Νέες τεχνολογίες στον τουρισμό με έμφαση στο digital marketing

Σφακιανάκης, Κωνσταντίνος

New technologies in tourism with emphasis on digital marketing

Master Thesis

Author

Σφακιανάκης, Κωνσταντίνος

Date

2022-02-28

Abstract

In the light of the fragmentation of traditional media and the advent of interactive - digital communication channels, the present study aims to examine consumers’ opinions about the importance they attach to digital touchpoints with tourism companies and organizations at each stage of the buying process. In addition, the research seeks to examine how personal characteristics of digital users shape their views on the importance of alternative digital touchpoints. Results of a survey of 106 participants showed that in the first two stages of the consumer decision-making process in Tourism, consumers place more emphasis on the same digital touchpoints (search engines, online booking websites and tourist destination websites). However, in the third stage of the buying process, no digital touchpoint seems to be important for participants. Taking into account the findings of the present study, marketers can develop content on Instagram for younger consumers, as well as for regular Internet users, especially during the first two stages of the buying process. In case tourism companies and organizations wish to target highly educated market segments, as well as regular travelers, then it is recommended to participate in keyword auctions to improve their search engine ranking, as well as to place their offerings on online booking websites. On the other hand, the limited emphasis that consumers place on all digital touchpoints in the post-purchase stage, suggests that traditional channels of consumer interaction remain relevant in the digital age, even for "smart tourists". Given that postpurchase evaluation is crucial to developing relationship marketing, tourism businesses and organizations need to recognize the importance of traditional channels in their efforts to reduce potential post-purchase concerns or dissonance.

Postgraduate Studies Programme

MBA Tourism Management - Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων - Μάνατζμεντ Τουρισμού

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/14183
http://dx.doi.org/10.26267/unipi_dione/1606

Collections

Τμήμα Οργάνωσης και Διοίκησης Επιχειρήσεων

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Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα