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dc.contributor.author
Vlachou, Cleopatra
en
dc.date.accessioned
2015-07-07T15:17:24Z
dc.date.available
2015-09-27T05:58:18Z
dc.date.issued
2015-07-07
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/785
dc.rights
Default License
dc.title
Branding and marketing of Heraklion of Crete as cultural, culinary and wine tourism destination
en
heal.type
masterThesis
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
el
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Environmental Management and Sustainability
el
heal.publicationDate
2014
heal.bibliographicCitation
Vlachou Cleopatra , 2014, Branding and marketing of Heraklion of Crete as cultural, culinary and wine tourism destination, Master's Dissertation, International Hellenic University
en
heal.abstract
This dissertation examines and suggests the abilities of branding and marketing the destination “Heraklion”, the capital of Crete, as one of the most competitive cultural, gastronomic and wine tourism destination within the international tourism market. Heraklion, which carries a heavy cultural background since the Minoan Period, has managed to preserve the local values and the nutritional principles of the ancestors, proving this way the importance of respecting the local pride and cultural heritage throughout the centuries. The special identity of the place and its residents promote the development of the alternative tourism. In addition, the technology evolvement plus the specialization of professionals in the business, the creative synergies between public sector and private initiatives, and last but not least, the collaboration of tourism and primary sector of production can work and success on this hopeful, thus realistic issue.
en
heal.tableOfContents
1) Acknowledgments p.4 2) Abstract p.5 3) Methodology p. 5-6 4) Definitions of tourism p. 6 5) Historical background of tourism p. 7-8 6) Characteristics of tourism p.8-9 7) Types of tourism p.10-11 8) Cultural History of Heraklion p.11-13 9) Catalogue p.14-16 10) Cultural Tourism p.16-18 11) Cultural tourism & Cultural Heritage Management p.18-20 12) Demand and Supply of Tourism p.20-21 13) Interdependence of tourism products p.21-22 14) Sustainable tourism development p.22-24 15) Tourism profile in the period of economic crisis p.24-26 16) Consumer behavior p.26-28 17) Attractiveness of destination p. 28-30 18) Gastronomy p.30 19) Culinary Tourism p.31 20) Profile of culinary and wine tourists’ p.31-32 21) Cretan nutrition and gastronomy value p.32-34 22) Advantages –disadvantages of culinary tourism p.35-36 23) Wine and its history p.36-38 24) Local authorities’ p.38-41 25) Stakeholder Theory p.42-43 26) Presentation of the city p.43 27) Marketing the city of Heraklion (theory) p.44-45 28) SWOT analysis p.45-46 29) Positioning p.47-49 30) 4 P’s p.49-51 31) Branding p.51-52 32) PESTEL analysis p.52-55 33) Conclusions p.55-56 34) Appendix p.56-6135) Bibliography p.62-63
en
heal.advisorName
Sigala, Prof. Marianna
en
heal.committeeMemberName
Sigala, Prof. Marianna
en
heal.committeeMemberName
Karatzoglou, Dr Benjamin
en
heal.committeeMemberName
Anastasiadis, Dr Foivos
en
heal.academicPublisher
School of Economics & Business Administration, MSc in Sustainable Development
en
heal.academicPublisherID
ihu
heal.numberOfPages
64
heal.fullTextAvailability
true


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