Apostolou Ioannis

147
Project Ulysses An evolutionary touristic development as an economic driver for local communities

description

Project Ulysses

Transcript of Apostolou Ioannis

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Project UlyssesAn evolutionary touristic development as an economic driver for local communities

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Project UlyssesIoannis Apostolou

10096019

Oxford Brookes University

2012

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An evolutionary touristic development as an economic driver for local communities

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Contents

1. Cover – Title page

2. Contents page

3. Introduction

4. Tourism

4.1 Tourism as a phenomenon

4.2 Diff erent kinds of tourism

4.3 Eco-Sustainable tourism

5. Tourism and local societies

5.1 Relationship between local communities and tourism

5.2 Island tourism – Th e case of Creek Islands

5.3 Cultural – Heritage Tourism

5.4 Island tourism

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6. Architecture and Tourism

6.1 How to design for sustainable tourism – Typologies

6.2 Planning for historic sites

7. Project Ulysses

7.1 Ithaka, the kingdom of Ulysses

7.1.1 Global positioning

7.1.2 History of the island

7.1.3 Demographic information

7.1.4 Occupation of locals - Local economy

7.1.5 Touristic importance

7.1.6 Estimation – Evaluation of possible tourist development

7.1.7 Identifi cation and proposal of sustainable development in the case of Ithaka

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7.2 Design project

7.2.1 Design brief - Rationale

7.2.2 Master plans

7.2.3 Evolutionary design proposal (Plans – Sections – 3D representations – Technology)

8. Conclusion

9. Bibliography

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Ulysses killing Penelone’s suitors

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Introduction

Aspect of Vathi, Ithaka. Photograph taken mid 1960s (Source: Gerry photography)

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“Tourism policy, in an ideal situation, should be specifi c to each and every case (destination area) in order to be eff ective and the goal of sustainable development to be achieved ”

(Coccossis, 200,p.274)

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Aim and Scope

Th is dissertation looks at tourism and development. Its primary aim is to consider how local communities could benefi t from touristic developments in their area by proposing the co-existence, in a successful way, of what we often see to be two diverse worlds; the establishment of a luxury holiday resort and the undeveloped, poor and pre-existing local societies. Th e focus of this text is to analyze the methods of creation of a sustainable and economically self-suffi cient touristic establishment within an existing community and apply those through a design proposal on the island of Ithaca – Greece. Essentially this dissertation attempts to show that sustainable touristic development can work to benefi t local communities. Development in this context does not simply refer to an economic process but rather as a multidimensional process leading to what is often described as “good change” (Chambers, 1997, p. 16). In recognition of the dependency and lack of power and knowledge of many small communities in the global arena, development in this case is seen as embracing values of self-suffi ciency, self-determination and empowerment as well as improving people’s living standards (Friedmann, 1992). Investigating this subject the following question rises; is it possible for the existing societies and local communities to be engaged and developed at the same time with the investment in their area? If we answer yes then in that case we can speak about evolution of the area rather than co-habitation of two diff erent worlds.

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Representation on ancient vase.

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Architects, as the protagonist designer, have the ethical obligation to protect the common wealth and fi nd innovative ways of merging capitalistic investment with the fi nancial and cultural growth of the societies involved. Th e role architecture can play in such projects is also a topic of investigation and debate in this study. Th e scope of architectural participation spans from examining local needs (infrastructure, limits of tourist capacity …), to plan touristic developments in a way that the majority of the community can benefi t without altering the local character, to act as a consultant and be the connecting chain between the investor and the community. Further analysis of the role of the architect will follow in Chapter 6.

Th e intention of this study is to examine existing paradigms of tourist developments, to identify the positive and negative impacts these had to the areas, to create a model of development and apply it through a detailed design project. Th e evaluation criteria will spring from research about the nature, power and types of tourism. Readings of texts such as Sustainable Tourism Futures (Gossling, Hall, & Weaver, 2009), Tourism for development (Scheyvens, 2002),Cultural Tourism and Sustainable Development (Girard & Nijkamp, 2009) and Tourism as an industry for economic expansion of archipelagoes and small island states (Tisdell & McKee, 2001) set the investigating level, with interesting insights and case studies. Th e design project that will test these fi ndings will be set in a scenario where an investment has been proposed for developing an evolutionary self-suffi cient touristic settlement on the island of Ithaca. Th e purpose of the design is to put in practice the proposed methods of approaching local communities and maybe conclude in a formula, which will use touristic developments as a way of social, cultural and economic evolution of the area.

My reasons for supporting change in approaching tourist investment in the form of local development came through personal experience. In fact, it came during my research for this dissertation. Th e apocalyptic way in which tourism has been “using” local resources and exporting capital from local communities gave me the spark for undertaking this study. Moreover, my Greek cultural heritage provides me with a personal interest in the subject as tourism consists one of the largest industries in the country. A large amount of the populations’ income depends on hospitality and recreational services as Greece ranks among the top summer holiday destinations globally (Fig 01). It is essential for me to investigate and possibly improve the relationship and methods of applying such investments, so that they can become the seed from which a region can evolve rather than live as a parasite serving the interests of major tourist corporations.

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Economic health

Satisfacion of visitors

Healthyculture

Protection of resources

Well-being of locals

Th e ‘magic pentagon’ of sustainable tourism

Fig.05 (source H.Muller (1994) in Giaoutzi & Nijkamp)

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Representation on ancient vase.

Due to the practical application of the subject of this study and the diversity of the aspects elaborated, a methodology organized in fi ve distinct levels is suggested. At the fi rst level, it is important to understand the nature and importance of tourism as a global industry. I will examine the diff erent types of tourist developments, as described by Hall and Lew (Sustainable Tourism: A geographical perspective, 1998) and McLaren (Rethinking tourism and ecotravel, 1998) and assess their suitability for the case of Ithaka. On the second level, I will investigate methods of sustainable approaches to tourist developments debated by Gossling, Hall and Weaver (Sustainable Tourism Futures , 2009) and by the World Tourism Organization (Guide for local Authorities on Developing Sustainable Tourism, 1998), and also ways to empower and engage local community put forward by Scheyvens in her study Tourism for Development (Scheyvens, 2002). Relevant case studies are off ered by Cracolini in her paper Tourism sustainability and Economic Effi ciency: A statistical Analysis of Italian Provinces (Cracolini, Cuff aro, & Nijkamp, 2009).

Th e third level of the methodology involves a critical exploration of the local characteristic of the island of Ithaka. Th at includes historical, geographical, cultural, economic, demographic and tourism data. Part of the cultural and historical investigation was visiting the British museum in London as it exhibits fi ndings from ancient Ithaka. In addition, useful information was gathered during my fi eld trip to the island of Ithaka where I was given the opportunity to speak to local people and record their views on the subject. Th is was important as to understand the specifi c needs of the location and its possibilities for sustainable touristic development. Th e aim is to identify the key factors that will lead towards a successful design proposal.

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Old photograph of Vathi during winter time (source Gerry photography)

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Th e forth level is the practical application of the knowledge gained in the research part of the dissertation. Th is is the most detailed level and specifi es the precise design of buildings, structures, landscaping and any other development on the site. Th e architectural design will be carried out at the local level based on the site plan taking under consideration sustainability values stated in previous chapters. Th e fi nal part of the methodology is the evaluation of the project and to identify restrains and possible opportunities for further exploration.

As the project being fragile in terms of its fi ndings and conclusions, it was essential to gather as many as possible specifi c information on the subject. Th e analysis is based on cross-sectional data gathered from face to face interviews with local Ithakicians. In addition, series of interviews took place with experts on the fi eld such as Dr Aylin Orbasli, specialist in architectural regeneration, and Miss Athina Adanapoulou, senior offi cer at Ithakas planning offi ce. Although the benefi t of the procedure is that is performed “in vitro” as this is a theoretical simulation and not a real, on-going project, the fi ndings are realistic and applicable.

Th e criteria that will be used to evaluate the design are based both on the design brief and the effi ciency of it. Th e fi rst will show up to what extent the objectives set out by the investors have been met (simply what will do the job?) and the second will show how effi cient is the design when implemented? In the later case distinguishing between diff erent groups within the local population is needed to “measure” the likely costs and benefi ts that will fall to members of those groups. Based on the fi ndings conclusions will be made.

