Destination to Santorini - Case Study Example

Destination to Santorini According to the World Tourism Organisation, tourism is defined as the travel from one's own environment to a faraway place as part of leisure or for business purposes (Mandic, Mrnjavac and Kordic, 2018). Tourism is categorised into domestic and international tourism. People have different reasons to travel and therefore, the tourist must consider to have a good tour plan and choose appropriately the preferred tourist destination. The destination depends on the principles of preference and choice that is governed by the policy of nature gravitating around suitable tourism sustainability. In this report, Santorini will be discussed as the best tourist destination in the world. Santorini Island received the World's Travelers Choice Award as the most beautiful tourist destination (Greece Tourism Report, 2018). A. General Description of Santorini Several factors must be considered before the beginning of the tour. The Tourist must consider the climate of that region, political stability, the budget, the exact timing of the visit and finally, the culture of the locals. a) The History of Santorini A massive volcanic activity marked the development of Santorini Island. The eruption was recorded as the world's largest in the history. The main economic activity on the island includes tourism and agriculture. Agricultural products like white and red grapes are used to make wines. Santorini has a major archaeological site known as Akrotiri. The main settlements in the region include Kamari, Perrisa, Oia, Therasia, and Emporio (Ruggia, 2012). The main transport system within is by land where the bus transport system connects the main island with Fira. Santorini has two ports which include Skala and Athinios. Amongst all the islands in the world, only Santorini has an airport runway which enables the largest planes like Boeing 757 to land and to take off (Ruggia, 2012). b) The Political History of Santorini The island of Santorini is located few miles from Greece mainland in the southeastern part and the southern hemisphere of Aegean Sea (Ruggia, 2012). The island is 73km2 with a population of approximately 15500 according to 2011 population census report by the municipality (Ruggia, 2012). There are several uninhabited islands in that region apart from Santorini. Among them, Santorini is the largest with also inhabitants. Santorini is politically stable headed by the municipal council which is governed by a mayor. c) Santorini Culture The art of the housing system on the island is those of low lying cubical which are made of local stones which are sometimes whitewashed and mixed with volcanic ashes which provide unique color. The type of houses constructed is very expensive and less cost-effective due to good services. The houses are also insulated to enable controlled temperatures during summer and winter. The type of foods available includes tomato fritters, mashed fava beans, Greek salad, roasted Greek lamb and fried cheese covered in honey (Jane, 2018). Jazz and Folk music are some of the cultural festivals practiced in Santorini. In addition, religious festivals during Easter and Christmas are also celebrated. The locals of Santorini mainly speak Greek but due to overspread tourism, English is the second most spoken language. d) The Climate of Santorini The temperature in Santorini Island is averagely high, ranging from 14 degrees Celsius to 18 degrees Celsius from the month of December to April, 23 to 29 degrees Celsius from May to October with September at 19 degrees Celsius (Ruggia, 2012). B. Tourism Destination and Development The development of a tourism destination is usually built over time through a sustainable process. Kozak (2011) explains that the anticipation of a tourist during the journey is determined by three pillars of sustainability according to the World Tourism Organisation (2015). The pillars include environmental factors, socio-cultural factors and economic factors. Most tourism destinations begin in the prematurity stage, which is gradually transformed through strategic development policies to the international level of recognition. Manhas, Manrai and Manrai (2016) analysis have revealed that there exists an irrefutable correlation between tourist destination development and the brand image which is the main external representation. The brand image analysis is composed of three main components focusing on pre-tourism phase, travel phase analysis and post-tourism phase analysis. Pre-tourism phase corresponds to the reasons for which tourist travel (Manhas, Manrai and Manrai, 2016). Furthermore, pre-travel planning can be influenced by the key attraction that the destination offers that would give a tourist a memorable experience (Kozak, 2011). For instance, culture and economic reasons. The tourism management phase or travel phase involve marketers and developers whose are mandated to plan, determine and analyse the products and services tourists would most likely be attracted to (Manhas, Manrai and Manrai, 2016). Tourism also attracts local people who relocate from their