Tourism is also an information-based industry that is influenced and changed by information and communication technologies. ICT information and communication technologies IOBE Foundation for Economic & Industrial Research IT information technologies.
Introduction
Background Information
With the development of the Internet, we have faster and more direct access to our customers. Nevertheless, the behavior of targeted advertising indicates a major gap in the security of the person's personal data on the Internet. It refers to the search and distribution of information to tourists, as well as the management, sale and purchase of tourism services with the support of the Internet (Jolly & Dimanche, 2009).
The tourism industry is one of the most important business sectors for the global economy. Also, with the use of e-commerce technologies, the business transactions of the entrepreneur involved in the provision of tourist services with their partners are facilitated. It is clear from the above that the importance of tourism for the Greek economy and the dynamics of the sector.
WTTC), while there are very positive estimates for the development of the Greek tourism product in the decade. The third question in the questionnaire concerns the level of education of the people who participated in the survey.
Research questions and Hypotheses
Aims and objectives
The purpose of this dissertation is primarily to examine marketing tactics in the modern digital age to identify their distinctive features. In addition to the understanding of the above concepts and applications, an additional objective is to examine the tourism sector in the Greek reality.
Methodology applied and sources of data for the study
Also, how these tactics apply to businesses operating in the tourism sector will be explored.
Structure of the study
The third chapter presents the research design and approach, the methodology and the research tools used. The fourth chapter follows the results of the survey, the statistical analysis of the questionnaire and the conclusions of the investigation.
E-Commerce – E-Business
Definition of e-Commerce
Using the Internet to create commercial activities allows companies to develop a competitive advantage, reduce costs and prices, improve service quality, adjust products and introduce different products, factors that can lead to the development of competitive advantage. At the same time, it enables the organization to obtain lower prices as a result of the fact that the Internet gives the organization the opportunity to contact customers without the use of an intermediary.
E- business
According to Marshall and Mackay (2004), e-business is the use of the Internet and other information technologies to support commerce and improve business performance. It concerns business-to-business relationships of a company that markets products and services to other companies, customer relationships, and employee relationships (Pollalis & Giannakopoulos, 2007).
Opportunities and Benefits of E-Business for Businesses
The creation of e-business as a result of the application of e-business in companies uses technology, usually Internet technology, to create better relationships with their stakeholders, namely customers, suppliers and employees (Chaffey, 2008). In Greece, more than 5,000 Greek companies currently use the Internet for their daily business, 5m.
E–Marketing
Definition of E-Marketing, Mixture of Marketing and Internet
Recognition – the Internet is used by marketing to identify customer needs and wants. Promotion: The Internet offers a new, additional communication channel that informs consumers about the benefits of a product and helps them make a purchase decision.
The Advantages of E – Marketing
To attract attention, interest and increase the customer's purchase intention by presenting the necessary information and comparative advantages for the products (traditional techniques of attraction and profitability). Improve the position of the company through its better and more comprehensive image, as well as the products (or services) it offers.
The Disadvantages of E-Marketing
Increase the cost of promotion and advertising as many of the social media management companies have increased the cost of using a business and creating a business profile or the popular sites have increased their advertising costs. The profile of a company and its infrastructure may not help it to develop the appropriate way of advertising, so it requires a deep and profound analysis of the data, continuous development, flexibility and adaptability so that the consumer is actively involved.
E- Marketing practices and techniques
E-Marketing Tactics
The main goal of the product advertiser should be to create any emotion (anger, joy, sadness) in the customer. With the full adoption of web 2.0 (i.e. the new version of the Internet that is more human-centered, with social networking, research, information, etc.), the Internet enables users to interact constantly, resulting in abundant availability of users. personal data on the web.
Tourism sector in digital era
- Market size
- Advantages of E-tourism
- Restricting e-tourism adoption
- Tools of e-tourism
- User profiles – travelers and trust
The great growth of the Internet has created a lot of information on the Internet, some of which may be inaccurate and false. The enormous growth of individual networks has transferred power from mass media to citizens. Based on collaboration: it is based on the comparison of the user's properties with the properties of other users.
In e-commerce, system reliability can affect consumer confidence in a system and therefore also in the businessperson.
