Book Research Study On Ecological Areas (2006), Isbn: 978-960-89573-0-5, Editor S. T. Kapiki

BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-960-
89573-0-5, Editor S. T. Kapiki
PART IV:
THE IMPORTANCE OF NEW ECOTOURISM ACTIVITIES
IN REGIONAL DEVELOPMENT (PP. 195-223)
by Nikoletta G. Tatari
1.1 INTRODUCTION
Worldwide, tourism has been recognised as an important industry for global economy,
being one of the largest and fastest growing sectors. According to World Tourism
Organisation (WTO, 2005), tourism may be defined as the processes, activities, and
outcomes arising from the relationships and the interactions among tourists, tourism
suppliers, host governments, host communities, and surrounding environments that are
involved in the attracting and hosting of visitors. It comprises the activities of persons
travelling to and staying in places outside their usual environment for not more than one
consecutive year for leisure, business and other purposes not related to the exercise of
an activity remunerated from within the place visited (Cooper et al, 1999: WTO and
UNSTAT, 1994).
A more comprehensive definition would be that tourism is a service industry, comprising
of a number of tangible and intangible components. The tangible elements include
transport systems - air, rail, road, water and now, space; hospitality services -
accommodation, foods and beverages, tours, souvenirs; and related services such as
banking, insurance and safety and security. The intangible elements include: rest and
relaxation, culture, escape, adventure, new and different experiences.
In the global tourism map, the impact of tourism industry, directly or/ and indirectly, is of
great significance, transforming this sector to one of the most important economic,
social, cultural and political phenomena of the twentieth century (WTO: Ceballos-
Lascurain, 1996). According to tourism studies (WTO, 2006; European Community,
2006; European Travel Commission, 2005), tourism produces approximately 10,9%
(directly, indirectly and induced) of global GDP and employs approximately 10,7% of
total labour force.
World Gross Dom estic Product (GDP) World Labour Force

10,90% 10,70%
89,10% 89,30%
Tourism industry Other industries Tourism industry Other industries
Exhibit 1: Percent of World GDP & Global Workforce

Source: WTO, 2006; European Community, 2006; European Travel Commission, 2005
Apart from the economic impact 1 of tourism, the increasing number 2 and size of tourism
companies and destinations, and of their suppliers has a direct impact on the
environment, leading to the emergence of sustainable tourism, with the concept of
sustainability being among the ten most important trends in the tourism industry 3. In this
context, the evolution of Ecotourism provided an effort to effectively manage the natural,
economic and social resources of a destination and their capacity to re-generate. Thus,
Ecotourism is regarded to be an alternative form of tourism that combines local
economic development, protection of the quality of the environment and promotion of the
natural advantages and the history of an area.
1.2 TOURISM REGIONAL DEVELOPMENT

Economic globalisation and the growing interdependence between countries are highly
beneficial to the tourism industry, and they are changing the patterns of production and
consumption, leading to greater competition, the emergence of new destinations, new
marketing methods and the development of quality standards in line with a global
market. The growing liberalisation of economies and of trade in goods and services, the
1
Tourism: Facts & Figures
[WTO, 2006; European Community, 2006; European Travel Commission, 2005]
Market share:
Share of Global Tourism Arrivals, 2004
Share of Global Tourism Receipts, 2006
4,60% 4,30% 3,40%

2,90%
16,50%
21,20%
54,60% 20,00% 52,50%

20,00%
Africa America Asia & The Pacific Europe Middle East Africa America Asia & The Pacific Europe Middle East
Purpose of Visit:
Arrivals by Purpose of Visit, 2004
8,30%
24,20%
51,80%
15,70%
Leisure, recreation & holidays Business & professional
VFR, health, religion, other Not specified
st th
World’s Top 20 Tourism Destinations, 2004: France (1 ), Spain, United States, China, Italy (5 ), UK, Hong
th
Kong, Mexico, Germany, Austria, Canada, Turkey, Malaysia, Ukraine, Poland, Greece (16 ), Hungary,
Thailand, Portugal Netherlands
st rd
International Tourist Arrivals in Europe, 2004 (Top 15): France (1 ), Spain, Italy(3 ), UK, Germany, Russian
th
Federation, Austria, Turkey, Ukraine, Poland, Greece (11 ), Hungary, Portugal, Netherlands, Croatia
nd rd
International Tourist Receipts in Europe, 2004 (Top 15): Spain, France (2 ), Italy (3 ), UK, Germany,
th
Turkey, Austria, Greece (8 ), Switzerland, Netherlands, Belgium, Portugal, Croatia, Sweden, Poland
2
Almost 2 million firms active in the European tourism sector (ETC, 2005)
3
Tourism Trends for Europe (ETC, 2005): 1) Demography, 2) Transportation, 3) Sustainability, 4) Safety &
Security, 5) Health, 6) Awareness & Education, 7) Leisure time, 8) Travels experience, 9) Lifestyles, 10)
Information Technology
development of rapid, safe and affordable modes of transport and the emergence of
information technologies have been major factors in economic, tourism and leisure
development. But these trends create new challenges for regional economies
increasingly engaged in trade with the domestic and international economy.
Tourism and regional development are closely linked. Tourism policy, which is a tool for
economic development and job creation, is becoming an instrument for territorial
development and for enhancing and preserving an area’s heritage. Tourism, through
active promotion policies, can also become a tool for integrating less developed regions
or giving them equal access to the fruits of growth.
Many public sector bodies (e.g. National Tourism Organisations) are involved in the
planning, development, management and marketing of tourism at regional and local
levels. They are appointed to set up mechanisms to improve the competitiveness and
quality of tourism at regional and local levels, in order to ensure the sustainable and
balanced development of tourism at national levels, improve the industry’s performance
and make tourism areas more competitive at regional, national and international levels
and to reconcile local tourism development with the preservation and renewal of tourism
resources.
Tourism, which is one of the main service industries worldwide in terms of earnings and
jobs, should, according to forecasts, continue to grow in coming years. It has contributed
significantly to the domestic economic growth of many countries (e.g. Spain, Turkey
etc.), and it has emerged as a major factor for regional economic development (e.g.
France, Greece, Ireland, the United States etc.).
Tourism has been highly beneficial to certain types of regions (Covarrubias, 2004)..
These regions are mainly coastal (such as Emilia-Romagna in Italy), mountainous
(Valais in Switzerland), urban and historic (Ile-de-France in France) or regions with
exceptional natural resources (Quebec in Canada), but regions with different profiles can
also benefit from the growth of tourism. They can be rural, promoting green tourism,
leisure and nature activities (Queensland in Australia), very remote (Greenland in
Denmark) or regions undergoing industrial restructuring (Nord-Pas-de-Calais in France).
In this context, tourism often is been identified as a possible development strategy.
Regions and local authorities play a key role in the formulation of policy and the
organisation and development of tourism. Thus, tourism is a useful territorial
development tool provided that it is based on planning and viable strategies for
promoting the balanced development of the area, in which tourism will not necessarily
become the dominant activity. The main objectives of tourism regional development are
(Cooper et al, 1999):
 to develop a tourism sector that, in all respects and all levels, is of high quality,
though not necessarily of high cost;
 to encourage the use of tourism for both cultural and economic exchange;
 to distribute the economic benefits of tourism, both direct and indirect, as widely and
to as many of the host community as feasible;
 to preserve cultural and natural resources as part of tourism development and
facilitate this through architectural and landscape design which reflect local
traditions;
 to appeal to a broad cross-section of international (and domestic) tourists through
policies and programmes of site and facility development;
 to maximise foreign exchange earnings to ensure a sound balance of payments;
 to attract high-spending “up-market” tourists;
 to increase employment opportunities; and
 to aid peripheral regions by raising incomes and employment, thus slowing down or
halting emigration.
Tourism regional development provides attractive opportunities for a number of

providers of goods and services, ensuring a framework for raising the living standard of
the people through the economic benefits of tourism. However, it is important a
development programme to be established consistent with the cultural, social, and
economic philosophy of the government and people of that region, in order to optimise
visitor satisfaction.
1.3 NEW FORMS OF TOURISM

