Πώς οι πρακτικές βιωσιμότητας και ESG διαμορφώνουν τη στρατηγική μάρκετινγκ και την αντίληψη των καταναλωτών στον ελληνικό ξενοδοχειακό κλάδο : μελέτη περίπτωσης της Κρήτης

Αργυρού, Ευαγγελία

How sustainability and ESG practices shape marketing strategy and consumer perception in Greek hospitality : case study - Crete

Master Thesis

Author

Αργυρού, Ευαγγελία

Date

2026-05

Abstract

This dissertation examines social and cultural perceptions of sustainability in Cretan tourism, while also focusing on the strategic and marketing implications of sustainability for tourism businesses. In contemporary tourism, sustainability is no longer limited to environmental protection. Instead, it is closely connected to local communities, cultural heritage, authenticity, consumer trust and the long-term competitiveness of destinations. The aim of this study is to explore how participants perceive sustainable tourism development in Crete and to examine the extent to which these perceptions influence trust in tourism businesses, travel behaviour and destination image. To achieve this aim, a quantitative research approach was adopted through a structured questionnaire, which was distributed online in both Greek and English. In total, 100 valid responses were included in the analysis, of which 76 were collected through the Greek version and 24 through the English version. The findings indicate that sustainability is perceived as a multidimensional concept, including environmental, social, cultural and business-related dimensions. Participants attach particular importance to supporting the local community, collaborating with Cretan producers, protecting cultural identity and promoting authentic Cretan hospitality. At the same time, the findings highlight the importance of transparency, certifications and the avoidance of greenwashing, as consumers appear more willing to trust businesses that can provide clear evidence of their sustainable practices. The dissertation concludes that sustainability can serve as an important tool for strategic differentiation, branding and marketing for tourism businesses in Crete. However, its value depends on the extent to which it is genuinely integrated into business operations rather than used only as an external communication tool. Sustainable tourism development in Crete 12 requires consistency, transparency, local community participation and an authentic connection with the destination.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19453

Collections

Τμήμα Οικονομικής Επιστήμης

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα