Developing Florina, Greece as a Competitive Tourist Destination

This report provides a comprehensive overview of developing Florina, Greece, as an alternative tourist destination. It begins with an introduction to the importance of tourism in Greece and the increasing demand for diverse travel experiences. The rationale of the study highlights Florina's unique...Read More

Developing Florina, Greece
as an alternative tourist
destination
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Table of Contents
CHAPTER 1: PROJECT OVERVIEW................................................................................................4
1.1 Introduction ..........................................................................................................................4
1.2 Rationale of the study ........................................................................................................10
1.3 Model of tourism competitiveness .....................................................................................10
1.4 Research aims and objectives .............................................................................................14
1.5 Methodological framework ................................................................................................15
1.6 Structure of the study .........................................................................................................16
REFERENCES...................................................................................................................................18
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Illustration Index
Illustration 1: Tourism competitiveness model...................................................................................11
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CHAPTER 1: PROJECT OVERVIEW
1.1 Introduction
Tourism in Greece is regarded as one of the most significant economic activity and is one of
the most important sector in the entire nation. Further, Greece is considered to be one of the most
attractive place of destination where large number of tourists prefers to visit and in turn they prefer
to purchase tourism services on continuous basis (Becken and Patterson, 2006). Moreover, demand
for tourism is increasing rapidly in every market and it is due to the reason of rise in purchasing
power of income level of target market. Apart from this, Greece is projected to attract 26 million
visitors in the year 2015 and it is estimated to contribute 18% of the nation's gross domestic
product. Different destination places are present in Greece and they are having some unique
attributes which attracts large number of tourists from different places. Since ancient times tourism
in Greece has grown and day by day more travellers prefer to visit Greece as tourist site. Main
destination places in Greece are Athens, Chania town, oia, Imerovigli, Fira and Heronisssos
(Brookes, Altinay and Ringham, 2014).
All these places provides remarkable experience to the travellers in the field of tourism and
in turn demand for all the services has been enhanced through this. Entire country totally focuses on
attracting foreigners to its beaches along with historic sites. In the year 2013 travel and tourism
businesses have contributed around €28.3 billion ($31.3 billion) in the GDP. Especially in summer
season demand for tourism increases and it directly leads to rise in rate of economic development of
the country. As per the survey carried out in China in the year 2005, country was voted as Chinese
people's number one choice as a tourist destination (Byrd, 2007). On the other hand, rise in
development rate directly lead to more employment opportunities to the people living in Greece. It
is having positive economic impact on the society as tourism consumption has enhanced from US
$17.7bn. Further, it is well known fact that Greece as a country is developed due to which wide
range of facilities are offered to tourists. Apart from this, tourism infrastructure in Greece has been
significantly improved since the year 2004 after Olympic games and this has provided a base in
continuous expansion with number of significant projects especially in the areas of less mass
tourism.
Further, before selecting any destination place large number of factors are considered by
tourists such as overall facilities provided and the type of place (Cole, 2006). Moreover, trend and
overall requirement of customers have changed where main focus of tourists is on sites such as
heritage, cultural etc. Unique characteristics and other type of attributes are necessarily considered
by travellers while choosing destination place where Florina is well known as it is one of the main
regional unit of Greece. Moreover, it is regarded as the land of lakes where six magnificent lakes
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are present such as Petron, Vegoritida, Zazari, Mikri, Ximaritida and Megali Prespa. The city of
Flronia is well known due to its economical and cultural uplift. It is a small town located in the
western Macedonia and the place lost its antiquity around the area and it was not possible to
identify the real reason due to ancient settlement (Dodds and Graci, 2012). Moreover, at present this
place has been discovered as host of visitors who generally prefer to travel places such as mountain
land around the beautiful prespes lakes. In short, Florina as a place contains all the attributes which
can satisfy need of the travellers and in turn it is possible for them to experience new things.
Further, it is a great destination for individuals who prefers to enjoy a genuine Greek environment
along with unspoiled mountainous landscape.
