Digital Strategy for Tourism Destinations- The case study of Ancient Olympia, Greece

UNIVERSITY OF PIRAEUS

BUSINESS ADMINISTRATION DEPARTMENT

MBA -TOURISM MANAGEMENT

MBA THESIS

DIGITAL STRATEGY FOR TOURISM DESTINATIONS

THE CASE STUDY OF ANCIENT OLYMPIA, GREECE

PAPADIMOPOULOS THEMISTOKLIS

∆ΕΜΤ/0928

PIRAEUS, GREECE

NOVEMBER 2011

Contents

INTRODUCTION ...............................................................................................................................................5
1ST CHAPTER .....................................................................................................................................................8
CONCEPTUALIZATION OF TOURISM, WEB AND ONLINE STRATEGY ...........................................8
CHAPTER OVERVIEW ..........................................................................................................................................8
CONCEPTUALIZATION OF TOURISM ...................................................................................................9
1.1.1 DEFINITION OF TOURISM...................................................................................................................9
1.1.2 TOURISM DESTINATIONS CHARACTERISTICS ...........................................................................11
1.1.3 TOURISM DESTINATIONS RESOURCES.........................................................................................12
1.1.4 TOURISM DESTINATION CLASSIFICATION..................................................................................13
CONCEPTUALIZATION OF THE INTERNET AND WEB 2.0..............................................................14
1. 2.1 INTRODUCTION ......................................................................................................................................14
1. 2.2 WEB 2.0 OR THE READ/WRITE WEB .......................................................................................................14
Web 2.0 characteristics ...............................................................................................................................14
1.2.3 DIGITAL ADS AND ITS TOOLS ...................................................................................................................15
1.2.4 TRAVEL SOCIAL NETWORKS ....................................................................................................................18
HISTORY OF SOCIAL AND SOCIAL TRAVEL NETWORKS ...................................................................................18
CONCEPTUALIZATION OF ONLINE STRATEGY AND ITS RELATION TO THE TOURISM
PRODUCT ..................................................................................................................................................20
1.3.1 INTRODUCTION ........................................................................................................................................20
1.3.2 TRAVEL INDUSTRY AND INFORMATION TECHNOLOGY .............................................................................20
INFORMATION SEARCH PATTERNS IN TOURISM .................................................................................................21
1.3.3 COMPANIES NEED TO CHANGE THEIR ONLINE STRATEGY .........................................................................21
SYNOPSIS .........................................................................................................................................................23
REFERENCES ....................................................................................................................................................24

2ND CHAPTER DIGITAL STRATEGY QUALITIVE RESEARCH -CASE STUDIES ............................26
CHAPTER OVERVIEW ........................................................................................................................................26
2.1 INTRODUCTION ...........................................................................................................................................27
2.2 DESTINATION ONLINE PRESENCE AND VIRTUAL TOURIST: USING DIGITAL IMAGE FOR PROMOTING
DESTINATION ...................................................................................................................................................27
2.2.1. DESTINATIONS WITH ONLINE PRESENCE .............................................................................................28
2.2.2 DESTINATIONS WITH ONLINE DMO (GENOVA-ITALY) ..........................................................................28
A DIGITAL STRATEGY FRAMEWORK IN A CULTURAL HERITAGE DESTINATION. GENOA, ITALY .........28
2.2.3 URBAN DESTINATIONS AND CULTURAL HERITAGE ............................................................................29
CULTURAL INSTITUTIONS AND ICT ...............................................................................................................30
2.2.5 DIGITAL MANAGEMENT FOR DESTINATION PROMOTION ......................................................................30
2.3 ONLINE DESTINATIONS WITH CONSUMER CENTRIC APPROACH- HOLLAND TOURISM BOARD ...................32
AUGMENTED REALITY AND TRAVEL APPLICATIONS ................................................................................33
2.4 DESTINATIONS WITH TARGETED ONLINE CAMPAIGNS -QUEENSLAND - AUSTRALIA «BEST JOB IN THE
WORLD» ......................................................................................................................................................34
2.5 COMPANIES THAT PROMOTE DESTINATIONS THROUGH DIGITAL STRATEGY ............................................35
2.6 ONLINE STRATEGY DESTINATION MATRIX ..............................................................................................36
ONLINE STRATEGY DESTINATION MATRIX ...................................................................................................36
CHAPTER SYNOPSIS ......................................................................................................................................37
REFERENCES ................................................................................................................................................38

3RD CHAPTER QUANTITATIVE RESEARCH IN ANCIENT OLYMPIA ..............................................41
CHAPTER OVERVIEW ........................................................................................................................................41
3.1 THE NEED OF A PRIMARY RESEARCH ...................................................................................................41
3.2 METHODOLOGY ..................................................................................................................................41
ANCIENT OLYMPIA DESTINATION IMAGE THROUGH ONLINE SEARCH -DESK RESEARCH ....................................42
3.3 EMPIRICAL PART OF THE STUDY ..............................................................................................45
Γ1. RESEARCH TARGETS ..................................................................................................................................45
TECHNICAL DESCRIPTION OF RESEARCH- SAMPLING.................................................................45
SAMPLING METHOD ..............................................................................................................................46
SAMPLE SIZE ...........................................................................................................................................46

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QUESTIONNAIRE VARIABLES .................................................................................................................47
Γ3. DATA EDIT FOR ANALYSIS.................................................................................................................48
Γ4. BASIC FINDINGS ...............................................................................................................................48
TOURIST PROFILE...................................................................................................................................48
GENERAL TRAVEL PATTERNS ............................................................................................................52
Conclusion ..................................................................................................................................................57
REFERENCES ....................................................................................................................................................57
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4 TH
CHAPTER DIGITAL STRATEGY PROPOSAL FOR OLYMPIA ......................................................59
4.1 INTRODUCTION ...................................................................................................................................59
4.2 PROPOSAL FOR TARGET MARKETS ......................................................................................................60
4.3 PHILOSOPHY AND HYPOTHESES ABOUT AN OLYMPIA ONLINE STRATEGY .......................................66
Existing online demand for Greece.............................................................................................................66
2011 online package trends .........................................................................................................................67
4.4 DIGITAL STRATEGY PROPOSAL FOR OLYMPIA DESTINATION ...............................................................70
CHAPTER SYNOPSIS ......................................................................................................................................73
EPILOGUE .....................................................................................................................................................73
REFERENCES ....................................................................................................................................................74
ESSAY REFERENCES..........................................................................................................................................75

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Summary

This MBA thesis examines the current status of online strategy in the dynamic and rapid changing
online and technological environment (the Web). More specifically, the aim of this thesis is to
investigate the level of comprehension of technological tools and their strategic use, from two
perspectives; the academic community (theory and marketing research) and business
(implementation and tools usage).

The line of reasoning of this study builds upon how the combination of literature and the reality of
online promotion tools can lead in a concrete and tangible online strategy proposal for destinations.
Literature review has indicated that there is a gap between real time use and development of Internet
tools from market, and existing relevant published research papers (e.g. internet strategy for
destinations and real case studies).

In the beginning of the thesis, a conceptual framework is created, which is based on both theoretical
and research frameworks including suggestions found in literature on best practices of digital
strategy tools for destinations.

Moreover, secondary research is carried out analyzing international destination case studies for Italy,
the Netherlands, Australia, and Berlin. These destinations are also categorized by their online
strategy’s goals such as online presence, DMO (online destination management), online destination
with services, online campaign/awareness and destination experience as a company’s outside tourism
promotion tool.

The final stage of this research effort is conducted at a site of global cultural heritage importance, an
international tourism destination at its maturity level, Ancient Olympia in Peloponnesus, Greece. For
this essay primary research was conducted on visitors of Ancient Olympia.

This thesis concludes with the formulation of an Internet strategy proposal for the destination of
Ancient Olympia. For this proposal, the demand for Greek destinations has also been taken under
consideration, together with the online behavior of Ancient Olympia’s traditional target markets;
Germany, France and Italy. Finally, a Digital Strategy Matrix for the destinations is presented, which
proposes the better online strategy scenario for Olympia.

