Creative Commons

This dissertation was written as part of the Master of Science (MSc) in Hospitality and Tourism Management at the International Hellenic University. Tourism, as one of the world's largest industries, is significantly shaped by destination image and tourist satisfaction. This dissertation delves into the relationship between these factors, with a specific focus on Thessaloniki as a city break destination in Greece. It also explores the ways people perceive a destination, what makes it unique and how different factors can impact these perceptions. Thessaloniki, aiming to position itself as a leading city break destination, serves as an intriguing case study. Collaboration among the city’s stakeholders and strategic marketing efforts are necessary to preserve its identity and history. The research goals are designed to explore destination image, tourist satisfaction and the role of city branding, filling potential gaps in the existing literature. A mixed-methods approach was employed in this study, combining primary quantitative data with secondary data from an extensive literature review. The survey questions focus on understanding destination image, its impact on decision making, the role of visitor demographics, motivations and the alignment of tourist expectations with their actual experiences. The findings offer insights into enhancing Thessaloniki's position in the competitive tourism market, regarding city branding and visitor loyalty. I would like to express my gratitude to my supervisor for his guidance throughout the research process and for offering valuable insights that significantly enriched the quality of this investigation. Additionally, I extend my appreciation to those who participated and responded to the questionnaire used in this study, as it would not have been possible without their valuable contributions.