Culture Change Management and Sustainability for Greek Tourism: A Political Economy Approach
Sustainability has become a focal reference for accountable and co-operating policy-making in recent times as a response to increasingly growing ecological concerns. This theme has become the basis for a burgeoning interdisciplinary literature.
The present study develops a political economy of culture change framework to explore, in the case of Greece, the possibility of effective sustainable tourism development amidst a mature, and often, conspicuous culture of mass tourism and real estate development.The effectiveness of new forms of tourism is assessed through destination image analysis that utilizes several aspects of Greek habitus such as the Mediterranean nature and lifestyle, the historical heritage, an orientalist discourse and exotic ontology as opposed to everyday life.
With the aid of informative visitors’ surveys and statistical data, the present article assesses the potential for a re-exoticism of Greece as a destination of sustainable leisure travel, the implications for culture management and the difficulties associated with culture change for the agents of this mass tourism destination towards sustainable tourism development including institutional inefficiencies, lack of know-how in destination image development and poor co-operation.
Published in International Journal of Environmental, Cultural, Economic and Social Sustainability , 6 (6), 213-218
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