Munich Personal RePEc Archive

Islands and Destination Image: The Case of Ios

Stylidis, Dimitrios and Terzidou, Matina and Terzidis, Konstantinos (2007): Islands and Destination Image: The Case of Ios. Published in: TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism , Vol. 3, No. 1 (15. April 2008): pp. 180-199.

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Abstract

This study was conducted to identify the image of Ios as a tourist destination as perceived by the visitors, in order to contribute to the formation of an effective marketing plan. The strengths and weaknesses of the image of Ios were measured and presented, accompanied with a number of recommendations. The findings revealed that Ios has a very strong destination image as a party island, with the majority of the visitors being international young students coming to enjoy the relaxing atmosphere and the party mood of the island. As a result, Ios needs to strengthen its image compared to other islands or destinations which offer the same product, by promoting its competitive advantages, such as; the nightlife, the relatively low prices, the relaxing atmosphere and the friendliness of the locals.

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