Alkmini Gkritzali

Dr Alkmini Gkritzali

Lecturer in Tourism
BSc, MA, MRes, PhD
+44 (0)1483 683714
50 AP 02
Wednesday 14.00 - 17.00 or email to book an appointment


Areas of specialism

Destination management and marketing

University roles and responsibilities

  • Programme Director - MSc in International Tourism Management, MSc in Strategic Brand Management and Marketing
  • SHTM Dissertation Leader


Research interests

My teaching

Courses I teach on

My publications


Gkritzali A, Gkritzali D, Stavrou V. (2017) 'Is Xenios Zeus Still Alive? Destination Image of Athens in the Years of Recession'. Sage Journal of Travel Research,

doi: 10.1177/0047287517705225


Taillard M, Voyer B, Glaveanu V, Gkritzali A (2014) Value Creation and Consumption: When Consumer Creativity Generates Value in Online Forums, Advances in Consumer Research 42
The article discusses a study that explores the role of value creation in the value created by consumers in their consumption activities and experiences. Topics covered include the relationship between value consumer creativity and the consumption of brands, the emergence of online platforms of exchange and the development of new consumer experiences, and on how value is crated when consumers integrate and share resources to others. Also mentioned are the psychological, social and cultural mechanisms that drive value creation.
Gkritzali A, Lampel J, Wiertz C (2016) Blame it on Hollywood: The influence of films on Paris as product location, JOURNAL OF BUSINESS RESEARCH 69 (7) pp. 2363-2370 ELSEVIER SCIENCE INC
Gkritzali A, Gkritzali D, Stavrou V (2017) Is Xenios Zeus Still Alive? Destination Image of Athens in the Years of Recession, Journal of Travel Research 57 (4) pp. 540-554 Sage
This study examines the evolution of the city of Athens? destination image from 2005 to 2015, in order to exploit the impact of the recent economic recession on individual perceptions. It uses advanced web content mining to analyze Tripadvisor messages that were posted in Athens Travel Forum. The findings show that the image of Athens has remained positive, facing a significant, but short-term, shift during the first years of the crisis. The findings also reveal that the destination image of Athens is only partially shared by people residing inside and outside Greece, and that non-Greek residents have more favorable perceptions towards the destination. The study expands understanding on destination image literature by demonstrating the normative nature of destination images, which - once established - can be particularly resistant to change, even during long term crises.
Gkritzali A (2017) Online sentiment recovery during a destination crisis, Annals of Tourism Research 66 pp. 183-185 PERGAMON-ELSEVIER SCIENCE LTD
This research note uses sentiment analysis of online conversations to identify how long it takes for individual attitudes to turn favourable again during a sustained destination crisis. The note?s main aim is to give insights to researchers and DMOs on the recovery process of online destination sentiment, as an indicator of destination image, by investigating the representation of the city of Athens in a popular forum. The case of Athens is topical, as the city faces a sustained financial crisis, which officially began on April 2010 and has been marked by a series of major financial events, such as credit downgrades and international loans. The research note is part of a wider research project, which aims to respond to the growing financial instability that has affected multiple destinations, and its multiple impacts on tourism.
Font X., English R., Gkritzali A. (2018) Mainstreaming sustainable tourism with User-Centred Design, Journal of Sustainable Tourism Taylor & Francis (Routledge)
Efforts to design and communicate sustainable tourism products have been based on the premise of explicit market demand for sustainability. This study tests whether it is possible to design mainstream sustainable tourism products that circumvent customer scrutiny of their sustainability features, by making sustainability implicit (as part of quality product design) and communicating hedonistic benefits instead. This is akin to using the peripheral route of communication, as explained in the Elaboration Likelihood Model, as the central route emphasises the consumer-driven message of overall quality of experience; the approach lessens the need for customers to be conscious of the sustainability consequences of their actions. The methodology proposed to achieve this is User-Centred Design (UCD), which places insights into customer needs, values and demands at the heart of new product design. We designed sustainable tourist activities using UCD and then appraised customer demand for them. Although this may seem counterintuitive, the results show that it can be more effective than traditional methods in mainstreaming sustainable activities, through choice-editing of unsustainable ones and normalising the appearance and communication of sustainability, provided a focus on sustainability is maintained by the product provider.