Δημιουργία ταυτότητας τουριστικού προορισμού: Η περίπτωση των Παξών/Αντίπαξων
Date Issued
October 7, 2024
Type
Πτυχιακή Εργασία
Abstract
Tourism is the most important factor in Greece’s economic development and now one of the most important on a global scale. The planning of the tourism development of any tourist destination should be based on basic principles and strategies of tourism marketing so that the promotional choices evolve the destination. Consequently, the purpose of this paper, in brief, is to address the issue of identity development and branding of a tourist destination, incorporating the concept, content and practical value of the image of the tourist destination, applying it to the case of the island of Paxos-Antipaxos. Despite the unparalleled natural beauty of Paxos and its increasing popularity in recent years, the island lacks a well-defined and integrated visual identity that would differentiate it in the highly competitive market.This paper focuses on the necessity of creating an integrated visual identity for the island, based on the uniqueness of its natural and cultural characteristics. Through the literature review, the role of tourism destination marketing and the importance of a destination’s personality in creating positive associations among consumers is analyzed. Furthermore, the study incorporates primary research in the form of a
questionnaire, in which 100 respondents, residents and visitors of the island, participated in order to assess their perception of the island and to propose prospects for improving the tourist destination. Finally, the paper concludes with the presentation of logos, posters and the other branding elements needed for the island to meet the competition and attract new markets.
Subjects