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Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions

Author

Listed:
  • Athena Yiannakou

    (School of Spatial Planning and Development, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

  • Angelina Apostolou

    (School of Spatial Planning and Development, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

  • Vasiliki Birou-Athanasiou

    (School of Spatial Planning and Development, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

  • Apostolos Papagiannakis

    (School of Spatial Planning and Development, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

  • Athina Vitopoulou

    (School of Architecture, Aristotle University of Thessaloniki, 54124 Thessaloniki, Greece)

Abstract

The focus of experiential tourism is for the consumer or visitor to experience the tourist destination and to actively interact with local people, cultures, and the place itself. In fact, it can be seen as a form of tourism that builds upon place identities, both tangible and intangible, by energetically introducing the visitor to the culture, history, nature, traditions, cuisine, and social life of a place. In doing so, the emotional, physical, or spiritual experience of the consumer becomes a dynamic source of place branding. The paper investigates the main features of experiential tourism in the Greek regions of Central Macedonia, and Eastern Macedonia and Thrace, and discusses their interactions with place identity. Our methodology consists of a qualitative survey based on semi-structured interviews with stakeholders and a thematic analysis to trace the main features of the experiential product and enterprises that develop such products. The paper concludes that experiential tourism in Greece bears many of the features highlighted in the literature. Furthermore, our findings underline some new aspects, especially the links between the experiential product, small and well-qualified enterprises, and a place’s tangible and intangible identities, which make experiential tourism an opportunity for locales and their branding.

Suggested Citation

  • Athena Yiannakou & Angelina Apostolou & Vasiliki Birou-Athanasiou & Apostolos Papagiannakis & Athina Vitopoulou, 2022. "Branding Places through Experiential Tourism: A Survey on the Features of the Experiential Product and Enterprises in Greek Regions," Tourism and Hospitality, MDPI, vol. 3(2), pages 1-16, May.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:2:p:28-450:d:816758
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    References listed on IDEAS

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    1. Paula Remoaldo & Mansour Ghanian & Juliana Alves, 2020. "Exploring the Experience of Creative Tourism in the Northern Region of Portugal—A Gender Perspective," Sustainability, MDPI, vol. 12(24), pages 1-17, December.
    2. Alex Deffner & Nicholas Karachalis & Eva Psatha & Theodore Metaxas & Kleanthis Sirakoulis, 2020. "City marketing and planning in two Greek cities: plurality or constraints?," European Planning Studies, Taylor & Francis Journals, vol. 28(7), pages 1333-1354, July.
    3. Konstantina-Dimitra Salata & Athena Yiannakou, 2020. "The Quest for Adaptation through Spatial Planning and Ecosystem-Based Tools in Resilience Strategies," Sustainability, MDPI, vol. 12(14), pages 1-16, July.
    4. Harry Coccossis & Mary Constantoglou, 2005. "The Need Of Spatial Typologies In Tourism Planning And Policy Making - The Greek Case," ERSA conference papers ersa05p693, European Regional Science Association.
    5. Metaxas Theodore & Deffner Alex, 2015. "Using Critical Path Analysis (Cpa) in Place Marketing Process: a Methodological Approach in the Case of Rostock, Germany," European Spatial Research and Policy, Sciendo, vol. 22(1), pages 135-151, June.
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