Strategic Innovative Marketing and Tourism

Kavoura, Androniki; Gretzel, Ulrike; Vrana, Vasiliki

Strategic Innovative Marketing and Tourism

Edited by Androniki Kavoura (), Ulrike Gretzel () and Vasiliki Vrana ()

in Springer Proceedings in Business and Economics from Springer

Date: 2026
ISBN: 978-3-032-12968-0
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Chapters in this book:

Theoretical Exploration of the Application of Artificial Intelligence in Optimizing Inbound Marketing Practices: Chouaib Dakouan, Redouane Benabdelouahed and Oumaima Lebbar
Relevance of Reflective Control Disruption in Gaming Addiction for Gamification and Digital Policy: Attila Kovács
Cultural Entrepreneurship and Sustainable Development in Remote Aegean Islands: Lesvos and Imbros: Fotini Maniou, Roido Mitoula, Maria Manola, Vilelmini Karagianni and Olga Eleni Astara
Addressing Organisational Barriers in the Digital Transformation of Finance: Chara Pappa, Odysseas Pavlatos, Nicos Sykianakis, Androniki Kavoura and Miltiadis Chalikias
Leveraging Automation and Data Analytics for Enhanced Financial Performance: Chara Pappa, Odysseas Pavlatos, Nicos Sykianakis and Androniki Kavoura
Eco-Tourism in Border Coastal Areas and Sustainability: Case Study Nestos Delta, Keramoti Lagoon and Thasopoula Island in the Region of Eastern Macedonia-Thrace (Greece): Maria Manola, Georgios Karagiannis, Fotini Maniou, Agisilaos Economou and Roido Mitoula
The Cultural Heritage of the Archaeological Park of Dion, Pieria, Greece: Vasileios Dimou, Eirini Tsagkalidou, Chris Vasilliadis and Georgios Chrysostomou
A Proposal for a Multimodal Tourist Route: Vasileios Dimou, Eirini Tsagkalidou, Chris Vasilliadis and Georgios Chrysostomou
The Role of Influencers on Consumers’ Intentions to Purchase Green Cosmetics: Gizem Arik and Eda Yasa Ozelturkay
The Impact of Education Level on Poverty Rates in European Union Countries: Jolanta Stec-Rusiecka and Aldona Migała-Warchoł
Holistic Sustainable Primary Health Care Policies for Connecting Diagnosis-Related Groups with Sustainable Finance Models: Anastasios Sepetis and George Pierrakos
Exploring Sustainability Challenges and Solutions for Rural Tourist Establishments in Norway and Poland Using SWOT Analysis: Knut Ingar Westeren
Investigation of the Factors Leading to Shopping Cart Abandonment via Mobile Devices: Tzenifer Ifigeneia Fasoura, Vaggelis Saprikis and Ioannis Antoniadis
Repurposing an Existing Hotel Structure for Elderly Accommodation: Kika Ioannou Kazamia
Promoting the Rich Cultural Legacy of Pieria, Through Geospatial Documentation: Vasileios Dimou, Athanasios Iliodromitis, Vasileios Pagounis, Dimitrios Anastasiou, Elisavet Tsilimantou, Christos Vassiliadis and Georgios Chrisostomou
Optimization of Supply Chain Management in the Pharmaceutical Industry: Katarzyna Szwedziak, Androniki Kavoura, Adam Busławski, Marcin Pieczyński and Kaludia Russek
Mapping the Role of Museums in Memory-Making and Memory-Retention: A Scoping Review of Practices, Narratives, and Visitor Engagement Strategies: Joel Qi Hong Yap, Zilmiyah Kamble, Adrian T. H. Kuah and Denis Tolkach
Propositions for a Socio-Spatial Paradigm Shift in Tourism: Eleonore Zippelius
The Influence of Fitness Influencers on Consumer Trust and Purchase Intention in the Activewear Sector: Nikoletta Stamoglou, Ioannis Antoniadis, George Avlogiaris and Vaggelis Saprikis
Beyond Convenience: Segmenting Greek Food-Delivery App Users Through Factor and Cluster Analysis: Symira Sidiropoulou, Ioannis Antoniadis, George Avlogiaris and Vaggelis Saprikis
Artists and the Art Contemporary Fairs: The Art Thessaloniki International Contemporary Fair and the Honored Artist “Opy Zouni” (2024) and Opy Zouni Awards (2025): Evangelos Papoulias and Theoklis-Petros Zounis
The Economic and Social Impacts of Geographical Indications on Sustainable Local Development: Oleksandra Oliynychuk and Ewa Patra
The Effect of Information and Communication Activities in European Countries’ Gross Domestic Product: Iordanis Karavasilis, Vasiliki Vrana and George Karavasilis
Developing Digital Competences of Young People in the Context of Using Artificial Intelligence: The Case of Poland: Anna Barwińska-Małajowicz and Radosław Pyrek
Innovative Strategies for Sustainable Tourism in the Mediterranean: Comparative Insights from four Transnational Projects: Antonia Koutsopoulou, Theodora Papatheochari and Spyros Niavis
Enhancing Strategic Analysis Thought with Gamification Tools and Techniques: Athanasios Andriopoulos, Antonios Kargas, Faidon Komisopoulos, Stamatios Ntanos and Dimitrios Drosos
Prospects and Challenges of Strategic Management in Greek Telecom Market Following the Structure-Conduct-Performance Paradigm: Vasileios Argyroulis, Eleni C. Gkika, Antonios Kargas and Anastasios Lymperiou
Community-Based Tourism and Social Sustainability: A Scoping Review of Planning Approaches for Equity, Inclusion, and Empowerment: Zilmiyah Kamble, Ziwei Yang and Joel Qi Hong Yap
Smart and Trusted Marketing: Integrating Blockchain and Artificial Intelligence: Ioannis Antoniadis, Vaggelis Saprikis and George Fragulis
Co-creating XR Heritage Narratives: The Tales in Motion Approach: Mihai Duguleana, Jorge Manuel Braz Gonçalves, Fátima Gonçalves, Mónica Patrícia Martins Saraiva, Filipe Moreira, Ana Mancho de la Iglesia, Rocío Ibarra Arias and Victor-Alexandru Briciu
A Multidisciplinary Design Perspective for Integrating the Promotion of Intangible Cultural Heritage (ICH) into Higher Education: S. Mytilinaiou, E. Martini, Androniki Kavoura and I. Delfino
Folk Dance and the Quest for Cultural Sustainability: Ziwei Yang, K Thirumaran, Zilmiyah Kamble and Josephine Pryce
META-TRAINING: Designing Immersive VR-Based Learning Environments for Remote Training and Education: Konstantinos Kotsopoulos, Nikolaos Papastamatiou and Charalampos Theodorakopoulos
Mapping the Path to Sustainability: Core Pillars for Transforming Primary and Secondary Educational Institutions: Efstathios Tomazos and Niki Glaveli
ARDION: An Artificial Intelligence (AI)-Enhanced Extended Reality (XR) Platform for Interactive Heritage Narratives at Ancient Dodona, Greece: Elissavet Kosta, Konstantinos Kotsopoulos, Nikolaos Papastamatiou and Vasiliki Giannaki
Navigating the Human Side of AI: Insights into Employee Attitudes, Risks, and Regional Variations: Sónia Avelar, Carlos Farinha, Flávio Tiago and Teresa Borges-Tiago
Conversion Rate Optimization in e-Business: Trust, Design, and Personalization Implications for Landing-Page Design: Christos Ziakis, Aristeidis Papadopoulos, Ioannis Antoniadis and Vaggelis Saprikis
A Comparative Study of Social Media Presence and Web Performance in Software-As-A-Service Startups: Christos Ziakis and Androniki Kavoura
Food Waste and Ethical Consumption at Individual Level and in the Hospitality Industry in Brasov, Romania: Andreea-Claudia Mardache and Maria-Denisa Dumbravă
Sustainability in the Minds of Polish Tourism Students: Ewa Chomać-Pierzecka and Anna Sobczak
Preservation of Cultural Heritage Through Digital Advancement and Emerging Technologies by the Greek Ministry of Culture: Paraskevi A. Evangelou and Georgia K. Broni
Investigating Primary School Teachers’ Behavior toward Energy Saving for Promoting Pupils’ Environmental Awareness: Ilias Diamantopoulos, Stamatios Ntanos, Garyfallos Arabatzis and Anastasios Sepetis
Policy Innovations for Addressing Burnout in Public Administration: Insights from the Greek Education Sector: Anna Krompa and Alina Hyz
Mapping the Intellectual Structure of Green Human Resource Management: A Bibliometric Analysis of Global Research Trends (2000–2024): Apostolis Gkikas, Ioannis Salmon and Anastasios Sepetis
