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

Constantinos Halkiopoulos (), Maria Katsouda, Eleni Dimou and Antiopi Panteli
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Constantinos Halkiopoulos: University of Patras
Maria Katsouda: University of Patras
Eleni Dimou: University of Patras
Antiopi Panteli: University of Patras

A chapter in Culture and Tourism in a Smart, Globalized, and Sustainable World, 2021, pp 695-708 from Springer

Abstract: 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.

Keywords: Digital marketing; Social media campaigns; Cultural promotion; Tourism marketing; Facebook analytics; Data analysis (search for similar items in EconPapers)
JEL-codes: M31 M37 Z33 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-72469-6_46

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DOI: 10.1007/978-3-030-72469-6_46

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