Tourism - in particular its determinants and effects - is an issue presently attracting much attention worldwide. International tourism is considered to be the largest single item of the world's foreign trade and for some countries it is the most important export industry and earner of foreign exchange. In addition to its economic significance, tourism contributes to the quality of life. It produces intangible benefits which are directly related to the physical and psychological health of people, and the enjoyment of the right to rest and free time. This applies with equal validity to both domestic and international tourism; the latter establishing international economic, political and socio-cultural links, as well as strengthening the domestic character of a nation. At the individual level, tourism satisfies the need to travel in search for relief from the stress of work and the routine of daily life in the big urban centres. At macro (country) level, tourism is, therefore, a human and economic activity which concerns most of us in many parts of the world, directly or indirectly. One country for which foreign tourism is of considerable importance is Greece. In order to identify likely supply constraints (e. g. tourist accommodation and basic infrastructure) and to establish the major market segments of Greek tourism, the growth and structure of foreign tourism in Greece between 1960 and 1984 is examined. Special attention is given to the magnitude of tourism in Greece and its economic effects on the national economy. The non-economic effects of tourism are also considered. This is followed by the construction of a tourist profile so that the types of foreign visitors that go to Greece are identified. Subsequently, an econometric model is developed and empirical results provided to explain foreign tourist arrivals in Greece and to assess the impact of promotional expenditure by the Greek National Tourist Organisation in a number of foreign tourist generating markets. Finally, a tourism marketing planning model is devised which highlights the main variables affecting the international tourism marketing policies of the Greek National Tourist Organisation and, in particular, empirical results are used in conjunction with- a tourism market choice matrix for selecting market targeting strategies. The major conclusion emerging from the research is that as the tourist industry in Greece is of vital importance, the adoption of a strategic, interdisciplinary and integrated tourism planning process along with the establishment of a tactically orientated task unit could provide important improvements in the effectiveness and contribution of tourism in Greece. A few proposals regarding future policies by the Greek authorities are made, such as the establishment of a co-ordinating body orchestrating the efforts of the appropriate groups relevant to the multifaceted nature of tourism.

Tourism - in particular its determinants and effects - is an issue presently attracting much attention worldwide. International tourism is considered to be the largest single item of the world's foreign trade and for some countries it is the most important export industry and earner of foreign exchange. In addition to its economic significance, tourism contributes to the quality of life. It produces intangible benefits which are directly related to the physical and psychological health of people, and the enjoyment of the right to rest and free time. This applies with equal validity to both domestic and international tourism; the latter establishing international economic, political and socio-cultural links, as well as strengthening the domestic character of a nation. At the individual level, tourism satisfies the need to travel in search for relief from the stress of work and the routine of daily life in the big urban centres. At macro (country) level, tourism is, therefore, a human and economic activity which concerns most of us in many parts of the world, directly or indirectly. One country for which foreign tourism is of considerable importance is Greece. In order to identify likely supply constraints (e. g. tourist accommodation and basic infrastructure) and to establish the major market segments of Greek tourism, the growth and structure of foreign tourism in Greece between 1960 and 1984 is examined. Special attention is given to the magnitude of tourism in Greece and its economic effects on the national economy. The non-economic effects of tourism are also considered. This is followed by the construction of a tourist profile so that the types of foreign visitors that go to Greece are identified. Subsequently, an econometric model is developed and empirical results provided to explain foreign tourist arrivals in Greece and to assess the impact of promotional expenditure by the Greek National Tourist Organisation in a number of foreign tourist generating markets. Finally, a tourism marketing planning model is devised which highlights the main variables affecting the international tourism marketing policies of the Greek National Tourist Organisation and, in particular, empirical results are used in conjunction with- a tourism market choice matrix for selecting market targeting strategies. The major conclusion emerging from the research is that as the tourist industry in Greece is of vital importance, the adoption of a strategic, interdisciplinary and integrated tourism planning process along with the establishment of a tactically orientated task unit could provide important improvements in the effectiveness and contribution of tourism in Greece. A few proposals regarding future policies by the Greek authorities are made, such as the establishment of a co-ordinating body orchestrating the efforts of the appropriate groups relevant to the multifaceted nature of tourism. / Economic and Social Research Council (ESRC)

This thesis, as part of the one-year Master Programme in Social Science with specialization in Digital media, has taken up the concepts of nation branding and new public diplomacy and examined them from the perspective of the role that new, digital or even innovative – as some may call them – media play within them. It consists of five (5) chapters and is a little less than sixty (60) pages long. The concepts and fields above  are usually confused with each other, as people tend to use the one notion for naming the other and vice versa. However, what is common in those two fields is the involvement of new media, such as social media platforms or platforms that enable crowdsourcing activities. Especially, within the past few decades that the internet has invaded the most into the lifestyle of a large segment of this planet, it seems as things, thoughts, ideas and actions are driven by or with the internet. Thus, with the opportunity of this thesis, I wanted to examine the role that new media play when it comes to talking about nation branding or new public diplomacy acts. This work has attempted to achieve that by focusing on a recently run initiative in Greece, called “Up Greek Tourism”. The initiative’s goal was to promote Greek tourism abroad, in an attempt to help Greece from within. A group of Greek people formulated the group and intended to gather the money through a crowdsourcing platform, in order to advertise Greek tourism abroad. What I actually tried to do is investigate the way they handled their channels of communication and the reason they chose internet as being central to their communicational policy. My idea was to do that by discursively analyzing a TEDx talk of the initiator, conducting a semiotic analysis on the images they used in their advertisements and by a short content analysis from the early stages of their Facebook page, through which it became known. Last but not least, I tried to verify the results by using their own answers from an open-end questionnaire they answered for me.