The evolution of traditional tourism towards other alternative types of tourism was the
result of increased awareness of the severe impacts of mainstream tourism [e.g. in the
Mediterranean countries the impact of 3Ss model (Sea, Sun and Sand)]. The global
concern on issues such as seasonality, carrying capacity, wealth (re-)distribution,
destination competitiveness introduced the New Forms of Tourism (or, Niche Tourism).
In recent years, special forms of tourism, offering travellers the opportunity to enrich their
activities by attending specialised programmes such as therapeutic–spa tourism,
religious tourism, ecological tourism, agritourism etc, have been developing more and
more systematically. This resulted in popular tourism destinations known for holidays of
the “classical type” to attract people interested in alternative holidays who, apart from
relaxing and sightseeing, wish to enjoy the unique experience offered by a country’s
nature and its “products”, its religious culture and the specialised infrastructure of the
tourist industry.
Below is an effort to summarise the most important New Forms of Tourism (Exhibit 2).
New Forms of Tourism Description

Adventure tourism It is a type of niche tourism involving exploration or travel to
remote areas, where the traveller should expect the unexpected
Agritourism – Agricultural tourism It is a style of vacation in which hospitality is offered on farms,
the traveller being part of an agro-life and work on farm
activities during the visit. It includes the opportunity to actively
participate in the farm operations, to learn technical issues on
the production of milk, feeding the kettles etc.
Armchair tourism, or Virtual tourism This kind of tourism refers to the fact of not travelling physically,
but exploring the world through the Internet, books, TV, etc.
Bookstore tourism It is an effort to support independent bookstores by promoting
them as a travel destination.
Business tourism It is an alternative form of tourism consisting of Meetings,
Incentives, Conventions & Exhibitions (MICE) and the Event
Industry and involving organising and planning of events in
areas that offer integrated tourism and hospitality facilities.
Cultural tourism It is associated with tourists’ visits to cultural heritage
monuments, interesting cities (e.g. London, Paris, Athens,
Rome, Prague, Beijing, Kyoto) or cultural events, and
experiencing their cultural heritages.
Cyber tourism A new type of tourism experience that entails the use of new
technologies to achieve a tourism experience. It is an
electronically simulated travel experience that is a substitute for
a physical tourism experience. This type of tourism will allow
participants to travel to places via new technologies free of the
usual restrictions of time, distance, cost and human frailty.
Disabilities tourism, or Tourism for All It is tourism for people with disabilities or with functional limits.
Disaster tourism It deals with travelling to a disaster scene not primarily for
helping, but because it is interesting to see. It can be a problem
if it hinders rescue, relief and repair work.
Drug tourism It deals with travelling to a destination for making free use of
different drugs, or, illegally, often extremely risky, for taking
them home.
Ecotourism It is the type of tourism that caters for the protection of natural
and cultural heritage; provides funds for preserving land and
water resources and supports the biodiversity and conservation,
having minimal impact on the environment (e.g. safaris (Kenya),
Rainforests (Belize) and hiking (Lapland), or national parks).
Educational tourism It involves travelling to an education institution, a wooded
retreat or some other destination in order to take personal-
interest classes, such as cooking classes with a famous chef or
crafts classes.
Gambling tourism It deals with travelling to famous destinations for the purpose of
gambling (e.g. Atlantic City, Las Vegas, Macau or Monte Carlo).
Heritage tourism It deals with travellers visiting historical (e.g. Athens, Rome) or
industrial sites (e.g. Glasgow), having old canals, railways,
battlegrounds etc.
Health tourism It deals with travelling for rest and relaxation; for non-traditional
medical therapies; for cosmetic surgery; for physical and mental
wellness; for fitness level improvement; for healthy lifestyle
education; for nutrition counselling; for healing; for preventative
medicine; for solving personal problems like stress and
depression.
Hobby tourism It deals with travelling alone or with groups to participate in
hobby interests, to meet others with similar interests, or to
experience something pertinent to the hobby (e.g. garden tours
or square dance cruises etc.).
Medical tourism It deals with travelling for advanced care that it is not available
in one's own country; for use of free or cheap health care
organisations; for what is illegal in one's own country, e.g.
abortion, euthanasia; for treatment in case there are long
waiting lists in one's own country.
Perpetual tourism It deals with wealthy individuals being always on vacation, some
of them to avoid being residents in any country, for tax
purposes.
Religious tourism It is the type of tourism that attracts visitors due to a
destination’s religious importance, in order to visit churches,
monasteries, attend religious festivals etc.
Rural tourism Recreational experience involving visits to rural settings or rural
environments for the purpose of participating in or experiencing
activities, events or attractions not readily available in urbanised
areas. These are not necessarily agricultural in nature.
Sport tourism This type of tourism can be combined with sport events
attending, training or individual sports practicing (e.g. sailing,
cycling, skiing, kite surfing, golf, scuba diving etc.).
Space tourism It deals with travelling in the distant future (estimations for 2020)
by using space technology to intercontinental travel. Already
companies are taking bookings for space trips.
Vacilando It is a special kind of wanderer for whom the process of
travelling is more important than the destination.
Exhibit 2: New Forms of Tourism
Source: Own elaboration from literature review, 2006
This study will focus on Ecotourism and its importance on regional development,
because of the widespread and growing interest of visitors on the natural environment.
Ecotourism has been defined as “environmentally responsible, enlightening travel and
visitation to relatively undisturbed natural areas in order to enjoy and appreciate nature
(and any accompanying cultural features both past and present) that promotes
conservation, has low visitor impact, and provides for beneficially active socioeconomic
involvement of local populations” (Scheyvens, 1999: Ceballos- Lascurain, 1996).
Ecotourism is a nature-based recreational activity, attractive to travellers for visiting
specific destinations and experiencing high quality natural environments.
1.4 MARKETING & PROMOTION OF ECOTOURISM

Destinations are amalgams of tourism products and services, being consumed under the
brand name of the destination, offering an integrated experience to consumers.
Destinations are considered to be a defined geographical region which is understood by
its visitors as a unique entity, with a political and legislative framework for tourism
marketing planning (Buhalis, 2000). Thus, during tourism planning and marketing of a
region, Destination Management Organisations (DMOs) should have the power and
resources to undertake action towards achieving the strategic management and
marketing objectives for a destination (Buhalis, 2000), such as:
 to enhance the long-term prosperity of local people;
 to delight visitors by maximising their satisfaction;
 to maximise profitability of local enterprises and maximise multiplier effects; and
 to optimise tourism impacts by ensuring a sustainable balance between economic
benefits and socio-cultural and environmental costs.
When implementing a marketing plan, importance should be given to recognise both the
tangible inventory of physical attributes, such as the natural geography, built
environment and attractions, accommodation and transport facilities, and the intangible
social and cultural factors (Cooper at al, 1999). In this aspect, most destinations
comprise a core of the following components, which can be characterised as the six As
framework (Buhalis, 2000), that will be a useful starting-point for developing a marketing
plan for a region:
1. Attractions (natural, man-made, artificial, purpose built, heritage, special events);
2. Accessibility (entire transportation system comprising of routes, terminals and
vehicles);
3. Amenities (accommodation and catering facilities, retailing, other tourist services);
4. Available packages (pre-arranged packages by intermediaries and principals);
5. Activities (all activities available at the destination and what consumers will do during
their visit); and
6. Ancillary services (services used by tourists such as banks, telecommunications,
post, newsagents, hospitals etc.).
For marketing planning, it is important to understand destination types and

