Aviation Offers for City-breaks Supported by the Right Marketing Policy Can Not Be Affected by Economic Crisis: The Case of Cultural Tourism in Athens
P Kouri-Toyas, University of Piraeus, GR
This paper is an attempt to correlate air traveling offers, with city breaks, cultural traveling and elimination of spending for traveling, taking into account the marketing policies developed by a state.Case study, Athens.
This paper is an effort to correlate air traveling offers (due to the strong competition in the European aviation market), with city breaks, cultural traveling and elimination of spending for traveling, taking into account that cultural traveling is a human need and can not be eliminated, but can change character, of course with the support of the appropriate marketing policy developed by a state.
Therefore, the hypothesis of this paper is: Given the air competition, and the respective traveling offers, related to the appropriate marketing policy, the demand for city breaks for cultural tourism at a particular destination (e.g. Athens), can be increased.
The methodology used, will be based, initially, on the selection and analysis of data, arrivals and departures from the El.Venizelos, Athens International Airport and from visits generated at sites as Acropolis (UNESCO world heritage site), New Acropolis Museum, Ancient Athens Agora, etc. At a second stage will be studied and analyzed the marketing policies developed by the Greek State for the promotion of Athens as a city break destination along with the discount or ?special offers? policies developed by the air companies flying to Athens. Finding will be studied, matched and presented to this congress together with the conclusions made for the correlation, if any, of city breaks increase to the air companies? offers and the national tourism marketing policies.
However, for cities with a long tradition in cultural tourism, city breaks remain as one of the most popular types of visit. Taking into account the worldwide economic crisis and the elimination of the holiday periods, city breaks are still a means for generating cultural visits, with low costs, since the strong competition between air companies leads to the minimization of travel costs, together with the human need to see more, but also to minimize spending.
So, through this study, congress participants will have the chance to see the results of the correlation of ?air tickets offers? with respective marketing policies developed for cultural tourism in cities as Athens (an old city with too many interesting sites for cultural tourists, irrespective to economic crisis, since city breaks keep costs low and deliver cultural travelers high satisfaction, given the existence of a well organized visits program.
Association for European Transport