, cultural initiatives in order to shore up popular support for European integration. The early attempts were cautious and largely symbolic, such as the European Community Youth Orchestra, the European Sculpture Competition and, in 1985, the European City of Culture Competition, with Athens being the first capital to be awarded the title. In 1993, the Maastricht Treaty introduced Art. 128 in the EC Treaty (now Article 167 TFEU), thus allowing the EU to take direct action to “contribute to the flowering of the cultures of the Member States, while respecting their national and regional diversity and at the same time bringing the common cultural heritage to the fore”. This action was limited to the adoption of policies (usually in the form of recommendations) and incentive measures. The most significant political initiative was included in the European Commission’s 2007 communication on “A European Agenda for Culture in a Globalising World”. The Agenda identified overarching EU cultural objectives, designed to focus future European activity in the cultural field, and for its consideration of how the Commission’s ability to formulate effective cultural policies and integrate cultural concerns into its other policies might be improved (Craufurd Smith, 2011). One of these policies has been the EU policy on tourism. In 1995, a “Green Paper on Tourism” analysed the added value of tourism for the Community and underlined its importance for the reinforcement of the economic and social cohesion, the sustainable development and the promotion of the European identity. In addition, it 6 Journal of Tourism Research, Volume 22 investigated the possible scenarios for the Community’s future role as regards tourism and raised questions about the formulation of a tourism policy, which would mainly be used in order to coordinate information exchanges and to supplement tourism-related state actions (European Commission, 1995). Later on, in 1997, the European Parliament recognised the role that