DC FieldValueLanguage
dc.contributor.authorSamanta, Irene-
dc.date.accessioned2024-04-16T11:44:40Z-
dc.date.available2024-04-16T11:44:40Z-
dc.date.issued2014-10-31-
dc.identifierscopus-84945994701-
dc.identifier.isbn9781466665446-
dc.identifier.other84945994701-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2079-
dc.description.abstractThe purpose of this chapter is to evaluate the effectiveness of marketing communications in promoting tourism on the Greek island of Myconos. The research evaluates the effectiveness of the marketing communications used by public bodies to promote Myconos in Europe. The research location was the airport at Myconos. The researchers used a probability sampling technique in the form of stratified random sampling, since the population used for the research was multinational. Four-hundred questionnaires were gathered from a research population of 8000. The percentage of arrivals pertinent to each subset (tourist population divided by nationality) was compared with the total number of tourists who arrived on Myconos from the countries constituting the sampling frame, and the number of questionnaires to be given to each of the subsets was calculated. The study shows that marketing communications had a positive effect on the overall business performance and improved it noticeably. Marketing communications used by public bodies to promote Myconos were effective as they increased tourism arrivals and influenced the majority of the tourists to visit it. In addition to this, the study shows that there are factors such as tourists' origin, age, and annual income that affect the effectiveness of marketing communications. It also identified that tourists value a marketing strategy that involves analytical information about the tourism destination, as they stated that brochures, guidebooks, and the Internet influenced them to a great extent.en_US
dc.language.isoenen_US
dc.relation.ispartofHospitality, Travel, and Tourism: Concepts, Methodologies, Tools, and Applicationsen_US
dc.titleExport marketing communications of public sector in promoting tourism destination of a Greek Islanden_US
dc.typeBook Chapteren_US
dc.identifier.doi10.4018/978-1-4666-6543-9.ch033en_US
dc.identifier.scopus2-s2.0-84945994701-
dcterms.accessRights0en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume2en_US
dc.identifier.spage557en_US
dc.identifier.epage571en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeBook Chapter-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-9933-9092-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου
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