IDEAS home Printed from https://ideas.repec.org/a/seb/journl/v12y2014i1p107-133.html
   My bibliography  Save this article

Combining Primary Destination Image with Acquired Experience for Effective Marketing in Tourism and Tour Operating

Author

Listed:
  • Ourania Vitouladiti

    (Technological Educational Institute of Athens)

Abstract

Nowadays, Mediterranean destinations face intense competition. Consequently, the enhancement of their image is imperative. This paper concentrates on the primary aspect of the destination image (perceived after the visit,) as a basis for evaluating the acquired experience and as a tool which can indicate improvements that would result in a positive future assessment and enhancement of the image. The paper uses as a case study Corfu island, a mature Mediterranean destination. The study implements descriptive statistics, factor analysis and logistic regression. The findings revealed the impact of several factors, in measurable terms, on the improvement of the overall acquired experience and destination image. Mostly though, revealed the way to convert a moderate "good" experience to an enthusiastic "very good". It suggests management priorities and targets for product differentiation, competitive advantage and supply improvements and the increase of product loyalty for both the tourism marketing authorities and the tourism entrepreneurs. The whole approach has not been applied to these types of destinations, being in that sense innovative.

Suggested Citation

  • Ourania Vitouladiti, 2014. "Combining Primary Destination Image with Acquired Experience for Effective Marketing in Tourism and Tour Operating," South-Eastern Europe Journal of Economics, Association of Economic Universities of South and Eastern Europe and the Black Sea Region, vol. 12(1), pages 107-133.
    • Handle: RePEc:seb:journl:v:12:y:2014:i:1:p:107-133
    as

    Download full text from publisher

    File URL: http://www.asecu.gr/Seeje/issue22/issue22-vitouladiti.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wang, Yu, 2005. "Strategic Employee Training and Development in Chinese Luxury Hotels," MPRA Paper 25405, University Library of Munich, Germany, revised 12 Feb 2006.
    2. Stanley C. Hollander & Kathleen M. Rassuli (ed.), 1993. "Marketing," Books, Edward Elgar Publishing, volume 0, number 512, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. E. Samanidou & E. Zschischang & D. Stauffer & T. Lux, 2001. "Microscopic Models of Financial Markets," Papers cond-mat/0110354, arXiv.org.
    2. Solomon Sorin & Golo Natasa, 2013. "Minsky Financial Instability, Interscale Feedback, Percolation and Marshall–Walras Disequilibrium," Accounting, Economics, and Law: A Convivium, De Gruyter, vol. 3(3), pages 167-260, October.
    3. Hamlin, Robert & Deans, Kenneth R. & Welsh, Robert S., 2000. "Virtual Packaging: A Challenge For The Twenty-First Century," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(1), pages 1-4, March.
    4. Ravi Sarathy & Elitsa R. Banalieva, 2014. "Economic Development And Marketing Strategies: A Comparative Lens," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 5(1).
    5. G. Yaari & D. Stauffer & S. Solomon, 2008. "Intermittency and Localization," Papers 0802.3541, arXiv.org, revised Mar 2008.
    6. Blundell, Arthur G. & Gullison, Raymond E., 2003. "Poor regulatory capacity limits the ability of science to influence the management of mahogany," Forest Policy and Economics, Elsevier, vol. 5(4), pages 395-405, December.
    7. Isabelle Schuiling & Jean Jacques Lambin, 2003. "Do Global Brands Benefit from a Unique Worldwide Image?," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Marketi.
    8. Adriana Olaru & Alexandru Capatina, 2007. "The planning of a Customer Relationship Management project: requirements and opportunities," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 5(1), pages 64-71, November.
    9. Atsuo Utaka, 2001. "The Learning Curve and Durable-Goods Production," Economics Bulletin, AccessEcon, vol. 12(5), pages 1-8.
    10. Jayne, T. S. & Strauss, John & Yamano, Takashi & Molla, Daniel, 2001. "Giving to the Poor? Targeting of Food Aid in Rural Ethiopia," World Development, Elsevier, vol. 29(5), pages 887-910, May.
    11. Seshaiah, Venkata & Krishna, Radha, 2003. "Liberalization and Color TV Industry in India," Regional and Sectoral Economic Studies, Euro-American Association of Economic Development, vol. 3(2).
    12. Robert C. Feenstra & Yongmin Chen, 2005. "Buyer Investment, Product Variety, and Intrafirm Trade," NBER Working Papers 11752, National Bureau of Economic Research, Inc.
    13. E. Samanidou & E. Zschischang & D. Stauffer & T. Lux, 2007. "Agent-based Models of Financial Markets," Papers physics/0701140, arXiv.org.
    14. Christopher J. O'Donnell & Garry R. Griffith & John J. Nightingale & Roley R. Piggott, 2007. "Testing for market power in the Australian grains and oilseeds industries," Agribusiness, John Wiley & Sons, Ltd., vol. 23(3), pages 349-376.
    15. Morgan Miles & Linda Munilla & Jenny Darroch, 2006. "The Role of Strategic Conversations with Stakeholders in the Formation of Corporate Social Responsibility Strategy," Journal of Business Ethics, Springer, vol. 69(2), pages 195-205, December.
    16. Patrizia Silvestrelli, 2011. "SME and global industries: managing the global supply chain in the consumer electronic industry," DSI Essays Series, DSI - Dipartimento di Studi sull'Impresa, vol. 19.
    17. Desmond, John & Crane, Andrew, 2004. "Morality and the consequences of marketing action," Journal of Business Research, Elsevier, vol. 57(11), pages 1222-1230, November.
    18. Peter Leeflang & Jaap Wieringa, 2010. "Modeling the effects of pharmaceutical marketing," Marketing Letters, Springer, vol. 21(2), pages 121-133, June.
    19. Jean Jacques Lambin, 2002. "Strategic Marketing Revisited after September 11," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Market-.
    20. Jean-Jacques Lambin & Silvio M. Brondoni, 2001. "Ouverture de 'Market-Driven Management'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.

    More about this item

    Keywords

    Tourism destination image; primary image; factor analysis; logistic regression; experience; tour operators;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:seb:journl:v:12:y:2014:i:1:p:107-133. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ms. Melina Petromelidou (email available below). General contact details of provider: https://edirc.repec.org/data/asecuea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.