Consumer preferences and key aspects of tourism and hospitality marketing on island destinations

The decision of destination’s selection is almost always accompanied by hotel selection. Hence, it is essential for tourism stakeholders to understand the marketing means’ correlation toward destinations and hotels. In addition the purchasing behaviour of consumers in tourism and hospitality needs to be examined in order to give the ability to optimise marketing strategies and promotional campaigns. The purpose of this chapter is to examine and present the consumers’ perspectives visiting Crete on the island’s destination and hospitality marketing. The study’s contribution is based on the clarification of consumers’ purchase behaviour and consumerism patters in tourism with reference to destination and hotel selection. It also gives an understanding for the marketing’s influential importance for tourism purchases. The research was undertaken to departed tourists from Crete. As the research findings revealed, the perspectives of tourists concerning destination and hospitality marketing may vary significantly toward gender, age, education, and income. The research findings also indicate that younger and more educated consumers seem to have better knowledge and higher use of Information Technologies. On the contrary, elder people and less educated, hence they are dependent to traditional ways of advertising. Furthermore, income plays a significant role dealing with additional services, better accommodation, and – in general – higher quality of provided products, whilst pricing policy still remains crucial for all tourists, no matter their financial revenues. The chapter also provides suggestions for further destination and hospitality marketing development, and information for the importance of each marketing mean used to lure tourists to visit the destination