Journal of Business Management and Economics

Tourism in coastal areas brings along both positive and negative effects on the environment as a result of activities exerted upon such areas by proponents and tourists. While tourism development results in the modification of coastal environments, it can also flourish where such environments are left unmodified as the pristine nature of the environments attract visitors. The development of the Greek islands, besides its positive effects, has caused a variety of significant problems particularly to sensitive ecosystems, where the interactions between the economy, society, and the environment are particularly intense. These problems are related to the different rate of development of the islands, especially in the coastal areas, due to the unique features pertaining to their size and location.

The aim of this paper therefore, is to postulate and develop a framework and guideline to be addressed by decision-makers for coastal areas. The results of the research lead to useful conclusions which can help the relevant authorities qualitatively reform and improve tourism policy, so as to achieve sustained tourism development.

Frameworks for sustainable coastal tourism development and coastal zone management (CZM) are suggested taking into account the multifaceted nature of the coastal environment.

Although Skala resort, on the southeastern coast of Kefalonia island located in north-western Greece in the Adriatic Sea epitomizes a successful tourism destination, alternative tourism is attractive as the diversity of habitats and life forms makes Skala coastal area unique. For the ecological richness to continue to provide avenues for alternative tourism, it is argued that such frameworks should be adaptable and implemented for a sustainable coastal tourism policy.

The methodological frame used to assess the relevant effects is a questionnaire based survey using a statistically adequate population sample.

As tourism is the largest and most profitable industry in Greece, attempts have been made in recent years to develop new types of alternative tourism that may further fulfil traveller's needs for quality, new activities and advanced experiences. Wellness tourism is a novel and attractive activity, as it reflects a more active lifestyle and focuses on well living, stress management, relaxation and meditation.  The maintenance of physical health and the introduction of proper nutrition and healthy lifestyle are the primary goals of wellness tourism, followed by mental development activities in an environmental-friendly accommodation.

To investigate the prospects of wellness tourism in urban areas in Greece, we used a questionnaire addressed to people attending and organizing the “holistic Festival” of Syros Island, Greece, that took place on July 2017.  Overall 53 questionnaires were obtained, 50 from participants and three from organizers.

Wellness tourism seems to be a unique experience for the tourist, as it is both therapeutic-healing and entertaining, especially in an attractive environment. The study revealed that the development of wellness tourism can result in important economic benefits for a destination and may lead to viable growth of wellness tourism in many urban destinations in Greece, if a targeted strategy is adopted.  This strategy should take into account developmental policy and strategy issues, management of entrepreneurship issues, financial limitations and advertisement/promotion and time-scheduling issues of the destination.