International Tourism Marketing: Theory, Strategies, and Greek Applications.
Publication Date: 12/10/2025
Author(s): Constantinos Mammassis.
Volume/Issue: Volume 8, Issue 3 (2025)
Page No: 39-44
Journal: British Journal of Management and Marketing Studies (BJMMS)
Abstract:
International tourism marketing involves creating promotional plans to showcase destinations and services and experiences to people who travel between countries. The marketing of international tourism differs from domestic marketing because businesses and governments need to handle diverse cultural elements, worldwide market competition, seasonal fluctuation, environmental sustainability and political instability. This research examines international tourism marketing principles through an analysis of destination branding methods, market segmentation approaches and digital advertising strategies while investigating organizational procedures and stakeholder partnerships. The Greek tourism industry serves as a case study to demonstrate the dual nature of global market competition in this sector.
Keywords:
International Tourism Marketing, Marketing Strategy, Destination Branding, Digital Advertising, Organizational Processes, Greece.
