Strategic Innovative Marketing and Tourism

1. Front Matter

   Pages i-xxxix

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2. A Network Analysis of Museums on Instagram

   • Vasiliki Vrana, Dimitrios Kydros, Evangelos Kehris, Anastasios-Ioannis Theocharidis, George Karavasilis

   Pages 1-10

3. Towards a Hybrid Minimax Recommender for Free-Roaming Museum Visits

   • George Pavlidis

   Pages 11-19

4. Developing a Multi-channel Customer Relationship Management Strategy for Hotel Operation

   • Soteris Kefalas

   Pages 21-29

5. The Importance Attached to Culinary Blogs in the Promotion of Food Products with Health and Nutrition Claims: A Perspective of Polish Processors and Distributors

   • Paweł Bryła

   Pages 31-38

6. Quality Service in the Hospitality Industry: Achieving Effective Service Processes and Designs

   • Soteris Kefalas

   Pages 39-47

7. Hospitality, Tourism, and Events Industry Competency Model: Human Resource Management Implications

   • Barry A. Friedman

   Pages 49-56

8. Temporary Museum Exhibitions as Tools for Cultural Innovation

   • Kali Tzortzi, Katerina Koukouvaou

   Pages 57-65

9. The Relationship Between Service Quality and Customer Satisfaction on Luxurious Hotels So to Produce Error-Free Service

   • Konstantinos Varsanis, Dimitrios Belias, Nikolaos Kakkos, Michalis Chondrogiannis, Ioannis Rossidis, Chris Mantas

   Pages 67-76

10. The Use of Customer Relations Management’s Digital Technologies from Greek Hotels

    • Ioannis Rossidis, Dimitrios Belias, Stefanos Papailias, Dimitrios Tsiotas, Spyridon Niavis, Labros Vasiliadis

    Pages 77-84

11. The Sharing Economy and How It Affects the Conditions of Consumption and Competition in the Tourism Industry: The Case of Airbnb in Greece

    • Konstantinos Varsanis, Dimitrios Belias, Stefanos Papailias, Michalis Chondrogiannis, Ioannis Rossidis, Christos Mantas et al.

    Pages 85-92

12. Tourism and Destination Branding: The Case of Greek Islands

    • Ioannis Rossidis, Dimitrios Belias, Konstantinos Varsanis, Stefanos Papailias, Dimitrios Tsiotas, Labros Vasiliadis et al.

    Pages 93-100

13. Greek Culinary Tourism Is Lost in Translation

    • Stella Markantonatou, George Pavlidis

    Pages 101-108

14. The Crucial Role of the Museums in Allying Alternative Forms of Diplomacy

    • Kyriaki Oudatzi

    Pages 109-117

15. Digital Inbound Marketing: Particularities of Business-to-Business and Business-to-Customer Strategies

    • M. Chouaib Dakouan, M. Redouane Benabdelouahed

    Pages 119-128

16. Open-Access Resource for the Management and Promotion of Greek Museums with Folk Exhibits

    • Anna Vacalopoulou, Stella Markantonatou, Katerina Toraki, Panagiotis Minos

    Pages 129-137

17. Small Scale Event Product Analysis Based on Conjoint Analysis Results: The Case of Yedi Kule Conquest Monuments Run

    • Sofia Gkarane, Chris A. Vassiliadis

    Pages 139-146

18. Art or Society with “Emotions”: Manifestations of Emotions from Ancient Greece to Today

    • Alexandra Vezyrogianni, Efharis Mascha

    Pages 147-154

19. Analysis of the Relationship Between Transformational Leadership and Learning Organization in Health Care Services

    • Aspasia Goula, Dionisia Katelouzou, George Pierrakos, Dimitra Latsou, Sofia Dimakou, Aggeliki Stamouli et al.

    Pages 155-163

20. Ways to Find Employment and Preferences in Relation to a New Job for University Graduates of the Pilsen Region in the Czech Republic

    • Lenka Ližbetinová, Dagmar Weberová

    Pages 165-172

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) 2018, 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.

• ICSIMAT 2018
• strategic innovative marketing
• business communication and advertising
• international marketing
• digital and social marketing
• product and brand management
• B2B marketing
• tourism and hospitality marketing
• destination branding
• cultural management
• alternative forms of tourism
• alternative forms of marketing

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

  Androniki Kavoura, Apostolos Giovanis

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

  Efstathios Kefallonitis

Androniki Kavoura is a Professor in the Department of Business Administration, University of West Attica, Greece. She completed her MSc in Media Management and her PhD on Communication and Culture at the University of Stirling, Scotland, UK. She has participated in various research projects and her research interests include social media, branding, advertising, and culture. She co-chairs the International Conference on Strategic Innovative Marketing and Tourism and she is Editor in Chief of the International Journal of Strategic Innovative Marketing.

Efstathios Kefallonitis is an Associate Professor at the State University of New York at Oswego. He received his doctorate in marketing management from Cranfield University in the UK. He completed a postdoctoral fellowship in brand experience management at the University of the Arts in London and holds a Master's degree from Goldsmiths, University of London. Appointed in August 2011, he teaches courses in Marketing Principles, Marketing Management, and Advertising and Promotion. He serves as the Managing Director of branding.aero in New York City, specializing in aviation industry branding.

Apostolos Giovanis is an Associate Professor in Technology Marketing at the Department of Business Administration, Athens University of Applied Science (AUAS), Greece. He holds a Diploma in Engineering Management, an MSc in Management, and a PhD in Marketing Management (New Product Diffusion and Adoption), all from Technical University of Crete, Greece. In addition to AUAS, he has taught at the Hellenic Open University, the Technical University of Crete, and the Piraeus University of Applied Science. He is a member of the EuroMed Business Research Institute (EMRBI) (chairman of the Brand Research Committee) and the Greek Marketing Academy. Before joining academia, he held several managerial positions in the field of marketing in the service industry. His research interests are primarily in the areas of technology-mediated services marketing, customer relationship management, customer-brand relationships, and innovation management, and his academic work has been published in various scientific journals.

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