Tourism and hospitality are one of such sectors that play significant roles in influencing the local economy. It does not only influence the local economy but also provides means of businesses to other locations as such locations contribute to the tourist footfall in the target country (Brandon-Jones et al. 2016). Numerous business bodies like the travel agencies in the different countries and the respective governments are involved in such relationships (Brandon-Jones et al. 2016). Moreover, a prospering tourism sector will mean a prospering economy for the local country and also for the countries, which are also dependent on the target tourism sector for different purposes (Brandon-Jones et al. 2016).
Promotion of tourism has been considered as the core idea for this study. An advertisement has become an essential element of today’s tourism and hospitality industry. Visitors nowadays are able to search the places of attraction and also the other things by just using the technology. They also make up their mind accordingly (Seetanah and Sannassee 2015). However, some customers get driven after looking on to some products or the services. They had no plans to purchase the product or avail the service. The decision has been made spontaneously. Such decisions are originated from an impulse behavior that enables to make a sudden or an unplanned decision (Seetanah and Sannassee 2015).
This study is also aimed at understanding the importance of advertisements in the tourism and hospitality industry. The purpose is being served through a comparative analysis of the advertisements that Greece and the United States follows. Moreover, the paper helps to understand the difference that advertisements can bring to the tourism sector.
Marketing strategies have been though effective for business nowadays. It is used to increase the brand awareness. This is equally important in tourism and hospitality sectors as well. For a sustainable tourism industry, it is necessary that it is able to maintain a high retention rate of visitors and also able to attract new customers (Quattrone 2015). The success of the industry will much rely on the mentioned basic facts. In this regard, marketing strategies play important roles in fulfilling the mentioned objective.
It depends much on the marketing group how they utilize the different marketing tools. One of the marketing tools in the hospitality industry is the various search engines that visitor use to identify the best suitable lodging facilities for them. They also use it to know the places of attraction in the target country (Lacey and Ilcan 2015). Marketing personnel can use their expertise to drive the perception of customers. They need to know the essential elements, which need to be included along with the products and services offered to customers (Garcia 2014). It means the selection of contents about the hotels and the visiting places, which all will be made available to online customers (Garcia 2014). As already stated, some customers are an impulse buyer. They are not predetermined but when they come across the advertisements and find something relevant to their needs, they end up making the decision (Garcia 2014). It simply states that designing an appropriate advertisement will increase the chance of attracting much trust (Garcia 2014).
Advertising the relevant contents will educate the customers and enable them to conduct a comparative analysis of the different locations. They will actually get to know the best pocket value for their money (Mosbah and Saleh 2014). Tour packaging needs to be done accordingly in order to attract visitors. However, some visitors do not only look on to the tour package but they also look for the products or services that they will get in the target market (Mosbah and Saleh 2014). Moreover, there are customers who are predetermined with their choice of touring destination. They will not change up their mind despite a very attractive tour package and the promotion stunt (Mosbah and Saleh 2014). Advertisements might not be able to attract those visitors (Mosbah and Saleh 2014).
Tourism has been an essential part of Greece due to its historic and cultural appeals. It is one of the significant contributors to the local economy. It is indeed a major tourist destination in Europe. The development works of tourism infrastructure had accelerated after the Olympic Games in Athens in 2004 (Martha and Kotsaki 2014). Ever since then the development works had continued in the varied department like the infrastructure related development and the tourism promotion strategy. Promotion, in particular, is the subject of discussion in this study. The tourism fall in winter is very low compared to the other seasons (Martha and Kotsaki 2014). This is because numerous shops and lodging houses remain closed during the winters, which mean that tourists will face the challenge for shopping their choice of goods and availing a convenient & cheaper lodging facility to them (Martha and Kotsaki 2014). The fall of tourists during the winter times is much lower than it is during the other seasons (Martha and Kotsaki 2014).
The government seemed to have influence from the fact that tourist fall during winter times is low, which is why they have come with a strategy to enhance the international arrival during the winter times. They are now promoting winter tourism in Greece. The governing body for tourism is “Greek National Tourism Organization (GNTO)” (Papatheodorou and Arvanitis 2014). Initially, they had promoted tourism with the help of singer “Sakis Rouvas” that was represented as a brand ambassador of Greece tourism (Papatheodorou and Arvanitis 2014). The singer had represented Greece in 2009 during the Eurovision song contest (Papatheodorou and Arvanitis 2014). The singer has remained as a face of Greece tourism.
