Assessment 2: Individual Report on the Tourism Industry in Greece

This individual report provides a comprehensive overview of the tourism industry in Greece. It begins with an introduction to Greece and its appeal as a tourist destination, highlighting its beaches, mountains, and rich culture. The main body of the report includes a SWOT analysis, examining the strengths (e.g., island beaches, Olympics), weaknesses (e.g., expensive country, multiple ministries), opportunities (e.g., investment, green tourism), and threats (e.g., rivalry destinations, street violence) facing the industry. A PESTLE analysis is also conducted, evaluating the political (e.g., overnight stay tax, street violence), economic (e.g., GDP contribution, unemployment rate), socio-cultural (e.g., culture, native behavior), technological (e.g., online bookings, Wi-Fi), legal (e.g., health and safety act, data protection act), and environmental factors (e.g., weather conditions) influencing the Greek tourism sector. The report further explores the visitor market, including consumer segments, visitor expectations, and travel trends. Finally, it discusses various tourism products, such as Wi-Fi services, GPS tracking, and accommodation options, concluding with a summary of the key findings and a list of references.

ASSESSMENT 2:
INDIVIDUAL REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
About Greece and their tourism...................................................................................................1
SWOT Analysis of Greece tourism industry...............................................................................1
PESTLE Analysis of Greece tourism industry............................................................................3
Visitor market .............................................................................................................................5
Tourism products ........................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Individual report is that type of report which is prepared and are related to one person
only and not to be prepared by a large group as the name suggest (Alp, and Genc, 2015). This
individual report provide information about tourism industry of Greece. Greece is a country of
Europe and also it is very popular for their beaches and mountains. The culture of Greece attracts
more number of customers towards their country. The report will lay emphasis on about Greece
and their tourism. This report also focuses on situational analysis which will be elaborated with
SWOT analysis and PESTLE analysis.
MAIN BODY
About Greece and their tourism.
Greece is known for their islands and rich beautiful culture. Greece has top 20 most
popular destinations in the world. The country has gain attraction from many Europeans and
more from other countries of the world. The best time to visit Greece is in early summer and
spring that is mid of April till mid June (Scoullos, 2017). Also, autumn is the best season to visit
and explore tourism of Greece, the month of autumn is September to mid of October. The
attraction of almost 16-18 million tourists are observed in Greece. Most popular Greece
destinations are Mykonos island, Corfu island, Santorini island, Crete Rhodes island, Naxos
island, Paros island, etc.
SWOT Analysis of Greece tourism industry.
Strengths Key of attraction - The island beaches of the Greece will always be an attraction for
tourists. Almost 18 million tourists visit in Greece in a year for admiring the beaches and
mountains of the Greece (Sotiriadis, and Apostolakis, 2015). This is a strength of Greece
tourism industry as the government is earning a lot of profit by exploring tourism
industry. Olympics - Olympics of 2004 helps the country in developing and upgrading their overall
infrastructure. This upgrade aid the tourism of country towards development and more
tourists attracts towards the country.
Weaknesses
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 Expensive country – The Greece is an expense country and tourists tend to spend more
and more while visiting the country Greece. Therefore, the attraction of customers are
declining and it affects tourism industries as well as countries GDP. Multiple ministries cause problems – The responsibilities of tourism industry is
bifurcated into multiple ministries which are prevailing in the country which resultant
causes numerous problems. That is way management of tourism industry is not well
managed and tourists faces disappointment.
Opportunities Boost investment – The more investment by government in field of tourism in order to
develop tourism activities can enhance their profit (Medina, and Brian, 2015). The
investment can be done for developing popular destination in Greece, building
infrastructure, promotions, explore their tradition and culture, etc. Prioritize development of tourism – The government of Greece are seeking to prioritize
developing more tourism in coming years. This can be helpful for tourism industry
because they get support from government in developing their business and also they
prevent their businesses from legal hazards. Green tourism – The green tourism is in trend in sector of tourism industry. So, the
country can promote this tourism in their country. Green tourism includes marine tourism
and ecological camping. This will enhance attraction of visitors towards beaches,
mountains, caves, etc. By this the country Greece and tourism industry can earn profit. Low cost airline – The government can decline their countries cost of airlines which
attracts more customers towards Greece. The lower cost of airlines enhance the attraction
of visitors and these efforts promotes city tourism.
