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Cultural and Tourism Promotion Through Digital Marketing Approaches. A Case Study of Social Media Campaigns in Greece

In: Culture and Tourism in a Smart, Globalized, and Sustainable World

Author

Listed:
  • Constantinos Halkiopoulos

    (University of Patras)

  • Maria Katsouda

    (University of Patras)

  • Eleni Dimou

    (University of Patras)

  • Antiopi Panteli

    (University of Patras)

Abstract

Digital Marketing is an emerging interdisciplinary field in the process of designing a successful marketing strategy. A plethora of Social media has transformed radically the way that people interact with their everyday lives. Thus, the integration of social media tools for promoting marketing policies has become an indispensable form of social strategies for all enterprises and organizations. A crucial factor that could augment popularity of an enterprise is through social media campaigns which have a critical role in web page promotion of social networks. The purpose of this work is to present the case study of the European Program named “Regio-Gnosis - Information and updating on cohesion policy in Greece”. The project has launched at May of 2020 and it is based mainly on the use of promoted social media campaigns and many contests with cultural and tourism material. It managed to accomplish its target to reach over 4.5 million people. By analyzing data for the Facebook campaigns of “Regio-Gnosis”, it is examined how helpful are the promoted social media campaigns to the increasing of popularity of a social media page, what is the role of social media contests and how the large audiences can be reached.

Suggested Citation

  • Constantinos Halkiopoulos & Maria Katsouda & Eleni Dimou & Antiopi Panteli, 2021. "Cultural and Tourism Promotion Through Digital Marketing Approaches. A Case Study of Social Media Campaigns in Greece," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Ciná van Zyl (ed.), Culture and Tourism in a Smart, Globalized, and Sustainable World, pages 695-708, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-72469-6_46
    DOI: 10.1007/978-3-030-72469-6_46
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    More about this item

    Keywords

    Digital marketing; Social media campaigns; Cultural promotion; Tourism marketing; Facebook analytics; Data analysis;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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