home areas in search for jobs and other opportunities. According to Manhas, Manrai and Manrai (2016) and Kozak (2011), continued tourist activity would influence and transform the relationship between the tourists and the community members. The change will significantly attract more visitors to that particular destination and in the process, development would be actualised (Manhas, Manrai and Manrai, 2016). Marketers play a critical role and are part of the key drivers of destination development which is achieved over time through political stability, economic plan, cultural exploration and environmental influence (Kozak, 2011). Infrastructure and tourist facilities are at the forefront of the development agenda suggested by the organisers and planners. Developers should engage with marketers to improve the best image brand of the destination in order to attain international market competition (Manhas, Manrai and Manrai, 2016). The final development stage which is mainly post-tourism phase is analysed through the tourist experience of the destination (Manhas, Manrai and Manrai, 2016). The destination needs to be distinctive and must meet the expectation of the tourist. Destination personality arises as a result of tourist perception and the experience from the destination (Manhas, Manrai and Manrai, 2016). The best experience provides a unique identity for the destination and tourists themselves would most likely be involved in indirect marketing by sharing their experience with friends, family members and relatives. Moreover, the level of satisfaction determines whether the tourist would most likely to visit. C. The Main Pull Factors and Visitors Attraction to Santorini and the Experience i) Attraction Sites a) Kamari Beach Kamari beach is one of the largest beaches in Santorini (Jane, 2018). Hotels, shops, restaurants, and bars are found here. The beach is well furnished with lounge chairs and available umbrellas for visitors. The purpose is to provide them with the best experience as they can enjoy the blue waters from the southern shore by planting their foot. They also enjoy a wider view of Mesa Vouno Hill where one can access the ancient archaeological site. b) Akrotiri and Prehistoric Museum of Thera Akrotiri is an ancient archaeological site that is dated back to 1860 with the rich history of being one of the old ports. Volcanic eruption resulted in its destruction (Read, 2018). The prehistoric place provides an in-depth understanding of the current existence and the appreciation of world history. Thera is an archaeological site that is dated back to thousand years (Read, 2018). The frequent volcanic eruption destroyed most of the preservation that would have provided more information. Thera was occupied by the earliest Greeks in the 9th century B.C. the ruins in this site belong to the homes which were built by Alexander the Great. In addition, the site contains the ruins belonging to the old religion, military gym and old city which were administrative buildings. c) Winery Tour Most interesting Santorini holds the history of the best wine industry in entire Europe (Iliopoulos and Theodorakopoulou, 2014). Wines are grown in soil where volcanic activity had taken place. The fertile land enables for a unique taste of wine giving the best flavour. Tourists are able to access the museum where preserved wines are provided from the winery to demonstrate Santorini's history of wine production. Visitors benefit from the unique and distinctive taste of the wine which can never be found outside Santorini (Iliopoulos and Theodorakopoulou, 2014). d) Amoudi Bay The Amoudi bay is a beautiful place to swim. The bay is surrounded by the cliffs and some lime washed buildings which are emblematic to Santorini. A small island is known as Saint Nicholas that is near the bay provides the visitors with an everlasting experience since they can climb the rocky hills and then jump from a designated point into the waters. ii) Favourable Climate Climatic conditions in Santorini changes from one month of the year to another. Similarly, the number of tourists also vary from one month to another. The main prominent seasons are summer and winter. According to research by (Ruggia, 2012), despite the weather changes and transition from one season to another, tourism facilities have never been empty. Only the number of visitors at a particular time varies. High seasons are marked with occupied hotels, restaurants and beaches while low season features a considerable number that is below the average. Tourists have different opinions pertaining to climate as to which are the best time to visit the island. Some visitors prefer summer, while others prefer winter. January and February are marked with damp, windy and cold atmosphere with an average maximum temperature of 14 degrees Celsius with an average rainfall of 35mm to 42mm (Jane, 2018). The two months are 10% crowded as compared to high seasons. Visitors who prefer cold seasons visit Santorini between January and March. March has an average rainfall of 32mm and a temperature of 16 degrees Celsius. The island becomes 30% crowded