The Role of Destination Image in Influencing Tourist Behaviors and Experiences: A Comparative Study of the Greek Islands versus Mainland Destinations

Abstract

This research delved into the significance of destination image in shaping tourist behaviors and experiences, through a comparative study between the Greek Islands and mainland destinations. Previous literature provided substantial groundwork for understanding the concept of destination image and its correlation with tourist behavior. A comprehensive review of numerous scholarly articles, journals, and books was undertaken to identify the core elements contributing to destination image, such as natural resources, cultural heritage, hospitality, and tourist facilities. The study highlighted the crucial role of destination image as a determinant of tourist satisfaction, which, in turn, influenced behavioral intentions like word-of-mouth promotion and revisits. The analysis was bifurcated into two sections, representing the Greek Islands and the mainland, with each section examining distinct aspects of these diverse environments. Findings from the literature revealed a more romantic and adventurous image associated with the Greek Islands, rooted in their unique cultural attributes, beautiful landscapes, and laid-back lifestyle. This image was found to stimulate tourist activities related to relaxation, exploration, and cultural immersion. In contrast, mainland Greece, rich in history, architecture, and tradition, was perceived as more educational and historical. Tourists here were likely to engage in activities like museum visits, city tours, and archaeological explorations. Discrepancies in tourist behaviors and experiences in the two regions underlined the powerful influence of destination image. While both regions attracted tourists, their behaviors and experiences differed based on the respective destination images. This research has filled an academic gap by providing a comparative analysis of tourist behaviors and experiences influenced by the destination image between the Greek Islands and mainland Greece. It also offers practical insights to tourism planners and marketers in these regions, emphasizing the need for destination marketing strategies that accurately reflect and capitalize on their distinct destination images. Keywords: Destination Image, Tourist Behaviors, Tourist Experiences, Greek Islands Tourism, Mainland Greece Tourism