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Measuring the Impact of Greece as a Safe Branding Tourist Destination: Evidence from Spain and Greece

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  • Theodore Metaxas

    (Department of Economics, University of Thessaly, 38333 Volos, Greece)

  • Laura Juárez

    (Department of Marketing and Communication, European University of Madrid, 28224 Madrid, Spain)

  • Meletios Andrinos

    (Department of Economics, University of Thessaly, 38333 Volos, Greece)

Abstract

After the first wave of the COVID-19 outbreak, many tourist destinations promoted a safe, COVID-free image to attract tourists. The main purpose of this paper is to examine and analyze the effect that the image of a place as a safe tourist destination (STD)—in our case, Greece—can have on the decision-making processes of tourists who were willing to take summer holidays in 2020 amid the COVID-19 pandemic. We examined the relationships between destination safety perceptions, trust, attractive attributes of destinations, travel intentions, and health-protective behavior for domestic and inbound tourists from Spain. This study confirms differences in destination safety perceptions among domestic and inbound tourists from countries that have suffered significant negative impacts due to the novel coronavirus.

Suggested Citation

  • Theodore Metaxas & Laura Juárez & Meletios Andrinos, 2022. "Measuring the Impact of Greece as a Safe Branding Tourist Destination: Evidence from Spain and Greece," Sustainability, MDPI, vol. 14(8), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:8:p:4440-:d:789810
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    References listed on IDEAS

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    Cited by:

    1. Georgios Lazaridis & Dimitris Panaretos & Antonia Matalas, 2022. "The Impact of the COVID-19 Pandemic on the Food-Related Behaviour of Tourists Visiting Greece," Tourism and Hospitality, MDPI, vol. 3(4), pages 1-22, September.

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