Community-Driven Events as Engines of Destination Regeneration: Lessons from Practitioners: Sofia Gkarane, Iordanis Kotzaivazoglou and Chris Vassiliadis
Digital Communication and Innovation Strategies in the HoReCa Industry: A Case Study of the Brașov Tavern Keepers’ Guild, Romania: Victor-Alexandru Briciu, Arabela Briciu, Denisa-Andreea Balmuș and Teodor-Ștefan Bîldea
The Contribution of Monastic Manuscripts of Boeotia, Greece to Religious Literature, Cultural Heritage, and Cultural Tourism: A Qualitative Investigation: Fotini Maniou, Konstantinos Trikalitis, Vilelmini Karagianni, Maria Manola and Roido Mitoula
Inclusive by Design: Implementing the ColorADD Code for Inclusive Beach Tourism in Pieria, Greece: Dimitrios Aidonis, Charisios Achillas and Vasileios Dimou
The Global Minimum Level of Taxation for Multinational Enterprise Groups and Large-Scale Domestic Groups in the EU and the Greek Legal Order: Athina Theodoropoulou and Aikaterini Dedouli-Lazaraki
Smart “Surveillance Capitalism” and Consumer Protection Through the Principle of Transparency: Odise Xhelita and Apostolos Manthos
Accounting for Intangibles in the Age of Cultural Branding: From Goodwill to Invisibility: Georgia Karakousis
Strategic Μanagement of Occupational Health and Safety (OHS) as a Determinant of Organizational Behavior and Performance: Rodia Stouka, Georgios Pierrakos, Aspasia Goula, Stelios Zimeras and Pinelopi Sotiropoulou
Integrating Emerging Technologies with Heritage-Inspired Hospitality and Exhibition Design to Promote Ecological Awareness and Sustainable Tourism: Anna Efstathiou, Maria Vergopoulou and Christina Vergopoulou
Accessible Tourism in Greece: The Case of the First Fully Accessible Beach at the Voula Branch of PIKPA, Athens, Greece: Maria Poli, Konstantinos Malagas and Μaria Manola
Critical Analysis of Financial Statements of Public Hospitals. Case Study: The 5th Health Region of Greece: Elpiniki Georgoulopoulou, Vasiliki Karagianni, Stamatios Ntanos, Grigoris Gikas and Anastasios Sepetis
Environmental Awareness, Energy Conservation, and Recycling in Public Services: A Case Study in a Public Health Facility in Greece: Theodora Diagoupi, Stamatios Ntanos and Sofia Ioannidou
The Strategic Approach of Greek Expatriates as Inbound Tourists and the Αnalysis of Their Consumer Behavior: Sotirios Varelas and Athina Papageorgiou
Integrating Customer Experience and Value Co-Creation in Public Services: Kalliopi-Maria Tramvalidou, Vasiliki Vrana and Garyfallos Fragidis
Exploring the Religious, Cultural, and Touristic Significance of Monastic Manuscripts of Boeotia, Greece, Through Visitor Perceptions: Fotini Maniou, Konstantinos Trikalitis, Vilelmini Karagianni, Maria Manola and Roido Mitoula
Sustainability Goals and the EU Policy on Public Contracts: Venetia Georganta, Dimitrios Stranis, George Karydis and Sofia Ioannidou
Predicting Consumer Profiles to Enhance Targeted Marketing: Eleftheria Matta, George Stalidis and Kyriaki Dimitriadou
Econometric Analysis of Cultural Participation Modes in Greek Heritage Organizations: Despoina Tsavdaridou, Eirini Papadaki and Alexandros Apostolakis
Nurturing Women Entrepreneurs: The Role of Entrepreneurship Education in Sustainability: Panagiotis A. Tsaknis, Despoina D. Saptelianou, Alexandros G. Sahinidis and Georgia J. Tsakni
Can Personality Drive Perceived Behavioral Control? Evidence from Entrepreneurship Education in Sustainability: Alexandros G. Sahinidis, Panagiotis A. Tsaknis and Despoina D. Saptelianou
How Is Short-Form Content Influencing Consumers Regarding Tourism: Maria-Cristina Bularca, Raluca-Maria Şerbănescu and Claudiu Coman
Strategies to Increase Direct Bookings in Hotels: Nikolaos Trihas and Ioannis Valachis
Tracking the Green Image: A Cross-Sectoral Review of Greenwashing Research: Emin Sertaç Arı and Betül Aktaş