Tourism sector in Greece
- The current situation in the Greek Tourism Industry
- The contribution of tourism to the Greek economy and the factors that
- Prospects and trends of Greek tourism development
- E-tourism in Greece
Tourism is one of the largest industries in the world, as well as the Greek economy one of the most important processes of wealth generation and a lever of overall development. In the midst of the intense and prolonged economic crisis, tourism is the only growing and dynamic sector of the economy. The image changes significantly in relation to Mediterranean destinations, with Greece in all markets in the top 5 of the main destinations, with.
Last year, investments reached 3.2 billion euros, corresponding to 15.7% of the total amount in the country.
Introduction
Research Design and Approach
The design of the questionnaire was done in such a way that the respondents were not tired but at the same time could obtain the necessary information to serve the purposes of the survey. At the beginning, an introduction was made about the purpose of the survey and we explained how the information will be used, to ensure that anonymity and confidentiality are respected. The fulfillment of the research objectives identified specific characteristics that a respondent representing or working in a tourism business must meet in order to provide information on research issues.
At the beginning, the respondent had to fill in demographic information (gender, age, etc.), some general information about the company (status of the respondent, years in business, etc.), and then they had to answer questions about the e-marketing policy. , to choose which of the e-marketing tools the company uses, to evaluate certain views on the contribution of e-marketing to business, the obstacles to its development and its contribution to dealing with the economic crisis that affected companies in Greece.
Justification for using quantitative approaches
In constructing the questionnaire that was eventually used, it was legitimate to have a logical flow of questions. Quantitative research is preferred because it is the appropriate method to examine relationships between different factors. The questionnaire is a form that contains a series of structured questions that are presented in a specific order and that the respondent is asked to answer electronically or not.
Compiling the questionnaire is the most critical and delicate task, crucial to the success of a statistical survey.
Data Collection Methods
It is used to systematically investigate phenomena with statistical methods, mathematical models and numerical data, in a representative sample of observations and is intended to be generalized to a wider population. It is the means of communication between the researcher and the respondents, directly or indirectly, depending on the method of data collection. Of course, no research program is completely free of limitations and problems, as it is practically impossible to remove all sources of error from a volatile research field such as the tourism market.
Conclusion
In the fourth question, it is noted that the representatives of the companies that were asked to answer the questionnaire with 33.64% are administrators and followed by the directors with 27.01%. The majority of tourism companies that participated in the survey belong to the travel agency sector with a percentage of 26.85%, followed by a slight difference in the transport sector with 23.15%. In the ninth question, the interest shows that the largest percentage and more than half of the sample is sufficiently familiar with the concepts of e-business.
Of course, looking at the transportation industry, a large percentage is little known compared to other sectors. It is noteworthy that a large percentage of 20.95% indicates that they are not aware of the traffic to their website. Interestingly, almost the same percentages of businesses believe that the regular use of e-marketing is helping or not to overcome the economic crisis that most tourism businesses in Greece are undoubtedly experiencing.
Conclusion
By relating question 25 to question 24, we see that companies that are considering using e-marketing to cope with or perhaps help with the economic crisis are those that are largely affected by the economic crisis have been hit. Companies operating in the travel agency sector are more familiar, with a large number of people who are somewhat familiar with the concept of e-business being more active in the transportation sector compared to the other sectors. Of course, those who have not adopted marketing tactics to a large extent from the rest of the categories have been sufficiently and excessively affected by the crisis.
While the companies that doubt whether the use of e-marketing will help to cope with the economic crisis are the ones most affected by the economic crisis.
Ιntroduction
From this there are many positive results, which contribute to the economic development of some regions of our country. The development of e-tourism in Greece is becoming difficult today due to the lack of financial resources and the inability of state institutions to support tourism businesses. After the assessments presented for the contribution of tourism to the Greek economy, they highlight its dynamics in the framework of the country's economic development in the following years.
Businesses must also change their perspective and approach to managing their businesses.
Conclusion
For this purpose, the emphasis should be placed on the resources and activities unused so far that will stimulate the touristic demand as well as to highlight the relationship between the price and the quality of the services offered by the touristic companies. The role of website satisfaction and usability in developing customer loyalty and positive word-of-mouth in e-banking services. Available at: http://brightplus3.com/bright-ideas/3-reasons- to-use-yelp-and-tripadvisor-in-your-social-media-and-outreach-campaigns.
The role of global computer reservation systems in the travel industry today and in the future. This research is carried out within the framework of the dissertation for the postgraduate degree in the "MBA - Business Administration" program of the Hellenic Open University (EAP). To what extent do you think that you are hindering the marketing of your company with technological means.