Internet in Marketing Strategy in Greek Tourism Industry

Internet in Marketing Strategy in Greek Tourism Industry

Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)
DOI: 10.4018/978-1-61520-867-8.ch007
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The web tourists have the chance to do comparative e – travel shopping from suppliers from all over the world fast and easily. Based on this assumption, the purpose of this study is to examine whether internet is a powerful communicational tool for people over the other forms of gathering information for a destination. Furthermore a main objective is to identify whether the available information in the web can promote adequately Greece. Results of the study confirmed that internet is a powerful communicational tool in tourism industry, as per young people’s perspectives. However, booking a holiday through the web might be tricky for an inexperienced user. The negative aspects of e –bookings are the factors that reinforce the validity of the other sources of information.
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The Emerge Of E-Tourism

Holloway and Taylor, (2006) recognized that the need of the emerge of e – tourism as a result of a fast- forwarding society. The potential tourists are now able to find all information needed available in the web, compare prices, tailor their own package tour, make reservations and pay for them “without leaving their armchair”. Buhalis (2003) explained that information and communication technologies (ICTs), of course including internet, information systems and telecommunications as well, are the tools that brought evolution of tourism demand and developed a business model of tourism organizations, in collaboration with e – business and e – management including e – planning and e – strategy. Kotler & Armstrong (2006) added to this point that in the digital age that we are currently now, the terms of e – business and e – commerce have dynamically introduced in the marketplace.

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