| Summary: | This paper presents an attempt to extend the evaluation process of the structural characteristics of the Greek tourist market and their outcome, especially with regards to the pricing policy of hotel services. Under this framework, we use a combinational analysis of factors of the Finance Theory. Techniques used in financial analysis, empirical results produced by previous research work undertaken in the area of international tourist demand, as well as current discoveries in the structure of Greek tourist market, aim at the extraction of useful conclusions, both for the Greek tourist industry and for tourist policy planning.
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