MBA TOURISM @ Money Show
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Ο ΤΟΥΡΙΣΜΟΣ ΩΣ ΕΜΠΕΙΡΙΑΟ ΤΟΥΡΙΣΜΟΣ ΩΣ ΕΜΠΕΙΡΙΑ
MBA TOURISM @ MONEY SHOW 2009
Γεωργία ΖούνηΥπ. Διδάκτωρ Τουριστικού ΜάρκετινγκΠανεπιστήμιο Πειραιώς
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Παρουσιάσου…
• Μάρκετινγκ, ΑΣΟΕΕ
• MBA Τουρισμού, Παν. Πειραιώς
1η φουρνιά
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Ουσιαστικά είμαι…
Ή έστω θα ήθελα να είμαι !
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Αλλά μάλλον είμαι…
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Εγώ επιπλέον είμαι…
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Άρα εγώ παρουσιάστηκα!
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ΠΟΙΟΣ ΑΣΧΟΛΕΙΤΑΙ ΜΕ ΤΟΝ ΤΟΥΡΙΣΜΟ; ΠΟΙΟΣ ΑΣΧΟΛΕΙΤΑΙ ΜΕ ΤΟΝ ΤΟΥΡΙΣΜΟ;
ΣΤΗΝ ΕΛΛΑΔΑ ΒΕΒΑΙΩΣ ΒΕΒΑΙΩΣ
1η ερώτηση
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
ΕΠΑΓΓΕΛΜΑΤΙΑΣ ΤΟΥΡΙΣΜΟΥ- Ελλάδα
STASOUUUUUUUUUUU…MIGDALAAAA
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
NEW VERSION ΕΠΑΓΓΕΛΜΑΤΙΑΣ ΤΟΥΡΙΣΜΟΥ
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Τουρισμός στην Ελλάδα= ΦΙΛΟΣΟΦΙΑ
“Come with me gia na tin vreis, na glentisume together, h anamnhsh ap'th Greece, tha su meinei gia for ever”
Gardelis, 1982
wow!
Ο ΤΟΥΡΙΣΜΟΣ ΩΣ ΕΜΠΕΙΡΙΑ!
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Τουρισμός στην Ελλάδα= ΦΙΛΟΣΟΦΙΑ
Gardelis, 1982
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
ΓΙΑΤΙ ΜΑΣ ΒΛΕΠΟΥΝ ΕΤΣΙ; ΓΙΑΤΙ ΔΕΝ ΜΑΣ ΠΑΙΖΟΥΝ ΜΑΜΑ;
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Να φύγουμε,
να πάμε αλλού;
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Hallelujah !
ΝΕΑ ΔΕΔΟΜΕΝΑ ΣΕ ΘΕΩΡΙΑ + ΠΡΑΞΗ
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
The 4Ps are neither 4 nor Ps any more!
Gummesson, E. (2009).The Naples Forum on Services Marketing,Italy.
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
IntangibilityHeterogeneityInseparabilityPerishability
FORGET IT!
IT’S RUBBISH!
SERVICE MARKETING IS DIFFERENT FROM GOODS MARKETING IN 4 WAYS:
Gummesson, E. (2009).The Naples Forum on Services Marketing,Italy.
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Goods and services always come together
Suppliers make value propositions
Customers do the value actualization
Co-creation of value
Customer-to-customer interaction, C2C
NEW SERVICE DOMINANT LOGIC
Introduced by Vargo and Lusch (2004), Journal of Marketing.
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Traditional American marketing managementand marketing mix
Customer centric Centered on one party
Customer
Relationship marketingCRM One-to-one marketing
SupplierCustomer
Relationship centricCentered on two parties
Many-to-many marketing
Network centricCentered on many parties
1960s-present 1990s-present 2000s-
DEVELOPMENT OF THE RELATIONAL APPROACH TO MARKETING
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Patient ANNA, 82 Network & systems manager
5 doctors prescribing9+2 pills
23 diagnoseddisorders
11 therapies comprising41 components
55 specialists
masseurs
social assistants
social insurance people
nurses
ambulance andtaxi drivers
an endless amount of capital goodsand disposables
Based on Akner, G. (2004). Multisjuklighet hos äldre. Malmö, Sweden: Liber.
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
WHO CAN MANAGE THIS???
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Tourism
Services Marketing
Goods Marketing
TRADITIONAL APPROACH
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Tourism
Services Marketing
Goods Marketing
NEW APPROACH
Κουρεμένος
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Government
EUHotel chain headquarters
Competingdestinations
Customers:touristsbusiness travellers Tourist and
Congress Office
Hotels
THE HOTEL GROUP
Source: von Friedrichs Grängsjö, Yvonne and Gummesson, Evert, “Hotel Networks and Social Capital in Destination Marketing”, International Journal of Service Industry
Management, 2008, Vol. 17, No.1, 58-75.
The early applied field of network theory: TOURISM
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
“If you can make it here, you can make it anywhere”
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Γεωργία Ζούνη, Υπ. Διδάκτωρ ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ
Eimai touristas kai to xairomai!
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