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Th e archeological site of Ulysses Palace. (Source: personal photograph)

Th e structure this dissertation will follow, aims to establish a clear understating of a proposal for evolutionary touristic developments. Th e study is divided into two main parts. Part I considers the controversial relationship between tourism and development. Chapters 4 and 5 contribute to this aim by raising concerns about the nature of tourism growth, by explaining why it is vital that local communities should be involved in every stage of tourism development and how appropriate types of tourism could be evolved in this project. Furthermore, evaluation tools for measuring the suitability and the successful application of tourist developments are being proposed. To conclude Part I, chapter 6 examines the link between tourism and architecture and debates the role of the architect as a designer and a consultant in sustainable tourism developments.

While it is important to look critically at the tourism industry, equally challenging, and of more practical relevance, is to look at ways in which the above theories can be applied in a real world scenario. Th us it is that Part II, “Project Ulysses Design”, explores the application of sustainable touristic development in the case of the island Ithaka, Greece. Th e chapters in this section are organized in such way, in order to familiarise the reader with this particular case by providing geographical, historical, statistical and architectural information for Ithaka (Chapter 7.1). In Chapter 7.2, a scenario of a sustainable touristic development is proposed along with a design brief which sets the frame and the requirements for this project. Moreover, measures and upgrades to the current status of the island are proposed which include ways of engaging the local community and improving the existing infrastructure. Th is is crucial to be done prior to the design project as to evaluate the extent of the development and the prognostics for future expansions. Th en, the brief is turned into reality with a thorough design proposal for an evolutionary, self-suffi cient touristic settlement. Th is includes master-planning, plans, sections and 3d representations of the project. Also, a technological investigation will be carried out, examining construction, structural and environmental issues. It is worth saying that the design project will derive and be based upon the research in Part I.

At the end, Chapter 8 will summarize the fi ndings from both Part I and Part II and draw a conclusion on self-suffi cient touristic developments.

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Panoramic view of the east side of Vathis’ port (Source: personal photograph)

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Tourism

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Fig.01 (source Eurostat)

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4.1 –Tourism as a phenomenon

Tourism has become a global economic sector with a wide and signifi cant impact on socio-economic and ecological development of regions and nations. Factors such as spending power of consumers, widely accessible tourist regions, relatively cheap means of transport, changing lifestyles (with more long distance travel) and the trend toward internationalization in modern societies has made tourism even more important over the past years (Girard & Nijkamp, 2009). As Cocossis (Sustainable Development and tourism: Opportunities and Th reats to Cultural Heritage form Tourism, 2009) argues, tourism is a complex socio-economic phenomenon, which is based on the growing needs of modern society for recreation and leisure. In fact “tourism is a result and a cause of sweeping changes in modern societies with far-reaching consequences for both developed and developing economies” (Vellas cited in (Coccossis, 2009, p. 47). In the post-war period, tourism is one of the more dynamically developing sectors of the world economy. Th is is the main reason why tourism is characterized as an “industry”.

Tourism is on the rise and will likely become one of the largest economic sectors in our modern economy. Th e fi gures produced by the WTO (World Trade Organization) show a steady increase in tourist numbers all over the world. In the EU, tourism has become a key element in the economic growth of destination areas. In addition, tourism is increasingly recognized as an instrument for regional development policies, especially for areas suff ering from poor economic growth. Greece, where the island of Ithaka is situated comes in 15th place in the world classifi cation of tourist destinations, receiving 14 million tourists in 2002 (GNTO). Tourism is a major export of the Greek economy and important contributor to the Gross Domestic Product and balance of payments. For instance, in 2002 the tourism receipts were €10.285 million and its contribution to the GNP is estimated up to 8% (GNTO). It is also a major employer; employment in the tourism sector is estimated to reach 10%, with 6.1% direct employment and 3.9% indirect of the total employment in Greece (GNTO). A distinct of tourism is its linkages to other economic activities, which multiplies its regional eff ects. In this way it can contribute to economic growth in destination areas and spread the benefi ts over a wider area, leading to regional growth. Beside the economic advantages, the development of tourism may also have positive impact on cultural heritage. Because of its positive economic benefi ts, people have special interest on cultural heritage as a resource of tourism. Th at may bring changes to local values as well, cultivating positive social attitudes and strengthen their sense of local identity (Girard & Nijkamp, 2009). Additionally, tourism is contributing to the well being of tourists by giving them restorative holidays that fulfi l many human needs (WTO, Global code of ethics for tourism, 1999)

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Fig.02 (source Eurostat)

Fig.03 (source Eurostat)

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Tourism, however, may have also some negative impact on local level. In the case of Greece Buhalis argues that “although Greece off ers unique nature, culture and heritage, the lack of diff erentiation of the tourism product as well as competitive disadvantages in marketing and planning cause an over dependence on intermediaries for the promotion and distribution of the tourism product whilst jeopardizing its quality”. (Buhalis, 2001, p. 14). Someone could say that tourism does not just sell tangible products and provide services, such as transportation, accommodations, food and vacations. It also sells beaches, mountains and other natural sites, as well as culture and history, forming the intangible nature of it. Th e problem is that tourist businesses do not often own what they sell. Also, quite often a direct confl ict and competition between local communities and stakeholders emerges, for its market and natural resources. Tourism is seen as a way to boost regional economic growth in countries, a panacea for development, as it promises jobs, economic growth and infrastructure improvement. Investors frequently claim that locals will receive many economic benefi ts for land. Often thought, the price of commercial land rises to international levels, pushing local buyers out of the market (McLaren, 1998). As Brandon (cited in (McLaren, 1998, p. 23) explains “While no one would point to Cancun as a desirable model of tourism development, its transformation from a fi shing village with 426 residents to a major tourism center with 300,000 residents is a dramatic example of the potential for tourism to serve as a development growth pole”. Negative impacts can also lead to decrease of tourist activity. Tourist attractions, according to Butler (1993), are not infi nite and timeless but should be viewed and treated as non-renewable resources.

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Detail of a house entrance in ruins from Ithakas’ classical era.

(Source: personal photograph)

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4.2 – Diff erent kinds of Tourism

Often community involvement is mentioned as part of “alternative” development strategies. Criticism of mass tourism is apparent from those who support the interests of local communities. Th us, Shah and Gupta’s (2000, p. 40) conclude on their case studies research “…mass tourism, especially that associated with luxury hotels and resorts, does not always bring the best returns and has signifi cant negative social impacts on local communities”. As a result alternative tourism was born during the ‘80s. According to Medlick (cited in Scheyvens, 2002), alternative tourism promotes a new type of tourism which is socially and environmentally driven and seeks to minimise harm to the people of the destination area. But this type of tourism is not always regarded by local communities as more benefi cial to them than mass tourism. Th e second may be preferred if it brings more money to the area. Also, large scale tourism enterprises often are favoured as they are likely to be more competitive (Weaver & Opperman, 2000). Mass tourism can also be perceived as less invasive by local communities if it involves day visiting tourists and return to their resorts, rather than staying in their homes for few days. Th ere is also the glamour element of mass tourism that has an seductive eff ect on locals. Nevertheless there is still evidence to support the claim that alternative tourism can be more benefi cial to local communities than mass tourism if organized and controlled by local authorities and communities. Th is does not suggest that alternative tourism can, or should, take over completely from mass tourism.

An other popular and rapidly growing type of tourism is ecotourism. A broad defi nition of ecotourism embraces all tourism that focuses on appreciation of natural phenomena. Diff erent aspects of ecotourisms philosophy suggest that “it should be sustainably managed, include environmental education and support conversation” (Buckley, 1994, p. 661). Cater (cited in Scheyvens, 2002) states that to be sustainable, tourism development should “meet the needs of the host population in terms of improved living standards both in short and long term”. It has been claimed that true ecotourism can be one of the most powerful tools for protecting the environment (Ziff er, 1989).In many cases though, the ecotourism label has simply worked as an attractive marketing tool attracting travelers from diff erent backgrounds and with varied motives of travel.

