|
The Current Status of Congress Tourism in Athens: The Views of The Local Congress Industry |
|
Papageorgiou Athina University of West Attice, Athens, Greece |
|
Sergopoulos Konstantinos University of West Attice, Athens, Greece |
|
Laloumis Dimitrios University of West Attice, Athens, Greece |
|
Lazoura Julia University of West Attice, Athens, Greece |
ABSTRACT
Athens is a historical city with an outstanding cultural heritage, excellent climate, natural beauty and good congress infrastructure: however it fails to attract major international congresses. We investigated the possible reasons for this, seeking answers from professional congress organizers, destination manager companies, conference centers, hotels with conference infrastructure and various professionals of the local congress industry, using a structured questionnaire.
Τhe conference product of Athens appears to be quite satisfactory, as conference centers, hotels and PCOs were highly evaluated: responders however appear to be poorly satisfied by State support to conference tourism, while lack of long term strategic planning, common action of the public and the private sector and the absence of a Metropolitan conference center are recorded as the major inhibitors for the further development of the conference tourism in Athens. From this study it is apparent that the main actions that should be taken by the state include the organized conference product promotion, strategic planning for further development of Athens as a major congress destination, the establishment of a national congress tourism bureau and the legislation of a framework for the collaboration between the state and the private sector.
Keywords: Athens, conference tourism, congress, convention, destination, management.
INTRODUCTION
Congress tourism represents an important alternative form of tourism for a destination as it prolongs tourism season and attracts delegates who spend more than the average tourist, while congress participants become great ambassadors of the destination and often return as visitors (Papageorgiou, 2017, WTTC, 2017).
The conference infrastructure of Athens and the well known attractions of the city helped it to become one of the 25 most significant destinations of the international conference market for 2017. Athens ranked in the 47th position in 2011-2012, when the consequences of the 2010 financial crisis emerged, recovering ever since and aiming to increase its share in the international conference market (ICCA 2013-2017).
AIM
The aim of the present study was to investigate the views of local enterprises that participate in the congress industry on
· The overall evaluation of the Athens conference product.
· The assessment of the reliability and capability of the various sectors of Athens' conference product (conference centers, hotels with congress facilities, audio-visual companies, PCOs, DMCs).
· The identification of the most important elements for Athens to become a major congress destination and the actions needed to be taken by the State
· The level of satisfaction of the congress businesses on the support given by the State and in particular by the ACVB
MATERIAL AND METHOD
To meet the aim of this study, representatives of professional congress organizers, destination manager companies, conference centers, hotels with conference infrastructure and various professionals of the field of congress organizing (merely audio visual companies, translators, public relation companies and catering companies), were asked to fill a well structured questionnaire.
Overall, 37 questionnaires were obtained: 15 PCOs (40.5%), 12 Hotels (32.5%), 4 Conference centers (10.8%), 4 “other professionals” (10.8%), 2 DMCs (5.4%). Results were analyzed using the SPSS package.
RESULTS
Most participants (43.2%) stated that they were involved in more than 100 congresses per year during the last 5 years (Table 1), meaning that their professional opinion is valid.
Table 1. Number of congresses per year for each responder
Responders were then asked to state their view on the importance of various factors affecting the congress delegates’ decision to participate to a certain event in Athens. These answers state the importance of each factor and not the level at which each factor is developed. The results are shown in Table 2.
|
Factor |
1 |
2 |
3 |
4 |
5 |
|
Access to Athens |
2.7% |
0% |
2.7% |
32.4% |
62.2% |
|
Congress infrastructure |
2.7% |
0% |
2.7% |
35.1% |
59.5% |
|
Athens Brand Name |
0% |
5.4% |
21.6% |
37.8% |
35.1% |
|
Sightseeing |
2.7% |
0% |
29.7% |
40.5% |
27.0% |
|
Amusement and Recreation |
0% |
2.7% |
37.8% |
46.0% |
13.5% |
|
Climate |
2.7% |
0% |
27.0% |
43.2% |
27.0% |
|
Social and Political Stability |
2,7% |
0% |
18.8% |
37.8% |
48.6% |
|
Cost of living |
2.7% |
0% |
0% |
45.9% |
51.4% |
Table 2. Factors affecting participation decision
1: Not important, 5: Extremely important
Responders were then asked to state their view on the most suitable congress size for Athens under its current infrastructure. Responders expressed the view that the most suitable size is between 500 and 1500 delegates, probably affected by their establishment’s capacity. The results are shown in Table 3.