due to reduced rain, and improved temperatures from the previous two months. Summer begins in May and temperature peak measurement increases to 22 degrees Celsius as the rain drastically falls to an average of 7mm. The city receives more visitors and the number increases considerably through the month of June, July with the highest peak in August at 100% crowd (Jane, 2018). Temperature between June and August are between 26-27 degrees Celsius with very low rainfall. The best temperatures are in September with an average of 25 degrees Celsius which is the maximum room temperature favourable for humans (Jane, 2018). Most tourists prefer the month of September as they consider it to be much favourable in terms of climate. iii) Economic Factors Economic factors are determinant variables which tourist consider before choosing a destination. Santorini is well advanced in terms of economy and services. Hotels range from 3 stars to 5 stars. Ruggia (2012) illustrated that the cheapest hotels charge $38 per night and even below while the most expensive will sell at $1,270 and above. Hotels are in good condition and services are good. The prices of food are fair at $20. Domestic beer and wines are available from $2.25 and $20 respectively (Ruggia, 2012). Another considerable economic factor is the currency exchange rate. According to tourists, the exchange rates should be lower. In addition, some tourists consider destinations which can manage inflation rates due to tourist activity (Gilaninia and Sharifi, 2013). Greece government has been able to manage inflation rates despite the fact that they receive above 30 million tourists every year (Caldwell, 2016). iii) The Experience after the Visit from Santorini Attraction Sites Customer satisfaction depends on their own experience since it is a cumulative desire that can only be measured qualitatively (Mandic, Mrnjavac and Kordic, 2018). The visitors would love to live their expectation after a visit to Santorini. Visitors would be able to acquire full satisfaction of Santorini attractive beaches, unique quality food, quality wines that are only found in Santorini, good weather, attractive hotels and different archaeological sites with historical backgrounds (Jane, 2018). D. The Role of the National Government to Develop Tourist Activity in Santorini The main economic activities in Santorini are agriculture and Tourism. Tourism contributes to 20% of the local employment. Among the Greek islands, Santorini is the most visited. Greek National Tourism Organisation revealed that 26 million tourists visited Greece in 2015, 30 million in 2017 and 33 million in 2018 (Greece Tourism Report, 2018). The number is anticipated to increase in the year 2019. Santorini receives more than 5 million tourists every summer. The government of Greece through regional and local authorities decided to provide more support to the ministry of tourism in a bid to promote more tourism activity. The island of Santorini is the main national focus and has received a lot of support over the past years. The Greek government has resorted to the following strategies to promote tourism activity; a) Tourist Sustainability Kakoudakis and McCabe (2018) pointed out that most hotels in Santorini have resorted to the installation of the photovoltaic systems as advised by the government through Tourism Development Policy which enables these hotels to be carbon neutral. Kakoudakis and McCabe (2018) further indicated that the government through municipality has facilitated sufficient energy power supply, monitoring software system and a desalination process through the current technology system. Fotiadis and Vassiliadis, 2015) reported that the government of Greece has also capitalised in the promotion of nature reserves and exclusive ecosystems like mountain climbing and bird watching where tourists will find a distinctive and an exceptional tourist destination. b) Human Resource Greece is a country of 11 million residents which accommodates 33 million tourists every year. According to Kakoudakis and McCabe (2018), the government noticed that the number is bigger than the country's population and therefore the people must be equipped to provide the necessary services required by the tourists. Tourism education and training were therefore mandatory for the locals. The courses included catering, human resource management, hospitability and literature to enable the locals to interact freely with the tourists which visit from all over the world. c) Infrastructural Development The National Strategic Reference Framework (NSRF) initiated by European Unions (EU) for the periods between 2007 and 2013 established EU programmes for the structural fund where Greece secured €40 billion for the development of the country as depicted by Lichrou and Patterson (2017) in their writing. The Greek government used 82% of the money for regional development especially the tourism sector which received € 500 million according to Greece Tourism Report (2018). The money was used in the development of ports, roads and facilities that would promote tourist activities in Santorini. Local