ιερεύνηση της Επίδρασης των ΟΑ «Αθήνα 2004» στην Εικόνα της Αθήνας & της Ελλάδας ως Τουριστικών Προορισµών ρ. Ευάγγελος Χρήστου

ιερεύνηση της Επίδρασης των ΟΑ «Αθήνα 2004» στην Εικόνα της Αθήνας & της Ελλάδας ως Τουριστικών Προορισµών ρ. Ευάγγελος Χρήστου

Εισαγωγή Ρόλος της εικόνας και της φήµης των τουριστικών προορισµών, σχετικά µε την αγοραστική συµπεριφορά των επισκεπτών και των δυνητικών επισκεπτών Στόχος της έρευνας: Η Η διερεύνηση της επίδρασης των ΟΑ «Αθήνα 2004» στην εικόνα της Αθήνας & της Ελλάδας ως τουριστικών προορισµών

Εικόνα Τουριστικού Προορισµού Η συνολική εντύπωση που δηµιουργείται στο κοινό, σχετικά µε ένα τουριστικό προορισµό (χώρα ή πόλη) Σχετίζεται µε: ιάφορα φυσικά, ψυχολογικά, και και συµπεριφορικά χαρακτηριστικά του του τουριστικού προορισµού Την Την εντύπωση σχετικά σχετικά µε µε την την ποιότητα του του προϊόντος/υπηρεσίας που που λαµβάνουν οι οι επισκέπτες ύο ύο βασικά βασικά στοιχεία: το το λειτουργικό (ή (ή ρεαλιστικό), και και το το συναισθηµατικό (ή (ή υποκειµενικό)

Εικόνα Τουριστικού Προορισµού Συµπέρασµα: Η εικόνα (image) είναι το αποτέλεσµα µιας αισθητικής διαδικασίας δηµιουργείται από ιδέες, αισθήµατα και προηγούµενες εµπειρίες, σχετικά µε έναν τουριστικό προορισµό, που ανακαλούνται από την µνήµη και µετατρέπονται σε «νοητικές εικόνες»

Φήµη Τουριστικού Προορισµού Σχετίζεται µε την αξιοπιστία του προορισµού Θεωρείται σαν καθρέπτης της ιστορίας του Συσωρευτική διαδικασία, κρίσεις Η ανάπτυξή της απαιτεί ικανοποίηση Απαιτεί βάθος χρόνου

Εικόνα & Φήµη Τουριστικών Προορισµών Αντίληψη Επισκέπτες & µη επισκέπτες Πηγές πληροφόρησης & ΜΜΕ

Ερευνητική Μεθοδολογία Πρωτογενής έρευνα µε δοµηµένο ερωτηµατολόγιο Τυχαία δειγµατοληψία (µεταξύ αλλοδαπών επισκεπτών, στην Αθήνα και σε 5 άλλες πόλεις), 1127 άτοµα Προσωπικές συνεντεύξεις από 42 φοιτητές του Πανεπιστηµίου Αιγαίου (Τµήµα ιοίκησης Επιχειρήσεων) Υπό εξέλιξη

Purpose of your trip to Athens % Leisure holidays 11 To participate in (or attend) a cultural event 9 To participate in (or attend) a sports event 4 Visiting friends and relatives, in combination with holidays entertainment 13 To participate in a conference/congress/seminar or education/training event 17 Business trip 24 Incentive travel (sponsored by your employer) 2 Health reasons 9 Religious reasons 2 Other reason 9 Purpose of your trip to Greece % Leisure holidays 33 To participate in (or attend) a cultural event 7 To participate in (or attend) a sports event 3 Visiting friends and relatives, in combination with holidays entertainment 8 To participate in a conference/congress/seminar or education/training event 6 Business trip 8 Incentive travel (sponsored by your employer) 2 Health reasons 9 Religious reasons 8 Other reason 6

Assessment of influence/impact of alternative sources of information, on decision to visit Athens, according to a 1-5 scale (1 = very significant and 5 = not significant): % friends and relatives 13 television adverts 6 radio adverts 4 adverts in magazines 14 adverts in newspapers 8 adverts in the Internet 11 posters / brochures / billboards 12 travel agents 7 books 4 articles 5 After attending Athens2004 Olympic Games 12 other 6 Assessment of influence/impact of alternative sources of information, on decision to visit Greece, according to a 1-5 scale (1 = very significant and 5 = not significant): % friends and relatives 10 television adverts 6 radio adverts 1 adverts in magazines 14 adverts in newspapers 9 adverts in the Internet 14 posters / brochures / billboards 14 travel agents 15 books 4 articles 3 After attending Athens2004 Olympic Games 4 other 8

