Glamping in Greece: Preliminary Findings from a Mixed-Methods Approach

Glamping combines nature-exploration activities with luxury amenities (Lee et al., in J Hosp Tour Manage 40:88–93, 2019) while privacy is considered a critical aspect for glampers (Lyu et al., in Int J Tour Res 22:155–167, 2020). As a relatively new tourism phenomenon, glamping is an under-researched area (Adamovich et al., in J Environ Manage Tour 6(54):1431–1441, 2021) though market knowledge is recognized as essential to design improved glamping operations and experiences (Brochado and Brochado, J Hosp Tour Technol 10:15–27, 2019; Lu et al., in Int J Hosp Manage 95:102919, 2021; Lu et al., in Tour Recreat Res 1–19, 2022). This study examines glamping in Greece by presenting preliminary findings from a recent mixed-methods research. The research aim was to examine and compare perceptions about glamping from a two-sided perspective, i.e., supply side and demand side. Critical aspects of the glamping experience, glampers’ profiles and motives, growth prospects and perceived impact of the pandemic in relation to the glamping market were some of the main research foci. From the supply side, qualitative research took the form of 14 in-depth interviews with glamping executives. As for the demand side, 211 respondents, both Greeks and foreigners, participated in a survey focusing on tourists’ perceptions about glamping. Glampers’ profiling reveals high levels of education, income and environmental consciousness. As per glampers’ primary motives and expectations, they seek authenticity, sustainability, serenity and escapism; nature and sea-centered-activities are prerequisites while spa and yoga options are highly appreciated. Both studies showed positive behavioral intentions and promising glamping development prospects in a post-covid setting while more emphasis should be put in targeted communications to increase awareness of the glamping offering.