First published in 2007 by ATINER

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Preface		i
List of Contributors		*iii*
1.	Introduction Epitropoulos, M-F, G.	1
Part 1: Tourism’s Pushes & Pulls: Motivations & Marketing
2.	Athens and Olympic Games: Distance and Image Congruency Kaplanidou, K. & Karlis, G.	7
3.	The Motivation and Involvement of Kite Players from the Perspective of Serious Leisure Liu, J.S. & Li, C.J.	19
4.	Conceptualizing Relationship Marketing in the Context of the Tourism Industry Daskou, S. & Gavrili, D.	35
5.	The Greek “Gene”? Collaboration and Collective Action in Public – Private Sector Interactions in Greece Papageorgiou, G.	47
6.	Brand Identity, Brand Image and Brand Reputation for a Country: Some Thoughts for Greece as a Brand Veloutsou, C.	65
Part 2:Development & Policy: Some Tourism Planning Issues
7.	Agrotourism as a Sustainable Rural Development Tool Epitropoulos, M-F, G.	81
8.	Rural Tourism: The Profile of Eco-Agro Tourism Farm Businesses in Turkey Ahipasaoglu, S. & Celtek, E.	87
9.	Preservation of Environmental Quality and Tourist Investments Accinelli, E., Brida, J.G. & Carrera, E. JS.	99
10.	The Financial Structures of the Hotel Industry Companies: Designing Expansion Strategies Such Devesa, M.J., Parte Esteban, L. & Garre Martinez, A.	*109*

11.	Some Suggestions to Find and Improve Handicrafts that Help the Turkish Tourism Bezirci, Z. & Akan, M.	*123*
12.	Event Tourism, Mega Events and Development of the Cities: The 23^rd Summer Universiade 2005 Izmir Yenipinar, U., Balta, S. & Karagoz, D.	*135*
Part 3:Methods of Evaluation: Nuances for Tourism
13.	Essay of Application of the Concept of “Permanent Regime” in the Analysis of Tourism Flows: Tendencies and Impacts of the Shocks on the Dynamics of Tourism Trends Caccomo, J- L & Promchanya, A.	*145*
14.	Positioning Cruise Vacations Agosta, P., Calcagni, P. & Cappiello, G.	*159*
15.	The Capacity of Hotel Rooms in Selected European Countries Correlates with Internet Search Results for Hotel Accommodations Anastasiou, S., Moira, P., Milonopoulos, D. & Nathanailides, C.	*171*
16.	The Distinctiveness of Hotel Accounting Filios, V.P.	*183*
17.	Simple Needs, Deep Pockets – A Neglected Market Segment Poole-Street, B.	*189*
18.	An Empirical Study of the Relationship among Leisure Experiences and Destination Image: A Case of Janfusun Fancy World Tung, W., Wen, Y-C & Lin, C-P	*203*
19.	Developing Performance Measurement Model of Tour Guides Huang, L. & Chen, C-W	*223*