Matching tourism type and destination image perceptions in a country context

KLADOU, Stella, ASSIOURAS, Ioannis and GIANNOPOULOS, Antonios A. (2015). Matching tourism type and destination image perceptions in a country context. In: KUBACKI, Krzysztof, (ed.) Ideas in marketing: finding the new and polishing the old. Proceedings of the 2013 Academy of Marketing Science (AMS) Annual Conference. Developments in marketing science: Proceedings of the Academy of Marketing Science . Springer International Publishing, 381-384.

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Recent upheavals caused in a largely globalized macroeconomic environment have affected places and countries that previously seemed immune to challenge. Country image perceptions are gradually reconsidered while the post-recession status is in a dynamic formulation. Cities, regions and countries strive in order to market themselves professionally in the international arena (van Ham, 2001) and achieve higher levels of market orientation, possibly reinforced by factors such as market turbulence and competition intensity (Denis, Czellar and Graber, 2001). Tourism plays a crucial role in the field of country image since “it allows personal interaction with locals and the host country culture” (Dinnie, 2011, p.80). International tourism market comprises of a variety of destinations offering alternative selling propositions to a proliferation of tourism segments. A single country may provide several tourism products (i.e. distinct forms of tourism) and may be “multibought” by different groups at the same time; hence, “it must be ‘multisold’, or sold as a product to these segments based on their need” (Mossberg and Kleppe, 2005, p.9). The question raised relates to the possible effect of country image on the various tourism forms in the destination portfolio.

Item Type: Book Section
Research Institute, Centre or Group: Sheffield Business School Research Institute > Service Sector Management
Departments: Sheffield Business School > Department of Service Sector Management
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Depositing User: Jill Hazard
Date Deposited: 24 Jun 2015 08:38
Last Modified: 13 Jun 2017 13:30

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