This document discusses tourism from different perspectives: 1) It examines the different professionals involved in the tourism industry in Greece and how the concept of tourism as an experience has evolved over time. 2) It explores new approaches to services marketing that focus on co-creation of value and networks of relationships, rather than the traditional 4 Ps framework. 3) It outlines the complex network of individuals and organizations involved in managing the healthcare of an elderly patient, and discusses how a similar network perspective can be applied to understand the tourism industry.

1. Ο ΤΟΥΡΙΣΜΟΣ ΩΣ ΕΜΠΕΙΡΙΑ MBA TOURISM @ MONEY SHOW 2009 Γεωργία Ζούνη Υπ. Διδάκτωρ Τουριστικού Μάρκετινγκ Πανεπιστήμιο Πειραιώς

3. Ουσιαστικά είμαι… Ή έστω θα ήθελα να είμαι !

4. Αλλά μάλλον είμαι…

5. Εγώ επιπλέον είμαι…

6. Άρα εγώ παρουσιάστηκα!

7. ΠΟΙΟΣ ΑΣΧΟΛΕΙΤΑΙ ΜΕ ΤΟΝ ΤΟΥΡΙΣΜΟ; ΣΤΗΝ ΕΛΛΑΔΑ ΒΕΒΑΙΩΣ ΒΕΒΑΙΩΣ 1 η ερώτηση

8. ΕΠΑΓΓΕΛΜΑΤΙΑΣ ΤΟΥΡΙΣΜΟΥ - Ελλάδα STASOUUUUUUUUUUU…MIGDALAAAA

9. NEW VERSION ΕΠΑΓΓΕΛΜΑΤΙΑΣ ΤΟΥΡΙΣΜΟΥ

10. Τουρισμός στην Ελλάδα= ΦΙΛΟΣΟΦΙΑ “ Come with me gia na tin vreis, na glentisume together, h anamnhsh ap'th Greece, tha su meinei gia for ever ” Gardelis, 1982 wow! Ο ΤΟΥΡΙΣΜΟΣ ΩΣ ΕΜΠΕΙΡΙΑ !

11. Τουρισμός στην Ελλάδα= ΦΙΛΟΣΟΦΙΑ Gardelis, 1982

12. ΓΙΑΤΙ ΜΑΣ ΒΛΕΠΟΥΝ ΕΤΣΙ; ΓΙΑΤΙ ΔΕΝ ΜΑΣ ΠΑΙΖΟΥΝ ΜΑΜΑ;

16. The 4Ps are neither 4 nor Ps any more! Gummesson, E. (2009).The Naples Forum on Services Marketing,Italy.

17. Intangibility Heterogeneity Inseparability Perishability FORGET IT! IT’S RUBBISH! SERVICE MARKETING IS DIFFERENT FROM GOODS MARKETING IN 4 WAYS: Gummesson, E. (2009).The Naples Forum on Services Marketing,Italy.

18. Goods and services always come together Suppliers make value propositions Customers do the value actualization Co-creation of value Customer-to-customer interaction, C2C NEW SERVICE DOMINANT LOGIC Introduced by Vargo and Lusch (2004), Journal of Marketing.

19. 1960s-present 1990s-present 2000s- DEVELOPMENT OF THE RELATIONAL APPROACH TO MARKETING Traditional American marketing management and marketing mix Customer centric Centered on one party Customer Relationship marketing CRM One-to-one marketing Supplier Customer Relationship centric Centered on two parties Many-to-many marketing Network centric Centered on many parties

22. Patient ANNA, 82 Network & systems manager 5 doctors prescribing 9+2 pills 23 diagnosed disorders 11 therapies comprising 41 components 55 specialists masseurs social assistants social insurance people nurses ambulance and taxi drivers an endless amount of capital goods and disposables Based on Akner, G. (2004). Multisjuklighet hos äldre. Malmö, Sweden: Liber.

23. WHO CAN MANAGE THIS???

25. Tourism Services Marketing Goods Marketing TRADITIONAL APPROACH

26. Tourism Services Marketing Goods Marketing NEW APPROACH Κουρεμένος

27. Government EU Hotel chain headquarters Competing destinations Customers: tourists business travellers Tourist and Congress Office THE HOTEL GROUP Source: von Friedrichs Grängsjö, Yvonne and Gummesson, Evert, “Hotel Networks and Social Capital in Destination Marketing”, International Journal of Service Industry Management, 2008, Vol. 17, No.1, 58-75. The early applied field of network theory: TOURISM Hotels

28. “ If you can make it here, you can make it anywhere”

29. Eimai touristas kai to xairomai!

30. www.slideshare.com/ georgiazouni