© 2020

Strategic Innovative Marketing and Tourism

8th ICSIMAT, Northern Aegean, Greece, 2019

  • Androniki Kavoura
  • Efstathios Kefallonitis
  • Prokopios Theodoridis
Conference proceedings

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Table of contents

  1. Front Matter
    Pages i-xxix
  2. Stephen J. Havlovic
    Pages 1-6
  3. Panagiota Konstantinou, Spyridon Nomicos, Androniki Kavoura
    Pages 15-22
  4. Panagiota Konstantinou, Spyridon Nomicos, Georgios Stathakis, Athina Mountzouri
    Pages 23-30
  5. Athina Mountzouri, Apostolos Papapostolou, Spyridon Nomikos
    Pages 31-40
  6. Dimitrios Panagiotakopoulos, Konstantina Dimitrantzou
    Pages 41-49
  7. Iris Kico, Milan Dolezal, Nikos Grammalidis, Fotis Liarokapis
    Pages 51-59
  8. Nikolaos Bitzidis, Sotirios Dimitriadis, George Karavasilis, Evangelos Kehris, Vasiliki Vrana
    Pages 61-69
  9. Flávio Tiago, Cristina Oliveira, Ana Brochado, Sérgio Moro
    Pages 71-79
  10. Flavio Tiago, Teresa Borges-Tiago, João Couto
    Pages 81-89
  11. Efharis Mascha, Stavros Apostolakis
    Pages 101-109
  12. Ezzohra Belkadi
    Pages 129-138
  13. Aikaterini Stavrianea, Irene Kamenidou, Evangelia Zoi Bara
    Pages 139-147
  14. Elma Satrovic, Adnan Muslija, Eda Yasa Ozelturkay
    Pages 149-158
  15. Emel Kizilkaya Aydoğan, Esra Akgul, Yilmaz Delice, Cem Sinanoglu
    Pages 159-168

About these proceedings


​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

Editors and affiliations

  • Androniki Kavoura
    • 1
  • Efstathios Kefallonitis
    • 2
  • Prokopios Theodoridis
    • 3
  1. 1.Department of Business AdministrationUniversity of West AtticaAigaleoGreece
  2. 2.Department of Business AdministrationState University of New York at OswegoOswegoUSA
  3. 3.Department of Business Administration of Food and Agricultural EnterprisesUniversity of PatrasAgrinioGreece

About the editors

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.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences