Sustainable Glamping In Greece: Evaluating Viability And Proposing A Strategic Business Plan

Purpose: The purpose of this paper is: a. To evaluate the sustainability of glamping as a nature-based tourism option in Greece, which offers higher levels of comfort while promoting environmental stewardship, financial feasibility and societal accountability; b. To explore the potential of glamping to strengthen local economies, contribute positively to society and minimize the environmental impact, and c. To propose a sustainable business plan for glamping accommodation in Greece. Methodology: The study is based on international bibliographic references and secondary data. Furthermore, the authors conduct a comprehensive case study to capture an ideal sustainable business plan for glamping accommodation in Greece. PESTLE and SWOT analyses are also implemented to evaluate the internal and external factors influencing the glamping sector in Greece. Findings (results): The study reveals that glamping tourism uniquely combines luxurious accommodation such as upscale tents or yurts, with immersive natural experiences in remote locations like forests or coastal areas. This concept appeals particularly to the rising demand for sustainable and unconventional vacation options, especially among the Gen Z demographic, who seek eco-friendly and authentic travel experiences that go beyond traditional hotel stays. Key findings emphasize the necessity for developing sustainable, long-lasting business models incorporating green practices, such as using renewable energy sources, minimizing plastic use, and implementing recycling systems. Moreover, fostering community engagement by employing residents and sourcing products from nearby suppliers is identified as a crucial factor for the success of these ventures. Effective business planning must align with initiatives that promote environmental preservation, such as conserving ecosystems and raising visitor awareness about eco challenges, which are essential for the long-term viability of the glamping sector. Originality/value/suggestions: This study contributes an analysis and empirical assessment of glamping's viability. It identifies good practices for sustainable hospitality and offers insights for investors and operators on developing successful glamping accommodations in Greece. By examining trends and incorporating sustainable business models, the survey provides a strategic outline for glamping that supports ecological sustainability, economic development, and cultural heritage preservation. Future research should focus on refining these strategies and exploring new sustainable tourism opportunities.