Login
Welcome:
Guest
Guest
Search for:
Browse:
Resources:
Home > Bridging Tourism Theory and Practice > Volume 1 > Document Request: Chapter 12 DESTINATION BRAND STRATEGY The Case of...
Bridging Tourism Theory and Practice
ISSN: 2042-1443
Series editor(s): Jafar Jafari and Liping A. Cai
Subject Area: Tourism and Hospitality
Content: Series Volumes | 
Current Volume RSS
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
Document request:
Chapter 12 DESTINATION BRAND STRATEGY The Case of Greece
| Title: | Chapter 12 DESTINATION BRAND STRATEGY The Case of Greece |
|---|---|
| Author(s): | Alexandros Kouris |
| Volume: | 1 Editor(s): Liping A. Cai, William C. Gartner, Ana María Munar ISBN: 978-1-84950-720-2 |
| Citation: | Alexandros Kouris (2009), Chapter 12 DESTINATION BRAND STRATEGY The Case of Greece, in Liping A. Cai, William C. Gartner, Ana María Munar (ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Volume 1), Emerald Group Publishing Limited, pp.161-175 |
| DOI: | 10.1108/S2042-1443(2009)0000001014 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Article type: | Chapter Item |
| Abstract: | The chapter introduces a model of destination branding and reports a project that applied the model to examine the current image of Greece. The project was undertaken on behalf of the Greek national tourism organization by a binational consortium. Through conducting primary and secondary research on the public perception and self-portrayal of Greece, the project team found the current brand image and identity not to be in accordance with the country's reality. Indeed, although the brand image elements currently expressed are relevant, they represent only a small portion of a much larger existing offering. To that end, the team proposed new branding strategies based on the model, offering a series of recommendations on how to implement the strategies. |
Fulltext Options:
Purchase
Downloadable; Printable; Owned
HTML, PDF (187kb)
To purchase this item please login or register.
Order
Fill in an Order form to request this document from your librarian
© Emerald Group Publishing Limited | Copyright info | Site Policies
..
|
|
