BRIEF

SEARCH FOR A BETTER TOURISM MODEL 

Sustainable Tourism is a way of traveling and exploring a destination while respecting its culture, environment, and people. The benefits are great: sustainable tourists tend to stay longer, spend more money and have less negative impact on the environment. 

The desired/ideal experience that tourists and locals want to have when it comes to tourism in Poros and Troizinia-Methana. There are varying levels of the experience, all stemming from their desired emotional experience (Tourists feeling Awe and Safe, Locals feeling Unified). To understand what the experience must be like in order to deliver those ideal emotions, we can then explore the additional levels and connections. Both the tourist and the local are looking for respect.

*Our initial brief was focused on the overwhelming amount of waste in the Saronic Gulf in the straight between the island of Poros and the mainland with the municipality of Galatas. We see found the need to reset our goal to sustainable tourism.

APPROACH

IMMERSION DURING COVID

We approached the project knowing that primary research would be more difficult to collect while Greece was under a lockdown due to the spread of COVID-19. Without complete immersion and in-field ethnocentric research we were concerned we would diminish the integrity of the data. However, through video casting, we were able to provide a less disruptive observational place to do our research. The distanced interviews, overseen by locals and an international survey to initiate a better understanding of the region and the regions needs as well as the needs of tourists.

Using a framework methodology designed by Lextant® we were able to create a finely detailed project brief and magazine that would shape how to approach the final outcome. A multidisciplinary team was assembled of design industry professionals and students. Unsure of travel restrictions we created a Plan A - which included travel to the region and Plan B that would see the project through completely remotely. Project Resound developed a virtual team that would be a prototype for future projects.

OUTCOME

UNITY, COMMUNITY AWARENESS AND MUNICIPALITY BUY IN

Together we created a community based solution with the ideal sustainable tourism model that focuses on the locals, their heritage, traditions and culture. The system relies on local experience providers to build a shared interest and trust and share their offerings with one another. The system also builds empathy, a way of appreciating and identifying that everyone has a experience to share, potentially one that can be monetized. The prototype creates a space to curate the offerings into a centralized hub. They developed a unified voice by forming a non-profit to give credibility to the idea. There is a business plan that includes a director of the organization and media specialist to develop the infrastructure that everyone trusts. This is a grass roots movement that will be supported by a website, multiple brand options and a high-level marketing plan, one that sees the region as a haven for sustainable opportunities. Ultimately the community redefined a sustainable tourism model with buy-in from a number of area experience providers.

PROBLEM:

Tourism is the center of this regions economy. Three municipalities in the region was forced to consolidate by the national government. It’s newly formed and the municipalities and the local service providers have not unified their visions. Everyone is looking out for their own best interest (the Tragedy of Commons), and other businesses are seen as competition. Traditional tourism has little respect for the traditions, heritage and culture this region possess. The model was built around, cuisine, entertainment and a vibrant nightlife. This style of tourism is focused on day and weekend trips which requires a large ecological footprint and is not sustainable.