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It is also worth mentioning a rather often misunderstood form of tourism, budget or backpacking tourism. A key reason behind the negative attitude to backpackers has been the perception that they focus on living on a small budget and do not contribute economically to the visiting area. Th is Perception has been seriously challenged by research in New Zealand and Australia which reveled that, due to the longer duration of stay, international backpackers actually spend more money than any other category of tourist (cited in Cracolini, Cuff aro, & Nijkamp, 2009). Furthermore, backpackers spread their spending over a wider geographical area, bringing benefi ts to a larger portion of the population. McLaren (1998) suggests that, for a tourist to have minimal impact, he would have to walk to the destination, use no natural resources, and bring his own food. Also he would have to leave the destination in no worse if not in better condition than he found.

Parade in Vahti.Old photograph. (Source Gerry photography)

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Fig.04 Cartoon on changing Pacifi c islands dress codes (source Scheyves, 2002, p.41)

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4.3 – Eco-Sustainable Tourism

Sustainable development strategies can be tracked back in studies for tourism as part of the 1970’s critique of the impact of tourism, specifi cally impacts on the natural environment (Scheyvens, 2002). Th e main idea was that development should be considered as a balance between economical goals, social welfare and environmental conservation. Nevertheless there is still no wide agreement on how to make sustainable development operational (Priestley, Edwards, & Coccossis, 1996). Th us, there can be various interpretations of sustainable tourism according to whe ther the priority is to protect the growth of the activity or on protecting the environment for the benefi t of the activity. In the above context, sustainable tourism development is directly linked to protecting and managing natural and cultural environment as a basis of social and economic development. (Coccossis, 2009). Th e WTO defi nes sustainable tourism development within the following frame:

Sustainable tourism development meets the need of present tourists and host regions while protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such way that economic, social, and aesthetic needs can be fulfi lled while maintaining cultural integrity, essential ecological processes, biological diversity, and life support systems. (WTO,

1998, p.05)

In the bibliography, there are two basic trends for the sustainability of tourism; sustainable tourism and sustainable tourist development. Th e two are regarded as not interchangeable.

“Sustainable development in the context of tourism can be taken as: tourism which is developed and maintained in an area (community, environment) in such a manner and at a such a scale that it remains viable over an indefi nite period and does not degrade or alter the environment (human and physical) in which it exists to such a degree that it prohibits the successful development and wellbeing of other activities and processes. Th at is not the same as sustainable tourism which may be thought as of tourism which is in a form which can maintain its viability in an area for an indefi nite period of time.”

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Neumayer (2003) in his work has put forward two important paradigms of sustainable development. Th e fi rst which he calls “weak sustainability”, suggests that natural and human made structures are perfect substitutes in the production of consumption goods, meaning that it does not matter if the present generation uses all available resources as long as suffi cient new can be provided to future generations as a compensation. Th e other paradigm is the one of “strong sustainability” which regards natural resources as being strictly non-replaceable and should be treated in such way. Th e author concludes by recognizing as successful sustainable development an amalgam of the above or a distinction, in certain cases, to implement on of the two.

Th e sustainable development in the case of island tourism is of a paramount importance. Small island states or regions that exist in the Caribbean, the Mediterranean, the Pacifi c and Indian Ocean represent in microcosm many of issues debated in sustainable development. Such regions have looked to tourism as a magical means of overcoming their economic diffi culties. However, despite the initial euphoric stage, they soon come to realize that few of the gifts promised to them turn to be true, making the tourism sector a risky prospect for export development in a number of island economies (Tisdell & McKee, 2001) Furthermore, the tourism industry may also have eff ects on the internal economic distribution among the local population if the touristic developments are concentrated in one area. Considering cultural and heritage sustainability Th rosby proposes Th ree ‘Golden Rules. Rule 1: Get the Values right; Rule 2: Get the Sustainability Principles right; Rule 3: Get the Analytical Methods right (Th rosby, 2009, pp. 20-24). Getting the values right means that in evaluating a tourist project where heritage is involved, the analyst needs to be clear about the values the project creates. Examples are aesthetic, social, historical and symbolic values. Th ere are diff erent ways in which sustainability or projects can be judged. For example, the continuity or the diversity of the project as well as the balance met in natural and cultural ecosystems. Th ese lead to three diff erent sustainability principals; economic, ecological and cultural principal.

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5.1 – Relationship between local communities and tourism

Th e aim of this chapter is to investigate the possible dangers tourism might have for local communities but also to show that it can present opportunities for local communities to enhance their social, economic and environmental wellbeing. Tourism as an industry has tremendous capacity to generate growth in destination areas (Coccosis & Psycharis, 2008). When using tourism to promote community development might sounds like a wonderful concept in theory, in practice though is full of diffi culties. One of problems relates to the heterogeneous nature of communities. Distinctions between community members based on class, gender and ethnic factors often can result in some families or individuals to benefi t more than others. In such circumstances it is unlikely that community members will have fair access to tourism development and the benefi ts this can bring.

A second problem is that communities usually lack of information, recourses and power in relation to major tourism stakeholders, thus they are exposed to manipulation (McLaren, 1998). However this is not suggesting that communities have no power, in contrast they own land in a high desirable location, which can give them a signifi cant bargaining advantage. Th ere are various ways in which communities are involved in tourism, from collecting money from tours in their area, to community based ventures. Cater (1996) describes community based ventures, where members of the local community have a high degree of control over the activities taking place and a large percentages of the economic benefi ts ends to them. Th ese tourism establishments may be also characterized by local ownership.

A local community, which is optimistic about the future, has faith in the abilities of its residence, is up to a satisfactory level self-suffi cient and has pride in tradition and culture, can be considered to be psychologically powerful (Butler, 1993). Tourism enterprises, which respect and show interest in aspects of traditional culture can, therefore, be empowering for local people. On the other hand, psychological disempowerment can occur if the tourism development makes local people feel inadequate, for example when paying minimal wage for servicing tourists needs and they feel they have no control over the direction or pace of the development. It is very important, therefore, that communities feel empowered prior the touristic development, so that they can choose whether the or not tourism is an appropriate activity for their area, and if so to be able and have the control of it.

Festival in Vahti.Old photograph. (Source Gerry photography)

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A tourism model, which empowers local communities, is the community-based ecotourism. Th is model aims to ensure that members of the local community have a high degree of control over the activities tacking place, and signifi cant proportion of the economic benefi ts return to them. In order for this model to function Akama (1998, p. 74) suggests that

“Th ere is a need for the initiation of alternative wildlife conservation and tourist programmes aimed at the social and economic empowerment of rural peasants. Th e local community need to be empowered to decide what forms of tourism facilities and wildlife conservation programs they want to be developed in their respective communities, and how the tourism costs and benefi ts are to be shared among diff erent stakeholders.”

Th e concept of empowerment suggests that it is not suffi cient to ensure that local communities gain direct benefi ts from ecotourism activities, but also have some control over the touristic initiatives.

Private renting accommodation in Ithaka(Source: personal photograph)

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(source McLaren, 1998, p33)

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Framework for assessing extent of empowerment of communities involved in tourism (source Scheyvens, 2002, p60)

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5.2 – Island tourism – Th e case of Creek Islands

One of the most important criteria for attracting tourists to an area is the beauty of the natural environment. But if such requirements are available to the destination area, it has to be noted that a large number of tourists could damage the natural environment. One way of analyzing this is by means of appropriate indicators. Sustainable development indicators, such as quality of the surface of the water, the level of noise in certain areas, the level of empowerment of the local community etc., can help determine whether or not the tourism development is damaging the environment and to what extent. When the economic and environmental basis of an area is small, like on many islands, the need for the right sustainable strategies is even more important. Many island economies are dependant on fi nancial income from tourism activities in their area. Despite the global nature of environmental problems, it is important to mention that a problem is caused on local scale, in terms of both cause and eff ect.

Island tourism face a number of problems arising from their isolated and peripheral location and their small number of population. Among the most serious problems these areas are encountered with are their limited resource base, tiny domestic markets, poor accessibility, limited infrastructure and a high degree of dependency on external forces (Ioannides, 2001). Greece, including its island region, has a long tradition in tourism manly because its history and ancient civilization. Few globally can demonstrate a comparable concentration of heritage, cultural, natural and climatic resources (Coccossis, 2009). Despite the plethora of resources, defi cient public and private tourism management and marketing policies degrade the benefi t of tourism activities. Th ese is refl ected by the weak profi tability of private enterprises and the negative impact on the destinations, all of which set in danger the sustainability of local recourses in the log term (Buhalis, 2001).