Apart from this government of Greece is applying larger efforts so that Florina as a place
can be developed easily and in turn more tourists can be attracted in short period of time. Florina as
a unique destination has fulfilled all the crucial criteria of competition which involves traditional
establishment, cultural attributes, rich natural, rich popualr art, wide range of local products, local
cuisine etc (Harris, Williams and Griffin, 2012). Due to large number of reasons Florina is
appreciated as it is regarded as one of the emerging destination which continuously promotes rural
tourism, it involves survey linked with strategic plan of development of rural tourism, this place has
implemented innovative actions, organizes seminars on continuous basis for the development of
rural tourism procedures, various cultural parks are present, assist in promoting large number of
local products such as wines and dishes. So, in this way this place is totally different from others.
Further, it is well known fact that at present majority of the tourists prefers to visit tourism
sites which are based on some unique idea and concept (Horner, 2012). This directly enhances
demand of the tourism services and in turn supports in economic development. Apart from this,
Florina as place has 6 lakes and some of them are located on the border of Northern Greece. Their is
no doubt that mountain and other type of features present in any place provides tourist a reason to
purchase tourism services and in turn they prefer to allocate funds in buying the tourism services.
Apart form this, new and innovative things are present which are considered for attracting tourists
such as this place has ability to organise adventure in nature, rural activities along with sports for
the target market (Ingram and Grieve, 2013). Further, large number of natural reserves are present
where main stress is on protecting wildlife such as wolves, bears etc. Many villages are present with
excellent infrastructure which supports in raising the level of customer satisfaction and in turn is
effective in every possible manner.
Further, before selecting any tourist destination large number of factors are considered by
tourists which involves climate as weather of Florina is generally unstable especially at the time of
winter. Snowfall is continuously found in the place which generally lasts from December to March.
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Further, during winter in most of the time temperature is below zero degree celsius and in such type
of season demand for destination place generally increases and this plays significant role in the
development of tourism sector (Liu, 2003). Moreover, this place is accessible from different sources
such as train, bus, taxi etc which is convenient and comfortable for tourists. Generally the most
appraised event in Florina is the fires which basically the citizen start on the small streets of the city
during Christmas eve. Moreover, the famous food product of Florina are the big red peppers which
are sweet in most of the cases and is little bit spice in vary rare case. Further, the different way
adopted to taste such food is that it is roasted, blended with tomato sauce, staffed with feta cheese
etc.
Different type of sweets are offered in Florina which one of the most famous one is karidato.
Apart form this it is possible for tourists to find out the best variety of beans coming from the
villages around prespes lakes (McIntosh and Zahra, 2007). Therefore, in this way all the items
offered in the city for eating are effective and this can provide remarkable experience to the tourists
who are arriving from other countries. Moreover, in drinks tourists can try sour water which is
natural sparkling water from the village of Florina named as Ksino nero. Different type of options
are present such as refreshments which involves gazazo, sour cherry, cola, strawberry etc. This can
support in rising the level of customer satisfaction and they can easily know about the place easily.
Government of Greece has applied higher efforts in development of infrastructure where
different hotels are present who can render effective services to the tourists in every possible
manner and this in turn raises demand for tourism (Miller and Ward, 2005). In short it is a value for
money place as many places are present which tourists may not have seen earlier and by
considering the unique attributes of the places their needs can be satisfied in effective manner. At
present majority of the tourists prefer to enjoy their weekend in place such as Florina where they
can gain knowledge in relation with different places and provides them value for money experience.
Every type of location is present in Florina which can be visited for personal satisfaction such as
lakes which are Mikri prespa, Zazari, Chimaditis etc (Pan, 2008). Famous mountains are present
such as verno, Triklarion, private airports named Florina, small island such as vridonissi and Ski
centres such as Pissoderi and Vltsi. Apart from this small towns are present which can easily
enhance satisfaction level of travellers such as Mellti, Xino Nero, Amydeo etc.
Moreover, before selecting any specific destination place travellers consider different factors
as accommodation, food and other type of facilities which can provide them convenience in every
possible manner. Further, Florina as a small town is preferred to be visited by each and every
traveller. At present this place is explored by large number of visitors due to beautiful prespes lakes
or the unspoiled mountainous landscape (Pineda and brebbia, 2012). Apart from this different
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famous museums are present which travellers can visit and this can provide them remarkable
experience in the field of tourism. In the market of Greece tourism is having growth of 16.7 percent
every year and it has been analysed that this sector is directly contributing in the development of the
economy. As per the data of world travel and tourism council Greece has second highest growth rate
in Europe. Day by day overall growth rate has increased significantly and due to this basic reason
development is taking place in tourism sector in terms of infrastructure and development of
different sites etc (Ritchie and Crouch, 2003).
