INTERNATIONAL CONFERENCE PERSPECTIVES OF SEASIDE TOURISM: CHALLENGES FOR SCIENCE AND BUSINESS May 78

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INTERNATIONAL CONFERENCE PERSPECTIVES OF
SEASIDE TOURISMCHALLENGES FOR SCIENCE AND
BUSINESS May 7-8 2009, Klaipeda, Lithuania A
Comparative Study of Visitors to Urban, Coastal
and Rural Areas Evidence from the Island of
Crete Dr Konstantinos Andriotis Reader in
Tourism and LeisureNottingham Trent University
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Literature Background

• Consumer behaviour literature comprises a wide
  range of studies which examine
• the influence of various factors (functional,
  emotional, psychological, non-psychological,
  sociodemographic and travel arrangements,
  destination attributes) in tourists destination
  choice processes.
• Different types of tourists (single
  destinations, tend not to refer to any specific
  case, examine the types of a single market
  segment)

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AIM

• To contribute to the further understanding of
  tourists' visiting coastal, urban and rural
  locations of the island of Crete in order to
  provide information to decision-makers to supply
  well diversified products that could satisfy
  certain requirements of tourists

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The Study Setting
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Methodology

• Duration June and September 2006
• Sampling 221 respondents staying in
  accommodation establishments
• Response Rate 34
• Research instrument Questionnaire including
  questions related to trip arrangements,
  motivations, frequency of undertaken activities,
  geographical origin and sociodemographic
  characteristics of responents
• Data Analysis Univariate and Bivariate

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FINDINGS
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Profile of Respondents
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Travel-Related Characteristics
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Motivations
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Preferences

• (28 out of the 35 preference statements presented
  statistical significant associations)
• Respondents staying in the urban locations
  preferred more often cultural and traditional
  activities as well as education and societal
  factors.
• Respondents staying in the rural area highly
  preferred relaxation, experiencing the nature and
  local food and exploring places that are quiet
  and peaceful. In addition, they avoided packaged
  vacations and organized tours.
• Respondents staying in coastal areas preferred
  more mass type activities, such as sunbathing,
  going out and drinking, and were less likely to
  experience the culture and to educate themselves.

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IMPLICATIONS
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City of Heraklion

• Position itself as a cultural destination
• Investments of funds for the development and
  promotion of the heritage and historic sites
• There is a need to manage the infrastructure in
  order to provide comfortable accommodation and
  transportation and shopping facilities required
  by senior tourists

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Village of Archances

• Offer targeted products that emphasize the
  exploration aspects of the vacation and the
  environmental and cultural resources of the place
  
• Small scale facilities and local enterprises to
  support the local economy

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Coastal Resort of Amoudara

• Provide facilities within the resort (shopping,
  recreational, sport, leisure and gambling) that
  will encourage them to increase their spending

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LIMITATIONS

• Limited time and low budget
• Refusal of a significant number of accommodation
  establishments to participate in the survey
• The inclusion of only three locations
• The research was carried out only during the
  summer season

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? Thank you ?

• Dr. Konstantinos Andriotis
• Nottingham Trent University
• Nottingham Business School
• Burton Street, Nottingham NG1 4BU, UK
• Telephone [phone]
• E-mail kostas.andriotis_at_ntu.ac.uk
• Webpage http//www.angelfire.com/ks/andriotis