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Evaluating Athens as a city-break destination: A marketing management approach in tourism and travel

Author

Listed:
  • Vitouladiti, Ourania
  • Ntaka, Alexandra
  • Sarantakou, Efthymia

Abstract

This research paper evaluates a city break destination with the city of Athens as a case study. Today, Athens is trying to redefine its position on the world map. The research approach of this work focuses firstly, on an analysis which ranks the advantages and disadvantages according to the visitors’ opinion and perception and secondly on a description of the city’s personality which is depicted by Semantic Differential scales. The results reveal aspects and characteristics of Athens that can guide DMOs and tourism organizations to evaluate their offer, to improve the tourism product and to design effective marketing management strategies.

Suggested Citation

  • Vitouladiti, Ourania & Ntaka, Alexandra & Sarantakou, Efthymia, 2018. "Evaluating Athens as a city-break destination: A marketing management approach in tourism and travel," MPRA Paper 99033, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:99033
    as

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    File URL: https://mpra.ub.uni-muenchen.de/99033/1/MPRA_paper_99033.pdf
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    References listed on IDEAS

    as
    1. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
    2. Jack Daly & Gary Gereffi, 2017. "Tourism global value chains and Africa," WIDER Working Paper Series 017, World Institute for Development Economic Research (UNU-WIDER).
    3. Chen, Ching-Fu & Phou, Sambath, 2013. "A closer look at destination: Image, personality, relationship and loyalty," Tourism Management, Elsevier, vol. 36(C), pages 269-278.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    city break destination; tourism marketing management; city’s personality; semantic differential scales;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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