Silver Tourism in Greece. Basic Elements of Marketing and Branding

Abstract

Major changes that have taken place around the world recently include the increase in world population, the expansion of life expectancy, the advancement of the health of people of all ages, and the greater flow of tourism between countries. For most countries, senior tourists constitute a distinctive part of the tourism industry. In order for Greece to emerge as an ideal tourism destination and to satisfy the demand and needs of senior tourists, it must improve and develop the necessary infrastructure and services through targeted strategies that will help its international image. This paper aims to record the opinions and preferences of senior tourists regarding the choice of a tourist destination in general, and especially in the current COVID-19 period, which factors influence their decision, which media they use when searching for information, and then the goal is to investigate their opinion on the recognition of Greece as a silver tourism destination, through the existing marketing and branding. The goal of the work is also to study the ability of Greece to emerge as a health tourism destination, specifically medical tourism for international elderly patients. Research has been contacted through online questionnaires on a random sample of elderly people living abroad during spring 2021.