Table 3. Level of satisfaction from the State’s support
The next question was on the level of satisfaction from the support that the state provides to the congress industry. None stated that he was extremely satisfied, while most were poorly satisfied (poor or fair, 86.4%). Results are shown in Table 4.
|
Factor |
1 |
2 |
3 |
4 |
5 |
|
Level of satisfaction from the State’s support |
10.8% |
40.5% |
45.9% |
2.7% |
0% |
Table 4. The responders view on the level of satisfaction from the State’s support to the local congress industry
1: Not satisfactory, 5: Extremely satisfactory
The next question was on acts that need to be taken by the state for further support and development of congress tourism in Athens. Answers show exactly what needs to be done on the subject. Results are shown in Table 5.
|
Act |
1 |
2 |
3 |
4 |
5 |
|
Long Term Strategic Plan |
2.7% |
0% |
2.7% |
32.4% |
62.2% |
|
State and Private sector collaboration |
2.7% |
0% |
2.7% |
35.1% |
59.5% |
|
Athens promotion |
0% |
5.4% |
21.6% |
37.8% |
35.1% |
|
Use of Archaeological sites |
2.7% |
0% |
29.7% |
40.5% |
27% |
|
National Congress Tourism Bureau |
0% |
2.7% |
37.8% |
46% |
13.5% |
Table 5. Acts need to be taken by the state.
1: Not Important, 5: Extremely important
Responders were then asked to state the importance of certain omissions that block further congress development in Athens. Results are shown in Table 6.
|
Omission |
1 |
2 |
3 |
4 |
5 |
|
Metropolitan Congress Center |
0% |
5.4% |
5.4% |
32.4% |
56.8% |
|
Congress National Registry |
2.7% |
2.7% |
8.1% |
29.7% |
56.8% |
|
State Financial Support* |
0% |
8.1% |
5.4% |
16.2% |
70.3% |
|
Thematic Parks |
0% |
5.6% |
35.1% |
32.4% |
27% |
|
National Congress Tourism Bureau |
2.6% |
5.6% |
16.2% |
37.8% |
37.8% |
Table 6. Omissions in congress tourism development
1: Not important, 5: Extremely important. * See Discussion for details
The next question was on the Athens Congress and Visitors Bureau’s activities. The importance of five parameters was investigated and the results are shown in Table 7. It is evident that the ACVB is not able to tackle an important crisis by itself and the need of a national congress tourism bureau is evident.
|
Parameter of ACVB Action |
1 |
2 |
3 |
4 |
5 |
|
Information on Athens Congress Product |
2.7% |
0% |
2.7% |
32.4% |
62.2% |
|
Athens Congress Product Marketing |
2.7% |
0% |
2.7% |
35.1% |
59.5% |
|
Participation in Iinternational competitions |
0% |
5.4% |
21.6% |
37.8% |
35.1% |
|
Connecting Congress Organizers to local Authorities |
2.7% |
0% |
29.7% |
40.5% |
27% |
|
Co-financing Congresses with the Organizers |
0% |
2.7% |
37.8% |
46% |
13.5% |
|
ACVB actions during the onset of the crisis period (2010-12) |
2.8% |
5.6% |
63.8% |
22.2% |
5.6% |
Table 7. Importance of parameters of ACVB actions
1: Not important, 5: Extremely important
Table 8 shows the responders view on the influence of certain characteristics of the hotels with congress facilities of Athens on congress organizing in the city. The local congress industry seems to be quite satisfied by the operation and facilities provided by Athens hotels.