(For first time visitors to Greece): General impression about the country, in comparison to their impression about Greece before visiting it Much worse - - - - - - the same - - - - - - Much better Average: 4.1

Assessment of Athens as a tourist destination, according to the following criteria: Very bad overall city appearance 2.8 Excellent overall city appearance Heavy traffic jams 3.1 No traffic jams Inadequate public transportation 4.3 Excellent public transportation Heavy air pollution 2.4 Low air pollution No options for shopping 4.2 Many options for shopping Feeling of insecurity/safety 4.6 Feeling of security/safety Very dirty public areas 2.6 Very clean public areas Unexciting city, without local color Charming city, with fascinating local 3.8 and culture color and culture Boring city 3.4 Interesting city Assessment of Greece as a tourist destination, according to the following criteria: Very bad overall country appearance 3.7 Excellent overall country appearance Heavy traffic jams 3.8 No traffic jams Inadequate public transportation 2.7 Excellent public transportation Heavy air pollution 3.9 Low air pollution No options for shopping 4.1 Many options for shopping Feeling of insecurity/safety 4.7 Feeling of security/safety Very dirty public areas 2.4 Very clean public areas Unexciting country, without local Charming country, with fascinating 4.4 color and culture local color and culture Boring country 4.5 Interesting country

Assessment of Athens overall image as a tourist destination before this visit (1 = not good, 5 = very good) Not good - - - - - - - - - - - - - Very good 4.6 Assessment of Greece overall image as a tourist destination before this visit (1 = not good, 5 = very good) Not good - - - - - - - - - - - - - Very good 4.1 Assessment of Athens overall image as a tourist destination after this visit (1 = not good, 5 = very good) Not good - - - - - - - - - - - - - Very good 3.5 Assessment of Greece overall image as a tourist destination after this visit (1 = not good, 5 = very good) Not good - - - - - - - - - - - - - Very good 4.4

Degree of intention to visit Athens again in the future Very high degree ----- ---- Very low degree 3.3 Degree of intention to visit Greece again in the future Very high degree - - - - - - - - - Very low degree 2.2 Degree of recommendation of Athens as a tourist destination to friends/relatives Very high degree ----- ---- Very low degree 2.1 Degree of recommendation of Greece as a tourist destination to friends/relatives Very high degree - - - - - - - - - Very low degree 1.4

Degree of agreement with the following statements (1 = totally disagree,5 = totally agree) DEGREE OF AGREEMENT Totally Totally Disagree Agree (1) (2) (3) (4) (5) I have been watching/attending live the Athens Olympic Games (at sports halls/stadiums) 1.2 I have been watching/attending the Athens Olympic Games through the 4.8 media (radio, the Internet, press) I really enjoyed watching/attending live the Athens Olympic Games 3.8 I believe that the Athens Olympic Games were a successful sports event 4.0 I believe that the Athens Olympic Games contributed greatly to the promotion of Greece all over the world 4.6

General impression/opinion from the organization of the Olympic Games in Athens: Very bad - - - - - - - - - - - - - - - - Very good 4.3 Do you think that, after the organization of the Olympic Games, the image of Athens match up to your expectations created from Athens promotion during the Olympic Games? Much worse image - - - - - - Same - - - - - - Much better image 3.4 Do you think that, after the organization of the Olympic Games, the image of Greece match up to your expectations created from Greece promotion during the Olympic Games? Much worse image - - - - - - Same - - - - - - Much better image 4.5

Πρώτα Συµπεράσµατα ιαφοροποίηση της εικόνας της Ελλάδας & της Αθήνας ως τουριστικών προορισµών: Μεγαλύτερη βελτίωση στην εικόνα της Αθήνας! Περισσότερο αποδοτική η βελτίωση της εικόνας της Ελλάδας! Μεταολυµπιακή αξιοποίηση;

Σας ευχαριστώ! ρ. Ευάγγελος Χρήστου (e.christou@aegean.gr)