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Destination Governance: The Role of Local Authorities in Greek Tourism Marketing
Abstract
The critical impact of the tourism sector on the development of local communities and economies has now been recognized, both theoretically and in practice, by local governments (OTAs) and other national or supranational policy makers. The OTAs, with their institutional role extending to the areas of shaping and promoting tourist destinations, are creating, in this direction, a network of synergies and actions with other stakeholders in the tourism sector. Therefore, the issue of collaborative marketing is major. At the same time, in addition to the strategy and management of the promotion and promotion of a tourist destination, there is a second level of vision of the action of OTA, that of the marketing facilitation strategy, which pursues the holistic coordinating the tourism sector of an area, ensuring the creation of synergies and the development of tourism development in the desired direction. For this reason, this chapter is going to examine the synergies created and how local authorities can contribute to this.
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