Tourism destination. Russia is a multinational and multicultural

Tourism is one of the
World’s multinational economic activities. (Friedman, 1995)
Factors intervening consumer behaviour
consist of cultural and economic factors, but also industry
related factors; what the destination has to offer (Lomine-33; McCabe 101).

Culture is a base for our values, behaviour,
beliefs, priorities and certain perceptions
towards different products. These characteristics compose what
values of the consumer represent the way of consumer’s
actions (Kardes et al. 2008, pp. 407-408; Solomon 1996, pp. 537-540).

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Decision making is based on a cognitive
process where a final choice is made by comparing and considering different
alternatives. In tourism, it is crucial to understand what factors have an
influence on consumers’ decisions. These decisions are
not only based on facts and knowledge, but also feelings, attitudes, social
status, age, budget and previous experiences (Lomine-44).

Nowadays the most important areas in
tourism marketing are branding, consumer behaviour, e-marketing and
strategic marketing. Especially have e-marketing and new technologies
become more significant (Tsiotsou , 2010).

The aim of this paper is
to determine the native habits between Russian and Greek people concerning
selecting a holiday destination. Russia is a multinational and multicultural
state and the largest country in the world, Greece on the other hand it’s a small
nation and has a very long and remarkably rich history and culture. However,
there are deep cultural and religious ties between the two nations. The issue
focused on parameters that involved in travel selection like the location and
the period of travelling for both countries. Finally,
to clarify who make the family decision.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Over the last three years,
the Russian outbound tourism has decreased almost twice in comparison
with the dramatical fell that Russians sustained since of terrorist
attacks, political dust-ups and a collapsing of rubble. Compared to many
Western Countries the e-market travel industry in Russia is still developing, during the last year alone
the Russian online travel marketing increased by 37% with
all segments demonstrating growth (Russian search
marketing) while many Russians prefer travelling in
organized groups, accustomed to book travel package through a
tourist agency which is cheaper and includes everything like
visa restriction. This option is especially admired by families with
kids. Nerveless, as internet use continues to
grow, Russians become more well-known and cosy with individual online
booking. Russians used to buy most packages 2-3 weeks in
advance. The most effective ways of advertising towards
the Russian consumer is through travel agencies, online social media,
the word-of-mouth, television and magazines. The
main Russians holidays are the first two weeks of January,
celebrating the New and “Past” year eve, a favourite period craving heat during
the cold winter. Spring holidays from 1st to 9th of
May (labour and victory day) and the long
summer holidays with August traditionally the most popular
time. When choosing a travel destination, Russians looking for
a holiday place with the following characteristic: the climate,
price level, safety of the destination and historical and cultural
attractions. Furthermore, Russians have a tendency to head
for destinations famous for shopping, such a Dubai, Italy and
Paris. According travelata the top destination for
2017 was Turkey — after a year of
Russian ban. Turkey is popular because of cheap tours that are
“all-inclusive”, making a holiday in exotic place with low prices. The
second most popular is Greece. Following Greece are Cyprus, Tunis and
Bulgaria. In the Russian culture, family attend a crucial factor and
affects in final decision-making.

Greeks on the other side are typically
independent travellers who enjoy organizing their own trips abroad, they used
to travel as couples or with friends and less with family and kids. Since
2009 Greece facing a Financial crisis which has influence in economic boom and tourism, hence to affect the outbound tourism. Greek people
become very price sensitive and thus they
are searching low-cost flights and better offers. In
the early phase of global internet growth travel
agencies in Greece lost their power, as Greeks
choose travel agencies package in certain cases like
group travelling, long distance holiday
which needs visa restrictions and for a few days
escapades. Outbound traveller’s numbers increased over the past 11
years, with approximately 7.2 million people travelling from Greece
to international destinations in 2016 (statista).  The main motivators for
the Greek travellers are holidays, culture, business trips and
visiting friends and relatives. Greek traveller search
informations for destinations mainly from online
network, travel sites like tripadvisor and
through travel agencies. Greeks topped five favours in 2017 was Larnaca,
London, Rome, New York, and Barcelona, as reported by Skyscanner,
in which they stayed five days on average. In
recent years migration phenomenon in Greece has become very intense with a lot
of Greek people living abroad, Greek travellers choose to stay in the house of
friends or relatives instead of paying a hotel room. Greek travellers
basic holiday season is summer from June to August, also Christmas
and Easter holidays mostly for ski holidays and mountain and lake
holidays. An ordinary habit of Greek people is
to take a weekend getaway in nearby countries such
as Bulgaria. Despite the fact that young travellers make own decisions
where to travel, Family plays an important role providing directions and
advices.

 

Despite the differences between the Russian
and Greek travellers, such us the self-booking and the travel motivation there
are also many similarities. Both Russians and Greeks seek for affordable prices
and better offers. Although the price is a common aspect for both countries
Russian tourists spend more money abroad than Greeks did based on previous
years. Another way in which Russian people is similar to Greek people are the
strong family values.

 

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