Enhancing competitiveness in the hospitality industry: Revisiting Porter's generic competitive strategies in Greece

This paper attempts to examine the choices and practices concerning the formulation of marketing strategies of hospitality organisations in Greece, a traditional tourism destination. The introduction includes a bibliographical review of marketing strategies in general and of the theory of generic competitive strategies that was developed by Michael Porter in particular. A brief reference to the development of the hospitality and tourism industry in Greece is presented and the research methodology that was followed is described. The survey findings are presented in tabulation form and a discussion follows.