Abstract
Marketing has an important role today for every tourist business. However, it is important to focus not only on how the organizations are marketing themselves but also how the destination will market itself and remind that tourists first choose destination and then all the rest, including the hotels. From this literature review, it is obvious that destination branding has a number of advantages and that branding can have benefits in different forms of tourism, whether it is a single tourist unit or a destination. In the case of Greece, the variety of destinations that it has can be the ideal place for further research. Hence, it is proposed for future research to examine destination marketing in practice.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Belias, D., Velissariou, E., Koustelios, A., Varsanis, K., Kyriakou, D., Sdrolias, L.: Integrating total quality management philosophy in the Greek tourism sector. In: 5th International Conference on Strategic Innovative Marketing, Athens, Greece, 23–26 September 2016 (2016)
Belias, D., Velissariou, E., Kyriakou, D., Varsanis, K., Vasiliadis, L, Mantas C., Sdrolias, L., Koustelios, A.: Tourism consumer behavior and alternative tourism; The case of argrotourism in Greece. In: 4th International Conference of the International Association of Cultural and Digital Tourism (IACuDiT), with the theme “Innovative Approaches to Tourism and Leisure: Culture, Places and Narratives in a Sustainability Context”, 25–27 May 2017, Athens, Greece (2017)
Belias, D., Vellisariou, E., Kyriakou, D., Vasiliadis, L., Mantas, C., Sdrolias, L., Aspridis, G., Kakkos, N.: The importance of customer relationship management and social media in the Greek wine tourism industry. In: 4th International Conference of the International Association of Cultural and Digital Tourism (IACuDiT), with the theme “Innovative Approaches to Tourism and Leisure: Culture, Places and Narratives in a Sustainability Context”, 25–27 May 2017, Athens, Greece (2017)
Belias, D., Velissariou, E., Kyriakou, D., Vasiliadis, L, Sdrolias, L., Aspridis, G., Koustelios, A.: Knowledge management in Greek tourism. In: 6th International Conference on Tourism and Hospitality Management, 01–03 June 2017, Athens, Greece (2017)
Buhalis, D., Law, R.: Progress in tourism management: twenty years on and 10 years after the internet: the state of eTourism research. Tour. Manag. 29(4), 609–623 (2008)
Cooper, C.: Knowledge management and tourism. Ann. Tour. Res. 33(1), 47–64 (2006)
Didd, S., Simkin, L.: Marketing Plan, South Western (2013)
Dimitriadis, St., Blanas, N., Aspridis, G., Vetsikas, A.: Organizational change management. Delineating employee reaction to change in SME’s located in Magnesia. Acad. J. Interdiscip. Stud. 5(1), 309–318 (2016)
Kotler, P., Keller, K.: Marketing Management, 13th edn. Pearson (2009)
Kyriakou, D., Belias, D.: Is silver economy a new way of tourism potential for Greece? In: 3rd International Conference of the International Association of Cultural and Digital Tourism (IACuDiT), with the theme “Tourism, Culture and Heritage in a Smart Economy”, 19–21 May 2016, Athens. Springer Proceedings in Business and Economics, pp. 425–436 (2016)
Leiper, N.: Tourist attraction systems. Annals development: an analysis of the positive and of tourism research 17(2), 367–384 (1990)
Μiddleton, V., Fyall, A., Morgan, M.: Marketing in Travel and Tourism, 4th edn. Butterworth-Heinaman (2009)
Pike, S., Bianchi, C.: Destination brand equity for Australia: testing a model of CBBE in short haul and long haul markets. J. Hosp. Tour. Res. 40(1), 114–134 (2016)
Pyo, S., Uysal, M., Chang, H.: Knowledge discovery in databases for tourist destinations. J. Travel Res. 40(4), 396–403 (2002)
Rossidis, J., Aspridis, G.: Knowledge management—a theoretical approach. In: 10th MIBES Conference, Larissa [in Greek] (2015)
Valakas, I.: Integrated Marketing Communications. Patras, EAP (2008)
Vasiliadis, L., Trivellas, P., Belias, D., Meleas, J., Kyriakou, D.: Cultural tourism revisited: the case of Thessaly. In: 2nd International Conference of Cultural and Digital Tourism Forms and Norms of Tourism and Culture in the Age of Innovation, 21–24 May 2015, Athens. Springer Proceedings in Business and Economics, pp. 69–78 (2015)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Belias, D. et al. (2019). Tourism and Destination Marketing the Case of Greece. In: Sakas, D., Nasiopoulos, D. (eds) Strategic Innovative Marketing. IC-SIM 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-16099-9_9
Download citation
DOI: https://doi.org/10.1007/978-3-030-16099-9_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-16098-2
Online ISBN: 978-3-030-16099-9
eBook Packages: Business and ManagementBusiness and Management (R0)