Promoting tourism destinations: A strategic marketing approach
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Abstract
Introduction This paper outlines the main topics of a report prepared for the Tourism Promotion Committee (TPC) in Heraklion District, Crete.This body is responsible for coordinating marketing activities and promoting its area.Its membership is composed of the main public and private sector organizations involved in providing tourism services in Crete.The report was compiled for TPC by the first author, who has been closely involved in the development of tourism marketing and planning on Crete for over ten years.It was commissioned with the aim of improving the destination's marketing effectiveness and efficiency.The task assigned was to provide a report (i) reviewing the marketing activities undertaken by the TPC; (ii) providing the appropriate approach to be adopted and implemented in promoting Heraklion as tourism destination; and (iii) giving a set of recommendations for key areas requiring improvement.