Visual Communication, the Evolution of Greek Tourism Development as Represented by GNTO Posters

Chara Agaliotou (), Loukia Martha and Maria Vrasida
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Chara Agaliotou: University of West Attica
Loukia Martha: University of West Attica
Maria Vrasida: University of West Attica

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 1025-1033 from Springer

Abstract: Abstract Every artistic creation is a product of the main aesthetics principles of its time and represents the social and political culture of a certain era. The GNTO, ever since it became the national body for the promotion of tourism in Greece, has launched numerous campaigns, slogans and posters in an attempt to attract more tourists to the country. A beautiful image is the first read of all posters aiming at attracting visitors, but there is significant information to be discovered in a more detailed analysis of the visual product presented. The main developmental goals for tourism are included in the picture and the subtle changes in the way central government views tourism can also be traced in the fine lines. Accordingly, information relating to social structure, the place of women in the society, religion, politics, the role of the environment, cultural heritage and finally technology can also be identified according to the time period of a certain artistic creation and in this situation the GNTO posters. For the purpose of this analysis a set of indicators relating to advancements in technology, main political scene, environmental and cultural sensitivity and more, has been created in an attempt to analyze the main developmental goals for tourism in Greece as they come across by examining the relevant GNTO posters. The overall aim is to identify the role of an image not merely for its aesthetics, but as a cultural product that can promote a very complex message supporting the overall development of tourism and can act as a development tool.

Keywords: GNTO posters; Tourism branding; Greek tourism branding (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1007/978-3-030-36126-6_114

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