Tourism Marketing Strategies Incorporating Both Tourists and Tourism Professionals: The Case of Thessaloniki, Greece

Abstract

The competition between touristic destinations is very intense at a global level. New destinations, constantly appering, the continuous development of new technologies and the existing poor economic conditions in many parts of the world. This study aims to investigate the potential of city tourism in Thessaloniki and to draft a strategic marketing plan to promote the city as an all year around touristic destination. The strategic analysis we present in this study is based on a research framework consisting of primary and secondary researches. Firstly, we statistically analyzed the data that derived from about 400 questionnaires filled by representative groups of tourists and tourism professionals, on February and July 2016, taken on places such as hotels, airport, and harbor, and secondly on the SWOT analysis drafted from secondary and literature review. The results lead to the proposition of a complete strategic marketing plan for tourism in Thessaloniki, consisting of areas that need reinforcing and promoting and in particular cultural routes, cruise and gastronomy tourism, and health tourism. By accepting the project, the aim is to develop urban tourism in Thessaloniki throughout the year promoting its unique elements and showing respect for the cultural characteristics and the history of the city.