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Bridging Tourism Theory and Practice

ISSN: 2042-1443
Series editor(s): Jafar Jafari and Liping A. Cai

Content: Series Volumes

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Chapter 12 DESTINATION BRAND STRATEGY The Case of Greece

Document Information:
Title:	Chapter 12 DESTINATION BRAND STRATEGY The Case of Greece
Author(s):	Alexandros Kouris
Volume:	1 Editor(s): Jafar Jafari and Liping A. Cai ISBN: 978-1-84950-720-2
Citation:	Alexandros Kouris (2009), Chapter 12 DESTINATION BRAND STRATEGY The Case of Greece, in Jafar Jafari and Liping A. Cai (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.