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Millennials and Digital Marketing in Tourism: The Greek Case

In: Tourism Management and Sustainable Development

Author

Listed:
  • Polina Karagianni

    (International Hellenic University)

  • Lambros Tsourgiannis

    (International Hellenic University
    Directorate of Public Health and Social Care of Regional District of Xanthi, Region of Eastern Macedonia and Thrace)

  • Vasilios Zoumpoulidis

    (International Hellenic University)

  • Giannoula Florou

    (International Hellenic University)

Abstract

This paper aims to explore the attitudes of millennials (Generation Y) towards digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in tourism sector. In particular it aims to identify the factors that influence Greek millennials to use those applications and to classify them into groups according to their attitudes towards those websites. A primary survey conducted in November–December of 2019 to a random selected sample of Greek tourists. Multivariate statistical techniques including principal component analysis (PCA) conducted to identify the main factors that affect tourists in using digital marketing application related to peer-to-peer short-term rental services within the sharing economy in tourism sector. Cluster analysis performed to classify tourists into groups according to their attitudes towards the use of those websites while discriminant analysis conducted to check cluster predictability. Non-parametric tests including chi-square test performed to profile each strategic group according to their demographic characteristics and their preferences regarding their holidays/travel.

Suggested Citation

  • Polina Karagianni & Lambros Tsourgiannis & Vasilios Zoumpoulidis & Giannoula Florou, 2021. "Millennials and Digital Marketing in Tourism: The Greek Case," Contributions to Economics, in: Goran Karanovic & Persefoni Polychronidou & Anastasios Karasavvoglou & Helga Maskarin Ribaric (ed.), Tourism Management and Sustainable Development, pages 51-62, Springer.
    • Handle: RePEc:spr:conchp:978-3-030-74632-2_4
    DOI: 10.1007/978-3-030-74632-2_4
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