characteristics. Each destination can only satisfy certain types of demand, thus tourism
marketers need to appreciate travel motivations in order to develop appropriate offerings
and brand destination for the right target markets4. It can then develop a product
portfolio, which will enable the optimisation of benefits and adapt their marketing mix to
their target markets. Consumer behaviour studies indicate (Buhalis, 2000) that a wide
range of criteria are altered according to the purpose and features of the trip, the
elements of the external environment, the characteristics of the traveller and the
particularities and attributes of destinations.
Worldwide, Ecotourism is generally considered to be a friendly alternative to other
economic uses of natural resources, such as mining, hunting, farming etc. Ecotourism is
relatively a new tourism product introduced in several destinations, that can be used as
an efficient marketing tool for improving the image of them; differentiating the already
tourism product offering by developing a variety in a country’s, or a region tourism
portfolio (e.g. Greece, or the Mediterranean area). Sustainable consumers are reached
both, among special interest groups and among tourists visiting mass tourism areas.
Therefore, ecotourism is often seen as a tool useful for enhancing the whole tourism
product of a particular region or country.
Promoting destinations essentially implies the development of communicating channels
with clientele and other stakeholders to increase awareness and persuade to purchase
products. Destination promotion, focused on Ecotourism product, requires a co-
ordinated campaign and message for all local interested parties. Designing a cost-
effective promotional mix is difficult because of the diversity of tourism suppliers at
destinations and the spread of consumers throughout the world. It is challenging to
achieve a consensus on the marketing campaign and on the way of raising adequate
funds in order to develop and implement destination marketing.
Usually, promotional campaigns imply DMOs leadership and suppliers participation and
contribution. A wide range of techniques are used, both above and below the line
(Buhalis, 2000).
Above the line promotional activity includes advertising on television, radio and press as
well as using poster campaigns. On the other hand, below the line promotional
techniques include DMOs participation in annual tourism and travel fairs (e.g. Berlin,
London, Cairo etc.) where they meet intermediaries and members of the public to
promote their offerings, production of brochures to distribute to DMOs partners in the
industry and to prospective customers etc. Although above the line advertisement is very
4
Typical Bases for Market Segmentation (Goeldner et al, 2003)
• Geographic
• Demographic
• Socio-economic
• Psychographic
• Behavior patterns
• Consumption patterns
• Consumer predispositions
expensive, it can assist the development of the destination brand, as well as influence a
large number of visitors to travel to the destination or to extend their visit.
In addition, Ecotourism destinations can, also, undertake some of the following activities:
1. Educational Seminar on Ecotourism, where all the representatives of tourism
companies of the broad area, as well as the people who have direct relation with the
tourism product can participate.
2. Educational conference for public bodies and travel agencies about the development
of new tourism strategy, focused on Ecotourism.
3. Participation in international meeting/conferences.
4. Production of a brochure with the description of local attractions and activities.
5. Production of leaflets providing a comparative description of repositioning of a
destination through the time.
6. Creation of a web-site with large amount of provided information as a reference
guide, consisting of maps of the broad area, hints "how to get there", hotels,
entertainment and catering establishments etc.
7. Creation of a tourism cluster among the interested parties for the promotion of the
Ecotourism product and for transferring the know-how from other destinations, being
regarded as “best practices” in this field.
It is beneficial for a destination, through promotional activities, to develop a strong brand
image, focused on Ecotourism, in order to (Cooper et al, 1999):
 achieve better margins and higher prices than commodity positioned brands;
 differentiate itself more easily from competitors;
 provide a sense of added value and so more easily entice customers to purchase;
 act as a sign and enticement to the potential traveller, which implies fulfilment of
expectations;
 build repeat visits and loyalty; and
 improve the strength of its position as a status area rather than as a commodity.
However, companies and governments usually apply only part of the marketing mix to
tourism (e.g. promotion), with little attention being paid to the other components of the
marketing mix, consisting of the 4Ps: Product, Place, Price, Promotion 5 (Ryan, 1991).
This is a matter of concern for the viability of certain destinations, since destinations are
5
The Marketing Mix (Cooper et al, 1999)
Product Price Promotion Place
Service List reductions Advertising Location
Quality Cost  Product comparison Accessibility
Range Backward penetration advertising Convenience
Brand name Skimming  Product benefits Transport
Features/ benefits Credit terms advertising Warehousing
Guarantees  Product family Channels
advertising
 Corporate advertising
Public relations
Sales promotion
Personal selling
Direct marketing
Sponsorship
Printed communications
some of the most difficult entities to manage and market, due to the complexity of the
relationships of local stakeholders6 (Sautter et al, 1999) and due to the complexity of
fund raising.
1.5 THE IMPORTANCE OF ECOTOURISM

In analysing the importance of Ecotourism and its consequences, the individual
purchasing preferences should be discussed since they will likely influence the global
patterns of demand for tourism. For this, STEP analysis is performed, which is an
examination of the social, technological, economic and political changes that may affect
the market, the organisation and ultimately the destination.
Having gathered adequate information, then an analysis of the business situation by
identifying the major strengths, weaknesses, opportunities and threats facing a
destination should be achieved. This is the so-called SWOT analysis. There is also the
need to check the results of the SWOT analysis against information provided for STEP
analysis.
1.5.1 STEP analysis (Socio-cultural – Technological – Economic – Political

factors)
STEP analysis is a useful strategic tool for understanding market growth or decline,
business position, potential and direction for operations (Kotler, 1997). STEP analysis is
also useful when a destination decides to enter relatively new tourism products into new
markets and new countries (adapted from Porter, 1985). A STEP and market
environment analysis is provided for Greece (Exhibit 3).
The economic and political conditions present the level of difficulty for a destination to be
successful and profitable at any time, because they affect capital availability, cost and
demand (Thompson, 2002). In this case, Greece presents a competitive advantage as
far as tourism is concerned, but the intense competition from the new-emerged markets,
which have the advantage of just being introduced in the tourism map, having so current
and modern infrastructure, customised products and services based on current trends,
and increased economic ability of the tourists they host, it increases dramatically the
6
Examples of the many “stakeholders” in tourism within a given destination/region (Goeldner et al, 2003)
 Residents of the “Host” Destination
 Local/Municipal/Regional/Provincial/National Governments
 Local/Regional/National Environmental Groups
 Local visitors/excursionists
 Remote visitors/tourists
 Tourism industry sectors:
 Transportation
 Accommodation
 Attractions
 Events
 Commercial Outdoor Recreation
 Commercial Visitor Service
 Destination Management Organization (DMO)
 Culture/Heritage Groups
 Social/Health/Education Groups
need for quality upgrade of the Greek tourism supply and price competitiveness.
Strategic actions should be applied in perfect timing for the amelioration of productivity
and competitiveness of the domestic market, in order to become attractive to foreign
investment. Foreign investment capital is useful for a destination for introducing its
“know-how”, entrepreneurship and capital. Thus, economic conditions are influenced by
governmental policies, which are the major drivers for decision-making.
The socio-cultural environment encompasses demand, attitudes and preferences, which
vary with trends, lifestyles, disposable income and general changes that can provide
both opportunities and threats for particular destinations. Over time most products
change from being a novelty to a situation of market saturation, and as this happens
pricing, packaging and promotion strategies have to change; (re-)positioning of tourism
product should be exercised.
Additionally, technology is used for differentiating the product, providing a proper
management and allocation of resources, being a medium of fast, accurate and credible
information exchange, being a medium of sales and marketing. New technology can
provide a useful input, but also it requires funding and training for following the new
technological advancements.
SOCIO-CULTURAL FACTORS TECHNOLOGICAL FACTORS