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INTRODUCTION

This master thesis MBA in Tourism Management program is about the digital (online) strategy for
the promotion of the tourism product that Olympia as a tourism destination offers.

The scientific fields that are related to the in depth study of the main research goal are the following:

1. Tourism and its products

2. The web, internet and technological applications

3. Strategy and digital strategy

The point where these fields come together is the research focus of this thesis.

More specifically, the research goals are the following:

• Introduce the technological sector latest trends and their connection to the tourism product

• Present the online trends in social travel networks and mobile travel

• Study on the changes that have occurred in the digital promotion of case studies- destinations

• Analyse some best practices in the usage of new technologies in tourism

• Present a Greek destination case study – Olympia

• Conclude to a online strategy proposal for the destination of Olympia

• Contribute to the existing relative literature by adding an example of a cultural heritage
destination

The essay was based onto a primary research on Olympia destination visitors - local stakeholders
(businessmen, inhabitants, hospitality managers) and secondary research related to the latest travel
online and mobile trends and online traveler behavior.

Many from the data used came from international academic bibliography and scientific blogs related
to tourism and online strategy. In this particular thesis there was no research in tourism destination
stakeholders.

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Research question
Based on the fact that there is no online destination model in the Greek literature, this essay will try
to reply to this question: can Olympia be the first destination –case study with an online strategy,
after knowing the visitors experience?

Research Goal
The thesis goal is dual: first to cover the existing gap in digital strategy regarding Greek destinations
and second create a practical online strategy model for Greek tourism businesses and destinations.

Methodology
In order to reach to a proposed model for a Greek destination, the essay is being done in 3 steps.
The first step is to make an introduction to basic terms and relative concepts to what this essay is
going to analyze and present. The second is to present some other destinations that have an online
image- presence and try to categorize them. The third is to conduct a primary research to visitors and
know the Olympia Customer. And the last step is to propose a strategy that is connected to the above
steps.

Structure

The thesis structure is as following:
- Introduction to basic terms that essay is about
- Quantitative research and classification of destinations online strategy
- Qualitative research at the destination of Ancient Olympia, Greece
- Online strategy marketing proposal for Ancient Olympia
- Conclusion

The following first chapter includes the basic terms that are conceptually associated to the thesis.

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1st Chapter

Introduction to tourism, web and strategy

7

1ST CHAPTER

CONCEPTUALIZATION OF TOURISM, WEB AND ONLINE STRATEGY

CHAPTER OVERVIEW

In the initial chapter the research fields of the essay are defined.

The scientific fields that are related to the in depth study of the main research goal are the following:

1. Tourism

2. Internet and technological applications

3. Strategy and digital strategy

Technological tools that have been applied to tourism combined with the need for adoption of Small
Medium Enterprises (SME’s) online strategies. This essay tries to be a map towards these changes
for the Greek tourism environment and bridge the gap between tourism foreign bibliography and this
need for Greek businesses.

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CONCEPTUALIZATION OF TOURISM

1.1.1 DEFINITION OF TOURISM

Tourism as a phenomenon constitutes one of the biggest industries in international level,
with GDP percentage that reaches to 10-12% and covers over 220 million workplaces. Moreover
with the declaration of the World Travel and Tourism council, or WTTC1, at 1992, tourism is the
largest industry worldwide with every separate economical index: ROI, added value, employment
rates and taxes.

Tourism could be defined as2

"Tourism is a collection of activities, services and industries which deliver a travel
experience comprising transportation, accommodation, eating and drinking establishments, retail
shops, entertainment businesses and other hospitality services provided for individuals or groups
traveling away from home" or

"The sum of the phenomena and relationships arising from the interaction of tourists,
business suppliers, host governments and host communities in the process of attracting and hosting
these tourists and other visitors"

Burkart and Medlik3 propose the following definition for tourism: «the phenomenon that
occurs from temporary visits/ stays away from the permanent place of stay for any reason except the
business activities in the place of stay».

Tourism is not a homogenous market such as car market or baby food. On the contrary it is a
heterogeneous market that is consisted from many sub segments that are related to each other. So if
we accept Smith definition (1988:183), tourism is:

“…the total of all commercial activities that offer products and services for the facilitation of
the commercial and recreation activities away from the usual environment”.

Moreover as tourism could be defines as the amount of relations and phenomena that take
place during a trip (in local or international level) and the stay of persons in a specific place of
residence. The residence place for these people is neither the permanent place of stay nor their work
place.» (Kaspar, 1995/ s.27 / Freyer, 1991, p.15).

The above definition is general and covers the whole spectrum of the tourism phenomenon.
Except from that, there are more that cover for statistical mainly reasons the meaning of tourism
phenomenon.

1
http://www.wttc.org/
2
Mc Intosh, R.W, Tourism, Principles, Practices, Philosophies, Wiley C.R., Ohio, 1984
3
Tourism: Past, Present and Future, Heinemann, London (1981)

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The sectors and businesses involved in the tourism activity are many and vary both in size
and the level of their involvement. Because of this feature, Holloway (1989) proposes the
classification of involved parties in the below sectors:

• Carriers – with every mean of transport for travel purpose

• Accommodation

• Attractions – attraction that are product of human work (man made). And also in this category is
the service that uses natural attractions)

• Intermediaries – travel agents and tour operators

• Auxiliary services of private sector – like souvenirs traders.

• Auxiliary services of public sector –like tourist information points).

Moreover tourism segments differ regarding the criteria that are taken into consideration
every time. The main classification varies on the travel motive. So there are two main travel
segments:4

• Holiday- recreation tourism: this category is important in terms of capacity and many varieties.
Also it is larger in terms of resources needed and services offered.

• Business tourism (congress, exhibition, incentive, educational tourism) that is more profitable
than mass tourism. In this category people have as their main objective their participation in
business- scientific meetings and events.

These two main tourism segments have some sub segments, which are the following:

• Sea tourism,- cruises, yachting, sailing etc.

• Culture and heritage tourism, - destinations of important cultural or historic heritage and
meaning. Cultural tourism includes also all the types of travel where people learn the local way
of thinking and customs of the culture that they visit.

• Sport tourism, - like golf, rafting, kayaking etc.

• Eco tourism and rural tourism, - which is related to the evaluation and of the natural scenery,
mountains, that could attract the attention of special visitors segments.

• Health tourism, - spa massage, sea health treatment, with the necessary infrastructure needed

4
Classification according to Tsartas book, EKKE edition, Athens 1989 (in Greek).

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1.1.2 TOURISM DESTINATIONS CHARACTERISTICS

Even if tourism destinations may differ dramatically among them, we can notice some
common points5:

• Tourism destinations consist of a mix of different elements (attractions, accommodation,
access, catering, auxiliary services).

• Tourism destinations are a kind of appealing cultural images that attract people. This
means that in order the potential visitor decides to visit a place and spend his money on
it, it has to have value and be attractive.

• Tourism is consumed in the place that is produced, so destinations are inseparable.

• Tourism destinations have many usages; they do not only exist for tourists but also for
residents and service personnel.

• A tourism destination is not only something that really exists, but also something that is
perceived to exist-an image in the minds of potentials and actual tourists. For this reason
the Destination image is a very important variable for tourism marketing.

It is easy for someone to realize that tourism destinations are very competitive among them in order
to satisfy their customers- visitors. This conclusion comes from the singularity of tourism, according
to which even the most satisfied customer is not always satisfied and repeated customer6. And this
happens because he wants to meet new places from the start of his trip.

5
Cooper and al., Tourism: Principles and Practice, second edition, Longman, New York, 1999 (p.102)
6
Kouremenos A., «Tourism Marketing Research, Piraeus University Courses, in Greek, (2000)

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1.1.3 TOURISM DESTINATIONS RESOURCES

A destination consists of natural and human phenomena that belong to tourism resources,
which can be divided in four categories:

(i) Natural sites

This category includes climate, the natural environment and all the natural and human
characteristics that could be regarded as travel motives.

(ii) Socio- cultural sites

A tourism destination is definitely something more than a sum of the natural and tourism
characteristics. It also includes the socio- cultural characteristics that complement the uniqueness of
the destination.

(iii) Infrastructure

The road network, the level of tourism services and other factors that are not touristic but
they make visits happen to the destination.

