The focus of this dissertation is on the environment as a factor of attractiveness for tourism products and destinations. There is significant evidence that the use of tools and methods for environmental preservation and management may often lead to a number of positive business-related and non-business-related outcomes both at the enterprise and at the destination level. However, the implementation of these tools is often a very demanding process, in terms of the allocated resources, which makes it difficult for Small and Medium-sized Enterprises (SMEs) to adopt and utilize them. One of these tools, the “EMAS easy MOVE-IT!” certification scheme, is of particular interest to the researcher, because it is specifically targeted to small and medium European tourism enterprises and it provides an opportunity for collective environmental management and certification by a prestigious accreditation body at the destination level.
Greece, such as other European Mediterranean countries, has become a mature destination and has been struggling to rejuvenate its touristic development, while also dealing with sustainability-related problems. The purpose of this dissertation is to investigate why the Greek tourism sector has not taken advantage of the “EMAS easy MOVE-IT” tool, which seems to be tailor-made to the sector‟s needs and is largely supported by the European Union. In addition, the dissertation seeks to identify the most important barriers and incentives for its adoption by Greek tourism enterprises and compare them to the relevant literature.
In his inquiries, the researcher chose a renowned, yet mature, Greek tourism destination as a case-study (Sithonia, Halkidiki). A number of small and medium sized enterprises, active in this region, were approached to participate in the survey, by answering to a questionnaire. The primary data that was collected concerned the motives and counter-motives of local actors to invest in the aforementioned tool, which then went through statistical analysis. The outcome of this analysis disclosed a mix of barriers and incentives that direct relevant managerial decisions. The whole approach will, hopefully, benefit the individual tourism enterprises-(potential) participants, the local authorities, the EU scheme and the national governments by providing an insight to the important factors that are affecting the adoption of this scheme in Greece, as well as similar touristic nations, so that they will be able to make better future decisions in relation to this project.
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