 Delay on family creation (over 30 yrs old);  Information & Communication Technology (ICT)
 Most families consist of three members; applications for Administration, Communication,
Control, Finance, Internal systems,
 Early retirement, because of new European
Management, Marketing (e.g. CRSs, GDSs,
legislation that expands the retirement margins
Integrated Destination Management Systems,
for women till 65 years;
Reservations and Yield Management Systems,
 Longer life span; Environmental Management Systems etc.);
 Greater disposable income;  Technological developments on Energy, Water
 High educational levels; Use, Wastewater, Chemical Use Management;
 Depopulation of remote areas, tendency to  The World Wide Web;
locate in industrial areas or in capital;  E-tourism for sales, marketing, customer service
 Hesitation to engage in entrepreneurial activity; etc.;
 Growing environmental consciousness;  E-banking services for fast, accurate and
 Growing demand for safe and secure travelling; credible economic transfers;
 Leisure time is consumed for tourist purposes;  The use of Internet made pricing structures
nearly transparent; and
 Greater mobility, easiness on travelling decision
making, growing tourism demand;  High Research & Development activity in
Universities and Research Institutes, co-funded
 More tourism activities available for all markets
by EU programmes.
(e.g. family, elders, adventurers etc.);
 Demand for economic, all-inclusive packages;
 Trend for tailor-made packages; and
 Demand for quality tourism services and
products with price being at competitive levels.
ECONOMIC FACTORS POLITICAL FACTORS

 Safe Government intervention in the free  Safe and secure environment;
market;  The introduction of the New Developmental
 Efforts for privatisation of some public Law, providing more incentives for
organisations; entrepreneurs activity;
 Tourism & Shipping industry are the  Efforts for taxation reformation, since it affects
international comparative advantages of Greece costs and thus profitability;
(GR) (host country) related to the balance of  De-nationalisation of defective public
payment; organisations;
 GR is an EU member, thus EURO currency  Public & Private partnership;
benefits;  Efforts for minimising high bureaucracy and
 Exchange rates & stability relevant to EURO corruption. Now, there is high level of
currency; bureaucracy and over-dependence of the
 Inefficiency of financial markets, with budget Ministry of Tourism on other Ministries (e.g.
deficit at 8% of GNP; delay on new enterprises license approval etc.);
 Being a mature destination quality infrastructure  Interest Rate Policy, which affects costs and
is the differentiating point, which is applied thus profitability; There is a desire to increase,
mostly in transportation, not in other social in order to minimise high levels of private loan
services & products; (usually made for buying private residences and
cars);
 High level of skilled workforce;
 Bilateral Air Agreements, which determines
 Mature stage of tourism business cycle,
foreign visitor access;
emphasising on the need for upgrading tourism
services & products;  Active Environmental Policy, which limits growth
and access to attractive, but sensitive areas
 Current economic growth at 3,5% and projected
(e.g. protected areas under NATURA, or
one approximately 4%;
Ramsar treaty etc.);
 Inflation rate approximately 3%;
 Stability on Customs and Immigration Policy,
 Low interest rates; which can facilitate or hinder international
 High Unemployment rate; visitation. However, there are efforts for entering
 Oversupply of educated, skilled human to USA visa waiver programme; and also
resources; discussions for visa free for Chinese tourists;
 Inadequate Labour supply compared to high  Communications Policy that can restrict use of
demand; certain advertising media. However, freedom of
press governs;
 High labour costs related to nearby Balkan
countries;  Minimum Wage Policy, Overtime legislation,
Work week, Mandatory employee benefits, that
 Low average level of disposable income
can affect labour markets;
compared to EU countries, while its increase is
less or similar to inflation rate; and  Welfare Policy, that can influence nature and
behaviour of work force (e.g. young
 Efforts for ameliorating productivity and
unemployed people entering in special
competitiveness of domestic market, to attract
programmes etc.);
more investment. Foreign investment presented
timidly the last few years on real estate market  Efforts for improvement of Education Policy in
and on other private sectors. all levels, that can affect quality of workforce;
 Cultural Policy that can affect preservation and
promotion of national heritage. Several actions
are made for taking back Greek ancient statues,
marbles etc., for minimising illicit trade in
antiquities and for introducing new modern
museums;
 Foreign Investment Policy/Regulations are
reinforced, that can affect availability of
investment capital;
 Community Support Frameworks reinforce
Local Zoning Policy/By-Laws, that can
encourage tourism facility development;
 National/Provincial/Local Policy, that includes
funding support for major public facilities (e.g.
stadiums, convention centres, museums,
parks), which can drastically affect destination
attractiveness;
 Infrastructure Policy based on quality, that can
make destination safer for visitors, or restrict
resident travel to foreign destinations;
 Currency/Exchange Rate Policies relevant to
EURO currency, that directly affect destination
cost competitiveness; and
 Legal System that determines consumer/visitor
protection legislation (e.g. liability for failing to
deliver advertised facilities/tours/experiences by
introducing the Tourism Police).
Exhibit 3: An example of “STEP and market environment” analysis for Greek tourism destination
1.5.2 SWOT analysis (Strengths – Weaknesses – Opportunities – Threats)

To facilitate the strategic management process a SWOT analysis is undertaken for
Ecotourism destinations and small & medium sized tourism enterprises (SMTE’s)
(Exhibit 4). This analysis illustrates the interrelations between the strategic performance
of SMTEs and destinations as a whole. This demonstrates that destinations’
weaknesses and threats are reflected in the competitiveness of SMTEs and vice versa.
By focusing on the key factors affecting the promotion and evolution of a destination,
such an analysis provides a clear basis for making decisions. It is important to capitalise
on opportunities that match to the strengths of a destination. Then to decide which
weaknesses need to be addressed as a priority, since some must be acknowledged and
respected when the time and resources permit a solution. Together policymakers should
protect destinations against the estimated threats, by building relationships with various
stakeholders, by drawing up realistic plans to cope with potential crises, or by investing
in legal protection. Successful destinations focus on introducing new forms of tourism,
on capturing market niches and creating such an environment to reduce potential
competition.
STRENGTHS WEAKNESSES
 Variety of attractions offered (islands, coasts,  Lack of Destination Management & Marketing
historic cities, monuments, varied geography expertise
and ecosystems, rich flora and fauna, protected  Illiteracy on Information Communication
natural areas, traditional rural communities) Technology
 Variety of “classical tourism” amenities offered  Inadequate Human Resources Management
(accommodation and catering facilities, retailing,
 Insufficient Financial Management & Resources
other tourist services)
 Overdependence upon tour operators
 Variety of available packages (pre-arranged
(ecologically conscious or not)
packages by intermediaries and principals, or
tailor-made product delivery)  Poor Transportation Systems & Accessibility,
especially in depopulated areas
 Greek hospitality
 Lack of supporting markets
 Strong local identity
 Lack of economies of scale
 Personalised relationships
 Seasonality
 Family-oriented tourism businesses
 Lack of standardisation
 Entrepreneurial activity
 Lack of quality assurance
 Low cross-border co-operation
 Lack of know - how in the sustainable
management and the organisation of the
protected areas
OPPORTUNITIES THREATS
 European Union support for financing the  Concentration and Globalisation
development of ecotourism projects and  The emergence of new competitors (e.g.
infrastructure Turkey, Croatia etc.)
 European redistribution of labour  Oversupply in mature, saturated destinations
 The development of new distribution channels  Mass tourism development, with no care for the
(e.g. the Internet etc.) natural and man made environment of a
 New technology for environmental management destination
 Change of consumer demand patterns towards  Implementation of a strict old fashioned policy
a more sustainable model for nature protection, for the sensitive and
protected areas
 Trends in tourism demand
 Environmental degradation
 Low cost of living in periphery
 Insufficient Infrastructure & Superstructure
 Depopulated zones with a high potential for
nature restoration can play a significant role in  High-risk investments
tourism regional development  Lack of Public-Private Partnership
 Mindless planning and development
 Political commitments & interventions
 Political unrest – Wars – Terrorism
Exhibit 4: An example of SWOT analysis for Greek Ecotourism destinations and SMTE’s
For Ecotourism to be welcomed in a community, its implementation should produce