The Greek National Tourism Organization (GNTO) has now changed its logo and the new logo represents nine different circles, which symbolize the nine different and new kinds of tourism (Papatheodorou and Arvanitis 2014). The nine different circles are designed for different seasons. This has been done to attract the participation of tourists in different seasons as well (Papatheodorou and Arvanitis 2014). Additionally, the message that has been tried to convey through the logo is “Greece, the true experience” (Agaliotou 2015). This means they are shifting from the mass tourism concept to the experience seekers to help them attract potential falls during the off seasons (Agaliotou 2015). However, the logo has a drawback that on a first appearance it does not appear like related to Greece (Agaliotou 2015).
There are few other drawbacks as well. The website of the Greek National Tourism Organization (GNTO) still features the unchanged views of locales like sea, sand, and sun. It has not considered an update in the website content; however, significant developments are now happening in the tourism sectors in Greece.
The National Tourism Strategy has stepped up into the field and has considered some significant change to enhance the number of tourists and further the development of the tourism industry in Greece. The National Tourism Strategy is intended on attaining long-term benefits through effective promotion strategy, which constitute of five strategic priorities (Naniopoulos, Tsalis and Nalmpantis 2016). The governing body has decided to develop a modern and dynamic portfolio that will showcase the different product and services, which will be offered to the visitors. The portfolio will include an overall change in the existing products of Greek tourism. The portfolio will also address the seasonality issue, which has probably been planned to enhance the tourist participation during the different seasons, in particular, the winter season. Notably, the country receives low tourists footfall during the winter times (Tzanelli and Korstanje 2016).
They will further try to draw the attraction of high-income visitors in order to support incremented revenues from the tourism and the hospitality industry (Papaioannou et al. 2014). The portfolio will also showcase some significant changes related to the commercialization of Greek products and destinations (Agiomirgianakis and Sfakianakis 2014). This is one such issue that has played a significant role in lowering the participation of visitors during the winter times. Additionally, they will consider on an effective and integrated marketing plans and its execution with the help of systemized & measurable actions. They will design new marketing strategies for the different products and will implement the strategies using the various modern tools like Public Relations Campaign, Digital Marketing and Participation in global tourism trade event (Tsourgiannis et al. 2015). They will promote the various products using the mentioned tools to get a better penetration in the media as well as the customers.
More importantly, they will structure or actually they will dictate terms in relation to the entire journey process of visitors. It means that they will enhance their capability on the travel lifecycle that customers follow from across the globe to tour a place (Vourdoubas 2016). Customers will be tried to influence at the times when they dream of a tour. It means they will present a right mix of products and services and will make those available on the website of the National Tourism Strategy. This will be done to inspire the perception of customers and will be encouraged to make the decision (Vourdoubas 2016).
The travel lifecycle will also try to influence the plan making of customers. This will be supported by a varied range of offerings. Bookings will be made easier and will be tried to give comparatively better features, so that, these all can help in influencing and driving the booking making stage of customers (Vourdoubas 2016). Travelling will be made much beautiful with an improved infrastructure of airline services. The experiences of tourists will be taken care once they take off for Greece until the moment, they return back to their respective home countries. Their visits will be made delighted with a good mix of products or services, which are rarely available during the winter times (Vourdoubas 2016). Additionally, the infrastructure of tourism sector will be improved under the regulatory guidelines of the regulatory framework. The formulation of actions will be guided by the regulatory guidelines (Vourdoubas 2016).
Effective Public Relations campaigns have been planned to influence the participation of tourists. There will be several numbers of effective public relation campaigns, which will not only showcase the latest offerings of Greece but will also include the newsworthy stories of the country to influence the curiosity level of tourists (Matzarakis, Endler and Nastos 2014). The National Tourism Strategy will also use digital marketing through an effective use of highly commercial platform (Matzarakis, Endler and Nastos 2014). This is necessary to inspire the decision making of such customers who are impulsive in nature and makes unplanned decisions (Matzarakis, Endler and Nastos 2014). Such customers need to travel to Greece in particular during the winter times to help the tourism sector experience an enhanced tourist footfall. The digital marketing will use the various modern and updated forms of marketing strategies, which is benefitting the tourism sector of other nations. They will consider the use of various digital technologies like social sites and the social media analytical tools (Matzarakis, Endler and Nastos 2014). Social media analytical tools will help to advertise on different social media platforms simultaneously (Matzarakis, Endler and Nastos 2014).
