OVERTOURISM AND MARKETING STRATEGIES OF TOURISTIC ENTERPRISES

Abstract

Overtourism is a phenomenon that affects many touristic destinations. This study aims to explore the attitudes of touristic enterprises towards the impact of overtourism on touristic destinations. Moreover, it aims to explore the marketing strategies that each identified group of enterprises adopt. A primary survey was carried out in June – October 2019 to a random sample of tourism enterprises operated in Greece. Principal component analysis (PCA) was conducted to identify the main attitudes of tourism enterprises towards the impact of overtourism on tourism industry in the destination they operate. Cluster analysis was performed to classify those enterprises into groups according their attitudes towards overtourism. Two strategic groups of enterprises were identified: (a) conscious and (b) opportunists. In the next step, PCA was also elaborated in order to identify the main strategic dimensions influencing the marketing strategies that “conscious” and “opportunists” tourism enterprises follow. Furthermore, hierarchical and k-means cluster analysis were used to identify the marketing strategies that “conscious” and “opportunists” tourism enterprises adopt. Non parametric chi-square test was performed to develop the profile of those enterprises. Finally, the Friedman non parametric one way test was conducted to explore the association between each marketing strategic group and their opinion about opportunities and threats that overtourism creates regarding the improvement of the attractiveness of the places in which they operate.

Keywords

• overtourism
• tourism marketing strategies
• tourism enterprise
• impact of overtourism