Export Marketing Communications of Public Sector in Promoting Tourism Destination of a Greek Island

Export Marketing Communications of Public Sector in Promoting Tourism Destination of a Greek Island

Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)
DOI: 10.4018/978-1-4666-6543-9.ch033
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The purpose of this chapter is to evaluate the effectiveness of marketing communications in promoting tourism on the Greek island of Myconos. The research evaluates the effectiveness of the marketing communications used by public bodies to promote Myconos in Europe. The research location was the airport at Myconos. The researchers used a probability sampling technique in the form of stratified random sampling, since the population used for the research was multinational. Four-hundred questionnaires were gathered from a research population of 8000. The percentage of arrivals pertinent to each subset (tourist population divided by nationality) was compared with the total number of tourists who arrived on Myconos from the countries constituting the sampling frame, and the number of questionnaires to be given to each of the subsets was calculated. The study shows that marketing communications had a positive effect on the overall business performance and improved it noticeably. Marketing communications used by public bodies to promote Myconos were effective as they increased tourism arrivals and influenced the majority of the tourists to visit it. In addition to this, the study shows that there are factors such as tourists' origin, age, and annual income that affect the effectiveness of marketing communications. It also identified that tourists value a marketing strategy that involves analytical information about the tourism destination, as they stated that brochures, guidebooks, and the Internet influenced them to a great extent.
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2. Literature Review

2.1. Marketing Communication Tools

Due the technological advance, a new marketing communication tool has emerged. As the number of its users grows every day and its access is significantly improved all over the world it is a very important marketing communication tool. It is a key tool for tourism marketing and its role is to share information about the tourism destination in order to create awareness and desire to the audience (Delozier, 1976). Internet has a crucial role in developing a successful and sustainable tourism. The selection of marketing communication tools varies between the different markets. Consumer markets tend to spend more on advertising, sales promotion followed by personal selling and public relations (Kotler, 2003). On the other hand in business markets the most used tools are personal selling and sales promotions, followed by advertising and public relations. (Kotler, 2003)

All marketing communications used by marketers can then be evaluated of whether are effective, efficient and economic (Eusebio et. al., 2006). They can be evaluated in terms of the effect and action that they produce and in terms of the sales effect they produce (Ambler & Kokkinaki, 1997).

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