significant contribution to the well-being of local population. National Tourism
Organisation, Non-Governmental Organisations, Destination Management Organisations
and local stakeholders should be involved, not only in the phase of planning and
development, but also later in the constant protection and preservation of the natural
environment, which can be stimulated through voluntary work, through funding, through
education and interpretation in areas of environmental interest. Having in mind the
constant growth of interest for unspoiled areas worldwide, sustainable exploitation of
resources should be presented as an advantage from the economic point of view, not as
a barrier to the overall development.
Checking the results of the SWOT analysis against information provided from STEP
analysis, a number of advantages and disadvantages appear from the economic and
socio-cultural point of view (Exhibit 5). These may set policymakers thinking of decision-
making processes for ecotourism development, for effective and conditional use in order
to stimulate a tourism destination.
ECONOMIC BENEFITS
 Provision of direct benefits in the form of alternative income, job opportunities and business expansion,
or entrepreneurs activity;
 Provision of indirect benefits, such as development of infrastructure, health and education services;
improvement of other social services for communities living at ecotourism sites and in nearby areas;
 Contribution to government revenues through taxation;
 Foreign exchange earnings;
 Contribution to Gross National Product (GNP);
 Generation of multiplier effects on income and employment;
 Generation of regional economic development; and
 Protected areas can, at the same time, ensure the economic base of the given area through the
conservation of the natural and cultural heritage and to contribute to a higher standard of living and the
quality of life of the local population.
ECONOMIC COSTS
 Negative impact through leakages, imports, profits repatriation;
 Having an initial cost due to investments necessary to involve and stimulate local people to participate
in ecotourism products;
 Appearance of opportunity costs;
 Increase on real estate prices;
 Negative impact due to the high proportion of seasonal, or part-time jobs;
 Low-paid wages;
 Low skilled labour –most of the skilled positions are provided to non-locals experts; and
 Danger of dependency on foreign investments and development of neo-colonialism situation of foreign,
non-local ownership.
SOCIO-CULTURAL BENEFITS
 Ecotourism can relieve the pressure on highly visited areas and reduce seasonality and vulnerability of
the tourism sector;
 Ecotourism offers unique opportunities for development in disadvantaged and marginal hinterland and
agricultural areas as a part of a broader strategy for sustainable development;
 Building a network of various hiking paths and routes, protection and rehabilitation of monuments and
traditional houses, as well as conversion of abandoned or deteriorated traditional houses into
guesthouses, interpretation centres etc.;
 Renaissance and/or retention of art, handicrafts, dance, ceremonies;
 Ecotourism can enhance the image and diversify the tourism product into more sophisticated forms in
broader areas of mass tourism destinations, offering multi-dimensional quality tourist experience for the
consumers and producing better economic effects to the whole country’s economy;
 Provision of opportunities for tourists to enjoy and learn about unique environments and cultures; relax
and recreate; socialise; change environment;
 Host societies tend to modernisation and overcome traditional restrictive rules; and
 Diversification of the tourism offer, thus alleviating conventional and often congested tourism
destinations, as well as ensuring a more even geographic and social distribution of tourism benefits.
SOCIO-CULTURAL COSTS
 Ecotourism can provoke local resentment resulting from the “demonstration effect”;
 Ecotourism may raise issues of concern on moral points (e.g. sex, crime, gambling, decline of traditional
beliefs and religion, drugs etc.);
 Ecotourism may raise issues of concern on health points (e.g. Aids, other illnesses etc.);
 Creation of an unbalanced population structure;
 Commoditisation, where the demands of tourism lead to the mutation and sometimes destruction of the
meaning of cultural performance and events;
 Staged authenticity, where “pseudo events” are presented to satisfy tourists’ needs for new experiences
(e.g. Dress, Food, Dance, Art and music, Handicrafts, Ceremonies, Architecture); and
 Alien tourist experiences, which examines the apparent inability to enjoy meaningful cultural
experiences without travelling to different environment
Exhibit 5: Main Impacts of Ecotourism

Apart from the pre-mentioned costs, that should puzzle governments, local authorities
and other interested parties, Ecotourism is an alternative form of tourism that, if properly
managed and developed, can attract visitors, increase tourist expenditure, increase
income, increase environmental awareness both to tourists and host societies and
create a brand image for a destination related to eco-activities.
Ecotourism should be a welcomed type of tourism, since it promises a proper allocation
of resources, nature conservation and cultural heritage preservation.
For Ecotourism to be developed, governmental support is appropriate together with
equal interest shown from the side of Non-Governmental Organisations, Destination
Management Organisations and local stakeholders. Co-operation is desired and
fundamental in developing Ecotourism for achieving the best results possible for regional
development, economic revival and quality of life.
1.6 ECOTOURISM: A REGIONAL DEVELOPMENT TOOL

Greece is a world-classic destination, where tourism has traditionally concentrated in its
islands, coasts, historic cities and monuments with considerable seasonality. But, the
country’s varied geography and ecosystems, its many protected natural areas and
traditional rural communities represent a great attraction for ecotourism, providing a solid
base for further tourism and economic development. Ecotourism, therefore, can bring
improvement in the overall tourism sector in several ways (WTO/GNTO, 2001):
 It can enhance the image of Greece and diversify its tourism product;
 It can relieve the pressure on the highly visited coastal zones and southern regions
and increase visitation in the northern and inland areas, by attracting tourists to more
remote natural and rural areas; and
 It could reduce seasonality and vulnerability of the tourism sector.
Among different ecotourism destinations in Greece, only a few of them have been
promoted, so far, in a successful way. These areas represent different types of
ecosystems [mountainous (Nymphaion, Zagorochoria), wetland (Prespes)], that have
been internationally recognised for their attractiveness and interest, both on natural 7 and
cultural heritage.
1.6.1 The case of PRESPES
Description of the Prespa area

