This dissertation was written as part of the MSc in Hospitality and Tourism Management at the International Hellenic University. Destination branding is related to the brand image in terms of marketing approach. The aim of the current study was to describe the concept of destination branding, the effect of brand image, brand equity, brand identity and brand positioning on this concept. The case study was hold in Veria. A quantitative cross-sectional questionnaire survey was carried out among the local residents of Veria and the collected data were analyzed by descriptive analysis (frequency) and correlation analysis. Two important brand image elements including the main attractions of the city and the important infrastructure elements were defined and their relationships with specific brand image statements were found to be significant.
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