Further, due to rise in employment opportunities people living in Greece are highly satisfied
and they are taking active participation in the development of tourism sites. Tourism is linked with
53 categories of services which involves store owners, taxi drivers, souvenir sellers and other type
of individuals who contributes in economic development. Travel and tourism sector has generated
340,500 jobs in the year 2014 and it is expected that it will grow by 3.8% in the year 2015
(Enterprise Greece, 2008). Further, it takes into consideration employment by airline, travel agent,
hotels and other type of agencies which are rendering service in the tourism sector. By the year
2025 it is expected that this sector will create jobs of 951,000 which rise in 2.7% per annum over
the period (Sofield, 2003).
Apart from this, the money spent by foreign visitors to a country is regarded as significant
component of the direct contribution of travel and tourism. Large number of tourists are arriving
from international places and they are spending large amount on purchasing tourism services.
Domestic travel spending has generated around 43.0% of direct travel and tourism GDP in the year
2014 as compared with 57.0% which is applicable in case of visitors exports (Bunja, 2003). The rise
in income level from travel and tourism sector has supported in development of different parts of
the country such as development of infrastructure along with new destination places. At present, the
entire tourism industry of Greece has witnessed a strong improvement which main stress is on
expansion and attracting tourists who are ready to spend high income on purchasing tourism
services (The Authority on World Travel & Tourism, 2015).
Country if focusing on different areas such as Thematic sun and beach tourism where unique
themes such as luxury, wellness adds value and allows travellers to experience new things. Nautical
tourism is also one where main focus is on attracting different type of cruise liners, city break
tourism where two main cities of Athens and Thessaloniki (Cheung, 2001). Cultural and religious
tourism is being developing which is beneficial for the travellers who prefer to visit different
religious places. Apart from this, through this tourism it is possible to upgrade different historical
along with religious monuments so that more tourists can be attracted through this. Medical tourism
has been promoted where medical personnels are combined with investment in the present facilities
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along with infrastructure (Kousounis, 2014).
The ultimate reason due to which Greece is selected as more preferred destination place is
its brand value as various destinations are present which are among the core preferences of global
tourists and they are commonly regarded as high premium holiday appeal (Garcia, 2006). Various
sunny islands along with beaches are present which is totally different from other places. Moreover,
history along with culture of tourism in Greece is also effective where different locations along with
museums provide remarkable experience to the travellers. Infrastructure present in the country is
also well established where more than 700,000 beds are present with conference facilities. On the
other hand more private players are entering into the tourism market of Greece and rise in
investment rate is attracting more visitors (Chan, 2015). Key investment opportunities involve
privatization of several key tourist state asset where support is provided by Hellenic republic asset
development fund. Further, premium properties and resorts are developed through funding and tax
incentive (Griffin, 2002).
Sun and beach tourism in Greece has always been source of income for the country like
Greece and it is supported by weather where different type of traditional hotel infrastructure and
beaches are present. Apart from this, government is spending large amount in enhancing the quality
of its hotel infrastructure so that more luxurious properties can be developed which are capable
enough of attracting tourists. Further, transport infrastructure is improved time to time as each and
every traveller consider transport facility as most important while purchasing tourism service
(Henderson, 2013). New thematic products have been developed around natural attractions with the
aim to enhance average spending per day. Apart from this country does not receives proper market
from travellers on continuous basis and through development in various areas it is possible that
demand for tourism services can be enhanced easily and in turn it can contribute in the growth of
economy.
Nautical tourism has been focused where development is taking place so as to support this
tourism and it is considered as one of the major challenge which country has to face in near future.