(iv) Accommodation and tourism shopping markets

Tourism local businesses such as hotels and shops consist of the tourism infrastructure for
the service in a destination. In this category there are also car rentals, restaurants and other tourism
services related markets.

Hereby is the classification of the tourism destinations according to World Tourism
Organization (UNWTO).

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1.1.4 TOURISM DESTINATION CLASSIFICATION
Tourism destinations are classified in basic categories that are presented below. Basic categories
consist of urban areas, resorts, and sea routes.
Urban areas
1.1 Capital/ city (e.g. city break tourism)
1.2 Special types/ cultural city (cultural capitals)
1.3 Other cities, towns
Resorts (cities/ villages)
2.1 Recreation Resorts
2.1.1 Health resort (health tourism)
2.1.2 Area close to sea as a recreation area
2.1.3 Area close to river or lake as a recreation area
2.1.4 Mountainous resort
2.2 Seaside resort
2.3 River resort
2.4 Ski resort
2.5 Mountainous resort of alternative type (forest)
Outdoors
3.1 Locations near sea, lake, rivers
3.1.1 Areas close to sea
3.1.2 Areas close to lakes
3.1.3 Areas close to rivers
3.2 Mountains
3.2.1 Highlands
3.2.2 Hills
3.3 Villages and rural areas
Sea, lake or river routes (cruises)
Table 1.1 tourism destination classifications
Source: WTO

After having a short introduction to basic tourism terms that are related to the essay, at the next parts
of the first chapter an introduction to web follows.

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CONCEPTUALIZATION OF THE INTERNET AND WEB 2.0

1. 2.1 INTRODUCTION

The web started its commercial use with the use of static pages for the promotion of products,
business and organizations. Since its first use, thousands of applications and different software tools
have been created, resulting to a dynamic lifetime.
Practically the biggest shift came with the user involvement in the process of content provider. The
new role of user from passive reader to active content contributor has brought a change in the web.
User is a content provider –value co creator today. Especially in tourism this change is far more
important, because of the fact that the users opinion that is expressed online can result into more
bookings or bookings cancellation.

1. 2.2 WEB 2.0 OR THE READ/WRITE WEB

Web 2.0, when it was used for the first time7 as a term, it was a philosophical term mostly and
approach to the web. Today it is used8 to describe the relation of the user with the web. This relation
is based on the growing ability of the user to share information, to co create content online and co-
work with each other.

This trend is continually become stronger with the rapid technological development and the usage of
new devices (Kindle by Amazon.com, iPad Apple etc). it is referring to a web new dimension, a
dynamic platform that people with no special skills in web development or IT can really work online.
New tools except from being the new trend, are most of the times free, or open source and of course
so easy to use.

Web 2.0 characteristics

US scholars claim that we live in the Information Age, so Information search is a very common
search in the worldwide web. Search is one of the most important functions that are related to the
internet and user behavior, as the user search things online.

7
Tim O'Reilly, O'Reilly Media Web 2.0 conference, 2004
8
http://en.wikipedia.org/wiki/Web_2.0

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Web 2.0 overpasses the limits of a computer platform and its user. WebPages and network are up to
the instant interaction of the user and content creation and share.

User is allowed to change his online working environment and intervene in the content, create his
webpage with personal preferences. Some main applications of web 2.0 are social media, wikis (wiki
platforms)9 and blogs10. Many of the interactions are known, such as Facebook.com, twitter.com,
Youtube.com. Web 2.0 functions are search, tagging, linking among webpages easily links ή η
content authoring, where is some wikis users can create articles and cowork, edit, or delete them
(there is an open community approach to web 2.0). Also users can upload their own videos, photos
and all this information can be related directly with the social media.

1.2.3 DIGITAL ADS AND ITS TOOLS

Today online advertisement is totally interactive in the social media environment, where campaigns
ask from the users to interact, that users choose, select, vote or somehow contribute in the web 2.0
environment. In this essay it has to be presented in brief the basic tools and terms that are related to
the issue, such as Google Adwords, search engine optimization, (SEO) and a description of social
media most common applications.

Google Adwords

Google has developed a powerful tool- channel to control business presence and user search in the
web. Google AdWords is Google's main advertising product and main source of revenue. Google's
total advertising revenues were USD$28 billion in 2010. AdWords offers pay-per-click (PPC)
advertising, cost-per-thousand (CPM) advertising, and site-targeted advertising for text, banner, and
rich-media ads. The AdWords program includes local, national, and international distribution.

SEO- Search Engine Optimization

A very common search tool is Search engine optimization -SEO11. SEO is the process of improving
the visibility of a website or web page in search engines via the "natural," or un-paid ("organic" or
"algorithmic"), search results.

9
http://en.wikipedia.org/wiki/Wiki
10
http://en.wikipedia.org/wiki/Blog
11
http://en.wikipedia.org/wiki/Search_engine_optimization

15

SEO uses techniques that are related to the website design and creation in order the processes that are
used by the search engines being adapted to the special webpage goal. What is being most well
preserved by search engines is 1) thematic related content (e.g. with the use of a blog) also 2) page
importance and rating in content, visits and reference from other partiers. SEO implementation also
includes processes and techniques not related with the webpage. SEO primary target is the increase
of visits in the webpage via visits that are related to the search engines, relative to the webpage
content and have value for the user. The content online needs to have value for the user is order to be
promoted by the search engines, since users will promote it online as well.

In general, the earlier (or higher ranked on the search results page), and more frequently a site
appears in the search results list, the more visitors it will receive from the search engine's users. SEO
may target different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for,
the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content
and HTML and associated coding to both increase its relevance to specific keywords and to remove
barriers to the indexing activities of search engines. Promoting a site to increase the number
of backlinks, or inbound links, is another SEO tactic.

Social networking platforms

Online marketing in tourism is supported from the traditional reservation systems that travel
businesses use. There are platforms that integrate web 2.0 applications and online promotions tolls
that are tourism related (information, booking). Users can share their preferences and choices with
their friends and promote the most valuable local businesses.

A social networking service is an online service, platform, or site that focuses on building and
reflecting of social networks or social relations among people, who, for example, share interests
and/or activities and people with similar or somewhat similar interests, backgrounds and/or activities
make their own communities. A social network service consists of a representation of each user
(often a profile), his/her social links, and a variety of additional services. Most social network
services are web-based and provide means for users to interact over the Internet, such as e-
mail and instant messaging. Online community services are sometimes considered as a social
network service, though in a broader sense, social network service usually means an individual-

16

centered service whereas online community services are group-centered. Social networking sites
allow users to share ideas, activities, events, and interests within their individual networks.

A brief reference- classification of such platforms
• RSS feeds

• blogs12

• Online magazines - Open Source platforms

• podcasts (sound) and videos such as Youtube or vimeo13

• Tagging – categorizing content, using twitter hastags etc

• mash-ups –for the aggregation of different sources of content

• geotagging- geo categorization (google maps, foursquare, flickr.com etc

• Wikis- content that users can co work (create, edit) online in parallel

• Linkedin – for the professionals, that you can find colleagues, partners and search new
business ventures online

• Cloud computing14, is the delivery of computing as a service rather than a product, whereby
shared resources, software, and information are provided to computers and other devices as
a utility(like the electricity grid) over a network (typically the Internet)

All the above-mentioned tools are continually updated to have more features and choices for the
users and their communities.

12
http://en.wikipedia.org/wiki/Blog
13
Vimeo is a respectful community of creative people who are passionate about sharing the videos they make.
We provide the best tools and highest quality video in the universe.
14
http://en.wikipedia.org/wiki/Cloud_computing

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1.2.4 TRAVEL SOCIAL NETWORKS

Definition of social networks
“We define social network sites as web-based services that allow individuals to (1) construct a public
or semi-public profile within a bounded system, (2) articulate a list of other users with whom they
share a connection, and (3) view and traverse their list of connections and those made by others
within the system. The nature and nomenclature of these connections may vary from site to site15”.