|
Athens Hotels influential Characteristics |
1 |
2 |
3 |
4 |
5 |
|
Five star hotels with congress facilities |
0% |
5.6% |
16.7% |
66.7% |
11% |
|
Quality of service |
0% |
2.9% |
13.9% |
72.2% |
11% |
|
Trained Staff |
0% |
5.6% |
36.1% |
52.7% |
5.6% |
|
Technological facilities |
0% |
8.9% |
33.3% |
41.7% |
16.7% |
|
Cost (value for money) |
2.8% |
13.9% |
27.8% |
47.2% |
8.3% |
|
Auxiliary services |
0% |
11% |
30.6% |
55.6% |
2.8% |
Table 8. Hotel characteristics that influence congress organizing in Athens
1: Not influencing, 5: Extremely influencing
Next question was on the responders’ evaluation on certain characteristics and facilities provided by Athens conference centers. It appears that, apart from their size, congress centers provide very good services. Results are shown in Table 9.
|
Athens Conference centers Characteristics and Facilities |
1 |
2 |
3 |
4 |
5 |
|
Size variety and adjustment |
2.7% |
10.8% |
40.6% |
43.2% |
2.7% |
|
Quality of the premises |
0% |
10.8% |
29.8% |
48.6% |
10.8% |
|
Easy Access to the conference center |
2.7% |
8.1% |
16.2% |
59.5% |
13.5% |
|
Cost (value for money) |
2.7% |
5.4% |
35.1% |
51.4% |
5.4% |
Table 9. Evaluation of certain characteristics and facilities of conference centers
1: Bad, 5: Excellent
The application of high-tech solutions currently in use in congresses was then evaluated. Overall, the status is satisfactory. Results are shown in Table 10.
|
Technology solutions |
1 |
2 |
3 |
4 |
5 |
|
Presentation tools |
0% |
2.7% |
24.3% |
51.4% |
21.6% |
|
Real-time online internet tools |
0% |
16.2% |
27.1% |
35.1% |
21.6% |
|
Recording tools |
0% |
10.8% |
27.0% |
43.2% |
18.9% |
|
Translation |
0% |
8.1% |
18.9% |
51.4% |
21.6% |
|
Interactive participation of audience |
2.7% |
10.8% |
32.5% |
37.8% |
16.2% |
Table 10. Technology solutions used in conferences
1: Bad, 5: Excellent
Responders were then asked to evaluate local PCOs in various aspects of their professional activities. Their answers reveal their satisfaction for the PCO’s overall performance. Results are shown in Table 11.
|
PCO evaluation |
1 |
2 |
3 |
4 |
5 |
|
Quality of service |
2.7% |
0% |
21.6% |
70.2% |
5.5% |
|
Experience and practice |
0% |
2.7% |
29.7% |
56.8% |
10.8% |
|
Flexibility and crisis management |
2.7% |
0% |
27.0% |
62.2% |
8.1% |
|
Commitment on congress tourism development |
0% |
13.5% |
40.5% |
40.5% |
5.5% |
|
Cost |
2.7% |
5.5% |
37.8% |
43.2% |
10.8% |
Table 11. Local PCO evaluation
1: Poor performance, 5: Excellent performance
The final, open question, was used to identify the responders’ views on the most important disadvantage of Athens as a congress destination. Results are shown in Table 12.
|
|
Frequency |
Percent |
Valid Percent |
|
|
Valid |
No metropolitan conference center |
11 |
29,7 |
37,9 |
|
No congress tourism development strategic plan - No state support |
6 |
16,2 |
20,7 |
|
|
Political instability |
4 |
10,8 |
13,8 |
|
|
Clean city |
2 |
5,4 |
6,9 |
|
|
High cost of air transportation |
1 |
2,7 |
3,4 |
|
|
Downgrading of the city center- insecurity and fear |
1 |
2,7 |
3,4 |
|
|
Strikes, protests, traffic jam |
2 |
5,4 |
6,9 |
|
|
Insufficient training of congress tourism staff |
1 |
2,7 |
3,4 |
|
|
Limited working hours of museums and archaeological sites |
1 |
2,7 |
3,4 |
|
|
Total |
29 |
78,4 |
100,0 |
|
|
Missing |
System |
8 |
21,6 |
|
|
Total |
37 |
100,0 |
|
|
Table 12. The most important disadvantage of Athens as a congress destination
DISCUSSION
At least half of responders think that Athens overall provides a very good congress product. The destination strength lies on the climate, sightseeing and entertainment, followed by access, the city brand name and congress tourism infrastructure. The cost of life is rather high, although the congress tourism value for money is good, while social and political stability and the downgrading of the city center (not being tourist and transportation friendly) are the main weaknesses of the destination.
