The eighth and final day of lectures was dedicated to the structural and financial aspects of the tourist industry, giving to students the opportunities to compare the tourist industry with other sectors of the economy and to think about the various elements involved in the planning of a tourist venture. In the afternoon, the students were asked to develop a business plan for the proposals that were developed in the previous week’s workshop and which pertained to the improvement and promotion of the women’s agricultural cooperative of the village of St. Antonios.
Tuesday 2 September 2014
09.45-11.30: The organization of the Tourism Industry and local economic development (Athnasios Kalogeresis)
Professor Kalogeresis started with a brief overview of the beginnings of the tourist industry with the development of Cook’s Tours, before providing an analysis of this type of industry through the metaphor of global commodity chains. Noting that tourism is not an industry that produces a single product, Prof Kalogeresis went on to describe the intrinsic characteristic of the industry and how these have shaped the recent, bottom-up approach to the way tourism contributes to local and regional economic development. The lecture ended with an explanation about the benefits and risks of tourism for the local economy.
12.00-13.30: Business Plan of a Tourism Enterprise (Nicolas Dedoussis)
Using his professional expertise as an Assistant Officer at the Agricultural Development Activities Division of Piraeus Bank, Mr Dedoussis offered to us a very comprehensive lecture on the various elements involved in the setting-up of a tourism enterprise. From market analysis tools to financial planning, Mr. Dedoussis talked about in detail how a tourist industry can best respond to the needs of today’s customers. Finally, some case-studies from Japan (for e.g., Hōshi traditional inn, Sozai Hiroba) and Greece (for e.g., Cretan Quality Agreement) were introduced as successful examples of the various forms a tourist industry can take.
15:00-16:00: Workshop: Writing a Business Plan
During this workshop, students were required to go back to their proposals for improving/promoting the St. Antonios Women’s Agricultural Cooperative and to 1) do a market analysis (SWOT and PESTEL), and 2) draft a simple business plan with a prototype, price and marketing strategy.
16.00-18.00: Visit of the Old City with Professor Tokmakidis