HISTORY OF SOCIAL AND SOCIAL TRAVEL NETWORKS

The first recognizable social network site (SixDegrees.com) was launched in 1997. SixDegrees.com
allowed users to create profiles, list their Friends and, beginning in 1998, surf the Friends lists. AIM
and ICQ buddy lists supported lists of Friends, although those Friends were not visible to others.
SixDegrees was the first to combine these features. After SixDegrees.com there were more social
network sites (SNS) but the mainstream was MySpace - especially when teenagers began joining
MySpace en masse in 2004.
Alongside these open services, other SNSs launched to support niche demographics before
expanding to a broader audience. Unlike previous SNSs, Facebook was designed to support distinct
college networks only. Facebook began in early 2004 as a Harvard-only SNS (Cassidy, 2006). To
join, a user had to have a harvard.edu email address. Unlike other SNSs, Facebook users are unable
to make their full profiles public to all users. “Another feature that differentiates Facebook is the
ability for outside developers to build ‘‘Applications’’ which allow users to personalize their profiles
and perform other tasks, such as compare movie preferences and chart travel histories16”.
Facebook is currently the largest social network using the English language; there are also large non-
English networks such as VKontakte (in Russian), and Qzone and RenRen (in Chinese).

Social travel networks
Various Web 2.0 products and applications allow Internet users to create and produce content, built
relations and also offer new services. It is said before that the technology progress affects directly
tourism and academic research follows the technology and user trends. Travel social networks such

15
Moyd, Ellison, Social Network Sites: Definition, History, and Scholarship, 2007
16

18

as tripadvisor17 are the main sources of information nowadays for the travelers and their importance
is high regarding the online traveler’s decision.
Social Travel networks started in 1995 with Cruise Critic as a feature of America Online. At 1999
Virtual Tourist followed and 2000 Tripadvisor was the last of the big travel networks. Today both
three of these brands belong to Expedia.

The most valuable and important function of networks is the option to communicate and interact
instant among them. The rapid development of new applications (foursquare, google places) and
their integration demands the continuous re approach for companies to their business strategies. So
tourism is one of the main industries that was affected directly from the technological revolution in
online marketing.

So the message conveyed by the large industry tourism exhibitions is the following:

Congruence among travel online networks and travelers preferences knowledge before their arrival in the
destination

The following text essay presents the online strategy perspectives related to destinations.

17
http://www.tripadvisor.com/

19

CONCEPTUALIZATION OF ONLINE STRATEGY AND ITS RELATION TO THE
TOURISM PRODUCT

1.3.1 INTRODUCTION

"Strategy is the direction and scope of an organization over the long-term: which
achieves advantage for the organization through its configuration of resources within a
18
challenging environment, to meet the needs of markets and to fulfill stakeholder expectations ".

“Strategy or business strategy defines the way for an organization to actualize their vision and fulfill
their mission. It is essential for business strategy that both the vision and the mission are
communicated across an organization to provide visibility, understanding and purpose towards the
achievement of the common goal (also referred as vision).19”
In this essay we are also interested in the relation with the Information Communication technology.
“Today, Information Technology (IT) plays a critical role for businesses. IT means (e.g. products,
services, systems, hardware, software, etc.) are used to enhance business operations for improving
the quality of products and services offered to customers and how businesses are run, aiming at
improving the efficiency and effectiveness of providing the aforementioned products and services.
Additionally, IT means are also the products and services provided by businesses, constituting their
main line of business20”.

In the following pages we will examine the relation of travel industry and the information technology
strategy.

1.3.2 TRAVEL INDUSTRY AND INFORMATION TECHNOLOGY

Search is one of the most important things in the relation between user and digital information. Users
today are more or less educated on searching information online, after the wide use of search
engines. Starting with the oldest lycos.com, altavista.com, yahoo.com and continuing with the most
agile like Google.com, Mahalo.com, with personal emails, filters and personal search preferences for
the users. In tourism search, information search starts with destinations and technological
compatibilities became more and more, information became more multiple with accommodation,
tickets, packages, offers, etc.

18
Johnson and Scholes
19
Constantinos Giannoulis, Modeling Business Strategy For Business-IT Alignment, p.10, Stockholm 2011
20

20

INFORMATION SEARCH PATTERNS IN TOURISM

Besides from web, more technological devices, such as GPS, mobile phones, and smartphones have
improved the way people travel and the offered tourism services.
Travelers use GPS is order to get easy information from local businesses (also Local Business
Services) and get familiar with the location they are and visit. Technology spread gave the
opportunity to the users to information access via their personal and mobile phones and devices.

Digital applications and changes in user behavior
The Mobile technology gave travelers the opportunity to check in their hotel and airport flights; a
feature that gave them also the security in case of emergency. The integration of standard processes
and technology gave the option to the service providers to reduce costs and improve consumer
experiences. For example, the airline industry used mobile check-in with the integration of check-in
process to the smartphone. In June 2007 airline companies started using the e boarding pass where
barcodes where sent directly to customers mobile phones in Montreal, Canada. Customer scans his
image in a kiosk and moves to security check. Today most of the airlines are using such check in
applications.
Mobile check in has made some countries that their people want to test such innovative applications
to create some test bases for that reason. Finland and Japan are two examples (Baxter,
2007). Mobile check-in increases effectives both of the services and the customer satisfaction. It is
much easier for a traveller to use mobile check in without standing in long queues at the airports and
it also reduces human resources costs for the airline carriers.

1.3.3 COMPANIES NEED TO CHANGE THEIR ONLINE STRATEGY

Since users started to use the network not only for information search and content search but for
usages such as buying tickets online, they created the need for companies to adopt new technologies.
Not only that, but companies had to study this changing behavior of online users and redefine their
strategy.

Digital content usage and the change in online users behaviour

The change in human behavior started with the digital age- information age and the network of
locations, distribution channels, producers and content. This technology shift has created the need to
show how people use media and made them content providers.

21

So today companies have to realize (and largest firms do so) that the consumers shape their online
brand and image in the online environment also and this is where they have to focus, examining not
only the consumers behavior, but their strategy in the customers online communities.

What changes in the companies’ online image

Some decades ago, businesses bought advertisement space and size, a giant poster for example, in
order to be visible in larger audience and from distance. This habit is going back, because people
have more time online and in more places so there are more ways for companies to be visible from
their audience.

In additional, the number of devices that are connected to the internet increases the number of online
users and online time that people spend. People can be online when they could not some years ago,
for example before they sleep from their bed by their smartphone, tablet or ipad. So companies have
to consider also this change of time (people spend more hours online) and adopt their messages and
target audience, since the medium changes (a personal pc versus a mobile device).

Instant interaction of digital media

What firstly changes in social media is the use. User can watch and share- transmits the information
flow instantly via a pc, laptop, του νέου tablet, mobile phone or any application. Content and
information travel everywhere with the user. Real time information is the most important factor and
the main characteristic of online media. Another option is the exclusion of non related content. User
can now ban content that does not like or approve, an option that did not have before. He can also
rate and evaluate content, something that cannot be done with the traditional media, so companies’
strategies do not any longer exist.

Changes for the companies strategy

People do not really ever care about advertisement or brands so the companies have to take a new
role. They have to become medium themselves. So a company has to adopt a pull strategy and not
only a push strategy. Repeated messages have to stop and companies must differentiate and be more
authentic, unique and out of the box in order to engage customers. It is obvious that the changing
consumer behavior (from trends, demand) creates a real need for companies to have a real time
online strategy.

22

Conclusion
E-commerce encourages business development with accessibility, cooperation, functionality and
flexibility while the familiarity level of the users online is increasing and consumers now have
power.
Competition online and consumers’ profit form the online sales are becoming more intense, since the
online comparison is simple and free. So tourism businesses have to be more consumers centric in
order to have sales and keep their repeated customers. They focus on customers using real
time. Marketing strategies have to be updated so as to match with the online trends and current
consumer usage patterns. Users have change patterns regarding to travel planning and booking.
Today the success of a travel business depends mostly on how good adopts the technology. E
commerce and tourism are complementary industries and competition offers better and variety of
services for the modern traveler.