Further, cruise port facilities have been developed and upgrading the state owned marinas as this
can influence more travellers to purchase tourism services (Henry, 2006). On the other hand, Greece
is experiencing boom in visitors along with cruise numbers and it is due to the reason of regulatory
changes which have been imposed so as to lift cabotage rules in marine cruises. In short the range
of factors providing competitive advantage to the country like Greece are great coastline, large
number of available ports, small distance present between the destination place and location of the
country (Kousounis, 2014).
City break tourism is also popular in Greece which takes into consideration three or four
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days trip around the world where cultural attractions are combined with an active city life. With rise
in overall level of investment in facilities, hotel infrastructure and tourist services it is possible to
attract tourists towards the range of travel services and in turn can acts as good source of income for
the country (Isekeije, 2010). Further, in the modern era importance of cultural and religious tourism
has increased at faster pace. At present Greece is having 17 world heritage sites and a large number
of museums, monuments and other places of attraction. Different areas are present where
investment is possible so as to leverage cultural tourism such as which takes into consideration
virtualization of the cultural elements of Greece which provide range of services such as virtual
museums along with 3-d site tours. Main focus is on development of sites where high quality
services can be delivered easily.
Popularity of medical tourism has increased significantly where it has been regarded as one
of the major source of growth for various nations and it is directly driven by the desire of tourists to
combine high quality along with low cost medical services (Jayawardena, 2013). Moreover, Greece
has played significant role in medical tourism where large number of factors are in favour such as
excellent weather, environmental conditions etc. This is also playing crucial role in economic
development and is providing employment opportunities to the people living in the society. Apart
from this Meeting and incentive tourism has enhanced its importance and it is crucial for both value
added and rendering an excellent lead in the form of tourism. Apart from this in past, there was no
infrastructure development present in Greece which is associated with conference centres and
meeting facilities which are available for hosting large scale. After Olympics held in the year 2004
the entire nation has applied larger efforts for enhancing its infrastructure and large number of
meeting facilities are offered to different cities along with destination places (Kotler, 2010).
Moreover, competition level has risen significantly for MICE tourism and the desire of various
Greece cities in order to improve this type of tourism. Therefore, in this way different type of
tourism are improving in Greece and it posses capability to provide remarkable experience to the
travellers in the field of tourism. Apart from this, the overall development taking place is attracting
more tourists at international level.
Due to presence of unique destination place Greece has been ranked as one of the global
leader and every year this growth has enhanced due to more preference of tourists in favour of
destination places. Apart from this various private agencies and government of the country is taking
initiatives so that overall market of tourism can grow in near future and in turn more travellers can
be retained through this (Linn, 2008). In short, it is acting as development tool and is assisting
tourism sector to expand its operations. Florina as a place is well known for its natural beauty such
as natural parks, museums etc well matches with the taste and preference of travellers. Apart from
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this, country like Greece is well developed due to which it becomes easy for government to focus
on development of different places so that tourism market can better grow in limited period of time.
The lakes present in this country are well known for its beauty and they are totally different from
those present in other places. So, this is also supporting in development of tourism sector and is
allowing tourists to experience something new (Mehmetoglu, 2004).
1.2 Rationale of the study
The main reason behind carrying out this study is to determine the constraints along with
opportunities present for the development of Florina as a destination place in Greece. Moreover, the
popularity of Florina as a destination place is less felt worldwide and it is possible that large number
of tourists may not have knowledge about the destination places present in Florina due to this
reason market of tourism may not be developed properly. Apart from this, large number of lakes,
mountain sites and other type of places are present in Florina which are effective enough in
providing new knowledge and experience to the travellers in the field of tourism (Mohanty, 2008).
Prespa lake is most famous for its beauty and other type of unique attributes which are basically
considered by tourist before purchasing tourism service. Entire Florina region is surrounded by
mountains and it is considered as the magical world of incomparable natural beauty which has been
developed by retreating glaciers and a series of seismic phenomena.
Two beautiful lakes are present named small and great prespa which posses capability to
provide stunning sight, reflects the wooded slopes of the surrounding mountains in water (Murphy,
2004). Further, it is well known fact that in entire tourism sector trend is changing at faster pace
where majority of the travellers prefer to visit places such as natural sites, cultural and religious
places etc. One of the most significant wetland present in Europe is prespa lake which is regarded as
unique paradise for migratory birds where hundred of bird species migrate from one place to
another. Apart from this, any destination place can gain competitive advantage if its marketing and
branding is effective as high level of competition is present and every nation applies larger efforts
so that its destination places can be promoted easily in front of travellers. Marketing directly
supports in providing information and knowledge to the travellers as it is well known fact that every
visitor gathers proper information before purchasing tourism service.