Threats Threat from rivalry destinations – The rivalry destinations like Turkey, Egypt, Croatia
and Tunisia are increasing the market share due to which tourists shifts towards these
countries are increasing. This way the rivalry destinations increases competition for the
tourism of Greece.
 Street violence – In 2008, street violence has occurred in the country which impacts
tourism industry because many tourists were harassed by the unsafe environment that
were prevailing in the country at that time.
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PESTLE Analysis of Greece tourism industry.
Political Analysis Overnight stay tax – This tax increases the total expenditure of the tourist arrive at
Greece. This tax adds the cost of the room which is majorly ranges in €0.50 to €4 per
night. This tax affects tourists arrivals at destinations of Greece because by this levied
overnight stay tax almost 1.9% increment in accommodation rate on an average basis
which directly impacts on visitors at Greece by 2.5%. Violence among street of Greece – The street violence has been increasing in Greece
which directly impacts on political stability and also create an unsafe environment for
visitors at Greece. This majorly take place in the year 2008, tourist feel harassed by
violence they face which impacts tourist industries of Greece. The tourists visit at Greece
declines almost 20% after observing such unsafe environment.
Economic Analysis Contribution to GDP of Greece – The total contribution to GDP of tourism and travel
industry is increasing. They contributed 35 billion Euros in 2017 that is 19.7 % of GDP
but in 2018 this were risen till 24 %. Unemployment rate – The tourism industry in Greece provides employment to natives of
the country which helps the country in declining their unemployment rate. The countries'
employment rate increases with establishment of tourism industry base in Greece.
Socio cultural Analysis Culture of Greece – The culture of country attracts numerous tourists, culture of folk
dance, language and food is the main attraction of the tourists. Many tourists visit
museums, art galleries and concert hall of the country. The Christian culture is also an
essential element of tourist attraction in Greece. Behavior of Natives – The natives' behavior impacts a lot of tourist for visit. They do not
like to visit place which are unsafe. The Natives of Greece misbehaves and act
aggressively with the tourists arrived at their country. Also, many tourists face criminal
activities like theft, harassment, sexual abuse, etc. in Greece which left a bad impression
on visitors. This tends to decrease in number of visitors arrival at Greece and their
tourism industries are bearing huge loss regarding their misbehavior.
Technological Analysis
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 Online bookings and promotions – The Greece tourism industries promotes by online
official websites and also booking options are available for interested people who want to
visit Greece. On these websites, tourist companies provide feedback of tourists and also
their services they allot to them mentioned in official websites. Fly Technology – This technology can connect with visitors in their flights. This
technology is helpful for executing business connections and meetings while business
trips. This way they able to provide satisfactory trip to visitors. The visitors enjoy their
trips and maintain their business deals at the same time. This provide convenience to
them and leaves a positive impression on tourists that arrive Greece. Wi fi connectivity – The tourism companies provides services of connectivity through Wi
fi. They make available wi fi service connectivity to their guests. This provides help to
the guests in connecting and access internet everywhere they travel in Greece. This
connectivity attracts more tourist to visit tourist company of Greece.
Legal Analysis Health and safety act - Greece tourism has build their first priority to make tourist feel
safe. They knew about the quality of food which they will provide to tourist. Also, they
give proper medical facilities according to the needs of the tourists arrived at Greece.
They are very conscious regarding the safety, health of the tourist. Greece tourism
provide details of all the rules and regulation of Greece according to the law act just for
the safety and the awareness for tourist. Data protection act – In Greece the international transfer of data is not allowed.
