Investigation of similarities and differences between Dance Tourism markets: the case of Patras, Greece

Georgia Zouni, Aggelos Karlis, Ioanna Georgaki

Abstract


In every corner of the world, we observe that tourism destinations, having understood the importance of dance events, try to increase the presentation of such dance events, with the aim to attract and entertain tourists. Dance tourism constitutes a part of cultural tourism since, through that, opportunities for cultural experience are provided to tourists. The main aim of the present research is the investigation of the similarities and differences between Greek and Russian dance tourists towards dance tourism in a tourism destination (Patras, Greece), regarding: (a) the Demographic characteristics, (b) attitude towards dance tourism, and (c) attitude towards Patras as a dance tourism destination. Results show that younger individuals, mainly women, that are single, of high educational level, private-sector employees mainly, and of medium income are interested in dance tourism. Moreover, several interesting results found regarding attitude towards dance tourism, and attitude towards dance tourism destinations. The contribution of this study is twofold. For both For academia, this research might deepen the understanding of dance tourism travellers and its impact on destinations products formulation. For practitioners, this kind of approach might provide new and strategically important knowledge about attracting dance tourists.

Keywords


Dance Tourism; Cultural Tourism; Market Research; Market Segmentation; Patras; Greece

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DOI: https://doi.org/10.1344/THJ.2019.0.16-31

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