| Περίληψη: | Traditionally, tourism was placed second as a priority in the agenda of investors, policy makers, and academics. Nowadays, a significant reappraisal of its role in socioeconomic development is taking place, which values tourism as a source for earning export revenues, generating large numbers of jobs, promoting economic growth and a more services-oriented economy not only in developing but also in developed countries (UNCTAD, 2007).
According to World Tourism Organization (WTO), the European Union (EU) numbered six Member States among the top 10 countries in the world welcoming the largest number of international tourist arrivals. Within the EU, receipts from international tourism in 2008 were highest in Spain, France, and Italy, followed by Greece and Portugal.
Previous studies have attempted to explain destination and/or firm strategic positions by focusing on (mostly demand and supply side factors) prices, exchange rates, qualitative and other institutional factors.
The unique memorable experiences provided to customers directly determine a business’s and ultimately destination’s competitiveness. However, the extant tourism literature has provided limited explanation of the factors that characterize these memorable tourism experiences.
Why Experience?
● Because a trip is very high in experiential & hedonic characteristics
● Pine & Gilmore (1999) argued the emerging of an “experience economy” in which: companies personally engage consumers through staged events, experiences become offerings in the marketplace; and consumers’ hearts are captured by the memorability of the experience
Subject of Research
● Differences in Competitiveness of Regional Destination
● A business’s competitiveness is directly determined by the unique memorable experiences provided to customers.
● Therefore, it is important to investigate the impact that the experience’s perception and expectations can have on the diversification of tourism product & the competitiveness of international regional destinations
It is well known that Traveller’s perceptions of different destinations, their awareness of alternative options and their perception of the extent to which these destination’s services could fulfil their expectations are crucial to tourist flows. A destination’s services should adapt and change in a way that suits the evolving consumer’s preferences in order for these destinations to maintain and/or enhance their competitiveness.
Knowledge of tourist’s expectations, motivations, attitudes and differences among different cultural groups can create an environment within which by performing in an adaptive way, destinations will enhance their competitiveness. Therefore this research aims to offer the following contribution:
● Thorough literature review on the global tourism picture & the role of experience
● A novel approach by introducing a tourist’s enhanced role in defining the concept of experience
● Provide industry managers a generalized information on cross cultural differences
Intend do so by trying to
Evaluate the motivating experience factors that lead travellers from different cultural origins to different preferences when selecting their travel destination.
Examine traveller’s anticipations, motivations and attitudes while reinterpreting experiences in a cross cultural setting.
Assess the respective relevance and importance of the identified factors in the destination’s competitiveness as well as cross cultural influences and differences that lead to choosing differently while deciding to visit or revisit a destination.
This research will also try to address practical and theoretical implications as well as suggestions for future research.
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