Measuring the Impact of Greece as a Safe Branding Tourist Destination: Evidence from Spain and Greece

Theodore Metaxas, Laura Juárez and Meletios Andrinos
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Laura Juárez: Department of Marketing and Communication, European University of Madrid, 28224 Madrid, Spain
Meletios Andrinos: Department of Economics, University of Thessaly, 38333 Volos, Greece

Sustainability, 2022, vol. 14, issue 8, 1-17

Abstract: After the first wave of the COVID-19 outbreak, many tourist destinations promoted a safe, COVID-free image to attract tourists. The main purpose of this paper is to examine and analyze the effect that the image of a place as a safe tourist destination (STD)—in our case, Greece—can have on the decision-making processes of tourists who were willing to take summer holidays in 2020 amid the COVID-19 pandemic. We examined the relationships between destination safety perceptions, trust, attractive attributes of destinations, travel intentions, and health-protective behavior for domestic and inbound tourists from Spain. This study confirms differences in destination safety perceptions among domestic and inbound tourists from countries that have suffered significant negative impacts due to the novel coronavirus.

Keywords: COVID-19; safety; tourism branding; health-protective behavior; Greece–Spain (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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