1.3 Model of tourism competitiveness
Model of tourism competitiveness takes into consideration large number of factors which are
inherited, created and natural resources. Further, it involves situational conditions such as demand
and destination management. Management of destination is associated with its competitiveness,
socio economic prosperity, destination competitiveness indicators and national competitiveness
indicators. This model totally focuses on the competition within the destinations such as arrival
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flows, customer satisfaction, range of services etc (Najeeb, 2013). The main factor considered is
natural resources which is associated with inherited one and other resources which are being
created. Moreover, it is well known fact that natural resources are most commonly used in tourism
sector for development of other type of resources. This directly acts as development tool and
through proper monitoring it is possible to utilize all the available resources in efficient manner.
Resources present within the destination place provides competitive advantage to the destination.
Moreover, place like Florina is well known for its natural places such as lakes, mountains
and other type of places which generally visitors prefer to visit on continuous basis (Okumus,
2010). Apart from this situational conditions are also crucial which considers most important factors
such as destination management and demand conditions. Destination management supports in
attracting large number of visitors towards specific destination and in turn needs of travellers can be
satisfied through this. In short, it provides competitive advantage to one destination as compared
with other which is fruitful for the country. Moreover, demand condition is also important as any
destination is provided strength when demand for the same is high in the market and large number
of tourists prefer to spend their holidays (Pawitra, 2003). Demand for destination is maintained on
continuous basis where specific place is able to provide remarkable experience to the travellers.
This model highlights the real factors through which it is possible for any place to gain competitive
advantage and majority of the travellers may prefer to visit this place in near future also. Further, it
is well known fact that demand for destination places changes frequently and it is not fixed.
Therefore, to gain proper response from travellers on continuous basis it is necessary for authorities
of the place to develop effective strategies which can be in the terms of marketing or branding.
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Through destination management it is possible to manage demand for specific destination as
management involves maintenance of site and other attributes which makes destination much more
attractive. Further, destination management directly leads to rise in level of competition which
specific destination can easily compete with other places present. Moreover, socio economic
prosperity is present which considers overall social along with economic factors where destination
place is being present (Peterson, 2003). Moreover, country like Greece is having sound economic
position due to which developed in the field of tourism is taking place at faster pace. Apart from
this, social trends along with patterns are changing rapidly due to which destination sites have to be
promoted which can provide unique experience to the travellers. Due to this reason the factor linked
with social and economic has high significance in the competitive model. Apart from this, national
and regional competitiveness indicators are present which involves the entire range of facilities
granted to travellers for their comfort and convenience.
Accommodation, food and other kind of facilities acts as competitive indicator where before
purchasing tourism service travellers ensures whether proper accommodation facilities are present
in the form of hotels so that they can spent their holidays in better manner (Tan, 2005). The range of
elements defining competitiveness in the tourism sector are governance of tourism where regulatory
authorities have introduced various laws and regulations keeping in view the safety and security of
travellers, vertical cooperation, statistics and budget allocated to support tourism in the nation.
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Illustration 1: Tourism competitiveness model
(Source: Croes, 2010)

Further, government of Greece has taken initiatives well in advance so that tourists arriving from
international areas can be provided proper convenience and in turn this can assist in development of
the tourism sector. Apart from this, product development is also important as tourism sector offers
large number of services to the target market and it is necessary to innovative services on
continuous basis so that it may add value and in turn entire sector can grow in limited period of time
(Taylor, 2010).