According to a study from the Society for the Protection of Prespa (SPP, 2000), the total
Prespa area, combining the drainage basins, and the lakes, is 2.519,1km2. The Micro
Prespa (total surface approximately 47,4 km2) belongs to Greece (43,4 km2), while a
smaller part (approximately 4 km2) belongs to Albania. The Macro Prespa (total surface
approximately 259,4 km2) is divided between the three states –Albania, Greece, FYR of
7
According to the Convention for the protection of natural and cultural heritage (UNESCO 1972), the
following can be defined as “natural heritage”:
 Natural monuments made up of natural or biological formations, or groups of similar formations, that are
of international importance, from the aesthetic or scientific point of view.
 Geological or physiographic formations and precisely determined areas that are rich in animals or/and
plants threatened by extinction, and in species of international importance, from the research point of
view.
 Natural landscapes or precisely determined natural areas of international importance, from the research
point of view, because of their conservation need or their natural beauty.
In the 1650/86 environmental law (Panagiaris, 2006) for the protection of natural heritage in Greece, there
are the following protection divisions: areas of total natural protection, national parks, protected natural
formations, landscapes, elements of landscape and areas of ecodevelopment. The term ecodevelopment is
used in an attempt to surpass the misconception, that human beings should be expelled from protected
areas.
Macedonia-, with the largest belonging to later country. The lakes Micro and Macro
Prespa are situated at approximately 850 metres above sea level (m asl) amidst
mountains rising to over 2.000m asl. The highest peak in the region is located on the
Pelister Mountain (2.601m). There are four islands in the lakes, Aghios Achillios and
Vidronissi at the Greek part of Micro Prespa and Mali Grad and Golem Grad in Macro
Prespa in Albania and the FYR of Macedonia respectively.
The Prespa area forms an enclosed region controlled by passes which come through
high mountains. To the east, Prespa is adjacent to the valley of Pelagonija, which starts
in the FYR of Macedonia and ends up southerly to the areas of Florina and Kastoria in
Greece. To the west, the valleys of Billisht separate Prespa and Korcha in Albania and
to the north and northwest Prespa is adjacent to the area of Demir Hisar in the FYR of
Macedonia.
The Greek part of the catchment basin, with its 13 villages, falls under the jurisdiction of
the Prespa Municipality. The area communicates with the cities of Florina and Kastoria
through mountain passes, with particularly difficult access, especially during the winter
months.
The Macro and Micro Prespa lakes and their catchment basin are regulated and
protected under a series of national, Community and international legal instruments. In
Albania and Greece, almost the whole Prespa catchment is covered by a single
protected area in the form of National Park (or National forest in the case of Greece),
under the RAMSAR Treaty. In the FYR of Macedonia, on the other hand, the Prespa
catchment is much larger and includes at least three separate protected areas.
Basic Assumptions for the future development and conservation of Prespa area (SPP,
2000)
1. Prespa is a single, uninterrupted ecosystem.
2. Prespa is distinguished by a multitude of exceptional natural and cultural features:
a. The beauty of the landscape;
b. The lakes and the rivers;
c. The various rate biotopes created in and around the lakes;
d. The great variety of biotopes and the functions of the ecosystems;
e. The rich fauna, which includes rare and endemic animal species;
f. The large population of some species of rare waterfowl;
g. Settlements with many traditional buildings;
h. Particularities of the local culture that relate to the relationship between man and
nature;
i. The local varieties of breeding animals and cultivated plants;
j. The large number of Byzantine and meta-Byzantine monuments;
k. The susceptibility of the region to model integrated management on a catchment
basin level.
3. The main relative advantages that the area as a whole possesses are the combination
of its rich natural and cultural heritage and natural resources.
4. The area has great scientific interest in view of the fact that it has almost always been
isolated.
5. The values of Prespa cannot be preserved separately in each of the three sides. A
typical example of this is the preservation and management of the lake water’s quality
and quantity. The same applies to:
a. The preservation of flora and fauna that is distributed across state boundaries;
b. The control of pest species or alien invasive species;
c. Joint research and monitoring programmes;
d. Joint training of staff;
e. Joint plans to fight wildfires and mutual assistance in emergency situations.
6. The significance of the values becomes greater if they are combined to an integrated
form, as exemplified by the Byzantine monuments, which exist in the three countries.
7. There is a need for comprehensive spatial planning of protection zones and related
measures in all three countries, where currently separate protection systems are
applied.
8. In Albania, the environmental problems reflect the overall degradation of biotopes due
to lack of energy resources and unplanned human activities. In the FYR of Macedonia,
they are mainly a result of pollution, while in Greece they are of lesser extent and are the
result of the decline of specific traditional human activities. Nevertheless, environmental
problems are viewed to have equal importance throughout the Prespa area.
9. Implementation of conservation measures, management and sustainable exploitation
of natural resources are far below the optimum levels.
10. Research and monitoring of basic natural and socio-economic parameters is limited.
11. Careful and conditional exploitation of natural resources constitutes not only a
desirable but also an indispensable factor for the protection of the values of the area.
12. In many cases habitat degradation is the result of superficial planning by central
state authorities or external factors rather than local misuse of resources.
13. The productive system is not balanced and equally developed in all sectors. As a
result, promotion of structural changes, giving emphasis to the activities of the primary
and tertiary sectors, where the area’s competitive advantages lies, is deemed
necessary.
14. There is an intense need to enhance the standard of living of the inhabitants.
15. In order for the living standards to be raised, the three countries must come to an
agreement on harmonised utilisation of natural resources under common terms.
16. Sustainable management and development should not be limited to a stiff or
inflexible strategy, but it should rather be a driving force and an approach with which
problems could be handled.
17. Large-scale or intensive development initiatives are often incompatible with the
preservation of the values of the area.
8. The main challenge of the Prespa Park is to establish procedures for actual
participation of stakeholders and inhabitants in the decision-making process.
In this area designated as national park many years ago, the Society for the Protection
of Prespes (SPP) –Non-Governmental Organisation-, in order to convince local society
to cooperate in the protection of the natural and human values of the region, hired a
specialised architect who elaborated a study dealing with the methods and techniques of
restoring traditional buildings. This study was distributed for free to local population.
Besides, the architect employed by SPP was available for advising and assisting all
inhabitants of the villages around the lakes, in their effort to improve and restore their
houses. This SPP itself restored a traditional building according to local architectural
patterns in order to use it for its headquarters and as best practice of sustainable
management. As a consequence, this house worked as an example to local people and
several of them restored their houses in a traditional way and used them for ecotourism
purposes (Svoronou, 2003).
In general, nature protection can be a unique way for the achievement of the sustainable
development of the countryside. In addition, if an area of importance, due to its type of
ecosystem (mountainous, marine, wetland), is defined as a protected area there is at
least quite a possibility of financing the operation of protected areas and consequently
applying nature protection policy.
Of course, other means and methods of self financing can be used, if surpassing the
“don’t’ touch” doctrine and other organisational barriers, such as (Beriatos, 2005):
 Entrance fees;
 Tickets for entrance to environmental education / information centres or other points
where a facility is offered within the Prespa Area (PA);
 Sale of articles or goods relative to the PA (such as books, maps, guides, clothing);
 Hiring of the PAs logo for some products or services of quality etc.;
 The establishment of associations of PAs friends and/or supporters;
 The adoption of endangered species of concerned PA; and
 Permission of use of the PAs territory under certain conditions etc.
1.6.2 The case of NYMPHAION
Description of Nymphaion
Nymphaion is a traditional Macedonian village, located 14km from Amyntaio and 53km
from Florina. The access is achieved by ascending a seemingly interminable corkscrew
of a road, practically straight up from the valley between Mountains Vermio and Verno,
with not a trace of habitation in sight. The development of Nymphaion is remarkable,
mostly, because only twenty years ago two-thirds of its houses lay in ruins; only sixty
inhabitants, mostly elderly, were living there. For almost six hundred years it had
prospered, as its Vlach citizens were among the most dynamic people in the Hellenic
world, being peddlers of meat, cheese, hides and weavings around the Balkans or later
jewellers and ultimately tobacco and cotton tycoons in the Ottoman Empire. They called
their village, hidden but not immune to Turkish attacks, Niveasta, which in Vlach has
three possible meanings: Nymph because of the sylvan setting; Invisible (Ni Vista); and
Snow-covered (Nives Ska). It was renamed Nymphaion in 1928.
Strategic Planning for the future development and conservation of Nymphaion

