Πλοήγηση ανά Συγγραφέα "Vergou, Efstathia"

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω

Τώρα δείχνει 1 - 1 από 1

The understanding of how Greek hotels leverage social media in their marketing strategy
(2021-05-31) Vergou, Efstathia; Βέργου, Ευσταθία; Athens University of Economics and Business, Department of Marketing and Communication; Kokkinaki, Flora; Indounas, Konstantinos; Drossos, Dimitrios
As more and more industries exploit the capabilities of these new tools, it is imperative to analyze the role of this new wave of marketing in hospitality sector. Previous studies investigating social media marketing in correlation with hotels have mainly focused on the reasons of why hotels should exploit social media and the effectiveness of these marketing methods. There is a significant lack in literature on investigating the application of the social media in hospitality as researchers gave prominence to the theoretical than the practical view of this topic. The aim of this study is to investigate all the important aspects both theoretical and practical of social media marketing in hotel industry, considering the experts’ view of Greek hospitality and marketing sector. For this reason, a Delphi study with experts both from hospitality and marketing sector was conducted, in order to create a complete image about this topic. This study provided quantitative and qualitative data and the data collection was conducted via online surveys in December and January 2020-1, which resulted in 16 responses. Experts were asked about the reasons of why social media are necessary in Greek hotels, the impact of them in customer journey, the platforms that are considered more effective, the objectives that are achievable via social media marketing and the marketing activities that are more suitable in hotels’ marketing strategy. This dissertation is composed of five main chapters that are the main body of this investigation. The structure of the dissertation is the following: Introduction, Literature Review, Methodology, Data analysis and the final chapter is comprised of the Discussion, Conclusion and Recommendations.