Quality is regarded as most crucial indicator which helps in knowing whether destination
place is capable enough of satisfying need of travellers or not. Further, it is necessary to deliver high
quality service to the tourists so as to satisfy their requirement. It involves quality of lie, welcome of
visitors, social equity and overall service granted to customers. Price competitiveness is also
regarded as crucial and it takes into consideration exchange rates, ratio etc. Due to this reason prices
in destination place like Florina has been kept moderate so that traveller can easily afford to visit
the place and in turn they can experience different things. Accessibility is also regarded as one of
the crucial factor which covers development of infrastructure, strategic position of the destination
etc (Voxted, 2011). Moreover, if proper facilities are rendered to the travellers then it allows them to
visit one specific destination again and again. So, this acts as an effective source of income and
boosts in enhancing satisfaction level of travellers. Branding of the destination place is must in the
modern era as the ways adopted for promoting destination places attracts travellers. Apart from this
branding strategy of destination place like Florina is unique and it can be on the main reason behind
more popularity of this destination place as compared with others.
On the other hand, it is well known fact that awareness of destination place is necessarily
required and by providing proper knowledge along with information to travellers it is possible to
attract them easily (Linn, 2008). Government of Greece has taken various initiatives for
development of effective marketing programs as this is directly linked with motivation level of
travellers. Further, natural along with cultural resources is also one of the key indicator for
competitiveness which takes into consideration climate, biodiversity, sustainability etc. Main focus
of every destination is to promote natural sites present along with cultural one which are unique.
Therefore, destination place like Florina has its own significance and its unique features makes it
different from other destination places. Moreover, human resource development is also significant
which takes into consideration skills, education and training, labour productivity. Staff members
working in tourism sector holds responsibility to render effective services to the tourists and
therefore, it is necessary for them to have proper knowledge so that they can provide proper
guidance to the travellers (Murphy, 2004). Therefore, in this way these are some of the key
indicators on the basis of which any specific destination can be made competitive and in turn it
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provides remarkable experience to the travellers.
Quality of services enhances productivity in the tourism sector and it also depends on the
type of destination as places such as natural, cultural, religious etc are most likely to be visited by
tourists and it well matches with their requirement. No doubt, taste and preference of every visitor
differs from one another but understanding their actual requirement is a necessity for the tourism
sector so as to grow and develop in short period of time. Country like Greece is developed and this
allows government to easily focus on tourism development along with the up gradation of places
such as Florina which posses capability to provide unique experience to the travellers (Henderson,
2013). On the other hand destination policies are also crucial as it involves key inputs such as
beaches, climate, beautiful sites and overall cleanliness of the places. In case if places to visit are
not properly maintained in terms of infrastructure, cleanliness etc then customers at international
level will not prefer to visit different destination places and this can lead to decline in their
satisfaction level.
Before selecting any particular place prices of different destinations are compared and
decision is taken in favour of place which is under budget of target market. Further, some
destinations are capable enough of promoting tourism and some fails to do the same. The tourism
market is highly competitive and in every country places of attraction are present which needs to be
highlighted uniquely in front of travellers so that they can easily take decision whether to visit such
place or not. In short, destination place like Florina can easily gain competitive advantage when
higher efforts are applied in its marketing along with branding (Griffin, 2002). Through effective
destination promotion place like Florina can be better developed in front of travellers who prefer to
visit new places on continuous basis. Apart from this, it can support in knowing the real
opportunities present which country like Greece can grab after developing Florina as one of the
unique destination place. No doubt due to high level of competition any specific place cannot be
promoted easily but but highlighting the places such as lakes, mountains, religious places etc.
Therefore, through this it can be stated that it is quite easy to develop Florina as a destination place
but it is necessary to consider the real challenges associated with development of specific
destination place.
1.4 Research aims and objectives
Aim:
The aim of the present research is to critically analyse the constraints and opportunities of
developing Florina as an alternative tourist destination within the present Greece context. Further,
main stress is on unique attributes of this place in terms of natural, cultural, social and economic
attributes of the region which has been recorded in the present era. Moreover, the changing
14

preferences of travellers from mass tourism towards alternative form of tourism such as mountain,
rural areas. Tourists prefer to visit places which can provide them unique experience and is value for
money. On the other hand, this calls for alternative forms of tourism which is taking place at meta
scale and providing directions without considering the opportunities along with constraints linked
with development of alternative tourism. Therefore, the present study will support in understanding
about the opportunities along with challenges of translating broad scale direction into local action.
Tourism competitiveness model
Objectives:
For conducting study different objectives have been developed through which it is possible
to focus on the key areas for the accomplishment of aim. The main objectives of present study are:
 To examine range of resources along with attractions through which tourist destination can
be made competitive.
