Evaluation, Synthesis and Formulation of Proposals for the Use of ...

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«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Last, the issue of the essential participation of collective bodies in the tourism sector in the decisionmaking for issues related to the national digital strategy in tourism is noted. For example, the HellenicChamber of Hotels remarked in an interview that the requests from the sector it represents do notlead to specific actions.5.2.2 Actions Related to ICT and Tourism at the Regional and Local LevelThe study of the existing situation in Greece, and in particular the investigation of organizations andICT-related actions, revealed a contradictory picture, withthe actual progress lagging behind the strategy and the The fundamental structuralmeasures taken by the State, especially during the last 2problem for theyears. As a consequence, the fundamental structuralmodernization of Greekproblem for the modernization of Greek tourism remains: tourism remains: There is aThere is a lack of uniformity in the promotion and marketing lack of uniformity in theof tourist products across the various regions of our country. promotion and marketing ofTo resolve these problems, the Ministry of Tourismtourist products across theDevelopment has started a closer cooperation with thevarious regions of ourRegional Authorities and collective administration bodiescountrysuch as the Union of Prefectural Administrations (ENAE) and the Central Union of Greek Municipalitiesand Communities (KEDKE). This cooperation aims at the coordination of actions for the promotion ofGreek tourism and the resolution of the main problems in the sector. For the same reason, theMinistry established the Regional Tourism Offices (PΥΤ), under the National Tourism Organization. Theresponsibilities of the Regional Tourism Offices were transferred from the former Regional TourismSupport Offices. 10Also among the National Tourism Organization’s plans, according to an interview conducted in thecontext of this study, is the network connection with all the country’s Regional Authorities.Nonetheless, as confirmed by the analysis of actions by organizations at the regional and local levels,there is much variability in the degree of mobilization for the promotion and marketing of eachregion’s tourist product in the internet. With the exception of areas highly developed in tourism (suchas Crete and the Ionian islands) and some good local initiatives, as also mentioned recently by the10 For details on these regulations, see the speech of A. Liaskos, the then under-Secretary of TourismDevelopment, at the 4 th SETE Conference «Tourism & Development», Athens, October 17 & 18, 2005 -http://www.seteconferences.gr/files/presentations/4thConferencespeeches/A.Liaskos.speech.docVersion 1Month: December Year: 200728
«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»president of the Hellenic Chamber of Hotels «the operation of the local administration organizations isnot considered to have a positive effect for the tourist products of their areas” 11 . The existinginstitutional framework in Greece is not yet oriented to the monitoring of the progress towards themodernization of the tourist product, at the regional and local levels, nor does it facilitate thenecessary interventions.Without retracting the conclusion discussed above, it must be mentioned that the variability observedacross regions, is partly due to the differences in the financing of projects related to ICT and tourismin the various regions. For example, from the analysis of 78 relevant projects included in RegionalOperational Programs (PEP), one sees much variability in the distribution of funds per region. The twoextreme cases are Western Macedonia with the fewest projects (3) and Northern Aegean and Crete (9and 8, respectively) with the most. Furthermore, the projects in Crete have the largest share in theoverall budget. It is conjectured that these differences partly reflect the higher priority given by theState to regions with local economies that are largely dependent on tourism or regions that areconsidered to have unexploited potential and therefore can be economically fostered with thepromotion of tourist products and services.5.2.3 Integrated Network for Tourist Promotion and Information 12A similar fragmentation is observed in the tourist information provided in the internet, for the variousproducts and services and the forms of tourism offered in our country. This is due to the lack of anorganized integrated tourist information network 13 , that is, a network offering a comprehensiveobjective view of the national tourist product, its advantages,myEOT.gr is expected tocover the lack of anorganized integrated touristinformation network in ourthe various approaches to attract potential customer segmentsetc. Although our country offers many alternative forms oftourism and takes special measures for their development (withthe new Development Law, the Law for Agrotourism andcountryCountryside Tourism, the establishment of a specialorganizational unit of Alternative Tourism Forms at the Ministry11 Speech at the 1 st Business Forum “Τourism Charter 2007».12 Many issues discussed in this section are tackled in the framework of the project «Interactive Internet e-Marketing System for the Provision of Value-Added Services to the Tourism Industry by the National TourismOrganization » (myEOT.gr). This project is at the stage of delegation for the sub-project «Customization,development and testing of system and auxiliary applications».13 This is an opinion shared by functionaries at the National Tourism Organization.Version 1Month: December Year: 200729
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