Island Destination Marketing in an Era of Recession

It is common ground that marketing plays a crucial role for the survival and development of any destination. The study examines the consumers' decision making process for destination selection during a period of economic turmoil. The research was held in holidaymakers (N=400) on the island of Zante, Greece. The results confirm that a financial crisis does not entail cancellation of travel; instead it generates various combinations of costly facilities such as accommodation, food, and transport. Additionally, local decision makers alter their decisions according to the crisis circumstances and observe the selection factors used by visitors. It also confirms the important role of central government in destination decision-making and formulation of marketing activities.