 To identify the role of management and DMO in development of destinations and marketing
 To assess the strategic management of destination in terms of branding and marketing in
holistic sense.
 To determine the role of DMO and its strategic opportunities and challenges in developing
alternative tourism.
1.5 Methodological framework
For conducting research in appropriate manner range of methods have been considered so
that reliability of research may not be affected due to this. Information required for conducting
study has been gathered from both primary and secondary sources as it can provide base to the
research in every possible manner (Pickard, 2012). Further, for collection of primary information
large number of stakeholders has been interviewed and by knowing their perception it is possible to
know the real opportunities along with challenges present in development of Florina as a destination
place. Obtaining correct information is necessary in the present study and inappropriate information
can reduce the efficiency of the research and entire study can deviate from its path. Apart from this,
product audit has been undertaken with the help of which it is possible to determine the strengths
along with weaknesses of the present product being offered to customers (Kumar and
Phrommathed, 2005).
Moreover, their packaging has also been undertaken as through this travellers are attracted in
tourism industry. Adopting tool such as product audit can be beneficial for this research and through
this it is possible to identify where marketing along with promotion strategy of Florina as a
destination is effective or not. Apart from this, it is well known fact that large number of services
are offered by tourism industry to travellers due to which it is necessary to determine strengths
15

along with weaknesses in every product for the betterment of entire industry (Mackey and Gass,
2013). Semi structured interview has been carried out within the place from local and regional
authorities to business, On the other hand, secondary information has been acquired with the help of
various books, journals and online articles so as to gain appropriate information. Further, different
articles are present which are associated with destination branding, marketing and development of
destination place.
This can assist in accomplishment of aims and objectives of the study and can enhance
reliability of the study (Brink, Walt and Rensburg, 2006). Apart from this deductive approach has
been applied where results move from general to specific as on the basis of results derived from the
study recommendations can be provided to other destination places in relation with their
development etc (Hammersley, 2010). Data has been analysed with the help of qualitative tools
where different themes have been formed and it supports in knowing the overall response provided
by the respondents.
1.6 Structure of the study
 Chapter 2 provides information regarding popular destination places present in Greece and
the major opportunities along with challenges present in developing Florina as one of the
main destination place (Onwuegbuzie and Frels, 2013). Further, various sources have been
considered for the same so that adequate amount of information can be obtained easily.
Apart from this, it highlights the key attributes due to which Florina as a destination place is
highly preferred as compared with others. In short the factors providing competitive
advantage has been highlighted.
 Chapter 3 provides a conceptual framework of Greece as an alternative destination place and
the range of factors considered while upgrading Florina as destination place. Further,
through this it is possible to gain more depth information regarding the tourism site and can
allow readers in gaining appropriate information (Maxwell, 2012). It covers different areas
such as the range of factors which makes Florina as a competitive destination place and how
it is effective enough in attracting travellers. In short, all these key attributes makes this
chapter much more important and provides direction in accomplishing aims and objectives
of research.
 Chapter 4 provides information regarding the tools and techniques employed for conducting
research. Further, various methodological tools have been undertaken along with theories for
attaining aims of the research (Mettler, 2011). This chapter supports in providing
justification of tools and methods and their overall influence on the study. Apart from this it
also highlights the ethical consideration linked with analysis and data collection.
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 Chapter 5 supports in highlighting the key findings of the research where it can be known
the range of challenges along with opportunities present in developing Florina as a
destination place (Creswell, 2013). Further, it strongly focuses on the effective ways through
which this destination place can be well represented in front of travellers who prefer to visit
new places on continuous basis.
 Chapter 6 assist in concluding the key outcomes which totally relies on discussion and
overall analysis. Apart from this recommendations are provided so that more effective
branding and marketing strategies of Florina as a destination place can be developed which
is frutiful for the economy of Greece in near future (Mitchell and Jolley, 2012).
Therefore, these are the key chapters in the study and by following them in proper order it is
possible to focus on key areas of the research and in turn expected results can be gained easily. This
can also assist in dealing with the hurdles faced while conducting research.
17

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