A Marketing Executives’ Empirical Survey on Social Media Adoption: Efthimios Dragotis, Despina A. Karayanni, Yannis Stamatiou and Irene Giannopoulou
Drivers and Disparities: Artificial Intelligence Adoption among Greek Marketing Executives: Efthimios Dragotis, Despina A. Karayanni, Yannis Stamatiou and Irene Anagnostopoulou
An Exploratory Consumer Research on Drivers of Chatbot Satisfaction: The Pivotal Role of Empathy in Human-Artificial Intelligence Interaction: Despina A. Karayanni, Efthimios Dragotis, Yannis Stamatiou and Dimitra-Panagiota Panagiotakopoulou
Removing the Barriers to Improve Accessible Tourism: Α General Overview: Maria Poli and Konstantinos Malagas
From Inspection to Integrated Improvement: Reframing Quality Governance Through Person-Centred and Participatory Care in Europe: Triantafyllia Koletsa, Georgios Pierrakos, Aspasia Goula, Niki Kyriakidou and Anastasios Sepetis
The Financial Impact of Environmentally Sustainable Innovation: Evidence from the ATHEX ESG Index and Integrated Corporate Reports: Michalis Skordoulis and Petros Kalantonis
Artificial Intelligence in Accounting: Perceptions, Usefulness, and Professional Readiness among Greek Accountants: Marios Konstantinos Sotiropoulos, Michalis Skordoulis, Petros Kalantonis and Konstantinos Milioris
Corporate Governance and Earnings Management: Theoretical Insights and Evidence from the Literature: Konstantina Efentaki, Petros Kalantonis, Michalis Skordoulis and Nektarios Stavropoulos
How CEO Dominance Shapes the Environmental, Social, and Governance (ESG)–Financial Performance Relationship. A Review of the Recent Literature: Chrysoula Matsali, Aristidis Papagrigoriou, Michalis Skordoulis and Christos Fois
Online Reputation Management and Environmental Sustainability Strategy in Greek Hotels: Perceptions, Practices, and Impacts: Nikolaos Livanos, Αnastasios Sepetis, Panagiotis Arsenos and Andreas Alexopoulos
Strategic Integration of Green Skills in Business: Insights into Green Human Resource Management in the Greek Tourism Sector: Michalis Skordoulis, Christos Fois, Anastasios Sepetis and Angelos Stavros Stavropoulos
Strategic Profiling of Wine Tourists in Central Greece: Insights for Wine Tourism Business Development: Amalia Papagiannopoulou, Konstantina Panagiotakopoulou, Michalis Skordoulis and Aristidis Papagrigoriou
Where Innovation Meets Responsibility: The Impact of Sustainable Practices on Tourism Experience Satisfaction: Carlos Farinha, Teresa Borges-Tiago and Sónia Avelar
Smart Cities and Their Contribution to the Enhancement of Citizens’ Quality of Life: The Case of the Municipality of Larissa, Greece: Christos Karagiannis, Pagona-Xanthi Psathopoulou, Christos Fois and Andreas Alexopoulos
Circular Economy in the Hotel Industry: The Case of Attica Region, Greece: Eirini Alverti, Andreas Alexopoulos, Christos Fois and Miltiadis Chalikias
Implementing Sustainable Habits in Dynamic Pricing Through Revenue Management Strategies in the Hotel Industry—A Literature Review: Ivana Anucin Vrionis and Sotirios Varelas
Funding Trajectories in SaaS Start-Ups: A Cross-Vertical Sectoral Analysis: Christos Ziakis
Digital Tools in Tourism Marketing: A Narrative Review of Social Media, Artificial Intelligence, and Mobile Strategies: Dimitris C. Gkikas and Prokopis K. Theodoridis
Digital Storytelling and Tourist Behavior: A Narrative Review of Content, Trust, and Engagement: Dimitris C. Gkikas and Prokopis K. Theodoridis
Europeanization and Reform of Domestic Public Policies. The Case of Greece in Environmental Policy: Panagiotis Passas, Dimitrios Stranis, Nikolaos Michos and Sofia Ioannidou
Independent Authorities Within the Framework of the European Union. Structural Shifts in the State Society Relationship in Greece: Nikolaos Michos, Dimitrios Stranis, Panagiotis Passas and Sofia Ioannidou