They are also looking to take part in the tourism trade event at the global level. This is another very effective move, which will help Greek tourism to come a lot closer to the global audience. People across the globe will get the chance to know much about Greek tourism. Additionally, the National Tourism Strategy may also be able to educate people on the rich historical culture, attractive places and other offerings of Greece (Vourdoubas 2016). Moreover, the strategy is focused on reinventing the tourism and hospitality sector in Greece.
The tourism and the hospitality industry in Greece have so far failed to execute a total influence on the tourists. Hotel sector, in particular, seemed to have worsened the situation. Tourist demands vary according to the different seasons (Sardianou et al. 2016). However, the hotel industry in Greece in particular in the islander and the coastal regions has both contributed to the fact. They are open for 7 months a year only. This has generated negative outcomes that have largely influenced the business of tourism industry (Sardianou et al. 2016).
The improvement of the economic situation depends on a lot on the incremented income of the hotel industry or the lessening of operational expenses. The reduction in operating expenses will be attained by lessening the experience of tourists. This is so because the reduction will be brought with the help of reduced wages or salaries, forcing employees to work harder on lesser pay, seeking for cheaper materials and others (Sardianou et al. 2016).
The reduction in labor wages will contribute to the dissatisfaction level of staffs, which is a threat to a sustainable workforce in the hotel industry. This may contribute to the employee turnover rate, which will be a burden on the hospitality industry. This will prepare a platform for further recruitment, which may not be good for a sector aimed at attaining the newly designed heights in the form of reforms in the tourism industry (Sardianou et al. 2016).
Additionally, cheaper materials may never guarantee an equally good prospect in terms of quality. If the hotel industry has aimed to attain cheaper materials then this will simply mean a reduced level of quality (Sardianou et al. 2016). Such things may keep on hampering the tourism industry in Greece. The Greek tourism sector needs to improve the hotel industry in order to reinvent its image to the international tourists.
Tourism is a large industry in the United States. Tourists from across the globe throng to the country to see its beautiful locales, natural wonders, historic landmarks, entertainment venue and cities (Alegre and Pou 2016). The United States government has been witnessing huge success of the tourism industry in the country. They have now eyed on a much bigger success. The reason behind the thoughts has been the job prospects that the country has so far allocated to several of international travelers (Alegre and Pou 2016). People from different parts of the world come to this country to look for a better job opportunity. This fact has encouraged the federal government and moreover, they have planned to utilize the fact as a promotional strategy to lift up the tourism sector further (Alegre and Pou 2016).
The National Travel and Tourism Industry have planned the various promotional strategies to attract more international tourists by the end of 2021 (Peiró-Signes et al. 2015). The United States tourism industry will be promoted at a much bigger platform supported by the Federal agencies and senior spokespeople in Administration. The plan is to revise the content that is available on the different websites within the Federal jurisdiction (Peiró-Signes et al. 2015). This will be done to present a much better picture of the country. This is not just enough but they will also use the authorities, outlets, messengers, agency websites, consulates & embassies, social media sites and high-profile officials (Peiró-Signes et al. 2015). They will utilize these all resources to communicate the tourism opportunities to both the domestic and the international audience.
The National Travel and Tourism Industry have also planned to use the Federal data to enhance its capability to understand the demands of visitors. Such data will help them understand the purpose that attracts the different visitors to the country. Moreover, they will be able to plan accordingly and put forward elevated offerings to visitors (Hassani et al. 2015). They are also accessing the Federal government support to enhance the technological capability of the United States tourism industry. The use of technology will help to tailor information like helping the visitors to identify the destinations that they plan to visit. Moreover, they will also be able to plan their trips at their convenient (Hassani et al. 2015). Such user-friendly experience will support the tourism sector to flourish even further.
They have moved a step further with the expected improvements in the visa policy. The Federal agencies have planned to expand the Visa Waiver Program (VWP) to support a much elevated free movement within the different states and reduce the trade barriers even further (Kiri?ci 2014). They have not kept them just limited to this but they are also planning to enhance the security level, which will support a much reliable travel to both the domestic and the international customers (Kiri?ci 2014). They will continue to bring the changes by investing in the aviation industry and will provide a much-secured journey to the travelers. Passenger screening will be much enhanced and technologically improved (Kiri?ci 2014).
