Hotel Business Strategic Marketing Development in the Digital Era

Ioanna Giannoukou, Ioannis Papanikolaou and Constantinos Halkiopoulos ()
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Ioanna Giannoukou: University of Patras
Ioannis Papanikolaou: University of Patras
Constantinos Halkiopoulos: University of Patras

A chapter in Recent Advancements in Tourism Business, Technology and Social Sciences, 2024, pp 375-403 from Springer

Abstract: Abstract The Internet is playing an increasingly catalytic role in all sectors of contemporary society. After the era of covid-19, the tourism industry and all enterprises in this industry are undergoing rapid and significant change. To combat the intense competition, hotels are now using the Internet and social media to discover prospective clients. All businesses are now aware that traditional advertisements are diminishing in value, and digital advertisements are gradually gaining their luster as the Internet usage of consumers makes them more susceptible to them, utilizing also Big Data technologies for gaining a more profound knowledge and understanding of the requirements of tourists and improving the way of decision-making. The present work demonstrates, how hotels and tourism businesses in general are now required to act in the contemporary digital age in order to be able to compete with the growing competitiveness.

Keywords: Tourism business; Strategic marketing; Digital advertising; Big data; Digital era (search for similar items in EconPapers)
JEL-codes: L86 M31 O32 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-54338-8_21

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DOI: 10.1007/978-3-031-54338-8_21

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