Eureka! Institutional Repository

Tourism is the most developed sector of the global economy, with multiple economic, social and business implications. In the tourist phenomenon and the promotion of tourist destinations, the internet has played a catalytic role since it is now regarded as one of the most useful and efficient distribution channels through which tourist destinations and tourist products and services are being promoted worldwide. Through the internet, new technologies and social media, DMOs (Destination Management Organizations), the tourism services providers and suppliers and even the tourists themselves contribute to shaping the overall tourist product. By studying the Thessaloniki Tourism Organization and how it uses the internet and social media as a tool for promoting the city branding, it will be identified whether the significance of the above for the effective promotion of a city branding as a tourist destination has also been highlighted in the Greek tourism industry.