Federal agencies are promoting the United States tourism by bringing noticeable changes to the infrastructure like the airline services and visitor’s security. They are actually conveying a message that tourists from across the different parts of the world will have elevated fun experience and secured tour to the US (Brown et al. 2014). The government is supposed to take necessary initiatives to ensure a highly trusted service to visitors. Moreover, the government has aimed to influence the word-of-mouth to enhance repetition rates of visitors. Moreover, the government has planned to support the development of workforce and will also support small businesses, so that, they all could provide a very healthy experience to visitors (Brown et al. 2014). They are also opening up ways to those who are not well versed English language. Moreover, such customers will also be able to enjoy the tourism service in America. Technology such as the Smartphone applications will be used to provide different tourism related facts. Moreover, such move may prove to be a potential move as visitors from a Non-English speaking zone will be able to manage their tours conveniently (Brown et al. 2014).
Few of the brands have come together and trying to lift the visitor’s experience. They are taking travel-related campaigns to represent their services as diverse, inclusive and hospitable (Brown et al. 2014). In the campaign, several numbers of volunteers gather around the flight path with hoarding in their hands. Welcome notes are generally written over such hoardings. The welcome notes are written in multi-language like English, Mandarin, Spanish and Arabic. This has been done to make it understandable to others who are from a Non-English background. Numerous brands and metro areas like Hyatt, Orbitz, Airbnb, New York, San Francisco and more have come together o the same platform to enhance the feeling of visitors and thereby, supporting their business and the tourism industry (Kiri?ci 2014).
The United States of America in collaborative efforts with the US tourism industry has designed an ad campaign “Discover America, Land of Dreams”. The purpose of the ad campaign is to raise the brand awareness in those international tourists who have been disconnected to America as their choice of tour destination (Scaturro 2018). The 9/11 incident did significantly influence the perception of global tourists as 30 percent drops have been observed in the first decade of the 21st century (Scaturro 2018). Additionally, the United States despite being a developed nation lacked to have a national campaign. “Discover America, Land of Dreams” was surprisingly the first move in this regard (Scaturro 2018).
In 2012, television ads debuted in some countries like Canada, the United Kingdom and Japan (Scaturro 2018). Since then, there has been a good rise in the tourist footfall from these countries. Such countries have considerably supported a growth in the tourism and hospitality sector in the United States (Scaturro 2018). Visitors coming from those countries have been guided in their native languages during their trip to the United States (Scaturro 2018). The campaign was aimed to help the visitors connect to the country and its attractions. Efforts had been given to make them realize that they are into their land of dreams (Scaturro 2018). Additionally, the importance of different cultures had been shown, so that, international visitors could discover their culture in the land they might not have imagined before.
The campaign is never sufficient enough to support and lift up the standard of the tourism industry. It rather needs a multidimensional support from both the public and the private bodies. Apart from the ad campaign, efforts had also been given to training the U.S. border guards, so that, they could become polite and welcoming to the international visitors (Scaturro 2018). However, this indeed looks challenging as the United States portray a negative political image. They have been in news but for negative reasons. The first decade of the 21st century had spoiled the image and probably some people fear to visit the United States due to their own personal perception on the US (Scaturro 2018).
Advertisements have had never required in the United States. It had been welcoming huge international visitors towards its scenic locales (Mail Online 2018). However, post 9/11 incident, there has been significant dipped in the incoming international tourists (Mail Online 2018). Complicated visa procedures and the heightened security have been few of the major reasons that have had hampered the incoming foreign tourists (Mail Online 2018). The situation had got worsened and the tourism industry had to move to advertisements, which they had never taken so seriously before.
The political image of the country is one of the challenges that are retarding the growth as it could have. The US government has been under criticism for several reasons such as the intervention of the Middle East countries like Syria, Afghanistan, and Iraq (Choi and James 2016). The reasons presented for interventions on different occasions have been taken otherwise from the different global news channels, the global newspapers, and the global media. Even the common people had reacted to it negatively in large numbers (Choi and James 2016). Such political image may be a reason, which has kept the momentum lowered and had not allowed a growth that was expected. The Trump’s move is one of the several reasons that may also harm the tourism sector. The travel ban of President Trump targeting the Muslim majority countries may seriously harm the tourism industry (Choi and James 2016). Muslim majority countries have been visiting Germany, Australia, and other foreign locales for medical purpose. They are significantly contributing to the tourism industry of the target country. The ban will keep the majority of Muslims out of the country (Choi and James 2016). This may be a major loss to the US tourism as they might miss potential tourists from Muslim countries.
