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dc.contributor.author
Kasimati, Aikaterini
en
dc.date.accessioned
2015-06-30T08:02:52Z
dc.date.available
2015-09-27T05:58:16Z
dc.date.issued
2015-06-30
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/590
dc.rights
Default License
dc.title
Towards the framework of Destination Brand Development
en
heal.type
masterThesis
heal.secondaryTitle
The case of Kythira Island
en
heal.keywordURI.LCSH
destination branding
heal.keywordURI.LCSH
stakeholders’ perceptions
heal.keywordURI.LCSH
image
heal.keywordURI.LCSH
identity
heal.keywordURI.LCSH
experience
heal.keywordURI.LCSH
brand strategy
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by/4.0/
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
heal.publicationDate
2014-10
heal.bibliographicCitation
Kasimati Aikaterini, 2014, Towards the framework of Destination Brand Development: The case of Kythira Island, Master's Dissertation, International Hellenic University
en
heal.abstract
This dissertation was written as part of the MSc in Management at the International Hellenic University. The aim of the study is the engagement of the writer with the concept of place branding as a mean of identification and differentiation of places. At the same time, they are considered the different branding strategies, capable for the accomplishment of place brand management. As a relatively new field, place branding research based on a real case - study is a primarily topic. Therefore, the issues which are developed on the report are the role of place branding and its basic activities, analyzing the literature review presented on marketing theory and the main brand management strategies existing in place and tourism academic areas. Taking as a guide a particular strategic place brand model, which is based on the relationship of various components, it is proposed the execution and managing of Kythira Island’s place brand strategy. The report refers to the empirical research conducted via questionnaires to the island’s stakeholders in order to measure their perceptions and sense of place as a starting point for identifying the perceived benefits of brand infrastructure and the brand experience. Successively, it will build the brand identity, which leaders desire to convey to the expected visitors via the brand articulation and communication.
en
heal.tableOfContents
ABSTRACT ............................................................................................................ III PREFACE ............................................................................................................... 1 LIST OF FIGURES .................................................................................................... 2 LIST OF TABLES ...................................................................................................... 3 INTRODUCTION ..................................................................................................... 6 CHAPTER 1 ............................................................................................................ 8 1.1 LITERATURE REVIEW ........................................................................................ 8 1.1.1 Branding ........................................................................................................................ 8 1.1.2 Destination Branding and Conceptual Framework ....................................................... 8 1.1.3 Benefits of Destination Branding .................................................................................. 9 1.2 BRAND COMPONENTS ................................................................................... 11 1.2.1 Brand Equity................................................................................................................ 11 1.2.2 Destination Brand Identity Development ................................................................... 13 1.2.3 Brand Image ................................................................................................................ 16 1.3 CRITICAL SUCCESS FACTORS FOR BUILDING DESTINATION BRAND STRATEGY . 19 CHAPTER 2 .......................................................................................................... 21 2.1 BRAND MANAGEMENT .................................................................................. 21 CHAPTER 3 .......................................................................................................... 25 3.1 KYTHIRA AS BRAND ....................................................................................... 25 CHAPTER 4 .......................................................................................................... 29 4.1 RESEARCH METHODOLOGY ........................................................................... 29 CHAPTER 5 .......................................................................................................... 33 5.1 FINDINGS AND DISCUSSION ........................................................................... 33 5.1.1 General Characteristics and Demographics ................................................................ 33 -5- 5.1.2 Stakeholders’ associations .......................................................................................... 35 5.1.3 Strengths And Weaknesses - Perceived image ........................................................... 37 5.1.4 Stakeholders’ Satisfaction ........................................................................................... 41 5.1.5 Evaluation ................................................................................................................... 43 CHAPTER 6 .......................................................................................................... 46 6.1 CONCLUSIONS AND RECOMMENDATIONS ..................................................... 46 6.2 LIMITATIONS ................................................................................................. 52 BIBLIOGRAPHY .................................................................................................... 53 APPENDIX ........................................................................................................... 57
en
heal.advisorName
Gotsi, Manto
en
heal.committeeMemberName
Gotsi, Manto
en
heal.committeeMemberName
Katsaliaki, Korina
en
heal.committeeMemberName
Kyrgidou, Lida
en
heal.academicPublisher
School Of Economics & Bussiness Administration ,M. Sc. In Management
en
heal.academicPublisherID
ihu
heal.numberOfPages
93
heal.fullTextAvailability
true


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