Promoting Green Tourism Synergies with Cultural and Creative Industries: A Case Study of Greece

Abstract

Green tourism is part of the global effort to create a more sustainable living environment, taking into account the needs of both the industry, the tourists and the local communities. CCIs are considered trustworthy ambassadors of authenticity and life values, and can therefore effectively promote and/or strengthen the ecological value. This paper focuses on the role that cultural and creative industries (CCIs) can play in the implementation of sustainable development, especially in regard to green tourism, focusing on their role as communicators of green messages. The methodological tools used for the collection, analysis and interpretation of data for this research include semiotic analysis in a number of CCIs’ products, coding their ecological messages; content analysis of the CCIs’ digital posts for a one-year period in order to examine the form, types and content of the communication; and a digital ethnography of the users’ comments in order to study the perception and interaction of the receivers of such messages, focusing on past, present and potential tourists. Through the case study of Greece—a well-known tourist destination with rich cultural resources—the author tries to answer to the following research questions: (a) Could green tourism be promoted as a life value through CCIs’ products and messages? (b) Are there any good and innovative practices for such promotion through the synergy of the tourism industry with CCIs that could be used as models for further cases? This paper concludes that CCIs can promote sustainability as a life value through role modeling, educational programs, and subconscious or more straightforward messages, using both their products and formal communication channels. The more successful way for Greek CCIs to promote green tourism is through synergies with official tourism promotion mechanisms. The research shows that in many cases, this linkage has been successful in a number of ways.