There are evident differences in the impact of advertisement in both the countries. Greece is being struggled with the tourism and hospitality infrastructure. The country had incapable hotel facilities to accommodate both the domestic and the international tourists. In winter time, several hotels, malls, and shops are closed. These are indeed the few basic needs of visiting people. They need accommodation facility as well as malls to purchase some useful things for them. However, significant hotels and malls remain closed for an approximate five months during the winter season (Vourdoubas 2016). Infrastructure development is utterly required to support the different kinds of advertisements and help it to produce the expected benefits.
Unlike Greece, the United States of America is struggling with its political image. The country has been in news at the global level for its various political decisions. Their separation from Paris climate agreement is one of such political dilemma. Additionally, the President Trump ban on Muslim countries is another addition in this regard (Brown et al. 2014). Apart from the political dilemma, a complex policy for visa and high-security checks in borders is some other reasons that make things difficult for foreign visitors (Brown et al. 2014). Interestingly, the United States of America had never required doing the advertisement. The situation has produced the necessity for advertisements (Brown et al. 2014). The post 9/11 incident has contributed significantly to dipping the falls of international tourists (Scaturro 2018). The political dilemma since then has particularly hampered the incoming international tourists.
The orientation of advertisements has been different in Greece and the United States. An incapable infrastructure of the tourism and the hospitality industry has raised the importance of supporting more and more advertisements (Sardianou et al. 2016). The poor political image and the unexpected announcements of Trump have perhaps ignited the importance of advertisements (Mail Online 2018). The country that had never needed advertisements to attract the international tourists, they are now taking help of useful advertisements (Mail Online 2018).
There are similarities as well in the tourism advertisements of the United States and Greece. Both of the countries are taking help of ad campaigns. Greece is promoting the winter tourism to drive international tourists to fall even in winters. Greece, the true experience has been used to attract the visitors. The destination has been represented as a must visit place for those who love to experience something new (Tsourgiannis et al. 2015). On the other hand, “Discover America, Land of Dreams” was used to attract the participation of national tourists. The advertisement was first of its kind to happen ever in the United States history. The purpose looks different as Greece had intended to attract the foreign visitors whereas the United States had eyed on attracting the national visitors (Kiri?ci 2014).
Both the countries have also looked similar in their approach to ad campaigns. Greece has gone to the international trades, so that, the tourism potential of Greece can be presented at the global platform. They have also planned to update the website and upload all the exciting and attractive offers on the platform to influence the perception of visitors (Papatheodorou and Arvanitis 2014). The United States of America looked attractive as well when the representatives of few brands and metros like Hyatt, Orbitz, Airbnb, San Francisco and New York had started a campaign, which had targeted to attract the visitors by giving them a warm welcome on the flight path or airports. They stood up near the flight path with hoardings in their hands. Such hoardings had welcome notes in different native languages to make it understandable to visitors from different cultures (Kiri?ci 2014).
Conclusion:
To conclude, the United States of America and Greece have remained a tourist attraction. Both the countries have lots to offer to tourists whereas both also face different challenges. Greece has been able to attract tourists from both the national and the international places. However, it really suffered during the winter times. International tourists have potentially rejected to visit Greece during the winter times. Reasons are the closed hotels, middle-sized businesses and the malls in notable ratio. To overcome the issue, the National Tourism Strategy was postulated under which huge makeover of tourism and the hospitality sector will take place. Changes will include but are not limited to like modification of websites to showcase the enlarged view of Greece to foreign visitors. The advertisement is also at height. Winter tourism is being promoted to end up the dry season during the winters. Planning is there to reach to the global tourism trade fair to showcase the values of Greece at the global platform. However, the tourism and hospitality sector will lot rely on the development works, which is required in the tourism and hospitality infrastructure.
The United States of America on the other side has suffered from a bad political image at the global level. The ban on travel for Muslims-majority countries and a separation from Paris climate agreement are few of such examples that have also hampered the tourism industry in the country. Advertisements had never been the part of the sector; however, they are now doing it to attract foreign visitors. Few brands like Hyatt and the metro like San Francisco have come together and gathered around the flight path area in airports to welcome the tourists and make them believe that they will discover now a new world in America.
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