Επωνυμία προορισμών και τουριστική ανάπτυξη. Η οπτική του μακρομάρκετινγκ

Mαραγκουδάκης, Βασίλης

Destination branding and tourism development. The perspective of macromarketing

Master Thesis

Author

Mαραγκουδάκης, Βασίλης

Date

2023

Abstract

This paper deals with the effect of destination branding on tourism development through a macromarketing perspective. Initially, the paper refers to the concept of brand, brand value, destination branding (Destination Branding) and destination brand loyalty. Then, reference is made to the concept of tourism development, as well as the relationship between destination branding and tourism development, while macromarketing in tourism is mentioned. Then, a survey is conducted to explore the opinions of citizens regarding the effect of destination branding on tourism development. In general, further growth of tourism in the participants' area appears to be supported. The research shows that the development of a strong tourism value chain contributes to the tourism development of a destination, as does the development of an integrated system. Regarding tourism development through a macromarketing perspective, it follows that the use of science can force consumers into lifestyles that serve business interests, the use of new or modern marketing techniques contributes to the creation of more authentic brands (Brands), for better tourism development , there must be an interaction between investment policies, investments, sustainability and quality of life, while a country for better tourism development must turn to marketing that will be based more on the consolidation and improvement of the quality of life.

Postgraduate Studies Programme

MBA Tourism Management - Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων - Μάνατζμεντ Τουρισμού

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

107

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/15617
http://dx.doi.org/10.26267/unipi_dione/3039

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα