The Impact of Information Technology and Sustainable Strategies in Hotel Branding, Evidence from the Greek Environment

Sotirios Varelas, Panagiota Karvela and Nikolaos Georgopoulos
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Sotirios Varelas: Department of Tourism Studies, Economics, Business and International Studies, University of Piraeus, 185 34 Pireas, Greece
Panagiota Karvela: Department of Business Administration, Economics, Business and International Studies, University of Piraeus, 185 34 Pireas, Greece
Nikolaos Georgopoulos: Department of Business Administration, Economics, Business and International Studies, University of Piraeus, 185 34 Pireas, Greece

Sustainability, 2021, vol. 13, issue 15, 1-18

Abstract: Information Systems, Sustainable Development and Hotel Branding are the main study areas of this specific research. In recent years, many technologies have been which have started to be implemented in the hospitality industry, but the full potential of these technologies has not yet been analyzed in order to understand how they could help companies to develop branding strategies and increase the customer’s loyalty and business performance. Moreover, due to the pandemic crisis due to COVID-19, hotel companies have to manage a new crisis, which affects both the economic and social pillars of their sustainable development. Therefore, the hospitality industry must be more flexible in adopting information technologies and sustainable philosophies, firstly for their own survival and secondly to strengthen their position inside the task environment. The methodology approach was based both on the literature review and qualitative methodology, which was conducted through questionnaires. The aim of this research is to analyze the above concepts and see how this combination could lead the hotel companies to develop a competitive advantage inside their task environment. The findings of this research concern the region of Greece. They reveal that there is a strong correlation among the above concepts, and each company should start to adopt sustainable philosophy, use information technologies, and develop new branding strategies.

Keywords: hotel branding; hospitality; information technology; sustainable development; competitive advantage; performance; sustainable strategy (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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