Responders state that one of the main disadvantages of Athens is the lack of a major conference center, despite the fact that Athens hosts congresses with less than 500 participants in 75% of cases (ICCA, 2017) and the international trend is towards smaller congresses (ICCA, 2013). This means that, for the time being, better promotion and conjoint efforts should be taken, focusing on medium-size international congresses that will be the majority of cases in the years to come: moreover, this is the size that Athens congress facilities can efficiently serve.
Another major disadvantage seems to be the insufficient support that the state provides to the local congress tourism industry, both financial and functional-promotional. Free bus tickets, free entrance to archaeological sites and low rent on state buildings are considered the main forms of financial support, as well as the co-use of the official state stand in certain international exhibitions and also state warranty in certain cases of bidding.
Main actions that should be taken by the state include the organized promotion, strategic planning for further development of Athens as a major congress destination, the establishment of a national congress tourism bureau and the legislation of a framework for the collaboration between the state and private sector.
The Athens Congress and Visitors Bureau is the only public sector enterprise that supports congress tourism in the city and responders think that its overall function is very satisfactory. ACVB actions include (www.athensconventionbureau.gr):
· Participation to International Tourism Exhibitions, business-to-business events, road shows and fam trips,
· Participation to international award events, i.e. the European Best Destination Awards,
· Advertisement in the major congress tourism magazines and the media in general,
· social media use,
· participation to international associations of the congress industry, such as the ICCA and the ECM,
· running ambassador’s programs,
· conducting research studies on the national congress product and
· producing and distributing brochures and videos.
Athens hotels appear to provide a very good level of services in various aspects of their function in combination with reasonable cost. The same is true for congress centers (with the main disadvantage being their size) and modern technology tools used. Finally, local PCOs appear sufficient in organizing international congresses, although responders do not think that they are committed to the common goal of the development of Athens as a major congress destination. This can only be attributed to the lack of collaboration culture, as most companies expect everything from the state efforts.
The results of our study need to be supplemented by further research on the views of congress participants and local stakeholders, providing a clear view on the actions that should be taken in order to further develop the local conference industry.
REFERENCES
· ACVB (2018), “Athens established as one of the 25 top convention tourism destinations in the world”, available at http://athenscvb.gr/en/content/icca-report-2017-athens-established-one-25-top-convention-tourism-destinations-world
· Judit Grotte (2017): Global Trends in the Hospitality Industry, pp.114-124., In: ICUBERD, Book of Papers 2017, University of Pécs, ISBN 978-963-429-212-8
· ICCA (2013), “ICCA Statistics Report, Country & City Rankings”, available at https://www.iccaworld.org/dcps/doc.cfm?docid=1696
· ICCA (2014), “ICCA Statistics Report”, available at https://www.iccaworld.org/dcps/doc.cfm?docid=1789
· ICCA (2015), “ICCA Statistics Report, Public abstract”, available at https://www.iccaworld.org/dcps/doc.cfm?docid=1951
· ICCA (2016), “ICCA Statistics Report, Country & City Rankings”, available at https://www.iccaworld.org/dcps/doc.cfm?docid=2082
· ICCA (2017), “ICCA statistics”, available at https://www.iccaworld.org/npps/story.cfm?nppage=7436
· Papageorgiou, Α. (2017), “Increasing congress attractiveness: ways to attract major congress events in Greece” in Tsartas P, Lytras P (Eds), Tourism development, Papazisis editions, Athens.
· WTTC (2017), “Travel & Tourism, Economic Impact 2017 – World”, available at https://www.wttc.org/-/media/files/reports/economic-impact-research/regions-2017/world2017
· WTTC (2017), “Travel & Tourism, Economic Impact 2017 – Greece”, available at https://www.wttc.org/-/media/files/reports/economic-impact-research/countries-2017/g reece2017.pdf