Tourism and Destination Marketing the Case of Greece

Abstract

Marketing has an important role today for every tourist business. However, it is important to focus not only on how the organizations are marketing themselves but also how the destination will market itself and remind that tourists first choose destination and then all the rest, including the hotels. From this literature review, it is obvious that destination branding has a number of advantages and that branding can have benefits in different forms of tourism, whether it is a single tourist unit or a destination. In the case of Greece, the variety of destinations that it has can be the ideal place for further research. Hence, it is proposed for future research to examine destination marketing in practice. © 2019, Springer Nature Switzerland AG.