Increasing Tourism in Greece and Serbia: Examining Prospects for Future Travel - Research Paper Example

? Increasing Tourism in Greece and Serbia: Examining Prospects for Future Travel July 16, Background of Literature The amount of tourism that is in Greece and Serbia as well as the need to change the outcome is one which is now leading to new initiatives within the country. The ability to use marketing tourism while erasing the negative images that are in the countries is one of the main objectives that are associated with this. To define this, different institutions and government forces are required to look into the main initiatives which are needed while working toward conducive solutions for the tourism levels that are in both countries while increasing the amount of tourism which is available. This research study will examine the different needs for expanding the tourist market in the region as well as creating specific ways in which individuals can respond to the given environment while stimulating the social and economic conditions of the countries. The concern which is arising in terms of tourism in Greece and Serbia as well as the various associations with the marketing needs and relationships to the government is one which is continuing to alter and arise based on differences in travel intensity. It is noted that there are specific countries which have higher travel intensity because of the competitiveness of marketing as well as the image which is displayed with the country. Making each of the regions an area for travel and tourism and building an inviting outlook of the specific areas then creates different approaches and understanding to the management and development of tourism (Ach, 2009). The social perspectives which link directly to travel and tourism then become the main concerns and build a central point which needs to be developed in order to ensure that there is a positive image that is built around the regions which is able to capitalize on tourism. It is noted that in order to change the amount of tourism for increased and positive reinforcements, other aspects have to be linked to this. This is inclusive of looking at new business opportunities and educating individuals and businesses about the positive benefits of tourism and how it can assist with individuals in society. There is also the need for institutions to become educated about marketing approaches and initiatives which can be used to further the capacities of those in society for better responses to the tourism and other concepts which are associated with this. The ability to change and increase tourism becomes reliant on actions which are taken as a response to the education and which can create strategies and methodologies that can respond to the needs within the various regions (Papadourakis, 2010). The different levels of changes which need to be made as well as the responses which are required then become the main questions of how to approach change while changing the image of tourism in Greece and Serbia. Aims and Objectives The examination of this research paper will be based on defining the current levels of tourism in Greece and Serbia and how these can be altered for better responses. The main aim is based on changing the image of Greece and Serbia so it increases in competition and invites individuals to build a different approach to the responses within society. The objectives within this include: Defining the current condition of tourism in Greece and Serbia Examining different means needed to change the levels of tourism in Greece and Serbia Overlook the institutional needs, specifically through government that will change these needs Examine the results that will help Greece and Serbia to begin to change and grow with social and business expectations for the countries Find practical steps to help increase tourism in Greece and Serbia from the current conditions The overall examination will help to define and evaluate the conditions that are currently a part of Greece and Serbia while further identifying what steps need to be taken to change these particular approaches. Literature Review The tourism that is currently in the areas of Greece and Serbia has altered since the year 2000, specifically with rising interests in travel that is beginning to be noticed in various regions. The Mediterranean countries have increased by 8.4% from 2000 to 2008 while countries such as Serbia have increased by 0.6%. This also includes a rise in the number of hotels reserved for travel which has increased by 6.1% every year. While it was noted that a slight downfall occurred in 2003 because of responses to the economic depression, the tourism and travel industry continues to be an expected and established part of Greece and Serbia. It has been noted that most travel that occurs is based on borders that are around these countries, specifically because of easy access as well as beliefs that the mid-regions of both countries are not as safe to travel in (Eurostat, 2008). This shows that the potential for tourism is continuing to increase; however, it is not being matched because of the impression that is on both countries. While there is a noted increase that is associated with Greece and Serbia, it has also been found that these developments are based specifically on the association of tourism which is developing at a fast pace during specific times then begins to move at a slower pace according to the impressions that tourists have to the region. A main concern which is associated with the tourism in both areas is based on the sustainability that is a part of the travel, specifically with the more rural areas and the places which are not as well known to tourists. While the influx in tourism has increased, this is only for the major areas known. Serbia and Greece with the inner countries are not visited as much and when they are looked into, it is noted that the development and sustainability is not as applicable. The tourist demand and the associations that are a part of this then create questions of how to alter the perspectives and the travel options that are available for individuals within each country (Stetic, 2008). The associations with other regions and the development which has been condensed to specific areas have been furthered by the policies and expectations for travel. These have been set in both Greece and Serbia by the government and are associated specifically with the restrictions with the travel industry as well as the need to match ideas of sustainable development in a specific manner. It has been noted that the lack of development is one which is attributed to the inability to have the right marketing products and tourist spots available. The quality of those that are available are not being developed in the right perspective which is causing many tourists to choose other locations that are either in larger cities or other European countries. The market structure, brand position in the market and the development of tourism lacks in regard to creating a strong appeal to those that are traveling while building places that are simpler for each to explore. This particular issue is one which is followed by the structure and the expected policies which is currently limiting the amount of tourism that is coming into both countries (Grigorescu, 2008). The marketing development that is in both Greece and Serbia at this time is one which is being developed according to natural resources and expectations that are associated with this. For example, Serbia has begun to