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, 2016


........................................................................................................................7
Abstract..........................................................................................................................8
....................................................................................................................9
..................................................................................................................11
...........................................................................................................11
.......................................................................................................12
......................................................................................................12
1. .......13
1.1 ........................................................14
1.2 ................................................................................20
1.2.1 , ...............................20
1.2.2. .......................................................21
1.2.3 ..................................................................................23
1.2.4 ..............................................................................25
1.2.5 .......................................................................................26
1.2.6 .....27
1.3. ...............................................................................28
1.3.. .............................................................................28
1.3.. ......................................................................28
1.3.. ...............................................................................29
1.4. ........................................29
2. ................34
2.1. ...............34
2.2. ....................................35
2.3. ....................................................................................38
2.4. .................41
2.5. ...................................................................................44
2.6. .............................................................................................45
3. .
- ....................................................................................................46
3.1. ..............................................................................................46
3.2. ...............................................................................................................49

3.3. ................................................51
3.4. ...........................................................................................54
3.5 .....................................................................................56
3.6. ...............................................................................................62
3.7. ..............................................................................62
3.8. .......................................................................................................65
3.9. ................................................................................66
4. ....................................................................................................71
4.1 ............................................................................71
4.1.2 ........................................................73
4.2 ...................................................................................................76
4.3 ..........................................................................................76
4.4 .....................................................................................78
4.5 ...........................................................................80
5. ......................................................................81
5.1. ................................81
5.1.1 . 82
5.1.2 .........................................................................87
5.1.3 ........................................................................90
5.1.4 .....................................................92
5.1.5 ...................................................96
5.1.6 ..........................................................100
5.1.7 ..............................................................................102
5.2 /
................................................................................................................................106
5.2.1 ..............................107
5.2.2 ..........................................................113
5.2.3 .........................................................115
5.2.4 / ..................................................................117
6.
.....................................................................................................118
6.1 ........................................................................................118
6.1.1. ...............................119
6.1.2. ................................................................................120
5

6.1.3. .......................................................121
6.2. ..................................................................................128
6.2.1 .......................................................................128
6.2.2 .................................................................128
6.3. .............................................................................129
6.4. ..................................................................................130
6.5. ............................................................132
6.6. ......................................................................................139
6.7. ......................................140
6.7.1. ........................140
6.7.2. ...................141
6.7.3
................................................................................................143
6.7.4.
.............................................................................................145
6.8. ............................................................148
7. ................................................................150
7.1. ..................................................................153
8.....................................................................................................154
8.1 & .................................................154
8.2 E & ......................................156
8.3 ....................................................................................................159
. .....................................164

....................................................................................................................................170

............................................................................190
.
....................................................................................................................................196
- ....................................................207



. ,

.


.

.

.

2016,
SWOT
.

.

.

: , ,
, , ,
.

Abstract
The competition between touristic destinations is very intense in a universal level.
This is because new destinations emerge all the time, there is a continuous
development of new technologies and because of the existing negative economical
situation worldwide.
The main ambition of this essay is to present the target and the procedure of Strategic
Marketing Planning in the field of tourism and to create a tourism marketing strategy
for Thessaloniki. To complete this essay, we used two kinds of research, primary and
secondary. First of all, we used the secondary research and the literature review to
determine the basic concept or tourism in general and tourism in Thessaloniki in
particular.
Furthermore, the strategic analysis we present in this essay is based firstly on the
statistical analysis of the data that derived from the primary research, using
questionnaires filled by representative groups of tourists on February and on July
2016 and secondly on the SWOT analysis drafted from secondary and literature
research.
Strategic analysis leads us towards the construction of a complete strategic marketing
plan that aims at an effective departmentalization and targeting of the market.
We hope that this essay will became a useful instrument to those involved in tourism
and help the touristic development of the area.

Keywords: Tourism, Strategic Marketing Plan, Strategic Marketing Planning,

Tourism Marketing Strategy, Greek tourism, tourist destination, Thessaloniki.

E .

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Director of Sales & Marketing Hyatt Regency Thessaloniki,

Grand Hotel,
Hotel City, Kastoria Hotel
Excelsior Hotel.

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10



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152

 .
.

8.
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, : .
, ., (2005), , : .
, ., (2001). , , .
, ., (2015), :
, ,

, - , (2005): , ,
, , :

, ., (2011), .
, ,

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%B9%CF%83%CF%84%CE%B9%CE%BA%CE%AE_%CF%85%CF%80%CE
%B7%CF%81%CE%B5%CF%83%CE%AF%CE%B1._%CE%9A%CE%BF%CE
%B9%CE%BD%CF%89%CE%BD%CE%B9%CE%BF%CE%BB%CE%BF%CE
%B3%CE%B9%CE%BA%CE%AE_%CF%80%CF%81%CE%BF%CF%83%CE
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%B1%CF%82-%CF%83%CF%84%CE%B7%CE%BD-%CE%B5%CE%BB%CE
%BB%CE%AC%CE%B4%CE%B1-%CF%80%CF%81%CE%BF%CF%89%CE
%B8%CE%B5%CE%AF-%CF%83%CF%84%CE%B7-%CE%B4%CE%B9%CE
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Zero-based

budgeting,

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( 20/02/2016)
What is kaizen budgeting?, http://www.accountingtools.com/questions-andanswers/what-is-kaizen-budgeting.html, ( 20/02/2016)

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