SYNOPSIS

The survey in the basic terms and modern trends that was presented leads to some basic conclusions
that are related to the research goals and led this essay. This first part is the basic chapter so as the
rest will follow it.
In particular it became clear how technology affects tourism first with the changes in information
systems and mobile and web applications and with the interaction of digital and information systems
(geo-locations and geo-reference)
Due to rapid changes, user re –adjusts his behavior to new systems and applications are updated to
this behavioral change and tourism stakeholders in order to be competitive have to update their
online strategy. So the fast changing conditions require a very well planned e presence.
Even some parts in this essay will be out of date in some months.

In the next chapter the essay focuses on the next part, which is the presentation and classification of
destination websites. There are the research case studies, used for creating a model at the last chapter
for the destination we study, Olympia Greece.

23

REFERENCES

Avlonitis, G. J. and Gounaris, S. P. 1997. Marketing Orientation and Company Performance.
Baxter, A. (2007), Board your flight by mobile phone. Financial Times. London (UK): May 14, 2007
Bulkart, Medlik, Tourism: Past, Present and Future, Heinemann, London (1981)
Cooper and al., (1999) Tourism: Principles and Practice, second edition, Longman, New York, (p.102)
Cooper and al., Tourism: Principles and Practice, second edition, Longman, New York, 1999 (p.102)
Kouremenos Athanasios , (2000), «Tourism Marketing Research, University of Piraeus, (in Greek)
Mc Intosh, R.W, (1981) Tourism, Principles, Practices, Philosophies, Wiley C.R., Ohio, 1984
Mc Intosh, R.W, Tourism, Principles, Practices, Philosophies, Wiley C.R., Ohio, 1984
Tsartas Paris, Social and economic impact of the tourism development in Cyclades islands during 1950-1980»,
ΕΚΚΕ, Athens, 1989 (in Greek)
Xinran, L., Dae-Yong, K. and Alastair, M. (2006). The effect of prior destination experience on online
information search behavior. Tourism and Hospitality Research; Feb.

24

2nd CHAPTER

Digital strategy Qualitative research

(Case Studies)

25

2ND CHAPTER DIGITAL STRATEGY QUALITATIVE RESEARCH -CASE STUDIES

CHAPTER OVERVIEW

In the previous first chapter the basic terms were presented that are related to tourism, web and
strategy. In the second chapter a qualitative research takes place, where 5 case studies are analyzed
(not in depth) and finally they are categorized in order to be easier to create a model. The
categorization that was made is about the online goal of each destination website and the tools that
are used in every case.
So the target of this chapter is to present some tangible examples and also easy to understand. The
selection was made by the author, trying to find the most well known and websites with different
approaches to online promotion. The case studies are a global campaign website (Australia and
Queensland), a DMO of a cultural destination website (Genoa, Italy), a destination website that is
more related to the web 2.0 trends and applications (Holland Tourism Board)– and not a campaign-
and last a company online application that promotes a destination- Berlin and Adidas.
The online destination matrix is also created by the author, in order to present something concrete,
and it is just a proposal to research.

26

2.1 INTRODUCTION

There are many paradigms of digital strategy that have been implemented from tourism stakeholders,
both businesses and organizations. All of them are aware of the fact that online presence is more than
necessary. Travelers are online and that is where destinations should focus on.

2.2 DESTINATION ONLINE PRESENCE AND VIRTUAL TOURIST: USING DIGITAL IMAGE FOR
PROMOTING DESTINATION

The importance of a destination’s digital presence is high because there are quite few opportunities
for someone to visit a place without making before an online search about it. Today traveler can
search all interesting related information21 from home and decide for the place is going to visit- to
choose a lifetime experience. Ideally traveler will gather all online information and then make his
decision, for places that offer uniqueness and authenticity. Destinations should be online and
maintain an online presence just for this reason.

Hereby are the five categories that destinations are promoted online- classified by their online goal.

Α) destinations with basic online presence (many paradigms)
Β) destinations with an online management services (DMO) (e.g. Genoa, Italy)
Γ) destinations with an online consumer centric approach (mobile, user friendly, applications
(e.g. Holland)
∆) destinations that create online campaigns (e.g. Australia)
Ε) destinations that are used from companies as a part of their online promotion strategy
(e.g. Adidas)

This classification was made for this essay aim and it was necessary in order to be more specific in
the final proposal about the destination this essay is about- Olympia.

21
THE VIRTUAL TOURIST: USING THE VIRTUAL WORLD TO PROMOTE THE REAL ONE
David C. Wyld, ACR Vol.18 (1&2), 2010

27

2.2.1. DESTINATIONS WITH ONLINE PRESENCE

In the Web 2.0 era, Gibson (2007) noticed that is important to remember the recent character and
role of the internet, stating: «internet is a new human activity and cities where a new human activity
at the past… and they change until today and new things come in order to make cities. Internet was
evolution, value, innovation”. So the connection of destinations with the internet technology is
something new and crucial at its beginning.

There are many examples of destinations that have a digital presence. That means a website, that are
many for some destinations, or a presence in video games, online games, such as Second Life. Many
countries have digital embassies as info point, but for different reasons. This simple presence is
considered to be as one category in this essay.

2.2.2 DESTINATIONS WITH ONLINE DMO (GENOVA-ITALY)

A DIGITAL STRATEGY FRAMEWORK IN A CULTURAL HERITAGE DESTINATION.
22
GENOA , ITALY

Genoa in Italy is a very good example of a destination that uses e services for its promotion and not
only. In the Genoa municipality website, there are information about the mayor and the city services,
but there are also online services, online library and tourism information website, that opens in a new
page. It is a complete DMO website, offering e services to the traveler and to the local community,
having social media pages and travel networks information.
Genoa is also an established and a cultural heritage destination and there should be an approach to
cultural destination as well and the e- DMO possibilities.

22
http://www2.comune.genova.it/index.jsp

28

Genoa Landing page website

2.2.3 URBAN DESTINATIONS AND CULTURAL HERITAGE

Urban destinations are considered to be a combination of products, infrastructure and services that
consist of the whole tourism product for the traveler experience (Buhalis 2003), and because of their
complexity are becoming difficult to manage. Cultural heritage is a main tourist Source, especially in
the European cities and can be a real value for the destination in terms of cultural experience, the
place identity and long term sustainability.

Cultural heritage as a definition can be monuments, sites of archaeological or historical importance,
architecture and lifestyle, arts, masterpieces, handcrafts, traditions and local custom and values. As
these, they are local elements that they have to be enriched and be enjoyed by tourists and locals as
well. (Scott 2004).
In the information age ICT has brought a huge potential to the exploration of possibilities of online
access to heritage. Users can interact with the local cultural heritage resources through the
destination management organizations -DMOs. These destination management organizations can
help tourists get into the place culture and promote the destination.

29

In order to do that, urban destinations in Europe need to adopt innovation approaches, models,
processes and tools that allow users a promotion of cultural heritage with open e- services.

CULTURAL INSTITUTIONS AND ICT

Even though the increasing number of the cultural institutions that use ICT for cultural heritage
preservation and digitalization (so do many tourism organizations), only few organizations approach
cultural heritage and tourism as the only force of a long term strategic local development. (European
Commission, 2002).
The majority of the tourism businesses that have as aim the promotion of tourism, arts and attractions
are mostly not for profit organisations (Buhalis 2003).
Besides that the existing internet applications that have as subject the interactive heritage usually
focus on the restoration and the promotion of cultural places. They also focus on the increase of
awareness, value promotion and the appreciation for communities and the increase of local
communities’ participation (Torres et al.2006).
As Paskaleva-Shapira and Azorın (2008) claim, the few studies that connect digital cultural heritage
with tourism, do not take advantage of the integrated e services possibilities for the tourism
promotion. That happens also because the current promotion of cultural heritage is passive. Except
that, the DMO’s that are responsible for the tourism development and they use ICT for the
improvement of the management systems or promotion do not include cultural attractions in their
offers.

In short, the weak and non-interactive information systems for tourism are incapable in strengthening
the cultural tourism that needs active tourists and the municipality to be a part in a interactive and
changing system of processes and structure among the many interested stakeholders. So it is difficult
of the communities to be a part of the discussion about cultural heritage and be a part of the cities
sustainable development. (Ciborra and Lanzara 1999). ICT offer the opportunity for shift but shift
requires new knowledge, skills and the willingness from the destination stakeholders to use them.

2.2.5 DIGITAL MANAGEMENT FOR DESTINATION PROMOTION

So the main question of the destination management is clear: the challenge is about the complex
relations of the interested parties; the inhabitants, tourists, local business, public sector and the
intermediaries (Buhalis 2003).
Regarding the tourism promotion, Palmer (2005) claims that destinations are likely to be the most
difficult products to sell. Especially e-tourism destination, such as Miguens and Corfu suggest

30

(2008), are characterised from a high level of complexity and it is an “independent network of
business, attractions and public organisations that have their own marketing department via the
internet”. In this framework, one of the main challenges of e destinations is the constant access and
cooperation with interested parties that participate in a cooperative process. The development of
efficient and effective tools with an innovative framework for the modeling of the better attraction of
urban areas is something that can make change easier.

But in order the change to happen both ICT development and the e -services in the destination are
required. Destinations use more and more the ICT on the center of their promotion and management
strategies (Buhalis and Pistidda 2008).
At the same time, as Miguel and Corfu claim (2008), digital marketing is important and crucial for
the development of the tourism destination because potential visitors base their decisions only onto
information on the web that are produced by the destination.
This suggests that as Teichmann and Zins (2008) claim, the official destination website offers
relative information for the potential visitors and serve the promotion and the marketing of country,
region, city. So the ICT usage and especially the webpages that are relative to ICT usage are a part of
the image recreation in the way that destinations are being promoted until today.
This fact also reinforces the content importance and the belief that access to it is crucial- it has to be
attractive and useful for the users.

For that reason, constant innovation is so necessary in theory and practice for the creation of
integrated strategic promotion that has to be not only efficient and effective, but also able to satisfy
the needs of the destination in total. For example, most of existing research examine the functional
role of the internet as an information source, instead of focusing in the hypothesis if the content of a
website is really helpful for the user- which are the important characteristics and which role needs to
have for the creation of an interactive profile- interface with the user (Teichmann and Zins 2008).

Destination promotion has to move from the simple information transmission and allow the
interaction of the users with the webpage content and other users. This will give the destinations
organizations information relative with user preferences and afterwards custom communication
forms and services that could be promoted to selected target markets. (Dooling et al. 2002).

Conclusion
Having this theoretical background, the analytical approach for the value that comes for the ICT use
by cultural heritage destinations finds two main variables:

31

(1) Users (the number and type of persons involved or are affected by the product and services
development) and (2) the ''e-services'' (holistic and interactive services that allow citizens
participation in content creation and decision-making).

These services have to cover all the phases (before, during and after the visit) and be accessible from
everywhere (using mobile functions of info points is the destination) from both community and the
DMO management team (with the public sector support and the cultural heritage managers).

After this part, the next in Holland case study, with Social media and Mobile applications.

2.3 ONLINE DESTINATIONS WITH CONSUMER CENTRIC APPROACH- HOLLAND TOURISM
BOARD

Holland Tourism Organization presents many innovative applications aiming clearly to the modern
mobile- traveler.

Webpages content
The webpage includes useful information for the Netherlands, with cities information,
accommodation, activities, transport, newsletter, social media page (a Facebook page), videos and
photos- a real online and mobile interactive environment. Its most innovation part is the applications
that offers to the users.

32

Landing webpage of Holland tourism

AUGMENTED REALITY AND TRAVEL APPLICATIONS

A modern tool for promoting tourism images is augmented reality: a GPS application that combined
with a Smartphone camera can “see” things for the traveler and where they are located in the nearby
area of the destination. This creates an interactive information tool for the traveler. Lonely Planet
started publishing augmented reality guides since 200923 and currently uses android platform to offer
services online24.
Destinations have started using to take advantage of the augmented reality. Holland Tourism Board
started using25 the application called «Holland-layer26» using the Layar27 browser technology. The
content covers 17.000 Points Of Interest around the country; there is also an Iphone28 and Android29
application available targeting all segments (Source: Holland.com).

23
http://www.readwriteweb.com/archives/lonely_planet_launches_augmented_reality_apps.php
24
http://www.lonelyplanet.com/apps-and-ebooks/android/
25
http://www.holland.com/global/
26
http://www.holland.com/global/digitalholland/hollandlayerapp/
27
http://www.layar.com/
28
http://www.holland.com/global/digitalholland/hollandiphoneapp/
29
http://layar.com/download/layar-on-your-android/

33

2.4 DESTINATIONS WITH TARGETED ONLINE CAMPAIGNS -QUEENSLAND - AUSTRALIA «BEST
JOB IN THE WORLD»

The organization of Tourism Queensland30 promoted its campaign for “Best Job in the World”. The
job title was caretaker for an Australian tropical island for six months, and the winner’s job
description was to take care of the reef and report to the employee- the Queensland Tourism
Organization.

STRATEGY

The contest organizers created a main website with the related info about the job and they engaged
users online by asking them to create and share their own content- video about the job in order to
apply. Social media made the campaign go viral and paid advertisements in traditional printed media
informed the people about the job offer.

Landing page «The Best Job in the World»

The Campaign continues in blog (2011) – social media page- facebook

30
http://www.tq.com.au/

34

CAMPAIGN RESULTS

Campaign managed global media coverage (CNN stories, BBC documentaries, Time magazine). The
estimate campaign cost at about 400 million dollars and the audience reach is estimated at about 3
billion viewers. 34,684 people applied, be sharing a minute long video from 197 countries. The
organisers claimed that at least one person per country applied. The webpage states were 8,465,280
unique visitors, 55,002,415 page views and average stay in page 8.25 minutes, too high for stay.

2.5 COMPANIES THAT PROMOTE DESTINATIONS THROUGH DIGITAL STRATEGY

ADIDAS AND BERLIN
On March 2009, Adidas Urban Art Guide31, was the first art guide for mobile phones for the city of
Berlin, Germany. The guide has much information related to urban street art. Users can download
the application free and gain access to a Berlin map with the art location.

"Find artworks nearby" provides users information on a map with street art around them
"Tour guide" a walk tour guide
"Gallery" users can search and find their favorite locations on the map
Users can click on the images and see more information about the artists, the art and more references

Image 4.3 adidas Urban Art Guide

A year later the city of Hamburg was the second German city that was presented in adidas Urban Art
Guide.

31
www.urbanartguide.com

35

2.6 ONLINE STRATEGY DESTINATION MATRIX

Form all the before mentioned paradigms, it is quite clear that the e services Destination
Management System is the most difficult and multiple system for the destination stakeholders to
follow and use. An online strategy is the used at the last stage of a destinations’ e services approach.
It requires commitment from the local community and businesses and also a long term investment.

The online strategy options that this essay finds and proposes are five that are show in the matrix
below.
Combining the marketing research findings, the internet tools and the destinations different strategic
goals, the essay proposes a matrix that connects all the above elements.

In the horizontal axis the five case studies are shown: digital simple presence, e services DMO
(Genoa- Italy), web and mobile page and applications (Dutch Tourism Organization), an online
campaign (Queensland, Australia) and company promotion (Berlin -Adidas).

32
ONLINE STRATEGY DESTINATION MATRIX

online strategy basic online Online companies online consumer Online DMO
website/ tools presence campaign online centric management
promotion approach e-services
strategy
Mobile ΜΚΤ
presence
SEO-SEM
Email mkt
Online
sponsorships
Social media
Groups/ events

Display
advertising
GeoTagging/
Location
Smartphone
apps
Content/
Blogging
Table 4.4 digital strategy destination matrix

32
This matrix is a thought of the author, trying show the differences in the destinations strategy.

36

In the veritical axis there are the tools/ solutions that can be used in each case:
Mobile MKT: a creation of a mobile version of the webpage
SEO-SEM: search engine optimization –marketing tactics
Email MKT: mass email to recipients
Online sponsorships: a type of online ads
Social media: Facebook, twitter usage
Groups/ events: targeted events
Display advertising: banner placement in webpages
Geotagging : georeference tools usage (google maps, bing, foursquare etc)
Apps: applications creation to support smartphone users
Blogging: blog creation and content publishment
Tick in every box means the per ce use of every tool. Social media are essential in every case thou.

