Strategic Innovative Marketing and Tourism

1. Front Matter

   Pages i-xxix

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2. European Works Councils in the Airline Industry

   • Stephen J. Havlovic

   Pages 1-6

3. From a Smart City to a Smart Destination: A Case Study

   • Sónia Avelar

   Pages 7-14

4. Smart Tourism Approaches Through Intelligent Print Media

   • Panagiota Konstantinou, Spyridon Nomicos, Androniki Kavoura

   Pages 15-22

5. Smart Tourism Prospects: A Descriptive Sample Survey on a Sample of Potential Tourists

   • Panagiota Konstantinou, Spyridon Nomicos, Georgios Stathakis, Athina Mountzouri

   Pages 23-30

6. Intelligent Packaging as a Dynamic Marketing Tool for Tourism

   • Athina Mountzouri, Apostolos Papapostolou, Spyridon Nomikos

   Pages 31-40

7. Intelligent Ticket with Augmented Reality Applications for Archaeological Sites

   • Dimitrios Panagiotakopoulos, Konstantina Dimitrantzou

   Pages 41-49

8. Visualization of Folk-Dances in Virtual Reality Environments

   • Iris Kico, Milan Dolezal, Nikos Grammalidis, Fotis Liarokapis

   Pages 51-59

9. Internal Customer Satisfaction from an e-Procurement Information System: The Case of Greek Electronic Public Procurement System (ESIDIS)

   • Nikolaos Bitzidis, Sotirios Dimitriadis, George Karavasilis, Evangelos Kehris, Vasiliki Vrana

   Pages 61-69

10. Mapping Island Tourism Research

    • Flávio Tiago, Cristina Oliveira, Ana Brochado, Sérgio Moro

    Pages 71-79

11. Human Resources Role in Hospitality Service Quality

    • Flavio Tiago, Teresa Borges-Tiago, João Couto

    Pages 81-89

12. The Role of Fellow-Feelings and Organisational Harmony to Organisational Performance: A Comparative Analysis Between Two National Contexts

    • Jashim Khan, Vivi Maltezou, Eddy M. Sutanto, Meng Tao

    Pages 91-99

13. Cultural Identity, Innovation and Entrepreneurship

    • Efharis Mascha, Stavros Apostolakis

    Pages 101-109

14. A Model of Brand Cocreation, Brand Immersion, Their Antecedents and Consequences in Café Brand Context

    • Fulya Acikgoz, Asli D. A. Tasci

    Pages 111-119

15. City Branding: Proposal of an Observation and Analysis Grid

    • Ezzohra Belkadi

    Pages 121-128

16. City Branding of Casablanca in Morocco

    • Ezzohra Belkadi

    Pages 129-138

17. Gender Differences in Satisfaction from Hotel Room Attributes and Characteristics: Insights from Generation Z

    • Aikaterini Stavrianea, Irene Kamenidou, Evangelia Zoi Bara

    Pages 139-147

18. Renewable Energy Matters for Tourism Industry in BRICS Plus Turkey Countries

    • Elma Satrovic, Adnan Muslija, Eda Yasa Ozelturkay

    Pages 149-158

19. Determining of Customer’s Kansei Needs and Product Design Attributes by Rough Set Theory

    • Emel Kizilkaya Aydoğan, Esra Akgul, Yilmaz Delice, Cem Sinanoglu

    Pages 159-168

20. Transformative Role of Work-Integrated Learning in Industrial and Post-Industrial Society: The Russian Experience

    • Natalya Totskaya, Natalia A. Bogdanova

    Pages 169-178

​This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.

• Business communication and advertising
• Digital and social marketing
• Cultural management
• Destination branding
• ICSIMAT 2019
• B2B marketing
• Tourism marketing

• Department of Business Administration, University of West Attica, Aigaleo, Greece

  Androniki Kavoura

• Department of Business Administration, State University of New York at Oswego, Oswego, USA

  Efstathios Kefallonitis

• Department of Business Administration of Food and Agricultural Enterprises, University of Patras, Agrinio, Greece

  Prokopios Theodoridis

Androniki Kavoura is a professor of marketing communication at the Department of Business Administration, University of West Attica, Greece. Her research focuses, among others, on marketing communication, social media marketing and tourism marketing. She has published papers on these topics in many international journals. She is also conference chair of the International Conference on Strategic Innovative Marketing and Tourism.

Efstathios Kefallonitis is a professor of marketing at the State University of New York at Oswego, USA. His research focuses on strategic marketing and branding, hospitality and air transport. He has published in many academic and professional journals and he is among the top professionals in the air transport industry.


Prokopios Theodoridis is a professor of marketing, University of Patras, Greece. His research focuses, among others, on food and beverage marketing, retail and services marketing, internal marketing, consumer behaviour, marketing communications. He is the secretary general of the Hellenic Marketing Academy.

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