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Th e building of hotel Familia in Ithaka, was operating as an olive-oil workshop between 1950 - 1995. Now is a traditional hotel. Th ese type of projects, which re-use buildings, are being promoted as sustainable accommodation solutions for the center of Vathi.

(Source: personal photograph)

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Greece experienced a dramatic increase in tourism in the late of 1970s and 1980s. Th is growth came as a result of competing destination, availability of natural – social – cultural – environmental resources, the existing airport infrastructure in major islands and the lower cost of living in comparison with most of the Europe (Buhalis, 2001). During the past decade, although there has been a consistent annual growth, just like other European destinations, Greece has experienced a decline in its market share. Insularity, poor infrastructure and the lack of qualifi ed professionals have deprived the Greek islands of creating a competitive environment for touristic developments. As in the case of many islands around the world, because of a weak planning system, the Ionian and Aegean regions have been a victim of uncontrolled development of tourist facilities. Th is rapid growth has resulted in insuffi cient infrastructure as well as environmental impacts like water shortage and sewage problems. Th ese areas are highly dependant on mass tourism, which results in negative economic, environmental and sociocultural impacts. Moreover the local population of the islands seem to be perusing tourism as a single regional development option, at the expense of other sectors such as manufacturing or agriculture. (Medditer – table page 156) Th e strategic weaknesses and threads for Greek tourism can be summarized below:

Image of Greece as cheap, simple, unsophisticated, undiff erentiated sun and see destination

Gradual deterioration of tourism product and lack of re-investments in improvements

Increase in tourism arrivals but decrease in tourism expenditures

Lack of planning process and lack of effi cient enforcement mechanism

Dependency upon major tour operators for promotion of Greek tourism

Insuffi ciency of infrastructure to serve the expanding demand

Lack of coordination at the destinations and disrespect for tourists’ needs

Development of tourism as a single regional development option

Failure of the privet sector to invest in long term projects

Deterioration of natural, social and cultural resources

Unless both the privet and public sectors address these critical issues immediately, their future can be seriously endangered, resulting in a potential disaster for both Aegean and Ionian regional economies and the sustainability of their recourses.

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Photographs of hotel Familia, Ithaka.(Source: personal photograph)

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5.3 – Cultural - Heritage tourism

As tourism grew, travellers became more experienced and demanding on better quality services and unique experiences. Nowadays tourists seek to satisfy a broad range of needs beyond the basic ones. Education and culture are gaining a central role in the choice of places to visit. Th e richness and diversity of cultural attractions off er strong competitive advantages to attract potential visitors. Culture and heritage have a central role in this trend.

Th e development of tourism may have positive impacts on cultural heritage, directly and indirectly. Because of tourism and its fi nancial benefi ts that brings with it, special attention has been given to cultural heritage as a resource for tourism, increasing the basis for its protection beyond the symbolic social or ethical values. Th e rising attention given to cultural heritage can bring changes to local values as well as it can contribute to a positive public awareness and rising public support to protect such areas and some time even to revive abandoned elements (Carter, 1996). Often these policies can bring culture to the forefront of the public agenda. As a result of the tourists’ interest in heritage local societies can also benefi t, by strengthening their sense of local identity and tradition.

Tourism, however, may have signifi cant negative impacts on cultural heritage. Th e wear and tear on monuments by visitors, noise, pollution and waste, congestion and rise cost of services are some of the eff ects that often cause deterioration of cultural heritage. Given that tourism has a multidimensional economic and social eff ect on the destination areas, it can also aff ect demographic characteristics, social values and attitudes, culture and lifestyle but also built environment and environmental recourses. As a consequence, it is not surprising that a growing number of regions and local communities are increasingly concerned about the impact of tourism on cultural heritage and adopting policies to tackle these problems. Th e basic stages of such policies are described by Coccosis (2009, p. 55) and include; “identifi cation of confl icts and opportunities, adaptation of goals and objectives, development of a strategic plan and a plan of action, implementation, monitoring and evaluation.” However, the most challenging and demanding tasks is to mobilise societies within touristic destinations to review the course of development followed and attempt to direct it towards desirable directions.

After the 1956 earthquake, many houses were abandoned and let to turn in ruins(Source: personal photograph)

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Page 55: Apostolou Ioannis

Architecture and Tourism

Photographic montage of the same street at diff erent decades. (Source Gerry photography, personal photograph)

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One of the most prestigious buildings in Ithaka was the naval school. Unfortunately it was destroyed during the big earthquake of 1956. Photograph taken 1930-1940.

(Source Gerry photography)

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6.1 – How to design for sustainable tourism – Typologies

It is widely acknowledged that planning is crucial to successful tourism development. Dredge in his work “Destination place planning and design” (1999, p. 23) defi nes planning as “an activity and/or method of organizing the future in order to achieve certain objectives”. Planning has been a widely used principal in touristic developments at local, regional and national levels (WTO, 1998). But the benefi ts of planning can are possible only when the plan is implemented. Academics agree that the implementation is one of the most important stages of the touristic development process and a practical plan should be created for this purpose (Cracolini, Cuff aro, & Nijkamp, 2009), which means that a plan should be implemented as planned. In most cases, many evidenced in Greek islands, there is a gap between planning and implementation, because of diff erences between of what ideally should have happened and what happens in reality.

As a consequence, there is a wide diversity of tourism development, although among same regions some similarities or similar patterns can be recognized in the way they are developed. Within this perspective, it is interesting to seek out such patterns of tourism developments. Furthermore, the behavior of travellers has chanced radically, developing a more segmented and specialised market, which often has as a sole objective to off er unique activities at the destination area. Th is behavior calls for a diff erent ways of planning and management at local level. Th e uses of tourism typologies are aiming at a more eff ective planning through which sustainability can be achieved.

Coccosis and Psyharis (2008) identify two categories of typologies; those who the interest is focused either on a) the characteristic of tourist demands, or b) the destinations characteristics. Th e main aim of these typologies is the understanding of the structure and dynamics of the development in each destination area. But the most important role typology can play is to show the diff erent character of each place. In this way every place will create a diff erent product, which can help the destination region to distinguish between other in a globalized tourism market.

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Page 59: Apostolou Ioannis

Th ere are multiple benefi ts from the creation and use of typologies because they mainly allow the recognition of the regions individuality. Specifi cally the use of typologies helps the recognition of (WTO, Global code of ethics for tourism, 1999);

diff erent types of tourism

diff erent types of tourists

diff erent motivations for the journey

the eff ects of tourism in destination areas according to the motives and type of travel

Data availability is an important aspect in the process of creating a typology. In order to create an eff ective, rational and detailed typology, data accuracy and the level of detail at the chosen planning scale is crucial. As a logical result, diff erent typologies can be produced by diff erent point of view, because diff erent criteria, factors and analysis are used.

Th e busy port of Vathi during the 1980s tourism golden era.(Source Gerry photography)

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Page 61: Apostolou Ioannis

6.2 – Planning for historic sites

For the tourist industry, history has become a product that can be marketed, sold and re-created. Historic settlements are seen as assets, rapidly transforming into products ready to be sold to consumers seeking an ‘experience’. On the other hand, historic regions faced with limited fi nancial opportunities see cultural tourism as a signifi cant economic income and the commercial value of the past is turning into a product of the present. Despite pressures for growth and economic constrains, and often attempts of ‘modernisation’ of remote locations, urban cultural and social qualities should be considered in favour of conservation. Dr Aylin Orbasli (2000, p. 29)summarizes the most important qualities;

“a continuing link to a traditional way of life, which has been lost in western countries

the existence of informal trade and small scale but thriving informal economic activity in town centers

the continuing signifi cance of religion and belief, in urban life”

and she further states that “only tourism planning that directly benefi ts local interests and the local economy will serve the realistic continuation of heritage.” (2000, p. 03).

