Abstract
Maturetourism destinations are dealing constantly with increased competition. Therefore, there is a growing need to identify their product's strengths and weaknesses and potential for differentiation. In order to reveal these elements to managers, through the eyes of the visitors, a detailed content analysis of open-ended survey items will be presented. The scope of this paper is to use content analysis as a research tool for studying tourism destinations, in order to support their efforts for a steady flow of arrivals. The open-ended survey items offer the opportunity to the respondents to express, to analyze and expand their opinions and thoughts. The paper is based on a situation analysis, using as a case Corfu Island and the opinions of its major income generating market, British tourists. The large sample size of the survey, n=376, which is stratified, gives a wide variety of answers, used for an expanded analys is. The findings offer implications for managers concerning investment priorities, product differentiation and marketing actions. The limited use of this approach in this kind of destinations makes this study a contribution to the research field.
Published Version
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