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Implementation of Digital Marketing in Tourism Industry

In: Operational Research in the Era of Digital Transformation and Business Analytics

Author

Listed:
  • Christos Ziakis

    (University of Macedonia)

  • Maro Vlachopoulou

    (University of Macedonia)

Abstract

Digital marketing is an integral part of any business. The increasing popularity of digital channels has changed the way businesses market and interact with their customers. Due to the rapid emergence of new marketing techniques, the tourism industry has undergone significant changes. This paper consists of a manually performed analysis regarding the digital presence of 3016 travel companies in Greece and, more specifically in the Halkidiki region, and a survey conducted to recognize the perceived benefits and the use of digital marketing by these companies. Results indicate that travel companies in Greece do not implement a comprehensive digital marketing strategy and highlight an increased need for digital marketing solutions in the travel sector.

Suggested Citation

  • Christos Ziakis & Maro Vlachopoulou, 2023. "Implementation of Digital Marketing in Tourism Industry," Springer Proceedings in Business and Economics, in: Nikolaos F. Matsatsinis & Fotis C. Kitsios & Michael A. Madas & Maria I. Kamariotou (ed.), Operational Research in the Era of Digital Transformation and Business Analytics, pages 217-225, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-24294-6_23
    DOI: 10.1007/978-3-031-24294-6_23
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