look at marketing for mountain tourism, specifically with noting the holy spots that are a part of the region. Greece has taken this same approach with looking at the development of the ancient sites and the natural sites which most would be interested in. While this is creating an increase in the tourism, the market is not being developed as much as other European countries or areas. The development of the tourism which is being taken is also being placed with the market of neighboring countries, including Slovakia and Romania. Many are going to these other sites instead while the competition is changing according to the most well known and reputable sites. The limitation is then based on the market as well as several unknown factors, including the weather that is associated with the tourism approach (Krunic, Milijic, 2010). While this indicates that there is development with the tourism, it also shows that there are limited perspectives which are currently being taken. Another issue which is being looked into is based on the social outlook of tourism in the country and how this is directly affecting those that are interested in tourism. The past history of both Greece and Serbia is one which has several moments that have been unsettled in history. The post-socialist structure that is now a part of Serbia, for instance, is one which most tourists look into and which leads to avoidance of the area. The sector of the tourism industry which could be developed from the ability of accounting history and the different spots which would appeal to tourists is then being limited to the facts which are based on the cultural and historical elements of the country and which don’t create a strong appeal to certain demographic groups. The reputation of both areas then creates a social relationship which is negative in some respects and which doesn’t provide the correct ideologies when traveling. The impression created is one based on not feeling safe while traveling while having challenges based on the available alternatives for travel, specifically with many tourists believing that the country is exclusive in the capabilities offered to those going into the country (Gosar, 2008). When looking at these different perspectives, it can be seen that there are several challenges based on the tourism trends with Greece and Serbia. While there is an increase in tourism and travel, there is also not sustainable development that is reaching most areas. The economic fluctuations can be seen between years with those interested in travel. The approach to developing the market is being lost to the competition of neighboring European countries. There is also a lack of development that is based on the government approaches, negative associations with the social structure and a lack of tourist spots which are considered worthy of visiting. While some areas have been developed, there are also challenges and limitations that have been created from social and governmental perspectives that are not inviting more tourists into the two regions. Research Methodology The main examination of this research study will be to consider where the areas of development and lack of opportunity is in both Greece and Serbia. There will be a specific association with the development of both areas in terms of tourism through a qualitative and quantitative review. These two reviews will work as a mixed methodology to examine and define the strengths and weaknesses of traveling to Greece and Serbia while looking at the approaches which are a part of changing the levels of tourism and expanding this with the available outlets for travel. The qualitative review will consist of 100 random individuals that are found in travel networks and that are interested in traveling through Europe. A survey will be given to each that consists of specific questions about the travels to Greece and Serbia. The overall ideology will be to look at the perspectives of traveling to these areas, what the impression is and why most do or do not choose this as a destination. This will create a different understanding and approach to the situation while building a deeper analysis of where the gaps are in society with the terms of travel and tourism between each of the individuals. The quantitative review will follow with the survey that is chosen for the individuals. This will consist of looking at the activity of tourism in both Greece and Serbia over the past decade. There will be percentages that are defined with where individuals have traveled, how long they have stayed and what times of the year they have traveled. This will be combined with statistics that are looked at with demographics and the major groups which are drawn to going to this country. The main concept for the survey will look at the different aspects of why individuals travel to these areas, what regions they stay in and why these are the most important. These two forms of reviews and surveys will be combined to show a specific perspective that is associated with the travels to Greece and Serbia as well as what the potential market is. It will also show where the weaknesses are with the travel and the target market. After analyzing both of these concepts, there will be the ability to strongly evaluate what is expected in terms of travel as well as where the gaps are for both countries in creating a better response to those that are going through Greece and Serbia. This will help to identify the places in which tourism can be improved with suggestions for changing the negative image and the marketing approaches that are currently a part of the countries. Project Planning Time Management Tool The project planning time management tool will be as follows: Week 1: Piece together the survey and find 100 random participants to take the survey after providing a confidentiality agreement Week 2: Piece together the statistics and analysis of the quantitative review through research of tourism areas, hotels and other concepts associated with travel Week 3: Examine both of the studies independently to draw conclusions. Combine the dependent variables of both studies to show how both are related. Draw conclusions about the areas where tourism is expanding as well as how it is limited in development. Conclusion The ability to build tourism in Greece and Serbia is one which is seeing signs for change and growth, specifically which is initialized through the increase in travel that is a part of both countries. However, it is also noted that there are limitations to this particular concept. This is associated with difficulties from governmental policies and images associated with institutions. This is furthered by problems that are created because of the infrastructure of the countries and the way in which this is associated with social concepts related to travel. Many who are traveling chose other European countries because they are well advertised and because they are looking at different alternatives for easier travel. Both Serbia and Greece can continue to expand options with travel and the other needs that are a part of tourism by examining the negative aspects of tourism and building new marketing initiatives to change the understanding of travel in both regions. References Ach, S. (2009). “How Well Does the Travel and Tourism Competitiveness Index Explain Differences in Travel Intensity Among Countries?” World Economic Forum. Dann, G. (2011). “Anglophone Hegemony in Tourism Studies Today.” A Pathmaking Journal(1517). Eurostat. 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