According to the laws act Greece maintain privacy policies (Joppe, and Li, 2016). Greece
tourism always do proper identification and verification of individual tourist before
starting and after the end of journey. In case of any complain the Greece data authority
perform strict investigation.
Environmental Analysis
 Weather conditions - The sudden change in weather of Greece plays a major role in field
of tourism and impacts operations of Tourism industries due to which Greece tourism has
to extent travelling dates of tourist. This sudden change in weather such as heavy rain
fall, occurrence of natural disaster becomes a barrier for travellers and it also disturbs the
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transport system like airways, railways, roadways and so on. Therefore, the visitors arrive
at Greece faces difficultly in their trips.
Visitor market
Consumer segment
The Greece tourism focuses on different demographics countries like China, some countries of
Asia and Africa. Also, they are focusing to attract tourists from Australia and UK. The industries
of tourism in Greece are focusing to attract customer group of different age like 18-25 years
tourists which are mainly students and they can execute educational trips on them. Also, they are
focusing on business people and employees of different company which are of age between 30-
55 years.
Expectations of visitors
 The tourists expect that they get premium quality of services from tourism industry with
the amount of money they have spent on their trip (Taliouris, 2016).
 They also want to get assured about their safety and security. They don't want to visit any
unsafe environment which is harmful for their lives. The visitors want a friendly and creative environment during their trips so that they can
enjoy with their friends and peers.
Travel trends Green tourism is promoted by tourism industries of Greece which help them ion
enhancing their beaches and ecological camping.
 Family tourism is also promoted by the Greece tourism industries in order to attain
attraction of more family trips. Also, they provide discounts for family trips.
Tourism products
 Wi fi services to tourists (Papayannis, 2017).
 GPS track system to provide safety to visitors.
 Accommodations services which helps them in traveling.
 Amenities like beaches, surfing, sea side resort, sea bathing etc.
CONCLUSION
This individual report was concluded about Greece tourism industries. The report was
started with a brief discussion of Greece and their tourism. Then the report covers situational
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analysis which was mainly describing SWOT and PESTLE Analysis. Also, the Visitors market
and tourism products were discussed in the report.
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REFERENCES
Books and Journals
Alp, E. A. and Genc, E. G., 2015. The relation between current account deficit and tourism: The
case of Turkey. International Journal of Economics and Financial Issues. 5(2),. pp.448-453.
Azam, M., Alam, M. M. and Hafeez, M. H., 2018. Effect of tourism on environmental pollution:
Further evidence from Malaysia, Singapore and Thailand. Journal of Cleaner
Production. 190. pp.330-338.
Joppe, M. and Li, X. P., 2016. Productivity measurement in tourism: The need for better
tools. Journal of Travel Research. 55(2). pp.139-149.
Medina, L. and Brian, M., 2015. Architecture and Tourism Perception, Performance and Place.
Papayannis, T., 2017. Tourism carrying capacity in areas of ecological importance. In The
Challenge of Tourism Carrying Capacity Assessment (pp. 167-178). Routledge.
Ridderstaat, J., Croes, R. and Nijkamp, P., 2016. The tourism development–quality of life nexus
in a small island destination. Journal of Travel Research. 55(1). pp.79-94.
Scoullos, M., 2017. Tourism carrying capacity and public participation: the methodology used in
the case of the Island of Rhodes, Greece. In The Challenge of Tourism Carrying Capacity
Assessment (pp. 231-260). Routledge.
Sotiriadis, M. and Apostolakis, A., 2015. Marketing challenges in travel, tourism and hospitality
industries of the European and Mediterranean regions. EuroMed Journal of Business, 10(3).
Taliouris, E., 2016. Is CSR a policy tool for Sustainable development in South Europe? Case
study in Greece.
Online
Tourism industry in Greece. 2013. [Online] Available through : <http://www.visitgreece.gr/>.
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