Ecomuseums in the Digital Age: Revitalizing Rural Heritage Through Participatory Technologies: Nikos Grammalidis and Evangelos Pavlis
Mentoring and Coaching as Supporting Processes in the Professional Life of the Civil Servant: Sofia Ioannidou, Nikolaos Michos, Panagiotis Passas and Dimitrios Stranis
Bankable Transformative Climate Solutions in Order to Improve Sustainable Climate Adaptation and Mitigation Measures: Matthaios Bimpas, Nikolaos Doulamis, Anastasios Doulamis, Dimitrios Vamvatsikos and Dimitrios Kalogeras
Deployment and Assessment of Predictive Modelling, Environmentally Sustainable Digital Tools for Improving the Resilience of Inland Water-Way (IWW) Against Climate Change and Other Extremes: Anastasios Doulamis, Nikolaos Doulamis, Matthaios Bimpas, Ioannis Rallis and Dimitrios Vamvatsikos
A Bibliometric Analysis on Women’s Digital Entrepreneurship: Key Research Themes, Trends, Challenges, Issues, and Contributions to Sustainable Entrepreneurship Performance: Vasiliki Basdekidou
Intragenerational Differences in Information Quality and Credibility of Influencer Marketing: Insight from the Generation Z Student Cohort: Irene Kamenidou, Spyridon Mamalis, Aikaterini Stavrianea, Ifigeneia Mylona and Evangelia-Zoi Bara
Evaluating Waste Management Material Topics in Hotel Corporate Social Responsibility Reports in Greece: Triantafyllos Papafloratos
A Recommender Framework for Destination Management Organizations (DMOs) Based on User-Generated Content: Agisilaos Konidaris, Athanasios Tsipis, Aggeliki Sgora and Erato Koustoumpardi
Understanding Wine Consumer Segments Through Extrinsic Cues Preference Analysis: Spyridon Mamalis and Irene Kamenidou
Materiality Matters: Data-Driven Interiors for Hospitality Design Optimization: Anna Efstathiou and Paraskevi Vasileiou
Beyond Usefulness and Ease: Investigating the Role of Enjoyment and Self-Efficacy in Technology Adoption Among Bank Employees: Eleni C. Gkika, Antonios Kargas and Dimitrios Drosos
Fostering Social Entrepreneurship: The Role of Entrepreneurship Education: Panagiota Xanthopoulou and Alexandros G. Sahinidis
Teachers Perspectives of Social Marketing in Combating Bullying in School: Results from a Pilot Study: Evangelia-Zoi Bara, Spyridon Mamalis, Aikaterini Stavrianea and Irene Kamenidou
Digital Marketing for Sustainable Traditional Music Festivals: The Case of Crete: Eirini Papadaki, Luciana Koro, Alexandra Prendi, Emmanouil Spanakis, Eleftheria Vassilaki and Maria Areti Vourlou
The Significance of Place in the Relationship Between Tourism and Architecture: Thoughts on Greekness and Sustainability: Charikleia Pantelidou
Hybrid Guided Tours in Museums Using Augmented Reality (AR) Applications: The Case Study οf the Museum οf the Macedonian Struggle and Modern History οf Macedonia (IMMA), Greece: Stavroula Bampatzia, Aggeliki Sgora and Athina Pavlidou
Digital Health for Remote Resilience: A Community-Centered Telehealth Framework for Rural Healthcare Equity: Yiannis Koumpouros
Is Technology a Policy Panacea for the Tourism Industry? The Case of Local Residents at a Mass Tourism Destination in Crete: Katerina Bompolaki, Alexandros Apostolakis and George Kritsotakis
Leveraging Telemedicine in Smart Destinations to Boost Rural Tourism and Digital Nomadism: Yiannis Koumpouros and Androniki Kavoura
The Role of Employees in Creating Entrepreneurship and Introducing Innovations: Anna Sobczak and Ewa Chomać-Pierzecka
The Dynamics of Recruitment in the Romanian Public Sector: The Role of Digital Platforms Within the Institutions of the Ministry of Internal Affairs: Arabela Briciu, Victor-Alexandru Briciu, Denisa Gabor and Mihai Duguleană

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DOI: 10.1007/978-3-032-12968-0

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