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Hotel Business Strategic Marketing Development in the Digital Era

In: Recent Advancements in Tourism Business, Technology and Social Sciences

Author

Listed:
  • Ioanna Giannoukou

    (University of Patras)

  • Ioannis Papanikolaou

    (University of Patras)

  • Constantinos Halkiopoulos

    (University of Patras)

Abstract

The Internet is playing an increasingly catalytic role in all sectors of contemporary society. After the era of covid-19, the tourism industry and all enterprises in this industry are undergoing rapid and significant change. To combat the intense competition, hotels are now using the Internet and social media to discover prospective clients. All businesses are now aware that traditional advertisements are diminishing in value, and digital advertisements are gradually gaining their luster as the Internet usage of consumers makes them more susceptible to them, utilizing also Big Data technologies for gaining a more profound knowledge and understanding of the requirements of tourists and improving the way of decision-making. The present work demonstrates, how hotels and tourism businesses in general are now required to act in the contemporary digital age in order to be able to compete with the growing competitiveness.

Suggested Citation

  • Ioanna Giannoukou & Ioannis Papanikolaou & Constantinos Halkiopoulos, 2024. "Hotel Business Strategic Marketing Development in the Digital Era," Springer Proceedings in Business and Economics, in: Vicky Katsoni & George Cassar (ed.), Recent Advancements in Tourism Business, Technology and Social Sciences, pages 375-403, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-54338-8_21
    DOI: 10.1007/978-3-031-54338-8_21
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    More about this item

    Keywords

    Tourism business; Strategic marketing; Digital advertising; Big data; Digital era;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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