Santorini). A survey conducted by the Ministry of Tourism on the effectiveness of the Label and the probability of catering business applying for a renewal of the Label highlighted some problems: no visibility, bureaucracy and high cost, no utilization, especially by hotel restaurants as customers choose restaurants outside the accommodation where they stay. In addition to this, it was found that there is a competition of the national Greek Cuisine Quality Label with other regional gastronomy labels awarded by regional bodies (e.g., Cretan Cuisine Label, Aegean Cuisine Label) (Υπουργείο Τουρισμού, 2021α). 5.2. The “Greek Breakfast” Programme5 The Greek Breakfast Programme was designed by the Hellenic Chamber of Hotels, a legal entity of public law, supervised by the Ministry of Tourism of Greece. The aim of the programme is to enrich the breakfast served in hotels throughout Greece with typical Greek foodstuffs and traditional dishes that showcase the gastronomic tradition and identity of each Greek tourist destination (Figure 2). Figure 2. The logo of the “Greek Breakfast” programme Source: Hellenic Chamber of Hotels The programme was based on the fact that one of the pleasures most commonly associated with holidays is breakfast. In all tourist destinations throughout Greece the prevailing view was that visitors would prefer for breakfast familiar and standard tastes and foodstuffs. Based on this rationale, hotels used to offer exclusively full American, English or Continental breakfast, that is to say standardised breakfasts using imported food products. Changes in the travellers’ culture and modern trends in the field of nutrition led to the creation of the Greek Breakfast in 2010. Accommodation establishments that participate in the 5 For more see: Μοίρα, Π., Μυλωνόπουλος, Δ. & Στεργίου, Δ. (2024). Δημόσια Διοίκηση και Τουρισμός. Ελληνική, ευρωπαϊκή και διεθνής διάσταση [Public Administration and Tourism. Greek, European and Interna-� tional Dimension], Θεσσαλονίκη. Τζιόλα, σ. 212-218. 501 THE INTEGRATION OF THE GREEK GASTRONOMIC IDENTITY AND PHILOSOPHY
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