ABSTRACT

The new millennium has witnessed major changes in tourism. The changes have been driven by a number of factors – the threat of terrorism, the global economy, the changing needs of travelers, the need to be entertained and the desire to have the ultimate tourism experience to enhance one’s quality of life (Karlis 2011). Tourism service providers today are thus posed with more challenges than ever, ultimately to ascertain that the tourist experience is one that leads to an enhanced quality of life. In an ever-competitive world with a mixture of expanding tourism markets (for example, Turkey and India) and traditional tourism markets (for example, Greece and Italy), it has now become more important than ever for service providers to enhance awareness of quality of life and its relationship to tourism. This chapter purports to contribute to the limited research that exists in this area.