investors have also taken the opportunity to pump resources in tourism sector used to build hotels and to develop most tourist sites like beaches. The investment Incentive Law amended in 2011 by the Greek parliament encouraged entrepreneurship where private sectors were allowed to participate in investment opportunities that would promote tourism development. The newly implemented law of Public-Private Partnership which was as a result of ministerial and presidential decision further gave investors several opportunities to involve freely in infrastructural development. The regional government is planning to develop residential real estates and integrated resorts in Santorini (Read, 2018). The process will include the expansion of some new sectors like agro-tourism products, sports tourism, health tourism which is done through thermal springs and religious tourism (Lichrou and Patterson, 2017). Mandic, Mrnjava and Kordic (2018) attributed that recreational facilities promote social tolerance, cultural exchange and international cohesion, Santorini through the municipality has set out resources that will lead to this development. d) Provision of Security World Health Organisation emphasises that security and safety of tourist are equal to the measure of tourism development in a particular destination (Ghaderi, Saboori and Khoshkam, 2017). Safety of tourists is equally proportional to the future development of tourism. With the larger population of tourists visiting Santorini, the municipality and national government have put in place security measures that would respond to any kind of threat ranging from external attacks, organised crimes, drugs and fights. The good safety provision in Santorini has led to an increased number of visitors from one year to another. E. Economic, Social and Environmental Issues Relevance to Santorini’s Tourism Activity a) Environmental Issues World Tourism Organisation recognises that quality environment which can either be natural or artificial is crucial for tourism. Nevertheless, the relationship that tourism activities have with the environment, on the contrary, is very complicated. The activities, in general, are associated with a negative impact on the environment. Santorini has experienced rapid development in the recent past, a process which is aimed at expanding tourism activity with an aim of raising revenues to the government and even to provide employment opportunities to the local (Dimelli, 2017). High level of competition of other tourist destination has further catalysed the development process. The rapid and gradual change of environment requires advanced scientific studies which will help detect the changes which are unnoticeable. i) Land degradation and Depletion of Local Resources According to Dimelli (2017), high-level infrastructural development such as road and airport constructions, construction of tourist facilities like hotels, restaurants, resorts, recreational facilities like golf and sports clubs have contributed negatively towards the environment. Minerals, fertile soil and fossils have been fully exploited due to these activities. In addition, Santorini accommodates visitors mainly during high seasons. There are reduced activities during low seasons as compared to periods of summer. During high seasons, the local resources are exploited at the expense of accommodating the growing number of tourists. The use of resources like water, energy, raw materials and food suffer great constraints due to pressure mounted on them by the tourists (Dimelli, 2017). Recreational and residential facilities are fully occupied by the tourists and the local. The high number of tourists in Santorini has prompted the Greek government to initiate a plan that would enable limit the number of tourists at a particular time in Santorini. ii) Environmental Pollution Santorini continues to struggle with the management of different types of pollution brought about by tourism activities (Dimelli, 2017). Transport by either road or air in Santorini causes high-level noise pollution. The busy airport and roads cause congestion and lack of peace to the locals. Tourism contributes to 60% of all air travellers in the world. Majority of tourist travel in Europe end up in Santorini. Carbon (IV) oxide emitted by flights in one return ticket is more than that which is emitted by other resources. The fact that Santorini accommodates Boeings and airbuses is an indication of the level of air pollution in that area. Noise from these planes, cars and buses are dangerous noise pollution. Waste disposal and littering is a serious problem in Santorini due to the high number of tourist activities. The municipal government is tasked to manage all wastes and effluents that arise from the activities. Santorini is estimated to produce 60, 000 tons of waste every year (Stylidis and Terzidou, 2014). Construction of facilities and hotels posed a great challenge to sewage management in Santorini due to leakages into the water. b) Social Issues Associated with Tourist Activity in Santorini Pavlic, Portolan, and Puh (2015) revealed that tourism has contributed