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

Ourania Vitouladiti, Alexandra Ntaka and Efthymia Sarantakou

MPRA Paper from University Library of Munich, Germany

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.

Keywords: city break destination; tourism marketing management; city’s personality; semantic differential scales (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2018-10-28
New Economics Papers: this item is included in nep-tur
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Published in TOURMAN 2019 Conference Proceedings, Thessaloniki: Greece (2018): pp. 51-57

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