Some of the objectives for tourism planning in historic regions should be:

to ensure long term benefi ts and sustainability of the tourism activity, while preserving continuity in tradition

to develop and maintain a high quality product

to market the product to the appropriate market eff ectively

to maximise benefi ts and minimise impacts through successful management

Th e archeological site of Ulysses Palace. (Source: personal photograph)

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Abandoned house(Source: personal photograph)

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Although tourism is not a direct fi nancial resource for conservation, it can be catalyst to attract new fi nancial interments. Th e restorations and reuse of redundant buildings, off ers encouragement for other environmental improvements, adds life and activity to a place and provides an example of conservation. Tourism not only encourages new economic activity but also new use and often more fl exible demands on space. It is an opportunity for otherwise redundant buildings to be reused, providing continuity through active use. Th e reuse of existing resources reduces new construction and attached environmental issues, while increasing use in central locations.

Another aspect that must be taken in to account when planning for historic regions is visitor management. Visitors management is not only a matter of traffi c or pedestrian fl ow management, but involves imaginative solutions to enhance the visitor experience, maintain a pleasant reputation for the destination and ensure high quality environment for residence to live and work in. Th is can be achieved to a great extent through careful planning and sensitive social design with the support of the tourism manager. Special attention should be given to the orientation and information level of visitor management. Assuming most visitors are new to a place in which they arrive, the immediate need is for a positive impression and then a means for orientation and direction. Th e process of orientation and direction form the point of arrival provides a highlight of available attractions and enhances the tourist experience.

A heritage trail of walk can be seen as an opportunity to present a better, and also a chosen, view of place to tourists, to increase tourist circulation, to allow tourists to discover and appreciate other aspects of the region and to ensure attractions in less central areas are also viewed. Heritage trails also contribute to tourist management, reducing pressure on central popular areas.

“Visiting historic regions is not about going to a museum or reliving history, and conservation is not about preserving the past as an archaeological ruin; it is about enhancing an area which has qualities to build upon from the past, as a contemporary living environment. Tourism has to be made to work for historic sites, enhance rather than destroy, support rather than siphon, most of all value the depth, the heart and the spirit of a place ” (Orbasli, 2000, p. 4).

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From history to practice and ‘vice versa’

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Page 67: Apostolou Ioannis

Ithaka or Ithaki belongs to the Ionian Archipelago, a group of island dispersed between Italy and Greece, covering an area over 500 Km from North to South. Heptanisa ( the seven islands) , as it is traditionally called, belongs to the Adriatic Sea and it forms the western border of Greece as it is at the crossroad between Central and Eastern Europe and Africa. Th e province of the Ionian Islands is divided in four prefectures; Kerkiras, Kefalinias, Leukados and Zakinthos and administratively includes most of the Heptanisa, except Kithira and Antikithira.

Ithaka lies in the center of the Ionian Archipelagos, between the Island of Kefanolia and Sterea Ellada which is part of the mainland. Administratively belongs to the prefecture of Kefalinias, headquarters of which are in Argostoli town, in Kefalonia Island. Ithaka is the second smallest of the inhabited Ionian Islands. It is 29 km in length and 6.5 km wide and has a coastline of 100 km. It consists of 2 peninsulas that are almost equal in size and they are joined by the isthmus of Aetos (or Eagle bay). Th e island is long and narrow and is almost divided in half by the sweeping bay of Molos. Th e channel between Ithaca and Kefalonia is 14 miles long, with a maximum width of 3 miles and a minimum of 1.5 miles and as the island does not have its own airport, most visitors reach Ithaca by ferryboat from Kefalonia. Th e three highest mountains are Mt. Petaleiko in the south, the Homeric Mt. Neritos (800m.) and the Mt. of Exoghi in the north. Vathy is Ithaca’s capital town, and has been since the Venetian times and is located in the south east of the island. Vathy is considered to be one of the world’s largest natural harbours.

Ithaka, the Kingdom of Ulysses

7.1.1 – Global Positioning

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Page 69: Apostolou Ioannis

Ithaca today

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Neolithic Period c. 4000 - 2800 BC

Helladic Period c. 2800 - 1100 BC

Mycenaean Period c. 1500 - 1100 BC

Dorian Invasion c. 1100 - 800 BC

Hellenistic Period c. 300-180 B.C.

Roman Rule c. 180 BC - 396 AD

Norman Occupation c. 1185 - 1204 AD

Toques Family c. 1357 - 1479 AD

Venetian Rule Offi cially from c. 1504 - 1797 AD

Allied Russia and Turkey c. 1798 - 1807 AD

British Rule c. 1809 - 1864 AD

Geometric Period c. 900-670 B.C.

Archaic Period c. 700-500 B.C.

Classical Period c. 500-300 B.C.

Hellenistic Period c. 300-180 B.C.

Byzantine Rule c. 394 - 1185 AD

Orsini Family of Rome c. 1204 - 1357 AD

Turkish Empire Rule c. 1484 - 1499 A D

French Democrats c. 1797 - 1798 AD

French Rule c. 1807 - 1808 AD

Greek Rule - c. 1864 AD onwards

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Neolithic fi nds in the north of Ithaca date its earliest inhabitation back to at least 3000 BC.

According to its infamous mythology, the island was named after either Ithacus, son of the sea-god

‘Poseidon’ or Ithacis, the son of a Kefalonia king who settled there. Its earliest settlers lived in the north

of the island, but by 1500 BC, southern Ithaca was also inhabited. During the Mycenaean period, Ithaca

became the power seat for the Kefalonian state, which embraced all the Ionian Islands and parts of the

Arkarnanian mainland.

During the twelfth and thirteenth centuries AD, the Normans and Franks ruled Ithaca. Th e small

Ionian island reached its peak around 1000 BC, which seems to correspond with Homer’s writing of

Odyssey. Archaeological fi nds from this period have been used to support the reading of this epic as a

literal description of historic events and can be seen in Vathy’s Archaeological Museum. When Ithaca

fell under Dorian rule, it wasn’t long before its power and glory slipped away to mere insignifi cance.

Between 800 --185 BC, under the Corinth state, Ithaka became a political backwater and remained so

even after power was transferred to Rome in 200 BC. During the Byzantine era 395 -1185 AD, Ithaka

was annexed to Kefalonia and from then on shared much of it’s larger neighbours’ history.

As with other smaller islands, Ithaka was invaded by pirates and Turkish invaders over the

centuries. It stood it’s ground and it’s internal strength until 1479, when the island was vandalized and

violently thrust upon by Turkish forces. Most survivors abandoned the island. Turkey ruled for 30 years.

When the Venetians began their rule over Ithaca, they were forced to off er land and tax exemptions to

lure settlers back.

7.1.2 – History of the Island

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Page 73: Apostolou Ioannis

By the 1500’s, Ithaka had a new fortifi ed coastal capital, Vathy. Th e generous and natural harbour

gave name to it. “Vathy” means “Deep”. With the persistent enticements of the Venetian rulers, Ithaca once

again began to grow and prosper, and the small population of only 60 families in 1560, grew to 12.000 at its

modern day peak. Towards the end of the 18th century, the French ruled Ithaka until the British conquered

them in 1809. In 1821, Ithakians, led by the “Friendly Society” were prominent activists during the ‘War of

Independence’ against the Turkish rule of mainland Greece. Th e bloody battles fi nally ended in 1864 and

Ithaka was liberated.

During the early 1900’s, Ithakians began to immigrate to countries all around the globe, gaining them

a widespread reputation for their seafaring skills. Th e wealth and ideas brought back to the island, in turn

transformed it back to its former glory of wealth and power. During WW2 Ithaka was thrust upon by both

German and Italian forces, sending inhabitants into the mountains to escape persecution. In 1953, forces

beyond its control struck down Ithaka, with a big earthquake that many locals still speak about as being the

most ferocious ever experienced. It destroyed most of the islands’ buildings, forcing many to leave Ithaka to

fi nd refuge elsewhere. Ruins of that time are scattered all over the island and only few houses to have survived

its devastating impact. Most houses however, were built anew after the quake and are no more than 50 years

old.

