Abstract
Currently, beaches' role in the effective and efficient marketing of tourist destinations has broadened considerably. This is especially the case for traditional tourist destinations still relying disproportionately on Fordist production and consumption practices. However, recently, the literature has moved towards a bottom-up approach in managing natural resources. This study considers the case of the island of Crete, a very popular tourist destination in Greece, with strong reliance on mass tourism activity. The case study utilizes individual scores as a proxy of individual perceptions for beaches located on the island. We maintain that the utilization of these individual scores facilitates a more effective and holistic approach in destination marketing.
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