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

Vitouladiti, Ourania and Ntaka, Alexandra and Sarantakou, Efthymia (2018): Evaluating Athens as a city-break destination: A marketing management approach in tourism and travel. Published in: TOURMAN 2019 Conference Proceedings, Thessaloniki: Greece (28 October 2018): pp. 51-57.

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: city break destination, tourism marketing management, city’s personality, semantic differential scales
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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