Conclusion33
The best combination of options is the one that characterizes the online strategy. For example social
media (Facebook page - Campaign are important to promotion, but everyone has to use them. The
SEO/SEM is more necessary when the admin knows what the consumer is searching online and the
webpage offers its product directly eg hotel website. The mobile applications are more far more
useful while traveling so they are more important for promoting events and activities in the
destination. Also a destination website should have a geo reference tool for locations. So in every
case, different tools can be used, depending on the goal.

CHAPTER SYNOPSIS

In this chapter there is the destination online matrix presented that can help the final proposal for
Olympia destination. It is obvious that this matrix is just a classification of the tools and the goals of
destinations.
In the next chapter the primary research to Olympia destination visitors are presented. This
quantitative research was conducted in the Summer of 2009 in Olympia Museum.

33
It is more than obvious that much more things could be analysed in this chapter, in order to relate more the
tools and the strategy.

37

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Available from: http://www.isaac-project.eu/publications.asp# [Accessed 24 April 2008].
Buhalis, D., 2003. eTourism: information technology for strategic tourism management. Harlow: Pearson
Education.
Buhalis, D. and Pistidda, L., 2008. The impact of WiMAX on tourist destinations. In:P.O’Connor, W. Hopken
and U. Gretzel, eds. Information and communication technologies in tourism 2008. Vienna: Springer, 383-394.
Palmer, A., 2005. The Internet challenge for destination marketing. In: N. Morgan, A. Pritchard and R. Pride,
eds. Destination branding: creating the unique destination proposition. Oxford: Elsevier, 128-140.
Paskaleva-Shapira, K. 2008. New paradigms in city tourism management: redefining destination promotion.
Journal of travel research, 46 (1), 108-114.
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destinations. International journal of services technology and management (IJSTM), Special Issue on Progress
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Paskaleva-Shapira, K., Lombardi, P., and D. Giaffi 2007. E-tourism services for cultural heritage in cities: an
e-governance approach and evaluation. In: P. Cunningham and M. Cunningham, eds.
Ciborra, C. and Lanzarra, G.F., 1999. The transaction costs analysis of the customer‖supplier relationships in
product development. In: A.B. Baskin, G. Kovacs and G.K. Jacucci, eds.

39

3RD CHAPTER

Quantitative Research in Ancient Olympia
Quanitative research to Olympia tourism product and results

40

3RD CHAPTER QUANTITATIVE RESEARCH IN ANCIENT OLYMPIA

CHAPTER OVERVIEW

After understanding the basic terms and created a structure of online goals of destination websites, in
this chapter we move forward to a tourism marketing research, to Olympia visitors. The goal is to
understand Olympia visitor in order to create a marketing strategy just for him, for benefit of the
destination stakeholders.

This research included a primary research in the visitors, about tourism demand and the image of the
destination from the user search. The primary research ends with the tourists profile, travel patterns
and the evaluation findings of services and value.

3.1 THE NEED FOR A PRIMARY RESEARCH

The development of an online strategic plan cannot be without an in depth research into the Olympia
visitor34.

3 .2 METHODOLOGY

The research methodology follows an approach using a combination of primary and secondary
research findings. The research main target is the collection of the tourists’ perceptions and
experience for the destination parameters and dimensions. It has specific parts:

1st part: online search present status

At the first part there is the online content search for Olympia and the search in online travel guides.

2nd part tourist research methodology and data analysis

At the second part, the examination of visitors’ perceptions and stances takes place, through a
primary research, of all nationalities. The specific targets are:

• Learn the tourist profile- nationalities, ages, genre, education level and income.
• The report of activities in the area during their stay, their problems and impressions.
• Destination Services evaluation (attractions, nearby area, accommodation, transport,
purchases)

34
The research methodology followed the research procedure and questionnaire that was developed by Zouni-
Kouremenos in the framework of Zouni Doctoral research.

41

3rd part finding presentation and conclusions

The completed and collected questionnaires data are inserted into the personal computer. With the
help of SPSS and the use of variable tools the in depth analysis takes place.

So after the third chapter and the conclusion the essay goes to the online proposal at the fourth
chapter.

ANCIENT OLYMPIA DESTINATION IMAGE THROUGH ONLINE SEARCH -DESK RESEARCH

This desk research includes all the links that refer to Olympia destination with the keyword
“Olympia Greece35”. From the 3.280.000 results we have here the first ten in visit rankings.

In particular:

.Olympia Greece http://www.olympia-greece.org/ A travel guide with information about the
history, attractions and photos
Olympia, Greece - Wikipedia, the free encyclopedia The official Wikipedia page
http://olympia.gr/ A political blog in Greek
Best Western, Hotel Europa, Ancient Olympia Best Western Hotel Europa hotel in the
http://www.hoteleuropa.gr/index.html destination.
Current Weather Conditions at Αncient Olympia, Greece Weather conditions and data for the region
http://penteli.meteo.gr/stations/olympia/ from a Greek prognosis website
http://www.greeklandscapes.com/greece/olympia/index.html A travel guide for Olympia

Olympia High School Olympia high school
http://web001.greece.k12.ny.us/olympia-high.cfm
Olympia, Greece: Home of the Original Olympic Games Matt Barret (2009) travel guide
http://www.greecetravel.com/olympia/
A Walking Tour of Olympia Archaeology guide for the destination with
http://archaeology.about.com/od/ancientgreece/ss/olympia_tour.htm relative content
http://www.tripadvisor.com/Tourism-g189487- A tripadvisor page
Olympia_Peloponnese-Vacations.html
The official website of Ancient Olympia or International Olympic Academy do not show in the
first top 10 results. (http://www.arxaiaolympia.gov.gr/, http://www.ioa.org.gr/

Also we studied Olympia online image in the most trusted online travel guides.

35
The research took place in February 2011

42

Α) www.tripadvisor.com

Tripadvisor.com is updated with many recorded experiences of the visitors. Most impressions are
good, but there are also negative comments, about bad services. Some hotels had repeated bad
reviews from travellers (dirty rooms, bad food and beds etc). There were very good comments for
the Museum and the theatre at Floka. It is also considered as a safe place. It is better to visit the area
during high season. Also there is positive feedback about the green area and near beaches. The prices
are estimated as high.

Β) www.greeka.com

http://www.greeka.com/peloponnese/olympia/reviews/olympia-0.htm

it is a very well informed website, especially of historical and archaeological importance. Regarding
the access, there is information about there are many means of transport (car, bus, ferry).

Γ) www.facebook.com

There are some groups of the Greek Olympic Committee, the International Olympic Academy, the
Stadium, the Olympia Festival that provide information in social media.
https://www.facebook.com/pages/Ancient-Olympia-Festival/
https://www.facebook.com/ioaofficial
https://www.facebook.com/pages/Hellenic-Olympic-Committee/

∆) www.lonelyplanet.com

Lonely planet is one of the most famous travel guides in the world. But the information about ancient
Olympia are few, just six.

43

Ε) www.flickr.com
Making the search “Olympia Greece” there are 15.563 φωτογραφίες, something that show that
Olympia is an attraction and also inspires. Most of the photos show museum exhibits, the
archaeological sites and nature.

44

PRIMARY RESEARCH IN TOURISTS

3.3 EMPIRICAL PART OF THE STUDY

Research targets

This chapter with issues related to the tourism product of Olympia that offers to its visitors. It mainly
focuses on the stance and behaviour, as this is from the visitors’ research. Below the targets of the
Descriptive research) are:

• To map the tourist profile, according to their demographics

• Examine their trip to Olympia details (type, transport, days of stay etc)

• Discover the activities and interests of the tourists during their stagy (nearby destinations,
attractions etc)

• Discover their stance regarding accommodation, nutrition- food, transport, purchases in local
shops and their daily expenses, and their image of the destination.

These targets are examined in the questionnaire.

TECHNICAL DESCRIPTION OF RESEARCH- SAMPLING

With this study, that is a quantitative research by asking the visitor individually to reply to a
personal questionnaire that is printed in 6 languages.

The languages where:

1. English

2. French

3. German

4. Italian

5. Spanish

6. Greek

The selection of the languages was made accordingly to the tourist groups that mostly visit
Olympia.

