IDEAS home Printed from https://ideas.repec.org/a/pts/journl/y2021i1p33-44.html
   My bibliography  Save this article

Overtourism And Marketing Strategies Of Touristic Enterprises

Author

Listed:
  • Lambros Tsourgiannis

    (Directorate of Public Health and Social Care of Regional District of Xanthi, Region of Eastern Macedonia and Thrace, Xanthi, Greece; Department of Accounting and Finance, School of Business and Economics, International Hellenic University Agios Loukas, Kavala, Greece)

  • Stavros Valsamidis

    (Directorate of Public Health and Social Care of Regional District of Xanthi, Region of Eastern Macedonia and Thrace, Xanthi, Greece)

  • Polina Karagianni

    (Directorate of Public Health and Social Care of Regional District of Xanthi, Region of Eastern Macedonia and Thrace, Xanthi, Greece; Hellenic Army General Staff, 4th Army Corps, Headquarters, Xanthi, Greece)

  • Konstantinos Tassos

    (Hellenic Army General Staff, 4th Army Corps, Headquarters, Xanthi, Greece)

Abstract

Overtourism is a phenomenon that affects many touristic destinations. This study aims to explore the attitudes of touristic enterprises towards the impact of overtourism on touristic destinations. Moreover, it aims to explore the marketing strategies that each identified group of enterprises adopt. A primary survey was carried out in June – October 2019 to a random sample of tourism enterprises operated in Greece. Principal component analysis (PCA) was conducted to identify the main attitudes of tourism enterprises towards the impact of overtourism on tourism industry in the destination they operate. Cluster analysis was performed to classify those enterprises into groups according their attitudes towards overtourism. Two strategic groups of enterprises were identified: (a) conscious and (b) opportunists. In the next step, PCA was also elaborated in order to identify the main strategic dimensions influencing the marketing strategies that “conscious” and “opportunists” tourism enterprises follow. Furthermore, hierarchical and k-means cluster analysis were used to identify the marketing strategies that “conscious” and “opportunists” tourism enterprises adopt. Non parametric chi-square test was performed to develop the profile of those enterprises. Finally, the Friedman non parametric one way test was conducted to explore the association between each marketing strategic group and their opinion about opportunities and threats that overtourism creates regarding the improvement of the attractiveness of the places in which they operate.

Suggested Citation

  • Lambros Tsourgiannis & Stavros Valsamidis & Polina Karagianni & Konstantinos Tassos, 2021. "Overtourism And Marketing Strategies Of Touristic Enterprises," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 20(1), pages 33-44.
    • Handle: RePEc:pts:journl:y:2021:i:1:p:33-44
    as

