The role of tourism video campaigns in shaping Greece's destination image

Details

Supervisors

Arblaster, Paul

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

Greece ranks among the most popular tourist destinations in the world, with millions of visitors each year. The country’s massive appeal is linked to a specific image that has been built around the it. The Greek National Tourism Organization (GNTO), is responsible for creating campaigns that promote Greece’s image as a tourist destination. These video campaigns are the focus of this paper, which aims at analyzing them and revealing the ways in which they shape Greece’s destination image. The analysis investigates whether these campaigns promote a consistent image of Greece or reflect changes over time. This comparative analysis also incorporates data on foreign visitors’ perceptions of Greece. These perspectives add an important dimension to the study: does Greece’s image promotion align with these perceptions ? To conclude, the videos are also separated into different time periods to facilitate the identification of emerging thematic patterns over the years.