STRATEGIC MANAGEMENT OF TOURISM SUSTAINABILITY THROUGH THE GREEK STAKEHOLDERS' PERSPECTIVE ON THE IMPACTS OF EVENTS: THE CASE OF PATRAS' CARNIVAL, Greece

Abstract

Events can play a critical role in implementing sustainable developing models at destinations. Furthermore, the perceptions of stakeholders may contribute to the sustainability of a tourist destination in the long term. This paper presents an insight into the stakeholders' perceptions of the importance of festival events in promoting tourism sustainability, concentrating on Patras' Carnival. Festivals can be an instrument for tourism development, city image improvement and boosting regional economies. Based on a theoretical model that is grounded in the social exchange theory the research enriches the existing knowledge on promoting sustainable events and sustainable approaches to tourism development by taking into account the views of the leading players of tourism, local residents and business owners. A quantitative survey via a structured questionnaire was conducted in the city of Patras, Greece's third-largest city before the COVID-19 pandemic outbreak. The questionnaire was distributed to the residents and business owners during the Patras' Carnival (Patrino Carnavali), the largest event of its kind in Greece. In total, 238 people participated in the study. It will be presented as a variety of positive and negative impacts of tourism toward economy, society, culture and environment and shed light on adequate managerial practices that boost further tourism flows in cities. The results may be useful not only to local government entities involved in the tourism strategic planning but also to stakeholders engaged in creating sustainable competitive advantage in the tourism industry.