Representations of Ulysses travels on ancient vase (Source: British Museum, Lonon, personal photograph)

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Representation of Ulysses & the Sirens

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Odysseus - Ulysses

Odysseus (called Ulysses in Latin) was the son of Laertes and was the ruler of the island kingdom

of Ithaka. He was one of the most prominent Greek leaders in the Trojan War, and was the hero of

Homer’s Odyssey. He was known for his cleverness and cunning, and for his eloquence as a speaker.

Odysseus was one of the original suitors of Helen of Troy. When Menelaus succeeded in winning

Helen’s hand in marriage, it was Odysseus who advised him to get the other suitors to swear to defend

his marriage rights. However, when Menelaus called on the suitors to help him bring Helen back from

Troy, Odysseus was reluctant to make good on his oath. He pretended to have gone mad, plowing his

fi elds and sowing salt instead of grain. Palamedes placed Odysseus’ infant son in front of the plow, and

Odysseus revealed his sanity when he turned aside to avoid injuring the child.

However unwilling he may have been to join the expedition, Odysseus fought heroically in the

Trojan War, refusing to leave the fi eld when the Greek army was being routed by the Trojans. He was

also the originator of the Trojan horse, the device by which the Greeks were fi nally able to take the

city of Troy itself. After the death of Achilles, he and Ajax competed for Achilles’ magnifi cent armor.

When Odysseus’ persuasiveness caused the Greeks to award the prize to him, Ajax went mad and killed

himself.

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Ulysses in ancient Ithaca

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Odysseus return from Troy, chronicled in the Odyssey, took ten years and was beset by perils and

misfortune. He freed his men from the pleasure-giving drugs of the Lotus-Eaters, rescued them from the

cannibalism of the Cyclopes and the enchantments of Circe. He braved the terrors of the underworld,

and while in the land of the dead, Hades allowed Th iresias, Odysseus’ mother, Ajax and others to give

him advice on his next journey. Th ey gave him important advice about the cattle of the sun (which Apollo

herds), Scylla and Charybdis and the Sirens. From there on the travels were harder for Odysseus, but they

would have been much worse of it wasn’t for the help of the dead. With this newly acquired knowledge,

he steered them past the perils of the Sirens and of Scylla and Charybdis. He could not save them from

their fi nal folly however, when they violated divine commandments by slaughtering and eating the cattle of

the sun-god. As a result of this rash act Odysseus’ ship was destroyed by a thunderbolt and only Odysseus

himself survived. He came ashore on the island of the nymph Calypso, who made him her lover and

refused to let him leave for seven years. When Zeus fi nally intervened, Odysseus sailed away on a small

boat, only to be shipwrecked by another storm. He swam ashore on the island of the Phaeacians, where he

was magnifi cently entertained and then, at long last, escorted home to Ithaka.

Th ere were problems in Ithaka as well, however. During Odysseus’ twenty-year absence, his wife

Penelope, had remained faithful to him, but she was under enormous pressure to remarry. A whole host

of suitors were occupying her palace, drinking and eating and behaving insolently to Penelope and her

son, Telemachus. Odysseus arrived at the palace, disguised as a ragged beggar, and observed their behavior

and his wife’s fi delity. With the help of Telemachus and Laertes, he slaughtered the suitors and cleansed

the palace. He then had to fi ght one fi nal battle against the outraged relatives of the men he had slain.

However, Athena intervened to settle this battle and peace was restored.

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Page 79: Apostolou Ioannis

7.1.3 – Demographic information

Th e fi rst numerical information on the Ithacan population is from the Venetian period.

• 1568 - 60 Families

• 1590 - 1,500 People

• 1620 - 2,500 People

• 1655 - 4,500 People

During the English period an offi cial census took place, which showed an increase in the population.

• 1818 - 8077 People

• 1836 - 7,952 People

• 1858 - 11,348 People

• 1862 - 14,451 People

After the union of the Ionian Islands with Greece the population decreased since some moved to

the mainland or immigrated abroad.

• 1865 - 10,642 People

• 1870 - 9,873 People

• 1889 - 8,821 People

Th e decrease continued during the 20th century with a number of people immigrating to other

continents or becoming sailors.

• 1907 - 9,716 People

• 1920 - 9,185 People

• 1928 - 8,836 People

• 1940 - 8,412 People

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According to statistics (Elsatt), there are over 13,000 Ithakians or people of Ithakian descent in the world.

ITHACA-3084 | ATHENS-2994 | AUSTRALIA-1827 | USA-1443 | STH AFRICA-1026 | PATRAS-411 |

CANADA-75 | NEW ZEALAND-69 | EUROPE-33. Th ese statistics were gathered in 2001.

Photographic montage of Vathi at diff erent decades. (Source Gerry photography, personal photograph)

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Ithakas’ population abruptly declined after World War II, immigration steadily continued and people moved to

the larger cities of Greece. An unfortunate reason for this was the earthquake of 1953, which devastated the entire island.

• 1951 - 7,527 People

• 1961 - 6,521 People

• 1971 - 4,156 People

Around 1980 to 1985 the population of Ithaka had stabilized at approximately 3,000. During the 1990’s it

decreased again to around 2,500. Now in the 21st century there are a number of new inhabitants, those with Ithakian

heritage returning for a better, more natural form of life and those from abroad. Th e population now stands at around

3100 citizens.

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Page 83: Apostolou Ioannis

7.1.4 – Occupation of locals - Economy

Ithakas capital is Vathy in the south, and the largest village in the North island is Stavros. Th ere are

ports in Vathy, Piso Aetos, Polis Bay, Frikes and Kioni. Th e majority of the local population is occupied

with agriculture, stockbreeding, technical and engineering professions, government, fi shing, and for the

most part, tourism. A large percentage of the working population is also traditional sailors.

Ithaka is a green island with large areas of olive groves and some vineyards, also many orange and

lemon, pear and fi g trees. Th e fl ora includes all the typical species seen throughout the Ionian Islands. On

the mountain slopes there are oak trees, cypress trees and beautiful wildfl owers such as daisies, poppies,

anemones and cyclamens. Sage grows wild along the roads and throughout the mountains, also rosemary,

thyme and many other herbs used by the locals.

Ithakas’ rock formations are made up of mother of pearl and limestone. Th e island suff ers, as do

the other Ionian islands, from frequent earthquakes and tremors. Th ere has been no serious earthquake

however, since 1953. Ithaca produces it’s own wine and olive oil, cheese, yogurt, free range eggs and goats

meat. Th ere is currently no industry for any of the produce grown on the island other than being sold

locally to inhabitants’ restaurants, and of course, for personal use. Perahori, in the southern mountains of

Ithaki, is currently the only area where Olives Groves are completely organic. Individuals throughout the

island have also undertaken the quest for Organic produce, although it is still common practice to spray

insecticide for many local farmers. As demand for organic produce increases, so will environmentally

friendly farming increase.

7.1.4 – Occupation of locals -economy

Th e ship Anggelika in the port of Vathi. Anngelika off ered a direct connection with Italy, transporting a large number of tourists.(Source Gerry photography)

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Photographic montage of the port of Frikes at diff erent time frames. (Source Gerry photography, personal photograph)

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Th e loss of Greece’s national currency, the Drachma, and the appearance of the Euro in 2000 has changed

the dynamics of Ithacan life. Prices have risen and wages remain mostly unchanged. During summers it is now not

uncommon to see fi sherman and farmers working as waiters or kitchen hands at their favorite restaurant or Kafeneion,

servicing Ithakas Tourism, the place they had once whiled away their hours with friends and neighbors over an Ouzo or

coff ee. Another major impact on Ithakas dynamics is the aging population. Even with the islands’ baby boom of 2003 /

2004, there are more aged dying than can statistically be replaced.

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“But why go to Ithaka? It has no temples, no great churches, no paintings, no

monuments of architecture, no sculptures, and no history of more than local

interest... And yet, in spirit of this, it had an attraction for us equaled only among

these isles by Curfu, and for precisely the same reason. Th e fame of Ithaka was not

made by sword, trowel, chisel, or brush; it was made wholly by the pen. Literature,

as well art and religion, has its shrines, and every country with a literature has

them...the Odyssey was built with Ithaca as one of its foundation stones; but now

it is Ithaca that rests on the Odyssey... As long as the Odyssey continues to be read,

‘some’ Ithaca will possess an interest.”

