Tourism Consumer Behavior and Alternative Tourism: The Case of Agrotourism in Greece

The alternative tourism has a lot of segments according to the specific requirements of the customers, always in order to provide a designed customized leisure. (Ros Derrett, Cultural tourism, Paper presented to Momento, Queensland Merchandise Awards, Brisbane, Qld., 24 July, 2002) More and more travelers are being attracted by these types of tourism, and consequently this creates the development of new potential types of tourists. During the past years there has been a shift from mass tourism into special interest tourism. The reason behind this shift is related with changes on customers’ patterns. According to (Alebaki and Iakovidou in Enometrica 3:15–24, 2010; Iakovidou, Vlahou and Partalidou, 2001. Quality directions in rural tourism in Greece, Proceedings of the International Conference on “New Directions In Managing Rural Tourism And Leisure”, Euro Scotland, 5–8/9/2001) tourists seek to focus on turning away from mass tourism since they feel that this mode of tourism does not satisfy their needs for quality driven tourist activities. (Alebaki and Iakovidou in Enometrica 3:15–24, 2010) have also identified other factors which have to do with local communities. On many cases, (Alebaki and Iakovidou in Enometrica 3:15–24, 2010) have examined the case of agro-tourism in Greece where communities need to develop their economies in a way where tourism will not disrupt their natural resources. On many cases tourism has been accused of damaging the natural environment and social cohesion. For example, a visitor can go to an agrotourist unit which produced organic food. He will stay in the hotel found within the premises of the farm while he will have the chance to eat dinners made from organic products. He can also go for hiking, mountain biking, rafting or any other activity near the unit. This means that the consumers who are choosing this type of tourism have their own distinctive behavior. The aim of this paper is to examine this difference. According to (Tsartas, Sustainable tourism, Kritiki, Athens, 2010) this is a special interest group which was developed during last years. It is made from middle age and high or medium income consumers. For many years those consumers constituted the core of mass tourism but now they feel that tourism on overcrowded destinations does not satisfy them anymore. They seek for more quality driven solutions such as spa tourism, sea tourism, etc. On the other hand they will like to visit a sustainable destination, such as an agrotourist unit but they seek to spend their days in a quality driven agrotourist unit and not the average one. They can afford to pay a considerable amount of money for their holidays and if they are satisfy they will not hesitate to suggest the destination on their friends. It is a growing segment and on many countries it has become they segment of special interest tourism. Their key motive is that they can find in those destinations the tranquility and quality that they are looking for. The expected outcome is that consumers who select agrotourist activities also tend to have their own distinctive characteristics, which is vital for the development of Tourism in Greece to examine them.