Dr. Dimitrios Stylidis, an Associate Professor at Democritus University of Thrace in Greece and a global expert in tourism marketing, discussed the significant challenges facing global tourism during a guest lecture at the School of Business and Management, Bandung Institute of Technology (SBM ITB) on Wednesday, April 8th. This event coincided with the launch of the book “Marketing for Hospitality and Tourism with Case Studies from Indonesia,” authored by lecturers from SBM ITB. Dr. Stylidis emphasized the “Greek Paradox” as a relevant lesson for Indonesia, where the tourism sector continues to thrive..
Greece receives 40 million tourists, four times its population. However, according to Stylidis, this figure is deceptive. Tourist spending is declining, and lengths of stay are getting shorter. He warned that pursuing volume without value is a risky strategy. Mass destinations are easily replaced.
“In most countries, the tourist-to-population ratio is one to one; in Greece, the ratio is four to one,” he said.
He criticized the concept of “IKEA-fication,” which often affects tourist destinations by causing a loss of local authenticity due to standardized, soulless accommodations. He argued that the “Live like a Local” trend can produce the opposite effect; Airbnb-style rentals often drive up property prices and drive out the locals who are the true guardians of the culture’s uniqueness.
“You rent an apartment hoping for an authentic experience, but all the furniture is from IKEA,” he said. “How local is that experience?”
To address this, Stylidis proposed a return to the human element. Referring to Vygotsky’s “Zone of Proximal Development” theory, he positioned locals as essential “more knowledgeable others” in the tourist journey.
“We don’t visit a place just for the attractions; we come for the culture, the food, and the people,” he asserted.
Quality interactions are the foundation of a sustainable tourism brand. Stylidis demonstrated the applicability of his theory through the success of Anthema House, a restored 100-year-old mansion in Kavala, Greece. By embracing a relational model, such as a 45-minute history-based check-in process, loyal local staff, and “zero-kilometer” food supplies from local village producers, the hotel managed to maintain a near-perfect rating of 9.7/10.
Stylidis urged Indonesian academics and practitioners to protect the core values ​​of hospitality from cultural commodification.
“The future of tourism does not depend on counting arrivals,” he said. “It relies on the quality of interactions. If residents are not satisfied, the destination will not be sustainable.”