Samuel Barraws, 1898 quoted in Keff alonia and Ithaki by Nicholas N Patricios, 1992.

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7.1.5 –Touristic importance

Th e geographic position of Ithaka in the Mediterranean Sea, along with the unique combination of natural, cultural, climate and historic resources, provide the island with excellent perspectives for touristic development. Furthermore, if someone looks back in history, is easy to understand why Ithaka has the potentials to become once again a great destination for a variety of tourist interests. During the 1970s and 1980s the Ithaka used to thrive on tourism. Th e locals refer to those days as the ‘golden era’. Despite its small size, compared to the neighboring islands of Leukas and Kefalonia, Ithaka had a great transport connection among which a ferry direct line with Italy and hydroplanes. But after the ferry connection with Italy was cut of, due to fi nancial and political reason, the island has stabilized in catering for a small number of tourists. Today, Ithaka still remains an unexplored and ‘virgin’ destination with beautiful natural resources.

In addition, if we observe the reacquiring patterns of increased tourism development in the region of Ionian Islands, we can understand that is a matter of time before Ithaka becomes another tourism investing area. Already, larger island like Lefkas, Kefalonia and Zante have experienced an extensive development in tourism, which often happened without any previous planning or consideration for the sustainability of the area. As a result, these regions have problems with over-tourism, bringing the islands to their capacity limits with the attached environmental, social and cultural issues. But is not only the larger islands of the region that have been ‘discovered’ as tourism destinations. Smaller islands, like Meganisi, have attracted the interest of investors. Big developing corporations have acquired signifi cant land, almost covering half of the island, with prospects for tourism development.

One of the most tourist attractive aspects of Ithaka is its history. Th e ancient palace of king Ulysses and his travels, create a mystery atmosphere for the exploring tourist. Th e morphology of the island enhances the mystery, which Homer created so successfully in his stories. Traditional trails guide the visitor to areas with archaeological interest and magnifi cent natural beauties. One of the most interesting attractions is situated three kilometers to the northwest of Vathi, the so-called Cave of the Nymphs. Here according to the myth, Odysseus hid the gifts bestowed upon him by the Phaeacians who left him upon Ithaca’s shores ten long years after the end of the Trojan War. Locals say that after a visit one can see why Ulysses traveled for ten year to return to this island.

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Ithaca is a writer’s haven. It has great beaches, guided walks, boating trips,

festivals, panoramic views, traditional food, busy bars or quiet solitude. Even in

the height of summer you can fi nd a secluded beach or a rustic corner to con-

template your thoughts.

(Engraved on a stone in Ithaka, - anonymous writer)

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Over the past 15 years Ithaca has catered more and more for tourism, but it is still comparatively unspoiled. Strict building regulations prohibit constructions that are not in harmony with existing buildings on the island, Ithaca has no large hotel complexes or unsightly architecture. One of the most prestigious preserved building is the Hamilton House in Kioni, which was built in 1892 by Elizabeth Hamilton, niece of Lord Nelsons mistress, shortly after Ithaca was part of the British Empire. Locals today still call it ‘Lizzys’. Many famous people have come to the island over the years, Sophia Loren, Th e British Royal Family, Madonna, Nicholas Cage, Tom Hanks, Sade, Jamie Lee Curtis, Rowan Atkinson – which owns a house in the island. Due to the developing boom during the 70s-80s, Ithaka has a well organized, for its size, road infrastructure system, able to serve a high capacity of vehicles.

Panoramic view of the North side of Ithaka. Destiguising the natural port of Vathi. (Source: British Museum, Lonon, personal photograph)

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Page 91: Apostolou Ioannis

7.1.6 –Identifi cation and proposal of sustainable development it the case of Ithaka

Tourism sustainability plays a key role in a more productive and harmonious relationship between three basic elements; the tourist-visitor, the host society and the environment. Th is relationship can be described as a dynamic one. Th e harmony we are talking about is very closely related with the ability of the region to accept, absorb and adapt to changes, which come as a result of tourism development. It is clear that this kind of ability is a result of both the characteristics and the special features of each destination and the implementation of appropriate policies. Fredline and Fraulker (2000) mention that in order a positive social relation between the host and the tourist to be achieved, an economic effi ciency must be present for local societies. On the other hand, positive attitudes from host societies, intensifi es the quality of the tourist experience, which in this case is off ered in a competitive and attractive way of the destination.

An important issue raised is that “sustainability must be conceived as a transition, journey or path, rather than an end point or an achievable goal” (Middleton and Hawkins cited in Coccosis & Psycharis, 2008, p. 278). Th us, ‘Project Ulysses’ aim is to identify the initial steps, for the island of Ithaka, of the journey Middlton and Hawkin speak about. Several sustainability weaknesses, which will have to be tackled, that have been discussed in the previous chapters apply also for the case of Ithaka, such as lack of regional planning, neglect of ecological and natural resources, noise and litter pollution in popular areas. In addition, personal research and feedback from interviews with the local planning authority and local people, has brought up some interesting insights that aff ect the every day life. Miss Athina Agathopoulou, offi cer at the planning offi ce of Ithaka, stresses the need for a by-pass road that will divert traffi c from the center of Vathi. “Th e costal road is not suitable for heavy traffi c, lorries and buses, especially during the tourist summer season. Th ere is no room to cycle or even walk, exposing pedestrians to on-going traffi c dangers. Ideally this road should be allocated only for pedestrians and cycling lanes” (Personal interview with Miss Agathapoulou). An other complain of the locals was about the developed fi shing farms. Although the project has been generally received with enthusiasm as a sustainable and eco- friendly source of both economic growth and supply of organic food, many Ithakicians state that the project was implemented without or incorrect planning. According to locals, the fi sh pods are placed too close to the beaches, which has as negatives eff ect in both tourists and fi sh. “It is a not a beautiful site to see when you go to the beach and the noise of the people scares the fi sh, which aff ects the breading process” (Personal interview with locals from Ithaka).

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Source: Mediterranean Islands and Sustainable Tourist Development by Ioannidis and Apostolopoulos, 2001,p156

Tourism impacts and improvement targets for the Aegean and Ionian island.

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Despite these problems, Ithaka has the potential to became a sustainable tourist destination and set the benchmark for the region. As part of the immediate and smaller in scale enhancements that the island could benefi t from are the creation of small marinas, to host and cater for the increasing number of sailing boats, the restoration of the many traditional trails on the island and most important the restoration through archeological excavations of Ulysses Palace. Th is is of a paramount importance as the history of the region is one of the major attractions that many tourists visit the island. So far, mainly due to fi nancial and political reasons, the works on the archeological site of the palace have been insignifi cant. Regarding larger interventions that provide the potential for sustainable tourism development is the creation of a new port, capable to receive larger ships. During the ‘80s, Ithaka was the destination of many cruise ships and ferries, connecting the island directly with Italy. Th at had as a result increased tourism activity and the attached economic benefi ts. Miss Maria, a local Ithakiacian states “… we refer to that period as the golden era! Back then we had a better life. We had money and we could provide a better life with better living standards, education, health care ect for our families. After the line was cut, the degradations begun…we want the tourists back”(Personal interview).

Ithakas’ geographical location and morphology off ers the potential for a diverse tourism activity to be developed, ensuring longer tourism periods and wider spread over the local population of tourism capital. Some of the proposed and able to develop types of tourism are listed below;

Exclusive tourism

Exclusive or top-class tourism is aimed at the arrival of high income tourists. A limited and exclusive market that does not require a further extension of the existing build area. Th is can be developed in regions with ‘B’ class hotels which can easily be upgraded to ‘A’ class, through improvements and addition of more facilities and high quality service.

Alternative / Eco-tourism

Many tourists seek a more simple and close to nature kind of tourism. Th is is a type of tourism that favours the economic activities of agricultural areas at the same time. Olive oil, ouzo are popular traditional activities that eco-tourism can be applied. Th ere are no location restrictions for this type of tourism and can be implemented on the whole island.

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Adventure/sports tourism

Ithaka is ideal for trekking thanks to its nature and culture. Th e plethora of traditional trails off er unique views and experiences to the visitor. Another possibility is the development of areas for more active sports such as horse back riding and mountain biking. Th is type of tourism requires special facilities to be developed.

