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Title: A critical evaluation of tourism product diversification : the case of Cyprus
Author: Farmaki, A.
Awarding Body: Nottingham Trent University
Current Institution: Nottingham Trent University
Date of Award: 2011
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This research aims to evaluate the diversification strategy of the Cyprus coastal tourism product by investigating the degree of success of the strategy in fulfilling its goals of economic improvement, tourist satisfaction increase and image enhancement. The evaluation of the strategy’s success is performed through an examination of statistics whereby tourism revenue, tourist arrivals, seasonality and the competitive position of the Cyprus tourism product are assessed through secondary research. Primary research is performed to explore the degree of destination image enhancement and tourist satisfaction improvement. In particular, a comparison of the projected and the perceived image of the destination is performed to explore any similarities and/or dissimilarities whereas the satisfaction of tourists is measured across several destination attributes. In tourism studies the diversification concept has not been extensively examined as little attention has been given to the repositioning strategy of coastal resorts. Hence, the conditions under which the application of the strategy becomes imperative are examined to increase the understanding of tourism product diversification. The research focuses on Cyprus which was selected as a case study for the following reasons: a) it is a popular Mediterranean ‘sea and sun’ destination and b) it has been trying to reposition itself through diversification of its tourism product. The research adopts a pluralist methodological stance whereby both an interpretative analysis of supply-side qualitative data and a positivist analysis of demand-side quantitative data are performed. Data collection methods include semi-structured interviews with professionals of the Cyprus tourism industry and a questionnaire survey with British tourists with experience at the destination. The multilateral approach followed overcame any methodological weaknesses and provided a comprehensive picture of the situation. The research found that the diversification strategy of the Cyprus coastal tourism product has been unsuccessful in achieving its target goals. The lack of success stems primarily from internal industry problems and product weaknesses whereas a dominance of the ‘sea and sun’ attributes was identified in terms of destination image. In conclusion, this research makes a significant contribution to existing literature through its originality in terms of the diversification concept. It also contributes practically to the field of tourism planning and destination promotion.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available