Αθανάσιος Κουστέλιος

Human resources management and strategic leadership development are considered essential in all economic sectors, aiming at the design of recruitment, retention and professional development practices of employees and the effective implementation of the strategic planning process. During recent years, in Greece, there has been a shift within the tourism industry towards high quality services including competitive customer service with fairly high-ranking position globally. Several questions arise as regards whether or not the applied strategies - or lack of certain strategies – respond to high quality service needs of tourism organizations and to the overall development of the tourism sector in Greece. A profound understanding of the need to design high-quality human resource management practices is vital for a comprehensive tourism strategic planning. Initially, in order to answer to all issues raised, the relevant literature has been reviewed. Subsequently, the paper describes the current situation of the Greek tourism sector and elaborates on HRM and strategic management concepts. It also examines service quality as an important prerequisite for attracting customers and as an essential strategic tool boosting tourism business performance. Keywords: tourism, human resource management, strategic leadership, strategic planning, Greece

The human factor nowadays is very important because of changes in the business environment. Due to the fact that the business sector faces new challenges, new markets for new products, the so-called globalization, they need to adopt flexible operational systems. So companies are dedicated to the continuous renewal and change in order to gain competitive advantage. The alignment of HR and quality policies, such as creating and communicating the TQM vision, preparing the organization and employees for TQM implementation and generating quality awareness among the employees across all levels, functions, and departments, should contribute to an increase company performance. The human resource function must take the lead in activities such as job design and teams that promote cooperation empower employees to provide information, participation and autonomy, select employees that can adapt to the organizational culture, foster programs of training and development with quality goals and define appraisal and compensation policies which support quality targets. A fruitful cooperation between HRM and TQM can produce better organizational results. Employees should be managed in a way that enhances their loyalty to the company. This means that they are been chosen carefully to meet the constant demands of business, they are been well trained and educated, and they are working in an environment where total quality management is considered to be a very essential part of the business itself.

In the highly demanding contemporary environment, organisations, and more specifically higher education institutions, are expected to respond to constant changes and financial crises, by developing innovative practices and delivering quality products and services. As quality and innovation are perceived to be sources of competitive advantage, the implementation of Total Quality Management (TQM) is suggested. The TQM philosophy can be useful for Greek higher educational institutions, improving the quality of services provided. Keywords: Total Quality Management (TQM), higher educational institutions

The organization of an important event from a city, creates conditions for the advancement and promotion of tourist resources. Is a good opportunity for marketing/branding and can lead to positive results in terms of attracting tourists and improving the country " s profile. The organization of the Olympic and Paralympic Games 2004 in Athens was a particularly important event for Greece, with multiple economic and social impacts. What the case of Athens proves is that a successful organization of a major event such as the Olympic Games is an important opportunity for nation branding and nation marketing. But the most important aspect is how the specific country will choose to continue with this procedure and use the specific event as a stepping point for the development of a coherent and result orienting branding strategy.

According to Peattie (1992), a service is called green, when production is ensured to follow an environmental friendly process.Environmental issues have high importance for consumers around the world. Environmental degradation does not leave indifferent consumers, which need longer to a greater extent "green products" and environmentally friendly services. This trend has led to the emergence of a new type of consumer, the one of "Green consumer". Important efforts have been made in order to find the characteristics of the "Green consumer", however the results remain still ambiguous. The need to correct market segmentation is urgent so marketing professionals target more efficiently the "Green" section of people and determine effectively tactics and targeting strategies. Indeed, more and more consumers become environmental sensitive over the years with incremental effects on the relevant markets.

Tourism sector is currently facing challenges due to the fast paced environment, the changes that it needs to keep up with and the financial crisis as well. Within a highly demanding framework the needs for high standards and total quality management arises. Organizations that are related to tourism need to introduce a philosophy of sustainability by developing innovative practices that will enable them to reserve their competitive advantage. Therefore, total quality management can be a useful tool in improving their products and services by focusing in quality parameters. Keywords: Total Quality Management (TQM), Tourism sector, Greece