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The Importance of Customer Relationship Management and Social Media in the Greek Wine Tourism Industry

In: Innovative Approaches to Tourism and Leisure

Author

Listed:
  • Dimitrios Belias

    (Technological Educational Institute of Thessaly)

  • Efstathios Velissariou

    (Technological Educational Institute of Thessaly)

  • Dimitrios Kyriakou

    (Aristotle University of Thessaloniki)

  • Labros Vasiliadis

    (T.E.I of Central Greece)

  • Christos Mantas

    (University of Leicester)

  • Labros Sdrolias

    (Technological Educational Institute of Thessaly)

  • George Aspridis

    (Technological Educational Institute of Thessaly)

  • Nikolaos Kakkos

    (Technological Educational Institute of Thessaly)

Abstract

During the last decades the wine industry in Greece has moved on to significant modernization. Thus, the wine produces have focused into the wine-tourism which seems to be a lucrative sector for wine producers. However, there is a necessity to construct a strong back-end which will be ready to serve the customers. For this reason the paper will examine the value of CRM and of social media on the wine tourism in Greece. The paper is a genuine one, since there has not been any similar research on this field. In addition to this, it is paper which will provide a sound knowledge on PR actioners over how to utilize them. The outcome of this literature review, indicates that CRM surely would benefit those firms, however it seems that the way that the operate—relying on traditional marketing methods, hence the use of social media may not be the ideal though word of mouth is important on this sector. Surely, this leaves a space for future research. This can be qualitative research where the wine makers will express their views and perceptions over the use of CRM and social media on their industry.

Suggested Citation

  • Dimitrios Belias & Efstathios Velissariou & Dimitrios Kyriakou & Labros Vasiliadis & Christos Mantas & Labros Sdrolias & George Aspridis & Nikolaos Kakkos, 2018. "The Importance of Customer Relationship Management and Social Media in the Greek Wine Tourism Industry," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Kathy Velander (ed.), Innovative Approaches to Tourism and Leisure, pages 249-259, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-67603-6_19
    DOI: 10.1007/978-3-319-67603-6_19
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    Citations

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    Cited by:

    1. Guerola-Navarro, Vicente & Oltra-Badenes, Raul & Gil-Gomez, Hermenegildo & Iturricha Fernández, Agustín, 2021. "Customer relationship management (CRM) and Innovation: A qualitative comparative analysis (QCA) in the search for improvements on the firm performance in winery sector," Technological Forecasting and Social Change, Elsevier, vol. 169(C).

    More about this item

    Keywords

    Wine tourism; CRM; Social media; Tourism; Greece;
    All these keywords.

    JEL classification:

    • Z10 - Other Special Topics - - Cultural Economics - - - General
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes
    • R58 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Regional Development Planning and Policy

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