Putting Greece on the Map: The Use of Cognitive Causal Mapping for Destination Management

Holiday destinations inevitably evoke vivid imagery and associations. Think, for example, of the beauty of the Geiranger fjord in Norway, the romantic lights of the Paris Eiffel tower or the Parthenon in Greece. Such landmarks are exemplifications of what the country offers. The Geiranger fjord exemplifies the natural beauty of Norway, the Eiffel tower represents romantic Paris, and the Parthenon represents the many remains of ancient Greece. These images communicate attributes and ideas that people relate to them (MacKay and Fesenmaier 1997), turning destinations into naturally grown brands with rich association networks. Many countries, as holiday destinations, evoke images of which commercial brands might be jealous. But nature sometimes needs a little help, and deliberate positioning of a destination country as a brand may have its pay-offs. Not every country enjoys the benefits of free publicity to the extent that Paris or Norway do. Moreover, even successful destinations may face the need for repositioning. Coastal regions in the Mediterranean, for example, feature the risk of commodification, as the rapid growth of sun-and-sea tourism has transitioned into a stage of maturity (Buhalis 2000; Sedmak and Mihalič 2008). Greece might provide a good example. In 2005, the Greek rate of tourism growth had slowed to 4 per cent, lagging behind competitors such as Turkey (Vasiliades 2008).