to commodification. Religious activities and festivals in Santorini are modified to suit the expectation of the tourists. The fact that regional government has initiated a policy to reconstruct and improve more tourist attraction sites is in effect to meet tourist expectation. Sacred places lose respect and authenticity since the main focus is to have tourists entertained which has contributed to ethnic reconstruction (Pavlić, Portolan and Puh, 2015). Another effect of tourist activity is social clashes. Tourists travel from all corners of the earth with different languages, lifestyle, geographical area and with the distinctive cultural background then converge at Santorini (World Tourism Organisation, 2015). The interaction between one another leads to misunderstanding and misinterpretation. The development of conspiracies causes irritation due to tourist behaviour. Lack of tolerance by the locals fades away, for instances, the residence of Santorini has urged the government to reduce the number of tourist visits due to the interference of local activities (Pavlić, Portolan and Puh, 2015). According to Papanicolaou (2012), Santorini is also known for commercial sex exploitation of both adults and children. According to the government report, the estimation was that 80% prostitutes in Santorini are Greek women. Furthermore, the report revealed that they were aged between 17 and 20. The number translates into 16500 women who according to street estimate (Papanicolaou, 2012). Despite the fact that tourism creates employment, strengthening of communities, cultural revaluation and tourist development and residents, the negative effects are in coexistence. c) Economic Issues Relevance to Tourist Activity in Santorini World Tourism Organisation established that in the year 2015 1.1 billion tourists travelled worldwide spending a total of €7.7 billion (World Tourism Organisation, 2015). Tourist is the number one export earner and therefore provides employment to several people not only in Santorini but also in the world (Stylidis and Terzidou, 2014). Tourist activity compelled the government to spend a lot of revenue improving infrastructures like roads and airports. The money used in the sector can be diverted to other government institutions like health and education. Most commodities and basic services like food have increased in terms of their prices (Stylidis and Terzidou, 2014). The government initiative to build more houses was in effect to reduce the cost of rental houses in Santorini. Locals whose wages don't increase proportionally experience difficulties in settling their bills. According to Stylidis and Terzidou (2014), the positive economic impact tourism provide is the employment opportunities. The industry generates a lot of income to the government of Greece. F. Future Prospects and Recommendation for Santorini Tourism Development Generally, world tourism has been developing over the years due to high-level competition for the market share. Santorini in equal measures is still under vigorous competition from other tourist destinations that offer the same services in Europe. According to Smith (2017), residents of Santorini have seen the growing number of tourists in the region and the government suggested that the population has reached a saturation point. However, based on several challenges Santorini has undergone in the previous years, there are still development strategies (Kozak, 2011). The tourism future of Santorini will remain incandescent if the locals, the city authorities, the national government, and other stakeholders adopt world tourism organisation policy to achieve some of the visions which are comprehensibly outlined by the parliamentary law policies and the executive decision made by the government. The city residents should take responsibility of maintaining the high-level status that has been achieved and also to advocate for other development agendas. a) Reduction of Rental Houses The general recommendation to the Santorini tourism sector which is prospectively aimed at boosting tourism in the classical region will adequately correspond to the policy projected by the United Nations World Tourism report (Kozak, 2011). Public servants do not find it easy to work in Santorini due to high living standards. Public servants like doctors are willing to work in government health centres but this has never been easy. The government should adopt mechanisms to boost health sectors in the region. The high rate of rental houses is alarming in the island region. Residents and visitors who work in Santorini do not find it easy to access affordable hospital bills due to high cost brought by tourism activity. Children of the 15,500 residents in Santorini struggle to attend affordable schools. The residents who work in Santorini and cannot be able to live a normal life due to the high cost of living are affected socially and this in effect affects their effectiveness and productivity (Lee and Pryce, 2010). The government should build their own residents for the public officers who are assigned duties in this region. Tourists require different