Implementation of Digital Marketing in Tourism Industry

Christos Ziakis () and Maro Vlachopoulou
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Christos Ziakis: University of Macedonia
Maro Vlachopoulou: University of Macedonia

A chapter in Operational Research in the Era of Digital Transformation and Business Analytics, 2023, pp 217-225 from Springer

Abstract: 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.

Keywords: Digital marketing; Tourism industry; Social media; Websites; Search engine optimization (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-24294-6_23

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DOI: 10.1007/978-3-031-24294-6_23

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