See tourism

Ithaka has a strong comparative advantage in sea tourism, because it has an abundance of surrounding waters. Th e location is ideal for wind surfi ng, snorkeling and sailing. Establishment of modern water sports facilities may be established at some beach location. For yachting and sailing, the constructional of a marina will be necessary.

Cultural – Historic tourism

Ithakas history and cultural heritage off ers a great opportunity for this kind of tourism to be developed. By upgrading the level of access to these attractions, the island will gain cultural prestige and may off er more interesting places to visit. Th e level of service and quality of museums and archeological sites needs to be improved. Local festivals and traditional celebrations is also an option but traditional villages must be protected. Th e materials used and the design of buildings in such places must be based on local tradition.

Secondary options for a even broader base for tourism development could be health tourism, winter and educational tourism.

At this point it is worth mentioning that, although there has been allocated an are for an airport on the island, it is suggested to keep the access to the island only by sea. In this way not only the number of tourists can be controlled but also preserve the mystery of the journey Ithakas has to off er to a visitor when arriving by sea.

Historic map of Greece (Source: Google Earth,2011)

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Th e small but important port of Frikes, located at the North - West side of the island. Photograph of arriving at the port by a small ferry boat. (Source; personal photograph)

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Preliminary sketch of a bridge design for the port of Frikes.

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Design Brief

Taking under consideration the fi nding from the research, on both the nature of tourism and the island of Ithaka, the design brief aims to propose an evolutionary self-suffi cient touristic development. Th e various settlements, farming and renewable energy applications originate from the investigation on the needs of the island.

“It is noteworthy that tourism forms a rather heterogeneous class. Some want to enjoy a given city or a cultural atmosphere, others are oriented towards specifi c goods or cultural amenities such as a lake, a mountain, or a historical district” (Girard & Nijkamp, 2009, p. 2). Th e appropriate way of procurement, in order to achieve sustainable tourism, is to cover a broad spectrum of diff erent types of tourism, suitable for the needs and interests of every type of traveller (Scheyvens, 2002). For the island of Ithaka, these includes; alternative tourism, eco-tourism, budget tourism, luxury tourism, cultural and leisure tourism. Th is will eliminate seasonal tourism and provide a spread income over the year to the majority of the local population. Th ese specifi cations could be the starting point for further investigation on development for the sustainable tourism character of Ithaka. In specifi cs the requirements for these projects could be as demonstrated below:

- Design a representative establishment for each one of the following types of tourism: alternative, budget – backpacking, luxury, cultural, eco-tourism

- Each one of establishments needs to fulfi l the following criteria:

Needs to accommodate a specifi c number of inhabitants (depending on the type and interest for the type in tourism market)

Has to be located within the island according to its kind

Has to be energy effi cient so that the complex can be self-suffi cient

Has to meet diff erent criteria according to the kind of tourism, for exam-ple the establishment for budget tourism has to be prefabricated off -site and assembled on site to minimise the construction cost. Also the design will include rooms for up to 10 people with common facilities. In contrast the luxury establishment has to off er privacy and the feeling of comfort. Th e construction material used in this case must refl ect its purpose.

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06:00 a.m. 09:00 a.m.

06:00 p.m. 03:00 a.m.

Sunlight paths over Ithaka

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Th e architecture of each one above must be unique and diff erent from each other, respecting local architecture and provide a tourist interest it self

Has to be built to contemporary standards including health and safety issues, management and administration spaces

- Master planning for

fi shing and agricultural farms situated along the island

wind turbines and solar panels fi elds covering electricity needs of the island

waste management and disposal areas for recycling.

Th e research of this dissertation for an ‘evolutionary’ touristic development for the case of Ithaka has set as a priority the upgrade and re-design for the port of Frikes. It is important to maintain the evolving goal for the area and gradually implement any design proposal rather that suddenly. Hence, it is essential to upgrade the current infrastructure of the port of Frikes before creating any touristic establishments. Over the next few pages this dissertation will attempt to provide a sustainable design proposal for the port of Frikes. Th e design process and decisions are based on and derive from the principals and values on sustainable tourism development, investi-gated and analysed on the previous chapters. Ultimately, this design proposal aims to a continu-ation of the traditional image and atmosphere of the area rather than creating a new proposal. Key to the design process has been the use of local construction methods and materials.

Some of the problems of the current port that had to be tackled are:

Lack of parking space for vehicles waiting to board

Lack of traffi c management

Lack of a by-pass root for traffi c upon ferry arrival – disturbing the peace of the local village

Lack of information and orientation center for tourists. Visitors had to disembark in the middle of the road without any information or instructions available

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Montage of Vathi, Ithaka, during the 18th century and today.

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- Climatological dataTh e location and climatological conditions of the island are ideal for the production of renewable

energy – mainly solar and wind.

Solar path

Temperature graph - Annual

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Th e specifi cations of the investment for the

evolutionary touristic development will be fi nalised

after thoroughly examining the needs of the local

population and the most appropriate procurement

route. A prediction for a period of 10 years will be

part of the design proposal, as how will the touristic

development is expected to progress.

Wind speed and direction

Humidity graph- Annual

Cloud coverage graph - Annual

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Conclusion

Tourism is a world-wide socioeconomic phenomenon. Its environmental, social and economic aspects have been a focus of interest for policy making and research communities for years (Buhalis, 2001; Coccosis & Psycharis, 2008; Girard & Nijkamp, 2009; Hall & Lew, 1998). Tourism covers an important sector for the development of the Greek economy. Furthermore, tourism is a highly dispersed activity which aff ects the development potential of every region and locality. Th us, strategic, more cohesive and more multidimensional thinking is required to ensure a compatibility of economic and environmental interests. Th is means that both the strategic signifi cance of planning for sustainable development and its implementation have to be envisaged not only at global level but also at a local level. Tourism planning is an essential tool in organising in advance how tourism is to be developed at the destination and early on, it can minimize the negative eff ects that tourism may have on society, economy and environment.

Planning for tourism involves patterns of tourism development. Typology is a very important tool for tourism planning as it supports the recognition of its regional eff ects, demonstrates the extents and the intensity of growth and thus it leads towards the process of rational planning. Unfortunately, experience has shown that the general principals of planning for sustainable development, and even its interpretations of public actions towards tourism development, are not going to be very successful unless they count on the participation of professionals in the fi eld. Moreover, they must be coordinated by public – private actions. At the same time, it is essential for the local population to get involved early in process. It is necessary principals such as empowerment and education of local communities via various methods to be put in action.

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Th e case of Ithaka presents an excellent candidate and opportunity for sustainable touristic development. With prospects and predictions to be developed as a major tourism destination it is of a signifi cant importance that planning and research for sustainable approaches to be investigated. Evidence from reach revealed that the most appropriate direction to follow for a sustainable tourist development for small islands with rich diversity of tourism sources, such as historic, alternative, budget ect, is to develop a variety of touristic developments able to service a broad spectrum of tourism interest. It is essential for historic regions like Ithaka, precaution to be taken as for the amount of tourists accepted daily and how to preserve and yet exhibit areas historical signifi cance. Furthermore, the destination region must be provided with the necessary infrastructure to host and support the estimated tourism development. Th is dissertation has attempted to identify and set a number of design proposals and has prioritised as a fi rst action toward that direction, the improvement and restoration of the historic port of Frikes.

In conclusion, planning for sustainable tourism requires a shift in our thinking of our economic system. Th is calls for more attention for more attention for sustainable regional and local development and for sustainable plan and project evaluation. Th us, it is a major challenge to seek development strategies which use tourism as a key activity and which ensure co-existence and evolution of local communities along with tourism developments, reconciling economic growth interests, social and environmental interests not only in the short run but also in the long term.

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Ulysses

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Supportive material

Photos from ancient Ithaka. Representation of Ulusses endeavours. (Photos

taken during my visit at the British Museum in Lon-

don.)

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Evolution of the number and share of the diff erent types of holiday trips, 1998-2005. (source Eurostat)

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Seasonal variation in occupancy of collective tourist accommodation, monthly data (source Eurostat)

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