    Download full text from publisher

    File URL: http://economic.upit.ro/RePEc/pdf/2021_1_3.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Papathanassis Alexis, 2017. "Over-Tourism and Anti-Tourist Sentiment: An Exploratory Analysis and Discussion," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 288-293, December.
    2. Nicola Bellini & Francesco Grillo & Giulia Lazzeri & Cecilia Pasquinelli, 2017. "Tourism and regional economic resilience from a policy perspective: lessons from smart specialization strategies in Europe," European Planning Studies, Taylor & Francis Journals, vol. 25(1), pages 140-153, January.
    3. Gert-Jan Hospers, 2019. "Overtourism in European Cities: From Challenges to Coping Strategies," CESifo Forum, ifo Institute - Leibniz Institute for Economic Research at the University of Munich, vol. 20(03), pages 20-24, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kinga Kostrakiewicz-Gierałt & Artur Pliszko & Katarzyna Gmyrek-Gołąb, 2020. "The Effect of Visitors on the Properties of Vegetation of Calcareous Grasslands in the Context of Width and Distances from Tourist Trails," Sustainability, MDPI, vol. 12(2), pages 1-28, January.
    2. Bauer Alfred & Gardini Marco A. & Skock André, 2020. "Overtourism im Spannungsverhältnis zwischen Akzeptanz und Aversion," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 12(1), pages 88-114, July.
    3. John Vourdoubas, 2020. "An Appraisal of Over-tourism on the Island of Crete, Greece," International Journal of Global Sustainability, Macrothink Institute, vol. 4(1), pages 63-77, December.
    4. Hannes Thees & Harald Pechlaner & Natalie Olbrich & Arne Schuhbert, 2020. "The Living Lab as a Tool to Promote Residents’ Participation in Destination Governance," Sustainability, MDPI, vol. 12(3), pages 1-27, February.
    5. Albert Sanghoon Park, 2023. "Building resilience knowledge for sustainable development: Insights from development studies," WIDER Working Paper Series wp-2023-33, World Institute for Development Economic Research (UNU-WIDER).
    6. Alina-Petronela Haller & Georgia-Daniela Tacu Hârșan, 2023. "Longitudinal Analysis of Sustainable Tourism Potential of the Black Sea Riparian States Bulgaria, Romania and Turkey," IJERPH, MDPI, vol. 20(4), pages 1-24, February.
    7. Elisabeth Nöhammer & Marco Haid & Philipp Corradini & Susanne Attenbrunner & Peter Heimerl & Robert Schorn, 2022. "Contextual Factors of Resilient Tourism Destinations in a Pandemic Situation: Selected Cases from North and South Tyrol during the SARS-CoV-2 Pandemic," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
    8. Nataša Danilović Hristić & Marijana Pantić & Nebojša Stefanović, 2024. "Tourism as an Opportunity or the Danger of Saturation for the Historical Coastal Towns," Sustainability, MDPI, vol. 16(10), pages 1-25, May.
    9. Jihye Min & Jerome Agrusa & Joseph Lema & Harold Lee, 2020. "The Tourism Sector and U.S. Regional Macroeconomic Stability: A Network Approach," Sustainability, MDPI, vol. 12(18), pages 1-12, September.
    10. Blesilda P. Badoc-Gonzales & Ma. Belinda S. Mandigma & Jackson J. Tan, 2022. "SME resilience as a catalyst for tourism destinations: a literature review," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 12(1), pages 23-44, December.
    11. João Romão, 2020. "Variety, Smart Specialization and Tourism Competitiveness," Sustainability, MDPI, vol. 12(14), pages 1-13, July.
    12. Albert Sanghoon Park, 2024. "Understanding resilience in sustainable development: Rallying call or siren song?," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(1), pages 260-274, February.
    13. Niezgoda Agnieszka & Żemła Michał, 2024. "Deconcentration strategies as tools for preventing gentrification as perceived by residents of tourism destinations," International Journal of Contemporary Management, Sciendo, vol. 60(1), pages 201-210.
    14. Kun Wang & Songxin Zhao & Xiangtai Chen & Zhenxian Lei & Xiao Zhou, 2023. "Spatio-Temporal Evolution and Influencing Factors of the Resilience of Tourism Environmental Systems in the Yangtze River Economic Belt of China," Sustainability, MDPI, vol. 15(13), pages 1-21, July.
    15. Jun Zhang, 2023. "Spatial effects of tourism development on economic resilience: an empirical study of Wenchuan earthquake based on dynamic spatial Durbin model," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 115(1), pages 309-329, January.
    16. Biagi, Bianca & Brandano, Maria Giovanna & Ortega-Argiles, Raquel, 2021. "Smart specialisation and tourism: Understanding the priority choices in EU regions," Socio-Economic Planning Sciences, Elsevier, vol. 74(C).
    17. Fernando Almeida-García & Rafael Cortés-Macías & Krzysztof Parzych, 2021. "Tourism Impacts, Tourism-Phobia and Gentrification in Historic Centers: The Cases of Málaga (Spain) and Gdansk (Poland)," Sustainability, MDPI, vol. 13(1), pages 1-25, January.
    18. Ida Widianingsih & Abdillah Abdillah & Erna Herawati & Anggia Utami Dewi & Ahmad Zaini Miftah & Qinthara M. Adikancana & Masry Nanda Pratama & Sudarmono Sasmono, 2023. "Sport Tourism, Regional Development, and Urban Resilience: A Focus on Regional Economic Development in Lake Toba District, North Sumatra, Indonesia," Sustainability, MDPI, vol. 15(7), pages 1-19, March.
    19. Hwasung Song & Miseong Kim & Chanyul Park, 2020. "Temporal Distribution as a Solution for Over-Tourism in Night Tourism: The Case of Suwon Hwaseong in South Korea," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    20. Monika Murzyn-Kupisz & Dominika Hołuj, 2020. "Museums and Coping with Overtourism," Sustainability, MDPI, vol. 12(5), pages 1-23, March.

    More about this item

    Keywords

    Overtourism; Tourism marketing strategies; Tourism enterprise; Impact of overtourism.;
    All these keywords.

    JEL classification:

    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pts:journl:y:2021:i:1:p:33-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alina Hagiu (email available below). General contact details of provider: https://edirc.repec.org/data/fepitro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.