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  • Μικρογραφία εικόνας
    Τεκμήριο
    Communications plan for the Greek National Tourism Organization
    (2021-02-12) Mazarakis, Konstantinos; Μαζαράκης, Κωνσταντίνος; Athens University of Economics and Business, Department of Marketing and Communication; Painesis, Grigorios; Indounas, Konstantinos; Kokkinaki, Flora
    The dissertation presents a new communication plan for the Greek National Tourism Organization. With competitiveness between countries rising and the Covid-19 pandemic affecting the global tourism sector, this proposed plan aims not only for Greek tourism to overcome the pandemic, but to make the country one of the top ten destinations worldwide. To this end, we review the literature on the key tools for destination marketing. We then carry out an analysis of the main countries-competitors of Greece in the tourism sector, as well as a survey of the opinion and views of the public. With the theoretical background and the results of the surveys, we then analyze the plan that includes all the necessary communication actions that it proposes to take place as well as important elements of the plan such as its evaluation and budget.