Eleni Mavragani

Destination brand equity research from 2001 to 2012

The present study delves into a review of the destination brand equity literature published since 2001, aiming to offer tourism researchers a reference guide to the general context, corresponding methods, and focus of previous works. A multisource search resulted in the identification of 64 relevant papers. Content analysis using multiple classifier variables provides further insights into specific geographical, conceptual, and methodological aspects. Conclusions pertain to the multidimensional character of the construct, the methodology, and context in which destination brand performance has been developed. Destination brand equity appears as a rapidly conceived concept, borrowed from traditional (corporate/product) branding theory, while discussion on its definition and operationalization is still in progress and has yet to mature in a multidisciplinary context. As the first attempt to review destination brand equity within the top tourism and marketing journals and relevant search engines, the study may contribute to a comprehensive overview of the field. The outcomes offer marketing scholars an in-depth view of the concept, providing an overall insight on the various ways destination brands might be evaluated.

Case 3: Marketing Strategy of Museums: The Case of the New Acropolis Museum in Athens, Greece

During the first year of its operation, the New Acropolis Museum managed to attract more than 2,000,000 visitors, gaining the interest of national and international visitors and media, creating a positive image globally and becoming a major attraction of the city of Athens.

Museum Services in the Era of Tourism

The environment in which museums operate has changed a lot over the last decades especially with the use of social media. Museums are changing, trying to be more visitor-oriented instead of being merely traditional institutions that mainly gather and exhibit objects. The word museum is Greek in origin and comes from the Greek “Mouseion”, the temple of the Muses, the goddesses of inspiration and learning and patrons of the arts. Muses inspired the creation of literature and the arts, and they were considered the source of knowledge. The Greek national museums and the Greek monuments are resources of viable growth that lend surplus value in the tourist destination, while they contribute to the economic growth in the form of high-level tourist products. Aiming at the safeguarding of the environment, the natural resources and the growth of local economy, alternative forms of tourist growth appeared over the recent years. The Greek economy is based on tourism, which is closely related to the natural environment and the cultural and archaeological wealth of the country. In other words, the natural environment and the Greek antiquities constitute a basic parameter of tourist growth in the region, and through tourism, the public institutions and the private sector can collaborate to achieve economic, social, cultural and environmental profits. The promotion of Greek cultural identity is a major issue since Greece has been internationally recognized in cultural terms. It is believed that public museums could become one of the central axes of cultural development and the central axis of tourism development. The satisfaction of museum visitors is an important element of marketing and contributes decisively to the success of the museum’s mission.