types of services and therefore when workers enjoy their job, tourists receive full satisfaction (Lee and Pryce, 2010). Tourist expenditure will also increase with the quality services they receive. The government should also build more houses for tourists and then reduce the rental cost. b) Increased Water Supply The water consumption rate at Santorini stands at 46%. Residents are much-worried siting lack of economic and environmental sustainability. Santorini should adopt water conservation through the recycling process. Water from the ocean should be channelled and brought under the desalination process to remove salts and other components that are making it unsafe for drinking or for irrigation. The number of tourists visiting Santorini increases every year. With the consumption level at 46%, it will be impossible to supply water for the residents and tourists. When the water crisis hits the islands, tourists will divert their ways and will automatically opt for the competitor's destination. The process entails at future observation and early prevention (Telfer and Sharpley, 2015). The mechanical process of water preservation will elevate tourism in Santorini and the destination will be able to outsmart the competitors even in the future. c) Prevention of Environmental Pollution With the highest number of tourists on the island, environmental pollution is one of the major crisis in Santorini. Poor waste disposal, sewage leakages due to the construction of facilities, noise pollution as a result of airplanes and motor vehicles (Telfer and Sharpley, 2015). Conducive and peaceful environment promote tourism. Most of the tourists travel to Santorini during holidays for leisure. During such moments tourists prefer a cool environment free from noise and other sources of pollutions. The municipality should control the number of airplanes landing and the number of vehicles being used. Due to the high population in Santorini, accidents are very rampant. The city municipality should construct large footpaths to avoid accidents that destroy the lives of tourists. d) Putting Cultural Treasures Online According to the World Tourism Organisation, Santorini holds the best cultural heritage in Europe (Telfer and Sharpley, 2015). The European Commission published two reports in 2014 that was aimed at advising the European Cultural Institutions with the help of government support to put cultural heritage online where the world can access. The reports were corresponding to the International Conference held in Rome where the commission guaranteed to take responsibility of monitoring the experts who were to assist on online digitalisation. Santorini should adopt technological upgrading to upload the cultural heritage online. International Conference on Digital Preservation advocates for long term management of digital materials which includes all materials of historical background. e) Modernisation of Culture and Creative Industries Cultural and creative industries contribute to a significant share for the economy in most EU countries. Creativity and innovation can be applied to promote the Modernisation of culture and arts. Artwork and cultural expedition contribute to €509 billion in a year on the continent of Europe (Kozak, 2011). Santorini should transform to initiate Modernisation processes that would promote competition with other tourism industries. The government is capable of upgrading tourist sites in a bid to expand the industry. Due to advancement in technology, Santorini should be marketed online through the digital system. Art and culture should be market on the internet so that the larger market can be reached. In addition, the artwork preserved in national museum promotes tourism as well as income. In conclusion, the development of the tourism sector in Santorini requires national responsibility. Maintenance of natural resources, proper disposal of waste products, the establishment of preventive measure to control environmental pollution, globalisation of cultural heritage and Modernisation of culture and art through digital systems. The government should also expand health centres, educational facilities and training should be organised in Santorini. With the high growing population of tourists on the island, more locals should be able to take courses related to tourism which would help boost the development of tourism. Agricultural activities need to be enhanced, irrigation systems so that the island can produce food which is enough to be consumed by the locals and even tourists. References Caldwell, D. 2016. Greece: Economic Crises and Management. Hauppauge, New York: Nova Science Publishers, Inc. (European Political, Economic, and Security Issues). Dimelli, D. 2017. The Effects of Tourism in Greek Insular Settlements and the Role of Spatial Planning, Journal of the Knowledge Economy, 8(1), p. 319. Fotiadis, A. K. and Vassiliadis, C. 2015. A Comparative Study of Sustainable Development in Small and Medium Tourist Hotel Industry from Santorini (Greece) and Taiwan, Enlightening Tourism, 23(2), pp. 155–179. 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