Sports-related tourism and the product repositioning of traditional mass tourism destinations : an empirical study of Greece

The thesis investigates the role that sports-related tourism may play in the rejuvenation and reinvestment process for mature mass tourism destinations, specifically, it synthesises a range of material and case studies from, and seeks to contribute to tourism policy development for, various contexts in Greece. Following a review of published material inter alia on the product life cycle applied to tourism destinations, on the debates surrounding the need for new rejuvenating products to be sustainable forms of development, on the development of special interest forms of tourism, and particularly on the rise of active or sports tourism, the work considers methodologically how best to investigate the role that sport tourism is playing, or may play, in assisting to rejuvenate and differentiate mass tourism destinations and assist mass tourism-oriented economies. Seeking a comprehensive insight into the development of new forms of tourism across Greece and the potential for further sports-oriented tourism development, this research included case studies of both traditional regions of tourism concentration (e.g. Crete), and more isolated and, as yet, under-developed tourism areas (e.g. Thrace), thus contributing to further understanding the potential of sports tourism in different contexts. Empirical work in these case study locations was preceded by an in-depth review of public sector policy relating to tourism and, where relevant, to environmental and developmental policy. This included a carefully structured series of in-depth qualitative interviews with both central state policy makers (from senior decision makers, such as the Minister for Tourism, to policy implementers) and regional or local officials, who are both receivers and increasingly designers of policy. The study also benefited from access to a range of both published and unpublished material through the Greek National Tourism Organisation (GNTo.). A shift in policy direction towards product differentiation, harnessing sports-related tourism, was identified. New policy announcements are beginning to support the increased development of sport tourism forms, through favourable legislation and subsidies to private investors. Sports tourism increasingly recognised as having a profile capable of differentiating the tourism offer by exploiting hidden potential, whilst also helping to bring about a more sustainable development philosophy, despite some industry skepticism.