In 1995 the Commune of Nymphaion, deeply indebted, worked out a strategic plan for its
revival. It made use of European Union programmes and it formed alliances with centres
of decision, expertise, co-operation and publicity.
All through its history Nymphaion has produced two things: people, and human skills. At
present, the only thing that could bring people back to the village, attract new settlers,
provide them with employment and offer them a level of income sufficient to draw them
away from the cities, was tourism. This would be - and still is - the engine of
development.
The Commune opted for low - impact tourism, to balance the desired influx of future
visitors to the scale of the village, its values and the measure of man. It preserved,
restored and enhanced its cultural heritage in the rare architectural entity of the village. It
protected and enhanced its natural environment, which is of exceptional beauty. It used
contemporary methods not only to produce economic results, but to generate social
ones as well that would diffuse through the entire local community, bringing cohesion
and kindling new hopes. To this end, having first reorganised its finances and, through
the systematic exploitation of its vast communal forests, secured the requisite "own
resources", it made systematic use of European Union development programmes,
national resources, systems of co - operation, donations from private benefactors and
plans and studies prepared. Its first concern was infrastructure.
At this moment, its former scattered inhabitants, following the roads re-opened by the
commune, began in growing numbers to return and to restore their abandoned ancestral
homes, or build new ones, as the infrastructure network, the fame of the village and the
value of their properties increased. Today, total private investment in the village exceeds
public investment by a factor of three (Municipality of Nymphaion, 2006).
This change is based on a set of criteria, expanded each year without cease, which are
(Municipality of Nymphaion, 2006):
1. Infrastructure
 Powerful new electrical and communication networks, sewerage, sanitation and
traffic systems, and an abundance of pure water.
 Safe roads, free of snow.
 Many kilometres of traditional cobblestone paving throughout the fabric of the village.
 An external ring road and ample traditionally - designed parking, to keep vehicle
traffic out of the village.
 Refuse removal, by powerful special vehicle, to centrally controlled waste disposal
and recycling sites.
 A Communal Development, Management, Publishing and Public Relations
Enterprise.
 A luxury mini bus service, which is available.
 Road distances to the capitals of the prefecture of Kastoria and Florina cut in half, to
encourage the circulation of visitors through the beautiful forest and multiply
overnight stays.
2. Culture
 Museum of Silver - and Goldsmithery, History and Folk life, with three floors of rare
exhibits.
 Congress Centre run by the Commune and the University of West Macedonia, in the
monumental building of the former "Nikeion" Scholl, which accommodates high level
academic and business meetings and houses two permanent exhibitions of historical
photographs and a library.
 Completely rebuilt historic Church of St Nicholas (with donation of 1 million US
dollars), destroyed by fire in 1947 and now visited annually by thousands of pilgrims.
 "Rigas Pheraios" open - air stone theatre. Concerts and theatre, traditional festivals
and splendid ceremonies.
 Five books published, full of documentary material of Nymphaion, and thousands of
informative leaflets distributed.
3. Nature
 In the village woods, European Centre was created for the protection of the brown
bear under the aegis of the "Arcturos" Society.
 Wildlife and Outdoor Recreational Park was also created: red and roe deer other
threatened species of Greek fauna roam freely through 180 hectares of communal
forest, with flagstone paths, amazing views, animal care system, e.t.c.
 Communal stables with twelve purebred riding and trail horses.
 YMCA (Thessaloniki) mountain camp: a stone village in the woods.
 In the plans is the implantation of an artificial lake in the woods, to create a new
wetland habitat and recreation area.
 Nymphaion has been declared a protected traditional settlement and a protected
historic site, and much of its natural setting belongs to the European high protection
NATURA zone.
4. Hospitality
 Small traditional guesthouses, restaurants, coffee shops, all built in the last ten
years.
 Supply of local products and local specialties from Non-commercial Women's Co-
operative: homemade sweets and beverages made from wild fruit, handicrafts,
pasta, woodcarvings, souvenirs, silverwork.
 Tourist season is expanded on a period of eleven months.
 Visitors are treated like guests, not tourists.
 Upwards of 60,000 visitors a year consolidate and spread the fame of the village
across the country.
 In less than twelve years 65 new permanent jobs, and thanks to the continuing work,
more than 100 seasonal ones have been created.
 The population has triples and now includes many young people.
According to researchers of the European programme, called “SMART” 8, the Greek
village of Nymphaion has been declared a Greek as well as a European development
model, thanks to a low-impact tourism programme based on respect for man, its cultural
heritage and its natural environment. This, indeed, is what earned it a distinction in the
competition for the European Village Renewal Prize 2000 covering thirty European
Regions.
1.6.3 The case of ZAGOROCHORIA
Description of the Zagori area

The beautiful and famous area of Zagori9 is a network of 46 villages spread all over the
mountains on the north east of the city of Ioannina. The word Zagori means "behind the
mountains". It is one of the many toponyms that come from the Slavic language (from
the proposition Za, which means "behind" and the noun gora that means "mountain").
8
http://www.smart-rfo.org/netrural/nymphaion.asp?sprache=en&menu=neu, viewed on 10/09/2006.
9
http://www.about-ioannina.gr/Zagori_en/Zagori.htm, viewed on 10/09/2006.
The villages of Zagori are famous for their unbelievable natural beauty, their unique
architecture and their long history. Not without a reason of course, since the smashing
natural landscape, the picturesqueness of every single village and the unlimited
opportunities for excursions and every kind of activities really charm and impress the
visitor.
Zagorochoria is an area of about 1.000m2 and it is divided into three geographical
sections: West, East and Central Zagori. Each section has its own special beauty and
history.
i. West Zagori
It lies on the north west of Ioannina and it includes the great famous villages of the
Voidomatis valley, which are Megalo and Mikro Papigo, Aristi, Vikos, St. Minas and
Mesovouni.
ii. East Zagori
It lies on the north east of Ioannina and it includes beautiful villages such as: the
villages of Vardas valley (Greveniti, Elatochori, Makrino, Flabourari, Tristeno), the
villages of Zagoritikos (Anthrakitis, Karies, Doliani, Kavallari), the beautiful Vovousa,
the villages Demati, Itea, Petra, Kastanona and the settlements of St. Paraskevi and
Potamia.
iii. Central Zagori
It lies on the north of Ioannina and it includes special villages such as Vitsa,
Monodendri, the well-known Vlachochoria (Vrisochori, Iliochori, Laista), Kipoi, Dilofo,
Asprangeloi and Koukouli, Kapesovo, Tsepelovo, Skamneli and Negades and the
villages of Ano Vikos valley (Vradeto, Elati, Ano and Kato Pedina). It also includes
the villages Dikorpho, Manassi, Kalouta, Dipotano, Fragades and Leptokaria.
Determining the existing situation for the future development and conservation of the
Zagori area
Zagori villages are located in Epirus region, one of the most mountainous region of
Greece, which is a typical example of a mountainous ecosystem, with climatologic
elements which vary from Mediterranean to central-European ones. The geomorphology
of the region is characterised by an intense relief and the resulting geographical
isolation, and -consequently- by the existence of various endemic species that define the
nature and the culture, and interact among them. For the same reasons, Epirus acts as
a shelter for many species wiped off from the plain areas and as an international natural
reserve. All these elements are the main development resources of the region, in current
economic and political conditions.
In the area is located the Vikos-Aoos National Park, in north-eastern Epirus, and covers
an area of 126km2. The park was founded in 1973, and encompasses the Vikos Gorge,
the Aoos Gorge, Mount Timfi (with its highest peak Gamila, 2,497 m) and several
Zagoria villages. The park is located north of Ioannina, south-southwest of Kastoria and
west-southwest of Kozani.
Numerous species of mammals such as bears, foxes and deers, fish such as trout, and
birds could be found in this park. The forests are composed of diverse species of flora.
The Vikos Gorge is listed as the deepest gorge in the world by the Guinness Book of
Records 10 among others. This follows a somewhat arbitrary definition of a gorge that
excludes deeper features such as Colca Canyon because of their greater width: depth
10
http://en.wikipedia.org/wiki/Papigko, viewed on 10/09/2006.
ratio. Nevertheless, with walls of up to 1 km in height, the 12 km gorge on the
Voidomatis River is spectacular.
The difficult conditions of existence and the mountainous land were decisive factors
leading to the today’s development and preservation of Zagori villages. The area
surrounding possesses an exquisite natural beauty, boasting dramatic cliffs and lush
valleys. The gorge is a much sought-after destination for many serious hikers and
mountaineers from around the world. The area is surrounded by snowcapped mountains
(in winter), providing a ski resort that is mainly popular with Greek people, and a popular
starting point for hiking and mountaineering.
The appearance of agritourism activity is based on the interpersonal, humane, direct and
hospitable relationships between host community and visitors. Few activities include
learning how to use a loom, to embroider, to observe the fauna and the flora, to taste
wine and “tsipouro” -traditional Greek distilled beverage, to participate in their production
process, to feel the appropriate time for grape harvest, to experience the mouth flavour,
the bouquet and colour of local wines, to use crocus and to understand the differences
between honey varieties, to gather processing mushrooms and chestnuts.
Also, tourists can take part in expeditions through wooded paths, calm lakes and rushing
rivers, or participate on extreme sports. Other tourists come in contact with old churches
and monasteries, stone bridges and archaeological findings. They can also assist in
local festivities and celebrations as well as acquaint themselves with local customs.
Ecotourism is the joint launching of activities which aims at the economic and social
development of rural and country regions in general. This target can be achieved by
promoting and supporting:
 moderate and small-scale tourist services;
 local agricultural production;
 the manufacture and trade of traditional products; and
 local culture and natural wealth.
In this perspective, the following sectors/ businesses will be mostly interested in eco-
development:
 businesses offering traditional accommodation;
 traditional restaurants and cafes;
 local product manufacturers and tradesmen activities businesses;
 museums of all sorts clubs (cultural, nature-loving, mountaineering etc);
 co-operatives (women’s, agricultural etc);
 local government; and
 schools/ educational institutes.
The proper management of ecosystems and the conservation, promotion and protection
of natural monuments and cultural heritage taking into account biological and ecological
factors, in correlation with the cultural, political and economical dimension and the local
social reality as well, are the unique prerequisites for these resources to remain
unchanged and fruitful, so that development will be sustainable.
1.7 CONCLUSION
Ecotourism activities have been expanding rapidly over the past two decades and further
growth is expected in the future. Although tourist activity in the whole Greece is sharply
seasonal and sea shore oriented (e.g. concentrated in space and time), statistical data
and more qualitative assessments acknowledge that in recent years Greek tourism
policymakers are witnessing the emergence of new models for tourism development.
These new ways comprise a broader spatial distribution of tourism from the coast line to
the hinterland and particularly in its less developed and unsaturated -but not less
interesting – areas.
Greece has a variety of natural resources, still ‘unexplored’ and ‘underdeveloped’ from a
point of view of sustainable tourism development. Among these tourist resources are all
kinds of sensitive and protected areas with a great variety of landscapes in a human
scale (verdant coves, natural ports, sandy beaches, mountains and valleys). The natural
environment in particular is known for its rich fauna and flora, and also for the very good
condition, so far, of its habitats and ecosystems and therefore constitutes the main pole
of tourist attraction. Besides, the natural environment coexists harmoniously with
historical monuments, traditional settlements and architectural heritage. This cultural
heritage and local cultural traditions have a corresponding significance though not so
much for tourists, who are mainly interested in the natural beauties of the environment.
In conclusion, to ensure maximising benefits from ecotourism and minimising negative
impact on environments and communities, all stakeholders must commit themselves to
following some principles and guidelines in their operations, in a concerted effort. World
Tourism Organisation (WTO, 2001) has identified the following principles and guidelines
for ecotourism in general.
1. Ecotourism must contribute to the conservation and improvement of natural areas
and to the sustainable development of adjacent areas and communities.
2. Ecotourism requires specific policies, strategies and programmes for each nation,
region and area, thus, any possible implementation of best practices from other
destinations must be done with care of proper adaptation.
3. Ecotourism needs practical and effective systems of coordination between all the
players involved, including governments, private enterprises and the local
community.
4. The planning of ecotourism must include strict criteria for territorial zoning, including
reserves, low and medium-impact areas, which should be strictly enforced and
respected by all parties.
5. The physical planning and design of ecotourism facilities –especially hotels and other
means of accommodation, restaurants, information centres in national parks and the
like- should be carried out in a manner to avoid or minimise any negative impact they
may have upon the natural and cultural environment. Building materials, architectural
styles, furniture and decor should ideally be local, while low pollution energy sources
should be used.
6. Similarly, the means of transport and communications to be used in ecotourism
areas should be low contaminating. Sports involving noisy or highly polluting means
of transport should definitely be prohibited in these areas.
7. The practice of ecotourism in national parks and protected areas should strictly
comply with the management rules governing such areas.
8. Reciprocally, these management plans should take into account the fact that they will
be used by tourists, and make suitable provisions for a sustainable use and
visitation.
9. Appropriate legal and institutional mechanisms should be established to facilitate and
make effective the orderly participation of the local communities in the entire
ecotourism process, including policy definition, planning, management and
monitoring.
10. In line with this, institutional, financial, fiscal or other mechanisms should also be
established to ensure that a significant proportion of the income generated from
ecotourism remains with the local community or serves conservation purposes.
11. It is however important to ensure that ecotourism is a good, economically sustainable
business and that profits are generated from it. If there are no prospects for profit,
then private entrepreneurs will not invest and there will be no benefits to distribute for
local communities or conservation purposes.
12. All those concerned with the ecotourism business must be aware of the costs of
mitigating any possible negative impacts, and such costs must be incorporated in the
pre-investment cost-benefit analyses of any ecotourism project.
13. Compliance with general tourism regulations and codes should be stricter in the case
of ecotourism, combining supervision and monitoring, with awareness raising
campaigns among business people and tourists, training of service suppliers, and
eventually sanctions against those who do not comply.
14. Consideration should be given to the prospects of establishing the obligation of
certification systems for ecotourism facilities and operations, at least at regional and
possibly at pan-European level, to guarantee that their quality is consistent with the
principles of sustainability. Accreditation of existing local certification systems should
also be considered, as a means to give them higher credibility in the eyes of
consumers and foreign tour operators.
15. Education and training are prerequisites for sustainable ecotourism development and
management. Company managers and employees, as well as the local population
need training on general and specific aspects of ecotourism, tailored to the needs of
each. In particular, ecotourism needs highly qualified guides, who should ideally be
natives from the area.
16. Ecotourists need detailed and specialised information, both before and during the
trip. The provision of complete information is precisely one of the elements that
differentiate the ecotourism experience from traditional tourism, and it can take
various forms, such as brochures, guide-books, leaflets, maps, interpretation
centres, eco-museums, signposted nature trails, and, of course the guides
themselves.
17. Promotional material for ecotourism should contain substantial information on the
experience to which potential tourists are invited, including details on flora, fauna,
zoography, geology and in general on the ecosystem to be visited. It should also
include truthful information about the accommodation and catering services, as well
as recommendations on what may and may not be done at the destination. All this
information before the purchase will help the potential clients to discriminate between
genuine ecotourism operators and others that only seek to take advantage of a
fashion.
18. Both the marketing channels and the promotional means for ecotourism products
should be consistent with the type of tourism the consumer is being offered and with
the typology of ecotourists.
Each country must carry out a systematic analysis in order to provide the formulation of
a number of assumptions about the past performance, future conditions, product
opportunities, resources and service priorities which all lead to the possibility of a range
of strategic options for a tourism destination. Ecotourism may be the opportunity for the
development of a destination, the enhancement of brand image; the medium for a
tourism destination to become of strategic importance.
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BOOK RESEARCH STUDY ON ECOLOGICAL AREAS (2006), ISBN: 978-960-

89573-0-5, Editor S. T. Kapiki

World Gross Dom estic Product (GDP) World Labour Force

Tourism industry Other industries Tourism industry Other industries

Exhibit 1: Percent of World GDP & Global Workforce

1.2 TOURISM REGIONAL DEVELOPMENT

4,60% 4,30% 3,40%

54,60% 20,00% 52,50%

Leisure, recreation & holidays Business & professional

VFR, health, religion, other Not specified

Tourism regional development provides attractive opportunities for a number of

1.3 NEW FORMS OF TOURISM

New Forms of Tourism Description

1.4 MARKETING & PROMOTION OF ECOTOURISM

For marketing planning, it is important to understand destination types and

1.5 THE IMPORTANCE OF ECOTOURISM

1.5.1 STEP analysis (Socio-cultural – Technological – Economic – Political

SOCIO-CULTURAL FACTORS TECHNOLOGICAL FACTORS

ECONOMIC FACTORS POLITICAL FACTORS

1.5.2 SWOT analysis (Strengths – Weaknesses – Opportunities – Threats)

For Ecotourism to be welcomed in a community, its implementation should produce

Exhibit 5: Main Impacts of Ecotourism

1.6 ECOTOURISM: A REGIONAL DEVELOPMENT TOOL

1.6.1 The case of PRESPES

Description of the Prespa area

1.6.2 The case of NYMPHAION

Strategic Planning for the future development and conservation of Nymphaion

1.6.3 The case of ZAGOROCHORIA

Description of the Zagori area

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