45

Population definition

The research tried to cover foreigners and Greeks over 15 years old that were at Ancient Olympia -
element and visiting the Archeological Museum. -sampling unit.

As for the research extent, was planned to cover people over 15 years. The time was July-
September 2009.

SAMPLING METHOD

The sampling method was random selection of tourists that were visiting the Olympia Museum. It
is a subjective judgement sample, since the selection was made trying to find random the more
objective evaluators’ of the destination36 . The questionnaire distribution was made with the
following criteria: a questionnaire every 15 minutes (average), during the period the Olympia
Museum was open for the public, for 2-3 months (July- September 2009).

Interviews

So there were about 8 questionnaires per hour and the best number was at 256 questionnaires. But
they had 350 questionnaires to be selected in order to overpass wrong questionnaires, something
usual for travel destination, due to lack of time of the visitor.

SAMPLE SIZE

The sample size was initially estimated to 256 people but finally in reached 271 people-
questionnaires. At the table below the questionnaire variables follow.

36
The proposed unit for research in destinations according to WTO Tourism Research Guide: “the sampling
size for destinations should be over 15 years of age, that should be selected by random process”.

46

QUESTIONNAIRE VARIABLES
Questionnaire Variables

General travel behaviour Group membership, length of stay, preparation time, source of
information, influence

Travel pattern at the Previous/ next destinations, activities, reasons of visit, relation to
destination nearby destinations, type of accommodation, daily expenses

Behavioural intentions Revisit intention to country/ destination
Revisit intention to the same hotel
References to others
Quality assessment Attractions
Accommodation
Food
Transport
Purchases
Satisfaction Attractions satisfaction
Accommodation satisfaction
Food satisfaction
Transport satisfaction
Purchases satisfaction
Overall satisfaction
Stance Stance towards destination
Stance towards locals
Demographics Age, genre, nationality, income, education level

Table 5.10: variables

47

Γ3. DATA EDIT FOR ANALYSIS

Questionnaire editing

In a tourist market research it is expected from the researcher the return of questionnaire that are not
completed 100%. In the case that was not completed, they were not used to analysis. For preventing
this, they were given 320 questionnaires, and they were used for analysis 271 (a 15% off).

Γ4. BASIC FINDINGS

TOURIST PROFILE

The sample was about 271 tourists, foreigners and Greeks that visited ancient Olympia. Regarding
the nationality, French were first with 17,4%, Greeks second, (15,9%) and Italians 14,3%. Fourth
and last place over 10% were Germans with 13,2%. Women are more, 53,3% and men 46,7%.

The majority of visitors are middle age 40 - 49 years old (28,6% ). The next target group is younger
19 - 29 years old (23,9%) and the middle age group and group 30-39 years old follows (17,6%) with
50-59 years old (16%). Just ¼ tourists are over 50 years of age.

As it is expected for a cultural destination, the vast majority is high educated people. The graduates
are 33,2% and the master or second degree follow with 30%.

Regarding the monthly income, the 28,8% of visitors belong to the high income group, monthly over
5000 euros. After that the people in the previous group follow, those of Αµέσως 2000 -3000 euros
(22,6%).

48

Demographics % replies

Nationality French 17,4
Greeks 15,9
Italians 14,3
Germans 13,2
British 8,5
Americans 8,5
Spanish 3,5

Gender Women 53,3
Men 46,7
Demographics % replies

Age group 40-49 28,6
19-29 23,9
30-39 17,6
50-59 15,3
15-18 6,3

Education level University degree 33,2
Master degree 30,0
Secondary education alumni 22,1
Students 13,4
Basic 1,4

Average monthly income Over 5000 euros 28,8
3000 -5000 euros 13,6
2000 -2999 euros 22,6
1000 -1999 euros 19,8
Below 1000 euros 15,3

Table 5.11: Olympia tourist profile

49

Here are the tables with specific details about nationality, genre, age, education level and monthly
income follow.

Diagram 5.4: nationality

Diagram 5.5: genre

50

Diagram 5.6: age

Diagram 5.7educational level

Educational level and income are high to the destination, that menans that they would prefere quality
services at the destination.

51

Diagram 5.8: monthly income

GENERAL TRAVEL PATTERNS

1.1.1 Introduction

In this section the general travel patterns are presented.

1.2.1 Visit type

More people travel to Olympia with their family

52

Diagram 5.9: travel composition

So, the 41% also comes with their partner, (68 replies). It is important that in the second place they
come as couple (25,1%) and in the third place they come with (organized group) 17,3%. Just
company comes to 13,7%, and travel alone people are about 3% - 8 persons.

1.2.2 Package type

Most people that travel to Olympia prefer to buy services separately. So more that 2/3, that is 72,3%,
replies that buys services individually, while all inclusive tourism packages buys ¼ that travel
(26,9%).

Diagram 5.10 preferred packages

Activities during their stay at the destination

Here the visitor was asked to rank the three more important activities. So the visit to historical
attractions was selected by the 57% of the tourist sample (155 persons). The half of them (85
persons) said that the visit to historical attractions was no1 activity while travelling (1 out of 3, 31%).

53

Diagram 5.11 main activities when they travel

The contact with locals and their culture as an activity was selected by the 38% (102 persons). For
them, the biggest majority (30%, 80 persons) defined as the 1st activity when they travel.

The 35,8% of the tourists that replied to this question mentioned that like to meet new places as an
activity when he travels (96 persons). From them the 24% checked this answer as a first activity (65
persons).

Relaxation as an activity was selected from 74 persons (27%), while walking tour as an activity was
selected by the 21% (57 persons).

Finally the fun and sports was selected by less than 5% (less than 20 persons).

Previous visit to Greece/ Olympia

The 55,9% of foreigner has visited Greece again while the 31,5% replied that has re visited the
destination (78 persons). Some of them are Greeks (36%) while Germans from foreigners follow
with 18%.

54

Diagram 5.12 have visited the destination before

Accommodation and stay at the destination

Just ½ visitors stay at the destination. (57%). From those first they come those who want to stay
Olympia for a day, since the positive reply was from 114 persons- 42,2%. There is also a 11,5% that
want to stay 2-3 days, (while a 3,3% willing to stay over 4 days). But on the contrary 116 visitors do
not want to stay at Ancient Olympia (same day visitors- 43%).

Diagram 5.13 length of stay at the destination

Booking pattern

The 57,6% replied as an individual (without the help of travel agent etc) while the 32,6% replied
that booked through a travel agents, and just the 9,5% replied that friends helped him to book.

55

Diagram 5.14 travel booking pattern

Classification of basic information sources

«I had heard good words form others» (word-of-mouth) and from «travel agents promotion leaflet»
the sample rated as the first information source for this travel to Olympia. Very close was Internet
(19,7%)

As a second source was the “travel magazines articles” (25,5%).

Diagram 5.15 information sources

Internet and travel agents promotion material are the most important sources, together with WOM
from friends or relatives. The Greek national Tourism organization offices are very low, together
with advertisement.

56

CONCLUSION

Συνοπτικά, from the research findings it is obvious that the Olympia visitor is educated, with a high
income and wants to visit the destination. He comes as an individual and he is satisfied. He knows
the destination, he comes with his family, but the problem is that he doesn’t stay at the destination.
Ancient Olympia has a low average stay without activities that can make the visitor stay at the area.
The most important is that he is satisfied from the destination.

On the contrary, Olympia’s online image is not that good, as the visitors estimate in the offline
research. So there is a huge gap regarding the value that destination provides in reality, and the value
that is shown online. The destination has to adopt an online strategy for its target markets that will
allow attracting more visitors.

REFERENCES

Dritsas M (1999) Tourism in Greece: A way to what sort of development
Zouni, Kouremenos, Ancient Olympia Marketing Research, 2001, 2009
WTO Tourism Research Guide

57

4TH CHAPTER

Online strategy proposal

Olympia
Online target markets, online goals and proposal

58

Digital Strategy for Tourism Destinations- The case study of Ancient Olympia, Greece

Digital Strategy for Tourism Destinations- The case study of Ancient Olympia, Greece

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