Internal branding σε ελληνικό τουριστικό προορισμό μελέτη περίπτωσης Κεφαλονιά
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Keywords
Internal marketing ; Internal branding ; Destination branding ; Τουριστικό μάρκετινγκ ; Branding τουριστικού προορισμού ; Τουριστική ανάπτυξη ; Κεφαλονιά τουρισμός ; Τουριστική ταυτότητα Κεφαλονιάς ; Τουριστικό προϊόν Κεφαλονιάς ; Ανθρώπινο δυναμικό ; Τουρισμός ; Τουριστική εμπειρία ; Εποχικότητα του τουρισμούAbstract
This dissertation examines the concepts of internal marketing and internal branding,
focusing on their importance in the tourism sector and especially in the case of the
island of Kefalonia. Internal marketing emphasizes the need for businesses and
organizations to take care of their employees so that they can offer high-quality
services and contribute positively to the visitor experience. Internal branding builds
on this foundation by creating a shared identity that is understood and supported by all
individuals involved in the operation and promotion of a destination.
Kefalonia is used as a case study to explore how these ideas can be applied in a real
tourist environment. The study presents the main characteristics of the island, the
services offered, and the elements that make it attractive to visitors. It also highlights
several challenges, such as seasonality, organizational gaps, and the lack of a unified
destination identity.
The findings show that the success of a tourism destination is not based only on its
natural beauty or infrastructure. It also depends strongly on the people who represent
it. Investing in employees, improving communication, offering proper training, and
encouraging cooperation among local stakeholders can strengthen the internal identity
of the destination and improve the external image projected to visitors. Kefalonia has
the potential to develop a strong internal branding strategy, provided that there is
collaboration and active participation from all parties involved.