2019-03-06T09:23:10Z

2019-03-06

Default License

Place Marketing

The Development of Kastoria as a City Break Destination

1109160020

Tourism

free

School of Economics, Business Administration and Legal Studies, MSc in Hospitality and Tourism Management

Aim and objective of the dissertation is to analyze the relationship between the touristic activity, the environment where the activity take place and especially the development of sustainable tourism by making use of special and/ or alternative forms of tourism. In order to accomplish this purpose, use of relevant literature is examined and compared with actually conducted process. The origin for this special interest to study the potentials for the development and branding of Kastoria as a city break destination came up as my lineage comes from this region. Kastoria is the diamond of western Greece, distinguished for its notably natural beauty. But no proper and identifiable attempt in the academic literature has been made, until today in Kastoria to categorize the existing problem of underdevelopment of such a small city as Kastoria as a touristic destination and make all steps to convert the city as a desirable destination by using all its essential elements such as its natural and cultural resources. Cooper defines the product development process as a disciplined one and a set of tasks and steps which a firm convert ideas in to goods or services. Many vital elements for a company's long-term survival are related to success in new product development. In particular, the subject of place marketing has occupied many researchers in the literature, as well as the cities and nations, as factor of competitive advantage. More specifically, place branding is important factor of competitiveness of nations, since the latter are trying to create a strong image and reputation. Then the concepts of tourism development and its impact on the economy of one place, the effects of tourism development are analyzed, while the current situation of tourism in Greece and especially in Kastoria is presented. Then a survey of 200 tourists from the Kastoria region is carried out in order to reveal their beliefs about the specific features of Kastoria that attract them and have created the brand of Kastoria.

Karachalis, Nicholas

ihu

Greece