61-83

• Βιτουλαδίτη, Ουρανία

Destination image is of major importance in tourism and is considered a vital concept of tourism marketing. The main typology concerning the formation of the image refers to the secondary or naïve (which forms prior to the visit) and to the primary or reevaluated (which forms after the visit). Although this term is widely used in empirical studies, there is a consensus that the issue lacks a theoretical basis. The image variable seems to affect tourism marketing as a whole. Therefore, an attempt to incorporate the image into the main body of tourism marketing theory with a focus on marketing mix, appears imperative. The aim is to attempt this incorporation, in order to prove the inextricable link of the image with tourism marketing, to contribute towards a conceptual framework and to reveal actions for strategies.

• Economics and Business
• Social and economic geography

• Οικονομία
• Τουρισμός

Image, Tourism destination image, Image typologies, Secondary or naïve, Primary or reevaluated, Tourism marketing, Marketing mix

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